Consumer perceptions of bundles and time‐limited promotion deals: Do contracts matter?

Marketers use various types of deals to positively influence consumers' product evaluations. Across two experiments, we manipulated print advertisements to examine whether the commonly used deal content of both bundling and time‐limited promotions affect consumers' perceived confusion, risk and value. In study 1, the influence of this content was tested in the context of a 2‐year telecommunications (telco) contract. Here, consumers associated a three‐item bundle with greater perceived value than a single item, but perceived value was reduced and risk heightened when it was only available for a limited time. We speculate that this is because of the long‐term nature of the contract. Study 2 removed the contract restriction, examining the bundling of a video game console and game(s), again with a time‐limited promotion. However, in this context, we failed to locate any interaction effects. It appears that consumers further appraise the drawbacks of a long‐term telco contract when accompanied by a time‐limited promotion and may perceive the switching costs for study 1 three‐item telco bundle to be particularly risky. Our studies represent the first empirical investigation of the effect on consumers' perceptions of offering a bundle in conjunction with a time‐limited promotion. Testing these effects in contract and no contract conditions adds to the contribution of our studies by delineating a boundary condition. From a managerial perspective, our findings are thought‐provoking in respect to information integration, or how consumers process different deal content together. Copyright © 2015 John Wiley & Sons, Ltd.     

If only I had the time! The impact of time salience on consumers' evaluations of product offers

We explore consumers' consideration of their time budgets when evaluating product offers in a context in which we expect those budgets are most easily ignored—product giveaways. Across three studies, we manipulate the salience of time for participants considering free seminars (Study 1a) and free vacations (Studies 1b and 2) to be received in the near or distant future. Beginning with Study 1, we demonstrate that when time is made salient to them, consumers consider slack in their time budgets when evaluating near‐future but not distant‐future product giveaways. Otherwise, consumers appear to largely ignore time budget slack when evaluating free offers. In Study 2, we replicate these basic effects while providing evidence that consumers' consider slack in their time budgets at the point they commit to a giveaway rather than at the point when they will receive the product. We discuss these findings in terms of both their theoretical and marketing implications. Copyright © 2013 John Wiley & Sons, Ltd.     

What you are confident of determines your choices in context: Confidence in yourself versus in your ability

The notion that consumers' preference is constructed by decision context is well established. Two of such salient manifestations are compromise effect and attraction effect. Although literature has explored the moderators of these effects from the perspective of a decision maker, little is known about whether a significant difference exists between the effects of individual differences as a situational state and as a stable personality. This article approaches this question by examining how specific self‐confidence and general self‐confidence shape consumer's preference for context options. Four studies find that compromise effect is greater for consumer with high specific self‐confidence, whereas attraction effect is greater for consumer with low specific self‐confidence. The two context effects are greater for consumers with low general self‐confidence only in the presence of social influence. In addition, low (vs. high) general self‐confidence strengthens (vs. weakens) the impact of specific self‐confidence on context effects under this condition. This article concludes by discussing the theoretical and practical implications of the findings.     

Choice‐making,Expectations, and Treatment Positivity: How and When Choosing Shapes Aversive Experiences

Every day we use products and treatments with unknown but expected effects, such as using medication to manage pain. In many cases, we have a choice over which products or treatments to use; however, in other cases, people choose for us or choices are unavailable. Does choosing (versus not choosing) have implications for how a product or treatment is experienced? The current experiments examined the role of choice‐making in facilitating so‐called expectation assimilation effects—or situations in which a person's experiences (e.g., discomfort and pain) are evaluated in a manner consistent with their expectations. In Experiment 1, participants were initially exposed to a baseline set of aversive stimuli (i.e., sounds). Next, some participants were given expectations for two “treatments” (i.e., changes in screen display) that could ostensibly reduce discomfort. Critically, participants were either given a choice or not about which of the two treatments they preferred. Participants in a control condition were not provided with treatment expectations. Results revealed that discomfort experiences assimilated to expectations only when participants were provided with choice. Experiment 2 replicated this finding and provided evidence against the idea that demand characteristics and choice‐making unrelated to the core task (i.e., choices without associated expectations) could account for the results. Further, Experiment 2 showed that choosing reduced discomfort because of increased positivity about the treatment. Results are discussed in the context of extant research on choice‐making and expectation effects. Copyright © 2013 John Wiley & Sons, Ltd.     

Children's expectations about training the approximate number system

Humans possess a developmentally precocious and evolutionarily ancient approximate number system (ANS) whose sensitivity correlates with uniquely human symbolic arithmetic skills. Recent studies suggest that ANS training improves symbolic arithmetic, but such studies may engender performance expectations in their participants that in turn produce the improvement. Here, we assessed 6‐ to 8‐year‐old children's expectations about the effects of numerical and non‐numerical magnitude training, as well as states of satiety and restfulness, in the context of a study linking children's ANS practice to their improved symbolic arithmetic. We found that children did not expect gains in symbolic arithmetic after exercising the ANS, although they did expect gains in ANS acuity after training on any magnitude task. Moreover, children expected gains in symbolic arithmetic after a good night's sleep and their favourite breakfast. Thus, children's improved symbolic arithmetic after ANS training cannot be explained by their expectations about that training.     

Assimilation and contrast effects: The role of self‐construal and regulatory focus as moderators in collectivistic cultures of honour

Human judgments are context dependent. When answering a question about one's overall satisfaction with life, a previous question about one's romantic life might pose redundancy problems influencing one's judgment of life satisfaction, something known as item order effects. However, in order to detect such redundancy, one needs to pay attention to the context of the conversation. Any variable that influences the amount of attention given the context of the conversation can determine whether the presumed redundancy is detected or not. In three studies, two experiments and one correlational study, we tested the influence of induced self‐construal (study 1) and self‐regulatory focus (study 2) and self‐regulatory focus measured as an individual difference variable (study 3) as moderators of context effects among college students from Mexico. In study 1, participants induced to have an independent mindset were less likely to detect the redundancy posed by two questions, resulting, as predicted, in a contrast effect. In study 3, participants with lower levels of prevention focus were less likely to detect the redundancy posed by the same two questions as study 1, resulting, as predicted, in an assimilation effect. The implications of the results were discussed within the framework of the inclusion/exclusion model.     

Consumer complaints and recovery through guaranteeing self‐service technology

Self‐service technologies are shaping the future of consumer behaviour, yet consumers often experience service failure in this context. This conceptual paper focuses on self‐service technology failure and recovery. A consumer perspective is taken. Recovering from self‐service technology failure is fraught with difficulty, mainly because of the absence of service personnel. The aim of this paper is to present a theoretical framework and associated research propositions in respect to the positive role that service guarantees can play in the context of self‐service technology failure and recovery. It contributes to the consumer behaviour domain by unifying the theory pertaining to consumer complaint behaviour, service recovery, specifically consumers' perceptions of justice, and service guarantees, which are set in a distinctive self‐service technology context. It is advanced that service guarantees, specifically multiple attribute‐specific guarantees, are associated with consumer voice complaints following self‐service technology failure, which is contingent on the attribution of blame in the light of consumers' production role. Service guarantees are argued to be associated with consumers' perceptions of just recovery in the self‐service technology context when they promise to fix the problem, compensate only when the problem cannot be remedied, offer a choice of compensation that is contingent on failure severity, afford ease of invocation and collection, and provide a personalised response to failures. Previous classifications of SSTs are used to highlight the applicability of guarantees for different types of SSTs. Managerial implications based on the theoretical framework are presented, along with future research directions. Copyright © 2011 John Wiley & Sons, Ltd.     

When a product takes on characteristics of the person who created it: Sometimes it sounds sweeter

We investigated when consumers' judgments about a product reflect information about its product source (the person who creates the product). Three experiments manipulated congruence between the source's gender and the gender-typing of the source's product. When congruent with expectations (a male conductor played male-typed music), pre-trial source information had the same effect on post-trial product judgments as when source information was absent. Incongruence (a female conductor played male-typed music) distorted product attribute judgments when the source's competence was questioned. Her music was judged to be more delicate, less powerful and worse quality than his. This process of product experience being assimilated into incompetence stereotypes required minimal cognitive resources. When the incongruent source was undoubtedly competent, the amount of experiential evidence about an attribute influenced distortion. Consumers judged powerful music as powerful regardless of conductor gender, but, lacking much evidence about its delicacy, judged hers as more delicate than his. The selective effect of source gender information reflects consumers' cognitively effortful hypothesis testing of beliefs that gender expresses itself in a person's output against experiential evidence.     

Understanding consumers' brand‐induced food taste perception: A comparison of ‘brand familiarity’ – and ‘consumer value – brand symbolism (in)congruity’ – accounts

Past research has shown that familiar brands can boost consumers' food taste experiences. On the other hand, more recent evidence suggests that the (in)congruity between consumer values and brand symbolism can affect the food taste perception. This study is the first one to integrate these two accounts into one single conceptual framework and to empirically evaluate their relative roles in explaining consumers' brand‐induced taste perception. Two experiments involving taste trials (blind vs brand‐cued sensory evaluation) were conducted. The first experiment analysed the brand familiarity effect, whereas the second experiment addressed also the taste perception of yogurts with differing brand symbolism amongst food consumers with distinct value orientations to find support for the (in)congruity effects. This research implies that congruity is not responsible for enhancing consumers' taste perception beyond the level that is produced by the brand familiarity. In contrast, the incongruity effect appears capable of neutralising the brand familiarity effect. Therefore, these two explanations may operate independently. More generally, this study speaks for the importance of incorporating consumer value – brand symbolism incongruity mechanism into food consumption studies; even owners' of strong food brands cannot trust the ability of their brands to boost a consumer's taste experience if there is no correspondence between his or her central values and brand symbolism. Thus, an objectively better taste is not necessarily decisive; satisfactory sensory quality can suffice if it is coupled with imaginative and daring brand marketing that delivers unique emotional and functional benefits for well‐defined food consumer target segments. Copyright © 2011 John Wiley & Sons, Ltd.     

Evaluation context's role in driving positive word‐of‐mouth intentions

Relevant literature recognizes that transaction‐specific and cumulative evaluations are different, but few empirical studies test how these differences might affect the link between product evaluations and word of mouth (WOM). This study addresses this issue by assessing the simultaneous effects of perceived quality and satisfaction on the resulting positive WOM intentions for both types of evaluations. Results reveal that different factors drive positive WOM intentions depending on the context of the study. When the consumers' evaluations are related to a specific transaction, perceived quality is the dominating predictor of positive WOM intentions. When the evaluations are cumulative, satisfaction is the dominating predictor of positive WOM intentions. Copyright © 2012 John Wiley & Sons, Ltd.     

Employing autobiographical memory perspective to influence self‐congruence and brand preference

This paper advances our understanding of consumer behavior by examining the influence of autobiographical memory perspective on consumer's self‐congruence. While extant research has primarily restricted itself to the consequences of self‐congruence, this work focuses on an antecedent, by examining the psychological processes associated with the consumer's autobiographical memory perspective and the resulting impact on self‐congruence. Through three experiments, we demonstrate that visualizing autobiographical memories from a first‐person versus a third‐person perspective impacts consumers' self‐brand congruence differently under varied circumstances. Specifically, differing degrees of self‐brand congruence are experienced when consumers focus on differences (vs. similarities) between their present and recalled selves, combined with distinct autobiographical memory perspectives. The autobiographical memory perspective is identified as a key determinant of consumers' perceived change in self‐image, which, in turn, has a cascading effect on their self‐brand congruence. Thus, consumers' perceived change in self‐image is identified as the mechanism underlying the main effect. Furthermore, as an important component of self‐image, this research determines and examines a moderating influence of self‐esteem in the relationship between autobiographical memory perspective and self‐congruence. Collectively, these results facilitate our understanding of the autobiographical memory perspective as an antecedent of consumer's self‐congruence, with implications for nostalgia advertising and retro branding.     

Antecedents of consumer relative preference for interpersonal information sources in pre‐purchase search

Past research has demonstrated clearly the importance of pre‐purchase information search within the buying process. Scholars have identified several sources used by consumers in order to obtain information relevant to their purchase situation. Among the various information sources, interpersonal non‐commercial sources seem to play an important role in consumers' choice decisions. The present study examines potential antecedents of consumer relative preference for interpersonal information search. The proposed antecedents include personality traits such as individuals' susceptibility to interpersonal influence, their need for cognition and their self‐confidence, as well as individual differences in product knowledge and perceived risk associated with the purchase of a specific product. Using structural equation modelling on survey data (419 respondents), seven hypotheses — describing relationships between the diverse variables of the model — were tested. The results indicate that consumer relative preference for interpersonal information search was significantly influenced by consumers' susceptibility to interpersonal influence, their need for cognition, their self‐confidence and their product knowledge. Consumers' product knowledge also influenced their perceived risk, which did not affect their preference for interpersonal search significantly. Copyright © 2005 John Wiley & Sons, Ltd.     

Odour‐based context reinstatement effects with indirect measures of memory: The curious case of rosemary

Previous studies examining environmental context‐dependent memory (ECDM) effects using indirect measures of memory have produced inconsistent findings. We report three experiments that examined ECDM in an indirect memory paradigm (word‐fragment completion) using ambient odours as environmental contexts. Expt 1 manipulated the odour present at learning and testing (rosemary or lemon) to produce reinstated‐context or switched‐context conditions. Reinstating rosemary led to a striking ECDM effect, indicating that indirect memory testing can be sensitive to ECDM manipulations. Odour ratings also indicated that rosemary induced a more unpleasant mood in participants than lemon. Expt 2 assessed the influence on indirect retrieval of odour‐based mood induction as well as odour distinctiveness, and indicated that rosemary's capacity to promote ECDM effects appears to arise from an additive combination of its unpleasantness‐inducing properties and its distinctiveness. Expt 3 partially supported these proposals. Overall, our findings indicate that some odours are capable of producing ECDM effects using indirect testing procedures. Moreover, it appears that it is the inherent proprieties of odours on dimensions such as unpleasantness and distinctiveness that mediate the emergence of ECDM effects, thereby explaining the particular potency of rosemary's mnemonic influence when it is reinstated.     

Determinants of brand switching: the role of consumer inferences,brand commitment,and perceived risk

Previous research in the area of price discounts has generated a rich, but diverse and mixed body of literature. This research examines the role of consumer's brand commitment and product category risk in influencing the nature as well as valence of the inferences generated by consumers in response to price discounts. Our results provide insights regarding how consumers' responses to competitor inducements vary depending upon their brand commitment for the incumbent brand and perceived risk. Furthermore, we show that higher commitment consumers could resist an inducement from a competitor when they are able to generate negative, marketer‐related inferences. Our research suggests that consumers' inferences are critical than pure economic benefits in determining the effectiveness of discounts.     

Managing the aftermath: Scapegoating as crisis communication strategy

Should firms struggling with a brand crisis use scapegoating, the assignment of blame to another entity? Across three studies, we offer evidence of the value of scapegoating. We show that when firms use scapegoating, they reduce consumers' attributions of a firm's crisis responsibility, controllability, and stability. Compared to other strategies, including no response, denial, apology, and justification, scapegoating is most effective at reducing these attributions. However, attributions of crisis controllability seem more influential in reducing a firm's crisis responsibility. Scapegoating also increases consumers' word‐of‐mouth (WOM) intentions more than the no response strategy, but not more than denial, apology, and justification. The effect of scapegoating, however, depends on the scapegoat type. Whereas using an underdog scapegoat such as a regular company employee or a small partner firm can backfire and result in negative WOM intentions, the use of topdog scapegoats seems to have more positive effects. When firms use topdog scapegoats, such as the top management of a large firm, negative WOM intentions likely decrease. This type of effect seems to occur due to a reduction in the firm's crisis responsibility that scapegoating engenders.     

I,me, and mine—how products become consumers' extended selves

• Consumer research literature has recognized the consumers' use of products and brands as props to their self‐identity. While this literature has illuminated that products indeed serve to extend one's sense of self, the concept of ‘self’ itself is under‐identified. In this conceptual essay, we propose a set of components that make up one's sense of self. Then we identify processes through which possessions become associated with one's identity or self‐concept. We suggest the utility of using the proposed framework in practice for consumers' self‐concept profiles, and for linking brands to appropriate components of ‘self.’ Copyright © 2006 John Wiley & Sons, Ltd.

     

Personal Values,Autonomy, and Self‐efficacy: Evidence from frontline service employees

Employee's self‐efficacy has been related with important outcomes for organizations, such as service quality and job performance. Thus, understanding the antecedents of self‐efficacy can have important payoffs. Accordingly, this paper investigates how personal values interact with autonomy to affect employee's self‐efficacy. The hypotheses are tested with a sample of bank employees. The results reveal that conservation is negatively related to self‐efficacy and that both openness to change and self‐enhancement values have a positive impact on self‐efficacy. Autonomy is also positively associated with self‐efficacy. Finally, autonomy mitigates the negative effects of conservation on self‐efficacy, and strengthens the positive effects of self‐enhancement on self‐efficacy.     

Impact of consumers' corporate social responsibility‐related activities in social media on brand attitude,electronic word‐of‐mouth intention,and purchase intention: A study of Chinese consumer behavior

This study examines how consumers' corporate social responsibility (CSR)‐related activities in social media affect their responses to brands. We defined consumers' CSR‐related activities in social media as the extent to which consumers use social media to engage in CSR communication by companies. An online survey was conducted to examine social media users in China, the largest consumer market in today's global economies. This study developed a theoretical model and empirically tested the relationships between consumers' CSR‐related activities in social media, identification with the brand, and three consumer behavior outcomes: electronic word‐of‐mouth (eWOM) intention, brand attitude, and purchase intention. The results suggested that consumers' CSR‐related activities in social media significantly impacted eWOM intention and purchase intention through enhancing identification with the brand and positive brand attitude. This study provides important insights on consumer behavior and CSR by investigating social media, an important and emerging marketing platform. Moreover, this study fills in the research gap about the association between consumers' CSR‐related activities in social media and their responses to brands. Theoretical and managerial implications for CSR strategies in social media are discussed.     

Religiosity and consumer belonging: Influences on product evaluations

Consumers have a fundamental need to belong. Prior research has examined the compensatory mechanisms that consumers use to restore belongingness when they have a low sense of belonging. However, research has yet to adequately understand the influence that having a high sense of belonging has on consumption behavior. Thus, three studies are conducted to address this gap in the literature, specifically examining religiosity as a source of consumers' high sense of belonging. Study 1A identifies that religiosity positively influences consumers' sense of belonging and corresponding product evaluations because belongingness creates a positive affect state. This affect then incidentally transfers a positive halo effect to product evaluations. Study 1B replicates the sequential mediation from Study 1A but only for those products that are value expressive. Studies 2 and 3 then better isolate these effects by priming religion (Study 2) as well as general social acceptance and rejection (Study 3). Findings reveal that only religion and acceptance primes influence consumers' sense of belonging and product evaluations. Discussion builds on need‐to‐belong theory and implications for marketing practice are discussed.     

Scale‐dependent automatic shifts in brand evaluation standards

Different schema-based expectations for competing brands can produce shifting evaluative standards in consumers' relative ratings of these brands. This shift in standards differentially affects objective (number-based) and subjective (word-based) rating scales. Several studies support the proposition that a brand rated as objectively inferior to another can be subjectively perceived as equivalent to—or even better than—the same brand. Such anomalous response inconsistency originates in consumers' recourse to different expectations for the competing brands and their automatic adjustment of expectations for the inferior brand when responding to subjective measures. The implicit relaxing of evaluative standards for the objectively dominated brand leads to an unconscious upward bias in its subjective ratings. The effect is moderated by consumer expertise and is asymmetric—it is not accompanied by an escalation of evaluative standards for objectively dominating brands.