How personal nostalgia influences giving to charity

Personal nostalgia provides an emotionally engaging means for bonding a donor to a nonprofit organization. Yet, little is known about the relationship between personal nostalgia and charitable giving; this research seeks to fill this gap. A review of the extant literature is integrated with the findings from thirteen focus groups (Study 1) to develop a conceptual model. This model is tested in Studies 2 (using 457 older public television donors) and 3 (with a broader sample of 502 donors) using structural equations modeling. The findings indicate that discontinuity, recovery from grief, and loneliness, along with previous life experiences influence the level of personal nostalgia felt by a donor and associated with a charitable organization. This personal nostalgia provides emotional and familial utility to the donor. The research establishes that the effect of personal nostalgia on the donor's commitment is mediated by the emotional and familial utility that the nostalgia generates.     

The role of emotions in utilitarian service settings: The effects of emotional satisfaction on product perception and behavioral intentions

The role of emotions in hedonic service settings is well established, but their role in utilitarian service settings has received scant attention. This research attempts to fill this gap by investigating the effects of customers’ perceptions of service quality and servicescape on their emotional reactions, and their perceptions of product quality and subsequent behavioral intentions. Data are collected from 189 clients/patients who visited an optometry clinic. The study reports that perceived service quality (reliability, responsiveness, assurance, and empathy) and service environment (atmosphere and layout) both increase positive emotional satisfaction. In turn, positive emotional satisfaction leads to a high perception of product quality, high recommendation, patronage intention, and likelihood of purchase. Additionally, product quality perceptions have a significant positive impact on behavioral intentions.     

Perceived quality, emotions, and behavioral intentions: Application of an extended Mehrabian-Russell model to restaurants

In order to address a lack of comprehensive evaluation of restaurant quality, this study extends Mehrabian and Russell's stimulus-organism-response framework by incorporating restaurant-specific stimuli and including restaurant-specific measures of emotion. Using structural equation modeling, this study shows that atmospherics and service function as stimuli that enhance positive emotions while product attributes, such as food quality, act to relieve negative emotional responses. Results also suggest that positive emotions mediate the relationship between atmospherics/services and future behavioral outcomes. The results are theoretically and practically meaningful because they address the relationships among three types of perceived quality (product, atmospherics, and service), customer emotions (positive/negative), and behavioral intentions in the restaurant consumption experience. Managerial implications, limitations, and future research directions are also suggested.     

The influence of culture,emotions, intangibility,and atmospheric cues on online behavior

This paper examines how emotions and website atmospheric cues influence service tangibility and consumer attitudes. The proposed model was compared across three cultures: North America (Canada and U.S.), China, and the Middle East. The findings support the overall model and demonstrate several non-invariant paths across the groups. Particularly, the results suggest how the influences of two emotional dimensions (pleasure and dominance) on consumer perceptions of site atmospherics vary across cultures. Moreover, the effects of service tangibility dimensions (physical tangibility, specificity, and mental tangibility) on consumers' attitudes toward the website and service vary significantly across the three cultures. Mental tangibility has the greatest influence on North American customers' attitudes, while physical tangibility and specificity have the greatest impact on Chinese and Middle Eastern customers' attitudes, respectively.     

Impacts of technology readiness on emotions and cognition in Brazil

This study proposes and tests an extended model for consumer adoption of high technology products in a Latin American country (Brazil) by integrating concepts present in the consumer behavior literature: the Consumer Acceptance of Technology model (Kulviwat et al., 2007) and the technology readiness construct (Parasuraman, 2000). The proposed model considers the relationships between cognitive and affective constructs with technology readiness. By means of structural equation modeling conducted on a sample of 435 young consumers, the results indicate significant relationships between the constructs assessed, showing that consumers' cognitive and affective evaluations of new technologies are significantly influenced by their technology readiness. The effects of technology readiness over affective assessments were greater than those relative to cognitive evaluations regarding high-tech innovations. Nonetheless, the results may reflect specific characteristics of Brazilian (and other Latin American) consumers, who are usually more emotive than those of more rational cultures.     

The interaction effect of socioeconomic status and emotions on willingness to pay

The aim of this work is to determine whether the interaction of emotions and socioeconomic status affects a consumer’s willingness to pay. For this purpose, we used an online survey of cheese preferences among primary grocery shoppers in Chile. Through a conjoint analysis, we find that socioeconomic status and emotions, and their interactions, are the significant and relevant variables that explain changes in willingness to pay with regard to cheese texture and color. Moreover, the willingness-to-pay results change relevantly when socioeconomic status is interacted with negative emotions.     

Now or later: Delay's effects on post-consumption emotions and consumer loyalty

This study identifies differences in immediate and delayed post-consumption emotional assessments, triggering a dynamic shift in word-of-mouth evaluation and repurchase intention. Experiment 1 compares participants' responses to cellphone purchases in immediate and half-hour delay conditions. Experiment 2 generalizes the research scope by examining biscuit consumption and imposing an additional 24-hour delay. Results indicate that (1) products with higher hedonic value elicit excitement and cheerfulness, which intensify over time and increase consumer loyalty; (2) products with higher utilitarian value induce feelings of confidence and security, which gradually fade in intensity and diminish consumer loyalty over time; (3) products with lower hedonic value lead to dissatisfaction, which dissipates over time, and low-level consumer loyalty rises; and (4) products with lower utilitarian value generate feelings of anger, which grow over time and erode consumer loyalty.     

Background music tempo effects on food evaluations and purchase intentions

This article is a report of results of three studies investigating effects of fast versus slow background musical tempo on physiology, cognition, and emotions. Two pilot studies first measure consumer perceptions of tempo. In Studies 1 and 2, participants view a short video restaurant advertisement featuring fast or slow background music along with illustrations of food items. Results indicate that fast music is more effective than slow music for evoking positive taste expectations and purchase intentions. Study 3 shows that the effects observed in Studies 1 and 2 occur because fast music enhances self-reported arousal levels that then lead to enhanced moods, taste expectations, and purchase intentions. Theoretical implications regarding effects of music on emotional responses are discussed, as are practical managerial implications for using fast music as a persuasive technique.     

The impact of emotions on service quality,satisfaction, and positive word-of-mouth intentions over time

Abstract

This article examines the impact of emotions on customer satisfaction, service quality, and positive word-of-mouth intention formation process over time. In the study, a confirmatory factor analysis supported a three-dimensional model of emotions that then served as predictors in a series of multiple regressions. The findings indicate that two emotion dimensions had a consistent direct impact on all dependent variables in both time periods. However, the interaction effect between time periods and emotions revealed that different emotion dimensions influence satisfaction and word-of-mouth intentions at different stages of the service encounter. The theoretical and managerial implications of the findings are discussed in detail.     

The moderating effects of in-store marketing on the relationships between shopping motivations and loyalty intentions

This study attempts to understand the moderating roles of in-store marketing by incorporating the effects of shopping motivations on repatronage and word-of-mouth intentions in the context of fashion apparel by applying theories related to self-determination and social impact. Structural equation modeling using data collected from young adult fashion apparel shoppers in Thailand reveals positive effects of shopping motivations. The utilitarian shopping motivation shows a greater effect in predicting loyalty intentions than hedonistic shopping motivation. In-store marketing is shown to have a moderating effect on loyalty intentions, although the influence of each moderator on the investigated direct effects varies. The findings can prove helpful to fashion apparel retailers in developing effective advertising and promotional strategies that correspond to the specific needs of the shoppers to promote store loyalty intentions.     

The effects of framing messages and cause-related marketing on backing intentions in reward-based crowdfunding

This study explores the main and interaction effects of framing messages and cause-related marketing on backing intentions by manipulating frame types, frame valences, and cause-related marketing in the message narratives of crowdfunding projects. We conduct an online experiment for a crowdfunding campaign and analyze data using independent-samples t-test and ANOVA. This study's findings show that negative messages lead to higher backing intentions than positive ones regarding attribute and goal framing messages. Narratives with cause-related marketing in crowdfunding projects had a more significant effect on increasing backing intentions than those without cause-related marketing. Positive attribute framing messages combined with cause-related marketing had significantly higher backing intentions than messages without cause-related marketing; for negative attribute framing, there was no significant difference between with and without cause-related marketing. This study theoretically advances the literature on reward-based crowdfunding, which provides scholars with insight into the effects of the written narrative design of crowdfunding projects on backing intentions and extends to the applications of framing effect theory and cause-related marketing. Practically, this study provides project initiators and crowdfunding platform operators with new perspectives on proposal copywriting content design and project operation.     

The influence of emotions displayed and personal selling on customer behaviour intention

The impact of employee performance on customer behavioural intentions and consumption behaviour is important to service marketers. In many service settings, service organizations require emotional display and personal selling to stay competitive in todays market. Based on a review of service literature, this study investigates the effect of emotions displayed and personal selling on customer purchase amount and re-patronage intention in convenience-goods retail service settings. This work applies mystery shopper methods to data collected from a Taiwan bakery chain. Analysis of the results from 519 responded questionnaires in this study reveal that positive emotions displayed by contact personnel are unrelated to consumption expenditure, but do affect re-patronage intention. Further, the results show that personal selling negatively influences consumption amount. This study suggests that service managers consider enhancing their emotional display perspective in human resource practices, and focus on performing personal selling as a consumer need, in different service industries.     

An investigation into online atmospherics: The effect of animated images on emotions,cognition, and purchase intentions

While prior research on animation effects focused on Web advertising, this article focuses on online retailing and identifies animated images as an important online atmospheric cue. Using an extended Stimulus-Organism-Response (SOR) model, this article explores animation effects on emotional and cognitive processes. Across two studies, the findings show that compared with static images, animated images elicit greater pleasure, which in turn induces more favorable website attitudes, and lead to higher purchase intentions. Further, this serial mediation effect holds across different types of products. These findings, from the perspective of online atmospherics, deepen our understanding of animation effects on consumer approach-avoidance responses.     

The effect of text-only versus text-and-image wine labels on liking,taste and purchase intentions. The mediating role of affective fluency

This research investigates the effect of wine labels that contain text-only versus text-and-image information on liking, taste and purchase intentions of the product. Further, the research addresses the underlying processes by investigating the role of affective fluency. Study 1 shows that wine labels combining text with matching images outperform text-only labels and labels where images and text do not match; this effect is mediated by affective fluency (while simultaneously controlling for cognitive fluency), which enhances liking, purchase intentions and taste expectation. Field Study 2 provides process evidence by directly manipulating the mediator in a real-life tasting situation. This field study demonstrates that affectively fluent labels enhance actual taste perception and purchase intentions. Managerial implications are discussed.     

The influence of atmospherics general interior variables on shoppers’ emotions and behavior

ABSTRACT

This study applies a systematic categorization of general interior variables (GIV) to conduct a comprehensive evaluation of the shopping sensory environment. A survey-based study focusing on the impact of the shopping mall GIV on shopper behavior while considering the mediating role of shoppers’ emotional states is reported. Results indicate a direct impact of positive attitudes towards color schemes, mall lighting, scent and temperature on shopper satisfaction and/or the desire to stay at the mall. Regarding the effect of emotional states, pleasure and arousal mediate the relation between several variables and the studied outcomes. Implications for theory and retailers are discussed.     

The influence of product and personal attributes on organic food marketing

The study adapts the theory of planned behaviour and proposes organic food-related attributes that constitute perceived behavioural control and individual attributes influence quality assessment and purchase intention. The study analyses these relationships separately for individuals who have purchased organic food and those who have not. Data were collected in two stages and conducted in both online and face-to-face formats. The findings show that surface food attributes in general have no significant influences on either quality assessment or purchase intention for both groups of consumers; whereas the attributes that are reflective of food safety and environment issues do. The latter explain additional variance in both quality assessment and purchase intention. Consumers’ purchase styles have significant moderation effects on product quality assessment and purchase intention in both groups. Implications are provided for researchers and practitioners to conclude the paper.     

Competition and its influence on consumer decision making in social marketing

Abstract

This paper extends the largely conceptual understanding of competition in social marketing by empirically investigating, from a consumer perspective, the nature of competition and its influence on decision making at the individual level. Two phases of qualitative inquiry in Australia, comprising 30 and 20 semi-structured interviews, respectively, examined the role of competition in young adults’ decision to adopt and maintain help-seeking for mental ill-health. The findings from thematic analysis suggest that competition operates at both the behavioural and goal level to influence consumers’ decision to perform behaviour and that the types of competition in operation may vary from the adoption to the maintenance of behaviour. The findings are integrated into a framework that social marketers could employ to identify, analyse and address competition.     

The reversing influence of involvement on the framing effect: The role of emotions and negativity

The Asian disease problem (ADP), as a demonstration of the framing effect, revealed a preference reversal between options perceived as risky and those perceived as certain. This research identifies individuals' involvement level as a moderator of the framing effect. The framing effect in the ADP consisted of emotional choice outcomes regarding human lives. Two studies in this paper demonstrate that when based on emotional choices, the framing effect in high involvement conditions increases in size. Interestingly, this influence of involvement reverses when the framing effect is based on rational choices. The studies reveal that the negativity invoked by the certain loss option is instrumental in the underlying mechanism of the risky choice framing effect, such as that demonstrated by the ADP. Copyright © 2014 ASAC. Published by John Wiley & Sons, Ltd.     

The influence of emotions on customer's cognitive evaluations and satisfaction in a service failure and recovery context

The aim of this paper is to explore the relationship between customers' negative emotions after a failure, their cognitive evaluations of the recovery process, and the overall or cumulative satisfaction in a service context. Two different constructs measure a customer's cognitive evaluations of the recovery process: disconfirmation of expectations and perceived justice. The proposed model is tested on a sample of financial service customers who suffered some type of failure. The results indicate that emotions have an indirect effect on overall or cumulative satisfaction through cognitive evaluations.     

The influence of visually dynamic imagery on purchase intentions: The roles of arousal and lay rationalism

The presence of motion is increasingly common in online advertising. Despite the increase in spending on digital advertisements and decades of academic research on dynamic imagery in advertising, our understanding of this phenomenon remains limited. The dynamic default hypothesis posits that animated imagery should generate more arousal than comparable static imagery. However, research on advertisements containing dynamic imagery reveal inconsistencies in their ability to stimulate arousal. A potential explanation for these inconsistent findings lies in the behavioral urgency hypothesis, which postulates that not all motion is weighted equally in terms of its ability to generate arousal. We conduct three experiments to test this proposition. Interestingly, our findings show that imagery appearing to loom closer to consumers stimulates greater levels of arousal than either static or imagery appearing to recede away from consumers. Additionally, our work identifies moderating effects of lay rationalism which can work to strengthen or attenuate these effects. Together, this work provides a more comprehensive explanation for the varied findings in the literature.