scholarly journals How Do Face Consciousness and Public Self-Consciousness Affect Consumer Decision-Making?

2020 ◽  
Vol 6 (4) ◽  
pp. 144
Author(s):  
Seung-Hee Lee ◽  
Jane Workman
Keyword(s):  
Decision Making ◽  
Univariate Analysis ◽  
Social Comparisons ◽  
Consumer Decision Making ◽  
Social Self ◽  
Consumer Decision ◽  
Fashion Leadership ◽  
The Social ◽  
Public Self Consciousness ◽  
Brand Prestige

Many individual differences affect consumers in the decision-making process (i.e., what to purchase; when to purchase). Face consciousness and public self-consciousness affect when in the fashion life cycle consumers decide to purchase, as well as what to purchase. Both face consciousness and public self-consciousness are concerned with consciousness (i.e., awareness; mindfulness) and both depend on social comparison processes. But the motivation underlying the social comparisons is different: with face consciousness, social comparisons yield appraisals of prestige and social status; with public self-consciousness, social comparisons yield assessments of situational appropriateness. The purpose of this study was to examine links among face consciousness; public self-consciousness; brand prestige; self-expressive brand (inner; social), and fashion leadership. Participants were 221 university students who completed a questionnaire. Descriptive statistics, Cronbach’s alpha reliability, and multivariate/univariate analysis of variance (M/ANOVA) were conducted to analyze data. Results showed that face consciousness and public self-consciousness similarly affected ratings of the social self-expressive brand. However, face consciousness (but not public self-consciousness) influenced ratings of brand prestige and inner self-expressive brand. Public self-consciousness (but not face consciousness) influenced fashion leadership. Thus, while face consciousness and public self-consciousness are both concerned with consciousness, they independently influence consumer decision-making in different ways. Theoretical and practical implications are provided.

scholarly journals The effect of word-of-mouth on consumer emotions and choice: findings from a service industry

2016 ◽  
Vol 8 (3) ◽  
pp. 298-314 ◽  
Author(s):  
Anne Martensen ◽  
Lars Grønholdt
Keyword(s):  
Decision Making ◽  
Conceptual Model ◽  
Word Of Mouth ◽  
Social Norm ◽  
Least Squares Method ◽  
Consumer Decision Making ◽  
Consumer Decision ◽  
Content Type ◽  
The Social ◽  
Consumer Emotions

Purpose The purpose of this paper is to examine how received word-of-mouth (WOM) influences consumer emotions and, in turn, behavioral attitude and intention. Design/methodology/approach A conceptual model is developed by extending the theory of reasoned action framework to include WOM and emotions. The conceptual model is operationalized through a structural equation model, and the model is estimated and tested by using the partial least squares method. A survey among 509 consumers in Denmark forms the empirical basis for the study. Findings The paper finds that positive and negative WOM has an asymmetric influence on emotions, behavioral attitude and intention, i.e. that consumers respond differently to positive and negative WOM. The paper also finds that positive WOM has a larger impact than the social norm on behavioral attitude and intention and that negative WOM has an impact equal to that of the social norm. Furthermore, the study finds that emotions are an important mediator for both WOM and social norm. Research limitations/implications The paper is limited to a large travel agency in Denmark. Practical implications This paper has clear implications in terms of measuring the importance of WOM and emotions in consumer decision-making. It may serve as a useful basis for a practical WOM marketing strategy, which is a critical and increasingly applied element of customer-focused companies’ marketing strategies. Originality/value This paper provides new insights into how WOM works and the interplay between WOM, emotions and social norm in consumer decision-making.

scholarly journals The Role of Integrated Marketing Communication On Consumer Decision-Making Process

Sains Insani ◽  
2021 ◽  
Vol 6 (1) ◽  
pp. 173-184
Author(s):  
Clarence Anthony Puspanathan
Keyword(s):  
Decision Making ◽  
Public Relations ◽  
Quantitative Research ◽  
Personal Selling ◽  
Decision Making Process ◽  
Consumer Decision Making ◽  
Integrated Marketing ◽  
Interactive Marketing ◽  
Consumer Decision ◽  
The Social

 This research is about how the IMC tools used to inform, persuade and remind targeted audience with the promotion, interactive marketing, advertising, public relations, and personal selling that how they influence the consumer decision-making process. The research will examine the relationship between the promotion, interactive marketing, advertising, public relations, and personal selling with the consumer decision-making process that which was the most effective tools that can affect the consumer decision-making process. This research will be conduct quantitative research that will use a questionnaire to collect data with the random sampling method. The questionnaire will use a 5-point Likert scale and will be distributed online to collect data. Statistical Package of the Social Science will be used to analyze the data that was collected from 382 respondents from Ipoh. The study found that all elements are significantly influenced the consumer decision-making process. Kajian ini adalah mengenai bagaimana IMC digunakan untuk memberitahu, membujuk dan mengingatkan khalayak yang disasarkan dengan promosi, pemasaran interaktif, pengiklanan, perhubungan awam dan jualan peribadi bagaimana mereka mempengaruhi proses membuat keputusan pengguna. Kajian ini akan mengkaji hubungan antara promosi, pemasaran interaktif, pengiklanan, hubungan masyarakat, dan jualan pribadi dengan proses membuat keputusan pengguna dengan alat yang paling efektif yang dapat mempengaruhi proses membuat keputusan pengguna. Kajian berbentuk penyelidikan kuantitatif yang menggunakan soal selidik untuk mengumpul data dengan kaedah persampelan rawak. Soal selidik menggunakan skala Likert 5 dan diedarkan melalui dalam talian. Pakej Statistik Sains Sosial digunakan untuk menganalisis data yang dikumpulkan daripada 382 responden dari Ipoh. Kajian mendapati semua elemen kajian mempengaruhi proses membuat keputusan pelanggan.

scholarly journals The role of influencers in the consumer decision-making process

2020 ◽  
Vol 74 ◽  
pp. 03014
Author(s):  
Stefan Zak ◽  
Maria Hasprova
Keyword(s):  
Decision Making ◽  
Social Media ◽  
Influence Factors ◽  
Vital Role ◽  
Opinion Leaders ◽  
Decision Making Process ◽  
Consumer Decision Making ◽  
Consumer Decision ◽  
The Social

In the contemporary globalised markets opinion leaders play a vital role in the process of the purchasing decision-making of consumers. Thanks to their individual skills, specific knowledge or their personality, opinion leaders have a direct or indirect influence on the attitudes and decisions of consumers. In the contemporary globalised marketing using social media, this role is taken over by the influencers who affect consumers with their thoughts, attitudes and opinions and thus, significantly influence trends in demand for particular products. Over the recent years, influencer marketing has become increasingly popular, representing a specific type of social media marketing. The aim of this scientific contribution is the systematization of knowledge about the position and roles of influencers as opinion leaders in the social media environment in order to identify their typology, influence factors and the intensity of their impact on consumer decision making process, based on the comparison of knowledge from the results of global research studies and the quantitative online research study processed by authors. The findings of the survey showed that the promotion of some products through influencers may be more advantageous than others. Influencers will have the greatest impact when buying clothes, shoes, cosmetics and, surprisingly, services. Meanwhile, people rely heavily on other factors to buy food, jewellery and electronics, but it is not excluded that influencer marketing could affect them as well.

Marketing on the Map: Visual Search and Consumer Decision Making

2010 ◽  
Author(s):  
Nicholas Lurie ◽  
Sam Ransbotham ◽  
Zoey Chen ◽  
Stephen He
Keyword(s):  
Decision Making ◽  
Visual Search ◽  
Consumer Decision Making ◽  
Consumer Decision

Impact of Online Social Media on Consumer Decision Making: A Study in Dehradun

2012 ◽  
Vol 3 (5) ◽  
pp. 379-381
Author(s):  
Dr. Aruna Kumar Mishra ◽  
◽  
Narendra Kumar Narendra Kumar ◽  
Abhishek Sharma
Keyword(s):  
Decision Making ◽  
Social Media ◽  
Consumer Decision Making ◽  
Consumer Decision ◽  
Online Social Media
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