Pub Date : 2023-04-28DOI: 10.1108/jcm-04-2020-3772
Renping Zhang, Xingyu Chen, Wei Wang, M. Shafi
Purpose This study aims to explore the impact of firm-generated content (FGC) on viral marketing on multiple social media platforms, and how social ties embedded in different social media platforms affect the motives for social dissemination. Design/methodology/approach Three studies were conducted to test the model. A quasi-field experiment (Study 1) supported this main effect. Studies 2 and 3 examined the underlying mechanism and enhanced the internal and external validity of the findings. Findings The findings revealed that warmth (vs competence)-oriented FGC is consistent with the communion (vs agency) mode and elicits greater social dissemination on social media embedded with strong (vs weak) ties. Practical implications This study illustrates that FGC that matches communication modes on multiple social media platforms embedded with different social ties will trigger viral marketing and being aware of this match is crucial for policymakers. Originality/value This research sheds light on the effects of FGC on viral marketing on multiple social media platforms embedded in different social ties.
{"title":"The effects of firm-generated content on different social media platforms on viral marketing","authors":"Renping Zhang, Xingyu Chen, Wei Wang, M. Shafi","doi":"10.1108/jcm-04-2020-3772","DOIUrl":"https://doi.org/10.1108/jcm-04-2020-3772","url":null,"abstract":"\u0000Purpose\u0000This study aims to explore the impact of firm-generated content (FGC) on viral marketing on multiple social media platforms, and how social ties embedded in different social media platforms affect the motives for social dissemination.\u0000\u0000\u0000Design/methodology/approach\u0000Three studies were conducted to test the model. A quasi-field experiment (Study 1) supported this main effect. Studies 2 and 3 examined the underlying mechanism and enhanced the internal and external validity of the findings.\u0000\u0000\u0000Findings\u0000The findings revealed that warmth (vs competence)-oriented FGC is consistent with the communion (vs agency) mode and elicits greater social dissemination on social media embedded with strong (vs weak) ties.\u0000\u0000\u0000Practical implications\u0000This study illustrates that FGC that matches communication modes on multiple social media platforms embedded with different social ties will trigger viral marketing and being aware of this match is crucial for policymakers.\u0000\u0000\u0000Originality/value\u0000This research sheds light on the effects of FGC on viral marketing on multiple social media platforms embedded in different social ties.\u0000","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":" ","pages":""},"PeriodicalIF":2.8,"publicationDate":"2023-04-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47086877","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 : 2023-04-25DOI: 10.1108/jcm-05-2022-5370
Mahima Shukla, Richa Misra, Rahul Gupta
Purpose This study aims to use empowerment theory to examine the relationship between a user's engagement type (active or passive) and psychological empowerment (intrapersonal and interactional) in the context of a social media brand community (SMBC). This study also looks at the impact of psychological empowerment on brand community commitment (CC) and brand loyalty. Design/methodology/approach Convenience and snowball sampling were used to select respondents from mobile phone brand communities in India. The conceptual model was tested using structure equation modelling. Findings According to the study findings, active user involvement in SMBC is strongly associated to both intrapersonal and interactional empowerment (IE), but passive user engagement is weakly related to IE. Furthermore, customer empowerment and CC have a strong impact on brand CC and brand loyalty. Practical implications SMBC is now a significant point of contact for building strong consumer–brand relationships. SMBC members who are actively involved in the community have greater emotional bonding, trust and commitment to the brand. Therefore, social media marketers should encourage their customers to get involved in a brand community and empower them by involving them in brand related decision, etc. This will help the community grow and thrive. Originality/value This study addresses a research gap by examining how active and passive members of an SMBC facilitate both focal points of psychological empowerment (intrapersonal and interactional), which increase the brand community's commitment and brand loyalty.
{"title":"Why do consumers engage in a social media brand community: investigating the effect of psychological empowerment on commitment and loyalty","authors":"Mahima Shukla, Richa Misra, Rahul Gupta","doi":"10.1108/jcm-05-2022-5370","DOIUrl":"https://doi.org/10.1108/jcm-05-2022-5370","url":null,"abstract":"\u0000Purpose\u0000This study aims to use empowerment theory to examine the relationship between a user's engagement type (active or passive) and psychological empowerment (intrapersonal and interactional) in the context of a social media brand community (SMBC). This study also looks at the impact of psychological empowerment on brand community commitment (CC) and brand loyalty.\u0000\u0000\u0000Design/methodology/approach\u0000Convenience and snowball sampling were used to select respondents from mobile phone brand communities in India. The conceptual model was tested using structure equation modelling.\u0000\u0000\u0000Findings\u0000According to the study findings, active user involvement in SMBC is strongly associated to both intrapersonal and interactional empowerment (IE), but passive user engagement is weakly related to IE. Furthermore, customer empowerment and CC have a strong impact on brand CC and brand loyalty.\u0000\u0000\u0000Practical implications\u0000SMBC is now a significant point of contact for building strong consumer–brand relationships. SMBC members who are actively involved in the community have greater emotional bonding, trust and commitment to the brand. Therefore, social media marketers should encourage their customers to get involved in a brand community and empower them by involving them in brand related decision, etc. This will help the community grow and thrive.\u0000\u0000\u0000Originality/value\u0000This study addresses a research gap by examining how active and passive members of an SMBC facilitate both focal points of psychological empowerment (intrapersonal and interactional), which increase the brand community's commitment and brand loyalty.\u0000","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":" ","pages":""},"PeriodicalIF":2.8,"publicationDate":"2023-04-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48421024","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 : 2023-04-19DOI: 10.1108/jcm-05-2022-5390
Tyler Hancock, Stacie F. Waites, C. M. Johnson, Jennifer L. Stevens
Purpose This study aims to identify the impact that Machiavellianism, narcissism and psychopathy tendencies have on avoidance and revenge-seeking after a service failure. The research examines the role that negative affect and desire for revenge play in aggressive behaviors by consumers. Design/methodology/approach The study uses a survey research methodology. The measurement model is validated using CFA, and hypotheses are tested using structural equation modeling. The mediated and serially mediated relationships are calculated using the bootstrap method by creating estimands to test the effects. Findings Machiavellianism is less likely to drive avoidance and negative affect, reducing desire for revenge, negative word of mouth and vindictive complaining. Those with narcissism tendencies are likely to develop a negative affect and a corresponding desire for revenge after the failure only if negative affect is developed. Consumers who exhibit psychopathy tendencies are likely to seek out revenge directly. Practical implications Each Dark Triad tendency influences consumer avoidance and revenge-seeking in different ways when a consumer’s goals are impeded. Companies can focus on service recoveries differently based on the types of tendencies of consumers engaging in avoidance and revenge-seeking. Originality/value The individual paths from Machiavellianism, narcissism and psychopathy tendencies to avoidance and revenge-seeking are developed and analyzed. Further distinctions between each Dark Triad tendency aids service providers in addressing and preparing for these consumer behaviors.
{"title":"How do Machiavellianism, narcissism and psychopathy tendencies influence consumer avoidance and revenge-seeking following a service failure?","authors":"Tyler Hancock, Stacie F. Waites, C. M. Johnson, Jennifer L. Stevens","doi":"10.1108/jcm-05-2022-5390","DOIUrl":"https://doi.org/10.1108/jcm-05-2022-5390","url":null,"abstract":"\u0000Purpose\u0000This study aims to identify the impact that Machiavellianism, narcissism and psychopathy tendencies have on avoidance and revenge-seeking after a service failure. The research examines the role that negative affect and desire for revenge play in aggressive behaviors by consumers.\u0000\u0000\u0000Design/methodology/approach\u0000The study uses a survey research methodology. The measurement model is validated using CFA, and hypotheses are tested using structural equation modeling. The mediated and serially mediated relationships are calculated using the bootstrap method by creating estimands to test the effects.\u0000\u0000\u0000Findings\u0000Machiavellianism is less likely to drive avoidance and negative affect, reducing desire for revenge, negative word of mouth and vindictive complaining. Those with narcissism tendencies are likely to develop a negative affect and a corresponding desire for revenge after the failure only if negative affect is developed. Consumers who exhibit psychopathy tendencies are likely to seek out revenge directly.\u0000\u0000\u0000Practical implications\u0000Each Dark Triad tendency influences consumer avoidance and revenge-seeking in different ways when a consumer’s goals are impeded. Companies can focus on service recoveries differently based on the types of tendencies of consumers engaging in avoidance and revenge-seeking.\u0000\u0000\u0000Originality/value\u0000The individual paths from Machiavellianism, narcissism and psychopathy tendencies to avoidance and revenge-seeking are developed and analyzed. Further distinctions between each Dark Triad tendency aids service providers in addressing and preparing for these consumer behaviors.\u0000","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":" ","pages":""},"PeriodicalIF":2.8,"publicationDate":"2023-04-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46788872","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 : 2023-04-19DOI: 10.1108/jcm-06-2021-4711
Na Wen, T. Hu
Purpose Despite its prevalence and serious negative impact on consumer behavior, marketing strategies and social welfare, little is known about how to effectively curb moral licensing. Drawing on research in warm-glow giving and virtue signaling, this paper aims to propose that social sharing can help alleviate the moral licensing effect; and this effect is mediated by moral self-regard and moderated by temporal distance. Design/methodology/approach Two experimental studies were conducted in a laboratory setting using large samples. In particular, Study 1 was designed to test the proposed main and mediation effects, and Study 2 was designed to further examine the proposed moderation effect. Findings Study 1 demonstrates after having shared a prior moral behavior on social media, people are more likely to engage in another moral act subsequently. This is because that sharing a prior moral behavior on social media leads to a drop in moral self-regard, which, in turn, boosts a subsequent moral intention. Study 2 further shows that after having shared a prior moral behavior on social media, when making a decision for the present, people are more likely to engage in a subsequent good deed; however, this effect is diminished when people are making such a decision for the future. Practical implications This work provides important implications for marketing managers and policymakers. In particular, this research suggests that social sharing can be an effective tool to encourage individuals’ consistent moral behavior so as to promote individual and collective well-being. Moreover, the findings demonstrate that temporal distance and social sharing can interact to reduce the moral licensing effect. In practice, this research contributes to the development of effective marketing strategies, particularly for those companies that aim to integrate sustainability into their business practices. Originality/value In contrast to previous research examining the cognitive approach to curbing moral licensing, this research explores a new, powerful behavioral approach to alleviating the moral licensing effect. Furthermore, this research consolidates previous findings on the relationship between identity signaling and self-regard, increases the scope of identity signaling research and offers a bridge between research on identity signaling and research on moral licensing. Finally, this research adds to understanding of moral licensing by showing that the moral licensing effect may vary depending on contextual factors and, therefore, is more malleable than previously thought, which opens up future research opportunities to explore when and how the moral licensing effect can be alleviated.
{"title":"License is “suspended”: the impact of social sharing on curbing moral licensing","authors":"Na Wen, T. Hu","doi":"10.1108/jcm-06-2021-4711","DOIUrl":"https://doi.org/10.1108/jcm-06-2021-4711","url":null,"abstract":"\u0000Purpose\u0000Despite its prevalence and serious negative impact on consumer behavior, marketing strategies and social welfare, little is known about how to effectively curb moral licensing. Drawing on research in warm-glow giving and virtue signaling, this paper aims to propose that social sharing can help alleviate the moral licensing effect; and this effect is mediated by moral self-regard and moderated by temporal distance.\u0000\u0000\u0000Design/methodology/approach\u0000Two experimental studies were conducted in a laboratory setting using large samples. In particular, Study 1 was designed to test the proposed main and mediation effects, and Study 2 was designed to further examine the proposed moderation effect.\u0000\u0000\u0000Findings\u0000Study 1 demonstrates after having shared a prior moral behavior on social media, people are more likely to engage in another moral act subsequently. This is because that sharing a prior moral behavior on social media leads to a drop in moral self-regard, which, in turn, boosts a subsequent moral intention. Study 2 further shows that after having shared a prior moral behavior on social media, when making a decision for the present, people are more likely to engage in a subsequent good deed; however, this effect is diminished when people are making such a decision for the future.\u0000\u0000\u0000Practical implications\u0000This work provides important implications for marketing managers and policymakers. In particular, this research suggests that social sharing can be an effective tool to encourage individuals’ consistent moral behavior so as to promote individual and collective well-being. Moreover, the findings demonstrate that temporal distance and social sharing can interact to reduce the moral licensing effect. In practice, this research contributes to the development of effective marketing strategies, particularly for those companies that aim to integrate sustainability into their business practices.\u0000\u0000\u0000Originality/value\u0000In contrast to previous research examining the cognitive approach to curbing moral licensing, this research explores a new, powerful behavioral approach to alleviating the moral licensing effect. Furthermore, this research consolidates previous findings on the relationship between identity signaling and self-regard, increases the scope of identity signaling research and offers a bridge between research on identity signaling and research on moral licensing. Finally, this research adds to understanding of moral licensing by showing that the moral licensing effect may vary depending on contextual factors and, therefore, is more malleable than previously thought, which opens up future research opportunities to explore when and how the moral licensing effect can be alleviated.\u0000","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":" ","pages":""},"PeriodicalIF":2.8,"publicationDate":"2023-04-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48910526","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 : 2023-04-14DOI: 10.1108/jcm-03-2020-3727
Harper Kohls, Jacob L. Hiler, L. A. Cook
Purpose This study aims to examine vicarious consumption (VC) via the video-game streaming platform Twitch. The authors posit that watching someone play can offer the same enjoyment (measured through emotional experience, mood and joy) as playing. Design/methodology/approach A mixed-methods approach was used. A qualitative phase involving semistructured qualitative interviews, naturalistic inquiry and netnography generated testable hypotheses, which were tested using a two-condition, between-subjects field experiment. Findings This research advances the understanding of vicarious and experiential consumption by finding evidence that VC can produce the same levels of emotional experience, mood, attitude toward the product, joy, brand community loyalty and positive word of mouth. It also demonstrates the moderating effect of familiarity on mood change. Research limitations/implications This research demonstrates evidence that VC can offer outcomes similar to active consumption (AC). The authors advance research on VC in a new context (video-game livestreaming vs esports and other contexts) and from a new perspective (viewing motivations vs consumer-oriented outcomes). This research thus presents opportunities to explore these and other affective, behavior and cognitive outcomes in other contexts. Practical implications To reach Twitch users, marketers must understand how and why media consumers watch. This research provides insight into the community necessary to create effective advertising. Originality/value Building upon Sjöblom and Hamari, focusing on motivations for VC of esports and other related works, the authors expand the context to video-game livestreaming as a whole and examine affective, behavioral and cognitive outcomes compared with AC. Though VC has been researched and conceptualized theoretically, empirical testing is rare. This research offers empirical evidence that VC can offer the same levels of enjoyment as AC.
{"title":"Why do we twitch? Vicarious consumption in video-game livestreaming","authors":"Harper Kohls, Jacob L. Hiler, L. A. Cook","doi":"10.1108/jcm-03-2020-3727","DOIUrl":"https://doi.org/10.1108/jcm-03-2020-3727","url":null,"abstract":"\u0000Purpose\u0000This study aims to examine vicarious consumption (VC) via the video-game streaming platform Twitch. The authors posit that watching someone play can offer the same enjoyment (measured through emotional experience, mood and joy) as playing.\u0000\u0000\u0000Design/methodology/approach\u0000A mixed-methods approach was used. A qualitative phase involving semistructured qualitative interviews, naturalistic inquiry and netnography generated testable hypotheses, which were tested using a two-condition, between-subjects field experiment.\u0000\u0000\u0000Findings\u0000This research advances the understanding of vicarious and experiential consumption by finding evidence that VC can produce the same levels of emotional experience, mood, attitude toward the product, joy, brand community loyalty and positive word of mouth. It also demonstrates the moderating effect of familiarity on mood change.\u0000\u0000\u0000Research limitations/implications\u0000This research demonstrates evidence that VC can offer outcomes similar to active consumption (AC). The authors advance research on VC in a new context (video-game livestreaming vs esports and other contexts) and from a new perspective (viewing motivations vs consumer-oriented outcomes). This research thus presents opportunities to explore these and other affective, behavior and cognitive outcomes in other contexts.\u0000\u0000\u0000Practical implications\u0000To reach Twitch users, marketers must understand how and why media consumers watch. This research provides insight into the community necessary to create effective advertising.\u0000\u0000\u0000Originality/value\u0000Building upon Sjöblom and Hamari, focusing on motivations for VC of esports and other related works, the authors expand the context to video-game livestreaming as a whole and examine affective, behavioral and cognitive outcomes compared with AC. Though VC has been researched and conceptualized theoretically, empirical testing is rare. This research offers empirical evidence that VC can offer the same levels of enjoyment as AC.\u0000","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":" ","pages":""},"PeriodicalIF":2.8,"publicationDate":"2023-04-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48979212","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 : 2023-04-11DOI: 10.1108/jcm-09-2021-4900
Younghwa Lee, Marat Bakpayev, Sukki Yoon, Kacy Kim
Purpose Drawing on embodied cognition and construal level theory perspectives in marketing literature, the purpose of this study is to propose that closed eyes make events appear distant and increase high-level construal and abstract processing, whereas opened eyes make events appear near and increase low-level construal and concrete processing. The authors further argue that high (low) construal level induced by closed (open) eyes increases favoritism toward utilitarian (hedonic) appeals. Design/methodology/approach Drawing on embodied cognition and construal level theory, the authors conduct three studies to investigate how consumers form varying distance perceptions and attitudes toward advertising appeals depending on whether they open or close their eyes while contemplating the messages. In Study 1, the authors tested the effects of an advertisement featuring utilitarian versus hedonic appeals in a food waste reduction campaign. In Study 2, the authors tested the effects of an advertisement stressing utilitarian versus hedonic aspects of a brand of travel products. In Study 3, the authors tested the effects of an advertisement for hotel reward products depending on consumption motivations. Findings The studies support the hypothesis by showing that when individuals close their eyes, they form abstract processing styles (high-level construal), perceive events as more distant and increase preferences for utilitarian advertising appeals; when they open their eyes, they form concrete processing styles (low-level construal), perceive events as nearer and indicate preferences for hedonic advertising appeals. Originality/value The novel insight of this study shows how bodily sensations may affect various types of hedonic and utilitarian advertising appeals. This study contributes to the embodied cognition and construal level literature, but the contribution of this study is particularly important for marketers and advertisers in that the authors show interactions between open or closed eyes, hedonic or utilitarian product aspects and processing styles.
{"title":"Close your eyes and open your mind: how closed eyes affect evaluations of utilitarian and hedonic advertising appeals","authors":"Younghwa Lee, Marat Bakpayev, Sukki Yoon, Kacy Kim","doi":"10.1108/jcm-09-2021-4900","DOIUrl":"https://doi.org/10.1108/jcm-09-2021-4900","url":null,"abstract":"\u0000Purpose\u0000Drawing on embodied cognition and construal level theory perspectives in marketing literature, the purpose of this study is to propose that closed eyes make events appear distant and increase high-level construal and abstract processing, whereas opened eyes make events appear near and increase low-level construal and concrete processing. The authors further argue that high (low) construal level induced by closed (open) eyes increases favoritism toward utilitarian (hedonic) appeals.\u0000\u0000\u0000Design/methodology/approach\u0000Drawing on embodied cognition and construal level theory, the authors conduct three studies to investigate how consumers form varying distance perceptions and attitudes toward advertising appeals depending on whether they open or close their eyes while contemplating the messages. In Study 1, the authors tested the effects of an advertisement featuring utilitarian versus hedonic appeals in a food waste reduction campaign. In Study 2, the authors tested the effects of an advertisement stressing utilitarian versus hedonic aspects of a brand of travel products. In Study 3, the authors tested the effects of an advertisement for hotel reward products depending on consumption motivations.\u0000\u0000\u0000Findings\u0000The studies support the hypothesis by showing that when individuals close their eyes, they form abstract processing styles (high-level construal), perceive events as more distant and increase preferences for utilitarian advertising appeals; when they open their eyes, they form concrete processing styles (low-level construal), perceive events as nearer and indicate preferences for hedonic advertising appeals.\u0000\u0000\u0000Originality/value\u0000The novel insight of this study shows how bodily sensations may affect various types of hedonic and utilitarian advertising appeals. This study contributes to the embodied cognition and construal level literature, but the contribution of this study is particularly important for marketers and advertisers in that the authors show interactions between open or closed eyes, hedonic or utilitarian product aspects and processing styles.\u0000","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":" ","pages":""},"PeriodicalIF":2.8,"publicationDate":"2023-04-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47149473","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 : 2023-04-11DOI: 10.1108/jcm-06-2022-5412
Sarabjit Kaur Sidhu, F. S. Ong, M. Balaji
Purpose This study aims to investigate the moderating role of low and high failure severity levels on recovery satisfaction and on behavioral intentions through recovery satisfaction. This research adopted justice theory and regulatory focus theory to provide further explanations on the inconsistencies in the extant literature regarding service failure and responses to service recovery. Design/methodology/approach This study applied a scenario-based experimental design of two (perceived justice: low vs high) by two (failure severity: low vs high) between-subjects factorial design. Data was collected from 237 mobile phone users recruited via convenience sampling. This study examined the hypothesized relations using Hayes (2018) PROCESS macro version 4.0. Findings Perceived justice had a higher positive effect on recovery satisfaction at a high failure severity level. The direct effect of perceived justice on behavioral intentions was significant and positive only at a high level of failure severity, whereas the indirect effect of perceived justice on consumers’ positive behavior through recovery satisfaction was more positive at a high level of failure severity. Research limitations/implications Justice theory and regulatory focus theory can be used to explain how a well-implemented recovery effort can offset losses that are caused by a highly severe service failure leading to satisfaction and positive responses. However, as this study was conducted within a telecommunication service context, this research needs to be replicated in other areas, including the use of other data collection methods and measurement of consumers’ regulatory focus orientation. Practical implications The findings of this study provide managers with valuable insights into the allocation of service providers’ resources for recovery actions according to consumers’ perceived severity levels to regain consumer satisfaction and continued positive behavioral intentions. Originality/value Past research on the effect of failure severity levels on recovery satisfaction and consumers’ positive behavioral intentions is scant, and those studies that examined severity levels have shown conflicting results. This study attempted to advance the research by examining the relationship between perceived justice, recovery satisfaction and behavioral intentions at low and high failure severity levels using justice theory and regulatory focus theory. None of the theories have been examined concurrently in the service failure and recovery framework.
{"title":"Impact of failure severity levels on satisfaction and behavior: from the perspectives of justice theory and regulatory focus theory","authors":"Sarabjit Kaur Sidhu, F. S. Ong, M. Balaji","doi":"10.1108/jcm-06-2022-5412","DOIUrl":"https://doi.org/10.1108/jcm-06-2022-5412","url":null,"abstract":"\u0000Purpose\u0000This study aims to investigate the moderating role of low and high failure severity levels on recovery satisfaction and on behavioral intentions through recovery satisfaction. This research adopted justice theory and regulatory focus theory to provide further explanations on the inconsistencies in the extant literature regarding service failure and responses to service recovery.\u0000\u0000\u0000Design/methodology/approach\u0000This study applied a scenario-based experimental design of two (perceived justice: low vs high) by two (failure severity: low vs high) between-subjects factorial design. Data was collected from 237 mobile phone users recruited via convenience sampling. This study examined the hypothesized relations using Hayes (2018) PROCESS macro version 4.0.\u0000\u0000\u0000Findings\u0000Perceived justice had a higher positive effect on recovery satisfaction at a high failure severity level. The direct effect of perceived justice on behavioral intentions was significant and positive only at a high level of failure severity, whereas the indirect effect of perceived justice on consumers’ positive behavior through recovery satisfaction was more positive at a high level of failure severity.\u0000\u0000\u0000Research limitations/implications\u0000Justice theory and regulatory focus theory can be used to explain how a well-implemented recovery effort can offset losses that are caused by a highly severe service failure leading to satisfaction and positive responses. However, as this study was conducted within a telecommunication service context, this research needs to be replicated in other areas, including the use of other data collection methods and measurement of consumers’ regulatory focus orientation.\u0000\u0000\u0000Practical implications\u0000The findings of this study provide managers with valuable insights into the allocation of service providers’ resources for recovery actions according to consumers’ perceived severity levels to regain consumer satisfaction and continued positive behavioral intentions.\u0000\u0000\u0000Originality/value\u0000Past research on the effect of failure severity levels on recovery satisfaction and consumers’ positive behavioral intentions is scant, and those studies that examined severity levels have shown conflicting results. This study attempted to advance the research by examining the relationship between perceived justice, recovery satisfaction and behavioral intentions at low and high failure severity levels using justice theory and regulatory focus theory. None of the theories have been examined concurrently in the service failure and recovery framework.\u0000","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":" ","pages":""},"PeriodicalIF":2.8,"publicationDate":"2023-04-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45126198","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 : 2023-04-06DOI: 10.1108/jcm-01-2021-4396
Prachi Gala, Rahul V. Chauhan, R. King, Scott J. Vitell
Purpose This research looks at the main effect of individuals’ moral philosophies, idealism and relativism, and its impact on the four dimensions of the consumer ethics beliefs – active benefit, passive benefit, no harm and doing good. The moderating impact of two dominant personalities – Machiavellianism and narcissism – was also analyzed. Based on Hunt–Vitell theory of ethics, this study aims to propose that there is a positive and significant impact of more relativistic and less idealistic moral philosophies on the decreased consumer ethical perceptions and that the narcissistic/Machiavellian personality traits drive that effect. Design/methodology/approach A total of 497 survey respondents were recruited via an online platform. All respondents were asked to answer questions, which were divided into four major parts. The first part consisted of scales related to both moral philosophies, the second part had both dark personality scales, the third part questioned about their consumer ethical beliefs and the final part was related to consumer demographics. Findings Relativists had higher scores in three consumer unethical belief dimensions. Idealists were not supportive of the active and passive illegal activities, as did their positive relation with doing good aspect of the ethical beliefs. Machiavellians strengthen the positive relativism relationship. The idealistic relation of narcissists, compared to relativistic relation, is stronger on unethical decision-making for consumers. Originality/value This study contributes to the current knowledge of individual’s moral philosophies and their impact on consumer ethical beliefs. It further demonstrates how the dark personalities of narcissism and Machiavellianism drive the relationship.
{"title":"Investigating consumer ethical beliefs: role of moral philosophies and personality traits","authors":"Prachi Gala, Rahul V. Chauhan, R. King, Scott J. Vitell","doi":"10.1108/jcm-01-2021-4396","DOIUrl":"https://doi.org/10.1108/jcm-01-2021-4396","url":null,"abstract":"\u0000Purpose\u0000This research looks at the main effect of individuals’ moral philosophies, idealism and relativism, and its impact on the four dimensions of the consumer ethics beliefs – active benefit, passive benefit, no harm and doing good. The moderating impact of two dominant personalities – Machiavellianism and narcissism – was also analyzed. Based on Hunt–Vitell theory of ethics, this study aims to propose that there is a positive and significant impact of more relativistic and less idealistic moral philosophies on the decreased consumer ethical perceptions and that the narcissistic/Machiavellian personality traits drive that effect.\u0000\u0000\u0000Design/methodology/approach\u0000A total of 497 survey respondents were recruited via an online platform. All respondents were asked to answer questions, which were divided into four major parts. The first part consisted of scales related to both moral philosophies, the second part had both dark personality scales, the third part questioned about their consumer ethical beliefs and the final part was related to consumer demographics.\u0000\u0000\u0000Findings\u0000Relativists had higher scores in three consumer unethical belief dimensions. Idealists were not supportive of the active and passive illegal activities, as did their positive relation with doing good aspect of the ethical beliefs. Machiavellians strengthen the positive relativism relationship. The idealistic relation of narcissists, compared to relativistic relation, is stronger on unethical decision-making for consumers.\u0000\u0000\u0000Originality/value\u0000This study contributes to the current knowledge of individual’s moral philosophies and their impact on consumer ethical beliefs. It further demonstrates how the dark personalities of narcissism and Machiavellianism drive the relationship.\u0000","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":" ","pages":""},"PeriodicalIF":2.8,"publicationDate":"2023-04-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44941436","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 : 2023-04-06DOI: 10.1108/jcm-06-2021-4709
Scott Taylor Jr, E. A. Whalen, Cortney L. Norris
Purpose This two-part exploratory study aims to investigate the perceptions of active lifestyle individuals and general craft beer consumers toward no- and low-alcohol craft beers. The influence of advertising appeals is also tested to determine the effectiveness of value-expressive and guilt appeals in determining switching behaviors. Design/methodology/approach The first study used a mixed-methods approach to determine perceptions and switching behaviors for active lifestyle individuals. The first part of the study presented respondents with one of three advertisements, the ads were designed to either elicit a value expressive appeal, a guilt appeal or a control. The second part of this study presented respondents with a series of open-ended questions seeking further information on their perceptions and preferences regarding no- and low-alcohol craft beers. The second study assessed perceptions of general craft beer consumers as they related to the three advertisements. Findings The results of this quantitative studies did not find any significant differences between the three ad slogans; however, the results of the qualitative study do indicate differing perceptions and potential switching behaviors for active lifestyle individuals. Research limitations/implications This research advances knowledge on advertising appeals for no- and low-alcoholic craft beers. Practical implications Brewers and marketers gain insights into two different consumer groups perceptions and potential switching behaviors toward no- and low-alcohol craft beers. Originality/value This research tests how advertising appeals influence perceptions and potential switching behaviors of active lifestyle individuals and general craft beer consumers toward no- and low-alcohol craft beers.
{"title":"Exploring consumer perceptions of no- and low-alcohol craft beers","authors":"Scott Taylor Jr, E. A. Whalen, Cortney L. Norris","doi":"10.1108/jcm-06-2021-4709","DOIUrl":"https://doi.org/10.1108/jcm-06-2021-4709","url":null,"abstract":"\u0000Purpose\u0000This two-part exploratory study aims to investigate the perceptions of active lifestyle individuals and general craft beer consumers toward no- and low-alcohol craft beers. The influence of advertising appeals is also tested to determine the effectiveness of value-expressive and guilt appeals in determining switching behaviors.\u0000\u0000\u0000Design/methodology/approach\u0000The first study used a mixed-methods approach to determine perceptions and switching behaviors for active lifestyle individuals. The first part of the study presented respondents with one of three advertisements, the ads were designed to either elicit a value expressive appeal, a guilt appeal or a control. The second part of this study presented respondents with a series of open-ended questions seeking further information on their perceptions and preferences regarding no- and low-alcohol craft beers. The second study assessed perceptions of general craft beer consumers as they related to the three advertisements.\u0000\u0000\u0000Findings\u0000The results of this quantitative studies did not find any significant differences between the three ad slogans; however, the results of the qualitative study do indicate differing perceptions and potential switching behaviors for active lifestyle individuals.\u0000\u0000\u0000Research limitations/implications\u0000This research advances knowledge on advertising appeals for no- and low-alcoholic craft beers.\u0000\u0000\u0000Practical implications\u0000Brewers and marketers gain insights into two different consumer groups perceptions and potential switching behaviors toward no- and low-alcohol craft beers.\u0000\u0000\u0000Originality/value\u0000This research tests how advertising appeals influence perceptions and potential switching behaviors of active lifestyle individuals and general craft beer consumers toward no- and low-alcohol craft beers.\u0000","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":" ","pages":""},"PeriodicalIF":2.8,"publicationDate":"2023-04-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46112903","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 : 2023-03-28DOI: 10.1108/jcm-06-2022-5409
G. Ross
Purpose The purpose of this paper was to identify social and behavioral factors responsible for panic buying during global pandemics such as COVID-19. Design/methodology/approach According to regulatory focus theory, behavior of individuals is regulated by two motivational systems – prevention and promotion. Prevention-focused behavior is motivated by security and safety needs and is associated with a strategic preference for vigilant means of goal pursuit. Prevention-focused vigilance is reflected in unwillingness to take risks and low ability to cope with uncertain environments and changing conditions. Promotion-focused behavior is motivated by growth and self-development needs and is associated with a strategic preference for eager means of goal pursuit. Promotion-focused eagerness is reflected in willingness to take risks and high ability to cope with uncertainty and change. Two studies tested the notion that panic buying during public health crises such as COVID-19 is related to the strength of the prevention system, perceived scarcity of products, perceived threat of the disease, age and gender. Findings Study 1 showed that the higher the perceived scarcity of products, the higher was the probability that panic buying would set in. Yet, different patterns emerged for men and women. Among women, the stronger the prevention focus, the stronger was the effect. Among men, by contrast, the stronger the prevention focus, the weaker was the effect. Study 2 showed that the higher the perceived threat of the disease, the higher was the probability that panic buying would occur. However, different patterns were observed with age. Among older adults, the stronger the prevention focus, the stronger was the effect. Among young adults, by contrast, the stronger the prevention focus, the weaker was the effect. Research limitations/implications Implications to address erratic consumer behavior during future pandemics are discussed. Originality/value By applying the theory of regulatory focus to consumer marketing, this research helps to identify marketing strategies to manage panic buying and develop contingency plans that address erratic consumer behavior during future pandemics.
{"title":"Now that everyone else has panicked, well… I have to panic: regulatory focus predicts panic buying during COVID-19","authors":"G. Ross","doi":"10.1108/jcm-06-2022-5409","DOIUrl":"https://doi.org/10.1108/jcm-06-2022-5409","url":null,"abstract":"\u0000Purpose\u0000The purpose of this paper was to identify social and behavioral factors responsible for panic buying during global pandemics such as COVID-19.\u0000\u0000\u0000Design/methodology/approach\u0000According to regulatory focus theory, behavior of individuals is regulated by two motivational systems – prevention and promotion. Prevention-focused behavior is motivated by security and safety needs and is associated with a strategic preference for vigilant means of goal pursuit. Prevention-focused vigilance is reflected in unwillingness to take risks and low ability to cope with uncertain environments and changing conditions. Promotion-focused behavior is motivated by growth and self-development needs and is associated with a strategic preference for eager means of goal pursuit. Promotion-focused eagerness is reflected in willingness to take risks and high ability to cope with uncertainty and change. Two studies tested the notion that panic buying during public health crises such as COVID-19 is related to the strength of the prevention system, perceived scarcity of products, perceived threat of the disease, age and gender.\u0000\u0000\u0000Findings\u0000Study 1 showed that the higher the perceived scarcity of products, the higher was the probability that panic buying would set in. Yet, different patterns emerged for men and women. Among women, the stronger the prevention focus, the stronger was the effect. Among men, by contrast, the stronger the prevention focus, the weaker was the effect. Study 2 showed that the higher the perceived threat of the disease, the higher was the probability that panic buying would occur. However, different patterns were observed with age. Among older adults, the stronger the prevention focus, the stronger was the effect. Among young adults, by contrast, the stronger the prevention focus, the weaker was the effect.\u0000\u0000\u0000Research limitations/implications\u0000Implications to address erratic consumer behavior during future pandemics are discussed.\u0000\u0000\u0000Originality/value\u0000By applying the theory of regulatory focus to consumer marketing, this research helps to identify marketing strategies to manage panic buying and develop contingency plans that address erratic consumer behavior during future pandemics.\u0000","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":" ","pages":""},"PeriodicalIF":2.8,"publicationDate":"2023-03-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42364513","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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