Journal of Consumer Marketing: Volume 36 Issue 2

Browsing behaviour as a mediator: the impact of multi-sensory cues on purchasing

Miralem Helmefalk

This paper aims to examine how multi-sensory cues, when store-congruent, influence consumer browsing behaviour and its subsequent effect on purchasing.

Antecedents and consequences of flow state in e-commerce

Yun Jung Lee, Sejin Ha, Zachary Johnson

Flow is an optimal cognitive state that enhances consumer satisfaction. This paper aims to examine the effects of website features (product- and service-related cues) on…

An exploration into consumers’ e-learning strategies

Nadia Steils, Alain Decrop, Dominique Crié

As traditional paper manuals and step-by-step instructions have shown to discourage new product learning because of a lack of exploration, the purpose of this paper is to…

The role of prosocial and proactive personality in customer citizenship behaviors

Laee Choi, Jiyoung Hwang

This study aims to explore customer personality-related antecedents of customer citizenship behaviors (CCBs) that benefit service providers. It also investigates two-step…

How confusion impacts product labeling perceptions

M. Paula Fitzgerald, Karen Russo Donovan, Jeremy Kees, John Kozup

Consumer confusion is an often discussed, but seldom investigated, construct central to marketing. This study aims to conceptualize consumer confusion as an intellectual emotion…

Consumer segments in the smart environmental objects market

Marie Schill, Delphine Godefroit-Winkel

The purpose of this study is to explore consumers’ profiles for and purchase intentions towards smart environmental objects. It segments consumers according to two apparently…

A lifestyle sport: idiosyncratic and dynamic belonging

Garth Harris, Peter A. Dacin

The purpose of this paper is to explore what an idiosyncratic and dynamic sense of belonging entails for consumption in a lifestyle sport, an ever shifting and progressing world…

Reducing consumer loneliness through brand communities

Deirdre G. Snyder, Kevin P. Newman

The purpose of this paper is to examine the role of belonging to brand communities in improving consumer well-being and brand evaluations.