Core theories in economics, psychology, and marketing suggest that decision makers benefit from having more choice. In contrast, according to the too-much-choice effect, having too many options to choose from may ultimately decrease the motivation to choose and the satisfaction with the chosen option. To reconcile these two positions, we tested whether there are specific conditions in which the...

Worldwide investments in influencer marketing are growing and could reach US$ 101 billion 2020. But how can the brands shield themselves from scandals other limitations of human influencers? The solution for many companies has involved robots. Virtual influencers (VI) virtual robots that emulate appearance behaviour have become a trend marketing. This study analyses non-human affect communicati...

Evolutionary psychology is an emerging paradigm in psychological science. The current article introduces this framework to marketing scholars and presents evidence for its increasing acceptance within the social science community. As a result, a case is made for the application of evolutionary psychology to marketing, and especially consumer behavior. Application of the evolutionary framework i...

The current study examined the relationship between women’s physical attractiveness – as rated by themselves and a set of third-party raters – and their mating strategy and sexual experience. Male (N = 105) and female (N = 113) undergraduates rated the attractiveness of face and body photographs of 93 female undergraduates. Attractiveness ratings – particularly bodily attractiveness ratings – w...

Ed-tech has disrupted the educational landscape, especially for past 3 years since Covid-19 started to hit. Online Paid Courses are not an exception from common marketing method that is Celebrity Endorsement. This research aims see what among celebrity endorsement dimensions and other factors considered attractive consumers be transformed into feeling of intent purchase consumers. 244 data were...

An impressive empirical literature suggests that physical attractiveness is associated with interpersonal attraction and with specific personality traits, some of which are favorable and many of which are objectively unrelated to attractiveness. Interestingly, much of the research investigating the impact of attractiveness on liking and personality inference has not accounted for the role of th...

The correlation of physical attractiveness in romantic partners has been widely documented. However, it has also repeatedly been demonstrated that people are largely unaware of their own attractiveness, which raises the question about the mechanism responsible for the within-pair matching. One hitherto unexplored possibility is that low accuracy in attractiveness self-assessments results from m...

This paper was a seminar presented for partial fulfilment the award of degree in doctor philosophy Business administration (marketing option) at Jomo Kenyatta University Science and Technology (JKUAT) Kenya. The takes format mini-research. study’s aim to establish influence Celebrity endorsement on consumer brand equity selected super brands Specifically, study intended whether two major attrib...

in this research we seek to recognize the status of marketing information systems and its weaknesses in medium and large size food industries. we abandoned all organization diagnosis models and conducted mcleod and rogers model as one of the most popular models in similar researches. since marketing affairs is more important and sensible in food industry than others, the research was done in th...