Journal of Consumer Marketing最新文献

{"title":"Impact of failure severity levels on satisfaction and behavior: from the perspectives of justice theory and regulatory focus theory","authors":"Sarabjit Kaur Sidhu, F. S. Ong, M. Balaji","doi":"10.1108/jcm-06-2022-5412","DOIUrl":"https://doi.org/10.1108/jcm-06-2022-5412","url":null,"abstract":"\u0000Purpose\u0000This study aims to investigate the moderating role of low and high failure severity levels on recovery satisfaction and on behavioral intentions through recovery satisfaction. This research adopted justice theory and regulatory focus theory to provide further explanations on the inconsistencies in the extant literature regarding service failure and responses to service recovery.\u0000\u0000\u0000Design/methodology/approach\u0000This study applied a scenario-based experimental design of two (perceived justice: low vs high) by two (failure severity: low vs high) between-subjects factorial design. Data was collected from 237 mobile phone users recruited via convenience sampling. This study examined the hypothesized relations using Hayes (2018) PROCESS macro version 4.0.\u0000\u0000\u0000Findings\u0000Perceived justice had a higher positive effect on recovery satisfaction at a high failure severity level. The direct effect of perceived justice on behavioral intentions was significant and positive only at a high level of failure severity, whereas the indirect effect of perceived justice on consumers’ positive behavior through recovery satisfaction was more positive at a high level of failure severity.\u0000\u0000\u0000Research limitations/implications\u0000Justice theory and regulatory focus theory can be used to explain how a well-implemented recovery effort can offset losses that are caused by a highly severe service failure leading to satisfaction and positive responses. However, as this study was conducted within a telecommunication service context, this research needs to be replicated in other areas, including the use of other data collection methods and measurement of consumers’ regulatory focus orientation.\u0000\u0000\u0000Practical implications\u0000The findings of this study provide managers with valuable insights into the allocation of service providers’ resources for recovery actions according to consumers’ perceived severity levels to regain consumer satisfaction and continued positive behavioral intentions.\u0000\u0000\u0000Originality/value\u0000Past research on the effect of failure severity levels on recovery satisfaction and consumers’ positive behavioral intentions is scant, and those studies that examined severity levels have shown conflicting results. This study attempted to advance the research by examining the relationship between perceived justice, recovery satisfaction and behavioral intentions at low and high failure severity levels using justice theory and regulatory focus theory. None of the theories have been examined concurrently in the service failure and recovery framework.\u0000","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":null,"pages":null},"PeriodicalIF":2.8,"publicationDate":"2023-04-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45126198","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":"Investigating consumer ethical beliefs: role of moral philosophies and personality traits","authors":"Prachi Gala, Rahul V. Chauhan, R. King, Scott J. Vitell","doi":"10.1108/jcm-01-2021-4396","DOIUrl":"https://doi.org/10.1108/jcm-01-2021-4396","url":null,"abstract":"\u0000Purpose\u0000This research looks at the main effect of individuals’ moral philosophies, idealism and relativism, and its impact on the four dimensions of the consumer ethics beliefs – active benefit, passive benefit, no harm and doing good. The moderating impact of two dominant personalities – Machiavellianism and narcissism – was also analyzed. Based on Hunt–Vitell theory of ethics, this study aims to propose that there is a positive and significant impact of more relativistic and less idealistic moral philosophies on the decreased consumer ethical perceptions and that the narcissistic/Machiavellian personality traits drive that effect.\u0000\u0000\u0000Design/methodology/approach\u0000A total of 497 survey respondents were recruited via an online platform. All respondents were asked to answer questions, which were divided into four major parts. The first part consisted of scales related to both moral philosophies, the second part had both dark personality scales, the third part questioned about their consumer ethical beliefs and the final part was related to consumer demographics.\u0000\u0000\u0000Findings\u0000Relativists had higher scores in three consumer unethical belief dimensions. Idealists were not supportive of the active and passive illegal activities, as did their positive relation with doing good aspect of the ethical beliefs. Machiavellians strengthen the positive relativism relationship. The idealistic relation of narcissists, compared to relativistic relation, is stronger on unethical decision-making for consumers.\u0000\u0000\u0000Originality/value\u0000This study contributes to the current knowledge of individual’s moral philosophies and their impact on consumer ethical beliefs. It further demonstrates how the dark personalities of narcissism and Machiavellianism drive the relationship.\u0000","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":null,"pages":null},"PeriodicalIF":2.8,"publicationDate":"2023-04-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44941436","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 consumer perceptions of no- and low-alcohol craft beers","authors":"Scott Taylor Jr, E. A. Whalen, Cortney L. Norris","doi":"10.1108/jcm-06-2021-4709","DOIUrl":"https://doi.org/10.1108/jcm-06-2021-4709","url":null,"abstract":"\u0000Purpose\u0000This two-part exploratory study aims to investigate the perceptions of active lifestyle individuals and general craft beer consumers toward no- and low-alcohol craft beers. The influence of advertising appeals is also tested to determine the effectiveness of value-expressive and guilt appeals in determining switching behaviors.\u0000\u0000\u0000Design/methodology/approach\u0000The first study used a mixed-methods approach to determine perceptions and switching behaviors for active lifestyle individuals. The first part of the study presented respondents with one of three advertisements, the ads were designed to either elicit a value expressive appeal, a guilt appeal or a control. The second part of this study presented respondents with a series of open-ended questions seeking further information on their perceptions and preferences regarding no- and low-alcohol craft beers. The second study assessed perceptions of general craft beer consumers as they related to the three advertisements.\u0000\u0000\u0000Findings\u0000The results of this quantitative studies did not find any significant differences between the three ad slogans; however, the results of the qualitative study do indicate differing perceptions and potential switching behaviors for active lifestyle individuals.\u0000\u0000\u0000Research limitations/implications\u0000This research advances knowledge on advertising appeals for no- and low-alcoholic craft beers.\u0000\u0000\u0000Practical implications\u0000Brewers and marketers gain insights into two different consumer groups perceptions and potential switching behaviors toward no- and low-alcohol craft beers.\u0000\u0000\u0000Originality/value\u0000This research tests how advertising appeals influence perceptions and potential switching behaviors of active lifestyle individuals and general craft beer consumers toward no- and low-alcohol craft beers.\u0000","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":null,"pages":null},"PeriodicalIF":2.8,"publicationDate":"2023-04-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46112903","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":"Now that everyone else has panicked, well… I have to panic: regulatory focus predicts panic buying during COVID-19","authors":"G. Ross","doi":"10.1108/jcm-06-2022-5409","DOIUrl":"https://doi.org/10.1108/jcm-06-2022-5409","url":null,"abstract":"\u0000Purpose\u0000The purpose of this paper was to identify social and behavioral factors responsible for panic buying during global pandemics such as COVID-19.\u0000\u0000\u0000Design/methodology/approach\u0000According to regulatory focus theory, behavior of individuals is regulated by two motivational systems – prevention and promotion. Prevention-focused behavior is motivated by security and safety needs and is associated with a strategic preference for vigilant means of goal pursuit. Prevention-focused vigilance is reflected in unwillingness to take risks and low ability to cope with uncertain environments and changing conditions. Promotion-focused behavior is motivated by growth and self-development needs and is associated with a strategic preference for eager means of goal pursuit. Promotion-focused eagerness is reflected in willingness to take risks and high ability to cope with uncertainty and change. Two studies tested the notion that panic buying during public health crises such as COVID-19 is related to the strength of the prevention system, perceived scarcity of products, perceived threat of the disease, age and gender.\u0000\u0000\u0000Findings\u0000Study 1 showed that the higher the perceived scarcity of products, the higher was the probability that panic buying would set in. Yet, different patterns emerged for men and women. Among women, the stronger the prevention focus, the stronger was the effect. Among men, by contrast, the stronger the prevention focus, the weaker was the effect. Study 2 showed that the higher the perceived threat of the disease, the higher was the probability that panic buying would occur. However, different patterns were observed with age. Among older adults, the stronger the prevention focus, the stronger was the effect. Among young adults, by contrast, the stronger the prevention focus, the weaker was the effect.\u0000\u0000\u0000Research limitations/implications\u0000Implications to address erratic consumer behavior during future pandemics are discussed.\u0000\u0000\u0000Originality/value\u0000By applying the theory of regulatory focus to consumer marketing, this research helps to identify marketing strategies to manage panic buying and develop contingency plans that address erratic consumer behavior during future pandemics.\u0000","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":null,"pages":null},"PeriodicalIF":2.8,"publicationDate":"2023-03-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42364513","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":"Antecedents of acceptance model for e-procurement in Jordanian public shareholding firms","authors":"D. Almajali, Tha’er Majali, R. Masa’deh, Mohmood Ghaleb Al-Bashayreh, A. Altamimi","doi":"10.1108/jcm-12-2021-5075","DOIUrl":"https://doi.org/10.1108/jcm-12-2021-5075","url":null,"abstract":"\u0000Purpose\u0000The commonly used e-procurement systems still show unsatisfactory implementation outcomes because many organisations are still unable to effectively interpret the initial adoption decision. The e-procurement systems are generally developed at organisational level, but their usage is at individual level, by the employees particularly. This paper examined technology acceptance model’s (TAM) key antecedents, involving e-procurement systems usage by employees in their daily activities. This study aims to examine the impact of factors affecting e-procurement acceptance among users through the mediating role of users’ attitude. The commonly used e-procurement systems still show.\u0000\u0000\u0000Design/methodology/approach\u0000TAM was applied and expanded in this study, in exploring the factors impacting the employees’ e-procurement acceptance. This study used quantitative method, and questionnaires were distributed to 200 users in Jordanian public shareholding firms. The collected data were quantitatively analysed using PLS modelling.\u0000\u0000\u0000Findings\u0000Significant TAM relationships involving e-procurement were affirmed. The expanded TAM in the scrutiny of antecedents showed that content, processing and usability affected perceived usefulness, while perceived convenience did not affect the usefulness factor. Furthermore, it was noticed that perceived ease of use was affected by usability and training, while perceived connectedness was not affected by usability and training.\u0000\u0000\u0000Practical implications\u0000The results demonstrated the necessity of e-procurement training. Furthermore, at the start of the implementation stage, effective design on system navigation and system usability, and consistent support, could increase use effectiveness and acceptance. Also, expedient information and buyer–supplier product flows should be made available.\u0000\u0000\u0000Originality/value\u0000Most organizations invest a lot of time and money in installing e-procurement systems to deliver their goods at the right time and at the right price. However, many of these e-procurement systems have failed due to low acceptance among users. Thus, to the best of the authors’ knowledge, this is the first study that used TAM and theory of planned behaviour in examining the effects of perceived convenience, perceived connectedness, content, training, processing and usability factors, in Jordanian firms. Lastly, the focus of this study was on the individual employee’s acceptance, rather than on the organisational-level adoption, as the unit of analysis, to provide insight on how organisations can achieve maximally from e-procurement investments and from other comparable technologies of e-supply chain management.\u0000","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":null,"pages":null},"PeriodicalIF":2.8,"publicationDate":"2023-03-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43344926","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":"IKEA vs Trophy effect – an experimental comparison","authors":"Christoph Bühren, M. Pleßner","doi":"10.1108/jcm-09-2021-4881","DOIUrl":"https://doi.org/10.1108/jcm-09-2021-4881","url":null,"abstract":"\u0000Purpose\u0000What if companies try to combine the IKEA and Trophy winner effects? The purpose of this study is to understand the similarities and differences between both effects. This is not only theoretically but also practically important for the way that companies interact with their customers.\u0000\u0000\u0000Design/methodology/approach\u0000Successful work – invested either to create or to obtain a product – increases the customers’ valuation of the product. This phenomenon known as the IKEA or Trophy winner effect. This study directly compares both effects using experiments with two different products (paper planes and 3D puzzles). Moreover, this study tests whether they reinforce each other.\u0000\u0000\u0000Findings\u0000The Trophy winner effect looms larger than the IKEA effect for inexpensive items. For slightly more expensive products, this study finds a Trophy loser effect. Positive emotions of trophy winners drive the results for inexpensive products, whereas negative emotions of trophy losers drive the results for slightly more expensive products.\u0000\u0000\u0000Research limitations/implications\u0000The relevance of the IKEA and Trophy effects is influenced by the type of product. Customers’ labor invested in the product itself is of greater importance the more expensive the product is. As soon as customers interpret the interaction with other customers as competition, the effect on valuation can be substantial even for inexpensive products. Future studies could try to replicate our results with different product categories.\u0000\u0000\u0000Originality/value\u0000Although the IKEA and Trophy effects are no new phenomena in consumer psychology and behavioral economics, they have not been compared to each other or combined yet. The results are useful for researchers and practitioners alike. They yield implications for product customization and customer empowerment.\u0000","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":null,"pages":null},"PeriodicalIF":2.8,"publicationDate":"2023-03-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42978840","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":"Identity transition process: a study of the holistic wellness retreat experience","authors":"Margarita Lyulicheva, S. Yap, Kenneth F. Hyde","doi":"10.1108/jcm-11-2021-5027","DOIUrl":"https://doi.org/10.1108/jcm-11-2021-5027","url":null,"abstract":"\u0000Purpose\u0000Wellness tourism offers opportunities for consumers to explore the self. This paper aims to explore how identity transitions occur in a liminal tourism space – a holistic wellness retreat.\u0000\u0000\u0000Design/methodology/approach\u0000The authors adopt a qualitative methodology, including in-depth semi-structured interviews supplemented by various projective techniques. Following an interpretivist approach, eight consumers were interviewed at the commencement and the completion of a holistic wellness retreat stay. Participant observation was also undertaken during the retreat programme.\u0000\u0000\u0000Findings\u0000The paper shows an identity transition is facilitated by the liminal space of the holistic wellness retreat and further shaped by self-work during the retreat. As participants gain new knowledge on the self and start living “consciously”, they gain a sense of vision, clarity and direction to a new self, wherein identity transition is a starting point and a process of change rather than an end goal.\u0000\u0000\u0000Originality/value\u0000While much past research views tourism activities as mainly “play”, the findings reveal the holistic wellness retreat experiences as both identity play and identity work. This paper provides theoretical insights into the process from identity play to identity work and what makes this process effective for identity transition.\u0000","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":null,"pages":null},"PeriodicalIF":2.8,"publicationDate":"2023-03-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42032691","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":"Threat specificity in fear appeals: examination of fear response and motivated behavior","authors":"Kamila Sobol, Marilyn Giroux","doi":"10.1108/jcm-02-2021-4487","DOIUrl":"https://doi.org/10.1108/jcm-02-2021-4487","url":null,"abstract":"\u0000Purpose\u0000A fear appeal is a communication tactic designed to scare people into adopting desired behaviors (e.g. wash hands to avoid contracting COVID-19). While it is generally acknowledged that fear appeals can be persuasive at motivating behavior, this paper aims to identify how to optimally identify how to optimally frame the focal threat to increase their effectiveness as well as to uncover additional underlying processes.\u0000\u0000\u0000Design/methodology/approach\u0000The authors conducted four experimental studies.\u0000\u0000\u0000Findings\u0000This research validates that exposure to fear appeals can strongly motivate behavior. However, this study shows that this effect is moderated by threat specificity. Specifically, this study demonstrates that people are more motivated to engage in behaviors that facilitate threat avoidance after exposure to a personally relevant threat that represents a nonspecific (e.g. aging appearance) rather than a specific outcome (e.g. wrinkles). This effect is mediated by perceptions of assimilation (versus contrast) to the focal threat. This study reliably shows the effect across three threat domains (i.e. aging appearance, weight gain, illness) and for different behaviors.\u0000\u0000\u0000Originality/value\u0000Theoretically speaking, this study contributes to the fear appeal literature by identifying a new type of message framing that has the potential to increase fear appeal’s persuasive power, and uncovering a distinct mechanism by which fear appeals impact behavior. Practically speaking, the findings confirm that fear appeals have the potential to help marketers mobilize consumer behavior, especially when the communication highlights a nonspecific rather than specific threat.\u0000","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":null,"pages":null},"PeriodicalIF":2.8,"publicationDate":"2023-03-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43250635","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 roles of trait prudence and desire in consumer self-control for temptations","authors":"Alexandra Aguirre‐Rodriguez, Patricia Torres","doi":"10.1108/jcm-12-2019-3537","DOIUrl":"https://doi.org/10.1108/jcm-12-2019-3537","url":null,"abstract":"\u0000Purpose\u0000This paper aims to examine the role of volitive desire in self-control toward temptations. It extends prior research on the role of prudence in temptation resistance by empirically demonstrating that prudence bolsters self-control toward food temptations by lowering volitive desire motivation toward temptation enactment.\u0000\u0000\u0000Design/methodology/approach\u0000This study consists of a 2 (food type: temptation vs goal-congruent) × 2 (prudence level: low vs high) between-subjects quasi-experimental design. Hypothesis tests were conducted by using analysis of covariance and ordinary least squares regression-based moderated mediation analysis.\u0000\u0000\u0000Findings\u0000The results show that high-prudence participants experienced lower volitive desire toward eating the temptation food option than low-prudence participants. Consequently, high- (vs low-) prudence participants reported significantly weaker eating intentions toward the temptation food option. Moreover, volitive desire significantly mediated the effect of prudence level on intentions to eat the temptation food option.\u0000\u0000\u0000Research limitations/implications\u0000The study contains methodological limitations. First, the study operationalizes volitive desire as “non-appetitive, instrumental reasons for eating or not eating the food,” yet in some contexts volitive desire can include appetitive reasons. Second, the procedure consisted of presenting participants with only a goal-consistent or temptation food option, rather than with both, which is more realistic. The study also focuses on a single goal context, healthy eating, to the exclusion of other contexts associated with consumer self-control. Additionally, the appetitive and volitive desire self-report measure method produced flawed ratings, requiring us to use the open-ended responses as this study’s dependent variable. Finally, this study does not directly test the extent of prudence-driven deliberation about temptation enactment consequences.\u0000\u0000\u0000Practical implications\u0000Social marketing campaigns can encourage low prudence consumers to strengthen this behavioral trait by performing beneficial, slightly to moderately challenging utilitarian tasks (e.g. making one’s bed each morning, flossing one’s teeth every evening, etc.) that involve exercising self-control on a regular basis. Social marketing ads can also appeal to the consequence-vigilance of high prudence consumers by increasing the salience of consequences of self-control failures in behaviors related to social issues such as pollution, drinking and driving, smoking and recreational drug use. An additional implication is that marketers of health goal-related products and services could segment the market based on trait prudence and target high-prudence consumers with ads that increase the salience of consequences associated with not using the company’s health product or service or the consequences of using the competition’s products or services.\u0000\u0000\u0000Social implications\u0000Consumers can improve their well-being ","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":null,"pages":null},"PeriodicalIF":2.8,"publicationDate":"2023-03-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47943263","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":"Price sensitivity and online shopping behavior during the COVID-19 pandemic","authors":"Vahid Rahmani, Elika Kordrostami","doi":"10.1108/jcm-07-2021-4777","DOIUrl":"https://doi.org/10.1108/jcm-07-2021-4777","url":null,"abstract":"\u0000Purpose\u0000The COVID-19 pandemic has disrupted numerous businesses and upended the lives and shopping habits of most consumers. This study aims to examine the price sensitivity and the efficacy of online reviews during a pandemic crisis.\u0000\u0000\u0000Design/methodology/approach\u0000This study borrowed from the regulatory focus theory and heuristic-systematic model and used a unique longitudinal sample of 320,000 product/day observations from the jeans category, collected before and during the pandemic, to investigate how consumers’ online shopping behavior changed during the pandemic.\u0000\u0000\u0000Findings\u0000The results of several hierarchical linear modeling analyses revealed that during the pandemic consumers were less price-sensitive and more willing to pay price premiums for jeans. Furthermore, consumers were more (less) likely to be influenced by online review volume than valence. Finally, the results of a post-hoc study highlighted the potential role of regulatory focus as the underlying psychological mechanism explaining the effect of the pandemic.\u0000\u0000\u0000Originality/value\u0000This research contributes to the digital marketing and regulatory-focus literatures by showing that the COVID-19 pandemic may have triggered a prevention-focus state of mind and prompted consumers to place a greater value on online review volume than valence when shopping online (for jeans). Furthermore, this paper contributes to the pricing literature by offering further evidence that the pandemic may have inclined consumers to be less price-sensitive.\u0000","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":null,"pages":null},"PeriodicalIF":2.8,"publicationDate":"2023-03-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42342232","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}