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.     

Claiming best or better? The effect of target brand's and competitor's puffery on holistic and analytic thinkers

Previous empirical studies have yielded contradictory results about how consumers react to puffed claims in advertisements. This study addresses this issue by considering how consumers' thinking style and competitors' puffery interact to influence consumers' brand attitude in terms of product puffery. Drawing upon experiments using fictitious and real brand names, three studies provide converging evidence that holistic thinkers will form a more positive brand attitude when exposed to the target brand's low‐puffery (vs. no puffery or high puffery) claims. In contrast, analytic thinkers are less sensitive to puffery, and their brand attitude will not change. Further, holistic thinkers are more sensitive to the presence of competitor's puffery. Holistic thinkers exposed to competitor's high‐puffery (vs. low) claims form a more positive brand attitude toward the target brand. For analytic thinkers, competitor's puffery level will not significantly affect their attitude toward the target brand. Our findings shed fresh light on the inconclusive results of prior studies and offer practical implications for marketing puffery.     

The interaction effect of ad appeal and need for cognition on consumers' intentions to share viral advertisements

Viral advertising has become a popular form of persuasive communication to promote brands on social media. Extant research on viral advertising has focused mostly on evaluating content characteristics as drivers of virality, but very few studies have examined the potential influence of consumers' personality variables that affect their information processing and subsequent ad‐sharing behavior. By taking a consumer‐centric approach, two experimental studies were conducted to examine how consumer's need for cognition (NFC: high vs. low) interacts with message appeal (emotional vs. informational) used in the branded viral advertisements and extent of brand information (high vs. low brand prominence) present in the branded viral advertisement to influence consumers' intentions to share viral advertisements. As compared with low‐NFC individuals, high‐NFC individuals reported higher sharing intentions for viral ads that use informational appeal and also for an emotional viral ad where brand prominence is high. This finding is consistent with the elaboration likelihood model (ELM). Further, the results of these studies show an interesting finding that contradicts the existing understanding originating from ELM; that is, high‐NFC individuals reported higher sharing intentions for viral ads with an emotional appeal as compared with low‐NFC individuals, even when the brand prominence is low. Possible explanations and implications of the findings are discussed in this paper.     

Awe and guilt: Desirability and feasibility appeals in social media green campaigns

As the world has become increasingly concerned about environmental plastic pollution, private and public sectors remain devoted to creating effective green marketing campaigns on social media platforms. Drawing upon construal level theory and appraisal tendency theory, this research examines the interaction effect of green ad appeals and two distinct emotions—awe and guilt—on consumers' social media engagement and pro-environmental intentions. The findings from two experimental studies demonstrate that when individuals experience awe, desirability (vs. feasibility) message appeals generate stronger engagement in social media green campaigns. In contrast, it was found that when individuals experience guilt, feasibility (vs. desirability) message appeals enhance social media engagement and pro-environmental behaviors more effectively. This research offers novel theoretical contributions to the existing body of literature and provides practical insights by suggesting that awe and guilt act as moderators leading to greater consumer responses when used with matching social media messages promoting green campaigns.     

The effect of brand anthropomorphism,brand distinctiveness,and warmth on brand attitude: A mediated moderation model

Brand anthropomorphism is one of the most widely used marketing strategies, and numerous studies have confirmed the positive effect of anthropomorphism on consumers' brand attitude. However, anthropomorphism does not always produce positive effects in particular conditions. This study focuses on the interaction effect of brand anthropomorphism and brand distinctiveness on brand attitude and tests the mediating effect of warmth and competence using the Stereotype Content Model. The results of two experiments show that brand anthropomorphism positively predicts consumers' brand attitude, and brand position (distinctiveness vs. popularity) moderates this relationship. Anthropomorphism may improve consumers' attitudes when the brand is positioned to be popular but has no effect on consumers' attitudes when the brand is positioned to be distinctive. Additionally, warmth (not competence) mediates the interaction effect of anthropomorphism and brand position on brand attitude. This study expands the extant knowledge on anthropomorphism and stereotypes in the field of consumption psychology and provides marketers with more rational strategies when applying anthropomorphism in marketing campaigns.     

The effects of affective and cognitive elaborations from Facebook posts on consumer attitude formation

This research investigates the effects of affect and cognition in consumers' information processing of branded content on Facebook pages. A model was suggested to delve into the elaboration process leading to consumer attitude formation. A 2 (purchase‐decision involvement: low versus high) × 2 (product categories: hedonic versus utilitarian) × 2 (sources of Facebook posts: brand posts versus consumer posts) between‐subjects experiment was conducted online. The validated model demonstrates the main effects that affective elaboration significantly supersedes cognitive elaboration in forming attitudes toward the posts and attitudes toward the brand. Post hoc analyses show further evidence of the interaction effects that affective elaboration is the dominant influencer when consumers process brand‐related information in Facebook posts across situations. Theoretical implications for future research and managerial suggestions for social media marketing are discussed. Copyright © 2015 John Wiley & Sons, Ltd.     

The influence of social identity on value perceptions and intention

Despite much research on consumers' brand identification, researchers remain divided regarding the conceptualization of the dimensions underlying social identity and how these dimensions impact marketing outcome variables. Further, previous studies have failed to examine the underlying psychological process driving this effect. The current research is the first to assess the importance of affective social identity as the mediator through which cognitive social identity impacts consumers' purchase intentions by ways of emotional and social value. Results show that affective social identity mediates the relationship between cognitive social identity and emotional value, where affect is the main driver in the formation of purchase intention. This study highlights the need to model cognitive and affective social identity separately and provides insight into how consumers' social identification influences their perceptions of identity‐linked products. Copyright © 2016 John Wiley & Sons, Ltd.     

Hooked on a feeling: The effect of music tempo on attitudes and the mediating role of consumers' affective responses

With today's high degree of advertising clutter, marketers might greatly focus on evoking emotion or creating hedonic (e.g., feeling) experiences for consumers in order to improve practice. These strategies minimize the effort needed to process a message and can influence consumers' decisions. In 4 studies, we examine the effects of music tempo on consumers' attitudes toward the brand while further considering the mediating role of evoked feelings. Study 1 and 2 supports that music tempo in commercials influences consumers' affective response to the music in advertising. Study 3 replicated this effect using a controlled experiment and extended the research by demonstrating that tempo also affects general mood states, in addition to feelings evoked by the music. Last, Study 4 demonstrates that need for emotion moderates the role of affect as information. This research contributes to theory in sensory marketing and consumer behavior and offers practical implications to improve marketing practice.     

Believing in change: The role of implicit theory on consumer's perception of the brand's corporate social responsibility message

With the sustainable consumption paradigms, corporate social responsibilities (CSR) across industries have been under scrutiny. However, little research exists on how brand's business model and consumers' characteristics are intertwined to influence CSR evaluation. Our study aims to examine how the brand type (e.g., fast vs. slow business model) influences the relationships among CSR-brand fit, authenticity, and skepticism, thus improving attitudes toward the brand. In addition, based on the implicit theory, how the consumer's incremental mindset (vs. entity) influences a brand's CSR evaluations are studied. Through two studies, our findings demonstrate consumers perceived a higher CSR-brand fit for the slow fashion/food brand than the fast fashion/food brand. A higher CSR-brand fit heightened the CSR authenticity and alleviated skepticism, which in turn resulted in positive brand evaluations. Importantly, incremental mindsets weakened the effect of brand type on CSR-brand fit. As one of the first studies to examine the relationship between consumers' implicit theory orientation and a brand's CSR message, our findings demonstrate that an incremental mindset is a powerful consumer characteristic in evaluating a brand's CSR activities that are less congruent with the brand's established business model.     

Effects of perceptual and conceptual similarities on consumers' evaluations of copycat brand names

Copycats often choose brand names that mimic perceptual, conceptual, or both elements of leading brand names. Yet little is known about how perceptual and conceptual similarities of a copycat interact to affect consumers' evaluations, especially in logographic language systems (e.g., Chinese). Three laboratory experiments demonstrate that perceptual similarity alone leads to negative evaluations of copycat brand names; this negative effect, however, can be mitigated when conceptual similarity is added. The underlying mechanism for this effect can be traced to consumers' persuasion knowledge. Perceptual (vs. conceptual) similarity activates consumers' persuasion knowledge about the insincere motives of the copycat brand, which in turn shapes their brand evaluations. However, this effect can become less prominent when conceptual similarity is added because it alleviates use of persuasion knowledge, or when a consumer is in a happy mood because it neutralizes persuasion knowledge. These findings shed light on how different types of copycat strategies interact to affect copycat brand name evaluations and offer important implications for marketing practice. Copyright © 2015 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.     

The logo ‘visual thickness effect’: When and why it boosts brand personality

Although the literature suggests that logos impart symbolic meanings via visual elements that influence consumers' early evaluation of brands, few such elements have been studied, with others (e.g., logo thickness) awaiting scholarly investigation. According to the literature, visual thickness seems to influence perception of power and consumers' consequent judgments. This research tests and theorises the influence of the logo visual thickness effect on consumer behaviour. Results of five studies employing more than 4000 MTurk participants and 20 fictitious logos suggest that thick logos boost perception of brand personality mediated by a pronounced perception of brand power. In addition, the logo-thickness-induced perception of brand power is negatively moderated by consumers' level of perceived power of the self. Further, the perception of brand power induced by logo thickness is moderated by consumers' level of visuospatial sketchpad, meaning that people with high (vs. low) visuospatial sketchpad can cancel out the extraneous influence of logo thickness while evaluating the underlying brand, once the stimulus magnitude hits the salience threshold. Theoretical and managerial implications are accordingly provided.     

Anthropomorphizing brands: The role of attributed brand traits in interactive CSR communication and consumer online endorsements

Consumers tend to relate to brands in similar ways as they relate to individuals and groups. However, relatively little is known about the attribution of human traits to brands in online contexts. The current research focused on the role of attributed brand traits in interactive corporate social responsibility (CSR) communication and positive electronic word‐of‐mouth intentions. Results of an online survey (N = 174) revealed that higher levels of perceived interactivity were associated with stronger attributions of morality, sociability, and competence traits to brands. Yet only attributed brand morality was associated with consumers' willingness to endorse the brand and its CSR message on social networking sites. These findings underline the importance of brands' openness to dialogue regarding the promotion of CSR activities. Furthermore, these findings suggest that consumers are most likely to feel that brands can represent their identity when brand morality is considered to be high.     

A trip down memory lane: Antecedents and outcomes of ad‐evoked nostalgia on Facebook

Integrating the theories of nostalgia and consumer‐brand relationships, this study developed and tested a theoretical model for understanding ad‐evoked nostalgia within the context of Facebook. Online survey data (n = 395) were collected using Amazon MTurk to disentangle the relationships between antecedents, ad‐evoked nostalgia, and outcomes. An analysis of the structural model revealed that the need to belong and nostalgia proneness had positive, direct effects on ad‐evoked nostalgia, which subsequently affected self‐brand connections and brand engagement behaviors on Facebook. Facebook use intensity was not found to influence ad‐evoked nostalgia. Theoretical and managerial implications, along with future research directions, were discussed.     

Persuasive Mechanisms of Nostalgic Brand Packages

Two studies investigate the relationships between consumers' involuntary autobiographical memories evoked by visual cues on brand packages, their judgments of authenticity, emotion, and behavioral intention. Study 1 employs actual brand packages to show that two forms of authenticity, indexicality (a genuine historic link to the past), and iconicity (a symbolic link) influence behavioral intention through the diverging emotion elicited by nostalgic memories and perceived persuasive intent. Study 2 replicates effect with more abstract package stimuli from another product category and demonstrates an attenuating effect of cognitive load on consumer perception of persuasive intent. These findings contribute to the literature by the following: (i) disentangling the knotted emotional and mnemonic structure of nostalgia in commercial contexts; (ii) providing convergent empirical evidence for the divergent roles of indexicality and iconicity as two previously under‐researched visual properties; and (iii) highlighting autobiographical memories and perceived persuasive intent as important mediators of effects on emotion. Copyright © 2013 John Wiley & Sons, Ltd.     

Nostalgia's fulfillment of agentic and communal needs: How different types of self‐concepts shape consumer attitudes toward nostalgia

This research investigates how consumers' different types of self‐concepts (agentic vs. communal) shape their attitudes toward nostalgia. Experiment 1, using a two (self‐concept: agentic vs. communal) by two (nostalgia: nostalgic vs. non‐nostalgic) between‐subjects design and a series of multivariate analysis of variance and Hayes's PROCESS Model 8, showed that agentic and communal participants' preference was not increased in the non‐nostalgic condition but was increased in the nostalgic condition. Self‐concept indirectly influenced participants' preference for the nostalgic product through different functions of nostalgia; Agentic participants' likelihood of buying a nostalgic product and recommending it to others increased through enhanced self‐positivity, whereas communal participants' likelihood of buying a nostalgic product and recommending it to others increased through enhanced social connectedness. In Experiment 2, these results were replicated in the context of a public education campaign, and participants' chronic self‐concepts were measured. Participants with different chronic self‐concept tendencies were randomly assigned to nostalgic or non‐nostalgic conditions and were asked to indicate their attitudes toward the campaign. As in Experiment 1, a series of regression and Hayes' PROCESS Model 8 revealed that agentic and communal participants' attitudes were not enhanced in the non‐nostalgic condition but were enhanced in the nostalgic condition. Agentic (communal) individuals' favorability toward the nostalgic message about advocacy increased through enhanced self‐positivity (social connectedness). It appears that consumers with different self‐concepts (agentic vs. communal) experience enhanced feelings relevant to their self‐concepts (self‐positivity vs. social connectedness) when presented with nostalgic appeals for an object, and these heightened feelings drive an increased preference for it. Copyright © 2016 John Wiley & Sons, Ltd.     

The effects of self-brand connections on responses to brand failure: A new look at the consumer–brand relationship

We argue that consumers with high self-brand connections (SBC) respond to negative brand information as they do to personal failure — they experience a threat to their positive self-view. After viewing negative brand information, high (vs. low) SBC consumers reported lower state self-esteem. Consumers with high SBC also maintained favorable brand evaluations despite negative brand information. However, when they completed an unrelated self-affirmation task, they lowered their brand evaluations the same as low SBC consumers. This finding suggests that high SBC consumers' reluctance to lower brand evaluation might be driven by a motivation to protect the self rather than the brand.     

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.     

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

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