A construction of consumer cognitive structures and their implications in furniture shopping decisions: a means-end chain approach

The main purpose of this study is to construct a hierarchical value map (HVM) based on an investigation of how consumers in Taiwan link attributes of furniture and home accessories stores with particular consequences, and how these consequences satisfy their personal values. Further, this study compares differences in consumer HVMs in terms of gender, as well as across different chain stores. This study used the means-end chain approach and laddering technique to interview 40 consumers of furniture and home accessories stores in Taiwan. We obtained six ladders regarding furniture and home accessories store consumption. From these ladders, this study found three critical store attributes (function, facility convenience, and price), four consequences that consumers care most about (shopping ease, comfort and pleasure, practicality, and integrated design), and three dominant values that consumers wish to achieve (warm family, pleasurable life, and security). The findings of this study can be used as a basis for market segmentation and the development of retail service marketing strategies.     

Consumer goals/skills that mothers want their children to learn

The study purpose was to assess consumer practices and attitudes of mothers (n = 117), and consumer goals/skills that their children were to learn. Mothers with at least one child aged 5–9 years were recruited from an ongoing study and through posters, flyers and referrals. Mail‐out surveys included a validated consumer questionnaire and requests for information related to socioeconomic status (SES), age, paid‐employment and gender/age of children. Responses were analysed using SAS, Cronbach’s alpha and qualitative analyses. Results indicated that mothers were of middle/upper SES and had 2.3 children/family, and 64% were in paid‐employment. Mother–child co‐shopping and mothers’ role modelling were major means of teaching consumer goals/skills. Children were to learn about getting the best buy and quality for the money, cost/unit comparison, being knowledgeable about products and avoidance of impulse buying. Mothers were consciously consumer training their children.     

A consumer value analysis of mobile internet protocol television based on a means-end chain theory

With the rise of the 4G technology, TV or video services based on mobile devices have received increasing attention from consumers. Using means-end chain theory, this study examines the cognitive structure of mobile internet protocol television (IPTV) users. Here, the cognitive structure refers to the attribute–consequence–value linkage that consumers consider as important in mobile IPTV services. The study classifies consumers based on two dimensions (their gender and occupation) and presents hierarchical value maps of mobile IPTV services. For this, the study collects data on 112 potential users of mobile IPTV services by using the association pattern technique. The results indicate as the representative cognitive structure of men and students; as that of women; and as that of office workers.     

The relationship between moral decisions and their consequences: A tradeoff analysis approach

While at one level, the literature in ethics for some issues is broad, deep, and complex, for others it appears limited and lacking in sophistication. This cross — cultural study deals not only with the moral reasoning behind moral dilemmas in business but also with the magnitudes these dilemmas in concert with their possible outcomes and consequences. While many studies discuss the effect of these outcomes, we have found none that have explicitly examined them.The methodology and analysis use a novel approach for this topic, and is a major contribution of the paper: that of tradeoff analysis. Tradeoff analysis is capable of revealing both the nature of an individual's moral reasoning as well as interactions between this and the rewards or consequences for the moral action. These interactions are illustrated with a cross — cultural pilot study conducted in Singapore and the United States, which reveal noteworthy differences in moral decision making.William R. Swinyard is a Professor of Business Management at Brigham Young University, Provo, Utah, USA, 84602.Thomas J. Delong is a Professor of Education at the same university.Peng Sim Cheng is a Senior Tutor at the National University of Singapore, School of Management, Singapore 0511. Correspondence should be addressed to the first author.     

The effect of consumer values on the brand position of green restaurants by means-end chain and laddering interviews

The rise of environmental awareness has changed consumer demands and values. One of the greatest challenges for green marketing of a restaurant presents in the introduction of green positioning to consumer decision-making. This study uses a means-end chain to investigate consumer awareness, decision-making processes, and consumer values with regard to restaurant attributes. The results of the study show that consumers value the following green attributes in restaurants: taste, using recyclable or biodegradable products, local ingredients, energy conservation, and carbon reduction. In terms of result benefits, consumers value feelings of health benefits, environmental protection, increased consumption frequency, happy mood, and an ability to help the environment. In value terms, consumers hope that their choice of restaurant can improve their relationships with others and lead to a happier life. The findings show that consumers with different awarenesses of the green attributes of restaurants have different decision-making processes. However, they share the same terminal value of a “happier life.” For restaurants, this provides the opportunity for green brand positioning. Restaurant operators can use decoration, menu choices, and services to attract their target customers.     

Comprehending product attributes and benefits: The role of product knowledge and means-end chain inferences

One hundred twenty consumers (classified as either higher or lower knowledge) read an advertisement for a camera described by either attributes or consequences, or both attributes and their related consequences. Thought listings coded for inferences at varying levels of abstraction corresponding to means-end chain theory revealed that most inferences were about self-relevant product consequences. Results also suggest that higher-knowledge consumers are more likely to infer cause-and-effect means-end associations during product comprehension. Further, compared to inferences about concrete attributes and features, inferences about self-relevant product consequences had stronger effects on consumers' brand attitudes, but not ad attitudes. © 1997 John Wiley & Sons, Inc.     

The effect of buying decisions on consumers' assessment of their tastes

Building on the notion that consumers are often uncertain about their tastes or weights, this research examines the proposition that consumers might infer their importance weights from their choices and the choice sets they evaluate. It is also hypothesized that the degree to which choice affects self-assessed weights depends on the consumer's familiarity with the product category and the available product information. The results of an experiment demonstrated that consumers' assessments of their importance weights can be influenced by the choice set they previously evaluated. This effect, however, was not moderated by familiarity or provided product information.     

Consumer value conflicts surrounding ethical food purchase decisions: a focus on animal welfare

Ethical attitudes in relation to meat purchases were studied among urban and rural consumers in Scotland. All subjects perceived at least some ethical issues in relation to animal production systems, in particular, systems keeping animals in close confinement. Welfare‐friendly production systems were viewed as adding value to a food, but this value was not necessarily realizable to producers if purchases occurred only when foods were on special offer. Statements made by individuals were often contradictory, revealing ambivalence, unresolved value conflicts and a general lack of involvement in the nature of meat production. A number of barriers to the establishment of stable attitudes and behaviours in relation to the ethical treatment of food animals were also identified. A key finding of the study is that individuals can hold two views on animal welfare. On the one hand, they may think as citizens influencing societal standards, and on the other, as consumers at the point of purchase. As citizens, they support the notion of animals being entitled to a good life; as meat consumers, they avoid the cognitive connection with the live animal. This paper explores both the citizen–consumer relationship and purchase strategies used by consumers to resolve value conflicts. Lessons for public and commercial policy are highlighted in the context of the Curry Report (2002) which advocates more effective market segmentation where markets are finely attuned to their customers, with the development of a number of assurance schemes discussed in the article.     

Consumer (goal) satisfaction: A means‐ends chain approach

This study investigates the role that service attributes, customer subgoals, and goals play in forming the satisfaction judgment. Drawing on means‐ends chain theory, and on satisfaction research, satisfaction is conceptualized as the result of a process in which customers activate multiple comparative referents. In a pilot study, a paper‐and‐pencil laddering technique was used to collect attributes and goals connected to the satisfaction judgment. These elements were then used as items in a satisfaction survey of 200 customers. A mixture regression model revealed that both attribute‐related dimensions and goal‐related dimensions determine overall satisfaction, albeit not homogeneously among customers. Two customer segments were identified: Socializers, whose satisfaction is driven primarily by the goal of well‐being, and Achievers, whose satisfaction is generated mainly by the goal of efficiency. Two directed graphs describe the satisfaction path of the two groups of customers, illustrating how service attributes are connected to the satisfaction of lower‐order and higher‐order goals. © 2011 Wiley Periodicals, Inc.     

Social trust and angel investors' decisions: A multilevel analysis across nations

The decisions made by angel investors are embedded in and influenced by their institutional settings. This paper advances a multilevel model of the direct and indirect effects of social trust on individuals' angel-investment decisions. It is postulated that two dimensions of social trust, namely the level and radius, can enhance information transmission, collaboration, and sanctioning mechanisms within a society. Consequently, they facilitate angel investment and moderate the relationship between it and individual factors. A multilevel model of data from 191,907 individuals across 25 countries shows that individuals in countries with a high level of trust are more likely to make angel investments. Whereas both the level of trust and the radius of trust are found to heighten the positive relationship between an individual's perceived entrepreneurial skills and angel investment, it is interesting to note that these factors weaken the relationship between the perception of new business opportunities and angel investment. These direct and moderating effects are robust after controlling for wealth, cultural values, and other factors. This study contributes to the crossover between research on entrepreneurship and social-trust research.     

Consumer Law and the Environment: From Consumer to Citizen

This paper addresses the question of the relationship between consumer law and the protection of the environment. In contradiction to those who see the goals of consumer protection and environmental protection as being close to each other, this paper presents the relationship as one of conflict rather than one of harmony. Consumer law as an expression of the consumer society promotes goals which sometimes run counter to the environmental interest. This clearly comes to the fore when analysing the main consumer rights and their relationship to environmental issues. However, despite this basic incompatibility, the book of consumer law also contains some small stories of environmentally constructive behaviour. The telling of these good stories would require us to transcend the boundaries of traditional consumer law and to replace "the consumer" by "the citizen" who is interested not only in his own consumption but in all aspects of social life. In support of this development certain consumer law measures can be used to raise the awareness of consumers regarding environmental issues.     

Consumer response to marketing channels: A demand-based approach

Abstract

Marketing channels have faced rapid structural and functional transformations during the last few decades. While a large body of research has been devoted to understanding the supply-side aspects of marketing channels, much less research has taken the demand-side perspective to study consumer perception of channel position and functions. This article extends the channel literature to a broader domain and develops a consumer-based theoretical framework reflecting factors that influence consumer perception of and reaction to channel strategies and decisions. The authors conceptualize that consumers’ perceived channel value is a critical factor in determining their loyalty behavior. Seven important channel features are identified that would positively influence the perceived channel value. The relationship between perceived channel value and channel preference is strongly dependent on the level of customer value co-creation. The article concludes with research implications and suggestions of avenues for future research.     

Natural growth goals and short- term training: a boomerang effect

The purpose of this research project was to determine the effect of a training session about achieving natural growth goals on perceptions of a university classroom as a learning organisation. The results indicated that a short training session on how to achieve natural growth goals in an organisation appeared to have a boomerang effect on perceptions of a university classroom as a learning organisation. This study should alert us to the inevitable consequence of having our best training efforts backfire when they conflict with powerful, though latent, beliefs or cultural values.     

Behind influencer marketing: key marketing decisions and their effects on followers’ responses

ABSTRACT

Influencer marketing actions are mostly carried out on social platforms, e.g., Facebook, Instagram and Twitter. However, despite its increasing use, studies on this subject are still scarce. In this research, we focus on four essential factors related to an influencer marketing programme, analyzed in two separate experimental studies for theoretical reasons and methodological operability: brand control over the shared message and its commercial orientation; and, the celebrity level of the influencer and his/her congruence with the product/service they comment on in the post. We are also interested in the effects of these factors on a set of key responses by the follower with regard to the elements that form part of an influencer marketing action: the influencer, the post, and the product/service.     

Using Content Analysis to Examine Consumer Behaviors Portrayed on Television: A Pilot Study in a Consumer Education Context

The purpose of this study was to explore the potential of content analysis methodology for clarifying the nature of one agent of consumer socialization, prime-time television. The results indicated that the consumer-related content of prime-time television programs can be identified with this technique and that it may be useful in studying a variety of issues in consumer affairs. Special issues that should be considered in using the methodology are outlined, as are some promising avenues for future research concerning the socialization of consumers.     

Five decades of the Journal of Consumer Affairs: A bibliometric analysis

This study presents a retrospective of the Journal of Consumer Affairs (JCA) using bibliographic analysis between 1967 and 2019. The results indicate that both the number of JCA's publications and citations grew markedly over time. The dominant contributors to the journal are authors affiliated with U.S. institutions. Trends show increasing organizational diversity and collaboration among authors. The journal's central themes are consumer perception, consumer behavior, financial behavior, consumer spending patterns, financial literacy, consumer decision‐making processes, and marketing practices. Statistically significant relationships exist between the following article attributes and citations based on our negative binomial regression analysis. Age has a negative association with citations, but the direction of association turns positive when considering non‐linearity. A positive association exists between the number of authors, references, and U.S. affiliation. A negative relationship exists with article order, non‐academic author, top institution affiliation (FT100), funding, lead article, title length, and conceptual article.     

Consumer response to uncertain promotions: An empirical analysis of conditional rebates

We formulate, estimate, and analyze a model of consumer response to promotions where consumers' receipt of the promotional reward is uncertain. The model incorporates consumers' risk aversion and their subjective assessment of the probability that they will get the reward. It is used to assess the effectiveness of a “conditional rebate”, where the uncertainty arises because the reward is contingent on an external event, versus a traditional rebate, which is similar in all respects except that it is certain. We estimate the model using a conjoint choice experiment. Response to conditional rebates is highly segmented and related to perceived thinking costs and savings and entertainment benefits of conditional rebates as well as to event involvement and gambling proneness. In our application, conditional rebates are more cost effective than certain rebates, mostly because consumers' subjective probability of the event occurring is higher than what market wisdom suggests.     

Consumer Control and Empowerment: A Primer

This paper introduces consumer empowerment as a promising research area. Going beyond lay wisdom that more control is always better, we outline several hypotheses concerning (a) the factors that influence the perception of empowerment, and (b) the consequences of greater control and the subjective experience of empowerment on consumer satisfaction and confidence.