International Journal of Consumer Studies最新文献

The concept of patient-centricity has gained much attention in the healthcare ecosystem in the past few decades. While most healthcare stakeholders have embraced this model of placing the patient at the center of their focus, pharmaceutical companies have only started to adopt patient-centricity more recently. To date, the literature on patient-centricity in the pharmaceutical industry has focused on isolated initiatives, departments, or processes, leading to a fragmented view of the concept. To address this gap, this article conducts a systematic literature review of 46 peer-reviewed articles from the Scopus database. This study uses the “Theory, Context, and Methodology” and “Antecedents, Decisions, and Outcomes” frameworks to organize and structure the literature review. This article offers a comprehensive framework and definition of the concept of patient-centricity in the pharmaceutical industry and concludes with a research agenda to address the gaps. This study provides a unified understanding of patient-centricity and guides future research to develop it further while providing practitioners from the pharmaceutical industry with a framework of initiatives to shift toward patient-centricity.

This study aims to explore the application of electroencephalography (EEG) tools in examining latent consumer behavior, emphasizing emotions, attention, preferences, memory, and decision-making in response to various marketing stimuli (e.g., products, pricing, branding, and advertising). This study adopts a thematic review approach, employing a systematic literature review methodology (e.g., Preferred Reporting Items for Systematic Reviews and Meta-Analyses [PRISMA] protocol). Our investigation unearthed 155 articles from the Scopus and Web of Science databases, spanning 2010–2023. The findings reveal a marked increase in EEG-related research, underscoring its effectiveness in examining consumers' reactions to marketing stimuli. This rise reflects a growing recognition among researchers of EEG's ability to address marketing research challenges, particularly in advertising, product development, branding, and pricing. EEG research predominantly targets advertising, followed by products, branding, and pricing, and delves deeply into consumer behavior aspects such as emotional, cognitive, and decision-making processes. The study further highlights EEG's cutting-edge potential to predict ad success, optimize product features, and refine pricing strategies with unprecedented accuracy. Specifically, emotion-based ads profoundly influence decision-making, offering novel insights into consumers' emotional engagement. This study emphasizes EEG's groundbreaking role in minimizing verbal biases and revealing consumer behavior, which is increasingly recognized as critical for developing more effective marketing strategies. This review underscores EEG's theoretical and practical contributions and offers pioneering insights into marketing effectiveness and consumer engagement. Future research should expand on these findings, exploring product neurodesign and social neuroscience to push the frontiers of consumer behavior analysis.

Sensory marketing has garnered significant attention from researchers due to its ability to effectively influence consumer behavior at a subconscious level. However, existing reviews are constrained by either limited scope or methodology, often focusing on specific senses, or domains, or using solely quantitative or qualitative methods. This offers an opportunity to comprehensively synthesize the existing literature and provide direction for future research. Building on this, the present study examines 535 articles assembled, arranged, and assessed using the SPAR-4-SLR protocol for a thorough review of sensory marketing literature spanning four decades (1984–2023). The review employs both quantitative and qualitative methods to summarize the diverse research and provide detailed insights from the existing body of literature. The quantitative approach, utilizing keyword co-occurrence analysis identifies five thematic clusters—sensory cues as communication strategy, sensory experiences in technologically advanced era, taste perception and food consumption, visual perception, and olfactory perception. Furthermore, the qualitative review technique, utilizing the Theory, Context, Characteristics, and Methodology (TCCM) framework reveals prevalent theories and primary research contexts, along with distinctive characteristics and methodologies. Based on these analyses suggestions for potential areas of future research have been stated.

Influencers' humorous product usage anecdotes and story-based informative collaborative content drive customers' emotional and cognitive responses. Accordingly, this study first examines the impact of humorous and informative content on emotional contagion and information value. Second, it examines the mediating role of emotional contagion and information value that shapes customers' brand engagement and purchase intentions. Third, it tests the boundary conditions imposed by product type. A multimethod quantitative approach was used to test the proposed hypotheses. Two online experiments and two exploratory studies in the form of a social media field experiment and a text analysis study were conducted. The results showed that humorous messages induced emotional contagion, while informative messages produced higher information value. Emotional contagion and information value explained the underlying mechanisms affecting customer brand engagement and purchase intentions. We also found that when employed for hedonic products, humorous messages precipitated stronger emotional responses, while for utilitarian products, informative messages led to higher information value. The study findings offer implications for marketers seeking to enhance customer brand engagement through influencer marketing.

ChatGPT transforms the shopping experience by providing responses in human-like language about products, services, and brands to customers. This study investigated the influential drivers of intention to use ChatGPT to obtain shopping information. We extended the “extended unified theory of acceptance and use of technology” UTAUT2 by incorporating the direct and moderating effects of trust and technology anxiety. To test the model on data from 412 respondents, a hybrid Partial Least Squares—Artificial Neural Network (PLS-ANN) approach was employed. This approach combines the strengths of PLS for modeling complex variable relationships and ANN for capturing nonlinear dependencies and interactions. PLS analysis identified performance expectancy, effort expectancy, facilitating conditions, hedonic motivation, and trust as significant drivers of ChatGPT usage. The associations between the intention to use ChatGPT and its predictors are negatively moderated by trust and technology anxiety. ANN analysis revealed that trust has the highest effect on the choice to use ChatGPT, followed by facilitating conditions, performance expectancy, hedonic motivation, and effort expectancy. By extending the UTAUT2 framework and applying the PLS-ANN method, this study advances the theoretical understanding of technology adoption and provides practical insights for marketers and developers of AI-driven text generators. It emphasizes the importance of building trust and alleviating technology anxiety to promote wider adoption of ChatGPT. The broader significance of this research lies in its contribution to shaping the future of retail and e-commerce strategies by encouraging a more informed and user-centric development of AI technologies in the shopping domain.

In today's ever-changing and modern world, user-generated content (UGC) on the internet exerts a significant influence on consumers. Therefore, understanding UGC and its design is of great interest to researchers and practitioners alike. One examined factor influencing UGC is the submission device, such as the smartphone, tablet, or laptop. Despite digital devices offering similar capabilities for content creation and submission, they differ substantially in their characteristics, including screen size, user interface, and usage context. This study conducts a framework-based systematic literature review on the influence of submission devices on UGC. Through a comprehensive descriptive analysis, the authors examine the theories, contexts, and methods used, offering a structured overview of current research. In a subsequent weight analysis and meta-analysis, the strength and combined effect sizes of the relationships studied are illustrated and an insight into moderators that explain result variations is provided. The findings reveal that the choice of submission device (mobile vs. nonmobile) exerts a multi-faceted influence on the creation of UGC. Mobile devices, as opposed to nonmobile devices, demonstrate a significant and moderate negative impact on temporal distance, text length, and diversity of UGC across studies. This analysis clarifies previous inconsistencies and establishes the robustness of specific relationships, providing practical recommendations for managers to adapt marketing strategies for different digital devices.

This study examines the interplay between masstige brands and key consumer factors, including the need for uniqueness, pride, bandwagon effect, conspicuous consumption, and consumer brand engagement. Employing a two-stage sampling method and PLS–SEM analysis, the research focuses on middle-income individuals as prospective masstige consumers. Findings reveal that pride and the need for uniqueness significantly drive masstige consumption, while masstige consumption strongly influences conspicuous consumption and consumer brand engagement. The study contributes to the masstige literature by validating the MMI scale and demonstrating the pivotal roles of pride and uniqueness in navigating the masstige market. These insights underscore the strategic importance of masstige brands in fostering consumer-brand relationships and provide direction for targeted engagement strategies.

The marketing ecosystem is experiencing a paradigmatic shift with the advent of artificial intelligence (AI). The present study aims to widen the foundations of brand strategy by integrating AI dimensions within the branding dominion. The literature lacks a cohesive perspective on AI dimensions boosting and driving brands for sustained competitive advantage in the dynamic marketplace. Marketing practitioners are gradually getting acquainted with the nuances of AI implementation, but latent AI capabilities remain potent to unfurl enduring consumer relationships. The present study develops a novel 8-T Strategic Framework for facilitating the strategic integration and effective implementation of AI in brand decisions and initiatives. The theorization of the 8-T framework of AI-driven branding (Technology, Training, Teaming, Targeting, Technique, Timing, Tailoring, Trust) offers macro and micro perspectives that serve as a formidable typology. The framework enunciates a holistic set of strategic mechanisms to help practitioners build futuristic strategies with a contemporary purpose.