Danmaku, a new type of real‐time electronic word‐of‐mouth (eWOM) for shopping during live streaming, was designed to be consistent when promoting products during live streaming to create an active atmosphere. However, the effect of danmaku consistency on consumer purchases has received limited attention. Specifically, the literature on eWOM consistency mainly considers valence consistency in information posted after purchase; it does not explore real‐time interactions under live‐streaming conditions. Therefore, from the perspective of consumer‐to‐consumer interactions, this research innovatively explores the negative impact of danmaku consistency (in both content and format) on consumer purchases. Based on three experiments, we find that danmaku consistency reduces consumer purchases during live streaming. This effect occurs through a dual‐process mechanism of psychological reactance and information richness. In addition, the above negative effect is attenuated by the moderating role of perceived intrinsic motivation to post danmaku. The findings contribute to the eWOM literature by shedding new light on the negative side of danmaku consistency during live streaming, and they provide practical suggestions for streamers and platforms for designing danmaku and increasing consumer engagement.
{"title":"Danmaku consistency reduces consumer purchases during live streaming: A dual‐process model","authors":"Nan Zhang, Chenhan Ruan","doi":"10.1002/mar.22074","DOIUrl":"https://doi.org/10.1002/mar.22074","url":null,"abstract":"Danmaku, a new type of real‐time electronic word‐of‐mouth (eWOM) for shopping during live streaming, was designed to be consistent when promoting products during live streaming to create an active atmosphere. However, the effect of danmaku consistency on consumer purchases has received limited attention. Specifically, the literature on eWOM consistency mainly considers valence consistency in information posted after purchase; it does not explore real‐time interactions under live‐streaming conditions. Therefore, from the perspective of consumer‐to‐consumer interactions, this research innovatively explores the negative impact of danmaku consistency (in both content and format) on consumer purchases. Based on three experiments, we find that danmaku consistency reduces consumer purchases during live streaming. This effect occurs through a dual‐process mechanism of psychological reactance and information richness. In addition, the above negative effect is attenuated by the moderating role of perceived intrinsic motivation to post danmaku. The findings contribute to the eWOM literature by shedding new light on the negative side of danmaku consistency during live streaming, and they provide practical suggestions for streamers and platforms for designing danmaku and increasing consumer engagement.","PeriodicalId":188459,"journal":{"name":"Psychology & Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-07-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141666669","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
This study explores how the scarcity of virtual products in virtual gaming spaces influences brand evaluation in the real world. While previous studies suggest that scarcity in virtual spaces can enhance brand value, the mechanisms and conditions under which this effect occurs (e.g., the characteristics of virtual spaces, consumer traits, and stimulus). Drawing on insights from scarcity research on physical products, we propose that the effects of scarcity may stem from the expectation of impression management. We developed a model that incorporates insights from physical product scarcity research with the unique aspects of virtual spaces and consumer characteristics. Through four studies, we discovered that the effect of supply scarcity in enhancing brand evaluation is pronounced when the space is online and when consumers have a high level of social presence. Furthermore, in cases where social presence is not high, encounters with others wearing scarce products were found to enhance the scarcity effect. Companies can enhance brand evaluation by strategically using virtual product scarcity in online gaming, particularly when targeting consumers with high social presence or creating opportunities for players to interact with others wearing scarce items.
{"title":"Translating virtual product scarcity in gaming to real‐world brand value","authors":"Reo Fukuda, Takuya Nomura, Naoki Akamatsu","doi":"10.1002/mar.22071","DOIUrl":"https://doi.org/10.1002/mar.22071","url":null,"abstract":"This study explores how the scarcity of virtual products in virtual gaming spaces influences brand evaluation in the real world. While previous studies suggest that scarcity in virtual spaces can enhance brand value, the mechanisms and conditions under which this effect occurs (e.g., the characteristics of virtual spaces, consumer traits, and stimulus). Drawing on insights from scarcity research on physical products, we propose that the effects of scarcity may stem from the expectation of impression management. We developed a model that incorporates insights from physical product scarcity research with the unique aspects of virtual spaces and consumer characteristics. Through four studies, we discovered that the effect of supply scarcity in enhancing brand evaluation is pronounced when the space is online and when consumers have a high level of social presence. Furthermore, in cases where social presence is not high, encounters with others wearing scarce products were found to enhance the scarcity effect. Companies can enhance brand evaluation by strategically using virtual product scarcity in online gaming, particularly when targeting consumers with high social presence or creating opportunities for players to interact with others wearing scarce items.","PeriodicalId":188459,"journal":{"name":"Psychology & Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-07-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141670507","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Carlos Velasco, Felipe Reinoso-Carvalho, Francisco Barbosa Escobar, Anders Gustafsson, Olivia Petit
This article examines paradoxes, challenges, and opportunities in the context of ethical customer experience management. Central to this discussion are different stakeholders such as firms, customers, policymakers, regulators, and society at large, as well as key issues associated with them. Firms aim to design and manage compelling experiences using customer data but face challenges balancing cost, customization, ethical concerns, and fairness in customer experience management. Customers should be encouraged to reflect on whether to share personal information for customized experiences, as well as on how far their responsibility goes in ensuring critically informed decision‐making. Policymakers and regulators must integrate the views of various stakeholders into policies and guidelines that promote a healthy society. Importantly, the digitization of customer experience has given rise to unprecedented ethical concerns related to the prospect of ‘programming’ these experiences. The shrinking temporal and spatial distance between stimuli, customer action, data footprint, and tracking poses significant reflections and dilemmas for both customers and firms. In this context, it is essential to determine ethical reflections and guidelines for customer experience design and management. We argue that firms should involve customers in assessing the implications of their experiences, while policymakers should facilitate the involvement of all stakeholders (including firms, customers, regulators, academics, and NGOs) to create an ongoing, healthy dialogue. This dialogue should guide a continuing debate aimed at evaluating the implications of specific actions in customer experience management.
{"title":"Paradoxes, challenges, and opportunities in the context of ethical customer experience management","authors":"Carlos Velasco, Felipe Reinoso-Carvalho, Francisco Barbosa Escobar, Anders Gustafsson, Olivia Petit","doi":"10.1002/mar.22069","DOIUrl":"https://doi.org/10.1002/mar.22069","url":null,"abstract":"This article examines paradoxes, challenges, and opportunities in the context of ethical customer experience management. Central to this discussion are different stakeholders such as firms, customers, policymakers, regulators, and society at large, as well as key issues associated with them. Firms aim to design and manage compelling experiences using customer data but face challenges balancing cost, customization, ethical concerns, and fairness in customer experience management. Customers should be encouraged to reflect on whether to share personal information for customized experiences, as well as on how far their responsibility goes in ensuring critically informed decision‐making. Policymakers and regulators must integrate the views of various stakeholders into policies and guidelines that promote a healthy society. Importantly, the digitization of customer experience has given rise to unprecedented ethical concerns related to the prospect of ‘programming’ these experiences. The shrinking temporal and spatial distance between stimuli, customer action, data footprint, and tracking poses significant reflections and dilemmas for both customers and firms. In this context, it is essential to determine ethical reflections and guidelines for customer experience design and management. We argue that firms should involve customers in assessing the implications of their experiences, while policymakers should facilitate the involvement of all stakeholders (including firms, customers, regulators, academics, and NGOs) to create an ongoing, healthy dialogue. This dialogue should guide a continuing debate aimed at evaluating the implications of specific actions in customer experience management.","PeriodicalId":188459,"journal":{"name":"Psychology & Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141713247","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Gabriela Nogueira Rauber, Lucia Salmonson Guimarães Barros, Felipe Zambaldi, M. G. Perin
Compensatory consumption is a typical strategy used by consumers to alleviate feelings of self‐discrepancy. This phenomenon occurs in multiple contexts, and the related literature has experienced rapid and fragmented growth. This article presents a systematic review of 96 articles on compensatory consumption published in 42 journals over 26 years (from 1997 to 2023). Using the antecedents, decisions, and outcomes (ADO) model, we propose a framework that covers the entire compensatory consumption journey, linking an individual's types of discrepancy with the underlying mechanisms, coping strategies, and compensatory behaviors. We also explore the positive and negative outcomes of compensatory behaviors and the potential for the process to become a continuous compensation cycle. Our findings highlight four significant themes (antecedents, compensation strategies, outcomes, and methodologies) that need to be further investigated in future studies.
{"title":"When life throws curveballs: Unpacking consumers’ compensatory strategies","authors":"Gabriela Nogueira Rauber, Lucia Salmonson Guimarães Barros, Felipe Zambaldi, M. G. Perin","doi":"10.1002/mar.22067","DOIUrl":"https://doi.org/10.1002/mar.22067","url":null,"abstract":"Compensatory consumption is a typical strategy used by consumers to alleviate feelings of self‐discrepancy. This phenomenon occurs in multiple contexts, and the related literature has experienced rapid and fragmented growth. This article presents a systematic review of 96 articles on compensatory consumption published in 42 journals over 26 years (from 1997 to 2023). Using the antecedents, decisions, and outcomes (ADO) model, we propose a framework that covers the entire compensatory consumption journey, linking an individual's types of discrepancy with the underlying mechanisms, coping strategies, and compensatory behaviors. We also explore the positive and negative outcomes of compensatory behaviors and the potential for the process to become a continuous compensation cycle. Our findings highlight four significant themes (antecedents, compensation strategies, outcomes, and methodologies) that need to be further investigated in future studies.","PeriodicalId":188459,"journal":{"name":"Psychology & Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141700195","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Previous research has identified discrepancies between gift givers and receivers in their attitudes towards certain types of gifts, such as self‐improvement gifts. However, it remains unexplored whether there are divergent preferences between givers and receivers regarding probabilistic gifts (i.e., gifts involving probabilistic goods), despite the growing popularity of such goods. To address this gap, we conducted five studies. Study 1 revealed that when presented with a choice between probabilistic gifts and regular gifts, givers were less likely than receivers to select probabilistic gifts. This discrepancy was replicated in two contexts: vertical outcomes of probabilistic gifts (e.g., travel packages with varying prices) in Study 2, and horizontal outcomes of probabilistic gifts (e.g., T‐shirts with different patterns) in Study 3. Study 4 identified that this asymmetrical preference occurred due to different regulatory focus and perceptions of norm violations among individuals when engaging in gift giving. Givers exhibited a higher inclination towards prevention‐focused strategies, whereas receivers displayed a stronger preference for promotion‐focused strategies. Moreover, givers tend to significantly overestimate the extent to which receivers perceive probabilistic gifts as violating gifting norms. These disparities resulted in an asymmetrical preference for probabilistic gifts between givers and receivers. In Study 5, we found that consideration of creativity in gifting moderated the giver‐receiver asymmetrical preference for probabilistic gifts. Specifically, givers with heightened consideration of creativity were more likely to choose probabilistic gifts. These findings imply that gift givers could give greater consideration to probabilistic gifts, and marketers can capitalize on this by promoting probabilistic goods as viable gift options.
{"title":"Giver‐receiver discrepancy in decisions between probabilistic and regular gifts","authors":"Peiru Peng, Jianmin Zeng","doi":"10.1002/mar.22060","DOIUrl":"https://doi.org/10.1002/mar.22060","url":null,"abstract":"Previous research has identified discrepancies between gift givers and receivers in their attitudes towards certain types of gifts, such as self‐improvement gifts. However, it remains unexplored whether there are divergent preferences between givers and receivers regarding probabilistic gifts (i.e., gifts involving probabilistic goods), despite the growing popularity of such goods. To address this gap, we conducted five studies. Study 1 revealed that when presented with a choice between probabilistic gifts and regular gifts, givers were less likely than receivers to select probabilistic gifts. This discrepancy was replicated in two contexts: vertical outcomes of probabilistic gifts (e.g., travel packages with varying prices) in Study 2, and horizontal outcomes of probabilistic gifts (e.g., T‐shirts with different patterns) in Study 3. Study 4 identified that this asymmetrical preference occurred due to different regulatory focus and perceptions of norm violations among individuals when engaging in gift giving. Givers exhibited a higher inclination towards prevention‐focused strategies, whereas receivers displayed a stronger preference for promotion‐focused strategies. Moreover, givers tend to significantly overestimate the extent to which receivers perceive probabilistic gifts as violating gifting norms. These disparities resulted in an asymmetrical preference for probabilistic gifts between givers and receivers. In Study 5, we found that consideration of creativity in gifting moderated the giver‐receiver asymmetrical preference for probabilistic gifts. Specifically, givers with heightened consideration of creativity were more likely to choose probabilistic gifts. These findings imply that gift givers could give greater consideration to probabilistic gifts, and marketers can capitalize on this by promoting probabilistic goods as viable gift options.","PeriodicalId":188459,"journal":{"name":"Psychology & Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-06-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141338002","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Charitable outputs, the immediate effects of charitable organization services, are among the most vital messages for encouraging rational giving, and different outputs should thus affect fundraising effectiveness. However, this topic has received relatively little attention from scholars. Fundraising practice includes two types of charitable outputs—goods‐oriented and services‐oriented, raising the question of how charitable organizations should use these two types of charitable outputs to increase donor support. The findings of four main experimental studies show that the fit of the types of charitable outputs and charitable cause phrasing can promote charitable giving. Specifically, goods‐oriented (vs. services‐oriented) charitable outputs have a better facilitating effect when charitable cause phrasing is concrete (vs. abstract). We also find evidence for the mediating role of ability perception and effort perception in this effect of fit, reflecting different formative pathways that influence individuals' giving. Our research proposes a categorization perspective of charitable outputs and provides managerial guidance for designing fundraising messages.
{"title":"Show me the outputs! The influence of charitable outputs and charitable cause phrasing on charitable giving","authors":"Fan Tang, Jundong Hou","doi":"10.1002/mar.22054","DOIUrl":"https://doi.org/10.1002/mar.22054","url":null,"abstract":"Charitable outputs, the immediate effects of charitable organization services, are among the most vital messages for encouraging rational giving, and different outputs should thus affect fundraising effectiveness. However, this topic has received relatively little attention from scholars. Fundraising practice includes two types of charitable outputs—goods‐oriented and services‐oriented, raising the question of how charitable organizations should use these two types of charitable outputs to increase donor support. The findings of four main experimental studies show that the fit of the types of charitable outputs and charitable cause phrasing can promote charitable giving. Specifically, goods‐oriented (vs. services‐oriented) charitable outputs have a better facilitating effect when charitable cause phrasing is concrete (vs. abstract). We also find evidence for the mediating role of ability perception and effort perception in this effect of fit, reflecting different formative pathways that influence individuals' giving. Our research proposes a categorization perspective of charitable outputs and provides managerial guidance for designing fundraising messages.","PeriodicalId":188459,"journal":{"name":"Psychology & Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-06-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141337594","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Personalized recommendation algorithms inadvertently foster “filter bubbles,” wherein consumers are predominantly exposed to information that aligns with their existing preferences, limiting their exposure to novel items. This phenomenon raises ethical concerns regarding consumer well‐being, as it potentially compromises the quality of consumption decisions by reinforcing a homogeneity of information. Introducing novelty into recommendation systems is a viable strategy to counteract this issue, as the predominance of homogeneous information plays a crucial role in the formation of filter bubbles. However, there is a notable gap in the literature regarding self‐directed strategies for consumers to break through these filter bubbles. Grounded in social identification theory and utilizing a series of experimental studies, our research employs a range of analytical techniques, including ANOVA, mediation, and moderated‐mediation analysis. Our findings suggest that personalized recommendations of unmentionable products, defined as products eliciting disgust, offense, or anger due to delicacy, ethics, or fear, (vs. ordinary products) can increase consumers' novelty‐seeking by enhancing their motivation to change their implicit social labels given by intelligent recommendation systems. Nonetheless, we observe that this drive for novelty‐seeking diminishes during social‐focused recommendations because this recommendation is based on the behaviors of others in consumers' social networks rather than their actions.
{"title":"Prick “filter bubbles” by enhancing consumers' novelty‐seeking: The role of personalized recommendations of unmentionable products","authors":"Linxiang Lv, Khloe Qi Kang, Guanrong Liu","doi":"10.1002/mar.22057","DOIUrl":"https://doi.org/10.1002/mar.22057","url":null,"abstract":"Personalized recommendation algorithms inadvertently foster “filter bubbles,” wherein consumers are predominantly exposed to information that aligns with their existing preferences, limiting their exposure to novel items. This phenomenon raises ethical concerns regarding consumer well‐being, as it potentially compromises the quality of consumption decisions by reinforcing a homogeneity of information. Introducing novelty into recommendation systems is a viable strategy to counteract this issue, as the predominance of homogeneous information plays a crucial role in the formation of filter bubbles. However, there is a notable gap in the literature regarding self‐directed strategies for consumers to break through these filter bubbles. Grounded in social identification theory and utilizing a series of experimental studies, our research employs a range of analytical techniques, including ANOVA, mediation, and moderated‐mediation analysis. Our findings suggest that personalized recommendations of unmentionable products, defined as products eliciting disgust, offense, or anger due to delicacy, ethics, or fear, (vs. ordinary products) can increase consumers' novelty‐seeking by enhancing their motivation to change their implicit social labels given by intelligent recommendation systems. Nonetheless, we observe that this drive for novelty‐seeking diminishes during social‐focused recommendations because this recommendation is based on the behaviors of others in consumers' social networks rather than their actions.","PeriodicalId":188459,"journal":{"name":"Psychology & Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-06-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141338941","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Many social media influencers promote products they receive from brands, which send those items without any explicit obligations but with the objective of being endorsed voluntarily. With increasing frequency, brands send their products together with additional gifts that influencers can, but do not have to, display either. For example, a branded perfume might be complemented by additional gifts of flowers, champagne, and macarons. Through such elaborate influencer gifting, brands hope to elicit more favorable reactions from both influencers and consumers. However, elaborate influencer gifting also raises concerns about consumer perceptions. With four experiments, this research shows that influencer gifting is superior to paid influencer marketing in terms of influencer trustworthiness and brand attitude outcomes, which can be explained by the increased effort signaled in the business relationship between the brand and the influencer. However, elaborate gifting also can prompt stronger perceptions of a persuasive attempt by the brand, which can lead to decreased trust in influencers who display the elaborate gifts voluntarily. The negative effect linked to perceptions of a persuasive attempt can be mitigated if the elaborate gift is justified by a brand occasion, such as the brand's anniversary.
{"title":"Consumer perceptions of influencer gifting","authors":"André Marchand, Andrea Holler, Theresa Dünschede","doi":"10.1002/mar.22058","DOIUrl":"https://doi.org/10.1002/mar.22058","url":null,"abstract":"Many social media influencers promote products they receive from brands, which send those items without any explicit obligations but with the objective of being endorsed voluntarily. With increasing frequency, brands send their products together with additional gifts that influencers can, but do not have to, display either. For example, a branded perfume might be complemented by additional gifts of flowers, champagne, and macarons. Through such elaborate influencer gifting, brands hope to elicit more favorable reactions from both influencers and consumers. However, elaborate influencer gifting also raises concerns about consumer perceptions. With four experiments, this research shows that influencer gifting is superior to paid influencer marketing in terms of influencer trustworthiness and brand attitude outcomes, which can be explained by the increased effort signaled in the business relationship between the brand and the influencer. However, elaborate gifting also can prompt stronger perceptions of a persuasive attempt by the brand, which can lead to decreased trust in influencers who display the elaborate gifts voluntarily. The negative effect linked to perceptions of a persuasive attempt can be mitigated if the elaborate gift is justified by a brand occasion, such as the brand's anniversary.","PeriodicalId":188459,"journal":{"name":"Psychology & Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-06-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141342794","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
This study explores co‐creative gift systems within digital platforms. We define co‐creative gift systems as systems where consumers actively engage in content creation and co‐creation, disseminating original artistic digital gifts (i.e., content such as novels, videos, music) on digital platforms and engaging in collaborative exchanges that shape the work in progress. Using a qualitative methodology, including netnography and guided introspections, we analyze 3 years of netnographic data on Wattpad, a platform for developing and publishing written fiction. Our findings reveal the building of varying relational ties within the gift system, from casual interactions to deep connections that foster communities of practice and fandoms, and fluid role transitions between givers and recipients. These interactions and transitions impact the development of the digital gift through editorial support, narrative co‐creation, and independent reviews. This study contributes to the literature on gift giving by emphasizing the role of co‐creative gift systems in enhancing digital community interactions and content co‐creation. Future research directions are suggested to further explore co‐creative gift systems across various digital platforms and their implications for consumer research and digital content production.
{"title":"Co‐creative gift systems within digital platforms","authors":"Isabella Ciampa, Kristine de Valck","doi":"10.1002/mar.22056","DOIUrl":"https://doi.org/10.1002/mar.22056","url":null,"abstract":"This study explores co‐creative gift systems within digital platforms. We define co‐creative gift systems as systems where consumers actively engage in content creation and co‐creation, disseminating original artistic digital gifts (i.e., content such as novels, videos, music) on digital platforms and engaging in collaborative exchanges that shape the work in progress. Using a qualitative methodology, including netnography and guided introspections, we analyze 3 years of netnographic data on Wattpad, a platform for developing and publishing written fiction. Our findings reveal the building of varying relational ties within the gift system, from casual interactions to deep connections that foster communities of practice and fandoms, and fluid role transitions between givers and recipients. These interactions and transitions impact the development of the digital gift through editorial support, narrative co‐creation, and independent reviews. This study contributes to the literature on gift giving by emphasizing the role of co‐creative gift systems in enhancing digital community interactions and content co‐creation. Future research directions are suggested to further explore co‐creative gift systems across various digital platforms and their implications for consumer research and digital content production.","PeriodicalId":188459,"journal":{"name":"Psychology & Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-06-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141350371","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
It is widely believed that younger generations are at the forefront of sustainability efforts. Given the significance of fostering greater consumer participation in sustainable consumption, this perception prompts an intriguing question: If consumers associate sustainability with younger individuals, can simply instilling a sense of youthfulness increase their engagement in sustainable consumption, regardless of their actual age? Building upon previous research on subjective age—that is, how old one feels—and consumer identity, we propose that consumers will gravitate towards sustainable products when they feel younger than older. This is because such products align well with their perceived age identity, creating a perception of fit. The findings across three studies provide converging evidence that simply making consumers feel younger can result in an increased preference for sustainable products. Study 1 demonstrated that feeling younger increased the selection of more sustainable products over less sustainable ones. Study 2 showed that this effect is mediated by the perceived fit. Study 3 further supported the underlying mechanism by revealing that the focal effect was mitigated when the association between sustainability and younger age was weakened. Study 4 replicated the focal effect in a consequential choice setting. Finally, Study 5 confirmed the proposed effect by using trait subjective age as a predictor.
{"title":"Feeling younger and acting greener: The impact of subjective age on sustainable consumption","authors":"D. C. Lee, Jungkeun Kim","doi":"10.1002/mar.22059","DOIUrl":"https://doi.org/10.1002/mar.22059","url":null,"abstract":"It is widely believed that younger generations are at the forefront of sustainability efforts. Given the significance of fostering greater consumer participation in sustainable consumption, this perception prompts an intriguing question: If consumers associate sustainability with younger individuals, can simply instilling a sense of youthfulness increase their engagement in sustainable consumption, regardless of their actual age? Building upon previous research on subjective age—that is, how old one feels—and consumer identity, we propose that consumers will gravitate towards sustainable products when they feel younger than older. This is because such products align well with their perceived age identity, creating a perception of fit. The findings across three studies provide converging evidence that simply making consumers feel younger can result in an increased preference for sustainable products. Study 1 demonstrated that feeling younger increased the selection of more sustainable products over less sustainable ones. Study 2 showed that this effect is mediated by the perceived fit. Study 3 further supported the underlying mechanism by revealing that the focal effect was mitigated when the association between sustainability and younger age was weakened. Study 4 replicated the focal effect in a consequential choice setting. Finally, Study 5 confirmed the proposed effect by using trait subjective age as a predictor.","PeriodicalId":188459,"journal":{"name":"Psychology & Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-06-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141350403","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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