Showing papers in "Journal of Consumer Behaviour in 2013"

Marketing social norms: Social marketing and the ‘social norm approach’

Abstract: This paper is inspired by the observation that the social norm approach (SNA) to socially desirable behaviour change – that is, telling people about what lots of other people do – retains something of a Cinderella role among social marketing practitioners and academics. Thus, the objective of this paper is to bring the social norm approach to the attention of a wider – and specifically, marketing and social marketing – audience, in the hope that the practice, study and critical analysis of the approach can be widened and deepened. We begin this task by tracing the background of the social norm approach to its origins in psychology and social psychology and by discussing a number of typical social norm campaigns. Thereafter, we review four key characteristics of successful social norm campaigns. In our discussion, we return to a more theoretical discussion of how the social norm approach works, and we pose a number of questions that emerge from the paper. Copyright © 2012 John Wiley & Sons, Ltd.

Are today's Millennials splintering into a new generational cohort? Maybe!

Abstract: A new generational cohort is emerging from the Millennial market segment as a result of cataclysmic events that have occurred since 2008. Interviews with college upperclassmen in the United States identified significant events influencing their values, the values arising from these events, and new values not associated with older Millennials. The most important events identified included the Great Recession, 9/11, and the election of the first African-American president. Values of Millennials were assessed in online surveys of college juniors and seniors in the United States in the fall of 2009 and 2010 and among older Millennials, aged 27–31, during the summer of 2010. The values most strongly differentiating the younger and older Millennials were “piety” and “thrift.” Younger Millennials in the United States are less thrifty and more secular and sexually permissive than older Millennials. They are also less patriotic and less concerned about politics, sustainability, saving, and making mistakes in life. This suggests a splintering of the Millennials cohort as a result of the Great Recession and the potential emergence of a younger “entitlement” cohort. It also suggests further investigation of cross-national value shifts among younger Millennials, prompted by the Great Recession. Copyright © 2012 John Wiley & Sons, Ltd.

The impact of frequent social Internet consumption: Increased procrastination and lower life satisfaction

Abstract: Organizations are frequently turning to social Internet applications in an effort to form bonds with consumers. However, little research has addressed the impact of social Internet consumption on the individual. Two studies of regular social Internet consumers (i.e., users of Facebook and socially connected online games) examined the effects of prompted usage reduction or cessation upon participants. In both studies, participants benefitted on average during the reduction/cessation period, reporting increased life satisfaction and decreased procrastination. The Facebooker versus gamer factor had remarkably few effects (i.e., results generalized across these two groups). Implications are discussed for both consumers and organizations involved in social Internet activities. Copyright © 2013 John Wiley & Sons, Ltd.

The halo model of origin images: Conceptualisation and initial empirical test

Abstract: National origin has gained importance as a marketing tool for practitioners to sell their goods and services. However, because origin-image research has been troubled by several fundamental limitations, academia has become sceptical of the current status and strategic implications of the concept. The aim of this paper was threefold, namely, to provide a state-of-the-art review of origin-image research in marketing, develop and empirically test a new origin-image model and, present the implications of the study. Copyright © 2013 John Wiley & Sons, Ltd.

The empirical link between relationship marketing tools and consumer retention in retail marketing

Abstract: This article focuses on the key relationship marketing tools of customer service, loyalty/rewards programs, brand/store community, personalization and customization, and their relationship with customer retention. The relationship between customer service, loyalty/rewards programs, customization, personalization, brand/store community and customer retention were examined via an empirical investigation of 450 loyalty/reward program members of three retail stores in Malaysia. The administration of the survey was personally administered but self-completed. Four of the five relationship marketing tools, namely, customer service, loyalty/rewards programs, brand/store community and personalization, had a significant positive relationship with customer retention. The findings provided valuable insights into the loyalty program management practices of retail stores in a developing country context. Copyright © 2013 John Wiley & Sons, Ltd.

‘Shockvertising’: An exploratory investigation into attitudinal variations and emotional reactions to shock advertising

Abstract: This study compares the reactions towards shock advertising in for-profit (FP) and not-for-profit (NFP) organizations. Although the use of shocking advertisements is a growing phenomenon, the findings regarding the effectiveness of such advertisements remain mixed. Moreover, there is little consideration of the use of these tactics in different organizational contexts and the effect on the consumer. A qualitative methodology was adopted and included the use of focus groups to explore the attitudes and emotional reactions of a range of individuals. The shocking images from both the NFP and FP organizations were deemed successful at capturing the audience's attention. Some images were more �shocking� than others, whereas some were more effective at drawing attention to the product or the cause. Importantly, the use of shock advertising was perceived to be justifiable in the NFP sector but much less so in the FP sector. Reactions were somewhat influenced by both religion and gender; however, it was apparent that this sample were inherently more accepting of shock advertising than expected. Despite the apparent immunity of today's youth to shock tactics, this study found that there are still themes that are considered inappropriate in FP and NFP sectors; these include the use of religious taboos or morally offensive images.

Uncertainty in ethical consumer choice: a conceptual model

Abstract: The market place has seen significant growth in the demand for ‘ethical’ products and services. Yet, consumers often experience knowledge, evaluation and choice uncertainties in decision-making processes, particularly in relation to products such as ethical clothing. The authors explore this pertinent form of consumer uncertainty through three qualitative studies of ethical consumers that examine their approaches to clothing consumption. In-depth interviews and focus groups confirm uncertainty arises; the results also identify the causes and consequences of consumer uncertainty in this context. The causes of uncertainty pertain to issues surrounding complexity, ambiguity, conflict and credibility that give rise to uncertainties that result in delaying purchase decisions, compromising beliefs and negative emotions. This study contributes to literature by offering a holistic understanding of the challenges facing consumers when making ethical choices. Copyright © 2013 John Wiley & Sons, Ltd.

Millennial teens design and redesign themselves in online social networks

Abstract: In less than a decade, online social networks (OSN) have revolutionised social communications worldwide. Nowhere is this more evident than amongst today's young consumers, so called millennial teens, who have snapped up these identity-making digital social spaces claiming them as their own. This article examines the range of strategies and resources employed by UK millennials for self-presentation in OSNs and the resultant implications on teenage identity construction in the postmodern era. An in-depth qualitative content analysis of 20 teen OSN profiles was conducted and analysed against extant theories of impression management, self-identity and self-presentation. Our analysis revealed that millennials were deeply immersed in self-presentation activities. They employed a wide range of ‘intentional’ self-presentation strategies and drew on colour, design and symbolism to create complex, elaborate and decorative versions of self, which we have termed the ‘aesthetic self’. OSNs satisfy teen needs for intense social interaction with their peers, offer potential for copious identity experimentation and reduce the need to consume physical symbolic items in order to convey meaning, thus acting as an accelerator in the teen identity-making process. Our findings extend existing frameworks for teenage self-identity theory and moreover have significant implications for future marketing practice, particularly sourcing consumer behaviour data, brand management and marketing communications strategies. Copyright © 2013 John Wiley & Sons, Ltd.

'Faking brands': Consumer responses to counterfeiting

Abstract: Whilst counterfeiting is regarded as one of the ‘oldest crimes in history’, contextualised treatments of Middle East and North Africa (MENA region) are rare despite growing interconnections with the global economy Accordingly, this paper explores consumer motivations to purchase counterfeit products and identifies possible counter-influences Data from a survey of 400 respondents drawn from Morocco was tested with logistic regression models to determine the significant factors that trigger responsiveness and deterrence to counterfeit products The tests were based on three product categories: clothing, cosmetics and mobile phones Additionally, consumer demographics and selected social triggers were evaluated to build a profile of consumers typically likely to consider buying (or avoiding) counterfeit goods Results show that concerns related to health, disappointment risk and integrity are the most significant countervailing factors on behavioural intentions towards purchasing counterfeits On a socio-demographic level, it was found that low-income consumers are more positively disposed to buying counterfeits Gender also seems to have an explanatory force Women with higher educational backgrounds are less likely than men to consider buying counterfeit goods For all the products evaluated, quality and price consistently proved the most important factors driving the intention to buy counterfeits The implications are highlighted; combating counterfeiting is not an exclusive preserve of any single entity (governments, business or para-governmental agencies) but a shared responsibility There is a lot at stake for consumers, manufacturers and the industrial nations if the menace is not effectively checked Copyright © 2012 John Wiley & Sons, Ltd

When food is more than nutrition: Understanding emotional eating and overconsumption

Abstract: This research examines how more proximal or immediate goals of affect regulation impact goals of weight loss and maintenance. Findings suggest that both psychological and social factors play a role in eating behavior and food overconsumption. Specifically, the narratives of self-identified emotional eaters reveal that negative emotion, prefactual thinking, and ruminative propensities play major roles in contributing to food-related consumption. Additionally, emotional eating informants’ consumption behavior is greatly impacted by the attitudes and behaviors of others. Several approaches for developing interventions for emotional eaters and furthering transformative research in obesity and overconsumption are discussed. Copyright © 2013 John Wiley & Sons, Ltd.

Individual differences in consumer value for mass customized products

Abstract: Mass customized products, compared with mass marketed alternatives, offer advantages for optimizing performance outcomes, improving aesthetic appeal, and matching products' symbolic meanings with consumers' expressive desires. Despite having identified these value drivers for mass customized products, extant research has not connected those value drivers to individual differences among consumers. As a result, researchers' and practitioners' abilities to predict consumer value for mass customized products remain limited. This study advances and tests a model of individual differences associated with the perceived value of a customized product and mediated by involvement and perceived risk. A field survey administered to a sample of 240 participants provided data to test the model. Path analysis using structural equations modeling suggests that consumer value for mass customized products differs according to individual differences in need for uniqueness, need for optimization, and centrality of visual product aesthetics. Results also suggest that product category involvement and perceived risk are informative theoretical perspectives from which to study consumer value for mass customized products. The findings hold implications for how firms should approach the design of mass customization toolkits and how they should structure marketing communications promoting mass customized products. Copyright © 2013 John Wiley & Sons, Ltd.

Effects of consumer psychographics and store characteristics in influencing shopping value and store switching

Abstract: The research examines the impact of psychographic variables and store characteristics on utilitarian and hedonic shopping value. The findings demonstrate the direct influence of deal proneness and normative interpersonal influences on personal shopping value. Moreover, the study also captures the influence of several store characteristics, such as assortment, after sales service and ambience. The significant influence of shopping value in reducing store switching is also noteworthy. This study also provides evidence relating to how retailer-controlled variables can influence consumer-derived shopping value. Results show how each store environment factor influences consumers' overall shopping value and thereby provide an avenue to make strategic adjustments, which in turn can generate a better consumer experience and increased value. The study builds on and extends the previous work carried out relating to antecedents of shopping value by looking at the simultaneous influence of consumer-level factors as well as retailer-managed factors. Moreover, the study provides further evidence regarding how shopping value can lessen the dire impact of consumer defection at retail store level. Copyright © 2013 John Wiley & Sons, Ltd.

The moderating influence of socio‐demographic factors on the relationship between consumer psychographics and the attitude towards private label brands

Abstract: This study examines the moderating influence of socio-demographic variables (gender, age, education, income and family size) on the relationship between psychographic measures (general deal proneness, price-related deal proneness, end-of-aisle display proneness, impulsiveness, smart-shopper self-perceptions and brand loyalty) and consumers' attitude towards private label brands. The proposed hypotheses are tested by collecting data at three different British supermarkets and assessed using structural equation modelling. The study reveals findings contrary to the prevailing views about consumer psychographics and socio-demographics, including the following: (i) the significance of deal proneness among high-income consumers; (ii) the end-of-aisle display proneness among older, high-income and highly educated consumers; and (c) the relationship between impulsiveness and brand attitude among low-income and less-educated consumers. The study also provides multiple insights relating to psycho-demographic targeting and display strategies. Copyright © 2013 John Wiley & Sons, Ltd.

Consumer uncertainty: The influence of anticipatory emotions on ambivalence, attitudes, and intentions

Abstract: Specific emotions and their combinations have important implications for consumer experiences and decisions. Therefore, emotional response is examined from a future temporal perspective in order to investigate the effect of anticipatory emotions on consumer ambivalence, attitudes, and intentions. In the first study, anticipatory emotions, compared with outcome-based emotions, are found to be central in prospective consumption situations, and this combination of emotions is most likely to occur when consumers are presented with conflicting information. Furthermore, anticipatory mixed emotions (i.e., anticipatory ambivalence), in contrast to outcome-based mixed emotions, were the greatest contributor to consumer discomfort and uncertainty regarding future consumption. The second study builds on the first by considering the effect of anticipatory ambivalence on attitudes and intentions in the context of a prospective purchase situation. Ambivalence was found to mediate the effect of evaluative information on intentions, as well as moderate the relationship between attitudes and intentions. Thus, the uncertainty associated with anticipatory emotions negatively affects intentions, as well as the relationship between attitudes and intentions. The theoretical and practical implications are discussed. Copyright © 2013 John Wiley & Sons, Ltd.

It is nice to be important, but it is more important to be nice: Country-of-origin's perceived warmth in product failures

Abstract: Although a large body of research has documented country-of-origin effects, very few works have inquired systematic differences in the content of national stereotypes that shape attitudes toward foreign products and their manufacturers. Drawing from the stereotype content model, the authors propose that the often ignored warmth dimension of the origin country is as important as (sometimes more important than) the well-studied competence dimension in certain situations. As shown in two studies, perceived warmth of the origin country predicts purchase intention in normal situations as well as after product failure. Copyright © 2013 John Wiley & Sons, Ltd.

Online lifestyle consumption community dynamics: A practice‐based analysis

Abstract: The purposes of this study were to identify and categorize the discursive practices through which consumers negotiate a lifestyle-related identity in online lifestyle consumption communities. The empirical case is a very active community of consumers who adhere to the low-carb/high-fat diet. The paper contributes to communal consumption literature by showing how a lifestyle identity and the community evolve together. Focusing on an online community with lifestyle focus differentiates this study from previous research because nutritional choices influence the consumers' everyday life in a comprehensive manner. By employing a netnographic analysis on discussion board messages, 11 discursive practices are identified. These practices are categorized according to confirming/challenging and self-directed/community-directed dimensions. The paper provides a typology of online community dynamics, emphasizing the importance of challenging practices for community development. It also has important implications for companies who wish to understand food lifestyles and develop online platforms for their customers. Copyright © 2013 John Wiley & Sons, Ltd.

Intertwined ambiguities: Meat, in vitro meat, and the ideological construction of the marketplace

Abstract: Political stakeholders play a critical role in the cultural construction of the marketplace, and consumers often look to them for guidance in framing ambiguous cultural and scientific issues Unfortunately, however, the existing consumer culture literature usually focuses on consumers’ use of ideology while neglecting stakeholders’ ideological orientations In order to address this gap, I ask two questions: First, how do stakeholders draw upon ideology in order to make sense of ambiguous goods and of the extant and potential reactions of consumers to these goods? Second, what are the potential political consequences of stakeholders’ ideological commitments vis-a-vis supporters and outside audiences? I explore these questions by interviewing agrifood system stakeholders on the subject of in vitro meat, a nascent technology whereby meat is produced through stem cell cultures Although ideology serves as a useful tool with which stakeholders can navigate labyrinth-like cultural conundrums, stakeholders’ ideological positions can also result in ambiguities, ironies, and incongruities By investigating the beginnings of a potential consumer controversy, this study illuminates how ideology operates as an epistemic resource for political claims-makers and how stakeholders’ ideological commitments can result in either rewards or repercussions from allies and consumers Copyright © 2013 John Wiley & Sons, Ltd “The Cretan myth of the labyrinth is a myth of paradox, ambiguity, and doubleness… It leaves us with the knowledge that perhaps there is no escape from the labyrinth, and the Minotaur that it contains, from life’s ambiguities, multiplicities, and sudden twistings, even with a guide or pair of wings” (Savitz, 1991:480)

Co-construction and performancescapes

Abstract: Although prior literature has emphasized marketplace participants' co-construction mostly in terms of symbolic, oral, or emotional aspects of a consumption experience, there has not been much attention paid to potential concerns around success, failure, strategies, risk, dependence, and competition involved. This article, by building on the existing body of research, introduces the notion of performancescapes to better understand these issues as they relate to participant performances in the co-construction of marketplace experiences. Performances have the character of being an accomplishment involving an interactive quality and an element of risk. Accordingly, highlighting competencies and effectiveness rather than just the meaning enables us to concentrate on issues of success, failure, and risk. Furthermore, it is not uncommon to examine the marketer side of marketplace performances, but the customer side is generally neglected or assumed to be more passive. In this paper, we explore some of the ways through which service providers and clients participate in a marketplace stage as a performancescape in order to have a successful co-constructed performance. We further maintain that the performative competencies of consumers can be as significant as that of marketers or service providers. Copyright © 2013 John Wiley & Sons, Ltd.

The use of Web 2.0 technologies in marketing classes: Key drivers of student acceptance

Abstract: With the proliferation in Web 2.0 technologies, many marketing educators are experimenting with new teaching and learning tools (e.g. Facebook, Twitter, YouTube and Second Life). The benefits of such technologies are often touted by scholars, and indeed, there is a good deal of evidence to support such a view. However, increasingly, educators are highlighting some of the limitations of technology in the learning environment. To draw parallels with other new product research in marketing, the adoption of new learning technologies is often not so widespread. The literature exhibits inconsistency about the willingness of students to adopt new technology in a learning environment, but no systematic research into the factors that affect technology acceptance yet exists. This research fills a gap in the literature by applying an augmented Technology Acceptance Model (TAM) to understand students' future intentions to adopt Twitter, a Web 2.0 technology shown to offer students a variety of benefits. By using partial least squares, the research shows that the main proximal driver of student adoption of Twitter is a utilitarian attitude. Students need to be convinced about ‘what's in it for me’, rather than persuaded about the technology's hedonic benefits. Other affective variables such as an individual's affinity with computers and risk tolerance were also found to be important drivers of perceived ease of use and perceived usefulness, the TAM's key antecedents. Copyright © 2013 John Wiley & Sons, Ltd.

Consumer's doppelganger: A role model perspective on intentional consumer mimicry

Abstract: This paper focuses on the consumer's doppelganger effect, the inclination of consumers to intentionally mimic other individuals' consumption behaviors. Taking a role model perspective, we look at the inclination of Israeli teenage girls to resonate with role models with whom they have unidirectional (study 1; N = 152) and bidirectional (study 2; N = 343) relationships. The findings demonstrate that consumers' doppelgangers have a strong inclination to intentionally emulate other individuals' consumption behavior when they perceive them as consumer role models, an assessment that is rooted in their view of these individuals as relevant. The contributions of this research relate to the study of mimicry, role modeling, and family consumption. Copyright © 2013 John Wiley & Sons, Ltd.

When multiple identities compete: The role of centrality in self‐brand connections

Abstract: The currentresearchprovidesa framework forunderstanding howcentralityimpactspeople’schoiceof brands andrelated brand connectedness. Motivated by the need to validate their self-image, individuals use brands to express and confirm their identities. The authors hypothesize that greater centrality of the identity to the self strengthens the connectedness an individual has for brands with value-expressive properties. Three studies using experimental designs examined whether people whose identity is central to their self-conception leads to stronger self-brand connectedness than peripheral identities. In study 1, the results showed that people whose shopping identity was central (versus peripheral) to their self-concept led to stronger self-brand connections. Study 2 replicated the findings of study 1 employing brand symbolism as a moderator. Brands high in symbolic properties led to stronger brand connections for an individual’s central identities compared with their peripheral identities. Study 3 replicated the influence of centrality on brand choice and self-brand connections by generalizing this effect toreference group identities. Collectively, the studies provide evidence that individuals integrate brand associations into their self-concept on the basis of both the centrality of the identity and the level of symbolism the brands holds for an identity. Copyright © 2013 John Wiley & Sons, Ltd.

Are boycott motives rationalizations

Abstract: Previous models of boycott motivation are incomplete because they only consider beliefs and attitudes. This article argues that consumers' proximity to the consequences of the critical actions of a company is the primary trigger of the desire to boycott. As consumers need to justify this desire, they search for supportive arguments. Thus, the arguments consumers give to explain why they are boycotting or not are pre-decisional rationalizations rather than independent rational considerations. Consequently, the paper suggests that scholars need to respecify the antecedents identified in prior studies. These constructs are mediator variables of the indirect influence of proximity on boycott participation. The paper tests the assumptions on the basis of survey data gathered from 544 consumers using the example of a real boycott that was called in response to factory relocation. The model proposed was tested by means of partial least squares regression analysis. The mediation hypotheses were examined using simple and multiple mediation tests. The empirical study confirms that boycott motives are mainly rationalizations of a pre-existing desire to boycott, which is contingent on proximity. Managerial implications and avenues for further research are proposed. Copyright © 2013 John Wiley & Sons, Ltd.

The direct and interactive effects of store‐level promotions on impulse purchase: Moderating impact of category familiarity and normative influences

Abstract: Marketing literature conceptually and empirically establishes the direct effects of different variables on impulse purchase. However, the simultaneous interactions between variables influencing impulse purchase are yet to be studied. This paper measures the direct effects of store-level promotions, brand equity, and price consciousness and also examines the interactive effects of store-level promotions and the moderating influence of category familiarity and normative influences. The results demonstrate the importance of simultaneous examination of interplay between different consumer and store-level variables. Collectively, the results provide substantial segmentation opportunities for manufacturers of branded goods and retailers. Copyright © 2013 John Wiley & Sons, Ltd.

How to stop binge drinking and speeding motorists: Effects of relational-interdependent self-construal and self-referencing on attitudes toward social marketing

Abstract: How can marketers stop speeding motorists and binge drinking? Two experiments show that the beliefs consumers have about the degree to which they define themselves in terms of their close relationships (i.e., relational-interdependent self-construal (RISC)) offer useful insights into the effectiveness of communications for two key social marketing issues—road safety (Study 1, New Zealand sample) and alcohol consumption (Study 2, English sample). Further, self-referencing is a mechanism for these effects. Specifically, people who define themselves in terms of their close relationships (high-RISCs) respond most favorably to advertisements featuring a dyadic relationship (two people), and this favorable response is mediated by self-referencing. In contrast, people who do not include close relationships in their sense of self (low-RISCs) respond most favorably to self-reference advertisements featuring solitary models.

Direct or indirect comparative ads: The moderating role of information processing modes

Abstract: Comparative advertising is widely used as a persuasion tool. Contemporary advertisers employ both direct (e.g. “Total Corn Flakes have more nutritional ingredients than Kellogg Corn Flakes”) and indirect comparative advertisements (e.g. “Total Corn Flakes have more nutritional ingredients than other corn flakes”) in their campaigns. Consumers process ads predominantly either through analytical (using reason and semantics) or imagery (using nonverbal, sensory representation of perceptual information) modes of processing. Drawing on extant research in advertising and information processing, we posit that direct comparisons are better suited for analytical processing while indirect ones are more amenable for imagery processing. Using a 2*2 factorial design (comparison format—direct/indirect; mode of information processing—analytical/imagery), we show that direct (indirect) comparative advertisements are more effective in reducing perceived manipulative intent, enhancing attitude toward the advertisement, and increasing the perceived differences between the brands for consumers using analytical (imagery) information processing modes. We add to the comparative advertising literature by identifying a moderator (mode of information processing) that influences the effectiveness of direct and indirect comparisons. Further, we study indirect comparisons when most extant research considers direct comparisons. Managerially, our work suggests that advertisers using comparative advertising should use direct comparisons under analytical processing conditions and use indirect comparisons under imagery processing conditions. Copyright © 2013 John Wiley & Sons, Ltd.

Old dogs, new tricks - rethinking country-image studies.

Abstract: In international marketing, countries are often conceptualised as image constructs that have an influence on product image formation. Destination image and country of origin image are held to account for bias in consumer perceptions towards products because of the country from which they originate. Studies in these areas are typically underpinned by attitude-based Likert or semantic differential scale methods, analysed using structural equation models. This paper achieves two key outcomes. Firstly, it adds to the small but growing body of literature that looks at the impact of tourism on post-tour, export product evaluations. Secondly, it compares this traditional attitude-based approach to country-image studies with an alternative associative network theory approach, operationalised with a free-choice, pick-any survey method, which is popular within the branding literature. We compare the two methods by applying each to the same set of respondents to establish if the two methods are complementary, and find they produce different outcomes that could have critical implications for how country-image studies are conceptualised and executed. Copyright © 2013 John Wiley & Sons, Ltd.

Disentangling the influence of attachment anxiety and attachment security in consumer formation of attachments to brands

Abstract: This research investigates the formation of consumer attachments to brands contingent upon their attachment anxiety and security. An experiment utilizes a consumer sample and real brands across four product categories (apparel, body care, consumer electronics, and soft drinks) to test the relations between consumer–brand identification and brand attachment dependent on attachment anxiety and attachment security. Consistent with previous research, the findings initially confirm that consumer–brand identification relates positively to brand attachment. Prior work is extended, however, by demonstrating that attachment anxiety has a strong influence on this relationship by moderating the effect of consumer–brand identification on brand attachment but only under low attachment security and with women. Implications relate to attachment research and brand management. Copyright © 2013 John Wiley & Sons, Ltd.

Point of purchase or point of frustration? Consumer frustration tendencies and response in a retail setting

Abstract: The research applies precepts from frustration theory to investigate frustration when a goal is blocked in a consumer context. Predictions are derived, and two studies are designed to investigate the goal-directed sequence following a blocked goal and the role of individual differences in frustration tolerance in a retail checkout encounter. The findings of the research suggest that when the goal of retail checkout is blocked, consumers adopt either adaptive or maladaptive resolution strategies. Those who take an adaptive approach return to goal-seeking behaviour, whereas those following the maladaptive path initially resolve their frustrations through resignation. That initial resolution strategy of resignation then produces a second wave of new blocks to goal attainment (helplessness, anger and self-preoccupation). Subsequently, the second wave of blocks is countered with a second set of resolution strategies (alteration, substitution, abandonment with acceptance or abandonment with suffering). The research findings also reveal that consumer frustration responses are associated with internal versus external blame and with social surroundings or who is watching the frustrating event unfold. The results likewise indicate that attitude toward the company and repatronage intentions are influenced by social surroundings and by individual differences in frustration tolerance (fairness, entitlement, gratification and achievement). Copyright © 2013 John Wiley & Sons, Ltd.

Consumer recycling: An ethical decision-making process

Abstract: Although recycling is often experienced as a moral dilemma, studies that systematically approach this issue from an ethical perspective are scarce. Moreover, previous studies have explored recycling by mainly using single ethical constructs, such as moral norms, values or obligations, rarely approaching it as an ethical decision-making process. Our study takes a more holistic approach and integrates the recycling literature with business ethics theory in order to develop a conceptual model of ethical decision making involved in recycling. The model is based on Jones' issue-contingent model and its key concept, that is, moral intensity, which we extend by adding altruism as an important personality trait that influences pro-social behaviour. The data were collected from a sample of 367 adult consumers, representative of the Slovenian population by gender and age. The hypotheses were tested using structural equation modelling. The results of our study confirmed the relationships between three key facets of ethical decision making: moral recognition, moral judgment and moral intention. Higher levels of moral recognition were found to lead to more positive moral judgments, which in turn positively influenced the formation of intentions to recycle. Moreover, moral intensity was found to be a significant predictor of moral recognition and moral judgment, while altruism was found to be a significant predictor of moral recognition. These findings hold important implications for public policy makers and social marketers who have to consider not only the consumer characteristics but also the issue characteristics in seeking to understand and influence consumer recycling. Copyright © 2013 John Wiley & Sons, Ltd.