The branding literature assumes that the higher a brand's equity, the greater is its behavioral loyalty. In this research, we develop a conceptual framework that explains the off-diagonal relationship between brand equity and behavioral loyalty (i.e., high equity but poor loyalty and vice versa)...

Some food items that are commonly considered unhealthy also tend to elicit impulsive responses. The pain of paying in cash can curb impulsive urges to purchase such unhealthy food products. Credit card payments, in contrast, are relatively painless and weaken impulse control. Consequently,...

This paper reports subjective ratings of unhealthiness and impulsiveness of 100 food categories that are purchased by a typical American consumer. These ratings are used to identify food items that are considered as vice and virtue products