TOC: J Mar Behavior
Introduction
Journal of Marketing Behavior, 1(1)
From the Editor: An Opportunity for More Relevance from Broadening Behavioral Research in Marketing
–Klaus Wertenbroch
Mission (Largely) Accomplished: What’s Next for Consumer BDT-JDM Researchers?
–Itamar Simonson
Mission Creep, Mission Impossible, or Mission of Honor? Consumer Behavior BDT Research in an Internet Age
–John G. Lynch
Which Mission? Thoughts ÂÜÀòÉç¹ÙÍøt the Past and Future of BDT
–Norbert Schwarz
The BDT Effect and Future: A Reply to John Lynch and Norbert Schwarz
–Itamar Simonson
Percentage Cost Discounts Always Beat Percentage Benefit Bonuses: Helping Consumers Evaluate Nominally Equivalent Percentage Changes
–Bhavya Mohan, Pierre Chandon, Jason Riis