The concept of reference price is a well‐established phenomenon in the marketing and consumer behavior literature. Given this, we investigate what happens when consumers, given a particular reference price, encounter unexpected prices. It is proposed that the theory of dissonance reduction...

Purpose – This research seeks to examine the regulation of practices that promote brand interest. Its goal is to develop a comprehensive conceptual framework of such practices. Design/methodology/approach – A comprehensive search of US marketing laws and regulations was conducted to find...

Purpose – The purpose of this paper is to investigate the impact of three green strategies on key consumer metrics. More specifically, it aims to measure consumers' purchase intentions of new green, recycled/refurbished products, green company processes and a non‐green product/process....