Retailers often use money-back guarantees to reduce consumer perceived risk about brand quality and to increase their market share. The effect of such guarantees on perceived product quality and ultimately preference and product choice depends on their perceived value and credibility, related to...

Refund depth may influence the effectiveness of a price guarantee when a store offers to reimburse customers more than the price difference. Using an experimental study that features real stores with high credibility, this article shows that a simple price-matching guarantee has no effect on...

This issue contains a reinterpretation of the pleasure-arousal-dominance (PAD) model that states only pleasure is pertinent and that cognition precedes pleasure (see Massara et al., 2010). However, such a reinterpretation of the PAD model, in which emotion is a simple signal of the need for an...