The effect of text-only versus text-and-image wine labels on liking,taste and purchase intentions. The mediating role of affective fluency

This research investigates the effect of wine labels that contain text-only versus text-and-image information on liking, taste and purchase intentions of the product. Further, the research addresses the underlying processes by investigating the role of affective fluency. Study 1 shows that wine labels combining text with matching images outperform text-only labels and labels where images and text do not match; this effect is mediated by affective fluency (while simultaneously controlling for cognitive fluency), which enhances liking, purchase intentions and taste expectation. Field Study 2 provides process evidence by directly manipulating the mediator in a real-life tasting situation. This field study demonstrates that affectively fluent labels enhance actual taste perception and purchase intentions. Managerial implications are discussed.     

How background visual complexity influences purchase intention in live streaming: The mediating role of emotion and the moderating role of gender

There is growing evidence that visual complexity plays a crucial role in consumer purchase behavior. However, existing research on background visual complexity’s effect on individuals’ purchase intention in live streaming is limited. This study explores the relationships between live background visual complexity, emotional states, and purchase intention, by drawing on the stimulus-organism-response theory. A 3 × 2 between-subjects online experiment was developed with participants’ emotional and intention data. The results indicate that the background visual complexity of the livestream room influences consumers’ purchase intention positively via the evoked emotional states (pleasure and arousal). Background visual complexity exhibits an inverted U-shaped effect on consumers’ emotions. Additionally, the results reveal a significant moderating effect of gender on the relationship between background visual complexity and purchase intention. Women exhibit an inverted U-shaped effect on emotion and purchase intention, whereas men show a positive linear relationship when faced with complexity.     

The role of ethical problems related to a brand in the purchasing decision process: An analysis of the moderating effect of complexity of purchase and mediation of perceived social risk

The objective of this article is to identify the effect of the perception of a brand's ethical problems on consumer behavior. The research contemplates two experimental studies, in which different brands were used in different product categories. Based on the results of the experiments, we verified the moderating effect of the perceived purchase complexity and the mediating effect of perceived social risk in the relationship between the perception of ethical problems related to a brand and the declared purchase intention, both by university students and by real consumers. Through the analysis of means differences and conditional models analyzed with PROCESS (Hayes, 2012), we identified that the perception of ethical problems related to a brand affects consumer confidence and, in some cases, the perception of product quality. In addition, we find that for products with low purchasing complexity, the effect of ethical problems is mitigated both in relation to the purchase intention and in the formation of the perception of social risk linked to consumption.     

Online visual merchandising (VMD) cues and consumer pleasure and arousal: Purchasing versus browsing situation

The purpose of this study was to examine the effects of various online visual merchandising (VMD) cues—high and low task relevant cues—on consumer pleasure and arousal under different situational involvement (browsing vs. purchasing). A random sample of 1634 female college students participated in an experiment in the context of online apparel shopping. The results of the study revealed a significant effect for high task relevant cues on pleasure and arousal under high situational involvement (purchasing situation). In addition, a significant effect for low task relevant cues on pleasure and arousal under low situational involvement (browsing situation) was found. Pleasure and arousal induced by various online VMD cues were positively related to consumer satisfaction, purchase intention, and approach behavior. The findings of the study emphasize a significant role of VMD cues on apparel Web sites, influencing pleasure and arousal, which in turn increase consumer satisfaction, purchase intention, and approach behavior. The study also provides an important implication for online apparel retailers developing Web sites that may attract both online browsers and purchasers. ©2010 Wiley Periodicals, Inc.     

Not all organic food is created equal: the role of product type,perceived authenticity,and construal level

Abstract

Consumption of processed organic food is on the rise while fresh organic food still dominates organic food market. Drawing from the literature on authenticity and construal level theory, this study aims to investigate the role of perceived authenticity and message construal level in consumers’ evaluations of two types of organic food (fresh vs. processed). Two experiments were conducted among college students (N = 129, Study 1) and adults 18–70 (N = 249, Study 2). Our findings suggest that consumers’ evaluations of organic food are fully mediated by perceived authenticity of each organic food type. Specifically, compared to processed organic food, consumers perceive fresh organic food more authentic, which leads to more favorable attitudes and higher purchase intention. This research further demonstrates that the indirect effect of organic food type via perceived authenticity is moderated by construal level of marketing messages. That is, when messages are construed at a low level, consumers tend to have more positive attitudes and higher purchase intention toward fresh than processed organic food. By contrast, product type makes no difference when messages are construed at a high level. These findings have clear implications on message development strategy when promoting processed organic food, in particular. Future research directions are discussed.     

Private labels ain’t bona fide! Perceived authenticity and willingness to pay a price premium for national brands over private labels

Abstract

As private labels are consolidating their gains in national markets, a conventional recommendation to national brand manufacturers would most likely be to invest more in marketing in order to increase the perceived quality gap between national brands and private labels. It is assumed that the quality gap would boost consumer willingness to pay a price premium for national brands over private labels. Differing from this conventional approach, the current study focuses on the perceived authenticity gap between national brands and private labels, to explore whether and how this factor influences the effect of marketing and manufacturing variables on willingness to pay. This relationship is relevant in milieus where consumers might take brand authenticity rather than quality perceptions to guide their brand evaluations. The current study finds that the perceived authenticity gap mediates the effect of only some particular conventional marketing tools on willingness to pay. The study suggests that national brand managers should take the presence of private labels in the national markets as an opportunity to exploit the dynamics of authenticity evaluations, rather than as a threat.     

Imagery and Consumption of Wine: A Southern United States Case Study

The present study examines images that wine evokes among frequent and non-frequent wine consumers, as well as factors driving wine choices (e.g., type of wine, country/region) and the level of consumption of wines from different regions?/?countries. The findings indicate that regardless of respondents' wine consumption level, wine evokes various positive memories, particularly related to pleasure, special occasions, relaxation food, and travel. However, lack of consumption experience of wines from different origin is noticed among the more frequent consumers. The importance of education is therefore emphasised to create a long-term link between the wine product and consumers.     

Understanding Attitude and Behavior of Canadian Consumers Toward Organic Wine

The main objective of this study is to identify the determinants of organic wine purchase and understand their effect in order to illustrate what influences whether Canadian consumers are willing to buy this special type of wine. The data for this study were collected across Canada by means of an online self-administered consumer questionnaire survey. Our major findings indicate that the attitude toward organic wine is defined mainly by consumers’ health consciousness and is negatively influenced by the wine involvement pleasure experienced with regular wine. Interestingly, Canadians are not forming positive attitudes toward organic wine based on their knowledge of organic production and its offering. The main predictors of organic wine purchase are attitude toward organic wine and wine involvement interest. Unexpectedly, price consciousness was not found to be a good predictor of organic wine purchase.     

Sensory expectations generated by colours of red wine labels

Since there is usually no sales assistance available in supermarkets, wine labels represent the pivotal source of information for consumers at the point of purchase. In particular, it is the colour of the label which largely influences consumers’ wine choice. The purpose of our study was to reveal customers’ sensory expectations in relation to the flavour of red wines based on their label colours. Moreover, our goal was to examine whether there are any differences in the consumers’ expectations according to their frequency of wine purchase and gender. A survey was carried out among respondents who were intercepted in the wine aisles of two stores of an Austrian supermarket chain. The results indicate that label colours have a strong influence on flavour expectations. While, for example, red and black are most likely to create tangy flavour expectations, red and orange are most associated with fruity and flowery flavours. In addition, it appears that frequent buyers have stronger expectations than infrequent buyers with respect to most of the colours analysed. Finally, the customers’ gender seems to have little influence on flavour expectations. The results may be considered by wine producers in their label design to create sensory expectations in accordance with the actual flavour of their wine and, hence, avoid any disconfirmation of consumers’ expectations when they taste the wine. This is of particular importance when wine is sold in retail stores and consumers cannot rely on their taste experience prior to their purchase.     

Value‐driven Internet shopping: The mental accounting theory perspective

When faced with competition and the ease with which customers can compare prices across sellers, Internet vendors often lower prices in a bid to increase sales. However, recent research reports that even price‐sensitive customers do not always purchase from Internet vendors offering the lowest prices. In contrast, value has been considered a key motivator of customer decision making in economics and marketing. However, little is known about the role and effect of value in Internet shopping. This study examines online customer purchase decision making from the value perspective based on mental accounting theory. This study also identifies monetary (perceived price) and non‐monetary (perceived risk, convenience, and pleasure) determinants of value. This study further explains how the individual determinants affect online purchase decision making directly and indirectly though value perception. The findings of this study offer Internet vendors practical suggestions for increasing online sales. This study, with its results, also helps advance knowledge of electronic commerce. © 2009 Wiley Periodicals, Inc.     

Are Sustainable Consumers Health Conscious? A Segmentation Study of Wine Consumers

As a result of consumers’ increasing concerns with ethical, environmental, and health issues, sustainable consumption and production have become a popular topic of recent academic research and industry practices. The current study sought to provide in-depth insights into consumers’ views on sustainability by simultaneously examining their environmental and social awareness and behavior, health-conscious lifestyles, and diets; as well as the perceived importance of social and nutrition information on wine labels. Based on empirical data obtained through a web-based survey distributed to consumer panels in three markets – the US, the UK, and Germany – this research segmented wine consumers into four categories: Apathetic Consumers; Health-Conscious Diners; Holistic Perfectionists; and Ethical Advocates. The findings indicate that in general wine consumers are mindful about the environmental problems, social responsibility of companies, ethically produced and sustainably sourced products. The majority adhere to healthy lifestyles and watch their diets. Nevertheless, with the exception of only one cluster (Holistic Perfectionists), wine consumers do not actively seek social, environmental, or nutritional information on wine labels. This study shows that, at least currently, the preferences for the social factors are unlikely to outweigh dominating traditional wine purchase drivers, such as price, brand, country of origin, and grape variety. Industry implications for tailored marketing strategies are discussed.     

Country-of-Origin Effects on Russian Wine Consumers

In recent years, Russia has experienced significant economic growth. The wine industry is among those most affected by increases in disposable income. As a consequence, Russian wine importers have widened the range at the upper end of the quality spectrum. In the current scenario, some key questions arise concerning consumer attitudes toward wine and the way it is perceived in this evolving market. This article attempts to investigate such concerns through a choice experiment approach conducted by means of a questionnaire-based survey submitted to 388 Russian households located in the country's three largest cities (Moscow, Saint Petersburg, and Novosibirsk). In the experiment, respondents were asked to choose their favorite wine among seven dry red wines. The stated choices are analyzed using a random utility model to obtain an estimation of the price effect through a triangular distribution. Our results indicate the presence of three distinct market segments in the Russian wine market: a segment with only high-quality, highly priced Italian and French wines, a medium-quality segment currently limited to Spanish wines, and a much lower quality segment of wines in which demand for alcohol is essentially satisfied.     

The cross-modal interaction between sound frequency and color saturation on consumer's product size perception,preference, and purchase

Extant literature has documented the direct effects of both sound frequency and color saturation on the perceived size of products. However, the cross-modal interaction effect of the two on size perception is yet unknown. Through three studies, this paper proposes that the effect of sound frequency on the perceived size of product is moderated by that product's own color saturation, and this further had downstream effects on consumers’ product preference and purchase when they possess predetermined product usage goals toward bigger/smaller sizes. Study 1 found behavioral evidence that only when the color of the product is in high saturation can the sound frequency significantly influence the perceived size of the product, with low (vs. high) frequency leading to larger (vs. smaller) perceived size. When the product's color is in low saturation, the effect of sound frequency on perceived size disappears. Study 2 adopted the event-related potential technique and found that high (vs. low) saturation elicited higher arousal (mirrored by P300 amplitudes). Sound frequency is first moderated by color saturation and was then mediated by arousal to affect the perceived product size. The above results were also replicated in the field (Study 3). Theoretical and practical implications are discussed.     

The Impact of Pleasure‐Evoking Colors on the Effectiveness of Threat (Fear) Appeals

Research has established that colors can influence a person's attitude toward an ad. In this article the knowledge about the effects of colors on the perception of ads is linked to a specific type of ads, namely threat appeals. The objective of this study is to examine whether the color used in the background of such a threat appeal can influence its effectiveness. More specifically, the aim is to investigate whether the usage of less or more pleasure‐evoking colors affects threat and efficacy appraisals, evoked fear, and the behavioral intention. Moreover, it is tested whether the impact of the background color on the effectiveness of threat appeals is moderated by the threat level presented in the threat appeal. The findings confirm that the background color does indeed have an impact on its effectiveness. The more pleasing blue color was found to have a more positive impact on the respondents’ feelings of severity and susceptibility than the less appealing yellow. An analysis of the processing patterns subsequently showed that perceived severity has a positive effect on the behavioral intention. This intention is also influenced by the evoked feelings of fear, which are also induced by the respondents’ perceived severity. An interaction effect with threat level indicates that the more appealing background color only increased vulnerability in case of a low threat. Color thus seems to be used more as a peripheral cue to process less involving (low‐threat) messages. In case of a more involving high‐threat message, the processing seems to occur more centrally and less through the color cue. These findings illustrate the importance of color in the design of threat appeals.     

Consumers as time travellers: the moderating effects of risk perception and construal level on consumers’ responses to temporal framing

Abstract

This study investigated the conditions under which temporal framing is more effective in explaining consumers’ responses to ads. Two experiments were conducted with a 2 (temporal framing: near-future vs. distant-future benefits) × 2 (perceived risk: high vs. low) × 2 (construal level: high vs. low) between-subjects factorial design. In Experiment 1, the two-way interaction effect of temporal framing and perceived risk on ad attitudes and purchase intention was found, such that the near-future benefit frame generated more favourable responses to the ad under the high-risk condition. Incorporating construal level theory, the three-way interaction effect was found, with the temporal framing?×?perceived risk interaction appearing more pronounced for low construal consumers only. Experiment 1 also discovered that information diagnosticity mediated the interaction effect of temporal framing and perceived risk on ad attitudes and purchase intention and this mediating process appeared stronger for low construal consumers. Experiment 2 replicated the two-way and three-way interaction effects on purchase intention, providing evidence of the validity of the findings. Theoretical and managerial implications were discussed for researchers and practitioners.     

On‐line product presentation: Effects on mood,perceived risk,and purchase intention

Because the Internet purchase of apparel is risky, there is a strong need to develop better visual product presentation on‐line that may give some sense of fit and other tactile experience to reduce perceived risk and create pleasurable shopping experiences. Toward this end, the effect of product presentation on consumer responses was examined here. In addition, the relationships among variables were investigated to provide details of the nature of the effect of product presentation. This study employed a 2 2 between‐subjects factorial design: product movement (product in motion vs. product not in motion) image size (large vs. small). Mock Web sites were created to closely mimic the design of actual Web sites. Two hundred forty‐four female undergraduates logged on and evaluated two pairs of pants under the same treatment conditions. The present research showed (a) main effects for product movement on mood, perceived risk, and apparel purchase intention; (b) an interaction between product movement and image size on apparel purchase intention; (c) a negative relationship between mood and perceived risk; (d) a positive relationship between mood and apparel purchase intention; (e) a negative relationship between perceived risk and apparel purchase intention; and (f) mediating relationships among variables. Based on the results, apparel e‐tailers are advised to create positive mood using product rotation to decrease shoppers' perceived risk and increase purchase intent. © 2005 Wiley Periodicals, Inc.     

How consumption values and perceived brand authenticity inspire fashion masstige purchase? An investigation

Rising income and the aspirations of the middle-class have resulted in the emergence of a new category of luxury brands popularly known as “masstige brands”. Researchers have attempted to establish masstige branding and masstige marketing as a differentiated research domain from luxury marketing. As an attempt to this end, the current study, which is confined to women's fashion clothing brands, investigates whether various luxury consumption values are equally applicable in inspiring masstige purchase. In addition, this study investigates whether dimensions of perceived authenticity of a masstige brand moderate the association between various consumption values and masstige purchase intention. By employing an online survey, 462 useable responses were collected from middle-income female consumers in India and analysed using PLS-SEM and multi-group analysis. The findings show that functional, experiential and symbolic consumption values inspire masstige fashion purchase but the zero-moment-of-truth consumption value does not. Quality and sincerity (but not heritage) dimensions of perceived brand authenticity enhance the consumption value perceptions leading to masstige purchase. This study is the first of its kind to examine the applicability of various luxury consumption values in masstige consumption besides testing the moderating effect of perceived brand authenticity.     

在线促销限制对消费者购买决策的影响研究——基于精细加工可能性视角

文章基于精细加工可能性理论探究了在线购物情景中不同促销限制类型（时间限制和数量限制）对消费者购买决策行为的影响。通过2（产品涉入度：高vs低）×2（限制类型：限时vs限量）的组间因子实验设计进行了实证研究,结果发现：在线促销情境下,促销限制对消费者购买决策的影响受到消费者产品涉入度的调节。当产品涉入度高时,消费者偏好时间限制促销,购买意向更高,感知控制感起了中介作用。当产品涉入度低时,偏好数量限制促销,购买意向更高,感知稀缺性起了中介作用。文章丰富了促销理论和消费者购买决策理论,同时为商家进行有效的在线促销提供了直接指导。     

The visual naturalness effect: Impact of natural logos on brand personality perception

A logo is a critical visual element that uniquely identifies a brand and can affect consumers' brand perceptions. Naturalness reflects the degree to which a sign depicts objects from the natural and sensitive world. The logo strategy literature identifies naturalness as a universal and critical design dimension influencing consumers' cognitive, affective and behavioural reactions. In practice, both high and low natural logos are frequently used by brands. However, the current understanding of the effects of logo naturalness is limited. This research thus investigates the influence of natural logos on consumer perceptions of brand personality. The data were collected in four experiments using a set of 10 manipulated logos as stimuli. Our results suggest that high (vs. low) natural logos positively affect the perception of brand sincerity personality and that this effect occurs because high natural logos are easier to process and elicit stronger impressions of authenticity. Moreover, we demonstrate that the positive effect of logo naturalness is enhanced among brands with products made from natural-made (vs. human-made) ingredients. These findings therefore suggest that brands should avoid using low natural logos if their sincerity perception is critical or if most of their products contain high levels of natural ingredients. Hence, our results reinforce the visual design and branding theories and offer marketing practitioners actionable insights.     

Factors affecting couples' decisions to jointly shop

This paper explores the factors that influence individuals' decisions to jointly shop. Drawing from qualitative interviews and relevant theories, the researchers present a model of couple's likelihood of joint shopping. The model includes utilitarian motives (product purchase relevance and perceived financial risk), hedonic motives (expected shopping pleasure with one's partner), and a situational motive (time availability), along with two moderators (gender and relationship length). Online survey respondents answer questions relative to an experimental scenario involving the purchase of furniture or electronics. Results indicate that while all variables studied are influential, expected shopping pleasure and relevance of the purchase to both parties are the most influential aspects in the decision to shop together. Additionally, for males perceived financial risk has a stronger effect on their decision to jointly shop than it does for females.