This article explores the effects of two cultural dimensions, face consciousness and risk
aversion, on consumers' decision‐making styles. Data from China and the United States show …

This study examines the effects of intangible extrinsic cues on consumer quality perception
and purchase intention of private brands. We find that store image and product signatureness …

Relational ties between manufacturers and their suppliers serve as an important strategic
resource for value creation and realization. However, conflicting evidence exists regarding …

In this paper we explore the concept and measurement of a generalBas opposed to domain-specificBrisk
aversion construct. We review the literature on risk aversion and perceived risk…

The price–quality schema rests on an assumption that price is credible information about
product quality. However, the credibility of price information varies across different markets. In …

The development of Internet as a new advertising medium calls for research on consumers'
attitude toward web advertising. With this in mind, this study proposed and empirically tested …

It is proposed that product involvement provides a situational motivation for consumers to
discount the importance of product fit in brand extension evaluations. An experimental study …

This research adds to the growing body of literature in consumer socialization by examining
intergenerational influence on brand preferences and consumption orientations in parents …

Research shows that consumers who seek value are the main purchasers of store brands or
private labels. In this paper we corroborate that value consciousness is positively related to …

Partitioned pricing charges a base price and a surcharge instead of an equivalent all‐inclusive
price. In contrast, a bundling strategy offers a bundled price instead of separate prices for …