The Influence of Purchasing Context and Reversibility of Choice on Consumer Responses Toward Personalized Products and Standardized Products

2016 ◽  
Vol 118 (2) ◽  
pp. 510-526 ◽  
Author(s):  
Jieun Choi ◽  
Doo-Hee LEE ◽  
Charles R. Taylor
Keyword(s):  
Consumer Preference ◽  
Consumer Responses ◽  
Managerial Implications ◽  
Personal Use

Existing research on personalization has found that consumers generally prefer personalized products over standardized ones. This study argued that consumer preference for personalized products is dependent on purchasing context and reversibility of choice. Results of an experiment conducted in this study found that consumers preferred personalized products when purchasing an item for personal use but preferred standardized products when purchasing an item as a gift. However, the effects of purchasing context were negated when consumers were given the assurance that personalized products could be returned (reversibility of choice); when presented with reversibility of choice, consumers preferred personalized products over standardized products regardless of purchasing context. Theoretical and managerial implications of these results were discussed.

EXPRESS: How Does Global–Local Identity Affect Consumer Preference for Access-Based Consumption? Investigating the Mediating Role of Consumption Openness

2021 ◽  
pp. 002224372110551
Author(s):  
Xiaodong Nie ◽  
Zhiyong Yang ◽  
Yinlong Zhang ◽  
Narayanan Janakiraman
Keyword(s):  
Close Association ◽  
Consumer Preference ◽  
Sharing Economy ◽  
Knowledge Gap ◽  
Local Identity ◽  
Global Identity ◽  
Mediating Role ◽  
Managerial Implications ◽  
The Relationship

Given the increasing importance of the global sharing economy, consumers face the decision as to whether to choose an access-based option versus an owning option. However, our understanding of how consumers’ global–local identity may influence their preference for access-based consumption is rather limited. The authors fill this knowledge gap by proposing that consumers high in global identity (“globals”) have a greater preference for access-based consumption than those high in local identity (“locals”). Such effects are mediated by consumers’ consumption openness. Consistent with the “consumption openness” account, the authors find that when the desire for openness is enhanced by a contextual cue, locals’ preference for access-based consumption is elevated, whereas globals’ preference for access-based consumption is unaffected. However, when the desire for openness is suppressed by a contextual cue, globals’ preference for access-based consumption is reduced, whereas locals’ preference for access-based consumption is unaffected. Similarly, consumers’ traveler–settler orientation sets a boundary for the relationship between global–local identity and preference for access-based consumption, given its close association with consumption openness. Theoretical and managerial implications are discussed.

scholarly journals Consumer Responses to High Service Attentiveness: A Cross-Cultural Examination

2019 ◽  
Vol 27 (1) ◽  
pp. 56-73 ◽  
Author(s):  
Maggie Wenjing Liu ◽  
Lijun Zhang ◽  
Hean Tat Keh
Keyword(s):  
Consumer Satisfaction ◽  
The United States ◽  
Cross Cultural ◽  
Future Research ◽  
Consumer Responses ◽  
High Service ◽  
Ulterior Motive ◽  
Self Construal ◽  
Interdependent Self ◽  
Managerial Implications

Although the literature generally indicates that service attentiveness can increase consumer satisfaction, providing extra care and attention in service encounters may backfire and lead to negative consumer outcomes. In addition, because of cross-cultural differences, the effects of high service attentiveness may vary across international markets. The authors conduct a qualitative study, a field experiment, and two laboratory experiments in three countries (Canada, the United States, and China) across various service contexts (hairdressing, telecommunications, and computer repair) to examine cross-cultural consumer responses toward high service attentiveness. Consumers’ negative responses toward high service attentiveness are mediated by their suspicion of ulterior motive, which varies according to their self-construal. Specifically, consumers with an interdependent self-construal (either chronic or primed) tend to have greater suspicion of and negative responses toward high service attentiveness. Furthermore, the effect of interdependent self-construal fostering greater suspicion is attributed to a sharper in-group (vs. out-group) distinction, which is mitigated when the service employee is perceived to be an in-group member. The authors conclude by discussing the theoretical and managerial implications and suggesting future research directions.

Effects of pronoun brand name perspective and positioning on brand attitude

2015 ◽  
Vol 24 (2) ◽  
pp. 157-164 ◽  
Author(s):  
Luke Kachersky ◽  
Marina Carnevale
Keyword(s):  
Relative Effectiveness ◽  
Consumer Preference ◽  
Self Esteem ◽  
Brand Names ◽  
Social Benefits ◽  
Brand Name ◽  
Second Person ◽  
Content Type ◽  
Consumer Responses ◽  
Person Pronoun

Purpose – The purpose of this paper is to investigate the relative effectiveness of the second-person pronoun perspective within a brand name (as in “You”Tube) and the first-person pronoun perspective (as in “i”Phone). Design/methodology/approach – Drawing on prior research on self-concept, general pronoun usage and the fit between branding tactics and positioning, it is predicted that “you” will garner more favorable consumer responses when the brand is positioned on social benefits, while “I” will garner more favorable responses when the brand is positioned on personal benefits. These predictions are tested in two experiments with US consumers. Findings – When the brand in the experiment was positioned for its social benefits, “you” elicited more favorable brand attitudes than “I”, while the opposite was true when the brand was positioned for its personal benefits. This effect tends to be stronger among those with higher self-esteem. Practical implications – Managers can make more informed pronoun brand name selections based on their brand’s intended positioning – if it is social, “you” should be used; if it is personal, “I” should be used. Originality/value – The influence of pronouns in brand names is still largely unexplored. This research is the first to examine “you” brand names and also sheds light on how another marketing variable – positioning – impacts consumer preference for pronoun brand names. Finally, this work shows that such effects are more pronounced for those with higher self-esteem.

The Effect of Product Representation in Visual Conjoint Analysis

2016 ◽  
Vol 138 (10) ◽  
Author(s):  
Brian Sylcott ◽  
Seth Orsborn ◽  
Jonathan Cagan
Keyword(s):  
Conjoint Analysis ◽  
Choice Model ◽  
Three Dimensional ◽  
Model Performance ◽  
Consumer Preference ◽  
Product Representation ◽  
Consumer Responses ◽  
Open Questions ◽  
3D Printed ◽  
Preference Models

When most designers set out to develop a new product, they solicit feedback from potential consumers. These data are incorporated into the design process in an effort to more effectively meet customer requirements. Often these data are used to construct a model of consumer preference capable of evaluating candidate designs. Although the mechanics of these models have been extensively studied, there are still some open questions, particularly with respect to models of aesthetic preference. When constructing preference models, simplistic product representations are often favored over high fidelity product models in order to save time and expense. This work investigates how choice of product representation can affect model performance in visual conjoint analysis. Preference models for a single product, a table knife, are derived using three different representation schemes: simple sketches, solid models, and three dimensional (3D)-printed models. Each of these representations is used in a separate conjoint analysis survey. The results from this study show that the choice model based on 3D-printed photopolymer prototypes underperformed. Additionally, consumer responses were inconsistent and potentially contradictory between different representations. Consequently, when using conjoint analysis for product innovation, obtaining a true understanding of consumer preference requires selecting representations based on how accurately they convey the product details in question.

The Effect of Product Representation in Visual Conjoint Analysis

2014 ◽  
Author(s):  
Brian Sylcott ◽  
Seth Orsborn ◽  
Jonathan Cagan
Keyword(s):  
Conjoint Analysis ◽  
Model Performance ◽  
Consumer Preference ◽  
Product Representation ◽  
Consumer Responses ◽  
Open Questions ◽  
Solid Models ◽  
Product Models ◽  
3D Printed ◽  
Preference Models

When most designers set out to develop a new product they solicit feedback from potential consumers. These data are incorporated into the design process in an effort to more effectively meet customer requirements. Often these data are used to construct a model of consumer preference capable of evaluating candidate designs. Although the mechanics of these models have been extensively studied there are still some open questions, particularly with respect to models of aesthetic preference. When constructing preference models, simplistic product representations are often favored over high fidelity product models in order to save time and expense. This work investigates how choice of product representation can affect model performance in visual conjoint analysis. Preference models for a single product, a table knife, are derived using three different representation schemes; simple sketches, solid models, and 3D printed models. Each of these representations is used in a separate conjoint analysis survey. The results from this study showed that consumer responses were inconsistent and potentially contradictory between different representations. Consequently, when using conjoint analysis for product innovation, obtaining a true understanding of consumer preference requires selecting representations based on how accurately they convey the product details in question.

scholarly journals Consumers’ awareness of luxury brand counterfeits and their subsequent responses: when a threat becomes an opportunity for the genuine brand

2016 ◽  
Vol 25 (5) ◽  
pp. 452-464 ◽  
Author(s):  
Ilaria Baghi ◽  
Veronica Gabrielli ◽  
Silvia Grappi
Keyword(s):  
Spillover Effects ◽  
Content Type ◽  
Consumer Responses ◽  
Luxury Brand ◽  
Mediating Role ◽  
Managerial Implications ◽  
Consumer Perspective ◽  
Individual Variables ◽  
Self Protection

Purpose Taking the consumer perspective, this paper aims to investigate the effect of counterfeiting awareness on consumer advocacy behaviour towards the brand in a specific context, that is, the luxury brand context. Design/methodology/approach The authors conducted two surveys among actual and potential consumers of the original brand. Study 1 demonstrated the mediating role of customer-based brand equity between the consumers’ awareness of brand counterfeits and their advocacy behaviour towards the genuine brand. Study 2 showed the moderating role exerted by consumers’ emotional attachment to the brand in this framework. Findings This work showed specific mechanisms underlying consumer responses to counterfeits, revealing a wide framework able to uncover important positive spillover effects on counterfeited brands. Research limitations/implications This framework should be tested on additional brands and integrated with further processes and individual variables to extend our knowledge about consumer responses to counterfeits. Originality/value This research recognises counterfeiting as a consumer-led process. The results showed the ambivalent nature of counterfeiting, that is, a threat and an opportunity for the counterfeited brand. In fact, actual and potential consumers are prone to protect the genuine brand. The consequent advocacy behaviour is stimulated by the attempts of consumers of fakes to take possession of the brand experience, and these activate actions of self-protection among consumers of the original brand. Interesting managerial implications are drawn.

scholarly journals Nostalgia May Not Work for Everyone: the Case of Innovative Consumers

2017 ◽  
Vol 8 (1) ◽  
pp. 33-43
Author(s):  
Dovilė Barauskaitė ◽  
Justina Gineikienė
Keyword(s):  
Social Identity ◽  
Theoretical Framework ◽  
Marketing Strategies ◽  
Future Research ◽  
Purchasing Decisions ◽  
Consumer Responses ◽  
Empirical Results ◽  
Managerial Implications ◽  
The Relationship

In recent years, marketers have widely used nostalgia in their marketing strategies. However, little research has focused on understanding whether consumer responses to nostalgic communication are always positive. Seeking to fill this gap and referring to social identity theoretical framework, current research examines the relationship between nostalgia, innovativeness and consumer purchasing decisions. Empirical results demonstrate that innovativeness and nostalgia might indeed act in opposite directions. Managerial implications of the findings are considered and directions for future research suggested.  

Third Party Internet Seals

2010 ◽  
pp. 701-708 ◽  
Author(s):  
Peter Kerkhof ◽  
Guda van Noort
Keyword(s):  
Web Sites ◽  
Third Party ◽  
Consumer Trust ◽  
Future Research ◽  
Privacy And Security ◽  
Research Directions ◽  
Consumer Responses ◽  
Online Consumers ◽  
Managerial Implications ◽  
Future Research Directions

Buying online is still perceived as risky. A key strategy of online marketers to increase consumer trust in online ordering is to display privacy and security seals on their web sites. Although research indicates that these Internet seals do not necessarily mean better safety for online consumers, findings of several other studies demonstrated that these safety cues do influence consumer responses. The goal of this chapter is to provide the reader with an overview of findings regarding the persuasiveness of Internet seals and to reflect upon possible explanatory mechanisms for these effects. Future research directions and managerial implications for e-business are provided.

scholarly journals Willingness to pay for organic cotton

2017 ◽  
Vol 119 (8) ◽  
pp. 1815-1825 ◽  
Author(s):  
Federico Nassivera ◽  
Stefania Troiano ◽  
Francesco Marangon ◽  
Sandro Sillani ◽  
Iskra Markova Nencheva
Keyword(s):  
Willingness To Pay ◽  
Structural Equation ◽  
Equation Model ◽  
Social Consequences ◽  
Content Type ◽  
Consumer Responses ◽  
Organic Cotton ◽  
Csr Strategies ◽  
Managerial Implications ◽  
Social And Environmental Performance

Purpose Consumers seem to be increasingly concerned about the environmental and social consequences of their purchases. For this reason, companies are involved in corporate social responsibility (CSR) strategies for their supply chain to responsibly manage the consumption of the environmental resources and to support sustainability. The purpose of this paper is to contribute to a better understanding of the Italian organic apparel consumer by investigating the importance of consumers’ attitudes towards CSR in agricultural products processing industries and their willingness to pay (WTP) for organic cotton clothing. Design/methodology/approach Questionnaire data were gathered in Italy on a Likert scale. Questions focussed on WTP for organic cotton, with the aim to test consumer responsiveness to a CSR initiative in Italy. A structural equation model is proposed to shed some light into this relatively unexplored area. Findings One of the direct implications of the authors’ study is that companies in apparel industry should try to improve their social and environmental performance to elicit the desired consumer responses. Originality/value This implies important managerial implications for new marketing strategies. If consumers’ perception of CSR practices drives their behavioural intention, firms will be motivated to be involved and to invest in socially responsible practices.

scholarly journals Is it really brand love? A cautionary note on Nguyen and Feng’s study

2021 ◽  
Author(s):  
Salim Moussa
Keyword(s):  
Statistical Models ◽  
Descriptive Statistics ◽  
Coefficient Alpha ◽  
Cautionary Note ◽  
Single Item ◽  
Brand Love ◽  
Consumer Responses ◽  
Managerial Implications ◽  
Correlation Estimate ◽  
Financial Impacts

In this cautionary note, the author argues that the recent study by Nguyen and Feng (https://doi.org/10.1016/j.ijresmar.2020.10.001) did not investigate the antecedents and financial impacts of building brand love but rather those of brand liking. A close examination of some of the descriptive statistics reported by Nguyen and Feng indicates that their statistical models were run on consumer responses that are more indicative of brand liking than brand love. The author also demonstrates via one correlation estimate and one coefficient alpha value (taken from Nguyen and Feng’s article) that the single-item measure these authors used to gauge brand love is less than reliable. Marketing scholars, market researchers and brand managers are advised to be extremely cautious concerning the theoretical and managerial implications of that study.

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