“People should help those who help them” – Alvin Gouldner * Gouldner, a social scientist, was not laying out a moral commandment in the above statement, but rather referring to the demand made by a fundamental social norm, one that is subscribed by all human societies known to us – the norm of reciprocity. This is a unwritten, unspoken “rule”…

Consumers often make unplanned online purchase spontaneously and intuitively after being exposed to stimulating cues, like price promotion, advertisement of limited offer and attractive product appearance. Prior studies suggested that 30–50% of all retail sales are from impulse purchase while almost 90% of consumers make purchase on impulse occasionally. In particular, approximately 40% of all the money spent on e-commerce…