Is Cinderella resurging? The impact of consumers' underdog disposition on brand preferences: Underdog brand biography and brand status as moderators

This research attempts to explore the moderating roles of underdog brand biography and brand status in the impact of consumers' underdog disposition on brand preferences. A total of 218 on‐the‐job graduate students were randomly assigned to a 2 (explicitness of underdog brand biography: implicit vs. explicit) × 2 (brand status: emerging brands vs. established brands) factorial design. Results show that consumers with strong underdog disposition are likely to generate stronger brand preferences for established brands accompanied with explicit underdog brand biographies than emerging brands accompanied with explicit underdog brand biographies; in contrast, consumers with strong underdog disposition are likely to engender no differential brand preferences for emerging brands accompanied with implicit underdog brand biographies over established brands accompanied with implicit underdog brand biographies. Moreover, consumers with a weak underdog disposition are likely to engender stronger brand preferences for established brands than emerging brands, regardless of the explicitness of underdog brand biography. Copyright © 2015 John Wiley & Sons, Ltd.     

Capitalizing on brand personalities in advertising: The influence of implicit self‐theories on ad appeal effectiveness

How can firms use brand personalities to develop the most persuasive advertising appeals? In this article, we examine advertising appeals that capitalize on the signaling opportunities that using these brands can provide (signaling ad appeal) versus the self-improvement opportunities that using these brands can offer (self-improvement ad appeal). In two studies, we find that the effectiveness of these appeals depends on consumers' implicit self-theories. Specifically, signaling ad appeals are more effective for consumers who believe their personal qualities are fixed and cannot be developed through their own efforts (entity theorists), whereas self-improvement ad appeals are more effective for consumers who believe their personal qualities are malleable and can be developed (incremental theorists). Implications for brand personality research and advertising are discussed.     

Managing the aftermath: Scapegoating as crisis communication strategy

Should firms struggling with a brand crisis use scapegoating, the assignment of blame to another entity? Across three studies, we offer evidence of the value of scapegoating. We show that when firms use scapegoating, they reduce consumers' attributions of a firm's crisis responsibility, controllability, and stability. Compared to other strategies, including no response, denial, apology, and justification, scapegoating is most effective at reducing these attributions. However, attributions of crisis controllability seem more influential in reducing a firm's crisis responsibility. Scapegoating also increases consumers' word‐of‐mouth (WOM) intentions more than the no response strategy, but not more than denial, apology, and justification. The effect of scapegoating, however, depends on the scapegoat type. Whereas using an underdog scapegoat such as a regular company employee or a small partner firm can backfire and result in negative WOM intentions, the use of topdog scapegoats seems to have more positive effects. When firms use topdog scapegoats, such as the top management of a large firm, negative WOM intentions likely decrease. This type of effect seems to occur due to a reduction in the firm's crisis responsibility that scapegoating engenders.     

Against the odds: academic underdogs benefit from incremental theories

An implicit theory of ability approach to motivation argues that students who believe traits to be malleable (incremental theorists), relative to those who believe traits to be fixed (entity theorists), cope more effectively when academic challenges arise. In the current work, we integrated the implicit theory literature with research on top dog and underdog status to predict self-efficacy in an academic context. To examine our predictions, we assessed college students’ (N  =  165) implicit theories of mathematical ability and manipulated their underdog versus top dog status in a math competition. We hypothesized that holding an incremental (vs. entity) theory would interact with competition status (underdog vs. top dog) to predict mathematical self-efficacy. When in an underdog position, incremental (vs. entity) theories boosted students’ mathematical self-efficacy. Moreover, a mediated moderation model revealed that the experience of less helplessness accounted for greater self-efficacy in mathematical ability among academic underdogs with incremental (vs. entity) theories. Implications for teaching practices are discussed.     

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.     

Predicting the Personal Appeal of Marketing Images Using Computational Methods

Images play a central role in digital marketing. They attract attention, trigger emotions, and shape consumers’ first impressions of products and brands. We propose that the shift from one‐to‐many mass communication to highly personalized one‐to‐one communication requires an understanding of image appeal at a personal level. Instead of asking “How appealing is this image?” we ask “How appealing is this image to this particular consumer?” Using the well‐established five‐factor model of personality, we apply machine learning algorithms to predict an image's personality appeal—the personality of consumers to which the image appeals most—from a set of 89 automatically extracted image features (Study 1). We subsequently apply the same algorithm on new images to predict consequential outcomes from the fit between consumer and image personality. We show that image‐person fit adds incremental predictive power over the images’ general appeal when predicting (a) consumers’ liking of new images (Study 2) and (b) consumers’ attitudes and purchase intentions (Study 3).     

Making judgments in a two‐sequence cue environment: The effects of differential cue strengths,order sequence,and distraction

Consumers frequently evaluate multiple sequential cues of varying strengths in order to draw inferences about a product's quality. The results of three experiments show that when consumers are not distracted, they judge a product's quality more favorably following a strong–weak cue sequence relative to a weak–strong sequence (a primacy effect). However once consumers are distracted from the evaluation task, the primacy effect reverses to a recency effect, whereby consumers judge a product's quality more favorably following a weak–strong cue sequence. Process tests suggest that distraction crowds consumers' short-term working memory and inhibits the spontaneous rehearsal and the subsequent recall of the cue presented first in the information sequence.     

‘If it makes you feel good it must be right’: Embodiment strategies for healthy eating and risk management

The following arguments are constructed around the encounter of embodied experiences and societal discourses. On the basis of an ethnographic study of 34 Danish consumers, we present different consumers' strategies in relation to their perception of healthy food and management of food‐related health risk. Drawing on a subsample representing particular subject positions in relation to healthy eating, we argue for an increased role of embodiment in consumers' risk handling. The study shows that because of the overload of information, consumers increasingly turn to personal experiences and bodily feelings as the instrument and strategy for evaluating possible health risk and benefit. Furthermore, the study shows how these evaluations are related to broader political and socio‐economic issues as well as closely intertwined with notion of trust and mistrust. Through embodied feelings, consumers navigate and negotiate their position in relation to social discourses of health and risk. Copyright © 2013 John Wiley & Sons, Ltd.     

The influence of targeted digital advertising on consumers' purchase intention: Comparative analysis based on the perspective of ads content source

Targeted digital advertising (TDA) is immensely popular among marketing practitioners; investigating its effects is increasingly becoming a subject of academic research. Brands can push advertisements of the same product from different sources to consumers in a targeted manner; however, the differences in the impact on consumers of TDA with different content sources are surprisingly understudied. Therefore, this study analyzes the consumers' purchase intentions in the context of TDA with different content sources (stars vs. bloggers vs. top e-commerce streamers), and the perceived differences between consumers with different thinking styles. Through two experimental studies, this study finds that TDA with top e-commerce streamers' recommendation source can better improve consumers' purchase intentions more than TDA with a star endorsement and TDA with a blogger evaluation. For consumers who prefer the rational thinking style, TDA with a star endorsement and TDA with top e-commerce streamers recommendation can be better; For consumers who prefer the empirical thinking style, TDA recommended by bloggers and TDA with top e-commerce streamers recommendation can be better. Furthermore, this study finds that consumers' mental simulation and perceived usefulness can mediate the relationships described above, and that the two play a chain mediation role. The findings contribute to the precision marketing literature by enriching the understanding of the psychological mechanism underlying consumers' perceptions of and decision factors toward the TDA.     

Regulatory focus and preference reversal between hedonic and utilitarian consumption

This article explores the impact of consumers' regulatory goals on their relative focus on hedonic (versus utilitarian) benefits of products. Drawing from extant literature, we argue that promotion‐focused consumers will exhibit more favorable attitude towards a product when its hedonic benefits are highlighted in comparison to its utilitarian benefits. Prevention‐focused consumers on the other hand will exhibit more favorable attitude towards a product when its utilitarian benefits are highlighted in comparison to its hedonic benefits. We further argue that this effect is moderated by contextual factors, such as evaluation mode. In addition, we argue that the posited difference only holds when the hedonic and utilitarian products are evaluated individually. When the two products are evaluated jointly, both promotion and prevention‐focused individuals will exhibit more favorable attitude towards the hedonic product. Two studies were conducted to test the hypotheses and findings supported our predictions. Copyright © 2011 John Wiley & Sons, Ltd.     

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.     

“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.     

If only I had the time! The impact of time salience on consumers' evaluations of product offers

We explore consumers' consideration of their time budgets when evaluating product offers in a context in which we expect those budgets are most easily ignored—product giveaways. Across three studies, we manipulate the salience of time for participants considering free seminars (Study 1a) and free vacations (Studies 1b and 2) to be received in the near or distant future. Beginning with Study 1, we demonstrate that when time is made salient to them, consumers consider slack in their time budgets when evaluating near‐future but not distant‐future product giveaways. Otherwise, consumers appear to largely ignore time budget slack when evaluating free offers. In Study 2, we replicate these basic effects while providing evidence that consumers' consider slack in their time budgets at the point they commit to a giveaway rather than at the point when they will receive the product. We discuss these findings in terms of both their theoretical and marketing implications. Copyright © 2013 John Wiley & Sons, Ltd.     

When is sociality congruent with self-care?

Kumar and Epley (2023) argue that people underinvest in spending time, effort, and money on other people, and that consumers' own well-being would improve from increased “sociality.” We pose two questions to enhance understanding of the relationship between sociality and efforts to benefit one's own well-being: (1) when will other-oriented consumption promote versus hinder consumers' own well-being, and (2) what leads consumers to embrace versus forego efforts to improve their well-being (i.e., self-care) that does not involve sociality? We propose that the degree to which the consumer is concerned about incorporating others' preferences, the magnitude of resources involved, and the temporal dynamics of consumption will be relevant factors in addressing these two questions. Future research to explore the proposed three factors and other factors will be important for consumers who seek to improve their well-being as well as marketers who seek to promote it.     

Religiosity and consumer belonging: Influences on product evaluations

Consumers have a fundamental need to belong. Prior research has examined the compensatory mechanisms that consumers use to restore belongingness when they have a low sense of belonging. However, research has yet to adequately understand the influence that having a high sense of belonging has on consumption behavior. Thus, three studies are conducted to address this gap in the literature, specifically examining religiosity as a source of consumers' high sense of belonging. Study 1A identifies that religiosity positively influences consumers' sense of belonging and corresponding product evaluations because belongingness creates a positive affect state. This affect then incidentally transfers a positive halo effect to product evaluations. Study 1B replicates the sequential mediation from Study 1A but only for those products that are value expressive. Studies 2 and 3 then better isolate these effects by priming religion (Study 2) as well as general social acceptance and rejection (Study 3). Findings reveal that only religion and acceptance primes influence consumers' sense of belonging and product evaluations. Discussion builds on need‐to‐belong theory and implications for marketing practice are discussed.     

An fMRI study of advertising appeals and their relationship to product attractiveness and buying intentions

This study examines the effects of various visual apparel advertisements on consumers' brain activation during exposure to different types of advertising appeals (i.e., celebrity, non‐celebrity, and rational). The influence on consumer perceptions of products and their subsequent buying intentions are also measured. A repeated measures experimental design was employed, and the total of 27 right‐handed female subjects participated in the study. The results of the quantitative data showed significant differences in perceived product attractiveness for each of the three types of advertising appeals, but not in buying intentions. Regarding the fMRI results, our findings support the notion that celebrity advertising appeals are associated with heightened brain activation of memory‐related/retrieval regions, reflecting how consumers remember the ad and are influenced by the attractiveness of the source. Non‐celebrity advertising appeals were more closely associated with brain activation of regions thought to mediate self‐reflection and also engaging executive functions. For rational advertising appeals, our findings showed significant activation in brain areas associated with logical evaluative decision making reflecting more logical processing value assessments and reward potential. Therefore, retailers/marketers must be particularly mindful to match the appropriate advertising appeal to the specific purpose of the advertisement. This study also provides brain‐based insight into the effectiveness of different types of advertising appeals and whether or not they have the desired impact on the consumer. Copyright © 2016 John Wiley & Sons, Ltd.     

Moral tribalism and its discontents: How intuitive theories of ethics shape consumers' deference to experts

We study the psychology at the intersection of two social trends. First, as markets become increasingly specialized, consumers must increasingly defer to outside experts to decide among complex products. Second, people divide themselves increasingly into moral tribes, defining themselves in terms of shared values with their group and often seeing these values as being objectively right or wrong. We tested how and why these tribalistic tendencies affect consumers' willingness to defer to experts. We find that consumers are indeed tribalistic in which experts they find convincing, preferring products advocated by experts who share their moral values (Study 1), with this effect generalizing across product categories (books and electronics) and measures (purchase intentions, information‐seeking, willingness‐to‐pay, product attitudes, and consequential choices). We also establish the mechanisms underlying these effects: because many consumers believe moral matters to be objective facts, experts who disagree with those values are seen as less competent and therefore less believable (Studies 2 and 3), with this effect strongest among consumers who are high in their belief in objective moral truth (Study 4). Overall, these studies seek not only to establish dynamics of tribalistic deference to experts but also to identify which consumers are more or less likely to fall prey to these tribalistic tendencies.     

Determinants of brand switching: the role of consumer inferences,brand commitment,and perceived risk

Previous research in the area of price discounts has generated a rich, but diverse and mixed body of literature. This research examines the role of consumer's brand commitment and product category risk in influencing the nature as well as valence of the inferences generated by consumers in response to price discounts. Our results provide insights regarding how consumers' responses to competitor inducements vary depending upon their brand commitment for the incumbent brand and perceived risk. Furthermore, we show that higher commitment consumers could resist an inducement from a competitor when they are able to generate negative, marketer‐related inferences. Our research suggests that consumers' inferences are critical than pure economic benefits in determining the effectiveness of discounts.     

Consumer perceptions of bundles and time‐limited promotion deals: Do contracts matter?

Marketers use various types of deals to positively influence consumers' product evaluations. Across two experiments, we manipulated print advertisements to examine whether the commonly used deal content of both bundling and time‐limited promotions affect consumers' perceived confusion, risk and value. In study 1, the influence of this content was tested in the context of a 2‐year telecommunications (telco) contract. Here, consumers associated a three‐item bundle with greater perceived value than a single item, but perceived value was reduced and risk heightened when it was only available for a limited time. We speculate that this is because of the long‐term nature of the contract. Study 2 removed the contract restriction, examining the bundling of a video game console and game(s), again with a time‐limited promotion. However, in this context, we failed to locate any interaction effects. It appears that consumers further appraise the drawbacks of a long‐term telco contract when accompanied by a time‐limited promotion and may perceive the switching costs for study 1 three‐item telco bundle to be particularly risky. Our studies represent the first empirical investigation of the effect on consumers' perceptions of offering a bundle in conjunction with a time‐limited promotion. Testing these effects in contract and no contract conditions adds to the contribution of our studies by delineating a boundary condition. From a managerial perspective, our findings are thought‐provoking in respect to information integration, or how consumers process different deal content together. Copyright © 2015 John Wiley & Sons, Ltd.     

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.