Mar Letters
Introduction
Marketing Letters, 34(4)
POSTING TYPE: TOCs
Profitability of behavior-based price discrimination
—Sumit Shrivastav []
The adoption and disadoption of electric vehicles by innovators
—Madhavan Parthasarathy, Walfried Lassar []
Can power predict consumers’ preferences for aesthetic products? The moderating role of locus of control
—Mengmeng Xu, Hongyan Jiang, Huimin Tan []
The impact of commodity taxation on product variety: a multi-category investigation
—Sungtak Hong, Kanishka Misra []
Consumer misestimations of small recurring changes vs. a single large lump sum
—Kunter Gunasti, Haipeng (Allan) Chen []
The Oversensitivity in Gift-Giving Phenomenon
—Julian Givi, Yumei Mu []
Role of music tempo in choosing from large and small choice sets: insights from functional magnetic resonance imaging (fMRI)
—Kaijun Zhang, Hongkun Liu, Jun Ye []
CEO inside-debt compensation and strategic emphasis
—Nithya Shankar, Bill B. Francis []
Cued-recall asymmetries: the case of brand names and logos
—Sara Loughran Dommer, Jeffrey R. Parker []
Making brand activism successful: How advice-giving can boost support behavior and reap benefits for the brand
—Carina Thürridl, Frauke Mattison Thompson []
Need to evaluate as a predictor of creating and seeking online word of mouth
—Mengran Xu, Rebecca Walker Reczek, Richard E. Petty []
Platform break-even market share
—Daniel Arce []
REPLICATION CORNER
Personalized subject lines in email marketing
—Laurens Defau, Alexander Zauner []