Purpose – It has been argued that the insights provided by behavioural economics have profound implications for the study and practice of marketing. The purpose of this paper is to provide a detailed analysis of how such insights help enhance understanding of aspects of marketing and consumer...

Purpose – There has been limited research into financial services customers’ perceptions of how fairly they are treated by financial services providers. Fairness as a concept has its theoretical roots in the theory of justice and equity and has been conceptualised as being made up of two...