Journal of Consumer Marketing最新文献

{"title":"Exploring the role of innovation attributes on mobile payment adoption","authors":"D. Arli, Marat Bakpayev","doi":"10.1108/jcm-04-2021-4630","DOIUrl":"https://doi.org/10.1108/jcm-04-2021-4630","url":null,"abstract":"\u0000Purpose\u0000Consumers worldwide are increasingly adopting mobile payments. However, despite its global popularity, this innovation did not diffuse among American consumers extensively. As of 2019, less than 30% of smartphone users in the USA engaged in mobile payments. The purpose of this paper is to investigate drivers of mobile payment adoption in the USA and to explore the mediating factors of consumers’ attitudes toward mobile payments.\u0000\u0000\u0000Design/methodology/approach\u0000Data were collected through Amazon M-Turk in the USA with 222 final respondents. Participants received an incentive to participate in this study. The measurement and structural models were evaluated by the component-based partial least squares (PLS) approach using Smart-PLS 3 software.\u0000\u0000\u0000Findings\u0000The study shows several factors affecting consumers’ attitudes toward mobile payments. Specifically, relative advantage, compatibility, observability, perceived security and convenience influence attitudes toward mobile payments and, consequently, behavioral intent to use mobile payment technology. This investigation contributes to the ongoing inquiry on the adoption of mobile payment technology in the USA. It offers specific insights for managers on how to increase mobile payment adoption. The study establishes a modified diffusion of innovations (DOI) model of consumer attitudes toward the use of mobile payments.\u0000\u0000\u0000Research limitations/implications\u0000The objective of this study is to focus mainly on consumers in the USA, and it limits the generalizability of this study.\u0000\u0000\u0000Originality/value\u0000This study contributes to the current research on mobile payment adoption. Based on theoretical considerations, the authors derived a research model specifying critical drivers of an individual’s intentions to use mobile payments. Specifically, we establish a modified DOI-based model of consumer attitudes towards mobile payments. It shows several contributing factors affecting consumers’ attitudes toward mobile payments. The paper has important managerial implications aimed at the increase of the diffusion of mobile payments in the USA.\u0000","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":" ","pages":""},"PeriodicalIF":2.8,"publicationDate":"2023-08-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46704866","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":"Market segmentation based on customer experience dimensions extracted from online reviews using data mining","authors":"Shweta Pandey, N. Pandey, Deepak Chawla","doi":"10.1108/jcm-10-2022-5654","DOIUrl":"https://doi.org/10.1108/jcm-10-2022-5654","url":null,"abstract":"\u0000Purpose\u0000This study aims to develop a practical and effective approach for market segmentation using customer experience dimensions derived from online reviews.\u0000\u0000\u0000Design/methodology/approach\u0000The research investigates over 6,500 customer evaluations of food establishments on Taiwan’s Yelp platform through the Latent Dirichlet allocation (LDA) data mining approach. By using the LDA-derived experience dimensions, cluster analysis discloses market segments. Subsequently, sentiment analysis is used to scrutinize the emotional scores of each segment.\u0000\u0000\u0000Findings\u0000Mining online review data helps discern divergent and new customer experience dimensions and sheds light on the divergent preferences among identified customer segments concerning these dimensions. Moreover, the polarity of sentiments expressed by consumers varies across such segments.\u0000\u0000\u0000Research limitations/implications\u0000Analyzing customer attributes extracted from online reviews for segmentation can enhance comprehension of customers’ needs. Further, using sentiment analysis and attributes of online reviews result in rich profiling of the identified segments, revealing gaps and opportunities for marketers.\u0000\u0000\u0000Originality/value\u0000This research presents a new approach to segmentation, which surmounts the restrictions of segmentation methods dependent on survey-based information. It contributes to the field and provides a valuable means for conducting customer-focused market segmentation. Furthermore, the suggested methodology is transferable across different sectors and not reliant on particular data sources, creating possibilities in diverse scenarios.\u0000","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":" ","pages":""},"PeriodicalIF":2.8,"publicationDate":"2023-07-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44459585","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":"Guest editorial: challenging the coloniality of raced markets","authors":"H. Shabbir, M. Hyman, Alena Kostyk","doi":"10.1108/jcm-05-2023-6027","DOIUrl":"https://doi.org/10.1108/jcm-05-2023-6027","url":null,"abstract":"\u0000Purpose\u0000This special issue explores how marketing thought and practice have contributed to systemic racism but could alleviate racially insensitive and biased practices. An introductory historical overview briefly discusses coloniality, capitalism, eugenics, modernism, transhumanism, neo-liberalism, and liquid racism. Then, the special issue articles on colonial-based commodity racism, racial beauty imagery, implicit racial bias, linguistic racism and racial imagery in ads are introduced.\u0000\u0000\u0000Design/methodology/approach\u0000The historical introduction is grounded in a review of relevant literature.\u0000\u0000\u0000Findings\u0000Anti-racism efforts must tackle the intersection between neo-liberalism and racial injustice, the “raceless state” myth should be re-addressed, and cultural pedagogy’s role in normalizing racism should be investigated.\u0000\u0000\u0000Practical implications\u0000To stop perpetuating raced markets, educators should mainstream anti-racism and marketing. Commodity racism provides a historical and contemporary window into university-taught marketing skills.\u0000\u0000\u0000Social implications\u0000Anti-racism efforts must recognize neo-liberalism’s pervasive role in normalizing raced markets and reject conventional wisdom about a raceless cultural pedagogy, especially with the emergence of platform economies.\u0000\u0000\u0000Originality/value\u0000Little previous research has tackled the history of commodity racism, white privilege, white ideology, and instituting teaching practices sensitive to minority group experiences.\u0000","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":" ","pages":""},"PeriodicalIF":2.8,"publicationDate":"2023-07-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43769780","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":"Role of justification of unethical behaviour in sustainable fashion consumption among Indian consumers: a parallel mediation approach","authors":"Jaspreet Kaur, Sangeeta Gupta, L. Singh","doi":"10.1108/jcm-12-2020-4305","DOIUrl":"https://doi.org/10.1108/jcm-12-2020-4305","url":null,"abstract":"\u0000Purpose\u0000Sustainable consumption is an important topic for different industries, including the fashion industry. Despite a favourable attitude of consumers towards sustainable products in the fashion industry, the actual purchase by the consumers is limited. Thus, the present study examines sustainable consumption using the theory of planned behaviour (TPB). The purpose of this paper is to study the mediating impact of strategies of justification of unethical behaviour on the gap-based relationship between a purchase intention and a purchase decision for a consumer in a sustainable clothing context.\u0000\u0000\u0000Design/methodology/approach\u0000For the study, the primary data from 229 graduate-level fashion students enrolled in universities across India has been analyzed with the help of structural equation modelling.\u0000\u0000\u0000Findings\u0000The study results have proven that attitudes and subjective norms can positively affect purchase intentions when it comes to purchase of the environmentally sustainable products. Further, economic rationality (ER) and government dependency (GD) partially mediate the purchase intention–behaviour gap of the justification strategies for unethical behaviour.\u0000\u0000\u0000Practical implications\u0000The results would be helpful in implementing sustainable clothing consumption among Indian consumers. The study would be beneficial for industry professionals, export houses and scholars to discover possible reasons which can lead to the widening of the intention–behaviour gap when it comes to the purchase of the sustainable clothing consumption for Indian consumers. Critical implications for marketers from the present research assert that ER and GD are important factors that could increase the purchase intention of young consumers towards sustainable clothing.\u0000\u0000\u0000Originality/value\u0000The results of the study contribute to the existing literature in a novel way by adding justification strategies for unethical behaviour to the TPB model. This study is innovative as it adds new constructs to the TPB model by including the three justification strategies that people use for unethical consumption behaviour (ER, economic development and GD) to gain insight into why a purchase intention–behaviour gap exists for sustainable clothing.\u0000","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":"1 1","pages":""},"PeriodicalIF":2.8,"publicationDate":"2023-07-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"62069179","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 role of implicit theories in consumer intertemporal preference","authors":"Miyuri Shirai","doi":"10.1108/jcm-03-2021-4504","DOIUrl":"https://doi.org/10.1108/jcm-03-2021-4504","url":null,"abstract":"\u0000Purpose\u0000This study aims to investigate the psychological process of intertemporal choices between larger-later and smaller-sooner monetary options. Prior research showed consumer impatience – a tendency to prefer a smaller-sooner option over a larger-later option. This research identifies an individual difference that predicts patience and mediators that explain the underlying mechanism.\u0000\u0000\u0000Design/methodology/approach\u0000Two studies are conducted. Study 1 examines whether the implicit theory of intelligence consumers endorse (i.e. entity theory vs incremental theory) constitutes an antecedent of patience and whether their thoughts regarding anticipated purchase with the chosen monetary option (i.e. hedonic versus utilitarian purchase) mediate the relationship. Study 2 analyzes whether psychological reactance toward larger-later options is a mediator in this relationship using a perceived threat to freedom and affect as reactance indicators.\u0000\u0000\u0000Findings\u0000Entity-oriented consumers exhibited less patience than incremental-oriented consumers, especially when anticipating a hedonic purchase. Moreover, entity-oriented consumers perceived a threat to freedom from larger-later options more strongly – this enhanced perception influenced patience through two routes. One route is that the perceived threat to freedom leads to more consideration of a hedonic purchase rather than a utilitarian purchase, thereby decreasing patience. The other route is that the perceived threat to freedom elicits a stronger negative affect, resulting in lower patience.\u0000\u0000\u0000Originality/value\u0000Findings of this research shed light on the understanding of patience. They demonstrate that consumers’ implicit theory orientation is a crucial individual difference that can explain patience. Also, demonstrating the mediating roles of anticipated purchase using the hedonic/utilitarian classification and psychological reactance expanded literature by showing how they internally interact.\u0000","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":"1 1","pages":""},"PeriodicalIF":2.8,"publicationDate":"2023-06-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41554277","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":"Buyer-seller negotiation in consumer markets: an intention congruence approach","authors":"Omar Shehryar","doi":"10.1108/jcm-09-2021-4877","DOIUrl":"https://doi.org/10.1108/jcm-09-2021-4877","url":null,"abstract":"\u0000Purpose\u0000The purpose of this study is to understand how the degree of congruence between buyers’ and sellers’ intentions to negotiate impacts buyers’ postpurchase emotions and attitudes. In addition, the study examines whether buyers’ self-confidence and negotiation expertise can increase buyers’ perceptions of control and regret, as well as buyers’ postpurchase satisfaction and enjoyment with the purchase. Traditionally, marketplace exchanges have been classified as either fixed price or negotiated. The present research treats marketplace exchanges along a continuum of intention congruence to test the relationships between intention congruence and outcome variables of control, regret, satisfaction and enjoyment with the purchase.\u0000\u0000\u0000Design/methodology/approach\u0000The authors studied the perceived difference between buyers' and sellers' intentions to negotiate and how the difference impacts buyers' postpurchase attitudinal and emotional outcomes. A mail survey of automobile buyers resulted in a sample of 291 respondents. An automobile is a significant and irreversible purchase for a buyer. Thus, automobile markets often host transactions that evoke dissonance and regret for buyers if things go awry. In addition, buyers and sellers vary considerably in their desire to negotiate, thus reflecting a range of intention congruence in negotiation. Therefore, a survey of automobile buyers was considered appropriate for testing the effects of intention congruence on buyers’ postpurchase outcomes.\u0000\u0000\u0000Findings\u0000Results indicate that when buyers are willing to negotiate but sellers do not reciprocate equally, buyers feel less in control of a transaction. Contrarily, buyers experienced greater control and lesser regret when buyers’ perceptions of sellers’ intention to negotiate exceeded buyers’ own intentions to negotiate. Results also suggest that when buyers’ intentions to negotiate were congruent with buyers’ perception of sellers’ intention to negotiate, greater dyadic levels of negotiation marginally lowered buyers’ perceived regret. Overall, an intention-congruence perspective adds to the current understanding of negotiated exchanges and is a meaningful approach for improving postpurchase outcomes for buyers.\u0000\u0000\u0000Research limitations/implications\u0000The study used only the consumers’ perspective of negotiation. Although this is supported by studies in power and dependence because the consumers’ perspective is valuable and valid, a true dyadic measurement of the negotiation process can only be obtained if the sellers’ view is also incorporated. This remains a key limitation of this study.\u0000\u0000\u0000Practical implications\u0000The results suggest that sellers may be better off honoring buyers’ intentions to negotiate. Intention incongruence negatively impacted buyer satisfaction when buyers perceived sellers to be less eager to negotiate. However, where sellers seem more eager to negotiate, incongruity favored buyers and positively impacted buyers’ postpurchase outcomes. Thus, f","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":" ","pages":""},"PeriodicalIF":2.8,"publicationDate":"2023-06-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48004232","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":"Wounding pride and infusing affect: the ambivalent emotional experience of checkout charity","authors":"Joshua T. Coleman, Michael C. Peasley","doi":"10.1108/jcm-07-2021-4750","DOIUrl":"https://doi.org/10.1108/jcm-07-2021-4750","url":null,"abstract":"\u0000Purpose\u0000This study aims to apply the Wounded Pride/Spite model (integral emotions which occur during the donation request) and the Affect Infusion model (incidental emotions primed before encountering the checkout charity request) to check out charity to understand the interactive effects of positive and negative emotional responses. Furthermore, the moderating role of a positive or negative shopping experience is examined.\u0000\u0000\u0000Design/methodology/approach\u0000In Study 1, 518 customers participated in an online survey using a controlled scenario describing checkout charity exchanges. In Study 2, 274 students participated in a similar online scenario but were primed with a positive or negative shopping experience. Data were analyzed through structural equation modeling using Mplus v8.\u0000\u0000\u0000Findings\u0000Checkout charity is laden with affective experiences that simultaneously produce positive and negative emotions. Customers who are involved with charities and perceive it acceptable for companies to elicit charitable support are more likely to experience feelings of pride and joy during a point-of-sale donation request. However, negative affective responses are more complicated, as personal support of nonprofits was not enough to reduce feelings of guilt and anger during a donation request. Furthermore, in Study 2, the authors discover that as integral emotions influence customers’ affective states during a checkout charity encounter, incidental emotions garnered from the customer’s shopping experience serve as a moderating role in increasing positive affect and mitigating negative affect, highlighting the importance of the holistic shopping experience. Finally, in Study 2, the incongruent reaction of high positive and high negative affect was linked to decreased donation intentions, further emphasizing the importance of creating positive shopping experiences and identifying customers who perceive it to be acceptable for companies to elicit charitable support.\u0000\u0000\u0000Originality/value\u0000To the best of the authors’ knowledge, this research is the first to apply these dual theoretical explanations to checkout charity, contributing an affective and customer-based understanding to complement prior work on marketing strategy. The findings both uphold and extend research in this area, providing novel support for the role of the customer in determining the success of checkout charity.\u0000","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":" ","pages":""},"PeriodicalIF":2.8,"publicationDate":"2023-06-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48249225","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":"Sustainability advocacy antecedents: how social media content influences sustainable behaviours among Generation Z","authors":"Maria Giovanna Confetto, Claudia Covucci, F. Addeo, Mara Normando","doi":"10.1108/jcm-11-2021-5038","DOIUrl":"https://doi.org/10.1108/jcm-11-2021-5038","url":null,"abstract":"\u0000Purpose\u0000The young members of Generation Z, who are hyperconnected and addicted to social media, are thought to be particularly sensitive to environmental and social concerns. This study aims to draw on a conceptual model that is based on the stimulus-organism-response paradigm. Exposure to sustainability content on social media is considered to be a stimulus that affects the development of sustainability advocacy among GenZers, who modify their lifestyles. Five hypotheses are developed and tested. The goal is to define the antecedents of sustainability advocacy.\u0000\u0000\u0000Design/methodology/approach\u0000A Web survey was distributed to 660 Italian members from Generation Z (aged between 14 and 25) to detect the frequencies of exposure to sustainability content on social media, sustainable habits, sustainable consumption behaviours and actions that are related to sustainability advocacy on social media. Correlation and multiple regression analyses were conducted to investigate the relationships between these factors.\u0000\u0000\u0000Findings\u0000The results show that exposure to sustainability content on social media affects both sustainable habits and sustainable consumption behaviour. These three factors influence the propensity to promote sustainability-related issues on social media and should, therefore, be considered to be antecedents of sustainability advocacy.\u0000\u0000\u0000Practical implications\u0000The study, which takes the social responsibilities of large companies into account, is conducive to understanding how brands can intervene in the soliciting processes of sustainability advocacy through social media to gain legitimacy and increase brand awareness.\u0000\u0000\u0000Originality/value\u0000This study is among the first to consider the use of social media for advocating sustainability among Generation Z, thus enriching academic research on this cohort.\u0000","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":" ","pages":""},"PeriodicalIF":2.8,"publicationDate":"2023-05-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43844601","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 nutrition labeling on consumer perceptions of wine","authors":"Deidre Popovich, N. Velikova","doi":"10.1108/jcm-09-2020-4101","DOIUrl":"https://doi.org/10.1108/jcm-09-2020-4101","url":null,"abstract":"\u0000Purpose\u0000The purpose of this study is to examine how consumers perceive nutrition labeling on wine and how this information impacts healthiness perceptions of wine.\u0000\u0000\u0000Design/methodology/approach\u0000A series of four experiments focused on healthiness perceptions and purchase likelihood.\u0000\u0000\u0000Findings\u0000Consumers who read wine labels rate wine as significantly less healthy. Sugar content affects healthiness perceptions of wine more than calories. Changing the serving size on the label moderates these effects. Consumers high in dietary restraint process this nutrition information differently.\u0000\u0000\u0000Research limitations/implications\u0000Future research could examine actual purchase behavior using retail data.\u0000\u0000\u0000Practical implications\u0000This study has implications for consumers, manufacturers and public policy. While currently most consumers are not motivated to read a nutrition label on wine, specific nutrition information can impact consumer perceptions of wine. Consumer education is recommended.\u0000\u0000\u0000Originality/value\u0000Research on nutrition labeling of alcohol specifically has been very limited.\u0000","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":" ","pages":""},"PeriodicalIF":2.8,"publicationDate":"2023-05-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46900125","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":"Exploring fire for financial independence retire early (FIRE): a netnography approach","authors":"Abdul Wahid Khan, Jatin Pandey","doi":"10.1108/jcm-07-2021-4788","DOIUrl":"https://doi.org/10.1108/jcm-07-2021-4788","url":null,"abstract":"\u0000Purpose\u0000Consumers’ lifestyle and financial decision-making affects their overall well-being. This paper aims to explore the factors that motivate consumers to pursue the goal of financial independence and retiring early (FIRE).\u0000\u0000\u0000Design/methodology/approach\u0000Qualitative netnography was used to analyze FIRE-related discussions by FIRE-specific online communities. The findings were triangulated using inputs from in-depth interviews with 13 financial advisors.\u0000\u0000\u0000Findings\u0000Using conservation of resources as a theoretical lens, two factors were found to be the primary motivators driving FIRE attitude and subsequent adoption of FIRE behavior – “escapism & freedom from the current workplace & life space” and “concern for physical & mental well-being.” Four factors were found to influence the adoption of FIRE attitude and behavior: “individual characteristics” [do-it-yourself (DIY) and proactive attitude, the capability of frugal living and ability to plan, track, and review], “well-paying job,” “support from spouse” and “resistance from social groups.”\u0000\u0000\u0000Research limitations/implications\u0000Due to the nature of netnography, demographic details of the sample cannot be completely ascertained.\u0000\u0000\u0000Practical implications\u0000The findings suggest marketing strategies primarily to wealth managers for: shifting to need-based segmentation of FIRE participants, modifying offerings to involve co-creation and low-touch products, innovating pricing models, increasing distribution reach through digitization and increasing sales and lead generation through engagement.\u0000\u0000\u0000Originality/value\u0000This is one of the first studies to explore the factors driving the adoption of FIRE by general FIRE consumers and presents a conceptual model.\u0000","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":" ","pages":""},"PeriodicalIF":2.8,"publicationDate":"2023-05-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41735466","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}