How Purchase Type Influences Consumption-Related Posting Behavior on Social Media: The Moderating Role of Materialism

It is now common to see consumers post their own purchases on social media to communicate feelings and/or thoughts about the consumption items to their social media audience. The authors conducted two surveys with a student sample and an Amazon MTurk sample to investigate factors leading to such behavior. The results show that purchase type predicts the consumption-related posting behavior—experiential purchases are more likely to get posted than material purchases, and materialism serves as a moderator in the influence of purchase type on the posting behavior. Specifically, lower-materialism consumers are more likely to post experiential purchases on social media than material purchases, while higher-materialism consumers do not show such a pattern. This article pioneers in investigating consumption-related posting behavior and provides important implications to research on user-generated content, materialism, and purchase type.     

“Never eat in that restaurant,I did!”: Exploring why people engage in negative word‐of‐mouth communication

What do consumers want to achieve when they engage in negative word‐of‐mouth communication (N‐WOM)? Two studies explore this question and reveal that consumers pursue specific goals when engaging in N‐WOM and that these goals systematically differ between the specific negative emotions that are experienced. For example, the results reveal that consumers who experience anger engage in N‐WOM to vent feelings or to take revenge. However, disappointed consumers engage in N‐WOM to warn others, and consumers who experience regret communicate with others to strengthen social bonds or to warn them. This reveals the functionality of specific emotions to N‐WOM, and how goals for N‐WOM are associated with these emotions. This demonstrates that rather than being uniform, the content and implications of N‐WOM are contingent on the specific emotions that consumers experience. © 2007 Wiley Periodicals, Inc.     

Hubristic pride & prejudice: The effects of hubristic pride on negative word-of-mouth

Prior research has demonstrated how negative emotions influence negative word-of-mouth (NWOM). However, what if there exist certain positive emotions that influence consumers to spread NWOM? This research develops and tests a novel prediction that shows how a discrete positive emotion – hubristic pride – can increase intention to engage in NWOM following a service failure. Results from six experiments support this prediction. Further, this research shows that psychological entitlement drives the effect of hubristic pride. Moreover, this effect is attenuated when consumers are nudged to focus on helping others. This research builds on current theory involving emotion and NWOM, presents a number of areas for future research, and discusses managerial implications stemming from the findings.     

Why Consumers Don't Always Accurately Predict Their Own Future Behavior

There is much theoretical and empirical evidence that consumers' predictions of their future behavior are positively correlated with their actual subsequent behavior. However, consumers are not perfectly calibrated in predicting what they will do in the future. This article examines several factors that moderate the link between consumers' stated purchase intentions and their subsequent purchase behavior. Specifically, we examine how the relationship between purchase intentions and purchase behavior is moderated by (1) factors that affect how accurately respondents can represent their current intentions and (2) factors that affect how accurately respondents can predict whether and how their intentions will change over time. The article summarizes the extant literature and develops propositions for future research.     

Affective responses to service failure: Anger, regret, and retaliatory versus conciliatory responses

After a service failure, consumers make appraisals or assessments about the characteristics of this failure. These appraisals, in turn, affect how a consumer responds emotionally and behaviorally. Using an appraisal-tendency framework, we predict that two negatively valenced emotions (anger and regret) underlie or mediate the effects of consumers’ appraisals about service failure on post-purchase behaviors. Consistent with the predictions, in a laboratory study, we find that anger plays a powerful role in explaining retaliatory behaviors, and that both anger and regret account for the effect of appraisals on conciliatory behaviors. We extend the same appraisal-tendency framework to predict how changes in emotions underlie the effects of recovery efforts on post-purchase behaviors. Again consistent with predictions, in the laboratory study and in a web-based study, we find that recovery efforts that reduce anger decrease retaliatory behaviors. However, both studies provide less clear-cut evidence about the emotional mediators between recovery efforts and conciliatory behaviors. Because conciliatory behaviors are important behaviors for businesses to promote, future research should explore what other emotions explain recovery effort effects on conciliatory behaviors.     

The Role of Anticipated Emotions in Purchase Intentions

Key personal inputs to decision making reside in expectations about whether a purchase or nonpurchase will make one feel better. Integrating several theoretical approaches, this research proposes a holistic framework formed by four kinds of anticipated emotions (AEs) resulting from the crossing of positive‐ or negative‐valenced emotions with action or inaction. Specifically, this research proposes that consumers under a purchase scenario tend to consider positive and negative AEs of both purchase and nonpurchase in their decisions. Research in this area to date has been sparse and focused mostly on AEs with regard to purchase, but not nonpurchase. The results of four studies confirm that AEs influence purchase decisions in a coordinated way depending on their instrumentality, motivating purchase or nonpurchase. AEs also partially mediate the effect of outcome valence on purchase decisions. Taking the status quo bias as a theoretical basis, this work proposes that the amount of information of favorable and unfavorable outcome messages has a greater influence on AEs motivating purchase than AEs motivating nonpurchase. Finally, future research lines are proposed to expand the use of this fourfold framework and more generally to understand the role of forward‐looking emotions in decision processes.     

Exploring Postconsumption Guilt and Pride in the Context of Sustainability

This research explores the feelings of guilt and pride experienced by consumers after a purchase decision that involves issues of environmental and social sustainability. Through a multi‐method design, the authors examine key dimensions that influence the process of emotional appraisal, illustrate the characteristics of appraisals of guilt/pride and investigate the consequences that emotions have on future choices. In this exploratory research, when a purchase decision includes an ethical dilemma, consumers were found to express guilt or pride even when the purchase is not intentional, i.e. forced by circumstances. Moreover, the study explores how emotions experienced after decisions may have a positive influence on the future purchase of sustainable alternatives. Finally, the paper proposes a new model that describes the process of emotional appraisal and reports on a number of dimensions that were found to lead to guilt and pride. The insights presented extend knowledge of two key consumer emotions and present important implications for practitioners promoting ethical products.     

Identity Bias in Negative Word of Mouth Following Irresponsible Corporate Behavior: A Research Model and Moderating Effects

Current research has documented how cases of irresponsible corporate behavior generate negative reactions from consumers and other stakeholders. Existing research, however, has not examined empirically whether the characteristics of the victims of corporate malfeasance contribute to shaping individual reactions. This study examines, through four experimental surveys, the role played by the national identity of the people affected on consumers’ intentions to spread negative word of mouth (WOM). It is shown that national identity influences individual reactions indirectly; mediated by perceived similarity and sympathy. Consumers perceive foreign victims as different from the self and this reduces the sympathy experienced towards them. Sympathy is an emotion that shapes consumer reactions and regulates WOM. The study identifies two moderating processes of this effect. Individuals who score high on collective narcissism are most likely to be strongly biased against foreign victims. In-group bias is also moderated by the perceived severity of the crisis. When a case is perceived as very serious, perceived similarity plays a less important role in generating sympathy because consumers focus on the perceived suffering of the victims. Hence, in-group bias is stronger in cases perceived as having minor consequences. The paper contributes to the literature on corporate social irresponsibility and offers implications for both scholars and managers.     

When does electronic word-of-mouth matter? A study of consumer product reviews

Online consumer product reviews, a form of electronic word-of-mouth (eWOM), have attracted increased attention from researchers. This paper examines the persuasiveness of eWOM. Drawing on regulatory focus theory, the authors propose that the consumption goals that consumers associate with the reviewed product moderate the effect of review valence on persuasiveness. Data from lab experiments and actual online retailers suggest that consumers who evaluate products associated with promotion consumption goals perceive positive reviews to be more persuasive than negative ones (i.e., a positivity bias). Conversely, consumers who evaluate products associated with prevention consumption goals perceive negative reviews to be more persuasive than positive ones (i.e., a negativity bias).     

Convergence across American and Korean young adults: socialisation variables indicate the verdict is still out

A study was undertaken to examine consumer socialisation variables among Korean and American young adults. Many studies have been undertaken that focus on American consumers and the consumer socialisation process, but very few cross-cultural studies exist on this topic. However, efforts are increasing to suggest that consumers are converging on a global scale and research is needed to adequately assess the reality of these claims. Specifically the research explored Korean and American consumers’ media use patterns and the believed importance of different agents (media and interpersonal) for consumption-related information. The study also examined the relative importance of social structural variables on consumers’ perceived influences of key socialisation agents. Results indicate that American and Korean consumers are quite similar in how they allocate their time across media. Both groups spent the most time with television and the internet. However, differences were evident in the perceived importance of information sources, as well as the influence of socialisation agents when making purchase decisions. These differences do call into question the ability of standardised advertising campaigns and the ability to present one strategy to a unified global target market. Implications for advertisers and consumer researchers are provided.     

Managing service recovery experience: Effects of the forgiveness for older consumers

The research studies empirically the role that fairness plays in shaping emotional and behavioral forgiveness among older U.S. consumers (55 years of age and older). A theoretical model is proposed and tested that proposes, consistent with theory on emotions, that perceptions of justice affect behavioral forgiveness through emotional forgiveness. An alternative theory questions whether the effects of justice are totally mediated by emotion. Comparative results support the latter model. The cognitive perceptions of justice display a stronger effect compared to the mediated effect through emotional forgiveness. Additionally, an examination of moderation by psychological age suggests that relatively old and young (psychologically) consumers react in the same manner. While clearly, service managers need to be sensitive to the emotions of senior customers, the results here suggest a stronger role for cognitive perceptions of justice. Thus, service providers need to provide senior consumers with clearly understandable explanations for any service failure and explain how the recovery efforts will compensate for the failure.     

When New Commercials Do Not Meet Expectations

The present research investigates whether a brand's prior commercials create expectations against which consumers compare its new commercials. Extending the expectation–disconfirmation paradigm, this article proposes that the degree to which consumers’ expectations are disconfirmed affects their attitudes toward a new commercial, which then influence their brand attitudes. Studies 1, 2, and 3 tested these predictions by exploring consumers’ expectations with regard to creativity, humor, and specific ad features (e.g., spokescharacters) in new commercials. The findings support the predictions; both value-laden and value-neutral expectations exert the proposed influences.     

Negative emotions,value and relationships: Differences between women and men

Service experiences are characterized by emotions that help shape the value in use received by the customer. Negative emotion plays an important role in all of consumer psychology and all too often consumers experience some degree of negative emotion during a consumption experience. This research sheds light on how these negative shopping emotions experienced by men and women in a typical shopping environment affect value and relationships in the form of shopper behavior, commitment and share of wallet. A theoretical process is explained and modeled with a sample of mall shoppers. Results overall suggest that negative emotions affect the shopping experience more for women than for men in terms of perceived value and loyalty. In contrast, the behavior–commitment relationship is stronger for men.     

The Calm before the Storm: Examining Emotion Regulation Consumption in the Face of an Impending Disaster

In the midst of the physical damage and collective stress created by natural disasters, individuals come to terms with their utter lack of control. In the process, a myriad of emotions are experienced, with many of them being negative in nature. Research suggests that during moderately challenging situations individuals experiencing negative emotions may engage in coping attempts to improve their emotional state. Consumption has been one strategy used by individuals to mitigate negative emotions. This research extends previous research by exploring whether such emotion regulation processes occur in extreme conditions such as natural disasters. Specifically, it examines the emotions experienced by individuals, the antecedents of these emotions, as well as how individuals regulate their emotions through consumption. A conceptual model is proposed and tested in Study 1 and findings are once again corroborated in a follow‐up study. Implications for mitigating negative emotions and improving subjective well‐being during extreme crisis situations are discussed.     

Predicting brand preferences using self-concept theory

This paper seeks to replicate Ross's seminal work on self-concept and brand preference. Self-concept theory posits consumers as having perceptions of their selfs, from which predictions about brand preferences can be made, based on the similarity between consumers' self-perceptions and brands' images. The hypothesis that consumers prefer a brand whose image is more congruent with their self-concept was tested in three product fields and was partly supported. In common with Ross, we found that actual, rather than ideal, self-concept was a better predictor of brand preference for conspicuously consumed products. For the most inconspicuously consumed product, salt, neither actual nor ideal self-concepts were good predictors of brand preference.     

Shaping safe drinking cultures: evoking positive emotion to promote moderate‐drinking behaviour

Social marketing by Western governments that use fear tactics and threatening information to promote anti‐drinking messages has polarized ‘binge drinking’ and ‘moderate drinking’ through a continuum that implies benefits and harms for both individuals and society. With the goal of extending insights into social marketing approaches that promote safer drinking cultures in Australia, we discuss findings from a study that examines alcohol consumers' moderate‐drinking intentions. By applying the theory of planned behaviour and emotions theory, we discuss survey results from a sample of alcohol consumers, which demonstrate that positively framed value propositions that evoke happiness and love are more influential in the processing of an alcohol moderation message for alcohol consumers. The key limitations of this study are the cross‐sectional nature of the data and the focal‐dependent variable being behavioural intentions rather than behaviours. Research insight into the stronger influence of positive emotions on processing an alcohol moderation message establishes an important avenue for future social marketing communications that moves beyond negative, avoidance appeals to promote behaviour change in drinkers. These research findings will benefit professionals involved in developing social change campaigns that promote and reinforce consumers' positive intentions, with messages about the benefits of controlled, moderate drinking.     

Mechanism Connecting Environmental Friendliness to Service Loyalty: The Role of Positive Customer Emotions and Satisfaction

This research explores the mechanisms linking consumers’ perceptions of the environmental friendliness of service to customer loyalty. It investigates positive emotions evoked by perceptions of environmental friendliness and then links these emotions to customer satisfaction and loyalty as outcome variables. The data for testing a set of hypotheses was collected from a sample of over 150 consumers for three service industries, each. The results suggest that positive emotions in the form of “warm glow” feelings and sense of belonging are encouraged by environmental friendliness. The positive emotions have direct impacts on satisfaction, but show mixed impacts on loyalty.     

The Role of Emotions in Envisioning Outcomes in Conflict Analysis

A conceptual framework is proposed that accounts for the role of emotions in shaping conflict behavior. The isomorphism between the characteristics that define and drive conflict and those that engender emotions makes it feasible to reconcile emotions with current conflict analysis techniques. Building on Damasio's somatic markers hypothesis, the concept of possibility facilitates modeling the effects of emotion on the scenarios apprehended by the decision makers. Attention is focused on two subsets of the conventional set of feasible states, the hiddenstates that are invisible because of existing emotions (usually negative), and the possiblestates that are invisible because of missing emotions (usually positive). These new concepts can be incorporated within the Graph Model for Conflict Resolution. A model of the confrontation between the United States and North Korea over nuclear weapons demonstrates that the new concepts can simplify analysis and make new predictions that are consistent with the actual unfolding of events. Our main goals are to draw attention to the centrality of emotion in conflict and to the need for research on the incorporation of emotions into conflict analysis and resolution methods.     

What Did You Do to My Brand? The Moderating Effect of Brand Nostalgia on Consumer Responses to Changes in a Brand

Previous research on consumer nostalgia has concluded that nostalgic feelings primarily have a positive effect on consumers, boosting positive feelings and affective responses. However, evidence suggests that consumers who hold nostalgic feelings toward a specific brand sometimes respond negatively to updated or modified versions of the brand. This research tests the moderating effect of consumers’ brand nostalgia on their responses to changes to a brand. Across four studies, the authors find that consumers who are nostalgic toward a specific brand exhibit a positive bias toward the original version of the brand that leads them to perceive the brand as having changed more than do less nostalgic consumers. Further, when the change to the brand is perceived to be large, individuals who are highly nostalgic for a brand show a significantly sharper decrease in reported attitude and behavioral intentions toward the changed brand than do their less nostalgic counterparts. This effect is in opposition to the positive effects of a general tendency toward nostalgia proneness. These results are replicated across multiple product categories and both manipulated and real changes, and the effect is found to be mediated by the consumer's biased perception of how much the brand has changed.     

Sadness bright as glass: the acceptance of emotionally sensitive radical innovation

Abstract

The existing literature acknowledges the importance of emotions in consumer decision-making and the challenges of radical innovation adoption; however, the literature seldom combines these two streams. The purpose of this study was to analyse potential adopters’ considerations concerning an innovation that is targeted at intense negative emotions. Choosing a case-study strategy enabled us to focus on extremely negative emotions (related to death) and the acceptance of a radical innovation (a memorial stone made of glass). In this study, we applied a longitudinal mixed-methods approach. Data were collected via interviews with consumers (357 respondents), the entrepreneur and her employee. Findings show that an emotionally sensitive radical innovation evokes more intense emotions and emotional ambivalence among consumers. Its acceptance also seems to depend on the age and gender of the customers and requires cultural change. A lengthy adoption process seems to be characteristic of emotionally intensive innovation. This study has implications for managers facing the challenge of creating new markets for a radical innovation that involves extreme emotions on the part of consumers. Theoretically, the study contributes to both innovation adoption and consumer decision-making literature.