The Assimilative and Contrastive Effects of Word-of-Mouth Volume: An Experimental Examination of Online Consumer Ratings

The popularity of online rate-and-review websites has increased the importance of word-of-mouth (WOM) volume (number of ratings) yet the retail literature has not paid adequate attention to understanding its impact. This paper highlights WOM volume as a high-scope, decision-making cue upon which the influence of other WOM-relevant characteristics on a WOM message's persuability depends. We begin, via a pretest, by demonstrating the intuitive expectation that high volume, relative to low volume, accentuates or assimilates perceptions of positivity or negativity of WOM targets. Then, through two experimental studies, we show that depending upon how high volume interacts with WOM consensus and consumer decision precommitment, it can contrast preference away from the valence of a target also. In our third and final experimental study, we demonstrate that consumers differ in their susceptibility to the influence of high volume. Those with a higher desire to be different from others, compared to those with a higher desire to be similar, are resistant to high volume's assimilative sway and do not show the valence-accentuating effects demonstrated in the pretest. Retail managers and researchers should find these insights about the different roles of WOM volume beneficial.     

Matching a cause with self‐schema: The moderating effect on brand preferences

The moderating roles of consumer brand involvement type and product type on the effect of a match between consumers' self‐schema and the cause a brand supports on consumers' preference for the cause‐supporting brand is investigated. The authors show that a schema–cause match enhances consumer preference for a brand engaging in cause‐related marketing when (1) consumers' involvement with the brand is of the impression‐relevant type (vs. outcome‐relevant type) and (2) when the branded product is functional (vs. hedonic). © 2011 Wiley Periodicals, Inc.     

Credit Card Use and Compulsive Buying Behavior

ABSTRACT

Compulsive buying behavior is a negative form of behavior that leads to overspending. In the current study, the author examines the applicability of a compulsive buying behavior scale developed by Valence et al. (1988) with Indian consumers. Compulsive buyers are likely to relate money to power, success, and status. Compulsive buyers perceive their purchases as a way of overcoming negative self-esteem and anxiety. The influence of consumers’ attitude toward credit cards, demographic factors, and credit card use on compulsive buying was studied. The findings suggest the compulsive behavior scale should be modified in the Indian context. Age, income, education, and marital status influence compulsive buying. Consumers’ attitude toward credit cards did not affect compulsive buying.     

Money Attitudes,Materialism, and Compulsiveness: Scale Development and Validation

ABSTRACT

Compulsive buying behavior is a chronic shopping disorder. Compulsive buyers purchase products to quell feelings of anxiety and depression. Past research suggests positive relationship between money attitudes, materialism, and compulsiveness. Money attitude, materialism, and compulsiveness scales have been adapted by researchers to validate their applicability in different countries. Results have revealed new factors. These scales were used to check their validity and applicability on Indian sample. CFA findings revealed that original factors and model could not be confirmed completely on the Indian sample. The study identified new factors: three money attitude factors (power-prestige, anxiety, and price sensitivity), five materialism factors (success, status, centrality, achievement, and happiness), and compulsiveness (one factor).     

Gender as a moderator of the relationship between materialism and fashion clothing involvement among Indian youth

The research examines the role of gender in moderating the relationship between materialism and product involvement with fashion clothing among the Indian youth. The Richins materialism scale and the product involvement and purchase involvement scales developed by O'Cass were used to understand the behaviour of Indian youth towards fashion clothing. The sample (n = 254) comprised of university students from different parts of India. The findings indicate that Indian youth do not possess a high level of materialistic tendencies. Gender has a moderating influence on the relationship between materialism and involvement with fashion clothing. Young men and women differ with respect to their involvement with fashion clothing and even more with regard to their involvement with the purchase of fashion clothing, with women reporting a higher level of involvement in both cases.     

Online banking in India: An approach to establish CRM

Technology is fast altering the business servicescape. Its role in improving customer service levels is being used strategically and increasingly by service organizations. The service attributes and quality can be enhanced by deployment of technology. The Internet has facilitated convenience in customer interactions and transactions with the banks. Online banking is currently emerging as a new approach in India for providing improved accessibility and expediency to customers. Most banks have their own websites for improving the customer interface and offering online services. The article studies the applicability of online banking in India and its role in fostering relationships with customers and giving them more value. The research was conducted on customers familiar with online banking in India, and their perceptions about online banking were studied. The findings reveal that customers are using the services but are skeptical about the financial transactions and service quality dimensions.     

Green apparel buying behaviour: A study on Indian youth

Changes in demographics and availability of global clothing brands have brought several changes in Indian apparel industry. Green or organic clothing brands are becoming popular among Indians and likely to contribute to the revenues of apparel sector. Global and national apparel manufacturers have introduced organic clothing lines to cater to ecological conscious consumers. The purpose of this research was to examine the effect of consumer susceptibility to interpersonal influence (CSII), past green behaviour, green peer influence and green apparel knowledge on Indian youth's green apparel buying behaviour. A mix of convenience and random sampling was used for data collection. The sample (n = 981) comprised of youth of age group 18–24 years. Structural equation modelling was used to test the hypothesized relationships. Findings suggest that past green behaviour influenced green apparel buying behaviour. Green peer influence and green apparel knowledge had no impact on green apparel buying behaviour. Moreover, CSII had no influence on green apparel buying behaviour. The findings differ from earlier studies that suggest influence of social norms and peer group had an effect on green buying behaviour. Practical implications of the present study are discussed.     

The impact of the amount of available information on decision delay: The role of common features

In two studies, we show that features shared by products (common features) do not cancel out during the decision-making process but in fact are consequential as they decrease desire for delay in decision making. In study 1, we show that as the amount of available information about product features increases, decision delay decreases in spite of the additional information being identical across the products. Further, we also find that this effect is partially mediated by information adequacy. In study 2, we show that despite the overall difficulty of making decisions under avoidance?Cavoidance versus approach?Capproach conflict, an increase in common features decreases decision delay under both conflict conditions.     

Consumer Shopping Styles and Online Shopping: An Empirical Study of Indian Consumers

ABSTRACT

The generalizability and applicability of the Consumer Shopping Inventory (CSI) scale on Indian sample in predicting online shopping behavior was examined. CSI scale has been adapted by researchers to validate its applicability in different countries. Results revealed new factors and different segments of consumers were identified by factor analysis. The findings posit that the original U.S. eight-factor model could not be confirmed completely on Indian sample. However, the study found support for five factors: quality-conscious shopper, fashion-conscious shopper, uninterested shopper, impulsive shopper, and brand-conscious shopper. Online shopping behavior was categorized under convenience, information availability, and cost factors. Demographic factors do not influence consumers' decision to shop online. Consumers shopping online frequently and Impulsive shoppers are likely to look at convenience factor of online shopping. Information availability was important for fashion-conscious shoppers, consumers frequently shopping online, and impulsive shoppers. Brand-conscious shoppers and quality-conscious shoppers were not likely to purchase online.     

Understanding Credit Card Use Among Indian Consumers: Role of Materialistic Values and Compulsivity

The current research examines influence of materialism and compulsive-buying behavior on Indian consumers’ credit card use. Research in Western countries posits that materialistic values and compulsiveness influence credit card use. However, results of the research differ from earlier researches. It suggests that Indian consumers’ credit card use is influenced by materialism but not by compulsiveness. Credit cards may be acquired to represent a lifestyle and improve individual’s status. The symbolic value associated with credit card is higher than its functional attributes. Consumers associate it with material possessions that bequeath status to them.