The purpose of this study is to examine the effects of consumers’ perceptions of usefulness, ease of use, entertainment and transaction cost on consumers’ responses towards hotel websites. Data were collected through an online survey from a total of 234 university students in Greece. Structural equation modelling was used to evaluate the research model and test the research hypotheses. The deve...

This research investigated motivational influences associated with age on responses to emotional advertisements. Experiment 1 showed increased liking and recall of emotional ads among older consumers and that time horizon perspective moderates these age-related differences. Experiment 2 revealed influences of age and time horizon perspective on responses to different types of emotional ads. Ads...

One of the most valuable assets of each firm is the brand of that firm. Whatever the �brand equity is more in the consumers, mind, the firm can gain more benefits from the consumers in its shadow. The continuous controlling of this concept is as a necessary step in its effective management. In recent decades, studying and searching about the brand has allocated a special position in different d...

We study optimal public health care rationing and private sector price responses. Consumers differ in their wealth and illness severity (defined as treatment cost). Due to a limited budget, some consumers must be rationed. Rationed consumers may purchase from a monopolistic private market. We consider two information regimes. In the first, the public supplier rations consumers according to thei...

Drawing upon the coping theory and the stimulusorganism-response (S-O-R) model, this paper proposes a research model to understand consumers’ behavioral responses toward online ads. We posit that a combination of primary appraisals (perceived gain/loss) and secondary appraisals (perceived control) of ads’ design features influences consumers’ emotional states (positive affect vs. negative affec...