Self‐confidence,anxiety, and post‐purchase dissonance: a panel study

This study proposes an integrated conceptual model of the antecedents of post‐purchase dissonance. Data were gathered via a two‐stage panel study among consumers who made purchase of technology items. Study results demonstrate that consumer chronic characteristics (i.e., trait anxiety and generalized self‐confidence) not only directly influence post‐purchase dissonance positively and negatively but also are mediated by consumers' temporary feelings (i.e., state anxiety and specific self‐confidence) toward a purchase situation, and then indirectly influence post‐purchase dissonance positively and negatively. Trait anxiety positively influences state anxiety and that generalized self‐confidence and specific self‐confidence negatively influence state anxiety. Furthermore, trait anxiety appears to negatively influence specific self‐confidence, and generalized self‐confidence appears to negatively influence trait anxiety and positively influence specific self‐confidence.     

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.     

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.     

The moderating influence of socio‐demographic factors on the relationship between consumer psychographics and the attitude towards private label brands

This study examines the moderating influence of socio‐demographic variables (gender, age, education, income and family size) on the relationship between psychographic measures (general deal proneness, price‐related deal proneness, end‐of‐aisle display proneness, impulsiveness, smart‐shopper self‐perceptions and brand loyalty) and consumers' attitude towards private label brands. The proposed hypotheses are tested by collecting data at three different British supermarkets and assessed using structural equation modelling. The study reveals findings contrary to the prevailing views about consumer psychographics and socio‐demographics, including the following: (i) the significance of deal proneness among high‐income consumers; (ii) the end‐of‐aisle display proneness among older, high‐income and highly educated consumers; and (c) the relationship between impulsiveness and brand attitude among low‐income and less‐educated consumers. The study also provides multiple insights relating to psycho‐demographic targeting and display strategies. Copyright © 2013 John Wiley & Sons, Ltd.     

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.     

Are you willing to pay the price? The impact of corporate social (ir)responsibility on consumer behavior towards national and foreign brands

This research examines how the country of origin (national vs. foreign) affects the relation between corporate social responsibility (CSR) and consumers' willingness to pay and purchase intention. In the study, we adopted a first‐price sealed bid auction approach, using money in a “real‐world” setting. The results showed that CSR/corporate social irresponsibility (CSIR) affects consumer behavior and, particularly, consumers' willingness to pay and purchase intention. The study supports both the moderation hypothesis of country of origin in the relationship between CSR/CSIR and willingness to pay and between CSR/CSIR and purchase intention. In the globalization context, these results have important implications for brands' communication and marketing strategy and can stimulate important insights in organizations. Future research directions and limitations are also discussed. Copyright © 2016 John Wiley & Sons, Ltd.     

Transformational consumption choices: building an understanding by integrating social identity and multi‐attribute attitude theories

• Transformational value offerings result when marketers bundle products, services, and experiences in ways that provide consumers with opportunities to alter who they are. Examples include universities, healthcare providers, travel and leisure services, and many other businesses that guide individuals to change in some desired and lasting way. Pine and Gilmore ( 1999 ) predict that in the emerging economy “…transformation offerings will emerge across almost every industry that today views itself as part of the service sector” (p. 168). By definition, transformational value offerings involve identity development. Thus, it makes sense to use identity related variables to explain transformational value offering choices. This paper tests a model merging social identity theory and multi‐attribute attitude modeling to better understand factors predicting consumers' intentions to select a transformational value offering. A survey sample of United States Army Reserve recruits was used to test the integrated model. Results show that identity‐related perceptions form the basis for evaluating the value offering's benefits and intentions to adopt the offering. The prospective consumer also considers whether his or her self‐concept can accommodate that role. The proposed blending of social identity and multiattribute attitude models provides a promising framework for understanding and investigating consumers' choices to adopt transformational value offerings.

Copyright © 2009 John Wiley & Sons, Ltd.     

Trusting me,trusting you: Evaluating three forms of trust on an information‐rich consumer review website

When faced with a lack of information, consumers turn to trust to make a decision; but what happens to trust when individuals are confronted with the wealth of data on the Internet? This study evaluates three forms of trust in information‐abundant contexts: trust in the site, trust in the reviewers, and a postulated third form, trust‐in‐self. It looks at the roles of these three forms of trust in the information‐rich travel review website TripAdvisor. Two studies of site users, interviews (N = 30) and a survey (N = 237), found trust‐in‐self was highly influential in purchase decision making. Further, even with so much information, consumers sought more; the site is just one source they turn to, and they cross‐check among sources. The study concludes that any trust consumers have in TripAdvisor is not so much in the reviewers or the site, but in their own selves. Copyright © 2016 John Wiley & Sons, Ltd.     

The Selection of Freebies and the Preference for Freebie Promotions—A Perspective on Item Characteristics

Research on consumer decision making has mainly focused on individual products; however, many products are purchased with other items as part of a promotional package. This paper explores how the characteristics (hedonic versus utilitarian) of the items in freebie promotional packages (e.g., buy one item and get a different item for free) influence consumers' preference for the promotional package. Additionally, the authors examine how the characteristics of the focal item influence consumers' choice of either a hedonic or a utilitarian freebie item. Five experiments, rooted in the concepts of consumer avoidance of overloading negative emotions and motivation to seek hedonic pleasure, show that a package with one utilitarian and one hedonic item generates higher purchase intentions and willingness to pay than a package with either two hedonic or two utilitarian items. Furthermore, consumers who purchase a hedonic (utilitarian) focal item are more likely to choose a utilitarian (hedonic) freebie. These effects exist not only in hypothetical scenarios but also in an incentive‐compatible design. Moreover, the impact of the focal item characteristics on consumer choice of freebie is moderated by acquisition format and time separation. The authors also explore the internal mechanism influencing consumers' freebie choices. The findings have significant implications for both theory and practice. Copyright © 2016 John Wiley & Sons, Ltd.     

Understanding green purchase behavior through death anxiety and individual social responsibility: Mastery as a moderator

This research proposes a framework to explore green consumption behavior from the perspective of the anxiety of death and individual social responsibility. Research data are collected from a sample of 280 consumers in Taipei, Taiwan. The findings reveal that consumers' anxiety of death affects consumers' green purchase attitude and then ultimately green purchase intention through the mediating variables of environmental concern and pro‐environmental behavior. On a similar line, individual social responsibility is found to act as a precursor in increasing consumer's concern for the environment and, eventually, green purchase attitude and intention. Mastery is found to invigorate the effect of death anxiety on green concern and pro‐environmental behavior, while it enervates the relationship between individual social responsibility and environmental concern.     

The need to belong and self‐disclosure in positive word‐of‐mouth behaviours: The moderating effect of self–brand connection

Word of mouth (WOM) is an important information source for consumers. Nowadays, many consumers promote and spread the word about their preferred brands, thereby influencing others' attitudes and behaviours. Based on a social behaviour perspective and the need to belong theory, this research proposes that the individual's need to belong and the individual's level of self‐disclosure increase their probability of engaging in positive WOM behaviour. The moderating role of self–brand connection in the aforementioned relationships is also analysed. In the study conducted, users of a well‐known baby food brand (n = 851) were surveyed. The results revealed that the individuals' need to belong fostered the desire to talk to others about their preferred brand. A negative moderating effect of self–brand connection was also observed. As the connection with the brand is lower, the motivation to engage in positive WOM will be more related to personal characteristics, such as their need to belong and level of self‐disclosure. Copyright © 2015 John Wiley & Sons, Ltd.     

The role of consumer ethical beliefs in product‐harm crises

The purpose of this paper is to investigate the consumer reaction during a product‐harm crisis by examining the interdependencies that exist among their ethical beliefs as consumers, their attributions of blame, their feelings of anger and finally their purchase intentions towards the affected company. To test the five research hypotheses, a questionnaire containing a hypothetical crisis scenario of a fictitious company was distributed to 277 consumers. Respondents were asked to read the scenario and answer questions regarding their attribution of responsibility to the company, their feelings of anger and their purchase intentions. In order to investigate consumers' ethical beliefs, a Consumer Ethics Scale was also included in the questionnaire. Structural equation modelling revealed a significant, positive correlation between attributions of blame, anger and ethical beliefs. Moreover, anger negatively affects purchase intentions, whereas the attribution of blame was not found to be significantly connected to purchase intentions. In spite of the rational connection between ethics and crisis, there is lack of research correlating these two concepts. Based on this gap in the literature, the current research attempts to connect ethical beliefs with consumer reactions and emotions during product‐harm crises. Copyright © 2011 John Wiley & Sons, Ltd.     

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.

     

Determinants of consumer attitude toward corporate sponsors: A comparison between a profit and nonprofit sport event sponsorship

The purposes of the present study were to identify key attributes of sponsors that positively influence consumers' attitude formation and to examine the moderator role of sport event types (nonprofit vs. profit). Based on the theories of range and selective attention, we hypothesized that consumers weigh differently on particular sponsorship attributes depending on event type (i.e., profit vs. nonprofit) in constructing their attitude. The study utilized multi‐group structural equation modeling on data collected by questionnaire survey from a total of 505 spectators of college sport event (n = 303) and FIFA World Cup (n = 202). Results of structural equation modeling test indicate that prominence of sponsors is an important predictor of consumer attitude in both events, while sincerity of sponsors was found to be important in local and amateur college sport event sponsorship. From a theoretical perspective, the current study sheds light on sponsorship study, particularly the importance of examining sponsor characteristics in predicting consumer attitude and the event type as a moderating variable. A key practical implication is that sport managers should carefully examine consumers' perceptions toward sponsor characteristics in making their event sponsorship decisions. Copyright © 2016 John Wiley & Sons, Ltd.     

Low‐status aversion: the effect of self‐threat on willingness to buy and sell

Consumption decisions are inherently rooted in both what to consume and what to forgo. Although prior research has focused on consumption, we instead examine what compels consumers to steer clear of particular goods. In two studies, we demonstrated that individuals experiencing self‐threat avoid low‐status goods to prevent further damage to their self‐worth. Individuals facing self‐threat showed a decreased willingness to buy (Study 1), and a correspondingly greater willingness to sell (Study 2) low‐status goods, as compared with nonthreatened individuals. Notably, these effects emerged even when such behaviors were associated with economic costs (Study 2). Together, these results highlight how the motive to preserve the self can affect market exchanges, thereby painting a more complete portrait of the relationship between consumption, status, and the self.     

Experiential response and intention to purchase in the cocreative consumption of music: The Nine Inch Nails experiment

Customers allowed to cocreate products are more willing to purchase them eventually because of not only their utilitarian but also their hedonic and experiential value. Experiential responses seem especially relevant in the cocreative consumption of cultural and intangible goods, such as music. To examine how such intangible aspects of cocreation can influence a consumer's intention to purchase, we let two groups of participants rate their experience consuming music in either a traditional or cocreative way, in an experimental situation inspired by the work of American rock band Nine Inch Nails. Participants in the traditional group had to passively watch a series of music videos; participants in the cocreative group were tasked to produce a video montage using the same material. In the traditional group, purchase intention was predicted by music quality, mediated by willingness to reexperience; in the cocreative group, however, purchase intention was only predicted by the consumers' experiential response, with no mediation of either music quality or willingness to reexperience. Additionally, the overall experiential response to music was lower in the cocreative group than in the traditional group, leading to lower intention to purchase. These results suggest that cocreated value for intangible goods is predicted at least as much by the consumers' experiential response as by their evaluation of product quality. It also suggests that there is nothing systematically positive in having consumers participate in the coproduction of intangible goods and that research is needed to identify the factors predicting the perceived quality of a cocreative experience. Copyright © 2015 John Wiley & Sons, Ltd.     

Affective and cognitive religiosity: Influences on consumer reactance and self‐control

Self‐control is regularly studied in the marketing literature in relation to spending and food consumption; however, little research has assessed trait characteristics that influence consumers' self‐control. Although prior research in other fields has shown a generally positive relationship between religiosity and self‐control, such research has often used poor measures of religiosity and has inadequately examined marketplace outcomes or factors underlying consumers' self‐controlled responses. Thus, the studies herein build on self‐regulation theory to address and extend from these limitations by examining the influence of religiosity, as a multidimensional construct (particularly affective and cognitive religiosity), on self‐control and resulting influences on marketplace behaviors. Findings reveal that priming affectively (cognitively) religious consumers leads to greater (lower) consumer self‐control with a religious message prime (Study 1) and religious writing task (Study 2). Additionally, findings show that psychological reactance is at the root of these responses (Study 3). Implications build on self‐regulation theory and the strength model of self‐control to show the importance of religiosity (particularly affective and cognitive religiosity), interactions with religious primes, and psychological reactance in understanding consumers' self‐control.     

Living in a Non‐Communist Versus in a Post‐Communist European Country Moderates the Relation Between Conservative Values and Political Orientation: A Multilevel Study

We performed a multilevel, multinational analysis using the 2012 European Social Survey dataset (N = 41 080, nested in 20 countries) to study how living in a non‐communist versus in a post‐communist country moderates the link between individual conservative values (drawn on Schwartz's theory of basic human values) and political orientation (assessed as self‐placement on the left–right axis and attitude towards economic redistribution). The results supported the moderating role of living in a non‐communist versus in a post‐communist country in the case both of political self‐placement and of attitude towards economic redistribution, even controlling for the countries' degree of individualism, power distance and democracy. Specifically, conservative values were positively related to a rightist political self‐placement among participants living in countries without a communist past, and to a favourable attitude towards economic redistribution in countries with a communist past. The limitations, implications and future directions of this study are discussed. Copyright © 2016 European Association of Personality Psychology     

Your ethnic model speaks to the culturally connected: Differential effects of model ethnicity in advertisements and the role of cultural self‐construal

This paper examines self‐construal and consumer self‐referencing as a mechanism for explaining ethnicity effects in advertising. Data were collected from a 2 (participant ethnicity: Turkish versus Kurdish) × 2 (model ethnicity: Turkish versus Kurdish) × 2 (self‐construal: independent versus interdependent) experiment. Results show that (i) individuals with interdependent self‐construal display more positive evaluations towards an in‐group ethnic ad model than do individuals with independent self‐construal; (ii) ethnic minority individuals (Kurdish people) self‐referenced more advertising portrayals of models of a similar ethnicity than models of a different ethnicity, as did ethnic majority individuals (Turkish people); (iii) ethnic minority individuals who experienced high levels of self‐referencing exhibited more favourable attitude towards the advertisement, attitude towards the brand and a higher purchase intention than ethnic minority individuals who experienced low levels of self‐referencing; and (iv) self‐referencing is found to partially mediate the relationship between culturally constructed self‐concept (self‐construal) and ethnicity on consumer evaluations for interdependent subjects. Theoretical and practical implications are discussed. Copyright © 2015 John Wiley & Sons, Ltd.     

Destigmatising the stigma: Understanding the impact of message framing on Chinese consumers' guilt and attitude associated with overspending behaviour

Overspending has been a largely stigmatised consumer behaviour in traditional Chinese culture. However, social and economic development in recent decades has induced the rise of Chinese consumerism and changes in public attitudes towards overspending. Focusing on overspending stigmas Gouwukuang (GWK) and Duoshoudang (DSD) and stigma‐relevant attitudes, the present study investigates the effect of perceived stigma on consumers' attitude towards overspending through the mediating effect of anticipated consumer guilt. The moderating role of message framing in this relationship is also examined. Results of two analyses indicate that (a) between the two stigmas, DSD is less stigmatising and preferred in comparison to GWK in social interaction and self‐identification; (b) participants' perception of the stigma associated with overspending predicts their anticipation of guilt associated with this behaviour, which in turn predicts negative attitude towards overspending; (c) message framing moderates the relationship between perceived stigma and anticipated guilt, and hence facilitates destigmatisation of the traditionally stigmatised behaviour of overspending. Theoretical and practical implications of these findings are discussed.