Having less: A personal project taxonomy of consumers' decluttering orientations,motives and emotions

This study examines consumers' orientations toward decluttering and what differentiates consumers' engagement with decluttering as a routine social practice. An internet survey was conducted with a convenience sample of 172 adult consumers who recently engaged in home decluttering projects. Cluster analysis used appraisals of personal project dimensions to create a taxonomy in which we identified three orientations toward decluttering: disengaged, enthusiastic, and challenged. Subsequent analyses compared appraisals of success and affective and motivational differences across the three orientations. Findings reveal that decluttering is enjoyable, easy, and most successful for consumers with an enthusiastic orientation who intrinsically value decluttering and link it to self-identify. Those who lack time or adequate control experience more stress and less success. Circumstances, and especially normative pressures, seemed to drive these orientations. All orientations experienced relatively high positive emotions after decluttering, which substantiates the positive influence of decluttering on emotional well-being.     

Representing the political consumer: liquid agencies in the production of consumer voice

ABSTRACT

This paper explores the consumer role in marketplace transformation by examining how political consumers become produced in food retailing. It attends to situated representational practices in a Swedish consumer cooperative that seeks to strengthen consumer voice in markets. Combining notions of political and symbolic representations, the paper demonstrates the production of spokespersons for the cooperatives’ owners who, in turn, work to engage other consumers to voice and enact concerns in the cooperative. Four stages of representational practices are identified: (s)electing, equipping, engaging, and enacting. These practices are conceptualised as part of processes of agencing and concerning: (s)electing and equipping work to arrange consumer agencies, while engaging and enacting refer to ways of concerning others that put agencies into motion. Agencies are proposed as liquid in character and the capacity of consumers to shape markets comes into effect depending upon how agencies continuously become connected to each other.     

Roads to Be Taken: The Intellectual Odyssey of Charles H. Sandage—by Charles H. Sandage,Center for the Study of Free Enterprise and Entrepreneurship,Graceland College Lamoni,Iowa, 1993. ISBN 0–9636457-0-6. $16 paperback $24 hardcover

Abstract

The “green gap” is traditionally thought of as the gap between how consumers intend to behave regarding green living and how they actually behave. We extend the idea of the green gap by demonstrating a different kind of disconcerting green gap. There are three levels of green advertising—with tensions embedded in their differing agendas. An ethnographic content analysis and phenomenological interviews reveal that there is a macro agenda of saving the planet associated with nonprofit green advertisers. There is a meso agenda associated with for- profit enterprises. These commercial approaches do not appear to be aligned with consumers' micro agendas of saving one's own part of the planet (or at the very least, of not wasting one's part of it, as perpetuated by consumers). We then provide solutions for green advertisers in bridging this unsettling green gap among for-profit advertisers, nonprofit advertisers, and consumers who want to make being green and less wasteful easier in their everyday lives.     

What about sustainability? Understanding consumers' conceptual representations through free word association

The United Nations (UN) conceptualizes sustainability as development that meets the current needs of the planet's populations, but without compromising the ability of future generations to meet their own needs. Although the concept of sustainability has been widely discussed in the international political agendas, inconsistent interpretation and ambiguity of the concept by consumers is observed. In this paper, the understanding of the term sustainability amongst Brazilian consumers is reported. Using the word association projective technique, the participants were asked to write down all the words that came to their mind when thinking about “sustainability.” Thematic content analysis was performed by grouping words by similarity of meaning in categories, which were further submitted to correspondence analysis (CA) to create a perceptual map. Brazilian consumers made different associations reflecting the complexity and multidimensionality of the concept amongst different groups of consumers. The most frequently cited categories are related to environment, health and nutrition, behaviour, production and economy and sustenance. CA accounted for 76.7% of the data variance and the perceptual map evidenced that younger individuals with higher education made associations with categories related to the current concept of sustainable development, similar to that proposed by UN. Moreover, consumers with basic education were associated with categories related to food and sustenance. The findings of this study can contribute to the formulation of education strategies directed towards different social groups, besides directing further research on consumer behaviour.     

Exploring the Calorie-Nutrition Interface

ABSTRACT

Using a sample of cola drinkers who are also cereal eaters, this paper focuses on the interplay of calorie consciousness and nutritional consciousness among consumers. The results of the study reveal that more calorie conscious consumers are also significantly more nutritionally conscious. Further analysis reveals that this finding is significant only among the occasional cereal eaters. The implications of these findings to the practicing marketer are discussed.     

Shopping orientation segments: exploring differences in store patronage and attitudes toward retail store environments among female apparel consumers

The purpose of this study was to identify shopping orientation segments for US female consumers. The sample included 151 women, aged 18 years and over. This research examined differences in the segments relative to store patronage preferences (i.e. department, discount, specialty), attitude toward the environment of the store selected as first choice when shopping for a specific apparel item (i.e. a dress), and demographic characteristics. Cluster analysis revealed that four shopping segments described the female consumers. The segments were named Decisive Apparel Shopper, Confident Apparel Shopper, Highly Involved Apparel Shopper, and Extremely Involved Apparel Shopper, based on several shopping factors. Differences were found among the shopping orientation segments for store of first choice, attitude and household income. Implications and future research directions are discussed.     

Understanding pre-teen consumers social media engagement

Social media (SM) platforms are frequently used by pre-teen (8–12-year old) consumers for curating their self-identity, developing social relationships and for learning. This paper identifies the building blocks that drive pre-teen SM engagement. We use the Gioia method to analyse interview data collected from 32 pre-teens and parents, in France. Findings show that the primary building blocks are FoMO (Fear of Missing Out) and social inclusive experience, being noticed online, multiplicity, excessive use (without guidelines) and self-regulation. Identity constructs (self-identity and social-identity) are used to explain SM engagement – and to empirically define core conceptual building blocks (aggregate dimensions) that drive SM engagement. We contribute to consumer theory by developing a holistic research framework to examine pre-teen SM engagement. Self-identity and social-identity theories help explain the factors that drive pre-teen SM engagement and explain push/pull influences of parents and schools in encouraging or discouraging certain behaviour. We build on current research into SM usage, drawing from the fragmented existing literature, to reveal causes of both excessive screen-time and SM usage among pre-teen consumers, which may indicate antecedents of future adult behaviour. Practical and regulatory policy issues are considered and addressed.     

Spending propensity and price perceptions

ABSTRACT

This article presents a systematic investigation of how Spending Propensity moderates consumers’ perceptions of prices. Results from three studies are presented. Studies 1 and 2 reveal that, in the absence of any external cues, consumers who are predisposed to spending freely evaluate a posted price more favorably than those who are not. Such consumers also report anticipating less pain associated with spending than those who are not inclined to spend. Additionally, Study 2 informs that simple price communication tactics, without any real reduction in price, may be effective at mitigating the pain felt among those who are less inclined to spend. Furthermore, such tactics are capable of reducing, and even reversing, the gap between those who are not predisposed to spending and those who are. Finally, Study 3 explores how spending propensity moderates consumers’ perceptions of a discount.     

Green intentions under the blue flag: Exploring differences in EU consumers’ willingness to pay more for environmentally‐friendly products

Recent research on consumer social responsibility highlights the need to examine psychological drivers of environmentally‐friendly consumption choices in a global context. This article investigates consumers’ willingness to pay (WTP) more for environmentally‐friendly products across 28 European Union (EU) countries, using a sample of 21,514 consumers. A multigroup structural equation modeling analysis reveals significantly different patterns and relationships, in how (a) subjective knowledge about the product's environmental impact, (b) environmental product attitudes, and (c) the perceived importance of the products’ environmental impact influence consumers’ WTP more for environmentally‐friendly products across countries. The hypothesized model predicts WTP for 20 out of 28 countries and the findings show that a “one‐size‐fits‐all” approach is inadequate in capturing the heterogeneity of EU consumers. Hosfstede's cultural dimensions of uncertainty tolerance and individualism explain differences in WTP for environmentally‐friendly products across EU countries. Business, marketing communications, and policy making implications are discussed.     

Social Interaction and Beer Consumption

The aim of this article is to describe young consumers’ attitudes and conduct regarding beer consumption, analyzing the consumer as an individual (addressing internal factors) and in a collective (external factors). The research was designed in Brazil involving 52 participants, divided into 16 focus groups, and the respective data was transcribed and analyzed. The findings show three distinct types of consumers were identified. The authors termed these the Inductor, the Induced, and the Sophisticated. The article details how each type of consumer can be distinguished through different attitudes and factors. The results suggest that, rather than thinking of beer consumption as an individual item, beer consumption should be thought of as different types, involving different behavior, attitudes, and social interaction. The article demonstrates originality and value to put forward the notion that beer consumption should not be defined as an individual item. The framework offered in this article will assist future researchers to consider consumption of different types and brands of beer, based on social interaction.     

Are Consumer and Brand Personalities the Same?

Current discussions of brand personality refer to a personified brand image, that is, a brand image that can possess any attributes of consumers, rather than brand personality. From a conceptual and methodological critique of the literature, this paper applies the definition of personality to brand personality, and tests the idea using a peer‐rating methodology that focuses on each individual's perception of a brand (the brand × subject structure). The results reveal that consumers reflect their personalities by the brands they use, but the relationship between brand choice and symbolic dimensions (i.e., extraversion, agreeableness, neuroticism, and openness to experience) is much stronger than the relationship with functional dimensions (i.e., conscientiousness). Moreover, the pattern of this relationship remains consistent across symbolic and utilitarian products, which implies that consumers choose brands with similar personalities to theirs across various products. The study concludes that an abridged personality scale, based on the Big Five, can be applied to both brands and consumers. © 2012 Wiley Periodicals, Inc.     

Vulnerable consumer engagement: How corporate social media can facilitate the replenishment of depleted resources

Technology may facilitate health and wellbeing consumer engagement. When there is scant public health provision and socio-cultural norms marginalize consumers stigmatized from cancer, we reveal how a brand’s corporate social media campaign can support vulnerable consumers with resource constraints. Drawing from a transformative consumer research lens, we investigate five years of computer-mediated communications facilitated by the Indian brand Dabur Vatika. Through a grounded theory and an abductive reasoning approach, we unveil how vulnerable consumers directly or indirectly affected by cancer leverage brand's social media to replenish resources. First, we identify how vulnerable consumers engage to replenish depleted emotional and social support resources. We further expand consumer engagement scholarship by offering a preliminary definition of “vulnerable consumer engagement”. Second, we provide a nascent classification of vulnerable consumers in a consumer-producer role, Principal Vulnerable Consumers and Associate Vulnerable Consumers, distinguished by their proximity to the vulnerable context. Lastly, we reveal how brands may perform a transformative role, to replenish social, emotional and operant resources at the micro level through the engagement of vulnerable consumers with corporate social media. This insight is informative for policymakers, advertising practitioners and transformative consumer research academics.     

Assertive Environmental Advertising and Reactance: Differences Between South Koreans and Americans

In three studies, the authors show that Americans and South Koreans react differently to environmental advertising campaigns featuring assertive messages that threaten autonomous freedoms. The findings uphold their hypothesis that cultural differences determine whether consumers will show reactance to assertive advertising campaigns. Study 1 demonstrates that Americans are less receptive to an assertive recycling message using imperatives such as should, must, and ought and more receptive to a nonassertive message using could, might, and worth. South Koreans do not show the reactance response. Study 2, an energy-saving campaign, conceptually replicates the findings and further shows that perceived threat to freedom mediates the effects. Study 3 uses a realistic setting (i.e., online magazine) to further support the hypothesis that cultural differences affect attitudes toward assertive messages, but adds perceived politeness as an underlying second mediator.     

Trust and the don't‐want‐to‐complain bias in peer‐to‐peer platform markets

This paper addresses peer‐to‐peer (P2P) digital platform markets, often associated with the “sharing economy” or the “collaborative economy”. Such digital platforms, facilitating new purchasing channels for consumers by matching P2P supply and demand, can be considered new market places challenging the conventional markets. How are P2P platform markets evaluated by the consumers? Based on a comprehensive survey‐data material, five different P2P service markets are considered by peer buyers and the results compared to consumers’ evaluations from similar conventional service markets according to trust, comparability and consumers’ satisfaction with the transactions. Comparability seems to be one advantage for the platform markets, while trust could become a problem. Conditions for trust in P2P platform markets is particularly interesting to study because contrary to conventional markets P2P transactions cannot rely on governmental laws, regulations and security net. This trust problem has been solved by a trust‐generating rate and review system. Our data material, however, distinguishes a mechanism that we have coined as the don't‐want‐to‐complain bias. More precisely, people do not like to complain, hence buyers of P2P services often hesitate to give negative ratings when they are discontent with a service or a supplier. Therefore, positive ratings become overestimated. If consumers recognize this bias, ratings and reviews will lose credibility and no longer be considered trustworthy. Eventually, this may threaten the well‐functioning of P2P markets.     

Trust,Commitment, and Older Women: Exploring Brand Attachment Differences in the Elderly Segment

Understanding older adults’ product consumption behavior is of high importance to consumer and marketing research. Prior studies have mainly focused on older adults’ cognitive decline and compared their behavior to that of younger consumers. A neglected area of research has been older consumers’ brand attachment that is associated with potential differences between consumers in their fifties and in their seventies. In this article, the authors provide insights into the under‐researched field of elderly women's brand attachment. Drawing on socioemotional selectivity theory, a shift toward emotional aspects in brand relationships is proposed. A model involving trust and commitment processes is developed and empirically tested in a survey among 341 older women. Moderator analyses reveal significant differences between the “younger elderly” and the “older elderly” in relationships among self‐concept connection, partner quality, trust, and commitment. For the younger elderly, how a brand is (based on trust judgments) seems to be more important. For the older elderly, what a brand does in its role as relationship partner becomes more relevant.     

Why buy new when one can share? Exploring collaborative consumption motivations for consumer goods

The notion of collaborative consumption or sharing economy—where consumers share access to ownership of properties such as cars, clothes and accommodations—has gained tremendous popularity in recent years. Development of communication technologies and peer‐to‐peer communities has enabled consumers to coordinate sharing activities through various online platforms. Collaborative consumption involves sharing of both intangible (e.g., music, space and car rides) and tangible assets (e.g., household items, clothes and furniture). Activities such as renting, swapping, trading and purchasing/selling used consumer goods are included in the latter. Despite increasing academic attention on collaborative consumption, little research has been pursued in the context of consumer goods. The nature of consumption for tangible goods can be entirely different from that of intangible goods because people can exercise greater control over tangible goods, which results in greater psychological ownership than that for intangible goods. To address this gap, the objective of this study is to develop a scale that examines consumer motivations for collaborative consumption of consumer goods. Following Churchill's paradigm of scale development, the procedures of scale item generation, purification and validation were conducted via in‐depth interviews, literature review and surveys. The study identified five underlying dimensions of collaborative consumption of consumer goods: concern‐for‐sustainability, social, variety‐seeking, fun and cost‐saving. Study findings and implications are discussed, and future research avenues are suggested.     

Why Do We Read On‐Pack Nutrition Information so Differently? A Typology of Reading Heuristics Based on Food Consumption Goals

While prior research has extensively studied nutrition labeling use and consumer errors of judgment in the nutrition evaluation process, less attention has been paid to the consumer motivations that simplify the reading of on‐pack nutrition information. To address this gap, this study examines how food consumption goals affect consumer reading of this information. On the basis of a qualitative study, eight food consumption goals have been identified and classified into four types of motivations which impact reading behaviors: “Food Optimization,” “Food Regulation,” “Food Gratification,” and “Food as Mere Necessity.” From this typology, we derive eight on‐pack nutrition information reading heuristics as well as specific inference biases resulting from these simplifying reading strategies. This research also provides guidelines for policymakers so that nutritional messages given to consumers will be more targeted in order to promote better reading of on‐pack nutrition information at the point of sales.     

Consumer workers as immaterial labour in the converging media markets: three value‐creation practices

This paper takes a practice‐based approach to consumer studies and focuses on the strategic and productive roles that consumers play as immaterial labour or consumer workers in the converging media markets. Based on a case study of a print media organization and its customers, the aim is to discuss the collaborative practices through which value is created in the market. By means of a textual analysis of online and interview data, three value‐creation practices are abstracted and illustrated: constructing a sense of belonging and collective identity, mutual helping and peer support, and building pride and self‐respect. Overall, the paper suggests that in global media environments, consumer‐customers are playing increasingly significant strategic roles in the practices and processes through which value is co‐created in the market. It is therefore concluded that the idea of consumers, and media audiences in particular, as recipients of communication and targets of marketing activities needs to be problematized and the dynamic strategic roles that consumers currently play in the market need to be acknowledged and actively incorporated into the business praxis of media corporations.     

Developing an effective strategic mix of corporate philanthropy

Corporate social responsibility (CSR) has become a very important issue in the business and academic communities alike. However, among various activities of CSR, corporate philanthropy has not attracted much academic effort to date. Therefore, many firms find it challenging to establish the most appropriate mix of philanthropic activities. This study tries to find the most effective strategic mix of corporate philanthropy. For this purpose, three dimensions of philanthropic activities (i.e. who, what, and to whom) are examined, along with the most effective attributes of each. The results show that consumers prefer the activities in which firms, rather than employees, donate their own products to the general public. Implications of the research results are discussed from an academic as well as from a practical standpoint.     

An Investigation of Decision‐Making Styles of Consumers in China

This study investigates Chinese consumers' decision‐making styles. The Consumer Style Inventory (CSI) is administered to 387 adult consumers in China. Both an exploratory factor analysis and a confirmatory factor analysis are adopted to validate the CSI inventory. This results in an eighteen‐item and seven‐factor solution. Findings indicate that five decision‐making styles are valid and reliable in Chinese culture: perfectionistic, novelty‐fashion conscious, recreational, price conscious, and confused by overchoice. Cluster analysis is employed to identify prominent market segments. Based on the findings, three segments are formed: trendy and perfectionistic consumer, traditional and pragmatic consumer, as well as confused by overchoice consumer. Marketing and management implications are discussed.