European Journal of Marketing最新文献

{"title":"Refocusing marketing effort to support net-positive social impact","authors":"Sharyn Rundle-Thiele, Sarah-Louise Mitchell, Zoe Lee, Fran Hyde","doi":"10.1108/ejm-06-2023-0465","DOIUrl":"https://doi.org/10.1108/ejm-06-2023-0465","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Social impact research remains in its infancy. The purpose of the paper is to build on Keeling and Marshall’s (2022) “Call for impact” paper and develop a comprehensive social impact pathway (SIP) framework. The aim is to encourage marketing researchers, non-profits and corporations to pursue impactful work that is valued, planned, monitored and evaluated.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The conceptual paper explores the complexities of estimating social impact drawing from a range of illustrative cases.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The paper identifies a lack of clarity in the understanding and application of impact and presents a pathway aimed at increasing focus on social impact across future work to deliver the net-positive changes that are needed to reverse biodiversity decline, climate change and social and health inequalities that continue to be persist and be experienced by so many planet wide.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>This paper contributes a pathway forward to encourage and support increased utilisation of the framework in future marketing research.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>Mapping and measuring SIPs are concerted efforts directing understanding towards identifying the activities that are contributing to the delivery of outputs that can achieve intended outcomes. The measurement of impact directs investment towards activities that ensure net-positive gains are achieved.</p><!--/ Abstract__block -->\u0000<h3>Social implications</h3>\u0000<p>Ever growing social inequities, health disparities, loss of biodiversity and environmental degradation occur when practices are left unchecked. A focus on impact avoids greenwashing practices, ensuring that an understanding of what has changed because of the work is transparently reported.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This paper aims to encourage marketing researchers to engage in social change projects, rather than solely disseminating academic findings. Emphasising the importance of an outside-in approach, this paper highlights the necessity of showcasing accumulated outcomes to demonstrate impact.</p><!--/ Abstract__block -->","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":null,"pages":null},"PeriodicalIF":4.4,"publicationDate":"2024-09-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142196588","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Naming product colors by consumption situations as advertising appeals: effects and the underlying mechanism","authors":"Hsuan-Hsuan Ku, Fong-Yi Su","doi":"10.1108/ejm-04-2023-0274","DOIUrl":"https://doi.org/10.1108/ejm-04-2023-0274","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Product color names related to a consumption setting are commonly used in advertising to persuade. This study aims to use consumption imagery fluency as an underlying mechanism for assessing how such a naming tactic impacts product evaluation.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Three between-subjects experiments examine how product evaluation, in response to the use of color names containing consumption situation information, varies as a function of their accessibility (Study 1), and also test the role of a naming explanation (Study 2). How readily a consumer takes in consumption imagery is evaluated as a mediator. The studies further check if color attribute serves as a moderator of such color naming effect and that the naming factor contributes to consumption imagery fluency directly or indirectly alters such through their impact on comprehension fluency (Study 3).</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Marketing products with color names related to the consumption setting is more effective than using generic names. Consumption imagery fluency mediates the results. This positive outcome is reduced when color names are less accessible. Fortunately, including an explanation to facilitate reasoning for product color names is helpful to reverse this disadvantage. The same patterns are not evident for highly accessible names. In addition, the effectiveness of consumption situation-related color names is restricted to the circumstance of color attribute as secondary, as opposed to primary. Furthermore, naming factors influence the ease of consumption of imagery whether or not facilitated by comprehension fluency.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>This research provides evidence of consumers’ responses to product color naming that involves consumption situations and identifies consumption imagery fluency as a potential means for mediating the studied effect.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>Naming a product color in consumption situation-related terms triggers consumption imagery, driving evaluation when color is the secondary attribute of a product.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This research contributes to understanding the influence of naming a product’s color in promotional communication and correlates to productive tactics for advertising messages.</p><!--/ Abstract__block -->","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":null,"pages":null},"PeriodicalIF":4.4,"publicationDate":"2024-09-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142196591","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Applying the theory of consumption values to representational and nonrepresentational images in marketing: propositions and research directions","authors":"Seth Ketron, Kelly Naletelich, Atefeh Yazdanparast","doi":"10.1108/ejm-09-2022-0653","DOIUrl":"https://doi.org/10.1108/ejm-09-2022-0653","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The purpose of this paper is to (1) characterize representational and nonrepresentational images; (2) review the literature on representational and nonrepresentational images; (3) introduce the theory of consumption values (TCV) framework vis-à-vis representational and nonrepresentational images; and (4) generate propositions and questions for future research based on that intersection.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Conceptual/literature review with propositions and future research directions.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The authors offer nine propositions and several associated example research questions to explore and document the important ways in which representational and nonrepresentational images can affect the five dimensions of value as outlined in the TCV.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>It is the hope that this work serves as a theoretical starting point – surely, there are other theories and frameworks beyond the TCV that may share ties with types of images, which scholars should be encouraged to explore, but if the authors had attempted to document every possible theory, the result would be a limitless document. As such, the authors have honed the efforts on a broad-reaching framework, the TCV, in the attempt to balance theoretical insights with parsimony. Through exploration of these and other avenues, the authors hope that scholars and practitioners alike will benefit from elucidation of theories and effects around representational and nonrepresentational images.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>Several practical implications flow from the dimensions and propositions within this work.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>Representational and nonrepresentational images have featured prominently throughout visual content and communications for centuries, yet the current body of literature remains scant and underdeveloped in its relationship to marketing. The present work addresses this gap by using the TCV as an overarching framework to generate propositions and future research questions.</p><!--/ Abstract__block -->","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":null,"pages":null},"PeriodicalIF":4.4,"publicationDate":"2024-09-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142196590","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"A second life for second-hand products: the role of anthropomorphism and taboo trade-offs","authors":"Jing Wan, Pankaj Aggarwal","doi":"10.1108/ejm-05-2023-0316","DOIUrl":"https://doi.org/10.1108/ejm-05-2023-0316","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Trade-offs that involve secular values of money and sacred human values are often seen as taboo. This paper aims to examine how consumers avoid making taboo trade-offs with anthropomorphized products, by choosing options that ensure the well-being of the humanized products, even at a financial cost to themselves.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The authors conducted five experiments, across different marketplace contexts (i.e. repairing, buying and selling), to test the broad generalizability of the extent to which consumers are willing to incur a financial cost due to concern for the well-being of anthropomorphized products.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The results reveal that consumers are willing to accept financially inferior options to protect the humanness endowed upon anthropomorphized products. The effect is mediated by consumers’ concern for the treatment of the anthropomorphized product. The effect is moderated by consumers’ trait empathy level, such that those low in empathy are willing to sacrifice human value for the sake of greater financial gain.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>Future research could examine, in the context of anthropomorphized products, if there are types of human values that are less inviolable, leading consumers to be more willing to trade them off for monetary gains.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>The findings have direct implications for second-hand markets. For potential buyers of anthropomorphized products, they should signal concern for the product; for sellers, anthropomorphizing their products can reduce haggling behavior. From a sustainability perspective, consumers may be more motivated to repair or recycle their products if it is framed as “infusing new life” into their products.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This work highlights a novel effect of anthropomorphism: when marketplace decisions are involved, anthropomorphizing a product can introduce a tension between secular monetary values and sacred human values. To the best of the authors’ knowledge, this work is the first to show that consumers are willing to incur a monetary loss to protect the humanness of anthropomorphized product, driven by their concern for the proper treatment of such humanized products.</p><!--/ Abstract__block -->","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":null,"pages":null},"PeriodicalIF":4.4,"publicationDate":"2024-08-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142196593","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Strategizing green marketing in times of uncertainty: does it pay off?","authors":"Karolos A. Papadas, Lamprini Piha, Vasileios Davvetas, Constantinos N. Leonidou","doi":"10.1108/ejm-07-2023-0534","DOIUrl":"https://doi.org/10.1108/ejm-07-2023-0534","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study aims to investigate the impact of green marketing strategy (GMS) and firms’ decision to invest in or divest from green marketing activities during a crisis on business performance.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The study collected survey data from 245 Greek firms during the 2015 Eurozone crisis to investigate the impact of GMS and green marketing investments on firm resilience during crisis. Time-lagged, objective performance data for a subset of these firms helped examine the impact of GMS on postcrisis financial performance.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Pursuing a GMS builds resilience, especially for companies that decided not to reduce resources allocated to green marketing activities during a recession. Beyond resilience, firms investing in GMS during the crisis experienced improved financial performance in the long run. Finally, this research proposes a typology of GMS responses during a crisis.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>This study does not specify which types of green marketing activities lead to more investment or divestment during a crisis.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>The study offers insights for allocating resources to green marketing during recessions. Supporting GMSs during unpredictable times is important to successfully navigate performance both during and after a crisis. Six crisis response profiles are offered: green-nonbelievers, dis-investors, reluctants and cautious-, opportunistic- and strategic-green investors.</p><!--/ Abstract__block -->\u0000<h3>Social implications</h3>\u0000<p>The study proposes a balanced approach to environmental sustainability, marketing strategy and firm performance during a crisis.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>The study argues that GMSs enable firms to survive a crisis and recover from financial shocks.</p><!--/ Abstract__block -->","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":null,"pages":null},"PeriodicalIF":4.4,"publicationDate":"2024-08-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142196610","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The power of beliefs: how diversity advertising builds audience connectedness","authors":"Amelie Burgess, Dean Charles Hugh Wilkie, Rebecca Dolan","doi":"10.1108/ejm-01-2023-0051","DOIUrl":"https://doi.org/10.1108/ejm-01-2023-0051","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>In response to the growing significance of diversity advertising, this study aims to investigate its impact on audience connectedness. This is an emerging metric crucial for gauging diversity advertising success. The study explores two paths via self-identification and belief congruence to understand how diversity advertisements resonate with individuals.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>A quantitative study using partial least squares with survey data from 505 respondents was conducted.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Self-identification and belief congruence mediate the relationship between perceived diversity and audience connectedness. Belief congruence exhibits a stronger influence. Further, brand engagement reduces the relationship between belief congruence and connectedness. However, it strengthens the relationship between self-identity and connectedness.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>Future research should address why belief congruence holds more significance than self-identification. Additionally, research must explore the societal effects of diversity advertising, including strategies to engage those who feel disconnected.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>The study underscores the positive social effects of diversity advertising for both marginalized and nonmarginalized audiences. It urges marketers to pursue audience connectedness. Strategies for achieving this include reflecting their target audience’s beliefs, perhaps highlighting real and lived experiences. Marketers should also consider self-identification through visual cues and customized messaging.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>The study applies self-referencing theory to unravel the relationship between diversity advertising and audience connectedness. It reinforces the role of self-identification and expands the knowledge by demonstrating how connectedness can emerge through belief congruence. Additionally, the authors explore the subtle influence of brand engagement, a critical brand-related factor that shapes individuals’ responses to diversity advertising.</p><!--/ Abstract__block -->","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":null,"pages":null},"PeriodicalIF":4.4,"publicationDate":"2024-08-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142196592","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Slow and steady or fast and furious: how movement speed in the digital medium impacts consumers’ risk judgments","authors":"Nükhet Taylor, Sean T. Hingston","doi":"10.1108/ejm-04-2023-0258","DOIUrl":"https://doi.org/10.1108/ejm-04-2023-0258","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Fueled by the soaring popularity of the digital medium, consumers are increasingly relying on dynamic images to inform their decisions. However, little is known about how changes in the presentation of movement impacts these decisions. The purpose of this paper is to document whether and how movement speed–a fundamental characteristic of dynamic images in the digital medium–influences consumers' risk judgments and subsequent decisions.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Three experimental studies investigate the impact of movement speed displayed in the digital medium, focusing on different risk-laden domains including health (pilot study), gambling (Study 1) and stock market decisions (Study 2).</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The authors find that faster movement speed displayed in the digital medium elevates consumers’ feelings of risk and elicits cautionary actions in response. The authors reveal a mechanism for this effect, showing that faster movement reduces feelings of control over outcomes, which predicts greater feelings of risk.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>Future work could expand upon these findings by systematically examining whether certain individuals are more susceptible to movement speed effects in the digital medium. Research could also investigate whether different ways of experiencing movement speed (e.g. physical movement) similarly influence risk judgments and whether movement speed can have positive connotations outside of risky domains.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>The authors offer important insights to marketing practitioners and public policymakers seeking to guide consumers’ judgments and decisions in risk-laden contexts through the digital medium.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>By showing how movement speed alters judgments in risk-laden contexts, the authors contribute to literature on risk perception and the growing body of literature examining how moving images shape consumers’ behaviors.</p><!--/ Abstract__block -->","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":null,"pages":null},"PeriodicalIF":4.4,"publicationDate":"2024-08-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142225176","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Customer involvement in co-development: problem-solving and decision-making in new product development","authors":"Tereza Dean, Haisu Zhang, Yazhen Xiao","doi":"10.1108/ejm-12-2022-0917","DOIUrl":"https://doi.org/10.1108/ejm-12-2022-0917","url":null,"abstract":"\u0000Purpose\u0000Customers can participate in new product development (NPD) in many ways. Drawing on the knowledge-based view (KBV) and innovation literature, this study aims to contrast two main product development activity types, i.e. problem-solving and decision-making. It proposes customers play distinct roles if they get involved in these activities, which influence NPD outcomes differently. It also explores customer need specificity as a boundary condition for the above-mentioned relationships.\u0000\u0000\u0000Design/methodology/approach\u0000The authors collected survey data from 308 managers in the innovation domain.\u0000\u0000\u0000Findings\u0000Customer involvement in problem-solving and decision-making distinctively influences new product innovativeness and development speed. Customer need specificity interacts with the two co-development types differently to impact these NPD outcomes further.\u0000\u0000\u0000Research limitations/implications\u0000This research extends the KBV and addresses the inconsistent findings in the literature regarding customer involvement as co-developers in innovation. It also provides novel insights into how knowledge characteristics like customer need specificity can direct co-developing activities to generate distinct NPD results.\u0000\u0000\u0000Practical implications\u0000This paper offers practical implications for firms on how to involve customers in developing innovative new products while managing development speed.\u0000\u0000\u0000Originality/value\u0000Prior research has yet to distinguish customer responsibilities related to co-development activities. This research fills this gap and offers novel insights that problem-solving and decision-making have opposite impacts on different NPD outcomes. This research demonstrates that finer knowledge about customer involvement responsibilities is needed for critical NPD outcomes.\u0000","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":null,"pages":null},"PeriodicalIF":3.7,"publicationDate":"2024-08-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141919636","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Customer involvement in co-development: problem-solving and decision-making in new product development","authors":"Tereza Dean, Haisu Zhang, Yazhen Xiao","doi":"10.1108/ejm-12-2022-0917","DOIUrl":"https://doi.org/10.1108/ejm-12-2022-0917","url":null,"abstract":"\u0000Purpose\u0000Customers can participate in new product development (NPD) in many ways. Drawing on the knowledge-based view (KBV) and innovation literature, this study aims to contrast two main product development activity types, i.e. problem-solving and decision-making. It proposes customers play distinct roles if they get involved in these activities, which influence NPD outcomes differently. It also explores customer need specificity as a boundary condition for the above-mentioned relationships.\u0000\u0000\u0000Design/methodology/approach\u0000The authors collected survey data from 308 managers in the innovation domain.\u0000\u0000\u0000Findings\u0000Customer involvement in problem-solving and decision-making distinctively influences new product innovativeness and development speed. Customer need specificity interacts with the two co-development types differently to impact these NPD outcomes further.\u0000\u0000\u0000Research limitations/implications\u0000This research extends the KBV and addresses the inconsistent findings in the literature regarding customer involvement as co-developers in innovation. It also provides novel insights into how knowledge characteristics like customer need specificity can direct co-developing activities to generate distinct NPD results.\u0000\u0000\u0000Practical implications\u0000This paper offers practical implications for firms on how to involve customers in developing innovative new products while managing development speed.\u0000\u0000\u0000Originality/value\u0000Prior research has yet to distinguish customer responsibilities related to co-development activities. This research fills this gap and offers novel insights that problem-solving and decision-making have opposite impacts on different NPD outcomes. This research demonstrates that finer knowledge about customer involvement responsibilities is needed for critical NPD outcomes.\u0000","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":null,"pages":null},"PeriodicalIF":3.7,"publicationDate":"2024-08-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141919150","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"A natural fit: exposure to nature influences regulatory focus","authors":"Hajar Fatemi, Jing Wan","doi":"10.1108/ejm-01-2022-0054","DOIUrl":"https://doi.org/10.1108/ejm-01-2022-0054","url":null,"abstract":"\u0000Purpose\u0000Natural environments and imagery are known to have a myriad of effects on people’s physical and psychological states. However, little is known about how exposure to nature-related imagery can influence consumers’ motivational states. This research investigates the effect of exposure to nature on consumers’ regulatory focus. More specifically, this paper proposes that consumers exposed to nature will exhibit stronger promotion-oriented focus and weaker prevention-oriented focus, and as such, these consumers will prefer promotion-framed marketing messages over prevention-framed ones. This paper aims to explore a mediating mechanism and a boundary condition for this effect.\u0000\u0000\u0000Design/methodology/approach\u0000A series of six experiments, including an Implicit Association Test, examined the effect of exposure to images of natural objects and scenes (in contrast with non-nature imagery) on consumers’ regulatory focus and whether they experienced regulatory fit when encountering promotion-framed (vs prevention-framed) advertising messages.\u0000\u0000\u0000Findings\u0000The results revealed that consumers exhibited lower prevention-focused and higher promotion-focused motivational orientation after exposure to nature. Furthermore, exposure to nature led consumers to experience more regulatory fit with promotion-oriented marketing messages than prevention-oriented ones. This study found that natural environments offer urban consumers a reprieve from their day-to-day life, which mediates the effect of exposure to nature on regulatory focus. This study investigated the boundary condition of engaging in maintenance of nature (e.g. mow the grass) in which the effects of nature on regulatory focus were attenuated.\u0000\u0000\u0000Research limitations/implications\u0000This study used text and pictures related to nature as a way to expose the online participants to nature. Future research may use field studies with participants in real natural settings, with expectation of stronger effects. Second, this study examined mostly urban American participants. There may be cultural differences or living situations (e.g. living “off the grid” and in the “wild”) that influence people’s relationship with nature. Future research may examine how these differences can affect the influence of exposure to nature on motivational orientation.\u0000\u0000\u0000Practical implications\u0000The findings have direct implications for marketing managers and other related stakeholders. Exposing urban consumers to nature – even images of nature – they become more receptive to promotion-framed advertisements and marketing communications (vs prevention-framed messaging).\u0000\u0000\u0000Originality/value\u0000Little is currently known about how exposure to nature can influence psychological processes such as motivational orientation. This research contributes to the understanding of consumers’ responses to nature-related imagery in advertising and the effect that nature imagery has on consumers’ motivational orientation. This research also contributes to the b","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":null,"pages":null},"PeriodicalIF":3.7,"publicationDate":"2024-08-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141921930","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}