Drawn to the gloss: Examining the effect of product reflection on product aesthetics

While advertising products with reflections is a common industry practice, this research is the first to investigate their impact on product aesthetics. Reflections are endowed with an inherent shine since they are naturally formed by the interaction of light with an object and a reflecting surface. We draw upon this property along with Evolutionary Psychology (EP) research documenting an intrinsic human attraction towards gloss to predict their positive effect on product aesthetics. Further in line with the EP principles, we propose that this effect is mediated by enhanced pristineness perceptions about the product in the presence of its reflection in the ad. Finally, we draw upon the Elaboration Likelihood Model (ELM) to identify product design complexity as a boundary condition for the positive effect of reflection on product attractiveness perceptions. For a product with relatively high (vs. low) design complexity, with design being the focal aspect that is elaborated via a central route, we predict the effect of a peripheral stylistic cue like product reflection to attenuate. Three experimentally designed studies employing different product types offer empirical support to these predictions. Our work extends prior marketing research studying the effects of executional elements in advertising on consumers' product reactions, particularly the aesthetic impact of product reflections as creative stylistic cues. The managerial implications of this work span both traditional and digital marketing channels. Incorporating a product reflection in advertising can work as an easy-to-implement option that can help practitioners elevate product pristineness and aesthetics. On the other hand, avoiding their use when advertising products with relatively complex designs can save both ad space and money.     

Evolution and trends in consumer behaviour: Insights from Journal of Consumer Behaviour

The way consumers behave is fundamental to marketing. Journal of Consumer Behaviour (JCB) is an international journal dedicated to publishing the latest developments of consumer behaviour. To gain an understanding of the evolution and trends in consumer behaviour, this study presents a retrospective review of JCB using bibliometric analysis. Using bibliographic records of JCB from Scopus, this study finds that consumer behaviour research in JCB has grown substantially in terms of collaboration (co-authorships), global reach (countries), productivity (publications), and impact (citations). The major themes explored by consumer behaviour research in JCB include consumer information processing, consumption communities, consumption value, sustainable consumption, intergenerational consumer behaviour, consumer-brand relationship, consumer ethics, and conditional relationships in consumer behaviour. The most recent consumer behaviour research in JCB has considered externalities such as the COVID-19 pandemic and focused on themes such as consumer ethics and sustainable consumption in line with the global movement toward environmental social governance (ESG) and sustainable development goals (SDGs).