Brand Attachment and Consumer Emotional Response to Unethical Firm Behavior

Attaching consumers to a brand is a cornerstone of relationship marketing as attachment increases loyalty. This research investigates another possible benefit of attachment, its potential and limits for shielding brands from firms’ ethical missteps. Merging motivated reasoning and attachment theories, two studies focus on how brand attachment influences consumer judgments of firm ethics and the emotional and behavioral consequences developing from those. A field study indicates that attachment attenuates judgments of unethical behavior, contributes to emotional ambivalence, and affects purchase intentions. A subsequent experiment corroborates these findings and shows that the buffering role of attachment is limited to conditions when the information about firm ethics is moderately rather than extremely negative. Implications focus on advancing research on ethics and emotional ambivalence in consumer brand relationships and on managerial implications.     

The Influence of Light on Consumer Behavior at the Food Market

The article deals with a comprehensive, interdisciplinary examination of the effect of lighting on the purchasing decisions of consumers and the perception of lighting on the food market. It is the integration of questionnaire survey and measuring of light intensity and color temperature (chromaticity), respectively, of emitted color spectrum in grocery shops. The object of the study is the accent lighting in served shop departments of fresh food (meat, deli, dairy products, fruit, vegetables, bread, pastry) but also in other departments of supermarkets (wine, alcohol, organic food, specials, seasonal goods). Based on the light tests conducted in retail stores, we have identified the light conditions in national and international chains operating in Slovakia. Using EEG equipment in simulated conditions, we discovered true consumer preferences for different lighting conditions (color temperature, color rendering index) for the selected type of food. The article concludes with certain managerial implications in the sphere of food retailing and recommendations for further research studies.     

On the Go: How Mobile Shopping Affects Customer Purchase Behavior

Mobile shopping (M-shopping) has become increasingly important in marketing and retailing. Using a unique dataset from an Internet-based grocery retailer, we evaluate changes in customers’ spending behavior upon adopting M-shopping, i.e., using smartphones or tablets to compose, modify, or place orders online. We find that order rate, i.e., number of orders placed per year, increases as customers adopt M-shopping. Especially for low-spending customers, both their order rate and order size, i.e., the amount of the order in dollars, increase as they become accustomed to M-shopping. In addition to the effect on customer's spending behavior, we also find that M-shoppers tend to use mobile devices to shop for habitual products that they already have a history of purchasing. We propose that customers utilize mobile devices because the technology provides convenient access, which leads them to incorporate M-shopping into their habitual routines. Managerially, we recommend that firms should fully leverage their mobile platforms, but they should also keep in mind that mobile devices may not be the most optimal channel for launching new products or promoting products that require more consideration during the buying process.     

How Techniques of Neutralization Legitimize Norm- and Attitude-Inconsistent Consumer Behavior

In accordance with societal norms and values, consumers readily indicate their positive attitudes toward sustainability. However, they hardly take sustainability into account when engaging in exchange relationships with companies. To shed light on this paradox, this paper investigates whether defense mechanisms and the more specific concept of neutralization techniques can explain the discrepancy between societal norms and actual behavior. A multi-method qualitative research design provides rich insights into consumers’ underlying cognitive processes and how they make sense of their attitude–behavior divergences. Drawing on the Ways Model of account-taking, which is advanced to a Cycle Model, the findings illustrate how neutralization strategies are used to legitimize inconsistencies between norm-conforming attitudes and actual behavior. Furthermore, the paper discusses how the repetitive reinforcement of neutralizing patterns and feedback loops between individuals and society are linked to the rise of anomic consumer behavior.     

The Influence of Consumer Degree of Knowledge on Consumer Behavior: The Case of Spanish Olive Oil

This article analyses the influence of perceived quality measured across intrinsic and extrinsic attributes on satisfaction and consumer loyalty for a traditional food product as with PDO (Protected Designation of Origin) olive oil “Aceite del Bajo Aragón.” In addition, the article highlights the influence of consumer's degree of knowledge on these relationships. The results suggest that the main drivers to explain consumers' satisfaction and loyalty are the perceived quality of the intrinsic attributes (color, appearance, flavor, etc.). However, when consumers are classified attending to their degree of knowledge the main explanatory variable of satisfaction and loyalty of the more experienced consumers are the extrinsic attributes of the product (brand name, place of origin, images associated to the product, etc.). These findings allow us to develop important managerial implications for building a brand image for a PDO.     

The Influence of Unethical Peer Behavior on Observers’ Unethical Behavior: A Social Cognitive Perspective

The relationship between unethical peer behavior and observers?? unethical behavior traditionally has been examined from a social learning perspective. We employ two additional theoretical lenses, social identity theory and social comparison theory, each of which offers additional insight into this relationship. Data from 600 undergraduate business students in two universities provide support for all the three perspectives, suggesting that unethical behavior is influenced by social learning, social identity, and social comparison processes. Implications for managers and future research are discussed.     

An Indirect Test of Children's Influence on Efficiencies in Parental Consumer Behavior

A statistical test is applied to explore the possibility that children can affect the efficiency with which parents consume. Parents may receive some economic benefits from children in the form of reverse integenerational transfers that occur because of a positive influence children have on family behavior. Results show that not only do children have an influence on parental consumption, but also that the influence is beneficial. In fact, not accounting for such a benefit could cause an underestimate in such measures as the rate of return to education or the benefits from such governmental programs as Head Start.     

An Exploratory Study of the Otaku Adolescent Consumer

High accessibility to Internet technology and popularization of focus media has given rise to various emerging subcultures among the younger generation who constantly seek novelty. The otaku is such an adolescent subculture of avid collectors who have a special lifestyle and who are obsessed with anime products. This study explores this specific adolescent segment's traits and purchasing behavior patterns. A focus‐group interview was conducted with some adolescent otaku to allow them to express their opinions and purchasing behaviors. Then, a questionnaire was developed based on the interview's findings, and data from a survey of 105 respondents were collected. Exploratory factor analysis was applied to extract the otaku's trait factors, while confirmatory factor analysis and structural equation modeling were used for the verification of the scale and structural model, respectively. The results show that the adolescent otaku present an obsessive preference for visual perception. The main factor influencing the otaku's purchasing intentions in terms of animation, comics, and games (ACG) is their strong interest in and participation willingness toward ACG. Strategic marketing directions applied to this adolescent group should emphasize information visualization to entice their buying behavior.     

利己/利他公益广告诉求对亲社会性消费行为的影响研究

目前消费者在面对公益广告时,态度与行为存在明显的不一致性.本文从态度-行为差异视角分析利己/利他导向的公益广告诉求对个体亲社会性消费行为的影响,并进一步探究自我控制在两者间的中介作用.结果表明:利己导向的广告诉求对个体态度的影响要弱于利他导向的广告诉求,但对于个体行为倾向的影响却强于利他导向的广告;利他导向广告诉求背景下被试的自我控制水平明显弱于利己导向的广告诉求背景下的被试,但是自我控制对个体亲社会性消费的态度与行为未产生显著影响;自我控制的中介作用未得到证实,表明公益广告在激发个体自觉性方面未能产生理想效果.文章在上述结论的基础上提出了一些关于公益广告管理的建议.     

How Consumer Ethnocentrism (CET), Ethnocentric Marketing,and Consumer Individualism Affect Ethnocentric Behavior in China

This study investigates how the value of consumer ethnocentrism (CET) and ethnocentric marketing affect consumers' purchase intentions for domestic and foreign brands in China. In predicting ethnocentric consumer behavior, past research has tended to focus on consumers' ethnocentric values rather than ethnocentric marketing stimuli. In addition, this study examines how the consumer value of individualism and collectivism (IC) affects ethnocentric choice behavior. An experimental study was conducted on 220 Chinese millennials, using fictitious advertisements. The study found that the CET value has moderate effects on consumer purchase intentions for foreign brands, while it strongly influences consumer purchases of domestic brands. In addition, the findings suggest that ethnocentric advertising may not encourage purchases of domestic brands, but can discourage foreign brand purchases. More significantly, individualistic consumers were found to show a greater preference for foreign brands and also their brand choices were less affected by the CET value and ethnocentric advertising.     

基于决策型态的青少年消费者社会化影响因素

伴随着媒体社会化程度的加深,企业间争夺顾客资源的竞争进一步加剧,青少年市场逐渐受到了学术界和企业界的重视。将决策型态作为青少年消费者社会化的结果,探索形成这一结果的影响因素,结果显示家庭、媒体、消费者教育和同辈群体等四大消费者社会化媒介,及自我概念分别与青少年决策型态显著相关。     

农村儿童消费行为分析

在消费品市场中,儿童扮演着重要的角色,对儿童消费行为的探讨一直是研究的热点,但众多研究都将重点放在城市儿童消费方面,缺乏对农村儿童特别是6-12岁的农村儿童消费行为的分析。本文以农村6-12儿童为研究对象,探究此年龄段农村儿童消费行为及特点,并据此提出相应的营销管理建议。     

Consumer Behavior in Press Sector: The Influence of Reasons for Reading on the Choice of Digital Channel

ABSTRACT

The development of the Internet in recent years is affecting working of most businesses. One of the sectors most affected is journalism, which is becoming more and more important on the Web. This study analyzes the dual nature of computing mediums from the perspective of demand, contrasting the existence of differentiated reading behaviors between the digital and traditional medium. We also identify the motivations behind reading the press and analyze the relationship between these motivations and the choice of the digital press. Thus, the two mediums could be considered complementary products, since they satisfy just one need and it is the same for both, but at the same time are associated with different reasons and occasions of use.     

基于现代女性视角的消费行为研究

众所周知,当今世界女性消费者已经成为市场上的消费主力军,在购买活动中起着举足轻重的作用。女性的社会消费在当前的消费大潮中正在从温饱型消费向发展型、享受型消费发生着根本性变化。女性作为社会消费的一个特殊群体,有着不同于社会其他消费群体的消费心理和消费行为,其随着社会的发展而发生了重大变化,表现出更趋于个性化和高级化等多方面特点。在目前大部分市场处于饱和、竞争空前激烈的情况下,认真研究并探索现代女性独特消费心理特点以及消费行为的变化,能够为企业制定有效地营销策略,提供有益的建议,成为市场上最具潜力的竞争企业。     

基于依恋理论的消费者与网络商店关系持续机制探究

伴随网络购物的蓬勃发展,拥有充分选择权的消费者却常常对特定的网络商店情有独钟。是缺乏转换的动机还是惰性使然?文章将依恋理论的应用拓展到B2C互联网购物情境,从新视角阐释了消费者为何会形成网店偏爱并与之维系持久关系的动因;构建并检验了网店方便性、娱乐性、社群感和顾客导向性为前因变量,网店依恋为中间变量,关系质量为结果变量的理论模型,系统探查了网店依恋的前因与后果;考察并证实了消费者依恋焦虑水平是网店依恋与关系质量之间的调节变量,揭示了网店依恋与关系质量之间因果关系的条件性;从理论上回答了消费者网店依恋的根源问题,为网络企业投资决策建立与消费者的情感联结,制定有效的顾客保留策略提供了有益指导。     

The Atkins Diet Phenomenon: How the Low Carbohydrate Lifestyle Has Revolutionized the Consumer Behavior of American Dieters

Abstract

Examined are the impact of the Atkins diet on the American diet conscious consumer and its impact on the market for consumer oriented diet foods, specifically foods low in carbohydrates and high in protein. Focusing on the fact that studies continue to show that as many as 25% of the American population is clinically obese, at least 100 pounds overweight, the recent obsession with low carbohydrate foods has created entirely new food related markets, markets for consumers products that are significantly different from the traditional food markets that have existed in the past. This paper will address the impact that the Atkins phenomenon has had on groceries, soft drinks, restaurant offerings, beer, fast food and supermarket products. It will show how these industries have been forced to modify their product lines to incorporate an ever escalating consumer demand for low carbohydrate products or risk being left behind in the expanding $42 billion food industry.     

Consumer Socialization and the Role of Branding in Hazardous Adolescent Drinking

This study examines the relationship between alcohol marketing and consumer socialization to alcohol brands (assessed here using aided and unaided brand recognition and brand saliency), and the associated relationship between consumer socialization and hazardous alcohol consumption among a cohort of adolescents surveyed in Scotland. The research addresses gaps in the consumer socialization literature, by examining how marketing influences brand consumer socialization, and how brand consumer socialization influences subsequent hazardous consumption behavior over time, using a robust longitudinal design that assesses causal relationships while controlling for a wide range of important confounding variables. The results demonstrate the contribution of marketing to adolescents’ brand socialization to alcohol and the impact of this socialization on subsequent drinking behaviors. Implications for marketing managers, parents, policymakers, and consumer researchers are discussed, together with suggestions for future consumer research.     

基于情境理论的消费者行为影响因素研究

情境是影响消费者行为的重要因素之一。在贝克情境理论的指导下,提出17个影响消费者行为的情境变量,通过对其进行因子分析得到了六个情境因子:心理、环境、营销、时间、物质及互动因子,并进一步分析指出,情境因素对消费者行为的影响受到其他影响因素的交互作用。该研究既对以往有关消费者行为影响因素的研究进行了完善,又有利于企业更好地了解消费者行为,具有较强的理论价值与实践意义。     

加大消费经济研究领域的拓疆力度

我国第一个消费经济专业理论刊物《消费经济》至今已有20年了。20年来这份刊物为经济学拓展一片新的研究园地,为培养一支新的经济学研究队伍,为促进我国经济的发展作出了不可忽视的贡献。在此我作为受益人谨向以尹世杰教授为杰出代表的消费经济学的创始者致以崇高的敬意!向邓国用副教授等编辑们长期以来不计名利、任劳任怨为《消费经济》办刊质量的不断提升所做出的奉献致以深深的谢意!《消费经济》本着“研究消费理论,指导生产经营,提供消费信息,引导居民消费”的办刊宗旨,20年来对推进、推广社会主义消费经济理论研究,促进社会主义两个文…     

房地产业发展对资本回报率的影响

采用资本租金公式法测算资本回报率,结果显示,房地产业发展拉低了资本回报率,2003年之后愈加明显。通过对房地产业投资和资本回报率关系的检验,发现房地产业投资对实体经济影响有限,短期拉动作用表现为年度贡献,长期内存在较大的波动效应;房地产业发展对资本回报率省际趋同效应的减弱日益显著。