Marketing Letters
All that glitters is not gold: The dual effect of activation technique in advertising
Brand extensions via complements or substitutes: The moderating role of manufacturing transferability
Building consumer self-control: The effect of self-control exercises on impulse buying urges
Construal-level mind-sets and the perceived validity of marketing claims
Creating brand personality with brand names
Do real payments really matter? A re-examination of the compromise effect in hypothetical and binding choice settings
Effects of a regulatory match in sunk-cost effects: A mediating role of anticipated regret
How buyers forecast: Buyer–seller relationship as a boundary condition of the impact bias
Identifying consumer heterogeneity in unobserved categories
Increasing choice satisfaction through goal-based labeling
It is all in the mix: The interactive effect of music tempo and mode on in-store sales
Network-based market knowledge and product innovativeness
Price–quality relationship in the presence of asymmetric dynamic reference quality effects
Regret and performance uncertainty in consumer repeat choice
Situational and trait interactions among goal orientations
Spillover effects of ingredient branded strategies on brand choice: A field study
The attraction effect is more pronounced for consumers who rely on intuitive reasoning
The effect of decision makers’ time perspective on intention–behavior consistency
The effect of product positioning in a comparison table on consumers’ evaluation of a sponsor
The long-term box office performance of sequel movies
The persistence of excess brand loyalty over multiple years
The power of plain: Intensifying product experience with neutral aesthetic context
The relationship between in-store marketing and observed sales for organic versus fair trade products
The relationship between online chatter and firm value
When impediments make you jump rather than stumble: Regulatory nonfit, implementation intentions, and goal attainment