Regional differences in portion size consumption behaviour: Insights for the global food industry

Abstract: Given the influence of globalization on consumer food behaviour across the world, the purpose of this paper is to contribute to the theoretical discourse around food portion size as a global consumption-related symbol and its underlying socio-economic drivers for food industry strategy. Overall, 25,000 global food consumers were surveyed across 24 countries to elicit insight on portion size consumption behaviour as well as consumer perception on eating and drinking small portion size within selected socio-economic classes. The data was quantitatively analysed to answer the pertinent research objectives. In 20 out of the 24 global markets surveyed, large food portion size was statistically established as a prevalent consumption-related symbol. The paper found that there are regional differences in portion size food consumption behaviour, and further disparities exist across age, gender and income status in 24 countries covering all regions, including Australia, China, Mexico, South Africa, United Kingdom and United States of America. The outlined food industry implications reveal that adaptation and standardisation strategies are still relevant in global food and nutrition strategy as revealed by the variations in the preference for food portion sizes across various countries of the world

Psychological Ownership in Hoarding

This chapter examines hoarding behavior through the lens of consumer behavior as an extreme form of psychological ownership. The phenomenon of hoarding analyzed in context of psychological ownership theory reveals connections between the intense emotional attachment to possessions that characterizes hoarding and the motivations for psychological ownership. In addition, applying psychological ownership theory to existing knowledge of consumer disposition practices offers insights into encouraging disposition. An integrated framework emerges for understanding both difficulties with disposition and ways to encourage disposition.https://digitalcommons.chapman.edu/business_books/1011/thumbnail.jp

The influence of thinking styles on perceived price fairness: An experimental study

Customers expect pricing practices to be fair, they are specifically sensitive to price increase considered unfair or unacceptable, which eventually influences both behavioural intentions and emotions. Substantial investments are deployed in building positive associations with consumers, which can be subverted by the incident of price increase leading to unfairness perceptions. It is significantly important to mitigate the perceived unfairness perceptions, given the stakes involved. This article investigates the role that styles of thinking (holistic versus analytic) plays in perceived price fairness. The findings of this research show that styles of thinking play a significant role in influencing perceived price fairness. When exposed to negative and/or undesirable events such as price increase, styles of thinking influence cognitive attribution, which, in turn, influences price fairness perceptions. This research adds to the growing literature in price fairness by exploring the influence of thinking styles on perceived price fairness that has not been examined before. These findings suggest that strategies to influence styles of thinking could be useful in managing perceived unfairness perceptions. Marketers and managers could utilise marketing-management strategies based on findings of this research to maintain positive consumer’s perception of price, thereby will improve firms’ performance, in terms of, value, profitability and sales. © 2020, Springer Nature Singapore Pte Ltd

Does advertising appeal type make a difference? A new sustainable fashion product by a luxury and mainstream brand

Sustainability is not only at the forefront of the mainstream brands\u2018 agenda. Many luxury brands already engage in sustainability actions, either launching sustainable versions of their products or develop \u201cresponsible luxury\u201d strategies and policies. This chapter explores two types of advertising appeals for sustainable new products communications: those that deliver consumer benefit (i.e. self-benefit) and those that deliver societal benefit (i.e. others-benefit). Furthermore, this research investigates whether the advertising appeal types moderate the effect of brand types, namely mainstream versus luxury, on consumers\u2019 reactions toward new sustainable products. The results of the experiment indicate that consumers\u2019 purchase intention increases when a new sustainable product is produced by a mainstream brand rather than a luxury one when advertising communicates self-benefits. When the message is focused on \u201cothers-benefit\u201d instead of \u201cself-benefit\u201d, consumers\u2019 attitude toward a new sustainable product increases for a luxury brand. On the other hand, consumers\u2019 attitude toward a new sustainable product decreases when the message is \u201cothers-benefit\u201d for a mainstream brand