Marketing ZFP

Abstract_engl.

Body shape is perceived as stable by entity theorists but malleable by incremental theorists. It remains unclear whether these lay theories about body shape malleability affect product evaluation and preference. We hypothesize that entity theorists,...

This study contributes to service management research by developing and validating a framework for understanding service value and its outcomes, with a focus on Virtual Reality (VR) gaming. Using a mixed-methods approach, Study 1 qualitatively...

Value-based pricing is potentially beneficial for relationships in business markets, but customers may also perceive this pricing approach as unfair. Drawing on the dual entitlement principle, we find that pricing norms play a role in fairness...