Mermelstein, Ellen; Abu-Shalback Zid, Linda
January 2006
Marketing Management;Jan/Feb2006, Vol. 15 Issue 1, p5
The article presents findings of marketing research in the U.S. The first research "Do Satisfied Customers Buy More? Examining Moderating Influences in a Retailing Context," published in the October 2005 issue of the "Journal of Marketing," suggests that the relationship between satisfaction and repurchase behavior is moderated by customer, relational, and marketplace characteristics. The second research "Placebo Effects of Marketing Actions: Consumers May Get What They Pay For," published in the November 2005 issue of the "Journal of Marketing Research," asserts that marketing actions can shape consumers' beliefs and expectations, thus influencing their experiences with products.


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