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.     

The effects of valence‐based and discrete emotional states on aesthetic response

There is increasing recognition that consumer aesthetics—the responses of consumers to the aesthetic or appearance aspects of products—has become an important area of marketing in recent years. Consumer aesthetic responses to a product are a source of pleasure for the consumer. Previous research into the aesthetic responses to products has often emphasized exterior factors and visual design, but studies have seldom considered the psychological aesthetic experience of consumers, and in particular their emotional state. This study attempts to bridge this gap by examining the link between consumers’ emotions and their aesthetic response to a product. Thus, the major goal of this study was to determine how valence‐based and discrete emotional states influence choice. In Studies 1 and 2, positive and negative emotions were manipulated to implement two different induction techniques and explore the effect of emotions on participants’ choices in two separate experiments. The results of both experiments confirmed the predictions, indicating that aesthetic responses and purchase intention are functions of emotional valence, such that both are stronger for people in a positive emotional state than for those in a negative emotional state. Study 2 also used a neutral affective state to establish the robustness of this observed effect of incidental affect. The results of Study 3 demonstrate that aesthetic response and purchase intention are not only a function of affect valence, but also are affected by the certainty appraisal associated with specific affective states. This research, therefore, contributes to the literature by offering empirical evidence that incidental affect is a determinant of aesthetic response.     

The Illusion of Double‐Discount: Using Reference Points in Promotion Framing

Double‐discount is an effective format for promoting purchase decisions. However, extant literature has overlooked how temporal order of discounts applied affects consumers’ purchase decisions. In this paper, we show that the sequence of discount magnitude (e.g., 10% followed by 40% vs. 40% followed by 10%) leads to biases in consumer judgment and influences the perceived appeal and purchase intention of the deal. We term this the double‐discount sequence effect. Using four experiments, we showed that double‐discount in an ascending sequence (e.g., taking 10% off, then an additional 40% off) is preferable over that in a descending sequence. We also found that discount application sequence—but not the presentation order—matters to consumers. Consumers anchor on the first discount they encounter and evaluate the second discount with respect to this first one.     

Uncertainty in ethical consumer choice: a conceptual model

The market place has seen significant growth in the demand for ‘ethical’ products and services. Yet, consumers often experience knowledge, evaluation and choice uncertainties in decision‐making processes, particularly in relation to products such as ethical clothing. The authors explore this pertinent form of consumer uncertainty through three qualitative studies of ethical consumers that examine their approaches to clothing consumption. In‐depth interviews and focus groups confirm uncertainty arises; the results also identify the causes and consequences of consumer uncertainty in this context. The causes of uncertainty pertain to issues surrounding complexity, ambiguity, conflict and credibility that give rise to uncertainties that result in delaying purchase decisions, compromising beliefs and negative emotions. This study contributes to literature by offering a holistic understanding of the challenges facing consumers when making ethical choices. Copyright © 2013 John Wiley & Sons, Ltd.     

‘For Beauty is nothing but the barely endurable onset of Terror’: Outline of a general psychoanalytic aesthetics

Even close to 80 years after Freud's words that psychoanalysis “has scarcely anything to say about beauty” (Freud, Civilization and its Discontents, SE 21, p. 82) the question of a specific psychoanalytic aesthetic is still faced with a deficit in theory. Since aesthetics is related to Aisthesis, the Greek word for ‘perception’, a psychoanalytic aesthetic can solely emerge from a psychoanalysis of perceptive structures. The term ‘kinaesthetic semantic’ is introduced in order to exemplify via music how perceptive experiences must be structured for them to be experienced as beautiful. The basic mechanisms – repetition of form (rhythm, unification) and seduction (deviation, surprise) – are defined. With the help of these mechanisms an intensive contact between perceiving object and kinetic subject, the physical self, is established. The intensive relatedness is a requirement for the creative process in art and also for psychic growth on the subject's level. The described basic mechanisms of the aesthetic process in music can also be encountered in painting and poetry. By the means of a self‐portrait by Bacon it will be examined how, in art, terror and traumatization are represented via targeted disorganization of beauty endowing mechanisms, hence finding an enabling form of confrontation and integration of fended contents.     

‘Faking brands’: Consumer responses to counterfeiting

Whilst counterfeiting is regarded as one of the ‘oldest crimes in history’, contextualised treatments of Middle East and North Africa (MENA region) are rare despite growing interconnections with the global economy. Accordingly, this paper explores consumer motivations to purchase counterfeit products and identifies possible counter‐influences. Data from a survey of 400 respondents drawn from Morocco was tested with logistic regression models to determine the significant factors that trigger responsiveness and deterrence to counterfeit products. The tests were based on three product categories: clothing, cosmetics and mobile phones. Additionally, consumer demographics and selected social triggers were evaluated to build a profile of consumers typically likely to consider buying (or avoiding) counterfeit goods. Results show that concerns related to health, disappointment risk and integrity are the most significant countervailing factors on behavioural intentions towards purchasing counterfeits. On a socio‐demographic level, it was found that low‐income consumers are more positively disposed to buying counterfeits. Gender also seems to have an explanatory force. Women with higher educational backgrounds are less likely than men to consider buying counterfeit goods. For all the products evaluated, quality and price consistently proved the most important factors driving the intention to buy counterfeits. The implications are highlighted; combating counterfeiting is not an exclusive preserve of any single entity (governments, business or para‐governmental agencies) but a shared responsibility. There is a lot at stake for consumers, manufacturers and the industrial nations if the menace is not effectively checked. Copyright © 2012 John Wiley & Sons, Ltd.     

Something funny happened to reward

The human reward system has been shown to be activated by a wide range of reinforcers, including food, money, sex, drugs, and beauty. Now, a recent fMRI study has found mesolimbic reward activation associated with humorous cartoons, providing a neurobiological link between theories of humour and hedonic processes in the brain.     

Neural correlates of sensory‐enabling presentation: An fMRI study of image zooming and rotation video effects on online apparel shopping

For experience products, such as apparel, sensory‐enabling presentations that provide a sense of tactile experience have been suggested as an effective strategy to reduce perceived risk and increase the likelihood of a pleasurable shopping experience. Using functional Magnetic Resonance Imaging (fMRI), we investigated whether sensory‐enabling presentations, specifically, image zooming and rotation videos, would evoke different cognitive and affective brain functions during product evaluation and purchase decision processes. The results suggested that whereas image zooming may evoke more visual perception in the product evaluation process, the rotation view evokes more mental imagery, pleasure, and reward anticipation during the purchase decision process. Copyright © 2014 John Wiley & Sons, Ltd.     

The value increment of mass‐customized products: an empirical assessment

• The primary argument in favour of mass customization is the delivery of superior customer value. Using willingness‐to‐pay (WTP) measurements, Franke and Piller (2004), Journal of Product Innovation Management, 21, 401–415 have recently shown that customers designing their own watches with design toolkits are willing to pay premiums of more than 100% (ΔWTP). In the course of three studies, we found that this type of value increment is not a singular occurrence but might rather be a general phenomenon, as we again found average ΔWTPs of more than 100% among customers designing their own cell phone covers, T‐shirts and scarves. Building on this, we discuss the sources of benefits that are likely to explain this tremendous value increment. We argue that compared to conventional standard products, a mass‐customized product might render the following utilitarian and hedonic benefits: (1) First, the output might be beneficial as self‐designed products offer a much closer fit between individual needs and product characteristics. In addition to this mere functional benefit, extra value might also stem from (2) the perceived uniqueness of the self‐designed product. As the customer takes on the role of an active co‐designer, there may also be two general ‘do‐it‐yourself effects’: (3) First, the process of designing per se is likely to allow the customer to meet hedonic or experiential needs (process benefit). (4) Customers may also be likely to value the output of self‐design more highly if they take pride in having created something on their own (instead of traditionally buying something created by somebody else). This is referred to as the ‘pride of authorship’ effect.

Copyright © 2006 John Wiley & Sons, Ltd.     

急性疼痛与慢性疼痛对奖赏加工的影响及神经机制

疼痛和奖赏能够为个体提供不同的行为动机和主观价值体验,寻求奖赏和避免疼痛对于生存都很重要。疼痛可划分为急性疼痛和慢性疼痛,奖赏可区分为预期阶段的动机成分和体验阶段的享乐成分。奖赏对疼痛的抑制作用已经被广泛证实,但关于疼痛对奖赏的影响,目前的研究结果并不一致。因此需要进一步区分并探究急性疼痛与慢性疼痛对奖赏加工不同阶段的影响,分析两种疼痛对奖赏加工产生不一致影响的现象。这种现象出现的原因可能与急性疼痛向慢性疼痛转变过程中出现的奖赏加工能力缺陷有关。未来可以考虑从改善奖赏加工能力缺陷的角度进行检测和治疗,提前预防急性疼痛向慢性疼痛转变。     

“We” are Different: Exploring the Diverse Effects of Friend and Family Accessibility on Consumers' Product Preferences

Prior research suggests that close friends and family members exert similar effects on consumer behavior because both represent strong social ties and are subject to communal norms. However, drawing on regulatory focus theory, we postulate that accessibility of friend and family can have divergent impacts on consumers' subsequent purchase decisions. Across four experiments, as well as a pilot study, we demonstrate that accessibility of friend (vs. family) is more likely to activate a promotion focus, which results in more favorable consumer responses toward products with promotion‐focused appeals, whereas accessibility of family (vs. friend) is more likely to activate a prevention focus, which leads to more positive consumer responses toward products with prevention‐focused appeals.     

Societal and individualistic drivers as predictors of organic purchasing revealed through a portrait value questionnaire (PVQ)‐based inventory

• The Schwartz's Portrait Value Questionnaire (PVQ) has extensively been used in personal values research. The present survey validates and tests in a value‐based segmentation task a 17‐item PVQ‐based inventory that includes consumer values related to organic food purchasing, using a nationally representative sample of 1043 Greek consumers. The main assumption of the survey is that consumer segments that place more emphasis on specific organic food‐related values would present different magnitude of beliefs and purchasing behaviour towards organic products. Two 2nd‐order value factors (named ‘individualistic’ and ‘societal’, respectively) emerged from exploratory and confirmatory factor analyses comprising 14 out of the initial 17 PVQ values. In the next phase of the analysis, hierarchical clustering was implemented based on those factors. Through the clusters emerged, a clear relation between consumers' ‘societal’ (universalism and benevolence) value similarity, higher frequency of organic purchasing and higher likelihood of organic‐related beliefs was clearly identified. This fact supports the applicability of the PVQ typology in predicting consumer behaviour in various product contexts.

Copyright © 2008 John Wiley & Sons, Ltd.     

The meaning of ‘life’ and other abstract words: Insights from neuropsychology

There are a number of long‐standing theories on how the cognitive processing of abstract words, like ‘life’, differs from that of concrete words, like ‘knife’. This review considers current perspectives on this debate, focusing particularly on insights obtained from patients with language disorders and integrating these with evidence from functional neuroimaging studies. The evidence supports three distinct and mutually compatible hypotheses. (1) Concrete and abstract words differ in their representational substrates, with concrete words depending particularly on sensory experiences and abstract words on linguistic, emotional, and magnitude‐based information. Differential dependence on visual versus verbal experience is supported by the evidence for graded specialization in the anterior temporal lobes for concrete versus abstract words. In addition, concrete words have richer representations, in line with better processing of these words in most aphasic patients and, in particular, patients with semantic dementia. (2) Abstract words place greater demands on executive regulation processes because they have variable meanings that change with context. This theory explains abstract word impairments in patients with semantic‐executive deficits and is supported by neuroimaging studies showing greater response to abstract words in inferior prefrontal cortex. (3) The relationships between concrete words are governed primarily by conceptual similarity, while those of abstract words depend on association to a greater degree. This theory, based primarily on interference and priming effects in aphasic patients, is the most recent to emerge and the least well understood. I present analyses indicating that patterns of lexical co‐occurrence may be important in understanding these effects.     

产品类型对购物冲量效应的调节作用分析

基于享乐品-实用品有关研究及购物冲量效应, 考察产品类型对购物冲量效应的调节作用及其内在机制。实验一通过现场研究验证购买实用品提高后续购买概率, 购买享乐品降低其概率; 实验二为实验室实验, 再次验证该调节作用, 并验证内在原因：购买享乐品更可能激发内疚感、花钱的痛苦甚至负面自我形象和高层次目标, 导致理由性思维占主导, 前次购买引发的应用思维定式受到削弱。相比于实用品, 购买享乐品引发购物冲量效应的可能性更低。     

Effects of consumer embarrassment on shopping basket size and value: A study of the millennial consumer

This paper examines how the emotion of embarrassment affects shopping behavior in a retail setting. In a series of three studies, we explore the phenomenon of “masking,” which is defined as a coping strategy used by shoppers when experiencing embarrassment related to a purchase task. Study 1 provides consumer insights into masking behaviors among Millennials. Study 2 empirically examines degrees of anticipated embarrassment associated with purchasing a variety of personal care products and uses a controlled experiment to test the impact of embarrassment on the size of the shopping basket (number of items purchased) and the value of the shopping basket. Study 3 examines basket size and value with respect to complementary and counterbalancing products, and compares Millennial with non‐Millennial consumers. Collectively, this research indicates that both Millennial and non‐Millennials use masking as a coping strategy for a variety of products due to anticipated embarrassment, translating into enhanced basket sizes and values. This effect appears to be moderated by one's innate susceptibility to embarrassment. This study contributes to our understanding of how the emotion of embarrassment influences shopping basket composition in terms of its value and size. It also provides insightful findings relevant to retail practitioners. Copyright © 2014 John Wiley & Sons, Ltd.     

Antecedents of consumer relative preference for interpersonal information sources in pre‐purchase search

Past research has demonstrated clearly the importance of pre‐purchase information search within the buying process. Scholars have identified several sources used by consumers in order to obtain information relevant to their purchase situation. Among the various information sources, interpersonal non‐commercial sources seem to play an important role in consumers' choice decisions. The present study examines potential antecedents of consumer relative preference for interpersonal information search. The proposed antecedents include personality traits such as individuals' susceptibility to interpersonal influence, their need for cognition and their self‐confidence, as well as individual differences in product knowledge and perceived risk associated with the purchase of a specific product. Using structural equation modelling on survey data (419 respondents), seven hypotheses — describing relationships between the diverse variables of the model — were tested. The results indicate that consumer relative preference for interpersonal information search was significantly influenced by consumers' susceptibility to interpersonal influence, their need for cognition, their self‐confidence and their product knowledge. Consumers' product knowledge also influenced their perceived risk, which did not affect their preference for interpersonal search significantly. Copyright © 2005 John Wiley & Sons, Ltd.     

How gender affects the relationship between hedonic shopping motivation and purchase intentions?

Five hundred and fifteen consumer responses are used to model the affect of online hedonic shopping motivation and online purchase intentions: moderated by the consumers' perceptions of their offline and online gendered behaviour. The model was applied across five product categories using confirmatory factor analysis and structural equation modelling. We conclude that there is no online‐gender effect on hedonic shopping motivation and purchase intentions. However, offline‐gendered behaviour does significantly affect hedonic shopping motivation and purchase intentions for females across all product categories. Our findings support the proposition that gender is merely a prosthetic device of the private self and is an intentional manipulation and misrepresentation of the anonymous body. Online gender is a performance that is hidden by the technological veil from the offline space and public self, without social constraints or criticisms. Research implications are discussed. Copyright © 2013 John Wiley & Sons, Ltd.     

Differential effects of social and non‐social reward on response inhibition in children and adolescents

An important issue in the field of clinical and developmental psychopathology is whether cognitive control processes, such as response inhibition, can be specifically enhanced by motivation. To determine whether non‐social (i.e. monetary) and social (i.e. positive facial expressions) rewards are able to differentially improve response inhibition accuracy in typically developing children and adolescents, an ‘incentive’ go/no‐go task was applied with reward contingencies for successful inhibition. In addition, the impact of children's personality traits (such as reward seeking and empathy) on monetary and social reward responsiveness was assessed in 65 boys, ages 8 to 12 years. All subjects were tested twice: At baseline, inhibitory control was assessed without reward, and then subjects were pseudorandomly assigned to one of four experimental conditions, including (1) social reward only, (2) monetary reward only, (3) mixed social and monetary reward, or (4) a retest condition without reward. Both social and non‐social reward significantly improved task performance, although larger effects were observed for monetary reward. The higher the children scored on reward seeking scales, the larger was their improvement in response inhibition, but only if monetary reward was used. In addition, there was a tendency for an association between empathic skills and benefits from social reward. These data suggest that social incentives do not have an equally strong reinforcing value as compared to financial incentives. However, different personality traits seem to determine to what extent a child profits from different types of reward. Clinical implications regarding probable hyposensitivity to social reward in subjects with autism and dysregulated reward‐seeking behaviour in children with attention‐deficit/hyperactivity disorder (ADHD) are discussed.     

Indulgence as self‐reward for prior shopping restraint: A justification‐based mechanism

This research investigates the effects of refraining from a purchase temptation at one point in time on choices made at a subsequent opportunity to purchase or consume a tempting product. Four experiments involving scenarios and real decisions demonstrate that the salience of restraint at a prior impulse buying opportunity causes consumers to reward themselves subsequently by choosing indulgence over non-indulgence. We show that indulgence is likely to increase only when prior restraint is salient and hence can be used as a justification. As expected, an index of reasons for vs. against buying mediates the relationship between prior impulse purchase decision and indulgent choice. In further support of the mechanism, we find that prior indulgence can have the same effect as prior restraint, if the prior indulgence is made justifiable. Finally, we show that prior shopping restraint can increase indulgence without a corresponding increase in self-esteem. These findings extend our understanding of self-regulation and demonstrate that everyday consumer decisions such as responses to impulse buying opportunities can have consequential downstream effects.