The Role of Baseline Physical Similarity to Humans in Consumer Responses to Anthropomorphic Animal Images

2013 ◽  
Vol 30 (6) ◽  
pp. 461-468 ◽  
Author(s):  
Paul M. Connell
Keyword(s):  
Physical Similarity ◽  
Consumer Responses ◽  
Animal Images

scholarly journals “When” Does It Pay to Be Good? Attributions Mediate the Way CSR Elements Impact on Consumer Responses, and Are Controllable

2021 ◽  
Vol 13 (11) ◽  
pp. 5869
Author(s):  
Athanasios Krystallis ◽  
Vlad Zaharia ◽  
Antonis Zairis
Keyword(s):  
Past Research ◽  
Consumer Response ◽  
Multiple Mediation ◽  
Consumer Responses ◽  
Mediating Role ◽  
Consumer Attributions ◽  
The Right ◽  
The Relationship ◽  
Experimental Survey

Responding to the appeal for more research on the contingencies that shape the relationship between CSR and corporate performance, this paper incorporates environmental CSR, sets up an experimental survey and employs multiple mediation analysis with the aim to test the mediating role of consumer attributions on the CSR elements–consumer responses relationship; and further to examine the degree to which attributions are controllable, i.e., specific CSR elements activate specific type of attributions. Results support that attributions have a strong predicting power on consumer outcomes. The right time of appearance and the appropriate amount of resources committed to a CSR campaign, through the dual type of attributions they activate (more positive, i.e., values-driven and less negative, i.e., egoistic), impact positively on consumer reactions. In this respect, the study adds to past research showing that attributions are controllable, i.e., specific CSR initiative characteristics of a impact on the dimensionality of attributions and, through that, on specific target-types of consumer responses. This study thus shows that the activation of a dual-level attributions’ system is ambivalent, dependent on the character of the CSR campaign. The fact that specific CSR elements (i.e., CSR Timing) activate dual-level CSR motives that act complementarily indicates that managers should be clear about the capabilities of the elements of their CSR initiatives and how much impact they expect those elements to have on consumer response.

What’s in it for me? Food packaging and consumer responses, a focus group study

2015 ◽  
Vol 117 (3) ◽  
pp. 1122-1135 ◽  
Author(s):  
Fredrik Fernqvist ◽  
Annika Olsson ◽  
Sara Spendrup
Keyword(s):  
Focus Group ◽  
Food Packaging ◽  
Quantitative Methods ◽  
Focus Group Study ◽  
Content Type ◽  
Consumer Responses ◽  
Advantages And Disadvantages ◽  
Consumer Benefits ◽  
Group Interviews

Purpose – The purpose of this paper is to explore consumer views on different aspects of packaging, exemplified by a common product in the fruit and vegetable category and to identify advantages and disadvantages perceived by consumers purchasing packaged or unpackaged products. Design/methodology/approach – Three focus group interviews were conducted. Thematic analysis based on theory was performed. The findings were categorised into nine themes. Findings – Consumer views on packaging aspects were revealed, covering: packaging material; pack size; protection and preservation; convenience; price; communication and information; ethical perspectives; novelty and innovation; and advantages and disadvantages of packaged and unpackaged products. Research limitations/implications – The study adds to present knowledge on the role of packaging in consumers’ food choices. The qualitative analysis identified areas for further research through quantitative methods. Practical implications – Challenges in communicating the consumer benefits of packaging and ways to improve the attractiveness of items in the fresh produce category were identified. The results can potentially assist in improving food packaging design practice to the mutual benefit of consumers and suppliers. Originality/value – Fruit and vegetables is generally a category with weak branding and low levels of packaging. This study examined the role of packaging in a category with substantial opportunities for differentiation and increasing consumer value. The results can be applied in immediate practice and/or serve as a basis for further research.

scholarly journals Effect of the COVID-19 Pandemic on Consumers’ Impulse Buying: The Moderating Role of Moderate Thinking

2021 ◽  
Vol 18 (21) ◽  
pp. 11116
Author(s):  
Shuyang Wang ◽  
Yun Liu ◽  
Yingying Du ◽  
Xingyuan Wang
Keyword(s):  
Systems Theory ◽  
Impulse Buying ◽  
Loss Of Control ◽  
Buying Behavior ◽  
Consumer Responses ◽  
Event Systems ◽  
Underlying Mechanisms ◽  
The Impact ◽  
The Relationship

Based on event systems theory, this study examined the impact of the COVID-19 pandemic on consumers’ impulse buying, as well as the underlying mechanisms and boundary conditions from the perspective of individual consumers. Results of three experiments (N = 437) show that, first, the COVID-19 pandemic enhanced consumers’ impulse buying behavior. Second, two key elements, loss of control and anxiety, mediated the relationship between the COVID-19 pandemic and impulse buying; and third, moderate thinking (also known as Zhong-Yong thinking) moderated the relationship between the COVID-19 pandemic and impulse buying. The findings indicate that in consumers with low moderate thinking, the COVID-19 pandemic has had a stronger effect on impulse buying and has mediated more between the loss of control and anxiety. Conversely, in consumers with high moderate thinking, COVID-19 has had a weaker effect on impulse buying and has mediated less between loss of control and anxiety. This study extends the application of event systems theory and enriches the literature on how the COVID-19 pandemic affects consumer behavior. Furthermore, it provides strategic recommendations for government and consumer responses to COVID-19 pandemic shocks.

scholarly journals Using EEG to examine the role of attention, working memory, emotion, and imagination in narrative transportation

2018 ◽  
Vol 52 (1/2) ◽  
pp. 92-117 ◽  
Author(s):  
Ross Gordon ◽  
Joseph Ciorciari ◽  
Tom van Laer
Keyword(s):  
Working Memory ◽  
Energy Efficiency ◽  
Social Marketing ◽  
Emotional Responses ◽  
Brain Response ◽  
Content Type ◽  
Consumer Responses ◽  
Narrative Transportation ◽  
Practical Implications

Purpose This paper aims to present a study using encephalography (EEG) to investigate consumer responses to narrative videos in energy efficiency social marketing. The purpose is to assess the role of attention, working memory, emotion and imagination in narrative transportation, and how these stages of narrative transportation are ordered temporally. Design/methodology/approach Consumers took part in an EEG experiment during which they were shown four different narrative videos to identify brain response during specific video segments. Findings The study found that during the opening segment of the videos, attention, working memory and emotion were high before attenuating with some introspection at the end of this segment. During the story segment of the videos attention, working memory and emotion were also high, with attention decreasing later on but working memory, emotion and imagination being evident. Consumer responses to each of the four videos differed. Practical implications The study suggests that narratives can be a useful approach in energy efficiency social marketing. Specifically, marketers should attempt to gain focused attention and invoke emotional responses, working memory and imagination to help consumers become narratively transported. The fit between story object and story-receiver should also be considered when creating consumer narratives. Social implications Policymakers and organisations that wish to promote pro-social behaviours such as using energy efficiently or eating healthily should consider using narratives. Originality/value This research contributes to theory by identifying brain response relating to attention, working memory, emotion and imagination during specific stages of narrative transportation. The study considers the role of attention, emotion, working memory and imagination during reception of stories with different objects, and how these may relate to consumers’ narrative transportation.

The Role of Digital Advertising in Shaping Ideals and Consumption Choices in the Digital Era

2020 ◽  
pp. 263-288
Author(s):  
Lilit Baghdasaryan
Keyword(s):  
Digital Technologies ◽  
Role Expectations ◽  
Self Concept ◽  
Ideal Self ◽  
Self Identity ◽  
Consumer Responses ◽  
Goods And Services ◽  
Digital Era ◽  
Consumption Choices

Digital advertising is one of the most dominant elements of a communication mix. Consumption choices refer to the journey where consumers make decisions based on the problem-solving attributes of the products and services. The choices are conditioned with the reality shaped around us and social processes that impose ideal, self-identity, self-concept, ideal self, gender identities, and consumer cultures via visual digital designs and celebrity portrayals. Organisations aim to build digital advertisement strategies and create awareness of certain goods and services, but at the same time, the advertisement plays a significant role in generating new needs, new identities for consumers, and new role expectations. Digital technologies enable marketers to predict consumption behaviour and measure the consumer responses on key metrics of advertisement effectiveness.

scholarly journals Consumer Responses to Explicit Sexual Stimuli in Advertising: Artistic vs Provocative Style

2017 ◽  
Vol 11 (1) ◽  
pp. 102
Author(s):  
Marcello Tedeschi ◽  
Beatrice Luceri ◽  
Sabrina Latusi ◽  
Donata Tania Vergura ◽  
Cristina Zerbini
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Positive Emotions ◽  
Communication Effectiveness ◽  
Consumer Responses ◽  
Sexual Stimuli ◽  
Sexual Appeal ◽  
Consumer Perspective ◽  
Moderating Role

This study extends prior research on sexual appeal advertising by developing a model of consumer responses to explicit sexual stimuli conveyed through different expressive styles (artistic versus provocative). A between-subjects experimental design (N=369) was conducted. The theoretical model includes ad-, brand- and behaviour-related variables. Structural equation modelling was used to estimate the hypothesized relationships.Findings reveal that the use of an artistic format stimulates a better response than the use of images in merely provocative poses. From a female consumer perspective, all paths were positive and significant when exposed to the artistic nudity stimuli, with the only exception of the positive emotions-purchase intention relationship. Results suggest a moderating role of the mode of representing sexual images on attitude-intention relationships. From a male consumer perspective, the response was similar, but any effect was present between attitude towards the advertisement and purchase intention. Support was found for a moderating influence of expressive styles on positive emotion-attitude towards the brand relationship.The paper sheds new lights on the way explicit sexual stimuli can be represented, offering a contribution to improving the communication effectiveness of products and brands that exploit sexual stimuli.

How brand concepts represented as human values promote evaluation

2019 ◽  
Vol 32 (6) ◽  
pp. 1194-1213 ◽  
Author(s):  
Yi Wu ◽  
Yuanyuan Cai ◽  
Jiaxun He
Keyword(s):  
Design Methodology ◽  
Situational Factors ◽  
Human Values ◽  
Construal Level ◽  
Personal Factors ◽  
Content Type ◽  
Consumer Responses ◽  
The Third ◽  
Brand Concept

Purpose The purpose of this paper is to examine how incidental emotions interact with brand concepts that are represented as human values to influence consumers’ attitude toward brands. It also explores the effect of construal level on such interactional effect. Design/methodology/approach Three incidental emotion × brand concepts between-subject experiments were performed on consumers. The first two experiments used real brands as stimuli, while the third one featured a fictitious brand. Findings Results revealed that the motivational congruency between incidental emotions and brand concepts leads to favorable consumer responses toward the targeted brand by inducing an experience of fluency. However, such effect only emerges among consumers with a high construal level. Originality/value This paper provides a new insight about the effect of brand concept represented as human values by identifying the role of situational factors (incidental emotions) and personal factors (chronic construal level), which are also easily administered and applied in everyday marketing contexts.

scholarly journals Importance of Understanding Consumption Dynamics In Market Recovery Periods

1979 ◽  
Vol 11 (2) ◽  
pp. 41-46 ◽  
Author(s):  
Daniel S. Tilley
Keyword(s):  
High Price ◽  
Consumer Responses ◽  
Exogenous Shocks ◽  
The Past ◽  
Consumption Decisions ◽  
Flow Adjustment ◽  
Current Consumption ◽  
Purchase Patterns ◽  
Consumption Dynamics

Periods of reduced supplies due to exogenous shocks and subsequent high price levels have occurred for many agricultural commodities in the past decade. Consumers' adjustments to these events depend on the magnitude of the shocks and characteristics of the commodity. Understanding consumers' responses to these events requires recognition of rigidities that result in delays in consumer responses to prices.Recognition of rigidities in consumption relationships by using dynamic stock and flow adjustment models was popularized by Houthakker and Taylor [2]. The models recognize the role of inventories and habits resulting from previous purchase patterns in determining current consumption decisions.

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