Consumers often provide different evaluations of absolute and percentage descriptions of the same quantity. Prior research has attributed this to two factors: selection of distinct reference contexts and differential cognitive difficulty. However, in a preliminary study, we show that...

Extensive research has investigated the antecedents and impact of adoption of technology in the sales force. Interestingly, even though sales teams have proliferated, most research on adoption to date is at the individual level of analysis. Therefore, we conduct research of individual and team...

Frontline service employees often vary in their delivery of the brand promise, leaving service firms with less direct control on other stakeholders' brand perceptions. Internal branding efforts have been suggested as a way to improve employee performance. With this in mind, we develop a...

To create customer-oriented organizations, managers are often asked to promote a values-based vision. Yet, many managers struggle with transferring their values to employees making strategic value changes difficult. Despite this challenge, research has yet to demonstrate how managers effectively...