The consequences of perceived risk and objective knowledge for consumers’ investment behavior

Knowledge and risks have a focal role in consumer behavior. However, studies on consumers’ perceive risks in decision situations and the influence of objective knowledge and experience on risk perceptions, consumers’ attitudes and behavioral intentions are scarce. This paper introduces and tests a novel conceptual model that shows how consumers’ objective financial knowledge and investing experience affect their future investment intentions mediated by perceived risks, and attitudes toward investing. The data were analyzed using structural equation modeling. The proposed model fits the data and accounts for attitudes and intentions to investing. This study advances knowledge by directly measuring the behavior-related objective knowledge and experience. We also suggest new insights into the risk concept by showing that consumers perceive five types of risk in investing context and objective financial knowledge and investment experience has varying effects on different risks types, attitudes and intentions. The results also show significant gender differences.     

The case for process approaches in loyalty research in tourism

The article reviews the literature on loyalty in consumer behaviour with particular emphasis on the difficulties of interpreting repeat purchasing in terms of loyalty. Problems of conceptual definition and measurement are examined in the context of tourism. A case is made for seeing the concept of loyalty as a process rather than as a state. In this respect two approaches related to information processing are suggested as possible research approaches. Psychological cost‐benefit technique and methods associated with optimum stimulation level are discussed. Copyright © 2001 John Wiley & Sons, Ltd.     

How the unbanked cope with financial exclusion: Evidence from Pakistan

This article investigates both the coping strategies employed by low-income unbanked consumers in Pakistan and the consequences of those strategies. Qualitative data were gathered from low-income unbanked consumers through in-depth interviews. The findings suggest that unbanked consumers utilize their respective social networks and various market and personal resources to cope with financial exclusion. The utilization of social network resources to cope with financial exclusion typically enabled participants to fulfill their obligations in a positive manner and enhanced solidarity and trust among group members, whereas the use of market and personal resources tended to produce more negative consequences in the form of different types of risk. The article provides managerial implications for developing services that enhance the well-being of unbanked consumers.     

Ethical consumerism: a view from Finland

Business ethics and corporate social responsibility have gained more attention in recent years. However, the consumers’ perspective on ethics is still a little researched area. This study reports a survey (n = 713) on the views of Finnish consumers about ethics in trade. Consumers’ willingness to promote business ethics as well as the obstacles to ethical consumption are investigated. The results of the study show that while the majority of the respondents regard business ethics as important, this attitude does not translate into their choice behaviour. Consumers are uncertain about which products and firms follow ethical rules and which do not. The most important obstacles to ethical consumption were difficulties in obtaining information, problems in product availability and high prices of ethical products.     

The complexity of safety in wilderness guiding in Finnish Lapland

This article examines how safety is understood and practised by wilderness guides leading nature excursions with international customers in Finnish Lapland. Commercial nature tourism services in Lapland are not considered adventure-oriented since risk-taking is not an integral part of the guided services. The study shows that even though perceived as low-risk activities, risks are present in a significant part of the everyday actions in commercial nature tourism services. Thus, commercial nature tourism forms a rich context to study the sustainability of contemporary safety practices since it forms a specific, guide-dependent sector of the tourism industry. The discussion further underlines the complexity of safety issues within the industry and the importance of holistic approaches.     

Vulnerability of the unbanked: evidence from a developing country

Financial exclusion is an apparent phenomenon globally, the majority of people without bank accounts living in the developing countries. Those who lack access to financial services could experience vulnerability. Therefore, the purpose of this study was to unfold the vulnerability of the low‐income unbanked consumers in a Pakistani context. Qualitative data were gathered from low‐income unbanked consumers through in‐depth interviews. The findings suggest that unbanked consumers are vulnerable in many ways. The participants faced several negative consequences due to their financial exclusion, which resulted into their personal, economic and social detriment. Based on our study findings, we provide managerial and public policy implications for the well‐being of the low‐income unbanked consumers. Lastly, study limitations and future study guidelines are discussed.     

Purchase Behavior and Psychophysiological Responses to Different Price Levels

The aim of the study was to examine emotional processes when product prices for different brands were changed. In a within‐subjects design, the participants were presented purchase decision trials with 14 different products (seven private label and seven national brand products) whose price levels were changed while their facial electromyography (EMG) and electrodermal activity were recorded. The results suggest that low prices and national brand products induce higher positive emotions indexed with zygomatic EMG compared to high prices and private label products. Also, positive emotions are related to greater purchase intent. Naturally, a low price has also a direct positive influence on purchase intent. However, the involvement of emotions and the influence that price and brand have on elicitation of emotions may be one explanation for consumers’ varying purchase behavior. The results highlight the importance of emotional factors in pricing research and support the usefulness of psychophysiological measures in the consumer research.     

Young people's perceptions of the responsibilities of organizations promoting financial capability

Today's changing market environment demands financial capability even from young consumers. This article concentrates on the perceptions of young people on the roles and responsibilities of school, public, private and non‐profit sector actors in promoting financial capability among the young. The qualitative data were collected via focus group discussions among young people aged 15–26 in schools and education institutions across Finland. Educational institutions play an important role in the everyday lives of the young but tend to focus on macro‐finance issues in financial education. Banks are seen as professional actors promoting financial capability to the young, but their activities are recognized as profit driven. Public sector and non‐profit organizations are less familiar to young people as providers of financial information but are considered impartial and reliable. It is apparently difficult for young people to differentiate between the activities of the various parties offering financial advice. They would welcome finance‐related information from several actors and from different perspectives. Financial education and financial matters are only interesting to the young when topical. In order to promote a financial capability among young people, the actors involved should become more proactive and cooperate with each other.     

Retailers' professional and professio-ethical dilemmas: The case of Finnish retailing business

The main purpose of this paper is to put forth the concept of ethics, present ethical theories and, finally, consider some business ethics issues in the context of retailing practices. In the first part of this paper we seek to motivate the research task. The importance of conducting ethical analysis is stressed. In the second part of the paper several ethical theories: utilitarianism, deontology and virtue ethics are presented. This part serves as a basis for research interviews, e.g. it is possible to examine retailers' opinions about their professional virtues, and try to position these opinions in relation with utilitarianism and deontology. In the third part the empirical findings about the retailing business ethics are set forth. This part suggests that there prevails among retailers some kind of confusion about what are ethical issues and what is not ethical in their daily professional practices. To avoid this confusion four main principles were put forth by the Finnish retailers. The principles were: 1. Freedom versus rules; 2. Principles versus moralizing; 3. Boundaries versus transition; 4. Economy and moral versus subjective judgment.Tuomo Takala is a Senior Lecturer in Business Administration at the University of Jyväskylä, Finland. He studied business economics and practical philosphy. His main research issues are: business ethics, social responsibility issues and environmental issues looked from ethical perspective. He also acted as Acting Professor in Business Administration in Jyväskylä. His previous publishing areas are:Publications from the Department of Economics and Management, University of Jyväskylä andScandinavian Journal of Management.Outi Usitalo is an Assistant in Marketing at the University of Jyväskylä, Finland. She studied business economics. Her research interests focus on consumer satisfaction and dissatisfaction with market supply conditions, the consequences of marketing activities on consumer welfare, and the equity and effectiveness of retailers. She published inPublications from the Department of Economics and Management, University of Jyväskylä.     

Consumer biases in the perception of organizational greed

This article extends current models of how consumers judge or perceive organizations as greedy using the theoretical framework of motivated moral reasoning. We show that inherent features of an organization (size and ‘black sheep’ status) and its behaviour (relative frequency) bias consumer perceptions of organizational greed. We use an experimental methodology, present subjects with vignettes describing different scenarios, validate our questionnaire using confirmatory factor analysis, and test our hypotheses using a general linear model with covariates. Our findings suggest that consumer perceptions of organizational greed are subject to three effects: the underdog effect (Study 1, n = 496), the black sheep effect (Study 2, n = 229) and the ‘common is moral’ heuristic (Study 3, n = 249). This is the first study to investigate greed under a motivated reasoning paradigm and to show that perceptions of organizational greed are subject to socio-psychological biases. This study also provides advice on branding and positioning strategies that appeal to the underdog status of an organization or its local origins.