Xie and Bagozzi experimentally test a psychological mechanism underlying consumer negative reactions toward the firm as a function of perception of corporate environmental transgressions. Results ...showed that social disgust and attitude mediates the relationship between perceived corporate environmental transgressions and consumer reactions. Further, political ideology moderates effects of transgressions on social disgust.
Kaiser et al. show that perceived uniqueness (e.g., through customization, advertising claims, etc.) leads to entitled behavior. Entitled individuals are motivated to express their difference, and ...behavioral consequences can be both negative (e.g., demand higher salary) and positive (e.g., donate more to people in need).
Persuasion Knowledge Model Reimagined Rahmani, Vahid; Kordrostami, Elika; d, John
Advances in Consumer Research,
01/2020, Volume:
48
Conference Proceeding
Peer reviewed
Persuasion knowledge (PK) refers to individuals' ability to identify and resist outside agents' purposeful manipulation attempts. Here, Rahmani et al investigate the factors that influence consumers' ...propensity to acquire new knowledge and their ability to use their existing knowledge to protect themselves from marketers' persuasion attempts.
Fischer talks about presidential address. Her read of prior presidential addresses suggests to her that most Association for Consumer Research (ACR) presidents have talked about consumer research for ...the most part, not about the Association for Consumer Research itself. But this year, it seems at least as important to talk about the how ACR can and should respond to the events of 2020, so that's where she will start.
Three experiments provide converging evidence that self-construal (interdependent versus independents) affects the evaluation of copycats (products imitating the trade-dress of leading brands). ...Interdependents evaluate high similarity imitations more negatively than independents. Such copycat evaluation is moderated by norms regarding copycatting for interdependents, but not for independents.
With the rise of the access economy in the last decade, consumers now rent products both from companies and from other people. In this research, Mishra and Whiley show that "who" the consumer rents ...from (company vs. a person) influences their perceptions of the rented product and post-rental behavioral intentions.
Are consumers more likely to share content (stories, social media posts, etc.) when it is humorous? Not always. Although adding humor increases the likelihood that consumers share negative content ...(e.g., embarrassing stories, complaints, etc.), adding humor does not increase the likelihood of sharing positive content (e.g., happy stories, praise, etc.). Here, Yi et al. explore the situations in which humor should be most impactful and when consumers feel comfortable using humor.
Prior research shows that people prefer human-made to machine-made products but has not investigated preferences for products made with more vs. less human involvement. Using a newly developed ...paradigm, researchers find that consumer preferences for products decrease as less human labor is involved and that this decrease is linear.
A cross-cultural survey reveals that consumers in the U.S./UK, Germany, and China hold two distinct interpretations of product coolness (a personal and a social one), which are largely stable across ...cultures, with the personal interpretation being more dominant. Cultural variations occur with regard to the product attributes driving these interpretations.
This study proposes and tests a model of corporate social responsibility (CSR) that specifies relationships among (1) four categories of CSR initiatives as independent variables, (2) three types of ...consumer trust as mediating variables, and (3) corporate reputation as the dependent variable. Results show that the firm's fulfillment of economic and legal CSR initiatives had a direct positive effect on corporate reputation, whereas neither ethical nor philanthropic CSR initiatives did. In the CSR-trust link, economic performances fostered consumer expertise trust, legal and ethical CSR activities affected integrity trust, and philanthropic CSR activities influenced social benevolence trust in the firm. This study confirms that all three types of trust partially or fully mediate the effect of the four CSR initiatives on corporate reputation. This outcome indicates that CSR activities create and nurture consumers' trust in the company, which will, in turn, bring about consumers' positive or improved perceptions of the firm.
