Food‐related risk‐reduction strategies: purchasing and consumption processes

Confronted with an alarming social discourse favouring the perception of food risk, modern consumers find themselves in a situation of psychological discomfort caused by consumption of foodstuffs coming from the agricultural and foodstuff industry. To eliminate this discomfort the consumer may change their purchasing and consumption habits (constraining hypothesis) or introduce some measures for the reduction of risk. The aim of this paper is to present a new classification of risk reducers taking into account the diversity of buying and consumption practices. Copyright © 2004 Henry Stewart Publications.     

居住流动性与消费：基于调节定向理论的阐释

居住流动性是指人们改变居住地(即搬家)的频率。作为关键的社会生态因素之一,其会对个体的认知、情绪以及行为产生重要影响。已有学者从健康福祉、社会关系以及教育结果等方面对居住流动性的后因结果进行了综述。居住流动性对消费者心理和行为也会产生重要影响,但目前未发现有综述研究对居住流动性引发的消费者行为反应进行总结,也未见研究从理论层面对这一影响机制进行归纳解释。在梳理居住流动性导致的消费者心理与行为反应的研究之后,借用调节定向理论对相关研究结论进行了归类论述,指出居住流动性会导致消费者分别采取促进型反应策略或预防型反应策略。进一步地,提出居住流动的自主性(主动vs.被动)以及方向性(向上vs.向下)能够解释经历居住流动的消费者何时会选择促进型策略或预防型策略。最后,针对所搭建的居住流动性促进和预防策略框架,提出几个潜在的研究议题,以供学者进一步探究讨论。     

The condom purchase task: A hypothetical demand method for evaluating sexual health decision-making

Behavioral economic theory has proved useful for understanding the influence of delay and probability on sexual health decision-making. Demand is another principle at the intersection of microeconomics and psychology that has helped advance research relevant to health behaviors. The purpose of the present study was to develop and test a demand measure related to sexual health decision-making and the influence of sexually transmitted infection (STI) risk. Participants (N = 438) recruited using Amazon Mechanical Turk completed a commodity purchase task assessing hypothetical condom demand. Condom demand was evaluated at varied prices for use with hypothetical sexual partners that varied in STI risk. Demand was characterized by prototypic decreases in consumption with increases in cost. Higher partner STI risk was associated with greater intentions for condom-protected sex at no cost and smaller decreases in condom demand with increases in cost. Price sensitivity was also related to individual difference factors relevant to sexual health (e.g., alcohol use severity, lower STI knowledge). This study supports the utility of a condom purchase task for indexing condom valuation and capturing individual difference and contextual risk factors relevant to STI transmission. Future studies may leverage this methodology as a means to study sexual health decision-making.     

矛盾的消费者是如何解读多元化口碑信息的?

以消费者态度的矛盾性为基础前提, 来探究消费者自身的矛盾态度与外界的多元化口碑信息之间的交互机制。通过两个现场实验发现, 消费者态度的矛盾性程度稳健地调节着消费者对外界信息的选择和处理。具体而言, 高矛盾性的消费者由于具有显著的减少矛盾的动机, 会选择性注意外界的正面信息和态度, 而低矛盾性的消费者减少矛盾的动机并不显著, 更倾向于选择性注意外界的负面信息和态度; 另一方面, 矛盾消费者的选择性注意效应受从众压力和群体共识的影响很小, 也即那些不处于消费者选择性关注范围内的信息和态度, 即使是多数人形成的共识, 对消费者仍然不会有显著影响。     

Who wants privacy protection,and what do they want?

As privacy controversies have become more salient since the early 1980s, one response by policy makers has been to try to encourage consumers to demand privacy protection, by expecting goods and services to be designed with privacy‐enhancing technologies (PETs) embedded in them. But what scope is there for this? Conventional approaches to understanding consumer demand for privacy protection have not been very helpful in providing robust accounts of when consumers will want which kinds of protection. This paper offers a neo‐Durkheimian institutionalist theoretical account of the roots of consumer preferences for privacy and services with PETs in particular, which yields testable hypotheses for future research. It grounds preferences in risk perceptions, shows how distinct styles of risk perceptions are the result of distinct types of situation in social organisation, and derives typical demand curves for each of these types, before exploring the extent of mobility of preferences predicted by the theory, which in turn provides the basis for understanding the scope for persuading consumers to demand privacy‐respecting services of different types. Rooted in the sociology of knowledge and in anthropological approaches, the argument represents a challenge to psychometric, naïve empiricist and postmodernist accounts, and it offers a distinct research agenda. Copyright © 2002 Henry Stewart Publications Ltd.     

Uncertainty in ethical consumer choice: a conceptual model

The market place has seen significant growth in the demand for ‘ethical’ products and services. Yet, consumers often experience knowledge, evaluation and choice uncertainties in decision‐making processes, particularly in relation to products such as ethical clothing. The authors explore this pertinent form of consumer uncertainty through three qualitative studies of ethical consumers that examine their approaches to clothing consumption. In‐depth interviews and focus groups confirm uncertainty arises; the results also identify the causes and consequences of consumer uncertainty in this context. The causes of uncertainty pertain to issues surrounding complexity, ambiguity, conflict and credibility that give rise to uncertainties that result in delaying purchase decisions, compromising beliefs and negative emotions. This study contributes to literature by offering a holistic understanding of the challenges facing consumers when making ethical choices. Copyright © 2013 John Wiley & Sons, Ltd.     

Materialism, status consumption, and consumer independence

Materialism influences many people. We focus on two aspects of this influence: reactions to prestige products and to the influence of others. A study of 187 U.S. student consumers shows that materialism is positively related to buying products that confer status. In contrast, materialism is negatively related to consumer independence, an enduring tendency to pay minimal attention to the prescribed norms of other consumers and to make product and brand decisions according to personal preferences. Consuming products for status is also negatively related to consumer independence. Moreover, the association between materialism and consumer independence is completely mediated by consuming for status. Materialism urges consumers to be status conscious so that they follow social norms in purchasing, but seeking status through goods is avoided by less materialistic, independent consumers. A second study (n = 258) also using student consumers confirmed these results.     

Satisfaction in the context of customer co‐production: A behavioral involvement perspective

Consumers increasingly subscribe to community‐supported agriculture (CSA) programs as an alternative retail channel for fresh produce. Compared with supermarket retailers, CSAs are built around an ethos of community rather than efficiency and economies of scale; and CSA programs demand far greater customer co‐production than supermarket retailers. For instance, CSA members (customers) assume responsibilities for physical distribution, market timing, and financial risk taking—activities that, for customers of traditional supermarkets, are assumed by the retailer or other market intermediaries. Service‐dominant logic suggests that such co‐production activities provide value for consumers. And the expanding demand for CSA programs anecdotally supports the notion that consumers find value in co‐producing fresh produce. However, whether or not co‐production leads to greater satisfaction with a product category remains largely untested. We draw on community theory to test if engagement in co‐production activities leads to satisfaction with a product category. By examining product satisfaction, we test an outcome of co‐production that is consumer‐centric. Results from an exploratory field study suggest that two types of value co‐creation—commitment to co‐production and behavioral involvement in product‐related activities—are positively correlated with product satisfaction. Our results support the notion that value co‐creation provides value for consumers. Interestingly, these findings are antithetical to studies that suggest service convenience constitutes non‐monetary value for consumers. Our study suggests that the community theory is a viable theoretical frame for consumer research on co‐production. Further, our findings suggest that consumer research into the co‐creation of value should incorporate measures of product satisfaction and draw on behavioral as opposed to exclusively attitudinal assessments of co‐production activities. Copyright © 2012 John Wiley & Sons, Ltd.     

网络环境下第三方评论对冲动购买意愿的影响机制：以产品类别和评论员级别为调节变量

采用问卷调查和实验研究的方法, 构建了以情感为中介的第三方正面评论与网络消费者冲动购买意愿的关系模型, 并检验了产品类别和评论员级别对该模型的调节效应。研究结果表明：第三方评论的好评度、好评数、时效性直接正向影响冲动购买意愿; 好评度以快乐和唤起情感为中介、好评数以快乐情感为中介间接正向影响冲动购买意愿; 消费者购买低涉入度(VS：高涉入度)产品和阅读高级(VS：初级)评论员发布的评论时, 第三方正面评论对冲动购买意愿的影响更强。     

Predicting the Personal Appeal of Marketing Images Using Computational Methods

Images play a central role in digital marketing. They attract attention, trigger emotions, and shape consumers’ first impressions of products and brands. We propose that the shift from one‐to‐many mass communication to highly personalized one‐to‐one communication requires an understanding of image appeal at a personal level. Instead of asking “How appealing is this image?” we ask “How appealing is this image to this particular consumer?” Using the well‐established five‐factor model of personality, we apply machine learning algorithms to predict an image's personality appeal—the personality of consumers to which the image appeals most—from a set of 89 automatically extracted image features (Study 1). We subsequently apply the same algorithm on new images to predict consequential outcomes from the fit between consumer and image personality. We show that image‐person fit adds incremental predictive power over the images’ general appeal when predicting (a) consumers’ liking of new images (Study 2) and (b) consumers’ attitudes and purchase intentions (Study 3).     

Learning to love the older consumer

This paper examines how and why marketing has largely ignored the older consumer and concentrated on younger targets. It explores some of the myths of the older consumer and through examining recent research in the USA and the UK makes a plea for accepting the older consumer as still very much in the main stream of marketing. It also explores how society constructs age and how older people may wish to see themselves. While age related myopia is unsatisfactory for both consumers and marketing, older consumers may express a wide range of identities, making them a potentially complex target for marketing. The paper suggests that more research is needed to explore the different motives and identities of these important consumers with a view to better meeting their needs in terms of appropriate products, messages and media. Copyright © 2001 Henry Stewart Publications.     

Nonmonetary and nonreciprocal freecycling: Motivations for participating in online alternative giving communities

This research examines consumers' participation in a nonmonetary, nonreciprocal form of online consumer exchange wherein consumers may decide to give only, receive only, or both give and receive. Given the lack of financial incentives or relational norms that would traditionally drive participation in this societally beneficial consumption activity for which we advance the term alternative giving, this research examines consumers' participation motivations. Are consumers, as prior research suggests, motivated to participate in alternative giving activities on the basis of prosocial motives or for other reasons? Through a content analysis of the online Freecycle Network, we found that participation is driven primarily by fundamental consumer needs and wants, though other prosocial, less materialistic factors are also drivers. Our findings also identify an inconsistency in product categories between what givers offer and what receivers seek, suggesting that supply–demand imbalances can emerge within alternative giving communities.     

Consumers Object to Algorithms Making Morally Relevant Tradeoffs Because of Algorithms’ Consequentialist Decision Strategies

Why do consumers embrace some algorithms and find others objectionable? The moral relevance of the domain in which an algorithm operates plays a role. The authors find that consumers believe that algorithms are more likely to use maximization (i.e., attempting to maximize some measured outcome) as a decision-making strategy than human decision makers (Study 1). Consumers find this consequentialist decision strategy to be objectionable in morally relevant tradeoffs and disapprove of algorithms making morally relevant tradeoffs as a result (Studies 2, 3a, & 3b). Consumers also object to human employees making morally relevant tradeoffs when they are trained to make decisions by maximizing outcomes, consistent with the notion that their objections to algorithmic decision makers stem from concerns about maximization (Study 4). The results provide insight into why consumers object to some consumer relevant algorithms while adopting others.     

So hard to say goodbye? An investigation into the symbolic aspects of unintended disposition practices

Even though disposition is present in the consumer behavior research agenda, most of the studies focus mainly on intentional movements of products leaving the home. The present article describes a less conscious and co‐incidental journey of products into a liminal zone between use and disposal inside homes. A qualitative field study, based on the itinerary method, was undertaken with a group of 26 affluent women in Brazil. The findings show that consumers maintain purgatories – “forgotten” repositories of products no longer in use – as an in‐home disposition practice. The aspects and functioning of purgatory are also detailed, through a typology of purgatories and a discussion of specific strategies to deal with cluttering as a consequence of product accumulation inside homes. Finally, purgatories emerge as a contemporary consumer solution to deal not with individual products but with product collectivities' disposition. Copyright © 2016 John Wiley & Sons, Ltd.     

Consumer brand choice: individual and group analyses of demand elasticity

Following the behavior-analytic tradition of analyzing individual behavior, the present research investigated demand elasticity of individual consumers purchasing supermarket products, and compared individual and group analyses of elasticity. Panel data from 80 UK consumers purchasing 9 product categories (i.e., baked beans, biscuits, breakfast cereals, butter, cheese, fruit juice, instant coffee, margarine and tea) during a 16-week period were used. Elasticity coefficients were calculated for individual consumers with data from all or only 1 product category (intra-consumer elasticities), and for each product category using all data points from all consumers (overall product elasticity) or 1 average data point per consumer (interconsumer elasticity). In addition to this, split-sample elasticity coefficients were obtained for each individual with data from all product categories purchased during weeks 1 to 8 and 9 to 16. The results suggest that: 1) demand elasticity coefficients calculated for individual consumers purchasing supermarket food products are compatible with predictions from economic theory and behavioral economics; 2) overall product elasticities, typically employed in marketing and econometric research, include effects of interconsumer and intraconsumer elasticities; 3) when comparing demand elasticities of different product categories, group and individual analyses yield similar trends; and 4) individual differences in demand elasticity are relatively consistent across time, but do not seem to be consistent across products. These results demonstrate the theoretical, methodological, and managerial relevance of investigating the behavior of individual consumers.     

社交媒体分享线索如何影响消费者的选择：印象管理与自主感缺失

随着社交媒体, 第三方消费点评网站及各类电商平台的蓬勃发展, 消费者能够越来越容易地与他人分享自己的消费和体验。为了适应这一迅猛的发展势头, 企业采取一系列措施加入社交媒体营销刺激消费者分享。如在产品界面添加分享按钮, 在各大社交平台添加主题标签, 或者直接使用带有分享刺激的广告口号。与以往研究关注消费者决策后的分享行为不同, 本研究提出社交媒体分享线索在消费者决策中发挥着重要作用, 影响消费者的判断与选择。具体来说, 本项目认为社交媒体分享线索一方面激发了消费者的印象管理动机, 另一方面也降低了自主感, 在此基础上探究了的两个行为决策结果：产品兴趣和决策终止。本项目具有重要的理论意义, 突破前人研究大多关注决策后分享的局限, 对现有社交媒体分享, 及数字环境如何影响消费行为是有益的补充。在实践上, 对企业如何更好地开展社会化媒体营销有着重要的指导意义。     

Who is more ethical? Cross‐cultural comparison of consumer ethics between religious and non‐religious consumers

Religion is a significant part of daily life that affects consumers' decisions and behaviors. Religious consumers are predicted to be more ethical than non‐religious consumers. Nonetheless, past research suggests mixed results. Hence, the present study has two main objectives: (1) to examine differences in moral ideologies and ethical beliefs among religious and non‐religious consumers in Indonesia and Australia and (2) to investigate the impact of moral ideologies and religiosity on consumer ethical beliefs. This is one of the first cross‐cultural studies to compare consumer moral ideology (specifically, idealism and relativism) and consumer ethical beliefs between religious and non‐religious consumers. The results show that religious consumers tend more toward idealism than relativism and have stronger ethical beliefs regarding negative consumer ethical behaviors compared with non‐religious consumers. However, for ethical beliefs regarding specific consumer behaviors, namely, recycling and software piracy/buying counterfeit, the effect of religion was overshadowed by cultural differences between the two countries. This study contributes to the debate on the impact of moral ideologies and religiosity on consumer ethical beliefs. The findings may assist managers and public policymakers in their efforts to mitigate unethical consumer activities. Copyright © 2016 John Wiley & Sons, Ltd.     

A stochastic multidimensional scaling procedure for the empirical determination of convex indifference curves for preference/choice analysis

The vast majority of existing multidimensional scaling (MDS) procedures devised for the analysis of paired comparison preference/choice judgments are typically based on either scalar product (i.e., vector) or unfolding (i.e., ideal-point) models. Such methods tend to ignore many of the essential components of microeconomic theory including convex indifference curves, constrained utility maximization, demand functions, et cetera. This paper presents a new stochastic MDS procedure called MICROSCALE that attempts to operationalize many of these traditional microeconomic concepts. First, we briefly review several existing MDS models that operate on paired comparisons data, noting the particular nature of the utility functions implied by each class of models. These utility assumptions are then directly contrasted to those of microeconomic theory. The new maximum likelihood based procedure, MICROSCALE, is presented, as well as the technical details of the estimation procedure. The results of a Monte Carlo analysis investigating the performance of the algorithm as a number of model, data, and error factors are experimentally manipulated are provided. Finally, an illustration in consumer psychology concerning a convenience sample of thirty consumers providing paired comparisons judgments for some fourteen brands of over-the-counter analgesics is discussed.     

Effects of self-monitoring and feedback on residential electricity consumption

Prior research has indicated that frequent feedback could reduce residential electricity consumption by 10% to 15%. However, because feedback was primarily given in written form, this procedure might not be practical. The present study evaluated a potentially more practical feedback procedure during peak-use periods with high electricity consuming households. The study was conducted during the winter in an upper-middle class neighborhood of almost identical, all-electric townhouses (N = 71) that averaged about 170 KWH per day per household for a monthly bill of over $200. Twelve households received daily written feedback. Sixteen households (self-monitoring) were taught to read their outdoor electricity meter and to record KWH used every day. A comparison group was composed of 14 households that had volunteered to participate and 29 others that had only given permission to have their meters read. During a 1-month period that the procedures were in effect, the feedback group reduced consumption by 13% and the self-monitoring group by about 7%. These reductions, relative to the comparison group, were maintained during an early spring 1-month follow-up period and, to a lesser extent, during a 6-week warm spring period. Self-monitoring participants were highly reliable and persistent meter readers. Reductions in electricity use were reported by households to be largely attributable to lowering of the heat thermostat, and large monetary and KWH savings were found. Techniques to make self-monitoring cost-effective important components of the self-monitoring procedure, methods to apply self-monitoring more broadly, and plans to combine behavioral procedures with physical technology are discussed.     

结伴购物情境下消费者冲动购买行为发生机理

冲动性购买是生活中的常见现象, 也是消费者行为研究的重要子领域。围绕单人购物情境下的冲动购买研究成果较多, 而对结伴购物情境下的冲动购买行为研究明显不足。聚焦结伴购物情境下消费者的冲动购买现象, 基于“欲望-意志力”模型, 在情绪感染理论、归因理论等理论基础之上, 采用焦点访谈法、实验法、问卷调查法等研究方法, 从欲望和意志力两个方面, 深入探讨结伴购物消费者冲动购买行为发生的内部决策机理。研究结论将丰富现有结伴购物情境下的冲动购买行为研究内容, 也为企业营销实践、个人冲动购买行为管理以及政府部门开展消费者教育提供理论指导。