Journal of Consumer Marketing: Volume 27 Issue 4

Technology rejection: the case of the wallet phone

A wallet phone is a type of cell phone that is used for storage of all information, including identification, pictures, even airline tickets. This study seeks to understand…

The effect of individualism on private brand perception: a cross‐cultural investigation

The present study has three aims: to find out whether individualism affects consumers' preference for private versus national brands; to assess the effect of individualism on the…

Contingent consumer decision making in the wine industry: the role of hedonic orientation

This paper aims to evaluate the relationships among consumer expertise, hedonic orientation, price consciousness, and consumption using wine as the focal product. While these…

Rethinking the TAM model: time to consider fun

It is widely agreed that usefulness of new products is one of the most considered factors by innovators to justify the adoption of new devices. However, the fun aspect of the…

Country of origin, ethnocentrism and bicultural consumers: the case of Mexican Americans

The paper's aim is to explore how bicultural consumers differ from monocultural consumers, and among themselves, in terms of country‐of‐origin effect and ethnocentrism.

Green consumer behavior: determinants of curtailment and eco‐innovation adoption

Knowledge of green consumer behavior is important for environmental and business reasons. The purpose of this study is to examine the determinants of green curtailment behaviors…

If they could see me now: immigrants' use of prestige brands to convey status

The purpose of this study is to examine the degree of ethnic identity and demographic characteristics (the length of residency in the USA, education, income, age, and origin of…

Gender‐role views and gift‐giving behaviors in Israel

The paper intends to enrich the set of national contexts used so far in studies about gift‐giving. It also intends to test the unique explanatory power of the dimensions of…

Reality Check: The Irreverent Guide to Outsmarting, Outmanaging, and Outmarketing Your Competition

Ad Women: How They Impact What We Need, Want, and Buy

The 85% Niche: The Power of Women of All Colors – Latina, Black, and Asian

Managing Market Relationships: Methodological and Empirical Insights

Editorial