Despite extensive research on math anxiety within educational psychology, its impact on consumer behavior remains understudied. This research examines how math anxiety interacts with different promotion framing formats and price levels to influence consumers’ perceptions of savings, monetary value, emotional value, and purchase intention. Across two studies, we reveal that consumers with varying degrees of math anxiety respond differently to promotions framed in dollar-off versus percent-off discounts at different price levels, as well as price bundles framed as a single price versus itemized prices. We further reveal that math anxiety indirectly influences purchase intention through perceived savings, which subsequently enhances perceived monetary value and emotional value. These findings underscore the significance of both cognitive reasoning and affective choices in consumer decision-making. The paper concludes with a discussion of the research’s theoretical and managerial implications.

Mathematics anxiety, an emotional state resulting in negative responses to math problems and numerical information, has been extensively studied in educational psychology. Research on the impact of math anxiety on consumer purchase decisions, however, is still in its nascent stages. This paper examines the interaction between math anxiety and different promotion framing formats on consumers’ perceived savings, price acceptability, and purchase decisions. Across two studies, we demonstrate that consumers with varying levels of math anxiety respond differently to various promotion frames: a gain versus a reduced loss and a single discount versus multiple discounts. We further show that consumers with insufficient math ability may experience negative affect and heighten math anxiety, particularly when faced with numerical and arithmetic tasks commonly encountered while shopping.

Prior literature focuses on customer satisfaction in the airline industry, while research on consumers' perceptions and behavioral responses to airline mergers is limited and understudied. This paper conducts a field survey on the merger between United and Continental Airlines to examine the effects of an airline merger on passenger satisfaction, service value, and behavioral intentions through perceived service quality. Data were collected from airline passengers arriving at three US airports in two phases: before and after the merger across a period of four years. The results show a noticeable increase in customer satisfaction and positive behavioral responses with the postmerger United Airlines due to the perceived improvement in service quality. This study provides insights into the role of airline mergers in improving customer satisfaction, implications for airline managers, and directions for future research.

Marketing channels have faced rapid structural and functional transformations during the last few decades. While a large body of research has been devoted to understanding the supply-side aspects of marketing channels, much less research has taken the demand-side perspective to study consumer perception of channel position and functions. This article extends the channel literature to a broader domain and develops a consumer-based theoretical framework reflecting factors that influence consumer perception of and reaction to channel strategies and decisions. The authors conceptualize that consumers' perceived channel value is a critical factor in determining their loyalty behavior. Seven important channel features are identified that would positively influence the perceived channel value. The relationship between perceived channel value and channel preference is strongly dependent on the level of customer value co-creation. The article concludes with research implications and suggestions of avenues for future research.

This research aims to investigate the effectiveness of the adoption of external reference price (ERP) in influencing consumers' pay-what-you-want (PWYW) final payments across different product types. Results from two experiments show the effectiveness of using ERP as an anchor heavily depends on the nature of the product category. For hedonic products, the absence of an ERP, compared to the presence of one, leads to higher perceived quality and PWYW payments. The results are the opposite for utilitarian products. This study contributes to PWYW literature by investigating how product types affect consumers' perceived quality of the product offered and their PWYW payments.

Extensive literature has studied the impact of positive online reviews on consumers' purchase decisions. Research on the role of negative reviews in consumer price perception is heavily under-investigated. This study examines effects of negative reviews on consumer price perception and subsequent purchase behavior while considering the moderating effect of purchase goals. Results from two experiments show that the proportion of negative reviews has stronger negative impacts on purchase decision for consumers with a purchase goal than those without. This research contributes to growing knowledge about negative online reviews and consumer goal literature and offers practical implications for online retailers.

One of the main facets of the new global economy is the shift in the marketing strategy of business firms from product orientation to customer orientation. This strategic shift began with the notion of market orientation in which a company directs all its departments and units toward satisfying customer needs and responding to competitors’ actions. Adopting such a strategy needs using all available resources and integrating marketing communication tools, such as media in both traditional and non-traditional forms. This study is an attempt to conceptualize the role of media in implementing a market orientation strategy in a competitive market. Through a critical review of previous changes in marketing strategies, the paper provides a useful historical background for studying market orientation, its effect on firm performance, and the importance of media and the rise of electronic word-of-mouth. A conceptual framework is provided to clarify the role of each factor in creating a market orientation strategy. Some suggestions for future research are also made.

One of the main facets of the new global economy is the shift in the marketing strategy of business firms from product orientation to customer orientation. This strategic shift began with the notion of market orientation in which a company directs all its departments and units toward satisfying customer needs and responding to competitors’ actions. Adopting such a strategy needs using all available resources and integrating marketing communication tools, such as media in both traditional and non-traditional forms. This study is an attempt to conceptualize the role of media in implementing a market orientation strategy in a competitive market. Through a critical review of previous changes in marketing strategies, the paper provides a useful historical background for studying market orientation, its effect on firm performance, and the importance of media and the rise of electronic word-of-mouth. A conceptual framework is provided to clarify the role of each factor in creating a market orientation strategy. Some suggestions for future research are also made.

Scholars have given considerable attention to the development of the various theories of internationalization and foreign direct investment in order to explain the internationalization process and strategic directions of firms. However, there is no solid agreement between the different theoretical points of view to describe and predict the behaviour of firms during their international expansion process. This study attempts to offer a comprehensive analysis of the major theories related to the internationalization of firms. The research objectives are to investigate similarities and differences between various approaches, discuss their shortcomings, and provide some extension. Finally, a new theoretical framework of internationalization is proposed.