European Journal of Marketing最新文献

{"title":"Green consumption across borders: a hybrid meta-analytic investigation exploring cultural values, human development and internet access","authors":"Achchuthan Sivapalan, Charles Jebarajakirthy, Haroon Iqbal Maseeh, Deepak Sangroya, Sushant Kumar","doi":"10.1108/ejm-06-2023-0499","DOIUrl":"https://doi.org/10.1108/ejm-06-2023-0499","url":null,"abstract":"Purpose The purpose of this study is to combine two types of meta-analytical approaches, i.e. SEM-based meta-analysis and fuzzy set qualitative comparative analysis (fsQCA)-based meta-analysis. It also integrates the underpinnings of the theory of planned behaviour (TPB) and attitude-behavior-context theory in the green consumption context to propose solid relationships between the factors driving green consumption and uses a moderation analysis to address the inconsistent findings reported regarding these relationships. Design/methodology/approach By integrating the findings from 144 studies, a meta-analysis was performed, adopting several analytical methods: path analysis, moderation analysis and fsQCA. Findings SEM-based meta-analysis suggests that socio-psychological factors enhance purchase intention towards green offerings, which in turn drives green purchase behaviour. fsQCA-based meta-analysis shows how socio-psychological factors and contextual factors jointly in different combinations lead to high and low green purchase behaviour. Moderation analysis finds that consumers’ cultural identities, development status of the country and internet access level of countries cause inconsistencies in the green consumption literature. Research limitations/implications The authors selected papers published in English; hence, other relevant papers in this domain published in other languages might have been missed. Also, the authors might have missed some relevant papers that did not use the keywords specified for the paper search. Practical implications The findings are useful to marketers of green offerings in designing strategies, i.e. specific messages, targeting different customers based on countries’ cultural identities, development status of the countries and internet accesses level of countries, to harvest positive customer responses. Originality/value This study proposes a hybrid meta-review approach by combining SEM-based meta-analysis and fsQCA-based meta-analysis, thereby advancing the methodological rigour of the meta-analytic approach. Further, this study incorporated socio-psychological factors and contextual factors driving green consumption based on the integration of TPB and Attitude-Behavior-Context theory. Moreover, the authors have investigated the possible reasons for inconsistent findings reported in the literature.","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":"60 1","pages":"212-270"},"PeriodicalIF":0.0,"publicationDate":"2025-12-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"147920424","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":"Spillover effects of sensory stimulation","authors":"Tilottama G. Chowdhury, Adwait Khare, Robin A. Coulter","doi":"10.1108/ejm-12-2022-0863","DOIUrl":"https://doi.org/10.1108/ejm-12-2022-0863","url":null,"abstract":"Purpose This paper aims to propose the sensory stimulation spillover effect phenomenon, defined as the process by which sensory stimulation in one area generates positive impressions and favorably impacts opinions in other areas. Specifically, this paper demonstrates that the spillover effect of sensory priming via an advertised brand impacts the viewer’s self-brand connections (the mental representation of a brand connected to an individual’s self-concept), brand attitude and brand purchase intention. Design/methodology/approach Across six experiments, 883 participants considered advertised brands from diverse product categories (food snacks, electronics and detergent). The multisensory prime in Studies 1–3 uses positively valenced sensory imagery and text, whereas the multisensory prime in Studies 4–6 is a sensory imaging task. Studies 1–4 examine the spillover effect of the multisensory prime on consumers’ self-brand connections, as well as downstream brand-related variables. Studies 5 and 6, respectively, examined the moderating roles of advertising appeal, regulatory focus (promotion vs prevention) and cognitive versus affective tone. Findings Results provide robust evidence of the proposed sensory stimulation spillover effect. Sensory priming strengthens self-brand connections and positively impacts brand attitude and purchase intention; self-brand connections mediate the relationship between a multisensory prime and brand attitude and purchase intention. The sensory stimulation spillover effect is stronger when advertisements have a promotion (vs prevention) focus and particularly for participants with a stronger intrinsic promotion (vs prevention) orientation, as well as for advertisements with an affective (vs a cognitive) tone. Research limitations/implications The authors manipulated sensory stimulation using visual images and text as well as using a multisensory-imaging task. Future work can explore the use of actual sensory stimulation, and retail spaces or public venues may provide opportunities for field experiments to study sensory stimulation in situ . Practical implications The research focuses on spillover effects in an advertising context with broader implications for consumers’ in-store shopping experiences based on multisensory store architecture and atmospherics, as well as online shopping that is impacted by multisensory information. Originality/value This paper introduces the phenomenon of sensory stimulation spillover effect, the process by which sensory stimulation in one area generates positive impressions and favorably impacts opinions in other areas and demonstrates that multisensory priming strengthens self-brand connections and downstream brand-related variables, with self-brand connections as the mediator. The results are robust across multiple product categories and are contingent upon the type of advertising appeal. The research focuses on spillover effects in an advertising context with broader implications for","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":"59 3","pages":"501-527"},"PeriodicalIF":0.0,"publicationDate":"2025-01-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://repository.up.ac.za/bitstreams/d8c317e3-91e3-4c46-bb8a-0911cfeeb27a/download","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"147919135","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"OA","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The luxury consumer knowledge effect: when mature consumers prefer inconspicuous consumption","authors":"Jared Wong, Foo Nin Ho","doi":"10.1108/ejm-01-2023-0073","DOIUrl":"https://doi.org/10.1108/ejm-01-2023-0073","url":null,"abstract":"Purpose What might lead a luxury consumer to signal with an inconspicuous product? Drawing upon luxury consumer maturity theory, which proposes that mature luxury consumers exhibit a greater preference for inconspicuous luxury goods, this papers aims to consider if consumer field-specific knowledge increases the preference for inconspicuous consumption. Design/methodology/approach By measuring and manipulating consumer knowledge via correlational and experimental designs, respectively, the authors probe the association between consumer knowledge and preferences for inconspicuous luxury products. Findings This study reports converging evidence suggesting that more knowledgeable (non-)luxury consumers prefer (non-)luxury goods that send inconspicuous signals. Research limitations/implications The proposed luxury consumer knowledge effect provides insights into the rise of inconspicuous luxury consumption and offers counterintuitive managerial implications, particularly for marketing communications and advertising. Practical implications Inconspicuous luxury brands should engage in an informational sharing approach to their marketing communications, as increasing knowledge may encourage inconspicuous consumption. Originality/value While prior work on inconspicuous consumption has addressed the utility of subtle signals and presented a classification of different types of luxury consumers, for instance, the authors instead consider one potential driver of inconspicuous consumption: consumer knowledge. To the best of the authors’ knowledge, this study is also the first to provide empirical support for luxury consumer maturity theory, in addition to examining the boundaries of this framework.","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":"59 1","pages":"109-130"},"PeriodicalIF":0.0,"publicationDate":"2024-12-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"147888231","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":"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":"44 1","pages":""},"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":"4 1","pages":""},"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":"42 1","pages":""},"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":"10 1","pages":""},"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":"67 1","pages":""},"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":"67 1","pages":""},"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":"10 1","pages":""},"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}