More than a mere cup of coffee: When perceived luxuriousness triggers Chinese customers’ perceptions of quality and self-congruity |
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| Institution: | 1. University of the West of Scotland, UK Paisley Campus, High Street, PA1 2BE, Paisley, Scotland, UK;3. State University of New York Polytechnic Institute 100 Seymour Road, Utica, NY 13502, USA;1. Sauder School of Business, University of British Columbia (UBC), Vancouver, British Columbia, V6T 1Z2, Canada;2. Rowe School of Business, Dalhousie University, Halifax, NS, B3H 4R2, Canada;1. IQS School of Management, Universitat Ramon Llull, Via Augusta, 390, 08017, Barcelona, Spain;2. Tecnológico de Monterrey, Avenida General Ramón Corona 2514, Nuevo México, 45138, Zapopan, JAL, Mexico;1. Ehrenberg-Bass Institute, UniSA Business, University of South Australia, City West Campus Level 4, Yungondi Building, North Terrace Adelaide, SA 5000, Australia;2. Massey University, Auckland, New Zealand;1. School of Industrial Engineering, College of Engineering, University of Tehran, Iran;2. School of Business and Economics, RWTH Aachen University, Aachen, Germany;3. Centre for Research in Sustainable Supply Chain Analytics, Rowe School of Business, Dalhousie University, Halifax, NS, Canada;1. Instituto Multidisciplinar de Empresa, University of Salamanca, Campus Unamuno. Edificio FES, 37007, Salamanca, Spain;2. Instituto Multidisciplinar de Empresa, Universidad Laica Eloy Alfaro de Manabí, Av. Circunvalacion, Manta, Ecuador;3. Instituto Multidisciplinar de Empres, University of Sao Paulo, Brazil;4. Instituto Multidisciplinar de Empresa University of Salamanca, Spain;1. Department of Geography, Ghent University, Krijgslaan 281, 9000, Gent, Belgium;2. Public Governance Institute, KU Leuven, Parkstraat 45, 3000, Leuven, Belgium;3. Department of Geography, University of Tartu, Vanemuise 46, 51014, Tartu, Estonia;4. College of Civil Aviation, Nanjing University of Aeronautics and Astronautics, Yudao Street 29, Nanjing, 210016, China |
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| Abstract: | While prior research shows that atmospheric cues such as visual design trigger customers' cognition and emotions, thus leading to approach-avoidance responses, this article proposes self-congruity as a mediator, paralleling cognitive evaluation (i.e., perceived quality). More specifically, this article, situated in the context of the coffee shop industry in China, investigates how perceived luxuriousness, reflected from the service provider's visual design, affects customers' willingness to pay a price premium (WTPP). The findings show that perceived luxuriousness leads to customers' inferences of high quality of the coffee and high self-congruity, thus increasing WTPP. Further, cosmopolitanism moderates the effect of perceived luxuriousness only via self-congruity, but not via perceived quality. This article contributes to the existing literature on atmospherics, self-congruity, brand equity, and cosmopolitanism. More importantly, this article provides managerial implications for global coffee/food brands that aim to set up their chain outlets and expand rapidly in China, one of the largest emerging markets. |
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| Keywords: | Coffee culture Atmospherics Perceived luxuriousness Perceived quality Self-congruity WTPP Cosmopolitanism |
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