How does green suit me? Consumers mentally match perceived product attributes with their domain‐specific motives when making green purchase decisions

Nowadays, environment‐friendly products are widely accepted by society. However, market share of sustainable technologies demanding higher investments or behavioral changes is rather small, indicating that consumers seem to generally approve of sustainable products, but rarely perceive them as being compatible with their needs. The present research introduces a model emphasizing the importance of consumers perceiving the product as being suitable to match their motives relevant to the product domain. In investigating a sample of 531 car drivers, the hypothesized model was tested in the realm of a highly relevant sustainable product: electric vehicles (EVs). Findings based on structural equation modeling showed that participants' perceived matching with EV attributes was related to their domain‐specific motives (hedonic, freedom, ecological, and financial motives) and a global preference towards the product. Specific to sustainable products, ecological motives strongly influenced participants' matching processes by positively affecting perceived matching with all product attributes. Participants' purchase intentions, in turn, were strongly affected by their perceived matching of the product with their motives. The added value of the model with respect to self‐image theories and implications for sustainable product marketing are examined through discussion. Copyright © 2014 John Wiley & Sons, Ltd.     

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).     

Leave or stay? The role of self‐construal on luxury brand attitudes and purchase intentions in response to brand rejection

Marketing managers of luxury brands often use exclusionary marketing tactics that can lead consumers to feel rejected by those brands. In our research, we examine whether consumers with independent self‐construals are more likely than those with interdependent self‐construals to downgrade their evaluations of a luxury brand when feeling rejected by it. Results of three studies support this hypothesis. Using a manipulation of brand rejection with hypothetical future scenarios, study 1 provides evidence that consumers with a higher chronic independent (versus interdependent) self‐construal are more likely to lower their brand attitudes and purchase intentions of a desirable luxury brand that rejects them. Study 2 replicates the moderating effect of self‐construal at a cultural level, comparing Chinese and American respondents. Study 3 again compares self‐construals at a cultural level, but manipulates brand rejection by asking respondents to recall a prior rejection experience. Importantly, Study 3 reveals a mediating influence of self‐brand connection. That is, independents, when recalling an experience of luxury brand rejection, were more likely than interdependents to report a decrease in their feelings of connectedness to the rejecting brand, which in turn resulted in lower attitudes toward the brand and lower purchase intentions. Our findings provide luxury brand marketers with insights for both niche branding strategy design and cross‐cultural customer relationship management.     

The Influence of Chronically Accessible Autonomous and Controlling Motives on Physical Activity Within an Extended Theory of Planned Behavior

An extended theory of planned behavior ( Ajzen, 1991 ), incorporating the post‐decisional phase of behavior and constructs from self‐determination theory ( Deci & Ryan, 1985 ), was tested for physical activity using a prospective survey design. Participants (N = 172) completed measures of intentions, attitudes, subjective norms, perceived behavioral control (PBC), self‐determined motivation, continuation intentions, and chronically accessible physical activity motives. Participants completed a self‐report measure of physical activity 3 weeks later. Path analysis supported the predictive utility of the proposed model. Importantly, the effect of continuation intentions of success on physical activity behavior was moderated by chronically accessible physical activity motives. Findings underscore the importance of taking into account continuation intentions, self‐determined motivation, and individuals' chronically accessible motives when developing physical‐activity‐promoting interventions.     

“Do human values matter for promoting brands on social media? How social media users' values influence valuable brand‐related activities such as sharing,content creation,and reviews”

Companies consider social media‐based consumer engagement behaviors such as sharing, content creation, and reviews for brands as more valuable than “liking” or consuming brand content. Studies show that branded content shared or created by consumers on social media may drive more brand awareness and loyalty than “likes” (Adweek, 2013). Global companies are increasingly focusing their efforts on motivating consumer‐driven content creation (e.g., Coca‐Cola #shareacoke and Apple #ShotoniPhone; Sprout Index, 2018). However, marketing practitioners are only recently beginning to understand social media audiences who engage in such activities (Adweek, 2018). This study posits that human values can be used to identify and segment audiences for social media‐based valuable brand activities. Three online surveys were conducted with Facebook, Twitter, and Instagram users (ages 18–34) on Amazon Mechanical Turk (N = 491). The relationship between social media users' values and their reported social media activities was examined. Findings indicate that the human values examined (conservation, self‐enhancement, openness to change and self‐transcendence) are significant drivers of valuable brand‐related social media activities. Companies should address conservation‐driven users in order to elicit brand sharing and creation activities. Companies should target conservation‐driven users for sharing promotions, self‐enhancement‐driven users for sharing informational content and writing of product reviews, and openness to change‐driven users for user‐generated content. Bussinesses should further highlight their corporate social responsibility efforts as a negative relationship is found between users' self‐transcendence values and brand activities. Recommendations are provided on how brandscan address users' values in their social media marketing to motivate sharing of branded content and content creation.     

Consumers' product evaluation: a study of the primary evaluative criteria in the precious jewellery market in the UK

It is normally argued that consumers make their purchase decisions on the basis of their evaluation of, and knowledge about, the product attributes. This paper reports findings from a research study, which was conducted to determine the nature and type of evaluative criteria used by an individual while purchasing a piece of precious jewellery. In doing so, the study looked into the significance of product category knowledge, brand familiarity and brand consciousness in product evaluation. A questionnaire was sent to 500 consumers of precious jewellery in five major cities of the UK. Results indicate that, in general, subjective attributes are more important for people buying precious jewellery than the objective attributes. The significance of specific attributes during product evaluation could vary according to one's level of product category knowledge, brand familiarity and brand consciousness. The paper discusses implications for the marketers. Copyright © 2001 Henry Stewart Publications.     

Consumers' perceptions of the dimensions of brand personality

Brand personality (human‐like characteristics of a brand) has been a popular topic in the marketing literature for over 50 years. However, there is a lack of consumer‐focused studies investigating what factors shape perceptions of brand personality. To address this gap, the purpose of the current study is to understand how consumers form their perceptions of the different dimensions of brand personality identified in Aaker's scale (sincerity, excitement, competence, sophistication and ruggedness), and what product or brand characteristics influence these perceptions. Sixty‐six interviews were conducted with graduate students, who were asked to discuss which brands reflected the specific dimensions of brand personality in Aaker's scale. As a result, we identify the kinds of brands consumers perceive as typical for each personality dimension, discover their common characteristics and explain the reasons why some brands are strongly associated with a particular dimension and some are not. Our findings indicate that specific brand personality dimensions are associated with particular product categories. However, brands mentioned as strong on respective personality dimensions share commonalities beyond just a product category. For instance, sincere brands share family‐related associations and high morals, exciting brands offer consumers the opportunity to experience exciting feelings and are related to special ‘exciting’ occasions, competent brands are mostly associated with expertise and quality, sophisticated brands are usually of feminine nature, whereas rugged brands are of masculine nature. Moreover, we find that brands which consumers perceive as lacking on a particular personality dimension also share common attributes. Copyright © 2011 John Wiley & Sons, Ltd.     

Egoistic,altruistic, and biospheric environmental concerns: A path analytic investigation of their determinants

Swami, V., Chamorro‐Premuzic, T., Snelgar, R. & Furnham, A. (2009) Egoistic, altruistic, and biospheric environmental concerns: A path analytic investigation of their determinants. Scandinavian Journal of Psychology, 51, 139–145. Previous studies have shown that environmental concerns (ECs) can be reduced to a three‐factor model – comprising altruistic, biospheric, and egoistic concerns – but there have been few studies examining individual difference predictors of ECs. In this study with 203 individuals from a British community sample, we show that biospheric concern was significantly associated with participants’ age, political orientation, Machiavellianism, and the Big Five personality traits of Agreeableness, Emotional Stability, and Conscientiousness. Altruistic concern was significantly associated with sex, age, political orientation, and Machiavellianism, but not the Big Five traits, whereas egoistic concern was not significantly associated with any of these predictors except sex. These results are discussed in relation to previous work on ECs and pro‐environmental behavior.     

Building a Committed Hospice Volunteer Workforce—Do Variables at the Experience Stage Matter?

Volunteers are crucial to the survival of non‐profit organisations, who therefore have a fundamental interest in sustaining voluntary engagement over time. A central variable regarding sustained voluntary engagement is volunteers' organisational commitment, which has so far been a neglected research issue. The study at hand therefore explicitly focuses on hospice volunteers' commitment. Starting from the assumption that variables at the experience stage of volunteerism may be relevant in predicting volunteer commitment, questionnaire data on volunteers' motives, motive fulfilment and role identity were collected in a sample of hospice volunteers (N = 276). Results of multiple regression analyses show positive relationships between altruistic motive fulfilment and a volunteer role identity on the one hand and volunteer commitment on the other. Observed interaction effects imply that altruistic motive fulfilment is of importance both at the initial phase of volunteering and for long‐term volunteers. Moreover, interaction effects provide evidence that the fulfilment of egoistic motives is of particular importance amongst volunteers to whom egoistic motives are central. Thus, the fulfilment of altruistic motives and facilitating the development of a volunteer role identity should be permanent concerns in building a committed workforce. Egoistic motive fulfilment in contrast is of special relevance, when egoistic motives for volunteering are strong. Copyright © 2014 John Wiley & Sons, Ltd.     

Commitment through Employee Volunteering: Accounting for the Motives of Inter‐Organisational Volunteers

This study investigated whether participating in inter‐organisational (i.e. self‐directed, non‐strategic) employee volunteering, which is common but rarely studied, is associated with increased organisational commitment. We find evidence for this relation in a sample (N = 385) of employee volunteers and their non‐volunteering co‐workers. We statistically account for self‐selection into the volunteering program by incorporating individual motives for volunteering. Volunteers compared to non‐volunteers exhibited relatively stronger motives of expressing altruistic values and avoiding negative affect, but a weaker motive of attaining career advancement. Our findings point to an efficient way of increasing organisational commitment that is relatively inexpensive to implement. They also complement existing research from other employee volunteering contexts, pointing to a possible trade‐off between the desired outcomes of effectively managing volunteering programs.     

Paradoxical effects of famous music in retail venues

The present study analyzes the effects of famous versus nonfamous ambient music in retail venues on actual shoppers' emotions and cognitions, which, in turn, affect buying intention and brand images. Our theoretical model was basically validated by the data collected in actual shopping venues in 2 studies. Study 1 explores the effects of music famousness on buying intention through the mediation of affect, self‐congruity, and product quality (N = 304). Study 2 explores the effects of music famousness on perceived brand quality through the mediation of self‐congruity and store attitude (N = 351). As expected, famous music has positive effects on shoppers' responses according to the mediating role of affective and cognitive responses and their sequential mediating effects. Paradoxically, famous music has also negative effects on these variables because it distracts consumers from their shopping, reducing cognitive activities. We draw theoretical and managerial conclusions from these findings.     

When Is Honesty the Best Policy? The Effect of Stated Company Intent on Consumer Skepticism

Prior research suggests that consumers evaluate firms more negatively if they attribute the firm's business practices to firm‐serving motivations rather than to motivations that serve the public good. We propose an alternative hypothesis: Firm‐serving attributions lower evaluation of the firm only when they are inconsistent with the firm's expressed motive. As such, the negative effect of consumer skepticism regarding a firm's motives can be inhibited by public acknowledgment of the strategic benefits to the firm. The power of this inhibition procedure was demonstrated in an experiment in which we manipulated the salience of firm‐serving benefits and the firm's publicly stated motive. Consumer evaluation of the sponsoring firm was lowest in conditions when firm‐serving benefits were salient and the firm outwardly stated purely public‐serving motives. This experiment also revealed that the potential negative effects of skepticism were the most pronounced when individuals engaged in causal attribution prior to company evaluation. Finally, in this study we measured the different effects on attribution and evaluation of 2 distinct forms of skepticism: situational skepticism, which is a momentary state of distrust of an actor's motivations, and dispositional skepticism, which is an individual's ongoing tendency to be suspicious of other people's motives.     

The Use of Cues Depends on Goals: Store Reputation Affects Product Judgments When Social Identity Goals Are Salient

The role that a given cue plays in consumer judgments depends on the motive that is salient for the consumer. We focus on store reputation as a cue whose utilization can depend on salient goals. Research has suggested that store reputation does not influence product judgments when brand and price information are available. In 3 experiments, however, we show that when social identity goals are salient or are perceived as relevant to the product, store reputation (because it conveys image‐relevant information) is used in evaluations of product quality. Specifically, store reputation has an impact on product judgments when either (a) consumers’ social‐image goals are directly heightened or (b) an interdependent self‐construal, characterized by a greater concern with social identity, is salient. The role of product type in moderating these effects is also examined.     

Free Gift with Purchase: Promoting or Discounting the Brand?

Two experiments examine the process by which free gift promotions serve as a source of information about the underlying value of the product offered as a free gift. The value‐discounting hypothesis argues that by virtue of being offered as a free gift, products will be valued less as evinced by lower purchase intentions and a lower price that consumers are willing to pay for them. Conditions that inhibit the value‐discounting effect include the (a) presence of alternate price information to make judgments about the value of the gift, and (b) contextual information about the value of the promoted brand.     

The effect of price discounts on green consumerism behavioral intentions

Green consumerism encourages consumers to demonstrate environmentally friendly behavior for protecting the environment and health of human beings. For example, if consumers wish to purchase take‐out beverages, they are encouraged to bring their own cups or water bottles rather than use disposable cups. This study, through 2 experiments, discussed the use of price discounts for encouraging green consumerism behavioral intentions. Experiment 1 examined the relationships among a green promotion setting, perceived nonmonetary and monetary sacrifice, and purchase intention toward the list price. The results of hierarchical regression models based on 120 valid questionnaires showed that perceived nonmonetary sacrifice fully mediated the relationship between a green promotion setting and the purchase intention toward the list price. Experiment 2 investigated the relationship between price discount levels and frames and a green or general promotion setting used by take‐out beverage shops. The results of the analysis of variance based on 900 valid questionnaires demonstrated that (i) the variation in consumer purchase intention in response to green consumerism promotion was lower than that in response to general promotion; (ii) the price discount threshold used in green consumerism promotion was 20%, which was higher than that in a general promotion setting; and (iii) consumers preferred a percentage discount offered during green consumerism promotion; however, they preferred a discount with a specific dollar amount in a general promotion setting. These results provide suggestions for improving green marketing and green consumerism. Copyright © 2016 John Wiley & Sons, Ltd.     

Narrative Processing: Building Consumer Connections to Brands

This article proposes that narrative processing creates or enhances self‐brand connections (SBC) because people generally interpret the meaning of their experiences by fitting them into a story. Similarly, in response to an ad that tells a story, narrative processing may create a link between a brand and the self when consumers attempt to map incoming narrative information onto stories in memory. Our approach rests on the notion that a brand becomes more meaningful the more closely it is linked to the self. We conceptualize this linkage at an aggregate level in terms of SBCs, that is, the extent to which consumers have incorporated the brand into their self‐concepts. The results of an experiment show that narrative processing in response to a narratively structured ad is positively related to SBCs, which in turn have a positive relation with brand attitudes and behavioral intentions.     

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.     

Cyber peers’ influence for adolescent consumer in decision‐making styles and online purchasing behavior

Nowadays, there is a boom in online purchasing, especially by adolescents. In fact, scholars and marketers alike have long noticed the emergence of adolescent consumers and their consumption behaviors. This research aims at exploring the effect of adolescent decision‐making styles on online purchasing behavior, with peer influence as a moderating variable. An online questionnaire survey was conducted on 2,419 adolescents and further verified by regression analysis and analysis of covariance. Adolescents with planned purchase behaviors can be considered as rational consumers, in that they do not care about fashion, or recreational, hedonistic shopping consciousness, but rather focus on brand, price value, and high quality. Indeed, adolescent purchase decision making can be strengthened by peer influence.     

Less willing to pay but more willing to buy: How the elicitation method impacts the valuation of a promotion

Willingness to pay (WTP—how much one is willing to pay for something) and willingness to buy (WTB—whether one is willing to buy something at a given price) are two common methods to elicit valuations and normatively should yield the same valuation order between two options. However, this research finds that WTP and WTB can yield opposite valuation orders between the regular offer and the promotional offer of a product. Specifically, it demonstrate that, (a) if the valuation of a product is only elicited with WTP, consumers value the product less when it is offered with a price promotion than when it is not; (b) if the valuation of a product is only elicited with WTB, consumers value the product more when it is offered with a price promotion than when it is not; and (c) if the valuation of a product is first elicited with WTP and then elicited with WTB, consumers always value the product less when it is offered with a price promotion than when it is not. A value‐inference account is proposed for the above findings, according to which, consumers infer the value of a promoted product differently when the valuation is elicited only with WTP or only with WTB. Theoretically, this research extends prior literature on sales promotion, showing that the valuation of a promotion is subject to the elicitation method. Practically, this research suggests how to help consumers manage their purchase intentions for promoted products.     

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.