Purpose This paper aims to investigate cross-gender effects of gender stereotypes in
advertising. More specifically, it proposes that the negative effects found in studies of women’s …

This paper reports a theme‐based structured systematic literature review of the growing body
of marketing research about elderly consumers. By synthesizing, explicating, and relating …

Stereotyped occupational gender-role portrayals still are used frequently in advertising.
Despite this, no previous research has examined their effects. Tentative findings from the …

The rise of e-commerce has caused a dramatic shift in consumer behaviour, putting pressure
on physical stores to offer a more personalised and service-oriented offering. This paper …

Purpose Many scholars have urged firms to empower consumers to become co-producers,
arguing that this empowerment leads to a win-win situation that benefits consumers and …

Purpose The purpose of this paper is to examine reactions when customers in service
encounters receive preferential treatment (ie something extra in relation to other customers). The …

In this paper, we investigate how consumers react to information that the brand has involved
other consumers in the development of its new product. More specifically, we investigate …

Companies that develop new products by collaborating with consumers across online and
social media channels often communicate about this form of product co-creation through …

Purpose This paper aims to assess the impact of perceived effort related to packaging on
overall product evaluations. Perceived effort, defined as the consumer’s perceptions of how …

In this article, we present an educational approach that bridges theory and practice: an applied
retail track. The track has been co-created by faculty and 10 partnering retail companies …