Many consumer demand situations exist in which individuals have a preference for variety that leads to multiple products being chosen. For example, clothing, food, books, and music are regularly purchased several items at a time. Prior to a purchase decision consumers face product uncertainty...

Firms are increasingly using technology to enable targeted, or "personalized" pricing strategies. In settings where prices are transparent to all consumers, however, there is the potential that inter-personal price differences will be perceived as inherently unfair. In response, firms may...

Purpose: The purpose of this paper is to examine the influence of disorderly environment on consumers’ preferences for boundaries and the mediating effect of personal control in this process. Design/methodology/approach: The authors examined hypotheses in two studies. In Study 1, the authors...