What political candidates say during their campaign and when they say it are critical to their success. In three experiments, we show that abstract, "why"-laden appeals are more persuasive than concrete, "how"-laden appeals when voters' decision is temporally distant; the reverse is true when...

Purpose – The purpose of this paper is to investigate how source, network, relationship, and message/content factors affect how consumers respond to a word‐of‐mouth (WOM) communication in an online social network. Design/methodology/approach – Hypotheses were addressed using two online...

Although findings have been somewhat inconsistent, there is evidence from both experimental studies and field research that prices set just below the nearest round figure produce higher than expected demand at that level. Among the different explanations that have been proposed for these effects...

Although findings have been inconsistent, there is some evidence from both experimental studies and field research that prices set just below the nearest round figure produce higher than expected demand at that level. Other research has demonstrated that the organization of verbal and/or...

Research evidence has demonstrated that consumers often may rely on non‐conscious, automatic processing of price information when choosing among brands. One way in which numerical stimuli (and hence prices) may be non‐consciously and automatically represented in memory is in terms of...

Purpose – This paper aims to suggest that individuals are either consciously or non‐consciously aware of the left‐right (forward/backward) orientation of numeric digits. The purpose of the studies is to demonstrate that the “directionality” (left‐ or right‐facing nature) of...

Most airlines utilize a revenue maximizing technique called yield management (YM), which allows the airlines to allocate their fixed capacity of seats to various fare categories in the most profitable manner possible. The discriminatory pricing goal is to sell only non‐discounted seats to the...