Consumer preference and apparel products: investigating the role of the Centrality of Visual Product Aesthetics concept

2021 ◽  
pp. 1-13
Author(s):  
Lina M. Ceballos ◽  
Nancy Hodges ◽  
Kittichai Watchravesringkan
Keyword(s):  
Consumer Preference ◽  
Product Aesthetics

Exploring the Role of Interaction Effects in Visual Conjoint Analysis

2015 ◽  
Vol 137 (9) ◽  
Author(s):  
Brian Sylcott ◽  
Jeremy J. Michalek ◽  
Jonathan Cagan
Keyword(s):  
Conjoint Analysis ◽  
Consumer Preferences ◽  
Consumer Preference ◽  
Interaction Effects ◽  
Fractional Factorial ◽  
Main Effects ◽  
Full Factorial ◽  
Biased Estimates ◽  
Data Requirements

In conjoint analysis, interaction effects characterize how preference for the level of one product attribute is dependent on the level of another attribute. When interaction effects are negligible, a main effects fractional factorial experimental design can be used to reduce data requirements and survey cost. This is particularly important when the presence of many parameters or levels makes full factorial designs intractable. However, if interaction effects are relevant, main effects design can create biased estimates and lead to erroneous conclusions. This work investigates consumer preference interactions in the nontraditional context of visual choice-based conjoint analysis, where the conjoint attributes are parameters that define a product's shape. Although many conjoint studies assume interaction effects to be negligible, they may play a larger role for shape parameters. The role of interaction effects is explored in two visual conjoint case studies. The results suggest that interactions can be either negligible or dominant in visual conjoint, depending on consumer preferences. Generally, we suggest using randomized designs to avoid any bias resulting from the presence of interaction effects.

EXPRESS: How Does Global–Local Identity Affect Consumer Preference for Access-Based Consumption? Investigating the Mediating Role of Consumption Openness

2021 ◽  
pp. 002224372110551
Author(s):  
Xiaodong Nie ◽  
Zhiyong Yang ◽  
Yinlong Zhang ◽  
Narayanan Janakiraman
Keyword(s):  
Close Association ◽  
Consumer Preference ◽  
Sharing Economy ◽  
Knowledge Gap ◽  
Local Identity ◽  
Global Identity ◽  
Mediating Role ◽  
Managerial Implications ◽  
The Relationship

Given the increasing importance of the global sharing economy, consumers face the decision as to whether to choose an access-based option versus an owning option. However, our understanding of how consumers’ global–local identity may influence their preference for access-based consumption is rather limited. The authors fill this knowledge gap by proposing that consumers high in global identity (“globals”) have a greater preference for access-based consumption than those high in local identity (“locals”). Such effects are mediated by consumers’ consumption openness. Consistent with the “consumption openness” account, the authors find that when the desire for openness is enhanced by a contextual cue, locals’ preference for access-based consumption is elevated, whereas globals’ preference for access-based consumption is unaffected. However, when the desire for openness is suppressed by a contextual cue, globals’ preference for access-based consumption is reduced, whereas locals’ preference for access-based consumption is unaffected. Similarly, consumers’ traveler–settler orientation sets a boundary for the relationship between global–local identity and preference for access-based consumption, given its close association with consumption openness. Theoretical and managerial implications are discussed.

When virtue is not an option: Decision making in unhealthy food choices

2019 ◽  
Vol 25 (3) ◽  
pp. 209-216
Author(s):  
Lauren Trabold Apadula ◽  
Chrissy M Martins
Keyword(s):  
Decision Making ◽  
Consumer Preference ◽  
Food Choices ◽  
Selection Strategy ◽  
Unhealthy Food ◽  
Mediating Role ◽  
Relative Preference ◽  
Diet Versus ◽  
Health Objectives

Background: Health conscious consumers often make choices from constrained sets of food options, such as a restaurant menu, in which healthy options may not be present. Aim: The aim of this research was to examine how different decision strategies, such as selection versus rejection, influence the food option chosen when a choice set is restricted to unhealthy options. The mediating role of anticipated guilt was also explored. Methods: An experiment was conducted using a hypothetical choice scenario, in which participants were randomly assigned to a decision making strategy (select versus reject), health objective (diet versus indulge), and relative preference for the options (choice between two preferred options versus one preferred and one non-preferred option) was manipulated. Results: When using a selection strategy, consumers are more likely to choose their most preferred option, regardless of their health objectives, but when using a rejection strategy, health conscious consumers are more likely to avoid their most preferred option and consume a lesser liked alternative. Further, this effect is driven by reduced feelings of guilt. Important boundary conditions include consumer preference for the food options, as health conscious consumers will not reject their favorite option if they do not like the alternative. Conclusions: Decision making strategy influences health conscious consumers’ choices between unhealthy food options.

Influence of number magnitude in luxury brand names on consumer preference

2019 ◽  
Vol 47 (5) ◽  
pp. 1-9 ◽  
Author(s):  
Wenting Feng ◽  
Tao Wang ◽  
Guo Rui
Keyword(s):  
Consumer Preference ◽  
Consumer Involvement ◽  
Brand Names ◽  
Luxury Brands ◽  
Brand Name ◽  
Luxury Brand ◽  
Number Magnitude ◽  
The Relationship ◽  
Moderating Role

In this study we built on scarcity theory, to conduct two experiments in which we investigated the influence of arbitrary numbers we inserted into brand names of luxury products. In Study 1 we recruited 68 consumers who were each assigned to one of two groups (small number or big number for brand name), in order to test consumers’ preferences for luxury brands with names of different number magnitudes. The results revealed that a product with a small number in the brand name was received more favorably than was a product with a big number in the name. Scarcity mediated the relationship between number magnitude and preference. In Study 2 we tested the moderating role of involvement. Number magnitude of the brand name influenced preference through scarcity when involvement was high but not when it was low. Thus, we found that numbers in the name of a luxury brand arbitrarily impacted consumers’ perceptions of scarcity, which influenced their preference in regard to brand. This relationship was moderated by involvement. The results suggest that manufacturers of luxury brands should use a small number in their brand name, and should increase the degree of consumer involvement to elevate consumer preference for the brand.

Buy domestic or foreign brands? The moderating roles of decision focus and product quality

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sherry Xueer Yu ◽  
Guang Zhou ◽  
Jing Huang
Keyword(s):  
Developing Countries ◽  
Product Quality ◽  
Consumer Preference ◽  
Moderating Effects ◽  
Content Type ◽  
Foreign Brand ◽  
Foreign Brands ◽  
General Preferences ◽  
Practical Implications

PurposeThis article sought to explore the effect of brand origin on consumer preference and examine the moderating effects of decision focus (buying for self vs buying for others) and product quality.Design/methodology/approachThe authors conducted two studies to test our hypotheses. In Study 1, the authors explored consumers' general preferences for domestic and foreign brands. Based on the evidence, Study 2 further explored the moderating roles of decision focus and product quality.FindingsIn general, consumers in developing countries prefer foreign brands. The effect can be moderated by the decision focus that this preference will be more obvious when consumers buy for others than when they buy for themselves. Product quality can also moderate the role of decision focus; in other words, consumers' preference for foreign brand when buying for others will be stronger when the product quality is low than when the product quality is high.Practical implicationsForeign brands have a natural appeal to local consumers in developing countries. Moreover, foreign brands can also invoke consumers' awareness of buying for others (such as giving gifts) to boost sales. Domestic brands are at a disadvantage comparing to foreign brands, but they can increase their attractiveness by invoking consumers' awareness of rewarding themselves. In addition, domestic brands need to improve product quality to fundamentally improve their competitiveness.Originality/valueThe research contributed to literature by combining decision focus and product quality in studying consumer preference for domestic and foreign brands from the perspective of construal level theory, which provides valuable insights in the field of international marketing and consumer behavior.

Ethical Consumption

2020 ◽  
pp. 1-20
Author(s):  
Matteo De Angelis ◽  
Cesare Amatulli ◽  
Valentina Bucciarelli
Keyword(s):  
Fair Trade ◽  
Negative Emotion ◽  
Consumer Preference ◽  
Emotional Reaction ◽  
Ethical Consumption ◽  
Compensatory Mechanism ◽  
Product Choice ◽  
Quality Certification ◽  
Negative Emotional Reaction

This chapter focuses on ethical consumption, analyzing the mechanisms behind the purchase preferences for fair trade apparel products through an investigation of the role of emotions. The results of an experimental study show that consumer preference for a fair-trade clothing item is driven by the recall of an unethical action and the emotional state aroused by it. The authors hypothesize that recalling an unethical action would trigger a negative emotional reaction in consumers, which, in turn, would increase their preference for a product carrying the fair-trade certification versus a product carrying a more traditional quality certification. Contrition has emerged as the negative emotion that mediates the effect of recalling an unethical action on product choice. The results shed light on a compensatory mechanism whereby consumers alleviate negative emotions arising from recalling an unethical behavior they had engaged in by making an ethical purchase.

Influence of consumer cosmopolitanism on purchase intention of foreign vs local brands: a developing country perspective

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ankur Srivastava ◽  
Nitin Gupta ◽  
Nripendra P. Rana
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Consumer Preference ◽  
Consumer Attitudes ◽  
Positive Influence ◽  
Content Type ◽  
Mediating Role ◽  
Underlying Mechanisms ◽  
Foreign Brands

PurposeThis study investigates the role of consumer cosmopolitanism on consumer attitudes and purchase intentions (PIs) towards foreign and local brands.Design/methodology/approachThe responses were collected on a structured questionnaire through a consumer survey. The data were then analysed through structural equation modelling (SEM).FindingsThe results depict the positive influence of consumer cosmopolitanism on consumer attitudes towards foreign brands, which positively influences PIs towards foreign brands and negatively influences the PIs of local brands. Further, the mediating role of perceived quality was observed in explaining the consumer preference towards foreign and domestic brands.Practical implicationsFinally, the study concludes by providing implications for marketing scholars and managers of global and local brands.Originality/valueThe paper examines the underlying mechanisms related to consumer cosmopolitanism and its role in influencing the foreign and local brand purchase.

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