Marketing Letters

Profitability of behavior-based price discrimination

Sumit Shrivastav

The adoption and disadoption of electric vehicles by innovators

Madhavan Parthasarathy, Walfried Lassar

Can power predict consumers’ preferences for aesthetic products? The moderating role of locus of control

Mengmeng Xu, Hongyan Jiang, Huimin Tan

The impact of commodity taxation on product variety: a multi-category investigation

Sungtak Hong, Kanishka Misra

Consumer misestimations of small recurring changes vs. a single large lump sum

Kunter Gunasti, Haipeng (Allan) Chen

The Oversensitivity in Gift-Giving Phenomenon

Julian Givi, Yumei Mu

Role of music tempo in choosing from large and small choice sets: insights from functional magnetic resonance imaging (fMRI)

Kaijun Zhang, Hongkun Liu, Jun Ye

CEO inside-debt compensation and strategic emphasis

Nithya Shankar, Bill B. Francis

Cued-recall asymmetries: the case of brand names and logos

Sara Loughran Dommer, Jeffrey R. Parker

• Open Access

Making brand activism successful: How advice-giving can boost support behavior and reap benefits for the brand

Carina Thürridl, Frauke Mattison Thompson

Need to evaluate as a predictor of creating and seeking online word of mouth

Mengran Xu, Rebecca Walker Reczek, Richard E. Petty

Platform break-even market share

Daniel Arce

• Open Access
• REPLICATION CORNER

Personalized subject lines in email marketing

Laurens Defau, Alexander Zauner