... interpersonal orientation Consumer behavior Mediation Product type Aaker (1997) insisted that marketers, including product managers, advertisers and scholars, should embed the personalities of consumers into the branding of products and companies to make them more relatable. Understanding the behavior...

... and product type as moderators in the relationship between PE and authenticity. Design/methodology/approach A pretest was conducted to guide the selection of the product type utilized in the survey. With 200 South Korean panel data in Study 1, hypotheses were analyzed using multiple regression following...

.../approach In two experiments, the presentation format of the donation amounts (absolute vs percentage) were manipulated and individual differences in numeracy were measured. The product type (hedonic vs utilitarian) and sales price were varied. We found this effect for high and low price levels...

... of inclusivity and exclusivity of health and taste of light, convenience and candy products. Second, there are multiple sources for these perceptions including product type, ingredients, level of processing and marketing cues. These factors interact to produce a unique consumer understanding of the relationship...

... and the interaction effects of two experimental factors (product information framing and product type). Findings – The experimental results showed that perceived e-customization value does not simply stem from the ability to “narrow-cast” content more specifically related to a shopper's interests (i.e...