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Tell Me What You Drink, I’ll Tell You Who You Are: Status and Fashion Effects on Consumer Conformity 告诉我你喝什么,我告诉你你是谁:地位和时尚对消费者一致性的影响
IF 2.9 Q1 Business, Management and Accounting Pub Date : 2022-09-02 DOI: 10.1080/10454446.2022.2137720
Jailson Lana, Maria José Barbosa de Souza, Jeferson Lana, Raul Beal Partyka
ABSTRACT Consumers follow other consumers in the pursuit of social dividends through consumption, to fit in with aspiration groups, and to belong in the group. These are conformity phenomena which is the cognitive process where an individual’s thoughts, feelings, and actions are affected by other people. This study investigates the influence of fashion and status in creating consumer conformity. Two experiments and subsequent logistic regression analyses were carried out with craft beer as an empirical field. The results show that: fashion influences consumption conformity but status is partially supported. In both, the results point to a relevant and non-trivial effect on the choice of the treatment variable. The study expands the evidence of consumption conformity and the practical applicability of the conformity stimulus to create waves of consumption, with aggregation and understanding of the formation of the craft beer consumer market.
摘要消费者跟随其他消费者,通过消费追求社会红利,融入渴望的群体,融入群体。这些是整合现象,是一个个体的思想、感受和行为受到他人影响的认知过程。本研究调查了时尚和地位对创造消费者一致性的影响。以精酿啤酒为经验场进行了两个实验和随后的逻辑回归分析。结果表明:时尚影响消费一致性,但地位得到部分支持。在这两种情况下,结果都指出了对治疗变量选择的相关且非微不足道的影响。该研究扩展了消费一致性的证据和一致性刺激的实际适用性,以创造消费浪潮,聚集和理解精酿啤酒消费市场的形成。
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引用次数: 0
Willingness to Pay for Orange-fleshed Sweet Potato Juice: A Comparison of Rural and Urban Consumers in Kenya 购买橙肉红薯汁的意愿:肯尼亚农村和城市消费者的比较
IF 2.9 Q1 Business, Management and Accounting Pub Date : 2022-09-02 DOI: 10.1080/10454446.2022.2137719
Antonate Akinyi Owuor, D. Otieno, J. Okello, W. Oluoch-Kosura
ABSTRACT Bio-fortified foods including orange-fleshed sweet potato (OFSP) have been promoted worldwide as a potential mechanism to combat Vitamin A deficiency. One of the ways to promote consumption of OFSP is to process it into less perishable products with wider geographical coverage. However, there is a dearth of empirical insights on the specific attributes that consumers desire in such value-added products; this constrains sustainable investments in such initiatives. In order to fill this knowledge gap, the current study assessed consumers’ willingness to pay for OFSP juice attributes in rural and urban areas using choice experiment approach. Results showed that on average, for each liter of OFSP juice, rural consumers were willing to pay premiums of USD0.58, 0.39, 0.66, 0.75 and 0.72 respectively for the juice with OFSP only or that with OFSP and lemon as opposed to that with OFSP and mango; OFSP juice with additives; origin labeling of the OFSP juice and; joint inspection and certification of the OFSP juice rather than public inspection and certification. On the contrary, rural consumers demanded a discount of USD0.25 for involvement of private rather than public entities in the inspection and certification process. The urban consumers on the other hand, were willing to pay USD0.93, 0.82, 2.22, 0.32, 0.54 and 0.76 respectively, for juice with OFSP only or that with OFSP and lemon instead of OFSP and mango; additives, origin labeling and; private or joint inspection and certification as opposed to public inspection of the juice. These findings should inform the design of OFSP juices that meet the heterogeneous preferences of the rural and urban consumers.
摘要:包括橙肉红薯(OFSP)在内的生物强化食品作为对抗维生素a缺乏症的一种潜在机制,已在全球范围内得到推广。促进OFSP消费的方法之一是将其加工成更广泛地理覆盖范围的不易腐烂的产品。然而,对于消费者在此类增值产品中所期望的具体属性,缺乏实证见解;这限制了对此类举措的可持续投资。为了填补这一知识空白,本研究使用选择实验方法评估了农村和城市地区消费者为OFSP果汁属性付费的意愿。结果表明,与OFSP和芒果相比,平均每升OFSP果汁,农村消费者愿意为仅含OFSP的果汁或含OFSP和柠檬的果汁分别支付0.58、0.39、0.66、0.75和0.72美元的保费;含添加剂的OFSP果汁;OFSP果汁的原产地标签;OFSP果汁的联合检查和认证,而不是公开检查和认证。相反,农村消费者要求私人而非公共实体参与检查和认证过程的折扣为0.25美元。另一方面,城市消费者愿意为仅使用OFSP的果汁或使用OFSP和柠檬代替OFSP和芒果的果汁分别支付0.93、0.82、2.22、0.32、0.54和0.76美元;添加剂、原产地标签和;私人或联合检查和认证,而不是公开检查果汁。这些发现应该为OFSP果汁的设计提供信息,以满足农村和城市消费者的不同偏好。
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引用次数: 0
The Effects of Risk Aversion and Uncertainty Avoidance on Information Search and Brand Preference: Evidence from the Chinese Dairy Market 风险规避和不确定性规避对信息搜索和品牌偏好的影响:来自中国乳制品市场的证据
IF 2.9 Q1 Business, Management and Accounting Pub Date : 2022-07-24 DOI: 10.1080/10454446.2022.2106606
Rongbin Yang, Roshnee Ramsaran, S. Wibowo
ABSTRACT For decades, research and practice have recognized the significant effects of risk aversion and uncertainty avoidance on consumer behavior. These two concepts are often used interchangeably and studied as an integrated factor in marketing literature. Despite the relationship between risk aversion and uncertainty avoidance, it is necessary to differentiate between the two concepts to address the inaccuracy in definition and application. This research investigates Chinese dairy consumers who experienced one of the most significant food safety crises in recent years. Based on a structural equation modeling analysis, this study reveals that risk aversion and uncertainty avoidance have different effects on consumers’ information search, perceived quality and brand loyalty. Therefore, future research should recognize the different roles of risk aversion and uncertainty avoidance in consumer behavior. Practitioners should target risk-averse and uncertainty-avoiding consumers as distinct groups, based on different marketing communication campaigns.
几十年来,研究和实践已经认识到风险规避和不确定性规避对消费者行为的重要影响。这两个概念经常互换使用,并在营销文献中作为一个综合因素进行研究。尽管风险规避和不确定性规避之间存在关系,但有必要区分这两个概念,以解决定义和应用中的不准确性。本研究调查了近年来经历了最重大食品安全危机之一的中国乳制品消费者。基于结构方程模型分析,本研究发现风险规避和不确定性规避对消费者信息搜索、感知质量和品牌忠诚度有不同的影响。因此,未来的研究应该认识到风险规避和不确定性规避在消费者行为中的不同作用。从业者应该根据不同的营销传播活动,将厌恶风险和避免不确定性的消费者作为不同的群体。
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引用次数: 2
Southeast Brazilian Consumers’ Involvement and Willingness to Pay for Quality Cues in Fresh and Cooked Beef 巴西东南部消费者对新鲜和煮熟牛肉优质Cues的参与度和支付意愿
IF 2.9 Q1 Business, Management and Accounting Pub Date : 2022-07-24 DOI: 10.1080/10454446.2022.2129539
Bruna Alves Malheiros, Eduardo Eugênio Spers, Hermes Moretti Ribeiro da Silva, Carmen J. Contreras Castillo
ABSTRACT This study evaluates consumer Willingness-to-Pay (WTP) according to preferences for quality-cue attributes offered in two different purchase modes: fresh and cooked meat. The questionnaire was applied and answered by 534 Brazilian meat consumers. Three clusters were defined: Group 1- price conscious consumers; Group 2- quality cues conscious consumers; and Group 3- consumers who were neither price nor quality cues conscious. Different levels of consumer involvement are related to different levels of a purchase intention regarding breed and flavor. Using a logit regression model, the probabilities regarding individual choice and WTP were then calculated. Results indicate significant differences (p < .01) between attributes and for both fresh and cooked beef. For fresh meat, the most important quality cue was its bright red color and the least important its marbling. Interestingly, the lowest product price level does not appear to motivate purchase intention. For cooked beef purchase, consumers highly valued tender meat with flavor and aroma. When a consumer evaluates the purchase of fresh meat, WTP starts at a low level, and then increases with the introduction of positive quality-cue attributes. The opposite is true for cooked meat, where WTP starts at a high level and then decreases as negative quality cues are introduced.
摘要本研究根据消费者在两种不同的购买模式(鲜肉和熟肉)下对质量线索属性的偏好来评估消费者的支付意愿。534名巴西肉类消费者应用并回答了该问卷。定义了三个集群:第一组——注重价格的消费者;第2组-有质量线索意识的消费者;第3组——既没有价格意识也没有质量意识的消费者。不同程度的消费者参与与关于品种和风味的不同程度的购买意图有关。使用logit回归模型,计算了个人选择和WTP的概率。结果表明,新鲜牛肉和煮熟牛肉的属性之间存在显著差异(p<0.01)。对于鲜肉来说,最重要的品质线索是它的鲜红色,而最不重要的是它的大理石花纹。有趣的是,最低的产品价格水平似乎并不能激发购买意愿。在购买熟牛肉时,消费者非常重视有风味和香气的嫩肉。当消费者评估新鲜肉类的购买时,WTP从低水平开始,然后随着积极质量线索属性的引入而增加。熟肉的情况正好相反,WTP从高水平开始,然后随着负面质量线索的引入而降低。
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引用次数: 2
Demographics, Alcoholic Beverage Purchase Patterns, and Attitudes Driving Hard Cider Expenditures 人口统计、酒精饮料购买模式和推动硬苹果支出的态度
IF 2.9 Q1 Business, Management and Accounting Pub Date : 2022-06-13 DOI: 10.1080/10454446.2022.2096423
Jackie Yenerall, K. Jensen, David W. Hughes, C. Trejo-Pech, K. DeLong
ABSTRACT Hard ciders have enjoyed a recent resurgence in popularity in the United States, yet little is known about drivers of hard cider expenditures. This study used data from a 2019 survey of Tennessee alcoholic beverage consumers and a hurdle model to investigate drivers of hard cider expenditures. About 63% of respondents had previously purchased hard cider, and purchasers averaged $70.14 in spending on hard cider annually. Consistent with anecdotal popular press reports, Millennial and Gen X generations were the most likely to purchase hard cider and had spent the most on hard cider. Furthermore, there was a significant complementarity relationship between frequent wine cooler and malt liquor beverage purchasing and hard cider expenditures. However, neither preferences for local foods in general nor for local ciders influenced levels of hard cider purchases or expenditures. Results are informative regarding the profile of hard cider consumers.
烈性苹果酒最近在美国重新流行起来,但人们对烈性苹果酒消费的驱动因素知之甚少。这项研究使用了2019年对田纳西州酒精饮料消费者的调查数据和一个障碍模型来调查烈性苹果酒支出的驱动因素。大约63%的受访者以前购买过烈性苹果酒,购买者每年在烈性苹果酒上的平均支出为70.14美元。与坊间流行的新闻报道一致,千禧一代和X一代最有可能购买烈性苹果酒,并且在烈性苹果酒上花费最多。此外,频繁的葡萄酒冷却器和麦芽酒饮料的购买和硬苹果酒的支出之间存在显著的互补关系。然而,对当地食物的总体偏好和对当地苹果酒的偏好都不会影响硬苹果酒的购买或支出水平。结果是关于硬苹果酒消费者的资料。
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引用次数: 3
An Exploration of health-consciousness and Character Weight as Factors Influencing Adolescents’ Perceptions of a Healthy Food Ad 健康意识和体重对青少年健康食品广告认知的影响
IF 2.9 Q1 Business, Management and Accounting Pub Date : 2022-06-13 DOI: 10.1080/10454446.2022.2096424
Jessica Castonguay, Aysen Bakir, Jeffrey Blodgett
ABSTRACT Using the framework of the elaboration likelihood model, this study investigated the role of health-consciousness as a motivator for adolescents, 12–17 years of age, to assess a healthy food advertisement. Alternatively, the study investigated whether lower health-conscious youth would use the appearance of characters in advertising as a peripheral cue to evaluate the food. Data confirmed that those adolescents lower in health consciousness, and higher in Body Mass Index, can be encouraged to like a healthy food if the associated character is thin. While the body positivity movement is making advances in limiting bias against overweight by encouraging the portrayal of heavier models, these efforts could be detrimental to the audience most in need of effective promotions for healthy foods. Instead, this study contributes to the marketing literature by asserting that the peripheral cue of body size can be used to better promote healthy foods to overweight youth.
摘要:本研究采用细化似然模型的框架,探讨了健康意识对12-17岁青少年健康食品广告评价的激励作用。另外,该研究还调查了健康意识较低的年轻人是否会将广告中的人物形象作为评价食品的外围线索。数据证实,那些健康意识较低、身体质量指数较高的青少年,如果相关人物瘦,可以鼓励他们喜欢健康食品。虽然身体积极运动通过鼓励更胖的模特的形象,在限制对超重的偏见方面取得了进展,但这些努力可能对最需要有效宣传健康食品的受众有害。相反,本研究通过断言身体大小的外围线索可以更好地向超重青少年推广健康食品,从而为营销文献做出了贡献。
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引用次数: 2
YouTube Influencers: A New Defense against Childhood Obesity? YouTube网红:对抗儿童肥胖的新防御?
IF 2.9 Q1 Business, Management and Accounting Pub Date : 2022-06-13 DOI: 10.1080/10454446.2022.2092436
Jessica Castonguay, Nicole M. Messina
ABSTRACT Childhood obesity is a serious public health issue. While advertising on children’s television has been established as a contributing factor to poor dietary habits, less is known regarding the influence of food promotions in social media. Thus, this 2-part exploratory study examined the content and effects of food promotions in YouTube. Our data revealed that fruits and vegetables are more likely to be promoted on this newer platform than in television advertising. Study 2 then revealed that exposure to a promotion for healthy food was associated with more positive evaluations of the food. However, neither judgments of appropriateness nor persuasion knowledge activation were significantly associated with evaluations of the healthy food. Thus, our findings did not support the use of the persuasion knowledge model in examining covert advertising of healthy foods to children and instead provides support for the mere exposure effect.
儿童肥胖是一个严重的公共卫生问题。虽然儿童电视广告已被确定为不良饮食习惯的一个促成因素,但人们对社交媒体上食品促销的影响知之甚少。因此,这个由两部分组成的探索性研究考察了YouTube上食品促销的内容和效果。我们的数据显示,与电视广告相比,水果和蔬菜更有可能在这个新平台上进行推广。然后,研究2显示,接触健康食品的宣传与对食品的更积极评价有关。然而,适当性判断和说服知识激活与健康食品的评价均无显著相关。因此,我们的研究结果不支持使用说服知识模型来检验隐蔽的健康食品对儿童的广告,而是支持单纯的暴露效应。
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引用次数: 0
Accessing Supermarket Shelves: Retail Category Managers Advice to Upcycled Food Manufacturers 进入超市货架:零售类别经理对回收食品制造商的建议
IF 2.9 Q1 Business, Management and Accounting Pub Date : 2022-05-04 DOI: 10.1080/10454446.2022.2072695
M. Thorsen, Fiona Nyhof, Francesca Goodman-Smith, Jonathan Michael Deutsch, M. Mirosa
ABSTRACT Upcycled food is a new way of communicating to consumers the age-old process of creating new foods from by-products or unmarketable produce. Consumers are open to the idea of purchasing upcycled foods yet the availability of these products in supermarkets is limited. Securing shelf space will help to ensure the growth of this trend. Therefore, this research identified the enabling attributes of upcycled products that category managers approve for retail. Seven semi-structured, qualitative interviews were conducted with retail category managers using the Delphi technique. Category managers assess new products through two lenses, a customer-focused lens where they seek evidence that a new product can meet an identified customer demand, and a vendor-focused lens through which they seek confidence in the manufacturer’s marketing plan, pricing structure, and product placement within the relevant category architecture. This research delivers guidance for food industry stakeholders and serves as a call to action for upcycled food manufacturers.
摘要:再生食品是一种新的方式,可以向消费者传达用副产品或无法销售的农产品生产新食品的古老过程。消费者对购买升级食品持开放态度,但超市中这些产品的供应有限。确保货架空间将有助于确保这一趋势的发展。因此,这项研究确定了品类经理批准零售的升级产品的启用属性。使用德尔菲技术对零售类别经理进行了七次半结构化的定性访谈。类别经理通过两个视角来评估新产品,一个是以客户为中心的视角,他们寻求新产品能够满足已确定的客户需求的证据;另一个是供应商为中心的镜头,他们寻求对制造商的营销计划、定价结构和相关类别架构中的产品布局的信心。这项研究为食品行业的利益相关者提供了指导,并呼吁回收食品制造商采取行动。
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引用次数: 3
Market Orientation and New Product Development Performance in Egyptian Food Industry: The Mediating Role of Marketing Technical Integration 埃及食品行业的市场定位与新产品开发绩效:营销技术整合的中介作用
IF 2.9 Q1 Business, Management and Accounting Pub Date : 2022-05-03 DOI: 10.1080/10454446.2022.2072696
Mohamed A. Ghonim, Wael Zakaria Elsawy, Mohamed M. Elsotouhy, M. A. Khashan
ABSTRACT While the market orientation (MO) is a significant predictor of new product development (NPD) performance in the previous studies, research reveals that adopting the MO is insufficient without a deeper grasp of other determinants. The study model is based on the resource-based view (RBV) to investigate the MO-NPD performance relationship through mediating marketing technical integration (MTI) in the Egyptian food industry. Primary data were acquired via a self-administered questionnaire from 243 executive managers of 74 food manufacturing companies in Egypt. The gathered data were analyzed using the SEM approach. The findings indicate that MO and MTI are positively associated with NPD performance and that MTI mediates the MO-NPD performance. Furthermore, the findings suggest that larger companies may be better at controlling NPD performance. In addition, environmental dynamism raises NPD performance.
虽然在以往的研究中,市场导向(MO)是新产品开发(NPD)绩效的重要预测因素,但研究表明,如果没有更深入地掌握其他决定因素,采用市场导向是不够的。研究模型基于资源基础观点(RBV),通过中介营销技术整合(MTI)在埃及食品行业调查MO-NPD绩效关系。主要数据是通过对埃及74家食品制造公司的243名执行经理的自我管理问卷获得的。收集的数据使用扫描电镜方法进行分析。研究结果表明,行为举止和行为举止与新产品开发绩效呈正相关,行为举止在行为举止与新产品开发绩效之间起中介作用。此外,研究结果表明,大公司可能更善于控制新产品开发绩效。此外,环境动态性提高了NPD的绩效。
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引用次数: 1
Shades of Sustainability: Who are the Buyers and Non-buyers of Sustainable Packaging? 可持续性的阴影:谁是可持续包装的买家和非买家?
IF 2.9 Q1 Business, Management and Accounting Pub Date : 2022-04-18 DOI: 10.1080/10454446.2022.2064202
Breda McCarthy, Pengji Wang
ABSTRACT Plastic packaging has a destructive impact on the environment, and it is crucial to understand consumer response to plastic substitutes. The aim of this study is to examine the influence of sustainable lifestyles on the willingness to buy two types of packaging, sustainable and edible packaging, along with barriers to purchase. An online survey was conducted with 477 Australian consumers. Partial least squares structural equation modeling was used to test the hypotheses. Out of the three lifestyle segments identified through cluster analysis, two segments are willing to buy edible packaging. Perceived dispersed responsibility to protect the environment is a psycho-social factor influencing purchase intentions. Willingness to buy sustainable packaging is positively related to familiarity with the sustainable packaging format and willingness to buy is negatively related to functional barriers. Different lifestyle segments respond to edible packaging in different ways. This study makes an important contribution to the marketing literature given the scarcity of studies on sustainable lifestyle segmentation. The study has implications for business managers who wish to acquire competitive advantage through packaging and niche marketing.
摘要塑料包装对环境具有破坏性影响,了解消费者对塑料替代品的反应至关重要。本研究的目的是检验可持续生活方式对购买两种包装(可持续包装和可食用包装)意愿的影响,以及购买障碍。对477名澳大利亚消费者进行了在线调查。偏最小二乘结构方程模型用于检验假设。在通过聚类分析确定的三个生活方式细分市场中,有两个细分市场愿意购买可食用包装。分散的环境保护责任感是影响购买意愿的一个心理社会因素。购买可持续包装的意愿与熟悉可持续包装形式呈正相关,购买意愿与功能障碍负相关。不同的生活方式对可食用包装有不同的反应。鉴于缺乏对可持续生活方式细分的研究,这项研究对营销文献做出了重要贡献。这项研究对那些希望通过包装和利基营销获得竞争优势的企业经理有启示。
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引用次数: 1
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Journal of Food Products Marketing
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