Situational and trait interactions among goal orientations

Regulatory focus theory has been used to describe and explain a wide range of consumer responses. This goal orientation has been examined both as a chronic difference and a situational variable. Yet, it is unclear how a situational manipulation interacts with the individual??s chronic goal orientation. The present research investigates the potential for interactions and suggests that typical outcomes of regulatory focus are likely to emerge more clearly under circumstances in which promotion focus is manipulated. The studies demonstrate asymmetric effects in the interactions of chronic and situational manipulations of regulatory focus using different manipulations and outcome variables. The implications of these findings are significant for any research involving the manipulation of variables that can also be considered as chronic tendencies.     

Coveted or Overlooked? The Psychology of Bidding for Comparable Listings in Digital Auctions

This article elaborates on, and provides evidence of the herd behavior bias -- the tendency to gravitate toward, and bid for, auction listings with one or more existing bids, ignoring comparable or even more attractive unbid-for listings available at the same time -- exhibited by buyers in digital auctions. Some listings attract many bidders and become coveted, the center of bidding attention, while other equivalent or even superior listings are overlooked, receiving no bids at all. Empirical analysis using data from digital auctions across different product categories shows that this herd behavior bias is attenuated with increasing bid price, but increases with the difficulty of evaluating quality. The practical implications of these findings, and promising research opportunities in this area are also discussed.     

The self-creation effect: making a product supports its mindful consumption and the consumer’s well-being

Popular cultural movements such as Slow Food and the Maker Movement emphasize product self-creation―personally creating products, then consuming them, as a core value. We present the first research to examine how product self-creation affects the individual’s consumption experience of such products and their well-being. Seven field and lab studies provide evidence that when consumers self-create a product, they appreciate it to a greater degree, are likely to consume it more mindfully, and experience greater domain-specific and general well-being. The individual’s private self-consciousness strengthens the effect. Self-creating products offers consumers with a practical, versatile, and personal interest-driven way to transcend their traditional role, to consume more consciously and sustainably, while concurrently enhancing the enjoyment of their consumption experience.     

Consumer Behavior in a Multichannel,Multimedia Retailing Environment

Over the past decade, multichannel, multimedia retailing environments have grown in variety, scope, and sophistication. However, research regarding the implications of this trend for consumer behavior is rather scarce. We seek to address this need by providing a comprehensive yet flexible approach for formulating promising consumer behavior-related research questions based in multichannel, multimedia retailing environments. This approach adopts a consumer-centric view of multichannel, multimedia retailing and identifies a number of important dimensions of this environment. We then illustrate how this approach could be applied via specific examples involving consumer memory, product assortment, and information acquisition. We conclude by considering the managerial implications of our proposed approach.     

Internal Stakeholders' Claims on Branding a State University

Educational institutions, as part of the service sector, face unique challenges in developing and implementing an internal brand management (IBM) program. Internal stakeholders generally resist branding strategy. A case study of a public U.S. university describes the branding approach, which incorporated the multiple interests into an integrated strategy. The article contributes to our understanding of “doing branding” in the higher education sector and the unique role of IBM before, rather than after, a branding strategy has been developed.     

A Theory of Growth and Threshold Inflation with Estimates

For an inflation targeting Central Bank, a precise estimate of the threshold inflation in the economy is important. Existing studies provide estimates without any coherent theory of growth and threshold inflation and hence suffer from several limitations about concept and measurement. The present paper attempts to develop such a theory to establish a stable steady state growth solution. It also operationalizes the theory through a model with support from the Indian data for specific components of the model to derive the required functional form. Final estimates in India with annual data from 1995–96 to 2017–18 show that the threshold inflation and associated optimal growth vary considerably as rates of fiscal deficit and current account deficit on the balance of payments vary. The current combinations of the long term four policy targets of 4% inflation; 8% growth; 6% fiscal deficit (to GDP); and 2% current account deficit (to GDP) are internally inconsistent and hence not achievable. Now that there is an opportunity to revise the inflation target for the period after March 2021, the present paper argues for choosing from the menu of internally consistent options for all these four policy targets to avoid unnecessary costs.

     

Regulative institutions supporting entrepreneurship in emerging economies: A comparison of China and India

China and India are touted as new entrepreneurship powerhouses. The two countries’ different institutional history and characteristics have led to differences in environments related to entrepreneurship. There are some well-founded rationales as well as a number of misinformed and ill-guided viewpoints about the friendliness of the environment to support entrepreneurship in each country as well as the China–India differences concerning entrepreneurial environment. This article contributes to this debate by offering theoretical and empirical evidence regarding the differences in regulative institutions in the two economies. Specifically, we compare the state’s regulative, participative, and supportive roles from the standpoint of entrepreneurship in the two countries.     

Determinants of Participation and Response Effort in Web Panel Surveys

Web panels are widely employed to conduct marketing research surveys, yet little is known regarding why consumers join web panels or participate in web surveys. The present research investigated the effects of individuals' motivational traits on whether they joined web panels, participated in surveys upon joining, and the effort they put into their responses. A longitudinal study employing population profiling gathered personality measures from the entire population of potential panelists (N = 751) and invited them to join a web panel. Those accepting (N = 503) were sent a series of six marketing research surveys. Results revealed that consumers' need for cognition, curiosity, agreeableness and extraversion were significant predictors of joining the web panel. The first three traits also predicted survey participation, as did openness to experience. Among participants, response effort was affected the greatest by curiosity, extraversion, and conscientiousness. An additional experiment, conducted with 327 participants, ruled out a selection bias explanation for some results. These findings provide useful insights to researchers using web panels, and point out limitations with using strictly demographics-based weighting schemes when selecting web panels.     

Factors Impacting the Adoption of the Internet among SMEs

The Internet can extend market reach and operational efficiency of small and medium enterprises (SMEs) and enhance their contributions to the U.S. economy. This paper reports an empirical study conducted to identify the factors that impact SMEs involvement with the Internet. Internal and external variables such as firm size, self-efficacy, prior technology use, etc. are used to predict the level of Internet involvement. This involvement is examined in terms of ownership of a web site (adoption) and use of the Internet for selling purposes (routinization). Logistic regression is used to examine the relationships between internal and external factors and SMEs involvement with the Internet. The results suggest that specific factors contribute to the SMEs involvement with the Internet – prior technology use and the customer service subscale of perceived competitive pressure influence both stages of Internet adoption. Moreover, the relative importance of some of these predictor variables decreases as the level of Internet involvement increases. Past media use does not explain SME behavior – in terms of adoption or routinization. These findings can be used to develop strategies to build SME involvement with the Internet.