European Journal of Marketing: Volume 54 Issue 2

A smile – the key to everybody’s heart?: The interactive effects of image and message in increasing charitable behavior

Chi Pham, Felix Septianto

This paper aims to investigate how to improve the effectiveness of charitable advertising by matching emotional appeal (happy-faced vs sad-faced beneficiary) and message framing…

Relieving the regret for maximizers: The role of construal level across comparable and non-comparable choice sets

Louise May Hassan, Edward Shiu, Miriam McGowan

Prior research consistently found maximizers to experience greater regret over their choice than satisficers. Moreover, research also found maximizers to be trapped in a…

New approaches to psychographic consumer segmentation: Exploring fine art collectors using artificial intelligence, automated text analysis and correspondence analysis

Christine S. Pitt, Anjali Suniti Bal, Kirk Plangger

While the motivation for collecting art has received considerable attention in the literature, less is known about the characteristics of the typical art collector. This paper…

#BuyNothingDay: investigating consumer restraint using hybrid content analysis of Twitter data

Jeannette Paschen, Matthew Wilson, Karen Robson

This study aims to investigate motivations and human values of everyday consumers who participate in the annual day of consumption restraint known as Buy Nothing Day (BND). In…

Authentically, proudly ethical: The effects of authentic pride on consumer acceptance of unethical behavior

Felix Septianto, Fandy Tjiptono, Denni Arli

Prior research suggests that consumers can engage in moral decoupling by separating their judgments of morality from their judgments of performance. Hence, they might rationalize…

The use of product scarcity in marketing

Xiaohui Shi, Feng Li, Pattarin Chumnumpan

As a frequently observed business phenomenon, the use of product scarcity to improve a product’s market performance has received increasing attention from both academics and…

You’re not yelping your case: the unexpected social consequences of word of mouth

Mauricio Palmeira, Gerri Spassova, Jordi Quoidbach

The purpose of this paper is to explore whether people’s intuitions regarding the social consequences of word of mouth (WOM) match the actual consequences. The authors investigate…

Good times and bad: responsibility in brand alliances

Casey E. Newmeyer, Julie A. Ruth

Marketing managers have strategic choices when forming brand alliances. One such choice is integration, defined as the extent to which the offering is a fusion in the form and…