Which Products are More Responsive to In-Store Displays: Utilitarian or Hedonic?

In-store displays aim to boost sales of both utilitarian and hedonic products. Noting typical differences in the information processing and purchase behavior evoked by these product types, and building on congruency theory principles, the authors propose that different types of in-store displays (i.e., island, end-of-aisle, or shelf signage) are more appropriate for utilitarian versus hedonic products, and the use of price or product promotions might reinforce these effects. With a database that combines three data sources (scanner, observational, and survey), this article presents an analysis of a market share model at the SKU level. The results confirm that in-store displays have differential effects on sales, depending on their characteristics; congruency between the decision-making process of utilitarian versus hedonic products and the characteristics of in-store display types moderates their effectiveness in terms of SKU sales. Shelf signage strongly increases the sales of utilitarian products, whereas island and end-of-aisle displays increase sales of hedonic product categories more effectively. The use of congruent promotions creates synergistic influences that reinforce these effects. In particular, price promotions improve the impact of shelf signage on utilitarian products, and product promotions strengthen the impacts of island and end-of-aisle displays on hedonic products. These results extend prior research on in-store marketing actions and the nature of utilitarian versus hedonic products, as well as providing recommendations for retailers and manufacturers seeking to optimize their retail space and commercial budgets.     

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.     

An empirical investigation of the relationship between product involvement and brand commitment

Strong brand commitment has often been associated with high levels of involvement. However, empirical evidence supporting the conceptual distinctiveness of the two constructs has been equivocal. The findings of this study indicate that product involvement and brand commitment are not highly related and, indeed, represent unique constructs. Four distinct consumer segments emerged from the data analysis based upon low to high levels of product involvement and weak to strong brand commitment. Furthermore, various differences were revealed among the four groups with respect to product orientations, sources of brand information, and the importance of product attributes. © 2000 John Wiley & Sons, Inc.     

The effect of signage and emotions on satisfaction with the servicescape: An empirical investigation in a healthcare service setting

Marketing and environmental psychology studies have long emphasized the importance of signage in large and dispersive service settings but have focused little on utilitarian service contexts. Previous studies have also analyzed the role of emotions in customer satisfaction with the servicescape, particularly in hedonic service environments such as malls, hotels, and restaurants, but a limited research has been conducted on the role of emotions in utilitarian service settings such as healthcare services. This study draws from the environmental psychology and service marketing literature to investigate the effects of signage and emotions on satisfaction with the servicescape in the hospital setting. In addition, it explores the moderating effect of emotions on the relationship between signage and satisfaction with the servicescape. The findings show that signage has a positive and significant effect on satisfaction with the servicescape. Negative emotions have a significant negative effect on satisfaction, while positive emotions have no significant effect. Differently from what was expected, emotions do not moderate the relationship between signage and satisfaction. Managerial implications are provided for service managers who wish to design a utilitarian service setting to effectively increase user satisfaction with the servicescape.     

Vision (im)possible? The effects of in-store signage on customers’ visual attention

We used two eye-tracking field experiments to investigate the extent to which in-store signage is used during navigation and decision making, and how the viewing of signage influences customers’ visual attention and choice behavior. One hundred and seventy-five customers at a grocery store were exposed to signage stimuli while carrying out predefined shopping tasks. Experiment 1 shows that attention toward signage is affected by customers’ levels of store familiarity and in-store search stage (navigation vs. decision making). Experiment 2 demonstrates that signage has a considerable impact on the direction and magnitude of customers’ visual attention during decision making.     

农产品价格波动:全力促进农产品流通

近年来我国农产品价格出现较大幅度的波动,对农业发展和人民生活水平的提高造成了极大的影响。文章在分析我国农产品价格波动的原因及回顾相关文献的基础上,提出了促进农产品流通的基本原则和相应的政策建议。     

Communicating brand gender through type fonts

The marketing literature suggests that positioning a brand in terms of brand gender (i.e., brand masculinity and brand femininity) generates favorable consumer responses, yet there is little research on how brand gender perceptions arise. This research examines whether type font can be employed to create brand gender perceptions in the context of unfamiliar brands. Building on the theoretical framework of personality inferences based on static cues, three studies involving a range of type fonts, brand names, and product categories demonstrate that type font influences consumers’ perceptions of brand gender. Type font effects emerged for brand names presented in isolation (Study 1), brand names presented on signage (Study 2a), and brand names on product labels (Studies 2b and 3). Importantly, type font effects on brand gender persisted in the presence of a competing brand gender cue (i.e., brand name with gender associations), and type font and brand name influenced brand gender perceptions independently. A fourth study demonstrates that type fonts representing the brands influence consumers’ likelihood to recommend the brand. The article concludes with a discussion of theoretical and brand management implications.     

Consumer service and loyalty in Spanish grocery store retailing: an empirical study

The purpose of this paper is to investigate the effects of consumer service on loyalty in retail establishments. Based on a theoretical discussion regarding the relationship between waiting time, product quality, store atmosphere and loyalty, an empirical research was conducted to test the proposed relationships. Multiple‐item indicators from previous studies were used to measure the constructs. Results from the study provide empirical support, suggesting that consumer service through three dimensions influences loyalty. Research results suggest that consumer service in retail establishments can be viewed as a threshold factor in order to maintain satisfied and loyal customers. Additionally, managers should consider that loyalty depends on waiting time, product quality and store atmosphere. The present study provides useful information on the relationship between consumer service and loyalty in retailing.     

对北京市建立国际农产品流通中心的对策研究

本文认为,有效整合农产品供应链资源,构建与北京国际化大都市发展相适应的国际农产品流通中心,是农业现代化的基础,是北京市当前社会经济发展中亟待解决的重要问题。北京市凭借自身区位、市场、资源、经验等方面的独特优势,可通过对大型农产品批发市场进行创新升级,建设和发展一批大型农产品物流配送中心以及发展连锁超市主导型的农产品流通组织等模式来构建国际农产品流通中心。文章提出,为构建基于供应链物流一体化的北京国际农产品流通中心,应转变思想,更新观念,树立全新的农产品流通理念;加大对农产品流通基础设施的投入,不断提高流通技术;加强建设,不断提高国际农产品流通中心的整体素质;加快农产品流通的信息化建设;积极采用现代化交易方式;大力发展农产品流通加工,实现转化增值;充分发挥北京各类农产品流通协会的作用;为农产品流通发展创造良好的社会、法律环境。     

An investigation into the link between consumer's product involvement and store loyalty: The roles of shopping value goals and information search as the mediating factors

This research proposes a theoretical model explaining the roles of multiple mediating factors – product quality, service quality, and information search –in the association between product involvement and store loyalty. The extant literature has examined different determinants of store loyalty but paid less attention to understand the link between product involvement and store loyalty and the underlying mechanisms. This study contributes to the literature by a) providing a comprehensive framework of involvement – loyalty link and b) investigating complex mediation effects. In this study, survey data were subjected to regression analysis to test parallel mediation and serial mediation effects of product quality, service quality, and information search in the link between consumer's product involvement and store loyalty. The results indicate that both product quality and information search mediate the association between product involvement and store loyalty. In addition, both product quality and service quality mediate the association between product involvement and information search. Results also indicate that product quality and information search work as serial mediators in the association between product involvement and store loyalty. For additional level of analyses, data were also subjected to Importance-Performance Map Analysis (IPMA). Theoretical and managerial implications are also provided.     

Effects of product-specific word-of-mouth communication on product category involvement

Drawing primarily from categorization theory, this paper presents justification for the effects of word-of-mouth (WOM) communication on product category involvement. Results of an empirical test of this relationship are presented showing an enduring effect of positive WOM communication on product category involvement; this effect was not found for negative WOM. These results suggest that positive WOM about one firm's brand may help competitors by increasing involvement, thus generating more sales (not necessarily of one's own brand) in an entire product category. Our findings, coupled with categorization theory, provide support for a series of propositions presented concerning the effects of changes in product category involvement on nondiscussed brand attitudes and purchase intentions.     

Clarifying the Relationship between Involvement Variables and Advertising Effectiveness among Young People

Previous research has indicated the need for an in-depth investigation of the role of involvement variables in advertising information processing among young people, in view of the unsuitability of existing adult persuasion models for a young population, the inadequate consideration of involvement variables among young people and the unique characteristics of this population. This study examined the effects of advertising involvement and product involvement on advertising effectiveness among young people, using a quantitative study of 252 4–15-year olds. Results show that advertising involvement and product involvement had a positive direct effect on ad effectiveness. In addition, all endogenous variables—subjective product knowledge, peer and parent influence and age—had an indirect effect on ad effectiveness, via advertising involvement and product involvement. Interestingly, subjective product knowledge and peer influence had no direct effect on ad effectiveness, but rather only an indirect effect. This study presents a more accurate depiction of the complexity of the process and shows that advertising involvement and product involvement contribute to a better understanding of the process among young people.     

The role of perceived product quality and overall satisfaction on purchase intentions

The study investigated the effects of perceived product quality and overall satisfaction on purchase intentions. Moreover, the direct and indirect effects of values and involvement on purchase intentions were studied. The study utilized the survey questionnaire and used sport shoes as the product being researched. The sample consisted of 197 students who responded to an anonymous questionnaire. Five hypotheses were tested and four of them were confirmed by the data. Perceived quality had a direct and an indirect effect (through overall satisfaction) on purchase intentions, overall satisfaction had a direct effect on purchase intentions and involvement had an indirect effect on purchase intentions through overall satisfaction and perceived quality. The results of the study provide several theoretical and practical implications.     

Product Knowledge and Product Involvement as Moderators of the Effects of Information on Purchase Decisions: A Case Study Using the Perfect Information Frontier Approach

This study ascertains the extent to which consumers achieve highest value-for-money under different conditions. Perfect Information Frontier Approach is applied to examine the influences of providing consumers with information on their purchase decisions, with allowance for the joint effects of prior product knowledge and product involvement on the provided information. A 2 (provided information: simple vs. complex) × 2 (prior product knowledge: novice vs. expert) × 2 (involvement: high vs. low) factorial design was employed. Data from 282 survey respondents illustrate that experts were more likely to be persuaded by complex product information than by simple information, while novices reacted similarly to both simple and complex information. The effects of providing complex information to involved novices and providing simple information to involved experts showed the least impact.     

论我国农产品流通市场的资源整合与内涵提升

我国农产品流通市场经过改革开放后的大发展,市场结构发生了巨大变化,已由数量型规模发展,转为内涵的提高。根据对我国农产品流通市场建设的基本评估和发展趋势判断,指出整合市场资源与提升市场内涵是我国农产品流通市场发展的必然选择。     

供应链视角下“农家乐”服务品质提升探讨

当前,我国"农家乐"发展存在的诸多局限性与没有完全摆脱"大而全"、追求"纵向一体化"的经营模式有一定关系,通过"横向一体化"构建产品供应链成为突破"农家乐"发展瓶颈的明智选择。以"农家乐"产品特征为基础,构建"农家乐"产品的供应链,分析其基本特征,从优化资源配置、实现专业分工等提高"农家乐"供应链运作效益角度,提出"农家乐"服务品质提升的途径以及相关的保障机制。     

Effects of Organizational Learning and Information-Processing Behaviors on New Product Success

Individual learning constructs were formulated in an organizational learning context and empirically tested for relationships with new product success. Two constructs, information recording-retrieving and information reviewing, were found to be positively related to new product success. The relevance of these constructs to organizational learning theory are discussed, along with the implication that managers should carefully record and review past information to improve future new product success rates.     

Before–after appeals: a dual-route effect model

This paper compares the effects of before–after appeals with before-use appeals, also known as problem-focused appeals, and with after-use appeals, also known as outcome-focused appeals, to demonstrate two possible routes of influence that before–after appeals may trigger. First, the before–after appeals can prompt performance-based effect processes, which enhance perceptions of product performance and encourage improved behavioural intentions. Second, they can trigger emotion-based effect processes, which arouse anticipated happiness and anticipatory hope, as well as lead to favourable brand attitudes. Studies 1 and 2 confirm the proposed model; Study 3 shows that consumers' low product involvement triggers a performance-based effect process, whereas their high product involvement triggers emotion-based effect processes.     

The effect of digital signage on shoppers' behavior: The role of the evoked experience

This paper investigates the role of digital signage as experience provider in retail spaces. The findings of a survey-based field experiment demonstrate that digital signage content high on sensory cues evokes affective experience and strengthens customers' experiential processing route. In contrast, digital signage messages high on “features and benefits” information evoke intellectual experience and strengthen customers' deliberative processing route. The affective experience is more strongly associated with the attitude towards the ad and the approach behavior towards the advertiser than the intellectual experience. The effect of an ad high on sensory cues on shoppers' approach to the advertiser is stronger for first-time shoppers, and therefore important in generating loyalty. The findings indicate that the design of brand-related informational cues broadcast over digital in-store monitors affects shoppers' information processing. The cues evoke sensory and affective experiences and trigger deliberative processes that lead to attitude construction and finally elicit approach behavior towards the advertisers.     

农产品供应链管理与质量安全关系的实证研究

随着农产品质量安全管理日益重要和农产品供应链的广泛应用,有必要在农产品供应链框架下研究农产品质量安全管理。本文以农产品供应链管理和质量安全控制效率作为实证分析对象,重点通过实地问卷调查的方法获取企业供应链管理和质量安全控制的相关数据,构建结构方程模型,探讨供应链框架下合作关系、供应链管理行为、农产品质量安全控制行为以及安全管理效率之间的相互关系,并提出了相应的对策建议。