Journal of Consumer Marketing: Volume 33 Issue 7

Do consumers dig it all? The interplay of digital and print formats in media

Anjala S. Krishen, Sheen Kachen, Michael Kraussman, Zeenath Haniff

This study aims to explore consumers’ motivations in the adoption of either print or digital forms of media, given the fluctuation of trends and attitudes in magazine consumption…

Brave new World of Warcraft: a conceptual framework for active escapism

Andrew Kuo, Richard J. Lutz, Jacob L. Hiler

This paper aims to investigate the phenomenon of active escapism – a unique form of experiential consumption that engages fantasy and role-play as a means of coping. In contrast…

Luxury implications of showcasing a product with its “cast” shadow

Nazuk Sharma

This paper aims to investigate the role of showcasing a product with its cast shadow (formed in the ad’s background by the advertised product) on consumer product perceptions.

Price promotions and products with low consumer ratings

Hsiao-Ching Kuo, Chinintorn Nakhata

Previous research indicates the aversive effect of low consumer ratings on consumers’ purchasing decisions. This paper aims to apply decision justifiability theory to investigate…

Differentiating customer engaging behavior by targeted benefits – an empirical study

Corina Braun, Verena Batt, Manfred Bruhn, Karsten Hadwich

Relationship marketing scholars and managers have recognized the potential of customer engagement to enhance business performance and customer value. Therefore, the purpose of…

Motivations leading to customer citizenship behavior in services: scale development and validation

Laee Choi, Sherry Lotz

The purpose of this study is to better understand customer citizenship behavior (CCB) motivation through the development and validation of a new scale to measure the CCB…

Buying organic – decision-making heuristics and empirical evidence from Germany

Andrea K. Moser

Identifying the drivers that positively influence consumption of organic products is of utmost importance to reach consumers beyond the niche. Therefore, this study aims to…

GREEN consumption values and Indian consumers’ response to marketing communications

Ainsworth Anthony Bailey, Aditya Mishra, Mojisola F. Tiamiyu

This paper aims to report on a study that assessed Indian consumers’ response to green marketing communications, based on their GREEN consumption values. GREEN (Haws et al., 2014…

Grocery shopping, a one man job? Understanding the single shopper

Ayesha Tariq, Giles D’Souza, Arthur W. Allaway

Single males and females are an under-studied segment of grocery shoppers. This study aims to compare the shopping habits of single males with single females and couples.