purchase decision

The Perfect Match: Personalised Shopping Recommendations for Mobile Devices
LEE, Dongwon | GOPAL, Anandasivam | PARK, Sung-Hyuk

Few people leave home without their smartphones or other mobile devices, which now dominate almost every aspect of our personal lives—including shopping. We already know that purchase behavior differs between mobile- and PC- ...

No More Mr Nice Guy: Tougher Negotiators Make Better Deals
JEONG, Martha | MINSON, Julia | YEOMANS, Michael | GINO, Francesca

Distributive bargaining is innately competitive: one party cannot benefit without the other’s losing out. To secure the best deals, good negotiation skills are crucial. Negotiators usually opt for one of two opposing communi ...

The Power of Surprise as a Marketing Tool
CHATTOPADHYAY, Amitava | KIM, Christine | WADHWA, Monica | WANG, Wenbo

Before any new product is launched, it must be tested. As customer reviews flow in, companies may find that they receive more than they bargained for. Customers may use a product in ways never anticipated by the brand, discovering ...

Politics and the Consumption of Luxury Goods
DUBOIS, David | KIM, Christine | PARK, Brian

Political views can tell us a lot about a person, not just what they might do in the ballot box. How someone sees their place in the social hierarchy, or whether they consider themselves liberal or conservative, can affect the dec ...

Under Pressure: Consumers’ Responses to Context-based Marketing
KAWAGUCHI, Kohei | UETAKE, Kosuke | WANATABE, Yasutora

Consumer demographics, product attributes, and purchase history has long been at the heart of marketing communications. That said, with the rise of big data and real-time consumer information, more attention has been paid recently ...

Going against the Flow: Bodily Sensation and Consumer Choice
KWON, Mina | ADAVAL, Rashmi

Economists believe that consumers making purchasing decisions are pre-programmed to choose the normatively preferred option, described as “going with the flow.” However, going against the flow may be equally important. ...

How to Win Friends and Influence People

Marketers and other agents use a variety of tactics to influence us. One commonly-used persuasion tactic is flattery. But does flattery really work, or do we see right through it? Professor Jaideep Sengupta draws on his extensive ...

Pricing Strategies for Gift Giving

Gift giving generates large revenues for businesses, corresponding to 17.6 percent of retail sales in Hong Kong. Despite their importance for the retail industry, retailers tend to follow the same pricing strategies as for other r ...

Traveling with Companions: The Social Customer Journey

When customers journey from a need to a purchase decision and beyond, they rarely do so alone. This article introduces the social customer journey, which extends prior perspectives on the path to purchase by explicitly integrating ...