Efforts to identify and understand gender differences have a long history that has sparked
lively debate and generated much public interest. Although understanding gender …

With the amount of online advertising on a steady rise, generic ads noticeably lose
effectiveness. In order to break through the clutter, retailers employ a method called …

The present study investigated gender differences in both emotional experience and
expressivity. Heart rate (HR) was recorded as an indicator of emotional experience while the …

Would consumers experience the same psychological processes when adopting AI service
robots in different service areas? Results of multigroup structural equation modeling (n …

Purpose–Although Generation Y has been extensively examined in the popular and
academic literature, there have not been any studies to date that have identified the …

The study was undertaken to assess the role of situational variables in impacting impulsive
buying behaviour. In all, the impact of nine situational variables—categorised as personal …

Although substantial research has been conducted to understand the luxury brand
consumption at a global level, especially in the Western market, far less attention has been …

The concept of “intersectionality” refers to the interactivity of social identity structures such as
race, class, and gender in fostering life experiences, especially experiences of privilege and …

Despite the growing need, nonprofit organization marketers have not yet fully delineated the
most effective ways to position charitable appeals. Across five experiments, the authors test …

A growing stream of research has examined emotions and decision-making based on the
appraisal tendencies associated with emotions. This paper outlines two general approaches …