Browsing Department of Marketing by Author "Saini, Ritesh"
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Color Lightness and Inter-Item Hierarchy: When People Associate Darker Colors with Higher Hierarchical Items
Chung, Myungjin (2019-08-02)While a rich collection of literature demonstrates the influence of packaging color on consumer decision making, little is known about how packaging color affects consumer behavior for bundled products. Bundled products ... -
How Consumers Use and Propagate Information in Digital World
Dong, Meichen (2020-07-30)With the advent of technology and the emergence of social media, information-sharing amongst consumers has increased exponentially. Consumers now can discuss their purchases with different people in different formats, in ...