In the present study, we find that a restrictive message that limits the availability of the product amount (vs. purchasing time) is perceived as more competitive by consumers. Previous literature on gender difference suggests that men (vs. women) tend to respond more positively to competition...

Photovoltaics (PV) is an eco-friendly and green technology, as a renewable energy source, with the aim of minimizing carbon dioxide emission into the atmosphere. The Korean government has financed various domestic installations as well as research and development (R&D) programs to enter and...

How do consumers react when they believe that a transaction partner will view them through the lens of a stereotype? We predicted and found that being aware of a negative stereotype about a group to which one belongs (e.g., gender) made consumers sensitive to whether service providers were...