The decoy effect describes a bias in which people's choices between two valuable options are swayed by a third, inferior, "decoy" option. Despite being documented in lab settings, relatively little work has investigated whether decoy effects occur "in the wild" where consumers face large, diverse choice sets. We employ a new…

Supply chain disruptions can lead to shortages. To manage this risk, companies often adopt a customer segmentation strategy to prioritize customers when confirming orders. To protect the limited supply for important customers, strategic segments are created, where some segments are given priority at the expense of other segments. In enterprise…

'Students as consumers' has become the dominant discourse applied to English undergraduate students in the United Kingdom. This construction by policymakers is linked to the marketisation of higher education and the increased financial contribution of English students towards their studies. However, the construction of students as consumers, from…

The primary goal of this research is to provide the social and psychological motivational factors that lead consumers to engage with commercial brands on SNS. Specifically, this study addresses consumers' motivations in terms of why they follow a brand's account on Instagram, helping us to understand what specific motives and needs consumers have…

The customer-based brand equity (CBBE) framework was developed for commercial buying purposes but has been applied in this study to institutional marketing, i.e. to MBA programs in Dutch business schools. Although academic institutions spend significant amounts of their budgets on Marketing, branding research for this field is still limited. To…

This study examines how students engage in the prosumption (production-consumption) of online lending services in Indonesia and how these services contribute to students falling into the trap of hyper-consumerism. Using multi-sited ethnography, this study explores how Cicil's online lending practices, an online lending platform targeting higher…

The marketing of heated tobacco products (HTPs), like IQOS, influences consumers' perceptions. This mixed-methods study analyzed (i) survey data (2021) of 2222 US and Israeli adults comparing perceptions of 7 IQOS attributes (design, technology, colors, customization, flavors, cost and maintenance) and 10 marketing messages (e.g. 'Go smoke-free…')…

The main purpose of this study is to examine the effect of promotional activities applied in e-commerce on the consumer behavior of individuals living and shopping in the Turkish Republic of Northern Cyprus. The study was conducted using quantitative research method based on Söker's (2022) scale form. The population of the study consists of all…

Marketers of financial products are always interested to study the attitude of investors, but rarely any researcher or industry practitioner focused on the factors that precede the attitude in order to reach the purchase intention of financial customers (individual-investors). Hence, this study is intended to investigate the structural…

Purpose: Open innovation is a critical source of competitive differentiation within the hospitality industry. However, open innovation remains underexplored in small and medium enterprises (SMEs) and there is a dearth of knowledge about open innovation processes and mechanisms in the hospitality industry. This study aims to address this lacuna by…

When companies take a stance on sociopolitical issues, it is considered corporate social advocacy (CSA). This article examines to what extent perceived corporate motives of engaging in CSA affect consumer skepticism and brand equity. It is one of the few published studies of consumer attitudes toward companies' CSA involvement. An online survey…

TeachersPayTeachers.com is an online marketplace where sellers offer learning activities, lesson plans, decorations, and related materials for use in school classrooms. The marketplace includes thousands of music education materials that are used by teachers throughout the United States. The purpose of this study was to explore the content of what…

We present a model with corrupt and honest examiners, and applicants with heterogeneous innate ability in the education sector with effort and bribe modelled as substitutes. The results show that 'strong' candidates rely only upon effort; 'medium' candidates choose positive levels of bribe and effort; 'weak' candidates rely only on bribery. They…

This study examines the psychological mechanism of consumers' environmentally responsible behaviors in college sport. The research is guided by a belief-attitude-intention (B-A-I) hierarchy model. The results revealed that consumers who see benefits in a college athletic department's pro-environmental initiatives (PEIs) have positive attitudes…

This study investigates how risk auditing, accounting standards, and corporate governance influence accounting reforms in China's Luckin Coffee. Data were collected through in-depth, semi-structured interviews with 30 audit professionals from nine accounting networks. The gray correlation coefficient technique was used to assess the risks…