Reviews of : Wansink, B. Marketing Nutrition: Soy, Functional foods, Biotechnology and Obesity Urbana and Chicago: University of Illinois Press, 2005; Motzafi-Haller, P. (ed.) Women in Agriculture in the Middle East Aldershot, England: Ashgate Publishing, 2005

The findings and value of market research depend critically on consumers' understanding of the research objectives and their roles. The present research presents a three-phase investigation of the impact of research participants' theories about their roles: (a) identifying the theories, (b)...

Behavioral pricing research has shown consumers to have lower and upper price thresholds, represented by an inverted U-shaped price acceptability function. We propose another basic reaction to price, namely, "lower price is better," represented by a decreasing acceptability function without a...

Customers' expectations are key determinants of their consumption experiences, satisfaction, and loyalty. Therefore, knowing in advance what customers expect is critical for the success of marketing strategies. We examine alternative predictions regarding the impact of stating expectations...

Customers' evaluations of quality and satisfaction are critical imputs in the development of marketing strategies. Given the increasingly common practice of asking for such evaluations, buyers of products (e.g. cars) and services (e.g. hotels, educational programs/courses) often know in advance...

This paper analyzes the effect of competition on product demonstration decisions. Pre-purchase product demonstration enables marketers to differentiate products that are ex-post differentiated but are judged according to perceived fit, rather than actual fit, due to pre-purchase consumer...