Effects of Various Types of Cause-Related Marketing (CRM) Ad Appeals on Consumers' Visual Attention,Perceptions, and Purchase Intentions

ABSTRACT

The study examined whether various types of cause-related marketing (CRM) appeals (informational, emotional, or a combination of the two) influenced visual attention, as captured by eye fixation, and perceptions of the company and the ad, thus, leading to purchase intentions. The results suggest that a combined appeal generates more favorable responses to the ad. An eye-tracking experiment showed that an informational ad led to longer visual attention, and that visual attention was affected by the level of consumers' cause involvement. Visual attention had a negative impact on company credibility. Company credibility mediated the relationship between visual attention and CRM ad attitudes.     

More bodily motor action,less visual attention: How supermarket stimuli and consumer-related factors influence gaze behavior

This research examines the relationship between bodily motor actions and the focus of visual attention when consumers are selecting retail products. Based on a quasi-experimental study that was conducted to explore the level of visual attention, collected through the eye-tracking system, it can be seen that the amount of information captured by gaze behavior is conditioned by bodily movement at the front of a shelf. The viewpoint emerging from this paper is that cognitive processes stimulated by vision are deeply rooted in the body's interactions in the retail environment and may also be influenced by stimuli associated with the particular supermarket, as well as by factors relating to individual consumers.     

Factors influencing purchase intent in virtual worlds: a review of the literature

Previous empirical studies have identified several factors that seem to play a role in determining purchase intent in virtual worlds; three-dimensional online environments in which users interact while represented by their avatars. So far however, a clear overview of these factors is lacking, and the question that remains is what factors affect purchase intent most. Therefore, this study aims to create an overview of factors that influence users’ purchase intent in virtual worlds, and to subsequently identify the most influential factors. To conduct this review, relevant literature was gathered using a variety of search engines and keywords. An article had to explicitly study factors influencing purchase intent in virtual worlds in order to be included in this review. This search method resulted in a selection of twelve relevant articles that were used for further analysis. Results show that perceived enjoyment, social influence, customization and ease of use are important factors that influence purchase intent in virtual worlds. Enjoyment of the virtual world, beliefs and attitudes of others, avatar customization, and easy-to-use virtual world applications can thus increase users’ willingness to purchase products in the virtual world. Practical implications as well as limitations and suggestions for future research are discussed.     

消费者品牌转换驱动因素研究:基于绿色营销视角

消费者在品牌偏好上由普通产品转向绿色产品的品牌转换行为日趋明显和频繁.在消费者品牌选择中影响较大的驱动因素有基本因素、强化因素和深化因素三种类型.绿色营销的影响表现为:修正品牌转换驱动因素的强度;优化品牌转换驱动因素的内容;强化品牌转换驱动因素的影响力度.绿色营销的作用过程为:可利用驱动因素,建立和完善绿色消费意识,修正消费者品牌决策标准,培养消费者品牌忠诚度.     

Eat,drink, and create content: a multi-method exploration of visual social media marketing content

As visual social media marketing (VSMM) content continues to increase in popularity, it is imperative for marketers to understand the elements of such marketing efforts that capture consumers attention. Across three empirical studies, the researchers use eye tracking technology and a scenario-based experimental design to explore the impacts of the use of figurative language (i.e., antithesis and alliteration) and Snapchat’s drawing feature on consumers attention to the verbal element (i.e., caption) of company-generated and consumer-generated VSMM content (i.e., snap), specifically, on Snapchat. Results demonstrate the positive impact of the use of figurative language on consumers attention to the caption in VSMM content. Furthermore, consumers attention to the caption in company-generated (consumer-generated) VSMM content is greater when the caption uses antithesis (alliteration). Finally, the presence of pictorial information (i.e., drawings) in VSMM content may impact the relationship between the use of figurative language (i.e., alliteration) and consumers attention to the caption in consumer-generated VSMM content. Implications for marketing and advertising theory and practice are discussed.     

Exploring consumers’ purchase intention towards green products in an emerging market: The role of consumers’ perceived readiness

Consumers’ awareness of green products has increased in the last few years, but studies show that the demand for green products has been stagnant. The purpose of this study is to explore the roles of consumers’ perceived readiness to be green and subsequently, how readiness to be green affects consumers’ purchase intention towards green products in an emerging market, Indonesia. A total of 916 survey responses were collected in three universities, two major shopping malls and several housing areas in Yogyakarta, Indonesia. The findings reveal that consumers’ attitude (ATT), subjective norm, perceived behavioural control (PBC), pro‐environmental self‐identity (PEI), ethical obligation and consumers’ readiness to be green are the determinants of intention to purchase green products. Consumers’ readiness to be green mediates the effects of ATT, PBC, PEI and perceived sense of responsibility on purchase intention. The study provides further insights into the discrepancy between professed positive attitudes towards the environment and the slow uptake of green behaviour in an emerging market.     

Marketing management,its environment,and information processing: a problem of organizational design

The marketing literature has overlooked the problem of designing optimal organizational structures for marketing management. The study of this problem is crucial and pressing. Some relationships are proposed between the information generated by the market environment and the ability of the organization of a marketing department to process this information. Insights and opportunities for future conceptual and empirical work are provided.     

Factors influencing clothing interest and purchase intention: a study of Generation Y consumers in Malaysia*

The purpose of this study is to examine the factors influencing clothing interest among Generation Y consumers in Malaysia. Brand image, word of mouth (WOM), self-concept, perceived quality, and need for uniqueness were hypothesized to be related with clothing interest, which in turn, was deemed to be related with purchase intention. The interaction effect of price consciousness on the relationship between clothing interest and purchase intention was also examined in this study. Self-administered questionnaires were used to collect data from a total of 300 respondents from Malaysia to test the hypothesized relationships. Results showed that need for uniqueness, self-concept, brand image, WOM, and perceived quality are significant predictors of clothing interest among the Generation Y consumers in Malaysia and price consciousness moderated the relationship between their clothing interests and purchase intention. The practical implications of the research findings were discussed.     

Building a human brand: Brand anthropomorphism unravelled

Brand anthropomorphism has been found to enhance the ability of consumers to recognize the inherent value of brands. However, there is limited knowledge among practitioners on how to build a brand with humanlike characteristics. After a literature review of brand anthropomorphism in general and the theory of warmth and competence in particular, we present the Human Brand Model of how to build a brand that is perceived to be human. There are four steps in this process; the first three indicate the brand inputs and the last indicates the results of those inputs. This model guides brand managers on how to make their brand more human. The use of this model should result in the organization having an excellent brand reputation; stronger, more meaningful relationships with its customers; and improved brand loyalty.     

Coefficient of determination in a simultaneous equation model: A pedagogic note

The simultaneity of the market for securities has been recognized by a number of finance authors. Simkowitz and Jones [10] advocate the use of a simultaneous equation system to capture some of the relationships among the securities in a homogeneous set. Simkowitz and Logue [11], and Jones and Simkowitz [6], have performed studies using a simultaneous equation system in a capital asset pricing framework. Marcis and Smith [9] call for the use of the simultaneous methodology when there is a strong residual correlation between securities. Simultaneous equation systems have been used in other areas of finance by authors such as Barnea [1], Herbst [5], and Logue and Lindvall [8]. This note explores how anomalies concerning the coefficient of determination (R²) mentioned in previous research could have occured. Conditions under which the (R²) does not have its usual properties and an example is given.     

Price structure as a marketing variable: An experimental investigation

This study examines the relative impact on preferences of price level and price-structure variables. A pair of four-factor experimental designs were developed to investigate the preferences of students for automobile price structures and recent homebuyers for various price arrangements in buying a house. The findings indicate that, for a majority of the subjects, the structural variables of down payment, interest rate, and monthly payment are more important than price level in determining overall preferences.     

Examining artificial intelligence (AI) technologies in marketing via a global lens: Current trends and future research opportunities

Artificial intelligence (AI) has captured substantial interest from a wide array of marketing scholars in recent years. Our research contributes to this emerging domain by examining AI technologies in marketing via a global lens. Specifically, our lens focuses on three levels of analysis: country, company, and consumer. Our country-level analysis emphasizes the heterogeneity in economic inequality across countries due to the considerable economic resources necessary for AI adoption. Our company-level analysis focuses on glocalization because while the hardware that underlies these technologies may be global in nature, their application necessitates adaptation to local cultures. Our consumer-level analysis examines consumer ethics and privacy concerns, as AI technologies often collect, store and process a cornucopia of personal data across our globe. Through the prism of these three lenses, we focus on two important dimensions of AI technologies in marketing: (1) human–machine interaction and (2) automated analysis of text, audio, images, and video. We then explore the interaction between these two key dimensions of AI across our three-part global lens to develop a set of research questions for future marketing scholarship in this increasingly important domain.     

Seven Pillars of Business Ethics: Toward a Comprehensive Framework

This article first addresses the question of “why” we teach business ethics. Our answer to “why” provides both a response to those who oppose business ethics courses and a direction for course content. We believe a solid, comprehensive course in business ethics should address not only moral philosophy, ethical dilemmas, and corporate social responsibility – the traditional pillars of the disciple – but also additional areas necessary to make sense of the goings-on in the business world and in the news. These “new pillars,” that we advocate include moral psychology, organizational design and behavior, motivational theory, and a unit on how society, business, and law interact. This last unit builds upon the work of Francis P. McHugh (1988) who urged an integration of “disciplines related to business ethics.” Our seventh pillar would encompass an integration of law, socio-political theory, and policy to demonstrate how business helps construct its own regulatory framework. The concluding recommendation is for a comprehensive “Seven Pillars” of business ethics approach. William Arthur Wines holds a B.S.B.A. with distinction from Northwestern University and a J.D. from the University of Michigan. He is admitted to the practice of law in Minnesota and the State of Washington. His research has appeared in over three dozen journals including the American Business Law Journal, Arizona Law Review, Economics of Education Review, Delaware Journal of Corporate Law, Denver Journal of International Law and Policy, Journal of Business Ethics, Labor Law Journal, Marquette Law Review, Nebraska Law Review, and The William and Mary Journal of Women and the Law. He is the author of two volumes of readings in business ethics and “Ethics, Law, and Business”, published by Lawrence Erlbaum Associates, Inc. in 2006. This material is subject to various copyright laws. Please do not transmit electronically, quote, or copy without the prior written permission of the author.     

Effect of community relationship management,relationship marketing orientation,customer engagement,and brand trust on brand loyalty: The case of a commercial bank in Thailand

Business uncertainty due to the COVID-19 pandemic has brought financial and banking industries under stress. This study examines brand loyalty (BL) in the Thai banking industry by integrating community relationship management (CoRM) (4Cs model), relationship marketing orientation (RMO), customer engagement (CE), and brand trust (BT). It analyzes how a Thai commercial bank used four success factors to create new client acquisition, business efficiency, long-term relationships, and BL. We use quantitative data and structural equation modeling (SEM) to identify variables influencing the BL of 1650 customers of a Thai commercial bank. We found CoRM and RMO's key success factors indirectly affected BL by mediating CE and BT. These results may improve sustained performance effectiveness in the banking industry now and in the future.