Marketers frequently use promotions to enhance sales and increase consumers’ perceptions of value. However, most promotions usually come with restrictions, such as time expiration, quantity or ...product model restriction, etc. In the present research, the effect of the stage in the purchase process when the consumer finds out about the restriction is investigated. The findings indicate that the later in the purchase process the consumer discovers the restriction, the greater is the perception that the effort invested into the purchase is wasted, consequently resulting in lower promotion and price fairness. This effect is mediated through the feeling of entitlement to the promotional price and the inferred negative retailer’s motive for the promotion. Theoretical and managerial implications are also discussed.
The authors examine the process to determine the likelihood that a consumer will claim a price-matching refund when he or she identifies a lower competitive price after the purchase. They conduct a ...laboratory experiment in which the retail channel (Internet or bricks-and-mortar), store reputation, and presence of a price-matching refund policy are manipulated. These variables affect the perceived difficulty of claiming the price-matching refund, the perceived service quality, the perceived likelihood of receiving the refund if requested, and through them, consumer willingness to claim the refund. The authors discuss the managerial implications of the findings.
Consumer penalties such as late fees are common in retail settings and are typically associated with negative consumers' perceptions and behaviors towards the provider. This research focuses on ...potential positive effects of a penalty arising from customer-provider interaction. We show that perceived flexibility of penalty handling enhances feeling of gratitude and fairness perceptions, which further promote loyalty, intention to advocate, and future compliance. Previous relationship with the service provider and the reason for non-compliance (customer's fault or uncontrollable situation) also influence fairness perceptions. The research provides important theoretical and managerial implications for administering and managing consumer penalties.
Using two studies, this article explores how a tendency to buy excessively for self relates to spending on one's pet. Existing research on excessive buying reports that these buyers spend money ...primarily on themselves. Excessive buying is the tendency to be preoccupied with buying and, consequently, to buy relatively more and more often than others. The first study, using a qualitative research approach, provides insights into the relationship of excessive buying for self and for pets. This study reveals that excessive buyers consider their pets as full family members and extensions of themselves. The second study, a national survey conducted via the Internet, provides a quantitative test of the relationship between excessive buying for self and spending on pets. Respondents who score high on an excessive buying index also tend to spend more on their pets for toys, food treats, clothing, accessories, and grooming products.
Predicting consumer digital piracy behavior Vida, Irena; Kos Kokli, Mateja; Kukar-Kinney, Monika ...
Journal of research in interactive marketing,
10/2012, Letnik:
6, Številka:
4
Journal Article
Recenzirano
Purpose - The purpose of this paper is to investigate consumer perceptions of personal risk and benefits of digital piracy behavior as determinants of one's justification for such behavior and the ...consequent future piracy intention. Temporal effects of rationalization in shaping future piracy intent are also addressed.Design methodology approach - A conceptual model was developed using counterfeiting and piracy literature. Data were gathered via mail and online survey of adults in five European Union countries. The model was tested on pooled sample using confirmatory factor analysis and structural equation modeling.Findings - Rationalization mediates the relationship between perceived benefits and piracy intention, but not between perceived risk and intention. Both perceived risk and benefits affect piracy intent, with risk reducing it and benefits increasing it. Rationalization of past behavior increases future digital piracy intent.Research limitations implications - Risk measure was limited to technical problems, thus future studies should examine a wider scope of risk dimensions. The cross-sectional design of the study also creates some limitations. A longitudinal methodology could provide a better insight into sequencing of rationalization.Social implications - Marketing communications should increase public awareness of risks and reduce perceived piracy benefits to reduce future piracy intent. Public persuasion activities should counter the arguments consumers use to rationalize their piracy behavior.Originality value - This research fills in a void in knowledge on how expected consequences drive rationalization techniques, particularly with respect to future piracy intent. A realistic data set drawn from adult population in five countries is used, enhancing external validity.
Marketers frequently use promotions to enhance sales and increase consumers' perceptions of value. However, most promotions usually come with restrictions, such as time expiration, quantity or ...product model restriction, etc. In the present research, the effect of the stage in the purchase process when the consumer finds out about the restriction is investigated. The findings indicate that the later in the purchase process the consumer discovers the restriction, the greater is the perception that the effort invested into the purchase is wasted, consequently resulting in lower promotion and price fairness. This effect is mediated through the feeling of entitlement to the promotional price and the inferred negative retailer's motive for the promotion. Theoretical and managerial implications are also discussed. PUBLICATION ABSTRACT
This paper reports a content analysis of 100 hours worth of testimonial telephone calls received and put on-air at QVC television shopping network. The total number of telephone calls analyzed was ...514. After reviewing themes that emerged from literature regarding television shopping networks, the testimonial calls were analyzed and categorized into 4 themes. These themes include: I Love QVC Products and their Quality, My Buying is Out of Control, I Love the QVC Hosts as Friends/Family, and I Am Treating Myself to Gifts. PUBLICATION ABSTRACT
PDF
