Goal‐Derived Categories: The Role of Personal and Situational Goals in Category Representations

Prior research often emphasized a stimulus‐based or bottom‐up view of product category representations. In contrast, we emphasize a more purposeful, top‐down perspective and examine categories that consumers might construct in the service of salient (i.e., highly accessible) goals. Specifically, we investigate how the point of view imposed by salient consumer goals might affect category representations assessed by participants’ similarity judgments of food products. A key factor in our study is that we examine both individual and situational sources of variability in goal salience. In addition, we also vary the surface‐level, visual resemblance of the stimulus pairs of foods used in the study. The results suggest that personal goals (e.g., health) and situational goals (e.g., convenience) act in conjunction and exert a systematic impact on category representations. Both types of goals, when salient, enhanced the perceived similarity of goal‐appropriate products and reduced the similarity of product pairs when only one product was ideal for the particular goal. The similarity‐enhancing effect was most pronounced when the surface resemblance between the products was low, and the similarity‐diminishing effect was more apparent when surface resemblance was high. Implications are discussed for current theoretical assumptions regarding categorization in consumer research.     

Effect of Manufacturer Reputation,Retailer Reputation,and Product Warranty on Consumer Judgments of Product Quality: A Cue Diagnosticity Framework

In this article, we examine how consumers assess product quality when confronted with multiple cues. Based on cue diagnosticity, a conceptual framework is developed that differentiates between cue types and suggests that the diagnosticity of some cue types depends on the valence of other cue types in the environment. The cue diagnosticity framework is then used to assess the effects of manufacturer reputation, retailer reputation, and product warranty on consumer perceptions of product quality. Consistent with the conceptual framework, we find in 2 studies that warranty is not used in judgments of product quality when a manufacturer with a poor reputation sells directly to consumers or sells through a retailer with a poor reputation. However, when the same manufacturer sells through a reputed retailer, then the warranty is used in making quality evaluations. The results not only support the conceptual framework, but also highlight the important role that the retailer plays in assessments of product quality. The implications of the findings are discussed along with directions for future research.     

Country‐of‐Origin Influences on Product Evaluations: The Impact of Animosity and Perceptions of Industriousness Brutality on Judgments of Typical and Atypical Products

When a product's country of origin has a reputation for manufacturing high‐quality products, there may be a positive impact on product judgments. If people feel animosity toward a country as a result of its political or social policies, they may react negatively to the products it produces. These opposing effects may depend in part on the subset of country‐relevant knowledge that is accessible in memory at the time of judgment. When a product was not one on which Germany or Japan had built its reputation for manufacturing high‐quality products, associating the product with these countries increased its evaluations when industriousness had been activated as part of an unrelated experiment. However, when concepts associated with brutality had been primed, the product's country of origin had a negative effect on judgments. When the product was typical of those manufactured in the country, however, identifying its country of origin increased product evaluations regardless of whether industriousness or brutality had been primed. Thus, animosity toward a product's country of origin had an adverse effect on reactions to it only if the product was not one on which the country's reputation was based.     

Meta‐stereotypes,Social Image and Help Seeking: Dependency‐Related Meta‐stereotypes Reduce Help‐Seeking Behaviour

People who need help can be reluctant to seek it. This can be due to social image concerns. Here, we investigate if these concerns may be prompted by a salient negative meta‐stereotype: the belief that one's group is judged negatively by another group. Specifically, we researched group members' help‐seeking behaviour in the context of a dependency‐related meta‐stereotype. In a two‐condition study (N = 45), we manipulated participants' belief that their national group was judged dependent by a significant out‐group. We then examined their subsequent help‐seeking behaviour on a real‐world task. Participants whose social identity as a group member was salient showed greater reluctance to seek help when the meta‐stereotype was made prominent compared with when it was not. This suggests that, in a context where social image and social identity concerns are relevant, group members are willing to sacrifice the possibility of accessing needed help in order to avoid confirming a negative stereotype of their group. The implications of these results for helping transactions and community development are discussed. Copyright © 2012 John Wiley & Sons, Ltd.     

Price‐Matching Guarantees and Consumer Evaluations of Price Information

In 3 experiments, we show that price‐matching guarantees affect the process through which consumers translate price information into subjective judgments. In Experiment 1, we find that price‐matching guarantees appear to change the standard used in price evaluation by raising consumers’ estimates of the lowest and average prices in the market. This leads consumers to perceive products and stores that offer price‐matching guarantees as less expensive. In Experiment 2, we show that evaluations of product price information are affected by the presence of a price‐matching guarantee only when consumers do not know the range of market prices. In Experiment 3, we extend these findings to show that consumer evaluations of the cost of products in a store, inferred on the basis of store characteristics, are also influenced by the presence of a price‐matching guarantee.     

How identity related goals moderate the role of attributes in product evaluation

This research examines how identity related goals influence product evaluation. It is proposed that products are evaluated based on an attribute level to fulfill an identity related goal. Further, the positive relationship between an attribute level and product evaluation is strengthened by goal activation (the degree to which a goal occupies a consumer's thinking) and goal‐product fit (the extent to which consumers think a product is related to a particular goal). Results of three experimental studies support the above propositions. The research makes contributions in that it identifies two moderators, that is, goal activation and goal‐product fit, in the relationship between attributes ability and product evaluation. First, identity‐related goals are higher order and likely to have higher priority for consumers. However, results in this paper show that it still needs to be activated before it can exert an influence on attribute importance. Specifically, when an identity related goal (e.g., one supportive of the fair trade goal) is activated, it takes over a lower‐order goal (e.g., seek for a good taste or a good priced coffee in this case). As goal activation increases, relevant attributes become more important, and the positive relationship between an attribute level and product evaluation strengthens. Second, this paper introduces a new construct of goal‐product fit into identity‐related goals and product evaluation literature. The results of study three suggest that when goal‐product fit becomes stronger, the relevant attribute that can fulfill the goal becomes more important in the overall product evaluation.     

The Eye of the Beholder: Romantic Goals and Impression Biases

Four experiments investigated the effects of romantic goals on task and social impression formation. The clouded judgment hypothesis holds that romantic goals encourage positive biases on less relationship-relevant dimensions (e.g., task competence). The default positivity hypothesis holds that romantic goals encourage positivity biases on relationship-relevant dimensions in the absence of relevant information. The selective accuracy hypothesis posits that romantic goals encourage accuracy regarding relationship-relevant attributes (e.g., social competence) when relevant information is available. In four studies, male and female perceivers evaluated opposite-sex targets whom they expected to date (romantic goals) or to meet for nonromantic interaction (baseline). Videotaped targets displayed competence or incompetence on task (Experiments 1 and 2) or social (Experiments 3 and 4) dimensions. All three hypotheses were supported.     

The influence of an online auction's product price and e-retailer reputation on consumers' perception, attitude, and behavioral intention

Online auctions combine the conventional auction model with information technology. However, information asymmetry within such auctions causes risks and uncertainties that influence consumer purchase intentions. In this study, a 2 (product price: high vs. low) × 2 (e-retailer reputation: high vs. low) experimental design was used to understand whether the product price and e-retailer reputation will influence consumers' perceived risk, attitude toward the website and purchase intention. The results of this study indicate that perceived risk negatively influences consumer attitude toward the website and online purchase intention, while consumer attitude toward the website positively influences purchase intention. Moreover, involvement moderates the influence of product price and e-retailer reputation only on social risk but does not have a significant effect on consumer attitude toward the website. This study contributes to a more comprehensive understanding of online auction users' behavior. Finally, the managerial implications, limitations and future research directions are also provided.     

Consideration Set Overvaluation: When Impossibly Favorable Ratings of a Set of Brands Are Observed

Consumers often focus on the characteristics of one brand and consider insufficiently the characteristics of other brands. Singular evaluation processes often result in judgments of a focal brand that are more extreme than warranted. This research investigates the extent to which this extremity effect generalizes to a consideration set consisting of multiple brands. Three experiments show that a set of favorably regarded brands is perceived as more favorable than would be possible if the salience manipulation had no effect. In Experiment 1, participants overestimated the likelihood that the best brand in the market was included in the presented set. In Experiment 2, the average rank assigned to the brands in the presented set was inflated. Extreme judgments were observed regardless of whether the focal set of brands was offered by a specialty store with a high‐quality reputation or by a general merchandise store with a low‐quality reputation. In Experiment 3, extreme intentions to buy now from the focal store were reduced when a comparative (vs. singular) judgment task was performed, but only when the need for cognitive closure was low as opposed to high. The results suggest that singular evaluation processes lead to consideration set overvaluation regardless of which particular favorably regarded brands happen to be included in the set.     

The Meaning of Brand Names to Children: A Developmental Investigation

We explored the way that children use brand names in making consumer judgments. Brand names can serve as a simple perceptual cue that identifies a product as one people are familiar with or one they associate with certain perceptual features. Brands can also be associated with symbolic or conceptual meanings, conveying status, prestige, or trendiness. We proposed that young children relate to brands on a perceptual level, whereas older children relate to brands on a conceptual basis as well. We examined this proposition in an experiment conducted with children 8,12, and 16 years of age. Participants were asked to evaluate an advertised product (e.g., athletic shoes) with a familiar brand name that was either popular (e.g., Nike^®) or less popular (e.g., Kmart^®). The advertised product was physically identical in both cases, allowing us to explore whether the brand name had meaning for children apart from its name familiarity or perceptual features. The use of conceptual brand meanings was assessed by asking participants to make several types of brand‐related judgments including evaluations of the advertised product, impressions of the owners of the advertised product, and evaluations of possible extensions of the popular brand name advertised. Results indicate that by the time children reach 12 years of age, they use brand names as an important conceptual cue in consumer judgments.     

The View from the Driver's Seat: What Good Is Salience?

A set of experiments gauged the value of salient and non‐salient visual information to drivers' decision making. Stimuli were images of traffic scenes viewed from a drivers' approximate perspective, and the subjects' task was to make stop‐or‐go driving judgments. Under some experimental conditions (Experiment 1), subjects viewed only the salient information from within each scene. Under other conditions (Experiments 2–3), they viewed only the non‐salient information. A signal detection measure of sensitivity served as the primary dependent measure. Data indicated that an above‐chance amount of the information needed for accurate judgments was contained within salient image regions and that some information was available only from the salient regions. Other critical information, however, was contained exclusively within non‐salient regions. Results suggest that an attentional bias toward visual salience would serve as an economical information‐seeking strategy for drivers but by itself would overlook many task‐critical cues. Copyright © 2013 John Wiley & Sons, Ltd.     

Stigmatized‐Identity Cues in Consumer Spaces

Consumers with stigmatized identities may be especially attentive to organizational cues that signal to them whether or not they are welcomed and valued consumers. These stigmatized‐identity cues can become a part of a company's brand, influencing the attractiveness of the company and consumer loyalty, and allowing consumers to draw inferences about an organization's ideologies and attitudes toward multiple stigmatized groups. Consumers with stigmatized identities attend to stigmatized‐identity cues that signal inclusion (or exclusion) toward other stigmatized groups, resulting in stigmatized‐identity cue transfers, especially when similarity mindsets are activated, and among consumers who are high in stigma solidarity. Because identity is central in consumer behavior, stigmatized‐identity threat cues can at times result in anti‐consumption, including boycotts, allowing consumers and companies to engage in collective action. This article reviews this growing body of research, demonstrating the important influence of stigmatized‐identity cues on consumer behavior and discussing ways in which companies can better signal their inclusive attitudes and ideologies to attract consumers.     

I want it and I want it now: Using a temporal discounting paradigm to examine predictors of consumer impulsivity

This paper proposes a new model of consumer impulsivity, using type of good, a person's endorsement of materialistic values, and identity deficits as predictors. Traditional decision making and psychological accounts see impulsive behaviour as a general overweighing of short‐term gratification (I want that dress now) relative to longer‐term concerns, irrespective of consumer good. Our proposal is that consumers' impulsivity (a) differs according to type of good and (b) is linked systematically to a combination of materialistic values and high identity deficits. Beginning with Study 1, three experiments, using a temporal discounting paradigm, show consistently that discount rates are higher for goods that are seen as highly expressive of identity (e.g., clothes) than goods not expressive of identity (e.g., basic body care products). For materialistic consumers, identity deficits predict discount rates for identity‐expressive goods (Study 2), and discount rates change for materialistic individuals when their identity deficits are made salient (Study 3). These findings support a conceptualization of consumer impulsivity as identity‐seeking behaviour.     

Identity salience moderates processing of group-relevant information

When an individual is categorized as a member of a group, the individual’s social identity becomes his or her frame for perceiving the world. This research investigates how information can be perceived and processed differently when relevant social identities are salient. In two studies, participants’ individual, student, or American identities were made salient before they read strong or weak arguments in favor of the institution of comprehensive exams at their university in 10 years time. In both studies, student-salient participants analytically processed the message whereas self-salient (Study 1) and American-salient (Study 2) participants failed to agree differentially with strong and weak messages. These data suggest that social-identity salience changes the information that individuals consider relevant, providing clear support for the contention that social identities have a profound impact on the way individuals perceive and interact with the world around them.     

Good Guys Can Finish First: How Brand Reputation Affects Extension Evaluations

This research investigates how consumer evaluations of brand extensions are affected by two distinct types of brand reputation: a reputation for social responsibility built through commitments to societal obligations, versus a reputation for ability developed by delivering quality offerings. Through six studies, we establish that while the two reputation types equivalently influence high fit brand extensions, a reputation for social responsibility (vs. ability) leads to more favorable responses toward low fit brand extensions by inducing a desire to support and help the company that has acted to benefit consumers. Furthermore, the facilitative effect of social responsibility on low fit brand extension evaluations is more prominent among consumers who value close relationships and caring for one another's well‐being (i.e., those with high communal orientation), and tends to dissipate when social responsibility initiatives are tainted with self‐serving motives (i.e., when these initiatives are aligned with the brand's core offering).     

Accuracy in Detecting Potential Underage Drinkers: The Role of Contextual Effects in Proofing1

Three studies investigated the prevalence and influence of contextual effects in social judgments of age as they concern the purchase of alcohol. In Experiment 1, prior to rating a target individual, college students rated a series of photographs of persons considerably older or younger than the legal drinking age. Contrary to previous research on contrast effects, a cognitive assimilation effect was obtained for perceptions of age. Subjects rated a target person older when the prior stimuli were older, and younger when exposed to youthful stimuli. In Experiment 2, subjects again were exposed to older or younger stimuli or control stimuli (pictures of a university campus) and asked to rate a target individual. In an attempt to make salient the relevant perceptual category, subjects were asked specifically to make age ratings of the priming stimuli. Results again indicated an assimilation effect for age and the decision to proof. Attraction and liking data tended to demonstrate a contrast effect. Experiment 3 replicated the assimilation effects found in Experiments 1 and 2 using actual store clerks. These data are considered in light of the social factors that affect judgments in policies that seek to restrict access to alcohol among minors.     

Self‐Image Motives and Consumer Behavior: How Sacrosanct Self‐Beliefs Sway Preferences in the Marketplace

This article reviews social cognitive research suggesting that people shape their beliefs and judgments of the social world to maintain sacrosanct beliefs of the self as a capable, lovable, and moral individual. This article then argues that consumer behavior might similarly be designed to bolster positive self‐views and then discusses the potential role played by these self‐image motives in recently documented consumer behavior phenomena (e.g., endowment, compensation, affirmation, and licensing effects). This article then articulates some questions for future research if one presumes that consumer decision making, at least in part, strives to harmonize preferences with bedrock beliefs that the self is an able and principled person.     

How trust in financial supplier information impacts young adults' financial information involvement: The moderating roles of product savings risk and social norm

Although consumers' risk‐taking, supplier trust, social norms and information involvement are central to much of thought in the financial market and consumer economic literature, it is not known how the interplay between consumers' trust in supplier information, risk‐taking behaviour and social norm may influence information involvement. This research contributes to the consumer economic literature by investigating how product savings risk and social norm affect the relationship between young adults' trust in supplier information and their information involvement. On the basis of two samples with young adults who recently have purchased a low‐risk savings product (n = 641) and a high‐risk savings product (n = 219), respectively, several results are obtained. It is found that both product savings risk and social norm positively moderate the relationship between young adults' trust in supplier information and their information involvement. In addition, the results indicate that the three‐way interaction between trust in supplier information, products savings risk and social norm has a positive effect on information involvement. As direct implications, financial authorities and financial service managers should especially consider investing additional resources in developing information trust for high‐risk savings products and should also take social norms into account when considering young adults' high‐risk‐taking behaviour. Copyright © 2017 John Wiley & Sons, Ltd.     

Choice confidence in the webrooming purchase process: The impact of online positive reviews and the motivation to touch

The webrooming purchase process (i.e. searching for information online and then buying the product offline) is the most extended cross‐channel shopping behaviour. With the aim of offering a better understanding of this behaviour, this research relies on information processing and uncertainty reduction theories to propose that consumers use the online information to make the offline purchase with a higher degree of confidence. We examine the effects of a previous online interaction with a product on the preferences and decision at the physical store, as well as on the outcomes of the experience. In this path to purchase, we analyse how positive online customer reviews, as a specific form of electronic word of mouth, help the consumer to improve their experience, given their great potential to reduce the consumer's uncertainty in a purchase situation. In addition, the role of the motivation to touch the product is examined. The results of two studies show that the combination of an online search and an offline purchase improves the consumers' purchase experience in pre‐choice variables (i.e. purchase intentions), choice and post‐choice variables (i.e. search‐process satisfaction and choice confidence). Moreover, reading a positive online customer review influences choice confidence, and all the variables considered in the research when it is received at the physical store. Finally, the results stress the importance of the motivation to touch when studying multichannel shopping behaviour, given its direct and moderating effects on the webrooming purchase process. Implications for theory and practice are discussed. Copyright © 2016 John Wiley & Sons, Ltd.