Usefulness of Economics in Explaining Consumer Complaints

Based on an economic model of consumer demand, a multinomial logit model is estimated to predict the probability of a consumer falling into one of four categories of complaint action: no action, private, public, or both private and public complaints. Automobile repair and medical services are used as examples of more and less competitive industries. There are differences across industries with regard to variables that explain variation in complaints. Once variables representing the cost/benefit, learning, restraints, and personality models are accounted for, most of the variation in complaint behavior for both industries is explained by the learning and restraints models. Characteristics of individuals are important in explaining complaint behavior for both auto repair and medical services, while supply side characteristics are important in explaining variation in complaint behavior for auto repair services.     

A Psychographic Examination of Environmental Orientations

ABSTRACT

As concern about the environment increases, research is needed to help public policy marketers more fully understand and respond to the various aspects of this phenomenon. Of particular interest is (1) whether there exists a multiplicity of approaches to environmental concern and (2) whether it is possible to provide a rich multivariate explanation of each approach. This research goes beyond the often used univariate, demographic basis for describing environmentalism by undertaking a multivariate, psychographic examination of environmentalism. Responses to environmental activity, interest and opinion statements were gathered from 246 adult repsondents. The data were factor analyzed, resulting in five factors, each yielding a rich psychographic interpretation. The study provides unique, multidimensional insight into the manner in which each orientation is environmentally concerned. The study goes on to suggest ways in which public policy marketers can reach each of the environmental orientations and themes to which each is likely to respond.     

Explaining Individual and Task Differences in Consumer Attitudes toward Ambiguity

Consumers frequently face choices involving ambiguity, or uncertainty about the probabilities of the various possible outcomes. Past research has found that attitudes towards ambiguity vary across tasks. It is the purpose of this paper to suggest that such variation in consumer attitudes can be explained by examining the nature of the source of the uncertainty. It is suggested that consumers will have different attitudes depending upon whether the ambiguity is generated internally (by the consumer) or externally (by some outside source). Exploratory evidence and propositions for future research are presented. The results suggest that marketing strategies and de-biasing methods for ambiguous situations should consider the source of the ambiguity.     

The Effects of Vertical Individualism on Status Consumer Orientations and Behaviors

Values have been shown to explain advertising response and consumer behavior. Expanding the individualism–collectivism cultural framework, this research primarily focuses on the vertical individualism (VI: emphasizing independence and competition) value given its prevalence in the U.S. culture. Results of a survey among a national U.S. sample (a pilot study) showed that VI values were positively related to status consumer orientations, including tendencies to be brand conscious, buy branded products, and shop at upscale retail establishments. Moreover, in two experiments, the causal impact of VI values on status consumer orientations and behavior was demonstrated. Specifically, Study 1 showed that participants who were primed with VI values via a campus scenario (vs. control) indicated higher ratings of status consumption, brand‐buying behavior, and brand consciousness. Study 2 revealed further that an incidental exposure to a news story reflecting VI values (vs. horizontal collectivism values emphasizing cooperation and interdependence) influenced participants’ choices of a pen. Theoretical contributions to the study of values, advertising, and consumer orientations and practical implications for marketing are discussed.     

Racial Differences in Consumer Environmental Concern

Past research has suggested that black and white consumers differ in their concern for the environment. The general consensus has been that whites are significantly more concerned than blacks about environmental issues. Most of this research, however, Is limited in scope and fails to account for variables, such as education and income, which may help to explain these differences. This study investigates and analyzes black and white consumer environmental concern. Results of this study indicate that there are significant differences between African-Americans and white Americans in their environmental concern at lower income and educational levels. However, as income and education rise, the gap in environmental concern between blacks and whites significantly decreases. These findings provide important implications for policy makers in making decisions related to environmental education and protection as well as for businesses intending to target consumers with environmentally focused promotional campaigns.     

Consumer Power: Evolution in the Digital Age

The predictions of growing consumer power in the digital age that predated the turn of the century were fueled by the rise of the Internet, then reignited by social media. This article explores the intersection of consumer behavior and digital media by clearly defining consumer power and empowerment in Internet and social media contexts and by presenting a theoretical framework of four distinct consumer power sources: demand-, information-, network-, and crowd-based power. Furthermore, we highlight technology's evolutionary role in the development of these power sources and discuss the nature of shifts in power from marketers to consumers in terms of each source. The framework organizes prior marketing literature on Internet-enabled consumer empowerment and highlights gaps in current research. Specific research questions are elaborated for each source of power outlining the agenda for future research areas.     

Consumer Comprehension of Environmental Advertising and Labeling Claims

Two national surveys, with a total of 2,004 respondents, were conducted to examine comprehension of the terms “recycled” and “recyclable.” Only about five percent of respondents exhibited a thorough understanding of “recycled” and “recyclable” consistent with EPA and FTC definitions. Moreover, respondents displayed a limited understanding of “pre-consumer waste,” assumed a high percentage of recycled content in products labeled “recycled,” and inferred widespread availability of recycling facilities whenever a “recyclable” claim was made. Less educated and lower income respondents displayed higher levels of miscomprehension than more advantaged respondents. These results suggest the need for regulation of environmental advertising and labeling claims and for consumer education.     

Consumer Perceptions of the Social Vs. Environmental Dimensions of Sustainability

Prior research on sustainable consumption has addressed a variety of issues yet is characterized by mixed results. Researchers have often treated sustainability as a uni-dimensional construct, overlooking important differences and thwarting a better understanding of consumer response. We demonstrate that consumers perceive the social and environmental dimensions of sustainability as psychologically distinct in theoretically and practically important ways. Specifically, consumers associate the social dimension of sustainability more with affective, short-term, and local considerations and the environmental dimension more with cognitive, long-term, and global considerations. We identify and explore these distinctions in a qualitative pilot study, which subsequently motivated development of three hypotheses. We provide evidence supporting these hypotheses in a series of five studies. Our findings enable a reinterpretation of prior equivocal research, serve as a foundation for future research, and provide guidance for how policy-makers can tailor policy and related communication efforts depending on whether the focal issue is related to social versus environmental concerns.     

Explaining Consumer Reactions to Corporate Social Responsibility: The Role of Gratitude and Altruistic Values

Although a lot of research establishes consumer reactions to corporate social responsibility (CSR), little is known about the theoretical mechanisms for these reactions. We conduct a field experiment with adult consumers to test the hypothesis that the effects of perceived CSR on consumer reactions are mediated by felt gratitude and moderated by the magnitude of altruistic values held by consumers. Two classes of consumer reactions are considered: intentions to (1) say positive things about the company, and (2) participate in advocacy actions benefiting the company.     

Predicting and Explaining Responses to Consumer Environments: An Empirical Test and Theoretical Extension of the Behavioural Perspective Model

The Behavioural Perspective Model (BPM) classifies consumer behaviours based on their utilitarion and informational consequences; it further categorises them by the scope of the settings in which they occur. An empirical study (N = 561) shows these outcomes to predict consumers’ verbal reports of their affective shows that Mehrabian and Russell's [1974] measures of pleasure, arousal and dominance are predicted by the structural features of consumer situations proposed by the BPM: the pattern of reinforcement and behaviour setting scope. Reported pleasure is higher for consumer behaviours defined in terms of relatively high utilitarian reinforcement; reported arousal is higher for consumer behaviours defined in terms of relatively high informational reinforcement; and reported dominance is higher for consumer behaviours enacted in relatively open settings. In light of its neo-Skinnerian derivation, the BPM interpretation currently emphasises a radical behaviourist philosophy of science. However, an alternative interpretation in terms of Staats's [1996] psychological behaviourism is proposed and the capacity of this alternative framework of conceptualisation and analysis to offer theoretical extension to the BPM research programme is explored.     

消费者忠诚对零供渠道权力结构的影响研究

渠道系统下游的消费者对整个渠道系统运行起决定性牵引作用,从消费者忠诚视角对零供渠道权力结构进行研究有其研究意义和价值。本文分别从态度和行为两个层面将消费者忠诚解构成满意、信任、承诺和感知、重购五个因素,并对其内在关系进行讨论,认为消费者忠诚会通过它们对零供渠道权力结构产生影响。     

The Role of Qualifying Language on Consumer Perceptions of Environmental Claims

A copy-test of seven environmental claims on aerosol packages shows that consumers interpret general, unqualified claims (e.g., environmentally friendly or ozone friendly) as meaning the product is safe for the environment in both an absolute (safe) and a relative (safer) sense. These perceptions of environmental safety are enhanced by specific qualifiers for general claims such as No CFCs and general qualifiers for specific claims. In addition, the results show that almost all specific environmental claims improve consumers’ perceptions of the aerosol product relative to general claims for environmental benefits of the product. Implications for marketing and public policy professionals are presented.     

Purchasing Power: Consumer Empowerment and Adaptation to the Free Market in Russia

Summary This article explores adaptations in Russian consumer behavior to market capitalism, impediments to that process, and the effects citizens survival strategies may have on Russias continued political and social evolution. Capitalism not only brought Russians a market economy of unenforced legislation, insufficient regulatory institutions, and widespread corruption, but also new ideas including individual rights, self-reliance, and increased expectations for market transactions, which contribute to public mobilization and legal reform designed to protect and empower consumers. Despite the ambivalence many citizens feel toward the market and the difficulties associated with the struggling economy and widespread mafia influence, emerging consumer advocacy groups have begun holding businesses and the government accountable. Evidence suggests that consumer concerns are serving as a vehicle for public mobilization in areas that are broadly significant to Russias lingering problems. Finally, though the focus of this paper is on Russian consumers, it is believed that many of the conclusions generated could be extended to other countries with emerging markets.     

Consumer Power: A Comparison of the Old Economy and the Internet Economy

From the very beginning of the Internet, a decisive shift from supplier power to consumer power was predicted by several authors and is still maintained in recent literature. Although the Internet has grown rapidly within the last years and electronic markets have evolved, a theoretical framework for consumer power on the Internet still cannot be identified. Few authors have taken efforts to apply common concepts of power theory to the characteristics of the Internet. Based on the concept of French and Raven, this paper analyses consumer power in traditional markets and then compares it to the situation on the Internet. This comparison shows that the Internet enables consumers (a) to overcome most information asymmetries that characterize traditional consumer markets and thus obtain high levels of market transparency, (b) to easily band together against companies and impose sanctions via exit and voice, and (c) to take on a more active role in the value chain and influence products and prices according to individual preferences. A broad literature review reveals that empirical findings confirm these hypotheses to a great extent. The authors conclude by summarizing the results and drawing implications from two different angles, namely from a marketing and a consumer policy perspective.     

Effects of Entrepreneurial and Environmental Sustainability Orientations on Firm Performance: A Study of Small Businesses in the Philippines

Why do small businesses in developing countries embrace sustainable business practices and what are the effects on their performance? We address these questions by drawing on the natural‐resource based view of the firm to argue that the environmental sustainability orientation of small businesses can be explained by their entrepreneurial orientation. Our study of 197 small businesses in the Philippines shows that an entrepreneurial strategic orientation enables them to develop a more proactive stance toward environmental sustainability practices which lead to superior firm performance. The implications of the findings for future research and for public policy for small businesses are also discussed.     

Consumer Perceptions of the Consumer Credit Process

This research contrasts the perceptions of consumers with those of loan officers faced with similar credit application situations. Fundamental misperceptions of the credit granting process are encountered. Consumers clearly misperceive the credit standards of both banks and finance companies. Given large interest rate differentials between loan sources and the narrow shopping scope of most consumers for consumer credit, equitable allocation of credit dollars demands greater appreciation of the nature of the credit evaluation process by lender and borrower.     

Environmental and Economic Dimensions of Sustainability and Price Effects on Consumer Responses

The lack of attention to sustainability, as a concept with multiple dimensions, has presented a developmental gap in green marketing literature, sustainability, and marketing literature for decades. Based on the established premise of customer–corporate (C–C) identification, in which consumers respond favorably to companies with corporate social responsibility initiatives that they identify with, we propose that consumers would respond similarly to companies with sustainability initiatives. We postulate that consumers care about protecting and preserving favorable economic environments (an economic dimension of sustainability) as much as they care about natural environments. Thus, we investigate how two sustainability dimensions (i.e., environmental and economic) and price can influence consumer responses. Using an experimental method, we demonstrate that consumers favor sustainability in both dimensions by giving positive evaluations of the company and purchase intent. In addition, consumers respond more negatively to poor company sustainability than to high company sustainability. In comparison, consumers respond more negatively to the company’s poor commitment to caring for the environment than to the company’s poor commitment to economic sustainability. We also find that consumers do not respond favorably to low prices when they have information about the firm’s poor environmental sustainability. Finally, we find support for an interaction effect between consumer support for sustainability and corporate sustainability; that is, consumers evaluate a company more favorably if the company shares the consumers’ social causes. Overall, we conclude, from our empirical study, support for the idea that consumers do respond to multiple dimensions of sustainability.     

中国城市食品消费者的社会责任消费——消费者权力的视角

社会责任消费不足是食品企业社会责任缺失的重要原因,本文从消费者权力视角提出理论假设,通过对中国城市423名食品消费者开展问卷调查,采用路径分析法实证考察食品消费者社会责任消费的影响因素及其形成机理。研究发现,食品消费者社会责任消费受其专家权力和制裁权力的正向影响,消费者-企业认同在专家权力和社会责任消费中起部分中介作用,利他价值观在制裁权力和社会责任消费中起调节作用。当前中国城市食品消费者专家权力和制裁权力偏低,消费者对食品企业的认同普遍不高,利他价值观呈明显劣势,这些因素阻碍了城市食品消费者的社会责任消费。     

Explaining participation in the self-service economy

To explain participation in the self-service economy, competing theorisations have variously depicted participants as rational economic actors, dupes, seekers of self-identity, or simply doing so out of economic necessity or choice. To evaluate motives for self-servicing in the home improvement and maintenance sector, a survey of 120 households in an English locality is reported. This will reveal that all theorisations are valid to differing degrees, and through a process of induction, will offer a typology that combines the existing theorisations by differentiating between ‘willing’ (rational economic actors, choice, identity seeking) and ‘reluctant’ (economic and market necessity, dupes) participants in self-servicing. The outcome is a call to evaluate the broader applicability of this typology when explaining the wider self-service economy.