Pub Date : 2022-10-25DOI: 10.1108/mip-12-2021-0438
D. Gupta, Hyunju Shin, Varsha Jain
PurposeThe luxury experience is a growing and crucial component of luxury marketing. Experiences inspire consumers to engage with luxury brands. Although several research studies have shed light on the origin, development, and prominence of luxury experiences among consumers, there is a scarcity of research that analyzes the current knowledge holistically. As a result, this study uses a systematic literature review technique to better understand the trends in the luxury experience and consumer behavior literature and suggests future research directions to further develop the subject area.Design/methodology/approachUsing the theory-context-characteristics-methodology (TCCM) framework, this study examines 130 articles on the luxury experience and consumer behavior.FindingsMost research on luxury experiences has focused on the luxury service experience in the context of hospitality and tourism. Future researchers should explore avenues for providing luxury experience to consumers in the luxury products industry. In addition, more research is needed into the influences of the recent COVID-19 outbreak and technological advancements on consumers' luxury experiences.Originality/valueThe study is unique as it (1) presents a state-of-the-art understanding of the luxury experience and consumer behavior literature by analyzing the applied theories, research contexts, study characteristics, and methods used in the past studies and (2) suggests future research opportunities to advance the field. The findings will also assist luxury brand managers in designing a consumer's exceptional luxury experience.
{"title":"Luxury experience and consumer behavior: a literature review","authors":"D. Gupta, Hyunju Shin, Varsha Jain","doi":"10.1108/mip-12-2021-0438","DOIUrl":"https://doi.org/10.1108/mip-12-2021-0438","url":null,"abstract":"PurposeThe luxury experience is a growing and crucial component of luxury marketing. Experiences inspire consumers to engage with luxury brands. Although several research studies have shed light on the origin, development, and prominence of luxury experiences among consumers, there is a scarcity of research that analyzes the current knowledge holistically. As a result, this study uses a systematic literature review technique to better understand the trends in the luxury experience and consumer behavior literature and suggests future research directions to further develop the subject area.Design/methodology/approachUsing the theory-context-characteristics-methodology (TCCM) framework, this study examines 130 articles on the luxury experience and consumer behavior.FindingsMost research on luxury experiences has focused on the luxury service experience in the context of hospitality and tourism. Future researchers should explore avenues for providing luxury experience to consumers in the luxury products industry. In addition, more research is needed into the influences of the recent COVID-19 outbreak and technological advancements on consumers' luxury experiences.Originality/valueThe study is unique as it (1) presents a state-of-the-art understanding of the luxury experience and consumer behavior literature by analyzing the applied theories, research contexts, study characteristics, and methods used in the past studies and (2) suggests future research opportunities to advance the field. The findings will also assist luxury brand managers in designing a consumer's exceptional luxury experience.","PeriodicalId":402197,"journal":{"name":"Marketing Intelligence & Planning","volume":"54 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-10-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126104892","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 : 2022-10-12DOI: 10.1108/mip-05-2022-0207
Sheetal Jain, Sita Mishra, Garima Saxena
PurposeIn the recent past, gamification has been recognized as an effective tool for engaging customers. However, there is limited research to explain luxury consumers' motivations to adopt gamification. This research applies the service-dominant (S-D) logic theory to investigate the association between motivation to adopt gamification, customer engagement, and affective commitment.Design/methodology/approachData were collected through structured questionnaires from a sample of 242 millennial luxury consumers in India. Collected data were examined using AMOS 25 and Process Macro for SPSS.FindingsThe findings reveal that consumers' social and personal integrative motives for gaming positively influence customer engagement with luxury brands. Further, all three sub-dimensions of customer engagement (conscious attention, enthused participation, and social connection) are also found to positively influence affective commitment. Customer engagement fully mediates the association between motivation and affective commitment, while the self-brand connection is found to weaken the mediated relationship.Originality/valueThis study is one of the first studies to explore luxury consumers' motivations behind engaging in gamification through moderated-mediation framework.
{"title":"Luxury customer's motivations to adopt gamification","authors":"Sheetal Jain, Sita Mishra, Garima Saxena","doi":"10.1108/mip-05-2022-0207","DOIUrl":"https://doi.org/10.1108/mip-05-2022-0207","url":null,"abstract":"PurposeIn the recent past, gamification has been recognized as an effective tool for engaging customers. However, there is limited research to explain luxury consumers' motivations to adopt gamification. This research applies the service-dominant (S-D) logic theory to investigate the association between motivation to adopt gamification, customer engagement, and affective commitment.Design/methodology/approachData were collected through structured questionnaires from a sample of 242 millennial luxury consumers in India. Collected data were examined using AMOS 25 and Process Macro for SPSS.FindingsThe findings reveal that consumers' social and personal integrative motives for gaming positively influence customer engagement with luxury brands. Further, all three sub-dimensions of customer engagement (conscious attention, enthused participation, and social connection) are also found to positively influence affective commitment. Customer engagement fully mediates the association between motivation and affective commitment, while the self-brand connection is found to weaken the mediated relationship.Originality/valueThis study is one of the first studies to explore luxury consumers' motivations behind engaging in gamification through moderated-mediation framework.","PeriodicalId":402197,"journal":{"name":"Marketing Intelligence & Planning","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-10-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124686718","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 : 2022-10-11DOI: 10.1108/mip-01-2022-0027
Li-Chun Hsu
PurposeLive streaming platforms have become an essential marketing medium. This study constructed a model based on a combination of psychological contract theory and trust transfer theory.Design/methodology/approachA survey was administered to viewers who watched live streaming sales videos belonging to the top three most popular categories on Facebook and purchased a featured product in the past 6 months.FindingsAll but one hypothesis were supported. Although psychological contracts significantly increased trust in live streamers and trust in products, trust in products was increased more through trust in live streamers than directly.Originality/valueThe authors identified prerequisites for psychological contract establishment and developed an integrated empirical model.
{"title":"Enhancing relationship strategies with the live stream influencers","authors":"Li-Chun Hsu","doi":"10.1108/mip-01-2022-0027","DOIUrl":"https://doi.org/10.1108/mip-01-2022-0027","url":null,"abstract":"PurposeLive streaming platforms have become an essential marketing medium. This study constructed a model based on a combination of psychological contract theory and trust transfer theory.Design/methodology/approachA survey was administered to viewers who watched live streaming sales videos belonging to the top three most popular categories on Facebook and purchased a featured product in the past 6 months.FindingsAll but one hypothesis were supported. Although psychological contracts significantly increased trust in live streamers and trust in products, trust in products was increased more through trust in live streamers than directly.Originality/valueThe authors identified prerequisites for psychological contract establishment and developed an integrated empirical model.","PeriodicalId":402197,"journal":{"name":"Marketing Intelligence & Planning","volume":"15 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-10-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134433004","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 : 2022-10-10DOI: 10.1108/mip-05-2022-0197
Anwar Sadat Shimul, Isaac Cheah
PurposeThis paper aims to examine the influence of eco-friendly packaging on consumers' responses. A research framework is examined to identify significant antecedents of eco-friendly packaging behaviour, namely environmental responsibility, knowledge, attitudes, and message framing, to determine their relative importance.Design/methodology/approachA set of hypotheses is tested across two studies.FindingsStudy 1 (n = 160) shows that attitude is an important mediator between consumers' environmental responsibility and environmental knowledge and intentions when adopting eco-friendly packaging. Furthermore, study 2 (n = 132) finds that where eco-friendly packaging is concerned, the advertised message has to be framed with a particular emotional appeal congruent to a specific psychographic trait to stimulate pro-environmental behavioural intention.Practical implicationsBased on the findings of this research, advertisers and environmental practitioners can utilise the correct type of message appeals to implement pro-environmental campaigns and programs for appropriate consumer segments effectively.Originality/valueAligning with the United Nations Sustainable Development Goals (SDGs), in particular, SDGs 12 on ensuring “responsible consumption and production”, the research findings have highlighted the importance of individual's environmental knowledge (eco-literacy) and responsibility as they act as precursors toward sustainable and responsible consumption.
{"title":"Consumers' preference for eco-friendly packaged products: pride vs guilt appeal","authors":"Anwar Sadat Shimul, Isaac Cheah","doi":"10.1108/mip-05-2022-0197","DOIUrl":"https://doi.org/10.1108/mip-05-2022-0197","url":null,"abstract":"PurposeThis paper aims to examine the influence of eco-friendly packaging on consumers' responses. A research framework is examined to identify significant antecedents of eco-friendly packaging behaviour, namely environmental responsibility, knowledge, attitudes, and message framing, to determine their relative importance.Design/methodology/approachA set of hypotheses is tested across two studies.FindingsStudy 1 (n = 160) shows that attitude is an important mediator between consumers' environmental responsibility and environmental knowledge and intentions when adopting eco-friendly packaging. Furthermore, study 2 (n = 132) finds that where eco-friendly packaging is concerned, the advertised message has to be framed with a particular emotional appeal congruent to a specific psychographic trait to stimulate pro-environmental behavioural intention.Practical implicationsBased on the findings of this research, advertisers and environmental practitioners can utilise the correct type of message appeals to implement pro-environmental campaigns and programs for appropriate consumer segments effectively.Originality/valueAligning with the United Nations Sustainable Development Goals (SDGs), in particular, SDGs 12 on ensuring “responsible consumption and production”, the research findings have highlighted the importance of individual's environmental knowledge (eco-literacy) and responsibility as they act as precursors toward sustainable and responsible consumption.","PeriodicalId":402197,"journal":{"name":"Marketing Intelligence & Planning","volume":"25 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-10-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"120924343","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 : 2022-10-07DOI: 10.1108/mip-04-2022-0175
Jiarong Shi, Zihao Jiang
PurposeThis paper aims to assess the effects of the Chinese cultural element in the brand logo (CCEBL)-product function congruence and CCEBL-brand image congruence on consumer-brand identification and subsequent purchase intention. The authors also explore the moderating role of cultural element authenticity in the process of consumer-brand identification formation.Design/methodology/approachAn online survey was conducted in China between January and February 2021. A total of 340 valid responses were collected and analyzed. A bootstrap method was employed to verify the hypotheses.FindingsCCEBL-product function congruence and CCEBL-brand image congruence significantly improve consumers' purchase intentions, and the effects vary among product categories. Consumer-brand identification mediates these relationships. Finally, the relationships between CCEBL-product function congruence, CCEBL-brand image congruence, and consumer-brand identification are moderated by cultural element authenticity.Originality/valueThis is one of the first studies to investigate how local cultural elements in brand logos affect purchase intentions in the context of ethnocentrism. Additionally, this study advances the understanding of brand logo design by explaining and comparing the differences in the effectiveness of local cultural elements in brand logos among utilitarian and hedonic products. Additionally, this study links authenticity to cultural marketing and thus contributes to the literature.
{"title":"Chinese cultural element in brand logo and purchase intention","authors":"Jiarong Shi, Zihao Jiang","doi":"10.1108/mip-04-2022-0175","DOIUrl":"https://doi.org/10.1108/mip-04-2022-0175","url":null,"abstract":"PurposeThis paper aims to assess the effects of the Chinese cultural element in the brand logo (CCEBL)-product function congruence and CCEBL-brand image congruence on consumer-brand identification and subsequent purchase intention. The authors also explore the moderating role of cultural element authenticity in the process of consumer-brand identification formation.Design/methodology/approachAn online survey was conducted in China between January and February 2021. A total of 340 valid responses were collected and analyzed. A bootstrap method was employed to verify the hypotheses.FindingsCCEBL-product function congruence and CCEBL-brand image congruence significantly improve consumers' purchase intentions, and the effects vary among product categories. Consumer-brand identification mediates these relationships. Finally, the relationships between CCEBL-product function congruence, CCEBL-brand image congruence, and consumer-brand identification are moderated by cultural element authenticity.Originality/valueThis is one of the first studies to investigate how local cultural elements in brand logos affect purchase intentions in the context of ethnocentrism. Additionally, this study advances the understanding of brand logo design by explaining and comparing the differences in the effectiveness of local cultural elements in brand logos among utilitarian and hedonic products. Additionally, this study links authenticity to cultural marketing and thus contributes to the literature.","PeriodicalId":402197,"journal":{"name":"Marketing Intelligence & Planning","volume":"29 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-10-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127879802","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 : 2022-09-27DOI: 10.1108/mip-06-2022-0221
H. Kumar, Parul Gupta, S. Chauhan
PurposeAmidst the ambiguity about the impact of augmented reality (AR) attributes on hedonic or utilitarian values, the present study aims to understand what AR attributes create hedonic and utilitarian values and how their interaction determines consumers' behavioral intention.Design/methodology/approachThe study synthesizes the results of 19 quantitative studies on AR marketing by using the meta-analysis technique.FindingsThe findings reveal that interactivity and augmentation are salient AR attributes that offer users both hedonic and utilitarian values. They are instrumental in fostering users' behavioral intention. However, interactivity does not have any direct influence on the behavioral intentions.Originality/valueBeing one of the first meta-analyses on AR marketing; theoretically, it synthesizes the statistical data of the state of art literature on AR marketing. The results of the study would allow AR practitioners to decide on their AR marketing related activities in a better way.
{"title":"Meta-analysis of augmented reality marketing","authors":"H. Kumar, Parul Gupta, S. Chauhan","doi":"10.1108/mip-06-2022-0221","DOIUrl":"https://doi.org/10.1108/mip-06-2022-0221","url":null,"abstract":"PurposeAmidst the ambiguity about the impact of augmented reality (AR) attributes on hedonic or utilitarian values, the present study aims to understand what AR attributes create hedonic and utilitarian values and how their interaction determines consumers' behavioral intention.Design/methodology/approachThe study synthesizes the results of 19 quantitative studies on AR marketing by using the meta-analysis technique.FindingsThe findings reveal that interactivity and augmentation are salient AR attributes that offer users both hedonic and utilitarian values. They are instrumental in fostering users' behavioral intention. However, interactivity does not have any direct influence on the behavioral intentions.Originality/valueBeing one of the first meta-analyses on AR marketing; theoretically, it synthesizes the statistical data of the state of art literature on AR marketing. The results of the study would allow AR practitioners to decide on their AR marketing related activities in a better way.","PeriodicalId":402197,"journal":{"name":"Marketing Intelligence & Planning","volume":"102 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-09-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123868798","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 : 2022-09-26DOI: 10.1108/mip-01-2022-0045
F. Castillo-Villar, Rosalia G. Castillo-Villar
PurposeThe study explores the affordances and constraints perceived by older adults through their experiences using mobile banking apps.Design/methodology/approachTwenty-five interviews via Skype were carried out with older adults aged 65 years and over between April and May 2021 (during the COVID-19 pandemic).FindingsBased on their usage experiences with mobile banking, older adults identified functional (saving time, avoiding physical risk and having control over their finances) and social affordances (supporting and bonding with family and friends), as well as non-technological (lack of useful information and patience from bank employees) and technological constraints (concerns about cybersecurity, data privacy and passwords).Originality/valueThe study offers a novel approach to customer experience research in mobile banking by adopting a customer-centered perspective and applying the theoretical framework of affordances and constraints to analyze the experiences of older adults as active mobile banking users.
{"title":"Mobile banking affordances and constraints by the elderly","authors":"F. Castillo-Villar, Rosalia G. Castillo-Villar","doi":"10.1108/mip-01-2022-0045","DOIUrl":"https://doi.org/10.1108/mip-01-2022-0045","url":null,"abstract":"PurposeThe study explores the affordances and constraints perceived by older adults through their experiences using mobile banking apps.Design/methodology/approachTwenty-five interviews via Skype were carried out with older adults aged 65 years and over between April and May 2021 (during the COVID-19 pandemic).FindingsBased on their usage experiences with mobile banking, older adults identified functional (saving time, avoiding physical risk and having control over their finances) and social affordances (supporting and bonding with family and friends), as well as non-technological (lack of useful information and patience from bank employees) and technological constraints (concerns about cybersecurity, data privacy and passwords).Originality/valueThe study offers a novel approach to customer experience research in mobile banking by adopting a customer-centered perspective and applying the theoretical framework of affordances and constraints to analyze the experiences of older adults as active mobile banking users.","PeriodicalId":402197,"journal":{"name":"Marketing Intelligence & Planning","volume":"25 3","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-09-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114032988","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 : 2022-09-12DOI: 10.1108/mip-11-2021-0391
Li-Shia Huang, Wantran Huang, Hsiao-Yun Lin
PurposeGiven the importance of third-party endorsements as external cues during purchase evaluations, the manipulation of endorsements may raise consumers’ suspicion and thereby reduce the effectiveness of marketing messages. Consumers find it increasingly difficult to distinguish between authentic and biased brand reviews. This research conducts two experiments regarding brand rankings of third-parties in four industries. Study 1 aims to probes the interaction effect of persuasion knowledge and fairness of rating method (fair vs. unfair) on brand rankings’ credibility and brand image enhancement. Study 2 examines the interplay of dispositional persuasion knowledge and reputation of third parties (high vs. low).Design/methodology/approachThis research builds on an analysis of data (Study 1, N = 122; Study 2, N = 123) from Taiwan, where brand rankings held by third-party organizations are regular. The hypotheses were tested using SPSS’s PROCESS macro.FindingsDrawing on previous research of persuasion knowledge, the authors find that a fair rating method and a high reputation of third-party organization can mitigate the negative effect of persuasion knowledge.Practical implicationsThe results of this research suggest that marketers need to manage third-party endorsements carefully. Consumer skepticism toward these endorsements (e.g. third-party’s brand rankings) can be weakened when persuasion attempt is considered appropriate.Originality/valueThis is one of the first efforts to empirically explore the influences of persuasion knowledge on third-party endorsements. The importance of this work is underscored by the fact that a growing number of third-party endorsements are sponsored or even manipulated by brand owners.
{"title":"Exploring third-party’s brand rankings from consumers’ persuasion knowledge","authors":"Li-Shia Huang, Wantran Huang, Hsiao-Yun Lin","doi":"10.1108/mip-11-2021-0391","DOIUrl":"https://doi.org/10.1108/mip-11-2021-0391","url":null,"abstract":"PurposeGiven the importance of third-party endorsements as external cues during purchase evaluations, the manipulation of endorsements may raise consumers’ suspicion and thereby reduce the effectiveness of marketing messages. Consumers find it increasingly difficult to distinguish between authentic and biased brand reviews. This research conducts two experiments regarding brand rankings of third-parties in four industries. Study 1 aims to probes the interaction effect of persuasion knowledge and fairness of rating method (fair vs. unfair) on brand rankings’ credibility and brand image enhancement. Study 2 examines the interplay of dispositional persuasion knowledge and reputation of third parties (high vs. low).Design/methodology/approachThis research builds on an analysis of data (Study 1, N = 122; Study 2, N = 123) from Taiwan, where brand rankings held by third-party organizations are regular. The hypotheses were tested using SPSS’s PROCESS macro.FindingsDrawing on previous research of persuasion knowledge, the authors find that a fair rating method and a high reputation of third-party organization can mitigate the negative effect of persuasion knowledge.Practical implicationsThe results of this research suggest that marketers need to manage third-party endorsements carefully. Consumer skepticism toward these endorsements (e.g. third-party’s brand rankings) can be weakened when persuasion attempt is considered appropriate.Originality/valueThis is one of the first efforts to empirically explore the influences of persuasion knowledge on third-party endorsements. The importance of this work is underscored by the fact that a growing number of third-party endorsements are sponsored or even manipulated by brand owners.","PeriodicalId":402197,"journal":{"name":"Marketing Intelligence & Planning","volume":"34 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-09-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125375724","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 : 2022-08-25DOI: 10.1108/mip-02-2022-0053
Yin-Hui Cheng, Shih-Chieh Chuang, Chao-Feng Lee, Chiao-Ying Kao
PurposeResearch has shown that when the original and the sale prices were displayed in a horizontal direction, with the sale price to the right (“Original price of $349.99/Sale price $239.99”), consumers are more likely to initiate a subtraction task to calculate the amount of the discount; and this subtraction effect would lead to better consumer value perception than if the sale price was to the left. However, fewer scholars have questioned whether the subtraction effect would still operate if the reference-price ads line up in a vertical direction? The aim of this research is to understand how different formations of reference-price ads may affect consumers' price perception and buying intention. Interestingly, positive effects on buying intention and value perceptions disappeared when buyers were shown a dollars-saved cue, rather than the lineup of original and sale prices.Design/methodology/approachThree experiments were conducted to test the hypotheses.FindingsThe results of the experiments demonstrate that when the sale price is displayed above the original price, consumers' price perception and buying intention are higher than what is placed below it.Research limitations/implicationsWhen written horizontally, Mandarin and Japanese language text are almost always written left-to-right, with multiple rows progressing downward, as in standard English text. Notably, the right-to-left written form for Mandarin and Japanese language only happens by writing in a vertically and multiple-columned context. In particular, the format of reference-price ads in our research is considered to be a generally single column text only. Therefore, its writing system has almost no difference from the English one. However, our hypothesis does not apply to the Arabic world due to the right-to-left nature of the Arabic writing system.Practical implicationsOur results may inform consumers whether their cognition, which influences them not to make irrational decisions, is in turn influenced by sale price display location. Consumers should be reminded that next time they see the smaller number (sale price) they should not be too excited and forget to properly consider the original price. They should think more and consider the distance to the shop or the quality of the product before buying anything. If a product is sold in two different shops and the farther one displays the sale price above the original price but the nearer one displays the sale price below the original price, prolonging the decision time enables consumers to decrease their buying costs, such as the cost of fuel.Originality/valueThis is one of the first studies to discuss the influence of the price location in a vertical direction on price perception and buying intention.
{"title":"The influence of price location on reference-price ads","authors":"Yin-Hui Cheng, Shih-Chieh Chuang, Chao-Feng Lee, Chiao-Ying Kao","doi":"10.1108/mip-02-2022-0053","DOIUrl":"https://doi.org/10.1108/mip-02-2022-0053","url":null,"abstract":"PurposeResearch has shown that when the original and the sale prices were displayed in a horizontal direction, with the sale price to the right (“Original price of $349.99/Sale price $239.99”), consumers are more likely to initiate a subtraction task to calculate the amount of the discount; and this subtraction effect would lead to better consumer value perception than if the sale price was to the left. However, fewer scholars have questioned whether the subtraction effect would still operate if the reference-price ads line up in a vertical direction? The aim of this research is to understand how different formations of reference-price ads may affect consumers' price perception and buying intention. Interestingly, positive effects on buying intention and value perceptions disappeared when buyers were shown a dollars-saved cue, rather than the lineup of original and sale prices.Design/methodology/approachThree experiments were conducted to test the hypotheses.FindingsThe results of the experiments demonstrate that when the sale price is displayed above the original price, consumers' price perception and buying intention are higher than what is placed below it.Research limitations/implicationsWhen written horizontally, Mandarin and Japanese language text are almost always written left-to-right, with multiple rows progressing downward, as in standard English text. Notably, the right-to-left written form for Mandarin and Japanese language only happens by writing in a vertically and multiple-columned context. In particular, the format of reference-price ads in our research is considered to be a generally single column text only. Therefore, its writing system has almost no difference from the English one. However, our hypothesis does not apply to the Arabic world due to the right-to-left nature of the Arabic writing system.Practical implicationsOur results may inform consumers whether their cognition, which influences them not to make irrational decisions, is in turn influenced by sale price display location. Consumers should be reminded that next time they see the smaller number (sale price) they should not be too excited and forget to properly consider the original price. They should think more and consider the distance to the shop or the quality of the product before buying anything. If a product is sold in two different shops and the farther one displays the sale price above the original price but the nearer one displays the sale price below the original price, prolonging the decision time enables consumers to decrease their buying costs, such as the cost of fuel.Originality/valueThis is one of the first studies to discuss the influence of the price location in a vertical direction on price perception and buying intention.","PeriodicalId":402197,"journal":{"name":"Marketing Intelligence & Planning","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-08-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121307973","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 : 2022-08-22DOI: 10.1108/mip-02-2022-0081
Prashanta Kumar
PurposeThis study investigates shifts in luxury consumers' perceptions regarding luxury consumption, subsequent changes in the meaning of luxury and antecedents of luxury observed amidst the COVID-19 pandemic.Design/methodology/approachOverall, 145, one-to-one qualitative interviews were conducted online with luxury consumers and the data acquired was analysed using NVivo.FindingsPhygital connectedness and access-based consumption are the future of luxury for luxury consumers' well-being, social connectedness, living experience and rational and thoughtful luxury consumption. Moreover, distinct luxury symbols (e.g. conciseness towards societal connotation of luxury goods and consumption, empathy, wisdom and maturity) and transformation expectations (for the self, others in society and luxury brands) govern luxury consumption behaviour.Research limitations/implicationsThe meaning of luxury amidst the pandemic is explained along a continuum, from luxury transforming consumers' inner selves to influencing other consumers' lives to transforming society.Practical implicationsLuxury professionals should include phygital experience, sustainability, social–cultural sensitivity, empathy, symbolism, mindfulness and thoughtfulness in marketing strategies.Originality/valueNew perspectives have enriched the realm of luxury.
{"title":"Luxury consumption amidst the COVID-19 pandemic","authors":"Prashanta Kumar","doi":"10.1108/mip-02-2022-0081","DOIUrl":"https://doi.org/10.1108/mip-02-2022-0081","url":null,"abstract":"PurposeThis study investigates shifts in luxury consumers' perceptions regarding luxury consumption, subsequent changes in the meaning of luxury and antecedents of luxury observed amidst the COVID-19 pandemic.Design/methodology/approachOverall, 145, one-to-one qualitative interviews were conducted online with luxury consumers and the data acquired was analysed using NVivo.FindingsPhygital connectedness and access-based consumption are the future of luxury for luxury consumers' well-being, social connectedness, living experience and rational and thoughtful luxury consumption. Moreover, distinct luxury symbols (e.g. conciseness towards societal connotation of luxury goods and consumption, empathy, wisdom and maturity) and transformation expectations (for the self, others in society and luxury brands) govern luxury consumption behaviour.Research limitations/implicationsThe meaning of luxury amidst the pandemic is explained along a continuum, from luxury transforming consumers' inner selves to influencing other consumers' lives to transforming society.Practical implicationsLuxury professionals should include phygital experience, sustainability, social–cultural sensitivity, empathy, symbolism, mindfulness and thoughtfulness in marketing strategies.Originality/valueNew perspectives have enriched the realm of luxury.","PeriodicalId":402197,"journal":{"name":"Marketing Intelligence & Planning","volume":"38 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-08-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115478939","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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