Showing papers by "Verolien Cauberghe published in 2018"
Journal Article•
TL;DR: In this article, a negative relation between a country's level of uncertainty avoidance (UA) and how favorable its consumer base is for transacting online, which might be an indication that even general online consumer behaviors (not luxury products per se) are perceived as highly risky in high uncertainty avoidance cultures.
Abstract: Many luxury brands and online retailers are struggling with how to sell luxury products online. Purchasing such premium priced brands online implies a high level of risk for consumers since their evaluation of the products cannot be based on direct, tangible experiences with the product. This study suggests that retailers can diminish the perceived risk by adding a quality label to a luxury product. However, the effectiveness of such quality label depends on the cultural orientation of the consumer. As such, we expect a quality label only to be effective for high uncertainty avoidance consumers. An analysis of secondary data from A.T. Kearney reveals a negative relation between a country's level of uncertainty avoidance (UA) and how favorable its consumer base is for transacting online, which might be an indication that even general online consumer behaviors (not luxury products per se) are perceived as highly risky in high uncertainty avoidance cultures. In addition, an experimental study using a 2 (Quality label vs. no label) by 2 (luxury vs. non-luxury purchase) between-subjects design reveals that for a luxury brand, a quality label reduces the risk perception and in turn leads to higher purchase intention and attitude toward the brand for high UA individuals.
40 citations
TL;DR: In this paper, the authors developed and tested an advertising disclosure which is understandable for children (ages six to 12 years old) and which can alert them to different types of advertising, and tested it on three studies.
Abstract: Via three studies, this article aims to develop and test an advertising disclosure which is understandable for children (ages six to 12 years old) and which can alert them to different types of adv...
33 citations
TL;DR: In this paper, the authors examined the impact of expressing different discrete emotions with a mixed valence (anger and hope) in organizational crisis communication on negative word-of-mouth on social media.
31 citations
TL;DR: A general model for adoption intention of GIN diagnostics on dairy farms is created and the most important factors driving this intention are measured, to identify additional factors impelling this specific behaviour.
26 citations
TL;DR: In this paper, the effectiveness of popularity cues in online fashion retail was examined and it was shown that popularity cues can be detrimental to expressive products like fashion products under certain conditions, such as price and conspicuousness.
23 citations
TL;DR: In this article, the double-edged sword effect of humorously framed crisis response messages on an organization's postcrisis reputation was examined, showing that humor decreased the perceived sincerity of the organizational response, resulting in higher perceived organizational responsibility for the crisis.
Abstract: Two single-factorial experiments were used to examine the double-edged sword effect of humorously framed crisis response messages on an organization's postcrisis reputation. While experiment 1 was conducted in a crisis situation, experiment 2 examined its effectiveness in the case of a rumour—that is a crisis situation that is not yet confirmed (and thus, it remains uncertain that the events took place). The results indicate that in a crisis situation, humour decreased the perceived sincerity of the organizational response, resulting in higher perceived organizational responsibility for the crisis and hence diminished organizational reputation. However, in the case of a rumour, humour created a more positive organizational reputation through decreased perceived crisis severity, leading to lower perceived organizational responsibility.
20 citations
TL;DR: In this article, the relative importance of visual and vocal cues by spokespersons of organizations in crisis was explored and it was shown that visual cues of deception negatively affect both consumers' attitudes towards the organization (study 1) and their purchase intentions (study 2).
Abstract: When a chief executive officer or spokesperson responds to an organizational crisis, he or she communicates not only with verbal cues but also visual and vocal cues. While most research in the area of crisis communication has focused on verbal cues (e.g., apologies, denial), this paper explores the relative importance of visual and vocal cues by spokespersons of organizations in crisis. Two experimental studies have more specifically examined the impact of a spokesperson’s visual cues of deception (i.e., gaze aversion, posture shifts, adaptors), because sending a credible response is crucial in times of crisis. Each study focused on the interplay of these visual cues with two specific vocal cues that have also been linked to perceptions of deception (speech disturbances in study 1; voice pitch in study 2). Both studies show that visual cues of deception negatively affect both consumers’ attitudes towards the organization (study 1) and their purchase intentions (study 2) after a crisis. In addition, the findings indicate that in crisis communication, the impact of visual cues dominates the outcomes of vocal cues. In both studies, vocal cues only affected consumers’ perceptions when the spokesperson displayed visual cues of deception. More specifically, the findings show that crisis communication messages with speech disturbances (study 1) or a raised voice pitch (study 2) can negatively affect organizational post-crisis perceptions.
12 citations