Consumers are frequently exposed to uncomfortable sensory circumstances (e.g., hot weather and noise pollution), yet little research has examined how such discomfort might systematically shape preferences. Drawing from research on crossmodal associations, we propose and empirically support a discomfort‐driven crossmodal compensation effect in which consumers exposed to uncomfortable atmospheric sensations in one modality (e.g., loud noise) compensate through product choices across other modalities (e.g., choosing visually “quiet” products). Across five studies, we document the consequences of this phenomenon on actual (studies 1 and 2) and hypothetical (studies 3, 4, and 5) consumer choices and preferences. Further, we demonstrate that a desire to reduce sensory discomfort drives this crossmodal compensation effect, and the spillover only manifests when individuals are unable to adjust within the initially disturbed modality. Our research contributes to the literature on goal theory and crossmodal associations by demonstrating that discomfort experienced in one modality can systematically affect product preferences in other modalities.
{"title":"Crossmodal compensation: Sensory discomfort affects consumer preferences across modalities","authors":"Oden H. Groth, Rhonda Hadi, Lauren Block","doi":"10.1002/mar.22019","DOIUrl":"https://doi.org/10.1002/mar.22019","url":null,"abstract":"Consumers are frequently exposed to uncomfortable sensory circumstances (e.g., hot weather and noise pollution), yet little research has examined how such discomfort might systematically shape preferences. Drawing from research on crossmodal associations, we propose and empirically support a discomfort‐driven crossmodal compensation effect in which consumers exposed to uncomfortable atmospheric sensations in one modality (e.g., loud noise) compensate through product choices across other modalities (e.g., choosing visually “quiet” products). Across five studies, we document the consequences of this phenomenon on actual (studies 1 and 2) and hypothetical (studies 3, 4, and 5) consumer choices and preferences. Further, we demonstrate that a desire to reduce sensory discomfort drives this crossmodal compensation effect, and the spillover only manifests when individuals are unable to adjust within the initially disturbed modality. Our research contributes to the literature on goal theory and crossmodal associations by demonstrating that discomfort experienced in one modality can systematically affect product preferences in other modalities.","PeriodicalId":188459,"journal":{"name":"Psychology & Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-05-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140998459","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}
Nasim N. Malekshah, Omid Kamran-Disfani, Javad Mousavi, Sina Aghaie
Self‐service technologies are widely used in business, and retailers and service firms invest significant resources to obtain and improve their Self‐Service Technology capabilities. To allocate resources efficiently, it is crucial for firms to predict Self‐Service Technology usage by their customers. However, predictors in the extant literature (e.g., customers' perceptions and personality traits) are not easy to objectively measure or obtain secondary data about. This research proposes and examines political ideology, for which fairly accurate and objective data can be obtained, as a novel predictor of customer Self‐Service Technology usage. In four studies in different contexts, the authors consistently find that political ideology is significantly related to customers' intention to use and actual use of Self‐Service Technologies; Liberals, on average, are found to be significantly more likely to use Self‐Service Technologies compared to conservatives. Moreover, process complexity is identified as a moderator of this effect. In addition, two mediators, customers' need for interaction and customers' perceived control, through which political ideology affects intention to use Self‐Service Technologies are uncovered. The manuscript concludes with a discussion of contributions and practical implications for managers and practitioners as well as avenues for future research.
{"title":"Customers' political ideology and Self‐Service Technologies: Do political leanings predict usage of Self‐Service Technologies?","authors":"Nasim N. Malekshah, Omid Kamran-Disfani, Javad Mousavi, Sina Aghaie","doi":"10.1002/mar.22018","DOIUrl":"https://doi.org/10.1002/mar.22018","url":null,"abstract":"Self‐service technologies are widely used in business, and retailers and service firms invest significant resources to obtain and improve their Self‐Service Technology capabilities. To allocate resources efficiently, it is crucial for firms to predict Self‐Service Technology usage by their customers. However, predictors in the extant literature (e.g., customers' perceptions and personality traits) are not easy to objectively measure or obtain secondary data about. This research proposes and examines political ideology, for which fairly accurate and objective data can be obtained, as a novel predictor of customer Self‐Service Technology usage. In four studies in different contexts, the authors consistently find that political ideology is significantly related to customers' intention to use and actual use of Self‐Service Technologies; Liberals, on average, are found to be significantly more likely to use Self‐Service Technologies compared to conservatives. Moreover, process complexity is identified as a moderator of this effect. In addition, two mediators, customers' need for interaction and customers' perceived control, through which political ideology affects intention to use Self‐Service Technologies are uncovered. The manuscript concludes with a discussion of contributions and practical implications for managers and practitioners as well as avenues for future research.","PeriodicalId":188459,"journal":{"name":"Psychology & Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-05-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141002996","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}
Consumers are inundated with opportunities to become engaged with marketing‐generated stories, from watching an influencer detail her adventures abroad or a commercial about a military service member who makes it home just in time for the holidays. When consumers become so engaged with a story that they begin to connect with the story characters and imagine what will happen next, they experience a process known as narrative transportation, which has significant positive outcomes for marketers. Given the value that narrative transportation provides to marketers, we conduct a systematic literature review to both synthesize and provide direction on the literature of narrative transportation. From our analysis of 95 peer‐reviewed articles, we identify relevant theoretical foundations and concepts (antecedents, outcomes, and moderators) employed in these articles. Using these results as our foundation, we detail how narrative transportation has evolved in terms of both the presentation of the story and the antecedents that affect narrative transportation. Further, we present a conceptual model that will represent the next iteration of the narrative transportation framework and suggest avenues for future research. In doing so, we enable researchers to continue the exploration of the narrative transportation construct.
{"title":"Narrative transportation: A systematic literature review and future research agenda","authors":"Veronica L. Thomas, Jamie L. Grigsby","doi":"10.1002/mar.22011","DOIUrl":"https://doi.org/10.1002/mar.22011","url":null,"abstract":"Consumers are inundated with opportunities to become engaged with marketing‐generated stories, from watching an influencer detail her adventures abroad or a commercial about a military service member who makes it home just in time for the holidays. When consumers become so engaged with a story that they begin to connect with the story characters and imagine what will happen next, they experience a process known as narrative transportation, which has significant positive outcomes for marketers. Given the value that narrative transportation provides to marketers, we conduct a systematic literature review to both synthesize and provide direction on the literature of narrative transportation. From our analysis of 95 peer‐reviewed articles, we identify relevant theoretical foundations and concepts (antecedents, outcomes, and moderators) employed in these articles. Using these results as our foundation, we detail how narrative transportation has evolved in terms of both the presentation of the story and the antecedents that affect narrative transportation. Further, we present a conceptual model that will represent the next iteration of the narrative transportation framework and suggest avenues for future research. In doing so, we enable researchers to continue the exploration of the narrative transportation construct.","PeriodicalId":188459,"journal":{"name":"Psychology & Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-05-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141013633","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}
Nan Zhang, Jinming Zhan, Xiaodan Zhang, Lei Zheng, Wenxi Li
Gift‐giving during live‐streaming has emerged as an important revenue‐generating mechanism for streamers. However, the mechanisms and factors influencing consumers' gift‐giving intentions remain unclear. Considering the novel aspect of the highly visible social context in entertainment live‐streaming, this research proposed a moderated dual‐mediation model of gift‐giving. Three experimental studies were conducted to investigate the relationship between state boredom and consumers' gift‐giving intentions. Study 1 discovered that state boredom increased consumers' gift‐giving intentions. Study 2 revealed that social identity and pleasure consumers obtained in the live‐streaming mediated this correlation simultaneously, and eliminated alternative possible mechanisms. Study 3 identified the moderated mediation effect of perceived co‐viewer involvement. Specifically, high levels of perceived co‐viewer involvement positively enhanced the effects of state boredom on consumers' gift‐giving intentions, mediated by a dual‐mechanism of social identity and pleasure. This research highlights the positive role of state boredom on gift‐giving during live‐streaming, contributing to the understanding of digital gift‐giving behaviors by investigating consumer's emotion effect and specific mechanisms from social interactions in a new scenario.
{"title":"State boredom increases consumers' gift‐giving intentions in entertainment live‐streaming: A moderated dual‐mediation model","authors":"Nan Zhang, Jinming Zhan, Xiaodan Zhang, Lei Zheng, Wenxi Li","doi":"10.1002/mar.22014","DOIUrl":"https://doi.org/10.1002/mar.22014","url":null,"abstract":"Gift‐giving during live‐streaming has emerged as an important revenue‐generating mechanism for streamers. However, the mechanisms and factors influencing consumers' gift‐giving intentions remain unclear. Considering the novel aspect of the highly visible social context in entertainment live‐streaming, this research proposed a moderated dual‐mediation model of gift‐giving. Three experimental studies were conducted to investigate the relationship between state boredom and consumers' gift‐giving intentions. Study 1 discovered that state boredom increased consumers' gift‐giving intentions. Study 2 revealed that social identity and pleasure consumers obtained in the live‐streaming mediated this correlation simultaneously, and eliminated alternative possible mechanisms. Study 3 identified the moderated mediation effect of perceived co‐viewer involvement. Specifically, high levels of perceived co‐viewer involvement positively enhanced the effects of state boredom on consumers' gift‐giving intentions, mediated by a dual‐mechanism of social identity and pleasure. This research highlights the positive role of state boredom on gift‐giving during live‐streaming, contributing to the understanding of digital gift‐giving behaviors by investigating consumer's emotion effect and specific mechanisms from social interactions in a new scenario.","PeriodicalId":188459,"journal":{"name":"Psychology & Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-05-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141018243","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}
Virtual influencers have great potential to shape the audience's perception and motivate behavioral change. Drawing upon anthropomorphism theory and social identity theory, this paper examined the interaction effect of anthropomorphism and racial homophily of virtual influencers in shaping audiences' trust and subsequently pro‐environmental behaviors in low‐ and high‐cost contexts. Two online studies employing experimental materials generated by artificial intelligence were conducted. Study 1 revealed that high anthropomorphism (human‐like virtual influencers) and high racial homophily (local‐like virtual influencers) are more effective for eliciting trust in the context of low‐cost pro‐environmental behaviors. The findings also showed that low racial homophily (foreign‐like virtual influencers) would further weaken the trust level of a virtual influencer in low anthropomorphism (animate‐like virtual influencers). Study 2 aimed to replicate the findings from Study 1 in the context of high‐cost pro‐environmental behaviors. The findings showed that low racial homophily (foreign‐like virtual influencers) enhanced the trust in a high anthropomorphism (human‐like virtual influencers) virtual influencer. The moderated mediation analyses confirmed the hypothesized relationships in the proposed research model. This research advanced our understanding on the moderating role of racial homophily that serves as a cognitive shortcut for low‐cost and quick decisions. However, a low racial homophily (foreign‐like) virtual influencer would be more effective for high‐cost and symbolic pro‐environmental behaviors. These insights provide valuable guidance to businesses, marketers, and environmental advocates aiming to leverage virtual influencers for encouraging sustainability practices.
{"title":"The role of anthropomorphism and racial homophily of virtual influencers in encouraging low‐ versus high‐cost pro‐environmental behaviors","authors":"Calvin Wan, Da-Hee Lee, P. Ng","doi":"10.1002/mar.22013","DOIUrl":"https://doi.org/10.1002/mar.22013","url":null,"abstract":"Virtual influencers have great potential to shape the audience's perception and motivate behavioral change. Drawing upon anthropomorphism theory and social identity theory, this paper examined the interaction effect of anthropomorphism and racial homophily of virtual influencers in shaping audiences' trust and subsequently pro‐environmental behaviors in low‐ and high‐cost contexts. Two online studies employing experimental materials generated by artificial intelligence were conducted. Study 1 revealed that high anthropomorphism (human‐like virtual influencers) and high racial homophily (local‐like virtual influencers) are more effective for eliciting trust in the context of low‐cost pro‐environmental behaviors. The findings also showed that low racial homophily (foreign‐like virtual influencers) would further weaken the trust level of a virtual influencer in low anthropomorphism (animate‐like virtual influencers). Study 2 aimed to replicate the findings from Study 1 in the context of high‐cost pro‐environmental behaviors. The findings showed that low racial homophily (foreign‐like virtual influencers) enhanced the trust in a high anthropomorphism (human‐like virtual influencers) virtual influencer. The moderated mediation analyses confirmed the hypothesized relationships in the proposed research model. This research advanced our understanding on the moderating role of racial homophily that serves as a cognitive shortcut for low‐cost and quick decisions. However, a low racial homophily (foreign‐like) virtual influencer would be more effective for high‐cost and symbolic pro‐environmental behaviors. These insights provide valuable guidance to businesses, marketers, and environmental advocates aiming to leverage virtual influencers for encouraging sustainability practices.","PeriodicalId":188459,"journal":{"name":"Psychology & Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-05-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141020847","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}
Junhui Zhang, M. S. Balaji, Jun Luo, Subhash Jha, Yogesh K. Dwivedi
Online retailers often recommend new products to consumers. The present study examined the influence of regulatory fit on consumers' click‐through intentions of new products recommended by online retailers. We proposed that regulatory fit resulting from aligning the product's regulatory focus and recommendation message's regulatory orientation positively influences click‐through intention of new product recommendations. In a laboratory study (Study 1), we found that regulatory fit increase consumers' click‐through behaviors of new product recommendations. Study 2 replicated the findings of Study 1 in a controlled online experiment and found support for regulatory fit—click‐through intentions relationship. Study 3 found that regulatory fit increases click‐through intentions for new products but not for existing products. Study 4 supported the mediating role of perceived efficacy and boundary condition of consumer innovativeness in the relationship between regulatory fit and click‐through intentions. This study contributes to the literature on new product adoption, regulatory focus, and product recommendation strategies. Furthermore, it helps online retailors develop effective recommendation strategies for new product recommendations.
{"title":"It is a match! The effect of regulatory fit on new products recommendations","authors":"Junhui Zhang, M. S. Balaji, Jun Luo, Subhash Jha, Yogesh K. Dwivedi","doi":"10.1002/mar.22016","DOIUrl":"https://doi.org/10.1002/mar.22016","url":null,"abstract":"Online retailers often recommend new products to consumers. The present study examined the influence of regulatory fit on consumers' click‐through intentions of new products recommended by online retailers. We proposed that regulatory fit resulting from aligning the product's regulatory focus and recommendation message's regulatory orientation positively influences click‐through intention of new product recommendations. In a laboratory study (Study 1), we found that regulatory fit increase consumers' click‐through behaviors of new product recommendations. Study 2 replicated the findings of Study 1 in a controlled online experiment and found support for regulatory fit—click‐through intentions relationship. Study 3 found that regulatory fit increases click‐through intentions for new products but not for existing products. Study 4 supported the mediating role of perceived efficacy and boundary condition of consumer innovativeness in the relationship between regulatory fit and click‐through intentions. This study contributes to the literature on new product adoption, regulatory focus, and product recommendation strategies. Furthermore, it helps online retailors develop effective recommendation strategies for new product recommendations.","PeriodicalId":188459,"journal":{"name":"Psychology & Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-05-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141021463","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}
Manufacturers often recall defective products. When this occurs, multiple recalls of defective products can be announced in the same statement or separate statements (i.e., concurrent vs. separate recalls). We draw upon the attribution theory to study whether and how concurrent (vs. separate) recalls of multiple products affect each recalled product's market share loss. In this study, a unique dataset of product recalls in the Chinese automobile industry and two experiments reveal that when products are concurrently (vs. separately) recalled, each product's defect is perceived as less distinctive, thus assuaging the market share loss for the focal product. In addition, the mitigating effect of concurrent recalls is stronger when the focal product is recalled with many (vs. few) other products but weaker for products with high price premiums and those with a recall history. These insights suggest that manufacturers can strategically use concurrent recalls to minimize market share loss resulting from product recalls, particularly when dealing with lower‐priced products or those with a limited recall history.
{"title":"A punishment shared is a punishment halved: Concurrent recalls reduce products’ market share loss","authors":"Qianwen Shao, Yi‐Na Li, Jiuchang Wei, Haipeng (Allan) Chen","doi":"10.1002/mar.22006","DOIUrl":"https://doi.org/10.1002/mar.22006","url":null,"abstract":"Manufacturers often recall defective products. When this occurs, multiple recalls of defective products can be announced in the same statement or separate statements (i.e., concurrent vs. separate recalls). We draw upon the attribution theory to study whether and how concurrent (vs. separate) recalls of multiple products affect each recalled product's market share loss. In this study, a unique dataset of product recalls in the Chinese automobile industry and two experiments reveal that when products are concurrently (vs. separately) recalled, each product's defect is perceived as less distinctive, thus assuaging the market share loss for the focal product. In addition, the mitigating effect of concurrent recalls is stronger when the focal product is recalled with many (vs. few) other products but weaker for products with high price premiums and those with a recall history. These insights suggest that manufacturers can strategically use concurrent recalls to minimize market share loss resulting from product recalls, particularly when dealing with lower‐priced products or those with a limited recall history.","PeriodicalId":188459,"journal":{"name":"Psychology & Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-04-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140670968","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}
Embarrassment plays a pivotal role in the consumer landscape by significantly influencing consumers' purchase and consumption experiences. While marketing scholarship has primarily focused on the undesirable facets of embarrassment, the present research examines the positive outcomes of embarrassment for consumers, firms, and the environment. Based on costly signaling theory, this research seeks to determine the effect of embarrassment on consumer preferences toward prosocial products. Using six experimental studies (including one in the Supporting Information: Appendix), we demonstrate that embarrassment positively influences the purchase intention for environment‐friendly and sustainable products. Using lab and consequential studies, we show that the motivation to repair the social image mediates the effect of embarrassment on prosocial product preference. We also identify that public self‐consciousness moderates this effect, such that embarrassed individuals with high (vs. low) public self‐consciousness exhibit higher prosocial product preference. We also show that our core predictions on the effect of embarrassment on prosocial products is contingent upon the social context, such that embarrassment leads to enhanced intentions to repair social image and prosocial product preference in public but not in private purchase context. The results hold for various product categories. The findings contribute to a greater theoretical understanding of embarrassment by revealing a prosocial facet of the phenomenon.
{"title":"From discomfort to desirable: The effect of embarrassment on prosocial consumption","authors":"Vaishali Sangwan, Moutusy Maity, Sanjeev Tripathi, Anirban Chakraborty","doi":"10.1002/mar.22012","DOIUrl":"https://doi.org/10.1002/mar.22012","url":null,"abstract":"Embarrassment plays a pivotal role in the consumer landscape by significantly influencing consumers' purchase and consumption experiences. While marketing scholarship has primarily focused on the undesirable facets of embarrassment, the present research examines the positive outcomes of embarrassment for consumers, firms, and the environment. Based on costly signaling theory, this research seeks to determine the effect of embarrassment on consumer preferences toward prosocial products. Using six experimental studies (including one in the Supporting Information: Appendix), we demonstrate that embarrassment positively influences the purchase intention for environment‐friendly and sustainable products. Using lab and consequential studies, we show that the motivation to repair the social image mediates the effect of embarrassment on prosocial product preference. We also identify that public self‐consciousness moderates this effect, such that embarrassed individuals with high (vs. low) public self‐consciousness exhibit higher prosocial product preference. We also show that our core predictions on the effect of embarrassment on prosocial products is contingent upon the social context, such that embarrassment leads to enhanced intentions to repair social image and prosocial product preference in public but not in private purchase context. The results hold for various product categories. The findings contribute to a greater theoretical understanding of embarrassment by revealing a prosocial facet of the phenomenon.","PeriodicalId":188459,"journal":{"name":"Psychology & Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-04-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140671673","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}
Bullet‐screen comments (BSCs), a type of novel user‐generated content for online videos, have been rapidly adopted in recent years. Previous research has focused on consumers' responses to the presence and quantity of BSCs but overlooked their contents. We examine how one characteristic feature of BSCs' content—lexical diversity—affects users' payments. A large‐scale real‐world behavioral data set analysis and three lab studies show that high (vs. low) lexical diversity of BSCs increases viewers' payments in online video streaming contexts (e.g., online videos and live streaming). We further reveal that the positive effect of BSC diversity on payment is mediated by perceived social presence and information richness. We also demonstrate the moderating role of viewers' BSC usage level (heavy vs. light), such that the effect of BSC diversity on payment is significant for heavy BSC users, but diminishes for light users.
{"title":"It pays to diversify: Effect of bullet‐screen comment diversity on payment","authors":"Mingyue Zhang, Xuejing Ma, Haipeng (Allan) Chen","doi":"10.1002/mar.22004","DOIUrl":"https://doi.org/10.1002/mar.22004","url":null,"abstract":"Bullet‐screen comments (BSCs), a type of novel user‐generated content for online videos, have been rapidly adopted in recent years. Previous research has focused on consumers' responses to the presence and quantity of BSCs but overlooked their contents. We examine how one characteristic feature of BSCs' content—lexical diversity—affects users' payments. A large‐scale real‐world behavioral data set analysis and three lab studies show that high (vs. low) lexical diversity of BSCs increases viewers' payments in online video streaming contexts (e.g., online videos and live streaming). We further reveal that the positive effect of BSC diversity on payment is mediated by perceived social presence and information richness. We also demonstrate the moderating role of viewers' BSC usage level (heavy vs. light), such that the effect of BSC diversity on payment is significant for heavy BSC users, but diminishes for light users.","PeriodicalId":188459,"journal":{"name":"Psychology & Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-04-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140674624","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}
Martina Di Cioccio, R. Pozharliev, Matteo De Angelis
In recent years, influencer marketing has emerged as a powerful tool for brands to create connections with their target audiences. Naturally, many companies have leaned on human influencers, but the increasing popularity of pet influencers (e.g., dogs and cats) represents a new avenue for brand promotion. This research asks the question: Why and when are pet influencers preferrable to their human counterparts in terms of boosting engagement and purchase intention? Across six experimental studies (N = 1166), we demonstrate that pet influencers lead to higher engagement with the promoted content and willingness to buy the advertised product (Study 1) because they are seen as more credible than human influencers (Study 2). Pet influencers are perceived as cuter, which in turn positively affects their credibility (Study 3). Specifically, whimsicality is the cuteness dimension that explains their greater credibility (Study 4). These effects are stronger when the promoted product is pet‐related (Study 5) and apply regardless of whether people own a pet (Studies 3–5). Finally, a clear cuteness manipulation supports the causal relationship between cuteness and credibility (Study 6). These findings affirm that pet influencers shape individuals' responses to promotional social media posts, enhance the field's understanding of the mechanisms that underlie influencer marketing effectiveness, and clarify how to implement more influential social media campaigns.
{"title":"Pawsitively powerful: Why and when pet influencers boost social media effectiveness","authors":"Martina Di Cioccio, R. Pozharliev, Matteo De Angelis","doi":"10.1002/mar.22000","DOIUrl":"https://doi.org/10.1002/mar.22000","url":null,"abstract":"In recent years, influencer marketing has emerged as a powerful tool for brands to create connections with their target audiences. Naturally, many companies have leaned on human influencers, but the increasing popularity of pet influencers (e.g., dogs and cats) represents a new avenue for brand promotion. This research asks the question: Why and when are pet influencers preferrable to their human counterparts in terms of boosting engagement and purchase intention? Across six experimental studies (N = 1166), we demonstrate that pet influencers lead to higher engagement with the promoted content and willingness to buy the advertised product (Study 1) because they are seen as more credible than human influencers (Study 2). Pet influencers are perceived as cuter, which in turn positively affects their credibility (Study 3). Specifically, whimsicality is the cuteness dimension that explains their greater credibility (Study 4). These effects are stronger when the promoted product is pet‐related (Study 5) and apply regardless of whether people own a pet (Studies 3–5). Finally, a clear cuteness manipulation supports the causal relationship between cuteness and credibility (Study 6). These findings affirm that pet influencers shape individuals' responses to promotional social media posts, enhance the field's understanding of the mechanisms that underlie influencer marketing effectiveness, and clarify how to implement more influential social media campaigns.","PeriodicalId":188459,"journal":{"name":"Psychology & Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-03-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140364531","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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