Purpose – We use data from the United States and Finland, a literature review, and historical analysis to understand the concept and role of cool within global consumer culture. Methodology/approach – This is a conceptual review and qualitative analysis of data from depth interviews,...

Conventional economic theory assumes that producers supply goods and services in a responsive, reactive way to innate, genuine, and seemingly naturalistic consumer demand. Evidence increasingly suggests, however, that demand is constructed based on the elements present in any given situation,...

Consumers are not only rational, but also they have emotion. In other word consumers incur mental cost, or emotion, for their forgone decisions, and learning from past mistakes shows itself in consumer's decision in the form of counterfactual thinking. Counterfactual thinking if incorporated...

How can the hedonistic assumption (i.e., people's willingness to pursue pleasure and avoid pain) be reconciled with people choosing to expose themselves to experiences known to elicit negative feelings? We assess how (1) the intensity of the negative feelings, (2) positive feelings in the...