Purpose The purpose of this study is to present a systematic methodological review of the
application of field experiments in the domain of marketing research. By performing this …

Given that consumer researchers and other social scientists often operate with latent
constructs that are not directly observable, sound measurement practices are essential for …

With the inherent public goods problem embedded in knowledge-sharing platforms, various
incentive mechanisms have been implemented, most of which are in the form of gamified …

Purpose This study aims to utilize the theory of planned behavior, integrating materialism,
financial socialization, and perceived financial capability, to explore the psychological …

We assess the role of cognitive convenience in the popularity and rigidity of 0-ending prices
in convenience settings. Studies show that 0-ending prices are common at convenience …

This research shows that consumers who achieve numerically round subgoals perceive a
higher chance of accomplishing their superordinate goals compared to those who achieve …

Many marketing communications are carefully designed to cast a brand in its most favorable
light. For example, marketers may prefer to highlight a brand's membership in the top 10 tier …

Purpose–The purpose of this study is to present a systematic methodological review of the
application of field experiments in the domain of marketing research. By performing this …

Abstract The term “100%” represents perfection. Thus, it is not surprising that marketers
believe that claims that contain this term (eg,“100% organic”) can make products more …

People can use social or personal information as a reference point against which they
compare their performance. While previous research has shown that reference point choice …