As Good as New: Embarrassment and Consumers’ Preference for Used versus New Products

IF 1.8 Q3 BUSINESS

Journal of International Consumer Marketing Pub Date : 2023-10-17 DOI:10.1080/08961530.2023.2268286

Ruomeng Wu, Donald R. Gaffney, Frank R. Kardes, Shaobo (Kevin) Li, Meng Liu

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引用次数: 0

Abstract

AbstractThe condition of a product (i.e., being used or new) plays an important role in consumer judgment and purchase decisions, yet this phenomenon has been relatively under-researched. Using an experimental approach, this study investigates the effect of embarrassment on choice of used and new products. We demonstrate that due to the embarrassment associated with buying used products, Chinese consumers are more likely than their US counterparts to choose new products over used ones. Furthermore, we find that this difference can be attenuated by reframing used products positively as antiques. Our findings enrich the theoretical understanding of consumer behavior across cultures, offer important managerial implications, and provide novel insights into future research directions.Keywords: Cultureproduct conditionsecondhandembarrassmentframing AcknowledgmentThe authors wish to thank Mengmeng Liu for her assistance and constructive feedback.Disclosure statementNo potential conflict of interest was reported by the author(s).Additional informationFundingThis research was supported by research grants from National Natural Science Foundation of China (No. 72102099) awarded to Shaobo (Kevin) Li.

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和新的一样:尴尬和消费者对旧产品和新产品的偏好

摘要产品的状态(即使用状态或新状态)在消费者判断和购买决策中起着重要作用，但这一现象的研究相对较少。本研究采用实验方法，探讨了尴尬对旧产品和新产品选择的影响。我们的研究表明，由于购买二手产品的尴尬，中国消费者比美国消费者更有可能选择新产品而不是二手产品。此外，我们发现这种差异可以通过将使用过的产品积极地重新定义为古董来减弱。我们的发现丰富了对跨文化消费者行为的理论理解，提供了重要的管理启示，并为未来的研究方向提供了新的见解。关键词:文化产品条件二手尴尬框架致谢感谢刘梦梦的帮助和建设性的反馈。披露声明作者未报告潜在的利益冲突。本研究得到国家自然科学基金项目(No. 72102099)李少博(Kevin)的资助。

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来源期刊

Journal of International Consumer Marketing BUSINESS-

CiteScore

7.60

自引率

6.10%

发文量

期刊介绍： The Journal of International Consumer Marketing examines consumer and organizational buyer behavior on a cross-cultural/national and global scale combining up-to-date research with practical applications to help you develop an action plan for successful marketing strategy development. Business professionals, policymakers, and academics share insights and "inside" information on a wide range of cross-cultural marketing issues, including international business customs, negotiating styles, consumer brand loyalty, price sensitivity, purchasing and leasing, consumer satisfaction (and dissatisfaction), and advertising.