International Journal of Consumer Studies最新文献

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.

Green attribute trade-offs have been identified as one of the significant antecedents of the green gap phenomenon (i.e., the discrepancy between pro-green attitudes and purchase behavior of green products) in literature. This paper focuses on the strategic role of trade-off-related context effects (i.e., compromise effect and asymmetric dominance effect) as behavioral nudges in green marketing. We suggest that the benefit association of green attributes can influence the scope of these two context effects. We use three studies with experimental design to illustrate the said effect across three trade-off scenarios, a range of product categories, and a diverse set of samples. Study 1 (307 participants), Study 2 (312 participants), and Study 3 (259 participants) investigated the hypotheses for trade-offs between green attributes and other conventional product attributes, particularly price, functional performance, and usage/procurement convenience, respectively. The results reveal that when green attributes are associated with user-benefit, the target green option performs better as a compromise option than as an asymmetrically dominant option, whereas when the green attributes are associated with environmental-benefit, the target green option performs better as an asymmetrically dominant option than as a compromise option. Further, this difference in efficacy under environmental-benefit association is less pronounced for individuals high on interdependent self-construal. Additionally, we find that under the environmental-benefit association, an independent self-construal attenuates the efficacy of the compromise effect.

With recent advancements in technologies such as artificial intelligence and computer-generated imagery, virtual influencers (VIs) have become prominent branding tools that command high engagement rates. Most extant research explores the marketing outcomes of using VIs in brand campaigns. However, little is known about how interacting with VIs on social media platforms may affect consumers' well-being. This research takes a comprehensive approach, developing a nuanced understanding of whether (and how) human-like VIs (HVIs) impact consumers' well-being. We employ a conceptual development approach drawing on scholarship from influencer marketing, narrative transportation, and consumer well-being and gather additional support for the conceptual framework from data collected by interviewing 25 followers of HVIs. The conceptual framework proposes that when interacting with influencers' social media posts, followers experience narrative transportation, which positively influences followers' hedonic and eudaimonic well-being. However, the conceptual framework also proposes that these relationships are moderated by the type of influencer (human vs. virtual) sharing the post. Specifically, we suggest that interactions with HVIs provide followers with enjoyment (hedonic well-being) and support their self-acceptance, personal growth, relationships, and autonomy (eudaimonic well-being). We also provide initial evidence of the favorable marketing outcomes of enhanced well-being from engagement with HVIs, including contemplation of brand purchase. The study thus advances extant VI literature by proposing a theoretically and empirically informed conceptual model that examines HVIs' influence on consumer well-being. Also, it contributes to addressing the broader calls for research on the impact of social media and influencer marketing on consumer well-being.

This study conducted a systematic literature review integrating the TCM and ADO frameworks to analyze 46 studies published from 2014 to 2023 on the impact of aging on consumer behavior. The research adhered to Preferred Reporting Items for Systematic Reviews and Meta-Analyses principles, using data from Scopus, WoS, and ScienceDirect. Results showed an increasing trend in publications focusing primarily on elderly consumers. Analysis revealed that the Theory of Planned Behavior and technology acceptance model are the most frequently used theories, with research concentrated in the United States and China. Common methods included questionnaires, structural equation modeling, and regression analysis. The ADO framework highlighted psychological and individual-related antecedents as the most discussed. A relationship table categorizing 135 antecedents into five major categories showed a predominantly positive influence of antecedents on decisions and outcomes. Sixty aging-related antecedents were identified, covering all but product-related categories. The study identified critical research gaps and proposed future directions, offering insights for policymakers and practitioners to address aging society challenges and align with UN Sustainable Development Goals.

Food traceability is a critical approach that ensures the safety and quality of food. It has garnered significant attention, particularly in the aftermath of multiple food safety incidents reported in various countries. While there is extant literature available on consumer perspectives on food traceability, the findings are not consistent across studies. This systematic literature review aims to provide a comprehensive understanding by integrating findings from past studies. It includes 61 articles sourced from two databases, namely Scopus and Web of Science. This review outlines various stages of a consumer's decision for food traceability, starting from exposure, awareness, understanding, liking and disliking, attitudes and preferences, purchase intentions and willingness to pay, to the final purchase. It also identifies the determinants of consumer responses to food traceability, categorising them as factors internal to the consumers, determinants due to the perception of external factors and contextual factors. Moreover, it identifies gaps in the existing research and proposes research questions to expand the knowledge in this area.

Understanding how young people learn to manage their finances responsibly can guide interventions to improve their financial health and stability in the short and long term, yet merely increasing financial knowledge and skills is ineffective. Psychological and environmental factors appear to be important determinants of financial behavior, yet such factors have long been neglected in the literature. The present study appears to be the first to assess empirically the contribution of intuitive and rational mental capacity as well as opportunities and motivation to financial behavior formation. We surveyed 2299 young adults at 229 high schools and universities in Croatia. Through structural equation modeling, we found that intuitive and rational thinking as well as motivation and opportunity substantially influenced the formation of financial behavior, whereas financial knowledge played a negligible role. Rational thinking was a stronger determinant than intuitive thinking in the case of healthy financial behavior, while the opposite was true in the case of impulsive consumption. These insights may help develop effective interventions for promoting positive financial habits among young adults.