A substantial portion of produce harvested around the world is wasted because it does not meet consumers' shape expectations. Only recently has research begun investigating the causes underlying misshapen produce rejection by consumers. Generally, this limited research has concluded that...

Purpose The aim of this paper is to consider place as a value proposition, in the context of Resource-Advantage Theory, by analysing the concept of terroir, including its antecedents and consequences. Design/methodology/approach The authors conceptually analyse the role of place in marketing by...

Purpose – This paper aims to uncover humor mechanisms. Humor mechanisms influencing consumer behaviors seem relatively under-researched. In consequence, the effectiveness of humorous appeals is often questioned and research has yet to provide clear guidelines regarding why, for whom and when...