Interactive effects of country of origin and product category on product evaluations

This research examined the effects of country of origin and product category on product evaluations for 21 countries and 18 products. As hypothesized, product evaluations were highest for highly-developed countries, followed by newly-industrialized, newly-marketizing, and developing-country groups. Further, the product-category and country-of-origin effects interacted such that, depending upon the country group, different product categories received more, equal, or less favorable evaluations compared to other product categories. Several variables and processes underlying these effects are identified and integrated into a conceptual model.     

Serial product evaluations online: A three-factor model of leadership,fluency and tedium during product search

In any product search process, consumers encounter multiple products. In today's online retail environment, such product encounters are increasingly serial, such that consumers review products back-to-back (e.g., through swiping in mobile apps). The present research shows that for the serial evaluation of products, the serial position matters through an interaction of a leadership bias, conceptual fluency and tedium. During a product search, evaluations follow an S-shaped pattern consisting of (1) a primacy phase of declining evaluations (caused by a leadership bias towards the first product), (2) a wear-in phase of increasing evaluations (caused by increasing conceptual fluency after a recognition of the shared attributes of the product category), and (3) a wear-out period of declining evaluations (caused by tedium). Ten empirical investigations in an e-commerce setting granularly trace these three phases, establishing conceptually related overall boundary conditions (matching vs. searching products) and moderators (conditional vs. unconditional searching, product similarity, conceptual category knowledge, product image complexity) of the S-shaped pattern of serial product evaluations.     

Effects of comparative advertising format on consumer responses: The moderating effects of brand image and attribute relevance

In this research we distinguish between ads that compare two different brands (Across-Brand Comparison or ABC ads) and those that compare different versions of the same brand (Within-Brand Comparison or WBC ads). Results from an experiment indicate that when comparative ads use attributes that are relevant to product performance, ad type and brand image interact such that an ABC ad leads to less favorable consumer perceptions than a WBC ad when image of the sponsor brand is low but not when it is high. However, when the ads use attributes that are irrelevant to product performance an ABC ad leads to less favorable consumer outcomes than a WBC ad, regardless of the image of the sponsor brand. We further propose and show that ad believability mediates these effects. Theoretical and practical implications of the findings are discussed and directions for future research are provided.     

品牌来源国和产品制造国对消费者产品质量评价和购买意愿的影响

This research explores the different effects of brand origin country and made-in country on consumers’ product evaluations and purchase intention. It is found that made-in cues have significant impacts on quality evaluation while brand origin cues influence purchase intention more prominently. Product quality is perceived lower when a brand from developed country is manufactured in developing countries, however, this may not affect consumers’ purchase intentions.      

Effects of time processing orientation, agreement preferences and attitude towards foreign businessmen on negotiation adaptation

An experiment was conducted among Singaporean executives to determine how they adapt to a foreign partner depending on the partner's time processing orientation and agreement preferences, and their attitude towards businessmen from the country the foreign partner was from. Results showed that Singaporean executives tended to have monochronic time processing and preferred written to oral agreements. Further, when a foreign partner exhibited a monochronic processing orientation, these executives had greater liking for and were more willing to accept this trait than when he had a polychronic processing orientation. Liking for the foreign partner was also enhanced. In terms of agreement preferences, the executives showed greater liking for and willingness to accept the trait when the foreign partner had a written than an oral preference. Finally, willingness to accept the foreign partner as a business partner was enhanced once they knew where the foreign partner came from, regardless of their attitude towards businessmen from that country. Implications are discussed and directions for future research furnished.     

Effects of service setting and other consumers’ age on the service perceptions of young consumers

Services are often delivered in settings where many consumers are present at the same time, yet the issue of how other consumers affect service perceptions has received little attention. We study young adults’ response to fellow consumers who are middle-aged and old, testing predictions based on recent research suggesting that stereotypes are context dependent, and that stereotypes of older adults vary depending on the person attributes considered. Varying the age of the other consumers and service settings we find that the presence of older consumers affects young adults’ attitude to the service as well as their patronage intentions. Young consumers’ attitude to the service deteriorated in the presence of older consumers for services requiring physical attributes, but this was less so for services requiring personal expressive attributes.     

Understanding effects of co-creation on cognitive,affective and behavioral evaluations in service recovery: An ethnocultural analysis

While cognitive, affective and behavioral consequences of service recovery have been extensively explored in the literature, the role of co-creation is mostly neglected. Most efforts dedicated to investigating co-recovery are limited to cognitive and behavioral factors. Furthermore, most of the recent studies explored co-recovery on western and eastern cultures, ignoring the role of ethnics in countries with different sub-cultures. This study aims to discover all possible factors on service recovery procedure, focusing specifically on effects of co-creation. Thus, a 2(distributive justice: high/low)×2 (interactional justice: high/low)×2(procedural justice: high/low)×2(co-creation: yes/no)×2(ethnics Azerbaijani vs. Baluch) between-subjects factorial design experiment was performed. A sample of 977 Iranian mobile banking customers participated in the study. Results of Structural Equation Modeling (SEM) indicate that most cognitive, affective and behavioral factors were supported by predictors. In addition, Multi-group SEM reveal that co-creation increases effects of most positive nature variables except negative emotions which is conceptualized as negative nature factor. The results of cultural differences indicate that Azeri people are more intended to participate in co-creation programs, whereas Balochs are more loyal due to higher level of reuse intentions.     

Advertising time expansion, compression, and cognitive processing influences on consumer acceptance of message and brand

This article examines the nature of consumer process involvement and cognitive processing of advertising content as mediating variables between commercial message executions (e.g., broadcast time compression and expansion and using broadcast versus print media) on attitude and behavioral intentions. The article proposes a framework that builds on the prior work of Krugman, Wright, and MacInnis and colleagues; the framework includes hypotheses of an advertising execution and processing involvement interaction effect on cognitive processing of commercial messages and a substantial direct effect of cognitive processing on attitude and behavioral intention. The article includes details of an experiment testing hypotheses in the framework. The findings provide strong support of the hypotheses. Implications for advertising strategy include adopting a conservative view on the use of time compression in advertising commercials and nurturing low consumer processing involvement of commercial messages.     

Effects of age, need for cognition, and affective intensity on advertising effectiveness

This paper explores how individual characteristics of age, need for cognition (NFC), and affective intensity (AI) interact with each other and with advertising appeal frames (i.e., rational, positive-emotional, negative-emotional) to influence ad attitudes, involvement, and recall. The mixed design study reveals that younger adults recall emotional messages, especially negative ones, better than rational ones, but recall does not differ for older adults across appeal frames. Older adults prefer rational and positive messages to negative-emotional messages but ad attitudes do not differ among younger adults across appeal frames. Finally, age interacts with AI, but not NFC, to influence ad responsiveness. Both age and AI influence ad attitudes such that older adults exhibit the most positive ad attitudes across all appeal frames.     

The effect of time pressure on the choice between brands that differ in quality,price, and product features

Consumers often make purchase decisions while under time pressure. This research examines the effect of time constraints on the choice of brands that differ in perceived quality, price, and product features. Specifically, when making choices under time pressure, consumers were found to be more likely to choose higher-quality brands over lower-quality brands and top-of-the-line models with enhanced product features over basic models with fewer features. Alternative explanations for these effects are explored, and practical implications are discussed.