Attribution Effects of Time Pressure in Retail Supply Chain Relationships: Moving From “What” to “Why”

Retail supply chains must be responsive to consumer demand and flexible in adapting to changing consumer preferences. As a result, suppliers are often expected to deal with time pressure demands from retailers. While previous research demonstrates that time pressure can have longer term relational costs that reduce collaborative behaviors and overall relationship quality, this mixed‐methods study goes further by accounting for attribution effects to explain why the time pressure occurs. Specifically, supplier perceptions for the reason of time pressure being within or beyond a retailer's control, rather than time pressure itself, appear to have a stronger effect on relational outcomes. By investigating time pressure through the lens of attribution theory, this research opens a new inquiry of research that moves away from examination of outcomes themselves (the “what”), to examining “why” the outcome occurred.     

Idolizing “My Love from the Star”: Idol attachment and fanaticism of luxury brands

This study examines the influence of idol attachment and consumer fanaticism on consumers’ attitude toward celebrity product placement of luxury fashion brands in Korean television dramas. A 2 × 2 research design was used to examine two different product categories (fashion apparel vs. fashion accessories) and two celebrities (Kim Soo Hyun vs. Jun Ji‐Hyun). Respondents were screened and limited to those who were aware of the Korean television drama My Love from the Star. The findings show that the gender of celebrity and the category of product placement have differential impacts on viewers or fans’ attitudes and intention toward the product placement.     

Consumers’ personality and compulsive buying behavior: The role of hedonistic shopping experiences and gender in mediating-moderating relationships

Although existing research suggests that personality plays an important role in explaining compulsive buying behavior, there is still potential space to diagnose the theoretical mediational mechanisms underlying these effects or the extent to which these relationships vary across different consumer demographic groups. Indeed, the role of specific personality traits on hedonistic shopping experiences and compulsive buying still awaits an in-depth examination and clarification. Thus, the present research contributes to existing knowledge by: (1) examining hedonistic shopping experiences (HSE) as a mediating mechanism on compulsive buying (CB); and (2) investigating the role of gender as a moderating variable. Using a sample of 363 adults and data derived from the US market, we confirmed the role of hedonistic shopping experiences, a central trait, in mediating the effects of cardinal traits (i.e., neuroticism, extraversion, openness to experience, conscientiousness and agreeableness), on compulsive buying, a surface trait. Specifically, neuroticism, extraversion, openness to experience exerted a more indirect and positive influence on compulsive buying, while conscientiousness and agreeableness showed a stronger direct and negative relationship with hedonistic shopping experiences and compulsive buying. In addition, neuroticism, extraversion, and openness to experience were a stronger driver of compulsive buying for women than for men, while conscientiousness and agreeableness jointly decreased the importance of hedonistic shopping experiences, and more strongly inhibited compulsive buying for women than for men. The research findings offer important theoretical, public policy and marketing implications.     

Beyond “Pink It and Shrink It” Perceived Product Gender,Aesthetics, and Product Evaluation

Marketing research on product personality suggests that products possess gender; however, the process by which a product becomes masculine or feminine is unknown. This research identifies product aesthetics as a source of product masculinity and femininity and investigates the influence of product gender created by aesthetics on consumer behavior. Building on prior work on anthropomorphism and evolutionary psychology (EP), the authors broadly hypothesize that specific physical characteristics identified as representing masculinity and femininity—and thus considered attractive in the mate selection process—will have a similar effect on products. The first study identifies the impact of the aesthetic dimensions of form (proportion, shape, and lines), color (tones, contrast, and reflection), and material (texture, surface, and weight) on defining a product's gender. The second study shows that products that are strongly gendered, particularly those that are strong in both the masculine and feminine dimensions, result in positive affective and behavioral responses. Thus, this research identifies product aesthetics as a significant source of product gender while highlighting the theoretical contribution of EP to consumer behavior. Managerial implications for product design are then discussed, offering guidelines for creating strongly gendered products.     

Contrasting “complainers” with “non‐complainers” on attitude toward complaining,propensity to complain,and key personality characteristics: A nomological look

This study examines the influence of four personality characteristics (self‐efficacy, Machiavellianism, perceived control, and risk‐taking) on consumer attitude toward complaining and propensity to complain. The proposed model is tested on two groups of consumers classified as “complainers” and “non‐complainers.” The findings reveal that the two groups differ distinctly on the pattern of relationships among the variables. The implications of these differences are discussed. © 2007 Wiley Periodicals, Inc.     

Affective and Cognitive Components of Attitudes in High‐Stakes Decisions: An Application of the Theory of Planned Behavior to Hormone Replacement Therapy Use

Consumers are increasingly encouraged to take charge of high‐stakes decisions such as those regarding medical treatments. However, the important inputs into overall evaluations of risky and important behaviors, such as undergoing medical therapy, are not well understood. The purpose of this research is to study the interplay of cognitive and affective factors in determining consumer attitudes and intentions toward high‐stakes decision behaviors. This is done in the context of consumer choices regarding medical treatments, and specifically, the decision to use (or not to use) hormone replacement therapy (HRT). Overall, both affective and cognitive responses are found to be independent significant predictors of attitude toward HRT use. Moreover, the results support an extended version of the theory of planned behavior model that is useful in predicting consumer's intentions to engage in high‐stakes decision behaviors, such as using HRT. These findings have implications for the design of decision support systems and behavioral change interventions.     

A Personality‐Competence Model of Opinion Leadership

Opinion leaders constitute a central consumer segment for targeted marketing strategies. By separating opinion leadership into a generalized and domain‐specific component, this study examines the psychological profile of N = 417 consumers from Germany and incorporates opinion leadership into a hierarchical framework of human personality. Results emphasize two major sources of domain‐specific opinion leadership (DSOL): personality in the form of a general, domain‐independent influencer trait and competencies in terms of product‐specific knowledge. Moreover, the study highlights a number of traits including the Big Five of personality, typical intellectual engagement, and general self‐efficacy that form a distinct personality profile of DSOL. The effects of these personality traits on DSOL are partially mediated by generalized opinion leadership and objective knowledge.     

Consumer responses to corporate social irresponsibility: The role of moral emotions,evaluations, and social cognitions

We investigate the mediating roles of moral emotions and attitudes between perceptions of corporate irresponsible actions, on the one hand, and consumer responses, on the other hand, and further examine their contingencies based on consumer social cognitions. Our findings show that, for corporate transgressions, multiple social cognitions (moral identity, relational and collective self‐concepts, and affective empathy) moderate the elicitation of negative moral emotions (contempt and anger) and overall evaluations (attitudes), which, in turn, lead to negative responses toward the company (negative word of mouth, complaint behaviors, and boycotting). Our study adds to extant research on corporate social irresponsibility by examining three generic reactions people have toward corporate social irresponsibility and demonstrating important boundary conditions. In addition, hypotheses are tested on a sample of adult consumers. Implications for communication by firms are considered.     

Improving product instruction compliance: “If you tell me why,I might comply”

Although prior research into product instructions has been limited to investigating the effect of warnings such that people might avoid possible product dangers by heeding warnings, this research considers methods of improving consumer product instruction compliance when noncompliance with a product instruction does not necessarily lead to a hazardous situation. In particular, this research investigates the impact of providing instructions that specify the process by which compliance with the instructions will lead to the desired end state (e.g., product outcome), called process‐cause information. The results of a first field experiment indicate that intention to comply with product instructions is enhanced when people are told how compliance with the instructions will lead to the desired outcome (i.e., when process‐cause information is included in a product instruction). This finding is substantiated by results of a follow‐up laboratory experiment where subject compliance with an instruction‐based behavior was observed. The importance of the present research is discussed in terms of the potential impacts on customer satisfaction, service recovery, product returns, product liability, and warranties. © 2004 Wiley Periodicals.     

Projecting corporate brand image and behavioral response in business schools: Cognitive or affective brand attributes?

This paper considers corporate brand image, focusing on cognitive and affective brand attributes in the context of business schools. While previous research on university or institutional branding has studied these elements separately via cognitive (e.g., service or educational quality attributes) or affective criteria (personality traits of the corporate brand), this study investigates them jointly through behavioral responses (leading to positive recommendations about the corporate brand). This is important because brand equity such as positive word-of-mouth (or mouse) is derived from both attitudinal components, rather than being based on only one component. Drawing on an empirical survey of postgraduate (MBA) students from four business schools, the findings reveal that both cognitive and affective attitudinal components appear equally important in shaping corporate brand image. Further, when the mediating effect is investigated, interestingly, students' positive recommendations to schools depended largely on the affective (prestigious, adventurous, empathy and competence) rather than upon the cognitive brand attributes. This paper contributes theoretically to the corporate brand and consumer behavior literature by investigating both attitudinal components at a corporate brand level and investigates their effects on behavioral/conative response. The practical contribution of the paper and its managerial implications lie in the context of defining strategy in relation to positioning business schools in an increasingly competitive higher education market.     

Antecedents of emotional attachment of social media users

Emotional attachment has been documented to be an effective basis for consumer loyalty behaviors in many contexts; however, not much has been offered for new service formats enabled by information technology. This study explores the emotional attachment of social media users in terms of personality traits of users and websites. Drawing on literature on brand personality and brand–self congruence, this research proposes that a match between user’s individual personality and the personality traits of the digital artifacts promotes affective connection to social media websites. The social media, to which the user becomes emotionally attached, therefore becomes part of one’s self-definition and representation in the digital world. Self-expressiveness is also investigated as a motivational driver that helps users form such an emotional bond. Individuals with higher motivation to express themselves are more likely to develop an emotional attachment to social networking sites, exhibit loyal behavior, and experience a stronger effect than self-website congruence on emotional attachment. Results of this research provide support to the proposed relationships. Theoretical and managerial implications are elaborated in the discussion.     

Leveraging consumer personality and social media marketing to improve a brand's social media equity

Consumer personality traits impact consumer actions, preferences, online behaviour and shopping motives. This study examines personality traits as drivers of social media equity by addressing the mechanisms under which consumer personality traits influence social media equity. We aim to combine consumer-level information with brand-level metrics to advance our understanding of consumers' associations with brands on social media and how specific consumer personality traits can be leveraged to improve a brand's social media equity. Using a self-administered survey, a total of 418 respondents from an online consumer panel participated in this study. The results from structural equation modelling revealed that while extraversion, openness to experience and neuroticism personality traits are positively associated with brand engagement and brand advocacy, agreeableness and conscientiousness are significantly associated with brand advocacy and not with brand engagement. This study advances theory by examining how consumer personality traits influence social media equity via brand engagement and brand advocacy as mediators. The findings provide rich practical insights into underlying mechanisms through which marketers can increase social media equity using consumer personality traits.     

Personality Antecedents of Customer Citizenship Behaviors in Online Shopping Situations

This study examines the psychological process used in predicting customer citizenship behaviors. Hypotheses are proposed to test the effects of personality traits on customer satisfaction, and customer citizenship behaviors in an online shopping context. Two broader elemental traits—agreeableness and extraversion—are posited to lead to specific state‐based traits; namely, perspective taking and empathic concern. In turn, empathic reactions are expected to affect customer satisfaction as well as customer citizenship behaviors. Study results demonstrate that individuals high on empathic concern feel greater satisfaction with the service provider, and display a greater propensity to help other online shoppers.     

Affective States of the Consumer and Satisfaction with Services in the Airline Industry

Abstract

While its importance in marketing is never questioned, customer satisfaction has rightly been described as “a complex and elusive phenomenon.” The search continues for factors/variables that determine its presence and magnitude. This paper examines the affective aspect of customer satisfaction in the globally important, but highly competitive airline industry. Two major forms of affective state of the consumer are examined, namely: (i) mood, and (ii) quality of life. Findings show that both tend to have significant influence on the level of satisfaction with services in the airline industry. However, some elementary services tend to be more influenced than others by these affective states of the consumer. Implications, and managerial applications of the findings for augmenting customer satisfaction in the airline industry are discussed.     

Consumer Attachments to Human Brands: The “Oprah Effect”

Human brands offer an interesting complement to product brands in that consumer attachments to human brands take on personal relationship qualities that can engender greater affiliation and loyalty. At present, one of the most powerful human brands in the developed world is that of Oprah Winfrey. This research uses the Oprah brand as a context in which to explore and expand the existing model of human brand attachment because of the enduring strength and consistency of how she has cultivated her brand. The existing model of human brand attachment identifies autonomy, relatedness, and competence as the antecedents of attachment strength. However, the expanded model in the current research introduces and validates brand personality appeal (and its sub‐dimensions of favorability, originality, and clarity) as an important moderating factor in the relationship between these antecedents of attachment and attachment outcomes. Two studies utilizing both qualitative and quantitative data investigate the impact of these factors on attachment strength as manifested in emotional attachment behaviors, markers of relationship quality, and marketplace responses in the form of brand loyalty and purchase intentions.     

Convenience,Satisfaction, and Post-Purchase Behavior in India's Health Insurance Market

ABSTRACT

Understanding the antecedents and implications of “service convenience” has acquired added importance with consumers' growing desire for ease during product or service exchange. Although the effects of service convenience, as a first-order construct, on post-purchase behavior have been studied in different business contexts, not much has been done in the case of a second-order construct which has been attempted here. The present study seeks to examine the mediating role of consumers' satisfaction as well as the moderating role of organizational and consumer personal factors that have not been sufficiently explored in the marketing literature. Structural equation analysis is adopted to test the hypothesized relationships using responses from 424 consumers who have purchased health insurance from six leading insurers in India. The findings validated that the service convenience affects consumer satisfaction, which, in turn, plays both a direct and mediating role in influencing consumers' repurchase intention. However, the role of organizational and consumer personal factors as moderators between service convenience and consumers' satisfaction could only be established indirectly through post-hoc analysis, which calls for further research. The results have important implications for planning, designing, and managing the health insurance business.     

Consumer Brand Hate: Steam rolling whatever I see

This study aims to investigate negative consumer‐brand relationships by developing a “Brand Hate” concept. A hierarchical Brand Hate model is theoretically discussed in light of the psychology and consumer behavior literatures. In Study‐I the Brand Hate concept was tested with two different types of consumer brand haters, true haters, and regular haters. The study found that in the study's proposed multidimensional Brand Hate hierarchy true haters display “Boiling Brand Hate” while regular haters reveal “Seething Brand Hate.” Two additional studies were developed to examine the relationship between consumer personality traits and Brand Hate, exploring which types of consumers are more prone to feel hatred toward targeted brands. Study‐II's findings revealed a relationship between consumers who are high in personality traits of “conscientiousness” and those who Brand Hate. Study‐III's findings indicated that “self‐confident” and “competitive” consumers might also be more prone to feel hatred toward those brands that perform poorly and unethically.     

Comparing factor analytical and circumplex models of brand personality in brand positioning

Competition has never been greater, which means it is more important than ever that organizations assess their brand management strategies, including brand personality management. However, little empirical research addresses the brand personality concept, particularly its role in product evaluation. An exception, which views brand personality as a set of human personality characteristics associated with a brand, has been criticized for its use of a factor analytical approach. An alternative approach posits that the brand represents a relationship partner with which the consumer may choose to engage; it corresponds to the interpersonal circumplex approach to personality modeling. The present study compares these two approaches by developing brand positioning maps and predicting consumer outcomes. The results support the factor approach in a purely quantitative sense, but the circumplex approach offers both a richer qualitative explanation of the findings by encompassing a broad spectrum of traits and a more diagnostic prediction of consumer outcomes. The alternative conceptualization of brand personality contained in these results should be of interest to brand managers. © 2009 Wiley Periodicals, Inc.     

Brothers in blood,yet strangers to global brand purchase: A four-country study of the role of consumer personality

Although personality traits have repeatedly been shown to influence consumer behavior, their impact on willingness to buy global brands has yet to be empirically investigated. Based on a four-country sample (N = 4539) of South East European consumers, we test alternative pathways linking consumer personality traits to global brand purchase intentions. Our findings show that extraversion, neuroticism, conscientiousness and openness to experience impact purchase intentions mediated through consumers' global brand associations, domestic country bias and price sensitivity. Implications of the findings for theory and practice are considered and future research directions identified.