Human beings have countless desires but bounded resources, and this limitation makes
them choose between alternatives. Consumers are encouraged to be aware of the best …

To advance understanding of how well different types of brand relationships drive customer
brand loyalty and to help companies improve the effectiveness of their relationship-building …

Statistical mediation analysis has become the technique of choice in consumer research to
make causal inferences about the influence of a treatment on an outcome via one or more …

To explain trade-offs in choice, researchers have proposed myriad phenomena and
decision rules, each paired with separate theories and idiosyncratic vocabularies. Yet most …

When consumers perceive that a resource is limited and may be insufficient to accomplish
goals, they recruit and enact plans to cope with the shortage. We distinguish two common …

This research investigates whether there are enduring effects of goal achievement and
failure within customer loyalty promotion programs. We collaborated with a major hotel chain …

Although prior research has advanced our understanding of the drivers of organ donation
attitudes and intentions, little is known about how to increase actual registrations within …

Consumers often gain extra free time unexpectedly. Given the increasing time pressure that
consumers experience in their daily lives, it is important to understand how they spend …

Customers can belong to multiple competing loyalty programs each with multiple reward
levels. We extend loyalty program theories by proposing five mechanisms that capture the …

The present research investigates how the threat of COVID-19 affects consumers' choices
among hospitality/travel options of varying levels of quality and price. Drawing on …