... authenticity and product sustainability image in this relationship. This study also investigated the boundary condition of product type (utilitarian vs hedonic) in the effect of sustainability message appeal on purchase intention. Design/methodology/approach Four studies were carried out. One field...

... driving these emotion effects. It also examines the moderating role of product type (hedonic vs utilitarian). Design/methodology/approach Five studies are conducted to test the predictions. Importantly, this study examines the predicted emotion effects across different sources of affect (dispositional...

... (Grewal et al., 2011). Past research investigated how shopping goals, location or product type separately influence coupon perceptions and redemption rates. For example, people respond more positively to an offer when the product’s hedonic or utilitarian attributes are congruent...

... for experience versus search products. Design/methodology/approach A 2(e‐WOM valence and order: negative versus positive most recent)×2(product type: experience versus search)×3(purchase intentions at t₁, t₂, t₃) repeated‐measures factorial design...