期刊,Journal of consumer marketing 2024年41卷7期_国家学术搜索

期刊信息/Journal information

Journal of consumer marketing

Grayson Associates

主办单位：Grayson Associates

国际刊号：0736-3761

Journal of consumer marketing/Journal Journal of consumer marketingAHCIESCI

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Effects of bimanual vs unimanual motor actions on consumer behavior intention and attitude

Mukta RamchandaniShantanu BhattacharyaIvan Coste-Maniere

693-705页

查看更多>>摘要：Purpose This study aims to understand how unimanual and bimanual motor actions in the form of writing a message (handwriting and typing) influences consumer behavior intention and attitude.Design/methodology/approach Three studies have been conducted to understand how the method of writing (typing or handwriting) and moderator type of message (moderator: emotional vs. rational) can influence persuasion variables.Findings This paper shows evidence that bimanual and unimanual motor actions activate contralateral brain hemispheres and influence consumer behavior. Specifically, how the use of these motor actions leads to a change in behavior intention and attitude. Furthermore, how bidirectional behavior and role-reversal occurs when a unimanual vs bimanual motor actions are used to create an emotional or rational message.Research limitations/implications This research focuses on explaining cognitive implications of unimanual vs bimanual motor actions (typing vs handwriting) on self and specifically on consumers when they are exposed to situations of producing/creating a message. Adding further evidence to persuasion, behavior intention and attitude research in embodied cognition (e.g. Petty and Cacioppo, 1986b; Briñol and Petty, 2008), the role of haptic interfaces in online marketing and consumer behavior (e.g. Brasel and Gips, 2015). The authors did not collect any FMRI data but it can be the future scope of this work.Practical implications The novel findings of bimanual and unimanual motor actions have a direct application to the current scenario of the online reviews/surveys, which have become a crucial point for e-commerce businesses and retailers that require customers to give feedback. Since, consumer emotions can influence behavioral outcomes and decision making through sensory cues (Abdolmohamad Sagha et. al, 2022; Haase Wiedmann and Labenz, 2022). From this perspective, depending on the mapping/recording of the felt emotionality or rationality by the customer, the feedback method can be oriented in a way to reduce the effect of negative reviews. Further applications are suggested for retailers, increasing prosocial or sustainable behavior and attitudes.Social implications Marketing and advertising research conducted in different social settings is considered important in neuropsychology and neurophysiology research (Pozharliev et al., 2017). Therefore, this research can be extended to test in different social settings and marketing contexts, for example, in the virtual reality, metaverse and gamification. Thus, this research can serve as an avenue to examine the bimanual and unimanual motor actions in a scenario where the participants can combine several motor actions, for example, talking on the phone or walking while filling consumer reviews online/offline and wearing the VR devices like Apple Vision Pro and performing unimanual or bimanual motor actions.Originality/value Mapping of human behavior has always been done dependent on the cognition aspect and limited in its scope for embodied cognition. The results can be used for more direct and impactful ways of conducting surveys, feedback and handling communications for major businesses. In addition, it can be a helpful tool for message persuasion for a new brand or increasing awareness about sustainable consumption depending on typed or handwritten inputs by a potential consumer.

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NETL
NSTL
Emerald Group Publishing

Re-examining consumer engagement in the circular economy

Alessandra De ChiaraMichele GalloVioletta Simonacci

706-723页

查看更多>>摘要：Purpose This study aims to deepen knowledge of consumers’ attitudes towards circular economy products by focusing on the enabling factors that influence their behaviours. The success of the closed-loop economy depends not only on innovation but also on the active participation of the consumer. In these models, the authors witness the transition from the centrality of production to the centrality of use. This paper investigates Italian consumers’ tendency to purchase second-hand products in the clothing sector, one of the most polluting industrial sectors, focusing on the enabling factors that influence their behaviours, the reasons for their purchases and the existence of differences between market segments.Design/methodology/approach To accomplish this aim, a two-step investigation was carried out: a literature review and a quantitative analysis through a snowball survey involving 963 individuals, noting that non-random sampling restricts the validity of the findings within the considered sub-set of the Italian population. Statistical analyses were performed using the R 4.1.2 software environment along with Rstudio IDE v.1.4.1106 and the packages FactoMineR for cluster analysis and vcd for mosaic plots.Findings Environmental knowledge/awareness and solidarity values have a significant positive effect on consumers’ attitudes and purchasing behaviour towards circular products within the selected sample. A strong statistically significant association (p-value ≪ 0.01) is confirmed between those who consciously purchase sustainable clothing and those who are members/supporters of environmental associations, know sustainable brands and the advantages of the circular economy. Significant relations also emerged in reference to gender and age. In detail, the purchasing of sustainable clothing was found to be positively associated with females and generation Y respondents. Theoretical, institutional and managerial implications stem from the experimental findings of this study.Originality/value This study investigates the point of view of demand. From this perspective, this paper proposes a consumer engagement paradigm that highlights the motivations and enabling factors prompting participation in circular economy processes and affecting purchasing practices and attitudes towards second-hand clothing products with regard to Italian consumers.

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NETL
NSTL
Emerald Group Publishing

Creativity is in the mind of the beholder: hail the analytic thinker

Ilgım Dara BenoitElizabeth G. MillerCeren Ekebas-TurediElika Kordrostami...

724-733页

查看更多>>摘要：Purpose While the extant literature establishes that creativity in advertisements enhances ad effectiveness, developing creative advertisements is costly and creativity perceptions are subjective varying from person to person. Therefore, it is important to study the factors that influence the creativity assessments of consumers. Accordingly, this paper aims to investigate the impact of thinking style on creativity assessments of advertisements.Design/methodology/approach Five studies (two surveys and three experiments) demonstrate that individuals with higher levels of analytic thinking style perceive creative advertisements as more creative. This result holds for a self-reported thinking style scale (Studies 1, 2 and 3) as well as for primed thinking styles (Studies 4 and 5) and for different product categories/ads (coffee in Study 1, furniture store in Study 2, and juice in Studies 3, 4 and 5).Findings The findings show that analytic thinkers perceive the same creative advertisement as more creative than holistic thinkers. In addition, the advanced creativity perception due to analytic thinking reflects positively on managerially important variables (willingness to pay a premium: Study 1, attitude toward ad: Study 2 and Study 4 post-test).Originality/value To the best of the authors’ knowledge, this research is the first to investigate an individual difference, namely, thinking style, that impacts creativity judgments, which in turn enhances advertising effectiveness.

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NETL
NSTL
Emerald Group Publishing

How long does purchase intention exist? “Buying intention survival”: a new insight into forecasting purchase intention abandonment

Ons BaatiFathi Akrout

734-750页

查看更多>>摘要：Purpose The purpose of this study is to predict the probability and duration of “Buying Intention Survival” (BIS) and to propose a conceptual framework illustrating its determinants. More specifically, it aims to determine the likelihood of buying intention abandonment (BIA) and the time frame in which the intention abandonment might occur.Design/methodology/approach The data for this study were collected using an online survey of a sample of 573 Tunisian consumers. The data were then subjected to a survival analysis. This method is used for the first time in this context.Findings Results show that the average duration of the BIS could extend over 162 months. Findings also suggest that involvement, anticipated regret linked to a no-purchase decision and social influence have a positive effect on BIS, whereas anticipated regret linked to purchase influences BIS negatively.Practical implications Accurately anticipating the date of BIA is of paramount importance for marketers as it allows them to implement strategies that reduce the risk of abandonment and encourage customers to promptly fulfill their purchasing intentions.Originality/value This paper introduces a new concept, namely, BIS, and applies a survival analysis method to determine whether purchase intention disappears over time, how soon it may disappear, and possible reasons this may occur.

原文链接:

NETL
NSTL
Emerald Group Publishing

A qualitative study exploring teenagers and their parents’ ethical judgments toward influencers as brand ambassadors

Beatriz FeijooCharo SádabaLuisa Zozaya-DurazoIni Vanwesenbeeck...

751-764页

查看更多>>摘要：Purpose The purpose of this study is exploring teenagers’ (aged 11–17) and their parents’ reflections and insights regarding influencer marketing on social media, with a particular focus on advertising literacy and associated ethical perspectives. It examines the impact of influencer marketing on teenagers’ decision-making processes and emphasizes the importance of influencers clearly indicating their advertising collaborations. The study delves into the ethical aspects of advertising literacy, highlighting the significant role that transparent signaling of commercial collaborations plays.Design/methodology/approach The research involved conducting 40 interviews with both teenagers and one of their parents.Findings The study highlights a divergence in perspectives between teenagers and their parents regarding influencer marketing. While parents emphasized the importance of influencers clearly disclosing the commercial nature of sponsored content, teenagers did not see this as necessary. Additionally, the study found that parents often overlooked the ethical implications of honesty in influencer marketing discussions.Originality/value These findings underscore the importance of further exploring the complexities surrounding influencer marketing dynamics and the crucial role that parents can play in promoting ethical advertising literacy among teenagers.

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NETL
NSTL
Emerald Group Publishing

When will people with low moral identity importance support a charitable cause?

Rebecca K. TrumpKevin P. Newman

765-773页

查看更多>>摘要：Purpose This research aims to identify how resistant individuals can be persuaded to support a charitable cause. Prosocial acts, like supporting a charitable cause, are an important part of human behavior and yet it is not fully understood how to encourage particularly resistant individuals, like those with low moral identity importance (MII), to support a worthy cause.Design/methodology/approach Two between-participants experiments examined how those with low MII’s willingness to support a fundraiser is affected by the relative impact they perceive their contribution to have.Findings Those with low MII are persuaded to support a fundraiser when they believe their contribution will have an impact. Study 1 finds that inducing those with low MII with a high (vs low) self-focus increases their perceptions of their donation’s efficacy, which increases their likelihood of spreading the word about the fundraiser. Study 2 then demonstrates that those with low MII are more likely to spread the word about the fundraiser and to donate when others are donating a low (vs high) amount, and this is mediated by their perceptions of relatively high (vs low) donation efficacy.Originality/value Prior research has primarily focused on those with high MII. This research contributes to the literature by focusing on donation impact as a strategy to persuade particularly resistant individuals (i.e. those with low MII) to engage in charitable behaviors.

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NETL
NSTL
Emerald Group Publishing

Examining how consumers can love brands through internal storytelling

Abhigyan SarkarJuhi Gahlot SarkarGunjan Dandotiya

774-788页

查看更多>>摘要：Purpose This research aims to empirically test the boundary conditions under which the archetype-based narrative structure of storytelling brand advertisement through internal endorsement can generate brand love by making the consumers anthropomorphize the brand archetype.Design/methodology/approach Two studies based on survey and experimentally designed stimuli were conducted to validate the conceptual framework. The data were analyzed using confirmatory factor analysis and process macro on SPSS.Findings The results support that when the brand is endorsed in the storytelling ad by an internal endorser or storyteller, the narrative structure of the storytelling ad impacts brand love via the anthropomorphization of the brand archetype. The congruence between the internal storyteller’s personality and the archetype’s personality moderates the effect of the narrative structure on the anthropomorphization of the brand archetype, leading to brand love. The psychological sense of brand community further conditions the moderating impact of congruence.Originality/value The research provides insights to the brand marketers that internally endorsed archetype-based storytelling brand ads can be effective when the personality of the internal endorser is congruent with the personality of the archetype and the target consumers have a strong psychological sense of brand community.

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NETL
NSTL
Emerald Group Publishing

Assessment of the association between aesthetic products and perceived product quality: an analysis of customer attitudes

Fakhri BaghirovYe Zhang

789-803页

查看更多>>摘要：Purpose This paper aims to high vs. low aesthetic designed products, investigating how perceived quality acts as a mediator between aesthetic design and product attitude. The authors test how different individuals, such as minimalists vs. maximalists, hedonists vs. utilitarians and self-esteem levels, modify this relationship.Design/methodology/approach Seven hypotheses and a research framework model were developed. Three studies were conducted using the PROCESS Macro V4.3 for analysis, with the results subsequently discussed. A finalized research framework is presented.Findings The authors observed that aesthetically pleasing designs positively influence consumer attitudes towards products. Hedonism versus utilitarianism and self-esteem are essential components within the indirect pathway, connecting aesthetic design to perceived quality and subsequently to product attitude, while minimalism directly affects the relationship between aesthetic design and product attitude.Practical implications Marketers must comprehend diverse consumer preferences and traits for business success. Perceived quality, distinct from actual quality, strongly shapes pre-purchase product attitudes. Therefore, aligning design with perceived quality is crucial.Originality/value This study provides valuable insights into how individual factors influence the choice of products with different aesthetic designs.

原文链接:

NETL
NSTL
Emerald Group Publishing