Pub Date : 2020-06-10DOI: 10.47992/ijmts.2581.6012.0094
Ganesha H. R., P. Aithal
Humongous size of Indian retail market, evolution of modern and external brands friendly retailing formats in addition to attracting many Global lifestyle brands has also prompted many Indian exporters, manufactures, conglomerates and entrepreneurs to launch Indian lifestyle brands. It is evident that only a few Indian brands are able to create true lifestyle brand image in their employees, investors, competitors and consumers mind and the trueness level of the majority of Indian lifestyle brands is still a question. Majority of developing and developed Indian lifestyle brands assume that the success of a lifestyle brand is measured basis the revenue or profit they generate and are impatient and unaware of implicit long- term strategical benefits of creating a true lifestyle brand image in consumers mind. It is true that India is one of the countries with consumers belonging to the widest range of Religions, Regions, Languages, Sub-Cultures and Economic backgrounds which makes it very difficult for any lifestyle brand to own a true lifestyle brand image at National level and makes it furthermore important for them to be more careful and efficient in ensuring adaptation of right Marketing Mix. It is observed that the majority of Indian lifestyle brands believe they have adopted the right Marketing Mix and it is yielding the best possible revenue and profit. This belief/assumption always distracts them from working on their existing Marketing Mix and they rather spend most of their time in finding elements which are new or latent in nature to be added to the existing Marketing Mix. In this research work, we have evaluated existing Marketing Mix of few select Indian lifestyle brands across various product categories and consumer target groups to design a new Marketing Mix by just rationalizing and re-prioritizing all the elements and sub elements of basic “4P’s” of McCarthy’s original ‘Marketing Mix’ proposition along with taking clues from Lavidge and Steiner’s original ‘Hierarchy of Effects Model’.
{"title":"Establishing True Lifestyle Brand in India: An Integrated Marketing Mix Framework","authors":"Ganesha H. R., P. Aithal","doi":"10.47992/ijmts.2581.6012.0094","DOIUrl":"https://doi.org/10.47992/ijmts.2581.6012.0094","url":null,"abstract":"Humongous size of Indian retail market, evolution of modern and external brands friendly retailing formats in addition to attracting many Global lifestyle brands has also prompted many Indian exporters, manufactures, conglomerates and entrepreneurs to launch Indian lifestyle brands. It is evident that only a few Indian brands are able to create true lifestyle brand image in their employees, investors, competitors and consumers mind and the trueness level of the majority of Indian lifestyle brands is still a question. Majority of developing and developed Indian lifestyle brands assume that the success of a lifestyle brand is measured basis the revenue or profit they generate and are impatient and unaware of implicit long- term strategical benefits of creating a true lifestyle brand image in consumers mind. It is true that India is one of the countries with consumers belonging to the widest range of Religions, Regions, Languages, Sub-Cultures and Economic backgrounds which makes it very difficult for any lifestyle brand to own a true lifestyle brand image at National level and makes it furthermore important for them to be more careful and efficient in ensuring adaptation of right Marketing Mix. It is observed that the majority of Indian lifestyle brands believe they have adopted the right Marketing Mix and it is yielding the best possible revenue and profit. This belief/assumption always distracts them from working on their existing Marketing Mix and they rather spend most of their time in finding elements which are new or latent in nature to be added to the existing Marketing Mix. In this research work, we have evaluated existing Marketing Mix of few select Indian lifestyle brands across various product categories and consumer target groups to design a new Marketing Mix by just rationalizing and re-prioritizing all the elements and sub elements of basic “4P’s” of McCarthy’s original ‘Marketing Mix’ proposition along with taking clues from Lavidge and Steiner’s original ‘Hierarchy of Effects Model’.","PeriodicalId":443127,"journal":{"name":"Behavioral Marketing eJournal","volume":"22 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-06-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133452658","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}
In this article, we consider the reasons why employing realistic experimental designs and measuring actual behavior is important and beneficial for consumer research. More specifically, we discuss when, where, and how researchers might go about doing this in order to increase the veracity and believability of their work. We analyze the choice of independent variables (IVs) along the experimental-realism dimension, ranging from artificial to realistic, and the choice of dependent variables (DVs) along the behavioral-measures dimension ranging from hypothetical intention to actual behavior. Importantly, we also map various goals of consumer research along these two dimensions to highlight when it is most appropriate to enhance the realism and behavioral measures of an experiment. Using a number of illustrative examples from research in the extant literature, we specifically highlight how consumer researchers can increase experimental realism and utilize actual-behavior measures in their experiments in order to improve both the fidelity of the research and the likelihood that the research provides insight into “real�? consumer behavior.
{"title":"A Tutorial in Consumer Research: Keeping it Real in Experimental Research – Understanding When, Where, and How to Enhance Realism and Measure Consumer Behavior","authors":"Andrea C. Morales, On Amir, Leonard Lee","doi":"10.2139/ssrn.3537131","DOIUrl":"https://doi.org/10.2139/ssrn.3537131","url":null,"abstract":"In this article, we consider the reasons why employing realistic experimental designs and measuring actual behavior is important and beneficial for consumer research. More specifically, we discuss when, where, and how researchers might go about doing this in order to increase the veracity and believability of their work. We analyze the choice of independent variables (IVs) along the experimental-realism dimension, ranging from artificial to realistic, and the choice of dependent variables (DVs) along the behavioral-measures dimension ranging from hypothetical intention to actual behavior. Importantly, we also map various goals of consumer research along these two dimensions to highlight when it is most appropriate to enhance the realism and behavioral measures of an experiment. Using a number of illustrative examples from research in the extant literature, we specifically highlight how consumer researchers can increase experimental realism and utilize actual-behavior measures in their experiments in order to improve both the fidelity of the research and the likelihood that the research provides insight into “real�? consumer behavior.","PeriodicalId":443127,"journal":{"name":"Behavioral Marketing eJournal","volume":" 5","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-02-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132158291","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}
Sharing economy platforms are increasingly providing an effective means of connecting providers and users of secondhand goods. While media seem to emphasize that the trend of selling/buying secondhand has been growing due to the consolidation and development of P2P sharing platforms, a comprehensive identification of the antecedents of buying secondhand on sharing economy platforms is virtually missing. This study addresses this gap by 1) identifying different sets of motivations and attitudes leading consumers to adopt sharing economy platforms for secondhand buying; 2) testing a model on a sample of UK consumers in the context of P2P sharing platforms for secondhand clothing. The study reveals that there are three major antecedents of consumers’ attitude towards buying secondhand clothes on P2P sharing economy platforms: perceived sustainability, economic motivations, and taking a distance from the consumption system. Perceived sustainability and economic motivations influence positively attitude toward buying secondhand, as well as motivations in the form of distance from the consumption system. Attitude toward buying secondhand is positively influenced also by distance from the system and, in turn, has a strong positive influence on behavioral intention to buy secondhand clothes. Moreover, past experience of buying secondhand online has a positive moderating effect on the relationship between perceived sustainability and distance from the consumption system.
{"title":"Understanding the Intention to Buy Secondhand Clothing on Sharing Economy Platforms: The Influence of Sustainability, Distance from the Consumption System, and Economic Motivations","authors":"Maria Ek Styvén, Marcello M. Mariani","doi":"10.1002/mar.21334","DOIUrl":"https://doi.org/10.1002/mar.21334","url":null,"abstract":"Sharing economy platforms are increasingly providing an effective means of connecting providers and users of secondhand goods. While media seem to emphasize that the trend of selling/buying secondhand has been growing due to the consolidation and development of P2P sharing platforms, a comprehensive identification of the antecedents of buying secondhand on sharing economy platforms is virtually missing. This study addresses this gap by 1) identifying different sets of motivations and attitudes leading consumers to adopt sharing economy platforms for secondhand buying; 2) testing a model on a sample of UK consumers in the context of P2P sharing platforms for secondhand clothing. The study reveals that there are three major antecedents of consumers’ attitude towards buying secondhand clothes on P2P sharing economy platforms: perceived sustainability, economic motivations, and taking a distance from the consumption system. Perceived sustainability and economic motivations influence positively attitude toward buying secondhand, as well as motivations in the form of distance from the consumption system. Attitude toward buying secondhand is positively influenced also by distance from the system and, in turn, has a strong positive influence on behavioral intention to buy secondhand clothes. Moreover, past experience of buying secondhand online has a positive moderating effect on the relationship between perceived sustainability and distance from the consumption system.","PeriodicalId":443127,"journal":{"name":"Behavioral Marketing eJournal","volume":"4 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-01-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"117281915","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}
Consumer’s ethical predisposition is a complex and highly subjective phenomenon. Individual differences may determine why one consumer recognizes an issue as a moral issue, whereas another does not. Some have argued that although many acts unethically because they intend to, others simply do not recognize the moral aspects of the situations in which they are involved and thus do not initiate the moral decision-making process. These Ethical Beliefs can be influenced by external factors such as Religion and culture, as well as individual moral identity. We proposed a theoretical framework explaining how Consumer’s ethical predisposition are shaped linking religious and cultural factors. These factors affect ethical beliefs through the internalization of moral identity. For that, we modified (Huang & Lu, 2015) model of consumer ethics and combine it with (J. Vitell, et al., 2015) model to include moral identity. To measure consumer ethics, we applied (Vitell & Muncy, 1992) scale consisting of following dimensions (a) actively benefiting from illegal activities; (b) passively benefiting from questionable activities; (c) actively benefiting from deceptive legal activities; and (d) engaging in no harm and no foul activities. To empirically establish its validity, we apply this model to a sample size of 209 Pakistani consumers by means of a close-ended questionnaire. The data was later analyzed using structural equation modeling and confirmatory factor analysis. The results suggested that Religion/spirituality has found to be positively and significantly affecting all four dimensions of consumer ethics. Moreover, the internalization of moral identity seems to affect all consumer ethics except No harm dimension. Similarly, Collectivism has a significant impact on all consumer ethics except with Actively Benefiting and no harm dimension. Hence this implies that Consumers of Pakistan, who have high internalization of moral identity, Religion/spirituality beliefs, and collective culture are generally more ethical consumers.
消费者的道德倾向是一种复杂的、高度主观的现象。个体差异可能决定了为什么一个消费者认识到一个问题是道德问题，而另一个则不是。一些人认为，尽管许多人的行为是不道德的，因为他们有意这样做，但其他人只是没有认识到他们所涉及的情况的道德方面，因此没有启动道德决策过程。这些伦理信仰可以受到外部因素的影响，如宗教和文化，以及个人的道德认同。我们提出了一个结合宗教和文化因素的理论框架来解释消费者的伦理倾向是如何形成的。这些因素通过道德认同的内化影响伦理信仰。为此，我们修改了(Huang &Lu, 2015)的消费者伦理模型，并将其与(J. Vitell, et al.， 2015)模型结合起来，包括道德认同。为了衡量消费者道德，我们应用了(Vitell &Muncy(1992)的规模包括以下几个维度:(a)积极从非法活动中获益;(b)被动地从有问题的活动中获益;(c)积极从欺骗性法律活动中获益;(d)不从事有害和不犯规的活动。为了实证证明其有效性，我们通过封闭式问卷的方式将该模型应用于209名巴基斯坦消费者的样本。随后使用结构方程模型和验证性因子分析对数据进行分析。结果表明，宗教/灵性对消费者道德的四个维度都有显著的正向影响。此外，道德认同的内化似乎影响了除无害维度外的所有消费伦理。同样，集体主义对除积极受益和无害维度外的所有消费伦理都有显著影响。因此，这意味着具有高度内化道德认同、宗教/灵性信仰和集体文化的巴基斯坦消费者通常是更道德的消费者。
{"title":"The Role of Culture and Religion on the Dimensions of Consumers’ Ethical Beliefs with the Mediatory Role of Morality: Evidence from Pakistan","authors":"Muhammad Yousuf Nasim, D. Siddiqui","doi":"10.2139/ssrn.3510619","DOIUrl":"https://doi.org/10.2139/ssrn.3510619","url":null,"abstract":"Consumer’s ethical predisposition is a complex and highly subjective phenomenon. Individual differences may determine why one consumer recognizes an issue as a moral issue, whereas another does not. Some have argued that although many acts unethically because they intend to, others simply do not recognize the moral aspects of the situations in which they are involved and thus do not initiate the moral decision-making process. These Ethical Beliefs can be influenced by external factors such as Religion and culture, as well as individual moral identity. We proposed a theoretical framework explaining how Consumer’s ethical predisposition are shaped linking religious and cultural factors. These factors affect ethical beliefs through the internalization of moral identity. For that, we modified (Huang & Lu, 2015) model of consumer ethics and combine it with (J. Vitell, et al., 2015) model to include moral identity. To measure consumer ethics, we applied (Vitell & Muncy, 1992) scale consisting of following dimensions (a) actively benefiting from illegal activities; (b) passively benefiting from questionable activities; (c) actively benefiting from deceptive legal activities; and (d) engaging in no harm and no foul activities. To empirically establish its validity, we apply this model to a sample size of 209 Pakistani consumers by means of a close-ended questionnaire. The data was later analyzed using structural equation modeling and confirmatory factor analysis. The results suggested that Religion/spirituality has found to be positively and significantly affecting all four dimensions of consumer ethics. Moreover, the internalization of moral identity seems to affect all consumer ethics except No harm dimension. Similarly, Collectivism has a significant impact on all consumer ethics except with Actively Benefiting and no harm dimension. Hence this implies that Consumers of Pakistan, who have high internalization of moral identity, Religion/spirituality beliefs, and collective culture are generally more ethical consumers.","PeriodicalId":443127,"journal":{"name":"Behavioral Marketing eJournal","volume":"173 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-12-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116302900","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 examine the implications of limited consumer attention for the targeting decisions of competing firms. Limited attention alters the strategic role of information provision as firms may become incentivized to behave as mass advertisers, despite perfect targeting abilities. We analyze the consequences of limited attention for targeting, strategic pricing, market shares, attention competition between firms, and the value of marketing data to firms. Accounting for limited attention in an otherwise standard targeting framework can explain several recent key issues from the advertising industry, such as consumer-side information overload or the increased usage of ad blocking tools.
{"title":"Targeted Information and Limited Attention","authors":"A. Hefti, Shuo Liu","doi":"10.2139/ssrn.2788740","DOIUrl":"https://doi.org/10.2139/ssrn.2788740","url":null,"abstract":"We examine the implications of limited consumer attention for the targeting decisions of competing firms. Limited attention alters the strategic role of information provision as firms may become incentivized to behave as mass advertisers, despite perfect targeting abilities. We analyze the consequences of limited attention for targeting, strategic pricing, market shares, attention competition between firms, and the value of marketing data to firms. Accounting for limited attention in an otherwise standard targeting framework can explain several recent key issues from the advertising industry, such as consumer-side information overload or the increased usage of ad blocking tools.","PeriodicalId":443127,"journal":{"name":"Behavioral Marketing eJournal","volume":"27 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114687290","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 study the link between a previously neglected form of intangible firm asset—country reputation—and corporate sales. By exploiting variation in nationalities of foreign victims in local terror attacks, we detect unanticipated distortions in reputations of local countries in foreign countries and we pin down reductions in sales of local country firms in foreign markets. The reductions in sales are economically and statistically significant, persistent, and more pronounced after attacks with high levels of foreign media coverage. Local country firms, whose names resemble names from their countries of origin, experience greater deteriorations in their sales. The distortions in country reputations are associated with depreciations in overall firm value, sales growth, and profitability. This paper was accepted by Gustavo Manso, finance. Funding: M. I. Canayaz thanks Oxford University Centre for Corporate Reputation for financial support. This work was supported by the Singapore Ministry of Education [Academic Research FundTier 1, RG170/18]. Supplemental Material: The data files and online appendix are available at https://doi.org/10.1287/mnsc.2023.4753 .
{"title":"Country Reputation and Corporate Activity","authors":"M. Canayaz, Alper Darendeli","doi":"10.2139/SSRN.3224538","DOIUrl":"https://doi.org/10.2139/SSRN.3224538","url":null,"abstract":"We study the link between a previously neglected form of intangible firm asset—country reputation—and corporate sales. By exploiting variation in nationalities of foreign victims in local terror attacks, we detect unanticipated distortions in reputations of local countries in foreign countries and we pin down reductions in sales of local country firms in foreign markets. The reductions in sales are economically and statistically significant, persistent, and more pronounced after attacks with high levels of foreign media coverage. Local country firms, whose names resemble names from their countries of origin, experience greater deteriorations in their sales. The distortions in country reputations are associated with depreciations in overall firm value, sales growth, and profitability. This paper was accepted by Gustavo Manso, finance. Funding: M. I. Canayaz thanks Oxford University Centre for Corporate Reputation for financial support. This work was supported by the Singapore Ministry of Education [Academic Research FundTier 1, RG170/18]. Supplemental Material: The data files and online appendix are available at https://doi.org/10.1287/mnsc.2023.4753 .","PeriodicalId":443127,"journal":{"name":"Behavioral Marketing eJournal","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-10-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131279995","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}
Suva Kanta Mohanty, S. Mohanty, A. Janaiah, Biswajit Das
This study seeks to ascertain urban consumers’ preferences for traditional aromatic rice varieties vis-a-vis conventional aromatic rice varieties. It used a mixed method approach that includes focus group discussion and key informant interviews to get first-hand information relating to consumers’ perception and preferences, and then utilizes quantitative analysis of survey data to determine factors affecting consumer preferences. The results suggest that consumers, who are aware that traditional aromatic rice varieties are cultivated without the use of chemicals and pesticides, prefer to purchase traditional aromatic rice than conventional aromatic rice. They also believe that traditional aromatic rice varieties are tastier and healthier. Income is not only found to be important determinant of people’s evaluation of the importance of ‘nutrient content’, ‘environment friendliness’ and their disposition towards reading labels during the purchase but also act as a predictor of the willingness to pay higher price for traditional aromatic rice varieties in comparison to conventional aromatic rice varieties. The results provide insights to retailers to target the identified segments and policy makers about changing consumers’ preferences for a non–toxic and environmentally friendly traditional aromatic rice varieties.
{"title":"Consumer Preferences for Traditional Aromatic Rice: Policy Implication and Recommendation.","authors":"Suva Kanta Mohanty, S. Mohanty, A. Janaiah, Biswajit Das","doi":"10.2139/ssrn.3445445","DOIUrl":"https://doi.org/10.2139/ssrn.3445445","url":null,"abstract":"This study seeks to ascertain urban consumers’ preferences for traditional aromatic rice varieties vis-a-vis conventional aromatic rice varieties. It used a mixed method approach that includes focus group discussion and key informant interviews to get first-hand information relating to consumers’ perception and preferences, and then utilizes quantitative analysis of survey data to determine factors affecting consumer preferences. The results suggest that consumers, who are aware that traditional aromatic rice varieties are cultivated without the use of chemicals and pesticides, prefer to purchase traditional aromatic rice than conventional aromatic rice. They also believe that traditional aromatic rice varieties are tastier and healthier. Income is not only found to be important determinant of people’s evaluation of the importance of ‘nutrient content’, ‘environment friendliness’ and their disposition towards reading labels during the purchase but also act as a predictor of the willingness to pay higher price for traditional aromatic rice varieties in comparison to conventional aromatic rice varieties. The results provide insights to retailers to target the identified segments and policy makers about changing consumers’ preferences for a non–toxic and environmentally friendly traditional aromatic rice varieties.","PeriodicalId":443127,"journal":{"name":"Behavioral Marketing eJournal","volume":"98 2","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-08-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131716045","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}
The literature on monetary giving has largely focused on the psychological mechanisms that underlie prosocial giving behaviors. Yet in practice giving is almost always done in response to a solicitation or "ask." In this paper we study solicitation strategy, providing evidence that the "ask" may alter the nature of an exchange relationship in a manner that favors recipients relative to giving situations in which the recipient is passive. We introduce a variant of the dictator game called the "begging game" in which an individual can ask for some or all of an amount of money bestowed upon another individual. Our results indicate that both the asked for and received amounts in the begging game are systematically higher than typically shown in dictator games, while asks of half yield the best result in expectation. When counter-offers are allowed, 87.5% ask for half or more of the total sum, with 80% receiving at least some money. Hence large asks are often not punished. Our combined results help quantify the "power of the ask."
{"title":"The Begging Game: On the Power of the Ask in Monetary Giving","authors":"M. Ratchford, Bart Victor, Ethan Pew","doi":"10.2139/ssrn.3432540","DOIUrl":"https://doi.org/10.2139/ssrn.3432540","url":null,"abstract":"The literature on monetary giving has largely focused on the psychological mechanisms that underlie prosocial giving behaviors. Yet in practice giving is almost always done in response to a solicitation or \"ask.\" In this paper we study solicitation strategy, providing evidence that the \"ask\" may alter the nature of an exchange relationship in a manner that favors recipients relative to giving situations in which the recipient is passive. We introduce a variant of the dictator game called the \"begging game\" in which an individual can ask for some or all of an amount of money bestowed upon another individual. Our results indicate that both the asked for and received amounts in the begging game are systematically higher than typically shown in dictator games, while asks of half yield the best result in expectation. When counter-offers are allowed, 87.5% ask for half or more of the total sum, with 80% receiving at least some money. Hence large asks are often not punished. Our combined results help quantify the \"power of the ask.\"","PeriodicalId":443127,"journal":{"name":"Behavioral Marketing eJournal","volume":"48 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-08-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134581453","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}
While inspiration plays an essential role in marketing practice and everyday consumer language, practitioners often seem to lack a clear understanding of the drivers of inspiration. Scientifically, inspiration challenges traditional categorizations as it combines cognitive and motivational aspects of human behavior. By integrating inspiration with goal systems theory, this paper proposes a framework for the psychological processes which drive customer inspiration. Across three experimental studies in the context of physical exercising, we test the ability of this goal-systemic perspective to predict effects on inspiration. Study 1 reveals that inspiration can result both from the addition of new means as well as new goals and depends on participants’ pre-existing goal-systems. Study 2 replicates these findings and shows that the effects on inspiration are largely mediated by the strength of new goal-means associations. Finally, study 3 explores the effect of participants’ mindsets on inspiration through new goals and means. In conclusion, these results provide evidence that the effects of realizing new goals and new means on inspiration depend on pre-existing goal systems and mindsets in a way that is consistent with goal systems theory. Therefore, goal systems theory can provide a useful framework for the analysis of inspiration in consumer research.
{"title":"What Drives Customer Inspiration? A Goal-Systemic Perspective","authors":"Tim M. Boettger","doi":"10.2139/ssrn.3422192","DOIUrl":"https://doi.org/10.2139/ssrn.3422192","url":null,"abstract":"While inspiration plays an essential role in marketing practice and everyday consumer language, practitioners often seem to lack a clear understanding of the drivers of inspiration. Scientifically, inspiration challenges traditional categorizations as it combines cognitive and motivational aspects of human behavior. By integrating inspiration with goal systems theory, this paper proposes a framework for the psychological processes which drive customer inspiration. Across three experimental studies in the context of physical exercising, we test the ability of this goal-systemic perspective to predict effects on inspiration. Study 1 reveals that inspiration can result both from the addition of new means as well as new goals and depends on participants’ pre-existing goal-systems. Study 2 replicates these findings and shows that the effects on inspiration are largely mediated by the strength of new goal-means associations. Finally, study 3 explores the effect of participants’ mindsets on inspiration through new goals and means. In conclusion, these results provide evidence that the effects of realizing new goals and new means on inspiration depend on pre-existing goal systems and mindsets in a way that is consistent with goal systems theory. Therefore, goal systems theory can provide a useful framework for the analysis of inspiration in consumer research.","PeriodicalId":443127,"journal":{"name":"Behavioral Marketing eJournal","volume":"3 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-07-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126344940","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}
Consumer's personality traits have a strong influence on their shopping behavior. Hence, e-tailers, rather than merely targeting broad consumer segments, should tailor their shop to those personality traits. However, there is no guidance on how e-tailers can assess a consumer's personality without relying on self-reported data. This study shows how consumers' personality traits can be predicted solely from their online browsing behavior. In a large-scale study, we demonstrate that a machine learning algorithm can predict the personality traits Need for cognition, Need for arousal, Lay rationalism and each of the Big 5 personality traits with accuracy comparable to well-known studies relying on social media data. We also establish that our algorithm is reliable in its predicted probabilities and is capable of making predictions of multiple personality traits in real time. Our research shows that e-tailers can quickly determine a consumer's personality traits and then dynamically adjust their online shop accordingly.
{"title":"Toward Personalized Online Shopping: Predicting Personality Traits Based on Online Shopping Behavior","authors":"D. Ringbeck, D. Seeberger, Arnd Huchzermeier","doi":"10.2139/ssrn.3406297","DOIUrl":"https://doi.org/10.2139/ssrn.3406297","url":null,"abstract":"Consumer's personality traits have a strong influence on their shopping behavior. Hence, e-tailers, rather than merely targeting broad consumer segments, should tailor their shop to those personality traits. However, there is no guidance on how e-tailers can assess a consumer's personality without relying on self-reported data. This study shows how consumers' personality traits can be predicted solely from their online browsing behavior. In a large-scale study, we demonstrate that a machine learning algorithm can predict the personality traits Need for cognition, Need for arousal, Lay rationalism and each of the Big 5 personality traits with accuracy comparable to well-known studies relying on social media data. We also establish that our algorithm is reliable in its predicted probabilities and is capable of making predictions of multiple personality traits in real time. Our research shows that e-tailers can quickly determine a consumer's personality traits and then dynamically adjust their online shop accordingly.","PeriodicalId":443127,"journal":{"name":"Behavioral Marketing eJournal","volume":"15 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-06-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123990668","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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