European Journal of Marketing: Volume 54 Issue 8

Construct creation from research questions

Sarah Forbes, Mark Avis

Construct Creation (CC) is a methodological problem occurring when a research process, instead of measuring an extant construct in the participant’s mind, creates the construct…

Consumer preferences for gender typicality in front-line services staff in the United States vis-à-vis South Korea: an experimental approach

Andrew Timming, Chris Baumann, Paul Gollan

This study aims to examine how variations in the perceived gender (a)typicality of front-line staff impact on consumer spending. Gender typicality is defined here as traditionally…

Time metaphor and regulatory focus

Xiaobing Xu, Rong Chen

Two time metaphors are often adopted to express the passage of time: the ego-moving metaphor that conceptualizes the ego as moving toward the stationary event (e.g. we are…

Keep calm and carry on: European consumers and the development of persistent resilience in the face of austerity

Isabelle T. Szmigin, Deirdre Mary O'Loughlin, Morven McEachern, Kalipso Karantinou, Belem Barbosa, Grigorios Lamprinakos, María Eugenia Fernández-Moya

In the context of European consumers’ experiences of austerity, this study aims to advance current resilience theory in marketing through developing persistent resilience from a…

The impact of political ideology on consumer perceptions of their rights and responsibilities in the sharing economy

Marylouise Caldwell, Steve Elliot, Paul Henry, Marcus O'Connor

Despite consumers being essential stakeholders in the exponential growth of the sharing economy, consumers’ attitudes towards their rights and responsibilities are relatively…

Minority group favoritism in service encounters

Mauricio Palmeira, Shahin Sharifi

This paper aims to investigate consumer reactions to minority retail employees. The paper argues that despite the persistence of racism and homophobia in society, the vast…

Categorization flexibility and unconventional choices: is life an adventure?

Tilottama G. Chowdhury, Feisal Murshed

This paper proposes that categorization flexibility, operationalized as the cognitive capacity that cross-categorizes products in multiple situational categories across multiple…

How much firms “give” to CSR vs how much they “gain” from it: inequity perceptions and their implications for CSR authenticity

Liudmila Tarabashkina, Pascale G. Quester, Olga Tarabashkina

The purpose of this study is to answer the call for additional detailed research on factors that influence corporate social responsibility (CSR) authenticity by examining how the…

The bright and dark sides of humorous response to online customer complaint

Hyunju Shin, Lindsay R.L. Larson

Displaying a sense of humour provides various interpersonal benefits including reducing tension and promoting conflict resolution, but should a firm use humour in response to…