Social influence plays a significant role in shaping consumer behavior, and research in this
area comprises a substantial portion of the literature. Despite the vast number of studies …

Financial literacy research of the past 40 years (1970–2010) has largely ignored the
reasons for sociodemographic differences in financial outcomes. The primary purpose of this …

Customer sustainable consumption behaviors have attracted considerable attention
recently. However, existing studies have been focused on individual sustainable …

This article develops a critique of the dyadic model of consumer gift giving and an extension
of the classic paradigm of gift giving as elaborated in fundamental anthropological and …

In recent decades, scholars across all areas of marketing have studied consumer gift‐giving
behavior. Despite the growing popularity of this research topic, no extensive review of the …

Although most research on consumers' choices, and resulting insights, have focused on
choices that consumers make solely for themselves, consumers often make choices for …

This research examined how consumer–brand relationships change when one contrasts
brands perceived as nostalgic with brands perceived as non‐nostalgic. Paired comparisons …

This research examines how consumers make unilateral decisions on behalf of the self and
multiple others, in situations where the chosen option will be shared and consumed jointly …

Gift‐giving is a typical consumer behavior with important implications for consumers and
marketers. Accordingly, consumer gift‐giving behavior has received much attention from …

Marketing–der handlungsorientierte Ansatz. Marketing: verständlich und aktuell Diese
managementorientierte Einführung in das Marketing stellt die wesentlichen Instrumente …