Is the impact of sales promotion on consumer perception mediated by its hedonic and utilitarian benefits in the context of Indian consumers?  Is gender having a moderating impact on the relationship between the benefits of sales promotion and consumer perception?  Authors examined both questions using a partial least square structural equation modeling (PLS-SEM). Findings revealed that hedonic ...

The article analyzes mental representations of Russian lyrical prose texts. The texts demonstrate collective memory engrams that are defined by cultural and historical legacy of the nation and authors’ creative world perception. In architectonics of a lyrical prose text, sense perception reveals itself in accumulated underlying meanings and wisdom conveyed by expressive means. The author’s inte...

iran and armenia as the countries with great religious, language and cultural differences have close and extensive ties in various fields. to understand the reason of these close and extensive ties, in addition to common interest of the two countries from this relationship, it is necessary to notice an external factor that is republic of azerbaijan and their common threat perception of them. in...

In 6 studies, the authors examined the perception of dominance complementarity, which is the perception of a target as different from the self in terms of dominance. The authors argue that these perceptions are motivated by the desire for positive task relationships. Because dominance complementarity bodes well for task-oriented relationships, seeing dominance complementarity allows one to be o...

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