Confirming satisfaction as an attitude within the service‐buying process

This paper presents research that uses cognitive and affective semantic differential scales to construct an attitude measuring instrument to be used in the services domain in the context of long applications to buy a service. The scales measure ‘Attitude to the Application Process’ (AAP) which represents satisfaction, as an internal ‘buying process’ attitude, which moderates the buying intention. Data collected over a three‐year period between 1996‐9, was analysed using exploratory and confirmatory factor analyses. The results provide evidence of a robust and useful cognitive scale. Although there were anomalies in the exploratory and confirmatory analysis of the affective scale, a robust scale is presented which represents either one or two factors. The whole measuring instrument of 14 items was developed as a means to access applicant attitudes during the application process to university — an extended and extreme application situation for first‐time consumers. The results identify that the instrument is sound and can be used in its original or modified form, depending on the context of the service‐process monitoring situation. The scales represent aspects of attitude not dealt with extensively in the literature and measure the perception of the application process as simple, open, friendly and helpful. These aspects of satisfaction mirror three attributes of service quality: assurance, responsiveness and empathy identified in previous research. Copyright © 2001 Henry Stewart Publications.     

Examining direct and indirect pathways to health behaviour: The influence of cognitive and affective probability beliefs

This study aimed to extricate the influence of rational (e.g. ‘I think …’) and intuitive (e.g. ‘I feel …’) probability beliefs in the behavioural decision-making process regarding skin cancer prevention practices. Structural equation modelling was used in two longitudinal surveys (sun protection during winter sports [N?=?491]; sun protection during summer [N?=?277]) to examine direct and indirect behavioural effects of affective and cognitive likelihood (i.e. unmediated or mediated by intention), controlled for attitude, social influence and self-efficacy. Affective likelihood was directly related to sun protection in both studies, whereas no direct effects were found for cognitive likelihood. After accounting for past sun protective behaviour, affective likelihood was only directly related to sun protection in Study 1. No support was found for the indirect effects of affective and cognitive likelihood through intention. The findings underscore the importance of feelings of (cancer) risk in the decision-making process and should be acknowledged by health behaviour theories and risk communication practices. Suggestions for future research are discussed.     

The role of discrete emotions in health outcomes: A critical review

Global aspects of emotion have been central to psychosocial theories of health and health behavior for several decades. A growing body of research has documented key roles for several broad affective constructs – notably anxiety, depression, and anger/hostility – in areas ranging from basic physiological processes, health behaviors, and symptom reporting, to screening and detection behaviors and decision making. Despite this growth, however, the emotions-health literature remains scattered. Mechanisms are poorly understood and several key emotions – embarrassment, disgust, guilt and hope – have scarcely been examined. In presenting the advantages of a discrete emotions perspective, the current report reviews and critiques data describing the relations between discrete emotions and health. It presents a developmental-functionalist framework within which to more systematically consider the links between emotions and health. It is suggested that discrete emotions perspectives provide guidance for understanding the physiological, motivational, and cognitive pathways linking emotions and health and thus their impact on health outcomes.     

网络环境下第三方评论对冲动购买意愿的影响机制：以产品类别和评论员级别为调节变量

采用问卷调查和实验研究的方法, 构建了以情感为中介的第三方正面评论与网络消费者冲动购买意愿的关系模型, 并检验了产品类别和评论员级别对该模型的调节效应。研究结果表明：第三方评论的好评度、好评数、时效性直接正向影响冲动购买意愿; 好评度以快乐和唤起情感为中介、好评数以快乐情感为中介间接正向影响冲动购买意愿; 消费者购买低涉入度(VS：高涉入度)产品和阅读高级(VS：初级)评论员发布的评论时, 第三方正面评论对冲动购买意愿的影响更强。     

Why did I eat that? Perspectives on food decision making and dietary restraint

Consumers trying to watch or restrict what they eat face a battle each day as they attempt to navigate the food-rich environments in which they live. Due to the complexity of food decision making, consumers are susceptible to a wide range of social, cognitive, affective, and environmental forces determined to interrupt their intentions to restrict their dietary intake. In this article, we integrate literature from diverse theoretical perspectives into a conceptual framework designed to offer a better understanding of the antecedents, interruptions, and consequences of dietary restraint. We outline a path for researchers to investigate how restraint behaviors in the eating domain influence a wide variety of consumer psychological phenomena. It is our hope that a collective examination of this literature provides a lens that directs future research on food decision making and dietary restraint and empowers consumers to invest their cognitive and behavioral resources towards healthy eating behaviors.     

Hard to decide? The effect of imagery perspective and construal level on decision difficulty

This research designed three experiments to investigate the mechanism of how imagery perspective influences decision difficulty, which increases consumers' willingness to postpone making choices based on the construal level. Studies 1, 2, and 3 demonstrated that imagining from the actor's perspective lowers one's construal level, and thus leads to greater decision difficulty and willingness to postpone making choices. In comparison, those taking the observer perspective represent things at higher construal levels and have less difficulty making decisions or willingness to postpone making choices. Moreover, the derived results showed the need for cognition to moderate the relationship between imagery perspective and construal level. The findings herein extended the physical buying situation to online consumption, providing implications for marketers to further explore consumer behavior.     

危机应对策略对消费者矛盾态度和购买意愿的影响

采用2×2两因素被试间实验设计探讨初始矛盾态度及危机应对策略对消费者矛盾态度和购买意愿的影响。结果表明:当消费者初始矛盾态度水平较低时更可能受辩解策略的影响,从而使其负面态度和矛盾态度下降; 当消费者初始矛盾态度水平较高时更可能受和解策略的影响,从而使其负面态度和矛盾态度下降; 正面态度/负面态度可以显著正向/负向预测消费者的购买意愿,矛盾态度在其中起调节作用,即矛盾态度水平越高,正面/负面态度与购买意愿之间关系的不确定性越高。     

孤独让我爱上你:产品陈列对孤独个体产品偏好的影响

研究通过3组实验分析产品陈列方式对孤独个体产品偏好的影响。实验1发现产品合并陈列时,孤独个体偏爱普通产品;产品单独陈列时,孤独个体更喜欢拟人化产品。实验2采用产品的功能关系代替陈列方式,进一步验证主效应。实验3分析广告信息类别对主效应的调节作用。本文为企业合理地使用拟人化策略提供建议。     

Relative influences of affect and cognition on behavior: are feelings or beliefs more related to blood donation intentions?

This study tested the relative predictive power of affect and cognition on global attitude and behavioral intention within the tripartite model of attitude structure. Participants (N = 264) completed questionnaires that included an item regarding blood donation experience, five semantic differential items, four behavioral intention items, and one global attitude item. Participants were randomly assigned to either an affective or cognitive instruction set for the semantic differential items. As predicted, semantic differentials were more highly correlated with both global attitude and behavioral intention when completed under the affective instructions than under the cognitive instructions. In addition, donors' and non-donors' attitudes on the semantic differential scales were distinguished from one another only when they were elicited under the affective instruction set. Results provide support for the tripartite model of attitude structure. Future research should examine the relative importance of affect and cognition in less emotion-laden domains.     

儿童社会观点采择的发展及其子类型间的差异的研究

对幼儿园大班至小学阶段的４２５名儿童施以认知和情感两类观点采择测验,考察儿童社会观点采择发展的一般趋势以及两类观点采择的发展趋势及水平上的差异。结果发现：６岁左右儿童在准确推断他人观点方面还存在较大困难。６—１０岁左右是儿童社会观点采择能力快速发展的时期。１０岁左右儿童已能根据环境信息较准确推断他人的观点：儿童认知观点采择与情感观点采择能力的发展趋势基本一致,但后者的发展水平极显著地落后于前者。     

Exploring how consumer cooperatives might strategically incorporate social media to distribute wine

This research advances our understanding of disruptions to marketing channels in the digital world by investigating the viability of consumer cooperative systems which are envisioned as multi-actor constructed networks using social media (SM) platforms. It introduces the concepts of “social media consumer wine cooperator” as a new distribution channel for wine and investigates the consumer's intention to participate in an SM and become a wine cooperator. Relying on the uses and gratifications theory (UGT), we adopted a quantitative research inquiry with data gathered using an online survey involving a sample of 486 French consumers. We empirically tested the relationships among four factors: attitude toward buying wine based on SM recommendations, perceived risks, intention to buy wine on SM, and consumer intention to become an SM wine cooperator. Findings indicate that the intention to be an SM wine cooperator is positively correlated with attitude toward buying wine based on SM recommendations and the intention to purchase wine on SM. To finish with, we link the concept of the consumer wine co-op to the current debate in the literature on centralized versus decentralized (built on top of blockchain networks) social media platforms, opening the door for future research avenues.     

Online shopping experience in an emerging e‐retailing market: Towards a conceptual model

We develop a comprehensive and integrated framework of online shopping experience (hereafter OSE) from an emerging market perspective. Using a netnographic research method, we content analysed 284 experiential reviews of 2 leading Nigerian e‐retailers. Augmented by the theory of customer engagement, we identify 8 dimensions of OSE that activate shoppers' affective and cognitive states, which consequently lead to 4 behavioural outcomes, namely, internal responses to service experience, external responses to service experience, repurchase intentions, and word of mouth intentions. The proposed dynamic and comprehensive framework reflects all phases of the consumer decision‐making process and demonstrates that OSE has both perceptual and behavioural components. We make 3 important contributions. First, the paper provides a comprehensive and dynamic model of customer experience that encompasses all the stages in the customer decision‐making process by drawing on a new theoretical perspective to demonstrate how the unique attributes of OSE contribute to extant customer experience research. Second, we advance experiential consumption theory by incorporating attributes of OSE evolved through a unique qualitative research method into existing frameworks of customer experience. Third, we compare and contrast findings from an emerging market with research from more mature markets, when they were undergoing similar development patterns. From a managerial perspective, we illustrate how online retailers operating in emerging markets can draw from the experiences of mature markets and understand the key differences between markets so that they can develop customer experience management strategies by concentrating on the most important components of customer experience.     

The dynamics of consumer behavior: A goal systemic perspective

Like most behavior, consumer behavior too is goal driven. In turn, goals constitute cognitive constructs that can be chronically active as well as primed by features of the environment. Goal systems theory outlines the principles that characterize the dynamics of goal pursuit and explores their implications for consumer behavior. In this vein, we discuss from a common, goal systemic, perspective a variety of well known phenomena in the realm of consumer behavior including brand loyalty, variety seeking, impulsive buying, preferences, choices and regret. The goal systemic perspective affords guidelines for subsequent research on the dynamic aspects of consummatory behavior as well as offering insights into practical matters in the area of marketing.     

心理账户的认知标签与情绪标签对消费决策行为的影响

Mental accounting is the set of cognitive operations used by individuals and households to organize, evaluate, and keep track of financial activities. Mental accounting proposes that people utilize a set of cognitive labels to evaluate their financial activities, each of which is associated with different preferences to consume (Levav & McGraw, 2009; Kahneman & Tversky 1984; Thaler 1985, 1990). Mental accounting researchers have shown that windfall gains are spent more readily and frivolously than ordinary income. Consumers prefer to spend their windfall gains on hedonic consumptions but spend their ordinary incomes on utilitarian consumptions. Levav and McGraw (2009) suggested that emotional accounting, including people’s feelings about money, also influences consumer choices. When people have negative feelings toward windfall, they opt to make utilitarian expenditures. However, the process of how cognitive (windfall or ordinary income) and affective (positive or negative emotion) tags interact in consumer behavior was not explored. This study proposes that both cognitive tag and affective tags in mental accounting affect consumer decision making. The objective of this study is to explore the interactive effect of cognitive and affective tags in mental accounting on consumer decision through four studies. In studies 1a and 1b, the effect of cognitive and affective tags in mental accounting on consumer decision making behavior was measured. Study 1a showed that the positive tag of windfall income is preferred for hedonic consumption, whereas the negative tag of windfall income is preferred for utilitarian consumption. Both positive and negative tags of ordinary income are preferred for utilitarian consumption. Study1b utilized a field study to examine actual consumption behavior. The results showed that when people received 15 Yuan RMB as ordinary income, they prefer to spend it on utilitarian consumption regardless of the positive or negative emotion they feel. However, they receive 15 Yuan RMB as windfall income, they prefer to use it for hedonic consumption in the positive emotion and for utilitarian consumption in the negative emotion. Studies 2a and 2b attempted to explore the reason of negative emotion can make windfall income turn from hedonic to utilitarian consumption. Study2a found that when people expect to feel guilty about spending windfall income on hedonic consumption, they would avoid hedonic consumption. Study2b found that when people felt guilty about windfall income, they tend to avoid hedonic consumption. Compared with the low guilt level group, the high guilt level group prefers to use windfall income for utilitarian consumption. These results suggest that cognitive and affective tags influence consumer behavior. The influence of cognitive tag on consumer decision presents the “cognition match effect”, whereas the influence of affective tag on consumer decision presents the “affect match effect”. Both tags also have an interaction effect on consumer decision. Guilt may be a mechanism that results in the negative tag of windfall being preferred for utilitarian consumption.     

Career and employer change in the age of the ‘boundaryless’ career

This study examined the direct effect of individual career concerns on career and employer change intention, as well as the buffering influence of organisational commitment on this relationship, based on the AMO model of behavioural change intention. Survey data, collected from 341 employees across industry sectors in Australia, showed that ‘exploration’ concerns related positively to both employer and career change intentions; the impact of exploration concerns on career change intention was buffered by affective commitment, however, and reinforced by normative commitment. ‘Establishment’ concerns related negatively to career change intention, and this effect was also buffered by level of affective commitment. The results point towards the distinct nature of employer and career change, and prompt calls for further research on the interplay of the myriad of factors that influence boundary-crossing career behaviour.     

Affect in Ethical Decision Making: Mood Matters

Ethical decision-making research has centered on Rest’s (1986) framework that represents a rational, nonaffective model for ethical decision making. However, research in human cognition suggesting a “dual-processing” framework, composed of both rational and affective components, has been relatively ignored in the ethical decision-making literature. Examining dual-processing literature, it seems affect might be an important factor in decision making when a person’s mood is congruent with the task or situational context frame. Given that ethical decisions are serious and complex tasks, it is proposed here that inducing a negative affective state might produce mood congruence, reinforce the salience of emotion for ethical decision makers, and lead to differences in decision processing. Evidence is presented documenting differences in the decisions made by ethical decision makers in a negative affective state as compared to those in either a positive or neutral affective state.     

The influence of an online auction's product price and e-retailer reputation on consumers' perception, attitude, and behavioral intention

Online auctions combine the conventional auction model with information technology. However, information asymmetry within such auctions causes risks and uncertainties that influence consumer purchase intentions. In this study, a 2 (product price: high vs. low) × 2 (e-retailer reputation: high vs. low) experimental design was used to understand whether the product price and e-retailer reputation will influence consumers' perceived risk, attitude toward the website and purchase intention. The results of this study indicate that perceived risk negatively influences consumer attitude toward the website and online purchase intention, while consumer attitude toward the website positively influences purchase intention. Moreover, involvement moderates the influence of product price and e-retailer reputation only on social risk but does not have a significant effect on consumer attitude toward the website. This study contributes to a more comprehensive understanding of online auction users' behavior. Finally, the managerial implications, limitations and future research directions are also provided.     

Paradoxical effects of famous music in retail venues

The present study analyzes the effects of famous versus nonfamous ambient music in retail venues on actual shoppers' emotions and cognitions, which, in turn, affect buying intention and brand images. Our theoretical model was basically validated by the data collected in actual shopping venues in 2 studies. Study 1 explores the effects of music famousness on buying intention through the mediation of affect, self‐congruity, and product quality (N = 304). Study 2 explores the effects of music famousness on perceived brand quality through the mediation of self‐congruity and store attitude (N = 351). As expected, famous music has positive effects on shoppers' responses according to the mediating role of affective and cognitive responses and their sequential mediating effects. Paradoxically, famous music has also negative effects on these variables because it distracts consumers from their shopping, reducing cognitive activities. We draw theoretical and managerial conclusions from these findings.     

Reflective minds and open hearts: Cognitive style and personality predict religiosity and spiritual thinking in a community sample

We examined associations between two psychological constructs, analytic cognitive style and the personality facet ‘Openness to Experience’, and several dimensions of religiosity: religious affiliation, strength of faith and spiritual epistemology. In a relatively large (N = 1093), older community sample (M = 55.4 years), analytic cognitive style was associated with a lower probability of affiliating with a religious denomination and a higher probability of possessing strong religious faith. Overall, openness was also associated with a lack of religious affiliation but was positively related to possessing a spiritual epistemology. A path‐analytic model revealed that openness had a positive relationship to both faith and religious denomination that was mediated by spiritual epistemology, but negative direct relationships with religiosity after the meditational effects were taken into account. Taken together, these results extend previous findings on the effect of cognitive style on religiosity and provide a new perspective on the complex relationship between cognitive and personality factors and different dimensions of religiosity. Copyright © 2014 John Wiley & Sons, Ltd.     

An empirical investigation into carpooling behaviour for sustainability

Carpooling is a sustainable, economical, and environmental friendly solution that can significantly reduce air pollution and traffic congestion in urban areas. In spite of its numerous benefits, commuters are still skeptic about adopting it as a routine choice for transportation. This study attempts to map commuters’ attitude towards carpooling services. The study has focused on a few motivational constructs that can have an influence on commuters’ behavior. The study has looked at the role of cognitive complexity and empowerment perceptions of commuters to check if these constructs significantly intervene in the behavioral outcomes. The methodology used is a scenario-based 2 × 2 survey design where the sample is an individual who has experience with carpooling. The survey has used two levels (high, low) each of cognitive complexity and psychological empowerment to give rise to four scenarios. The final sample consisted of 400 carpoolers selected from an IT park having more than 5000 employees. MANOVA analysis showed that cognitive complexity and psychological empowerment had significant influence on the motivational constructs used in the study. Value beliefs, safety and platform quality perceptions were found to have a direct impact on attitude formation and intention to engage in carpooling behavior. The findings offer many implications for managers in the sense that that they can focus on creating suitable communication that creates favorable perceptions towards carpooling to bring about better adoption intentions.