Journal of Consumer Marketing最新文献

{"title":"Cashbacks “In the nick of time”: consumers’ sensitivity to promotion delays and impact on promotion judgments","authors":"Rashmi Kumari, Aruna Divya Tatavarthy, Arvind Sahay","doi":"10.1108/jcm-10-2021-4968","DOIUrl":"https://doi.org/10.1108/jcm-10-2021-4968","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Given the growing acceptance of cashback offers (e.g. $10 PayPal cashback within 24 hours of the transaction) among retailers, this paper aims to understand how consumers evaluate them <em>vis-à-vis</em> traditional price-discounts and their subsequent impact on retailers’ promotional strategies.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Six experimental studies examine if and when consumers can discern differences in the time-of-reward-accrual (i.e. the waiting time associated with receiving promotional savings) of cashbacks and price-discounts. Building on evaluability theory, we propose that the time-of-reward-accrual of promotion is hard-to-evaluate. Put simply, consumers find it hard to assess the duration of waiting time associated with receiving promotions. Consequently, consumers’ perceptions of cashbacks <em>vis-à-vis</em> price-discounts can be influenced by whether they evaluate both promotions simultaneously [joint-evaluation (JE) mode] or independently [single-evaluation (SE) mode].</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The initial four studies show that the time-of-reward-accrual of promotions is hard-to-evaluate. Cashbacks appear just as appealing as price-discounts when consumers evaluate them independently (SE-mode) but lose their appeal when consumers view them alongside price-discounts (JE-mode). The next two studies further enhance the generalizability of our findings by replicating the observed effects for different purchase types (hedonic vs utilitarian) and varying promotional benefit levels (high vs low).</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>By shedding light on evaluations of time-of-reward-accrual of promotion, this paper adds a new dimension to research on promotions. The paper also extends the application of evaluability theory beyond domains such as hiring, fairness judgments and product bundle assessments. The paper presents evaluation mode as a boundary condition to explain contradictory predictions from prior research for consumers’ preferences for delayed vs immediate promotions.</p><!--/ Abstract__block -->","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":null,"pages":null},"PeriodicalIF":2.8,"publicationDate":"2024-06-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141529832","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":"Social media sharing disposition (SMSD) as a driver of consumer information-sharing behavior","authors":"Ainsworth Anthony Bailey, Mohamed Slim Ben Mimoun","doi":"10.1108/jcm-05-2023-6006","DOIUrl":"https://doi.org/10.1108/jcm-05-2023-6006","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Despite the continued focus on online sharing through social media, little consumer research has looked at this behavior as an independent construct or tried to determine how it relates to other consumer behaviors. Consequently, this study aims to explore the concept of social media sharing disposition (SMSD), proposes a measure of the construct, and, in five studies, assesses its reliability and validity and its relationship to other online and offline consumer behaviors.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Five studies using surveys were carried out to assess the SMSD construct. The studies gathered data to assess the properties and validities of SMSD, as well as its ability to assess offline and online sharing behavior.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The results indicate that SMSD is a useful construct that helps to explain people’s social media and offline sharing behavior, although its focus is primarily on social media sharing. It also displays convergent, discriminant and predictive validity. These results indicate that SMSD can be used to predict the likelihood of consumers sharing online information. They also confirm that SMSD works effectively in different cultural contexts. SMSD can also be used to assess consumer offline sharing behavior.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>There was neither an investigation of actual differences in behaviors among consumers in the number of posts or online reviews they undertook, based on SMSD, nor a study of whether individuals are more likely to incorporate brand information into their posts. Future research could explore these behaviors to determine whether they can be explained by SMSD. There was also no focus on a rationale for engaging in social media sharing; that is, there are no proposed antecedents of SMSD. Additional studies could assess antecedents of this construct.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>Marketers interested in engaging consumers as participants in the dissemination of online (electronic) information can segment and target consumers on the basis of SMSD. Therefore, it can be used to determine who should be targeted with information to disperse to other consumers. It is likely that there is a relationship between SMSD and social media influencer (SMI) activity, so it could also be used to identify SMIs among consumer bases. It can also be adapted and applied to understanding offline sharing behavior.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>The paper reports on SMSD and establishes that it is an additional construct that can help explain consumer information sharing. The construct relates to a social media context, where it may be increasingly difficult to identify consumers who engage in differential sharing of digital information.</p><!--/ Abstract__block -->","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":null,"pages":null},"PeriodicalIF":2.8,"publicationDate":"2024-06-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141508797","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":"How to mitigate the negative effect of PDB on DIY preference","authors":"Yuan Li, Matthias Ruefenacht, Peter Maas","doi":"10.1108/jcm-10-2022-5639","DOIUrl":"https://doi.org/10.1108/jcm-10-2022-5639","url":null,"abstract":"\u0000Purpose\u0000This paper aims to explore the negative effect of power distance belief (PDB) on do-it-yourself (DIY) preference. It extends previous studies by delving into the underlying mechanism and identifying three theoretically driven moderators that could mitigate this negative effect.\u0000\u0000\u0000Design/methodology/approach\u0000The paper uses secondary data at the country level and conducts three experiments involving participants from the USA and Germany.\u0000\u0000\u0000Findings\u0000The results suggest that the adverse impact of PDB on DIY preference exists through the underlying mechanism of attitude toward customer power. This negative effect can be mitigated when individuals with high PDB focus on status, find themselves in a position of low power or engage in activities within a private consumption setting.\u0000\u0000\u0000Practical implications\u0000For DIY companies, this study offers crucial insights into the impact of cultural values on consumers’ DIY preferences. By customizing their marketing communications, companies can resonate with high PDB customers more effectively.\u0000\u0000\u0000Originality/value\u0000This research enhances DIY literature by introducing novel moderators within a theoretical framework, explaining why DIY preference might be low among individuals with high PDB and suggests ways to attenuate this effect.\u0000","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":null,"pages":null},"PeriodicalIF":2.8,"publicationDate":"2024-06-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141335025","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":"Centrality of sensory attributes in brand extension evaluations","authors":"Samuel Babu Sekar, Sajeev Varki, Yasmeen Elsantil","doi":"10.1108/jcm-11-2021-5016","DOIUrl":"https://doi.org/10.1108/jcm-11-2021-5016","url":null,"abstract":"\u0000Purpose\u0000Compared to typical brand extension research focusing on functional and symbolic attributes, this paper aims to examine brand extensions based on a brand's primary sensory attributes. Specifically, this paper investigates the interplay between brand equity and primary sensory attributes in shaping consumers' evaluations of brand extensions.\u0000\u0000\u0000Design/methodology/approach\u0000This study investigates the impact of primary or central sensory attributes on brand extension evaluations for brands with differing brand equities. The authors conducted two experiments preceded by seven pretests to develop and validate the stimulus materials. The authors aim to contribute to understanding how sensory and brand-related factors influence consumers' evaluations of brand extensions.\u0000\u0000\u0000Findings\u0000In these experiments, the authors find that a parent brand's central/dominant sensory attribute allows the parent brand to successfully extend into functionally unrelated categories. For example, Dove’s central attribute of touch allows it to extend successfully into categories such as towels and shaving razor. However, it does not perform as well as Irish Spring (known for smell) in categories such as cologne and scented fabric softener, where Irish Spring's central attribute of smell is more relevant. Interestingly, Irish Spring, a lower equity brand, outperforms Dove in smell-related extensions, indicating that sensory attributes can counter the impact of lower brand equity if the sensory attribute is relevant to the extension category.\u0000\u0000\u0000Originality/value\u0000This study investigates brand extensions based on sensory attributes such as smell and touch instead of typical brand extensions based on functional and symbolic attributes. In particular, the authors examine whether the perceived fit between the parent brand’s dominant sensory attribute and the extended category (i.e. sensory fit) is more important than the parent brand's equity in the evaluation of brand extensions.\u0000","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":null,"pages":null},"PeriodicalIF":2.8,"publicationDate":"2024-06-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141371914","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":"Co-creation and brand happiness: insights from a Korean perspective","authors":"Benjamin Nobi","doi":"10.1108/jcm-08-2023-6185","DOIUrl":"https://doi.org/10.1108/jcm-08-2023-6185","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Extant literature has extensively explored the factors driving consumer emotions. This study aims to contribute to the ongoing discourse by elucidating the influence of co-creation on consumer emotions. Specifically, this investigation seeks to probe how co-creation activities, orchestrated by firms, impact consumers' emotional experiences, with a particular emphasis on brand happiness. By addressing this research gap, the author aims to shed light on the understudied domain of co-creation's effects on consumer emotions, notably brand happiness, a subject that warrants further investigation in prior scholarly works.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Using surveys as the primary data collection method, the author assesses consumer perceptions, emotions and brand social responsibility. The initial study aims to discern the mediating role of brand social responsibility in the link between co-creation and brand happiness. Subsequently, the second study evaluates the moderating effect of brand social responsibility in the relationship between co-creation and brand happiness. These systematic investigations enable us to uncover the intricate dynamics between co-creation, brand social responsibility and consumers' emotional experiences, culminating in a deeper understanding of the phenomena at play.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The empirical findings of this study unveil the substantial impact of co-creation on consumers' brand happiness. Engaging in co-creation with a brand leads to a notable elevation in consumers' perceptions of the brand's social responsibility. Importantly, this heightened perception of brand social responsibility positively influences their emotional affinity toward the brand, resulting in increased happiness. Furthermore, this investigation sheds light on an intriguing aspect – the role of an individual's personal expressiveness. It accentuates how personal expressiveness acts as an augmenting factor, strengthening the effect of co-creation on brand happiness.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This research addresses the relatively underexplored topic of brand happiness, which constitutes a fundamental aspect of consumers' experiences. By shedding light on the intricate interplay between co-creation, consumer emotions and happiness, this research introduces an essential theoretical framework that emphasizes the pivotal role of co-creation in driving consumer emotional experiences and overall happiness. As such, this study presents a comprehensive and valuable contribution to the growing body of knowledge in consumer behavior and marketing.</p><!--/ Abstract__block -->","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":null,"pages":null},"PeriodicalIF":2.8,"publicationDate":"2024-06-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141252890","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":"A meta-analysis of antecedents and consequences of green trust","authors":"Sumedha Chauhan, Sandeep Goyal","doi":"10.1108/jcm-10-2023-6335","DOIUrl":"https://doi.org/10.1108/jcm-10-2023-6335","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Increasing demand for goods and services strains environmental sustainability, driving interest in green products. Trust in these products is vital for adoption. Scholars have examined factors affecting green trust, but a comprehensive framework involving cognitive and affective factors as antecedents and behavioral outcomes as consequences is lacking. This study aims to address this gap and introduces cultural and socio-demographic variables as moderators.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The study consolidates the outcomes of 79 empirical publications on green trust and conducts a meta-analysis.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>All the cognitive and affective factors and behavioral outcomes are significantly associated with green trust. The moderator analysis provides many valuable insights as it highlights the context dependency of various relationships of green trust.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>Using an extensive literature review, this study introduces an integrated framework that clarifies the antecedents and consequences of green trust. This work enriches the existing body of knowledge by investigating the influence of cultural and socio-demographic factors as moderators on these relationships, offering significant insights into the realm of green trust.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>This research yields valuable guidance for providers of green products/services, shedding light on the factors that foster trust in their offerings and emphasizing the importance of customized strategies that take into account cultural and socio-demographic variables.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This is an original study that contributes to the green trust literature.</p><!--/ Abstract__block -->","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":null,"pages":null},"PeriodicalIF":2.8,"publicationDate":"2024-06-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141252806","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 influence of electronic word of mouth on green cosmetics purchase intention: evidence from young Vietnamese female consumers","authors":"Thuy Thi Thu Nguyen, Yam B. Limbu, Long Pham, Miguel Ángel Zúñiga","doi":"10.1108/jcm-11-2022-5709","DOIUrl":"https://doi.org/10.1108/jcm-11-2022-5709","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study aims to examine the direct and indirect influence of electronic word of mouth (eWOM) on green cosmetics purchase intention of young Vietnamese female consumers through health concern, environmental concern and the theory of planned behavior (TPB) factors.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Data were collected from a survey of Vietnamese young female consumers that were analyzed using a partial least squares structural equation modeling.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The results reveal that eWOM has a direct effect on consumers’ purchase intention of green cosmetics. Among TPB factors, attitude was a greater influential predictor of purchase intention than subjective norms. However, the influence of perceived behavioral control on purchase intention was not supported. There were significant indirect effects of eWOM on purchase intention through the mediation of health concern, environmental concern and attitude.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>Therefore, the findings of this study are relevant for marketers and managers as they provide valuable insights into understanding the motivational factors of consumers’ green cosmetics purchase intention. The results highlighted that eWOM could increase young female consumers’ environmental concern and health concern, which, in turn, influence a positive attitude toward green cosmetics. Hence, eWOM is a powerful vehicle for environmental and health messages; also, it can be an important channel of sensitization toward environmental and health issues and motivation of proenvironmental behavior and healthy lifestyle.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>The study contributed to the literature by confirming the utility of the TPB model in predicting young women’s green cosmetics purchases in the context of Vietnam, an emerging market, which has largely been overlooked in the literature. The findings show that eWOM has a direct influence on green cosmetics purchase intentions of young Vietnamese female consumers and indirectly eWOM through health concern, environmental concern and two TPB factors (attitude and subjective norms).</p><!--/ Abstract__block -->","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":null,"pages":null},"PeriodicalIF":2.8,"publicationDate":"2024-05-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140928596","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":"Anthropomorphised or not? Natural-organic logo’s impact on product value perceptions and consumers’ willingness to pay","authors":"Kenneth Fu Xian Ho, Liudmila Tarabashkina, Fang Liu","doi":"10.1108/jcm-09-2022-5629","DOIUrl":"https://doi.org/10.1108/jcm-09-2022-5629","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Building on associative priming, anthropomorphism and biophilia theories, this study aims to explain that a natural–organic (that shows a natural object) and an anthropomorphised natural–organic logo (that shows an anthropomorphised natural object) both act as primes and imbue specific product value perceptions, which subsequently influence willingness to pay a premium price when products have not been used by or are unfamiliar to consumers.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Two between-subjects experiments were conducted with different products (one with real, but unfamiliar to consumers brand and another with a fictitious brand). Structural equation modelling was used to test the hypotheses.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Experimental studies showed that natural–organic logos evoked stronger utilitarian (functional and economic) value perceptions, which triggered greater willingness to pay a premium price compared to anthropomorphised natural–organic logos. The effect of hedonic (emotional and novelty) values on willingness to pay a premium price was stronger when an anthropomorphised natural–organic logo was used.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>This research offers novel theoretical contributions highlighting the importance of careful logo design to imbue desired value perceptions when products have not been consumed or trialled.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>Anthropomorphised natural–organic and natural–organic logos can provide different benefits to brand managers and can be used strategically to form desired value perceptions before products are consumed. Brands that wish to enhance premium pricing via hedonic values should consider using an anthropomorphised natural–organic logo. Natural–organic logos may be more suitable for brands that want to emphasise superior utilitarian values.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>To the best of the authors’ knowledge, this research provides the first empirical assessment of the differential effects of the two forms of natural–organic logos on value perceptions and willingness to pay premium price.</p><!--/ Abstract__block -->","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":null,"pages":null},"PeriodicalIF":2.8,"publicationDate":"2024-05-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140928627","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":"Linking fear of missing out and psychological well-being: a multi-country study","authors":"Shalini Srivastava, Bikramjit Rishi, Rakesh Belwal","doi":"10.1108/jcm-02-2023-5837","DOIUrl":"https://doi.org/10.1108/jcm-02-2023-5837","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study aims to understand the association between the fear of missing out (FOMO) and its impact on psychological well-being (PWB). The mediating effect of anxiety and moderating effects of social media engagement (SME) and resilience on the association mentioned above are also examined.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The study used a mix of attachment theory and cognitive-motivational-relational theory to understand the hypothesized relationship using a diverse sample of international respondents from South Asia, South East Asia and the Middle East. The data from 612 respondents was collected using SurveyMonkey. The authors have used Hayes’ PROCESS Macro to test the hypothesised relationships.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The results revealed that anxiety acts as a mediator between FOMO and PWB, while SME and resilience act as moderators in reducing the impact of FOMO on anxiety and the impact of anxiety on PWB, respectively.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>The work extends the existing theorization and points out the merits of using SME and resilience as moderators and anxiety as a mediator for understanding the association between FOMO and PWB.</p><!--/ Abstract__block -->","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":null,"pages":null},"PeriodicalIF":2.8,"publicationDate":"2024-05-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140928448","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":"Inaction inertia in online shopping: impact of promotional formats and sequence","authors":"Ying-Feng Kuo, Hsin-Hsien Liu, Tso-Hao Shen","doi":"10.1108/jcm-10-2023-6355","DOIUrl":"https://doi.org/10.1108/jcm-10-2023-6355","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Inaction inertia occurs when people are less likely to act on a similar but inferior option after missing a superior opportunity, compared to if they had not missed out. This study aims to explore how promotional formats and their sequence affect the inaction inertia effect in online shopping, under the assumption of economic equivalence.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The authors performed two online experiments and analyzed the data by analysis of variance.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The findings indicate that, under the premise of economic equivalence: Monetary promotions exhibit a higher inaction inertia effect on consumers than nonmonetary promotions. When consumers miss a more favorable promotion and subsequently encounter a relatively less attractive one presented in a different promotional format, the inaction inertia effect is lower than when reencountering the same promotion format. When consumers miss a better monetary promotion and presently encounter a relatively less attractive nonmonetary promotion, the inaction inertia effect is lower than when they miss a superior nonmonetary promotion and currently encounter a relatively less attractive monetary promotion.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This study reveals the sequence effects of promotional formats, indicating that nonmonetary promotions following monetary ones effectively reduce inaction inertia. A strategically sequenced set of formats enhances consumer recommendations, mitigating inaction inertia. These findings open new research paths, providing insights into the impact of promotional format sequences on the inaction inertia effect. Consequently, this knowledge helps e-retailers in implementing effective promotional strategies and driving online purchases.</p><!--/ Abstract__block -->","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":null,"pages":null},"PeriodicalIF":2.8,"publicationDate":"2024-04-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140812661","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}