"Marketing attempts to influence the way consumers behave. These attempts have implications for the organizations making them, the consumers they are trying to influence, and the society in which these attempts occur. We are all consumers, and we are all members of society, so consumer behavior,...

People often associate human characteristics with brands such that the notion of brand personality has become part of marketing's vernacular. This research documents how implicit theories regarding one's own personality traits (whether they are fixed or malleable) affect inferences about the...

Extant research suggests that salespeople can significantly impact consumers’ outcome perceptions. Examines the importance of initial contact with salespeople on consumers’ perceptions of value and the impact of salesperson service failure on perceptions of value among non‐purchasers. An...

As conceptualizations of expectations in consumer evaluations continue to evolve, researchers have been exploring multiple levels of expectations in satisfaction and service quality evaluations. In 1993 Zeithaml, Berry and Parasuraman proposed that consumers use both desired and adequate...