How scolding can encourage consumer engagement with plastic waste issue? The moderating role of consumers’ mindset

Extant literature has reported mixed findings on the effectiveness of praising versus scolding in social marketing messages, such as how to encourage consumer engagement with plastic waste issue. Against this backdrop, this research investigates the moderating role of consumers' mindset in this regard. This research reports two experimental studies and demonstrates that consumers with a growth (vs. fixed) mindset will experience higher levels of outcome efficacy when evaluating a scolding (vs. praising) message. In addition, this research employs different methods of eliciting consumers' mindset and examines different dependent variables (product choice in Study 1 and donation allocations in Study 2). The results of this research thus offer a fresh theoretical perspective on the effectiveness of scolding (vs. praising) in enhancing consumer engagement with plastic waste issue by examining the moderating role of consumers’ mindset and establishing the underlying mechanism.     

What drives college-age Generation Y consumers?

Generation Y (individuals ages 14-31 in 2008) are in the marketplace with the numbers and the purchasing power to have an unprecedented impact on the economy. Despite the potential of this group as a whole, especially the middle-aged members of this generation (ages 18-22) who are in the highly coveted college-student market, much is unknown about the motivations behind these individuals' consumption behavior and preferences. This study attempts to address this gap in the literature by exploring the antecedents of the consumption behavior of college-aged Generation Y individuals. The findings indicate that issues relating to socialization, uncertainty reduction, reactance, self-discrepancy, and feelings of accomplishment and connectedness drive Y consumers' product purchases and retail patronage. This article discusses these issues as well as their theoretical and managerial implications.     

Understanding consumers’ social networking site usage

Abstract

The purpose of this research is to examine consumer motivations to use social networking sites (SNSs) for three distinct activities: (1) general SNS usage, (2) the joining of a business’s SNS page and (3) clicking on an advertisement on a SNS. To assist with this exploration we draw upon the decomposed theory of planned behaviour as a theoretical lens and conduct a mixed-method study that utilises both an empirical investigation as well as qualitative focus group interviews in order to delve deeper into specific reasons why individuals engage in SNS activities. Results show that a number of antecedents such as attitude, compatibility, relative advantage, complexity, normative influences and self-efficacy come into play when determining SNS usage activities. However, specific antecedents may vary according to the explicit activity under investigation. This study’s main contribution involves advancing our understanding of consumer behaviour as it relates to SNS activities by examining not only antecedents to intention but also attitude, subjective norms and behavioural control. Other contributions include additional development of the SNS literature, integrating SNSs into a classical theoretical framework and providing valuable insights and implications for both practitioners and researchers alike.     

How money priming affects consumers in an advertising context: the role of product conspicuousness and consumers’ signalling needs

ABSTRACT

Effects of money priming on basic psychological processes are well established in the literature. However, research that investigates money priming in an advertising context is scarce. This article presents two empirical studies examining consumer reactions after being primed with money and exposed to advertisements presenting either conspicuous or non-conspicuous products. Consumer reactions were investigated with respect to their attitude towards the ad, product evaluation and signalling needs. The findings indicate that the evaluation of a conspicuous product, and the respective ad promoting it, benefit from money priming while the evaluation of a non-conspicuous product is not affected. Moreover, money priming elicits signalling needs in situations where consumers are confronted with conspicuous products. Our moderated mediation models show that these signalling needs mediate the positive effects of money priming in conspicuous situations.     

Understanding consumers’ decisions to adopt technology-enabled transformative services

This study extends understanding of consumers' decisions to adopt transformative services delivered via technology. It incorporates competitive effects into the model of goal-directed behavior which, in keeping with the majority of consumer decision making models, neglects to explicitly account for competition. A goal-level operationalization of competition, incorporating both direct and indirect competition, is proposed. A national web-based survey collected data from 431 respondents about their decisions to adopt mental health services delivered via mobile phone. The findings show that the extent to which consumers perceived using these transformative services to be more instrumental to achieving their goals than competition had the greatest impact on their adoption decisions. This finding builds on the limited empirical evidence for the inclusion of competitive effects to more fully explain consumers' decisions to adopt technology-based and other services. It also provides support for a broader operationalization of competition with respect to consumers' personal goals.     

An exploration of consumers’ experiences in physical stores: comparing consumers’ and retailers’ perspectives in past and present time

Abstract

In this paper, we explore consumers’ in-store experiences and their components, from both a consumer and retailer perspective. This is a replication of a study we performed in 2006 and thus we also examine how the role of the physical store has changed over the last decade. We use the Critical Incident Technique (CIT) to improve our understanding of consumers’ in-store experiences. Moreover, we conduct in-depth interviews with Swedish retailers to achieve an understanding of how retailers use aspects of the store environment to enhance the consumer experience. Interestingly, our results suggest that consumers’ in-store experiences to a large extent are created by the same aspects today as ten years ago (e.g. personnel, layout, atmosphere). Furthermore, while retailers today emphasize the importance of fulfilling new and more advanced consumer demands, they often still accentuate the weight and use of traditional values (e.g. personnel and layout) ahead of advanced technology.     

Are consumers with disabilities receiving the services they need?

People with disabilities in the U.S. command a buying power of $220 billion. This study combines service quality theory and disability orientation theory to focus on perceived service quality for this segment, with attribution theory providing a connecting framework. The results show that there is much room for improvement. A survey among people with disabilities reveals that retailers are rated lower on accessibility than on traditional service quality dimensions. Furthermore, feelings of disability pride and social activism (mediated by a sense of exclusion) significantly affect ratings of accessibility. Service “intangibles” such as assurance and empathy have the greatest positive effect on service quality ratings, which in turn significantly affect purchase intention (mediated by customer satisfaction). Implications and research issues are discussed.     

CCT applied research and the limits of consumers’ heroicisation

Abstract

The sum total of the research produced by Consumer Culture Theory (CCT) researchers has enabled a spectacular improvement in our understanding of markets and consumption. Yet, this knowledge has struggled to penetrate the business world due to a dearth of practical proposals appealing to managers looking for action-guiding toolkits. Based on a relatively small corpus of CCT-related articles published in the main applied journals with academic values, the present article traces the contours of CCT managerial knowledge revolving around the concept of cultural branding and composed of four main approaches: relationship marketing, retromarketing, tribal marketing and collaborative marketing. The article also synthesises the contributions that CCT researchers propose for each of these approaches and discusses the limits of the heroicisation of the consumers. The conclusion looks at potential research paths for the dissemination of CCT applied kind of knowledge.     

Service recovery expectation model – from the perspectives of consumers

This paper explores the influence of the major attributes of consumers, such as personality traits, gender, number of consumptions, and levels of involvement, on service recovery expectations. A combination of linear multivariate statistical analysis and nonlinear fuzzy neural network models is further used to analyse data and validate hypotheses. Consumers of middle-to-high-end Chinese restaurant chains are sampled as the interactions between these restaurants and consumers are frequent. The empirical research finds that old customers have lower expectations of service recovery than new ones and male consumers have lower expectations than female consumers. Extrovert-type consumers have lower expectations of service recovery than introvert-type consumers. There is a positive correlation between consumers' involvement and service recovery expectation. As this paper examines the expectations of service recovery from the perspectives of consumers, it aims to help companies use pre-processing of service recovery as a precautionary measure, rather than as a remedial measure as mostly seen. Different from the vast majority of literature that deals with the issue by focusing on western enterprises, this paper uses small-and-medium enterprises in Taiwan and constructs management implications accordingly.     

Banks’ unfairness and the vulnerability of low-income unbanked consumers

This paper’s objective was to explore low-income unbanked consumers’ perceptions of bank fairness and the way these perceptions were linked to consumer experiences of vulnerability. Qualitative data were used to analyse low-income consumers’ perceptions about banks’ services and communications. The study finds that although consumers’ financial inclusion is partially hindered by their personal circumstances, the perceived unfair treatment by banks has an even more negative impact on their financial inclusion. Low-income unbanked individuals report banks avoiding them, discriminating against them and impeding their financial inclusion. Banks’ perceived unfairness towards low-income consumers leads those consumers to experience vulnerability in numerous ways. Finally, we provide public policy implications for low-income consumers’ well-being and financial inclusion and to assist them in mitigating their vulnerability.     

The effectiveness of coupons on the restaurant consumers’ purchase decision

Coupons have been used as promotional and marketing campaigns with the key objective of boosting sales through new customers or bringing back existing ones (Venkatesan & Farris, 2012). Coupons are distributed to consumers through digital formats, smartphone applications, and print formats (Restaurant Business, 2015). The focus of this research is to examine the effectiveness of coupons as a marketing contrivance on the restaurant consumers’ purchase decision including the most efficient mode of transfer. A cross-sectional survey⁴ was used and collected from 247 participants. Frequency distributions, cross-tabulation, chi-square, and independent sample t-tests were used to assess consumer motivations, behaviors, and attitudes toward coupons.     

Why do Caucasian advertising models appeal to consumers in Taiwan?

To test the influence of model ethnicity on advertising effectiveness in East Asia, this research proposed a cue-triggered value-expressive model, according to which positive attitudes towards western models help consumers with independent self-concepts express themselves. Western models generated more favourable ad responses (ad credibility, diagnosticity and attitudes), promoted stronger self–brand connections and led to more favourable brand attitudes than did Asian advertising models among independent respondents in Taiwan. In contrast, consumers with interdependent self-concepts did not exhibit such differences. Independent self-concepts also consisted of two sub-dimensions: horizontal individualism focused on the desire to be different, and vertical individualism centred on the desire to be superior. The former dimension accounted for the enhanced effects of western models. Three experiments confirmed that expressing positive attitudes towards these advertising models served value-expressive functions among consumers with uniqueness self-concepts when they read ads promoting products that were publicly (Study 1 and 3) or privately (Study 2) consumed.     

An inquiry into the compulsive side of “normal” consumers

This article reports on a study designed to investigate the nature of compulsive-like buying behavior in the general consumer population. A previously tested compulsive buying scale was administered to a sample of 190 consumers. As predicted by the hypotheses, compulsive buying tendencies correlate negatively with self-esteem and positively with the extent of irrational credit card usage. Several other findings are reported and discussed. Thus women are shown to be higher on compulsive buying than men. Also, compuslive buying tendencies correlate negatively with age and positively with one's susceptibility to social influence. Finally, the data suggest that early consumption experiences may affect significantly the extent of compulsive-like buying behavior. Areas where further research should be done are identified.

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Eine Untersuchung zwanghafter Züge im Verhalten normaler Konsumenten

Zusammenfassung Der Beitrag faßt das Phänomen zwanghaften Kaufverhaltens als generellen Drang zum Einkaufen auf, der in unterschiedlicher Intensität auftreten kann und deshalb zwischen verschiedenen Konsumenten und zwischen verschiedenen Zeiten differenzieren kann. Nach diesem Verständnis empfinden zwanghafte Käufer einfach während der meisten Zeit ein höheres Ausmaß dieses Dranges. Berichtet wird allerdings über eine Studie, die zwanghafte Aspekte des üblichen Konsumentenverhaltens untersuchen will. Dazu wurde die von Valence, d'Astous und Fortier (1988) entwickelte Skala zur Erfassung zwanghaften Kaufverhaltens einer Stichprobe von 190 Konsumenten vorgelegt.Die Ergebnisse bestätigen die Hypothesen, daß die Tendenz zu zwanghaftem Kaufverhalten negativ mit Selbsteinschätzung und positiv mit unvernünftigem Gebrauch von Kreditkarten korreliert. Gerade dieses letzte Ergebnis weist auf die Notwendigkeit hin, anfällige Konsumenten über die potentiellen Gefahren von Kreditkarten zu informieren.Einige weitere Ergebnisse: Frauen haben eine stärkere Neigung zu zwanghaftem Kaufen als Männer. Gründe dafür können in der Tatsache liegen, daß Frauen generell mehr Einkaufsgelegenheiten haben, die zudem wichtige Gelegenheiten für Sozialkontakte darstellen können. — Die Neigung zu zwanghaftem Kaufen korreliert negativ mit dem Alter (, was mit anderen Befunden der Verbrauchersozialisationsforschung in Einklang steht,) und positiv mit der individuellen Empfänglichkeit für Umgebungseinflüsse, was mit einer sozialen Anpassungsfunktion des Kaufens erklärt werden kann. — Schließlich führen die Daten zu der Vermutung, daß frühe Kauferfahrungen das spätere Ausmaß zwanghafter Kauftendenzen signifikant beeinflussen können.

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Alain d'Astous is Professor of Marketing at the Université de Sherbrooke, Sherbrooke, Québec, Canada, J1K 2R1. The author would like to thank Sylvie Tremblay for her help in the data collection and analysis phases of this study and an anonymous reviewer for useful comments. Portions of this article were presented at the XVIIIth Annual Conference of the European Marketing Academy, Athens, Greece, April 18–21, 1989.     

Can consumers buy alternative foods at a big box supermarket?

ABSTRACT

While consumers in affluent countries are ever hungry for alternatives to the ‘Big-Food’ mainstream, critical scholars have raised serious questions about the meaning of ‘alternative’ food products. I explore scholarly critiques of alternative food, and argue against a binary approach that sees foods as either alternative or not alternative. Instead, I suggest the utility of taking a multifaceted, ‘family of issues’ approach that is both reflexive and materialist. The case of ethical meat is used to explore the myriad, often contradictory ideals contained within consumers’ search for alternatives to mainstream market options. Three cautionary lessons are put forward. First, the goal of producing myriad consumer alternatives is significantly hampered by the competing, and often contradictory demands of market forces. Second, the discourse of food alternatives uses a ‘win-win’ logic suggesting that consumer sacrifice or change is unnecessary; the challenge of reshaping, and even downgrading consumer expectations is a necessary, but tremendous challenge facing consumer projects for ecological and social change. Third, the search for eco-social alternatives cannot simply make consumers feel good about their purchases, but must address the material realities and limitations of niche markets, and the need for structural reform to the food system.     

Uncovering consumers’ returning behaviour: a study of fashion e-commerce

Abstract

The increasing prominence of e-commerce is shaping the nature and dynamics of retailing. E-commerce offers consumers lower prices, wider product categories and a more convenient shopping experience. In addition, consumers seek ways to manage the risk that is often perceived when making purchases online, which is why retailers’ online return policies have become an increasingly important attribute through which companies compete. Lenient return policies fuel unnecessary ordering and increase return rates, which in turn has major implications both for consumer behaviour and for managing the increasingly complex ecological and economical issue of online returning. Despite its relevance, prior research has paid limited attention to this evolving phenomenon. Consequently, the purpose of this study is to explore and analyse online returning behaviour in the context of fashion merchandise. As a result, 10 categories of online returning behaviour are identified that capture the reasons why consumers actually return items they have ordered online. These categories are further linked with when the decision to return ordered items emerges. Based on the results, managerial implications are provided to give guidance in managing online returning behaviour.     

At-home shopping: Will consumers let their computers do the walking?

How do consumers react to electronic shopping services? This article presents an overview of preliminary findings of major field experiments and surveys. It discusses consumer acceptance of at-home shopping and suggests implications of this innovation for marketing practitioners.     

Beating,ditching and hiding: consumers’ everyday resistance to marketing

ABSTRACT

This article illuminates consumers’ views of marketing in light of theories of resistance. It argues that consumers engage in resistance to the power of marketing through their everyday actions and also through the ways they construct their accounts of these actions. It identifies three theoretical approaches to resistance (hegemonic, relational and autonomous). These are used to discuss consumers’ accounts of marketing collected through 78 personal interviews in which participants were asked to describe marketing and provide examples of their experiences with marketing as they defined it. Through this, the study uncovers various forms of consumer resistance, which can often go unnoticed. These are conceptualised through the notion of everyday resistance to marketing and are used to challenge existing marketing theory and develop paths for future research.     

Why do consumers purchase goods and services in the informal economy?

To evaluate critically the dominant discourse that consumers acquiring goods and services in the informal economy are rational economic actors seeking a lower price, the results of a 2007 Eurobarometer survey involving 26,659 face-to-face interviews in 27 European Union member states form the basis for analysis. The finding is that achieving a lower price is the sole motive for just 44% of informal economy purchases, one of several rationales in 28% of transactions, and not a rationale in 28% of acquisitions. Consumers also use the informal economy to circumvent the shortcomings of the formal economy in terms of the availability, speed, and quality of goods and services provision, as well as for social and redistributive reasons, with multilevel mixed-effects logit regression analysis revealing how the prevalence of these rationales significantly varies across populations. The paper concludes by discussing the theoretical and policy implications of the findings.     

Tie the knot: building stronger consumers’ attachment toward a brand

Extant research has promoted the importance and seeking to establish a deeper understanding of brand loyalty. However, it still remains elusive and uncertain. A study with more than 1,500 CEOs worldwide believes that creating a bond with consumers and continuing to learn how to strengthen the bond are essential for realizing strategies and delivering on shareholder expectations. Not surprisingly, firms and researchers are seeking ways to build a stronger connection with consumers, because such attachment acts as a key requisite in a firm’s success. Consequently, understanding how marketers can intensify the attachment is important. This article offers a framework for building stronger consumers’ attachment and testing it based on a survey of 432 participants. Four factors are deemed to be important: ideal self-congruence, sensory experience, responsiveness, and CSR beliefs. Attachment influences loyalty and resilience to negative information. Additionally, attachment fully mediates ideal self-congruence and responsiveness to loyalty, as well as ideal self-congruence and sensory experience to resilience to negative information.     

Experience and facilitating conditions as impediments to consumers’ new technology adoption

The recent proliferation of new technologies and impediments to their adoption has made predicting new technology adoption/use complex and challenging. This paper aims to compare the predictive ability of behavioural expectation (BE) and behavioural intention (BI) given such impediments. BE predicts an attempt to perform a targeted behaviour, whereas BI predicts the likelihood of actually performing a targeted behaviour. An online longitudinal experiment was designed to examine the effects of two contrasting sources of impediments to new technology adoption: experience (internal) and facilitating conditions (external). The results confirm the tendency of subjects, who responded to BI measures, to make overestimations when they think they have more control over the (internal) impediments, and to make exaggerated underestimations when they think they have less control over the (external) impediments. Moreover, it is found that subjects who responded to BE measures have a stronger adoption–use correlation compared to subjects who responded to BI measures regardless of the type of impediments encountered. This study offers a basis for marketers to increase the rate of consumers’ adoption/use of new technology such as mobile applications. The research identifies boundary conditions to the predictive ability of BE and BI in the context of mobile applications adoption/use.