"Carefully examining the challenges of meeting fast-developing consumer demands and preferences, this enlightening Handbook captures the difficulties involved in providing optimal service experiences. It provides invaluable theoretical guidance while emphasising the evolutionary nature of...

Cognitive dissonance may arise from the inconsistency between an individual's behavior and her self-image. We investigate whether the provision of information that induces cognitive dissonance can increase sustainable consumption, and specifically whether individuals avoid cognitive dissonance...