1. The Role of Ordinary Evaluations in the Market for Popular Culture: Do Consumers Have “Good Taste”?

   • Morris B. Holbrook

   OriginalPaper Pages: 75 - 86

2. Blissful Insularity: When Brands are Judged in Isolation from Competitors

   • Steven S. Posavac
   • Frank R. Kardes
   • Gavan J. Fitzsimons

   OriginalPaper Pages: 87 - 97

3. Optimal Duration of Magazine Promotions

   • Mercedes Esteban-Bravo
   • José M. Múgica
   • Jose M. Vidal-Sanz

   OriginalPaper Pages: 99 - 114

4. Consumer Segments Based on Attitudes Toward Luxury: Empirical Evidence from Twenty Countries

   • Bernard Dubois
   • Sandor Czellar
   • Gilles Laurent

   OriginalPaper Pages: 115 - 128

5. Do Certified Mail Third-Wave Follow-ups Really Boost Response Rates and Quality?

   • Jeffrey B. Schmidt
   • Roger J. Calantone
   • Mitzi M. Montoya-Weiss

   OriginalPaper Pages: 129 - 141

6. A Positive Theory of Private Label: A Strategic Role of Private Label in a Duopoly National-Brand Market

   • Chi-Cheng Wu
   • Chih-Jen Wang

   OriginalPaper Pages: 143 - 161