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Consumer Cocreation in New Product Development
The area of consumer cocreation is in its infancy and many aspects are not well understood. In this article, we outline and discuss a conceptual framework that focuses on the degree of consumerExpand
Emotional Brand Attachment and Brand Personality: The Relative Importance of the Actual and the Ideal Self
Creating emotional brand attachment is a key branding issue in today's marketing world. One way to accomplish this is to match the brand's personality with the consumer's self. A key question,Expand
Do Satisfied Customers Really Pay More? A Study of the Relationship between Customer Satisfaction and Willingness to Pay
Two experimental studies (a lab experiment and a study involving a real usage experience over time) reveal the existence of a strong, positive impact of customer satisfaction on willingness to pay,Expand
The Unhealthy = Tasty Intuition and Its Effects on Taste Inferences, Enjoyment, and Choice of Food Products
Across four experiments, the authors find that when information pertaining to the assessment of the healthiness of food items is provided, the less healthy the item is portrayed to be, (1) the betterExpand
Why Switch? Product Category–Level Explanations for True Variety-Seeking Behavior
The authors address two key issues that have received inadequate attention in the choice behavior literature on variety seeking. First, they explicitly separate true variety-seeking behavior (i.e.,Expand
An Examination of Consumer Decision Making for a Common Repeat Purchase Product
Despite the large amount of theory and research on consumer choice, current understanding is still at a less than desirable level—especially in the cases where involvement with or importance of theExpand
Social Identity and the Service-Profit Chain
The conventional service-profit chain (SPC) proposes that a firm's financial performance can be improved through a path that connects employee satisfaction, customer orientation, customerExpand
Effects of Brand Awareness on Choice for a Common, Repeat-Purchase Product
Results of a controlled experiment on the role of brand awareness in the consumer choice process showed that brand awareness was a dominant choice heuristic among awareness-group subjects. SubjectsExpand
An Integrative Framework for Understanding Two-sided Persuasion
This article develops a framework that encompasses past two-sided persuasion research and incorporates additional theory and research on optimal arousal and attitude toward the ad to provideExpand
The Intensity of Ethnic Affiliation: A Study of the Sociology of Hispanic Consumption
Although there has been little recent work dealing with the sociology of consumption, what exists has assumed that there is a general homogeneity within subcultures—i.e., that consumers within aExpand