Journal of Consumer Marketing: Volume 39 Issue 3

League of Legends or World of Warcraft? The effect of political ideology on consumers game choice

Cony M. Ho

The majority of research to date has focused on how to leverage the effectiveness of in-game marketing campaigns. However, the author’s understanding of how to segment consumers…

Food waste perceptions: vice versus virtue foods

Joon Yong Seo, Sukki Yoon

Food waste has strong ecological, economical and social implications. Focusing on waste perceptions and behavior according to food types, this paper aims to propose that vice or…

The ultimate escape: escapism, sports fan passion and procrastination across two cultures

Marina Astakhova, Ethan B. Leonard, D. Harold Doty, Jie Yang, Mingchuan Yu

This study aims to examine escapism as the explanatory mechanism that can account for distinct outcomes of harmonious and obsessive sports fan passion among US and Chinese fans.

If tomorrow never comes: the impact of anxiety, materialism and attitude on consumption behavior in a pandemic

Anubhav Mishra, Radha Govind Indwar, Sridhar Samu

This research aims to examine the impact of consumers’ anxiety on the three types of consumption activities (sharing, hoarding and regular buying) during the coronavirus pandemic…

What to believe, whom to blame, and when to share: exploring the fake news experience in the marketing context

Ali Mahdi, Maya F. Farah, Zahy Ramadan

The spread of fake news on social networking sites (SNS) poses a threat to the marketing landscape, yet little is known about how fake news affect consumers’ perceptions…