Journal of Consumer Marketing最新文献

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Keeping promises in cause-related marketing campaigns: development and validation of promised impact evidence scale 在与事业相关的营销活动中信守承诺:制定和验证承诺影响证据量表
IF 2.8
Journal of Consumer Marketing Pub Date : 2024-02-29 DOI: 10.1108/jcm-11-2022-5705
Parthesh R. Shanbhag, Yogesh Pai P., Murugan Pattusamy, Gururaj Kidiyoor, Nandan Prabhu
{"title":"Keeping promises in cause-related marketing campaigns: development and validation of promised impact evidence scale","authors":"Parthesh R. Shanbhag, Yogesh Pai P., Murugan Pattusamy, Gururaj Kidiyoor, Nandan Prabhu","doi":"10.1108/jcm-11-2022-5705","DOIUrl":"https://doi.org/10.1108/jcm-11-2022-5705","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study aims to investigate the potential positive effects of cause-related marketing (CRM) campaigns that show evidence of commitment to espoused causes. It examines whether consumers respond positively when a CRM campaign promises to deliver proof of the espoused cause.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>This study adopted the grounded theory approach to conceptualize the promised impact evidence construct. A promised impact evidence scale was developed and validated using robust qualitative and quantitative methods, including item response theory estimates.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The study provides evidence for promised impact evidence as a reflective second-order latent construct. The promised impact evidence scale demonstrates strong internal consistency, reliability and validity. In addition, this study posits that promised impact evidence is an antecedent of advertising trust, purchase intention, advertising credibility and persuasive and selling intent.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This study positioned the promised impact evidence scale against the theoretical underpinnings of the persuasion knowledge model. Specifically, this scale contributes to existing knowledge because it applies the persuasion knowledge model in CRM campaigns by adopting an acceptance focus, as opposed to the rejection focus used in developing persuasion knowledge model scales.</p><!--/ Abstract__block -->","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":null,"pages":null},"PeriodicalIF":2.8,"publicationDate":"2024-02-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139977535","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}
引用次数: 0
The impact of financial and behavioural sunk costs on consumers’ choices 经济和行为沉没成本对消费者选择的影响
IF 2.8
Journal of Consumer Marketing Pub Date : 2024-02-29 DOI: 10.1108/jcm-06-2023-6099
Kármen Kovács
{"title":"The impact of financial and behavioural sunk costs on consumers’ choices","authors":"Kármen Kovács","doi":"10.1108/jcm-06-2023-6099","DOIUrl":"https://doi.org/10.1108/jcm-06-2023-6099","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The purpose of this paper is to develop a systematic literature review on the sunk cost effect from consumers’ perspectives. By applying a comprehensive approach, this paper aims to synthesise and discuss the impact of financial and behavioural sunk costs on consumers’ decisions, judgements and behaviour before and after purchasing. This study also identifies potential research avenues to inspire further studies.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Following a search in the Scopus and Web of Science databases, a systematic literature review was conducted by identifying and analysing 56 peer-reviewed articles published between 1985 and 2022 (November). Descriptive and content analysis was implemented based on the selected papers to examine and synthesise the effect of sunk costs on consumers’ choices, evaluations and actions in a comprehensive approach; uncover research gaps; and recommend paths for future research.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The research results found in the literature are discussed according to five related themes: factors affecting the sunk cost effect; the impact of past investments on purchasing decisions; consumers’ post-purchasing evaluation, behaviour and choices; the mental amortisation of price; and the sunk cost effect on loyalty and switching.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>The originality of this study lies in the comprehensive approach to the sunk cost effect from consumers’ perspectives. This review paper synthesises and discusses the research results found in the literature related to financial and behavioural sunk costs that can influence consumers’ decisions, judgements and behaviour before and after paying for a good or service.</p><!--/ Abstract__block -->","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":null,"pages":null},"PeriodicalIF":2.8,"publicationDate":"2024-02-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140006281","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}
引用次数: 0
Self-determination theory and customer revenge behavior: explaining how customers regulate their anger and revenge behavior 自我决定理论与顾客报复行为:解释顾客如何调节其愤怒和报复行为
IF 2.8
Journal of Consumer Marketing Pub Date : 2024-02-21 DOI: 10.1108/jcm-07-2018-2747
Nasser Shahrasbi, Mina Rohani, Mostafa Purmehdi, Ali Rajabzadeh Ghatari
{"title":"Self-determination theory and customer revenge behavior: explaining how customers regulate their anger and revenge behavior","authors":"Nasser Shahrasbi, Mina Rohani, Mostafa Purmehdi, Ali Rajabzadeh Ghatari","doi":"10.1108/jcm-07-2018-2747","DOIUrl":"https://doi.org/10.1108/jcm-07-2018-2747","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study aims to explore and empirically examine an integrative model of the customer revenge process by linking two well-established theories of self-determination theory (SDT) and appraisal theory.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>A survey of 901 respondents, followed by a post-hoc survey of 712 individuals, was conducted to examine the autonomous versus controlled orientations for revenge motivation.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The results show that customers’ orientation of motivation (OM) can regulate their revenge behavior (direct versus indirect) in case of service failures. Specifically, the interaction of OM components (i.e. autonomy, relatedness and competence) can play a significant role in the relationship between revenge predictors and revenge behavior. Implications for research and practice are discussed.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This paper offers a novel conceptual framework to explain the moderating effects of OM on the relationship between revenge predictors and revenge behavior. This study extends the application of SDT to the context of customer anger and revenge.</p><!--/ Abstract__block -->","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":null,"pages":null},"PeriodicalIF":2.8,"publicationDate":"2024-02-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139927832","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}
引用次数: 0
Testing the effects of moral intensity news frames on consumer boycott intention 检验道德强度新闻框架对消费者抵制意向的影响
IF 2.8
Journal of Consumer Marketing Pub Date : 2024-02-16 DOI: 10.1108/jcm-06-2022-5413
Olivia Stacie-Ann Cleopatra Bravo, Sindy Chapa
{"title":"Testing the effects of moral intensity news frames on consumer boycott intention","authors":"Olivia Stacie-Ann Cleopatra Bravo, Sindy Chapa","doi":"10.1108/jcm-06-2022-5413","DOIUrl":"https://doi.org/10.1108/jcm-06-2022-5413","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This exploratory research examined how emphasizing a brand’s unethical behaviour through high moral intensity news framing influences consumer boycott intention.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The hypotheses were tested and validated using two experimental studies that expose customers of real retail and personal care product brands to news articles that have high and low moral intensity news frames.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The results showed high moral intensity news framing’s positive effect on consumer boycott intention. The frame’s influence is moderated by moral awareness and partially mediated by perceived moral intensity and moral judgement. The findings suggest that consumers’ perception of the frame and their attitude towards the brand will have a substantial role in boycott intention.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>These research outcomes aid in the understanding of news framing effects on boycott intention, providing both insights for consumer activists and managerial implications for stewards of brands.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>While previous research have examined the impact of news frames on the typical audience, there has been relatively little focus on news framing’s impact on consumers and their decision to boycott brands. This study addresses this gap by applying the work on emphasis framing to a consumer decision-making context. It also introduces moral intensity framing to the news frame classification. In addition, this study expands current conceptualizations of individual ethical decision-making to help explain consumer boycott intent.</p><!--/ Abstract__block -->","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":null,"pages":null},"PeriodicalIF":2.8,"publicationDate":"2024-02-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139756369","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}
引用次数: 0
Delving into the behaviour of sharing economy consumers: a literature review 探究共享经济消费者的行为:文献综述
IF 2.8
Journal of Consumer Marketing Pub Date : 2024-02-16 DOI: 10.1108/jcm-01-2023-5799
Cecilia Grieco, Chiara Palagonia
{"title":"Delving into the behaviour of sharing economy consumers: a literature review","authors":"Cecilia Grieco, Chiara Palagonia","doi":"10.1108/jcm-01-2023-5799","DOIUrl":"https://doi.org/10.1108/jcm-01-2023-5799","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The impact of the sharing economy on traditional businesses has largely been analysed from both company and consumer perspectives. In the case of the latter, scholars have produced a rich field of research into different aspects of consumer behaviour and the way it is reshaped in these alternative consumption patterns. This study aims to provide a systematization of these studies and to develop a model for consumer behaviour in the sharing economy.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Following a three-step approach, a systematic literature review has been performed to analyse and classify 108 scientific papers about consumer behaviour in the sharing economy.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Four main research topics came up from the analysis: sharing approach, consumption pattern, post-purchase behaviour and sustainability. Basing on these clusters, the double-loop model of consumer behaviour in the sharing economy is presented and discussed.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>The research allows to provide scholars and practitioners with the state of the art on consumer behaviour in sharing economy and to draft future research avenues to orient research and practice in the field.</p><!--/ Abstract__block -->","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":null,"pages":null},"PeriodicalIF":2.8,"publicationDate":"2024-02-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139756497","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}
引用次数: 0
Does consumption values and ascribed responsibility predict attitudes towards sustainable luxury brands 消费价值观和责任感是否能预测人们对可持续奢侈品牌的态度
IF 2.8
Journal of Consumer Marketing Pub Date : 2024-02-09 DOI: 10.1108/jcm-05-2023-6058
Ekta Aggarwal, Anurupa B. Singh, Richa Misra
{"title":"Does consumption values and ascribed responsibility predict attitudes towards sustainable luxury brands","authors":"Ekta Aggarwal, Anurupa B. Singh, Richa Misra","doi":"10.1108/jcm-05-2023-6058","DOIUrl":"https://doi.org/10.1108/jcm-05-2023-6058","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The young generation (Gen Z and Millennials) has a different set of values that the brand needs to interpret better. There is evidence of a correlation between luxury brands and sustainability. The purpose of this study is to assess the impact of consumers’ consumption values (functional, experiential, and symbolic) and ethical values (ascribed responsibility) through flow experience (FE) on consumers’ attitudes towards sustainable luxury brands (SLB) in the young generation based on stimulus-organism-response theory.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The research design consists of Studies 1 and 2. Study 1 used a structured questionnaire on a sample of 396 respondents based on the scales of luxury consumption values. For Study 2, the authors collected 30 qualitative responses from the target group (young Indian shoppers who indulge in luxury fashion shopping frequently) via open-ended essays. PLS-SEM was used to test the hypothesised relationship.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>As per the results, functional values are the most significant predictors of FE, followed by AR, experiential values and symbolic values. The study also discovered that FE has a substantial influence on the formation of attitudes towards sustainable luxury fashion brands. The qualitative findings were in line with the quantitative findings, except that the respondents have reservations with respect to the authenticity of sustainable initiatives by the brands.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>As the young consumer represents the future development of the luxury market, it is crucial to fully comprehend their view with respect to consumption value and AR in an emerging economy like India, which constitutes one of the highest populations of young consumers. The new research framework will also assist luxury brand managers in the formulation of efficient brand marketing strategies for sustainable luxury apparel.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>Previous studies have mainly focused on FE in the context of the service industry. There are limited studies exploring the impact of achieving FE in framing the attitude towards sustainable luxury fashion brands. Academic research in the area so far has limited its scope to quantitative and a few qualitative studies, but this study provides a mixed-methods approach in a luxury setting, contributing to the study’s distinctiveness.</p><!--/ Abstract__block -->","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":null,"pages":null},"PeriodicalIF":2.8,"publicationDate":"2024-02-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139756376","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}
引用次数: 0
The effect of online company responses on app review quality 在线公司回复对应用程序评论质量的影响
IF 2.8
Journal of Consumer Marketing Pub Date : 2024-02-05 DOI: 10.1108/jcm-06-2023-6098
Qiuli Su, Aidin Namin, Seth Ketron
{"title":"The effect of online company responses on app review quality","authors":"Qiuli Su, Aidin Namin, Seth Ketron","doi":"10.1108/jcm-06-2023-6098","DOIUrl":"https://doi.org/10.1108/jcm-06-2023-6098","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This paper aims to investigate textual characteristics of customer reviews that motivate companies to respond (sentiment negativity and sentiment deviation) and how aspects of these company responses (response intensity, length and tailoring) affect subsequent customer review quality (comprehensiveness and readability) over time.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Leveraging a large data set from a leading app website (Shopify), the authors combine text mining, natural language processing (NLP) and big data analysis to examine the antecedents and outcomes of online company responses to reviews.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>This study finds that companies are more likely to respond to reviews with more negative sentiment and higher sentiment deviation scores. Furthermore, while longer company responses improve review comprehensiveness over time, they do not have a significant influence on review readability; meanwhile, more tailored company responses improve readability but not comprehensiveness over time. In addition, the intensity (volume) of company responses does not affect subsequent review quality in either comprehensiveness or readability.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This paper expands on the understanding of online company responses within the digital marketplace – specifically, apps – and provides a new and broader perspective on the motivations and effects of online company responses to customer reviews. The study also extends beyond the short-term focus of prior works and adds to literature on long-term effects of online company responses to subsequent reviews. The findings provide valuable insights for companies (especially those with apps) to enhance their online communication strategies and customer engagement.</p><!--/ Abstract__block -->","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":null,"pages":null},"PeriodicalIF":2.8,"publicationDate":"2024-02-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139677630","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}
引用次数: 0
Promoting access-based consumption practices through fashion renting: evidence from Italy 通过时尚租赁促进以获取为基础的消费实践:意大利的证据
IF 2.8
Journal of Consumer Marketing Pub Date : 2024-01-26 DOI: 10.1108/jcm-02-2023-5843
Elisabetta Savelli, Barbara Francioni, Ilaria Curina, Marco Cioppi
{"title":"Promoting access-based consumption practices through fashion renting: evidence from Italy","authors":"Elisabetta Savelli, Barbara Francioni, Ilaria Curina, Marco Cioppi","doi":"10.1108/jcm-02-2023-5843","DOIUrl":"https://doi.org/10.1108/jcm-02-2023-5843","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The purpose of this study is to extend the research on fashion renting (FR) by investigating how personal and social motives (i.e. “subjective norms”, “perceived behavioural control”, “sustainable orientation” and “FR benefits”) affect consumers’ attitudes and intentions towards it. In addition, personality traits are investigated as potential antecedents of FR, resulting in the proposal of an overall framework that combines the theory of planned behaviour with the trait theory approach.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Data were collected in Italy from a sample of 694 consumers, mainly females (88%), with an average age of 28.8 years and coming from all over the country. The collected data were then processed via structural equation modelling.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The results indicated that intention towards FR is influenced by attitude, which, in turn, is affected by social norms, perceived behavioural control, sustainable orientation and FR benefits. Furthermore, only fashion leadership acts as a direct antecedent of FR attitude, while the need for uniqueness and materialism plays critical roles as predictors of personal and social motives. Subjective norms and perceived behavioural control also serve as mediators of the significant relationships between personality traits and attitudes towards FR.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>The study provides useful implications for fashion rental companies in attracting consumers and offers a foundation for further research on transforming traditional consumption into a more sustainable one.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>The study presents new knowledge on the rental phenomenon in the fashion sector by responding to the call to deepen the analysis of factors that influence consumers’ adoption of FR from the perspectives of personal and social motives and personality traits.</p><!--/ Abstract__block -->","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":null,"pages":null},"PeriodicalIF":2.8,"publicationDate":"2024-01-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139557654","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}
引用次数: 0
How best to advertise low-fit brand extensions: a construal level theory perspective 如何更好地为低契合度品牌延伸做广告:构想水平理论视角
IF 2.8
Journal of Consumer Marketing Pub Date : 2024-01-15 DOI: 10.1108/jcm-02-2023-5839
Muhammad Rashid Saeed, Richard Lee, Larry Lockshin, Steven Bellman, Song Yang, Justin Cohen
{"title":"How best to advertise low-fit brand extensions: a construal level theory perspective","authors":"Muhammad Rashid Saeed, Richard Lee, Larry Lockshin, Steven Bellman, Song Yang, Justin Cohen","doi":"10.1108/jcm-02-2023-5839","DOIUrl":"https://doi.org/10.1108/jcm-02-2023-5839","url":null,"abstract":"\u0000Purpose\u0000Low-fit brand extensions offer several potential benefits, yet their success is challenging. Building on construal level theory, this study aims to investigate how different advertising appeals can improve the evaluations of low-fit brand extensions through two different processes (cognitive and affective).\u0000\u0000\u0000Design/methodology/approach\u0000Two experiments were conducted with US consumers. Study 1 used a 2 (extension fit: high, low) × 2 (ad appeal: abstract, concrete) between-subjects design. Study 2 applied a 2 (brand associations: promotion, prevention) × 2 (ad appeal: promotion, prevention) between-subjects design. Multivariate analyses and follow-up means comparisons were used to analyse data.\u0000\u0000\u0000Findings\u0000Study 1 found that an abstract ad appeal is more effective for promoting low-fit brand extension because it improves the perception of fit. Study 2 showed promotion vs prevention ad appeals lead to better evaluation of low-fit brand extensions when matched with parent brand associations (promotion vs prevention) in terms of construal level. This matching effect is underpinned by processing fluency.\u0000\u0000\u0000Research limitations/implications\u0000Ad appeals can influence low-fit brand extension evaluation by influencing the perception of fit (cognitive process) or processing fluency (affective process). Future research could consider different ad appeals and other construal related factors to generalise these findings.\u0000\u0000\u0000Practical implications\u0000Marketers can design different ad appeals to effectively advertise low-fit brand extensions. These findings can guide managers in the development of effective advertising strategies.\u0000\u0000\u0000Originality/value\u0000This research offers a new perspective on how ad appeals can enhance low-fit brand extension evaluation.\u0000","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":null,"pages":null},"PeriodicalIF":2.8,"publicationDate":"2024-01-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139437438","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}
引用次数: 0
Reverse contagion: role of empathy, narrative appeal, and intensity of previous misbehavior 反向传染:移情作用、叙事吸引力和先前不当行为的强度
IF 2.8
Journal of Consumer Marketing Pub Date : 2024-01-08 DOI: 10.1108/jcm-10-2022-5647
K.R. Jayasimha, Himanshu Shekhar Srivastava, K. Sivakumar, Manoharan Sivaraman
{"title":"Reverse contagion: role of empathy, narrative appeal, and intensity of previous misbehavior","authors":"K.R. Jayasimha, Himanshu Shekhar Srivastava, K. Sivakumar, Manoharan Sivaraman","doi":"10.1108/jcm-10-2022-5647","DOIUrl":"https://doi.org/10.1108/jcm-10-2022-5647","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study aims to explore consumer motivations to mitigate the contagion effect in access-based consumption after instances of prior customer misbehavior. Reverse contagion, demonstrated through customer citizenship behavior, entails using both firm-provided and personal resources to cocreate value, even in the presence of norm violations by others. The research delves into the influence of empathy, narrative appeal and past misbehavior severity on customer behavior, specifically in the context of reverse contagion.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Two scenario-based studies and a field study were used within the context of scooter-sharing to assess the conceptual model. Study 1 (<em>n</em> = 156) and Study 2 (<em>n</em> = 97) were conducted through surveys. Study 3 (<em>n</em> = 54) was a field study.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The results emphasize the crucial role of empathy in breaking the cycle of misbehavior contagion. Specifically, the findings suggest that narrative appeals have the potential foster greater empathy, encouraging customers to counteract the contagion. However, the intensity of prior misbehavior lessens the efficacy of narrative appeals in triggering reverse contagion, thereby moderating the mediating effect of empathy.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This study investigates reverse contagion stemming from customer misbehavior in accessed-based consumption. It delves into the impact of empathy, narrative appeal and previous misbehavior on the dynamics of value codestruction and cocreation. This comprehensive examination of these factors within a unified framework represents a new contribution to the literature. The results illuminate this intricate phenomenon, offering valuable insights for managers to address adverse customer behavior and harness the positive aspects of reverse contagion.</p><!--/ Abstract__block -->","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":null,"pages":null},"PeriodicalIF":2.8,"publicationDate":"2024-01-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139374309","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}
引用次数: 0
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