Consumer Regulation Strategies: Attenuating the Effect of Consumer References in a Voting Context

Consumption cues (e.g., brands, money, and advertisements) can have powerful effects on cognition, perception, and behavior, yet how people regulate responses to such cues is not well understood. This is surprising given that consumption cues are increasingly present in nontraditional consumer contexts, such as healthcare, education, and politics. This research develops a measure of two types of consumer regulation strategies, cue‐based and budget‐based (studies 1–4), and demonstrates that these strategies influence how people respond to consumption cues in a political context (study 5). Specifically, in a study involving the 2012 American Presidential Election, priming survey participants as consumers (versus citizens) influenced both voting intentions and self‐reported voting behavior, and the newly developed consumer regulation scale was instrumental in detecting this effect. These findings suggest there may be merit in the escalating debate and concern over referring to voters as consumers.     

Suspicion and Perceptions of Price Fairness in Times of Crisis

Times of crisis bring about increased demands on businesses as shortages, or unexpected but significant, business costs are encountered. Passing on such costs to consumers is a challenge. When faced with a retail price increase, consumers may rely on cues as to the motive behind the increase. Such cues can raise suspicion of alternative motive (e.g., taking advantage of the consumer) affecting consumers’ judgments of price fairness. This research investigates two triggers of suspicion: salience of alternative motives, and behavior judged to be out-of-character for the business. Results of the two studies within crisis contexts indicate that suspicion is created when alternative motives are salient and when a retailer acts out-of-character. Multiple group analyses revealed that suspicion induced negative affect and subsequent perceptions of price fairness. When suspicion was present, more negative feelings toward the retailer and judgments of price unfairness resulted.     

The Responsiveness of Households to Energy Demand Management Initiatives: Segmenting by Household Types

Segmentation is often a complex and costly process, which commonly involves identifying groups with differing attitudes and behaviors or demographics. However, the segments generated may not adequately explain differences between consumers, or it can be difficult to identify households for target marketing, which consequently makes it difficult to use segmentation in practice. In this paper we present segmentation by household type as a simple method of segmentation, accessible to nonprofit organizations with limited resources and able to be employed using a secondary data set or with relatively simple data collection and analysis. Despite its simplicity, our findings show that this form of segmentation differentiates well between segments in terms of their actual electricity use, their past efficiency behaviors and preferences for efficiency programs. The results of focus groups and a survey of 4,000 households reveal, among other things, the effect of having children and of marital status on energy use and efficiency behaviors, the high curtailment but low investment behaviors of single parent households, and the low efficiency behaviors of shared households.     

Customer Orientation and Management Control in the Public Sector: A Garbage Can Analysis

Recent public sector reforms have increasingly tended to re-cast citizens as ‘customers’. This paper explores the implications of such customer orientation efforts for management control based on a field study in a Swedish central government agency. We extend prior research on this topic, informed by critical and institutional theories, with insights from the garbage can literature and focus on a key decision-making process involved in making extant management control practices more customer-focused. Our analysis nuances the predictions of critical scholars, suggesting that customer orientation initiatives will commodify public services and narrow the interests served by public sector organizations. In doing so, we draw attention to how conflicting institutional arrangements fostered a garbage can situation hampering radical change in management control practices. Our garbage can analysis provides a bridge between critical and institutional perspectives by re-instating a focus on decision-making. We show how the intricacies of decision-making may moderate the power embedded in novel management control practices and foster inertia and unintended outcomes. Our analysis also raises important policy implications pertaining to the possibilities of combining customer orientation efforts with rationing of public services.     

Building the Legitimacy of Whistleblowers: A Multi‐Case Discourse Analysis

Evidence suggests that society still does not view whistleblowers as wholly legitimate—despite legal protections now offered in some jurisdictions, such as the United States. Drawing on a discourse analysis (i.e., an examination of statements), we investigate the well‐publicized stories of seven whistleblowers from 69 sources, including books, first‐ and second‐hand interviews, websites, and videos. Our focus is to examine how whistleblower discourses can build legitimacy by more tightly defining the whistleblower role and demonstrating its alignment with social norms. Using whistleblower self‐narratives, we identify four narrative patterns: (i) Trigger(s)—the event(s) leading to whistleblowing; (ii) Personality traits—whistleblower's morality, resourcefulness, and determination; (iii) Constraints—barriers requiring regulatory and organizational change; and (iv) Consequences—the longer term positive impact of the whistleblowing act. These patterns rely on symbolic, analogical, and metaphorical framing to allow others to better understand the role of whistleblowers and enlist their support. Exploring a data set of 1,621 press articles, we find indications that these narrative patterns resonate in the media—which provide a form of support and may be instrumental in legitimizing the whistleblower role. Grounded on these results, we develop a legitimacy construction model of the whistleblower role, that is, a representation of how role legitimacy is produced and sustained. From this model, we identify a number of important areas for future research.     

Household norms and their role in reducing household electricity consumption

Researchers have only recently begun to investigate the role of the norms of the household or family group in energy‐efficiency decisions. These researchers have demonstrated that these norms can influence the behaviour and attitudes of children within the household. We contribute to their findings by providing a characterization of the use of household norms in household decisions about electricity efficiency. For our qualitative research, we conducted focus groups with three different household types: (1) share houses/young couples with no children; (2) households with children; and (3) empty nest/elderly households in three regional centres in New South Wales, Australia (total of 76 respondents in nine focus groups). Specifically, we found that household norms were evident in the decision‐making process through rules and expectations about behaviour and the use of sanctions to enforce or shaped that behaviour. We identified several drivers of household norms including a household member taking the role of ‘efficiency champion’ and the occurrence of critical incidents in the household. In addition, we found that household members try to establish household norms to socialize household members with the goal of the intergenerational transmission of desirable behaviours. Based on these observations, we conclude that household members employ norms to regulate and reduce their electricity consumption, and as a mechanism for consumer socialization. As such, our findings are important for marketers and policy makers tasked with regulating household consumption.     

Excessive risk exposure: A question of ethical decision-making

This commentary essay reflects on the article titled “When an irresistible force meets an immovable object: The interplay of agency and structure in the UK financial crisis” (Ashby et al., this issue). Specifically, managers took on excessive risk that ultimately contributed to financial crisis. This essay discusses whether the decision to accept excessive risk falls under ethical decision-making, including the degree of moral intensity as possibly perceived by risk and financial managers. The components for determining moral intensity include (1) magnitude of consequences, (2) social consensus, (3) probability of effect, (4) temporal immediacy, (5) proximity, and (6) concentration of effect.     

Attributions of blame following a product-harm crisis depend on consumers’ attachment styles

This research examines consumers’ attachment styles as a predictor of attributions of blame following a product-harm crisis. Though the interpersonal attachment literature suggests that consumers with the secure attachment style should attribute the least amount of blame to the brand, we introduce a novel and seemingly contradictory hypothesis. Because of the unique nature of brand relationships, we hypothesize that consumers with the fearful attachment style will attribute the least amount of blame to the brand. In an experiment, we find support for both hypotheses. Further, we find that these effects occur via different mechanisms. Whereas the secure attachment style decreases attributions of controllability, the fearful attachment style decreases attributions of stability. Though many relationship tendencies have been transferred from the interpersonal domain to the consumer domain, our findings remind researchers that brands are a distinct type of relationship partner.     

Implementing price increases in turbulent economies: Pricing approaches for reducing perceptions of price unfairness

Consumer frustration over having less money in their pockets and, at the same time facing higher prices for products and services in the marketplace, arises during turbulent economic times (e.g., post-2007). Sellers suffer increased costs and pass along increases by raising prices to consumers. The current article discusses trends in the pricing literature and in practice that sellers utilize in limiting perceptions of price unfairness, particularly when increasing price in turbulent economic times. Specifically, engaging in transparency in pricing by revealing information about price changes to the consumer during poor economic times potentially reduces perceptions of price unfairness. Using industry-common price-setting practices, shrinking product volume, providing automatic rebates promotions, or offering price-matching promotions also likely reduces perceptions of price unfairness.