Power can have a major influence on how we receive, provide, and respond to information. In an important contribution to marketing research, HKUST’s Linying Fan and colleagues show how feeling powerful—a fundamental psychological state—can affect consumers’ construction and reception of communications. They propose a novel psychological mechanism, “need-for ... 閱讀更多

“Save from 30% to 50% today!” Range offers like this—advertising flexible price options within a fixed range—are a popular marketing strategy. Surprisingly, however, we know little about how customers react to such offers. Shedding light on this underexplored topic, HKUST’s Prof. Linying (Sophie) Fan and her colleagues propose and test a novel theory: the ... 閱讀更多