Journal of Consumer Marketing: Volume 38 Issue 7

Why do people shop together around the same screen?

Yonathan Silvain Roten, Régine Vanheems

Increasingly, consumers shopping online are not doing so alone. This paper aims to identify motivations for and barriers to shopping together with relatives or friends on the same…

The effects of implicit firm theory on customer engagement and firm-related judgments

R. Bret Leary, Thomas Burnham, William Montford

This paper aims to introduce the implicit firm theory, distinguishing between the belief that firms can (incremental firm theory) or cannot (entity firm theory) readily change in…

Suspecting service overprovisions: how market signals help restore personal control and reduce decision deferrals

Subimal Chatterjee, Debi P. Mishra, Jennifer JooYeon Lee, Sirajul A. Shibly

Service providers often recommend unnecessary and expensive services to unsuspecting consumers, such as recommending a new part when a simple fix to the old will do, a phenomenon…

The era of consumer entitlement: investigating entitlement after a perceived brand failure

Joanna Phillips Melancon, Mary Jane Gardner, Vassilis Dalakas

The purpose of this study is to explore the antecedents of consumer entitlement among loyal consumers in response to a perceived brand failure, as well as the effect of consumer…

Measuring the motivation to avoid duping: scale development and validation

Robert Madrigal, Marcus Wardley, Catherine Anne Armstrong Soule

This paper aims to develop and validate a psychometrically sound scale measuring buyers’ motivation to avoid being duped (MAD) in a marketplace transaction.

Conspicuous consumption: impact of narcissism and need for uniqueness on self-brand and communal-brand connection with public vs private use brands

Reza Fazli-Salehi, Ivonne M. Torres, Rozbeh Madadi, Miguel Ángel Zúñiga

The purpose of this study was to explore the impact of self-related traits on consumer self-brand connection (SBC) and communal-brand connection (CBC) in public vs private…

Is self-mockery in advertising copywriting an efficient strategy to build brand closeness and purchase intention?

Ouidade Sabri

Brands have increasingly used self-mockery in advertisements. Although previous insights from the social science literature assert that self-mockery is an effective strategy to…