Purpose – This study intends to examine effects of price ending and level on preference for a provider of a risky service, LASIK eye surgery, which poses notable health and financial risk. Additionally, the study aims to explore quality concerns thought to intervene between price cues and...

Posits that to minimize new‐product miscues, executives must understand more than the marketplace. They also must understand how behavioral forces shape new‐product decisions and the lethal traps that lie along the path leading from a product′s inception to its successful...

A brief critique of the so‐called yardstick approach to assessing damages resulting from patent infringement which not only informs product managers whose responsibilities may include assisting legal counsel in preparing infringement suits or defenses, but also touches on the shortcomings of...

Considers the view that marketing practitioners must understand how behavioural forces affect strategic decisions, in order to avoid mistakes. Argues that such knowledge is just as important as understanding customers and the marketplace. Demonstrates how dysfunctional behavioural forces can...