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Consumers often use products, services, and behaviors to help them pursue their multiple goals. They eat fresh produce to be healthy, buy suits to look professional at work, and buy movie tickets to relax and have fun. ...

This dissertation investigates the relationship between partitioned pricing (Morwitz, Greenleaf, and Johnson 1998) and dependent variables such as demand, preference, and attention. The first essay proposes a theoretical ...

This dissertation includes two essays that examine how self-brand connection influences brand-related behaviors in different contexts. Essay I investigates conditions under which brand primes can lead to decreased behavioral ...

This dissertation examines different aspects of online reviews and their effects in consumer decisions. Online reviews are proliferating at a tremendous rate, with most consumers now stating that online reviews are the ...