Showing papers in "Psychology & Marketing in 2021"
TL;DR: In psychology and marketing, the authors presented a method to identify the most salient features of a person's personality in order to predict her behavior in the future. https://doi.org/10.1002/mar.21457
Abstract: Article published in Psychology and Marketing available open access at https://doi.org/10.1002/mar.21457
107 citations
82 citations
TL;DR: In this paper, the authors compared SMIs to Celebrity Brand Endorsers and found that SMIs act as a route to brand engagement and were more likely to act as influencers than celebrities.
Abstract: ................................................................................................................................. iii ACKNOWLEDGEMENT ........................................................................................................... iv CHAPTER 1: INTRODUCTION ................................................................................................ 1 CHAPTER 2: LITERATURE REVIEW ................................................................................... 2 2.1 Consumer Engagement with Brands ..................................................................................... 2 2.2 Social Media Influencers ...................................................................................................... 6 2.3 SMIs Compared to Celebrity Brand Endorsers .................................................................. 10 2.4 User Generated Content ...................................................................................................... 14 2.5 Parasocial Interaction Theory ............................................................................................. 16 2.6 Opinion Leaders .................................................................................................................. 18 CHAPTER 3: METHOD ........................................................................................................... 22 3.1 General Information on Method, Context, and Data: Mixed Method ................................ 22 3.2 Collecting the data .............................................................................................................. 23 3.3 Data Analysis Process ......................................................................................................... 26 3.3.1 Cognitive Processing Analysis Process ....................................................................... 27 3.3.2 Affection Process ......................................................................................................... 28 3.2.3 Activation Process ....................................................................................................... 29 3.4 Results for Top-Down Approach ........................................................................................ 29 3.4.1 Cognitive Processing Results ....................................................................................... 29 3.4.2 Affection Results ......................................................................................................... 33 3.4.3 Activation Results ........................................................................................................ 37 3.5 Method for Second Part: Bottom Up Approach ................................................................. 40 3.6 Results from Second Part: Bottom-Up Approach ............................................................... 41 CHAPTER 4: DISCUSSION ..................................................................................................... 50 4.1 Social Media Influencers as a route to brand engagement ................................................. 50 4.2 How SMIs act as a route to brand engagement ................................................................... 52
71 citations
71 citations
TL;DR: Yogesh K. Dwivedi et al. as mentioned in this paper investigated the effect of humanto-machine interaction and human-to-human interaction towards cognitive absorption and its subsequent effect on trust, experience, and continuation intention in the context of services.
Abstract: Correspondence Yogesh K. Dwivedi, Department of Business, Emerging Markets Research Centre (EMaRC), School of Management, Swansea University Bay Campus, Fabian Way, Swansea, SA1 8EN, UK. Email: ykdwivedi@gmail.com, y.k.dwivedi@ swansea.ac.uk Abstract The growth of artificial intelligence (AI) and its applications in business has proliferated in recent years. Businesses have started adopting various technology practices relevant to automation and AI, and research investigating this phenomenon is becoming increasingly important. Taking this as a cue, the present research investigates the effect of human‐to‐machine interaction and human‐to‐human interaction towards cognitive absorption and its subsequent effect on trust, experience, and continuation intention in the context of services. The study built a 3 × 3 factorial design with automated chatbots (machine interaction) and service executives (human interaction) used as a stimulus in the experiment. Data collected from 410 respondents were analyzed using structural equation modeling to test the proposed hypotheses. The findings indicated that human‐to‐machine interaction influences cognitive absorption more positively compared to human‐to‐human interactions. The study results also provide evidence for the role of the trust, experience, and technology continuation intention in a technology background rooted in human‐machine interactions. The present study adds a valuable contribution to the existing literature relevant to human‐to‐machine interaction, cognitive absorption, trust, experience, and continuation intention. The study also provides valuable inputs to technology and marketing managers.
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TL;DR: In this paper, a meta-analytic approach was adopted to gather and make sense of inconsistent and mixed empirical findings reported in the literature, which showed that risk perceptions trigger privacy concerns while benefit perceptions, familiarity, reputation, privacy policy, and trust mitigate privacy concerns which in turn affect customer attitude and usage of e-commerce platforms.
Abstract: Whilst the rapid advancement of technology in the 21st century has facilitated the online collection, storage, retrieval, manipulation, and transmission of individuals' personal information, it has also led to a concomitant rise in privacy concerns amongst e-commerce users. Although privacy concerns have received considerable attention in the e-commerce literature, to date, empirical research has tended to report somewhat erratic and inconsistent findings in the context of consumer privacy. Accordingly, the relationships between the antecedents, privacy concerns, and the outcome variables in e-commerce contexts remains unclear. To remedy such deficiencies in the literature, this study adopts the meta-analytic approach to gather and make sense of the inconsistent and mixed empirical findings reported in the literature. The findings show that risk perceptions trigger privacy concerns while benefit perceptions, familiarity, reputation, privacy policy, and trust mitigate privacy concerns which in turn affect customer attitude and usage of e-commerce platforms. To investigate the possible reasons for inconsistent findings, we performed a moderation analysis which suggests that methodological moderators, that is, type of article, research methods, and sample type; and contextual moderators, i.e. country where the study was carried out, and gender dominance in a sample set, can cause inconsistencies in the findings. Theoretically, this meta-analysis contributes to the Antecedents; Privacy Concerns; Outcome variables (APCO) Model, and the literature on consumer privacy in the context of e-commerce. Practically, the findings provide guidelines to e-commerce businesses to effectively address customers' privacy concerns.
TL;DR: A new framework for understanding customers' responses to online service failure and recovery strategies during the Covid‐19 pandemic is proposed by examining how marketing policies generate different social impacts during a crisis situation which facilitate the achievement of customer satisfaction and positive outcomes.
Abstract: While the debate on online service failure and recovery strategies has been given considerable attention in the marketing and information systems literature, the evolving Covid-19 pandemic has brought about new challenges both theoretically and empirically in the consumption landscape. To fully understand customers' responses to service failure during a crisis we asked 70 millennials from three European Countries?Italy, France, and the UK?to describe their responses to service failure during the Covid-19 pandemic (30 completed a 4-week diary and 40 completed a 4-week qualitative survey). Drawing on phenomenological, constructivist, and hermeneutical approaches, and utilizing an actor?network theory perspective, the current study proposes a new framework for understanding customers' responses to online service failure and recovery strategies during the Covid-19 pandemic. Conclusions highlight implications for theory, policy, and management practice through extending comprehensions of service failure recovery processes by examining how marketing policies generate different social impacts during a crisis situation which facilitate the achievement of customer satisfaction and positive outcomes.
TL;DR: This article investigated the role of psychological power in consumer decision-making process and found that consumers are more likely to purchase low involvement than high-involvement products through VA technology, particularly when experiencing high-power states.
Abstract: This article investigates the consumer-voice assistant (VA) interaction in the context of food and beverage purchase choices and the role that psychological power plays in the consumer decisionmaking process. A series of experimental studies demonstrate that both involvement and the psychological condition of power meditate consumers’ willingness to purchase. As a result, we find that consumers are more likely to purchase low involvement than high-involvement products through VA technology, particularly when experiencing high-power states. This
research broadens our understanding of the role of VAs and their ability to shape the consumer decision-making process. With an explicit focus on power, this study illustrates how the success of voice commerce may largely rest on the promotion of low-involvement products that enable high-power psychological conditions which drive willingness to purchase.
TL;DR: In this article, the authors investigate the individual and combined impact of AR and VR on key marketing objectives and show that AR is more effective in stimulating purchase intentions than VR, due to its ability to support customers in fluent product-focused mental imagery.
Abstract: Despite the promise of augmented reality (AR) and virtual reality (VR) to help experiential retailers align online and offline experiences, guidance on choosing or combining these technologies is lacking. In three experiments, we address this research gap by investigating the individual and combined impact of AR and VR on key marketing objectives. First, we establish that AR is more effective in stimulating purchase intentions than VR, due to its ability to support customers in fluent product-focused mental imagery. Second, we demonstrate that VR is better suited for improving brand attitudes than AR, as it helps customers to form fluent context-focused mental imagery. Third, we show that AR and VR, in combination, can improve both purchase intentions and brand attitudes, but only when the order of deployment is sequenced as AR then VR. This is due to greater alignment with the customer's online-to-offline journey in experiential retail. When deployed the other way around, we observe a detrimental impact on purchase intentions and a potential harmful impact on brand attitudes. Our research offers a nuanced theoretical perspective of AR and VR in marketing and provides experiential retailers with evidence-based guidelines for leveraging AR and VR within their online retailing strategy.
TL;DR: In this paper, Brand Activist brands negotiate the boundaries of free speech to authenticate their positioning by conducting a comparative case study of 18 activist brands, identifying three controversial strategies: creating monstrous hybrids, challenging the establishment, and demonstrating exemplarity.
Abstract: Activist brands commonly engage in controversies to redefine which opinions and ideas are acceptable to express publicly. We conceptualize this practice as free speech boundary work, that is, negotiating the social norms defining which opinions and ideas are acceptable to express publicly. Thus, how can activist brands negotiate the boundaries of free speech to authenticate their activist positioning? By conducting a comparative case study of 18 activist brands, we identify three controversial strategies –creating monstrous hybrids, challenging the establishment, and demonstrating exemplarity– each of them challenging the boundaries of free speech through a distinct mechanism. The results show that whether these strategies authenticate brands’ activism depends on their ability to communicate brands’ moral competency, defined in terms of moral sensitivity, moral vision, and moral integration. This research contributes to the literature on brand activism by proposing an integrative framework that articulates the mechanisms underlying the reformative power of controversial brand activism. Second, we contribute to the literature on brand activism authentication by introducing a competency-oriented view that reveals the heterogeneous and multidimensional nature of activism authenticity and expands our conception of the spectrum of moral territories with which activist brands can engage.