The purpose of this paper is to explore the effectiveness of using standardized visual images in global print advertising campaigns. In particular, it examines how visual images depicting social (in)activity are interpreted among students from the USA, Spain, and the Philippines. Hall's...

Based on Schiffman and Sherman’s conceptual model of the new‐age elderly this article constructs a measure that identifies this segment of elderly in terms of their value orientation. The findings show that older consumers’ value orientations are an effective segmentation approach; one...

Because consumers can vary greatly in the nature of their relationship with a service provider, it is reasonable to expect that a wide range of different values may influence consumption behavior. Additionally, consumers’ values composition may predispose them to interpret their relationships...

This article sets out a research program that examines the dynamics of gifting behavior of long-term committed dyadic relationships--married couples. Our research considers the findings of a study in which the reported gifting behavior of couples reveals two gifting rulebooks; the first rulebook...