Dogs have become an essential part of many consumers’ everyday lives as well as their purchase and consumption considerations. This research investigates dog owners’ affective reactions to dogs wearing clothes and their purchase of dog apparel influenced by owners’ political identities. We...

This research examines how consumers evaluate the fairness of price increases during collective stress situations. Across three collective stress situations (COVID-19, Black Lives Matter protests, and economic downturn), the authors confirm that a collective stress situation evokes feeling of...