Journal of Consumer Marketing: Volume 40 Issue 3

Is this real life? Is it just fantasy? The development and validation of a media-evoked fantasy scale

Delancy H.S. Bennett, Geraldo Matos, Nwamaka A. Anaza, Cecilia Ruvalcaba, Mitchell Hamilton

Prior research has indicated that narratives may lead to fantasy which may evoke narrative transportation. Researchers have also established that narrative transportation affects…

Learning value of video tutorials in online learning communities

Nadia Steils

Vlogging constitutes a potential advertising channel for branded products. This paper aims to investigate the role and antecedents of the learning value, i.e. substantive (vs…

Urban Vietnamese consumers’ preferences for attributes of sustainably produced rice

Nguyen Thuy Trang, Steven W. Kopp, Vo Hong Tu, Mitsuyasu Yabe

The purpose of the present research is to examine the comparative values that urban Vietnamese consumers place on attributes of rice that is produced using environmentally…

Do consumers appreciate promotional gifts?

Marek Hudik, Miroslav Karlíček, David Říha

This paper aims to examine whether consumers’ appreciation of promotional gifts exceeds firms’ cost of providing these gifts. The paper also compares characteristics of…

The effects of brand relationships on justice perceptions in service recovery

Cid Gonçalves Filho, Kip Kiefer, Marc Fetscherin, Alexander Blandina, Marcelo Nacif Rocha, Plínio Rafael Reis Monteiro

This paper aims to explore how brand relationship quality (BRQ) influences consumers’ perceived sense of justice in the context of service recovery situations.

Impulsiveness in the grocery store: psychographic drivers and segments

Kenneth R. Lord, Sanjay Putrevu, Elizabeth A. Olson

This study aims to enhance the understanding of impulse buying in grocery stores, where such purchases are pervasive and consumers face greater decision fatigue and diminished…

How can we encourage mindful consumption? Insights from mindfulness and religious faith

Sharad Gupta, Weng Marc Lim, Harsh V. Verma, Michael Polonsky

Mindful consumption is a popular concept that is often associated with mindfulness and religious faith, but nonetheless, its empirical associations to these remain relatively…

Seeing is buying: should offline retailers use shelf-based scarcity to sell products?

Madhumitha Ezhil Kumar, Shivendra Kumar Pandey, Dheeraj P. Sharma, Himanshu Rathore

This study aims to examine the moderating role of two product-related variables – product type and product involvement on the relationship between shelf-based scarcity (SBS) and…

The roles of trait prudence and desire in consumer self-control for temptations

Alexandra Aguirre-Rodriguez, Patricia Torres

This paper aims to examine the role of volitive desire in self-control toward temptations. It extends prior research on the role of prudence in temptation resistance by…

What is known and what is unknown about food buying and consumption behavior during the COVID-19 pandemic? A systematic literature review

Costanza Nosi, Barbara Aquilani, Irene Fulco

This study aims to analyze the management and marketing literature on food buying and consumption behavior during the COVID-19 pandemic to shed light on how consumers reacted to…