European Journal of Marketing: Volume 57 Issue 7

Guest editorial: Favoring fieldwork makes marketing more meaningful

Tobias Otterbring, Giampaolo Viglia, Laura Grazzini, Gopal Das

Consumers’ behavioural responses to price promotions of organic products: an introspective pre-study and an online field experiment

Jyrki Isojärvi, Jaakko Aspara

While most marketing research on organic products refers to the premium price levels of organic products, little research exists on consumers’ behavioural responses to price…

Measuring the intention-behavior gap in service failure and recovery: the moderating roles of failure severity and service recovery satisfaction

Jose Marcos Carvalho de Mesquita, Hyunju Shin, Andre Torres Urdan, Marco Tulio Campos Pimenta

The intention-behavior gap that occurs when one’s actions do not align with their intentions has been the topic of interest of many researchers. However, the effects of the…

Shortsighted sales or long-lasting loyalty? The impact of salesperson-customer proximity on consumer responses and the beauty of bodily boundaries

Tobias Otterbring, Peter Samuelsson, Jasenko Arsenovic, Christian T. Elbæk, Michał Folwarczny

Previous research on salesperson-customer proximity has yielded mixed results, with some studies documenting positive proximity effects on shopping responses and others…

Do salespeople’s online profile pictures predict the number of online reviews? Effect of a babyface

Alexis Yim, Bradley Price, Raj Agnihotri, Annie Peng Cui

This study aims to investigate the impact of a salesperson’s babyface in his/her profile picture on the number of online reviews the salesperson receives. In addition to testing…

Can we serve both God and Money? The role of indirect appeal and its limitation

Sungjun (Steven) Park, Jin-Su Kang, Gideon D. Markman

Harmonizing religion and economic pursuits is treacherous because mixing the two rarely resonate with consumers, often resulting consumers’ greed perceptions. This paper aims to…

Field experiments in marketing research: a systematic methodological review

Suresh Malodia, Amandeep Dhir, Muhammad Junaid Shahid Hasni, Shalini Srivastava

The purpose of this study is to present a systematic methodological review of the application of field experiments in the domain of marketing research. By performing this study…