This article develops and tests an identity-based account of malfeasance in consumer markets. It is hypothesized that multi-brand organizational structures help predatory firms short-circuit reputational discipline by rendering their underlying identities opaque to consumer audiences. The analysis utilizes comprehensive administrative data on all…

Online reviews have become a popular method for consumers to express personal evaluation about products. Ecommerce firms have invested heavily into review systems because of the impact of product reviews on product sales and shopping behavior. However, the usage of product reviews is undermined by the increasing appearance of shill or fake…

Who is most responsible for the proliferation of counterfeit goods--the illicit purveyor of such products or the consumer who procures them? This paper seeks to address this question by presenting a behavior analysis of counterfeit marketing firms in China and the interdependent relationships between legitimate retailers, consumers, and the…

Corporate sponsorship of sports, causes, and the arts has become a mainstream communications tool worldwide. The unique marketing opportunities associated with major events also attract nonsponsoring companies seeking to form associations with the event (ambushing). There are strategies available to brands and events which have been ambushed;…

Project Real World, a self-contained, activity-based Canadian consumer science program, provides students with systematic instruction in economic living skills. It gives students in grades 10-12 an orientation to the economic realities and opportunities in society. The program helps students understand the marketplace; manage resources; apply…

This proceedings contains the texts of 5 invited papers and 28 refereed papers. The following are among the papers included: "Consumer Interest in the 1990's and Beyond" (Turner); "Esther Peterson and the Consumer Movement" (Galbraith); "The Public's Right to Government Information" (English); "Partnerships in…