Psychological ownership has been linked to various environmental behaviors, but extant research has typically examined a specific environmental element (i.e., a lake or national park) instead of abstract entities as the target of this ownership. The current research investigates how psychological ownership of an abstract entity, namely one's community, impacts environmental attitudes and behaviors. Intrigued by previous research showing that consumer concern for the environment does not necessarily translate into pro-environmental action, we examine the connection between psychological ownership, environmental concern, and environmental behaviors. We propose and find that the perception of environmental ineffectiveness moderates how these variables relate to one another. Counterintuitively, higher levels of perceived environmental ineffectiveness (rather than effectiveness) strengthen the relationships between these variables. We draw on the theory of ritualistic behaviors to explain this phenomenon. Results from three studies using diverse respondents and data gathering approaches reveal a consistent pattern of relationships. Our research makes several important contributions. First, it identifies a quasi-endowment effect that extends from psychological ownership of community to environmental concern, which subsequently results in the protection of the environment through engagement in environmental behaviors. Second, this research extends the burgeoning psychological literature on rituals to the domain of environmental behaviors. Finally, using the conceptualization of environmental behavior as a ritual, this is the first study to illustrate how perceived consumer ineffectiveness moderates the effect of psychological ownership on environmental behaviors through environmental concern.
{"title":"Ritual and environmental ineffectiveness: How psychological ownership of community drives environmental behavior","authors":"Yihui (Elina) Tang, Reto Felix, Christian Hinsch","doi":"10.1002/mar.21955","DOIUrl":"https://doi.org/10.1002/mar.21955","url":null,"abstract":"Psychological ownership has been linked to various environmental behaviors, but extant research has typically examined a specific environmental element (i.e., a lake or national park) instead of abstract entities as the target of this ownership. The current research investigates how psychological ownership of an abstract entity, namely one's community, impacts environmental attitudes and behaviors. Intrigued by previous research showing that consumer concern for the environment does not necessarily translate into pro-environmental action, we examine the connection between psychological ownership, environmental concern, and environmental behaviors. We propose and find that the perception of environmental ineffectiveness moderates how these variables relate to one another. Counterintuitively, higher levels of perceived environmental ineffectiveness (rather than effectiveness) strengthen the relationships between these variables. We draw on the theory of ritualistic behaviors to explain this phenomenon. Results from three studies using diverse respondents and data gathering approaches reveal a consistent pattern of relationships. Our research makes several important contributions. First, it identifies a quasi-endowment effect that extends from psychological ownership of community to environmental concern, which subsequently results in the protection of the environment through engagement in environmental behaviors. Second, this research extends the burgeoning psychological literature on rituals to the domain of environmental behaviors. Finally, using the conceptualization of environmental behavior as a ritual, this is the first study to illustrate how perceived consumer ineffectiveness moderates the effect of psychological ownership on environmental behaviors through environmental concern.","PeriodicalId":501349,"journal":{"name":"Psychology and Marketing","volume":"114 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-12-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138824941","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}
Kousi, S., Halkias, G., & Kokkinaki, F. (2023). Hedonic objects and utilitarian experiences: The overriding influence of hedonism in driving consumer happiness. Psychology & Marketing, 40(8), 1634–1645. doi:10.1002/mar.21829.
In the article, Figure 4 (p. 1641) is erroneously a repeat of Figure 3 (p. 1640). Figure 4, below, is the correct figure.
Figure 4
Open in figure viewerPowerPoint
We apologize for this error.
Kousi, S., Halkias, G., & Kokkinaki, F. (2023)。享乐对象与功利体验：享乐主义对消费者幸福感的压倒性影响》。Doi:10.1002/mar.21829.In the article, Figure 4 (p. 1641) is erroneously a repeat of Figure 3 (p. 1640).下面的图 4 才是正确的图。图 4在图查看器中打开PowerPoint 我们对这一错误表示歉意。
{"title":"Correction to “Hedonic objects and utilitarian experiences: The overriding influence of hedonism in driving consumer happiness”","authors":"","doi":"10.1002/mar.21956","DOIUrl":"https://doi.org/10.1002/mar.21956","url":null,"abstract":"<p>Kousi, S., Halkias, G., & Kokkinaki, F. (2023). Hedonic objects and utilitarian experiences: The overriding influence of hedonism in driving consumer happiness. <i>Psychology & Marketing</i>, <i>40</i>(8), 1634–1645. doi:10.1002/mar.21829.</p>\u0000<p>In the article, Figure 4 (p. 1641) is erroneously a repeat of Figure 3 (p. 1640). Figure 4, below, is the correct figure.</p>\u0000<figure><picture>\u0000<source media=\"(min-width: 1650px)\" srcset=\"/cms/asset/b9fdbf5d-4fe1-434b-adac-c0c3283fdc1c/mar21956-fig-0001-m.jpg\"/><img alt=\"Details are in the caption following the image\" data-lg-src=\"/cms/asset/b9fdbf5d-4fe1-434b-adac-c0c3283fdc1c/mar21956-fig-0001-m.jpg\" loading=\"lazy\" src=\"/cms/asset/4e6fa7a2-b8dd-40a7-8ea4-182f766493cb/mar21956-fig-0001-m.png\" title=\"Details are in the caption following the image\"/></picture><figcaption>\u0000<div><strong>Figure 4</strong><div>Open in figure viewer<i aria-hidden=\"true\"></i><span>PowerPoint</span></div>\u0000</div>\u0000<div> </div>\u0000</figcaption>\u0000</figure>\u0000<p>We apologize for this error.</p>","PeriodicalId":501349,"journal":{"name":"Psychology and Marketing","volume":"12 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-12-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138826951","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}
Wumei Liu, Heqing Huang, Qiaoying Yang, Cheng Lu Wang
Consumers are often reluctant to disclose their personal information to retailers. How to promote consumers' self-disclosure has been a focal point of interest for marketers and researchers. Using a total of eight multimethod studies (N = 5281) which composite a study with secondary data, a field study, a natural experiment, and five lab experiments, we show that a perception of high (vs. low) levels of air pollution decreases consumers' self-disclosure willingness and behavior. This effect is mediated by tense arousal and moderated by (1) whether consumers are aware of the impact of perceived air pollution levels on tense arousal and (2) under which environment consumers disclose their personal information (an environment playing low-paced soothing background music vs. a one playing high-paced rock background music). We also rule out regulatory focus and mood valence as alternative process variables. Our findings extend past literature on perceived air pollution, tense arousal, and self-disclosure. The results also suggest marketers, retailers, and service providers mitigate the negative impact of air pollution perception on consumers' self-disclosure by playing low-paced soothing background music in retailing contexts.
{"title":"Perceived air pollution reduces consumers' self-disclosure: The role of tense arousal","authors":"Wumei Liu, Heqing Huang, Qiaoying Yang, Cheng Lu Wang","doi":"10.1002/mar.21949","DOIUrl":"https://doi.org/10.1002/mar.21949","url":null,"abstract":"Consumers are often reluctant to disclose their personal information to retailers. How to promote consumers' self-disclosure has been a focal point of interest for marketers and researchers. Using a total of eight multimethod studies (<i>N</i> = 5281) which composite a study with secondary data, a field study, a natural experiment, and five lab experiments, we show that a perception of high (vs. low) levels of air pollution decreases consumers' self-disclosure willingness and behavior. This effect is mediated by tense arousal and moderated by (1) whether consumers are aware of the impact of perceived air pollution levels on tense arousal and (2) under which environment consumers disclose their personal information (an environment playing low-paced soothing background music vs. a one playing high-paced rock background music). We also rule out regulatory focus and mood valence as alternative process variables. Our findings extend past literature on perceived air pollution, tense arousal, and self-disclosure. The results also suggest marketers, retailers, and service providers mitigate the negative impact of air pollution perception on consumers' self-disclosure by playing low-paced soothing background music in retailing contexts.","PeriodicalId":501349,"journal":{"name":"Psychology and Marketing","volume":"198 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-12-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138692754","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}
Malaika Brengman, Kim Willems, Laurens De Gauquier, Bram Vanderborght
Humanoid robots can serve as in-store communication medium, providing functional as well as hedonic value. Previous studies have demonstrated their proficiency in providing functional value, such as guiding customers, advertising products, or carrying groceries. However, in a retailing context, engaging customers often requires more than meeting their basic functional needs. This study is the first to examine the potential of humanoid service robots (HSRs) in providing hedonic value as well, comparing their performance to that of more traditional in-store media in entertaining customers. Based on media richness effectiveness theory, the role of robot voice is also investigated. An experimental field study was performed administering a fun quiz to passers-by at an airport store considering three conditions (via tablet, robot with voice, or robot without voice). The results show that the quiz via a humanoid robot (as compared to via a tablet kiosk) provides customers more functional and hedonic value. While functional value favorably affects loyalty intentions mainly via enhanced store image, hedonic value has a direct and indirect effect mainly via store attitude. Adding voice to the HSR does not seem to provide significant added value. Data on actual purchase behavior also hint at superiority of the robot over a traditional tablet kiosk.
{"title":"Media richness effectiveness: Humanoid robots with or without voice, or just a tablet kiosk?","authors":"Malaika Brengman, Kim Willems, Laurens De Gauquier, Bram Vanderborght","doi":"10.1002/mar.21948","DOIUrl":"https://doi.org/10.1002/mar.21948","url":null,"abstract":"Humanoid robots can serve as in-store communication medium, providing functional as well as hedonic value. Previous studies have demonstrated their proficiency in providing <i>functional</i> value, such as guiding customers, advertising products, or carrying groceries. However, in a retailing context, engaging customers often requires more than meeting their basic functional needs. This study is the first to examine the potential of humanoid service robots (HSRs) in providing <i>hedonic</i> value as well, comparing their performance to that of more traditional in-store media in entertaining customers. Based on <i>media richness effectiveness theory</i>, the role of robot <i>voice</i> is also investigated. An experimental field study was performed administering a fun quiz to passers-by at an airport store considering three conditions (via tablet, robot with voice, or robot without voice). The results show that the quiz via a humanoid robot (as compared to via a tablet kiosk) provides customers more functional and hedonic value. While functional value favorably affects loyalty intentions mainly via enhanced store image, hedonic value has a direct and indirect effect mainly via store attitude. Adding voice to the HSR does not seem to provide significant added value. Data on actual purchase behavior also hint at superiority of the robot over a traditional tablet kiosk.","PeriodicalId":501349,"journal":{"name":"Psychology and Marketing","volume":"55 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-12-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138580602","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}
Traditional models of consumer behavior assume that customers perceive factors, e.g., time, in a rational manner throughout the day. For example, the same time period of an hour should, fundamentally, be evaluated as the same as an hour in the afternoon. Yet, across three experimental studies, we find evidence counter to this belief. Under the theoretical framework of the categorization of time, we posit that the unconscious categorization of time influences our satisfaction with company response time due to perceptions of time and resource depletion. We empirically demonstrate that the time-of-day of complaint submission impacts satisfaction with company response time such that the same company response time will be perceived as more satisfying in the morning than when received in the afternoon. This previously overlooked relationship builds on a robust and growing literature examining timing strategies in service recovery. We provide both low/no-cost initiatives as well as strategic timing prioritization for marketing practitioners to maximize customer satisfaction with firm response time.
{"title":"Good morning, sunshine: How time-of-day of complaint submittal can affect customer satisfaction with company response time","authors":"Della Garner, Jennifer H. Tatara, Subhash Jha","doi":"10.1002/mar.21950","DOIUrl":"https://doi.org/10.1002/mar.21950","url":null,"abstract":"Traditional models of consumer behavior assume that customers perceive factors, e.g., time, in a rational manner throughout the day. For example, the same time period of an hour should, fundamentally, be evaluated as the same as an hour in the afternoon. Yet, across three experimental studies, we find evidence counter to this belief. Under the theoretical framework of the categorization of time, we posit that the unconscious categorization of time influences our satisfaction with company response time due to perceptions of time and resource depletion. We empirically demonstrate that the time-of-day of complaint submission impacts satisfaction with company response time such that the same company response time will be perceived as more satisfying in the morning than when received in the afternoon. This previously overlooked relationship builds on a robust and growing literature examining timing strategies in service recovery. We provide both low/no-cost initiatives as well as strategic timing prioritization for marketing practitioners to maximize customer satisfaction with firm response time.","PeriodicalId":501349,"journal":{"name":"Psychology and Marketing","volume":"269 2 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-12-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138547510","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 most marketplaces, brands face fierce competition. Those that are adopted into consumers' self-concepts in the form of a strong self-brand connection reap myriad benefits including more positive evaluations, increased purchase intentions, and greater customer loyalty. This research tests the premise that the processing fluency of two prominent branding elements, brand name and logo, may promote self-brand connection. A series of three studies indicates that processing fluency, prompted either through repeated exposure to a logo (Study 1) or more easily processed brand names (Studies 2 and 3), is associated with a stronger self-brand connection. Evidence across the studies supports that the sense of brand familiarity stemming from fluent assessment promotes narrative processes in which the brand is connected to aspects of one's life and that such narrative processing, in turn, leads to the formation of stronger self-brand connections. Further, such evidence is provided via direct measures of self-brand connections, investigation of consumers brand narratives, and hemostatic brain response as measured via functional magnetic resonance imaging.
{"title":"From easy to known: How fluent brand processing fosters self-brand connection","authors":"Devon DelVecchio, William J. Jones, Lee Baugh","doi":"10.1002/mar.21951","DOIUrl":"https://doi.org/10.1002/mar.21951","url":null,"abstract":"In most marketplaces, brands face fierce competition. Those that are adopted into consumers' self-concepts in the form of a strong self-brand connection reap myriad benefits including more positive evaluations, increased purchase intentions, and greater customer loyalty. This research tests the premise that the processing fluency of two prominent branding elements, brand name and logo, may promote self-brand connection. A series of three studies indicates that processing fluency, prompted either through repeated exposure to a logo (Study 1) or more easily processed brand names (Studies 2 and 3), is associated with a stronger self-brand connection. Evidence across the studies supports that the sense of brand familiarity stemming from fluent assessment promotes narrative processes in which the brand is connected to aspects of one's life and that such narrative processing, in turn, leads to the formation of stronger self-brand connections. Further, such evidence is provided via direct measures of self-brand connections, investigation of consumers brand narratives, and hemostatic brain response as measured via functional magnetic resonance imaging.","PeriodicalId":501349,"journal":{"name":"Psychology and Marketing","volume":"29 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-12-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138547505","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}
Well-designed brand logos can be critical in effective marketing strategies. By adopting a consumer neuroscience approach and the interaction of person-affect-cognition-execution model, this study analyzes the behavioral reaction and neural activation pattern during the perception of brand logos in relation to the compulsive buying tendencies of participants. Results suggest that women are more cue-reactive toward brand logos and show activity changes in brain regions associated with cue-reactivity in (behavioral) addictions. Conversely, men are less cue-reactive but show increased activity changes in reward-related regions. Women with compulsive buying tendencies may be more susceptible to brand logos, which can evoke neural activation similar to addictive patterns, while men are less cue-reactive but show hidden neural activation associated with rewards. This study enhances understanding of (1) how marketing cues influence pre-addictive behavior and (2) gender differences in brain activations related to cue-reactivity in people with compulsive buying tendencies. We inform further research on implicit and neural processes on how brands are perceived by compulsive buyers, particularly among male consumers. We also emphasize the need to protect vulnerable consumer groups, such as compulsive buyers.
{"title":"Cue-reactivity to brand logos of consumers with a compulsive buying tendency: A consumer neuroscience perspective","authors":"Mirja Hubert, Marco Hubert, Marcello M. Mariani","doi":"10.1002/mar.21946","DOIUrl":"https://doi.org/10.1002/mar.21946","url":null,"abstract":"Well-designed brand logos can be critical in effective marketing strategies. By adopting a consumer neuroscience approach and the interaction of person-affect-cognition-execution model, this study analyzes the behavioral reaction and neural activation pattern during the perception of brand logos in relation to the compulsive buying tendencies of participants. Results suggest that women are more cue-reactive toward brand logos and show activity changes in brain regions associated with cue-reactivity in (behavioral) addictions. Conversely, men are less cue-reactive but show increased activity changes in reward-related regions. Women with compulsive buying tendencies may be more susceptible to brand logos, which can evoke neural activation similar to addictive patterns, while men are less cue-reactive but show hidden neural activation associated with rewards. This study enhances understanding of (1) how marketing cues influence pre-addictive behavior and (2) gender differences in brain activations related to cue-reactivity in people with compulsive buying tendencies. We inform further research on implicit and neural processes on how brands are perceived by compulsive buyers, particularly among male consumers. We also emphasize the need to protect vulnerable consumer groups, such as compulsive buyers.","PeriodicalId":501349,"journal":{"name":"Psychology and Marketing","volume":"17 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-11-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138522814","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}
This research analyzes how the receiver's emotional response to fear communication differs across cultural groups of origin (Europe vs. Latin America), as well as individual traits such as the level of fear of each individual, motivated by the lack of previous studies that address the receiver's reaction from a cross-cultural perspective in this type of communication. To achieve this objective, this work was born from the conjunction of two lines of research, which are synergistic. On the one hand, we have focused on works based on the theory of the appeal to fear, which, as we have seen, discusses the different reactions that the news receiver may have to fear communication. On the other hand, studies concerning the uncertainty avoidance theory explain different emotional behaviors in the face of fear, depending on the individual's cultural biases. We analyze whether the culture of origin moderates the emotional response to this type of communication, as well as whether culture of origin also influences the relationship between the level of personal fear and the emotion felt about the fear communication. To answer these questions, we have used neuromarketing techniques to analyze the emotional response to a series of images taken from The New York Times, the most widely-circulated English-language general daily newspaper. We selected these images by grouping the issues that generated the most concern among the world's population in 2022. The present research results indicate a significant discovery: persons originating from Latin American cultures displayed a notably more significant emotional response to fear communication than individuals from European cultures. This underscores the major impact of cultural context on the emotional processing of fear communication.
本研究分析了不同文化群体(欧洲和拉丁美洲)接收者对恐惧沟通的情绪反应，以及个体特征，如每个人的恐惧程度，由于缺乏先前的研究，从跨文化的角度来解决接收者在这种类型的沟通中的反应。为了实现这一目标，这项工作诞生于两个研究线的结合，这是协同的。一方面，我们关注的是基于恐惧诉求理论的作品，正如我们所看到的，它讨论了新闻接收者对恐惧传播可能产生的不同反应。另一方面，关于不确定性回避理论的研究解释了个体在面对恐惧时不同的情绪行为，这取决于个体的文化偏见。我们分析了原籍文化是否会调节对这类交流的情绪反应，以及原籍文化是否也会影响个人恐惧水平与对恐惧交流的情绪感受之间的关系。为了回答这些问题，我们使用了神经营销技术来分析人们对《纽约时报》(the New York Times)上的一系列图片的情绪反应。《纽约时报》是发行量最大的英文普通日报。我们通过对2022年世界人口最关注的问题进行分组，选出了这些图像。目前的研究结果表明了一个重要的发现:来自拉丁美洲文化的人比来自欧洲文化的人对恐惧交流表现出更显著的情绪反应。这强调了文化背景对恐惧交流的情绪处理的主要影响。
{"title":"Emotions in fear communication: A cross-cultural neuromarketing approach","authors":"José M. Mas, Andrés Gómez, Oliver Carrero","doi":"10.1002/mar.21947","DOIUrl":"https://doi.org/10.1002/mar.21947","url":null,"abstract":"This research analyzes how the receiver's emotional response to fear communication differs across cultural groups of origin (Europe vs. Latin America), as well as individual traits such as the level of fear of each individual, motivated by the lack of previous studies that address the receiver's reaction from a cross-cultural perspective in this type of communication. To achieve this objective, this work was born from the conjunction of two lines of research, which are synergistic. On the one hand, we have focused on works based on the theory of the appeal to fear, which, as we have seen, discusses the different reactions that the news receiver may have to fear communication. On the other hand, studies concerning the uncertainty avoidance theory explain different emotional behaviors in the face of fear, depending on the individual's cultural biases. We analyze whether the culture of origin moderates the emotional response to this type of communication, as well as whether culture of origin also influences the relationship between the level of personal fear and the emotion felt about the fear communication. To answer these questions, we have used neuromarketing techniques to analyze the emotional response to a series of images taken from <i>The New York Times</i>, the most widely-circulated English-language general daily newspaper. We selected these images by grouping the issues that generated the most concern among the world's population in 2022. The present research results indicate a significant discovery: persons originating from Latin American cultures displayed a notably more significant emotional response to fear communication than individuals from European cultures. This underscores the major impact of cultural context on the emotional processing of fear communication.","PeriodicalId":501349,"journal":{"name":"Psychology and Marketing","volume":"5 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-11-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138522815","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}
The term “100%” represents perfection. Thus, it is not surprising that marketers believe that claims that contain this term (e.g., “100% organic”) can make products more appealing. This intuition is reflected in the extensive use of 100% claims to describe products' qualities. We discuss how the term 100% can be used to create a claim about perfection that seems to, but does not, provide meaningful information about a product's benefits (e.g., “100% juice”). By appearing to be, but actually not being, relevant to the judgment at hand, these so-called pseudo-relevant 100% claims may mislead consumers into making baseless positive assumptions regarding the focal product. Three studies examine how consumers respond to pseudo-relevant 100% claims. Our results suggest that pseudo-relevant 100% claims lead to lower product evaluations and consumption intentions than similar claims that include adjacent percentages or no numerical terms. Interestingly, they also suggest spillover effects onto evaluations of the products' customers. Our findings show that consumers pick up on the meaninglessness of the promise of perfection implied by the term “100%” in pseudo-relevant 100% claims, which causes them to perceive the product as less appealing.
{"title":"The effects of pseudo-relevant 100% claims","authors":"Nira Munichor, Liat Levontin","doi":"10.1002/mar.21945","DOIUrl":"https://doi.org/10.1002/mar.21945","url":null,"abstract":"The term “100%” represents perfection. Thus, it is not surprising that marketers believe that claims that contain this term (e.g., “100% organic”) can make products more appealing. This intuition is reflected in the extensive use of 100% claims to describe products' qualities. We discuss how the term 100% can be used to create a claim about perfection that seems to, but does not, provide meaningful information about a product's benefits (e.g., “100% juice”). By appearing to be, but actually not being, relevant to the judgment at hand, these so-called <i>pseudo-relevant 100% claims</i> may mislead consumers into making baseless positive assumptions regarding the focal product. Three studies examine how consumers respond to pseudo-relevant 100% claims. Our results suggest that pseudo-relevant 100% claims lead to lower product evaluations and consumption intentions than similar claims that include adjacent percentages or no numerical terms. Interestingly, they also suggest spillover effects onto evaluations of the products' customers. Our findings show that consumers pick up on the meaninglessness of the promise of perfection implied by the term “100%” in pseudo-relevant 100% claims, which causes them to perceive the product as less appealing.","PeriodicalId":501349,"journal":{"name":"Psychology and Marketing","volume":"14 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-11-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138522752","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}
A consumer's evaluation of an entity in the marketplace, such as a product or service provider, is one of the most important factors in determining whether or not they consume it. Indeed, the relationship between perceived quality and likelihood of purchase is a central finding in marketing. Oftentimes, consumers make these evaluations after learning information regarding the entity's performance according to some metric (i.e., its “raw score”) and how the entity's performance compares to the performances of other entities (i.e., its accompanying percentile). In these cases, consumers should discount the raw score and exclusively use the percentile, to adjust for differences in the “friendliness” of the metric. In the present work, we demonstrate that consumers fail to evaluate entities in this way, incorporating raw scores into their assessments when they should not. We also show that this effect is the result of an anchoring and insufficient adjustment process. Consumers anchor on the notion that a good (vs. bad) raw score equates to a favorable (vs. unfavorable) performance and fail to adjust from this anchor when considering the percentile information about how the entity's raw score fits into the greater distribution. Moreover, we demonstrate that how a consumer evaluates an entity, indeed, influences their likelihood of consuming it, highlighting the marketing implications of this phenomenon. We conclude by discussing how this work adds to the literatures on consumer psychology, anchoring and adjustment, biases, judgment, and processing.
{"title":"Erroneous consumer evaluations in the marketplace: How consumer evaluations are biased by raw performance scores","authors":"Julian Givi, Daniel M. Grossman, Frank R. Kardes","doi":"10.1002/mar.21944","DOIUrl":"https://doi.org/10.1002/mar.21944","url":null,"abstract":"A consumer's evaluation of an entity in the marketplace, such as a product or service provider, is one of the most important factors in determining whether or not they consume it. Indeed, the relationship between perceived quality and likelihood of purchase is a central finding in marketing. Oftentimes, consumers make these evaluations after learning information regarding the entity's performance according to some metric (i.e., its “raw score”) and how the entity's performance compares to the performances of other entities (i.e., its accompanying percentile). In these cases, consumers should discount the raw score and exclusively use the percentile, to adjust for differences in the “friendliness” of the metric. In the present work, we demonstrate that consumers fail to evaluate entities in this way, incorporating raw scores into their assessments when they should not. We also show that this effect is the result of an anchoring and insufficient adjustment process. Consumers anchor on the notion that a good (vs. bad) raw score equates to a favorable (vs. unfavorable) performance and fail to adjust from this anchor when considering the percentile information about how the entity's raw score fits into the greater distribution. Moreover, we demonstrate that how a consumer evaluates an entity, indeed, influences their likelihood of consuming it, highlighting the marketing implications of this phenomenon. We conclude by discussing how this work adds to the literatures on consumer psychology, anchoring and adjustment, biases, judgment, and processing.","PeriodicalId":501349,"journal":{"name":"Psychology and Marketing","volume":"14 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-11-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138522812","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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