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Time-relevant cues are one of the most common elements used in ads, packaging or online retailing settings. However, little research has directly examined how time priming influence the preferences for self-improvement products. Across three experiments, this paper demonstrates that time priming increases consumers' consumption intention of self-improvement products. This pattern is driven by consumers' heightened locomotion orientation. That is, time activation reminds consumers to initiate actions and be more locomotion orientated. As a result, it motives them to pursue self-improvement goals through consuming relevant products. Furthermore, the time priming effect on self-improvement products will be mitigated or even inverted when the self-improvement goals were difficult to attain. This occurs because perceived difficulty leads consumers to assess the attainability of the goal and decreases the locomotion orientation. Both theoretical contributions and practical implications for research on time priming and self-improvement are discussed., Author(s): Haowen Xiao [sup.1] , Guocheng Li [sup.1] , Yanxu Chen [sup.1] , Ping Wang [sup.1] , Jie Su [sup.2] Author Affiliations: (1) grid.428986.9, 0000 0001 0373 6302, Management School, [...]

Promoting electric vehicles (EVs) adoption has become one of the important paths for countries around the world to address climate change and accelerate the transformation of energy system for achieving sustainable development. As one of the important psychological factors, the research on the explanatory power of emotions to EVs purchase intention is still insufficient. This paper collected 400 valid questionnaires all around China. By incorporating emotions and moral norms into the Theory of Planned Behavior (TPB) model, this study used structural equation model to estimate the impact of positive anticipated emotion (PAE), negative anticipated emotion (NAE), and moral norms together with TPB elements on EVs purchase intention. In order to explore the heterogeneity effect of the above factors on EVs purchase intention among consumers of different income groups, we divided the total sample into high-income subsample and low-income subsample according to the household monthly disposable income. We concluded as follows: for the total sample, PAE has the greatest impact on EVs purchase intention, followed by attitude, NAE, and perceived behavioral control (PBC). In particular, the purchase intention of high-income consumers mainly depends on NAE, while the purchase intention of low-income consumers mainly depends on PAE. Additionally, PBC has more significant impact on EVs purchase intention of high-income group. Finally, targeted policy implications are proposed to promote EVs purchase., Author(s): Zhengxia He [sup.1] , Yanqing Zhou [sup.4] , Jianming Wang [sup.2] , Wenxing Shen [sup.3] , Wenbo Li [sup.4] , Wenqi Lu [sup.4] Author Affiliations: (1) grid.410595.c, 0000 0001 [...]

Consumers' purchasing choices are highly sensitive to the way product message is presented. However, it is unclear how consumers' sense of power interacts with the framed message to influence their decision to purchase. Based on the approach-inhibition theory of power, the present research investigates this question by manipulating power with different experimental paradigms across three studies (a role-imagination task in Study 1, a semantic priming task in Study 2, and a self-designed advertising post in Study 3). The results consistently revealed that the high-power consumers reported greater intention to purchase a product in response to a gain-framed message than a loss-framed message; conversely, the low-power consumers reported greater purchase intention in response to a loss-framed message than a gain-framed message. The present findings contribute to the literature on the individual differences in the message framing effect, and provide helpful insights for developing advertising strategies based on consumers' power state., Author(s): Lingling Huang [sup.1] , Shihan Wu [sup.2] , Zhimin Zou [sup.3] Author Affiliations: (1) grid.20513.35, 0000 0004 1789 9964, Faculty of Psychology, Beijing Normal University, , Beijing, China (2) [...]

Second-hand clothing (SHC) benefits society by reducing the wastage of natural resources. Research in the purchase of second-hand clothing is a debated topic. It is not yet clear whether caring for self, community, and nature drives the purchase of second-hand clothing. This study unpacks the intervening factors that drive second-hand clothing purchases underpinning attitude-intention and self-determination theories. The primary purpose is to examine the direct relationship between a) mindful consumption, b) ego-involvement, c) social norms on second-hand clothing purchase intention of young consumers. The mediation of ego-involvement and social norm is examined on the above relationship. A total of 314 usable questionnaires following the convenience and purposive snowball sampling techniques were gathered from China. The structural equation model (SEM) two-step approach analyzed the data. SmartPLS3 statistical package used to run the measurement and structural model analyses. IPMA analysis confirms mindful consumption as an important factor; hence ego-involvement drives the performance of the stated relationship. Ego-involvement mediates the relationship between mindful consumption and second-hand clothing purchase. This study bridges the unanswered questions and highlights the importance of mindful consumption, an essential driver of consumer behavior. Managers are encouraged to promote mindful consumption values in marketing communication to drive sustainability., Author(s): Nawaz Muhammad Zahid, Jashim Khan [sup.2] , Meng Tao [sup.1] Author Affiliations: (1) grid.443360.6, 0000 0001 0239 1808, Dongbei University of Finance & Economics, , 217 Jianshan St, 116025, [...]

This research aims to analyze brand communication and brand image as specific drivers of wine brand preference and their influence on wine consumers' intention to visit associated wineries. Specifically, this paper enhances the understanding of the roles of advertising-promotion, sponsorship-public relations, corporate social responsibility, and social media in brand communication, as well as functional, emotional and reputation components in brand image development in the context of wine tourism industry. Data was collected through a structured and self-administered questionnaire from 486 visitors to wineries in Spain. Partial least squares regression was used to evaluate the measurement model and the hypotheses. The empirical analysis shows that brand communication and brand image have similar positive effects on brand preference, and that brand image mediates the relationship between brand communication and brand preference. This research suggests implications for theory and practice relative to brand management in terms of communication and image; and it proposes insights into novel communication tools and marketing activities for the winery tourism industry. Firms should employ a holistic evaluation of brand communication to involve the whole organization, which would enhance the strategic role that brand communication plays., Author(s): Mar Gómez-Rico [sup.1] , Arturo Molina-Collado [sup.1] , María Leticia Santos-Vijande [sup.2] , María Victoria Molina-Collado [sup.1] , Brian Imhoff [sup.3] Author Affiliations: (1) grid.8048.4, 0000 0001 2194 2329, [...]

A brand series employs various letters which make such variations in brand names relatively comparable. However, scant attention has been paid to the influence of alphabetic order in a brand series on consumers' preferences(liking). This research aims to investigate the influence of alphabetic order in a brand series on consumers' preferences(liking) based on space-time congruity theory. With 4 experiments, this paper examines how the alphabetic order in a brand series influences consumers' preferences(liking) and uncovers the underlying psychological mechanism that connects alphabetic order in a brand series and consumers' preferences(liking). The findings indicate that a brand series employing a late letter receives more favors than a comparatively early letter. Newness perception mediates the effect of alphabetic order in brands on consumers' preferences(liking). For the products which accord with 'new means advantages' (the time value for these products is 'new means more advantages and better performances than old'), a brand series employing a late letter receives more favors than a comparatively early letter. However, for the products which accord with 'old means advantages' (the time value for these products is 'old means more advantages and better performances than new'), this effect is the opposite. The effect of alphabetic order in a brand series on consumers' preferences(liking) is only significant when consumers are in high involvement condition. The paper provides new insight into the influence of alphabetic order in a brand series on consumers' preferences., Author(s): Wenting Feng [sup.1] , LiJia Wang [sup.2] , Tao Wang [sup.3] Author Affiliations: (1) grid.503241.1, 0000 0004 1760 9015, Gemmological Institute, China University of Geosciences (Wuhan), , Wuhan, China [...]

Online product recommendation (OPR) plays critical role in purchasing products, but less attention has been given to examine the differential impact of distinct recommendation sources on customer's decision beliefs and behaviour. This study investigates and unfolds the distinct effects of system generated recommendation (SGR) and consumer generated recommendation (CGR) on customers' decision effort and decision quality along with the analysis of their mediating effects on OPR reuse and purchase intentions. The study tests a conceptual model based on effort-accuracy model linking SGR and CGR to perceived decision effort and decision quality in two different product settings (search versus experience products). An online survey is conducted with Amazon customers and results of valid 482 responses reveal that users of CGR (compared to SGR) express higher decision quality, while SGR (compared to CGR) is more effective in minimizing users' decision effort. Decision factors subsequently mediate the effects of OPR use on OPR reuse and purchase intentions. Further, CGR is found to elicit higher decision quality for experience products, while SGR is effective in minimizing decision effort for search products., Author(s): Yuan HE [sup.1] [sup.2] , Muhammad Ashraf [sup.3] , Wareesa Sharif [sup.4] , Mazhar Abbas [sup.5] [sup.6] , Arslan Raza [sup.7] , Noor Ismawati Jaafar [sup.8] , Ainin Sulaiman [...]

The feeling of awe is a complicated, mixed emotion that integrates confusion, astonishment, admiration and submission. Researchers have found beneficial effects of awe on individuals' social lives. This work aims to explore the impeding effect of awe on the relationship between narcissism and irrational consumption by performing 4 studies. After study 1 verified that narcissism was positively related to impulsive consumption, study 2 activated participants' feelings of awe through video clips and proved that awe reduced the effect of narcissism on impulsive consumption. Study 3 showed that the reduction in impulsive tendency was caused by awe rather than priming materials, and eliciting awe did not change an individual's sense of control. Study 4 involved an online experiment among office workers and revealed that the moderating effect of awe was fully mediated by self-focused attention. Overall, the mediated moderation model is verified. This study enriches the theoretical research of awe in the Chinese cultural context and provides practical meanings., Author(s): Mengwei Zhang [sup.1] [sup.2] , Li Li [sup.3] , Yujian Ye [sup.4] , Shiyi Yu [sup.1] , Jianan Zhong [sup.1] Author Affiliations: (1) Law and Politics School, Zhejiang University [...]

Nostalgia is prevalent throughout society, with retail, media, and sport among the sectors employing strategies designed to evoke consumer nostalgia. Research has shown such efforts to be effective, leading to positive social, psychological, and behavioral outcomes (Sedikides et al., 2008; Sierra & McQuitty, 2007). In the sport context, though, research of nostalgia has primarily been limited to facilities and tourism, with minimal attention being paid to nostalgic sport media such as classic games and documentaries. Thus, the purpose of this study was to explore the impact of nostalgic sport media on sport consumers. A sample of 263 participants throughout the United States was assessed. Results demonstrate ways collective and historical nostalgia positively impact viewers well-being, pleasure, and consequent sport behavioral intentions. Further, the role of time and type of media consumed yielded practical and theoretical implications. These findings are discussed and potential future research on the topic is presented. Keywords: memories; retro marketing; discontinuity; documentaries; programming, In spring 2020, North American sports fans were abuzz over events surrounding the National Basketball Association (NBA). Unlike other years, however, the buzz was not due to the NBA playoffs, [...]

Although there are diverse kinds of leafy vegetables in Nigeria, fluted pumpkin is one of the most consumed. However, the high perishability of its leaves has been a source of concern, of which mild processing has been suggested in the literature as a way out. Several studies have been done on the production and profitability of fluted pumpkins. However, none exist on consumers' willingness to pay (WTP) for processed fluted pumpkins based on sensory/organoleptic attributes in Nigeria. This study, therefore, fills this gap by investigating consumers' perception of processed fluted pumpkin leaves, their WTP for processed fluted pumpkin leaves and the amount they are willing to pay, and the factors affecting their WTP. Data used in the study were obtained using a set of pretested structured questionnaires in an interview schedule, and it was administered to 120 consumers in Ilorin, North-central Nigeria. Descriptive statistics and logistic regression analysis were used to analyse the data. The logistics regression checked the factors affecting the WTP for the processed leaves. The study found evidence that consumers have a high perception of the sensory/organoleptic attributes--general acceptability, texture, colour, general appearance, and aroma - of the processed fluted pumpkin leaves; with 92.3% of them willing to pay for the processed fluted pumpkin leaves while 34.2% of the consumers were willing to pay a premium which was more than the conventional price of fresh fluted pumpkin leaves. The study also revealed that the perception of consumers about the sensory attributes of the processed pumpkins and their preferences for the processed leaves positively influence their willingness to pay. This shows that there could be a market for this product. Based on the study's findings, it is therefore recommended that further studies be carried out on processed fluted pumpkins to ascertain their suitability for scaling their production for the market. Key words: Willingness to pay, Perception, Sensory Attributes, Vegetables, Logistics Regression, INTRODUCTION Background The roles that fruits and vegetables consumption play in promoting the health of humans have been documented in the literature. Several epidemiological studies have shown the inverse relationship [...]

Hypothetical purchase tasks are a widely used tool to determine the reinforcing value of commodities, especially commodities which are difficult to deliver experimentally. Amazon Mechanical Turk users (N = 375) completed two novel hypothetical purchase tasks (quantity of purchase and probability of purchase) and other measures to estimate how much an individual values the opportunity to exercise in a gym. We examined correlations between demand indices generated by each task and measures related to physical activity. In addition, we compared rates of systematic and nonsystematic responding between the two tasks. Exploratory analyses of demand indices and measures of physical activity suggest initial evidence of construct validity for each task. When accounting for an order effect, the probability of purchase task generated significantly lower rates of nonsystematic responding compared to the quantity of purchase task (2.87% vs. 14.6%, respectively). We discuss how these results may inform improved construction of future hypothetical purchase tasks and implications for using likelihood and quantity purchase tasks. Keywords Behavioral economics * Hypothetical purchase task * Value of physical activity * Exercise * Demand, Sedentary individuals are at increased risk of heart disease and heart attack, high blood pressure, high cholesterol, being overweight or obese, diabetes, and stroke, and are at higher risk of [...]

Augmented reality-delivered product information (ARPI) can overcome the limited space at the point of sale to inform shoppers on demand and will therefore become more widespread in brick-and-mortar stores. To fill the void of academic research, this paper develops a model of how consumers process ARPI and how ARPI can shape brand image and purchase intentions. Making use of the cues-filtered-out theory, this paper suggests that the effect of ARPI controllability depends on information detailedness. An unintended backfire effect of controllability occurs when the accessible information is detailed, which is explained by the mediating process via perceived comprehensiveness. This backfire effect is a risk primarily in busy shopping times. The main experiment conducted in a hypermarket and four follow-up studies (using field, lab, and video settings) empirically confirm the proposed model on the basis of different data sources, including usage tracking, questionnaires, and scanner data. The paper derives managerial implications and outlines directions for future research., Author(s): Stefan Hoffmann [sup.1] , Tom Joerß [sup.1] , Robert Mai [sup.2] , Payam Akbar [sup.1] Author Affiliations: (1) grid.9764.c, 0000 0001 2153 9986, Institute of Business Administration, Department of [...]

As the main communication platforms for today's competitive air transportation market expands, airline websites need to be user friendly to trigger positive electronic word of mouth. Website quality constitutes an influencing factor in consumer behavior and decision-making. Therefore the purpose of this study is to test informarion-task-fit on etetronic word of month, purchase intention and website quality. The study tested the effect of information-task-fit on website quality, electronic word of mouth and purchase intention of users of Turkish Airlines. A total of 604 questionnaires was obtained online within six months, using a quantitative and cross-sectional approach. The proposed above relationships were evaluated via structural equation modeling. Results were as hypothesized, with the perception that the availability of information required by users on the website influence website quality, electronic word of mouth and purchase intention. The website quality also influenced users' intention to purchase and electronic word of mouth. These results offer insights into improving and maintaining website quality by making the website user friendly so as to attract greater audience. This study's comprehensive model is lacking in service airline literature, thus this is an added research on the influence of information-task-fit web information and design on supposed quality of service and intention to purchase. Managers should also maintain high standards by hiring professional website builders so as to increase their usage. This study provides implications for airline website quality. A conclusion and further studies are presented below., Author(s): MaryMagdaline EnowMbi Tarkang [sup.1] , Uju Violet Alola [sup.1] [sup.2] , Ruth Yunji Nange [sup.3] , Ali Ozturen [sup.3] Author Affiliations: (1) grid.459507.a, 0000 0004 0474 4306, Faculty of [...]

The concept of authenticity is gaining interest in research and managerial practice. While the focus has been on the supply side, investigating factors that make brands authentic, the demand side, or consumers' search for authentic market offerings, has been neglected. Informed by the literature, this article develops a psychometrically sound and cross-nationally and temporally stable scale to measure consumer authenticity seeking (CAS) as a set of three dimensions: personal, true, and iconic authenticity seeking. Using a comprehensive theory-based nomological network, this research introduces CAS as an important moderator between brand authenticity and outcomes. It also examines consumers' intrinsic and extrinsic motives that drive these effects. Finally, this research reveals different consumer profiles managers can use for targeting and segmentation purposes., Author(s): Fabian Bartsch [sup.1] , Katharina Petra Zeugner-Roth [sup.2] , Constantine S. Katsikeas [sup.3] Author Affiliations: (1) grid.468923.2, 0000 0000 8794 7387, Marketing, Sales and Communication Department, Montpellier Business School, [...]

Five studies examine how perceived financial constraints and abundance determine when consumers will engage in solitary or social purchases. When financially constrained, consumers prefer solitary (vs. social) purchases. We also identify self-construal as a moderator of how consumers spend their discretionary income. While independent consumers prefer solitary (vs. social) purchases, interdependent consumers prefer social (vs. solitary) purchases. Interestingly, when consumers have adequate discretionary income, independent as well as interdependent consumers have similar preferences for solitary and social purchases. In addition, for interdependent consumers, communal norms mediate the preference for social purchases. Finally, for independent consumers, making the communal norm salient reverses their preference for solitary purchases, resulting in a preference for social purchases. Our findings suggest how managers can effectively promote different types of purchases under varying financial resource conditions in their global communication strategy., Author(s): Malika Malika [sup.1] , Durairaj Maheswaran [sup.1] , Shailendra Pratap Jain [sup.2] Author Affiliations: (1) grid.137628.9, 0000 0004 1936 8753, Stern School of Business, New York University, , 40, [...]

Consumers seek naturalness across many domains, including physical appearance. It seems that the desire for natural beauty would discourage artificial appearance-enhancement consumption, such as cosmetic use. However, across an analysis of the 'no-makeup movement' on Twitter and Nielsen cosmetic sales (Study 1a), an image analysis of #nomakeup selfies using machine learning approaches (Study 1b), and three experiments (Studies 2-4), we find that calls to look natural can be associated with increased artificial beauty practices. Drawing from attribution theory, we theorize that calls to look natural maintain the value of attractiveness while adding the consumer concern that others will discount their attractiveness if overt effort is present. Thus, rather than investing less effort, consumers may engage in a self-presentational strategy wherein they construct an appearance of naturalness to signal low effort to others, thereby augmenting their attractiveness. This work contributes to attribution and self-presentation theory and offers practical implications for naturalness consumption., Author(s): Rosanna K. Smith [sup.1] , Elham Yazdani [sup.1] , Pengyuan Wang [sup.1] , Saber Soleymani [sup.1] , Lan Anh N. Ton [sup.1] Author Affiliations: (1) grid.213876.9, 0000 0004 1936 [...]

Every new product introduction entails a branding decision: whether to name the product using a direct extension, a sub-brand, or a new brand. While previous research has focused on how consumers evaluate alternatives in lab settings, or, in studies based on secondary data, on the effectiveness of brand extensions in general, a comprehensive framework of the antecedents and consequences of new product branding decisions is lacking from the literature. The authors propose a theoretical framework that organizes product-, category-, and firm-level determinants of firms' new product branding decisions, and empirically test the framework's predictions using a large sample of new product introductions, documenting with real world data how managers choose among three branding alternatives. In addition, using both product-specific and firm-specific valuation metrics, the authors quantify the negative impact on firm value of misaligning the new product branding decisions with the conditions facing new products. Conceptually, the authors bridge the branding and new product performance literatures, and present findings that extend knowledge from behavioral research on brand extensions. Empirically, the authors provide evidence to managers on how to choose brand names for new products in a way that enhances the stock market value of firms., Author(s): Larisa Kovalenko [sup.1] , Alina Sorescu [sup.2] , Mark B. Houston [sup.3] Author Affiliations: (1) grid.208226.c, 0000 0004 0444 7053, Boston College, , 140 Commonwealth Avenue, 02467, Chestnut Hill, [...]

Analyses of loyalty programs typically show collection spikes around redemptions. A spike might be caused by increased collector spending to facilitate a redemption (points pressure). The redemption might also encourage increased spending following it (rewarded behavior). These are the program's incentive effects. Alternatively, the spike might be unrelated to the incentives, merely revealing pre-existing customer heterogeneity, e.g., in effortless collection, in bonus points collection, and reward timing selection. Understanding the cause of collection spikes is necessary to effectively assess and design programs. Our indirect inference approach isolates the incentive effects in a coalition program that has recurring modest value cash-type rewards. Most of the collection spike is not caused by incentives, yet 1.74% of sales are incentive driven. In contrast to prior findings, the incentive effects are driven by rewarded behavior, not points pressure. We attribute this to the program's modest cash-type rewards that are unlikely to induce conscious pursuit., Author(s): Alina Nastasoiu [sup.1] , Neil T. Bendle [sup.2] , Charan K. Bagga [sup.3] , Mark Vandenbosch [sup.4] , Salvador Navarro [sup.5] Author Affiliations: (1) Booking.com B.V., , Herengracht 597, [...]

Web 2.0 technologies and social media have given new dimensions to consumerism. Users, overwhelmed with images of prosperous people in wealthy nations, may fantasize about being in their position. In the last decade, new pages on Instagram have emerged with the hashtag #RichKids. Here, users consume luxurious items and prestigious positions, but vicariously. Borrowing the term 'vicarious consumption' from Thorstein Veblen, and slightly modifying it to provide an interpretation of consumers of @richkidsoftehran (RKOT), the current study argues that this and similar pages not only do little to solve the problems of the followers but also are counterproductive, creating feelings of rage and frustration. It is the consumption of someone else's consumption. Although the human mind can imagine itself in RKOT's position, followers are also aware at all times that this is somebody else's pleasure, not theirs. This study suggests that netizens ought to take a media literacy approach to help themselves understand that their attention is a valuable personal and collective asset, and they should defend it against the forces which seek to take advantage of ordinary people's aspirations., Author(s): Ehsan Shahghasemi [sup.1] Author Affiliations: (1) grid.46072.37, 0000 0004 0612 7950, Department of Communication, University of Tehran's Faculty of Social Sciences, , Ale-Ahmad Avenue, Tehran, Iran Introduction: the Paradoxical [...]

The purpose of this study is to expand the theoretical knowledge of consumer learning by testing both the single and sequential effects of indirect, direct, and virtual sport experiences on sport brand knowledge, attitudes, and choice behavior in two laboratory experiments. Experiment I shows that virtual experience is as effective as direct experience in consumer learning. In Experiment II, designed to explore the impact of sequential combinations of sport experiences on consumer learning, the sequential combination of direct and virtual experiences results in greater brand knowledge than the combination of indirect and direct experiences. Exposure to direct experience proceeding with virtual experience is more effective at influencing brand attitudes than the combination of indirect and direct experiences. The results indicate that sport consumers are more likely to select sport brands at choice contexts when exposed to virtual experience in combination with direct experience. Keywords: esports, consumer learning, virtual experience, sequential effects, integrated information response model, sport video games, With the development of three-dimensional (3D) visualization, audio technologies, and the increase in licensing arrangements, sport video games (SVG) have become more realistic and visually similar to sport images of [...]

Prior research has examined consumer behavior toward partitioned pricing in various capacities, including types and number of surcharges and the use of dollars versus percentages. Given the fact partitioned pricing is not employed in every country, this investigation focused on consumer behavior toward this pricing strategy based on familiarity with partitioned pricing and cultural differences. An experimental design was implemented to examine South Korean and US sport consumers' attitudes and behaviors related to ticket prices for a mega-sporting event. The findings showed all-inclusive pricing, in general, is preferred and culture does not significantly impact consumer behavior in this context. Additionally, familiarity moderated the relationship between cultural differences and consumer behavior. Consumers who were familiar with partitioned pricing were more attracted to partitioned pricing ticket offers and had higher purchase intentions compared to consumers who were less familiar with the practice. Implications of these findings are discussed along with directions for future research. Keywords: Partitioned pricing, ticket pricing, familiarity, high-context culture, low-context culture, and live events, Introduction Partitioned pricing is a common strategy where sellers separate the base price of a sole product into two or more mandatory components (Greenleaf et al., 2016; Morwitz et al., [...]

Marketers increasingly use behavioral targeting in location-based mobile marketing (LBMM). However, highly personalized marketing messages like this may backfire by eliciting consumer reactance. We suggest that LBMM efficacy depends on its potential to minimize consumer reactance, which can be achieved by effectively combining location targeting (in-store vs. out-store), behavioral targeting (based on consumers' product category involvement [PCI]), and the type of promotion offered (price vs. non-price promotion). Results of a field study, a virtual reality experiment, and two online experiments show that although in-store mobile ads are generally more effective in increasing sales than out-store mobile ads, this is only the case if consumers have low PCI with the advertised product category, because this decreases their reactance. To attract consumers to stores by out-store LBMM, we show that firms should offer price promotions to consumers with low PCI and non-price promotions to consumers with high PCI, because these combinations of location targeting, behavioral targeting, and type of promotion elicit the least reactance and therefore result in a higher probability to buy., Author(s): Stefan F. Bernritter [sup.1] , Paul E. Ketelaar [sup.2] , Francesca Sotgiu [sup.3] Author Affiliations: (1) grid.13097.3c, 0000 0001 2322 6764, King's Business School, King's College London, , Bush [...]

Consumers perceive the Ready-made Frozen Food (RMFF) as nourishing, healthier and delicious. Consumers, therefore, are switching to this substance item and willing to pay the premium cost. The investigation had been coordinated to know the most affecting factors that affect purchasers to purchase Ready-made Frozen Food. Literature reviews are available that the food habits of the people are promptly being changed in the way women are being involved in the economic activities of our society. Individual habits, attitudes, beliefs and values, age, education, income, marital status, etc. are some socio-demographic factors that influence a consumer in the time of buying RMFF. Besides these social demographic influencing factors, results have confirmed that consumers are interested in buying this food as it is easy to cook, delicious, easy to find, quality product, low price, etc. This examination concluded by gathering data from 150 respondents through a questionnaire. The collected data were analyzed through the Factor Analysis Process. It had also been detected that working individuals are essential clients of this sustenance. In addition, gender; age; education level; family income; profession demonstrate a positive impact on purchasing RMFF. It had also been identified that RMFF is currently very expanding because it is easy to cook (as indicated by 94% respondents) and safe (as indicated by 73% respondents). Moreover, the brand image (indicated by 84% respondents), quality (68%), low pricing (77%), advertising (64%), appearance (69%), availability (59%), and taste (78%), likewise influence clients to purchase this kind of food. Through this research, an interesting topic had been found that 'time-saving (according to 38% respondents)' and 'packaging (indicated by 49% respondents)' factors do not have any significant impact on the purpose of buying RMFF., Author(s): Shuvro Sen [sup.1] , Neel Antara [sup.2] , Shusmita Sen [sup.3] Author Affiliations: (1) grid.8198.8, 0000 0001 1498 6059, University of Dhaka, , Dhaka, Bangladesh (2) grid.443031.1, 0000 0004 [...]

We model consumer journeys for user-created programs published in an online programming platform (OPP) and uncover factors that predict their occurrence. We build our model on a theoretical framework where consumer journeys involve three latent stages (Learn, Feel, Do), in which users gather information about, express fondness toward, and try the published items, respectively. Using a dataset from an OPP where users publish multimedia items and follow other users, we find that there is no one dominant consumer journey; instead, the sequences of stages in a journey (e.g., Learn [right arrow] Feel [right arrow] Do) vary across published items. Furthermore, we find that the social capital (i.e., social network) of a publisher influences the occurrence of spillover effects between latent stages (the phenomenon that one stage in a period triggers another stage in the next period) for the items posted by the publisher. We also find that a publisher's social capital has only a transient impact on the consumer journeys for the publisher's projects, underlining the importance of consistently making new network connections in order to promote the growth of user activities surrounding the publisher's projects. We apply our findings to the publishers' networking investment decisions to show that publishers' networking investment would be severely suboptimal if journey heterogeneity is not considered., Author(s): Ho Kim [sup.1] , Juncai Jiang [sup.2] , Norris I. Bruce [sup.3] Author Affiliations: (1) grid.266757.7, 0000000114809378, University of Missouri-St. Louis, , 1 University Blvd., 63121, St. Louis, MO, [...]

Inertia might secure consumers' continued patronage, but it also can stunt potential expansion. By examining the psychology underlying inertia, this research informs managers about whether to engage inertial consumers proactively. In the proposed conceptual model, an inertia mindset orients a customer toward status quo consumption. This mindset emerges from dual sources, and each source consists of a behavioral and a psychological component. Specifically, the behavioral consistency of prior consumption activates an inertia mindset by prompting a psychological inclination to minimize thinking; the magnitude of prior consumption leads to inertia by evoking an inclination to minimize regret. Complementary survey and field studies offer support for the proposed model and reveal that a proactive loyalty reward can reinforce inertia based on regret minimization but disrupt inertia based on thinking minimization. Even well-intentioned marketing initiatives thus might be ineffective or detrimental, depending on the source and strength of inertia already present in the customer., Author(s): Conor M. Henderson [sup.1] , Lena Steinhoff [sup.2] , Colleen M. Harmeling [sup.3] , Robert W. Palmatier [sup.4] Author Affiliations: (1) grid.170202.6, 0000 0004 1936 8008, Lundquist College of [...]

Previous research has shown that self-presentation could be a relevant motive in explaining variety-seeking behavior. Individuals anticipate that sticking to a limited range of one's favorites would make a negative impression on others, and others might conclude that they are boring or narrow-minded (Ariely and Levav Journal of Consumer Research, 27, 279-290, 2000 (See CR2); Ratner and Kahn The Journal of Consumer Research, 29, 246-257, 2002 (See CR27)). In our research, we wanted to investigate this lay assumption. We also hypothesized the moderating role of a consumer's gender. The results of study 1 (N = 211) confirmed that incorporating variety in consumer behavior may be a cue for social perception. Consumers who preferred non-variety in consumer choices were evaluated as less socially attractive than those who preferred variety. However, female consumers who preferred variety were evaluated as less responsible. These results were replicated in study 2 (N = 276). The study also revealed the mediational role of the evaluation of a consumer's predictability in the relationship between her variety seeking and social attractiveness. Study 2 also showed the moderating role of participant gender in the evaluation of a consumer's responsibility. The female consumer who incorporated variety in her consumer choices was evaluated as less responsible, but only when she was described as a mother and wife and only by female participants., Author(s): Katarzyna Stasiuk [sup.1] , Katarzyna Bochynska [sup.2] , Paulina Sliwinska [sup.2] Author Affiliations: (1) grid.5522.0, 0000 0001 2162 9631, Institute of Applied Psychology, Jagiellonian University, , ul. Lojasiewicza 4, [...]

A lifestyle of voluntary simplicity, a type of consumer ethical behavior, is drawing increasing media attention. Consumers practicing voluntary simplicity tend to reduce material consumption in order to free up resources, primarily money and time, and to seek life satisfaction, fulfillment, happiness, and personal growth. The practice of voluntary simplicity is also relevant to resource conservation, ecological impact, and social responsibility. Understanding consumer motivations for adopting voluntary simplicity is thus a vital issue. This study examines the impact of human values and consideration of future consequences on voluntary simplifiers' behavioral predispositions. Our findings show that individuals with self-enhancement values and openness-to-change values are less likely to engage in voluntary simplicity. Those with self-transcendence values and consideration of future consequences are more likely to be voluntary simplifiers. This study also finds that older people or those with a bachelor's degree have a higher tendency to practice a simple living lifestyle. Finally, implications for researchers and marketing managers are discussed., Author(s): Hsiu-Hua Chang [sup.1] Author Affiliations: (1) grid.411298.7, 0000 0001 2175 4846, Department of Business Administration, Feng Chia University, , 100, Wenhwa Road, Seatwen, 40724, Taichung, Taiwan Introduction In modern [...]

Consumer attitudes and behaviors are fundamentally dynamic processes; thus, understanding consumer dynamics is crucial for truly understanding consumer behaviors and for firms to formulate appropriate actions. Recent history in empirical marketing research has enjoyed increasingly richer consumer data as the result of technology and firms' conscious data collection efforts. Richer data, in turn, have propelled the development and application of quantitative methods in modeling consumer dynamics, and have contributed to the understanding of complex dynamic behaviors across many domains. In this paper, we discuss the sources of consumer dynamics and how our understanding in this area has improved over the past four decades. Accordingly, we discuss several commonly used empirical methods for conducting dynamics research. Finally, as the data evolution continues into new forms and new environments, we identify cutting-edge trends and domains, and offer directions for advancing the understanding of consumer dynamics in these emerging areas., Author(s): Jonathan Z. Zhang [sup.1] , Chun-Wei Chang [sup.2] Author Affiliations: (1) grid.47894.36, 0000 0004 1936 8083, Colorado State University, , 80523, Fort Collins, CO, USA (2) grid.467171.2, 0000 0001 [...]

The purpose of the current study, drawing on attribution theory, was to investigate consumers' attribution process and its impact on their responses to a scandalized athlete and endorsement. The results of the experiment indicate that the distinctiveness of an athlete scandal prompts external attribution while having a negative impact on internal attribution. Additionally, the consistency of an athlete scandal triggers internal attribution. Moreover, the results show that internal (external) attribution has direct negative (positive) impact on attitude toward the scandalized athlete. Lastly, the results show that consumers' attribution type indirectly determines the consumer responses toward the troubled athlete and endorsement perception. Findings of the current study provide empirical evidence to explain what informational cues consumers utilize when making causal inferences and how such causal inferences subsequently affect the consumer responses. The current study also provides marketing managers with useful implications to make informed decisions in the athlete transgression context. Keywords: athlete scandal, endorsement, attribution theory, covariation model, consumer response, Introduction Athlete endorsers are ubiquitous in contemporary marketing. Developing a long-term relationship with athlete endorsers becomes an important task in creating strong brand associations. However, athlete scandals often occur over [...]

In the past decade, psychological and behavioral studies have found that individual commitment to contracts persists beyond personal relationships and traditional promises. Even take-it-or-leave it consumer contracts get substantial deference from consumers--even when the terms are unenforceable, even when the assent is procedurally compromised, and even when the drafter is an impersonal commercial actor. Indeed, there is mounting evidence that people import the morality of promise into situations that might otherwise be described as predatory, exploitative, or coercive. The purpose of this Article is to propose a framework for understanding what seems to be widespread acceptance of regulation via unread terms. I refer to this phenomenon as 'term deference'--the finding that people defer to the term, even when the assent is perfunctory, and even when the term is unfair. The framework I propose is a motivated reasoning explanation: when it feels better to believe that contracts are fair and that assent is reliable, people are more likely to hold those beliefs. In order to predict when contractual fairness will be especially psychologically urgent, I draw on an extensive body of psychological literature on the preference for believing in a just world, or for being satisfied with the status quo. When a phenomenon or a system appears implacable and unavoidable, it is psychologically less stressful to believe that the system is good. 'System justification' is a well-documented psychological phenomenon that predicts when individuals will be motivated to hold beliefs that support the status quo, even when the status quo redounds to their own disadvantage. The two studies reported here manipulate the pressure to support the status quo--to believe that firms are reasonable and contract law is fair--by varying the term's enforceability, its consequences, and its history. The findings show the predicted patterns, that increased psychological pressure to support the status quo increases beliefs that the status quo is good and fair. These results also align with the prediction that pressure to justify the status quo is not only a psychological state, but also a trait. That trait, highly associated with political conservatism, is reflected in the results suggesting a stronger motivation to justify the status quo among subjects who report that they are more politically conservative. The results here have implications not only for contract and consumer law, but also for how we understand self-interest in legal decisionmaking, and for the legal understandings of consent and compliance., INTRODUCTION 195 I. THE TROPE OF THE FECKLESS CONSUMER: AN ILLUSTRATION 198 II. TERM DEFERENCE: EVIDENCE FROM THE LAW AND PSYCHOLOGY OF 202 CONTRACT A. Law of Form Contracts 202 [...]

We investigate the widespread yet under-researched social phenomenon of consumer arrogance-the propensity to broadcast one's superiority over others in the consumption domain. Building on the theory of positive illusions, we examine how and under what conditions triggering people's consumer arrogance prompts their positive and negative word-of-mouth communication. In a pilot study and five experiments, we establish that triggering people's sense of consumer arrogance will increase their word-of-mouth inclinations and behaviors. We show that triggering consumers' sense of arrogance will result in a greater propensity for word-of-mouth communication than triggering their sense of superiority or desire to brag independently. While most consumers engage in positive word-of-mouth, consumer arrogance fuels both positive and negative word-of-mouth communication. Furthermore, whereas the former stems from self-enhancement needs, negative word-of-mouth communication arises from the needs for both self-affirmation and self-enhancement, especially in a social context. Overall, the results highlight the uniqueness and strategic potential of consumer arrogance as a social phenomenon., Author(s): Ayalla Ruvio [sup.1] , Richard P. Bagozzi [sup.2] , G. Tomas M. Hult [sup.1] , Richard Spreng [sup.1] Author Affiliations: (1) grid.17088.36, 0000 0001 2150 1785, Michigan State University, [...]

While previous studies have demonstrated that organizational pride (OP) enhances frontline employees' customer-oriented behavior (COB), they have neglected to address the dynamics of the relationship. This research helps close this gap by elaborating on a theory of spirals positing that the extent of COB depends not only on current levels of OP but also on the direction and rate of OP change. In addition, the authors challenge the prevalent view that OP affects COB unidirectionally, instead predicting reciprocal loops. Hence, they propose that increases in OP repeatedly amplify COB and trigger an upward spiral, whereas decreases trigger a downward spiral. The results of a six-wave panel study support these predictions. Furthermore, the authors identify lower and upper boundaries of the spiral: while a certain threshold of OP is required to create momentum, the effects of further increases in the same variables diminish at high levels of OP and COB., Author(s): Tobias Kraemer [sup.1] , Welf H. Weiger [sup.2] [sup.3] , Matthias H. J. Gouthier [sup.1] , Maik Hammerschmidt [sup.2] Author Affiliations: (1) grid.5892.6, 0000 0001 0087 7257, Institute for [...]

Product proliferation may not be an effective strategy for every brand in every product category. Rather, the success of product proliferation may be conditional on previously unconsidered differences across product categories. In particular, brand relevance in category (BRiC), which is closely associated with an array of category-level characteristics, offers a potentially influential contingency. We rely on a survey study (Study 1a) and a lab experiment (Study 1b) to examine individual consumer reactions to product proliferation. These studies show that product proliferation has a stronger impact on customer-based brand equity in high BRiC categories than in low BRiC categories. From a firm perspective, Study 2 explores the effect of product proliferation on brand sales performance using IRI scanner data; it indicates conversely that BRiC has an opposing moderating effect, such that product proliferation has a stronger impact on brand sales in low BRiC categories than in high BRiC categories. Together, these nuanced results have important implications for product line and brand management resource allocation decisions., Author(s): Yanhui Zhao [sup.1] , Yufei Zhang [sup.2] , Joyce (Feng) Wang [sup.3] , Wyatt A. Schrock [sup.4] , Roger J. Calantone [sup.4] Author Affiliations: (1) grid.266815.e, 0000 0001 0775 [...]