Pub Date : 2023-07-21DOI: 10.1108/mip-11-2022-0505
Yupeng Mou, Tianjie Xu, Yanghong Hu
PurposeArtificial intelligence (AI) has a large number of applications at the industry and user levels. However, AI's uniqueness neglect is becoming an obstacle in the further application of AI. Based on the theory of innovation resistance, this paper aims to explore the effect of AI's uniqueness neglect on consumer resistance to AI.Design/methodology/approachThe authors tested four hypothesis across four studies by conducting lab experiments. Study 1 used a questionnaire to verify the hypothesis that AI's uniqueness neglect leads to consumer resistance to AI; Studies 2 focused on the role of human–AI interaction trust as an underlying driver of resistance to medical AI. Study 3–4 provided process evidence by way of a measured moderator, testing whether participants with a greater sense of non-verbal human–AI communication are more reluctant to have consumer resistance to AI.FindingsThe authors found that AI's uniqueness neglect increased users' resistance to AI. This occurs because the uniqueness neglect of AI hinders the formation of interaction trust between users and AI. The study also found that increasing the gaze behavior of AI and increasing the physical distance in the interaction can alleviate the effect of AI's uniqueness neglect on consumer resistance to AI.Originality/valueThis paper explored the effect of AI's uniqueness neglect on consumer resistance to AI and uncovered human–AI interaction trust as a mediator for this effect and gaze behavior and physical distance as moderators for this effect.
{"title":"Uniqueness neglect on consumer resistance to AI","authors":"Yupeng Mou, Tianjie Xu, Yanghong Hu","doi":"10.1108/mip-11-2022-0505","DOIUrl":"https://doi.org/10.1108/mip-11-2022-0505","url":null,"abstract":"PurposeArtificial intelligence (AI) has a large number of applications at the industry and user levels. However, AI's uniqueness neglect is becoming an obstacle in the further application of AI. Based on the theory of innovation resistance, this paper aims to explore the effect of AI's uniqueness neglect on consumer resistance to AI.Design/methodology/approachThe authors tested four hypothesis across four studies by conducting lab experiments. Study 1 used a questionnaire to verify the hypothesis that AI's uniqueness neglect leads to consumer resistance to AI; Studies 2 focused on the role of human–AI interaction trust as an underlying driver of resistance to medical AI. Study 3–4 provided process evidence by way of a measured moderator, testing whether participants with a greater sense of non-verbal human–AI communication are more reluctant to have consumer resistance to AI.FindingsThe authors found that AI's uniqueness neglect increased users' resistance to AI. This occurs because the uniqueness neglect of AI hinders the formation of interaction trust between users and AI. The study also found that increasing the gaze behavior of AI and increasing the physical distance in the interaction can alleviate the effect of AI's uniqueness neglect on consumer resistance to AI.Originality/valueThis paper explored the effect of AI's uniqueness neglect on consumer resistance to AI and uncovered human–AI interaction trust as a mediator for this effect and gaze behavior and physical distance as moderators for this effect.","PeriodicalId":402197,"journal":{"name":"Marketing Intelligence & Planning","volume":"69 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-07-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131476348","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 : 2023-07-20DOI: 10.1108/mip-03-2023-0118
Siddharth Bhatt, D. R. Pai
Purpose“Buy X Get X Free” promotions are popular across retail settings. Retailers promote a variety of products using this promotional frame. However, past research contains mixed findings about the effectiveness of this promotion compared to the straightforward discount on a single unit of a product. The goal of this research is to employ a theoretical lens to examine the effectiveness of “Buy X Get X Free” promotions.Design/methodology/approachThe theoretical framework was tested in two experiments using different products and samples. The data collected from each experiment were analyzed using both descriptive and inferential techniques to assess support for the theoretical arguments.FindingsFindings reveal that at identical levels of per-unit discount, the “Buy X Get X Free” promotion is perceived less favorably by consumers than a straightforward single-unit discount. Consumers perceive lower transaction value and acquisition value and, thereby, a lower purchase intention, from the “Buy X Get X Free” promotion compared to a single-unit discount.Practical implicationsThis research was conducted keeping in mind the popularity of the “Buy X Get X Free” promotion in the real world. The findings caution retailers against indiscriminately using this promotional frame.Originality/valueUsing a theoretical lens, this research proposes and validates a framework to systematically examine consumers' perceptions of the two popular discount frames. The proposed theoretical framework provides a richer understanding of the underlying consumer psychology that drives the evaluation of these promotions. Further, primary data from lab experiments validates the framework. The research also helps advance the understanding of consumer evaluation of sales promotions in general.
{"title":"Are “buy X get X free” price promotions effective? An acquisition-transaction value perspective","authors":"Siddharth Bhatt, D. R. Pai","doi":"10.1108/mip-03-2023-0118","DOIUrl":"https://doi.org/10.1108/mip-03-2023-0118","url":null,"abstract":"Purpose“Buy X Get X Free” promotions are popular across retail settings. Retailers promote a variety of products using this promotional frame. However, past research contains mixed findings about the effectiveness of this promotion compared to the straightforward discount on a single unit of a product. The goal of this research is to employ a theoretical lens to examine the effectiveness of “Buy X Get X Free” promotions.Design/methodology/approachThe theoretical framework was tested in two experiments using different products and samples. The data collected from each experiment were analyzed using both descriptive and inferential techniques to assess support for the theoretical arguments.FindingsFindings reveal that at identical levels of per-unit discount, the “Buy X Get X Free” promotion is perceived less favorably by consumers than a straightforward single-unit discount. Consumers perceive lower transaction value and acquisition value and, thereby, a lower purchase intention, from the “Buy X Get X Free” promotion compared to a single-unit discount.Practical implicationsThis research was conducted keeping in mind the popularity of the “Buy X Get X Free” promotion in the real world. The findings caution retailers against indiscriminately using this promotional frame.Originality/valueUsing a theoretical lens, this research proposes and validates a framework to systematically examine consumers' perceptions of the two popular discount frames. The proposed theoretical framework provides a richer understanding of the underlying consumer psychology that drives the evaluation of these promotions. Further, primary data from lab experiments validates the framework. The research also helps advance the understanding of consumer evaluation of sales promotions in general.","PeriodicalId":402197,"journal":{"name":"Marketing Intelligence & Planning","volume":"8 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-07-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131029349","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 : 2023-07-19DOI: 10.1108/mip-10-2022-0452
Víctor Temprano-García, A. Rodríguez-Escudero, Javier Rodríguez-Pinto
PurposeThis research is primarily concerned with studying the impact of brand workers' problems on brand deletion (BD) outcomes. The authors also analyze how the level of consensus achieved during BD adoption and implementation influences the impact of brand workers' problems on BD outcomes.Design/methodology/approachA questionnaire was designed to obtain data from a representative sample of 155 real cases of BD.FindingsFindings indicate that in contexts where workers feel their jobs are threatened or challenged, BD success may be undermined. However, the company does possess one important mechanism that can alleviate the negative impact of brand workers' problems: empowering them to pave the way toward consensus-building. Results do not support a negative effect of brand workers' problems on BD time efficiency or any effect of BD time efficiency on BD's contribution to a firm's economic performance.Practical implicationsManagers must be aware that problems derived from brand workers' actions are especially harmful for the company when there is no consensus, such that managers must prevent deletion from occurring under these circumstances.Originality/valueThis pioneering study proposes and empirically validates the relationship between brand workers' problems and BD success and BD time efficiency, moderated by consensus.
{"title":"Minimizing the negative impact of brand deletion","authors":"Víctor Temprano-García, A. Rodríguez-Escudero, Javier Rodríguez-Pinto","doi":"10.1108/mip-10-2022-0452","DOIUrl":"https://doi.org/10.1108/mip-10-2022-0452","url":null,"abstract":"PurposeThis research is primarily concerned with studying the impact of brand workers' problems on brand deletion (BD) outcomes. The authors also analyze how the level of consensus achieved during BD adoption and implementation influences the impact of brand workers' problems on BD outcomes.Design/methodology/approachA questionnaire was designed to obtain data from a representative sample of 155 real cases of BD.FindingsFindings indicate that in contexts where workers feel their jobs are threatened or challenged, BD success may be undermined. However, the company does possess one important mechanism that can alleviate the negative impact of brand workers' problems: empowering them to pave the way toward consensus-building. Results do not support a negative effect of brand workers' problems on BD time efficiency or any effect of BD time efficiency on BD's contribution to a firm's economic performance.Practical implicationsManagers must be aware that problems derived from brand workers' actions are especially harmful for the company when there is no consensus, such that managers must prevent deletion from occurring under these circumstances.Originality/valueThis pioneering study proposes and empirically validates the relationship between brand workers' problems and BD success and BD time efficiency, moderated by consensus.","PeriodicalId":402197,"journal":{"name":"Marketing Intelligence & Planning","volume":"24 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-07-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132610864","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 : 2023-07-03DOI: 10.1108/mip-03-2023-0112
M. A. Khashan, Mohamed M. Elsotouhy, Thamir Hamad Alasker, Mohamed A. Ghonim
PurposeSince the advent of augmented reality (AR) technology, “Smart Retailing” has become the dominant business model in the retail sector. Therefore, comprehending the dynamics of AR adoption is essential if retailers are to successfully encourage customers to embrace this extremely innovative form of technology. As a result, the authors propose and evaluate a more comprehensive model, consisting of the task-technology fit (TTF) and unified theory of acceptance and use of technology (UTUAT2) models, for use in low-income countries.Design/methodology/approachThe present research uses variance-based partial least squares structural equation modeling (PLS-SEM) using WarpPLS.7 to examine 398 responses from Egyptian retail consumers.FindingsTTF, performance expectancy (PE), effort expectancy (EE), social influence (SI), facilitating condition (FC), hedonic motivation (HM) and customer innovativeness (CI) positively affect shoppers' behavioral intentions (BI) to adopt AR Apps in retail, while perceived risk (PR) negatively affects BI.Originality/valueThe current study is the first to investigate the determinants of shoppers' BI toward AR Apps adoption in the retail context using UTAUT2 and TTF models.
{"title":"Investigating retailing customers' adoption of augmented reality apps: integrating the unified theory of acceptance and use of technology (UTAUT2) and task-technology fit (TTF)","authors":"M. A. Khashan, Mohamed M. Elsotouhy, Thamir Hamad Alasker, Mohamed A. Ghonim","doi":"10.1108/mip-03-2023-0112","DOIUrl":"https://doi.org/10.1108/mip-03-2023-0112","url":null,"abstract":"PurposeSince the advent of augmented reality (AR) technology, “Smart Retailing” has become the dominant business model in the retail sector. Therefore, comprehending the dynamics of AR adoption is essential if retailers are to successfully encourage customers to embrace this extremely innovative form of technology. As a result, the authors propose and evaluate a more comprehensive model, consisting of the task-technology fit (TTF) and unified theory of acceptance and use of technology (UTUAT2) models, for use in low-income countries.Design/methodology/approachThe present research uses variance-based partial least squares structural equation modeling (PLS-SEM) using WarpPLS.7 to examine 398 responses from Egyptian retail consumers.FindingsTTF, performance expectancy (PE), effort expectancy (EE), social influence (SI), facilitating condition (FC), hedonic motivation (HM) and customer innovativeness (CI) positively affect shoppers' behavioral intentions (BI) to adopt AR Apps in retail, while perceived risk (PR) negatively affects BI.Originality/valueThe current study is the first to investigate the determinants of shoppers' BI toward AR Apps adoption in the retail context using UTAUT2 and TTF models.","PeriodicalId":402197,"journal":{"name":"Marketing Intelligence & Planning","volume":"13 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-07-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122444641","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 : 2023-06-16DOI: 10.1108/mip-10-2022-0443
Anwar Sadat Shimul, I. Phau
PurposeThis paper aims to examine the impact of brand self-congruence on brand advocacy. In addition, the roles of brand love and attachment are examined through a serial mediation model.Design/methodology/approachA total of 324 valid and useable responses collected from an Australian consumer panel were analysed through IBM SPSS. Underpinned by social identity theory and self-expansion theory, a set of hypotheses was examined in a research model.FindingsThe findings show that consumers' brand self-congruence positively impacts brand love, attachment and advocacy intention. Moreover, brand attachment and love mediate the relationship between brand self-congruence and advocacy.Practical implicationsThe findings of this research suggest that brand managers should cultivate emotions to build a strong consumer–brand relationship.Originality/valueThis research advances the current understanding of brand advocacy literature concerning brand self-congruence, love and attachment. The findings suggest that consumers' brand self-congruence, combined with brand love and attachment, will generate greater advocacy.
{"title":"The role of brand self-congruence, brand love and brand attachment on brand advocacy: a serial mediation model","authors":"Anwar Sadat Shimul, I. Phau","doi":"10.1108/mip-10-2022-0443","DOIUrl":"https://doi.org/10.1108/mip-10-2022-0443","url":null,"abstract":"PurposeThis paper aims to examine the impact of brand self-congruence on brand advocacy. In addition, the roles of brand love and attachment are examined through a serial mediation model.Design/methodology/approachA total of 324 valid and useable responses collected from an Australian consumer panel were analysed through IBM SPSS. Underpinned by social identity theory and self-expansion theory, a set of hypotheses was examined in a research model.FindingsThe findings show that consumers' brand self-congruence positively impacts brand love, attachment and advocacy intention. Moreover, brand attachment and love mediate the relationship between brand self-congruence and advocacy.Practical implicationsThe findings of this research suggest that brand managers should cultivate emotions to build a strong consumer–brand relationship.Originality/valueThis research advances the current understanding of brand advocacy literature concerning brand self-congruence, love and attachment. The findings suggest that consumers' brand self-congruence, combined with brand love and attachment, will generate greater advocacy.","PeriodicalId":402197,"journal":{"name":"Marketing Intelligence & Planning","volume":"74 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-06-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125877054","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 : 2023-06-16DOI: 10.1108/mip-07-2022-0302
Yuting Sun, Jieyu Ren, Gang Jin, Hanhui Hu
PurposeThe Belt and Road Initiative (BRI) is the most comprehensive and substantial international cooperation platform, creating a new market influenced by economic and political factors. In this paper, the authors aim to examine whether and how the BRI impacts the Chinese enterprises' corporate environmental responsibility (CER).Design/methodology/approachBased on China's listed firms' database from 2011 to 2018, the authors use the PSM-DID method, an econometrics method combined with propensity score matching (PSM) and difference-in-differences (DID), to conduct causal inference between the BRI and Chinese enterprises' CER and conduct a series of robustness analyses. Moreover, the authors explore the mechanisms underlying the main effect from both market and non-market perspectives.FindingsThe results suggest that the BRI significantly increases Chinese enterprises' CER. Further analyses show that market competition and government support are two possible mechanisms through which the BRI has an effect on the enterprises' CER.Originality/valueThe research study supplements existing work on the environmental effects of the BRI at a microlevel and adds to the literature on the drivers of CER. The findings offer valuable insights into governments and scholars by demonstrating that CER is a crucial tool for Chinese enterprises to gain a competitive advantage in the increasingly competitive markets along the BRI.
{"title":"The impact of governmental initiatives on corporate environmental responsibility: the case of the Belt and Road Initiative","authors":"Yuting Sun, Jieyu Ren, Gang Jin, Hanhui Hu","doi":"10.1108/mip-07-2022-0302","DOIUrl":"https://doi.org/10.1108/mip-07-2022-0302","url":null,"abstract":"PurposeThe Belt and Road Initiative (BRI) is the most comprehensive and substantial international cooperation platform, creating a new market influenced by economic and political factors. In this paper, the authors aim to examine whether and how the BRI impacts the Chinese enterprises' corporate environmental responsibility (CER).Design/methodology/approachBased on China's listed firms' database from 2011 to 2018, the authors use the PSM-DID method, an econometrics method combined with propensity score matching (PSM) and difference-in-differences (DID), to conduct causal inference between the BRI and Chinese enterprises' CER and conduct a series of robustness analyses. Moreover, the authors explore the mechanisms underlying the main effect from both market and non-market perspectives.FindingsThe results suggest that the BRI significantly increases Chinese enterprises' CER. Further analyses show that market competition and government support are two possible mechanisms through which the BRI has an effect on the enterprises' CER.Originality/valueThe research study supplements existing work on the environmental effects of the BRI at a microlevel and adds to the literature on the drivers of CER. The findings offer valuable insights into governments and scholars by demonstrating that CER is a crucial tool for Chinese enterprises to gain a competitive advantage in the increasingly competitive markets along the BRI.","PeriodicalId":402197,"journal":{"name":"Marketing Intelligence & Planning","volume":"62 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-06-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115726784","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 : 2023-06-06DOI: 10.1108/mip-12-2022-0558
Ankita Sharma, Naman Sreen, Kuldeep Baishya
PurposeMillions of dollars are being spent by over-the-top platform (OTT) providers to produce content for the Indian market. These circumstances highlight the necessity for a solution that attracts and maintains customers, enabling OTT providers to generate revenues and profits. This study explores the underlying gratifications (e.g. informative; connectivity) obtained from over-the-top platform (OTT) attributes (e.g. global content; regional and cultural content) through consequences (e.g. create awareness; related to reality).Design/methodology/approachMeans-end chain theory uncovered gratifications consumers fulfill through the use of OTT platforms. The laddering technique explores the linkage among attributes, consequences and gratifications that influence OTT platforms' consumers' consumption patterns. In total, 27 interviews were conducted in India, and participants responded to questions regarding attributes of OTT platforms, consequences and gratifications in a one-on-one interview procedure. Hierarchical value maps were built to better understand customer selection of OTT platforms based on the replies.FindingsThe results suggested that six attributes of OTT platforms (for ex-global content; regional and rural content; rating before watching) were associated with the four consequences (for ex-create awareness; related to reality; saves time), which were associated with four gratifications, which are informativeness, connectivity, social enhancement and productivity.Originality/valueThe prospective function of OTT services in the entertainment and media business has grabbed consumer attention. However, limited literature focuses on identifying gratifications consumers gain from OTT attributes. Through these findings, managers and practitioners can gain insights regarding strategies to increase OTT adoption and help develop a loyal consumer base.
OTT (over- top platform)提供商花费了数百万美元为印度市场制作内容。这些情况突出了一个吸引和维持客户的解决方案的必要性，使OTT提供商能够产生收入和利润。本研究探讨了潜在的满足感(如信息;连接性)从OTT (over- top platform)属性(例如全局内容;区域和文化内容)通过后果(例如，提高认识;与现实相关)。设计/方法/途径手段-终端链理论揭示了消费者通过使用OTT平台实现的满足感。阶梯式技术探讨了影响OTT平台消费者消费模式的属性、结果和满足之间的联系。在印度总共进行了27次访谈，参与者在一对一的访谈过程中回答了有关OTT平台属性、后果和满足感的问题。为了更好地了解客户对OTT平台的选择，我们根据回复构建了层次价值图。结果表明，OTT平台的六个属性(用于非全球内容;区域和农村内容;观看前的评级)与四种结果(前创造意识;与现实有关的;节省时间)，这与四种满足有关，这四种满足是信息性、连接性、社交增强和生产力。原创/价值OTT服务在娱乐和媒体业务中的潜在功能已经引起了消费者的关注。然而，有限的文献关注于识别消费者从OTT属性中获得的满足。通过这些发现，管理者和从业者可以获得关于提高OTT采用和帮助发展忠诚消费者基础的策略的见解。
{"title":"Identifying gratification behind the consumption of the OTT platforms in an emerging market: a means-end theory approach","authors":"Ankita Sharma, Naman Sreen, Kuldeep Baishya","doi":"10.1108/mip-12-2022-0558","DOIUrl":"https://doi.org/10.1108/mip-12-2022-0558","url":null,"abstract":"PurposeMillions of dollars are being spent by over-the-top platform (OTT) providers to produce content for the Indian market. These circumstances highlight the necessity for a solution that attracts and maintains customers, enabling OTT providers to generate revenues and profits. This study explores the underlying gratifications (e.g. informative; connectivity) obtained from over-the-top platform (OTT) attributes (e.g. global content; regional and cultural content) through consequences (e.g. create awareness; related to reality).Design/methodology/approachMeans-end chain theory uncovered gratifications consumers fulfill through the use of OTT platforms. The laddering technique explores the linkage among attributes, consequences and gratifications that influence OTT platforms' consumers' consumption patterns. In total, 27 interviews were conducted in India, and participants responded to questions regarding attributes of OTT platforms, consequences and gratifications in a one-on-one interview procedure. Hierarchical value maps were built to better understand customer selection of OTT platforms based on the replies.FindingsThe results suggested that six attributes of OTT platforms (for ex-global content; regional and rural content; rating before watching) were associated with the four consequences (for ex-create awareness; related to reality; saves time), which were associated with four gratifications, which are informativeness, connectivity, social enhancement and productivity.Originality/valueThe prospective function of OTT services in the entertainment and media business has grabbed consumer attention. However, limited literature focuses on identifying gratifications consumers gain from OTT attributes. Through these findings, managers and practitioners can gain insights regarding strategies to increase OTT adoption and help develop a loyal consumer base.","PeriodicalId":402197,"journal":{"name":"Marketing Intelligence & Planning","volume":"40 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-06-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125145097","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 : 2023-05-30DOI: 10.1108/mip-05-2022-0201
Afred Suci, Hui-Chih Wang
PurposeThis paper aims to identify how cute packaging design elements can influence young adult purchases of unfamiliar products, especially the perceived old-fashioned ones.Design/methodology/approachTwo studies were conducted systematically with 240 young adults. The first study manipulated product characters, fonts, colors and storytelling styles to determine the cutest packaging elements. Packaging samples containing the cutest elements from Study 1 were tested for their effect on purchase intention in Study 2, moderated by product familiarity.FindingsAnthropomorphized product characters, curvy, handwritten-like fonts, a mixture of colors and superhero story-like product information were considered the whimsically cutest packaging elements by young adults. Whimsically cute packaging design can bridge consumer product unfamiliarity and generate higher purchase intention.Practical implicationsWhimsically cute packaging design could be a promising alternative for marketers promoting unfamiliar products to young adult consumers.Originality/valueThis study's findings complement existing literature on cute packaging design, whimsical cuteness and extrinsic cue utilization theory.
{"title":"Can whimsically cute packaging overcome young consumer product unfamiliarity?","authors":"Afred Suci, Hui-Chih Wang","doi":"10.1108/mip-05-2022-0201","DOIUrl":"https://doi.org/10.1108/mip-05-2022-0201","url":null,"abstract":"PurposeThis paper aims to identify how cute packaging design elements can influence young adult purchases of unfamiliar products, especially the perceived old-fashioned ones.Design/methodology/approachTwo studies were conducted systematically with 240 young adults. The first study manipulated product characters, fonts, colors and storytelling styles to determine the cutest packaging elements. Packaging samples containing the cutest elements from Study 1 were tested for their effect on purchase intention in Study 2, moderated by product familiarity.FindingsAnthropomorphized product characters, curvy, handwritten-like fonts, a mixture of colors and superhero story-like product information were considered the whimsically cutest packaging elements by young adults. Whimsically cute packaging design can bridge consumer product unfamiliarity and generate higher purchase intention.Practical implicationsWhimsically cute packaging design could be a promising alternative for marketers promoting unfamiliar products to young adult consumers.Originality/valueThis study's findings complement existing literature on cute packaging design, whimsical cuteness and extrinsic cue utilization theory.","PeriodicalId":402197,"journal":{"name":"Marketing Intelligence & Planning","volume":"332 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-05-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115975600","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}
PurposeThis study aims to both identify content-based and interaction-based online consumer complaint types and predict complaint types according to the complaint magnitude rooted in complainants' personality traits, emotion, Twitter usage activity, as well as complaint's sentiment polarity, and interaction rate.Design/methodology/approachIn total, 297,000 complaint tweets were collected from Twitter, featuring over 220,000 consumer profiles and over 24 million user tweets. The obtained data were analyzed via two-step machine learning approach.FindingsThis study proposes a set of content and profile features that can be employed for determining complaint types and reveals the relationship between content features, profile features and online complaint type.Originality/valueThis study proposes a novel model for identifying types of online complaints, offering a set of content and profile features that can be used for predicting complaint type, and therefore introduces a flexible approach for enhancing online complaint management.
{"title":"Online complaint handling: a text analytics-based classification framework","authors":"Birce Dobrucalı Yelkenci, Güzin Özdağoğlu, Burcu Ilter","doi":"10.1108/mip-05-2022-0188","DOIUrl":"https://doi.org/10.1108/mip-05-2022-0188","url":null,"abstract":"PurposeThis study aims to both identify content-based and interaction-based online consumer complaint types and predict complaint types according to the complaint magnitude rooted in complainants' personality traits, emotion, Twitter usage activity, as well as complaint's sentiment polarity, and interaction rate.Design/methodology/approachIn total, 297,000 complaint tweets were collected from Twitter, featuring over 220,000 consumer profiles and over 24 million user tweets. The obtained data were analyzed via two-step machine learning approach.FindingsThis study proposes a set of content and profile features that can be employed for determining complaint types and reveals the relationship between content features, profile features and online complaint type.Originality/valueThis study proposes a novel model for identifying types of online complaints, offering a set of content and profile features that can be used for predicting complaint type, and therefore introduces a flexible approach for enhancing online complaint management.","PeriodicalId":402197,"journal":{"name":"Marketing Intelligence & Planning","volume":"50 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-04-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123827792","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 : 2023-04-18DOI: 10.1108/mip-09-2022-0440
W. Ladeira, Fernando de Oliveira Santini, M. G. Perin
PurposeThe current research empirically aims to explore how displaying incompleteness influences the processing of product information and the number of products placed in the basket. This paper proposes a model of the effects of display incompleteness to analyze the influence of the processing of product information and product scarcity.Design/methodology/approachFour studies were conducted to test a model of the effects generated by the display incompleteness.FindingsThe results suggest that incomplete display increases the processing of product information and the number of products chosen. In addition, it supports that processing product information interacts with incomplete display to predict the number of display products placed in the basket. In this context, perceived scarcity cannot increase the effects of incomplete display on processing product information at low levels of perception. On the other hand, consumers will tend to process more information from incomplete displays when perceived scarcity gradually increases.Research limitations/implicationsThe empirical findings have some limitations. First, the authors’ experiments do not define whether scarcity was caused due to excessive demand or restricted supply. Second, the studies do not analyze the perceived exclusivity of the product in short supply. Finally, the studies did not indicate the differences between display incompleteness that showed variety and category scarcity.Practical implicationsThe findings demonstrate that one of the ways to get customers' attention would be to have an efficient strategy for displaying incompleteness. Many managers believe the lack of products on display is an inventory management problem. However, the studies show that this can help increase product sales.Originality/valueThis research contributes to developing better metrics to understand the processing of product information in display incompleteness. Overall, the studies have demonstrated the value of measuring visual attention as an expression of processing product information to understand better how people visually process display incompleteness and its effects on consumption responses.
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