Marketing ZFP

Delivering a superior customer experience (CX) is a key source of competitive advantage. However, existing measurement approaches often overlook the multidimensional and dynamic nature of CX. Because CX responses vary across contexts and cultural...

Prior research has produced conflicting evidence on the question whether a state of mindfulness impacts decision making in negotiations positively or negatively. This research contributes to this stream of marketing and negotiations literature by...

While managers are a cornerstone of the modern market economy, people might negatively stereotype managers’ morality. This study reveals that negative moral stereotypes of managers are associated with destabilized public trust in the economic...

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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...

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,...

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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...