... consumer preferences for products with scientific versus common ingredient names and contributes to the growing body of research on treatment goals (i.e. curative vs preventative) and consumption targets (i.e. self-purchases vs other-purchases). The findings provide practical insights for managers seeking...

...Le Wang; Hang Liu; Shuohua Yun; Fang Cui; Kun Wang Purpose This study aims to explore the underlying mechanism and boundary conditions of consumer’s preference on a multiple-percentage discount over an economically equivalent single discount. Design/methodology/approach The authors tested...