Purpose – The purpose of this paper is to investigate the association between three personality traits (individualism, materialism and the “need for cognition”) and two characteristics of shoppers who buy private‐label brands (their predisposition to do so, and the importance they attach...

Purpose – Price deals are typically presented in “save” terms. However, prospect theory predicts that people will be more willing to waive a monetary gain than to lose the same amount of money. This study seeks to examine whether consumers would show more purchase intentions of a product...

Purpose – Store branding has gained much attention from branding researchers, including studies of market segmentation. However, the psychological profile of the store brand consumer is still obscure. The present study investigated the role of “need for cognition” (NFC) in purchasing store...

Purpose – Gender is one of the most common forms of segmentation used by marketers. However, not enough data on gender differences has been collected in the field of consumer behavior. Based on tenets from evolutionary psychology, the purpose of this paper is to hypothesize that in comparison...

Purpose – Consumers frequently have to choose between products that differ in price and quality. This study aims to hypothesize that involvement would moderate the effect of message framing on consumers' perceived monetary gain when considering cheaper products, as well as on product choice....

Purpose – This research is designed to characterize new generic consumers and assess their willingness to purchase generic brands in non‐generic product categories. Design/methodology/approach – A total of 500 generic consumers participated in the study. Participants were customers of two...

Purpose – This paper aims to examine the effect of framing price promotion on consumers' purchase intentions. Retailers typically use the term “save” to present their price deal offers. However, prospect theory predicts that people will be more willing to waive the gain of a certain amount...