Consumers rely on their memory for past consumption experiences when next purchasing in the product category, when advising other consumers, and when setting expectations for future consumption experiences. Although previously considered to be a permanent record of the experience, consumer memory has recently been demonstrated to change with exposure to post-consumption advertising. The results...

O important decision firms must make is to select the product line (characteristics and number of products) to offer consumers. This paper explores the effect of the interaction between consumer evaluation costs and pricing on the optimal product line length to offer consumers. Before deciding to buy a product among all products offered, a consumer learns the product line length. Given the prod...

For the up-and-coming computing models like as cloud computing, service is the standard package for meeting all kinds of consumers' requirements. Web Services are the concrete implement of the service. When users request and consume Web Services, services' reputations will play a vital role in users' selection. A gradually adjusting reputation evaluation method of Web Services is proposed based...

brand extension has become a famous strategy for many companies since many years ago. its success depends on acceptance and evaluation of consumers about brand extension. in this study, according to the crucial role of the brand, we analyze the role of brand equity on evaluating consumers’ attitude towards brand extension of barez tire in the city of kerman. the population in this study is the ...

The experiential and body-involving nature of apparel makes consumers’ product evaluation in the virtual shopping environment a lasting problem. With the newly emerging online pictorial reviews, consumers are more informed about the product. However, how pictorial reviews would influence consumers’ psychological evaluation process and their purchase intention remains unclear. Drawing on the Sel...

Product usage experiences have a significant impact on postpurchase evaluation and subsequent behavior. Consumers look to their own experiences, as well as those of others, when deciding what to buy and what to recommend. Contrary to the intuition that varied experiences should enhance evaluation, five studies demonstrate that in some situations, perceiving usage experiences as less—not more—va...

The present research proposes schema congruity as a theoretical basis for examining the effectiveness and consequences of product anthropomorphism. Results of two studies suggest that the ability of consumers to anthropomorphize a product and their consequent evaluation of that product depend on the extent to which that product is endowed with characteristics congruent with the proposed human s...