Attributional influences on consumers' desires to communicate about products

Three studies examined attributional antecedents of selected consumer communications about products. Study One used the critical incident technique to examine the types of attributions consumers make about product performance when they want to complain to or compliment a firm. Studies Two and Three systematically manipulated causal inferences to determine their effects on consumer desire to complain to a firm, compliment a firm, warn against, or recommend a product to other consumers. Results indicate that attributional locus (buyer-related versus seller-related), controllability (under volitional control versus uncontrolled), and stability (fluctuating versus stable) influence consumers' desires to communicate about products.     

Interpersonal influence and consumer innovativeness

Innovators represent a small and somewhat elusive group of consumers who are often the earliest adopters of new products. As such, marketing researchers and practitioners alike are interested in determining the personality characteristics that influence innovators to purchase a new product early in the product life cycle. This correlational study examined the relationships of three of these characteristics (susceptibility to interpersonal influence, attention to social comparison information, and role‐relaxed consumption) to individual innate innovativeness. Data were collected using self‐report surveys administered to 326 students at a large public university in the south‐east United States. The results supported hypothesized negative relationships between consumer innovativeness and both susceptibility to interpersonal influence and attention to social comparison information, as well as a positive relationship between consumer innovativeness and role‐relaxed consumption.     

The Effectiveness of a Buzz Marketing Approach Compared to Traditional Advertising: An Exploration

Marketers are now willing to go anyplace they can find a captive audience to espouse the virtues of their products. The success of the “buzz” marketing approach is linked to the consumer being lured into doing the advertising by spreading the message to others. This study compares students’ responses to a traditional advertising and a buzz approach. Using a factor analysis to identify variables, the results show that subjects perceive a buzz approach to be more influential than a traditional advertising. However, they do not perceive a buzz approach to be authentic. This finding is consistent with practitioners’ argument that, although a buzz approach may be effective in the short-term, once consumers recognize its selling intent, the program may have a “boomerang effect.”     

A review of the ‘consumer interest’ in organic meat

The study aims to provide a critical review of the literature on the consumer interest in the UK in organic food, with a particular focus on organic meat. Given that people are more likely to purchase products if they have faith in them, the regulation of organic food standards is reviewed to explore issues affecting consumers. This is followed by a review of the organic meat sector. Aspects of the consumer interest considered in this paper include consumer information, consumer access, consumer safety, consumer choice and consumer representation. As the literature on organic food/meat in the UK is extensive, it was therefore necessary to be selective with regard to the publications suitable for this review. Most of the literature selected for this paper has been drawn from UK publications, although several European and international sources have also been used. The review found that there is a considerable level of interest in the UK organic meat sector. As the regulation of organic food produced is set at varying standards across the European Union, this could lead to consumers being misled regarding the quality of products offered. It was also found that, although consumers perceive organic foods as healthier, more nutritious and tasting better than non‐organic products, the literature shows that this may have only a limited basis on fact. Contamination of organic products with pesticides and even genetically modified ingredients is always possible. Organic farmers are permitted to use other ingredients in organic meat products that may be harmful to health. Escherichia coli and Salmonella risks associated with conventional meat also appear to affect organic meat. Consumers need clear, accurate and reliable information about organic meat. They also need to be provided with safe products, a choice of organic products, access to organic products and to be represented effectively.     

The impact of branding on low‐income adolescents: A vicious cycle?

This study examines the impact of consumerism and consumer culture on low‐income British adolescents. Specifically, it investigates the effects of branding and advertising on the formation of selfconcept clarity (SCC) and consumer susceptibility to interpersonal influence (CSII). A comparative study was conducted between two groups, low‐ and high‐income teenagers, assessing SCC and CSII by means of quantitative scales. It was found that low‐income teenagers are less clear in their self‐concept and are more susceptible to interpersonal influence than their high‐income counterparts. A significant negative correlation between the two scales revealed that the less clear one's self‐concept is, the more susceptible one is to interpersonal influence. It is proposed that an inability to “keep up” with the latest fashion trends (due to restricted consumption opportunities) may result in a damaged self‐concept among low‐income teenagers, which leads to heightened susceptibility to consumption pressures and hence heightens the negative socio‐psychological impacts of living in poverty. The results of the study are reviewed in terms of branding, advertising, and consumer behavior and a proposed conceptual model of branding's impact on low‐income teenagers is presented as a “vicious cycle.” © 2008 Wiley Periodicals, Inc.     

“I love it” or “I hate it”? The positivity effect in stated preferences for agent evaluation

Consumers often interact with agents to obtain advice about products and services. A consumer’s evaluation of an agent as a source of personalized advice depends, in part, on the extent to which the consumer believes the agent knows and shares her tastes. In this research, we show a positivity effect in the agent evaluation process, whereby consumers perceive alternatives they love (compared to hate) to be more informative to agents about their tastes, and hence more diagnostic to agents for predicting their future evaluations. Further, we show that this positivity effect is moderated by the agent’s level of agreement with the consumer, and is driven by the greater accessibility of information about loved, compared to hated, alternatives. We discuss the implications of these results for interpersonal judgments and agent choice.     

Lead users and the adoption and diffusion of new products: Insights from two extreme sports communities

Lead users are proposed as a valuable resource for marketers in terms of the (1) development, (2) adoption, and (3) diffusion of new products. We present the first consumer study to provide evidence that the latter two suggestions are justified. First, we find that lead users demonstrate stronger domain-specific innovativeness than more “ordinary” users. Second, lead users perceive new technologies as less “complex” and might therefore be better prepared to adopt them. Third, we find that lead users demonstrate stronger opinion leadership and weaker opinion seeking tendencies. Finally, we discuss the implications of our findings for the marketing of new products.     

Understanding the role of social influence in piquing curiosity and influencing attitudes and behaviors in a social network environment

Social networks provide an innovative means for facilitating social influence as well as arousing consumer curiosity. However, research on how social influence impacts attitudes and behaviors in this context is limited. Further, even less research exists examining how curiosity impacts consumers’ behaviors, which is concerning since curiosity may be especially relevant in an online setting. To overcome these gaps, two studies were conducted which demonstrate that a consumer's curiosity toward a social network post is influenced by the group membership of the individual who created the post. In turn, curiosity leads to more positive attitudes toward the experience described or represented in the post, which leads to higher intentions to undertake that experience. Additionally, consumer susceptibility to interpersonal influence is found to moderate the relationship between group membership and curiosity. If susceptibility to interpersonal influence is strong enough, content posted by a dissociative group member can also arouse curiosity and positively influence attitudes and behavioral intentions.     

Consumer perceived value,involvement, trust,susceptibility to interpersonal influence,and intention to participate in online group buying

Postulating consumer involvement as crucial to online group buying, this study deploys consumer perceived value, perceived trust, and susceptibility to interpersonal influence to provide a closer look at consumer intention to participate in online group buying. The results of the proposed model, tested using structural equation modeling on a sample of 553 respondents, show that consumer involvement plays a central role in explaining intention to participate in online group buying. Consumer perceived value, perceived trust, and susceptibility to interpersonal influence all show a significant relationship with consumer involvement. Consumer perceived value also exhibits a strong relationship with perceived trust, which, in turn, exhibits a significant relationship with intention to participate in online group buying. The results furnish significant contributions to the theory and practice of online group buying and retailing. The limitations of the study and implications for future research in online group buying are discussed.     

Sales Promotion Wars

Manufacturers and retailers, both independently and collectively, offer sales promotions to consumers. When faced with a sales promotion, to whom does a consumer ascribe causality for any satisfaction derived from the promotion? This article introduces attribution theory to explain why a consumer may (or may not) engage in athibutional processing in response to a sales promotion, the nature of that attributional process, and strategies that manufac- turers and retailers may use to influence attributional processing. A model of consumer attributions of sales promotions is offered.     

“Seize the Deal,or Return It Losing Your Free Gift”: The Effect of a Gift‐With‐Purchase Promotion on Product Return Intention

The current article sheds light on an important issue in marketing: how marketers can prevent consumers from returning previously purchased goods. This research examines the relationship between a gift‐with‐purchase promotion and consumer product returns, hypothesizing that consumers who purchase products that come with a free gift will be less likely to return the products. Evidence shows that a gift‐with‐purchase promotion reduces consumer product returns and that this relationship is mediated by perceived loss in returning a product. Then, the results indicate that the choice of free gifts reduces product return intention and that this relationship is serially mediated by perceived ownership and perceived loss. The findings further suggest that when consumers with high product involvement can select free gifts among alternatives, they tend to perceive more ownership and loss and thereby are less likely to return the promoted product. Overall, the current research proposes that consumers prefer to seize the deal rather than to return it when they get a gift‐with‐purchase, have a chance to select a free gift, and are highly involved with the product.     

“She did what? There is no way I would do that!” The Potential Interpersonal Harm Caused by Mispredicting One’s Behavior

When forecasting their own behavior, people are often inaccurate and tend to predict that they will engage in more socially desirable behavior than they actually do. The problem with inaccurate behavioral forecasts is that they can lead to negative consequences both for the self and for others. One particularly negative consequence may be that such errors can produce overly harsh evaluations and condemnation of others who do not act in a way that most people predict they themselves would act. This paper identifies these common behavioral forecasting errors, why they occur, and the negative interpersonal and unintended, unethical consequences they can have.     

Effects of recommendation systems on consumer inferences of website motives and attitudes towards a website

Drawing on the theoretical framework of consumer inferences of marketer motives, we explore consumer responses to different types of product recommendation provided by an e-commerce website (i.e. recommendation systems, RS). The findings demonstrate that RS for alternative brands only are most likely to lead to the consumer inference of a consumer-serving motive, followed by RS for both alternative brands and additional products, and RS for additional products only. In turn, the consumer inference of a consumer-serving motive has a positive influence on attitude towards the website. However, the consumer inference of a firm-serving motive does not mediate the effect of RS type on attitude towards the website. Further, the effect of RS type on attitude towards the website occurs only for consumers low in interpersonal trust. Theoretical and managerial implications are also discussed.     

Antecedents of Green Brand Equity: An Integrated Approach

A steady demand for green products from concerned consumers has led companies to introduce new product lines that match or exceed consumer environmental concerns. Nonetheless, not all the organizations were able to achieve significant returns on their investments in green products. These failures are generally attributed towards companies’ inability to overcome consumer scepticism towards the performance of functional and green attributes of their brands to generate a positive green image and green value in consumers mind. Therefore, the question arises that does the success in promoting green brand image and value depend on consumer existing perceptions about the brand quality and credibility? This study analyzes the influence of brand perceive quality and credibility on consumer perceptions towards a brand green image, green value and green equity. A theoretical model with hypothesized relationships is developed and tested to answer these research questions. Data have been collected from the consumers of electrical and electronic goods. The hypothesized relationships were tested with the help of structural equation modeling procedure. The results suggest that brand perceived quality and its overall credibility does have a significant influence on generating a greener image, green perceive value and green brand equity.     

Deceptive advertising and third-person perception: The interplay of generalized and specific suspicion

The present research examines the extent to which consumers perceive deceptive advertising claims as effective (i.e., affect one's purchase decision) for themselves and others. Results in two experiments suggest that consumers tend to consider an advertising claim more effective for others than for themselves, when they realize the claim is highly deceptive. In contrast, when perceived deceptiveness is moderate or low, the self–others difference is moderated by consumer dispositional difference in skepticism toward advertising. The effect appears to be driven by the interplay of generalized and specific suspicion, which has a stronger impact on consumer judgment about the effect of deceptive advertising on the self than on others.     

Authentic isn't always best: When inauthentic social media influencers induce positive consumer purchase intention through inspiration

This study explores whether and how varying levels of social media influencers (SMIs) personal authenticity affect consumer behavior in four experimental studies. Though consumers who perceive SMIs as being authentic express greater intention to purchase products endorsed by the SMIs, authenticity does not influence non-purchase behaviors. SMI authenticity also affects purchase intentions through trustworthiness and inspirational capacity. However, authenticity is not always necessary to influence consumer behavior. Inauthentic SMIs still can inspire consumers and positively influence their intentions to purchase hedonic products. These findings add value to existing literature and can inform effective SMI marketing strategies for various product categories.     

How Attachment Affects the Strength of Peer Influence on Adolescent Consumer Behavior

This research examined how attachment affected the peer influence on adolescent consumer behavior. Results showed that attachment toward family and toward peers emerged together. Adolescent attachment anxiety strengthened the peer influence in consumption while attachment avoidance weakened the peer influence. Anxiety was positively related to adolescents’ perception of friends’ greater knowledge, spending when shopping with friends, and motivation to comply with friends’ suggestions on purchases directly and indirectly through consumer susceptibility to informational and normative influence. In contrast, attachment avoidance decreased the tendency to shop often with friends and the motivation to comply in a purchase. This study revealed that the influence of individual attachment orientations on interpersonal relationships can be extended to the field of consumption.     

Do Traditional Chinese Cultural Values Nourish a Market for Pirated CDs?

On one hand, Chinese consumers are well known for conspicuous consumption and the adoption of luxury products and named brands. On the other hand, they also have a bad reputation for buying counterfeit products. Their simultaneous preferences for two contrasting types of product present a paradox that has not been addressed in the literature. This study attempts to present an explanation of this paradox by examining the effects of traditional Chinese cultural values and consumer values on consumers’ deontological judgment of pirated CDs and the amount of social benefits they perceive they gain from them. We interviewed 300 Hong Kong Chinese consumers, and found that face consciousness increased materialism and risk aversion, thereby producing a favorable deontological judgment of pirated CDs. Face consciousness also has a direct effect on the amount of social benefits perceived in pirated CDs. Both favorable deontological judgment and perceived social benefits contributed to a strong intention to buy pirated CDs. The results are discussed in a cultural perspective.     

Status consumption in newly emerging countries: The influence of personality traits and the mediating role of motivation to consume conspicuously

In emerging countries, individuals’ tendency to consume status products to display their wealth and new lifestyle is rising. To unlock the underlmathying reasons for consuming status products in emerging countries, this study brings attention to the mediating role of motivation to consume conspicuously as a missing link between consumers’ personality traits - susceptibility to interpersonal influence, need for uniqueness and status consumption. Using social identity and social comparison theory and drawing on data from 269 Bangladeshi individuals, we found that status consumption is positively influenced by susceptibility to interpersonal influence and need for uniqueness. We also found that the relationship between susceptibility to interpersonal influence and status consumption is partially mediated by the motivation to consume conspicuously. However, the results show that the relationship between need for uniqueness and status consumption is not mediated by the motivation to consume conspicuously.