Ausgabe 4/2012
Inhalt (8 Artikel)
Why consumers respond differently to absolute versus percentage descriptions of quantities
Danny Weathers, Scott D. Swain, Jay P. Carlson
The vulnerability of defensiveness: The impact of persuasion attempts and processing motivations on trust
Wenxia Guo, Kelley J. Main
Understanding consumers’ multichannel choices across the different stages of the buying process
Sonja Gensler, Peter C. Verhoef, Martin Böhm
In the mood to buy? Understanding the interplay of mood regulation and congruence in an international context
Erik Maier, Robert Wilken, Helmut Schneider, Gülpınar Kelemci Schneider
More effective assessment of market performance in later stages of the product development process: The case of the motion picture industry
Gerda Gemser, Mark A. A. M. Leenders, Charles B. Weinberg