This paper examines why ordinary people engage in aberrant consumer behavior (ACB), and pays particular attention to the extent to which consumer perceptions of corporate ‘unfairness’ lead to a response in kind. The study examines five ethical scenarios including insurance claim exaggeration...

Purpose – The objective of this paper is to examine the framing effects of discount presentation format in comparative price advertising in a low‐price and a high‐price product context. In particular, the authors study whether identical discounts presented in percentage and absolute terms...

With channels of distribution changing rapidly and multi‐channeling becoming increasingly widespread, studies of consumers will need to focus not just on understanding product choice, but also on understanding the reasons for channel choice. Although the choice of individual channels and the...

Purpose – The potential to provide customers with information about experience and credence qualities in advance of purchase has resulted in widespread recognition of the significance of brands in relation to consumer choice in the service sector. Arguably, what is of particular significance...

Purpose – Extant research has examined consumer acceptance of the internet in various contexts mainly as a dichotomy (adoption/non‐adoption), thus ignoring the process underlying adoption. This paper aims to provide insights into factors determining the extent to which an innovation is...