As technology has simplified meeting basic needs, humans have cultivated increasingly
psychological avenues for occupying their consumption energies, moving from consuming …

Past meta-analyses of the effects of priming on overt behavior have not examined whether
the effects and processes of priming behavioral or nonbehavioral concepts (eg, priming …

We present an integrative framework of brand value co-creation with theoretical
underpinnings in joint agencial experiencial creation of brand value. Central to this …

Building enduring relationships with consumers is a key marketing objective for most firms,
but how can they develop such relationships? Drawing on social identity and self-verification …

While there is an ample amount of consumer behavior research that recruits processing
fluency as an explanatory construct, the question how to best measure the fluency …

Combining survey data with real-market data, this research investigates brand awareness
from three perspectives. This study examines the relation between brand awareness and …

Neuromarketing is an emerging field in which academic and industry research scientists
employ neuroscience techniques to study marketing practices and consumer behavior. The …

It has been known for some time that consumers' identities influence purchasing decisions
and people form strong identity connections, or “links,” with products and brands. However …

A core goal for marketers is effective segmentation: partitioning a brand's or product's
consumer base into distinct and meaningful groups with differing needs. Traditional …

Marketing practices that promote calorie‐dense, nutrient‐poor foods directly to children and
adolescents present significant public health risk. Worldwide, calls for government action …