Regulatory fit, or the match between an individual's regulatory orientation and the strategy used to sustain it, offers a pervasive predictor of customer behavior. Merely reaching a decision in a certain way influences the value of a decision or an outcome. In this research, we conduct a...

Despite recognition of the importance of the retail environment to customer experience, relatively little systematic research considers how social environmental cues might affect this experience. Two experimental studies test the relationship between salesperson ability to read customer affect...