Purpose The purpose of this study is to present a systematic methodological review of the
application of field experiments in the domain of marketing research. By performing this …

The modern consumption environment has significantly expanded opportunities for
consumer empowerment, yet such empowerment hinges on specific conditions and …

Consumer-related studies comprise to an increasing extent moderator variables,
presumably because researchers have become convinced by scholars who over the years …

Retailers invest in atmospherics to create effective environments that engage shoppers in
their shop** journey and promote business success. However, the link between store …

This research investigates whether consumers express different levels of store patronage
intention and expected amount of discount depending on the type of data they have to …

Live-streaming shop** provides a dynamic, interactive experience; however, its
associated ethical challenges have raised significant public concerns. Specifically, live …

Encouraging consumption of plant-based food products can help mitigate the impact of
dietary choices on climate change. Research suggests that modifying environments in which …

Infectious diseases have been posing frequent and significant threats to us. However,
research on how disease threat affects consumer behavior, especially sensory responses, is …

Online sponsored search advertising has emerged as a dominant form of advertising. While
prior research has investigated the impact of such advertising as a signal for the advertiser, it …

The existing shelf layout methods do not explicitly consider the attention and relevancy of
the commodity systematically and thus have failed to capture the invalid associations …