The effect of ad appeals and message framing on consumer responses to plant-based menu items

While the recent surge of meat-like items on restaurant menus has received considerable attention, little is known how to encourage consumers to choose such novel dishes. To address this gap, we investigate the role of various communication strategies in making plant-based menu items more attractive. The results from Study 1 suggest that using a social appeal in the ad increases consumers’ preference for plant-based menu items via anticipated pleasure, but a health appeal does not. The results from Study 2 demonstrate that information on social costs induces feelings of ambivalence toward meat eating, thus making plant-based menu items more desirable. However, information on health risks of meat consumption does not have such an effect. Practical implications for promoting plant-based menu items are discussed.     

How anticipated pride and guilt influence green consumption in the Middle East: The moderating role of environmental consciousness

This research empirically tests the combined effect of anticipated pride, anticipated guilt, and environmental consciousness in parallel to the Theory of Planned Behavior's main components on green purchase intention. For the first time, it also explores the interaction of environmental consciousness, anticipated pride, anticipated guilt, and attitude, respectively, on green purchase intention. Analysis of 304 responses collected from consumers in the United Arab Emirates revealed that environmental consciousness, attitude towards green products, anticipated pride, and anticipated guilt positively influence the intention to purchase green products, but not perceived behavioral control and subjective norms. Interestingly, anticipated pride increases green purchase intention under low level of environmental consciousness, while anticipated guilt decreases purchase intention. In contrast, anticipated guilt positively influences green purchase intention under high environmental consciousness, while anticipated pride does not. This study extends current knowledge related to green purchase behavior and provides a nuanced understanding of the influence of anticipated emotions. It also provides practical implications for marketers in the Middle East to formulate effective strategies to stimulate green products consumption.     

To Justify or Not to Justify: The Role of Anticipated Regret on Consumers’ Decisions to Upgrade Technological Innovations

Prior research suggests that adoption decisions are primarily based on product features and experiential opportunities, like trial and observation. Our research follows inquiries that identify anticipated regret (AR) as an emotion integral to consumer decision making. Prior research and current retailing practice assume that AR can be alleviated by compelling product attribute-based rationales for immediate purchase. These rationales often take the form of direct attribute comparisons between the current best and the future technologies. Counter-intuitively, we find that giving consumers attribute-based justifications for immediate purchase produces a uniform level of AR and purchase delay regardless of the perceived rate of innovation (PRI). However, under conditions of low PRI and no justification, AR decreases significantly. A clear implication of our findings is that firms marketing current technology should not rush to provide consumers with justifications for immediate upgrade since such communications will remind consumers of what they might miss if they adopt now, resulting in increased AR and purchase delays. Instead, we suggest that retailers focus promotional efforts on highlighting the hedonic benefits consumers experience by adopting today.     

Decision Utility and Anticipated Discrete Emotions: An Investment Decision Model

Integrating theories and findings from various disciplines, we develop a decision utility model to explain how anticipated discrete emotions mediate investment decisions. We illustrate the model with the anticipated discrete emotions of a hypothetical Ponzi scheme investor and suggest practical measures to manage financial risks, emotionally.     

伦理视角下浅析《苏菲的选择》中苏菲的悲剧命运

文学伦理批评理论认为“文学是特定历史阶段伦理观念和道德生活的独特表现形式,文学在本质上是伦理的艺术”。从文学伦理的角度出发,分析《苏菲的选择》中女主人公苏菲在历史的伦理环境与父亲、与儿女在伦理活动中伦理结的形成过程,能让人们看到苏菲悲剧命运的根源、纳粹罪恶的深重,从而激发了人类对复杂人性的思考,号召人们心向美好,普爱众生。     

The Mediating Role of Anticipated Guilt in Consumers’ Ethical Decision-Making

In this paper, we theorize that the anticipation of guilt plays an important role in ethically questionable consumer situations. We propose an ethical decision-making framework incorporating anticipated guilt as partial mediator between consumers’ ethical beliefs (anteceded by ethical ideology) and intentions. In the first study, we compared several models using structural equation modeling and found empirical support for our research model. A second experiment was set up to illustrate how these new insights may be applied to prevent consumers from taking advantage of the seller. Results showed that enhancing the anticipation of guilt (by making the interpersonal consequences of the unethical act more salient) increased consumers’ ethical intentions, controlling for ethical beliefs. Together these two studies might have important theoretical and managerial contributions.Sarah Steenhaut is research assistant and doctoral candidate at Ghent University, Faculty of Economics and Business Administration, Research Center for Consumer Psychology and Marketing (Belgium). Her research interests lie in the area of ethical aspects and marketing, more specifically, consumers’ ethical beliefs, attitudes and behavior. She has recently published in Journal of Business Ethics.Patrick Van Kenhove is Professor of Marketing at Ghent University, Faculty of Economics and Business Administration, Department of Marketing (Belgium). He has recently published in Journal of Business Ethics, Psychology & Marketing, Journal of Retailing, Advances in Consumer Research, Journal of Economic Psychology, Journal of Health Communication and The International Review of Retail, Distribution and Consumer Research.     

Germany: ‘élite precaution’ alongside continued public opposition

Germany is the EU member state with the most difficult situation (besides Austria) for marketing genetically modified (GM) crops and food. At the same time, it shows the least administrative effort to respond to the reasons for this situation – public suspicion and protest. Regulators advocate specific precaution-related measures, including marketstage monitoring; these measures, however, do not relate to the primary demands of critics and opponents. The administration’s claim to prioritize scientific evidence over politics constructs the administration and the public as two separate worlds without real mediation. This conflicts with the ever-growing demands for public participation. Participation in a broader sense, however, is not dependent on formal opportunities. In this conflict, NGOs bring up issues of democracy, transparency and precaution through public mobilization. This strategy results in an anticipated consumer boycott and thereby a commercial blockage of GM products. These dynamics can be analysed as ‘reflexive modernization’, which implies greater public aversion to externally imposed risks. The politico-administrative system responds with a legalistic–scientistic approach in order to increase safety but without participatory measures to overcome predictive uncertainty and value conflicts. Environmental and consumer protest has led the technology providers to revise their political strategies in the biotechnology conflict. Thus, in Germany reflexive modernization takes place without reflexive politics.     

A working paper from April 1985: Which demand elasticities do we know and which do we need to know for policy analysis?

This paper presents some results on the theory and estimation of intertemporal allocation mechanisms. The results rely heavily on the distinction between anticipated changes and unanticipated changes.     

Anticipated foreign military threat, arms accumulation, and the current account in a small open economy

This paper examines the effects of an anticipated foreign military threat on consumption, the home weapons stock, and net foreign asset position in a small open economy. If the utility function is separable between butter and guns, the economy decreases both butter and guns when the news arrives, accumulates foreign assets prior to the foreign threat realization, and increases guns as the foreign threat realizes. If the utility function is nonseparable between butter and guns, the economy may have two dynamic responses. The first is similar to the separable case, except that consumption exhibits a discrete jump when the foreign threat realizes. The second is that the economy increases both butter and guns on impact, decumulates foreign assets prior to the foreign threat implementation, but either increases or decreases guns as the foreign threat realizes.     

The effect of consumer food creation on the food consumption experience

Two experiments show that the role the consumer plays in the creation of their food can affect the consumption experience. When guilt is present in the consumption of the food item, namely an unhealthy food item, having someone else create the food item increases taste evaluations, attitudes, and behavioral intentions. However, when guilt is not present, as in the case for healthy foods, there is no difference in food evaluations when the end consumer or another creates the food. These results have important implications for food retailers, food service establishment, and food delivery companies.