Journal of Consumer Marketing: Volume 35 Issue 2

When age meets culture: an investigation of children’s package design preferences

Dan Zhang

This research aims to investigate whether and how differences may exist in children’s preferences of package design across cultures, with a focus on three aspects of package…

Children and their brands: how young consumers relate to brands

Alberto Lopez, Rachel Rodriguez

The purpose of this study is to understand and explain the process by which child consumers form relationships with brands. Specifically, the authors attempt to understand how…

Does impact of price endings differ for the non-green and green products? Role of product categories and price levels

Avinash Tripathi, Neeraj Pandey

The discount image associated with odd-ending prices has led to its extensive use by retailers. The purpose of this study is to assess the impacts and applications of nine-ending…

Understanding ethical consumers: willingness-to-pay by moral cause

Kendall Cox Park

Moral issues such as environmental degradation and workers’ rights are no longer relegated to the political realm; today, they permeate the marketing of consumer products. Some…

Will ‘doing right’ lead to ‘doing well’? An examination of green behavior

Anupama Sukhu, Robert Scharff

The purpose of this research was to identify the drivers of customer loyalty in the context of green marketing. In particular, the extended theory of reasoned action model…

Facing contradictory emotions in event marketing: leveraging on surprise

Michela Addis, Giulia Miniero, Isabella Soscia

This paper aims to explore the role of surprise in reducing the negative impact of an undesired emotion, such as embarrassment, on the attitudes and behavioral intentions of…

Overcoming skepticism toward cause-related marketing claims: the role of consumers’ attributions and a temporary state of skepticism

Mikyeung Bae

This paper aims to clarify a situational factor that might interfere with the intended outcome of a cause-related marketing (CRM) ad on social network sites (SNSs): statements…

Customizing persuasive messages; the value of operative measures

Maurits Kaptein

This paper aims to examine whether estimates of psychological traits obtained using meta-judgmental measures (as commonly present in customer relationship management database…

Product packaging and consumers’ emotional response. Does spatial representation influence product evaluation and choice?

Donata Tania Vergura, Beatrice Luceri

The purpose of this paper is to investigate the influence of different spatial representations (foreground and background) of a product image on the package on the consumer…

The impact of dietary supplement form and dosage on perceived efficacy

Pamela Miles Homer, Sayantani Mukherjee

The purpose of this paper is to examine the impact of supplement form and dosage level on consumers’ perceptions of dietary supplement efficacy.