This series of discussions presents commentaries and a rejoinder on the economic perspectives on branding arising from Moorthy (Moorthy S. (2012) Can brand extension signal product quality? Marketing Sci. 31(5):756-770)

Branding theory has been largely developed in the context of consumer products; yet, most economies are characterized by a preponderance of firms selling business-to-business or industrial products. Understanding how branding works in industrial markets is thus an important priority. In this...

Branding theory has been largely developed in the context of consumer products; yet, most economies are characterized by a preponderance of firms selling business-to-business or industrial products. Understanding how branding works in industrial markets is thus an important priority. In this...

Electronic recommendation agents have the potential to increase the level of service provided by firms operating in the online environment. Recommendation agents assist consumers in making product decisions by generating rank ordered alternative lists based on consumer preferences. However, many...

Many important decisions that consumers face involve choosing between options that are unattractive or undesirable—the proverbial “lesser of two evils.” Consumers, who face budget or geographical constraints, for example, end up with mostly undesirable consideration sets; yet a choice is...

This article reports the survey results from attendees at a large US health-care conference. Conference attendees were polled on a number of healthcare reform issues along with some basic demographic information. Few significant differences were found based on respondents’ gender, or...

Research on choice over time has found that people tend to focus on concrete aspects of near-future events and abstract aspects of distantfuture events. Furthermore, a focus on concrete aspects heightens the feasibility-related components, whereas a focus on abstract aspects heightens the...

In this article, the authors partition the construct of experience into intensiveness (i.e., amount) and extensiveness (i.e., breadth) and examine the impact of the two specific types of experience on preference learning. In the first three studies, the authors’ theory that experience can be...

In this article, the authors consider the nexus of social networks and radically new products. These new products are so innovative that they forge new product categories, and social networks might be particularly fruitful in their development, dissemination, and help to foster growth and...