Private labels versus national brands: The effects of branding on sensory perceptions and purchase intentions

Consumers increasingly consider private labels to be as good as national brands. This research raises the question of whether national brands and private labels equally affect consumers’ sensory perceptions and purchase intentions. The results of two studies show that consumers reverse their evaluation of private labels (vs. national brands) when tasting the product in an informed (vs. blind) condition. When consumers are not aware of brand names, they indicate better taste and higher purchase intentions for private labels. However, the opposite is true when they try products in an informed condition. We discuss the implications for private labels and national brands.     

Sensory expectations generated by colours of red wine labels

Since there is usually no sales assistance available in supermarkets, wine labels represent the pivotal source of information for consumers at the point of purchase. In particular, it is the colour of the label which largely influences consumers’ wine choice. The purpose of our study was to reveal customers’ sensory expectations in relation to the flavour of red wines based on their label colours. Moreover, our goal was to examine whether there are any differences in the consumers’ expectations according to their frequency of wine purchase and gender. A survey was carried out among respondents who were intercepted in the wine aisles of two stores of an Austrian supermarket chain. The results indicate that label colours have a strong influence on flavour expectations. While, for example, red and black are most likely to create tangy flavour expectations, red and orange are most associated with fruity and flowery flavours. In addition, it appears that frequent buyers have stronger expectations than infrequent buyers with respect to most of the colours analysed. Finally, the customers’ gender seems to have little influence on flavour expectations. The results may be considered by wine producers in their label design to create sensory expectations in accordance with the actual flavour of their wine and, hence, avoid any disconfirmation of consumers’ expectations when they taste the wine. This is of particular importance when wine is sold in retail stores and consumers cannot rely on their taste experience prior to their purchase.     

Experiential product attributes and preferences for new products: The role of processing fluency

This study shows how experiential product attributes that are part of the design of new products can create compelling consumer experiences. Following processing-fluency theory, when consumers attend to experiential attributes (sensory or affective), they should process them fluently (i.e., spontaneously and with little effort); however, consumers should process functional attributes always deliberately, irrespective of whether or not they attend to them. An experiment testing the fluency hypothesis confirms that the processing of experiential attributes, but not functional attributes, depends on attention focus. When consumers focus their attention on specific experiential features, products with experiential attributes are evaluated more positively. In contrast, the processing of functional attributes does not depend on attention focus. Further confirming the fluency hypothesis, the experiment also shows that presentation duration does not affect the processing of experiential attributes but does affect the processing of functional attributes. The authors discuss how marketers can use experiential product design in market segmentation and innovation.     

Bargain effectiveness in differentiated store environments: The role of store affect,processing fluency,and store familiarity

Two main types of value have been established in the retail literature: merchandise value based on the quality and price of a store's offerings and differentiation value based on the extent of atmospheric cues in the environment. However, it is not clear what happens when a store offers both types of value to a high degree. We investigate how offering a bargain (or price cut) affects consumer responses for high and low differentiation store environments. In two studies, using a simulated store environment in a behavioural laboratory, we find that the presence of bargains in a highly differentiated store environment negatively influences store affect and, in turn, approach behaviour. This effect, however, only holds true for low familiarity stores and can be explained by processing fluency theory. Consequently, retailers focusing on store environment differentiation should reconsider their use of bargains.     

The role of perceived product quality and overall satisfaction on purchase intentions

The study investigated the effects of perceived product quality and overall satisfaction on purchase intentions. Moreover, the direct and indirect effects of values and involvement on purchase intentions were studied. The study utilized the survey questionnaire and used sport shoes as the product being researched. The sample consisted of 197 students who responded to an anonymous questionnaire. Five hypotheses were tested and four of them were confirmed by the data. Perceived quality had a direct and an indirect effect (through overall satisfaction) on purchase intentions, overall satisfaction had a direct effect on purchase intentions and involvement had an indirect effect on purchase intentions through overall satisfaction and perceived quality. The results of the study provide several theoretical and practical implications.     

Limits to labels: The role of eco‐labels in the assessment of product sustainability and routes to sustainable consumption

There has been rapid development in the methods, data and protocols for the assessment of product sustainability over the past decade. Notwithstanding this welcome development, the widespread provision of sustainable products has not occurred. Moreover, indications from a myriad of surveys suggest that consumers remain full of intent to purchase sustainably, yet these stated preferences have not translated into a widespread uptake in the purchase of more sustainable products. Heightened interest in climate change over the past couple of years has led to rising calls for labelling to allow consumers to differentiate between more or less sustainable options. Such calls apparently assume that if consumers are presented with appropriate label information their purchases will change and more sustainable purchasing will result. For many observers these calls bring more than a ring of déjà vu as the failures (or at least unfulfilled expectations) of environmental labelling schemes of the past spring to mind. A review and assessment of eco‐labelling schemes is presented. Discussion focuses on the history, successes and failures of such schemes, and consideration of their potential role (or not) in future shifts towards sustainable consumption. Behavioural, social practice, institutional and infrastructure factors are considered and labelling, legislation and other options are explored. Conclusions are drawn regarding potential routes to sustainable consumption, with particular reference to eco‐labels.     

The effect of web interface features on consumer online purchase intentions

Corporations spend millions of dollars a year creating and maintaining corporate websites, yet many of these sites fail to reach the organization's goals [Freemantle D. The psychology of crm. Int J Cust Relatsh Manag 2002; http://www.superboss.co.uk/articles2main.htm]. Recent research suggests that these failures reflect poor website design, yet this research lacks the specificity necessary to provide practical recommendations for improving site performance [Rosen EE, Purinton E. Website design: viewing the web as a cognitive landscape. J Bus Res 2004; 57:787-94]. This study fills that gap by providing specific recommendations regarding website design elements that generate positive managerial outcomes. First, the study tests a wide range of design elements to determine those that provide human elements and computer elements. Next, these elements are linked through intermediaries using the uses and gratifications theory, technology acceptance model, and the concept of flow to explain purchase intentions and intentions to revisit the site.     

Additive omnichannel atmospheric cues: The mediating effects of cognitive and affective responses on purchase intention

In today's channel-centric retail ecosystem the right mix and orchestration of online and offline stimulus is paramount towards providing an optimal store atmosphere and shopping experience. Applying the S-O-R framework, this research explores additive omnichannel atmospheric cues stimuli, in order to discover their impact on affective (i.e., pleasure, arousal and dominance) and cognitive (i.e., store environmental quality perception) states and their consequential effect on consumer responses in the form of purchase intention. Employing a four-condition repeated measures experimental design in a physical store, utilizing mobile, IoT and social media channels (Study 1), as well as a between-subjects online lab experiment (Study 2), this research sheds light into the affective and cognition-mediated causal mechanisms that influence shopping outcomes. This work reveals that combining stimulus from all retail channels within the physical store (i.e., omnichannel atmospheric cues) increases consumers' pleasure, arousal and the quality of the environment as a whole, which in turn positively influences purchase intention. However, the impact of dominance is only prominent at the more controlled, laboratory setting, in which purchase intention increases while dominance attenuates.     

The role of mobile value and trust as drivers of purchase intentions in m-servicescape

Building on the premises of the unified theory of acceptance and use of technology (UTAUT), this study introduces the concept of mobile servicescape (m-servicescape) and explores the drivers of purchase intentions in the mobile service environment. Data were collected from a sample of 284 service mobile users and analyzed using structural equation modeling. Results show that the dimensions of m-servicescape (i.e., aesthetic appeal, perceived security, and layout and functionality) generate mobile value (i.e., hedonic and utilitarian), which in turn, leads to user purchase intentions. Utilitarian value was found to have a higher effect on purchase intentions than hedonic value and trust was found to enhance this effect. We highlight theoretical contributions and offer managerial insight for mobile marketers and designers on the specificities of consumer behavior in the service mobile environment.     

The effect of 360-degree rotatable product images on purchase intention

In three experiments, we tested the effectiveness of 360-degree rotatable product images on retail websites. In Study 1, participants reported higher purchase intention in response to a 360-degree rotatable image than a two-dimensional static image. In Study 2, participants who were primed for cognitive busyness by writing about activities that kept them busy (vs. writing about typical daily activities) reported lower purchase intention than in Study 1. In Study 3, we found a similar effect by directly manipulating cognitive busyness: participants memorized long or short number strings while performing a shopping task. Furthermore, sensory vividness fully mediated the effect of 360-degree rotatable images on purchase intention for the less busy participants, not the highly busy participants. Theoretical and practical implications for virtual product presentation are discussed.     

An investigation into online atmospherics: The effect of animated images on emotions,cognition, and purchase intentions

While prior research on animation effects focused on Web advertising, this article focuses on online retailing and identifies animated images as an important online atmospheric cue. Using an extended Stimulus-Organism-Response (SOR) model, this article explores animation effects on emotional and cognitive processes. Across two studies, the findings show that compared with static images, animated images elicit greater pleasure, which in turn induces more favorable website attitudes, and lead to higher purchase intentions. Further, this serial mediation effect holds across different types of products. These findings, from the perspective of online atmospherics, deepen our understanding of animation effects on consumer approach-avoidance responses.     

Ads promoting OTC medications: The effect of ad format and credibility on beliefs, attitudes, and purchase intentions

This investigation explores the effects of ad credibility and ad format (direct comparative vs. noncomparative) on consumers' beliefs, attitudes, and purchase intentions for over-the-counter (OTC) medications. It is hypothesized that ad credibility moderates the effects of ad format. To test the hypotheses three different experiments were conducted, with each one using a different method to manipulate ad credibility (multiple explanations for claimed superiority, claim substantiation, and approval of ad information from the Federal Trade Commission). The results of the three studies provide consistent support for the main effects of ad credibility and ad format. Increased persuasion was evidenced with higher credibility ads and with direct comparative ads. However, the hypothesized interaction consistently was not supported. Implications of these findings are discussed.     

Web site customer orientations, Web site quality, and purchase intentions: The role of Web site personality

This research extends the concept of salesperson customer orientation to Internet marketing by conceptualizing and studying the effects of Web site customer orientation on perceived Web site quality and consumer behavior. This research also adapts the concept of brand/store personality to Internet marketing by investigating the effects of Web site personality on perceived Web site quality and consumer purchase intention. The model is tested on apparel Web sites using data from multiple sources. Implications of managing Web site personality and Web site customer orientation are discussed.     

Brand preference in the face of control loss and service failure: The role of the sound of brands

This research shows that consumers compensate for a loss of perceived control inherent to service failure by extracting sensory information from brand names, and specifically from plosive consonants. Across three experimental studies, we show that in contexts of reduced control, which characterizes service failure, consumers prefer brand names containing plosives (versus fricatives) as a way of reasserting personal control because plosive sounds elicit a disposition to act. In doing so, we highlight the use of brand name innovation to anticipate low control state, and thus, the psychological discomfort experienced by customers following service failure.     

The effect of benefits generated from interacting with branded mobile apps on consumer satisfaction and purchase intentions

This study extends the “Uses and Gratifications” approach (U&G) from a web context to a new one, i.e. mobile applications. It seeks to investigate the effect of the key benefits generated from interacting with branded mobile apps on consumer satisfaction and purchase intentions. A self-administrated questionnaire was used to collect the study data. The questionnaire was distributed to 358 participants inside seven major malls in a Middle Eastern country (Jordan). Purposive sample was employed. The data were analyzed using structural equation modeling (AMOS 18). Four key findings emerged from the current research. First, the study confirms the existence of four interaction-based benefits in the context of mobile apps, namely: learning benefits, social integrative benefits, personal integrative benefits and hedonic benefits. Second, apart from social integrative benefits, the other three benefits are found to influence consumer satisfaction to varying degrees. Third, with regard to purchase intentions, only learning benefits and hedonic benefits are found to generate that. Finally, the study confirms the relationship between consumer satisfaction and purchase intentions in a mobile context. The study contributes to the literature through adopting the U&G approach as a theoretical base to examine the key benefits that consumers gain when interacting with branded mobile apps.     

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 impact of affective and cognitive antecedents on negative word-of-mouth intentions

Negative word-of-mouth (WOM), defined as derogatory information disseminated from person to person and aimed at defaming a product, highlighting a product complaint, and/or highlighting unsatisfactory service experiences, influences consumer behavior and can harm a company’s image. The present study was conducted to ascertain the impact of affective antecedents (negative emotions) and cognitive antecedents (distrust) in the intent of negative WOM. A proposed theoretical model was employed to analyze the effect that perceived injustice had on negative WOM and how this effect was mediated by emotional and cognitive aspects. The research was a pre-experimental design – one treatment leading to one observation – with 252 students. Through an OLS regression and mediation analyses, we found an indirect link between perceived injustice and negative WOM intent, which was mediated by negative emotions and distrust. Contributing to the field of marketing studies, this paper fills an investigative gap regarding affective and cognitive antecedents as mediators of negative WOM. The results suggest that marketing managers should create mechanisms to allow consumers to express their negative emotions and rebuild their trust in order to avoid the spread of negative WOM.     

The role of product brand image and online store image on perceived risks and online purchase intentions for apparel

Purchase intentions for apparel products often require physical examination prior to purchase. Hence, greater risk is associated with shopping online for apparel products, making it important to examine factors that reduce various risks influencing online purchase intentions. This study examines and compares the impact of two of the most important risk reducers for online apparel shopping – product brand image and online store image – on specific types of perceived risks and online purchase intentions for apparel. The results show that product brand image influences consumers' online purchase intentions both directly and indirectly by reducing various risk perceptions. Online store image impacts purchase intentions indirectly by decreasing risk perceptions. The results of this study provide fresh insight into understanding the impact of product brand image and online store image on each type of perceived risk associated with online shopping.     

Consumer boycotts: The impact of the Iraq war on French wine sales in the U.S.

The French opposition to the war in Iraq in early 2003 prompted calls for a boycott of French wine in the US. We measure the magnitude of consumers’ participation in the boycott, and look at basic evidence of who participates. Conservative estimates indicate that the boycott resulted in 26% lower weekly sales at its peak, and 13% lower sales over the 6 months period that we estimate the boycott lasted. Although theory suggests consumers would not participate in boycotts due to a free-rider problem, these findings indicate that businesses should be concerned that consumers may boycott their products. We also find that neither political preferences nor media attention are important determinants of boycott participation.