Pub Date : 2021-10-11DOI: 10.1177/18393349211052617
Isaac Cheah, Anwar Sadat Shimul, J. Parker
Welcome to the Australasian Marketing Journal Special Issue, ‘Luxury branding: strategy, innovation and sustainability’. Luxury brands have spent decades turning design, aspiration and high-quality goods into multi-billion dollar industry. However, the coronavirus pandemic changed it all in a few short months. As a result, a major pivot is underway in the luxury marketplace as global brands and start-ups will need to rethink what luxury means to a highly coveted consumer and more importantly how to manage and adapt to rapidly changing preferences and a technologically-driven dynamic marketplace. A much stronger focus on sustainable luxury is needed to help protect the environment, increase care for animals and reuse or recycle wherever possible. However, it is also necessary because of a radical change in consumer expectations. Concurrently, promoting and selling luxury products via ever-evolving digital marketing channels is also increasingly paramount for brands to engage digitally-native and tech-savvy audiences, which inherently mandates the adoption of innovative digital tools and methods in everyday tasks. These factors are highly important for luxury brands and businesses as they weather and adapt to the Covid-19 crisis and its as-yet unrealised long-term consequences. Luxury will be redefined and expanded to mean more than it used to and, consequently, so will the competitive and consumer landscape. With these impending and imposing challenges in mind, this special issue presents seven papers that examine different aspects of luxury branding that will help guide academics’ and practitioners’ thinking as they navigate these uncertain waters. This issue opens with an article by Workman and Lee (2021), who propose a working definition of non-luxury product brand charisma and examine a non-luxury product brand charisma scale that had been adapted from a generic human charisma scale within the contextual framework of consumer–brand relationships incorporating the variables of gender, brand category (mass market vs. masstige) and related brand variables (brand engagement, brand love and brand prestige). Findings of this study provide evidence that all brands have charisma to some degree. Marketers might use this insight as they strive to create consumer–brand relationships within masstige and mass market brand categories. Following this, across two studies, Lim et al. (2021) investigate how green messages in advertisements conveying a firm’s commitment to the environment can effectively influence consumer attitudes and behavioural intentions. Further, this study examines the psychological mechanism underlying such an effect. The results of two studies show that firms’ eco-friendly efforts as revealed in advertisements for luxury products generate favourable attitudes in consumers and increase their behavioural intentions more than firms’ eco-friendly efforts as revealed in advertisements for mass products. The findings suggest that fast fashion
{"title":"Guest Editorial: Luxury Branding – Strategy, Innovation and Sustainability","authors":"Isaac Cheah, Anwar Sadat Shimul, J. Parker","doi":"10.1177/18393349211052617","DOIUrl":"https://doi.org/10.1177/18393349211052617","url":null,"abstract":"Welcome to the Australasian Marketing Journal Special Issue, ‘Luxury branding: strategy, innovation and sustainability’. Luxury brands have spent decades turning design, aspiration and high-quality goods into multi-billion dollar industry. However, the coronavirus pandemic changed it all in a few short months. As a result, a major pivot is underway in the luxury marketplace as global brands and start-ups will need to rethink what luxury means to a highly coveted consumer and more importantly how to manage and adapt to rapidly changing preferences and a technologically-driven dynamic marketplace. A much stronger focus on sustainable luxury is needed to help protect the environment, increase care for animals and reuse or recycle wherever possible. However, it is also necessary because of a radical change in consumer expectations. Concurrently, promoting and selling luxury products via ever-evolving digital marketing channels is also increasingly paramount for brands to engage digitally-native and tech-savvy audiences, which inherently mandates the adoption of innovative digital tools and methods in everyday tasks. These factors are highly important for luxury brands and businesses as they weather and adapt to the Covid-19 crisis and its as-yet unrealised long-term consequences. Luxury will be redefined and expanded to mean more than it used to and, consequently, so will the competitive and consumer landscape. With these impending and imposing challenges in mind, this special issue presents seven papers that examine different aspects of luxury branding that will help guide academics’ and practitioners’ thinking as they navigate these uncertain waters. This issue opens with an article by Workman and Lee (2021), who propose a working definition of non-luxury product brand charisma and examine a non-luxury product brand charisma scale that had been adapted from a generic human charisma scale within the contextual framework of consumer–brand relationships incorporating the variables of gender, brand category (mass market vs. masstige) and related brand variables (brand engagement, brand love and brand prestige). Findings of this study provide evidence that all brands have charisma to some degree. Marketers might use this insight as they strive to create consumer–brand relationships within masstige and mass market brand categories. Following this, across two studies, Lim et al. (2021) investigate how green messages in advertisements conveying a firm’s commitment to the environment can effectively influence consumer attitudes and behavioural intentions. Further, this study examines the psychological mechanism underlying such an effect. The results of two studies show that firms’ eco-friendly efforts as revealed in advertisements for luxury products generate favourable attitudes in consumers and increase their behavioural intentions more than firms’ eco-friendly efforts as revealed in advertisements for mass products. The findings suggest that fast fashion","PeriodicalId":47402,"journal":{"name":"Australasian Marketing Journal","volume":"29 1","pages":"275 - 276"},"PeriodicalIF":6.0,"publicationDate":"2021-10-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42388203","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 : 2021-10-05DOI: 10.1177/18393349211048246
M. Raciti
This paper is a provocation, and its purpose is to give voice and visibility to Aboriginal and Torres Strait peoples in the Australasian marketing academy. Aboriginal and Torres Strait Islander peoples are the First Australians and, like other marginalised groups, are largely invisible in marketing’s discourse. This paper is unapologetic in its truth-telling. The marketing academy in Australia is monocultural. In pursuit of generalisability, marketing research has silenced those outside of the ‘mainstream’; relegating articles by, with and for Indigenous peoples to special section enclaves (like this) at best, but it is more likely editors direct such papers to non-mainstream outlets because they cannot find reviewers with expertise outside of the dominant culture. These practices in and of themselves speak volumes of the Northern/Western knowledge system that dominates marketing. It exemplifies epistemicide, being the non-inclusion or dismissing of Indigenous knowledges and perspectives and foregrounds the need for the decolonisation of marketing in Australia. This paper asks you, the reader, to become uncomfortable and be brutally honest, if only with yourself, as to your blind spots, assumptions, avoidance, rhetoric and essentialist understandings of Australia’s First Nation peoples that furnish your professional perspective and practice. Furthermore, this paper challenges the ANZMAC Executive Committee, Fellows and community to elevate their professional practice voluntarily and authentically with regards to Aboriginal and Torres Straits Islander peoples.
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Pub Date : 2021-09-22DOI: 10.1177/18393349211044175
C. Pitt, Jeannette Paschen, Jan H. Kietzmann, L. Pitt, Erol Pala
Killer applications, or killer apps, are technology applications that profoundly change the way any society thinks, works, and functions. This paper explores Artificial Intelligence (AI) as a killer app, with specific application to marketing. Specifically, this paper employs the lens of technology history to explore the relationship between marketing and AI. Using Kranzberg’s six laws of technology, this paper sheds light on all manner of innovations, how technologies have shaped and impacted society, and how marketers can respond to this. This inquiry offers two main contributions: First, it suggests a number of implications for marketing practice and scholars, derived from each of Kranzberg’s laws. These suggestions are intended to guide marketing practice when implementing or using AI. In addition, this article offers a number of research directions that might be fruitful and important areas for investigation in future scholarly work regarding technology’s impact among marketing scholars.
{"title":"Artificial Intelligence, Marketing, and the History of Technology: Kranzberg’s Laws as a Conceptual Lens","authors":"C. Pitt, Jeannette Paschen, Jan H. Kietzmann, L. Pitt, Erol Pala","doi":"10.1177/18393349211044175","DOIUrl":"https://doi.org/10.1177/18393349211044175","url":null,"abstract":"Killer applications, or killer apps, are technology applications that profoundly change the way any society thinks, works, and functions. This paper explores Artificial Intelligence (AI) as a killer app, with specific application to marketing. Specifically, this paper employs the lens of technology history to explore the relationship between marketing and AI. Using Kranzberg’s six laws of technology, this paper sheds light on all manner of innovations, how technologies have shaped and impacted society, and how marketers can respond to this. This inquiry offers two main contributions: First, it suggests a number of implications for marketing practice and scholars, derived from each of Kranzberg’s laws. These suggestions are intended to guide marketing practice when implementing or using AI. In addition, this article offers a number of research directions that might be fruitful and important areas for investigation in future scholarly work regarding technology’s impact among marketing scholars.","PeriodicalId":47402,"journal":{"name":"Australasian Marketing Journal","volume":"31 1","pages":"81 - 89"},"PeriodicalIF":6.0,"publicationDate":"2021-09-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48363048","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 : 2021-09-22DOI: 10.1177/18393349211046633
F. Septianto, Joya A. Kemper, Gavin Northey
The integration of sustainability within luxury brands is of increasing concern to practitioners and academics alike. Thus, it is important to consider how brands can develop effective communication strategies to promote sustainable luxury brands, particularly among an increasingly skeptical consumer base. This research thus investigates the impact of advertising slogans with negations (vs. affirmations) in this regard. Three experimental studies show that advertising slogans with negations (vs. affirmations) increase brand trustworthiness (Studies 1 and 3) and favorable brand attitudes (Studies 1 and 2) among consumers with high levels of skepticism. Notably, this effect is driven by an increased cognitive flexibility (Study 3). The findings of this research can assist sustainable luxury brand managers in developing effective communication strategies to increase favorable consumer responses to sustainable luxury brands.
{"title":"Slogans With Negations’ Effect on Sustainable Luxury Brand","authors":"F. Septianto, Joya A. Kemper, Gavin Northey","doi":"10.1177/18393349211046633","DOIUrl":"https://doi.org/10.1177/18393349211046633","url":null,"abstract":"The integration of sustainability within luxury brands is of increasing concern to practitioners and academics alike. Thus, it is important to consider how brands can develop effective communication strategies to promote sustainable luxury brands, particularly among an increasingly skeptical consumer base. This research thus investigates the impact of advertising slogans with negations (vs. affirmations) in this regard. Three experimental studies show that advertising slogans with negations (vs. affirmations) increase brand trustworthiness (Studies 1 and 3) and favorable brand attitudes (Studies 1 and 2) among consumers with high levels of skepticism. Notably, this effect is driven by an increased cognitive flexibility (Study 3). The findings of this research can assist sustainable luxury brand managers in developing effective communication strategies to increase favorable consumer responses to sustainable luxury brands.","PeriodicalId":47402,"journal":{"name":"Australasian Marketing Journal","volume":"31 1","pages":"97 - 111"},"PeriodicalIF":6.0,"publicationDate":"2021-09-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42806554","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 : 2021-08-18DOI: 10.1177/18393349211039100
Jodie Conduit, V. Lu, E. Veer
Marketing academia in Australasia is facing unprecedented challenges to ensure the relevance and impact in modern business practices and public policy making. This crisis in identity and professional pressures suggest we must pay significant attention to nurturing the mental, emotional, and social well-being of academics; protecting those most vulnerable; and championing our cause. To be at the forefront of institutional decision-making, the academy must act decisively and proactively. In this commentary, we argue that the future shape of the academy will require collective engagement of academics within the Australasian community, driven by a shared vision with society embedded as the central tenant of universities around which research and education activities are focused. Individual alignment with this vision will be fundamental, facilitated by collaborative ways of working and shared resource investments across universities, businesses, and society. For this future vision to be realized, aligned institutional frameworks (i.e., performance metrics and measurement) need to be developed in a manner that enhances academic well-being going forward.
{"title":"(Re)Gaining Our Voice: Future of Marketing in Australasia","authors":"Jodie Conduit, V. Lu, E. Veer","doi":"10.1177/18393349211039100","DOIUrl":"https://doi.org/10.1177/18393349211039100","url":null,"abstract":"Marketing academia in Australasia is facing unprecedented challenges to ensure the relevance and impact in modern business practices and public policy making. This crisis in identity and professional pressures suggest we must pay significant attention to nurturing the mental, emotional, and social well-being of academics; protecting those most vulnerable; and championing our cause. To be at the forefront of institutional decision-making, the academy must act decisively and proactively. In this commentary, we argue that the future shape of the academy will require collective engagement of academics within the Australasian community, driven by a shared vision with society embedded as the central tenant of universities around which research and education activities are focused. Individual alignment with this vision will be fundamental, facilitated by collaborative ways of working and shared resource investments across universities, businesses, and society. For this future vision to be realized, aligned institutional frameworks (i.e., performance metrics and measurement) need to be developed in a manner that enhances academic well-being going forward.","PeriodicalId":47402,"journal":{"name":"Australasian Marketing Journal","volume":"30 1","pages":"168 - 177"},"PeriodicalIF":6.0,"publicationDate":"2021-08-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45144592","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 : 2021-08-06DOI: 10.1177/18393349211030699
Fernanda M. Romano, Alua Devine, Liudmila Tarabashkina, G. Soutar, P. Quester
Corporate social responsibility (CSR) influences brand personality, trust, firm attitudes, and purchase intentions. Yet, little attention has been paid to its effects on brand attachment. This study integrated message specificity, self-identity, and attachment theories to explain how socially responsible communication can be used to influence brand attachment. We show that CSR boosted brand attachment when messages contained specific (rather than generic) information that fostered positive brand elaborations, but eroded it when specific information was interpreted negatively. This effect was present only when socially responsible engagement was personally relevant to consumers, pointing to significant variations in message effectiveness. CSR was also more effective when firms announced socially responsible support for the first time and less effective when firms already had a CSR track record, pointing to a ceiling effect.
{"title":"Specificity of CSR Ties That (Un)Bind Brand Attachment","authors":"Fernanda M. Romano, Alua Devine, Liudmila Tarabashkina, G. Soutar, P. Quester","doi":"10.1177/18393349211030699","DOIUrl":"https://doi.org/10.1177/18393349211030699","url":null,"abstract":"Corporate social responsibility (CSR) influences brand personality, trust, firm attitudes, and purchase intentions. Yet, little attention has been paid to its effects on brand attachment. This study integrated message specificity, self-identity, and attachment theories to explain how socially responsible communication can be used to influence brand attachment. We show that CSR boosted brand attachment when messages contained specific (rather than generic) information that fostered positive brand elaborations, but eroded it when specific information was interpreted negatively. This effect was present only when socially responsible engagement was personally relevant to consumers, pointing to significant variations in message effectiveness. CSR was also more effective when firms announced socially responsible support for the first time and less effective when firms already had a CSR track record, pointing to a ceiling effect.","PeriodicalId":47402,"journal":{"name":"Australasian Marketing Journal","volume":"31 1","pages":"71 - 80"},"PeriodicalIF":6.0,"publicationDate":"2021-08-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41965016","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 : 2021-08-06DOI: 10.1177/18393349211037139
Edward Ramírez, S. Tajdini
This conceptual essay introduces Disciplined Vision Casting (DVC) as a new method for exploring alternative futures. Drawing on scenario planning, introspection, and creative writing, DVC casts a set of future scenarios, based on a combination of guiding uncertainties found in the literature. Marketing scholars stand to benefit from leveraging DVC as it provides them with a laboratory for exploring undiscovered contexts and circumstances that may challenge widely held beliefs. DVC allows the researcher to cross the interdisciplinary barriers to study the confluence of a variety of technological and economic forces on society. As such, this novel method of projecting into the future offers the researchers a stimulus for theory development and a low-cost and readily implementable method of foreseeing potential future events, thus assisting them as they reimagine the discipline in the era of UN Sustainable Development Goals and other global sustainability initiatives.
{"title":"Disciplined Vision Casting: A Method for Exploring Possible Futures in the Era of the UN Sustainable Development Goals","authors":"Edward Ramírez, S. Tajdini","doi":"10.1177/18393349211037139","DOIUrl":"https://doi.org/10.1177/18393349211037139","url":null,"abstract":"This conceptual essay introduces Disciplined Vision Casting (DVC) as a new method for exploring alternative futures. Drawing on scenario planning, introspection, and creative writing, DVC casts a set of future scenarios, based on a combination of guiding uncertainties found in the literature. Marketing scholars stand to benefit from leveraging DVC as it provides them with a laboratory for exploring undiscovered contexts and circumstances that may challenge widely held beliefs. DVC allows the researcher to cross the interdisciplinary barriers to study the confluence of a variety of technological and economic forces on society. As such, this novel method of projecting into the future offers the researchers a stimulus for theory development and a low-cost and readily implementable method of foreseeing potential future events, thus assisting them as they reimagine the discipline in the era of UN Sustainable Development Goals and other global sustainability initiatives.","PeriodicalId":47402,"journal":{"name":"Australasian Marketing Journal","volume":"30 1","pages":"151 - 159"},"PeriodicalIF":6.0,"publicationDate":"2021-08-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44062942","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 : 2021-08-01DOI: 10.1177/18393349211037684
P. van Esch, J. Stewart Black
Artificial intelligence (AI)-enabled digital marketing is revolutionizing the way organizations create content for campaigns, generate leads, reduce customer acquisition costs, manage customer experiences, market themselves to prospective employees, and convert their reachable consumer base via social media. Real-world examples of organizations who are using AI in digital marketing abound. For example, Red Balloon and Harley Davidson used AI to automate their digital advertising campaigns. However, we are early in the process of both the practical application of AI by firms broadly and by their marketing functions in particular. One could argue that we are even earlier in the research process of conceptualizing, theorizing, and researching the use and impact of AI. Importantly, as with most technologies of significant potential, the application of AI in marketing engenders not just practical considerations but ethical questions as well. The ability of AI to automate activities, that in the past people did, also raises the issue of whether marketing professionals will embrace AI as a means to free them from more mundane tasks to spend time on higher value activities, or will they view AI as a threat to their employment? Given the nascent nature of research on AI at this point, the full capabilities and limitations of AI in marketing are unknown. This special edition takes an important step in illuminating both what we know and what we yet need to research.
{"title":"Artificial Intelligence (AI): Revolutionizing Digital Marketing","authors":"P. van Esch, J. Stewart Black","doi":"10.1177/18393349211037684","DOIUrl":"https://doi.org/10.1177/18393349211037684","url":null,"abstract":"Artificial intelligence (AI)-enabled digital marketing is revolutionizing the way organizations create content for campaigns, generate leads, reduce customer acquisition costs, manage customer experiences, market themselves to prospective employees, and convert their reachable consumer base via social media. Real-world examples of organizations who are using AI in digital marketing abound. For example, Red Balloon and Harley Davidson used AI to automate their digital advertising campaigns. However, we are early in the process of both the practical application of AI by firms broadly and by their marketing functions in particular. One could argue that we are even earlier in the research process of conceptualizing, theorizing, and researching the use and impact of AI. Importantly, as with most technologies of significant potential, the application of AI in marketing engenders not just practical considerations but ethical questions as well. The ability of AI to automate activities, that in the past people did, also raises the issue of whether marketing professionals will embrace AI as a means to free them from more mundane tasks to spend time on higher value activities, or will they view AI as a threat to their employment? Given the nascent nature of research on AI at this point, the full capabilities and limitations of AI in marketing are unknown. This special edition takes an important step in illuminating both what we know and what we yet need to research.","PeriodicalId":47402,"journal":{"name":"Australasian Marketing Journal","volume":"29 1","pages":"199 - 203"},"PeriodicalIF":6.0,"publicationDate":"2021-08-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42178408","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 : 2021-07-31DOI: 10.1177/18393349211034169
M. Wedel, A. Kopyakova
This article provides a step-by-step guide for the analysis of experiments using Bayesian methods, using the BANOVA R package. We provide two worked examples. First, we reanalyze data from research by Romano and Balliet, which examined reciprocity and conformity as alternative mechanisms for cooperation between partners. The study has a between-subjects design and Poisson dependent variable, and we use Bayesian floodlight analysis to explore the interaction between reciprocity/conformity and two continuous covariates. Second, we reanalyze data from a study by Perfecto, Donnelly, and Critcher, who investigated whether mental simulation could be the psychological mechanism that explains how people make volume judgments of three-dimensional objects. The study has a mixed between- and within-subjects design with a Normal dependent variable, and we use Bayesian simple effects to explore the interactions between mental simulation and the shape and orientation of cups. The applications demonstrate the versatility of BANOVA (Bayesian Analysis of Variance) in analyzing a wide range of experimental designs and reveal that the results of the Bayesian analyses differ to some degree from those of the original studies.
{"title":"A Guide to the Bayesian Analysis of Consumer Behavior Experiments With BANOVA Using Worked Examples","authors":"M. Wedel, A. Kopyakova","doi":"10.1177/18393349211034169","DOIUrl":"https://doi.org/10.1177/18393349211034169","url":null,"abstract":"This article provides a step-by-step guide for the analysis of experiments using Bayesian methods, using the BANOVA R package. We provide two worked examples. First, we reanalyze data from research by Romano and Balliet, which examined reciprocity and conformity as alternative mechanisms for cooperation between partners. The study has a between-subjects design and Poisson dependent variable, and we use Bayesian floodlight analysis to explore the interaction between reciprocity/conformity and two continuous covariates. Second, we reanalyze data from a study by Perfecto, Donnelly, and Critcher, who investigated whether mental simulation could be the psychological mechanism that explains how people make volume judgments of three-dimensional objects. The study has a mixed between- and within-subjects design with a Normal dependent variable, and we use Bayesian simple effects to explore the interactions between mental simulation and the shape and orientation of cups. The applications demonstrate the versatility of BANOVA (Bayesian Analysis of Variance) in analyzing a wide range of experimental designs and reveal that the results of the Bayesian analyses differ to some degree from those of the original studies.","PeriodicalId":47402,"journal":{"name":"Australasian Marketing Journal","volume":"30 1","pages":"3 - 9"},"PeriodicalIF":6.0,"publicationDate":"2021-07-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47564289","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 : 2021-07-07DOI: 10.1177/18393349211028670
Marilyn Giroux, Jooyoung Park, Jae-Eun Kim, Y. Choi, Jacob C. Lee, S. Kim, Seongsoo Jang, Hector Gonzalez-Jimenez, Jungkeun Kim
This article investigates the role of diverse nudging communication strategies on perceived threat and stockpiling intention. Across three studies, the authors examined the various effects of “nudging” on consumer behavior. Study 1 demonstrates that a commonly used picture has a stronger impact on perceived threat than a less frequently exposed picture regardless of its accuracy. Study 2 shows that the perceived threat of COVID-19, in terms of severe health consequences, is lower when using an indirect (vs. direct) explanation of the virus, as well as when reducing the amount of information about the virus. Study 3 investigates the impact of salient negative information and childhood socioeconomic status (SES). Findings reveal that negative information about deaths associated with the virus increases the level of perceived threat and stockpiling intention, especially among people of low childhood SES.
{"title":"The Impact of Communication Information on the Perceived Threat of COVID-19 and Stockpiling Intention","authors":"Marilyn Giroux, Jooyoung Park, Jae-Eun Kim, Y. Choi, Jacob C. Lee, S. Kim, Seongsoo Jang, Hector Gonzalez-Jimenez, Jungkeun Kim","doi":"10.1177/18393349211028670","DOIUrl":"https://doi.org/10.1177/18393349211028670","url":null,"abstract":"This article investigates the role of diverse nudging communication strategies on perceived threat and stockpiling intention. Across three studies, the authors examined the various effects of “nudging” on consumer behavior. Study 1 demonstrates that a commonly used picture has a stronger impact on perceived threat than a less frequently exposed picture regardless of its accuracy. Study 2 shows that the perceived threat of COVID-19, in terms of severe health consequences, is lower when using an indirect (vs. direct) explanation of the virus, as well as when reducing the amount of information about the virus. Study 3 investigates the impact of salient negative information and childhood socioeconomic status (SES). Findings reveal that negative information about deaths associated with the virus increases the level of perceived threat and stockpiling intention, especially among people of low childhood SES.","PeriodicalId":47402,"journal":{"name":"Australasian Marketing Journal","volume":"31 1","pages":"60 - 70"},"PeriodicalIF":6.0,"publicationDate":"2021-07-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/18393349211028670","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"65713294","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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