Nostalgia and consumer preference for indulgent foods: The role of social connectedness

Prior qualitative research suggests a strong association between nostalgia and indulgent food consumption. Nonetheless, these qualitative findings do not explain the causal relationship between nostalgia and indulgent food consumption, or the mechanism underlying this relationship. To this end, the authors conduct four studies and show that highly nostalgic consumers have greater preference for indulgent foods. This relationship is mediated by social connectedness, whereby high (low) nostalgia works through high (low) social connectedness to increase (decrease) consumers’ preference for indulgent foods. This effect is moderated by eating companions, such that the effect of nostalgia on consumers’ preference for indulgent foods would be strengthened (vs. weakened) when eating with friends (vs. with strangers or alone). These findings have significant implications on consumer well‐being and policy‐making pertaining to consumer health.     

Marketing in an identity-threatened world: Consumer coping strategies and indulgent consumption

The ability to cope with social identity threats is a crucial consumer capacity. But are all coping methods equally beneficial? Our work examines two dominant coping strategies—where individuals either highlight positive dimensions of the self (self-focus strategy), or where they emphasize other out-groups' worse performance (others-focus strategy). We demonstrate that while the two strategies are equally effective at repairing the threatened identity, the others-focus strategy leads to greater indulgent consumption for those who hold the threatened identity strongly. We also provide evidence of the underlying mechanism, showing that accessibility drives the differences in the indulgent consumption consequences of these coping strategies, which makes it possible for marketers to externally alter such effects. Specifically, we show that if marketers externally raise the accessibility of outgroups-related concepts, for example, via an advertising message or environmental design, the impact of the others-focus strategy on indulgence is diminished.     

Exploring consumer attitudes to online collaborative consumption: A typology of collaborative consumer profiles

Online collaborative consumption enhances peer networks, members of which communicate, collaborate, and even deliver services to one another via digital sharing platforms. Despite the tremendous increase in collaborative consumption, due in large part to the development of the Internet, the reality of the economic and social movements that underpin this trend is much less visible. Of course, not all consumers seek collaborative consumption or interact through online platforms. Using a qualitative approach, this paper aims to investigate motivational factors and barriers against collaborative consumption and to establish a typology of collaborative consumer profiles, identifying the most suitable type of online sharing platforms for each profile. The findings reveal the following collaborative consumer profiles: committed, pragmatists, intermittent, and skeptical, each demonstrating different preferences for the different type of online sharing platform.     

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.     

Using consumer perceived ethicality as a guideline for corporate social responsibility strategy: A commentary essay

“Consumer Perceived Ethicality” presents a framework of perceived consumer ethicality as summarized from in-depth interviews with 20 citizens of the United Kingdom and Germany. The framework identifies six broad domains and 36 sub-items (6 for each domain) that serve as examples of consumer-generated “unethical corporate behaviors.” This commentary highlights the contributions, discusses the limitations and presents an alternative perspective on the study of consumer perceived ethicality.     

Fast‐food addiction and anti‐consumption behaviour: The moderating role of consumer social responsibility

This study aims to understand the drivers of fast‐food addiction and the role of consumer social responsibility (CSR) on the relationship between fast‐food addiction and anti‐consumption. Due to growing health concerns, an increasing number of consumers have been avoiding the consumption of fast food. Based on a sample of 539 respondents, all pertaining to generation Y in Pakistan, this study tests a model including addiction and anti‐consumption behaviour. Empirical results provide strong evidence that individual and sociocultural factors together with advertising practices influence consumers’ fast‐food addiction. Results also reveal that CSR moderates the relationship between fast‐food addiction and anti‐consumption behaviour. Interestingly, the present study pioneers the discussion on how addiction can drive anti‐consumption. The findings can help public policy makers and managers to understand consumers’ anti‐consumption tendencies and help promote healthier consumption habits.     

Retailer corporate social responsibility and consumer citizenship behavior: The mediating roles of perceived consumer effectiveness and consumer trust

Retailers often face pressure from stakeholders to address social and environmental issues. The purpose of this study is to investigate the influence of retailer corporate social responsibility (CSR) on consumers' perceptions and behavior. Drawing on the theoretical foundations of social identity theory and signaling theory, this study presents and validates a unique model which examines the mediating effects of perceived consumer effectiveness and consumer trust on the relationship between retailer CSR and consumer citizenship behavior. Using a sample of 407 consumers in China, results of structural equation modeling show that retailer CSR is positively associated with consumer citizenship behavior. Additionally, perceived consumer effectiveness and consumer trust positively mediate this association. Taken together, these findings provide support for retailers to develop CSR programs that remind and reinforce consumers’ perceptions about socially responsible behaviors.     

Disaster selfies: How ethical reminders can mitigate morally questionable consumption practices

Joyful selfies taken at disaster sites create a controversial topic in terms of moral boundaries in digital life. While some consider it acceptable to take smiley selfies in a tragedy zone, others find this behaviour morally questionable. This article demonstrates empirically that excessive time spent on social media explains, at least partially, a greater tendency to like morally ambiguous content on social media. Specifically, this article shows that consumers tend to like more questionable content (such as smiley disaster selfies) on social media when they spend more time online. Further, this article shows that this effect is mediated by increased individualistic thinking. Responses to the survey experiment (N = 206) compared the tendency to like morally ambiguous content between groups of little, moderate and excessive use of social media, and tested for the mediating role of individualistic thinking on the relationship between time spent and liking behaviour. Second, the moderating role of an ethical reminder on time spent and the fact of liking morally ambiguous contents is demonstrated. In the presence of an ethical reminder, the effect of time spent on social media and liking morally ambiguous content becomes insignificant. This article contributes to theory on social media consumption by offering a novel underlying mechanism, such as increased individualistic thinking, as one variable that partly explains the liking for morally ambiguous content. This article also offers practical contributions for social media platforms and policy makers, showing that ethical reminders could be a possible and simple nudge to help consumers act more morally or become aware of morally questionable content.     

Using current consumer issues to involve students in research

The value of involving students in research has been well documented. By including students in research, active and independent learning opportunities are provided, the importance of inquiry and investigation is emphasized, and connections between course material and the discipline become evident. Relevant opportunities for involving students in research projects can sometimes be elusive. Faculty time constraints limit the number of projects that can be undertaken and the number of students involved. Furthermore, many students become intimidated when told that they are required to carry out a research project. The purpose of this study was to use current consumer issues to involve undergraduate students in a relevant research project. The research project was implemented in class settings with teams of students. Faculty selected contemporary consumer issues based upon perceived student interest and experiences as consumers. By using issues of high relevance and familiarity to students and using the team approach within a course that faculty members were already assigned to teach, the issues of time constraint for the faculty members and increased levels of comfort for students were addressed. Prior to undertaking the project, students were instructed in appropriate research methods. Research methods utilized included student development of survey instruments, collection and recording of data, interpretation of data and presentation of results. Students became familiar with various research practices. By working as team members, the students’ comfort level for being involved in research increased; however, other common group challenges arose. Relevant, contemporary consumer issues carry high relevance and interest for student groups, helping generate enthusiasm for the research process. The focus on involving students in research continues to be emphasized. By using research topics related to student's experiences as consumers, students are more readily engaged in undertaking research projects. Through these relevant research projects, students’ consumer decision making is positively impacted.     

Using product design strategically to create deeper consumer connections

Historically, product design has most often been considered a process for creating functional differentiation through added features, superior performance, and so forth. However, with the advent of more design-oriented companies, such as Apple, Dyson, and others, design is increasingly being seen as an important strategic tool in creating preference and deeper emotional value for the consumer. In this research, we show how different design elements may be used strategically to create two very different outcome chains from a consumer's perspective. This work shows that certain design elements are more likely to create functional product differentiation and transactional consumer outcomes, while other design strategies tap a more emotional form of value creation. As we show, an emotional focus in value creation is more likely to create desired and powerful outcomes such as loyalty, joy of use, and even passion. Given current business trends towards relationship-based customer management, this emphasis on emotional value creation through product design is particularly relevant. In order to make these ideas actionable, we offer specific product design strategies that managers can use to enhance the transactional and relational value of their customer relationships.     

抽象使用价值与生活资料消费规则

抽象劳动形成价值作为商品交换的民就度；有用劳动生产使用 众进为了满足人类社会的生活需要和生产需要。人类通过生产或交换获得物品，是为了得到特品的形体，还是为了取得它的属性：使用价值？依据使用价值就是商品体的传统观念，人类生产和交换的目的似科是得到商品体，只要得到商品体，使用民就得到了，如果这样理解，使用价值就没有随生产和交换的物品量的增加而边际递减的概念，人们消费的生产资料越多，似乎对他们所起的作用就越大；人们在生产过程中使用的生产资料越多，获得的生产效果也就越大。可是，介人们的消费实践活动，还是生产实践活动，都能够用客观事实说明，并不都是如此。事实表明，如果作为满足人们生活需要和生产需要的使用价值没有边际递减的性质，就会同人类实践活动的客观事实相矛盾。使用价值就是有用性，它喝砂能离开体而独立存在，但二者决不能被认为是一个概念。体现在生活资料物品上的有用性，是一种通过人的生理或者心理感受出来的东西；体现在生产资料物品上的有用性，是一种在生产过程中表现出来的实际效果。生活资料和生产资料的使用价值是有区别的，不能够用一个共同的东西来衡量，也不应该用同一个概念来表达。可以称生产资料的使用价值 为抽象使用价值，称生产资料的使用价值为具体使用价值。这就提出了问题，抽象使用价值和具体使用价值具有什么样的特性；抽象使用价值与生活资料的消费之间有什么样的关系，以什么样的消费制度安排能够实现生活资料的合理使用；具体使用价值与生产资料的使用之间有什么样的关系，以什么样的生产制度安排能够实现生产资料的合理配置。本文仅研究抽象使用价值与生产资料消费规则。     

The effects of corporate social responsibility and price on consumer responses

This experiment examined the influence of corporate social responsibility and price on consumer responses. Scenarios were created to manipulate corporate social responsibility and price across two domains (environment and philanthropy). Results from a national sample of adults indicate that corporate social responsibility in both domains had a positive impact on evaluation of the company and purchase intent. Furthermore, in the environmental domain corporate social responsibility affected purchase intent more strongly than price did.     

Using vignettes to study family consumption processes

The use of vignettes for qualitative consumer research is discussed in this article. More specifically, vignettes are proposed as a useful research technique for conducting systematic and rigorous studies of consumer interaction processes, in particular as these relate to family consumption issues. Following an overview of methodological and practical problems of studying consumption interaction processes in families, a discussion of how vignettes may be used to enhance knowledge of family decision‐making processes in real‐life contexts is presented. Design implications are discussed and strategies for applying the vignette method are outlined and illustrated by two recent studies of pro‐environmental consumer behavior in a family context. The paper concludes with a discussion of the benefits and the possible pitfalls of using vignettes. © 2010 Wiley Periodicals, Inc.     

I might try it: Marketing actions to reduce consumer disgust toward insect-based food

Despite the potential health- and sustainability-related benefits of insect-based food products, many consumers do not perceive them as an alternative to conventional foods. This research provides a systematic approach to explain consumer reactions to insect-based food products conducting a series of multi-method studies involving implicit, self-reported, and actual behavioral responses to real insect-based food products (provided by a partner company). The authors investigate how product type (i.e., whether the insect-based food is utilitarian or hedonic in nature) and packaging characteristics (i.e., whether the image of a real or stylized insect is present on the front packaging or not) interact with consumer-related characteristics (i.e., health consciousness and food neophobia) to affect feelings of disgust, which in turn influence willingness to try insect-based food products. A distinctive feature of this research is that a partner company used the findings to change its marketing tactics and observed an improvement in its market performance. Our research has clear implications for marketing managers trying to overcome consumer resistance to eating insect-based foods, as well as retail managers considering marketing such food products.     

Masstige consumption values and its effect on consumer behavior

This study provides a basis for market research for a deeper understanding of the masstige by segmenting the market according to the multi-dimensional consumption value and by explaining how masstige consumption value affects masstige brand equity and consumer's purchase intention. This research explores the relationship between the two types of brand extensions and consumer behavior because most brands penetrate the masstige market via brand extensions. Study 1 validates the dimensionality of the masstige consumption value and performs value-based market segmentation. From the results obtained in Study 1, Study 2 identifies the linear relationships between the dimensions of the masstige consumption value, masstige brand equity, and purchase intention. The results contribute to the existing literature by comprehensively investigating the consumption value and its effect on consumer behavior in the emerging masstige market.     

Compensatory consumption and consumer compromises: a state-of-the-art review

ABSTRACT

Compensatory consumption has been an increasingly researched yet widely debated area of consumer behaviour over the last 20 years. Extant research formulates the term as overwhelmingly negative, largely due to the simplistic and fragmented conceptualisations assumed in prior work. The purpose of the current paper is to present a comprehensive review of the umbrella term of compensatory consumption, incorporating a continuum of behaviours and accounting for the pre- and post-consumption periods including both positive and negative viewpoints. In addition, expanding upon the theory of need satisfaction, the current paper introduces a novel conceptual distinction between compensation and compromise. Finally, a proposed theoretical framework is presented that differentiates between compensatory and compromisory consumption based on the extent of consumer consciousness, rationality and rationalisation. Future research directions are offered.     

Meat labels: consumer attitude and meat consumption pattern

This paper addressed consumers’ attitude towards food labels and the influence of different aspects of meat labels on beef, poultry and seafood consumption using data from a national survey in the USA. Approximately 70% of the respondents reported that food labels helped in the purchases of beef and other meat products. While 50% thought that the present level of information on meat labels was about right, about 30% thought that it was insufficient. Similarly, 80, 81, 60, and 80% of the respondents thought that it was very important that meat labels contain information regarding nutrition, ingredients, health claim, and production process respectively. Those respondents who thought that nutrition and ingredient information on food labels were very important also thought that meat labels helped them select beef and other meat products. Consumer preferences for nutrition and ingredient information on food labels were positively related with meat consumption frequency.     

Fanatic consumer behavior: Athletics as a consumption experience

This research is an attempt to explore the effects of fanatic consumer behavior on the activities and resulting feeling states of consumers. Using a random national sample of triathletes, results demonstrate that extreme involvement with their sport affects many aspects of their lives, and produces both positive and negative feelings. A model, comprising motivations, resulting behaviors, and affective outcomes, is developed and validated. Finally, implications for future investigations of fanatic consumer behavior are provided.     

From consumer problems to consumer anomie

At the beginning of this century consumer problems in Europe were concentrated on the economic and functional aspects of consumption. These were concrete realities which were felt so strongly that efforts were made to solve them independently, e.g., by consumer co-operation.With steadfast extension of the market, consumer problems have become more diffuse. This is due to several circumstances: (a) the functional aspects of commodities have become more complex and their origin more difficult to identify; (b) the functional and symbolic aspects have become more entangled; (c) the traditional cultural distinction between good and bad in consumption has collapsed at the same time as new, branded products have made it more difficult to build up a new cultural code.As a result there is a problem of how to combine — in consumer choice — the symbolic and the functional dimensions of a commodity. One may say that it is typical for modern consumption that there are no rigid choice criteria and that uncertainty is inherent in consumer choice. If this holds true one can use the Durkheimian concept of anomie in describing the main problem in modern European consumption.

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Von Verbraucherproblemen zur Verbraucheranomie

Zusammenfassung Verbraucherprobleme waren zu Beginn dieses Jahrhunderts in Europa vorwiegend auf die wirtschaftlichen und funktionalen Aspekte des Konsums beschränkt. Diese Aspekte waren handfeste Wirklichkeit und wurden so stark empfunden, daß man alle Anstrengungen unternahm, sie unabhängig zu lösen, beispielsweise durch Verbraucher-Kooperation.Mit dem stetigen Wachstum der Konsumgütermärkte wurden Verbraucherprobleme in steigendem Maße diffus. Mehrere Ursachen kommen dafür in Betracht: (a) die funktionellen Aspekte der Güter wurden immer komplexer und in ihrer Herkunft schwieriger zu identifizieren; (b) die funktionalen und symbolischen Aspekte wurden immer stärker miteinander verknüpft; (c) traditionelle kulturelle Unterscheidungen zwischen gut und schlecht im Konsum lösten sich zu der Zeit auf, als die neu entstehenden Markenprodukte sich schwer damit taten, eine neue kulturelle Bedeutung zu vermitteln.Somit ergibt sich als Hauptproblem, wie in den Konsumentscheidungen die symbolische und die funktionale Dimension der Güter miteinander verbunden werden soll. Man könnte sagen, daß es für den modernen Konsum typisch ist, daß es keine festen Auswahlkriterien gibt und Kaufentscheidungen immer ein Element von Unsicherheit anhaftet. Wenn diese Beschreibung zutrifft, läßt sich das Hauptproblem des modernen europäischen Konsums mit dem Durkheim'schen Konzept der Anomie beschreiben.

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Kaj Ilmonen is a researcher at the Central Union of Consumer Co-operation in Finland and a Docent of Sociology at the University of Tampere. His address is: Kulutusosuuskuntien Keskusliitto (KK) r.y., Hämeentie 19, SF-00101 Helsinki 10, Finland.This paper was first presented at the symposium New Challenges for European Consumer Policy, held at Heiligkreuztal, FRG, on March 17–20, 1986 under the sponsorship of the European Cultural Foundation, the Commission of the European Communities, and IBM Deutschland.