The present study aims to examine how consumer guilt and consumer animosity, as moderators, can impact consumers' purchase intention toward domestic products. A total of 385 responses were used to ...test the proposed relationship. PROCESS macro was used to examine the mediating and moderating relationships. The present study provides guidance to international marketers on why and how they should do extra efforts to mitigate guilt feeling. The study contributes to the growing body of literature on consumer ethnocentrism by investigating moderating role of consumer guilt and consumer animosity.
•The moderating role of consumer animosity and consumer guilt in the relationship between patriotism, ethnocentrism, and purchase intentions being studied.•The guilt feeling regulates the relationship between patriotism and purchase intention.•Consumer animosity does not moderate the relationship between patriotism and purchase intention via consumer ethnocentrism as a mediator.
The aim of this research is to compare and examine the effectiveness of an emotional, shock, and humor advertising strategies in terms of brand recall, image, and attitudes toward the advertisement ...and purchase intentions toward the brand. Secondly, the aim is to determine the moderating effects of generation-Y on acceptance of three types of advertisements. And lastly, to provide marketers with a better understanding of the effectiveness of three types of advertisements and emphasize the importance of alternative methods of breaking through the advertising clutter. To measure the impact of different types advertisement, six advertisements from each of the three categories, i.e., shock; humor; and emotional are shortlisted and linked together. These advertisements (18 in total) are then shown to respondents. A total of 345 respondents participated in this study. Brand recall is high in both emotional and humorous ads, but the purchase intention is higher in an emotional advertisement in eastern culture. Type of product should influence the advertising approach in the promotion of a brand. The primary contribution is as that it examines the effectiveness of three advertising approaches in an emerging country and how consumers in emerging markets are likely to respond differently to three advertising approaches.
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.
Online retailers provide social selling cues, such as “39 customers bought this product” or “156 customers viewed our product per hour”, to encourage sales. Revealing the numbers bought has been ...shown to increase purchase intentions, but what remains unexplored are the ramifications of posting the number of brand-related views or revealing both numbers bought and viewed so customers can determine the views-to-bought ratio. The number of views is much higher than the numbers bought, which customers may anchor on as a signal for product quality; however, a countervailing force is that views are a more ambiguous, hence a less diagnostic, cue. Five experiments revealed that: (1) showing the number of views or bought can, but does not always, increase purchase intentions; (2) revealing the number bought has a monotonically increasing (at diminishing rate) effect on purchase intentions; and (3) views exhibit a concave curvilinear effect in that, beyond a tipping point, increasing the number of views lowers purchase intentions. Given the anchoring effect of the larger views number, if the number of views or the number bought are relatively low, it is better to show the larger views number, but the reverse is true if the respective numbers are both high. Additional insights reveal that it is only advantageous to reveal both numbers if the views-to-bought ratio is lower than 20:1, which would apply to about the top 25% of brand landing pages. These findings were further validated in a choice experiment. Perceptions of product quality mediate the relationship between these social selling cues and purchase intentions; however, this is not the case for perceived skepticism (lack of trust in the information). Revealing these social selling cues is an online retailer’s prerogative; hence, these insights are theoretically interesting and have practical relevance.
Artificial intelligence-enabled voice assistant services have received notable scholarly attention. Fashion retailers offer AI-based voice assistants to facilitate online shoppers. However, the ...consumer motivations to use digital voice assistants and their effect on the purchase intentions of online fashion shoppers are unexplored. To bridge this literature gap, this study presents a unique theoretical model grounded in the consumer innovativeness concept, broaden-and-built theory, and stimulus-organism-response model to explore the effect of motivated consumer innovativeness to use digital voice assistants on purchase intention and awe experience of online shoppers. The study used data collected from 538 users of digital voice assistants for online shopping of fashion products. Structural equation modeling analysis revealed that the functional, hedonic, social, and cognitive motivated consumer innovativeness for using voice assistants affects purchase intention and awe experience. Further, the awe experience mediates the relationship between motivated consumer innovativeness and purchase intention; and electronic word-of-mouth mediates the relationship between awe experience and purchase intention. The study theoretically contributes to the extant literature on consumer innovativeness, AI-based voice assistants, and fashion shopping. The findings offer insights to fashion retailers for improved use of voice assistants by online shoppers.
•MCI significantly influences online shoppers’ PI with voice assistants’ usage.•MCI facets (functional, hedonic, social and cognitive) significantly influence PI and awe experience.•Immersive awe experience significantly mediates the MCI facets and PI of online fashion shoppers.•eWOM significantly mediates the awe experience and PI of online fashion shoppers.
Participation in online brand communities (OBCs) is critical for the success of the community and the owner firm. Author attempts to explore this core OBC activity on the premises of psychological ...ownership theory by modeling participation intentions as a function of the members' sense of individual psychological ownership (IPO) and collective psychological ownership (CPO) experienced in the community.
Data collected through online surveys from 763 members of the firm created OBCs and analyzed through structural equation modeling (SEM) revealed that IPO and CPO sensed by the members positively influence their participation intentions, that further influences members' brand purchase intentions and positive word of mouth (WOM) about the community. The multi-group SEM analysis reveals interesting differences in the structural paths as observed for ‘active members’ and ‘lurkers’ group, supporting the moderating role of member type. The study contributes to the existing theory as well as practices on members' participation in OBCs.
In this study, we examine age and race as important predictors to entrepreneurial outcomes. Drawing on social identity theory, we examine a phenomenon among entrepreneurs in the board game industry, ...where our findings are counterintuitive to previous research on age and race in entrepreneurs, suggesting a shift in identity and social norms in the industry. With 69 entrepreneurs surveyed, and over 1000 data points of product play testing feedback, we find games designed by younger, minority entrepreneurs were rated higher by the play testers on innovation and the intent to buy. Additionally, we find that being a minority attenuated the negative relationship between age and entrepreneurial outcomes, such that older minority entrepreneurs did not experience a similar decline in outcomes as did their white counterparts. We discuss the implications of our findings.
•We examine age and race as important predictors to entrepreneurial outcomes – particularly innovation and the intent to buy.•Drawing on social identity theory, we examine a phenomenon among entrepreneurs in the board game industry, where our findings are counterintuitive to previous research on age and race in entrepreneurs, suggesting a shift in identity and social norms in the industry.•Finally, we find that being a minority attenuated the negative relationship between age and entrepreneurial outcomes, such that older minority entrepreneurs did not experience a similar decline in outcomes as did their white counterparts.
Recasting prior work on return-policy and purchase intentions literature, through the lens of signaling theory and relational signaling theory, we posit that returns policy, as a market signaling ...mechanism, is a costly investment that online retailers make to not only support current transaction but also to signal commitment towards customer service. What outcome would such costly signal result into? Based on relational signaling theory, it promotes trust, that in turn, could enhance purchase intentions. With empirical data from 730 online consumers of fast-moving consumer goods in Sweden, the study finds that, after controlling for shoppers’ age, education, income, gender, and frequency of online purchases, perceived consumer trust fully mediates the effect of perceived return policy leniency on purchase intention. Building on past research, we apply a different theoretical lens that connects costly signaling that drives relational signaling to foster customer trust to improve purchase intentions.
This article is a report of results of three studies investigating effects of fast versus slow background musical tempo on physiology, cognition, and emotions. Two pilot studies first measure ...consumer perceptions of tempo. In Studies 1 and 2, participants view a short video restaurant advertisement featuring fast or slow background music along with illustrations of food items. Results indicate that fast music is more effective than slow music for evoking positive taste expectations and purchase intentions. Study 3 shows that the effects observed in Studies 1 and 2 occur because fast music enhances self-reported arousal levels that then lead to enhanced moods, taste expectations, and purchase intentions. Theoretical implications regarding effects of music on emotional responses are discussed, as are practical managerial implications for using fast music as a persuasive technique.
•Auditory stimuli influence consumers’ reactions to food items.•Faster (vs. slow) music tempo enhances food’s perceived taste and purchase intentions.•The effect of music tempo on food’s perceived taste and purchase intentions is mediated by affection.•Increases in arousal and mood serially mediate the positive effect of faster music on consumers’ reaction to food items.
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