Muhammad Naeem, Wilson Ozuem, Kerry Howell, Silvia Ranfagni
This study explores the affordances of “scan and go” apps and their influence on the flow experience of retail customers to provide a unique insight into user–technology interaction. Through a constructivist ethnographic approach, the research examines how users' socially constructed perceptions and interpretations shape these interactions, and it emphasizes the role of the material and social environment. The research innovatively conceptualizes affordances as a flow process; it introduces an affordances flow funnel that encompasses three distinct stages: perceived affordances, actualized affordances, and affordance dichotomy. By following this process, the study improves understanding of user emotions and behaviors that range from apathy to excitement, from gratification to provocation, and from abandonment to absorption. Findings underline the importance of equipping users with support to navigate technological and environmental constraints, thereby ensuring successful affordance actualization. The research contributes to the literature by revealing a new affordance type, namely affordance dichotomy, and offers valuable insights for marketers and developers to enhance user experiences and absorption behavior. Recognizing its focus on scan and go apps within supermarket contexts, the study invites future research to extend this understanding to different contexts and technologies.
{"title":"The conceptualization of enablers and constraints of in-store buying as part of the affordances flow funnel process through scan and go apps","authors":"Muhammad Naeem, Wilson Ozuem, Kerry Howell, Silvia Ranfagni","doi":"10.1002/mar.21968","DOIUrl":"https://doi.org/10.1002/mar.21968","url":null,"abstract":"This study explores the affordances of “scan and go” apps and their influence on the flow experience of retail customers to provide a unique insight into user–technology interaction. Through a constructivist ethnographic approach, the research examines how users' socially constructed perceptions and interpretations shape these interactions, and it emphasizes the role of the material and social environment. The research innovatively conceptualizes affordances as a flow process; it introduces an affordances flow funnel that encompasses three distinct stages: perceived affordances, actualized affordances, and affordance dichotomy. By following this process, the study improves understanding of user emotions and behaviors that range from apathy to excitement, from gratification to provocation, and from abandonment to absorption. Findings underline the importance of equipping users with support to navigate technological and environmental constraints, thereby ensuring successful affordance actualization. The research contributes to the literature by revealing a new affordance type, namely affordance dichotomy, and offers valuable insights for marketers and developers to enhance user experiences and absorption behavior. Recognizing its focus on scan and go apps within supermarket contexts, the study invites future research to extend this understanding to different contexts and technologies.","PeriodicalId":501349,"journal":{"name":"Psychology and Marketing","volume":"2 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-01-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139515820","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}
Silvia Sanz-Blas, Daniela Buzova, Fernando J. Garrigos-Simon
The existing research on the impact of crowding on visitors' experiences has yielded mixed results, mainly due to inadequate conceptualization and measurement of the phenomenon. To address this issue, we adopted a mixed-methods approach. We first conducted a qualitative study (Study 1, focus group based) to understand (i) how consumers perceive crowding at leisure places, (ii) the sources of crowding (spatial or social), and (iii) its effects on their experiences and future behaviors. For Study 2 we collected quantitative data through a survey (n = 537 respondents) to estimate the association between objective and subjective measures of crowding, the relative contribution of human and spatial crowding to visitors' overall crowding perceptions and its impact on satisfaction and behavioral intentions. The results indicated there is a weak association between objective and perceived human crowding, which makes subjective measures more appropriate for assessing crowdedness. A formative two-dimensional (human and spatial) conceptualization of crowding more adequately captures visitors' perceptions. The influence of each dimension is context-dependent, such that human crowding is more problematic for visitors to monuments, while cruise ship tourists are less tolerant of spatial crowding. The findings also revealed that crowding negatively affects visitors' satisfaction, while its impact on behavioral intentions is mostly nonsignificant for cruise ship tourists.
{"title":"Understanding crowding perceptions and their impact on place experience: Insights from a mixed-methods study","authors":"Silvia Sanz-Blas, Daniela Buzova, Fernando J. Garrigos-Simon","doi":"10.1002/mar.21964","DOIUrl":"https://doi.org/10.1002/mar.21964","url":null,"abstract":"The existing research on the impact of crowding on visitors' experiences has yielded mixed results, mainly due to inadequate conceptualization and measurement of the phenomenon. To address this issue, we adopted a mixed-methods approach. We first conducted a qualitative study (Study 1, focus group based) to understand (i) how consumers perceive crowding at leisure places, (ii) the sources of crowding (spatial or social), and (iii) its effects on their experiences and future behaviors. For Study 2 we collected quantitative data through a survey (<i>n</i> = 537 respondents) to estimate the association between objective and subjective measures of crowding, the relative contribution of human and spatial crowding to visitors' overall crowding perceptions and its impact on satisfaction and behavioral intentions. The results indicated there is a weak association between objective and perceived human crowding, which makes subjective measures more appropriate for assessing crowdedness. A formative two-dimensional (human and spatial) conceptualization of crowding more adequately captures visitors' perceptions. The influence of each dimension is context-dependent, such that human crowding is more problematic for visitors to monuments, while cruise ship tourists are less tolerant of spatial crowding. The findings also revealed that crowding negatively affects visitors' satisfaction, while its impact on behavioral intentions is mostly nonsignificant for cruise ship tourists.","PeriodicalId":501349,"journal":{"name":"Psychology and Marketing","volume":"93 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-01-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139551790","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}
Philipp A. Rauschnabel, Verena Hüttl-Maack, Aaron C. Ahuvia, Katrin E. Schein
Marketers use augmented reality (AR) to place virtual brand-related information into a consumer's physical context. Grounded in the literature on AR, brand love, metaphor theory, and closeness as interpreted by the neural theory of language, the authors theorize that branded AR content can reduce the perceived physical, spatial distance between a consumer and a brand. This perceived closeness subsequently drives the closeness of the emotional relationship in the form of brand love. Two empirical studies validate this framework. Study 1 shows that using an AR app (vs. non-AR) increases the perceived physical closeness of the brand, which in turn drives brand love (i.e., relationship closeness). Study 2 replicates this finding in a pre-/post-use design. Here, high levels of local presence (i.e., the extent to which consumers perceive a brand as actually being present in their physical environment) drive perceived physical closeness, which leads to brand love. We also find that AR's power to generate brand love increases when the consumer is already familiar with the brand. We discuss managerial implications for AR marketing today and in a metaverse future in which AR content might be prevalent in consumers' everyday perceptions of the real world.
营销人员利用增强现实技术（AR）将虚拟的品牌相关信息置入消费者的物理环境中。作者以有关 AR、品牌之爱、隐喻理论和语言神经理论所解释的亲近感的文献为基础，提出了品牌 AR 内容可以缩短消费者与品牌之间的物理空间距离的理论。这种感知到的亲近感随后会以品牌之爱的形式推动情感关系的亲近。两项实证研究验证了这一框架。研究 1 表明，使用 AR 应用程序（与非 AR 应用程序相比）会增加对品牌的物理亲近感，这反过来又会促进对品牌的喜爱（即关系亲近）。研究 2 在使用前/后设计中重复了这一发现。在这里，高水平的本地存在感（即消费者认为品牌实际存在于其物理环境中的程度）推动了感知到的物理亲近感，从而导致品牌喜爱。我们还发现，当消费者对品牌已经非常熟悉时，AR 产生品牌喜爱的能力就会增强。我们讨论了 AR 营销对当前和未来元宇宙的管理意义，在未来，AR 内容可能会在消费者对现实世界的日常感知中盛行。
{"title":"Augmented reality marketing and consumer‒brand relationships: How closeness drives brand love","authors":"Philipp A. Rauschnabel, Verena Hüttl-Maack, Aaron C. Ahuvia, Katrin E. Schein","doi":"10.1002/mar.21953","DOIUrl":"https://doi.org/10.1002/mar.21953","url":null,"abstract":"Marketers use augmented reality (AR) to place virtual brand-related information into a consumer's physical context. Grounded in the literature on AR, brand love, metaphor theory, and closeness as interpreted by the neural theory of language, the authors theorize that branded AR content can reduce the perceived physical, spatial distance between a consumer and a brand. This perceived closeness subsequently drives the closeness of the emotional relationship in the form of brand love. Two empirical studies validate this framework. Study 1 shows that using an AR app (vs. non-AR) increases the perceived physical closeness of the brand, which in turn drives brand love (i.e., relationship closeness). Study 2 replicates this finding in a pre-/post-use design. Here, high levels of local presence (i.e., the extent to which consumers perceive a brand as actually being present in their physical environment) drive perceived physical closeness, which leads to brand love. We also find that AR's power to generate brand love increases when the consumer is already familiar with the brand. We discuss managerial implications for AR marketing today and in a metaverse future in which AR content might be prevalent in consumers' everyday perceptions of the real world.","PeriodicalId":501349,"journal":{"name":"Psychology and Marketing","volume":"10 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-01-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139551792","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}
Mauro Calza-Perez, Pilar Perez-Ruiz, Sandra Enri-Peiró, Carla Martínez-Climent, Javier Sánchez-García
This research enriches the current understanding of digital marketing knowledge acquisition through game-based learning (GBL). The study is based on a sample of 476 participants who provided data before and after playing The Ecommerce Game(™). In this serious game, players must optimize the conversion rate of an e-commerce venture. Data on key variables measuring players' digital marketing knowledge were collected. Before playing the game, participants reported on their perceived ease of use, perceived usefulness, and attitude. After the game, participants' knowledge, motivation, enjoyment, and concentration were measured. The purpose of this study was to determine the positive impact of GBL on the professional development of participants. Participants reported that the skills acquired in GBL improved their professional performance. Thus, the results suggest that acceptance of a game can be an effective tool for players to acquire knowledge of digital marketing and e-commerce. The motivation from gameplay was significant in aiding participants' learning experiences. Encouragingly, participants expressed a willingness to replay the game, emphasizing the enjoyableness of the learning process.
{"title":"Key factors influencing knowledge acquisition through game-based learning","authors":"Mauro Calza-Perez, Pilar Perez-Ruiz, Sandra Enri-Peiró, Carla Martínez-Climent, Javier Sánchez-García","doi":"10.1002/mar.21966","DOIUrl":"https://doi.org/10.1002/mar.21966","url":null,"abstract":"This research enriches the current understanding of digital marketing knowledge acquisition through game-based learning (GBL). The study is based on a sample of 476 participants who provided data before and after playing <i>The Ecommerce Game(™)</i>. In this serious game, players must optimize the conversion rate of an e-commerce venture. Data on key variables measuring players' digital marketing knowledge were collected. Before playing the game, participants reported on their perceived ease of use, perceived usefulness, and attitude. After the game, participants' knowledge, motivation, enjoyment, and concentration were measured. The purpose of this study was to determine the positive impact of GBL on the professional development of participants. Participants reported that the skills acquired in GBL improved their professional performance. Thus, the results suggest that acceptance of a game can be an effective tool for players to acquire knowledge of digital marketing and e-commerce. The motivation from gameplay was significant in aiding participants' learning experiences. Encouragingly, participants expressed a willingness to replay the game, emphasizing the enjoyableness of the learning process.","PeriodicalId":501349,"journal":{"name":"Psychology and Marketing","volume":"21 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-01-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139551785","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}
Virginia Nyambura Mwangi, Rachael Millard, Wendy Histon
The impact of wearable technology (wearables) on user wellbeing requires closer examination given the growth in adoption across multiple domains including workplaces, leisure, and healthcare. This paper consolidates research on consumer wellbeing and wearables through an interdisciplinary systematic review of 23 empirical journal articles from psychology, information technology and business domains. Our analysis highlights the principal conceptualizations of wellbeing and offers insights into theories, methods, and key variables in these studies. The findings reveal an overemphasis on adoption and usage of wearables in the literature; a narrow definition of wellbeing; and a limited range of theoretical and methodological perspectives. We propose that future research should be holistic, drawing on mainstream wellbeing theories and examining micro, meso, and macro level conceptualizations of wellbeing. Employing diverse methodologies such as longitudinal, time sampling, cross-sectional, qualitative, and quantitative approaches, and randomized control trials. We develop a framework outlining avenues for future research to extend current understanding in this research domain.
{"title":"Prevalent elements of consumer wellbeing in wearable technology use: An interdisciplinary systematic review and future research agenda","authors":"Virginia Nyambura Mwangi, Rachael Millard, Wendy Histon","doi":"10.1002/mar.21962","DOIUrl":"https://doi.org/10.1002/mar.21962","url":null,"abstract":"The impact of wearable technology (wearables) on user wellbeing requires closer examination given the growth in adoption across multiple domains including workplaces, leisure, and healthcare. This paper consolidates research on consumer wellbeing and wearables through an interdisciplinary systematic review of 23 empirical journal articles from psychology, information technology and business domains. Our analysis highlights the principal conceptualizations of wellbeing and offers insights into theories, methods, and key variables in these studies. The findings reveal an overemphasis on adoption and usage of wearables in the literature; a narrow definition of wellbeing; and a limited range of theoretical and methodological perspectives. We propose that future research should be holistic, drawing on mainstream wellbeing theories and examining micro, meso, and macro level conceptualizations of wellbeing. Employing diverse methodologies such as longitudinal, time sampling, cross-sectional, qualitative, and quantitative approaches, and randomized control trials. We develop a framework outlining avenues for future research to extend current understanding in this research domain.","PeriodicalId":501349,"journal":{"name":"Psychology and Marketing","volume":"37 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-01-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139515962","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}
Liangyan Wang, Qin Wang, Eugene Y. Chan, L. Robin Keller
Existing literature has examined the influence of a counterfeit on the original brand in the prior or middle purchase phases. Our work aims to expand the literature by analyzing the post-purchase phase of counterfeit consumption. In four studies, we examine the effects of product message appeal (symbolic vs. utilitarian) and self-construal (interdependent vs. independent) on preference changes and purchase intentions of consumers toward original products when they are caught using counterfeits. Individuals with interdependent (vs. independent) self-construal are more likely to increase their preference and purchase intention for original products after being caught using symbolic rather than utilitarian counterfeits. Moreover, face restoration mediates the interaction effect between product message appeal and self-construal on the purchase intent of consumers in procuring original products. The patterns are consistent in both hypothetical scenarios and counterfeit consumption experience. Our work suggests that companies or brand, whose products are often copied or imitated should pay more attention to establishing their unique characteristics and the primary value of their product delivered to the consumers through product design and marketing mix strategies.
{"title":"Counterfeits can benefit original products when people are caught using counterfeits","authors":"Liangyan Wang, Qin Wang, Eugene Y. Chan, L. Robin Keller","doi":"10.1002/mar.21963","DOIUrl":"https://doi.org/10.1002/mar.21963","url":null,"abstract":"Existing literature has examined the influence of a counterfeit on the original brand in the prior or middle purchase phases. Our work aims to expand the literature by analyzing the post-purchase phase of counterfeit consumption. In four studies, we examine the effects of product message appeal (symbolic vs. utilitarian) and self-construal (interdependent vs. independent) on preference changes and purchase intentions of consumers toward original products when they are caught using counterfeits. Individuals with interdependent (vs. independent) self-construal are more likely to increase their preference and purchase intention for original products after being caught using symbolic rather than utilitarian counterfeits. Moreover, face restoration mediates the interaction effect between product message appeal and self-construal on the purchase intent of consumers in procuring original products. The patterns are consistent in both hypothetical scenarios and counterfeit consumption experience. Our work suggests that companies or brand, whose products are often copied or imitated should pay more attention to establishing their unique characteristics and the primary value of their product delivered to the consumers through product design and marketing mix strategies.","PeriodicalId":501349,"journal":{"name":"Psychology and Marketing","volume":"18 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-01-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139459032","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 three studies, we examine the effect of music album artwork on album market performance and music consumption. Based on the perceptual preference for visual stimuli with cardinal (orthogonal) over oblique (tilted) line/edge orientations (a phenomenon known as the “oblique effect”), albums with a predominance of cardinal line/edge orientations in their artwork should perform better than albums with more oblique artwork, as indicated by the albums' market performance and consumers' listening behavior. Study 1, using secondary data, shows that the cardinality of album artwork is a positive predictor of the cover's esthetic appeal and of market performance as evinced by its position in the US charts, expert ratings of the album, and the number of weeks the album remained in the US charts. Studies 2 and 3 use experiments to show that consumers listen longer to music when album artwork is relatively more cardinal than oblique. These studies also explore whether the effect is mediated by higher esthetic appreciation of cardinal (vs. oblique) album artwork in turn affecting song liking. Overall, these findings underscore the importance of visual preferences in packaging design for music consumption.
{"title":"Set that record straight! Cardinal line orientations in music album artwork boost market performance and music consumption","authors":"Yannick Joye, Bob M. Fennis","doi":"10.1002/mar.21959","DOIUrl":"https://doi.org/10.1002/mar.21959","url":null,"abstract":"In three studies, we examine the effect of music album artwork on album market performance and music consumption. Based on the perceptual preference for visual stimuli with cardinal (orthogonal) over oblique (tilted) line/edge orientations (a phenomenon known as the “oblique effect”), albums with a predominance of cardinal line/edge orientations in their artwork should perform better than albums with more oblique artwork, as indicated by the albums' market performance and consumers' listening behavior. Study 1, using secondary data, shows that the cardinality of album artwork is a positive predictor of the cover's esthetic appeal and of market performance as evinced by its position in the US charts, expert ratings of the album, and the number of weeks the album remained in the US charts. Studies 2 and 3 use experiments to show that consumers listen longer to music when album artwork is relatively more cardinal than oblique. These studies also explore whether the effect is mediated by higher esthetic appreciation of cardinal (vs. oblique) album artwork in turn affecting song liking. Overall, these findings underscore the importance of visual preferences in packaging design for music consumption.","PeriodicalId":501349,"journal":{"name":"Psychology and Marketing","volume":"25 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-12-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139077413","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}
Siyun Chen, Veronika Ponomarenko, Tingwen Xiao, Linxiang Lv, Guanrong Liu
In an era marked by the rapid growth of digital media and increasingly limited attention spans, advertisements employing minimalist aesthetics have emerged as a compelling approach. Yet, the specific conditions under which consumers favor minimalist ads remain underexplored. Through a comprehensive series of studies, including a field study and five scenario-based experiments, this research unveils new insights into how busyness shapes consumer preferences for minimalist ad designs. This research found that busyness notably steers preferences toward minimalist over complex ads, both in real-world (Study 1) and experimental environments (Study 2). Notably, we revealed a serial mediation, with busyness affecting ad preference through the desire for relaxation (distal mediator) followed by the intent to avoid processing disfluency (proximal mediator) (Study 3). Furthermore, two boundary conditions were identified in which this effect is attenuated or intensified. When consumers place a high (vs. low) price on time, the busyness effect on minimalism preference is undermined (Study 4). In addition, this effect is more pronounced when a temporal landmark that designates an end (vs. start) is made salient (Studies 5 and 6). These insights not only illuminate consumer behavior in visual marketing but also carry significant practical implications for advertisers, marketing professionals, and policymakers.
{"title":"Stop and smell the roses: How and when busyness impacts consumers' preference for minimalist advertisements","authors":"Siyun Chen, Veronika Ponomarenko, Tingwen Xiao, Linxiang Lv, Guanrong Liu","doi":"10.1002/mar.21958","DOIUrl":"https://doi.org/10.1002/mar.21958","url":null,"abstract":"In an era marked by the rapid growth of digital media and increasingly limited attention spans, advertisements employing minimalist aesthetics have emerged as a compelling approach. Yet, the specific conditions under which consumers favor minimalist ads remain underexplored. Through a comprehensive series of studies, including a field study and five scenario-based experiments, this research unveils new insights into how busyness shapes consumer preferences for minimalist ad designs. This research found that busyness notably steers preferences toward minimalist over complex ads, both in real-world (Study 1) and experimental environments (Study 2). Notably, we revealed a serial mediation, with busyness affecting ad preference through the desire for relaxation (distal mediator) followed by the intent to avoid processing disfluency (proximal mediator) (Study 3). Furthermore, two boundary conditions were identified in which this effect is attenuated or intensified. When consumers place a high (vs. low) price on time, the busyness effect on minimalism preference is undermined (Study 4). In addition, this effect is more pronounced when a temporal landmark that designates an end (vs. start) is made salient (Studies 5 and 6). These insights not only illuminate consumer behavior in visual marketing but also carry significant practical implications for advertisers, marketing professionals, and policymakers.","PeriodicalId":501349,"journal":{"name":"Psychology and Marketing","volume":"25 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-12-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138824991","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}
Carla C. Martins, Susana C. Silva, Joanna Radomska, Monika Hajdas
Feeling or anticipating guilt associated with consumption situations may lead consumers to adjust their behaviors to avoid those unpleasant feelings and better conform to their personal, moral, and social standards. The experience of guilt regarding a consumption situation is influenced by both contextual factors, including marketing communications, and personal traits, namely the individual's proneness to feel guilt related to consumption. While research has examined the influence of contextual variables on guilt, the individual predisposition to feel guilt associated with consumption has received little attention. Understanding individual consumer guilt proneness can assist managers in customizing strategies to diverse guilt responses: recognizing varying susceptibility to guilt enables personalized approaches across the consumer journey, fostering empathetic managerial actions. This understanding can significantly impact consumer satisfaction, loyalty, and the success of marketing strategies. This study conceptualizes and proposes a measure of consumer guilt proneness, the individual tendency to feel guilt regarding transgressive consumption situations. To define the conceptual domain, a literature review is complemented with a qualitative study. Five dimensions corresponding to sources of guilt (health, extravagance, social influence, misevaluation, and ethics and sustainability) create the initial pool of items. Exploratory and confirmatory factor analyses corroborate the five-factor measurement model. The final scale demonstrates adequate convergent, discriminant, and nomological validity. Finally, the instrument is cross-culturally validated in three countries—Portugal, Poland, and Brazil—which not only strengthens the evidence of its validity and reliability but also lends credibility to its broader application in diverse cultural environments, particularly within Western cultures.
{"title":"Consumer guilt proneness scale—Assessing individual differences in responses to transgressive consumption situations","authors":"Carla C. Martins, Susana C. Silva, Joanna Radomska, Monika Hajdas","doi":"10.1002/mar.21954","DOIUrl":"https://doi.org/10.1002/mar.21954","url":null,"abstract":"Feeling or anticipating guilt associated with consumption situations may lead consumers to adjust their behaviors to avoid those unpleasant feelings and better conform to their personal, moral, and social standards. The experience of guilt regarding a consumption situation is influenced by both contextual factors, including marketing communications, and personal traits, namely the individual's proneness to feel guilt related to consumption. While research has examined the influence of contextual variables on guilt, the individual predisposition to feel guilt associated with consumption has received little attention. Understanding individual consumer guilt proneness can assist managers in customizing strategies to diverse guilt responses: recognizing varying susceptibility to guilt enables personalized approaches across the consumer journey, fostering empathetic managerial actions. This understanding can significantly impact consumer satisfaction, loyalty, and the success of marketing strategies. This study conceptualizes and proposes a measure of <i>consumer guilt proneness</i>, the individual tendency to feel guilt regarding transgressive consumption situations. To define the conceptual domain, a literature review is complemented with a qualitative study. Five dimensions corresponding to sources of guilt (health, extravagance, social influence, misevaluation, and ethics and sustainability) create the initial pool of items. Exploratory and confirmatory factor analyses corroborate the five-factor measurement model. The final scale demonstrates adequate convergent, discriminant, and nomological validity. Finally, the instrument is cross-culturally validated in three countries—Portugal, Poland, and Brazil—which not only strengthens the evidence of its validity and reliability but also lends credibility to its broader application in diverse cultural environments, particularly within Western cultures.","PeriodicalId":501349,"journal":{"name":"Psychology and Marketing","volume":"79 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-12-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138824988","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}
Subhadip Roy, Aditya Shankar Mishra, Ainsworth Anthony Bailey
The present research delves into the concept of celebrity co-creation from the consumer behavior perspective. It explores the impact of the degree of a celebrity's involvement with a brand (celebrity as an endorser vs. celebrity as a co-creator) on consumers' advertisement and brand-based evaluations (Study 1) and purchase behavior (Study 2). The research subsequently incorporates the mediating effects of consumers' perceived risk (Study 3) and the moderating effect of celebrity expertise (Study 4) in the relationships. Three of the four studies were controlled experiments among nonstudent samples (combined n = 486), while one was a field study. Major findings indicate that a celebrity co-creator is more effective than a celebrity endorser, but both cases of celebrity presence are more effective than the control (Studies 1 and 2). This effect is observed to be mediated by the consumers' perceived risk (Study 3) and moderated by the celebrity's expertise (Study 4). The present research provides a new direction to value co-creation research from the communications perspective and adds to the literature on celebrity endorsements.
{"title":"Celebrity co-creator or celebrity endorser? Exploring mediating and moderating factors in Marcom decision","authors":"Subhadip Roy, Aditya Shankar Mishra, Ainsworth Anthony Bailey","doi":"10.1002/mar.21952","DOIUrl":"https://doi.org/10.1002/mar.21952","url":null,"abstract":"The present research delves into the concept of celebrity co-creation from the consumer behavior perspective. It explores the impact of the degree of a celebrity's involvement with a brand (celebrity as an endorser vs. celebrity as a co-creator) on consumers' advertisement and brand-based evaluations (Study 1) and purchase behavior (Study 2). The research subsequently incorporates the mediating effects of consumers' perceived risk (Study 3) and the moderating effect of celebrity expertise (Study 4) in the relationships. Three of the four studies were controlled experiments among nonstudent samples (combined <i>n</i> = 486), while one was a field study. Major findings indicate that a celebrity co-creator is more effective than a celebrity endorser, but both cases of celebrity presence are more effective than the control (Studies 1 and 2). This effect is observed to be mediated by the consumers' perceived risk (Study 3) and moderated by the celebrity's expertise (Study 4). The present research provides a new direction to value co-creation research from the communications perspective and adds to the literature on celebrity endorsements.","PeriodicalId":501349,"journal":{"name":"Psychology and Marketing","volume":"16 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-12-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138824935","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}
京公网安备 11010802042870号
京ICP备2023020795号-1
扫码关注我们
求助内容：
应助结果提醒方式：