Purpose: This study aims to investigate the role of two structural factors – threat level depicted on fear messages and warning size – as well as two contextual factors – repeated exposure and type of packs – on pictorial and threatening tobacco warnings’ effectiveness....

Purpose: The purpose of this paper is to demonstrate that the positive effect of packaging transparency on purchase intention is moderated by product quality risk (PQR) associated with the product category. Design/methodology/approach: Two separate experiments were conducted. Study 1 was...

Purpose – This paper aims to better understand the effect of store atmospherics on the employees' cognitive, affective and physiological responses. It tries to build on store atmospherics literature to gain more insights on how these store atmospherics – often handled to produce positive...