Although <i>product modularity</i> is often advocated as a design strategy in the operations management literature, little is known about how consumers respond to modular products. In this research we undertake several experiments to explore consumer response to modularly upgradeable products in...

Polysemous brand slogans have multiple meanings that may convey several product attributes. We build on extant research by suggesting that some consumers automatically access multiple meanings of a polysemous brand slogan, whereas others access only a single, immediately available meaning. A...