Customer experience in coffee stores: A multidisciplinary Neuromarketing approach

Companies in the service retailing industry are constantly looking for strategies to provide a customer experience that improves brand perception and increases customer loyalty. This study provides a deeper understanding of customer experience in two coffee stores in Vietnam by providing a multidisciplinary approach, including a quantitative and a neuromarketing approach. Two-hundred participants participated in the study, combining mystery shopping visits with the Brand Association Reaction Time Test (BARTT). Results from the mystery shopping visits confirm the holistic concept of customer experience. Store atmosphere, employee service, drink quality, price, and previous visits significantly impact customer experience. Empirical results also confirm the impact of customer experience on loyalty. Furthermore, the BARTT analysis shows that in-store customer experience can influence customers' short-term brand perceptions. The national brand is associated with friendly, expensive, globalized, and unique, whereas the local brand revealed significant associations with clean, smells good, welcoming, and unique. From the mystery shopping results and the BARTT, we can infer that customer experience needs multi-methodological capturing of its multifaceted aspects. Our findings are relevant to researchers and practitioners seeking to understand and bolster customer experiences, justifying a multidisciplinary approach and the application of new insightful tools.     

Development of the Muscle Appearance Satisfaction Scale: a self-report measure for the assessment of muscle dysmorphia symptoms

Muscle dysmorphia has recently been described as a variant of body dysmorphic disorder that involves an intense preoccupation with one's perceived lack of muscle size. Currently, no assessment measures specific to the cognitive, affective, and behavioral dimensions of the construct of muscle dysmorphia have been published. To address this need, the authors developed the Muscle Appearance Satisfaction Scale (MASS), a brief 19-item self-report measure for the assessment of muscle dysmorphia symptoms. Psychometric evaluation of the MASS across two samples of male weight lifting participants (total N = 372) revealed a stable five-factor structure. An evaluation of factor content resulted in the following factor labels: Bodybuilding Dependence, Muscle Checking, Substance Use, Injury, and Muscle Satisfaction. Internal consistency, test-retest reliability, and construct validity were established with the MASS total score and its subscales. The authors believe the MASS will be a useful measure for research and applied work relating to muscle dysmorphia.     

Dispositional forgiveness of self, others, and situations

Six studies regarding forgiveness are presented. The Heartland Forgiveness Scale (HFS), a self-report measure of dispositional forgiveness (with subscales to assess forgiveness of self, others, and situations) was developed and demonstrated good psychometric properties. Forgiveness correlated positively with cognitive flexibility, positive affect, and distraction; it correlated negatively with rumination, vengeance, and hostility. Forgiveness predicted four components of psychological well-being (anger, anxiety, depression, and satisfaction with life); forgiveness of situations accounted for unique variance in these components of psychological well-being. Forgiveness and hostility demonstrated equivalent, inverse associations with relationship duration, and forgiveness accounted for unique variance in relationship satisfaction, even when controlling for trust. Forgiveness level correlated positively with decreased negativity in statements written about transgressions in the present versus the past tense.     

aPRIDIT Unsupervised Classification with Asymmetric Valuation of Variable Discriminatory Worth

Abstract

Sometimes one needs to classify individuals into groups, but there is no available grouping information due to social desirability bias in reporting behavior like unethical or dishonest intentions or unlawful actions. Assessing hard-to-detect behaviors is useful; however it is methodologically difficult because people are unlikely to self-disclose bad actions. This paper presents an unsupervised classification methodology utilizing ordinal categorical predictor variables. It allows for classification, individual respondent ranking, and grouping without access to a dependent group indicator variable. The methodology also measures predictor variable worth (for determining target behavior group membership) at a predictor variable category-by-category level, so different variable response categories can contain different amounts of information about classification. It is asymmetric in that a “0” on a binary predictor does not have a similar impact toward signaling “membership in the target group” as a “1” has for signaling “membership in the non-target group.” The methodology is illustrated by identifying Spanish consumers filing fraudulent insurance claims. A second illustration classifies Portuguese high school student’s propensity to alcohol abuse. Results show the methodology is useful when it is difficult to get dependent variable information, and is useful for deciding which predictor variables and categorical response options are most important.     

Thin Is In? Think Again: The Rising Importance of Muscularity in the Thin Ideal Female Body

Research has documented an increased emphasis on fitness in media targeting women. However, it is unclear whether this emphasis has resulted in increased muscularity in the perceived ideal female body shape. We sought to evaluate whether the ideal female figure has incorporated increased muscularity into the existing ideal body type that already emphasizes thinness. In Study 1, 78 female undergraduates evaluated images of U.S. beauty pageant winners over the past 15 years on dimensions of thinness, muscularity, and attractiveness. Results indicated that muscularity and thinness ratings of pageant winners significantly increased over time. In Study 2, 64 female undergraduates evaluated two different versions of the same image of a model: a Thin Muscular image and a Thin Only image in which the appearance of muscularity was removed through digital editing. When images were presented in pairs, results indicated that participants found the Thin Muscular image more attractive than the Thin Only image. These results suggest that the current perceived ideal female figure includes both extreme thinness and muscularity and that women prefer this muscular thin figure to a solely thin figure. These findings have implications for clinical treatments related to body image, compulsive exercise, and media literacy.