Exploring consumers’ subjective shopping experiences in directly operated luxury brand stores

Customers’ in-store shopping experiences are critical for luxury brand success. Research on the creation of experiential value in retailing finds clear differences in the cues contributing to delightful consumer experiences depending on the retailing sector. A management perspective dominates research in luxury retailing, while research on consumers’ subjective luxury shopping experiences is scarce. This study contributes to filling the gap regarding consumers’ subjective experiences through a qualitative inquiry into shoppers’ accounts of experiences in luxury brand stores. The study finds that the major determinants of a delightful shopping experience in luxury stores are extraordinary service excellence, unique multi-sensory emotional stimulation conforming to the brand, and a feeling of personal importance and assurance. The study demonstrates the importance of a holistic individual experience in helping shoppers become immersed in the brand universe through all their senses.     

How do consumers co-create their experiences? An exploration in the heritage sector

Abstract

Whilst the body of work around co-creation has grown, co-creation continues to be considered from a value perspective with key questions, such as what is actually being co-created, remaining unanswered. This article moves beyond value to experiences and explores co-creation of the consumption experience. The research examines the manifestations and antecedents of co-creation of the consumption experience from a consumer angle and presents a co-creation framework. Customer critic analysis with consumers from two exemplar heritage organisations is used to investigate co-creation. The findings illuminate three facets of co-creation: co-production, engagement, and personalisation. This paper addresses a gap in Service-Dominant Logic theory, arts/heritage, and broader marketing literature by distinguishing between co-creation of value and co-creation of the consumption experience and proposing a definitive conceptualisation of the latter. The proposed model progresses the co-creation discussion to an empirical level and provides a foundation for future research.     

The impact of retailers’ sustainability and price on consumers’ responses in different cultural contexts

Consumers want sustainability, but at what price? With growing demands for environmental and social sustainability, retailers aim to understand how consumers might react to adaptations in retail practices. This research examines consumers’ perceptions towards retailers’ environmental and social sustainability practices and the moderating effect of price in different cultural contexts. Quantitative research methodology using scenario-based experiments was employed. Two experiments were conducted using research participants from the US (a more individualist country) and Turkey (a more collectivist country) and measured one dimension of culture, individualism versus collectivism. The results reveal that high prices negatively moderate consumers’ response to retailers’ sustainability efforts. Even though there is no significant interaction between either type of sustainability and price on purchase intention, high sustainability along with a low-price strategy leads to an increase in consumers’ commitment, satisfaction, and loyalty. Furthermore, the results demonstrate that high prices have a more negative effect on consumers’ responses in a collectivist country. This study highlights the importance of price in both individualist and collectivist cultures and provides a better understanding of a neglected dimension of sustainability, social sustainability. Managers need to be aware of the increasing demand from consumers for environmentally and socially sustainable practices but need to recognize that consumers may not be willing to pay more for these products. Companies need to formulate business strategies based on low priced-sustainable products and the cultural context of the country in which they operate.     

Motives and barriers affecting consumers’ co-creation in the physical store

ABSTRACT

The rise of e-commerce has caused a dramatic shift in consumer behaviour, putting pressure on physical stores to offer a more personalised and service-oriented offering. This paper investigates one strategy retailers might apply in this context: in-store consumer co-creation. Research has predominantly focused on online-based consumer co-creation in new product and service development. We argue that with increased focus on digitalisation and consumer experiences in physical retail, this type of co-creation will increasingly take place in-store. Following a pre-study with practitioners, our main study uses 20 scenario-based semi-structured interviews, where we identify eight consumer motives and seven barriers that underlie consumers’ willingness and reluctance to create and select new products in-store, respectively. Some motives, such as ethical, self-efficacy, and concerted are reported as barriers when reverted, due to consumers’ concerns regarding data privacy, low levels of perceived self-efficacy and assumptions that the technology might be flawed. Other motives largely overlap existing research on motives for co-creation whereas other barriers predominantly pertain to the underlying technology and the physical setting of co-creation in-store. The findings further indicate that consumers co-create differently online versus in-store. In-store seems particularly suitable for more marketing related aspects of co-creation, with a stronger emphasis on playfulness and purchase intentions. Practical implications for retailers are therefore discussed.     

The memory-search frame effect: impacts on consumers’ retrieval and evaluation of consumption experiences

Marketing Letters - When consumers recall past consumption experiences (e.g., vacations), they often need to search their memory for relevant events within certain time frames (e.g., the past...     

Fly-posting: An exploration of a ‘controversial’ medium

This paper investigates the concept of a controversial medium focussing on fly posting and provides insights into the attitudes held on it, the controversies surrounding it, its media effects, and on how these issues affect sponsoring organisations. Overall, the findings from the group depth interviews paint an attractive picture for potential users, as target groups of younger informants hold positive overall attitudes towards the medium. Indeed, rather than offending, fly posting's illegality and covert use were found to further enhance its ability to communicate effectively with this group. In contrast, older respondents held a range of negative views, suggesting that fly posting is not inherently controversial but it can become so in combination with audience and executional factors. Our main contribution is that we provide evidence on which to caution organisations about putting the goal of engaging with youth segments above their responsibility to other customer groups, employees, and society.     

The combined influence of time pressure and time orientation on consumers’ multichannel choice: evidence from China

This article deals with the influence of time pressure and time orientation on consumers’ multichannel shopping behaviour. Previous studies have documented the role of time pressure on customers’ channel choice in developed countries, without examining the moderating effects of time orientation on the relationship between perceived time pressure and consumers’ attitudes towards online/offline channels. To fill this gap, this article aims to investigate the combined influences of time pressure and time orientation on consumers’ attitude towards both online and offline shopping. The results show that time pressure helps consumers form more favourable attitudes towards online shopping than towards offline shopping. Further, the effect of time pressure on consumers’ channel attitudes depends on one's time orientations. The implications for marketing channel strategies and market segmentation in Asian emerging markets are discussed.     

Quality of past performance: Impact on consumers’ responses to service failure

The conceptual model developed in this paper for the airline industry examines the relationship between quality of past service performance and consumers’ responses to service failures (causal attributions, emotions and satisfaction). The empirical results obtained indicate that for those consumers with higher perceptions of quality the causes underlying service failures are seen as less stable and less controllable by the firm than the causes identified by consumers with lower perceptions of quality. Attributions about the failure not only influence satisfaction directly but also moderate the effect of quality on satisfaction. We also analyse the mediating effect of negative emotions on the relationship between service failure attributions and consumer satisfaction.

The rise of the grocerant: Patrons’ in-store dining experiences and consumption behaviors at grocery retail stores

Grocerants (grocery retail store + restaurant) represent a rising retail sector in the foodservice industry. The grocerant business model transforms a space of everyday mundanity (grocery retail shopping) into one of experiential value, offering consumers a social space to linger, dine, and seek nourishment all within the same commercial premise. To this end, grocerants represent an experientially driven consumption segment, a fertile context worthy of exploration yet understudied. Informed theoretically by the brand experience model, this study explored the role of grocerant patrons’ product experiences, in conjunction with the variables of need for uniqueness, product satisfaction, product involvement, price-quality schema, and behavioral intentions. A quantitative approach and a field survey method were employed, and analyses confirmed the effectiveness of the higher-order structure of product experiences (sensory, affective, behavioral, intellectual, and escapism). In addition, satisfaction, involvement, and need for uniqueness were confirmed as contributors to building favorable behavioral intentions. The link between involvement and intention was also influenced significantly by price-quality schema, and satisfaction and involvement were accounted as critical mediators. Theoretical and practical implications were discussed.     

Pillars of sustainable food experiences in the luxury gastronomy sector: A qualitative exploration of Michelin-starred chefs’ motivations

Based on a qualitative exploratory study that combined three sources of qualitative data: interviews, archival data, and observational notes this research aims to explore the dimensions of sustainable food experiences offered in the luxury gastronomic industry. Our research indicates two critical findings. First, chefs’ definition of sustainable luxury food experiences should encompass both functional (e.g., sustainable and healthy food, eco-friendly practices) and experiential (e.g., sensory, creativity, pleasure, aesthetics) aspects. Second, Michelin-starred chefs’ motivations to adopt and promote sustainability incorporate, in addition to extrinsic factors (Planet and people), intrinsic factors (plate, pleasure, and place) not addressed previously in the literature. Our study enriches the literature on sustainable hospitality overall, and in particular in luxury restaurants by considering an emic perspective centered on the way the principal actors (chefs) define and implement sustainability in a new service and hospitality sector: the luxury gastronomy sector.     

An empirical investigation of consumers’ willingness-to-pay and the demand function: The cumulative effect of individual differences in anchored willingness-to-pay responses

Extant literature on anchoring demonstrates that priming affects willingness-to-pay (WTP), but it mainly focuses on average WTP values, neglecting the aggregate effects of priming on WTP distributions. In this research, we argue that when priming is in effect, WTP distribution rather than the average should be analyzed because important pricing decisions, such as optimal price determination or price customization, require an assessment of distributions. Therefore, the objective of this research is to uncover how priming affects WTP distributions and, consequently, the demand curve. The results of these two studies suggest that priming affects not only the average but also the whole distribution and that this effect is in the form of a shift/stretch to the right for high-priming manipulations and to the left for low-priming manipulations.     

An empirical study on the timing of big retailers’ initial internationalization: Influence of the target market and entry-mode choice

This paper examines the timing of big retailers’ initial internationalization and proposes a theoretical framework. Then, the framework is tested with the proportional hazard model and data of European and U.S. big retailers. Empirical results show that retailers’ entry timing is jointly influenced by the economic conditions of both the home market and target foreign markets, cultural and geographical distance, and the entry mode. Based on these findings, this article offers suggestions to China’s big retailers whose initial internationalization has just started.     

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.     

Short and sweet: Effects of pop-up stores’ ephemerality on store sales

Responding to increasing demand for ephemeral and experiential consumption, pop-up stores have developed into a preferred retail concept. By considering the juxtaposition of pop-ups’ non-sales focus and recent research finding experiential stores generating immediate store purchase, two experiments test how and when pop-ups’ distinguishing feature, ephemerality, affects purchases. We integrate commodity and regret theory to propose that store ephemerality boosts purchase of standard products for low-need-for-uniqueness (NFU) consumers as well as exclusive product purchases for high-NFU consumers. The implications for academic researchers and retail managers are discussed.     

Examining the influence of cultural and ethical ideology on consumers’ perceptions about the ethics of online retailers and its effects on their loyalty

The main purpose of this study was to develop and empirically test an integrated model that examines the antecedents and outcomes of consumers perceptions regarding online retailing ethics. A quantitative approach was utilised and the data were collected from 797 consumers. We used AMOS 22.0 for assessing the associations between the latent variables. The results of the analyses revealed that uncertainty avoidance and power distance are a key driver of idealism, while masculinity and individualism are a key predictor of egoism. Idealism was negatively related to consumers perceptions about e-retailing ethics, while egoism had a positive effect. Finally, customers perceptions about e-retailing ethics was positively related to customers loyalty. Implications for practitioners and academics were discussed.     

Adoption of augmented reality in online retailing and consumers’ product attitude: A cognitive perspective

With the application of augmented reality (AR) technology by online retailers to improve online services, the impact of AR adoption on consumer behavior has attracted attention both in academic and in practical circles. Based on the cognitive perspective of information processing and from the two aspects of cognitive load and cognitive fluency, this study discusses the influence of AR adoption on online consumers' product attitudes. The results of the experimental study show that two AR characteristics—environmental embedding and simulated physical control—can reduce consumers’ cognitive load, enhance their cognitive fluency, and improve their product attitude. Furthermore, product type can moderate the influence of AR environmental embedding and simulated physical control on cognitive fluency.     

An empirical investigation on the antecedents of consumers’ cognitions of and attitudes towards digital signage advertising

This paper investigates the antecedent factors of consumers’ perceived values and attitudes towards digital signage advertising in a structural model. The results of this study revealed that four key antecedents (i.e. informativeness, involvement, entertainment and targeting) affect consumers’ attention to digital signage advertising and perception of advertising values. This study shows that attitudes towards digital signage and perceived interactivity with it also affect consumers’ attitudes towards digital signage advertising. This, in turn, influences positive attitudes towards a brand and higher purchase intentions.     

Measuring Generation Y consumers’ perceptions of green practices at Starbucks: An IPA analysis

Following the trend of sustainability, many organizations in the restaurant industry have considered this movement as an opportunity and have started to “go green.” In this study, we analyzed Starbucks, the American global coffeehouse chain. Through an importance-performance analysis, we investigated the gap between the importance assigned by customers to a set of green practices that can be implemented by restaurants and their perception of Starbucks’ performance. The results suggest that, by making some green practices visible to their customers, Starbucks is creating the perception that the company is performing well in several other “green” areas.