Reconnecting with the past in social media: The moderating role of social influence in nostalgia marketing on Pinterest

Nostalgia marketing practices in social media help brands link consumers with happier times from the past. A randomized 2 (evoked nostalgia: high vs. low) × 2 (social influence: high vs. low) between‐subjects factorial design experiment was conducted to examine the effects of nostalgia and social influence on consumers' judgments in the brand management context of Pinterest boards. The results revealed the strong main effect of evoked nostalgia on consumers' attitudes toward the Pinterest board and the brand, purchase intention, willingness to pass along branded pins, and brand–consumer relationship quality. Furthermore, this study discovered the significant moderating role of social influence for all dependent measures. Strongly (vs. weakly) evoked nostalgia generated more favorable responses only when social influence was high. In contrast, there were no significant differences between strongly and weakly evoked nostalgia when social influence was low. Theoretical contributions to the nostalgia literature and managerial implications for social media marketing are discussed.     

Confidence via correction: The effect of judgment correction on consumer confidence

At times, consumers are motivated to reduce the influence of a product recommendation on their judgments. Based on previous research, it is unclear whether this correction process will increase or decrease consumers' confidence in their judgments. We find that source credibility moderates the effect of correction on confidence: correction decreases confidence when a product recommendation comes from a high credibility source but increases confidence when the same message comes from a low credibility source. As a result, correction increases the effectiveness of recommendations from low credibility sources on purchase intentions. Notably, this “confidence via correction” effect is further moderated by elaboration, such that the effect is attenuated for high elaboration consumers. Our results have implications for understanding consumers' reactions to persuasive messages and for both marketing practitioners and consumer protection agencies using correction cues to influence message persuasiveness.     

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.     

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.     

Pleasant hostility: Disidentified consumers' emotional and behavioral reactions to a brand crisis

This research explores how consumers react in a crisis situation that happens to a brand with which they disidentify. Consumer–brand disidentification (CBD) is a state of self‐categorization regarding the separation from and rejection of a brand. It predestines individuals to move away from and go against the misbehaving company because the failure of the object of disidentification provides a perfect opportunity for them to validate their identity. We argue that disidentification is closely related not only to a person's propensity to behave but also to feel in a specific way. Surveys data were collected in the United States and Germany to answer the research question regarding the role of emotions in the relationship between CBD and consumers' intention to demonstrate brand‐opposition behavior. Volkswagen, which experienced a crisis related to its manipulation of emission tests, served as the brand stimulus. The results show that CBD can stimulate hostile emotions and schadenfreude, which can function as mediators of the influence of disidentification on brand opposition (negative word‐of‐mouth, brand avoidance, punishing the brand). This research contributes to the growing body of research on the “dark side” of consumer‐brand relationships and its perils for brands. It also enhances understanding of the role of emotions in (dis)identification and social identity research and widens the scholarship on emotions in crises. Managerial implications include to thoroughly consider trade‐offs of creating a strong and unique brand that may give rise to disidentification; monitoring negative voices, especially online; and differentiating disidentified consumers from other types of opposing stakeholders.     

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.     

A Brunswik lens model of consumer health judgments of packaged foods

Consumer health judgments of packaged food were compared with an objective healthfulness criterion using a Brunswik lens model. Consumer judgments were obtained from a representative consumer sample (N = 1329) who evaluated the healthfulness of 198 packaged food products. The objective healthfulness criterion was calculated for each product according to its specific nutrition values using a validated nutrition profile. The lens model included explicit cues such as nutrition values, nutrition and health claims, food category, and brand and implicit cues such a packaging design and category representativeness. The study revealed that the objective healthfulness criterion is highly predictable on the basis of cues such as the food category, brand, carbohydrate content, and whether the food is a typical “light” product. However, consumer judgments of food healthfulness are based almost entirely on the food category and to a lesser extent on the brand and consumer familiarity with the product. The results are in conflict with consumers' self‐reported use of nutrition information but are in accordance with findings from studies using implicit methods. Copyright © 2014 John Wiley & Sons, Ltd.     

The Power of Political Déjà Vu: When Collective Action Becomes an Effort to Change the Future by Preventing the Return of the Past

This article examines the conditions under which political déjà vu (PDV), a perceived analogy between past and present societal-level traumatic events, can mobilize people to support system-changing collective action. We propose that individuals' perceptions of PDV can evolve both social identification with a group that sustains the victimized and disidentification with the perceived perpetrators. We further suggest that disidentification and identification can form two distinct psychological paths to collective action through the sequential effects of moral outrage and collective efficacy beliefs. We tested these ideas in a cross-sectional field study (N = 272) in the context of antigovernment protests over a missing activist in Argentina, a country with a legacy of enforced disappearances. The findings demonstrated that perceiving two events from different times as similar simultaneously predicted identifying as a supporter of the victimized and disidentifying with the perceived wrongdoer. Disidentification was found to predict collective action intentions through the sequential effect of collective efficacy beliefs and moral outrage, whereas the indirect effect of social identification was nonsignificant. Results provide an intriguing example of the effects of perceived PDV in social mobilization and extend our understanding of disidentification as a powerful predictor of collective action.     

U.K. consumers' perceived risk of buying products from emerging economies: A moderated mediation model

Although considerable research has been conducted on consumer attitude towards foreign products, most of these studies focus on the attitude of products from Western developed countries. Our study intends to investigate the effects of consumers' national identification and culture sensitivity on their perceived risk of buying products from Eastern developing countries. Especially, this study advances the literature by identifying the mediation effect of consumer ethnocentrism and the moderating effect of consumer value consciousness. Taking China and India as focal emerging economies, the consumer survey (n = 308) in the United Kingdom produced the following results. First, U.K. consumers' national identification is positively related to their perceived risk of buying Eastern products through consumer ethnocentrism, whereas their cultural sensitivity has a negative relationship. Second, the effect of consumer ethnocentrism on the perceived risk of buying Eastern products is moderated by consumer value consciousness. Third, value consciousness also attenuates the indirect relationships between national identification or cultural sensitivity and perceived risk via consumer ethnocentrism.     

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.     

Investigating the relationship between product involvement and consumer decision‐making styles

• Recently, a number of studies have investigated consumer decision‐making styles (CDMS) and their importance to consumer behaviour research. However, research designs suggested to date are mainly replications of a study by Sproles and Kendall ( 1986 ) proposing eight mental characteristics, the so‐called Consumer Styles Inventory (CSI). The CSI has been applied across cultures, but without critically examining its validity and reliability. A major concern is the postulated product independence of CSI. The aim of this study is to further develop this approach, to apply it to different product categories and to investigate the relationship between product involvement and CDMS. In doing so, we conducted a survey in Great Britain and Germany, and analysed the data using exploratory and confirmatory factor analysis. Not only did we demonstrate that there is a relationship between products and CDMS, but also that CDMS are governed by consumers' perceived product involvement. Important implications for marketing practice can be derived.

Copyright © 2006 John Wiley & Sons, Ltd.     

How interruptions influence our thinking and the role of psychological distance

Despite the growing attention given to the effects of brief interruptions on consumers' judgments and choices, the cognitive processes that underlie for its effects are not yet fully understood. The lack of a unifying mechanism that accounts for previous findings limits the strategic response to interruptions by managers and consumers. This research addresses this gap through a series of studies which reveal that brief interruptions increase the psychological distance that decision makers feel from the task at hand, which impacts the judgments and choices they make. Four experiments investigate the effects of brief interruptions through the use of different interruptions, different participant pools, and different focal tasks. Together, the findings make contributions to the growing literature in interruptions and Construal Level Theory. They also provide managers and decision‐makers with a better understanding of how common, brief interruptions can impact preferences, product choices and consumers' willingness to engage in prosocial behavior.     

National (dis)identification and ethnic and religious identity: a study among Turkish-Dutch muslims

National (dis)identification is examined in three studies among Turkish-Dutch Muslim participants. In explaining national (dis)identification, the first study focuses on ethnic identity, the second on ethnic and religious identity, and the third on three dimensions of religious identity. Many participants show low commitment to the nation, and many indicate national disidentification. In addition, there is very strong ethnic and religious identification. Ethnic and Muslim identifications relate negatively to Dutch identification and, in Study 3, to stronger Dutch disidentification. Furthermore, perceived group rejection is associated with increased ethnic minority and religious identification but also with decreased national Dutch identification. In addition, in Studies 1 and 2 the effect of perceived rejection on Dutch identification is (partly) mediated by minority group identification. The findings are discussed in relation to social psychological thinking about group identification, dual identities, and the importance of religion for intergroup relations.     

When consumers own their work: Psychological ownership and consumer citizenship on crowdsourcing platforms

The growth of crowdsourced platforms for consumer products has opened many interesting research questions on the impact of consumers participating in such crowdsourced work. In this paper, we focus on consumers' psychological ownership of the crowdsourced product and the role it plays in the relationship between consumer work and consumer citizenship. Further, drawing on social comparison theory, we show that consumers' perceived amount of work relative to others is a boundary condition for this explanation. Finally, we examine the theoretical contributions and managerial implications of our findings.     

Context‐induced placebo effects—An investigation of contrast effects in response expectations and actual product efficacy

Recent research on the placebo effect of marketing actions has demonstrated that characteristics that are not inherent to a product's physical properties per se, such as its price, brand, or packaging can considerably shape consumers' expectations about and actual efficacy of a marketed product. However, potential contextual effects that other products may have on the construction of consumers' efficacy beliefs and objective consumption outcomes remain unexplored. Across two experimental studies, we show that people's response expectations regarding a focal product are inversely related to the alleged superiority of context options and that such context‐induced expectations can carry over to behavioural performance metrics; a phenomenon we refer to as context‐induced placebo effects.     

Effects of product portfolios and recommendation timing in the efficiency of personalized recommendation

Personalized recommendation has important implications in raising online shopping efficiency and increasing product sales. There has been wide interest in finding ways to provide more efficient personalized recommendations. Most existing studies focus on how to improve the accuracy and efficiency of the recommendation algorithms or are more concerned on ways to reduce perceived risks and thus increase consumer satisfaction. Unlike these studies, our study begins from the decision‐making process of consumers, using consumers' two‐stage decision‐making system and preference inconsistency theory as a basis, to reveal the mechanisms involved in consumers' acceptance of recommendations. This paper analyzes the effect of personalized recommendations from two angles, recommendation timing and product portfolio, tries to point out differences in consumer preferences between similar products and related products, and verifies that consumers demand diversity in the recommended content. The study analyzes differences in the acceptance of personalized recommendations between practical products and hedonic products and discovers that recommendations of hedonic products are more effective than that of practical products. Based on the research earlier, the study provides suggestions on how to better plan and operate a personalized recommendation system. Copyright © 2016 John Wiley & Sons, Ltd.     

Antecedents of consumers' citizenship behaviour towards organic foods

Within the consumer behaviour literature, there has been little research on factors that influence customers' choices for organic foods. This study investigates three aspects of the Taiwanese organic food market. The first aspect considers how argument quality, source credibility, and social comparison affect consumer‐social venture identification. The second aspect examines how identity attractiveness, social media engagement, and self‐determination affect personal relevance. The third and final aspect investigates how consumer‐social venture identification and personal relevance influence customer citizenship behaviour. The results show that consumer‐social venture identification and personal relevance have significant and positive effects on customer citizenship behaviour. Furthermore, argument quality, source credibility, and social comparison all have significant and positive effects on consumer‐social venture identification. Finally, identity attractiveness, social media engagement, and self‐determination have significant and positive effects on personal relevance. This study makes three contributions regarding consumers' behaviour of purchasing organic foods. First, it explores whether consumer‐social venture identification and personal relevance are antecedents of customer citizenship behaviour. Second, it investigates whether argument quality, source credibility, and social comparison are antecedents of consumer‐social venture identification. Last, it examines whether identity attractiveness, social media engagement, and self‐determination are antecedents of personal relevance. The practical implications of this study indicate that firms must pay more attention to consumers' information search/sharing and perceptions of a credible environment for sharing information and their awareness about healthy items and personal images on social networking sites.     

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.     

An integrative review of sensory marketing: Engaging the senses to affect perception,judgment and behavior

I define “sensory marketing” as “marketing that engages the consumers' senses and affects their perception, judgment and behavior.” From a managerial perspective, sensory marketing can be used to create subconscious triggers that characterize consumer perceptions of abstract notions of the product (e.g., its sophistication or quality). Given the gamut of explicit marketing appeals made to consumers every day, subconscious triggers which appeal to the basic senses may be a more efficient way to engage consumers. Also, these sensory triggers may result in consumers' self-generation of (desirable) brand attributes, rather than those verbally provided by the advertiser. The understanding of these sensory triggers implies an understanding of sensation and perception as it applies to consumer behavior—this is the research perspective of sensory marketing. This review article presents an overview of research on sensory perception. The review also points out areas where little research has been done, so that each additional paper has a greater chance of making a bigger difference and sparking further research. It is quite apparent from the review that there still remains tremendous need for research within the domain of sensory marketing—research that can be very impactful.     

Individual differences in consumer value for mass customized products

Mass customized products, compared with mass marketed alternatives, offer advantages for optimizing performance outcomes, improving aesthetic appeal, and matching products' symbolic meanings with consumers' expressive desires. Despite having identified these value drivers for mass customized products, extant research has not connected those value drivers to individual differences among consumers. As a result, researchers' and practitioners' abilities to predict consumer value for mass customized products remain limited. This study advances and tests a model of individual differences associated with the perceived value of a customized product and mediated by involvement and perceived risk. A field survey administered to a sample of 240 participants provided data to test the model. Path analysis using structural equations modeling suggests that consumer value for mass customized products differs according to individual differences in need for uniqueness, need for optimization, and centrality of visual product aesthetics. Results also suggest that product category involvement and perceived risk are informative theoretical perspectives from which to study consumer value for mass customized products. The findings hold implications for how firms should approach the design of mass customization toolkits and how they should structure marketing communications promoting mass customized products. Copyright © 2013 John Wiley & Sons, Ltd.