Journal of Consumer Marketing: Volume 36 Issue 6

A phenomenological approach to the collaborative consumer

Belem Barbosa, Isabel Fonseca

Collaborative consumption emerges from social practices such as sharing, lending and gifting. It is becoming more common among consumers, boosted by the internet, which…

Effects of personal dispositions, familiarity and consumption situation on Western brands’ packaging

Huda Khan

Supermarket scans in the contextual non-Western markets (Pakistan and China) revealed that the majority Western consumer products are available in both global (English) and the…

Are attractive reviewers more persuasive? Examining the role of physical attractiveness in online reviews

Marie Ozanne, Stephanie Q. Liu, Anna S. Mattila

While online reviews are of paramount importance in brand evaluations and purchase decisions, the impact of a reviewer’s attractiveness is not well understood. To bridge that gap…

Support for women’s rights and feminist self-identification as antecedents of attitude toward femvertising

Miglena Sternadori, Alan Abitbol

Existing research demonstrates that consumers prefer advertising that aligns with their values and beliefs but can also be distrustful of claims of corporate social…

Screen size effects in online data collections

Magnus Söderlund, Jonas Colliander, Stefan Szugalski

This paper aims to examine if the response device (smartphone vs computer) used by participants in online data collections affects their responses. The screens of smartphones and…

Customers’ behavioral responses to unfavorable pricing errors: the role of perceived deception, dissatisfaction and price consciousness

Siddik Bozkurt, David Gligor

Although unfavorable pricing errors (UPEs) cost customers billions of dollars each year, research has not yet examined customers’ reactions to UPEs. This paper aims to fill this…

Stay in touch! New insights into end-user attitudes towards engagement platforms

Vittoria Marino, Letizia Lo Presti

Because engagement platforms are becoming an emerging service research context, the purpose of this paper is to understand how consumers may be segmented with respect to attitude…

How does incidental curiosity affect consumers’ unhealthy eating?

Chen Wang

This paper aims to examine how, why and when incidental curiosity might have an influence on consumers’ unhealthy eating behaviors in a subsequent, irrelevant context.

Yoga wellness tourism: a study of marketing strategies in India

Ewelina Telej, Jordan Robert Gamble

The purpose of this paper is to examine marketing strategies that India is currently applying to promote itself as a competitive yoga destination.

“Mind the gap”: to succeed in marketing politics, think of social media innovation

Patrick Amfo Anim, Frederick Okyere Asiedu, Matilda Adams, George Acheampong, Ernestina Boakye

This paper aims to explore the relationships between political marketing via social media and young voters’ political participation in Ghana. Additionally, this study examines the…

Inverse socialization with technology: understanding intergenerational family dynamics

Maria Eugenia Perez, Claudia Quintanilla, Raquel Castaño, Lisa Penaloza

This paper aims to explore the inverse consumer socialization processes, differences in technology adoption and changes in extended family dynamics occurring between adult…

The year of establishment effect on brand heritage and attitudes

Gabriele Pizzi, Daniele Scarpi

This paper aims to investigate whether and how the inclusion of the year of establishment (YOE) in the brand logotype affects consumers’ perceptions of brand heritage and…

Drivers of purchase behavior and post-purchase evaluation in the Singles’ Day promotion

Lingli Wang, Qiang Yan, Wenjing Chen

The purpose of this study is to examine the strategies used by consumers to control themselves in the Singles’ Day promotion. It also examines how promotion and social influence…

Sharing of branded viral advertisements by young consumers: the interplay between personality traits and ad appeal

Kalpak K. Kulkarni, Arti D. Kalro, Dinesh Sharma

This study aims to investigate the influence of Big Five Personality traits (i.e. openness to experience, conscientiousness, extraversion, agreeableness and neuroticism) on young…

Consumer centric antecedents to personal financial planning

Francisco Guzman, Audhesh Paswan, Niranjan Tripathy

Personal finance influences everything we buy and is a key driver of all economies. It has attracted significant research attention, mostly grounded in rational economics…