Ethnocentrism refers to consumers’ tendencies to favor products and services that are produced in their own country over those produced in foreign countries. The consumers’ ethnocentric tendencies scale (CETSCALE) was developed to assess consumers’ buying behavior towards foreign-made...

The technology acceptance model (TAM) is a widely accepted theoretical framework that explains how users accept and use technology. TAM has been applied in various marketing contexts to explain consumer behavior toward new technological products and services. By understanding how consumers...

Overview: The article presents a framework for holistically understanding a product's user experience (UX). Informed by the author's experience as a UX researcher and manager at Google, it is intended to demystify the competencies that UX researchers can bring to organizations to help propel...

The digital ecosystem continues to expand around the world and is revolutionising the way markets are researched. Indeed, consumer experiences are advertised and disseminated through so many channels and media that it has become a major challenge for researchers and marketing practitioners to...