Recent research extends the estimation and analysis of structural demand and supply models to consider the concepts of brand equity and brand value and their role in product investment decisions. In this paper, we analyze data from the Dutch …

Despite disliking behavior tracking for marketing, consumers actively adopt technological behavior tracking products. Our research examines the psychological factors driving this adoption and the conditions under which it occurs. We theorize that …

Filtered selfies are prevalent on social media and are considered an effective way to project an ideal self. Built-in editing by beauty filters allows the user to easily obtain an enhanced self-image in a second, and such auto-editing filters are …

Online reviews serve as a guide for consumer choice. With advancements in large language models (LLMs) and generative AI, the fast and inexpensive creation of human-like text may threaten the feedback function of online reviews if neither readers …

We develop a parsimonious framework for evaluating the efficacy of different approaches for limiting the spread of misinformation. We use this framework and simulation studies to determine the evolution of truthful and fake messages on social …

Since 1994, marketing academics have accumulated a wealth of empirical evidence on product recall. However, the findings have not been integrated into a framework that can summarize the evidence and elicit theoretically interesting and …

This paper examines the effects of handmade (vs. machine-made) gifts on social relationships. Across three studies, we find that handmade gifts promote social relationships. This effect can be explained by the perceived uniqueness of such gifts.

Blockchain technology (BT) represents a chance to bolster consumer responses toward retailers due to its ability to ensure transparency in each transaction within supply chain. Relying on signaling theory, we propose and test a theoretical model …

The current research constructs a framework to understand how subjective socioeconomic status (SES) affects consumers’ AI aversion in the evaluation context. Three experiments show that subjective SES has a negative impact on consumers’ …

This study investigates how CEO-related events covered in news media affect consumer evaluations. The conceptual model proposes six CEO-related news categories and details their impact on consumer evaluations as well as the degree to which these …

This paper examines a monopolist platform’s data strategy comprising of data collection and data protection under two different data ownership regimes: one, where users have no control over the amount of data shared with the platform, and the …

We examine how motivation to continue pursuing a goal (e.g., lose 20 pounds in 10 weeks) is impacted not only by the extent of the goal progress to date but also by the amount of the time remaining for goal completion, an aspect unique to …

Do online research participants complete studies as continuous tasks, or do they switch back and forth between the study and other online activities? While researchers generally prefer for participants to complete online studies continuously …

Consumers often face uncertainty in decision-making while assessing options presented as attribute-bundles as they are unable to assess their utility. This confusion is exacerbated by the presence of a “decoy,” or an inferior option, which leads …

Maximum Difference Scaling (MaxDiff) is an essential method in marketing concerning forecasting consumer purchase decisions and general product demand. However, the usefulness of traditional MaxDiff studies suffers from two limitations. First, it …

Do true cost campaigns (TCCs)—which display prices at the point of purchase that include social and environmental negative externalities—nudge consumers toward more expensive sustainable products? From a theoretical point of view, the answer is …

In this paper, we define and conceptualize two commonly assumed roles that have not yet been studied in the marketing literature—that of a host and a guest. We examine consumers’ preference for, and consequences of, assuming each role across three …

Psychological state alterations induced by substance-related physiological mechanisms affect consumer decision-making. We examine the influence of caffeine—the world’s most popular psychostimulant—on the attraction effect. In three double-blinded …

Young individuals rarely seek information about life insurance—a product that offers long-term benefits that might not motivate a desire to act now. Framing life insurance messaging as a gain in the present (e.g., “ensure your loved ones are …

Given their need for social recognition, narcissists often engage in activities that are valued on social media. While communicating about such socially rewarding activities on social media—what we refer to as narcissistic content—has become …