How do patients make use of health‐related information from the Internet? Investigating the views of the public and healthcare professionals

Product safety is related to consumer/user competence. Pharmaceutical products usually have high associated risks that can be compounded by irregular consumption practices. Of particular concern are older people who, due to a variety of reasons, cannot comply with pharmacy instructions. Medication compliance for this group often depends on co‐ordinating the efforts of formal and informal carers. Failure to co‐ordinate can lead to both serious medical consequences and litigation against carers. Based on the experiences of an action research project, the paper initially details the substantive issues within a product/service‐delivery framework. The roles of agents and surrogate shoppers are noted. The wider regulatory and legal context is then explored with reference to the pharmaceutical industry and health and social care providers. These local and global considerations give rise to a discussion of the applicability of existing theoretical approaches to the problem of ensuring the timely and accurate administration of medication for vulnerable older people. In formulating the specifications of service re‐design using complexity and network theories, the continued relevance of traditional (e.g. 4Ps/7Ps) and current (e.g. relationship) marketing paradigms is demonstrated. In conclusion, the paper highlights the need to balance risks, rights and responsibilities in cases where strict forms of empowerment are inappropriate.     

Is “getting started” an effective way for people to overcome the depletion effect?

Whereas most research on depletion focuses on its effect on the overall performance of a subsequent task requiring self‐control, we examine the effect of depletion on self‐control after performance has begun. Across different manipulations of depletion and using different measures of self‐control (e.g., overriding an automatic behavioural tendency, enduring on a physically demanding task, and making healthy consumption choices), the results of three studies show that when self‐control has been initiated, the effect of depletion has little influence on subsequent behaviour also requiring self‐control: in other words, “getting started” on a self‐control task attenuates the depletion effect. The results also show that the way in which self‐control starts—that is, whether people choose to regulate, or whether this choice is forced—appears irrelevant. This research clarifies an effective way to facilitate self‐control after depletion, while providing a better understanding of the process underlying depletion. Copyright © 2015 ASAC. Published by John Wiley & Sons, Ltd.     

Matching a cause with self‐schema: The moderating effect on brand preferences

The moderating roles of consumer brand involvement type and product type on the effect of a match between consumers' self‐schema and the cause a brand supports on consumers' preference for the cause‐supporting brand is investigated. The authors show that a schema–cause match enhances consumer preference for a brand engaging in cause‐related marketing when (1) consumers' involvement with the brand is of the impression‐relevant type (vs. outcome‐relevant type) and (2) when the branded product is functional (vs. hedonic). © 2011 Wiley Periodicals, Inc.     

The Cause Cue Effect: Cause‐Related Marketing and Consumer Health Perceptions

Many for‐profit companies (e.g., Kraft, Kentucky Fried Chicken, Keebler, 5‐Hour Energy) are partnering with health‐oriented nonprofits (e.g., Academy of Nutrition and Dietetics, Susan G. Komen for Breast Cancer Research, American Red Cross) to make purchase‐contingent donations. Companies use cause‐related marketing to improve brand image and goodwill for their food products and companies. Prior research has examined how food‐related cues can create consumer misperceptions; however, consumer perceptions related to corporate communications (e.g., the use of cause cues) has received little research attention. This research explores consumer reactions to cause cues and finds that adding a health cause to a food package significantly increases product health perceptions, and, usually, product attitude, and purchase intentions (i.e., the cause cue effect) in both a student sample (Studies 1 and 2) and an adult sample on Amazon's mTurk (Study 3). Implications for cueing and inference‐making literature, and for consumer health, and policymakers are discussed.     

Consumer Decision Making Regarding a “Green” Everyday Product

One of the techniques marketers use to convert low‐involvement products into high‐involvement ones is adding an important product feature. A case in point is the common practice of adding a “green” or environmentally friendly product feature to an everyday product, something which is often assumed to elevate consumer involvement in the choice of the product. However, there is a lack of research investigating whether adding such a “green” product attribute actually makes any difference to how consumers make choices. Does the way in which consumers make decisions about groceries change when both “green” and conventional alternatives are available? Does it make them deliberate more or do they just develop another, simple choice heuristic? Based on observation and follow‐up interviews of consumers at the milk counter in two supermarkets which stock both organic (a “green” attribute) and conventional milk, it is concluded that, rather than changing the way consumers make decisions when buying this type of product, the availability of a “green” alternative seems to make “green” consumers develop a new, simple choice heuristic that allows them to do their shopping as effortless and time‐efficient as consumers buying conventional products.     

“Retail is detail! Give consumers a gift rather than a bundle”: Promotion framing and consumer product returns

Retailers often use the promotion strategy of offering supplementary products (e.g., free gift, bundle) to attract consumers and increase sales. Despite the growing literature on the promotions that are differently framed but offer economically identical values, little research has examined the link between promotion framing and consumer product returns. The current article sheds light on this relationship, hypothesizing that a free gift promotion would be superior to a bundle promotion in reducing consumer product returns. The findings suggest that a gift‐framed promotion leads to a lower product return intention than an economically equivalent bundle promotion, because consumers tend to perceive more loss from giving up the gift‐framed (vs. bundle‐framed) deal. Further, this study examines a moderating role of brand familiarity (familiar vs. unfamiliar) and shows that the merits of free gift framing on product return intention via perceived loss are amplified (attenuated) when the promoted brand is familiar (unfamiliar). Overall, the investigations of this study imply that it is better to frame a promotion as a “free gift” than a “bundle” to increase perceived loss in returning the purchase and thus to decrease consumer product returns. This strategic intervention works especially when the gift is offered by familiar brands.     

“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.     

Harmonization of product information for child-care products

Abstract

This paper gives an overview of the prenormative research that has been conducted to achieve harmonization of product information for child-care products. This research supports the work of a project group of the European Committee for Standardization (CEN/TC 252/WG 6/PG 5). The project group is preparing a chapter on product information requirements for a CEN report on the safety of children's products. In the first study, the product information currently provided with child-care products was studied. In the second study, the following was drawn up: two lists of requirements, one for the legibility and one for the understandability of product information, a warning grammar, and a basic set of explicit warnings against the most frequent and severe hazards. In the third study, the effectiveness of explicit warnings for child-care products was investigated. The results of this study indicate that people perceive products with explicit warnings as more hazardous and the possible injuries in case of an accident as more severe. In a fourth study, warning symbols were designed for a number of warnings of the basic set. Future research will focus on testing the combination of warnings and symbols for child-care products for com-prehensibility in a number of European countries.     

Effects of a regulatory match in sunk-cost effects: A mediating role of anticipated regret

People are more likely to invest their money, time, and efforts to attain a desired outcome if they have already devoted resources to its attainment than if they did not. This ??sunk cost effect?? is robust and has been demonstrated in a wide range of settings. Four experiments in the present research show that the effect is significantly smaller under regulatory mismatch, i.e., when there is a mismatch between the decision makers?? regulatory focus and the characteristics of the desired outcome, than under regulatory match. This difference is not attributable to the operation of value-from-fit but mediated by differences in future regret that people anticipate experiencing when they fail to devote additional resources to the attainment of the outcome, and consequently fail to realize it.     

Decision making in personal selling: Testing the “K.I.S.S. principle”

The KISS principle (keep it simple, stupid) is often cited as an effective strategy in selling. The premise is that salespeople are more effective when they stick to basics and do not unnecessarily complicate that which is not necessarily complicated. This study tests the KISS principle in the context of salesperson decision making in the prospecting stage of the selling process. Two general research questions are addressed (1) does a simple versus more complex process affect outcomes of decisions made by salespeople, and (2) if so, whom does it affect? The results suggest that process does influence outcome and that lower‐performing salespeople's decisions are most likely to be affected by the decision process used. Higher performers seem to be able to focus on key characteristics of sales prospects regardless of the complexity of the decision task, suggesting that higher performers, at least implicitly, know when to keep it simple. © 1999 John Wiley & Sons, Inc.     

Designing warnings to compensate for age-related changes in perceptual and cognitive abilities

A variety of individual difference variables affect whether or not someone notices, encodes, comprehends, and complies with a warning. Failures at any of these stages reduce the effectiveness of warnings. Development of effective warnings must be based on understanding the characteristics of the product user. As the population grows older, consideration of age-related changes in perceptual and cognitive abilities becomes more relevant to the warning designer. For example, aging researchers have identified a variety of changes in the visual system (e.g., acuity, contrast sensitivity, and color discrimination) and cognitive function (e.g., working memory and reading comprehension). By considering the abilities of the product user, the impact of these age-related changes may be minimized. The goal of this article is to describe findings from research on aging and to make recommendations about how designers can increase the effectiveness of warnings for the older adult. © 1998 John Wiley & Sons, Inc.     

How Hand Proximity Impacts Consumer Responses to a Persuasive Communication

This research examines the impact of hand proximity (i.e., proximal or distal) on how consumers process the information contained in an advertisement or on a product Web site. Four studies demonstrate that when hands are proximal to that information (e.g., when using a mobile device to view the information), there is more detail‐oriented processing that results in greater attribute recall and a greater amount of attribute‐related thoughts. When hands are distal to that information (e.g., when using a desktop to view the ad or product Web site), there is more holistic, conceptually oriented processing that results in greater thematic recall and more thoughts about the theme. This research also demonstrates that hand proximity can differentially impact choice and product evaluations. Specifically, when hands are proximal consumers prefer ads communicating detailed product information; when hands are distal consumers prefer ads that focus on a theme. Hand proximity effects are driven by the innate tendency to manipulate or inspect an item. The research has important practical implications, given the ubiquity of both hand‐held devices and computers.     

Context Effects on Older Consumers’ Cognitive Age: The Role of Hedonic versus Utilitarian Goals

This paper deals with older consumers’ cognitive age (i.e., the age they feel), which is self‐assessed as systematically lower than their chronological age (i.e., their actual age). Such a tendency would lead older consumers to display attitudes and purchasing behaviors, which are not typical of people of their real age. Two studies show that cognitive age is not an immutable construct but varies according to its context of reference, so that the same individual may feel different ages under different circumstances. Results demonstrate that the declared cognitive age is affected by the physical environment, the social references, and the product categories that the consumer is using when self‐assessing it. Furthermore, the tendency of older consumers to feel younger is stronger when these consumers are pursuing in these contexts hedonic rather than utilitarian goals. These findings provide novel inputs for the development of appropriate ways to measure cognitive age and to deal with it when targeting senior consumers and positioning hedonic versus utilitarian goods.     

Don't ignore the floor: Exploring multisensory atmospheric congruence between music and flooring in a retail environment

In retail environments, consumers commonly evaluate products while standing on some type of flooring and concurrently being exposed to music; however, no study has examined the interaction of these two atmospheric cues. To bridge this gap, this research examines whether retailers can benefit from creating multisensory atmospheric congruent rather than incongruent retail environments of flooring and music. The results of an experiment in a real retail store reveal positive effects of multisensory congruent retail environments (e.g., soft music combined with soft flooring) on product evaluations. This study provides a new process explanation with consumers’ purchase‐related self‐confidence mediating these effects. Specifically, consumers in congruent rather than incongruent retail environments experience more purchase‐related self‐confidence, which in turn leads to more favorable product evaluations. Furthermore, this study shows that consumers with a low rather than a high preference for haptic information are influenced more by multisensory atmospheric congruence when evaluating a product haptically.     

Do Plain Packaging and Pictorial Warnings Affect Smokers' and Non‐Smokers' Behavioral Intentions?

This research considers how tobacco warnings, plain packaging, and interactions between these measures affect behavioral intentions. While existing literature shows the superiority of pictorial warning labels (PWLs ) vs. text‐only tobacco warnings, few studies have examined the interaction effects of warnings and plain packaging on smoking intentions. Nor has earlier work examined the influence of smoking status (smoker vs. non‐smoker) on both warning and plain packaging effectiveness. Our experimental study addressed this gap by surveying 338 individuals using a factorial design with two manipulated factors (PWLs vs. text‐only warnings; plain pack vs. current branded tobacco pack). Results show that the plain pack and warnings work independently and in unison to influence smokers' and non‐smokers' behavioral intentions. The findings are particularly relevant to the many countries currently considering plain packaging and facing opposition from tobacco companies.     

Attribution Effects of Time Pressure in Retail Supply Chain Relationships: Moving From “What” to “Why”

Retail supply chains must be responsive to consumer demand and flexible in adapting to changing consumer preferences. As a result, suppliers are often expected to deal with time pressure demands from retailers. While previous research demonstrates that time pressure can have longer term relational costs that reduce collaborative behaviors and overall relationship quality, this mixed‐methods study goes further by accounting for attribution effects to explain why the time pressure occurs. Specifically, supplier perceptions for the reason of time pressure being within or beyond a retailer's control, rather than time pressure itself, appear to have a stronger effect on relational outcomes. By investigating time pressure through the lens of attribution theory, this research opens a new inquiry of research that moves away from examination of outcomes themselves (the “what”), to examining “why” the outcome occurred.     

The Role of Ad‐Evoked Consumption Visions in Predicting Brand Attitudes: A Relevancy Principle Model

This study examined ad‐evoked consumption visions to argue that when people are concerned about consumption experiences, they consider consumption visions relevant in formulating brand attitudes. To the degree that consumers perceive consumption visions as relevant, they should significantly influence brand attitudes. This research proposed a relevancy principle model to show that three possible factors likely enhance the relevancy of consumption visions and thus increase their influences on brand attitudes: product characteristics (i.e., hedonic nature), ad characteristics (i.e., consumption ad copy), and consumer characteristics (i.e., processing styles).