How Regulatory Focus Affects Perceptions of Online Limited-Time Promotions

Prior research on online limited-time promotions has not yet examined the role of regulatory focus and culture. As e-tailers expand across the globe, they need to understand how customers with a different regulatory focus across cultures react to online limited-time promotions. This study, using the lens of regulatory focus, examines the impact of time constraints and framing of online limited-time promotions on different culture customers’ price and product judgments. Through analyzing previous literature and identifying relevant insights from that work, we found that different combinations of time constraints and message framing should be used for customers who are prevention- (e.g., East Asian) versus promotion- (e.g., Caucasian) focused. Theoretical and practical implications are also discussed.

Effects of search, experience and credence attributes versus suggestive brand names on product evaluations

Purpose This research aims to examine how credence, search and experience attributes compete with suggestive brand names that are incongruent with the attributes they cue (e.g. expensive EconoLodge Motel, short-lasting Duracell battery and joint-stiffening JointFlex pill). Design/methodology/approach This study relies on experimental studies, together with analyses of variance, t-tests and logistic regressions. Findings Incongruent suggestive brand names can distort product evaluations and alter perceptions of product performance in joint product judgments involving contradictory credence attributes; they can misdirect product evaluations even if the search attributes conflict with competitor brands. Furthermore, they are more likely to backfire if contradictory experience attributes are readily available to consumers. Research limitations/implications This test of the role of incongruence between suggestive brand names and actual product features includes key concepts that can inform continued studies, such as search attributes that consumers can readily observe, experience attributes that can be observed only after product use and credence attributes that might not be observed even after use. Practical implications This study provides applicable guidelines for managers, consumers and policymakers. Originality/value The findings expand beyond prior literature that focuses on memory-based, separate evaluations of advertised benefits and inferences or expectations of unavailable attributes. Specifically, this study details the implications of congruence between the suggestive brand names and different types of attributes observable at different consumption stages.

Make It Hot? How Food Temperature (Mis)Guides Product Judgments

Despite being a basic food property, food temperature has been largely neglected by consumer research thus far. This research proposes that consumers spontaneously infer that warm foods contain more calories, an unexplored lay belief we named the “warm is calorie-rich” intuition. Eight studies reveal that this deep-seated intuition has powerful implications in terms of guiding (and often biasing) product judgments and consumption decisions. Temperature-induced calorie inferences are rooted in perceptions that warm foods are more filling and tastier than cold ones, which enhance warm foods’ desirability and affect consumer choices. The preference for warm products is mitigated when food energy does not provide utility to consumers though, such as when consumers have a health goal active, and it reverses when consumers purposefully aim to reduce their calorie intake. The “warm is calorie-rich” intuition is important for marketers and managers because warm food temperatures can increase willingness to pay (by 25%) and amount served (+27%), as well as influence consumer preferences. This intuition also has important public policy implications: consumers tend to underestimate the nutritional value of cold foods, resulting in increased consumption of calories (+31%) and fat (+37%).

The moral bases of consumer ethnocentrism and consumer cosmopolitanism as purchase dispositions

Purpose This paper aims to develop a model that explains the moral bases of consumer ethnocentrism and consumer cosmopolitanism as purchase dispositions. The authors build their work on moral foundations theory and the social theories of Emile Durkheim. Design/methodology/approach Theory-building from general theories of motivation is grounded in cultural norms, and empirical research is conducted to test theoretical propositions. Findings The focus is on the theoretical implications of binding or individualism morals of consumers within social groups. Consequently, variables in the model relate to ethical themes of community, autonomy and divinity. This theory posits that, for a variety of considerations, loyalty has a direct and positive effect on consumer ethnocentrism and on consumer cosmopolitanism. Serendipitously, other moral foundations have negative effects. The authors theorize that negative relationships exist between authority and consumer cosmopolitanism, and between sanctity and consumer ethnocentrism. This model also illustrates that consumer ethnocentrism positively predisposes favorable domestic product judgments. Research limitations/implications New ethical factors in consumer dispositions affecting product purchase decisions are explored. Hypotheses can be empirically replicated and moderated in future research. Practical implications Marketers can use the variables of personal values, moral foundations and gender role identity to fashion marketing communications and to target selective consumer segments. Social implications The persuasion process of social marketing will be enhanced by understanding relevant motives. Originality/value The use of the fine-grained moral foundation antecedents to predict consumer predispositions of ethnocentrism and cosmopolitanism is without precedent.

Consumer Perception: Animosity, Ethnocentrism and Willingness to Buy Chinese Products

Global developments have seen the rapid growth of international marketing due to trade liberalization and a reduction in barriers to global trade. This has resulted in opening up of new markets and availability of foreign products in domestic markets. China has taken a leading role in global trade due to its low levels of production costs and technological advancements. Chinese electronic products can now be found most parts of the world. This study attempted at determining the attitudes of consumers towards made in China products. It was guided by the concepts of consumer ethnocentrism and consumer animosity and how these influenced the willingness to buy Chinese electronic products. A sample size of 385 was chosen with 319 participating. Data was collected through a questionnaire adopted and modified from a study by Quang, DinhChien and Long (2017) in Vietnam. Factor analysis, confirmatory factor analysis (CFA) and structural equation modelling (SEM) techniques were used in the analysis. From the findings, it was evident that amongst the Kenyans, consumer ethnocentrism influences the level of consumer animosity. In instances where consumer animosity existed, it did not have an impact on product judgments. Though the respondents had expressed some level of animosity towards China, the same did not have a negative impact on product judgments. In terms of consumer ethnocentrism, the respondents indicated that it had a negative impact on product judgments, an indication that a high level of ethnocentrism will lead to unfavourable attitudes towards a product from a foreign country.

Consumer Perception: Animosity, Ethnocentrism and Willingness to Buy Chinese Products

Global developments have seen the rapid growth of international marketing due to trade liberalization and a reduction in barriers to global trade. This has resulted in opening up of new markets and availability of foreign products in domestic markets. China has taken a leading role in global trade due to its low levels of production costs and technological advancements. Chinese electronic products can now be found most parts of the world. This study attempted at determining the attitudes of consumers towards made in China products. It was guided by the concepts of consumer ethnocentrism and consumer animosity and how these influenced the willingness to buy Chinese electronic products. A sample size of 385 was chosen with 319 participating. Data was collected through a questionnaire adopted and modified from a study by Quang, DinhChien and Long (2017) in Vietnam. Factor analysis, confirmatory factor analysis (CFA) and structural equation modelling (SEM) techniques were used in the analysis. From the findings, it was evident that amongst the Kenyans, consumer ethnocentrism influences the level of consumer animosity. In instances where consumer animosity existed, it did not have an impact on product judgments. Though the respondents had expressed some level of animosity towards China, the same did not have a negative impact on product judgments. In terms of consumer ethnocentrism, the respondents indicated that it had a negative impact on product judgments, an indication that a high level of ethnocentrism will lead to unfavourable attitudes towards a product from a foreign country.

Determinants of consumer’s willingness to boycott surrogate products

Purpose The purpose of this study is to examine the willingness to boycott among Malaysian consumers towards the surrogate products associated with Israel. The present study was based on the previous and an ongoing war and conflict in the Middle East. Design/methodology/approach Several surrogate products associated with Israel were selected. A total of 468 respondents from various backgrounds participated in this study. Analysis was performed using multiple regression analysis (MRA). Findings Results showed that three factors were significant in predicting the willingness to boycott. They were animosity, subjective norms and product judgments. Anticipated emotions (both positive and negative emotions) were found to be insignificant in predicting the willingness to boycott the surrogate products. Originality/value The present study addresses the boycott intention in Malaysia where multi-races and multi-religions exist, in the context of the ongoing war and oppression by Israeli government toward the Palestinians. The results have some implications to multinational firms, especially those perceived to have direct links with the aggressors.