This paper, in five experiments, delineates the effects of alpha and numeric components of alphanumeric brand names (ANBs), by demonstrating the effects of disparities in processing between letter and number sequences on consumers' brand evaluations. Findings show (i) ascending letters in ANBs...

We show that linguistic numeral structures affect consumers' comparative evaluations of numbers, prices, and alphanumeric brand names. For example, 80 (eighty) in English is perceived as 4x20 (quatre-vingts or four twenties) in French and as 8x10 (ba-shi or eight tens) in Chinese. Thus, the...

Purpose– This research examines how credence, search, and experience attributes compete with suggestive brand names that are in-congruent with the attributes they cue (e.g., expensive EconoLodge Motel, short-lasting Duracell battery, joint-stiffening JointFlex...

The marketing literature has made significant progress towards a better understanding of how firms can effectively design and manage their channels of distribution. However, the complexity of today’s channel systems raises additional issues that remain unaddressed. The purpose of this article...

Current theories of B2B relationships implicitly assume that the parties involved are accurate in their perceptions of each other. The present paper explores whether this assumption is justified, and what are the behavioral and economic consequences if parties misread the other party's states...

The relationship between attribute-level performance, overall satisfaction, and repurchase intentions is of critical importance to managers and generally has been conceptualized as linear and symmetric. The authors investigate the asymmetric and nonlinear nature of the relationship among these...

Commitment is a key construct determining relationship outcomes, especially in B2B relationships. However, the processes by which commitment affects relationship outcomes — specifically likelihood to terminate a B2B relationship — are not well understood. Using a number of decision-process...

Two studies examined the influence of transient affective states and issue framing on issue interpretation and risk taking within the context of strategic decision making. In Study 1, participants in whom transient positive or negative affective states were induced by reading a short story...

Most purchases involve choices among options with incomplete attribute information. In such situations, consumers often have the option not to choose any of the alternatives to avoid uncertainty. Alternatively, consumers can make inferences about the missing attributes. These inferences may...

We investigate the role of disconfirmation, responsibility, and stability attributions in the formation of satisfaction judgments. Building on the valence-expectancy framework, we find that disconfirmation and attributions impact satisfaction in a complex manner. Besides its main effect,...