According to the emission view of behaviour, consumers emit overt responses as a result of a more or less complicated prior process which started in the environment. Explores the consequences of an alternative view – the control perspective of consumer behaviour. Argues that consumer behaviour...

Although the basic idea of benefit segmentation lies in using causal, as opposed to descriptive, factors as segmentation criteria, most of the empirical studies do not differentiate between product attributes and the benefit sought by consumers. The objectives of this article are to clarify the...

Copycat brands try to entice consumers by imitating the trade-dress of leading brands. Recent research suggests that preferences for copycat brands relative to more differentiated brands are generally lower. That is, consumers tend to dislike such “imitation” brands, because of psychological...