Across a series of 10 laboratory and online studies, Allard, Hardisty, and Griffin (2019) demonstrated an increased preference for premium, higher-priced products over standard products when consumers were presented with the additional cost of the higher-priced option (i.e., differential price...

Although it is well established that consumers have an increased valuation for self‐assembled products, less is known about how using such products influences objective consumption outcomes. Across three experiments, the current research demonstrates that consumers perform better on tasks when...

Purpose: Companies in diverse branches offer a variety of service alternatives that typically differ in terms of the degree to which customers are actively involved in service delivery processes. The purpose of this paper is to explore potential differences in consumers’ reactions to service...