Pub Date : 2023-11-14DOI: 10.1108/jcm-04-2022-5295
Edward Ramirez, Gabriel Moreno, John Hadjimarcou
Purpose The purpose of this paper is to introduce a new scale designed to assess a firm's green orientation from the consumer's perspective. Its effects are tested on a managerially relevant outcome variable and an objectively measured product-performance indicator. Design/methodology/approach Four studies based on various data sources identify and operationalize a green-oriented firm. Leveraging signaling theory, a model tests the orientation’s impact on two outcome variables, behavioral intentions and revenue, demonstrating its relevance to both scholars and practitioners. Findings Previous research has explored consumers’ reactions to green products, announcements and initiatives in a piecemeal fashion. This study suggests that firms are perceived as green-oriented when they operate in an environmentally friendly manner, develop green products and publicize these accomplishments. Consequently, consumers’ identification of a firm as green-oriented affected their behavioral intentions, which positively influenced firms’ revenues. Research limitations/implications Green-oriented firms must incorporate environmental standards into production efforts and confidently trumpet such behaviors if they wish to profit from consumer perceptions. Practical implications To accrue positive behavioral intentions from consumers and to increase the firm’s revenues, marketers should invest in developing green-oriented products, operating in an environmentally friendly manner and publicizing these efforts. Understanding consumer perceptions is critical, as they are a leading indicator of firm performance. Originality/value This novel operationalization of a green orientation captures consumers’ perceptions, demonstrating that firms can significantly benefit from this consumer-aligned strategy.
{"title":"Greening the bottom line: a new scale to discern consumer perceptions of a firm’s green orientation","authors":"Edward Ramirez, Gabriel Moreno, John Hadjimarcou","doi":"10.1108/jcm-04-2022-5295","DOIUrl":"https://doi.org/10.1108/jcm-04-2022-5295","url":null,"abstract":"Purpose The purpose of this paper is to introduce a new scale designed to assess a firm's green orientation from the consumer's perspective. Its effects are tested on a managerially relevant outcome variable and an objectively measured product-performance indicator. Design/methodology/approach Four studies based on various data sources identify and operationalize a green-oriented firm. Leveraging signaling theory, a model tests the orientation’s impact on two outcome variables, behavioral intentions and revenue, demonstrating its relevance to both scholars and practitioners. Findings Previous research has explored consumers’ reactions to green products, announcements and initiatives in a piecemeal fashion. This study suggests that firms are perceived as green-oriented when they operate in an environmentally friendly manner, develop green products and publicize these accomplishments. Consequently, consumers’ identification of a firm as green-oriented affected their behavioral intentions, which positively influenced firms’ revenues. Research limitations/implications Green-oriented firms must incorporate environmental standards into production efforts and confidently trumpet such behaviors if they wish to profit from consumer perceptions. Practical implications To accrue positive behavioral intentions from consumers and to increase the firm’s revenues, marketers should invest in developing green-oriented products, operating in an environmentally friendly manner and publicizing these efforts. Understanding consumer perceptions is critical, as they are a leading indicator of firm performance. Originality/value This novel operationalization of a green orientation captures consumers’ perceptions, demonstrating that firms can significantly benefit from this consumer-aligned strategy.","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":"30 22","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-11-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134991083","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}
Pub Date : 2023-10-23DOI: 10.1108/jcm-01-2023-5819
Nancy H. Brinson, Laura L. Lemon, Coral Bender, Annika Fetzer Graham
Purpose The purpose of this study is to examine whether consumers are able to critically evaluate promotional content presented by a podcast host with whom they have a parasocial relationship, and how this interaction impacts the listeners’ behavioral intentions toward the advertised brand. Design/methodology/approach Using a blended theoretical foundation of Persuasion Knowledge Model and Parasocial Interaction theory, this between subjects’ experimental study examined the effects of a traditional advertisement versus a host-read promotional message for the same brand in a highly rated podcast among listeners who reported varying levels of a parasocial relationship (PSR) with the host. Findings Results from a moderated mediation analysis suggest that a PSR with the podcast host decreased evaluative persuasion knowledge about the promotional message presented, which indirectly enhanced respondents’ intention to seek more information about the promoted brand. Originality/value This study extends the limited research examining the effects of promotional messaging delivered by podcast hosts with whom audiences have a PSR, and how this interaction impacts the listeners’ behavioral intentions. Theoretical contributions and practical implications for podcast marketers are also discussed.
{"title":"Consumer response to podcast advertising: the interactive role of persuasion knowledge and parasocial relationships","authors":"Nancy H. Brinson, Laura L. Lemon, Coral Bender, Annika Fetzer Graham","doi":"10.1108/jcm-01-2023-5819","DOIUrl":"https://doi.org/10.1108/jcm-01-2023-5819","url":null,"abstract":"Purpose The purpose of this study is to examine whether consumers are able to critically evaluate promotional content presented by a podcast host with whom they have a parasocial relationship, and how this interaction impacts the listeners’ behavioral intentions toward the advertised brand. Design/methodology/approach Using a blended theoretical foundation of Persuasion Knowledge Model and Parasocial Interaction theory, this between subjects’ experimental study examined the effects of a traditional advertisement versus a host-read promotional message for the same brand in a highly rated podcast among listeners who reported varying levels of a parasocial relationship (PSR) with the host. Findings Results from a moderated mediation analysis suggest that a PSR with the podcast host decreased evaluative persuasion knowledge about the promotional message presented, which indirectly enhanced respondents’ intention to seek more information about the promoted brand. Originality/value This study extends the limited research examining the effects of promotional messaging delivered by podcast hosts with whom audiences have a PSR, and how this interaction impacts the listeners’ behavioral intentions. Theoretical contributions and practical implications for podcast marketers are also discussed.","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":"41 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135365871","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}
Pub Date : 2023-10-05DOI: 10.1108/jcm-01-2022-5118
Noel Yee Man Siu, Tracy Junfeng Zhang, Raissa Sui-Ping Yeung
Purpose Drawing on conservation of resources theory, this study aims to investigate the impact of online customer engagement on brand love via dual mediating mechanisms, empowerment (bright side) and stress (dark side). The roles of perceived brand quality and extroversion as weakener and facilitator respectively on the dark side effect are also examined. Design/methodology/approach An online survey is conducted, targeting people who have experience in participating in online engagement activities. The dual mediation and moderation analysis are examined. Findings The results confirm the proposed dual mediating mechanisms. Perceived brand quality and extroversion also significantly moderate the engagement–stress link. Research limitations/implications This study explains the mediating mechanisms between online customer engagement and brand love, with a focus on the fast-moving consumer goods industry. This calls for further research on other industries. Practical implications This study provides marketers with insights that online customer engagement strategies are not always good and that they should be more careful in formulating such strategies. Originality/value This study advances the understanding of the relationship between customer engagement and brand love in the virtual community especially in the social media context.
{"title":"The bright and dark sides of online customer engagement on brand love","authors":"Noel Yee Man Siu, Tracy Junfeng Zhang, Raissa Sui-Ping Yeung","doi":"10.1108/jcm-01-2022-5118","DOIUrl":"https://doi.org/10.1108/jcm-01-2022-5118","url":null,"abstract":"Purpose Drawing on conservation of resources theory, this study aims to investigate the impact of online customer engagement on brand love via dual mediating mechanisms, empowerment (bright side) and stress (dark side). The roles of perceived brand quality and extroversion as weakener and facilitator respectively on the dark side effect are also examined. Design/methodology/approach An online survey is conducted, targeting people who have experience in participating in online engagement activities. The dual mediation and moderation analysis are examined. Findings The results confirm the proposed dual mediating mechanisms. Perceived brand quality and extroversion also significantly moderate the engagement–stress link. Research limitations/implications This study explains the mediating mechanisms between online customer engagement and brand love, with a focus on the fast-moving consumer goods industry. This calls for further research on other industries. Practical implications This study provides marketers with insights that online customer engagement strategies are not always good and that they should be more careful in formulating such strategies. Originality/value This study advances the understanding of the relationship between customer engagement and brand love in the virtual community especially in the social media context.","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":"14 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134947924","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}
Pub Date : 2023-09-11DOI: 10.1108/jcm-03-2021-4563
Balakrishnan Unny R., Samik Shome, Amit Shankar, S. K. Pani
Purpose This study aims to provide a systematic review of consumer privacy literature in the context of smartphones and undertake a comprehensive analysis of academic research on this evolving research area. Design/methodology/approach This review synthesises antecedents, consequences and mediators reported in consumer privacy literature and presents these factors in a conceptual framework to demonstrate the consumer privacy phenomenon. Findings Based on the synthesis of constructs reported in the existing literature, a conceptual framework is proposed highlighting antecedents, mediators and outcomes of experiential marketing efforts. Finally, this study deciphers overlooked areas of consumer privacy in the context of smartphone research and provides insightful directions to advance research in this domain in terms of theory development, context, characteristics and methodology. Originality/value This study significantly contributes to consumer behaviour literature, specifically consumer privacy literature.
{"title":"Consumer privacy in smartphones: a systematic literature review","authors":"Balakrishnan Unny R., Samik Shome, Amit Shankar, S. K. Pani","doi":"10.1108/jcm-03-2021-4563","DOIUrl":"https://doi.org/10.1108/jcm-03-2021-4563","url":null,"abstract":"\u0000Purpose\u0000This study aims to provide a systematic review of consumer privacy literature in the context of smartphones and undertake a comprehensive analysis of academic research on this evolving research area.\u0000\u0000\u0000Design/methodology/approach\u0000This review synthesises antecedents, consequences and mediators reported in consumer privacy literature and presents these factors in a conceptual framework to demonstrate the consumer privacy phenomenon.\u0000\u0000\u0000Findings\u0000Based on the synthesis of constructs reported in the existing literature, a conceptual framework is proposed highlighting antecedents, mediators and outcomes of experiential marketing efforts. Finally, this study deciphers overlooked areas of consumer privacy in the context of smartphone research and provides insightful directions to advance research in this domain in terms of theory development, context, characteristics and methodology.\u0000\u0000\u0000Originality/value\u0000This study significantly contributes to consumer behaviour literature, specifically consumer privacy literature.\u0000","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":" ","pages":""},"PeriodicalIF":2.8,"publicationDate":"2023-09-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41813642","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}
Pub Date : 2023-09-08DOI: 10.1108/jcm-02-2023-5827
Shabnam Azimi, Sina Ansari
Purpose Recent research suggests that more than two-thirds of people use online reviews to find a new primary care physician (PCP). However, it is unclear what role review content plays when a patient uses online reviews to decide about a new PCP. This paper aims to understand how a review's content, related to competence (communication and technical skills) and benevolence (fidelity and fairness), impacts patients’ trusting intentions to select a PCP. The authors build the model around information diagnosticity, construal level theory and valence asymmetries and use review helpfulness as a mediator and review valence as a moderator in this process. Design/methodology/approach The authors use two experimental studies to test our hypotheses and collect data through prolific. Findings The authors find that people have a harder time making inferences about the technical and communication skills of a PCP. Reviews about fidelity are perceived as more helpful and influential in building trust than reviews about fairness. Overall, reviews about the communication skills of a PCP have stronger effects on trusting intentions than other types of reviews. The authors also find that positive reviews are perceived as more helpful for the readers than negative reviews, but negative reviews have a stronger impact on patients' trust intentions than positive ones. Originality/value The authors identify how online reviews about a PCP’s competency and benevolence affect patients’ trusting intentions to choose the PCP. The implication of findings of this study for primary medical practice and physician review websites is discussed.
{"title":"I don’t like it but I use it: how online physician reviews affect readers’ trust","authors":"Shabnam Azimi, Sina Ansari","doi":"10.1108/jcm-02-2023-5827","DOIUrl":"https://doi.org/10.1108/jcm-02-2023-5827","url":null,"abstract":"\u0000Purpose\u0000Recent research suggests that more than two-thirds of people use online reviews to find a new primary care physician (PCP). However, it is unclear what role review content plays when a patient uses online reviews to decide about a new PCP. This paper aims to understand how a review's content, related to competence (communication and technical skills) and benevolence (fidelity and fairness), impacts patients’ trusting intentions to select a PCP. The authors build the model around information diagnosticity, construal level theory and valence asymmetries and use review helpfulness as a mediator and review valence as a moderator in this process.\u0000\u0000\u0000Design/methodology/approach\u0000The authors use two experimental studies to test our hypotheses and collect data through prolific.\u0000\u0000\u0000Findings\u0000The authors find that people have a harder time making inferences about the technical and communication skills of a PCP. Reviews about fidelity are perceived as more helpful and influential in building trust than reviews about fairness. Overall, reviews about the communication skills of a PCP have stronger effects on trusting intentions than other types of reviews. The authors also find that positive reviews are perceived as more helpful for the readers than negative reviews, but negative reviews have a stronger impact on patients' trust intentions than positive ones.\u0000\u0000\u0000Originality/value\u0000The authors identify how online reviews about a PCP’s competency and benevolence affect patients’ trusting intentions to choose the PCP. The implication of findings of this study for primary medical practice and physician review websites is discussed.\u0000","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":" ","pages":""},"PeriodicalIF":2.8,"publicationDate":"2023-09-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43471481","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}
Pub Date : 2023-08-29DOI: 10.1108/jcm-09-2020-4116
C. Yassin, A. Soares
Purpose Drawing upon the elaboration likelihood model, this study aims to illuminate contradictory findings from previous research regarding the impact of positive and negative emotions, as well as promotions, on impulse buying (IB). Specifically, this study takes a two-faceted approach to IB, considering both affective IB and cognitive IB. Design/methodology/approach A proposed model of IB is tested using a mall intercept survey. Findings The findings provide evidence for the two-dimensional nature of IB. Cognitive and affective IB are affected differently by promotions and emotions, and in turn, have different impacts on cognitive dissonance (CD). Specifically, promotions have a positive effect only on cognitive IB, while positive emotions have a positive effect only on affective IB. Additionally, cognitive IB positively affects CD, while affective IB does not. Research limitations/implications Future research could explore different types of IB and unplanned purchases, consider the valence and arousal dimensions of emotions and examine how technological changes impact IB. Additionally, studying satisfaction as a mediator between IB and cognitive dissonance can contribute to the understanding of IB post-purchase outcomes. Practical implications By tailoring promotional techniques to cognitive IB and using positive emotions to stimulate affective IB, retailers can enhance the effectiveness of strategies. Furthermore, post-purchase strategies can be developed to reduce the negative effects of CD. Originality/value By exploring the different dimensions of IB and their relationships with CD, this study enhances our understanding of the underlying processes and mechanisms that drive consumer IB behavior during and after shopping trips.
{"title":"Understanding impulse buying: a two-faceted tale","authors":"C. Yassin, A. Soares","doi":"10.1108/jcm-09-2020-4116","DOIUrl":"https://doi.org/10.1108/jcm-09-2020-4116","url":null,"abstract":"\u0000Purpose\u0000Drawing upon the elaboration likelihood model, this study aims to illuminate contradictory findings from previous research regarding the impact of positive and negative emotions, as well as promotions, on impulse buying (IB). Specifically, this study takes a two-faceted approach to IB, considering both affective IB and cognitive IB.\u0000\u0000\u0000Design/methodology/approach\u0000A proposed model of IB is tested using a mall intercept survey.\u0000\u0000\u0000Findings\u0000The findings provide evidence for the two-dimensional nature of IB. Cognitive and affective IB are affected differently by promotions and emotions, and in turn, have different impacts on cognitive dissonance (CD). Specifically, promotions have a positive effect only on cognitive IB, while positive emotions have a positive effect only on affective IB. Additionally, cognitive IB positively affects CD, while affective IB does not.\u0000\u0000\u0000Research limitations/implications\u0000Future research could explore different types of IB and unplanned purchases, consider the valence and arousal dimensions of emotions and examine how technological changes impact IB. Additionally, studying satisfaction as a mediator between IB and cognitive dissonance can contribute to the understanding of IB post-purchase outcomes.\u0000\u0000\u0000Practical implications\u0000By tailoring promotional techniques to cognitive IB and using positive emotions to stimulate affective IB, retailers can enhance the effectiveness of strategies. Furthermore, post-purchase strategies can be developed to reduce the negative effects of CD.\u0000\u0000\u0000Originality/value\u0000By exploring the different dimensions of IB and their relationships with CD, this study enhances our understanding of the underlying processes and mechanisms that drive consumer IB behavior during and after shopping trips.\u0000","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":" ","pages":""},"PeriodicalIF":2.8,"publicationDate":"2023-08-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46922607","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}
Pub Date : 2023-08-18DOI: 10.1108/jcm-03-2022-5273
Anita G. Rodriguez, Rozbeh Madadi, E. Blaugrund, Ram N. Acharya, O. Idowu, M. Zúñiga, Ivonne M. Torres
Purpose The purpose of this study is to investigate genetically modified food labeling effects on dietary restrained consumers’ perception and purchase intention based upon various labels and food type – whole versus processed. Design/methodology/approach A 2 (food type: whole vs processed) × 2 (product label: genetically modified organism [GMO] vs nongenetically modified organism [non-GMO]) research design was used in two steps. In the first step, the authors distributed 1,000 surveys, of which 858 surveys were used, and in the second step, the authors distributed 1,000 surveys and were able to use 891 surveys. Findings Results show that respondents with higher levels of dietary restraint have higher levels of perceived healthfulness. In addition, respondents with higher perceived healthfulness levels have a higher level of purchase intention for whole/GMO products, whole/non-GMO products, processed/GMO products and processed/non-GMO products. Moreover, the results show that individuals have higher purchase intention for whole/non-GMO than the whole/GMO products, whole/GMO than the processed/non-GMO products and processed/non-GMO than the processed/GMO products. Research limitations/implications A future longitudinal study with assigned tracking numbers is suggested. Given that four different blocks were randomized, comparing data among individual participants would be interesting, as the ability to compare responses would be feasible among the four separate blocks. Originality/value The results of this study may assist the government in policy development, food manufacturers in labeling techniques used and consumers by increasing transparency and information availability.
{"title":"Effects of dietary restraint on perceived healthfulness and purchase intention: the moderating effects of food type and product label","authors":"Anita G. Rodriguez, Rozbeh Madadi, E. Blaugrund, Ram N. Acharya, O. Idowu, M. Zúñiga, Ivonne M. Torres","doi":"10.1108/jcm-03-2022-5273","DOIUrl":"https://doi.org/10.1108/jcm-03-2022-5273","url":null,"abstract":"\u0000Purpose\u0000The purpose of this study is to investigate genetically modified food labeling effects on dietary restrained consumers’ perception and purchase intention based upon various labels and food type – whole versus processed.\u0000\u0000\u0000Design/methodology/approach\u0000A 2 (food type: whole vs processed) × 2 (product label: genetically modified organism [GMO] vs nongenetically modified organism [non-GMO]) research design was used in two steps. In the first step, the authors distributed 1,000 surveys, of which 858 surveys were used, and in the second step, the authors distributed 1,000 surveys and were able to use 891 surveys.\u0000\u0000\u0000Findings\u0000Results show that respondents with higher levels of dietary restraint have higher levels of perceived healthfulness. In addition, respondents with higher perceived healthfulness levels have a higher level of purchase intention for whole/GMO products, whole/non-GMO products, processed/GMO products and processed/non-GMO products. Moreover, the results show that individuals have higher purchase intention for whole/non-GMO than the whole/GMO products, whole/GMO than the processed/non-GMO products and processed/non-GMO than the processed/GMO products.\u0000\u0000\u0000Research limitations/implications\u0000A future longitudinal study with assigned tracking numbers is suggested. Given that four different blocks were randomized, comparing data among individual participants would be interesting, as the ability to compare responses would be feasible among the four separate blocks.\u0000\u0000\u0000Originality/value\u0000The results of this study may assist the government in policy development, food manufacturers in labeling techniques used and consumers by increasing transparency and information availability.\u0000","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":" ","pages":""},"PeriodicalIF":2.8,"publicationDate":"2023-08-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45659880","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}
Pub Date : 2023-08-15DOI: 10.1108/jcm-04-2022-5344
K. S. Nielsen, Tina Joanes, David Webb, Shipra Gupta, W. Gwozdz
Purpose This study aims to examine the conceptual distinction of two clothing orientations – style orientation and fashion orientation. Style and fashion orientations both express identity and individuality, but the fashion orientation may more strongly reflect materialistic values, which extensive evidence shows are detrimental to well-being. This study investigates how the clothing orientations are associated with materialism and subjective well-being. Design/methodology/approach The conceptual distinction between style and fashion orientations and their associations with materialism and subjective well-being were investigated via an online survey (N = 4,591) conducted in Germany, Poland, Sweden and the USA. Participants aged 18–65 were recruited based on national representative quotas for age, gender, education and region. Findings The regression results support a conceptual distinction between the style and fashion orientation. Style orientation was positively associated with subjective well-being compared to fashion orientation. Both the style and fashion orientations were positively correlated with materialism, but the association was much stronger for fashion orientation and materialism exhibited a strong negative association with subjective well-being. Interestingly, materialism moderated the association between fashion orientation and well-being but not between style orientation and well-being. Research limitations/implications The four examined countries were Western, and, thus, the findings cannot be generalized to other populations. In addition, this study specifically examined relationships in a clothing context. To enable wider generalization, the relationships tested must be explored in other countries, especially non-Western, and also across other product categories. Practical implications The findings of this study can help retailers develop their marketing programs, product and service offerings and specifically their communications more closely targeted to consumers’ clothing orientations. Originality/value This study contributes by conceptually distinguishing between clothing style and fashion orientations and investigating their divergent associations to materialism and subjective well-being. This research also raises the question of whether fashion orientation is independent or rather, an aspect of materialism, which has implications for other consumption domains as well.
{"title":"Exploring the psychological characteristics of style and fashion clothing orientations","authors":"K. S. Nielsen, Tina Joanes, David Webb, Shipra Gupta, W. Gwozdz","doi":"10.1108/jcm-04-2022-5344","DOIUrl":"https://doi.org/10.1108/jcm-04-2022-5344","url":null,"abstract":"\u0000Purpose\u0000This study aims to examine the conceptual distinction of two clothing orientations – style orientation and fashion orientation. Style and fashion orientations both express identity and individuality, but the fashion orientation may more strongly reflect materialistic values, which extensive evidence shows are detrimental to well-being. This study investigates how the clothing orientations are associated with materialism and subjective well-being.\u0000\u0000\u0000Design/methodology/approach\u0000The conceptual distinction between style and fashion orientations and their associations with materialism and subjective well-being were investigated via an online survey (N = 4,591) conducted in Germany, Poland, Sweden and the USA. Participants aged 18–65 were recruited based on national representative quotas for age, gender, education and region.\u0000\u0000\u0000Findings\u0000The regression results support a conceptual distinction between the style and fashion orientation. Style orientation was positively associated with subjective well-being compared to fashion orientation. Both the style and fashion orientations were positively correlated with materialism, but the association was much stronger for fashion orientation and materialism exhibited a strong negative association with subjective well-being. Interestingly, materialism moderated the association between fashion orientation and well-being but not between style orientation and well-being.\u0000\u0000\u0000Research limitations/implications\u0000The four examined countries were Western, and, thus, the findings cannot be generalized to other populations. In addition, this study specifically examined relationships in a clothing context. To enable wider generalization, the relationships tested must be explored in other countries, especially non-Western, and also across other product categories.\u0000\u0000\u0000Practical implications\u0000The findings of this study can help retailers develop their marketing programs, product and service offerings and specifically their communications more closely targeted to consumers’ clothing orientations.\u0000\u0000\u0000Originality/value\u0000This study contributes by conceptually distinguishing between clothing style and fashion orientations and investigating their divergent associations to materialism and subjective well-being. This research also raises the question of whether fashion orientation is independent or rather, an aspect of materialism, which has implications for other consumption domains as well.\u0000","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":" ","pages":""},"PeriodicalIF":2.8,"publicationDate":"2023-08-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47385945","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}
Pub Date : 2023-08-14DOI: 10.1108/jcm-04-2022-5302
C. Thornton, Lenita M. Davis, B. Weinberg
Purpose Advertisements often use fear appeals to encourage prevention focused behaviors. This approach has been somewhat successful in changing attitudes and behaviors, often encouraging consumers to secede from behaviors such as smoking or to adopt preventative behaviors such as engaging in health screenings. However, health-care marketers have been less successful in efforts to reduce obesity. The obesity crisis has led to an abundance of marketing communications designed to influence weight loss. Many of these focus on fear of physical health risks associated with being overweight which have a certain degree of uncertainty surrounding them. This study aims to examine financial threats that have lower perceptions of uncertainty, and the differential impact this type of threat has on elements of the Extended Parallel Process Model (EPPM). Design/methodology/approach A 2 × 2 experimental design is used to examine the differential impact of messages communicating threat of financial and physical risk on evoked fear, perceived uncertainty, perceived susceptibility, efficacy and intention to lose weight. Findings Overall results indicate that response to weight loss advertising varies given the type of threat presented. Results indicate that there is a greater level of uncertainty associated with physical health threats than that with financial threats. Moreover, even though individuals were more fearful of and felt more susceptible to physical threats, when they believed that the recommended behavior was feasible, financial threat was more influential. Originality/value To encourage weight loss and intentions to lose weight advertising in practice and advertising research primarily focus on the physical health risks associated with being overweight as a motivating factor. Current research explores the impact of financial threats on attitudes and behavioral intention and finds that financial threats are perceived as more certain than physical threats, and the communication of financial threats is more salient in its effect on weight loss intentions. An opportunity for future research is to further explore the impact of uncertainty in relation to components of EPPM and how threats varying in degrees of uncertainty may impact weight loss intentions.
{"title":"Differential effects of physical and financial threats in weight loss advertising: a case of uncertainty","authors":"C. Thornton, Lenita M. Davis, B. Weinberg","doi":"10.1108/jcm-04-2022-5302","DOIUrl":"https://doi.org/10.1108/jcm-04-2022-5302","url":null,"abstract":"\u0000Purpose\u0000Advertisements often use fear appeals to encourage prevention focused behaviors. This approach has been somewhat successful in changing attitudes and behaviors, often encouraging consumers to secede from behaviors such as smoking or to adopt preventative behaviors such as engaging in health screenings. However, health-care marketers have been less successful in efforts to reduce obesity. The obesity crisis has led to an abundance of marketing communications designed to influence weight loss. Many of these focus on fear of physical health risks associated with being overweight which have a certain degree of uncertainty surrounding them. This study aims to examine financial threats that have lower perceptions of uncertainty, and the differential impact this type of threat has on elements of the Extended Parallel Process Model (EPPM).\u0000\u0000\u0000Design/methodology/approach\u0000A 2 × 2 experimental design is used to examine the differential impact of messages communicating threat of financial and physical risk on evoked fear, perceived uncertainty, perceived susceptibility, efficacy and intention to lose weight.\u0000\u0000\u0000Findings\u0000Overall results indicate that response to weight loss advertising varies given the type of threat presented. Results indicate that there is a greater level of uncertainty associated with physical health threats than that with financial threats. Moreover, even though individuals were more fearful of and felt more susceptible to physical threats, when they believed that the recommended behavior was feasible, financial threat was more influential.\u0000\u0000\u0000Originality/value\u0000To encourage weight loss and intentions to lose weight advertising in practice and advertising research primarily focus on the physical health risks associated with being overweight as a motivating factor. Current research explores the impact of financial threats on attitudes and behavioral intention and finds that financial threats are perceived as more certain than physical threats, and the communication of financial threats is more salient in its effect on weight loss intentions. An opportunity for future research is to further explore the impact of uncertainty in relation to components of EPPM and how threats varying in degrees of uncertainty may impact weight loss intentions.\u0000","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":" ","pages":""},"PeriodicalIF":2.8,"publicationDate":"2023-08-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49461713","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}
Pub Date : 2023-08-09DOI: 10.1108/jcm-08-2022-5550
Gizem Atav, Subimal Chatterjee, Basak Kuru
Purpose This paper aims to explore how authentic corporate social responsibility (CSR) activities can serve as a proactive service recovery tool and shield service providers from the negative consequences of service failures. Specifically, the authors investigate the conditions under which such activities can encourage conciliatory behavior among aggrieved consumers and how adding reactive service recovery tools to the mix interferes with the process. Design/methodology/approach The authors conduct three experiments on an online panel and college student participants. The authors present a service failure scenario at a restaurant (late/subpar food delivery); vary the restaurant’s CSR activity (authentic, inauthentic or nonexistent); and test CSR’s impact on conciliatory behavior, the underlying mechanisms and how reactive service recovery tactics (apology/compensation) moderate the process. Findings The authors find that authentic-CSR activities (relative to inauthentic or no-CSR activities) indirectly promote conciliatory behavior by (serially) making the failure appear as a onetime event and lessening consumer anger toward the service provider. However, the process gets disrupted when the authors add an apology/compensation to the mix, ostensibly because the latter is a more direct signal that the failure is a onetime problem. Originality/value To the best of the authors’ knowledge, this is the first study that tests how authentic-CSR activities can serve as a proactive service recovery tool and encourage conciliatory behavior among aggrieved consumers (a serial mediation process). The authors add value by showing that the process cuts across cultures (with participants from the USA and Turkey) and that CSR activities are indispensable when customers do not complain but simply exit the firm.
{"title":"CSR-authenticity and conciliation after service failure: the role of apology and compensation","authors":"Gizem Atav, Subimal Chatterjee, Basak Kuru","doi":"10.1108/jcm-08-2022-5550","DOIUrl":"https://doi.org/10.1108/jcm-08-2022-5550","url":null,"abstract":"\u0000Purpose\u0000This paper aims to explore how authentic corporate social responsibility (CSR) activities can serve as a proactive service recovery tool and shield service providers from the negative consequences of service failures. Specifically, the authors investigate the conditions under which such activities can encourage conciliatory behavior among aggrieved consumers and how adding reactive service recovery tools to the mix interferes with the process.\u0000\u0000\u0000Design/methodology/approach\u0000The authors conduct three experiments on an online panel and college student participants. The authors present a service failure scenario at a restaurant (late/subpar food delivery); vary the restaurant’s CSR activity (authentic, inauthentic or nonexistent); and test CSR’s impact on conciliatory behavior, the underlying mechanisms and how reactive service recovery tactics (apology/compensation) moderate the process.\u0000\u0000\u0000Findings\u0000The authors find that authentic-CSR activities (relative to inauthentic or no-CSR activities) indirectly promote conciliatory behavior by (serially) making the failure appear as a onetime event and lessening consumer anger toward the service provider. However, the process gets disrupted when the authors add an apology/compensation to the mix, ostensibly because the latter is a more direct signal that the failure is a onetime problem.\u0000\u0000\u0000Originality/value\u0000To the best of the authors’ knowledge, this is the first study that tests how authentic-CSR activities can serve as a proactive service recovery tool and encourage conciliatory behavior among aggrieved consumers (a serial mediation process). The authors add value by showing that the process cuts across cultures (with participants from the USA and Turkey) and that CSR activities are indispensable when customers do not complain but simply exit the firm.\u0000","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":" ","pages":""},"PeriodicalIF":2.8,"publicationDate":"2023-08-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43587556","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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