A Wolf in Sheep's Clothing: How Humanized,Retargeted Ads Intrude in Social Contexts

A great deal of past work has demonstrated that ads that “fit” or blend into their context evoke favorable responses because consumers perceive such ads as less intrusive. The current work posits that when aspects of the ad make persuasive intent salient—such as exposure to retargeted ads, which are generated based on consumers' past online browsing behavior—this relationship reverses such that fit between an ad and its context elicits higher perceptions of intrusiveness. Specifically, ads that present ad copy in a conversational style “fit” with a social media context on the dimension of social presence. Across three studies, we show that retargeted ads that “fit” the context on the dimension of social presence evoke higher levels of perceived intrusiveness, which, in turn, influence downstream responses such as attitudes toward the ad.     

The Road to Unintended Consequences Is Paved with Motivational Apps

Myriad automated interventions have been designed to help consumers set and achieve behavioral goals. Firms and governments are making significant investments in applications that help consumers manage their behavior. However, scant evidence demonstrates their effectiveness. Are such interventions effective? Are they worth our time and money? Might they do more harm than good? This study presents the results of an exploratory experiment using Self Determination Theory to test the efficacy of one type of motivational aid used in many apps—the automated prompt. We examine how effective this approach is at helping people make long‐term behavioral changes. We also test whether providing people with motivational wisdom—i.e., “it takes three weeks to form a habit”—has an effect on behavioral change. In addition to practical implications for consumers' health, productivity, and happiness, and policy implications, our project contributes to the literature on consumers' motivation and goal pursuit.     

I'll Have Fries with That: Increasing Choice Complexity Promotes Indulgent Food Choices

Three studies showed that the way that options are presented in a choice set—as combinations of intersecting attributes or in a more sequential “a la carte” choice format—affects the degree to which consumers adhere to their goals in the consumption setting. Specifically, using the context of food consumption and healthy eating, results showed that consumers were more likely to make double indulgent choices, the choice of both an indulgent entrée and an indulgent side item, when choosing from a menu consisting of predetermined “combination meals” than when selecting among the same entrée and side options in an a la carte fashion. Studies 2 and 3 implicated a goal distraction mechanism in driving the effect; the combination format, with its cross‐cutting of product choices into various combinations, reduces the salience of goal‐related constructs on implicit measures. In showing that different product presentation formats can affect the degree to which consumers make goal‐consistent choices, the current work adds to work on the effects of environmental influences on goal progress and goal achievement. Implications for encouraging goal‐consistent behavior in the context of healthy eating as well as other important consumer goal contexts are discussed.     

The Catch-22 of Responsible Luxury: Effects of Luxury Product Characteristics on Consumers’ Perception of Fit with Corporate Social Responsibility

The notion of “responsible luxury” may appear as a contradiction in terms. This article investigates the influence of two defining characteristics of luxury products—scarcity and ephemerality—on consumers’ perception of the fit between luxury and corporate social responsibility (CSR), as well as how this perceived fit affects consumers’ attitudes toward luxury products. A field experiment reveals that ephemerality moderates the positive impact of scarcity on consumers’ perception of fit between luxury and CSR. When luxury products are enduring (e.g., jewelry), a scarce product is perceived as more socially responsible than a more widely available one and provokes positive attitudes. However, this effect does not appear for ephemeral luxury products (e.g., clothing). The perceived fit between luxury and CSR mediates the combined effects of scarcity and ephemerality on consumers’ attitudes toward luxury products. This study provides valuable insights that luxury brand managers can use to design their CSR and marketing strategies.     

Shopping East and Shopping West—Chinese Consumer Behavior in Two Worlds

ABSTRACT

In today's China, consumers not only have the chance to sample products and services from around the world, but to experience cultural influences from a vast range of countries. In particular, Western products and services—and cultural values—have become increasingly popular. Consumers now shift between different worlds (Chinese and Western) with seeming ease. This research identifies the factors that encourage consumers to shift between these different worlds—and values. The factors include the situation and context (of the shopping experience), peer influence and dynamics, the role of conversation at or near the time of purchase, and the nature of the product and service. The role of “time,” “chance,” and “intuition” in the shopping experience and cultural shifts are also examined. What emerges from the study is a changeable, mobile, and flexible community quite capable of shifting between different sets of values (and consumer attitudes) easily and often very quickly. For companies, the key to success (at least to some degree) is to place their goods and services in a context that helps to create a complementary, integrated, and supportive image of the world they wish to create in the minds of their Chinese consumers.     

Consumer Brand Hate: Steam rolling whatever I see

This study aims to investigate negative consumer‐brand relationships by developing a “Brand Hate” concept. A hierarchical Brand Hate model is theoretically discussed in light of the psychology and consumer behavior literatures. In Study‐I the Brand Hate concept was tested with two different types of consumer brand haters, true haters, and regular haters. The study found that in the study's proposed multidimensional Brand Hate hierarchy true haters display “Boiling Brand Hate” while regular haters reveal “Seething Brand Hate.” Two additional studies were developed to examine the relationship between consumer personality traits and Brand Hate, exploring which types of consumers are more prone to feel hatred toward targeted brands. Study‐II's findings revealed a relationship between consumers who are high in personality traits of “conscientiousness” and those who Brand Hate. Study‐III's findings indicated that “self‐confident” and “competitive” consumers might also be more prone to feel hatred toward those brands that perform poorly and unethically.     

“It's not Easy Being Green”: Exploring Green Creeds,Green Deeds,and Internal Environmental Locus of Control

The authors report on the development of a novel construct, internal environmental locus of control (INELOC), which captures consumers’ multifaceted attitudes pertaining to personal responsibility towards and ability to affect environmental outcomes. Using data gathered from a sample of consumers, the linkages between INELOC and a wide array of environmental behaviors were investigated. Exploratory and confirmatory factor analyses revealed four first‐order dimensions (“green consumer,” “activism,” “advocate,” and “recycling attitudes”) embedded within a second‐order INELOC factor. Structural equations modeling techniques showed that INELOC was a strong positive predictor of many behaviors. However, the nature of the attitude–behavior relationship varied considerably across behavioral contexts, implying that people do not consistently behave in a proenvironmental manner. © 2012 Wiley Periodicals, Inc.     

The Country-of-Origin Effect and Consumer Attitudes to “Buy Local” Campaign

Abstract

The objective of this paper is to investigate the relationship between ethnocentrism of Ghanaian consumers and their attitudes toward a “buy local” campaign. Two hundred and thirty three consumers were interviewed in Cape Coast, the capital city and administrative centre of the Central region of Ghana. Data for the study were collected through interviewing using the mall intercept approach and factor analysed. Our findings show a relationship between ethnocentrism and attitudes of Ghanaian consumers toward the “buy local” campaign. Furthermore, the factor analysis results indicate that the attitudes of the Ghanaian consumers to the buy locally-made products can be characterized as protectionist, nationalistic, and self-interest. Implicitly, the consumers will buy Ghanaian-made products where they are of comparable quality and price as foreign-made products. This requires companies to ensure that their products are of high quality and prices are commensurate with quality. This study contributes to the ethnocentrism and country of origin literature pertaining to the African region, which is sorely under-researched.     

Pleasure and the Control of Food Intake: An Embodied Cognition Approach to Consumer Self‐Regulation

Consumers try to avoid temptation when exposed to appetizing foods by diverting their attention away from their senses (e.g., sight, smell, mouthfeel) and bodily states (e.g., state of arousal, salivation) in order to focus on their longer term goals (e.g., eating healthily, achieving an ideal body weight). However, when not including sensations in their decision‐making processes, consumers risk depleting their self‐regulatory resources, potentially leading to unhealthy food choices. Conversely, based on the concept of “embodied self‐regulation,” the suggestion is made that considering bodily states may help consumers regulate their food choices more effectively. A new model is proposed that facilitates understanding observed consumer behavior and the success or failure of self‐control in food intake. It is argued that bodily states and sensory information should be considered when modeling consumer behavior and developing health‐related advocacy and communication campaigns. The model proposed here leads to new perspectives on consumer consumption behavior and health policy research and strategies.     

Electricity awareness and consumer demand for information

With the envisioned growth in the residential electricity demand and increased share of intermittent renewables in the supply mix, consumers will need to be better informed about their electricity consumption and to play an active role in managing their electricity use. However, consumer inattention and lack of information are ubiquitous, especially in household energy‐related settings. Thus, using a novel survey and actual monthly electricity consumption data, this study set out to measure the level of awareness about electricity bills, prices and costs among some Finnish households—as captured by the answers to six questions—and to investigate whether higher levels of “electricity awareness” are associated with electricity savings. In addition, this study analyses the willingness to receive extra information about energy consumption and savings and how it differs between “electricity aware” and “electricity unaware” respondents. The results indicate low levels of “electricity awareness” among the respondents of the survey. Compared to the respondents with little knowledge about electricity bills, prices and costs, the respondents with higher levels of “electricity awareness” tend to consume less electricity. Higher levels of awareness about electricity use and consumption might “materialize” inconspicuous consumption patterns, as opposed to more general facts about the largely invisible environmental consequences of everyday practices. More than two‐thirds of the total number of respondents would like to receive additional information about energy consumption and how to save energy. However, there exists a significant portion of “electricity unaware” respondents who are not only unwilling to receive such information, but are also unaware of their own knowledge deficits. To maximize the impact of any information strategy, decision makers should attempt to engage with this type of consumer; by becoming more aware of their knowledge deficits, people might become more receptive to information that can benefit them.     

Theory of Monetary Intelligence: Money Attitudes—Religious Values,Making Money,Making Ethical Decisions,and Making the Grade

This study explores (1) the effect of a short ethics intervention—a chapter of business ethics in a business course—on perceptions of business courses and personal values toward making money and making ethical decisions and (2) Monetary Intelligence (MI). Since attitudes predict intentions and behaviors, Monetary Intelligence, a form of social intelligence, is defined as the extent to which individuals monitor their own monetary motive, behavior, and cognition; apply the information to evaluate critical concerns and options; select strategies to achieve financial goals; and reach ultimate success and subjective well-being. I theorize that the affective (love of money motive) aspect of MI is unrelated to perceptions of “course work,” yet it is positively related to their “personal values” toward making money, but negatively related to making ethical decisions. Individuals with high MI (low affective love of money motive) have low interests in making money, but high levels of intrinsic religiosity and recall of the Ten Commandments and high interests in making ethical decisions and making the grade (objective academic performance). Based on data from multiple panels and multiple sources, this study provides the following discoveries. Contrary to expectations, there are no differences in students’ perceptions of course work and their personal values toward making money and making ethical decisions between two measures—before and after the ethics intervention. Results of this study not only provide empirical supports for the bright side of theory of Monetary Intelligence (MI, Monetary Quotient, MQ) but also reveal a new paradox—recall of the Ten Commandments (the priming effect) is positively related to making ethical decisions, but negatively related to making money. Results illustrate important theoretical, empirical, and practical implications to the literature of money attitudes, religiosity, intrinsic motivation, and business ethics.     

The role of consumers' construal level in art-infusion-type effect on retail product evaluation

What cognitive characteristic of consumers directs the art-infusion-type effect? This study inspected the impact of art-infusion type on product attitude through aesthetic judgment under different construal levels. This study was underpinned by “construal level theory” and “the model of aesthetic appreciation and aesthetic judgments.” The data were collected from a pretest (N = 280) and an experiment (N = 388). A moderated-mediation analysis displayed that to low-construal consumers, infusing figurative (vs. abstract) artwork into retail products elicits greater aesthetic judgment, leading to more favorable product attitudes. However, to high-construal consumers, such an effect did not occur. These results broaden the past art-infusion research by corroborating the existence of art-infusion-type effect and presenting the construal level as its new boundary condition. Furthermore, our results offer practical insights into utilizing artworks in product promotion.     

Green Marketing and the Concern over the Environment: Measuring Environmental Consciousness of Jordanian Consumers

SUMMARY

The purpose of this article is to explore the attitudes of Jordanian consumers regarding both their current environmental consciousness and their willingness to adopt environmentally friendly consumption behavior. The article is based on an empirical investigation of consumer attitudes for a sample of 303 university students drawn from Jordanian universities, using a drop-off method. The article concludes that Jordanian consumers were, generally, concerned about the environment, as they demonstrated reasonably high levels of environmental consciousness relating to various environmental issues. However, this pro-environmental attitude was not sufficient to turn good intentions into actual buying actions, possibly due to several factors, such as loyalty to traditional products and weak credibility of “green” claims. The article stresses the need to link consumers' good intentions to actual buying behavior through a green marketing strategy, which focuses on the unique characteristics of green products and how they impact the environment, within the cultural context of the Jordanian consumer. Over time, we hope that these efforts can lead to a culture of green consumerism within a framework of environmental responsibility.     

“Showrooming” in Consumer Electronics Retailing: An Empirical Study

The present study focuses on multichannel retailing strategies and describes the state of consumer behavior regarding “showrooming” (the practice of examining merchandise or products in a retail store and then buying it online). Founded on the theory of planned behavior (TPB), the authors examine the antecedents of showrooming using data collected from a sample of 176 retail consumers. Based on their results, they define perceived control, website compatibility, and subjective norms as the main antecedents of consumer attitudes toward online purchases. Additionally, they state that previous experience and reasons against purchasing online are directly associated with consumers’ intention to purchase on the retailer’s website. Finally, some theoretical conclusions and practical implications for retailers are discussed.     

Green Demarketing in Advertisements: Comparing “Buy Green” and “Buy Less” Appeals in Product and Institutional Advertising Contexts

This research compares consumer response to traditional green advertising appeals to that of less conventional, “green demarketing” (GD) appeals—messages by for-profit companies encouraging reduced category consumption for the sake of the environment. Rather than encouraging greener consumption, modern environmentalism calls for decreased consumption overall, a trend reflected in recent advertising campaigns (e.g., Patagonia's “Don't Buy This Jacket”). Despite its potential impact and unconventionality, research on GD in general is sparse, and no empirical research has examined consumer response to GD appeals relative to traditional green appeals. In three experiments, we find that, in the context of product advertising, consumers' attitudes for green ads are more favorable than those for GD ads, mediated by greater inferences of genuine environmental concern. However, we find the reverse pattern in the context of institutional ads. Further, an “anti-consumption amplifier” message embedded in the ad—espousing the potential harm of overconsumption—further boosts favorable consumer attitudes for the GD institutional ad relative to its traditional green counterpart. Importantly, we assess all effects while controlling for consumers' individual levels of green consumerism, such that implications may be applied more generally rather than to a specific segment of green consumers.     

Should companies hope instead? The role of verbal cues in consumers' evaluation of cause-related marketing (CRM)

Companies engaged in cause-related marketing (CRM) must demonstrate sincere commitment to gain consumer support. In this paper, we observe that consumers infer companies' commitment to the cause by the language used in the CRM promotional material. In a series of experiments, we compare the popular expression “we can make a difference” to “we hope to make a difference” in influencing consumers' response to the CRM. When consumers question company's motives—which can happen, for instance, when they do not perceive a congruency between the company and the supported cause (low firm/cause fit)—consumers seem to perceive the company to be less committed to the cause when the company says they “can” make a difference rather than “hope” to make a difference. Our conclusions offer implications for CRM by highlighting the importance of the words used and their semantic nuances to correctly reflect the company's motivations and thus communicate effectively.     

Twenty-Five Years after the Fall of the Berlin Wall: An Empirical Revisit of West German Consumers' Attitudes Toward Products and Brands from Former East Germany

More than 25 years after the German reunification, data show that products/brands from the eastern regions of Germany (“Neue Länder”) still do not have significant shares in the country's western part (“Alte Länder”). To analyze potential reasons for this phenomenon, our current study replicates a previous study that investigated selected attitudes of Alte Länder consumers toward products/brands from the Neue Länder. It is shown that factors such as consumer ethnocentrism, product judgment, willingness to buy, and economic animosity continue to influence consumer behavior and as such our study offers potential explanation for the failure of Neue Länder products/brands in the western regions of Germany.     

Consumer perceptions of extended warranties

The vast majority of US consumers purchase extended warranties when buying appliances and home electronics. Retailers promote extended warranties since they have high profit margins. Consumers buy extended warranties because they seek “peace of mind and freedom from financial outlays if their purchase needs repairs”. This study examines consumers’ perceptions of the terms of an extended warranty, specifically the length of the warranty contract using a mall-intercept method to identify 101 consumers who have purchased an appliance or home electronics product in the past 2 years. The study finds that a large majority of consumers misconstrue the retailer's “4-year” extended warranty as providing four additional years of coverage beyond the manufacturer's warranty when, in fact, the “4-year” extended warranty includes the manufacturer's warranty and is, therefore, only providing 3 years of “extended” warranty protection. Marketing implications are discussed.     

Ethical Consumerism: A View From the Food Industry in Morocco

Both consumers and firms are now more concerned about ethics as a way to make business transactions a win–win deal. As consumers ensure profitability to businesses, they expect fair practices and honest behaviors toward society. The study reported here attempts to investigate Moroccans’ perceptions and attitudes toward ethical consumerism of food. Consumers’ willingness to buy those products and their motives for such purchases as well as factors preventing ethical purchases is investigated. Besides price, which drives most their decision to buy a food or not, Moroccans are driven by ethical claims such as “healthy,” “no fat,” “pasteurized,” etc. It was shown that consumers trust information on the labels of products besides information provided by consumer authorities. In relation to ethical aspects, Moroccans are mostly concerned about the environment and religion. Older men with high income are shown to be a good target for the ethical food market.