To help consumers deal with increasing amounts of information, many online marketers offer tools that allow consumers to interactively restructure decision environments, such as the ability to sort on a particular attribute or eliminate particular alternatives. The authors propose that the use...

Purpose – This research aims to investigate effect of consumer creativity on their evaluations of brands. Consumers’ creative participation is often used by online retailers as a promotional tool nowadays. The authors propose that consumer creativity exerts a positive impact on brand...