Impact of national traumatic events on consumer purchasing

The purpose of this research is to evaluate differences in consumer perception before and after national traumatic events such as the terrorist attacks that took place on 11 September 2001. The authors found a significant difference in consumer ethnocentrism, patriotism, time management, attitude towards regulation of business and product quality following the terrorist attacks. These differences impact consumer purchase decision processes and become important to businesses that are targeting these consumers with their product offerings. In addition, marketing managers' understanding of change in consumer perceptions and attitude should impact how consumer products are marketed.     

Investments in consumer relationships: a critical reassessment and model extension

This study is a critical reassessment and extension of De Wulf et al.'s (2001) framework investigating retail investments in consumer relationships. Their initial model relates four types of relationship marketing efforts to perceived relationship investment, in turn influencing relationship quality and ultimately behavioural loyalty. Based upon signalling theory, we extend this model by introducing product and service efforts as additional antecedents. Moreover, in contrast to the use of self-reported measures in the initial model, we apply customer database information in order to measure the construct of behavioural loyalty. Based upon 187 consumers reporting on their relationship with a Belgian apparel retailer, the SEM results provide guidelines for retailers how to increase the quality of their relationships with consumers by strengthening consumers' perceptions of relationship investment.     

Consumer normalcy: Understanding the value of shopping through narratives of consumers with visual impairments

This paper extends our understanding of the symbolic and experiential value of shopping. By exploring the narratives of consumers with visual impairments, consumer normalcy is shown to be an important value of shopping implicit in discussions of shopping experiences. The informants often achieve consumer normalcy, which they reveal consists of four dimensions: participating or being-in-the-marketplace (I am here), achieving distinction through the marketplace (I am me), demonstrating competence and control (I am in control), and being perceived as an equal in the marketplace (I belong). The consumer normalcy construct reveals to readers how shopping experiences contribute to identity and the tension between acceptance by others and individual agency. Reality differs between informants, but their collective realities inform how consumers realize their self and consumption aspirations by shopping.     

Identifying the critical factors of customer behavior: An integration perspective of marketing strategy and components of attitudes

The purpose of this empirical study is to operationalize the relationship of green marketing's influence on consumer attitudes via the mediating role of marketing mix towards green products to validate the proposed research model in the Taiwanese context of explaining consumers' willingness to be environmentally friendly. The model is based on structural equation modeling (SEM) from data collected from 977 online consumers. The findings revealed that green consumption intention was significantly and indirectly driven by attitude to green products. Additionally, the effect of perceived quality on marketing mix and consumer willingness in environmental concern is both significant and positive. However, when a restaurant has high consumer social responsibility (CnSR) for marketing mix, the consumer attitudes of cognitive, affective, and behavioral model (C-A-B model) is less effective. These findings have contributed to the revival of the theory of planned behavior (TPB) and offer a comprehensive understanding of consumer attitude, consumer social responsibility, marketing mix and perceived quality impact that a restaurant has on the ability to raise consumer willingness to purchase green products or food. We provides valuable suggestions to marketers to design from the perspective of green marketing policies and strategies in order to accommodate Taiwan's indigenous green restaurants.     

Staying in “the works of living”: How older adults employ marketplace resources to age successfully

Despite being a large and rapidly growing consumer population, limited marketing research examines how older adult consumers pursue marketplace well-being in the face of the challenges posed by aging. Using depth interviews and drawing on literatures from both marketing and gerontology, we develop a model that bridges disparate perspectives of older adults in the marketing literature, exploring how older consumers navigate the tensions between successful aging and vulnerability as they seek to maximize their quality of life in the marketplace. From this analysis, we present a more nuanced portrait of how older adults pursue well-being across consumption domains to fulfill their aspirations and maintain their independence, as well as identify ways that marketers and public policymakers can assist in those pursuits.     

Consumer perceptions toward sugar content of fruit juice products in a developing country

The purpose of this paper is to determine consumer perceptions toward sugar content of fruit juice (FJ) products in South Africa amid the current sugar tax debate. The paper also ascertains how and if consumption patterns and socio-demographic factors are associated with consumer perceptions toward FJ sugar content. A cross-sectional study was conducted via structured self-administered questionnaires, which were disseminated on a face-to-face basis. Over 7600 consumers aged 16–66+ years in suburbs, townships, and informal settlements were surveyed in South Africa. The data were analyzed through the application of a generalized linear model. Half of the respondents agreed that FJ products were high in sugar. Furthermore, several consumption and socio-demographic factors had a varied influence on consumers’ perceptions toward FJ products. This study provides marketers and retailers with new insight regarding the marketing of FJ products in a developing country amid the sugar tax debate.     

If you can’t beat them, let them join: The development of strategies to foster consumers’ co-creative practices

Faced with the challenges of consumer resistance due to the separation of roles between producer and consumer, as well as overpowering marketing tools and techniques, a company can resolve the problem by letting consumers join in the process of value co-creation. Advocating the consumer-oriented perspective, this article explains how and why consumers co-create, which leads to the development of a typology of consumers’ co-creative practices. Four interrelated categories (participation-for-self, creation-for-self, participation-for-others, creation-for-others) are illustrated with the proposed four Cs strategies—choice, complement, cause, and communality—to foster these different practices accordingly. From well-established to newly-developed, these consumer-oriented strategies work to enhance deeper consumer involvement yielding a possibility to attain continual and interconnected benefits for a company. However, implementation is based on a company's readiness and willingness to achieve different degrees of commitment. This article promotes collaborative efforts between consumers and companies, and highlights mutuality of benefits which leads to sustainable relationships.     

Religiosity, Attitude Toward Business, and Ethical Beliefs: Hispanic Consumers in the United States

Growth of the Hispanic consumer population in America is changing the marketplace landscape. Due to their considerable buying power, a better understanding of Hispanic consumer behavior has become a necessity. The marketing literature has examined issues regarding religiosity and attitude toward business in regards to consumer ethical beliefs as well as research differentiating consumers on the basis of ethnicity due to their inherently different religious principles. Therefore, the present study contributes to the existing consumer ethics literature by examining the roles of religiosity and attitude toward business in determining consumer ethical beliefs. Furthermore, this study compares the relationships among religiosity, attitude toward business, and ethical beliefs at the sub-cultural level (i.e., between Hispanic and Anglo-American consumers). Survey data compare a sample of 187 predominately Catholic Hispanic consumers with a sample of 127 predominately protestant Anglo consumers. Results suggest a positive relationship between intrinsic religiousness and beliefs that questionable consumer activities are unethical. However, extrinsic religiousness does not impact consumer views as to the ethicality of consumer practices. Hispanics exhibit higher levels of extrinsic religiousness than Anglos, but no difference in terms of their intrinsic religiousness. Results also suggest that Hispanics have a more negative attitude toward business than Anglos do. Implications of these results are discussed.     

The Future Perfect Declined: Utopian Studies and Consumer Research

This interpretive study introduces the field of utopian studies and explores its relevance in re-conceptualising certain aspects of consumer research. Making reference to a longitudinal study carried out in a festival marketplace, this paper illustrates how the concept of utopia can yield rich insights into the consumer imagination in such an environment. It shows that utopianism is not just associated with impossible imaginings but rather that it has a crucial critical function enabling us to engage with and question reality. In particular, this critique was manifested in three major themes that emerged from the findings: consumer perceptions of the over-commercialisation of high street shopping; their fears over a loss of identity; and a nostalgic yearning for a return to tradition. The paper concludes by relocating the utopian impulse in the practices of everyday life, discussing how consumers may inscribe meanings into a space, meanings that were neither intended nor predicted by marketing management.     

Social media marketing: Who is watching the watchers?

The ready access to and availability of social media has opened up a wealth of data that marketers are leveraging for strategic insight and digital marketing. Yet there is a lack of professional norms regarding the use of social media in marketing and a gap in understanding consumers’ comfort with marketers’ use of their social media data. This study analyzes a census-balanced sample of online adults (n = 751) to identify consumers’ perceptions of using social media data for marketing purposes. The research finds that consumers’ perceived risks and benefits of using social media have a relationship with their comfort with marketers using their publicly available social media data. The research extends the applicability of communication privacy management theory to social media and introduces marketing comfort—a new construct of high importance for future marketing research. Marketing comfort refers to an individual's comfort with the use of information posted publicly on social media for targeted advertising, customer relations, and opinion mining. In the context of the construct development, we find that targeted advertising is the strongest contributing component to marketing comfort, relative to the other two dimensions: opinion mining and customer relations. By understanding what drives consumer comfort with this emerging marketing practice, the research proposes strategies for marketers that can support and mitigate consumers’ concerns so that consumers can maintain trust in marketers’ digital practices.     

How does perceived firm innovativeness affect the consumer?

We present a broad-based, consumer-centric view of innovation—referred to as “perceived firm innovativeness” (PFI). PFI is conceptualized as the consumer's perception of an enduring firm capability that results in novel, creative, and impactful ideas and solutions. We develop and validate a PFI scale and show that PFI impacts consumer loyalty via two processing routes: a functional-cognitive route and an affective-experiential route. Our results indicate that a firm needs to consider consumer perceptions of the firm as a whole, and not just new products and technologies, and take into account a functional-cognitive perspective as well as consumer emotions and experiences.     

Consumer perceptions of refund depth and competitive scope in price-matching guarantees: effects on store patronage

The study investigates the effect of two characteristics of price-matching guarantees—the depth of refund offer and the scope of competitors eligible for price matching—on consumer perceptions of price-matching guarantee believability and value and consumer intentions to patronize the retailer. The results show that large refund offers built consumer patronage intentions by enhancing perceptions of the value of the price-matching guarantee, while simultaneously exerting a negative impact on patronage by reducing believability of the price-matching promise. The competitive scope also affected the patronage intentions by influencing the perceived value of the price-matching policy.     

Are they playing by the same rules? A consumer gifting classification of marital dyads

This article sets out a research program that examines the dynamics of gifting behavior of long-term committed dyadic relationships—married couples. Our research considers the findings of a study in which the reported gifting behavior of couples reveals two gifting rulebooks; the first rulebook consisting of a set of symbolic communication rules, and a second rulebook consisting of economic exchange rules. Most importantly, we develop a consumer gifting classification of marital dyads. Finally suggestions are offered for future research and implications are drawn for marketing strategy.     

Effectiveness of Marketing Cues on Consumer Perceptions of Quality: The Moderating Roles of Brand Reputation and Third‐Party Information

Consumers usually infer unobservable product quality by processing multiple‐quality cues in the environment. Prior research considering the simultaneous effects of marketing cues on consumer quality perceptions is sparse. Despite the growing importance of third‐party information, research examining its simultaneous effects with marketing cues on consumers’ decision making is especially absent. This research, drawing on cue‐diagnosticity, cue‐consistency, and negativity bias theories, proposes and tests a conceptual framework to reveal interplays among various marketing‐ and nonmarketing‐controlled product cues. The first study examines how two‐ and three‐way interactions of high‐scope (i.e., brand reputation) and low‐scope marketing cues (i.e., price and warranty) affect consumer perceptions. The second study examines a set of interaction effects between third‐party quality ratings and marketing cues (i.e., price and warranty) on consumers’ perceptions. Overall, the results reveal theoretical and managerial implications for processing multiple‐quality cues in consumers’ inference‐making behaviors and suggest that consumers generally aggregate perceptions in more complex ways than suggested in the prior literature when making global product quality evaluations.     

Can we find the right balance in cause‐related marketing? Analyzing the boundaries of balance theory in evaluating brand‐cause partnerships

Cause‐related marketing (CRM) refers to the phenomenon where brands partner with causes, such as nonprofit organizations. Consumers may see some CRM partnerships as less compatible than others, however the level of perceived compatibility differs from one consumer to another. We know a great deal about how perceptions of compatibility affect attitude and behavior toward CRM partnerships, but we know less about how to predict a consumer's perception of compatibility. Therefore, our purpose was to investigate the boundaries in which balance theory could be used to make predictions about consumers’ responses to CRM partnerships. This is the first study to consider the construct of attitude strength (vs. attitude alone) when considering balance theory. We found that a consumer's attitude toward a brand, along with their attitude toward a cause, predicts their perceptions of CRM compatibility. We also found that CRM triadic balance could be predicted when attitude strength was included in the models, and that balance theory allowed us to observe preliminary evidence of attitude and attitude strength spillover effects in CRM triads. Practitioners can use these insights to determine which organizations to partner with, as well as determine how advertising these partnerships may affect acceptance of these partnerships.     

Search regret: Antecedents and consequences

Consumer search behavior has received considerable research attention in marketing. An area that has not been studied, however, is unsuccessful consumer search and the outcomes of such. This study proposes the concept of “search regret,” a postsearch dissonance that results from an unsuccessful prepurchase search. A pilot study is conducted to verify the existence of the search regret construct and to identify its potential antecedents and consequences. A conceptual model is then presented and tested. Based on the results, implications for retailers as well as suggestions for future research relating to search regret are discussed.     

Consuming counterfeit: A study of consumer moralism in China

The consumption of counterfeits is a central theme in understanding consumer moralism. While some studies on marketing have highlighted the consumption motives and socio‐economic factors behind this seemingly unethical phenomenon, research on the subjective experiences of consumers and the cultural concerns about the consumption of counterfeits is lacking. The aim of this article is to gain a better understanding of how consumers construct and negotiate their moralistic identities through engaging in counterfeit consumption. We also examine how consumers utilize counterfeit goods as symbolic resources to echo, or even reproduce, the entrenched Chinese social relationships and marketplace ideological conditions. Our findings suggested that the research participants attempted to make sense of their counterfeit consumption behaviour by infusing the moralistic meanings drawn from the Chinese socio‐cultural value orientation. The study concludes that the moral identity work and counterfeit consumption practices are interwoven in a web of multiple discourses and resources available in the contemporary marketplace under the overarching consumer moralism framework.     

改革开放三十年城市居民消费演变实证研究

改革开放三十年来,社会生活的各个方面都发生了巨大变化。消费日益成为人们日常生活不可或缺的组成部分。本文深入分析了不同时期城市居民的消费特征,对改革开放三十年来城市居民的消费演变进行系统梳理。总体来看,改革开放后至20世纪80年代,城市居民消费结构连渐优化,在20世纪80年代中后期形成耐用消费品热潮;在消费态度方面．居民从被动消费向主动消费转变,但“他人取向”仍占据主流。20世纪90年代至今,城市居民耐用消费品升级,形成“倒金字塔”结构．居民文化消费领域扩大,个性化消费意识增强。     

How the Perceptions of Five Dimensions of Corporate Citizenship and Their Inter-Inconsistencies Predict Affective Commitment

Through a convenience sample of 260 employees, the study shows how employees’ perceptions about corporate citizenship (CC) predict their affective commitment. The study was carried out in Portugal, a high in-group and low societal collectivistic culture. Maignan et al.’s (1999, Journal of the Academy of Marketing Science 27(4), 455–469) construct, including economic, legal, ethical, and discretionary responsibilities was used. The main findings are: (a) contrary to what has been presumed in the literature, the discretionary dimension includes two factors: CC toward employees and toward community; (b) perceptions of CC explain 35% of unique variance of affective commitment; (c) the best predictors are perceptions of economic and legal CC and, mainly, perceptions of discretionary CC toward employees; (d) the perceptions of discretionary CC toward employees are significantly better predictors of affective commitment than are perceptions of economic, ethical, and discretionary CC toward the community; (e) perceived inconsistency of the several CC dimensions is detrimental to employees’ affective commitment. The study questions the four-dimensional model of the CC construct as operationalized by Maignan et al., suggests that culture should be included as a moderating variable in future research, and stresses that affective commitment may decrease when employees perceive that their organizations act upon the several areas of CC inconsistently.