Conceptualizing and measuring consumer social responsibility: a neglected aspect of consumer research

Despite the availability of extensive research on a wide range of consumer‐related areas, some socially sensitive consumer issues have still remained relatively unexplored. Since literature review revealed a gap in the conceptualization of consumer social responsibilities, this article conceptualized, developed and validated a measurement scale for consumer social responsibility (CnSR), using a rigorous methodology suggested in the scale development literature. The study responded to the scholarly calls for further research in this area. Using a total sample of 491 respondents (53 respondents for pilot, 207 for exploratory survey and 231 for confirmatory survey), the study proposed a six‐dimensional measurement scale for CnSR, including: (1) social impacts, (2) solidarity, (3) critical appraisal, (4) supporting business growth, (5) environmental impacts and (6) action. It is argued that with ever growing impacts of corporate social responsibility on business practices, the validated measurement scale will contribute to the advancement of research in this nascent consumer area.     

Religion's influence on the financial well-being of consumers: A conceptual framework and research agenda

Religion is an indelible force in society, yet research examining its influence on consumption, particularly in the context of financial well-being is lacking. Thus, this paper presents a conceptual framework of factors influencing, and outcomes associated with, the effects of religion on financial well-being. Specifically, this paper introduces a conceptual framework aimed at understanding how religion influences financial decisions and well-being, both from a consumer and a business perspective. Focus groups were conducted with consumers and financial practitioners to support the development of the conceptual framework. Most novel to this framework is the identification of potential process mechanisms explaining this relationship, including trust, affect, risk propensity, and perceived personal control. The framework concludes with potential interventions targeted at consumers and businesses to improve financial well-being. This propositions-based conceptual framework serves as a research agenda to guide and aid scholars, consumer advocacy groups, policymakers, and marketers in promoting greater financial well-being.     

Small businesses as a research subject: Some reflections on knowledge of small businesses and its effects on economic theory

Most economists agree in their view of small and medium-sized enterprises, or small businesses (SMEs), as a marginal scientific subject. They may go so far as to ignore them, either because they think these economic units do not lend themselves to conventional economic studies — studies which, for instance, take into account the sacred cow theory of economies of scale — or because they see them as being not really different from big businesses.However, at least a few economists have recognized, first, the many characteristics differentiating SMEs from big firms, and second, their increasing importance in terms of numbers and job creation within economies. Among these few, Schumpeter was one of the first to show the importance of entrepreneurs and SMEs as the main variable of change in an economy. Simon and Lucas also explained the difference between small and big firms through the differing abilities required by managers to run them. Penrose looked at the question from another point of view by highlighting the interstices taken up by SMEs to fulfil needs that cannot be fulfilled by bigger units. Critics of the theory of economies of scale showed that such economies may be offset by a number of diseconomies, thus justifying the efficiency of many SMEs. More recently, Mills and Schumann suggested that SMEs compensate for their lack of economies of scale by their production flexibility, particularly in today's turbulent economy.The limits of traditional economic theory are clearly demonstrated by the fact that it does not take account of all these theories, concepts and ideas. It thus neglects a number of important economic phenomena, including the persistence and current expansion of SMEs. Consideration of such phenomena may lead to the development of a new economic theory based on the concepts of instability and contingency, together with the behaviour of entrepreneurs and small firms, thus tending to contradict, in particular, the concept of equilibrium in conventional economic theory.A first version of this paper has been presented as invited speaker at the symposium of TETRA Group at Lyon, France, 30–31 May 1990. I thank the colleagues Fritz Rieger, Frances Solé Parrellada, Jacques Filion and the two referees for their very interesting suggestions on a preliminary second version.     

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.     

Brand popularity as an advertising cue affecting consumer evaluation on sustainable brands: a comparison study of Korea,China, and Russia

This study examines how brand popularity in conjunction with consumers' varied styles of decision-making, as well as other consumer characteristics, can influence the overall evaluation of a sustainable brand. The results of our empirical analysis show that the effect of brand popularity varies widely according to which countries one considers. Here we examined Korea, China, and Russia, and found in each country that popularity significantly influenced consumers' evaluations of sustainable brands, yet in very different aspects. In Korea, when the brand popularity cue was presented, a significant positive influence on consumer evaluation resulted. However, China showed a significant negative influence, while Russia showed neutral, insignificant results. In addition, we found also that both a brand's fashion leadership and its connection with sustainable, conscientious causes can work as moderators. Finally, we found that consumer decision-making style varies not only according to fashion leadership and sustainability involvement, but that each country had a different opinion on sustainability in general. Thus, several important implications for international marketing are here presented.     

Consumer involvement and acceptance of biotechnology in the European Union: a specific focus on Spain and the UK

Biotechnology stands out as a clear‐cut example of an industry where legislation on new technologies has been shown to be linked with public attitudes. Indeed, consumer consultation has played a leading role in the acceptance of genetically modified (GM) food as well as in government policy and legislation. This paper examines the issue of consumer consultation by analysing how public opinion has conditioned the acceptance of GM food in the European Union in general and specifically in Spain and the UK. We draw upon the evidence of two Eurobarometer surveys (46.1 and 52.1) to argue that consumer decision making on new technologies is an information‐dependent factor explaining consumer rejection to non‐transparent introduction of GM food. Individuals feel ill‐prepared to make decisions and rely on trusted information advisors such as consumer organizations. Findings suggest significant information dependency as well as widespread heterogeneity in attitudes towards the applications of biotechnology. Finally, the role played by information channels indicates that consumer participation should precede the adoption of communication policies, as they might need to adapt to the specific cultural characteristics of each country.     

The effect of affective response to corporate social irresponsibility on consumer resistance behaviour: validation of a dual-channel model

ABSTRACT

This paper delineates a dual-channel model of consumer resistance towards corporate social irresponsibility. The model assumes a conditional mediational relationship among affective response to corporate social irresponsibility and ethical judgement as drivers of consumers’ inclination towards boycotting, protesting and negative word-of-mouth. Mediation-analysis results are largely in line with the model hypotheses: Affective response to corporate social irresponsibility solely has a significant direct effect on resistance inclination of consumers with a low preference for ethical products. Moreover, contractualistic and moral equity (utilitarian) judgement mediate(s) the effect of affective response on resistance intention for consumers with high (low) ethical product preferences. Based on the empirical findings, the paper presents practical implications and avenues for future research.     

Feedback effects of brand extensions on the brand image of global brands: a comparison between Spain and Norway

Abstract

Global brands often attempt to increase their sales through the launch of brand extensions. Such a strategy may, however, dilute existing brand beliefs at an international level, as two sets of data from Norway and Spain indicate. This paper illuminates how the attitude towards a brand extension affects the image of a parent brand. The extension attitude is mainly determined by the degree of perceived fit between the extension and the parent brand image. In the Spanish sample, it is also determined by the degree of familiarity with the parent brand and the perceived fit at the product category level. After analysing these relationships, the paper focuses on the moderating role of two dimensions of consumer innovativeness: hedonist innovativeness (tied to need for stimulation) and social innovativeness (tied to need for uniqueness). Finally, the cultural orientation of the origin country is analysed as a moderating factor.     

Impact of visual information on online consumer review behavior: Evidence from a hotel booking website

The types and amount of visual and textual information differently influence consumers' responses towards experiential products. This research empirically examines the impact of visual information on consumers' online review behaviors by analyzing online data collected from hotel booking website Agoda.com. The empirical results indicate that visual information has a positive impact on consumers’ responses, which are measured through online review ratings and sentiment. This result is observed only when various types of visual information such as, photos of rooms, facilities, views, and restaurants, are provided. However, consumer responses tend to be negative as the number of photos, regardless of type, increases.     

Effects of institutions on ecological attitudes and behaviour of consumers in a developing Asian country: the case of the Philippines

This study examines the effects of institutions emanating from the social environment on ecologically sustainable consumer behaviour in a developing country context. Drawing on the behavioural perspective model of consumer choice and institutional theory, this study argues that the regulative, normative and cognitive dimensions of the institutional environment play critical roles in shaping the pro‐environmental attitudes called eco‐attitudes of consumers. In turn, eco‐attitudes positively influence the eco‐behaviour of consumers. The structural equation modelling of data from a survey of 1045 consumers from the Philippines shows the significant and positive effects of the regulatory, normative and cognitive dimensions of the institutional environment on the eco‐attitudes of consumers, which in turn have strong positive influence on eco‐behaviour. The findings about the partial mediating role of eco‐attitudes offer a more nuanced explanation on how institutions explain the eco‐behaviour of consumers which is a topic that is less understood especially in a developing country context. The study highlights the theoretical, methodological, policy and future research implications of the findings.     

Envisioning a future purchase: The effects of consumption imagery perspective and identity on consumer motivation

When people visualize a potential purchase, they can adopt either a first‐person or a third‐person perspective. The present research examines whether the perspective adopted would affect consumer motivation, and whether this effect would depend on the extent to which the imagined purchase is connected to identity. In four studies, third‐person imagery resulted in stronger consumer motivation than first‐person imagery, but only for purchases that were tied closely to identity. Furthermore, the results suggest that the motivational effect of third‐person imagery is not based on concerns about others’ views of the self, but rather on the extent to which one feels that the imagined behavior is tied closely to identity.     

Investment with a Conscience: Examining the Impact of Pro-Social Attitudes and Perceived Financial Performance on Socially Responsible Investment Behavior

This article addresses the growing industry of retail socially responsible investment (SRI) profiled mutual funds. Very few previous studies have examined the final consumer of SRI profiled mutual funds. Therefore, the purpose of this study was to, in an exploratory manner, examine the impact of a number of pro-social, financial performance, and socio-demographic variables on SRI behavior in order to explain why investors choose to invest different proportions of their investment portfolio in SRI profiled funds. An ordinal logistic regression analysis on 528 private investors revealed that two of the three pro-social variables had a positive impact on how much the consumer invested in SRI profiled funds. Moreover, there was proof of a non-altruistic motive for investing in SRI as consumers who perceive that financial return of SRI is equal or better than “regular” mutual funds, invested a greater proportion of their portfolio in SRI profiled mutual funds. Furthermore, the results showed that women and better-educated investors were more likely to invest a greater proportion of their investment portfolio in SRI. Overall, the findings indicate that both financial perceptions and pro-social attitudes are connected to consumer investment in SRI.     

The relative impact of corporate reputation on consumer choice: beyond a halo effect

ABSTRACT

Previous work suggests that corporate reputation generates a ‘halo effect’ where products from companies with better reputations are more likely to be chosen. We argue that corporate reputation plays a more expansive role, proposing that consumers will be less price-sensitive to offerings endorsed by companies with good reputations and that it moderates the marginal utility of product features with high clarity. We also propose that an individual’s knowledge of a company increases the likelihood its products will be purchased. Using a choice model incorporating an individual SEM-based reputation measure, we find support for these hypothesised effects in the context of television choices. The results suggest that corporate reputation warrants more attention by marketing managers to increase preferences for their products through these mechanisms.     

Impact of public involvement in research on quality of life and society: a case study of research career trajectories

This case study illustrates the research career trajectory of two lay researchers after they joined a Big Lottery funded study to explore loneliness and isolation among older people living in a town in the north of England, UK. The two lay researchers were of pensionable age themselves and engaged in all aspects of the research process as full members of the research team. Following research methods training and their substantive input into study design, they engaged fully in an approach of peer‐interviewing of other older adults as the main study method. Following this initial exposure to undertaking research, these exemplars of public involvement in research went on to be involved in other research as co‐researchers at a local and national level. Initially the paper sets out the lay researchers' personal backgrounds and expectations from involvement in research. The impact of their involvement in research on their quality of life and that of their community is presented. Latterly, the societal impact of the lay researcher's involvement is examined. The difference they made to the initial study design and conduct is described first followed by their development as substantial research resources for other studies and community initiatives. Overall the impact of these lay researchers has been significant and the paper provides an example of how involvement in research can impact on individuals and communities to great effect.     

Evaluating the impact of service user involvement on research: a prospective case study

As service user involvement in health and social care research has become more firmly embedded in health policies, both in the UK and internationally, there is increasing interest in evaluating its potential benefits and outcomes. Impact studies have highlighted a range of different types of service user involvement, using diverse research methods, within various research topics and involving different stakeholders. Potential benefits to research, researchers and the service users actively involved in research have been identified, along with the possibility of some negative consequences. Many impact studies have been criticized for being based on informal retrospective accounts of researchers and service users working together. Few have been underpinned by conceptual models, and there is a paucity of detailed accounts of the process of involvement that would enable replication. This paper reports an account of a prospective, qualitative exploration of service user involvement within a study, where the aims of the evaluation were agreed beforehand. Reflective discussions about the process and progress of service user involvement at different stages of the study were recorded, transcribed and analysed. The qualitative analysis identified perceived benefits to research, researchers and service user researchers that endorsed previous findings. The analysis also highlighted subjective and interpersonal aspects of service user involvement that have seldom been reported. This evaluation demonstrates the benefits of allowing time for structured reflection and adds to the understanding of the process and meaning of service user involvement in research.