Behavioral Marketing最新文献

{"title":"Consumer-Retailer Emotional Attachment: Some Antecedents and the Moderating Role of Attachment Anxiety","authors":"P. Vlachos, A. Theotokis, K. Pramatari, Adam P. Vrechopoulos","doi":"10.1108/03090561011062934","DOIUrl":"https://doi.org/10.1108/03090561011062934","url":null,"abstract":"Brands enjoy significant benefits with emersion in emotionally strong relationships. These benefits include positively biased brands perceptions, devaluation of alternatives, true brand loyalty, and positive word-of-mouth communication, among others. The present study investigates the phenomenon of emotional attachment in the consumer-brand dyad and in the context of in-store grocery retailing. Specifically the study investigates the next set of questions. Is brand emotional attachment an important strategic goal for grocery retailers? In which strategic assets should the retailer invest in order to build emotional connections with its customers? Does context matter with respect to personality characteristics? Rooted in the theoretical framework of brand attachment, adult attachment, and place attachment literatures, the present study investigates service brand emotional attachment determinants, consequences, and the moderating effects of relationship anxiety. Results identify brand trust, employees trust, interpersonal likeability, enjoyment, brand self-expressiveness, place dependence, and place identity as significant predictors of consumer-brand emotional attachment. Emotional attachment is itself in turn a strong predictor of behavioral loyalty, while relationship anxiety appears to multiply the effects of emotional attachment on behavioral loyalty.","PeriodicalId":321301,"journal":{"name":"Behavioral Marketing","volume":"28 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2010-09-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134017097","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Recommendation Networks and the Long Tail of Electronic Commerce","authors":"Gal Oestreicher-Singer, A. Sundararajan","doi":"10.2139/ssrn.1324064","DOIUrl":"https://doi.org/10.2139/ssrn.1324064","url":null,"abstract":"It has been conjectured that the peer-based recommendations associated with electronic commerce lead to a redistribution of demand from popular products or \"blockbusters\" to less popular or \"niche\" products, and that electronic markets will therefore be characterized by a \"long tail\" of demand and revenue. We test this conjecture using the revenue distributions of books in over 200 distinct categories on Amazon.com and detailed daily snapshots of co-purchase recommendation networks that products of these categories are situated in. We measure how much a product is influenced by its position in this hyperlinked network of recommendations using a variant of Google's PageRank measure of centrality. We then associate the average influence of the network on each category with the inequality in the distribution of its demand and revenue, quantifying this inequality using the Gini coefficient derived from the category's Lorenz curve. We establish that categories whose products are influenced more by the recommendation network have significantly flatter demand and revenue distributions, even after controlling for variation in average category demand, category's size and price differentials. Our empirical findings indicate that doubling the average network influence on a category is associated with an average increase of about 50% in the relative revenue for the least popular 20% of products, and with an average reduction of about 15% in the relative revenue for the most popular 20% of products. We also show that this effect is enhanced by higher assortative mixing and lower clustering in the network, and is greater in categories whose products are more evenly influenced by recommendations. The direction of these results persists over time, across both demand and revenue distributions, and across both daily and weekly demand aggregations. Our work illustrates how the microscopic economic data revealed by online networks can be used to define and answer new kinds of research questions, offers a fresh perspective on the influence of networked IT artifacts on business outcomes, and provides novel empirical evidence about the impact of visible recommendations on the long tail of electronic commerce.","PeriodicalId":321301,"journal":{"name":"Behavioral Marketing","volume":"18 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2010-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130322041","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Better Think Before Agreeing Twice. Mere Agreement: A Similarity-Based Persuasion Mechanism","authors":"M. Pandelaere, B. Briers, S. Dewitte, L. Warlop","doi":"10.2139/ssrn.1148126","DOIUrl":"https://doi.org/10.2139/ssrn.1148126","url":null,"abstract":"The present paper shows that people’s compliance with a request can be substantially increased if the requester first gets them to agree with a series of statements unrelated to the request, but selected to induce agreement. We label this effect the ‘mere agreement effect’, and present a two-step similarity-based mechanism to explain it. Across five studies, we show that induced mere agreement subtly causes respondents to view the presenter of the statements as similar to themselves, which in turn increases compliance with a request from that same person. We support the similarity explanation by showing that the effect of agreement on compliance is suppressed when agreement is induced to indicate dissimilarity with the interviewer, when the request is made by some other person, and when the artificially high level of agreement is made salient. We also validate the practical relevance of the mere agreement persuasion technique in a field study. We discuss how the mere agreement effect can be broadly used as a tool to increase cooperation and be readily implemented in marketing interactions.","PeriodicalId":321301,"journal":{"name":"Behavioral Marketing","volume":"47 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2010-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116439232","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The Impact of Emotional Product Attributes on Consumer Demand: An Application to the U.S. Motion Picture Industry","authors":"Lona Fowdur, Vrinda Kadiyali, V. Narayan","doi":"10.2139/ssrn.1407520","DOIUrl":"https://doi.org/10.2139/ssrn.1407520","url":null,"abstract":"Demand for products is often modeled as a function of product attributes. We propose that demand for experiential or hedonic products be modeled also as a function of “emotional product attributes” or emotions that a product might elicit from consumers. Our category of interest is the U.S. motion picture industry. We calibrate emotional attributes of a movie by mapping a movie’s plot keywords on a list of human emotions by using a word pattern recognition method called Latent Semantic Analysis (LSA). We propose a factor model to reduce this multidimensional representation of correlated emotional attributes to two factors - “emotional complexity” and “negative emotions”. These two factors are simultaneously incorporated in a random-utility choice model of 982 movies released in theaters in 1999-2005. We find that consumers prefer movies with greater emotional complexity. Demand for movies with negative emotions is moderated by consumers’ sense of well-being, as measured by the Consumer Confidence Index. Importantly, our method of capturing emotional product attributes is simple, off-the-shelf, inexpensive, and scalable to studying markets with a large number of products. Substantively, our findings combine insights from economics and psychology, and are of interest to studios and theaters in their production and release timing decisions.","PeriodicalId":321301,"journal":{"name":"Behavioral Marketing","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2009-05-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129455927","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Consumer Acceptance of RFID-Enabled Services: A Model of Multiple Attitudes, System Characteristics and Individual Traits","authors":"K. Pramatari, A. Theotokis","doi":"10.2139/ssrn.1329907","DOIUrl":"https://doi.org/10.2139/ssrn.1329907","url":null,"abstract":"The introduction of emerging technologies in retailing and their infusion into the service encounter necessitates research to better understand consumer attitude toward the usage of technology into the service delivery systems. The capability of Radio Frequency Identification (RFID) technology to automatically and uniquely identify products makes this technology promising as an enabler of innovative consumer services. However there is limited research how consumers perceive the RFID-enabled service systems. The authors develop and empirically test a model that focuses on consumer attitudes towards technology-based services. Based on the pre-prototype user acceptance framework and using RFID as a focal technology, the model includes a hierarchy of three distinct consumer attitudes: towards the general service concept, towards the general technology-based service application and towards the RFID-enabled service. System characteristics as well as personality traits are included in the model. The partial least squares (PLS) method of structural equation modelling is used to analyze 600 questionnaires collected in consumer surveys in Greece and Ireland. The results of the study show that consumer attitude towards RFID-enabled services in retailing can be modelled as a confluence of multiple attitudes. The results also indicate that system-related factors - such as performance and effort expectancy - as well as individual traits - such as technology anxiety and information privacy concerns - affect consumer attitude towards technology-based and RFID-enabled services respectively.","PeriodicalId":321301,"journal":{"name":"Behavioral Marketing","volume":"5 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2009-01-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129581110","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Focusing on Desirability: The Effect of Decision Interruption and Suspension on Preferences","authors":"Wendy Liu","doi":"10.1086/592126","DOIUrl":"https://doi.org/10.1086/592126","url":null,"abstract":"This research examines the phenomenon of interruptions and suspensions in decision making. It is proposed that information processing may change from a bottom-up, data-driven to a top-down, goal-directed mode after an interruption, thereby affecting preferences. In particular, in decisions involving desirability and feasibility conflicts, because desirability is a superordinate goal to feasibility, four studies found that when a decision is interrupted and later resumed, people become more likely to favor highly desirable but less feasible consumption, such as a high-risk, high-reward option or a high-quality, high-price option. A reduced focus on feasibility is found to underlie this effect.","PeriodicalId":321301,"journal":{"name":"Behavioral Marketing","volume":"10 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2008-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129656626","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Growing Shopping Malls and Behavior of Urban Shoppers","authors":"D. Rajagopal","doi":"10.2139/ssrn.1299024","DOIUrl":"https://doi.org/10.2139/ssrn.1299024","url":null,"abstract":"Shopping malls contribute to business more significantly than traditional markets which were viewed as simple convergence of supply and demand. Shopping malls attract buyers and sellers, and induce customers providing enough time to make choices as well as a recreational means of shopping. However, competition between malls, congestion of markets and traditional shopping centers has led mall developers and management to consider alternative methods to build excitement with customers. This study examines the impact of growing congestion of shopping mall in urban areas on shopping conveniences and shopping behavior. Based on the survey of urban shoppers, the study analyzes the cognitive attributes of the shoppers towards attractiveness of shopping malls and intensity of shopping. The results of the study reveal that ambiance of shopping malls, assortment of stores, sales promotions and comparative economic gains in the mall attract higher customer traffic to the malls.","PeriodicalId":321301,"journal":{"name":"Behavioral Marketing","volume":"102 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2008-11-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115625068","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Wisdom: Exploring the Pinnacle of Human Virtues as a Central Link from Micromarketing to Macromarketing","authors":"David Mick, T. Bateman, R. Lutz","doi":"10.2139/ssrn.1272471","DOIUrl":"https://doi.org/10.2139/ssrn.1272471","url":null,"abstract":"The macromarketing system is largely the function of many micromarketing decisions made each day. But this connection has not been probed thoroughly in the macromarketing literature, and there is a need for conceptual frameworks that can successfully link the challenges of effective micromarketing with the laudable goals of the macromarketing field, which focuses on the interdependencies between marketing and society. To this end, we explore wisdom, the zenith of human virtues, through pertinent literature and in-depth interviews with executives nominated for their wise decision making. We discovered that wisdom in marketing is characterized by the recognition and management of five central paradoxes (e.g., the need for expertise versus the need to admit knowledge limitations and the need to enact authority and accountability versus the need for ego control). We discuss the implications of these findings for the theory, practice, and teaching of macromarketing and for basic wisdom theory.","PeriodicalId":321301,"journal":{"name":"Behavioral Marketing","volume":"662 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2008-09-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123982053","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"An Introspective Study of Local Diversities in Retail Purchase Behaviour to Formulate Retail Strategy for the Global Players","authors":"D. Datta, Mahua Datta","doi":"10.2139/ssrn.1154473","DOIUrl":"https://doi.org/10.2139/ssrn.1154473","url":null,"abstract":"The order of present day business being global, a constant adaptation and reinvention of marketing strategies is imperative so as to face the challenge of satisfying the local customers in the global markets. In the Retail sector, India is currently witnessing tremendous growth; but there has been a dismal performance by many owing to the fact that Westernised formats in India have been blindly followed and replicated without considering the abysmal differences in all types of macro and micro environmental factors. So it is obvious that we need to find out some solutions for the retails in India, keeping in mind the intrinsic differences in the people across the country in terms of culture, economic condition, purchase attitude and so on. This paper attempts to highlight the differences in Retail Purchase Factors across customers and suggest a way out for effective marketing in global markets with local orientation.","PeriodicalId":321301,"journal":{"name":"Behavioral Marketing","volume":"42 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2008-07-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130145856","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The Happiness of Giving: The Time-Ask Effect","authors":"Wendy Liu, Jennifer L. Aaker","doi":"10.2139/ssrn.1292548","DOIUrl":"https://doi.org/10.2139/ssrn.1292548","url":null,"abstract":"This research examines how a focus on time versus money can lead to two distinct mindsets that impact consumers' willingness to donate to charitable causes. The results of three experiments, conducted both in the lab and in the field, reveal that asking individuals to think about \"how much time they would like to donate\" (versus \"how much money they would like to donate\") to a charity increases the amount that they ultimately donate to the charity. Fueling this effect are differential mindsets activated by time versus money. Implications for the research on time, money and emotional well-being are discussed.","PeriodicalId":321301,"journal":{"name":"Behavioral Marketing","volume":"37 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2008-05-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133219989","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}