...Yangchun Li; Huaming Liu; Wan Su; Changyuan Feng; Sen Yu Purpose In this research, we show how low-price temptations, a frequent trap used by devious advertisers, combine with consumers’ product knowledge and decision reversibility to steer behavior. Design/methodology/approach An experiment...

...Vinita Sangtani; Feisal Murshed Purpose Based on knowledge-based view of the firm, and salesperson attributions, the purpose of this paper is to develop and test a contingency-based framework featuring how salespeople’s product knowledge: product and brand knowledge (PBK) and competitors’ product...

... is to examine diners’ luxury restaurant consumption behavior by incorporating product knowledge into a modified Mehrabian-Russell model. Design/methodology/approach – Following exploratory qualitative research, 238 consumers who have dined at Hong Kong’s Michelin-starred luxury restaurants were recruited...