It is important for marketing academics and public policymakers to understand how to persuade consumers to consume healthier food instead of unhealthy food. Based on the theories of synchrony effect and self-control, this research makes novel predictions about the time-of-day effects on...

Purpose – This study seeks to:(1) introduce a systematic taxonomy of relational benefits that drive consumers to select a service provider and then to maintain the relationship with them in sharing-economy businesses; (2) assess the relative strengths of these relational benefits in...