Volume 36 (2014), Issue 1

In contrast to classical choice theory, the widely discussed phenomenon of an attraction effect for market entry demonstrates that changes in the composition of a choice set influence preferences substantially. The inversed scenario of market exit...

This research focuses on the practical challenge of marketing a product that can hardly be distinguished from others. We investigate how a digital social product feature, that enables consumers to share their product and service choices within a...

The consumer need for mental convenience is as stronger as ever. Thus, the way of infor-mation presentation on product packaging of fast-moving consumer goods plays a perfor-mance-critical role. This article focuses on product lines and analyses the...