Pub Date : 2022-05-09DOI: 10.1080/08961530.2022.2070901
Asieh Ghorbanian Rajabi, G. Martinent, S. Altukhov, Guillaume Bodet
Abstract This study aimed to identify sponsorship-fit profiles of individuals regarding perception of sponsors of national volleyball teams in three countries and its effect on affective outcomes. We examined: (a) if sponsorship-fit profiles were similar for two sponsor categories (sport equipment/apparel companies and financial service companies) and in three countries (France, Iran and Russia); (b) whether individuals with distinct sponsorship-fit profiles differed in their attitudes toward sponsor and toward brand, (c) whether the relationships between sponsorship-fit profiles and attitudes toward sponsor and brand were similar between the two sponsor categories and the three countries; and (d) whether the scores of fit and attitude toward sponsors and brands differed across cultures and categories of sponsors. To investigate this, we collected data from 166 randomly selected student in France, 270 in Iran and 168 in Russia. The results of the cluster analyses revealed two or three sponsorship-fit profiles across the sponsor categories and countries: low, medium and high fit. Respondents had significantly different scores of fit and attitude toward sponsor and brand for the different sponsor categories and countries.
{"title":"Strengthening Sponsorship Fit: Testing for the Influence of Sponsor Category and National Culture","authors":"Asieh Ghorbanian Rajabi, G. Martinent, S. Altukhov, Guillaume Bodet","doi":"10.1080/08961530.2022.2070901","DOIUrl":"https://doi.org/10.1080/08961530.2022.2070901","url":null,"abstract":"Abstract This study aimed to identify sponsorship-fit profiles of individuals regarding perception of sponsors of national volleyball teams in three countries and its effect on affective outcomes. We examined: (a) if sponsorship-fit profiles were similar for two sponsor categories (sport equipment/apparel companies and financial service companies) and in three countries (France, Iran and Russia); (b) whether individuals with distinct sponsorship-fit profiles differed in their attitudes toward sponsor and toward brand, (c) whether the relationships between sponsorship-fit profiles and attitudes toward sponsor and brand were similar between the two sponsor categories and the three countries; and (d) whether the scores of fit and attitude toward sponsors and brands differed across cultures and categories of sponsors. To investigate this, we collected data from 166 randomly selected student in France, 270 in Iran and 168 in Russia. The results of the cluster analyses revealed two or three sponsorship-fit profiles across the sponsor categories and countries: low, medium and high fit. Respondents had significantly different scores of fit and attitude toward sponsor and brand for the different sponsor categories and countries.","PeriodicalId":47051,"journal":{"name":"Journal of International Consumer Marketing","volume":"35 1","pages":"234 - 255"},"PeriodicalIF":3.3,"publicationDate":"2022-05-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45859247","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 : 2022-05-09DOI: 10.1080/08961530.2022.2070900
G. Kumar, J. Nayak
Abstract Ajzen’s “theory of planned behaviour” (TPB) is being widely used across different contexts in predicting consumers’ behavioral patterns toward green energy use for the last decade. However, previous empirical studies have presented inconsistent results with respect to the magnitude of associations among TPB constructs. Therefore, to synthesize the diverse findings of 35 sample studies comprising 148 correlations, we performed a random effect model of meta-analysis to summarize the effect sizes of pairwise relationships. The findings revealed the attitude as a most crucial antecedent of behavioral intention. The second most associated construct with intention was subjective norms followed by perceived behavior control. Subgroup analysis revealed that human development level and cultural factors significantly moderate some TPB linkages. This study provides valuable insights to the literature in two ways; first, it supports the utility of the TPB in the green energy domain. Second, it provides evidence on under what circumstances the consumers’ attitude, social norms and control beliefs toward green energy will affect their behavioral intentions. Accordingly, the study offers practical implications and recommendations for future research.
Ajzen的“计划行为理论”(theory of planned behavior, TPB)在过去十年中被广泛用于预测消费者对绿色能源使用的行为模式。然而，先前的实证研究在TPB构念之间的关联程度方面提出了不一致的结果。因此，为了综合35个样本研究的不同发现，包括148个相关性，我们进行了荟萃分析的随机效应模型，以总结成对关系的效应大小。研究结果表明，态度是行为意向最重要的前因。第二个与意图相关的构念是主观规范，其次是感知行为控制。亚群分析显示，人类发展水平和文化因素显著调节了一些TPB关联。本研究在两个方面为文献提供了有价值的见解;首先，它支持TPB在绿色能源领域的应用。第二，在何种情况下，消费者对绿色能源的态度、社会规范和控制信念会影响消费者的行为意向。因此，本研究为未来的研究提供了现实意义和建议。
{"title":"A Meta-Analysis of TPB Model in Predicting Green Energy Behavior: The Moderating Role of Cross-Cultural Factors","authors":"G. Kumar, J. Nayak","doi":"10.1080/08961530.2022.2070900","DOIUrl":"https://doi.org/10.1080/08961530.2022.2070900","url":null,"abstract":"Abstract Ajzen’s “theory of planned behaviour” (TPB) is being widely used across different contexts in predicting consumers’ behavioral patterns toward green energy use for the last decade. However, previous empirical studies have presented inconsistent results with respect to the magnitude of associations among TPB constructs. Therefore, to synthesize the diverse findings of 35 sample studies comprising 148 correlations, we performed a random effect model of meta-analysis to summarize the effect sizes of pairwise relationships. The findings revealed the attitude as a most crucial antecedent of behavioral intention. The second most associated construct with intention was subjective norms followed by perceived behavior control. Subgroup analysis revealed that human development level and cultural factors significantly moderate some TPB linkages. This study provides valuable insights to the literature in two ways; first, it supports the utility of the TPB in the green energy domain. Second, it provides evidence on under what circumstances the consumers’ attitude, social norms and control beliefs toward green energy will affect their behavioral intentions. Accordingly, the study offers practical implications and recommendations for future research.","PeriodicalId":47051,"journal":{"name":"Journal of International Consumer Marketing","volume":"35 1","pages":"147 - 165"},"PeriodicalIF":3.3,"publicationDate":"2022-05-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41602817","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 : 2022-04-26DOI: 10.1080/08961530.2022.2067280
Ruwangi Chandrasekara, D. Wijetunga, J. Jayakody
Abstract Scholars have emphasized that the simultaneous effects of global consumerism and traditional cultural foundations can create fragmented, complex identities for individuals. However, a theoretical explanation of how these nuanced and complex identity formations take place appears to be lacking. This study uses the theory of symbolic interaction to explore the influence of traditional and consumerist discourses on identity formation and probes in to their dynamics. Two groups, namely Traditional Middle Class 2 (TMC 2) and New Urban Middle Class (NUMC) representing different values within the Sri Lankan middle-class were used, where qualitative in-depth interviews were conducted with 29 individuals. Findings show that older TMC 2 forms identities predominantly rooted in tradition while the younger TMC 2 is more equally balanced in value internalization, but undergoes complex identity formation processes due to financial constraints. NUMC consumers in contrast, defy traditions while conforming more to consumerist discourses, and a subgroup in this broader category also appears to embrace religious values, further showing the fragmented nature of identity. Findings also show that value internalization changes based on one’s geographical roots, education/career, and dependent children. The study contributes to knowledge by exploring varied nuances and complexities in the identity formations of consumers of non-Western societies.
{"title":"Nuances in Identity Formation for Consumers in non-Western Markets","authors":"Ruwangi Chandrasekara, D. Wijetunga, J. Jayakody","doi":"10.1080/08961530.2022.2067280","DOIUrl":"https://doi.org/10.1080/08961530.2022.2067280","url":null,"abstract":"Abstract Scholars have emphasized that the simultaneous effects of global consumerism and traditional cultural foundations can create fragmented, complex identities for individuals. However, a theoretical explanation of how these nuanced and complex identity formations take place appears to be lacking. This study uses the theory of symbolic interaction to explore the influence of traditional and consumerist discourses on identity formation and probes in to their dynamics. Two groups, namely Traditional Middle Class 2 (TMC 2) and New Urban Middle Class (NUMC) representing different values within the Sri Lankan middle-class were used, where qualitative in-depth interviews were conducted with 29 individuals. Findings show that older TMC 2 forms identities predominantly rooted in tradition while the younger TMC 2 is more equally balanced in value internalization, but undergoes complex identity formation processes due to financial constraints. NUMC consumers in contrast, defy traditions while conforming more to consumerist discourses, and a subgroup in this broader category also appears to embrace religious values, further showing the fragmented nature of identity. Findings also show that value internalization changes based on one’s geographical roots, education/career, and dependent children. The study contributes to knowledge by exploring varied nuances and complexities in the identity formations of consumers of non-Western societies.","PeriodicalId":47051,"journal":{"name":"Journal of International Consumer Marketing","volume":"35 1","pages":"127 - 146"},"PeriodicalIF":3.3,"publicationDate":"2022-04-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43835303","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 : 2022-04-22DOI: 10.1080/08961530.2022.2064026
Erika Puiras, C. Oliver, Shayna Cummings, D. Mazmanian
Abstract This study examined shopping intentions of Canadian consumers post-COVID-19, and their intentions to specifically support Canadian businesses. Actionable recommendations that domestic businesses could implement to encourage support were also sought. Quantitative and qualitative data were collected online; quantitative data were analyzed by conducting raw frequencies, which captured the directionality of consumer shopping intentions. The qualitative data were subsequently analyzed by conducting an inductive thematic analysis, which obtained in-depth information about how businesses could support these intentions. Although most participants reported that they planned on maintaining their general shopping behaviors post-COVID-19, a majority also reported that they intended to specifically increase their support for domestic businesses. A variety of actionable recommendations were proposed that could be undertaken by domestic businesses to garner support both in a Canadian and international context. These themes were related to accessibility, affordability, advertising, quality, visibility, government lobbying, business values, business-consumer relationships, and maintaining the status quo. Further, these themes may be relevant to domestic businesses globally, particularly those with similar cultural orientations to Canada. The findings could assist businesses globally with idea generation and marketing strategies to attract consumers. Further, this exploratory study could help inform and support economic recovery efforts in a post-COVID-19 era.
{"title":"Shopping Intentions during COVID-19: What Can Canadian Businesses Learn to Encourage Future Consumer Support?","authors":"Erika Puiras, C. Oliver, Shayna Cummings, D. Mazmanian","doi":"10.1080/08961530.2022.2064026","DOIUrl":"https://doi.org/10.1080/08961530.2022.2064026","url":null,"abstract":"Abstract This study examined shopping intentions of Canadian consumers post-COVID-19, and their intentions to specifically support Canadian businesses. Actionable recommendations that domestic businesses could implement to encourage support were also sought. Quantitative and qualitative data were collected online; quantitative data were analyzed by conducting raw frequencies, which captured the directionality of consumer shopping intentions. The qualitative data were subsequently analyzed by conducting an inductive thematic analysis, which obtained in-depth information about how businesses could support these intentions. Although most participants reported that they planned on maintaining their general shopping behaviors post-COVID-19, a majority also reported that they intended to specifically increase their support for domestic businesses. A variety of actionable recommendations were proposed that could be undertaken by domestic businesses to garner support both in a Canadian and international context. These themes were related to accessibility, affordability, advertising, quality, visibility, government lobbying, business values, business-consumer relationships, and maintaining the status quo. Further, these themes may be relevant to domestic businesses globally, particularly those with similar cultural orientations to Canada. The findings could assist businesses globally with idea generation and marketing strategies to attract consumers. Further, this exploratory study could help inform and support economic recovery efforts in a post-COVID-19 era.","PeriodicalId":47051,"journal":{"name":"Journal of International Consumer Marketing","volume":"35 1","pages":"94 - 108"},"PeriodicalIF":3.3,"publicationDate":"2022-04-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43846206","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 : 2022-04-17DOI: 10.1080/08961530.2022.2040073
Shu Zhang, M. D. de Jong, Jordy F. Gosselt
Abstract Companies’ social networking platforms can contribute to engaged stakeholder relationships, but many companies struggle to actually make that happen. An online experiment with IT companies’ microblogs investigated effects of communication strategy, emoji use, and prior company involvement on the appreciation and online engagement of Western and Chinese users. The exogenous variables had strong effects. Chinese users showed more appreciation and online engagement than Western users. Prior company involvement contributed to appreciation and online engagement. The message characteristics did not have the expected effects. Action- or community-focused microblogs resulted in lower appreciation. Emojis did not affect appreciation and online engagement.
{"title":"Microblogging for Engagement: Effects of Prior Company Involvement, Communication Strategy, and Emojis on Western and Chinese Users","authors":"Shu Zhang, M. D. de Jong, Jordy F. Gosselt","doi":"10.1080/08961530.2022.2040073","DOIUrl":"https://doi.org/10.1080/08961530.2022.2040073","url":null,"abstract":"Abstract Companies’ social networking platforms can contribute to engaged stakeholder relationships, but many companies struggle to actually make that happen. An online experiment with IT companies’ microblogs investigated effects of communication strategy, emoji use, and prior company involvement on the appreciation and online engagement of Western and Chinese users. The exogenous variables had strong effects. Chinese users showed more appreciation and online engagement than Western users. Prior company involvement contributed to appreciation and online engagement. The message characteristics did not have the expected effects. Action- or community-focused microblogs resulted in lower appreciation. Emojis did not affect appreciation and online engagement.","PeriodicalId":47051,"journal":{"name":"Journal of International Consumer Marketing","volume":"34 1","pages":"616 - 630"},"PeriodicalIF":3.3,"publicationDate":"2022-04-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48323984","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 : 2022-04-07DOI: 10.1080/08961530.2022.2059798
Mariko Morimoto
Abstract This study examined the effects of privacy concerns, information control, and perceived benefits of personal information disclosure of Japanese consumers, on the attitudes toward disclosing personal information and the willingness to disclose information. The results of an online survey on Japanese consumers aged 20–60 (N = 1,000) confirm the moderation effect of information control and the mediation effect of perceived benefits on the relationship between privacy concerns and the attitudes toward disclosing personal information. The willingness to disclose medical and financial information, along with social media profiles, is negatively associated with privacy concerns compared to typical personal information like names and addresses.
{"title":"The Status Quo of Japanese Consumers’ Personal Information Disclosure: the Influence of Information Control and Privacy Concerns","authors":"Mariko Morimoto","doi":"10.1080/08961530.2022.2059798","DOIUrl":"https://doi.org/10.1080/08961530.2022.2059798","url":null,"abstract":"Abstract This study examined the effects of privacy concerns, information control, and perceived benefits of personal information disclosure of Japanese consumers, on the attitudes toward disclosing personal information and the willingness to disclose information. The results of an online survey on Japanese consumers aged 20–60 (N = 1,000) confirm the moderation effect of information control and the mediation effect of perceived benefits on the relationship between privacy concerns and the attitudes toward disclosing personal information. The willingness to disclose medical and financial information, along with social media profiles, is negatively associated with privacy concerns compared to typical personal information like names and addresses.","PeriodicalId":47051,"journal":{"name":"Journal of International Consumer Marketing","volume":"35 1","pages":"79 - 93"},"PeriodicalIF":3.3,"publicationDate":"2022-04-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42647828","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 : 2022-04-06DOI: 10.1080/08961530.2022.2055689
Jamealla Intharacks, Tendai Chikweche, J. Stanton
Abstract This research examines how Lao and Filipino consumers’ ethnicity and ethnic identity may influence consumer behavior and how individual acculturation may affect ethnic identity and ethnic consumer behavior in a multicultural environment. Multi-culturalism is a global phenomenon that has impacted how firms and consumers interact in Australia and Asian countries. Using self-ascribed samples from two ethnic groups (Lao and Filipino) residing in Australia, an exploratory mixed-method approach was used to examine how an individual’s ethnicity and ethnic identity influence individuals’ consumer behavior who ascribe to their respective ethnicities. To observe acculturation tendencies and any effects on consumer behavior, each ethnic group was divided into three generational sub-groups. The study revealed varying degrees of individual acculturation between three generations of consumers from the same ethnic background and between consumers from two different ethnic backgrounds. Inter-generational and inter-group differences affected the consumption of ethnic products such as food, clothes, movies, music, and choice of service providers. Implications for doing business in Asia are explored, drawing on the insights and connections that emerge from understanding the Lao and Filipino consumer behavior considering the increased intra-regional movement and multicultural clusters in Asia.
{"title":"The Influence of Ethnic Identity on Consumer Behavior: Filipino and Lao Consumers in Australia","authors":"Jamealla Intharacks, Tendai Chikweche, J. Stanton","doi":"10.1080/08961530.2022.2055689","DOIUrl":"https://doi.org/10.1080/08961530.2022.2055689","url":null,"abstract":"Abstract This research examines how Lao and Filipino consumers’ ethnicity and ethnic identity may influence consumer behavior and how individual acculturation may affect ethnic identity and ethnic consumer behavior in a multicultural environment. Multi-culturalism is a global phenomenon that has impacted how firms and consumers interact in Australia and Asian countries. Using self-ascribed samples from two ethnic groups (Lao and Filipino) residing in Australia, an exploratory mixed-method approach was used to examine how an individual’s ethnicity and ethnic identity influence individuals’ consumer behavior who ascribe to their respective ethnicities. To observe acculturation tendencies and any effects on consumer behavior, each ethnic group was divided into three generational sub-groups. The study revealed varying degrees of individual acculturation between three generations of consumers from the same ethnic background and between consumers from two different ethnic backgrounds. Inter-generational and inter-group differences affected the consumption of ethnic products such as food, clothes, movies, music, and choice of service providers. Implications for doing business in Asia are explored, drawing on the insights and connections that emerge from understanding the Lao and Filipino consumer behavior considering the increased intra-regional movement and multicultural clusters in Asia.","PeriodicalId":47051,"journal":{"name":"Journal of International Consumer Marketing","volume":"35 1","pages":"63 - 78"},"PeriodicalIF":3.3,"publicationDate":"2022-04-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48442174","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 : 2022-03-10DOI: 10.1080/08961530.2022.2045663
Valeria L. M. A. Freundt, A. Bortoluzzo
Abstract In a globalized world, the expatriate community continues to expand. Selecting trustworthy healthcare providers is fundamental for their adaptation to a new country. Through interviews and a survey, this paper adds to the literature by theoretically discussing and empirically analyzing the decision process of a cross-cultural sample of expatriates in Dubai. It focuses on evaluating the role of two cues: Country of Origin (COO) and Word of Mouth (WOM). The findings show personal WOM is the most influential factor. The paper also explores the effect of expatriates’ origin (developed vs. emerging countries) and their levels of fluency in English.
{"title":"A Cross-National Study Investigating the Role of Country of Origin and Word of Mouth in Expatriates’ Decision Process When Seeking a Healthcare Provider","authors":"Valeria L. M. A. Freundt, A. Bortoluzzo","doi":"10.1080/08961530.2022.2045663","DOIUrl":"https://doi.org/10.1080/08961530.2022.2045663","url":null,"abstract":"Abstract In a globalized world, the expatriate community continues to expand. Selecting trustworthy healthcare providers is fundamental for their adaptation to a new country. Through interviews and a survey, this paper adds to the literature by theoretically discussing and empirically analyzing the decision process of a cross-cultural sample of expatriates in Dubai. It focuses on evaluating the role of two cues: Country of Origin (COO) and Word of Mouth (WOM). The findings show personal WOM is the most influential factor. The paper also explores the effect of expatriates’ origin (developed vs. emerging countries) and their levels of fluency in English.","PeriodicalId":47051,"journal":{"name":"Journal of International Consumer Marketing","volume":"35 1","pages":"47 - 62"},"PeriodicalIF":3.3,"publicationDate":"2022-03-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48311127","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 : 2022-01-17DOI: 10.1080/08961530.2022.2028989
C. D. di Benedetto
This book aims to review the latest research on place branding from the perspective of both research and practice and both buyers and sellers. It addresses this challenge by assembling authors from 13 countries in Europe and North America. The editors start by asking why place should be an important focus for research. They list 48 common phrases related to place, including “place name” and “place of birth,”
{"title":"Marketing Countries, Places, and Place-Associated Brands: Identity and Image","authors":"C. D. di Benedetto","doi":"10.1080/08961530.2022.2028989","DOIUrl":"https://doi.org/10.1080/08961530.2022.2028989","url":null,"abstract":"This book aims to review the latest research on place branding from the perspective of both research and practice and both buyers and sellers. It addresses this challenge by assembling authors from 13 countries in Europe and North America. The editors start by asking why place should be an important focus for research. They list 48 common phrases related to place, including “place name” and “place of birth,”","PeriodicalId":47051,"journal":{"name":"Journal of International Consumer Marketing","volume":"34 1","pages":"231 - 233"},"PeriodicalIF":3.3,"publicationDate":"2022-01-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45135897","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 : 2022-01-06DOI: 10.1080/08961530.2021.2023829
Francisco Leonardo Soler-Anguiano, M. Zeelenberg, R. Díaz-Loving
Abstract This article examines how product attractiveness in interaction with decision-making style influences purchase intentions. Participants in four different conditions rated their likelihood of buying an experiential product, showing that when using an emotional decision-making style condition, they have higher purchase intentions for the high attractive product than the low attractive product. A reverse effect was found when using a reasoned decision-making style. Moreover, these differences disappeared when included a cultural element, suggesting that collective mental group programming shapes learned ways to act in consumer fields at a higher level, including the decisional way to respond and approach perceived product characteristics. The inclusion of cultural factors with an adequate way to conceive the construct is discussed.
{"title":"The Interaction of Product Attractiveness and Decision-Making Style on Consumer Purchase Intention: A Cultural Moderation Perspective","authors":"Francisco Leonardo Soler-Anguiano, M. Zeelenberg, R. Díaz-Loving","doi":"10.1080/08961530.2021.2023829","DOIUrl":"https://doi.org/10.1080/08961530.2021.2023829","url":null,"abstract":"Abstract This article examines how product attractiveness in interaction with decision-making style influences purchase intentions. Participants in four different conditions rated their likelihood of buying an experiential product, showing that when using an emotional decision-making style condition, they have higher purchase intentions for the high attractive product than the low attractive product. A reverse effect was found when using a reasoned decision-making style. Moreover, these differences disappeared when included a cultural element, suggesting that collective mental group programming shapes learned ways to act in consumer fields at a higher level, including the decisional way to respond and approach perceived product characteristics. The inclusion of cultural factors with an adequate way to conceive the construct is discussed.","PeriodicalId":47051,"journal":{"name":"Journal of International Consumer Marketing","volume":"35 1","pages":"19 - 29"},"PeriodicalIF":3.3,"publicationDate":"2022-01-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48501250","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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