Consumers' response to other consumers' participation in new product development

In this paper, we investigate how consumers react to information that the brand has involved other consumers in the development of its new product. More specifically, we investigate how the participation of other consumers in either the ideation, where consumers come up with product ideas, or selection, where consumers select which out of many products the brand should produce and market, impacts on consumers' evaluations of the product and perceptions of the brand. Drawing from the literatures on brand schema and congruity, we hypothesize that by way of its effects on perceived brand uniqueness and brand attribution, consumer participation in new product ideation (selection) impacts more favorably on product and brand ratings when the product is incongruent (congruent) with the brand. An experimental study with 386 consumers supports the hypotheses.     

What drives consumers to customize products? The mediating role of brand experience

Brands are increasingly seeking ways to engage consumers in deep and meaningful brand experiences. As technological advances have developed, brands have an increasing arsenal to draw on in creating brand experience. One increasingly common tactic is product customization, whereby consumers are provided the ability to create their own products from a set of options. With this study, we seek to understand the mediating role of brand experience in consumer decisions to customize products. Specifically, we investigate the interplay of non-brand drivers (those intrinsic to the consumer) and brand drivers (those extrinsic to the consumer) in the context of customization. In doing so, we develop an understanding of consumers' intention to use a customization toolkit and their subsequent intention to purchase customized products. We find brand experience drives intention to use a customization toolkit, mediating the relationship between individual factors and usage intentions. A customer's prior experience and their intention to use a customization toolkit are also direct drivers of customized product purchase intention.     

Dark is durable,light is user-friendly: The impact of color lightness on two product attribute judgments

Visual design elements such as color do not only provide aesthetic appeal; they also convey information that consumers rely on when making unrelated product attribute judgments. Seven experiments reveal that consumers assess darker-colored products to be more durable but less user-friendly than lighter-colored ones. Both outcomes are linked to the influence of color lightness on perceived weight, but the latter outcome appears to be more easily disrupted than the former one. Specifically, the impact of color lightness on user-friendliness assessments, but not on durability assessments, is eliminated when the role of weight is unclear or when cognitive load is induced. However, consumers make greater downward adjustments in their durability assessments after physically handling a product with darker (vs. lighter) color. These findings highlight some of the potential complexities and nuances in consumer responses to color.     

The effects of product knowledge on the evaluation of warranteed brands

This study explores the effects of consumer knowledge on respondents' evaluations of both known and unknown brands that include either a 2-year or a 20-year warranty. Both experts and nonexperts evaluated warranty as more important than brand name in their product quality decision. Warranty length was positively correlated with product quality perceptions for both known and unknown brands. With the unknown brand, nonexperts perceived significant improvement in product quality when the warranty length was increased from 2 to 20 years. For the known brand, nonexperts perceived little difference in quality for the two warranty lengths. Experts indicated no significant differences in perceived quality, given the four brand/warranty-length conditions. The results indicate that warranty length is most heavily weighted as a cue to product quality when consumers are not highly knowledgeable, and the brand name is not well known. © 1996 John Wiley & Sons, Inc.     

The effect of context attractiveness on product attractiveness and product quality: the moderating role of product familiarity

Prior research has investigated a number of drivers of consumers’ perceived product attractiveness, such as a product’s shape and color. The context, in which a product is presented, has so far been largely neglected in examining consumers’ aesthetic appraisal of products. Drawing on social cognition theory, this research investigates how the attractiveness of the visual context (e.g., websites, advertisements) influences consumers’ perceptions of product attractiveness and product quality for familiar versus unfamiliar products. Results of two experimental studies show that consumers perceive unfamiliar products as more attractive and, consequently, of higher quality when products are placed in an attractive context than when they are placed in an unattractive context. No differences in consumers’ perceived product attractiveness and perceived product quality exist for familiar products. The findings extend our theoretical knowledge of product aesthetics and provide managers with insights into the effective communication of their offerings’ attractiveness.     

新品牌规避消费者预期效应的产品营销路径探索

产品营销关乎企业生存与发展,面临众多大品牌的激烈竞争,对于一个新品牌来说,如何规避消费者对新品牌的不信任预期,使自己企业的产品受到更多消费者的青睐,是一个普遍存在的问题.因为知觉恒常性和知觉定势的存在,消费者在购买产品之前就会形成自己的预期,改变消费者的预期会对产品营销带来非常巨大的作用.改变消费者的预期可以通过消费者...     

“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.     

The moderating effect of individual level collectivist values on brand loyalty

In today's dynamic business environment the success of a firm often depends on its ability to create brand loyalty. While there is a large body of research exploring brand loyalty and its antecedents, little has been done to examine how the relationship between these antecedents and brand loyalty is moderated by consumer differences in individual level collectivist values. This understanding is important however as consumers high in individual level collectivist values have been found to make different brand choices than consumers low in individual level collectivist values. We develop and test theory that suggests consumer differences in individual level collectivist values have a significant moderating effect on the relationship between perceived value, perceived quality, brand trust and brand loyalty. The results show that consumers high in individual level collectivist values are significantly more loyal to a focal brand, especially when brand trust and perceived quality are at relatively low levels.     

How consumers use product reviews in the purchase decision process

This paper uses individual level data to examine the influence of product reviews in different stages of the consumer’s purchase decision process. Specifically, a two-stage model consisting of consideration set formation and choice is posited, where the consumer can incorporate information from product reviews in each stage. The model is estimated using an online panel survey about hotel choice. We find that (1) consumers use product reviews more in the consideration set stage and less in the choice stage, (2) Bayesian updating of prior perceived quality better explains how consumers use product reviews compared to two competing updating methods, and (3) the monetary value of a unit increase in the mean of product reviews is computed. Our results suggest that managers should make product review information (their number, average, and variance) available from the beginning of the search process and encourage satisfied customers to write reviews.     

Product standardisation in the food service industry: post-purchase attitudes and repurchase intentions of non-Muslims after consuming halal food

In order to satisfy the Muslim market segment, many restaurant and fast food companies in Western countries have standardised their products by switching to halal. The purpose of this research is to discover the extent to which non-Muslim consumers in non-Muslim countries experience cognitive dissonance when they think about restaurants and fast food outlets having likely served them halal-produced food, and the extent to which these consumers intend to repurchase halal food. Data came from a total sample of 1097 non-Muslim consumers in Canada, Spain and the United Kingdom. The full model, with religious identity, ethnic identification and interest in animal welfare as antecedents of cognitive dissonance, explained 35% of the variance in consumers’ repurchase intentions. Our findings suggest that many non-Muslims do not have a particular issue with consuming halal food, but they may react negatively if they unintentionally consume halal food and perceive that they have been deprived of information, or worse still, deliberately deceived. The research makes a number of contributions to marketing knowledge with regard to the negative spillover effects that can result from faith-based product standardisation, and the influences of consumer interest in animal welfare and deprivation of product information on consumer behaviour.     

Female consumers׳ intention to be involved in fair-trade product consumption in the U.S.: The role of previous experience,product features,and perceived benefits

Fair-trade practices include paying fair wages, supporting participatory workplaces and environmentally sustainable production, and developing long-term and supportive buyer-producer relationships (Kunz, G. I. and Garner, M. B. (2011), Going Global (2nd ed.), New York, NY: Fairchild Books). Fair-trade is both a political movement organized around the theme of trade justice, and the practice of particular types of trading and production relationships (Mare, A. L. (2008), The impact of fair-trade on social and economic development: a review of the literature, Geography Compass, 2, (6), 1922–1942). The aim of this study was to examine female consumers׳ previous experience, product features and perceived benefits of fair-trade product consumption. Specifically, the study examined how previous experience or lack of experience in fair-trade product consumption influences female consumers׳ purchase decisions by considering the impact of product features and perceived benefits. Results indicated that consumers who did not have fair-trade products experience made their purchase decision based on traditional product features (i.e., style and new trends). On the other hand, consumers who had experience with fair-trade products more consider ethical responsibility (i.e., perceived consumer effectiveness) in fair-trade shopping. Implications and limitations were discussed.     

The self-creation effect: making a product supports its mindful consumption and the consumer’s well-being

Popular cultural movements such as Slow Food and the Maker Movement emphasize product self-creation―personally creating products, then consuming them, as a core value. We present the first research to examine how product self-creation affects the individual’s consumption experience of such products and their well-being. Seven field and lab studies provide evidence that when consumers self-create a product, they appreciate it to a greater degree, are likely to consume it more mindfully, and experience greater domain-specific and general well-being. The individual’s private self-consciousness strengthens the effect. Self-creating products offers consumers with a practical, versatile, and personal interest-driven way to transcend their traditional role, to consume more consciously and sustainably, while concurrently enhancing the enjoyment of their consumption experience.     

How Attitudes Toward Product Categories Drive Individual Brand Attitudes and Choice

Three experiments examine the role of attitudes toward the category to which a brand belongs in consumers’ attitudes toward individual brands. The core findings indicate that what consumers think generally about a category affects their evaluations of singular brands belonging to the category. Study 1 demonstrates that both consumers’ attitudes toward a category as well as their relative attitudes toward a brand versus intracategory competitors drive overall attitudes toward individual brands. Study 2 shows that manipulating attitudes toward a product category affects attitudes toward, and purchase intention of, individual brands belonging to that category. Study 3 demonstrates that more versus less favorably evaluated categories are more likely to exhibit brand positivity effects in judgments of singular brands. The results suggest the practical importance of measuring attitudes toward product categories, as well as the utility of marketing interventions aimed at the category level.     

The role of brand exposure and experience on brand recall—Product durables vis-à-vis FMCG

The purpose of this study was to examine the role of brand exposure and experience on brand recall, mediated by three affectional drivers: brand trust, brand image and self-image congruence. The study distinguishes between an individual consumer׳s brand exposure and experience, and how these impact brand recall. Using original data collected from a survey of 219 consumers, brand recall models in two product categories (Fast Moving Consumer Goods FMCG and durable goods) were tested. Structural equation modelling (SEM) was applied, resulting in models for the two types of goods, establishing notable differences between durables and FMCGs. Experience influences brand recall in durable goods while brand recall is established via exposure for fast-moving consumer goods. This suggests that consumers are better able to recall durable goods brands if they have personally used them, while consumers of FMCG are more heavily influenced by advertising. Our study also established that brand trust has a significant role in mediating both of these relationships. Ultimately, the study establishes key differences between the brand recall of product categories, as well as the mediating role of brand trust, providing a framework for future brand recall research.     

Consumer reaction to product recalls: factors influencing product judgement and behavioural intentions

In order to evaluate the factors influencing consumers’ responses to product recalls, two surveys were conducted among Brazilian automobile owners and two regression models tested. Results indicated that (i) product judgement was significantly affected by corporate social responsibility (CSR), blame attributed to the company and whether or not consumers had a car made by the brand considered; and (ii) behavioural intentions were significantly affected by CSR, consumers’ involvement with the message, perceived danger, product judgement and whether or not consumers had a car made by the brand considered. Findings revealed, however, that CSR is a better predictor of the product judgement than of the behavioural intentions, in accordance with recent studies indicating that CSR affects consumer judgements and behaviour differently. Finally, these two models are discussed and compared with previous research.     

Impact of sales Promotion's benefits on perceived value: Does product category moderate the results?

The purpose behind the development of this research article is to assess the impact of sales promotions benefits on consumer perceived value and examine the moderating effect of product categories on the relation between sales promotions, their benefits, and consumer perceived value. The study used a sample of 400 consumers from India and ‘Structure Equation Modelling’ technique is applied to evaluate the research assumption. Finally, the moderating effect of the product category is evaluated by utilizing ‘Multi-Group Analysis' technique. Research findings reveal that the product category moderates the consumer's perceived value for hedonic and utilitarian benefits of sales promotion tools. It is found that utilitarian benefits of sales promotion have more impact on consumer perceived value in the context of personal care product while hedonic benefits are having more impact on consumer perceived value in the context of food products. A sales promotion plan can be made more effective when it is hedonic benefit oriented in the case of food products and utilitarian benefit oriented in the case of personal care products. The findings of this research can be useful for marketers to develop an effective sales promotion strategy considering the category wise differential impact of sales promotions benefits.     

Consumers’ value perception and value construction: the case of bottled water in the Middle East

This study illustrates how consumers realize the concept of value creation when making quick selections for a commodity in the Saudi market. Data were collected through a self-administered survey to customers; 1,045 completed and usable responses were received and analysed. The proposed model was tested through structural equation modelling using AMOS 22. Results indicate that product design and brand trust affect electronic word-of-mouth (e-WOM), and product design, brand trust, and e-WOM influence consumers’ value creation. However, e-WOM does not mediate the relationship between product design and consumer value nor does it mediate the relationship between brand trust and consumers’ value creation. This study focused on one product (bottled water). Caution must be exercised in generalization of the results to other products/countries. Theoretically, this study extends the perception of value creation on a commodity and the influence of trust on perceived value. Although this study is based on a sample of Saudi Arabian consumers that is oversampling the age group of young consumers, it extends the rare empirical evidence base on the perception of value creation in the bottled water market, and the influence of trust on perceived value. The results suggest that firms could benefit from altering the design of their bottled water products to create higher perceived value and higher brand trust, differentiating themselves further from competition. The study contributes to the existing literature on consumers’ perceptions of bottled and branded water, taking into account e-WOM communication, and providing rare evidence on brand trust from outside of Europe and North America.     

Augmented reality: Designing immersive experiences that maximize consumer engagement

Innovative marketers can now leverage augmented reality to craft immersive brand experiences, create more interactive advertising, and enable consumers to experience products and spaces in novel ways. Augmented reality (AR) is the practice of displaying digital information over people's real-time view of objects, people, or spaces in the physical world. While AR can play a valuable role in integrated marketing programs, little is known about the practice and how to execute effective AR programs in the marketplace. We address this gap by presenting a framework that describes the active and passive ingredients of augmented reality. We then describe the basic design decisions that marketers need to make when planning an augmented reality campaign. In addition, we explain how understanding and addressing the dynamics between various active and passive AR ingredients can help marketers to optimize their AR campaigns and enhance various types of consumer engagement: user-brand engagement, user-user engagement, and user-bystander engagement. Through our framework and analysis, we develop eight actionable recommendations—described with the acronym ENTANGLE—marketing managers can use to design immersive AR experiences that maximize consumer engagement.     

Spillover effects from unintended trials on attitude and behavior: Promoting new products through access-based services

Access-based services (ABS) provide an opportunity for brands to promote their new products by enabling (unintended) trials. However, the mechanisms and impact of consumer exposure to products in ABS and the subsequent potential spillover effects on both the brand and the product perception are largely unknown. Our hypotheses are derived from the information integration theory (IIT) and subsequently tested. Study 1 is a field study investigating an unintended trial moderated by involvement and positive experience. The results indicate the positive effects of the unintended trial on product and brand attitudes, brand purchase intention, and word of mouth. In line with IIT, these effects are more pronounced for positive trial experience, although in contrast to IIT, they are less pronounced for high-involvement consumers. While the results of Study 2, an online experiment, show substantial effects of both trials compared with nontrials, they also reveal that intended and unintended trials have a similar impact on attitude, but ABS experiences have a stronger positive impact on brand purchase intention. We thus recommend that brand managers promote not only new products but also their brands in unintended trials. This study fills a gap in current discussions about the trial effect(s) of ABS.     

Malleability of taste perception: biasing effects of rating scale format on taste recognition,product evaluation,and willingness to pay

Product-related cues, such as brand or price, can influence consumers’ taste perception. Going beyond this observation, we examine the extent to which a stimulus-extrinsic factor, such as the format of the measurement tool on which consumers describe attributes of a taste sample, influences concurrent taste perception, and in turn, later taste recognition, overall product evaluation, and willingness to pay (WTP). The results of two experiments show that rating scale format (i) influences consumers’ concurrent impression of a taste sample, (ii) systematically biases later identification of the sample in a taste recognition test, and (iii) affects overall product evaluation and WTP. However, scale format (iv) does not influence ratings and downstream judgments when consumers are highly knowledgeable in the product domain. These findings demonstrate that the experience of taste is fleeting and not well represented in memory, and that like other subjective experiences, taste needs to be reconstructed based on accessible cues.