Extraordinary consumer experiences: Why immersion and transformation cause trouble

This paper presents and discusses how consumers are transformed in and out of immersion during extraordinary, long‐lasting wilderness canoeing experiences. Based on a hermeneutic multi‐phase empirical approach, we show how extraordinary experiences can be dynamic, multifaceted, and emergent. The positive connotations of prior research are questioned as we find that consumers face various paradoxes and ambiguities throughout the various consumption phases. While a major part of research today focuses on the co‐creation efforts of consumers when they combine various on‐site resource of experiencescapes, our findings point to the importance of understanding consumer resources. The distinction held between the ordinary and the extraordinary does not hold within the present context, and we discuss how role conflicts may influence transformation and immersion during consumption of experiences.     

Perchance to Sleep: Minding the Unworded Body in Psychoanalysis

In contemporary relational psychoanalysis, influenced by developmental/attachment theories, infant research, and neurobiology, the effectiveness and transformational potential of “the talking cure” can be thought of as, at times, located in areas of nonverbal engagement. It has become increasingly evident that human experience is born in the body and structured in body-based memory that informs us of what we “know in our gut” and contributes to our relating as embodied beings—experiences that as psychoanalysts we cannot or need not necessarily translate directly into declarative discourse. A detailed case presentation from work with a patient suffering from a severe sleep disorder and other forms of bodily dysregulation will be offered to illustrate and explore the affectively meaningful engagement between patient and analyst of somatically encoded, presymbolic memory within the context of a symbolically rich, verbal treatment relationship.     

How do consumers infer corporate social responsibility? The role of organisation size

Consumers are generally supportive of firms that engage in corporate social responsibility (CSR) activities. However, consumers are also largely unaware of CSR activities of firms and often use available information to infer CSR. The current study utilises in‐depth consumer interviews to explore the influence of firm size on consumer perceptions of both CSR and corporate socially irresponsible behaviour through the lens of attribution theory. We identify two key emerging antecedents – consumer trust and expectations for CSR engagement – that are influenced by organisation size and ultimately distinguish the types of attributions consumers hold towards CSR and corporate socially irresponsible behaviour. Specifically, consumers have greater levels of trust and significantly lower expectations for CSR engagement for small firms. Conversely, a lack of trust exists amongst consumers towards large firms along with greater expectations for CSR engagement. Although the interview findings generally suggest that small firms benefit from CSR engagement because of positive attributions that consumers hold, we also identify opportunities for large firms to develop positive attributions amongst consumers. Further, we find that consumers are often willing to accept socially irresponsible behaviour by small firms whereas showing very little tolerance for similar transgressions by large firms. Copyright © 2014 John Wiley & Sons, Ltd.     

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.     

Work Engagement: Investigating the Role of Transformational Leadership,Job Resources,and Recovery

While the relationship between job resources and engagement has been well established, a greater understanding of the upstream factors that shape job resources is required to develop strategies to promote work engagement. The current study addresses this need by exploring transformational leadership as an upstream job resource, and the moderating role of recovery experiences. It was hypothesized that job resources would mediate the relationship between transformational leadership and engagement. Recovery experiences were expected to moderate the relationship between resources and engagement. A sample of 277 employees from a variety of organizations and industries was obtained. Analysis showed direct relationships between: transformational leadership and engagement, and transformational leadership and job resources. Mediation analysis using bootstrapping found a significant indirect path between transformational leadership and engagement via job resources. Recovery experiences did not significantly moderate the relationship between job resources and engagement. To date, the majority of published literature on recovery has focused on job demands; hence the nonsignificant result offers insight of a potentially more complex relationship for recovery with resources and engagement. Overall, the current study extends the JD-R model and provides evidence for broadening the model to include upstream organizational variables such as transformational leadership.     

顾客为什么参与创造？ ——消费者参与创造的动机研究

从消费者参与企业价值创造的角度研究了消费者创造动机与创造意愿之间的关系,结果说明,一般创造性理论所证实的认知需求并未对消费者创造意愿产生显著影响,而独特性产品需求、独特性体验需求以及创造激励对消费者创造意愿产生了显著的正面影响研究还发现,信任和创造激励分别调节了独特性产品需求和独特性体验需求与创造意愿之间的关系     

Substantiating Byzantium: The role of artifacts in the co‐construction of narratives

Acknowledging the abundance of narrative elements in servicescapes and anchored on the premise that consumption experiences are co‐constructed, this research extends existing servicescapes scholarship by theorizing the role of material objects in the co‐construction of narratives at storyscapes, that is, those servicescapes where narratives are at the center stage of the consumption experience. Using a museum exhibition of Byzantine heritage in Thessaloniki, Greece, the findings provide insight on the way in which consumers engage and “read” material artifacts in narrative co‐construction. The emergent framework theorizes consumer participation as narrative substantiation and sheds light on its four constitutive narrative‐construction processes (completing, relating, recontextualizing, and imagining) and on the ways in which consumers anchor these processes on artifact's materiality (artifactual knowledge, practicalness, intermateriality, and realness). Furthermore, this research offers an alternative approach to the existing language analogy according to which objects have their own voice and rhetoric. I see objects, instead, as contributing an evocative engagement according to which consumers unpack objects not only in their reference to the servicescape narrative but also in reference to their own personal and collective lives. Copyright © 2015 John Wiley & Sons, Ltd.     

A broader framework for exploring the influence of spiritual experience in the wake of stressful life events: examining connections between posttraumatic growth and psycho-spiritual transformation

The literature suggests that spiritual domains of experience may be influential to an individual's growth in the aftermath of stressful life events. This paper explores the role that spiritual experience might play in the process of posttraumatic growth by examining two quite different approaches to transformational growth: Lawrence Calhoun and Richard Tedeschi's posttraumatic growth model; and Stanislav and Christina Grof's framework of psycho-spiritual transformation. Both approaches are briefly outlined, compared and discussed. Some observations are made about their shared understanding of the human potential for growth and the significance of spiritual experience in the struggle to master distressing life events. A further hypothetical model is presented that marries the two approaches and offers the opportunity for individuals in the posttraumatic process and helping professionals to examine their experiences in a broader context.     

社交媒体分享线索如何影响消费者的选择：印象管理与自主感缺失

随着社交媒体, 第三方消费点评网站及各类电商平台的蓬勃发展, 消费者能够越来越容易地与他人分享自己的消费和体验。为了适应这一迅猛的发展势头, 企业采取一系列措施加入社交媒体营销刺激消费者分享。如在产品界面添加分享按钮, 在各大社交平台添加主题标签, 或者直接使用带有分享刺激的广告口号。与以往研究关注消费者决策后的分享行为不同, 本研究提出社交媒体分享线索在消费者决策中发挥着重要作用, 影响消费者的判断与选择。具体来说, 本项目认为社交媒体分享线索一方面激发了消费者的印象管理动机, 另一方面也降低了自主感, 在此基础上探究了的两个行为决策结果：产品兴趣和决策终止。本项目具有重要的理论意义, 突破前人研究大多关注决策后分享的局限, 对现有社交媒体分享, 及数字环境如何影响消费行为是有益的补充。在实践上, 对企业如何更好地开展社会化媒体营销有着重要的指导意义。     

Rethinking Regulatory Engagement Theory

We offer a constructive critique of Regulatory Engagement Theory (Higgins, E. T. (2006). Value from hedonic experience and engagement. Psychological Review, 113(3), 439–460.; Higgins, E. T., and Scholer, A. A. (2009). Engaging the consumer: The science and art of the value creation process. Journal of Consumer Psychology, 19(2).). After highlighting the major tenets of the theory and its main contributions, we identify some of its conceptual ambiguities. We then argue that the hedonic and intensity components of value may not be psychologically separable in that experiences acquire their hedonic quality through their intensity. We next discuss why the various determinants of strength of engagement proposed by the theory may not all operate through the same process. Even the regulatory fit phenomenon seems to involve more than one process. We conclude by suggesting that many strength-of-engagement effects may reflect feelings-as-information inferences consistent with the Generalized Affect-as-Information Model of judgment (GAIM; Pham, M. T. (2008). The lexicon and Grammar of Affect-as-Information: The GAIM. In M. Wanke (Ed.), Social psychology of consumer behavior. New York: Psychology Press.).     

Eco-restrictive experiences forming extraordinary consumer experiences

This article contributes to different research traditions when proposes to reflect on theoretical fields, such as consumer culture and contemporary marketing. The study in a tourist and ecological conservation project revealed eco-restricted extraordinary experiences. We found a group of volunteers that build meanings and practices connected with new actions and habits that offer, not only ecological and sustainable benefits, but new value consumption relations. In contextualizing our findings, we highlight experiences and curiosities that are glossed over in academic and practical accounts that celebrate the extraordinary experience. It was observed, by analyzing data from various qualitative techniques, that the findings cross borders of mundane ingrained practices and bring an emerging domain, where both, consumption and anti-consumption experiences, offer insights into to a diversity of areas of knowledge.     

A duration model analysis of consumer preferences and determinants of video game consumption

Despite the enormous revenues generated by the video game industry in recent years, relatively little research has been undertaken into consumer preferences and the determinants of video game consumption. This study addresses this deficiency through the analysis of data from a popular online video game that includes historic behavioural information for 1,408 consumers participating in 728,811 unique rounds of gameplay. We analyse these data with the goal of estimating determinants of the aggregate amount of time that a consumer spends playing the game. Through the estimation of duration models, we show that less experienced consumers are less likely to continue playing the game at any given point, possibly due to having achieved mastery and becoming bored. However, we also find that consumers tend to play the game for longer periods when using a wider range of character roles and vehicles, implying that a consumer's interest can be maintained through exposure to greater variety. Our results represent the first such evidence on in‐game consumer preferences, which has important implications for video game consumption through optimisation of gameplay experiences to satisfy these preferences.     

期望、体验和回忆: 当消费者不能从体验中学习

人们对消费体验的期望、回忆与真实体验时常发生分离, 而且人们很少从真实体验中得到学习。本研究认为原因之一是期望、体验和回忆三者基于不同的输入信息, 以及三者特殊的交互关系。本研究首先提出了一个关于消费者期望、体验和回忆的理论框架, 系统阐述了消费者何时不能从体验中学习以及如何能促进学习, 然后在一个消费情景中通过3×2混合实验设计考察了三者的关系。实验比较了在“预期(无体验)”、“体验后即时评价”和“体验后延迟评价”三种评价方式下被试对两种品牌火腿肠的口味评价和偏好选择。结果发现: 消费者对口味体验的期望和回忆相似, 但两者都和真实体验发生分离。最后, 本研究还讨论了这一理论框架在消费者行为中的应用、未来研究拓展等。     

The impact of online brand community type on consumer's community engagement behaviors: consumer-created vs. marketer-created online brand community in online social-networking web sites

The current study proposed and tested a theoretical model of consumers' online brand community engagement behaviors, with particular attention given to online brand community type (consumer vs. marketer-created). By integrating attribution and social identity theories, this study investigated the causal linkages between intrinsic motives of altruism, social identification motivations, and online brand community engagement behaviors. The results showed that consumers' online brand community engagement intentions were indirectly influenced by the different types of communities through different levels of consumers' attributions to intrinsic motives of altruism. This study also found that, in the attribution processes, consumers' intrinsic motives of altruism motivated them to identify themselves socially with the online communities they join. Finally, this study demonstrated that the intrinsic motives of altruism and social identification motivations provided strong social incentives to motivate consumers to engage in subsequent online brand community behaviors.     

Transformational consumption choices: building an understanding by integrating social identity and multi‐attribute attitude theories

• Transformational value offerings result when marketers bundle products, services, and experiences in ways that provide consumers with opportunities to alter who they are. Examples include universities, healthcare providers, travel and leisure services, and many other businesses that guide individuals to change in some desired and lasting way. Pine and Gilmore ( 1999 ) predict that in the emerging economy “…transformation offerings will emerge across almost every industry that today views itself as part of the service sector” (p. 168). By definition, transformational value offerings involve identity development. Thus, it makes sense to use identity related variables to explain transformational value offering choices. This paper tests a model merging social identity theory and multi‐attribute attitude modeling to better understand factors predicting consumers' intentions to select a transformational value offering. A survey sample of United States Army Reserve recruits was used to test the integrated model. Results show that identity‐related perceptions form the basis for evaluating the value offering's benefits and intentions to adopt the offering. The prospective consumer also considers whether his or her self‐concept can accommodate that role. The proposed blending of social identity and multiattribute attitude models provides a promising framework for understanding and investigating consumers' choices to adopt transformational value offerings.

Copyright © 2009 John Wiley & Sons, Ltd.     

联想学习对消费行为的影响：基于产品搜索经验的视角

消费者能够基于长期形成的联结产生预期并引导产品搜索。然而,在实际搜索过程中,消费者可能会遭遇符合预期的经验或违反预期的经验。本研究主要探讨基于不同产品搜索经验的联想学习影响消费行为的机制,主要涉及(1)消费者是否会基于产品搜索经验的联想学习产生“违反预期”的预期,并且影响随后搜索中的注意加工;(2)违反预期和符合预期的产品搜索经验对任务无关信息的联想学习所产生的影响,同时关注先前短期的联想学习能否建立预期从而引导随后的产品注意搜索过程;(3)基于产品搜索经验的联想学习对产品偏好的影响,并将行为偏好和大脑奖赏进行联系。本研究有助于阐明消费情境中产品搜索对消费者行为和大脑的影响机制,为营销应用中通过改变消费体验、促进产品购买提供实证依据。     

Social meanings in Christmas consumption: an exploratory study of UK celebrants' consumption rituals

• Although much has been written about the celebration of Christmas from a variety of perspectives, limited attention has been paid in the consumer behaviour literature to understanding the behaviours of consumers surrounding this event. Apart from insights gained from prior work on consumption rituals and meanings of festivities, our knowledge of meaning creation through Christmas consumption is partial, and written mainly from a North American perspective. Since consumer behaviour is shaped by cultural and social contexts, understanding the relationship between consumption objects and the social meanings that consumers ascribe to them is a research imperative. This paper explores the ways in which the British Christmas is consumed as a shared consumption experience, by bringing together two different approaches taken by consumer researchers and sociologists to analysing social consumption patterns. These are drawn from structuralist and post‐structuralist thinking. The findings of an exploratory qualitative study are used to demonstrate how an enhanced understanding of consumption meanings associated with this particular cultural context can lead to new insights into how consumers create social meanings through special, as well as ordinary, behaviours.

Copyright © 2006 John Wiley & Sons, Ltd.     

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.     

Consumer Vulnerability

Consumer vulnerability affects billions of consumers worldwide, yet there is no consensus about what constitutes this state or about its consequences for consumers. Indeed, while consumer vulnerability is often invoked in consumer research, it is usually discussed informally, with little conceptual anchoring. The goal of the current work was to advance the field's understanding of consumer vulnerability by (a) reviewing and integrating existing research, (b) extracting common features to develop a comprehensive framework for the concept of consumer vulnerability, and (c) charting paths forward for future research. We begin by defining consumer vulnerability as a state in which consumers are subject to harm because their access to and control over resources are restricted in ways that significantly inhibit their ability to function in the marketplace. We then introduce two lenses through which to identify this state: experience and observation. Next, we delineate the antecedents and consequences of consumer vulnerability and discuss the merits of adopting a view of this state as more global and dynamic. Finally, we use our framework to offer future research considerations.     

The role of frequency of experience with a product category and temporal orientation in self‐referent advertising

Previous research conceptualized consumers' evaluations of self-referent advertisements as discrete episodic processing instances requiring the ad-hoc matching of ad and personal knowledge detail. The present research proposes that consumers with frequent (infrequent) experiences in a product category are primarily semantic (episodic) processors. Consequently, consumers with frequent experiences have an illusion of detail matching in retrospective self-referencing resulting from schema-driven memory intrusions induced by highly detailed ads. Alternatively, consumers with infrequent experiences exhibit intrusions in anticipatory self-referencing due to imagination inflation prompted by these ads. Two experiments demonstrate how consumer knowledge-based details interact with message details in retrospective and anticipatory self-referencing situations to alter ad evaluations depending on the extent of prior experience.