Country image,product image and consumer purchase intention: Evidence from an emerging economy

In offering fresh insights on the country-of-origin effect literature, this article provides evidence to suggest that cognitive country image (CI) is not necessarily consistent with affective country image. Based on a large scale consumer survey conducted in China, the findings reported provide empirical support for a hypothesized decomposing effect. In particularly, the results demonstrate that cognitive and affective CI have a different impact on the intention to purchase, with the former influencing purchase through product image, and the latter having a direct influence, independent of product image. Such a decomposing effect has important theoretical and managerial implications surrounding the mechanics of country image and the impact on purchase intention which are extracted from this study along with directions for future research.     

Augment yourself through virtual mirror: the impact of self-viewing and narcissism on consumer responses

Virtual mirror, an increasingly popular application of augmented reality, allows consumers to view their visages overlaid with product images on digital displays. The authors of this study examine how augmented reality technology affects consumers’ brand perceptions and purchase intentions. Study 1, using a real brand, demonstrates that consumers tend to form higher self-brand connections and purchase intention when viewing themselves trying a product via a virtual mirror, rather than when viewing professional models wearing the product. Study 2, using a fictitious brand, reveals that narcissistic participants show pronounced positive self-viewing effects, but non-narcissistic participants show attenuated effects. Implications for digital marketers are discussed.     

Anti-counterfeiting advertisements for luxury brands in the post pandemic era: Roles of message type,visual presentation mode,and self-construal

The COVID-19 pandemic has led to a significant increase in the demand for counterfeit luxury products, and the black market is expected to grow continuously in the post pandemic era. The present research aimed to examine how verbal and visual aspects of anti-counterfeiting advertising affect the purchase of counterfeit luxury brands. For the verbal element, we included two types of anti-counterfeiting messages: value-expressive and social-adjustive. For the visual element, two modes of visual presentation were compared; participants were presented either with images of counterfeit products only, or with images of both counterfeit and genuine products. The results from two experiments demonstrated that both variables interacted with consumers' self-construal in determining the effects of anti-counterfeiting advertising. Participants with independent self-construal expressed a lower intention to purchase counterfeit luxury products when a value-expressive message was used or when only an image of the counterfeit was included. In contrast, participants with interdependent self-construal exhibited a lower purchase intention when a social-adjustive message was utilized or when images of both the counterfeit and authentic brands were presented side-by-side. Moreover, anti-counterfeiting messages influenced participants’ purchase intentions through the perceptions of social-adjustive and value-expressive benefits, whereas the effect of presentation mode was mediated by the fluency experienced by the participants when processing the advertisement. Our research findings contribute theoretically to the literature on social motives, evaluation mode, comparative advertising, and self-construal, and will assist practitioners in developing effective communication strategies to reduce the consumption of counterfeit luxury brands.     

Effects of cognitive resource availability on consumer decisions involving counterfeit products: The role of perceived justification

In four experiments, participants made a purchase decision about a counterfeit product under either constrained or unconstrained cognitive resource conditions. Participants were less likely to purchase the counterfeit when their cognitive resources were constrained than when they were not. However, this difference was evident only when individuals had strong (vs. weak) moral beliefs, or when they had low (vs. high) accountability for their decisions. These and other results suggest that the effect of cognitive resource availability on counterfeit purchase was mediated by participants’ perceptions of justification about the purchase.     

The asymmetric dominance of cognitive versus affective country image in driving purchase: Conditioning roles of cognition-affect intra-valence nature and product type

Despite the vast amount of research on country image, extant country-of-origin (COO) literature remains ambiguous about which of the country image dimensions, cognitive country image (CCI) or affective country image (ACI), is more important in driving purchase. Drawing on the primacy of affect theory, this research develops a nomological framework that clarifies this ambiguity and explains whether, when, and why ACI/CCI takes precedence in determining purchase decision. With a large-scale study on Chinese consumers responding to two types of products from four countries, the findings unveil the asymmetric dominance of CCI and ACI in influencing purchase intention via consumer cognitive product judgment and affective product evaluation, which is conditioned by the dyadic effects of country cognition-affect intra-valence nature and product type. This research contributes through illuminating the differential roles of CCI and ACI in influencing consumer reactions to foreign products, the boundary conditions and underlying mechanism of the differences.     

Images,reviews, and purchase intention on social commerce: The role of mental imagery vividness,cognitive and affective social presence

Images and textual reviews are central to social commerce sites. But little is known about the mechanism by which image quality and type of textual review (with personal experiences versus facts) impact consumer purchase intention on a social commerce page. We address this knowledge gap and use the stimulus-organism-response (S–O-R) framework to develop our conceptual framework. We hypothesize that image quality and type of textual review impact purchase intention through imagery vividness that functions as a stimulus. Further, imagery vividness impacts purchase intention positively in the social commerce context through social presence. Specifically, the effect of imagery vividness on purchase intention is likely to be serially mediated by cognitive social presence and affective social presence. We collect data by conducting two experiments using a social media post regarding fashion apparel for middle-aged women on Instagram and find support for our thesis.     

The CSR's influence on customer responses in Indian banking sector

In the face of growing attention to corporate social responsibility (CSR) activities in the marketplace, this paper seeks to demonstrate how corporate social responsibility (CSR) initiatives influence customer purchase intention in context of Indian retail banking. Further, the impact of awareness as a moderating variable between CSR and purchase intention has been examined. The conclusion drawn from this study have important implications for Indian banks as they suggest that building a socially responsible image might have a favorable effect on consumer purchase intention. Findings suggest that corporate ability has a strong effect on customer purchase intention while CSR activities were found to exert influence on customer purchase intention in cases where the customer was aware of such activities being conducted. This paper contributes to existing CSR literature by offering a deeper understanding into CSR dynamics and its effect on consumer purchase intention. Further, the study tests the level of consumer awareness of CSR activities in a real market situation (not artificial or simulated) which has not been done in previous studies.     

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.     

We Eat First with Our (Digital) Eyes: Enhancing Mental Simulation of Eating Experiences via Visual-Enabling Technologies

This research examines how consumers’ intentions to purchase food change depending on the visualisation mode (3D vs. AR) and product format (served vs. packaged). In three studies, we demonstrate that mental simulation of eating experiences (process and outcome) mediate these effects. Study 1 shows that AR visualisation of a served food improves simulation of the eating process over 3D visualisation, with a positive effect on purchase intention. Study 2 reveals that 3D visualisation improves purchase intention for packaged products (high instrumental properties) over served products (low instrumental properties) while the opposite is true for AR visualisation. In addition, interactivity and immersion mediate the effects of 3D (vs. AR) on mental simulation of the eating process for packaged products. Study 3 extends these results by showing that 3D increases purchase intention by eliciting mental simulation of the eating outcome, when the food is visible due to transparent (vs. opaque) packaging (displaying both sensory and instrumental properties), but that no such differences emerge for AR. This research highlights the importance of using different visualisation modes to promote food depending on the product format. The findings have important implications for both offline and online retailers.     

Icing on the cake or gilding the lily? The impact of high-modified model images on purchase intention

Marketers had high expectations for modified model images in E-commerce, however, the social movements against photoshopped models suggested the high-modified model images may be harmful to consumers which leads to a contradictory phenomenon. So far, the link between high-modified model image and consumers' behavior is not clearly understood. Drawing on a selective accessibility model (SAM), this study investigates the influence of high-modified model images on consumers' purchase intention by introducing the concept of misrepresentation and identifying consumer trust as a mediator. Based on five experiments, we demonstrate that over-modified model images decrease consumers’ perceived authenticity referring to “misrepresentation”, and further lower their purchase intention. By comparing the level of misrepresentation, the results suggest that high-modified model images decrease purchase intention. Moreover, this negative relationship between misrepresentation of modified model images and purchase intention is mediated by consumer trust. Hence, this study makes a step toward explaining how high-modified model images impacts the behaviors of consumers, shedding new light on the application of image modification in online advertising.     

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.     

基于Fishbein合理行为模型的国家形象对中国消费者购买意向影响研究——以美、德、日、韩四国国家形象为例

This study finds that Chinese consumers’ perception of country image can be divided into four dimensions: appraisal of the relationship with China, degree of country development, general product appraisal, and general people appraisal. The items in these four dimensions vary for different countries. The study incorporates country image into the Fishbein’s model, and finds good fitness between the model and data, which suggests that the Fishbein’s model has good generalizability and cross-culture adaptability. Results show that country image has no direct impact on purchase intention; instead, it impacts on consumers’ purchase intention indirectly through the effects on functional appraisal and symbolic appraisal, brand attitude and subjective norm. The effect of country image on purchase intention varies for different products. Specifically, the effect of country image on purchase intention of apparel is greater than that of cell phone, and that on purchase intention of car is the lowest.     

Optimal image mix cues and their impacts on consumers’ purchase intention

This study strives to find the different possible combinations of three relevant image cues (i.e., country-of-origin image, corporate image, and brand image) which optimally predict the purchase intention of a foreign-made product. A sample of 314 Canadian participants was used to assess their image perceptions and purchase intention of a Chinese product. Data were analysed using the fuzzy-set qualitative comparative analysis (fsQCA). The results reveal that there are two configurations. The first one represents consumers whose purchase intention is shaped by the country-of-origin-image, the corporate image, but excluding the brand image. The second configuration combines the country-of-origin image and the brand image, but excludes the corporate image. Because the country-of-origin image continues to play an important role in influencing consumers' behavioural intention, international marketers need to meticulously assess consumers’ perceptions of countries from which the product originates. Also, companies should consider the hybrid approach with respect to their branding strategy. Accordingly, they can consider a branded house strategy in some cases, while considering a house of brands strategy in other cases. This study contributes to the literature by attempting to close the debate on the relationships among the three image cues (i.e., which variable is the precursor of the other), but opens new perspectives for marketing scholars and invites them to delve into the topic by investigating the possible combinations of different marketing information cues (e.g., image cues) that may lead to an optimal outcome for the consumer and the firm.     

绿色属性中心性对消费者购买意愿的影响机制研究：产品类型的调节作用与收益感知的中介效应

以往关于产品绿色属性对消费者购买意愿影响的研究尚未达成一致结论。文章通过两个情境实验系统性地探讨了不同产品类型情境下产品绿色属性对消费者购买意愿的影响机制。结果表明，对于享乐型产品，高绿色属性中心性相较于低绿色属性中心性会激发消费者更强烈的购买意愿。对于实用型产品，低绿色属性中心性相较于高绿色属性中心性会激发消费者更强烈的购买意愿。此外，在享乐品情境下，自我表达收益在高绿色属性中心性提升消费者购买意愿的过程中起中介作用；在实用品情境下，环境功利收益在低绿色属性中心性提升消费者购买意愿的过程中起中介作用。     

Do they shop to stand out or fit in? The luxury fashion purchase intentions of young adults

A three‐study examination of young adults suggests that their motivation for status in terms of their luxury fashion purchase intentions is impacted by a bandwagon effect. In Study 1, qualitative research informs what fashion items represent status to young adults, how they view these items, and how they view others owning these items. In Study 2, survey research establishes the link between the motivation for status (status consumption) and purchase intention/ownership of these fashion items. In Study 3, a national survey of young adults examines what mediates and moderates the motivation for status to lead to luxury fashion purchase intentions. Results from the three studies indicate that status consumption has a positive impact on purchase intention of luxury fashion. This research also finds that cultural variables have an impact (mediate) the relationship between status consumption and purchase intention. Specifically, collectivism, uncertainty avoidance, power distance, and masculinity mediate the relationship between status consumption and purchase intention. Finally, the moderating impact of the bandwagon effect has a significant effect on the relationship between status consumption and fashion purchase intention for the cultural variables of uncertainty avoidance, long‐term orientation, and power distance. Implications for marketers are provided based on the findings.     

All that glitters is not gold: An investigation into the undesired effects of gamification and how to mitigate them through gamification design

Although gamification has received considerable attention from both researchers and practitioners, its influence on consumers remains ambiguous. This paper proposes that a negative process through decreased attention and a positive process through increased enjoyment explain the effects of gamification on different outcome variables. Study 1 examines these two processes and gamification’s downstream consequences on purchase intention and product information recognition. For purchase intention, the two processes operate in parallel and produce a null effect of gamification. For product information recognition, only the negative process emerges, resulting in a negative effect of gamification. Studies 2 and 3 focus on the negative effect of gamification on product information recognition and show that the negative effect disappears in gamification designs that link the game elements with meaningful information about the product (Study 2) or make consumers aware of the distraction potential of game elements (Study 3). The studies’ findings provide managerial insights into why not all gamification endeavors yield the desired results; they also specify two boundary conditions (i.e., meaningfulness and disclosure) that may help managers avoid potentially detrimental effects of gamification.     

Influence of Information on the Acceptance and Purchase Intention of an Irradiated Food: A Study With Brazilian Consumers

This study investigated the effect of information on the acceptability and purchase intention of an irradiated watercress salad and its non-irradiated counterpart among Brazilian consumers (N = 236). Both the irradiated and the non-irradiated products were fairly accepted (ratings about 6.0–7.0 in the hedonic scale). Significant effects (p ≤ 0.05) of gender, education, and age were also observed: acceptance and purchase intention was lower among male participants who received both information and an identified irradiated product, and higher among female participants who received only information about the process. Adults (30–39 years old) were more critical, and the higher the educational level, the lower the acceptability and purchase intention ratings. Brazil is one of the major irradiators in the world, but there is still a lack of consumer studies focusing the acceptability of irradiated foods. So the findings presented herein would favor Brazilian producers and regulators to develop effective communication strategies and to promote the irradiation technology.     

PP for ‘product placement’or ‘puzzled public’?

This research examines the effectiveness of the European ‘PP’ symbol, recently introduced as a warning of product placement in locally produced television programmes. The authors test whether this symbol counters the pervasive effect of product placement on purchase intention. Study 1 shows that the symbol does not prompt resistance to the influence of product placement. This is because the majority of consumers neither notice nor comprehend the symbol. In Study 2, two training methods are tested to increase the symbol’s effectiveness: (1) verbal label training and (2) a combination of verbal label training and information training. The addition of information training is necessary to increase the symbol’s noticeability, whereas verbal label training helps increase the symbol’s comprehensibility and effectiveness in activating persuasion knowledge and decreasing purchase intention. Finally, the results provide evidence that brand recall is crucial for resistance to product placement, suggesting the importance of brand recall as a moderator of resistance processes.     

Spillover effects from unintended trials on attitude and behavior: Promoting new products through access-based services

Access-based services (ABS) provide an opportunity for brands to promote their new products by enabling (unintended) trials. However, the mechanisms and impact of consumer exposure to products in ABS and the subsequent potential spillover effects on both the brand and the product perception are largely unknown. Our hypotheses are derived from the information integration theory (IIT) and subsequently tested. Study 1 is a field study investigating an unintended trial moderated by involvement and positive experience. The results indicate the positive effects of the unintended trial on product and brand attitudes, brand purchase intention, and word of mouth. In line with IIT, these effects are more pronounced for positive trial experience, although in contrast to IIT, they are less pronounced for high-involvement consumers. While the results of Study 2, an online experiment, show substantial effects of both trials compared with nontrials, they also reveal that intended and unintended trials have a similar impact on attitude, but ABS experiences have a stronger positive impact on brand purchase intention. We thus recommend that brand managers promote not only new products but also their brands in unintended trials. This study fills a gap in current discussions about the trial effect(s) of ABS.     

Simulating in-store lighting and temperature with visual aids: methodological propositions and S–O–R effects

Lighting and temperature are two important stimuli in sensory marketing. However, these stimuli have not yet been studied in controlled retail environments. The objective of this research is twofold: (1) to propose a methodology to infer the effect of different levels of lighting and temperature in a controlled environment with visual aids and (2) to test the impact of these simulated stimuli on environmental perceptions and behavioral intentions, following a Stimulus–Organism–Response model. This model postulates that stimuli should influence internal responses which in turn shall have an impact on behavioral responses. This research is based on the encoding and retrieval literature as well as the literature in physics, ergonomics and environmental psychology. In Study 1, we manipulated lighting and temperature levels in digital photographic images, using relevant cues (illuminance and color temperature for lighting; clothing and activity level for temperature). A between-subjects design experiment was carried out over 387 respondents: two simulated levels of lighting (bright cool light and soft warm light) × two simulated levels of temperature (slightly warm temperature and slightly cool temperature) × three types of stores (jeans store, bookstore, and furniture store). We found that under these simulated conditions, the participants accurately perceived the differences of lighting and temperature levels, as we predicted. In Study 2, the same photographs were used in a within-between subjects design over 110 participants and 330 observations. We tested the impact of these simulated stimuli on environmental perceptions (stimulating and relaxing) and behavioral intentions (intention to buy and intention to spend time in the store). Both a bright cool light and a slightly warm temperature had a stimulating effect on participants’ store perception. Under these conditions, participants also increased their intentions to buy and to spend time in the store. The stimulative perception mediates the relationship between (1) lighting and both intention to spend time in the store and purchase intention and (2) temperature and intention to spend time in the store. These results confirm the benefit of using digitally manipulated stimuli with photographs in controlled environments.