Showing papers in "Journal of Consumer Behaviour in 2012"

Alternative marketplaces in the 21st century: Building community through sharing events

Abstract: We examine alternative consumption including collaborative consumption, sharing, and unconsumption (i.e., postconsumption activities such as upcycling, reuse, recycling, etc.) at non-monetary-based private and public sharing events including Really Really Free Markets (RRFMs). These alternative marketplaces (RRFMs) were initially organized by the Anarchist Movement as a form of resistance to the capitalist economic model. However, many consumer groups now utilize this model to stage public sharing events as a means of raising awareness about various issues including sustainability and overconsumption. Participants bring, share, and take goods without any expectation of monetary or other exchange. There is limited research on collaborative consumption and sharing in non-monetary marketplaces. We address this gap by exploring alternative marketplaces, organized by consumers for consumers, utilizing qualitative research methods. Our findings indicate that a sense of community is both a driver of participation and an outcome of these events. Organizers and participants utilize these venues to share knowledge and possessions for various ideological and practical reasons. Our findings also indicate that these events challenge the entrenched notions of exchange and reciprocity. Our research contributes to the literature by highlighting the importance of community, collaboration, and changing consumer mindsets to the success of such sharing efforts. Copyright © 2012 John Wiley & Sons, Ltd.

Perceived helpfulness of online consumer reviews: The role of message content and style

Abstract: The rise of online reviews written by consumers makes possible an examination of how the content and style of these word-of-mouth messages contribute to their helpfulness. In this study, consumers are asked to judge the value of real online consumer reviews to their simulated shopping activities. The results suggest the benefits of moderate review length and of positive, but not negative, product evaluative statements. Non-evaluative product information and information about the reviewer were also found to be associated with review helpfulness. Stylistic elements that may impair clarity (such as spelling and grammatical errors) were associated with less valuable reviews, and elements that may make a review more entertaining (such as expressive slang and humor) were associated with more valuable reviews. These findings point to factors beyond product information that may affect the perceived helpfulness of an online consumer review. Copyright © 2012 John Wiley & Sons, Ltd.

Taste lovers versus nutrition fact seekers: How health consciousness and self-efficacy determine the way consumers choose food products

Abstract: This article identifies consumer segments that differ in the way they consider health-related and health-unrelated food properties when making food choices. The paper makes two assumptions: first, the level of health consciousness determines the quality of the attributes (health related versus health unrelated) these segments consider important; and second, the degree of nutrition-related self-efficacy subsequently defines the quantity of health-related attributes considered important. Two studies measure preferences for food attributes (Study 1: n = 54, 12 attributes, conjoint analysis; Study 2: n = 162, 25 attributes, constant sum scales). In both studies, cluster analysis identifies two major segments (taste lovers and nutrition fact seekers) that are determined by consumers' level of health consciousness. Study 2 demonstrates that nutrition-related self-efficacy determines how many health-related attributes nutrition fact seekers consider important. Consequently, they can be split into ‘heavy’ and ‘soft’ subsegments. The study also identifies a segment that lacks a clear food choice strategy as a result of incompatible beliefs. The paper guides marketers and producers in developing healthy food products tailored to the needs of different target segments. Considering the enormous health expenditures, the studies' results are also beneficial to policy makers and governmental organizations to design social marketing campaigns. Copyright © 2012 John Wiley & Sons, Ltd.

Factors affecting consumers' trust in online product reviews

Abstract: In this study, we apply the uncertainty reduction theory from communication to delineate the antecedents of consumers' trust in online product reviews We test the competing effects of information content (argument quality) and social component (perceived background similarity) on consumers' trust in reviews We also hypothesize that the strength of the effect is moderated by consumers' involvement To test the hypotheses, we adopted a 2 × 2 × 2 repeated measures experimental design The results show that both argument quality and perceived similarity contribute to increased trust but in varying degrees The results provide mixed support to the moderating role of involvement While argument quality played an important role in the high involvement mode, perceived similarity explained more variance in the low involvement mode We discuss the implications of these results for both research and practice Copyright © 2012 John Wiley & Sons, Ltd

Regulatory focus and preference reversal between hedonic and utilitarian consumption

Abstract: This article explores the impact of consumers' regulatory goals on their relative focus on hedonic (versus utilitarian) benefits of products. Drawing from extant literature, we argue that promotion-focused consumers will exhibit more favorable attitude towards a product when its hedonic benefits are highlighted in comparison to its utilitarian benefits. Prevention-focused consumers on the other hand will exhibit more favorable attitude towards a product when its utilitarian benefits are highlighted in comparison to its hedonic benefits. We further argue that this effect is moderated by contextual factors, such as evaluation mode. In addition, we argue that the posited difference only holds when the hedonic and utilitarian products are evaluated individually. When the two products are evaluated jointly, both promotion and prevention-focused individuals will exhibit more favorable attitude towards the hedonic product. Two studies were conducted to test the hypotheses and findings supported our predictions. Copyright © 2011 John Wiley & Sons, Ltd.

Voluntary simplicity and life satisfaction: Exploring the mediating role of consumption desires

Abstract: The research presented in this article investigates the relationship between adopting voluntary simplicity as a lifestyle and life satisfaction. More precisely, it seeks to understand the role that consumption desires and relative wealth play in the context of this relationship. A survey was conducted among a Canadian sample of 344 simplifiers and 267 non-simplifiers. A statistically significant positive relationship was observed between the adoption of voluntary simplicity and a measure of satisfaction with life. This research has also established that it is partially through one's control of consumption desires that simplifiers achieve a higher level of life satisfaction. However, this was shown to be the case only among consumers with limited financial resources. Copyright © 2012 John Wiley & Sons, Ltd.

Understanding consumers' brand-induced food taste perception: A comparison of ‘brand familiarity’ – and ‘consumer value – brand symbolism (in)congruity’ – accounts

Abstract: Past research has shown that familiar brands can boost consumers' food taste experiences. On the other hand, more recent evidence suggests that the (in)congruity between consumer values and brand symbolism can affect the food taste perception. This study is the first one to integrate these two accounts into one single conceptual framework and to empirically evaluate their relative roles in explaining consumers' brand-induced taste perception. Two experiments involving taste trials (blind vs brand-cued sensory evaluation) were conducted. The first experiment analysed the brand familiarity effect, whereas the second experiment addressed also the taste perception of yogurts with differing brand symbolism amongst food consumers with distinct value orientations to find support for the (in)congruity effects. This research implies that congruity is not responsible for enhancing consumers' taste perception beyond the level that is produced by the brand familiarity. In contrast, the incongruity effect appears capable of neutralising the brand familiarity effect. Therefore, these two explanations may operate independently. More generally, this study speaks for the importance of incorporating consumer value – brand symbolism incongruity mechanism into food consumption studies; even owners' of strong food brands cannot trust the ability of their brands to boost a consumer's taste experience if there is no correspondence between his or her central values and brand symbolism. Thus, an objectively better taste is not necessarily decisive; satisfactory sensory quality can suffice if it is coupled with imaginative and daring brand marketing that delivers unique emotional and functional benefits for well-defined food consumer target segments. Copyright © 2011 John Wiley & Sons, Ltd.

Mixing emotions: The use of humor in fear advertising

Abstract: Fear is used to advertise many products, services, and causes such as antismoking, sunscreen usage, and safe driving. Past research indicates that high levels of fear tension arousal can prompt defensive responses in the audience, which, in turn, can reduce the persuasive effect of the ad. We show in two studies that humor can reduce these defensive responses and hence increase the persuasiveness of fear advertising. Specifically, we show that increasing the level of fear tension arousal decreases persuasion when humor is absent but increases persuasion when humor is present. Further, this interaction of humor and fear tension arousal is mediated by defensive responses related to message elaboration and vulnerability to threat. Our results suggest that the effectiveness of fear advertising can be increased by adding an element of humor to the ad. Copyright © 2012 John Wiley & Sons, Ltd.

New insights into the impact of digital signage as a retail atmospheric tool

Abstract: This paper investigates the previously little-researched role of digital signage (DS) in retail atmospherics, using an environmental psychology framework, drawing support from the Limited Capacity Model of Mediated Message Processing (LCM). DS consists of screen displays in public spaces showing video. The method consisted of a structured questionnaires quasi-experiment (n=357), comparing before and after DS installation against an unchanged control mall. Results demonstrate the effectiveness of DS, which has a positive effect on shoppers’ approach behaviours such as spending, mediated by perceptions of the retail environment and positive affect. Results are limited as the DS screens content was information-based, whereas according to LCM, people pay more attention to emotion-eliciting communications. The results have practical implications as digital signage appeals to employed shoppers. This study contributes to theory by providing a rare longitudinal environmental psychology study of the effects of an atmospheric stimulus on real shoppers in a real retail context.

Authenticity as meaning validation: An empirical investigation of iconic and indexical cues in a context of "green" products

Abstract: Authenticity judgments involve how individuals distinguish what appears to be real versus fake, genuine versus phony. In this investigation, we bring authenticity into the laboratory to assess it in a manner quite different from most extant approaches. Taking a Peircian semiotic view in a context of environmentally conscious consumption, we develop and test a set of hypotheses concerning the effects of indexical and iconic cues to an authentic “green” product meaning. Results suggest that effects of these indicators of authenticity can be induced in a controlled manner with products being assessed as more or less “green” on the basis of particular cue arrangements. Furthermore, the effectiveness of these semiotic cues is moderated by a basic distinction among products. Taken together, the results provide evidence supporting a meaning validation process as the basis of authenticity judgments and suggest new directions for theory building in a domain where there is substantial practitioner interest. Copyright © 2012 John Wiley & Sons, Ltd.

Satisfaction in the context of customer co‐production: A behavioral involvement perspective

Abstract: Consumers increasingly subscribe to community-supported agriculture (CSA) programs as an alternative retail channel for fresh produce. Compared with supermarket retailers, CSAs are built around an ethos of community rather than efficiency and economies of scale; and CSA programs demand far greater customer co-production than supermarket retailers. For instance, CSA members (customers) assume responsibilities for physical distribution, market timing, and financial risk taking—activities that, for customers of traditional supermarkets, are assumed by the retailer or other market intermediaries. Service-dominant logic suggests that such co-production activities provide value for consumers. And the expanding demand for CSA programs anecdotally supports the notion that consumers find value in co-producing fresh produce. However, whether or not co-production leads to greater satisfaction with a product category remains largely untested. We draw on community theory to test if engagement in co-production activities leads to satisfaction with a product category. By examining product satisfaction, we test an outcome of co-production that is consumer-centric. Results from an exploratory field study suggest that two types of value co-creation—commitment to co-production and behavioral involvement in product-related activities—are positively correlated with product satisfaction. Our results support the notion that value co-creation provides value for consumers. Interestingly, these findings are antithetical to studies that suggest service convenience constitutes non-monetary value for consumers. Our study suggests that the community theory is a viable theoretical frame for consumer research on co-production. Further, our findings suggest that consumer research into the co-creation of value should incorporate measures of product satisfaction and draw on behavioral as opposed to exclusively attitudinal assessments of co-production activities. Copyright © 2012 John Wiley & Sons, Ltd.

Play as co‐created narrative in computer game consumption: The hero's journey in Warcraft III

Abstract: MARGO BUCHANAN-OLIVER* and YURI SEODepartment of Marketing, University of Auckland, Auckland, New ZealandComputer games are now a significant consumption activity in consumer culture. Informed by interdisciplinary studies and drawing on datafrom in-depth interviews with players of the Warcraft III computer game, we explore the relationship between play and storytelling duringdigital play. Understanding that such play is determined by systems of game rules and that computer game characters and settings are ca-pable of conveying cultural meanings to players, we found that the rules of play in computer games can be designed in ways that encourageconsumers to co-create meaningful story plots derived from their knowledge of myth and fiction. In the case of Warcraft, these plots resem-bled the archetypal plot of the hero’s journey. We conclude that computer games immerse consumers in a form of playful consumption thatengages them in memorialised, co-authored storytelling.Copyright © 2012 John Wiley & Sons, Ltd.

Understanding "silver" consumers through cognitive age, health condition, financial status, and personal values: Empirical evidence from the world's most mature market Japan

Abstract: Sophia University, Bldg. 10, 7-1 Kioicho,Chiyoda-ku, Tokyo 102-8554, JapanABSTRACTOlder consumers remain under-researched, especially in Japan, the country most severely affected by demographic change with a rapidlyaging and shrinking population. This paper aims at a better understanding of Japanese older consumers through cognitive age, healthcondition, financial status, and personal values. This study is the first one using these variables together on a sample of 316 older Japaneseconsumers. The age perception of the respondents was found on average 8years younger than their actual chronological age, in line withthe assumption of cognitive age being universal. Four groups were identified revealing a decrease in the difference between chronologicaland cognitive age with lower levels of health and wealth. The difference was found higher for people feeling healthy and poor than forpeople feeling in poor health and wealthy, thus indicating that feeling in good health was having somewhat more impact on the differencebetween actual and cognitive age than feeling wealthy. Respondents gave top ranking to “warm relationships with others”, second impor-tance to “security”, and third importance to “fun and enjoyment in life”. The rankings of “excitement”, “fun and enjoyment in life”, and“sense of accomplishment” were showing a significant decrease of importance with higher cognitive age groups.Copyright © 2011 John Wiley & Sons, Ltd.

Environmentalism at home: The process of ecological resocialization by teenagers

Abstract: Both family decision making and consumer socialization studies have been focused largely on the influence of parents on children. However, because family communication is not unidirectional, studying teenagers' influence on their parents can provide a fuller understanding of consumers' resocialization processes. This study reports on 26 depth interviews conducted with teenagers and their mothers, designed to investigate how parental styles and frequency of communication between a teenager and parent affect parental ecological resocialization. Parental styles and the frequency of communication both have notable impacts on teenagers' influence on their mothers' pro-environmental behaviors. Moreover, whereas bilateral strategies (bargaining and reasoning) are the most effective strategies used with warmer mothers, unilateral strategies (persuasion and nagging) are the least effective strategies used with cooler mothers. Copyright © 2012 John Wiley & Sons, Ltd.

Understanding consumer purchase of free‐of cosmetics: A value‐driven TRA approach

Abstract: This study concerns the free-of trend on the cosmetics market as expressed by a tendency among consumers to prefer cosmetics that are free of certain ingredients. Combining the Theory of Reasoned Action with a value-driven approach, this study empirically investigates the association between consumers' personal values and their attitude and behaviour associated with purchasing free-of cosmetics. A quantitative online survey of 250 Danish female consumers was conducted using self-administering questionnaires. The findings indicate that consumers' willingness to purchase free-of cosmetics (R² = .48) is both influenced by attitude (β = .65) and perceived subjective norm (β = .21) with attitude having the largest predictive power. Moreover, consumers' attitude towards willingness to purchase free-of cosmetics seems to be value driven. Our results indicate that two values, self-transcendence (β = .28) and self-enhancement (β = −.21), significantly influence attitude towards free-of cosmetics purchase (R² = .10). Copyright © 2012 John Wiley & Sons, Ltd.

Warning! The following packet contains shocking images: The impact of mortality salience on the effectiveness of graphic cigarette warning labels

Abstract: This research looks at a recent initiative to encourage smokers to quit smoking and to discourage nonsmokers from starting to smoke. Evidence has shown that text-based warning labels are ineffective in drawing attention to the dangers of tobacco consumption; therefore, some governments are looking to draw current smokers and potential smokers away from cigarettes by displaying graphic images of various smoking ailments. This research draws on Terror Management Theory as a means of understanding the effects of graphic visual images in cigarette packaging and offers implications for public health researchers, social marketers, and antismoking campaigners to help smokers to quit and reduce the likelihood of potential smokers becoming smokers. Copyright © 2012 John Wiley & Sons, Ltd.

Chinese consumer ethnocentrism: A field experiment

Abstract: Consumer ethnocentrism presents barriers for internationalising organisations. In China, evidence of a resurgent nationalism partly fuelled by rapid economic growth portends a shift in consumption away from foreign towards domestic products. On the other hand, rising consumer demand for branded and luxury products cannot be fully met domestically. However, much of the available evidence on Chinese consumer ethnocentrism is anecdotal and is based on attitudinal surveys that, as accurate measures of actual purchasing behaviour, suffer from certain methodological issues. In response, we report an experiment that measures the ethnocentrism of 447 Chinese consumers as their incentive-compatible choices between foreign and domestic products in a field setting. Our findings show little effect of foreign origin on subjects' choices that were only weakly related with attitudinal measures including the commonly used consumer ethnocentric tendencies scale (CETSCALE). Our results question the existence of ethnocentric consumer behaviour in China and the use of CETSCALE to gauge it generally. Copyright © 2012 John Wiley & Sons, Ltd.

Scenting movie theatre commercials: The impact of scent and pictures on brand evaluations and ad recall

Abstract: School of Business Camden, Rutgers University, 227 Penn St., Camden, NJ 08102, USAABSTRACTWe utilize a novel advertising context—commercials seen in a simulated movie theater setting while ambient scent is emitted into theatmosphere—to explore the effects of multisensory cues on brand evaluation and advertising recall. Although both pictorial and olfactorycues enhance brand evaluations and ad recall overall, we find that olfactory (vs pictorial) cues generate more positive feelings toward thebrand and enhance recall to a greater extent. We also find that, after a long time delay, re-experiencing the scent activates pictures’ abilityto facilitate recall. Theoretical and managerial implications are discussed.Copyright © 2012 John Wiley & Sons, Ltd.

It's good for me: It has added fibre! An exploration of the role of different categories of functional foods in consumer diets

Abstract: This study extends extant research by examining the impetus behind the consumption of both nutritionally rich and nutritionally poor functional foods It uses diaries and in-depth interviews and demonstrates that nutritionism theory, that is, where focus shifts from base food products to their constituent nutrients, is central to consumers' perception and consumption of functional foods An unfortunate consequence is that consumers are unable to distinguish between nutritionally rich and nutritionally poor functional foods, believing instead the health claims of both Nutritionally poor foods are often as unhealthy and calorific as nonfortified alternatives, and thus this consumption behaviour can have a negative impact on consumer well-being This is exacerbated by functional foods being used to boost unhealthy diets as an alternative to more substantial dietary overhaul and being habitually used as substitutes for healthy foods such as fruits and vegetables Finally, this article reveals that theories of guilt and justification can and should be applied to the consumption of functional foods because many consumers often use functional foods and the nutrients therein to assuage any guilt resultant from unhealthy eating patterns This study has important implications for nutrition policies It illustrates the necessity of educating consumers about (i) what constitutes a healthy diet and (ii) the role of nutrients as building blocks in healthy diets, highlighting the importance of choosing appropriate sources for these nutrients This should enable them to make healthier dietary choices and reduce their propensity to use functional foods as a quick fix to unhealthy eating patterns Copyright © 2012 John Wiley & Sons, Ltd

Modest seductiveness: Reconciling modesty and vanity by reverse assimilation and double resistance

Abstract: We study conflicting notions of modesty and vanity in the Arab Gulf region by focusing on contemporary female adornment practices and the tensions underlying them. The standard of modest traditional dress that women are expected to adhere to in Gulf countries is intended to conceal their sexuality and promote public virtue. Nevertheless, emerging bodily adornment practices in the region serve the contradictory purposes of emphasizing female sexuality and celebrating fashion. By using insights from observations and depth interviews with young Qatari and Emirati women, we explore the dynamics underlying the conflicting imperatives of modesty and vanity and examine how they reconcile these contradictions in constructing their identities as women, Muslims, Qataris, and Emiratis. We find that the concepts of reverse assimilation and double resistance are most useful in understanding responses to these conflicting imperatives among young Gulf women. Copyright © 2012 John Wiley & Sons, Ltd.

Consumer complaints and recovery through guaranteeing self-service technology

Abstract: Self-service technologies are shaping the future of consumer behaviour, yet consumers often experience service failure in this context This conceptual paper focuses on self-service technology failure and recovery A consumer perspective is taken Recovering from self-service technology failure is fraught with difficulty, mainly because of the absence of service personnel The aim of this paper is to present a theoretical framework and associated research propositions in respect to the positive role that service guarantees can play in the context of self-service technology failure and recovery It contributes to the consumer behaviour domain by unifying the theory pertaining to consumer complaint behaviour, service recovery, specifically consumers' perceptions of justice, and service guarantees, which are set in a distinctive self-service technology context It is advanced that service guarantees, specifically multiple attribute-specific guarantees, are associated with consumer voice complaints following self-service technology failure, which is contingent on the attribution of blame in the light of consumers' production role Service guarantees are argued to be associated with consumers' perceptions of just recovery in the self-service technology context when they promise to fix the problem, compensate only when the problem cannot be remedied, offer a choice of compensation that is contingent on failure severity, afford ease of invocation and collection, and provide a personalised response to failures Previous classifications of SSTs are used to highlight the applicability of guarantees for different types of SSTs Managerial implications based on the theoretical framework are presented, along with future research directions Copyright © 2011 John Wiley & Sons, Ltd

The practice of using makeup: A consumption ritual of adolescent girls

Abstract: The consumption of makeup by teenage girls may represent a ritual critical to the rite of passage to adulthood. To explore this issue, depth interviews were conducted with 25 teenage girls in France, ages 14–18 years, about their makeup use. The data in this exploratory study suggest that putting on makeup is a ritual that plays a critical role for adolescent girls separating from their childhood and transitioning toward adulthood. Evidence of ritual dimensions (repetition, symbolic, codification, and dramaturgy) was found. The data further suggest that the traditional rite of passage associated with primitive societies is useful in identifying ritual teenage girls' makeup consumption in modern society, although with some differences. Copyright © 2012 John Wiley & Sons, Ltd.

How valuable is a well‐crafted design and name brand?: Recognition and willingness to pay

Abstract: Preferences for similarly designed consumer products, evaluated blind and branded and also with and without prices, were tested in a consumer setting. The consumer's perceptual experience led to preference of the well-crafted high-priced option. This preference was enhanced by priming consumers with background information about the brand, perhaps causing the subjects to guess which choice was the well-known brand before evaluation. Preferences for that choice increased again when brand names were visible during evaluation. When actual prices were added to the evaluations, preferences for the well-known brand were very robust to high prices, indicating the strength of the brand name. Using the least preferred option and the lowest price as an anchor, the consumers' price threshold to pay for the preferred design and the brand name was computed. Attempts to explain and predict individual differences of choices using measures of inherent design acumen, prior experience, and purchasing behavior were largely unsuccessful. Copyright © 2011 John Wiley & Sons, Ltd.

Toward an understanding of meaning creation via the collective co‐production process

Abstract: Co-production has been traditionally studied in the context of industrial and service markets. This study investigates the consumer's search for meaning and fulfillment via one type of co-production, collective co-production. The case study method was utilized to examine knife making from kits. The findings unpack a three-part co-production process (design, production, and consumption) that results in significant identity ramifications for consumers. During the design stage of knife making, the informants shaped their self-concept through social inspiration, creative self-expression, and identification with the primal sense of self. The production stage provided internal validation of the self-concept through a pseudochallenge that was achieved through learning activities. The consumption stage provided external validation of the self-concept as the informants shared their co-production experience with others. Theoretical implications are discussed. Copyright © 2012 John Wiley & Sons, Ltd.

Influence of personality traits on parasocial relationship with sports celebrities: A hierarchical approach

Abstract: Using the 3M Model of Motivation and Personality as a theoretical framework, this study develops a three-level hierarchy of personality traits predictive of fans' parasocial relationship with sports celebrities. Specifically, the findings show that parasocial relationship with sports celebrities is determined positively by materialism (the elemental trait), negatively by self-esteem (the compound trait) and positively by interest in sports spectatorship (the situational trait). Practical and academic implications are provided. Copyright © 2012 John Wiley & Sons, Ltd.

Need for touch and information processing strategies: An empirical examination

Abstract: Drawing from literatures on haptic modality and information processing, direct measures of information processing strategy are developed and applied to investigate whether touch search is a form of analytical processing. Applying two distinct approaches in the two studies, evidence of the processing style of those high in need for touch, compared with those low in need for touch, is gathered and tested in an online context where touch is not available. Cumulatively, the findings indicate that high-need-for-touch consumers follow an analytical, feature-by-feature processing strategy, whereas those low in need for touch rely more on a relational processing strategy. Theoretical and managerial implications are provided. Copyright © 2012 John Wiley & Sons, Ltd.

Satisfaction strength and intention to purchase a new product

Abstract: This study examines the role of satisfaction strength on the correspondence between reported satisfaction and intention to purchase a new product. The market testing underlying this study analyzes the market opportunities for a novel prototype. The research was conducted at a central location with 239 randomly selected consumers. Results indicate that (un)certainty, ambivalence, and importance cognitions and feelings significantly moderate the relationship between reported satisfaction and individuals' intention to purchase. For example, the association between consumers' reported satisfaction level and purchasing intention of the new product is weaker as uncertainty increases. Significant moderated-mediation and mediated-moderation effects were also found with Structural Equation Modelling. Judgments of ambivalence moderate the satisfaction–purchasing intention relationship through the mediating effect of importance. (Un)certainty fully mediates the moderating effect of importance on the satisfaction–purchasing intention link. The research validates the usefulness of assessing the satisfaction strength concept and illustrates its potential as a better predictor of intentions than satisfaction level alone. The study argues on the nomological validity of the satisfaction construct and reveals that assessment of satisfaction strength should support the management goal of identifying truly satisfied customers. Copyright © 2012 John Wiley & Sons, Ltd.

Motives and barriers to bequest giving

Abstract: Much is known about motivations for giving to charities generally. However, much less has been identified about bequestors as a unique type of charitable donor. This paper explores the motives and barriers for charitable bequest giving. Hypotheses are drawn from the general philanthropic literature and tested using survey data from Australia, a nation distinguished by very high lifetime (inter vivos) giving but low estate (post mortem) giving. The results show that belief in the efficacy of charitable organizations is requisite for leaving a bequest, as the deceased donor has no control over the enactment of the gift. This effect is mediated by the perceived difficulty of making a charitable bequest, which forms an important barrier for leaving such a legacy. Having family whose financial needs are perceived as not taken care of and the perception of financial inability to make a difference also form barriers for bequest giving. The results confirm that bequests constitute a distinctive charitable behaviour, with unique motives and barriers compared to other types of inter vivos giving. While charitable behaviour in general is driven by altruistic attitudes and political and religious values, as well as social reputation, these factors do not affect charitable bequest making as expected. Surprisingly, we find a negative relationship between financial resources and the inclination to leave a charitable bequest. The article ends with suggestions for ways charities might connect more meaningfully with their bequestors or with donors who might consider bequeathing to them.

Active red sports car and relaxed purple–blue van: affective qualities predict color appropriateness for car types

Abstract: Research suggests that color appropriateness differs as a function of object type. Thus, a color may be perceived as appropriate for one product and inappropriate for another product. We argue that perceived appropriateness depends upon the congruity of the affective qualities of a color with those of the product. This assumption was addressed in two studies in which participants assigned the best matching color out of 13 Munsell colors to each of seven car types. Additionally, affective qualities of both colors and car types were measured on semantic differential scales. The first study showed that color appropriateness varied according to car type. As predicted, the affective qualities of the assigned colors tended to be congruent with the affective qualities of the car types. Affective congruity along the potency dimension of the semantic differential was of particular importance in explaining assignments of colors to car types. The second study was a replication of the first study but with a different sample. The results confirmed what we found in the first study. An interesting difference was, however, that activity (not potency) turned out to be the most important dimension of the semantic differential in explaining assignments of colors to car types. Implications for product development and marketing practice are discussed. Copyright © 2012 John Wiley & Sons, Ltd.

The transformative potential of marketing from the consumers' point of view

Abstract: In this article, we explore consumers' perceptions of marketing and the extent to which they believe that marketing can play a positive transformative role in society. Findings from 36 semistructured interviews indicate that consumers typically perceive marketing as having a traditional short-term, transactional, and ‘company-focused’ orientation rather than a transformative one. This was reflected in participants' views of marketing, as well as in their choices and comments when they were given two academic definitions of marketing and one description of unethical marketing and asked to choose the one they thought best described marketing. In addition, participants viewed marketing as manipulative, and most held one-sidedly negative opinions of its transformative potential. The majority did not feel autonomous in their purchase decisions, calling into question marketers' usual defence that consumers are sovereign. In a similar vein, they expressed concerns about the effects of marketing's manipulative and deceptive techniques on vulnerable consumers. These findings are rather worrying given that enhancing the transformative potential of marketing requires a more nuanced understanding of its role and function within society. Accordingly, we argue that successful transformative marketing interventions need to take into account and address consumers' disbelief as to the capacity of marketing to improve social welfare. Copyright © 2012 John Wiley & Sons, Ltd.