This research identifies how choice of an eco-product (e.g., low-energy LED light bulbs, biodegradable paper towels) influences downstream, environmentally responsible behavior. Eco-product choice subsequently either reinforces or undermines environmentally responsible behavior, and this effect...

This research examines how consumption of a performance branded product systematically improves objective outcomes in a variety of contexts. Five field and laboratory studies demonstrate that this performance brand effect emerges through psychological mechanisms unrelated to functional product...

We investigate how mentioning the price paid to others (which we refer to as price-dropping) can be used to the negative experience that occurs when consumers realize they unintentionally overpaid for a product. Specifically, we show that by engaging in price-dropping, consumers re-appropriate...

Purpose – The purpose of this research is to address an important gap in identity research – how does consumer identity affect satisfaction following an unambiguous product experience. Design/methodology/approach – Two experiments were conducted involving a product experience scenario and...

According to the dual entitlement principle, consumers find it fair for firms to price asymmetrically to cost changes, that is, increasing prices when costs increase but maintaining prices when costs decrease. However, we conduct a meta-analysis revealing that asymmetric pricing is less...