Purpose: The aim of this article is to analyze the relationship between food safety and personal values in light of consumer behavior theory. Method: In this theoretical essay, this relationship is ...examined through a discussion on how consumers' subjective perceptions are influenced by their personal values in various contexts involving food safety. Findings: The debate addresses social, cultural, economic and environmental factors, considering that values are shaped through the interaction of these variables. By outlining their positioning strategies based on segments of values that are relevant to consumers, organizations are more likely to evoke favorable attitudes towards product acquisition. This includes considering external factors because they shape the formation of personal values and thus influence individuals' choices related to food and their perception of food safety. Originality: This work enriches the theory of personal values in the field of consumer behavior related to food safety by exploring the complex interplay between personal, cultural and market values. Considering personal values as a central element, the analysis presented provides insights for the development of more targeted marketing actions, effective public policies and food supply chain management approaches that meet consumers' expectations in terms of food safety.
This study aims to provide an integrated model that examines the determinants of near-field communication (NFC) based mobile payment (MP) technology acceptance in the restaurant industry. The ...proposed model, which combines the unified theory of acceptance and use of technology (UTAUT) and technology acceptance model (TAM), was tested via structural equation modeling (SEM) by using data collected from 412 restaurant customers. The study results indicated that the proposed model provides approximately 20% greater explanatory power and predictive accuracy than the original UTAUT model and demonstrates strong evidence of the effects of risk, security, and trust on customers' intentions to use NFC-based MP technology in restaurant settings. In addition, considering the total effect, attitude, security, and risk have the most substantial impact on customers’ behavioral intentions. The study results further demonstrate that risk, security, and trust are also important determinants, with direct and indirect impacts, of other critical constructs (i.e., effort expectancy, hedonic and utilitarian performance expectancy, attitude, and intention). The empirical findings provide valuable theoretical contributions for researchers and practical implications for restaurant operators and technology vendors by explaining the reasons as to why the NFC-based MP is not popular in North American restaurants.
•Facilitating conditions have no impact on intention to use NFC-based MP.•Social readiness positively influences the NFC-based MP use in restaurants.•Users consider NFC-based MP as fun when they perceive it useful.•Attitude, security, and risk are the most influential factors in NFC-based MP usage.
The study examined influencing factors that affect Chinese consumers' attitude towards purchasing foreign luxury fashion goods online. Data were collected in mainland China. A total of 502 ...respondents were included. Using structural equation modelling, results indicated that materialism, brand consciousness and bandwagon luxury consumption behaviour have a significant effect on intentions to buy foreign luxury fashion products online. In addition, results show that consumer ethnocentrism moderates the relationship between materialism and intentions to buy.
These findings provide insight into consumer perceptions of luxury brands and offer managerial implications for companies and marketers to develop and sustain luxury businesses in the Chinese online market.
Older People in Advertising Eisend, Martin
Journal of advertising,
07/2022, Volume:
51, Issue:
3
Journal Article
Peer reviewed
Open access
Despite the increasing market size and consumption power of older consumers, older people seldom appear in advertising, and research activity in this area suggests that advertising scholars have lost ...interest in the topic. This article proposes some explanations for this neglect of the topic despite its increasing importance and provides a review of knowledge about the representation, portrayal, and effects of older people in advertising. Based on this review, the article identifies several gaps in the literature and proposes an integrative model and agenda for future research. The agenda addresses the definition and operationalization of age and older people and discusses how their representation and portrayal must be evaluated against appropriate baseline figures; how stereotyping can be assessed and measured; how positive perceptions and evaluations of portrayals of older people, despite weak representation and stereotyping, can be explained; and how social and commercial effects can be investigated. The agenda discusses the potential responsibilities of advertisers and the implications of this research for practitioners and public policy.
Half a century of research on celebrity endorsement has led to the advancement of four grand celebrity endorsement theories. Most scholars have adopted the meaning transfer model, proposed 30 years ...ago by Grant McCracken, as the most appropriate theory to explain effective celebrity endorsements. In this conceptual study, we present a literature search and analysis that finds strong support for the validity of all four grand endorsement theories (source credibility, source attractiveness, match‐up hypothesis, and meaning transfer model) and thus show that each theory constitutes an effective construct for a particular set of endorsements. We argue that, contrary to the assertion in the literature, no single theory is able to holistically explain celebrity endorsements. Only a comprehensive framework comprising all theories can explain the great variety of different celebrity endorsements executed in advertising praxis. Moreover, we present a prescriptive framework that allows marketers to identify the most effective celebrity endorsement strategy based on a product's or brand's value proposition, as we believe traditional product categories are no longer an appropriate concept on which to base an effective advertising strategy.
On the Psychology of Scarcity ROUX, CAROLINE; GOLDSMITH, KELLY; BONEZZI, ANDREA
The Journal of consumer research,
12/2015, Volume:
42, Issue:
4
Journal Article
Peer reviewed
Consumers often encounter reminders of resource scarcity. However, relatively little is known about the psychological processes that such reminders instantiate. In this article, we posit that ...reminders of resource scarcity activate a competitive orientation, which guides consumers’ decision making towards advancing their own welfare. Further, we reveal that this tendency can manifest in behaviors that appear selfish, but also in behaviors that appear generous, in conditions where generosity allows for personal gains. The current research thus offers a more nuanced understanding of why resource scarcity may promote behaviors that appear either selfish or generous in different contexts, and provides one way to reconcile seemingly conflicting prior findings.
At the onset of the coronavirus pandemic, sales of nonperishable food drastically increased in Germany. Reports of hoarding and panic buying flooded the media. To identify the drivers of the ...increased sales of these products, we carried out an online survey with n = 495 people living in Germany. We followed a concurrent triangulation design. For the quantitative analysis, we extended the theory of planned behavior to identify possible reasons for stockpiling nonperishable food. The results suggest that “attitude,” “subjective norm,” and the “fear of future unavailability” were main drivers of stockpiling behavior in our sample. Additionally, we analyzed answers to open questions capturing participants’ own explanations of why they did or did not stockpile nonperishable food. By contrasting the results, we found that our qualitative results validate some of our quantitative findings but also deliver new insights. For instance, a key stated reason for stockpiling nonperishable food was to reduce shopping frequency.
This study explores hyper-personalized wellness products (e.g., facial serum, custom-prepared meals, vitamins) as unconventional luxury products. Hyper-personalized consumer goods are those in which ...a consumer's genetic composition, or DNA, is used in the manufacturing process. Given that hyper-personalized products emphasize high quality and uniqueness and garner premium prices, this study conceptualizes these products as representing contemporary, unconventional luxury. Three studies empirically demonstrate the extent to which consumers allocate price premiums to three different hyper-personalized consumer products in terms of functionally compared with a mass-produced equivalent. The results reveal that consumers believe that hyper-personalized products are worth premium prices, regardless of their desire to own these products. Whether hyper-personalized products are truly more beneficial to consumer well-being than their mass-produced counterparts remains unknown however. The article concludes with theoretical and research implications, as well as research directives.
Consumer skepticism of corporate environmental activities is on the rise. Yet research on this timely, intriguing, and important topic is scarce for both academics and practitioners. Building on ...attribution theory, we develop and test a theoretically anchored model that explains the sources and consequences of green skepticism. The study findings reveal that consumers' perceptions of industry norms, corporate social responsibility, and corporate history are important factors that explain why consumers assign different motives to corporate environmental actions. In addition, the results show that while intrinsic motives exert a strong negative effect on green skepticism, extrinsic motives have no discernible effect. Furthermore, the findings indicate that green skepticism prompts consumers to seek more information about the products, sparks negative word of mouth to friends and acquaintances, and forestalls purchase intentions. The study offers several implications for corporate and public policy makers and presents fruitful research directions.
Given the recent surge in restaurant research, there is a need for timely reviews employing quantitative methods to portray the intellectual structure of the field. This paper aims to address this ...gap by conducting a comprehensive bibliometric analysis of restaurant research on the Web of Science database. The research investigates the dynamic evolution of the restaurant literature during three critical stages between 1995 and 2021. Based on 1146 journal articles published by 1849 authors, the paper analyzes different bibliometric networks, including co-citation, keyword co-occurrence, and collaboration networks. The study additionally highlights the most influential scholars and publications in the restaurant field. Results indicate that restaurant research has grown exponentially over the last five years. Findings also show that consumer behavior, consumer satisfaction, consumer-brand relationships, corporate social responsibility, and green restaurants represent the contemporary hotspots in restaurant research. Finally, the study provides practical implications and some opportunities for future research.
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