Consumers’ Responses to Negative Word‐of‐Mouth Communication: An Attribution Theory Perspective

Research on negative word‐of‐mouth communication (WOMC) in general, and the process by which negative WOMC affects consumers’ brand evaluations in particular, has been limited. This study uses attribution theory to explain consumers’ responses to negative WOMC. Experimental results suggest that (a) causal attributions mediate the negative WOMC‐brand evaluation relation, (b) receivers’ attributions depend on the manner in which the negative WOMC is conveyed, and (c) brand name affects attributions. Results also suggest that when receivers attribute the negativity of the WOMC message to the brand, brand evaluations decrease; however, if receivers attribute the negativity to the communicator, brand evaluations increase.     

关系规范对消费者抱怨意愿及潜在动机的影响模型

现有的关于向企业进行抱怨的研究均建立在“理性人”的假设之上, 而忽视了消费者同时作为“社会人”需要遵循一定的规范。本文引入关系规范的概念(共有关系规范, 交换关系规范), 通过实验的方法探究其对消费者的抱怨意愿及潜在动机的影响。实验一的结果显示在服务失误水平低的情况下, 共有关系规范下的被试相对于交换关系规范下的被试更乐意向企业抱怨, 而在服务失误水平高的情况下, 这种差异不显著。实验二进一步验证了这种关系, 并发现共有关系规范下的被试向企业抱怨, 是为了帮助其发现和改进服务中存在的问题, 以提高服务质量, 具有利他动机。     

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.     

Consumers' attributions and brand evaluations in product‐harm crises: The role of implicit theories of personality

This study aims to examine the moderating role of implicit theories of personality in the relationship between corporate recovery strategy (i.e., support versus stonewalling) and consumers' attributions (and brand evaluations). It is suggested that consumers' implicit theories about the fixedness/malleability of personality can affect consumers' attributions and brand evaluations during a product‐harm crisis. In addition, corporate image (i.e., strong versus weak) can moderate the influence of the role of implicit theories of personality. Two experiments were conducted to examine the proposed hypotheses. Results of Experiment 1 show that consumers who endorse entity theory (i.e., entity theorists) are likely to attribute crisis as more internal, stable, and controllable, particularly when they do not have any prior knowledge about the firm. The entity theorists would have more negative brand evaluations than incremental theorists (who endorse incremental theory), when “support” strategy was used by the firm. Results of Experiment 2 show that entity theorists are prone to have more external (internal) and unstable (stable) attributions toward a firm with a strong (weak) corporate image. Furthermore, entity theorists would provide more positive brand evaluations than incremental theorists when “stonewalling” strategy was used by a firm with strong corporate image, but not when “support” strategy was used by a firm with weak corporate image. Managerial implications are provided to managers with regard to product‐harm crisis and recovery strategies. Copyright © 2015 John Wiley & Sons, Ltd.     

Consumer responses to brand elimination: An attributional perspective

While research on innovation and new product development abounds in the literature, studies on firms deleting brands from their portfolio are virtually non-existent. This paper provides a pioneering examination of how brand elimination might influence consumer evaluations of the firm. As compared to a widely-held belief that brand elimination would adversely affect firm image, we propose that in situations where brand elimination can be viewed as the firm's effort to improve performance, consumers will rate this action favorably, with concomitant outcomes relating to firm evaluation. These ideas are supported in three studies. Study 1 finds that elimination targeting a weak (vs. strong) brand is more likely to be associated with eliminate-to-improve attributions, and consequently, more favorable evaluations. Study 2 shows that explanations provided by the firm (as against explanations generated internally by the consumers) help consumers make positive attributions for elimination targeting a strong brand, but lower evaluations when a weak brand is being eliminated. Study 3 establishes that loyal consumers are more likely to assess the applicability of an ‘eliminate-to-improve’ attribution and give favorable evaluations only when the eliminated brand is weak. Non-loyal consumers in general respond favorably to the elimination, regardless of brand strength. Future directions for brand elimination research are discussed.     

A Commentary on 'Exploring the Nature of Human Resource Developers' Expertise"

Previous research has shown that organizational identification (OI) of leaders is positively related to employee OI and, in turn, linked to positive behaviours of employees towards the organization. In the present study, we argue that leader OI does not only affect variables at the employee level but, through its influence on employees, also contributes to important customer outcomes (i.e., customer satisfaction, customer loyalty, and customer recommendations). Drawing on self-concept based theories of leadership effectiveness and insights from service linkage research, the present article proposes that OI plays an important role in these influence processes. Additionally, the article delineates the behavioural and psychological variables that intervene employee OI and customer outcomes. More specifically, we suggest that leader OI is positively related to follower OI, which results in customer-oriented service behaviour. Customer orientation, in turn, should positively affect customers' identification with the organization and, ultimately, result in customer satisfaction, customer loyalty, and customer recommendations. Results of a multilevel field study using data from leaders, employees, and customers provide support for our theoretical model.     

Message strength and persuasion when consumers imagine product usage

This paper analyzes the effects of message strength on brand attitude when consumers simulate product usage. The relevant literature suggests that advertising message strength does not matter when consumers imagine product usage, but previous studies do not consider the potential moderating effects of involvement and product category knowledge. The results of this research demonstrate that among high‐involvement consumers who perceive their knowledge in the product category as limited, imagining product usage does not reduce the relevance of a strong advertising message. This paper also shows that overall, imagining product usage positively affects brand attitude – regardless of message strength, involvement, and self‐perceived knowledge. An important practical implication arises from the study. Marketers should encourage mental simulation in their advertisements, but be careful not to set a good argument aside if the product/service is highly relevant to potential customers and the potential customers do not perceive themselves as very knowledgeable about the product category. This finding is particularly relevant to complex or relatively new products, because here, the group of consumers who are highly involved but do not perceive themselves as very knowledgeable may be large. Copyright © 2010 John Wiley & Sons, Ltd.     

The Effect of Mental Simulation (Process‐ Versus Outcome‐Focus) on Extension Evaluation:A Bipolarized Fit Perception

The present research investigates perceived fit effects according to the focus that consumers place when evaluating brand extensions. Process‐focus encourages consumers to focus their thoughts on the process of reaching an outcome, thereby affecting extension evaluations on the basis of the process similarity between the original brand and its extensions. Conversely, outcome‐focus encourages consumers to focus their thoughts on the final outcome, thereby affecting extension evaluations on the basis of the final outcome similarity between the original brand and its extensions. With this conceptual framework, the present research demonstrated that for the process‐focus condition, the extension was evaluated more favorably when the similarity between the process of the original brand and the process of its extension was present (Study 1). By contrast, for the outcome‐focus condition, the extension was evaluated more favorably when the similarity between the final outcome of the original brand and the final outcome of its extension was present (Study 2).     

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).     

Social identity threat and consumer preferences

Although marketers often link brands with an aspect of consumer social identity, the current research demonstrates that such brand-identity linkages may sometimes have negative consequences. Consumers motivated to protect and maintain feelings of individual self-worth alter their product evaluations and choices to avoid a threatened aspect of their own social identity. Whereas those low in collective self-esteem (CSE) tend to exhibit such identity avoidance effects, those high in CSE maintain associations with an identity-linked brand even when that social identity is threatened. Moreover, when the consumer feels positively about the self via self-affirmation, the effect among low CSE consumers is mitigated. Finally, it is demonstrated that differences in the use of identity as a resource underlie the effects.     

“No More” leads to “Want More,” but “No Less” leads to “Want Less”: Consumers' counterfactual thinking when faced with quantity restriction discounts

The current research examines the impact of point‐of‐purchase (POP) discounts on consumers' counterfactual thinking (CFT). Study 1 reveals that consumers tend to engage in upward CFT (what might have been better) rather than downward CFT (what might have been worse) in response to POP discounts. Study 2 shows that upward CFT depends on how the discount information is framed. A discount with a lower‐quantity restriction (e.g., “X % off if you buy at least Y items”) leads consumers to counterfactually wish to buy more, but a discount with an upper‐quantity restriction (“X % off – limit Y items per customer”) leads consumers to wish to buy less. Study participants in both conditions report they would buy the same POP‐suggested amount, but for completely opposite reasons. In Study 3, this convergence effect in purchase quantity disappears when the maximum and minimum restrictions are lifted, suggesting that quantity restrictions in POP discounts guide quantity decisions. Copyright © 2011 John Wiley & Sons, Ltd.     

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.     

Assessing the predictive validity of perceived globalness and country of origin of foreign brands in quality judgments among consumers in emerging markets

Consumers in emerging markets are known to have strong preferences for well‐known foreign brands. Drawing on schema and categorization theories, this study empirically investigates how accessible two components of brand foreignness – globalness and country of brand origin – are in consumer perceptions of brand quality in emerging markets. In addition, we argue that brand globalness can be shaped by inferential reasoning and test how consumer perceptions of brand globalness are affected by both a brand's country of origin and its perceived quality. Two different studies were conducted with young‐adult consumers in China. The study found that in their evaluations of foreign brands consumers are more influenced by country of origin than by brand globalness. It also found that consumers tend to perceive a high level of globalness in high‐quality brands and brands from a favorable country‐of‐origin. Further, this tendency was found to differ between well‐known and lesser‐known brands. These findings confirm the predictive validity of country of origin, but contrast with extant literature on the role of brand globalness as a principal quality cue for foreign brands among consumers in emerging markets. Our findings also imply brand globalness can be an inferred attribute of perceived brand quality and country‐of‐origin image. Keywords: brand foreignness, brand globalness, country‐of‐origin effect, emerging markets.     

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.     

学龄前儿童社会善念理解的发展与心理理论的关系

本文探究了4~6岁儿童社会善念理解的发展及其与心理理论的关系。研究测量了100名4~6岁儿童的社会善念理解、心理理论、亲社会性和执行功能。结果发现, 随着年龄增长, 儿童愈加在社会评价和朋友偏好上倾向于社会善念人物, 并且此社会善念理解能力与心理理论的发展呈显著正相关, 且此相关在控制了年龄、执行功能及亲社会性后依然稳定存在, 但社会善念理解与亲社会性并不相关。此结果表明, 心理理论可能对社会善念理解的发展有重要作用。     

Being nice by choice: The effect of counterfactual reasoning on children's social evaluations

The ability to engage in counterfactual thinking (reason about what else could have happened) is critical to learning, agency, and social evaluation. However, not much is known about how individual differences in counterfactual reasoning may play a role in children's social evaluations. In the current study, we investigate how prompting children to engage in counterfactual thinking about positive moral actions impacts children's social evaluations. Eighty-seven 4-8-year-olds were introduced to a character who engaged in a positive moral action (shared a sticker with a friend) and asked about what else the character could have done with the sticker (counterfactual simulation). Children were asked to generate either a high number of counterfactuals (five alternative actions) or a low number of counterfactuals (one alternative action). Children were then asked a series of social evaluation questions contrasting that character with one who did not have a choice and had no alternatives (was told to give away the sticker to his friend). Results show that children who generated selfish counterfactuals were more likely to positively evaluate the character with choice than children who did not generate selfish counterfactuals, suggesting that generating counterfactuals most distant from the chosen action (prosociality) leads children to view prosocial actions more positively. We also found age-related changes: as children got older, regardless of the type of counterfactuals generated, they were more likely to evaluate the character with choice more positively. These results highlight the importance of counterfactual reasoning in the development of moral evaluations.

Research Highlights

• Older children were more likely to endorse agents who choose to share over those who do not have a choice.
• Children who were prompted to generate more counterfactuals were more likely to allocate resources to characters with choice.
• Children who generated selfish counterfactuals more positively evaluated agents with choice.
• Comparable to theories suggesting children punish willful transgressors more than accidental transgressors, we propose children also consider free will when making positive moral evaluations.

     

The impact of salesperson credibility-building statements on later stages of the sales encounter

Salespeople frequently attempt to build credibility on their first encounter with a customer. Because customers actively evaluate persuasive messages, it is important to understand their reactions to credibility-building tactics and how these reactions shape the sales interaction. Accordingly, this study investigates customers' reactions to two types of credibility-building statements – benevolence and expertise – using a multistep qualitative analysis of sales transactions in the life insurance industry, along with surveys before and after the sales encounter. Empirical results show that customers are more likely to react positively to credibility-building statements that match their buying style expectations. Furthermore, when customers react positively to a credibility-building tactic, salespeople are more likely to continue using that tactic when addressing customer objections. However, whereas benevolence tactics for addressing customer objections lead to stronger relational outcomes, the findings indicate that expertise tactics do not. Thus, matching sales tactics with customers' buying style expectations is beneficial in the early stages of the sales encounter, but customer objections are best addressed with benevolence tactics, regardless of customers' buying style.     

Brand placement disclosure effects on persuasion: The moderating role of consumer self‐control

The inclusion of branded products in media entertainment has become a popular marketing strategy, because viewers are less likely to recognize the persuasive intent of sponsored content as compared with traditional advertising. To guarantee fair communication and protect consumers against unobtrusive persuasion attempts, European media policy has obligated broadcasters to disclose the presence of brand placement in their television shows. Recent studies demonstrate that disclosures raise viewers' persuasion knowledge; however, the circumstances under which brand placement disclosures may affect brand evaluations and resistance to the persuasive impact of brand placement are still unclear. In two experiments, we uncovered self‐control depletion as an important moderator of disclosure effects on brand evaluations and resistance to brand placement influence. Whereas disclosures increase resistance and decrease persuasion for viewers not depleted of their self‐control, disclosures do not affect resistance and even result in more favorable brand evaluations when viewers' self‐control is depleted by a previous self‐control task. Because a state of self‐control depletion can be perceived as the “couch‐potato” mindset in which people expose themselves to entertaining television content, our findings imply that instead of protecting consumers from hidden persuasion, disclosures may unintentionally increase the persuasive effects of brand placement. We discuss several possible mechanisms that could explain our findings. Copyright © 2016 John Wiley & Sons, Ltd.     

Evaluation of the Indirect Influence of Courteous Service on Customer Discretionary Behavior

This study determined whether courteous service communication may indirectly influence customer discretionary behavior (CDB). CDB was defined as any behavior a customer voluntarily performs, beyond purchasing products or services, which may be helpful or harmful to an organization. Specifically, it was hypothesized that courteous service would influence customer evaluations and mood, which, in turn, would influence CDBs. Observational and survey data were collected in two grocery stores. Structural equation modeling analyses indicated that courteous service had an indirect influence on customer commitment behaviors. Specifically, as cashiers displayed more courtesy, customers provided more positive evaluations of service and were ultimately more likely to recommend the store to friends and shop at the store if other stores are closer. However, courteous service did not predict customer helpfulness. Courtesy also explained relatively little variation overall in outcome variables. Therefore, efforts to improve customer outcomes should extend beyond improving the courtesy of service. Additional research is proposed to further assess the role of communication in customer service encounters.