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Examines the applicability of alternative measures of service quality in the developing economy of India and assesses related issues in that context. Based on data gathered from customers of two major banks, overall results support a multidimensional construct of service quality and suggest that the SERVQUAL scale provides greater diagnostic information than the SERVPERF scale. However, the five‐factor conceptualization of SERVQUAL does not seem to be totally applicable, and no significant difference was found in the predictive ability of the two measures. Further, although SERVQUAL and SERVPERF have identical convergent validity, SERVPERF appears to have higher discriminant validity than SERVQUAL.

The authors assess the extant research in the area of celebrity endorsement and point out the need for continuing research in celebrity marketing. Suggestions for future research are made in a wide breadth of areas, spanning from celebrity endorsements to novel areas of celebrity branding. The authors propose three celebrity‐branding strategies and discuss the factors that may influence their effectiveness. Other areas for future research in celebrity marketing that are discussed include ethical marketing to vulnerable consumers and social marketing. The authors conclude with suggestions regarding theories and methods that can be used for future research in celebrity marketing.

This research examines the role of regulatory focus in the experience and control of desire for temptations, the fulfillment of which conflicts with other salient goals of the consumer. Relative to a prevention focus (i.e., an orientation away from negative outcomes), our findings demonstrate that a promotion focus (i.e., an orientation toward positive outcomes) not only increases the intensity of desire experienced on encountering a temptation, but also increases success of its subsequent resistance. Differences in self-control efficacy are found to be mediated by the type of self-control strategies consumers use in the 2 foci. Convergent evidence obtained in 4 studies, considering situational and dispositional aspects of regulatory focus, indicates that when temptations are encountered by consumers, regulatory focus is an important determinant of the degree of desire, and the nature and outcome of self-control.A calorie-conscious man standing in the cafeteria line to buy a salad sees a mouth-watering piece of New York cheesecake. A financially constrained shopper receives a preapproved offer to apply for yet another credit card. A student studying for her exams receives a call from a friend inviting her to a party that evening. In each case, the individual is likely to experience a desire to act: to buy the cheesecake, apply for the credit card, and go to the party. Yet most people would try to control these desires because they contradict and prevent the achievement of important current goals that they are pursuing: to maintain one's weight; remain debt free; and get good grades, respectively (e.g., Ainslie, 1992;Fishbach, Friedman, & Kruglanski, 2003). A large body of existing literature on self-control

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