Customer Relationship Management (CRM) and its measures remain debatable in hospitality marketing and relationship marketing literature, whereas the dark side of CRM is hardly researched. COVID-19 has provided context to study dark-CRM in various contexts, opening multiple avenues for hospitality marketing and human resource management research. Constructed upon conservation of resource theory and vitamin model of job insecurity, this study examines the impact of the perceived risk associated with COVID-19 on dark-CRM with job strain's underlying mechanism. The current study is quantitative. The data was collected online from 253 employees serving in Pakistan's hospitality sector. The findings show that perceived human risk and internal environment risk significantly enhance D-CRM behavior. However, Job strain significantly mediates between perceived management risk and D-RCM. The fear of COVID-19 and job insecurity significantly moderates the effect of perceived equipment risk on job strain. This research is the first to empirically study the dark side of CRM;the measure of D-CRM is of significance to understand the behavior of employees from tactical to a strategic level and their customer orientation. Moreover, the paper applies the fear of the COVID-19 scale and D-CRM for the first time in the context of the hospitality industry in Pakistan. Some of the recent work has studied the impact of COVID-19 on hospitality and tourism with various lenses and with different perspectives. However, none of the researchers has examined the alarming effects on CRM.
{"title":"Perceived Job Risk and Dark CRM: Heightened Role of Perceived Job Insecurity & Fear of COVID-19","authors":"G. Afshan, A. Memon, U. Sahibzada, M. Mirani","doi":"10.2139/ssrn.3948614","DOIUrl":"https://doi.org/10.2139/ssrn.3948614","url":null,"abstract":"Customer Relationship Management (CRM) and its measures remain debatable in hospitality marketing and relationship marketing literature, whereas the dark side of CRM is hardly researched. COVID-19 has provided context to study dark-CRM in various contexts, opening multiple avenues for hospitality marketing and human resource management research. Constructed upon conservation of resource theory and vitamin model of job insecurity, this study examines the impact of the perceived risk associated with COVID-19 on dark-CRM with job strain's underlying mechanism. The current study is quantitative. The data was collected online from 253 employees serving in Pakistan's hospitality sector. The findings show that perceived human risk and internal environment risk significantly enhance D-CRM behavior. However, Job strain significantly mediates between perceived management risk and D-RCM. The fear of COVID-19 and job insecurity significantly moderates the effect of perceived equipment risk on job strain. This research is the first to empirically study the dark side of CRM;the measure of D-CRM is of significance to understand the behavior of employees from tactical to a strategic level and their customer orientation. Moreover, the paper applies the fear of the COVID-19 scale and D-CRM for the first time in the context of the hospitality industry in Pakistan. Some of the recent work has studied the impact of COVID-19 on hospitality and tourism with various lenses and with different perspectives. However, none of the researchers has examined the alarming effects on CRM.","PeriodicalId":443127,"journal":{"name":"Behavioral Marketing eJournal","volume":"7 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-10-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129863948","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}
We construct a unifying theory of two-stage budgeting and bounded rationality with mental accounting features. Mental accounting and rational inattention induce behavioral wedges between first-stage and second-stage expenditure budgets. Because reviewing one’s financial activities is cognitively costly, consumers might reassess only a subset of their spending budgets every period. Over- or under-spending affects future budgeting and expenditure decisions. We apply latent Bayesian inference to agent-level weekly expenditure data in order to structurally estimate the degree to which low-income consumers appear rationally constrained with respect to budgeting. Our findings provide insight into how consumers may respond to interventions that encourage more disciplined budgeting behavior, like push notifications in budgeting apps. If consumers are acutely aware of budget misses, they may adjust budgets upward to avoid the dis-utility of over-expenditure, driving savings rates and balances downward. In this manner, push notifications that warn consumers about budget thresholds could backfire and actually lead to budgeting behavior that reduces savings and wealth in the long-run.
{"title":"Two-stage Budgeting with Bounded Rationality","authors":"N. Pretnar, Christopher Y. Olivola, A. Montgomery","doi":"10.2139/ssrn.3767567","DOIUrl":"https://doi.org/10.2139/ssrn.3767567","url":null,"abstract":"We construct a unifying theory of two-stage budgeting and bounded rationality with mental accounting features. Mental accounting and rational inattention induce behavioral wedges between first-stage and second-stage expenditure budgets. Because reviewing one’s financial activities is cognitively costly, consumers might reassess only a subset of their spending budgets every period. Over- or under-spending affects future budgeting and expenditure decisions. We apply latent Bayesian inference to agent-level weekly expenditure data in order to structurally estimate the degree to which low-income consumers appear rationally constrained with respect to budgeting. Our findings provide insight into how consumers may respond to interventions that encourage more disciplined budgeting behavior, like push notifications in budgeting apps. If consumers are acutely aware of budget misses, they may adjust budgets upward to avoid the dis-utility of over-expenditure, driving savings rates and balances downward. In this manner, push notifications that warn consumers about budget thresholds could backfire and actually lead to budgeting behavior that reduces savings and wealth in the long-run.","PeriodicalId":443127,"journal":{"name":"Behavioral Marketing eJournal","volume":"35 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-01-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114709998","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}
Purpose – Personal factors may be the exciting indicators of business uniqueness and their attraction may influence the buying behavior of consumers, but to know how these buying behaviors interact with personality traits to affect buying intensity is a big challenge. This is more pertinent in sales promotion as its success depends upon these factors. This study aims to investigate the influence of different personality traits on the buying behavior of consumers, and further on sales promotion in the Clothing and apparel industry of Pakistan. For this, we proposed a theoretical framework modifying ur Rehman et. al. (2017) model to include various buying behaviors and sales promotion factors. We propose that Different personality traits like 1. Market Maven, 2. Stability, 3. Open-minded, 4. Agreeable, affect consumers buying behavior. These include behavior influenced by 1. Hedonistic, 2. Social, and 3. Physical Factors. These influences would in turn affect sales promotion activities. These activities included 1. Price Discounts, 2. Coupon Discount, and 3. Buy One Get One Free (BOGOF). Sales promotions would in turn affect buying intensity complemented by the social class. This means the higher the social class, the lower the effect of these sales promotions on buying intensity.
Design – The Research Design includes Quantitative Research and data is collected via digitized Questionnaires among a sample of 300+ Respondents. Based on a literature review of Personality type, Factor affecting variables, sales promotion activities, and Buying intensity. The study has analyzed the collected data using confirmatory factor analysis and structured equation modeling.
Findings – The result suggested that Open-minded and Agreeable seems to have a positive effect on all three-buying behavior. Market Maven seems to affect hedonistic and social buying, whereas stable personality traits seem to affect social and physical influences. Moreover, all three buying influences i.e. hedonistic, social, and physical seem to positively affect all types of sales promotions that included prices, and coupon discounts as well as BOGOF. All these promotions would in turn seems to increase the buying intensity.
Research limitations – This study is only limited to the Clothing and apparel industry of Pakistan and future research may be conducted in other services and manufacturing industries. Future research may assess the role of moderating variables like gender.
Practical implications – This study clarifies the influence of personal characteristics on consumers buying behavior in sales promotion activities in Clothing and apparel to achieve business objectives.
Originality/value – By integrating personal factors and sales promotion literature, the main contribution of this paper is the analysis of personal characteristics and promotional practices in the fashion industry of Pakistan, specifically during holidays, to enhance the consumers buying
{"title":"How Consumers' Personality Traits Affect Their Buying Intensity in Sale Promotion Activities: The Mediatory Role of Buying Behavior","authors":"Maha Nadeem, D. Siddiqui","doi":"10.2139/ssrn.3755238","DOIUrl":"https://doi.org/10.2139/ssrn.3755238","url":null,"abstract":"Purpose – Personal factors may be the exciting indicators of business uniqueness and their attraction may influence the buying behavior of consumers, but to know how these buying behaviors interact with personality traits to affect buying intensity is a big challenge. This is more pertinent in sales promotion as its success depends upon these factors. This study aims to investigate the influence of different personality traits on the buying behavior of consumers, and further on sales promotion in the Clothing and apparel industry of Pakistan. For this, we proposed a theoretical framework modifying ur Rehman et. al. (2017) model to include various buying behaviors and sales promotion factors. We propose that Different personality traits like 1. Market Maven, 2. Stability, 3. Open-minded, 4. Agreeable, affect consumers buying behavior. These include behavior influenced by 1. Hedonistic, 2. Social, and 3. Physical Factors. These influences would in turn affect sales promotion activities. These activities included 1. Price Discounts, 2. Coupon Discount, and 3. Buy One Get One Free (BOGOF). Sales promotions would in turn affect buying intensity complemented by the social class. This means the higher the social class, the lower the effect of these sales promotions on buying intensity.<br><br>Design – The Research Design includes Quantitative Research and data is collected via digitized Questionnaires among a sample of 300+ Respondents. Based on a literature review of Personality type, Factor affecting variables, sales promotion activities, and Buying intensity. The study has analyzed the collected data using confirmatory factor analysis and structured equation modeling.<br><br>Findings – The result suggested that Open-minded and Agreeable seems to have a positive effect on all three-buying behavior. Market Maven seems to affect hedonistic and social buying, whereas stable personality traits seem to affect social and physical influences. Moreover, all three buying influences i.e. hedonistic, social, and physical seem to positively affect all types of sales promotions that included prices, and coupon discounts as well as BOGOF. All these promotions would in turn seems to increase the buying intensity.<br><br>Research limitations – This study is only limited to the Clothing and apparel industry of Pakistan and future research may be conducted in other services and manufacturing industries. Future research may assess the role of moderating variables like gender.<br> <br>Practical implications – This study clarifies the influence of personal characteristics on consumers buying behavior in sales promotion activities in Clothing and apparel to achieve business objectives.<br><br>Originality/value – By integrating personal factors and sales promotion literature, the main contribution of this paper is the analysis of personal characteristics and promotional practices in the fashion industry of Pakistan, specifically during holidays, to enhance the consumers buying","PeriodicalId":443127,"journal":{"name":"Behavioral Marketing eJournal","volume":"23 37 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-12-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114719243","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}
What does it mean to have machines that can read, explain, and evaluate contracts? Recent advances in machine learning have led to a fundamental breakthrough in machine language models, portending a profound shift in the ability of machines to process text. Such a shift has far-reaching consequences for diverse areas of law, which are predicated on, and justified by, the existence of information barriers. Our object here is to provide a general framework for evaluating the legal and policy implications of employing language models as ‘Smart Readers’—tools that read, analyze, and assess contracts, disclosures, and privacy policies. Synthesizing state-of-the-art developments, we identify four core capabilities of smart readers. Based on real-world examples produced by new machine-learning models, we demonstrate that smart readers can: simplify complex legal language; personalize the contractual presentation to the user’s specific socio-cultural identity; interpret the meaning of contractual terms; and benchmark and rank contracts based on their quality. Nevertheless, the implications of smart readers are more complex than initially meets the eye. While smart readers can overcome traditional information barriers and empower parties, they rely on black-box models that sophisticated parties can exploit. Smart readers can close some of the gaps in access to justice, but they also introduce concerns about contractual bias and discrimination. And even though smart readers can improve term transparency, they might lead judges and policymakers to relax their guard prematurely. The current body of doctrine and scholarship is ill-equipped to address both the prospects and risks of smart reader technology. This Article narrows this gap. It maps the necessary theoretical, policy, and doctrinal adaptations to the age when machines can automate the reading of contracts.
{"title":"Contracts in the Age of Smart Readers","authors":"Yonathan A. Arbel, Shmuel I. Becher","doi":"10.2139/SSRN.3740356","DOIUrl":"https://doi.org/10.2139/SSRN.3740356","url":null,"abstract":"What does it mean to have machines that can read, explain, and evaluate contracts? Recent advances in machine learning have led to a fundamental breakthrough in machine language models, portending a profound shift in the ability of machines to process text. Such a shift has far-reaching consequences for diverse areas of law, which are predicated on, and justified by, the existence of information barriers. Our object here is to provide a general framework for evaluating the legal and policy implications of employing language models as ‘Smart Readers’—tools that read, analyze, and assess contracts, disclosures, and privacy policies. \u0000Synthesizing state-of-the-art developments, we identify four core capabilities of smart readers. Based on real-world examples produced by new machine-learning models, we demonstrate that smart readers can: simplify complex legal language; personalize the contractual presentation to the user’s specific socio-cultural identity; interpret the meaning of contractual terms; and benchmark and rank contracts based on their quality. \u0000Nevertheless, the implications of smart readers are more complex than initially meets the eye. While smart readers can overcome traditional information barriers and empower parties, they rely on black-box models that sophisticated parties can exploit. Smart readers can close some of the gaps in access to justice, but they also introduce concerns about contractual bias and discrimination. And even though smart readers can improve term transparency, they might lead judges and policymakers to relax their guard prematurely. \u0000The current body of doctrine and scholarship is ill-equipped to address both the prospects and risks of smart reader technology. This Article narrows this gap. It maps the necessary theoretical, policy, and doctrinal adaptations to the age when machines can automate the reading of contracts.","PeriodicalId":443127,"journal":{"name":"Behavioral Marketing eJournal","volume":"107 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132116735","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}
There is a wide perception that consumer satisfaction and brand image leads to purchase. However, there were instances where high satisfaction was not reflected in sales. We propose that culture complements the satisfaction purchase relationship. For this, we investigated the moderating effect of national culture on brand image and satisfying relationships with purchase evaluation. Data was collected by the use of a closed-ended Likert scale type questionnaire from 359 respondents residing in Karachi. The analysis was done through Confirmatory factor analysis and Structured Equation Modeling. The results show that there is a direct impact on customer satisfaction and public brand image on purchase evaluation. And research findings result also show that only the moderating effect of individualism/ collectivism positively influences the impact of customer satisfaction and public brand image on purchase evaluation.
{"title":"The Effect of Satisfaction, and Brand Image on Consumer Purchase: The Role of National Culture.","authors":"Khadija Asif, D. Siddiqui","doi":"10.2139/ssrn.3683216","DOIUrl":"https://doi.org/10.2139/ssrn.3683216","url":null,"abstract":"There is a wide perception that consumer satisfaction and brand image leads to purchase. However, there were instances where high satisfaction was not reflected in sales. We propose that culture complements the satisfaction purchase relationship. For this, we investigated the moderating effect of national culture on brand image and satisfying relationships with purchase evaluation. Data was collected by the use of a closed-ended Likert scale type questionnaire from 359 respondents residing in Karachi. The analysis was done through Confirmatory factor analysis and Structured Equation Modeling. The results show that there is a direct impact on customer satisfaction and public brand image on purchase evaluation. And research findings result also show that only the moderating effect of individualism/ collectivism positively influences the impact of customer satisfaction and public brand image on purchase evaluation.","PeriodicalId":443127,"journal":{"name":"Behavioral Marketing eJournal","volume":"35 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-08-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114341273","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}
Branding plays an important role in enhancing any commercial performance and is a closed tool that can positively change people's buying behavior. In the current marketing scenario, it has become necessary to examine consumer behavior. Consumers are market owners. A commercial organization cannot operate without consumers. The study is presented in five chapters, literature review, research methodology, presentation of research results, analysis and discussion of data, summary, results, and recommendations. The objectives of the study focus on examining the impact of a brand on consumer buying behavior, whether consumer buying behavior is affected by factors such as the excellent price of branded products, perceived quality of branded products, marital status, and brand name associated with brand consumption of Somali students study in Istanbul which is the working population of the study since most of the students in turkey study in Istanbul. a questionnaire was used to collect data. 110 questionnaires were used, which collected 110 responses for a month. The results show that the brand name has a strong positive impact and an important relationship with consumer buying behavior.
{"title":"The Effect of Brand Name on Consumer Buying Behavior: Empirical Study on Somali Students in Istanbul","authors":"Fuad Ali Bulle","doi":"10.2139/ssrn.3660519","DOIUrl":"https://doi.org/10.2139/ssrn.3660519","url":null,"abstract":"Branding plays an important role in enhancing any commercial performance and is a closed tool that can positively change people's buying behavior. In the current marketing scenario, it has become necessary to examine consumer behavior. Consumers are market owners. A commercial organization cannot operate without consumers. The study is presented in five chapters, literature review, research methodology, presentation of research results, analysis and discussion of data, summary, results, and recommendations. The objectives of the study focus on examining the impact of a brand on consumer buying behavior, whether consumer buying behavior is affected by factors such as the excellent price of branded products, perceived quality of branded products, marital status, and brand name associated with brand consumption of Somali students study in Istanbul which is the working population of the study since most of the students in turkey study in Istanbul. a questionnaire was used to collect data. 110 questionnaires were used, which collected 110 responses for a month. The results show that the brand name has a strong positive impact and an important relationship with consumer buying behavior.","PeriodicalId":443127,"journal":{"name":"Behavioral Marketing eJournal","volume":"49 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-07-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131953970","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}
There are optimistic expectations that the adoption of autonomous vehicles could reduce the risk of accidents caused by human drivers. However, the mere attempt to introduce autonomous vehicles on a limited basis cannot forestall the errors and threats of accidents caused by human-driven cars completely. Namely, although my purchase of an autonomous vehicle can reduce the risk of accidents due to my error, it cannot prevent exposure to the threats of accidents caused by other human drivers. This study thus examines the psychological dynamics underlying the decision process concerning the adoption of autonomous vehicles by employing the concept of self-serving bias and exploring its function in drivers’ perception. A survey of 531 driver’s license holders in South Korea showed that as self-serving bias increases, drivers underestimate the degree of risk reduction arising from the adoption of autonomous vehicles as their own private cars and subsequently show a negative attitude toward such adoption. Moreover, this impact of self-serving bias on perceived risk was more pronounced when (1) the defensive driving ability of autonomous vehicles is expected to be low; and (2) the driver has experienced car accidents more frequently. Overall, these results should provide important implications for practitioners who attempt to pave the way for a smoother adoption of autonomous vehicles at their early stage, i.e., when the number of autonomous vehicles is still lower than that of human-driven cars.
{"title":"The Impact of Self-Serving Bias on the Adoption of Autonomous Vehicles: The Moderating Role of Defensive Driving Ability and Car Accident Experience","authors":"Minjung Roh, Myungjin Song","doi":"10.2139/ssrn.3657626","DOIUrl":"https://doi.org/10.2139/ssrn.3657626","url":null,"abstract":"There are optimistic expectations that the adoption of autonomous vehicles could reduce the risk of accidents caused by human drivers. However, the mere attempt to introduce autonomous vehicles on a limited basis cannot forestall the errors and threats of accidents caused by human-driven cars completely. Namely, although my purchase of an autonomous vehicle can reduce the risk of accidents due to my error, it cannot prevent exposure to the threats of accidents caused by other human drivers. This study thus examines the psychological dynamics underlying the decision process concerning the adoption of autonomous vehicles by employing the concept of self-serving bias and exploring its function in drivers’ perception. A survey of 531 driver’s license holders in South Korea showed that as self-serving bias increases, drivers underestimate the degree of risk reduction arising from the adoption of autonomous vehicles as their own private cars and subsequently show a negative attitude toward such adoption. Moreover, this impact of self-serving bias on perceived risk was more pronounced when (1) the defensive driving ability of autonomous vehicles is expected to be low; and (2) the driver has experienced car accidents more frequently. Overall, these results should provide important implications for practitioners who attempt to pave the way for a smoother adoption of autonomous vehicles at their early stage, i.e., when the number of autonomous vehicles is still lower than that of human-driven cars.","PeriodicalId":443127,"journal":{"name":"Behavioral Marketing eJournal","volume":"127 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-07-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121465543","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}
Abstract A large body of chiefly laboratory research has attempted to demonstrate that people can exhibit choice-averse behavior from cognitive overload when faced with many options. However, meta-analyses of these studies, which are generally of one or two product lines, reveal conflicting results. Findings of choice-averse behavior are balanced by findings of choice-loving behavior. Unexplored is the possibility that many consumers may purchase to reveal their tastes for unfamiliar products, rather than attempt to forecast their tastes before purchase. I model such ‘sampling-search’ behavior and predict that the purchases of unfamiliar consumers increase with the available number of varieties for popular/mainstream product lines and decrease for niche product lines. To test these predictions, I develop a measure of popularity based on a survey of 1,440 shoppers for their preferences over 24 product lines with 339 varieties at a large supermarket in China. 35,694 shoppers were video recorded after the varieties they faced on shelves were randomly reduced. As found in the meta-studies, choice-averse behavior was balanced by choice-loving behavior. However, as predicted, the probability of choice-loving behavior increases with the number of available varieties for popular product lines, whereas choice-averse behavior increases with available varieties for niche product lines. These findings suggest that increasing the number of varieties has predictable opposing effects on sales, depending upon the popularity of the product line, and opens the possibility of reconciling apparently conflicting prior results.
{"title":"Predicting choice-averse and choice-loving behaviors in a field experiment with actual shoppers","authors":"David Ong","doi":"10.2139/ssrn.3613586","DOIUrl":"https://doi.org/10.2139/ssrn.3613586","url":null,"abstract":"Abstract A large body of chiefly laboratory research has attempted to demonstrate that people can exhibit choice-averse behavior from cognitive overload when faced with many options. However, meta-analyses of these studies, which are generally of one or two product lines, reveal conflicting results. Findings of choice-averse behavior are balanced by findings of choice-loving behavior. Unexplored is the possibility that many consumers may purchase to reveal their tastes for unfamiliar products, rather than attempt to forecast their tastes before purchase. I model such ‘sampling-search’ behavior and predict that the purchases of unfamiliar consumers increase with the available number of varieties for popular/mainstream product lines and decrease for niche product lines. To test these predictions, I develop a measure of popularity based on a survey of 1,440 shoppers for their preferences over 24 product lines with 339 varieties at a large supermarket in China. 35,694 shoppers were video recorded after the varieties they faced on shelves were randomly reduced. As found in the meta-studies, choice-averse behavior was balanced by choice-loving behavior. However, as predicted, the probability of choice-loving behavior increases with the number of available varieties for popular product lines, whereas choice-averse behavior increases with available varieties for niche product lines. These findings suggest that increasing the number of varieties has predictable opposing effects on sales, depending upon the popularity of the product line, and opens the possibility of reconciling apparently conflicting prior results.","PeriodicalId":443127,"journal":{"name":"Behavioral Marketing eJournal","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129719346","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}
Most theories of consumer purchasing decision assume that the consumer’s purchasing decision process includes several steps. However, it may be different from product to service, but all customers go through a similar process. This research will help marketers understand the various steps in the entire decision-making process of consumers who ultimately decide to buy the product of their choice. Here, the product chosen is a smartphone for a better understanding of the process. Marketers can improve their marketing strategies by understanding the most common issues in different consumer decision models developed by early researchers and academics in marketing management. In this research, I tried to determine the main clues for making purchasing decisions, and also explained various purchasing decision models, such as consumer psychology (how consumers think, feel, reason, and choose between different choices ) and Howard Sheth Model is the most valuable, how consumers are affected by their environment, shopping behaviour, consumers' knowledge or information processing ability, etc., we have been focusing on how marketers can improve effective methods to persuade consumers.
{"title":"Howard Sheth Model of Consumer Behaviour on Buying a Smartphone","authors":"Rohith Reddipalli","doi":"10.2139/ssrn.3658496","DOIUrl":"https://doi.org/10.2139/ssrn.3658496","url":null,"abstract":"Most theories of consumer purchasing decision assume that the consumer’s purchasing decision process includes several steps. However, it may be different from product to service, but all customers go through a similar process. This research will help marketers understand the various steps in the entire decision-making process of consumers who ultimately decide to buy the product of their choice. Here, the product chosen is a smartphone for a better understanding of the process. Marketers can improve their marketing strategies by understanding the most common issues in different consumer decision models developed by early researchers and academics in marketing management. In this research, I tried to determine the main clues for making purchasing decisions, and also explained various purchasing decision models, such as consumer psychology (how consumers think, feel, reason, and choose between different choices ) and Howard Sheth Model is the most valuable, how consumers are affected by their environment, shopping behaviour, consumers' knowledge or information processing ability, etc., we have been focusing on how marketers can improve effective methods to persuade consumers.","PeriodicalId":443127,"journal":{"name":"Behavioral Marketing eJournal","volume":"86 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126355393","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 : 2020-06-30DOI: 10.37227/ithj-2020-02-28
Yasmine Elsayeh
Tourism is an extremely complex field and in order to understand its complexity, none of its components should be left aside. That's why, as many other researchers have done before, the present paper aims to analyse the central element of the entire tourist activity especially the tourist. Based on the impressions, opinions and thoughts of them, we tried to determine to what extent the image of the Egypt as a destination has an impact on the satisfaction and loyalty they have towards that destination. Therefore, this paper represents a market research aimed at evaluating the image of Egypt as tourist destination as perceived by tourists and to what extent their satisfaction and loyalty such as intentions to revisit/recommend can be influenced by it. The sample included 20 visitors, who were contacted via social networks. Upon review of the responses, it was found out that there are a number of important elements for the tourists, while other aspects have a slightly influence on their satisfaction and loyalty. The conclusions of this research should be taking into account by all the stakeholders involved in the development and promotion of tourist destinations in Egypt.
{"title":"The impact of Destination Image on Tourists’ Satisfaction and Loyalty: A Case of Egypt","authors":"Yasmine Elsayeh","doi":"10.37227/ithj-2020-02-28","DOIUrl":"https://doi.org/10.37227/ithj-2020-02-28","url":null,"abstract":"Tourism is an extremely complex field and in order to understand its complexity, none of its components should be left aside. That's why, as many other researchers have done before, the present paper aims to analyse the central element of the entire tourist activity especially the tourist. Based on the impressions, opinions and thoughts of them, we tried to determine to what extent the image of the Egypt as a destination has an impact on the satisfaction and loyalty they have towards that destination. Therefore, this paper represents a market research aimed at evaluating the image of Egypt as tourist destination as perceived by tourists and to what extent their satisfaction and loyalty such as intentions to revisit/recommend can be influenced by it. The sample included 20 visitors, who were contacted via social networks. Upon review of the responses, it was found out that there are a number of important elements for the tourists, while other aspects have a slightly influence on their satisfaction and loyalty. The conclusions of this research should be taking into account by all the stakeholders involved in the development and promotion of tourist destinations in Egypt.","PeriodicalId":443127,"journal":{"name":"Behavioral Marketing eJournal","volume":"2 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128463400","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}
京公网安备 11010802042870号
京ICP备2023020795号-1
扫码关注我们
求助内容：
应助结果提醒方式：