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Service providers on highly competitive online outsourcing platforms employ various signals to entice buyers to make online purchases. One such signal—the solution exemplars—attracts attention through depictions of exemplary prior work completed by the service providers. Unfortunately, it is not known the extent to which solution exemplar characteristics affect sales performance nor is it clear how such signals perform in the presence of complementary signals such as service provider expertise. This paper explores these issues.

Extending signaling theory, the authors develop a model to explore the effects of solution exemplar characteristics (i.e. exemplar quantity, exemplar diversity and exemplar popularity) on sales performance under the moderating impact of service provider expertise. The authors test the model using proprietary data from ZBJ.com, a leading online outsourcing platform in China.

Exemplar quantity and exemplar popularity positively affect sales performance; exemplar diversity has no significant impact on sales performance and service provider expertise positively moderates the relationships between exemplar quantity, exemplar popularity and sales performance.

This work makes several significant contributions. First, the authors enrich the research on signals in online outsourcing by exploring the impact of solution exemplar characteristics on sales performance. Second, the authors analyze three solution exemplar characteristics: exemplar quantity, exemplar diversity and exemplar popularity. Third, this work shows that service provider expertise moderates the relationship between solution exemplar characteristics and sales performance. Important practical implications for both online outsourcing platforms and service providers are discussed.

This paper describes the personal history and intellectual development of Morris B. Holbrook (MBH), a participant in the field of marketing academics in general and consumer research in particular.

The paper pursues an approach characterized by historical autoethnographic subjective personal introspection or HASPI.

The paper reports the personal history of MBH and – via HASPI – interprets various aspects of key participants and major themes that emerged over the course of his career.

The main implication is that every scholar in the field of marketing pursues a different light, follows a unique path, plays by idiosyncratic rules, and deserves individual attention, consideration, and respect … like a cat that carries its own leash.

In the case of MBH, like (say) a jazz musician, whatever value he might have depends on his originality.

Professional wrestling is a multi‐million pound industry. Loyal fans watch events and buy merchandising. However, even the participants admit that the results are pre‐arranged, with writers producing the stories and the characters for those involved. In other words, the whole phenomena is manufactured. The spectators are aware of this, and still continue to offer their support. This study looks at the ways in which the industry seeks to entertain these fans and offer them the product that will maintain their interest and their attention and ensure that they will continue to pay regularly so as to maintain the industry’s profitability.