Perceived brand authenticity: Examining the effects of inferred dedication and anticipated quality on consumers' purchase intentions and actual choices

This research investigates both the downstream effect of perceived brand authenticity on consumers' actual, consequential choice and the important role of inferred brand dedication in the relationship between perceived brand authenticity, anticipated quality, and purchase intentions. We also investigate the interactive effect of two source-related factors—intrinsic motivation and congruity—on consumers' brand authenticity perceptions. We present findings from three studies using different product categories (utilitarian/consumable: hand sanitizer; hedonic/consumable: chocolate; hedonic/non-consumable: sunglasses). Study 1 shows that consumers use information regarding the intrinsic motivation of those behind the brand and congruity between the brand's actions and what it represents to consumers when forming brand authenticity perceptions and that intrinsic motivation and congruity interact to increase authenticity perceptions. We anticipate that consumers' positivity toward brands perceived as authentic will extend to actual choice through anticipated quality. Study 2 demonstrates that consumers choose authentic brands over inauthentic brands above what chance would dictate and anticipated quality can forecast this choice. Next, we extend our collective process knowledge by exploring an underlying reason why consumers anticipate that brands presented through marketing communications as authentic will have higher quality. We suggest that when managers present brands as authentic, consumers infer greater dedication of those behind the brand and inferred dedication influences anticipated product quality. Study 3 provides support and uncovers a serial mediation process, highlighting the importance of inferred dedication. Specifically, perceived brand authenticity increases consumers' brand dedication inferences, which in turn increases anticipated product quality, and ultimately purchase intentions.     

The importance of leisure as a means of coping with work related stress: An exploratory study

Work stress researchers have long recognized the importance of coping in the work stress relationship and there is now a growing body of literature exploring the measurement and classification of coping strategies. While a range of coping activities have been explored one area that has received a less than complete treatment is the importance individuals give to leisure as a means of coping with work related stress. This research set out to explore the important reasons individual attach to leisure as a means of coping with work stress. The sample was made up of 695 principals and deputy principals from secondary schools throughout New Zealand. Analysis revealed that there were two reasons why leisure is important as a means of coping; one because of its active/challenging nature and the other because of its more passive/recuperative nature. The items that made up these two broad categories were then further explored in relation to a number of measures of well-being. This involved the use of sequential tree analysis and the sequential unfolding of the different reasons. The pattern to emerge suggested that 'being totally focused' was an important reason for engaging in active/challenging leisure whereas a more complex profile emerged for using passive/recuperative leisure activities. The significance of these findings is discussed in terms of intervention strategies and the role of leisure within work stress research.     

个体如何以消费行为应对自我威胁?基于导向-路径整合模型的分析

自我威胁无处不在, 以消费应对自我威胁是个体采取的重要方式。但由于自我概念的多维性、应对威胁过程中认知、情感、情绪等多因素的介入, 以及威胁源和应对行为的交叉性等原因, 当前的研究呈现出结论分散、不连贯, 甚至矛盾的情形。基于导向-路径的整合模型回顾了消费行为领域自我威胁研究的动态, 归纳出个体的多种自我威胁应对策略, 揭示了不同应对策略间的多层次交叉补偿机理, 以及自我威胁与消费行为间的多重关联方式, 并揭示出个体通过产品的全价值系统和自身的全感知系统进行自我威胁应对。基于导向-路径整合模型有助于对消费行为领域自我威胁应对研究形成整体连贯的认知, 揭示其内在规律, 并有助于理解当前环境(新冠肺炎疫情)下的个体消费行为。     

Determinants influencing conservation behaviour: Perceptions of Vietnamese consumers

Environmental degradation is one of the most serious issues impacting our lives and those of future generations. In this respect, several studies on pro‐environmental behaviour have investigated the attitude–behaviour relationship of consumers. This study builds on previous models and examines the influence of four relevant determinants, i.e. consumers' perceptions associated with environmental concern, ecological effect, perceived consumer effectiveness (PCE) and moral obligation on their pro‐environmental behaviour. The data were collected from consumers in Vietnam, where there are serious environmental issues. The findings suggest that all the four determinants influenced consumers' conservation behaviour, albeit each in varying strengths. The most influential determinant was PCE, followed by ecological effect, environmental concern and finally moral obligation. The findings of this study have important academic and practical implications. Government and private environmental and sustainability campaigners, especially in Vietnam, would be well advised to use these findings in developing and designing new policies and initiatives aimed at enhancing consumers' pro‐environmental behaviour. 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.     

Is interpersonal and institutional e‐trustworthiness equally important in consumer e‐trust development? Implications for consumers' e‐trust building behaviours

Trust is a widely studied phenomenon across numerous disciplines. E‐trust researchers have conducted a vast number of studies, but despite extensive interest in the issue, there are only few studies that concentrate on how consumers build e‐trust. Furthermore, consumer e‐trust is seen to be a function of both interpersonal and institutional e‐trustworthiness, but only limited number of attempts have been conducted to study the relative importance of interpersonal and institutional e‐trustworthiness in consumer e‐trust development process. The present article seeks to improve this situation by studying how consumers' perceived interpersonal and institutional e‐trustworthiness influence their intention to build e‐trust. The results of the study suggest that consumers build e‐trust actively, and the development of e‐trust is not only based on trustees' behaviour. Moreover, the results indicate that interpersonal e‐trustworthiness is more important than institutional e‐trustworthiness in consumers' e‐trust building. Copyright © 2010 John Wiley & Sons, Ltd.     

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

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

Employing autobiographical memory perspective to influence self‐congruence and brand preference

This paper advances our understanding of consumer behavior by examining the influence of autobiographical memory perspective on consumer's self‐congruence. While extant research has primarily restricted itself to the consequences of self‐congruence, this work focuses on an antecedent, by examining the psychological processes associated with the consumer's autobiographical memory perspective and the resulting impact on self‐congruence. Through three experiments, we demonstrate that visualizing autobiographical memories from a first‐person versus a third‐person perspective impacts consumers' self‐brand congruence differently under varied circumstances. Specifically, differing degrees of self‐brand congruence are experienced when consumers focus on differences (vs. similarities) between their present and recalled selves, combined with distinct autobiographical memory perspectives. The autobiographical memory perspective is identified as a key determinant of consumers' perceived change in self‐image, which, in turn, has a cascading effect on their self‐brand congruence. Thus, consumers' perceived change in self‐image is identified as the mechanism underlying the main effect. Furthermore, as an important component of self‐image, this research determines and examines a moderating influence of self‐esteem in the relationship between autobiographical memory perspective and self‐congruence. Collectively, these results facilitate our understanding of the autobiographical memory perspective as an antecedent of consumer's self‐congruence, with implications for nostalgia advertising and retro branding.     

Stress and coping strategies among Zimbabwean adolescents

Background. Stress and social support influence adolescents' coping strategies. Adolescents need to acquire a large repertoire of coping strategies in light of a rapidly changing socio‐economic and political situation. Aim. This study reports on the coping strategies of Zimbabwean adolescents and highlights some major stressors they face. The interplay among stress, social support and the coping strategies of Zimbabwean adolescents are also reported. Sample. A sample of 101 Zimbabwean students (ages 17–19) participated in this study. Method. Participants completed three instruments: the Perceived Stress Scale, the Social Provision Scale and the Ways of Coping Scale. Results. Zimbabwean adolescents experienced slight stress as measured by the Perceived Stress Scale. Major stressors included schoolwork, relationships, social life and financial hardship. Females reported a higher level of perceived stress than males. Zimbabwean adolescents reported having fewer social provisions than the norm group. Results from the Ways of Coping Scale indicated that Zimbabwean adolescents use emotion‐focused strategies more frequently than problem‐solving strategies. Conclusion. The implications of the study are that Zimbabwean adolescents may need to acquire a larger repertoire of coping skills adding to what they may already have. Problem‐solving skills need to be employed in face of today's challenging situations.     

Effects of service robots' anthropomorphism on consumers' attribution toward and forgiveness of service failure

We investigated the effects of service robots' anthropomorphism on consumers' attribution and forgiveness of service failure. By manipulating the levels of anthropomorphism in service robots in three experiments, we evaluated the relationship norms and involvement levels of consumers. Three contributions of our study are as follows. First, most human–robot interaction studies have focused on consumers' dissatisfaction with service robots' service failures. Unfortunately, few studies have investigated the influence of service robots' anthropomorphism levels on consumers' internal attribution and forgiveness of service failure. In the present study, we found a positive correlation between the former and the latter. The findings of this study indicate marketing managers should design their service robots to be less anthropomorphic to reduce the likelihood of consumers making an internal attribution when a service failure occurs and increase their forgiveness of service failure. In addition, to reduce the likelihood of consumers' internal attribution upon service failure, managers may ensure that their service robots explain to the consumers the cause of service failure (e.g., inability to understand consumers' requirements and robots' design-related limitations). Second, consumers' relationship norms moderate the effect of anthropomorphism level on internal attribution. Third, robot anthropomorphism is reportedly effective only when anthropomorphization occurs subconsciously.     

Affective and cognitive religiosity: Influences on consumer reactance and self‐control

Self‐control is regularly studied in the marketing literature in relation to spending and food consumption; however, little research has assessed trait characteristics that influence consumers' self‐control. Although prior research in other fields has shown a generally positive relationship between religiosity and self‐control, such research has often used poor measures of religiosity and has inadequately examined marketplace outcomes or factors underlying consumers' self‐controlled responses. Thus, the studies herein build on self‐regulation theory to address and extend from these limitations by examining the influence of religiosity, as a multidimensional construct (particularly affective and cognitive religiosity), on self‐control and resulting influences on marketplace behaviors. Findings reveal that priming affectively (cognitively) religious consumers leads to greater (lower) consumer self‐control with a religious message prime (Study 1) and religious writing task (Study 2). Additionally, findings show that psychological reactance is at the root of these responses (Study 3). Implications build on self‐regulation theory and the strength model of self‐control to show the importance of religiosity (particularly affective and cognitive religiosity), interactions with religious primes, and psychological reactance in understanding consumers' self‐control.     

The flip side of vanity sizing: How consumers respond to and compensate for larger than expected clothing sizes

Vanity sizing has become a popular retail trend and recent work shows it has a favorable impact on consumers. However, as the current research demonstrates, significant variations in sizing standards across retailers mean that consumers are as likely to encounter larger sizes as they are smaller, “vanity” sizes when shopping, highlighting the importance of understanding how consumers react to this potential threat in the marketplace. Across five studies we demonstrate that larger sizes result in negative evaluations of clothing and show that these effects are driven by consumers' appearance self-esteem. Importantly, we also find that instead of unilaterally lowering purchase intent as one might assume, larger sizes can actually increase spending, as consumers engage in compensatory consumption to help repair their damaged self-esteem. In so doing, this research reveals a dynamic and complex relationship between consumers and sizing labels, where shopping can serve to build, strengthen, threaten, and/or repair appearance self-esteem.     

Consequences of customer powerlessness: Secondary control

• This research investigated the consequences of powerlessness when consumers experience service failure with a company that has high‐exit barriers. The specific consequences investigated were three types of secondary control, which are grudge‐holding, avoidance (predictive avoidance), and retaliation desire. These secondary control coping strategies highlight consumers' ability to control their personal behaviors and thoughts, even when they cannot completely control the outcomes of a situation. A qualitative study, followed by a scenario‐based survey and structural equation model, suggest that the primary direct consequences of powerlessness in commercial relationships are grudge‐holding and predictive avoidance, and that both predictive avoidance and a desire to retaliate are further consequences of grudge‐holding. The results of this research underscore the importance of understanding the role of powerlessness and its consequences in consumer–firm relationships.

Copyright © 2009 John Wiley & Sons, Ltd.     

Effects of product unit image on consumption of snack foods

Across a series of three studies, we demonstrate that the number of product units displayed on a package biases consumers' perceptions of product quantity (i.e., the number of snack items the package contains) and actual consumption. Specifically, we demonstrate that consumers use an anchoring heuristic to infer that packages that display a greater number of product units (e.g., 15 pretzels vs. 3 pretzels) have a higher product quantity inside. Importantly, we demonstrate that actual consumption of the food product follows this anchor judgment. The studies demonstrate that these effects are moderated by level of visual processing and that they are robust even in the presence of verbal information.     

Priced just for me: The role of interpersonal attachment style on consumer responses to customized pricing

Customized pricing is an increasing phenomenon in the marketplace, but little is known about factors influencing consumer responses to customized pricing. The present paper seeks to gain an understanding of how, why, and when this emerging pricing mechanism may offer benefits. Specifically, this research focuses on how consumers respond to customized pricing tactics and, more specifically, on how interpersonal attachment orientations impact consumers' responses to prices offered in the presence of a customized pricing program. The results of 3 studies suggest that customized pricing programs likely create an expectation for a discounted price among securely attached individuals, such that these consumers are dissatisfied paying the shelf price in the presence of a customized pricing program. Overall, the results provide evidence that, although customized pricing programs are often used to enhance consumer evaluations, they may not always be effective. This paper advances prior research by integrating important considerations for both pricing and customization strategies based on individual and situational differences in attachment orientations.     

How Power States Influence the Persuasiveness of Top‐Dog versus Underdog Appeals

Although both top‐dog and underdog positioning appeals are widely used in marketing and advertising, little is known about which strategy is more effective in persuading consumers. By introducing a sense of power, a social variable that is inherently relevant to the nature of the top‐dog versus underdog classification, we propose that consumers' responses to these two appeals are influenced by their psychological experience of power. Specifically, low‐power consumers will respond to top‐dog appeals more favorably because associating with top dogs facilitates power restoration. In contrast, high‐power consumers will respond to underdog appeals more favorably because supporting underdogs facilitates power expression. In four experimental studies, we provide consistent support for our main predictions as well as the underlying processes. Studies 1 and 2 demonstrate the differential effect of consumers' power states on their attitudes toward top‐dog versus underdog appeals. Providing process evidence, Studies 3 and 4 identify boundary conditions under which the basic effect was eliminated. These findings contribute to the persuasion literature and power research and provide important implications for positioning strategy and advertisement development.     

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.     

Preventing the detrimental effect of posttraumatic stress in young children: The role of theory of mind in the aftermath of a natural disaster

We conducted a field study to test whether parents' negative reactions to a natural disaster affected children's reactions, together with the factors buffering this negative influence. Specifically, we examined whether parents' posttraumatic stress symptoms following an earthquake were associated with children's posttraumatic symptoms and their use of negative coping strategies. Theory of mind (ToM) was tested as the factor allowing children to reduce the detrimental effects of posttraumatic stress symptoms on negative coping. Hypotheses were tested in a sample of elementary school children and their parents in the aftermath of the earthquakes that struck Northern Italy in 2012. Results revealed that mothers' (but not fathers') posttraumatic stress symptoms were positively associated with children's posttraumatic stress symptoms, which acted as mediator on the use of negative coping strategies by children, but only among children with low ToM abilities. We discuss the theoretical and practical implications of findings.     

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.     

Effects of awe on consumer preferences for healthy versus unhealthy food products

This research investigates how a discrete positive emotion (awe) impacts consumers' decisions on food choices. We probe and demonstrate that the experience of awe enhances consumer preferences for healthy versus unhealthy products. In a series of three studies, we find that awe, compared with a neutral emotion, increases consumers' likelihood to choose healthy products over unhealthy products (Study 1). Consumers' processing styles drive the observed awe effect (Study 2), whereby awe increases reliance on analytic processing, which leads to preferences for healthy products. Moreover, the experience of awe exerts a stronger influence on product choices among consumers with a chronic intuitive rather than analytic processing style (Study 3). Theoretical contributions to the research on awe, information processing, and healthy food preference, as well as practical implications for consumers and marketers, are discussed.