The recent rise of consumer happiness research in marketing literature is noticeable. This article presents a systematic review of consumer happiness research from 1991 to 2020. From an initial pool ...of 600 articles on consumer happiness from 158 marketing journals in the ABS and ABDC lists, 71 articles were selected. The procedure was as follows: (1) search of articles, (2) quality assessment, (3) extraction of data from articles, and (4) thematic synthesis. The review concluded that the term “consumer happiness” does not have a standardized definition in the existing literature. However, happiness has been studied in a variety of contexts, and consumer research is one of these contexts. Further, the review concluded that consumer happiness research is largely segregated across three themes: marketing beyond satisfaction, marketing for health and mind, and digital felicity. Seven areas of future research on consumer happiness are also proposed. The authors present academic and managerial contributions with scholarly implications for the literature in the areas of consumer well-being, the role of marketing/interactive marketing, and the positive side of marketing. The authors also suggest that marketers not only seek consumers’ need fulfillment and satisfaction from their product or service consumption but also try to elicit hedonic associations with their products or services.
With the rise of integrated energy systems, the load aggregator's role in forming a connection between the demand and supply sides has been gaining increasing importance. Traditional demand response ...has gradually developed into integrated demand response. Considering consumer psychology, a bilateral integrated demand response model between the integrated energy production base, load aggregator, and users is established; the model is a hierarchical Stackelberg game. Simultaneously, a mixed integer quadratic programming-multi-verse optimizer distributed algorithm is proposed to solve the game model. During the continuous interactive gaming process, the utilities of all parties can be maximized while achieving a balance of benefits. Considering whether price incentives should be implemented and including consumers' psychological characteristics, three scenarios were established for case analysis. The results show that the proposed trading strategy can increase the benefits of the integrated energy production base, load aggregator, and users by 5%, 4%, and 23%, respectively. In addition, the penalty cost of abandoning wind and solar power and of power reserve capacity are reduced by $34.4 and $9, respectively. The introduction of the hierarchical game model ensures the sustainability of the mechanism and provides innovative ideas for the development of integrated energy systems.
•A benefit balance mechanism is established in the integrated energy system.•The role of consumer psychology is considered in integrated demand response.•A hierarchical Stackelberg game model is introduced to balance the benefits.•The benefits increased by 2.7%, 10.4% and 7.3% respectively.
Consumers' exposure to online reviews influences their online retail shopping behavior. They search for reviews while evaluating products for purchase decisions. Past studies have indicated that ...online reviews affect the credibility and trust of the sellers and the products they sell on online platforms. Keeping this in view, the current paper aims to develop and validate a scale to understand the impact of online reviews on consumer purchase decisions. Data were collected from 431 young online shoppers for this research. The initial exploratory factor analysis (EFA) results helped identify four factors, viz. source credibility, volume, language and comprehension, and relevance which constitute the scale. The scale was validated by confirmatory factor analysis (CFA). The study's findings fill the gap of having a standardized scale that online retailers can use as indicators to assist consumers in their online decision-making. The discussions and implications support consumers' susceptibility to online reviews, an essential source for product and brand information in facilitating online consumers' purchase decisions.
There is a growing need to understand how consumers will interact with artificially intelligent (AI) domestic service robots, which are currently entering consumer homes at increasing rates, yet ...without a theoretical understanding of the consumer preferences influencing interaction roles such robots may play within the home. Guided by anthropomorphism theory, this study explores how different levels of robot humanness and social interaction opportunities affect consumers' liking for service robots. A review of the extant literature is conducted, yielding three hypotheses that are tested via 953 responses to an online scenario‐based experiment. Findings indicate that while consumers prefer higher levels of humanness and moderate‐to‐high levels of social interaction opportunity, only some participants liked robots more when dialogue (high‐interaction opportunity) was offered. Resulting from this study is the proposed Humanized‐AI Social Interactivity Framework. The framework extends previous studies in marketing and consumer behavior literature by offering an increased understanding of how households will choose to interact with service robots in domestic environments based on humanness and social interaction. Guidelines for practitioners and two overarching themes for future research emerge from this study. This paper contributes to an increased understanding of potential interactions with service robots in domestic environments.
Responsible consumption conventionally stems from an increased awareness of the impact of consumption decisions on the environment, on consumer health, and on society in general. We theorize the ...influence of moralistic governance regimes on consumer subjectivity to make the opposite case: responsible consumption requires the active creation and management of consumers as moral subjects. Building on the sociology of governmentality, we introduce four processes of consumer responsibilization that, together, comprise the P.A.C.T. routine (personalization, authorization, capabilization, and transformation). After that, we draw on a longitudinal analysis of problem-solving initiatives at the World Economic Forum in Davos, Switzerland, to explore the role of P.A.C.T. in the creation of four, now commonplace, responsible consumer subjects: the bottom-of-the-pyramid consumer, the green consumer, the health-conscious consumer, and the financially literate consumer. Our analysis informs extant macro-level theorizations of market and consumption systems. We also contribute to prior accounts of responsibilization, marketplace mythologies, consumer subjectivity, and transformative consumer research.
As conventional animal production is a significant contributor to anthropogenic climate change, eating of insects in Western markets has been primarily discussed from an environmental perspective. ...Following advances in food technology and regulation, edible insects are an emerging research topic not only in environmental sciences, but also in consumer research. To contribute to this rising interest, the present research presents consumer psychological drivers to promote insect consumption based on research on social influence. Two experiments that assessed the influence of peer (Study 1) as well as expert influence (Study 2) on acceptance indicators suggest that both types of influence are significantly associated with acceptance of insects as foods. Study 2 further reveals that the proposed effect of expert influence on acceptance of insects is moderated by insect-based disgust sensitivity in a way that expert influence is stronger for consumers low in insect-based disgust sensitivity. Taken together, our research shows that managing expectations via social influence can be an important driver to increase the adoption of insects in Western markets.
In this paper, we provide a perspective into the main ideas and findings emerging from the growing literature on motivated beliefs and reasoning. This perspective emphasizes that beliefs often ...fulfill important psychological and functional needs of the individual. Economically relevant examples include confidence in ones' abilities, moral self-esteem, hope and anxiety reduction, social identity, political ideology, and religious faith. People thus hold certain beliefs in part because they attach value to them, as a result of some (usually implicit) tradeoff between accuracy and desirability. In a sense, we propose to treat beliefs as regular economic goods and assets--which people consume, invest in, reap returns from, and produce, using the informational inputs they receive or have access to. Such beliefs will be resistant to many forms of evidence, with individuals displaying non-Bayesian behaviors such as not wanting to know, wishful thinking, and reality denial.
Creating emotional brand attachment is a key branding issue in today's marketing world. One way to accomplish this is to match the brand's personality with the consumer's self. A key question, ...however, is whether the brand's personality should match the consumer's actual self or the consumer's ideal self. On the basis of two empirical studies of 167 brands (evaluated by 1329 and 980 consumers), the authors show that the implications of self-congruence for consumers' emotional brand attachment are complex and differ by consumers' product involvement, consumers' individual difference variables, and the type of self-congruence (fit of the brand's personality with the consumer's actual self versus with the consumer's ideal self). On a general level, actual self-congruence has the greatest impact on emotional brand attachment. Product involvement, self-esteem, and public self-consciousness increase the positive impact of actual self-congruence but decrease the impact of ideal self-congruence on emotional brand attachment. The authors discuss important managerial and academic implications of these findings.
The consumer psychology of brands Schmitt, Bernd
Journal of consumer psychology,
January 2012, Letnik:
22, Številka:
1
Journal Article
Recenzirano
This article presents a consumer-psychology model of brands that integrates empirical studies and individual constructs (such as brand categorization, brand affect, brand personality, brand symbolism ...and brand attachment, among others) into a comprehensive framework. The model distinguishes three levels of consumer engagement (object-centered, self-centered and social) and five processes (identifying, experiencing, integrating, signifying and connecting). Pertinent psychological constructs and empirical findings are presented for the constructs within each process. The article concludes with research ideas to test the model using both standard and consumer-neuroscience methods.
•This research examines social media fatigue and its proposed antecedents.•Respondents with greater confidence experienced less social media fatigue.•Respondents with greater privacy concerns ...experienced more social media fatigue.•Social media helpfulness and social media fatigue are positively related.•Respondents with greater self-efficacy experienced greater social media fatigue.
Social media usage levels continue to climb generating copious amounts of content. As more people crowd social media (e.g. Facebook), and create content, some research points to the existence of a concept called social media fatigue. Social media fatigue is defined as a user’s tendency to back away from social media participation when s/he becomes overwhelmed with information. Lang’s (2000) limited capacity model is used to understand the role of information overload for social media fatigue. This research examines the concept of social media fatigue and its proposed antecedents: social media efficacy, helpfulness, confidence and privacy concerns. Using confirmatory regression, this research determined that privacy concerns and confidence have the greatest predictive value for social media fatigue. This paper has theoretical implications for not only LCM but also other technology acceptance models such as TAM and UTAUT and UTAUT2. It also has implications for those trying to engage with online audiences and their subsequent reactions to that attempt at engagement. Several future research ideas are explored as well.
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