Adoption of Network Externality Products:The Interactive Influence of Self-Construal, Branding Strategy, and Source of Information

This research examined the influence of consumer, product, and brand factors on the adoption of network externality products-a phenomenon where the utility of a product increases as the number of its adopters increases, e.g. DVD players. Results of two studies revealed, contrary to prior research, relative to interdependent-self consumers, independent-self consumers expressed moderately greater (lower) preference for new network products with a less differentiated feature but compatible technology (a highly differentiated feature but incompatible technology). Moreover, when respondents were told that trial users of new network products were dissimilar, independent-self (interdependent-self) consumers preferred the new network product from a broad (narrow) brand. For similar trial users, consumers of both selves did not differ in their preference between a broad vs. narrow brand. [to cite]

A comparative quantitative & qualitative assessment in orthodontic treatment of white spot lesion treated with 3 different commercially available materials - In vitro study

To comparatively evaluate the esthetic improvement of white-spot lesions (WSLs) treated by: BiominF, CPP-ACP paste with fluoride & ICON resin infiltration, using Spectrophotometer & Diagnodent. The study was done using 72 sound permanent extracted premolars, divided into four groups (18 teeth per group). After taking the ethical approval the study was commenced. WSLs were created on human premolars and randomly assigned to four groups: Group A: Artificial Saliva, Group B: CPP-ACP with fluoride, Group C: BiominF, Group D: Resin infiltration (Icon). The color change (?E) of each specimen was measured with a Spectrophotometer (VITA Easy Shade Compact), and fluorescence loss (?Q) was measured by a laser fluorescence device (DIAGNOdent, Kavo, Biberach, Germany), at different time points after treatment: baseline (0 weeks), 2 weeks, 4 weeks, and 6 weeks. The ?E and ?Q baseline values for the four groups before the treatments did not differ significantly. Icon treatment improved the WSL color significantly and gave the lowest ?E (5.12± 3.92) & ?Q (1.64 ±0.72) compared with other treatments at end of 6 weeks (P< .01). In the BiominF and CPP-ACP with fluoride treatment groups, ?Q & ?E showed significant recovery compared with the baseline values (P< .05). Within the limitations of the study, it can be concluded that all the three remineralizing agents used in the study could effectively remineralize artificial enamel caries and showed improvement in color change and fluoresence as compared to the baseline. Therefore they can be effectively used for the treatment of the white spot lesions

Are Well-Known Brands Held to a Higher Standard of Performance: the Moderating Influence of Pre Vs. Post Purchase of the Product

Well-Known brands (WKB) have several advantages over Less-Known brands (LKB) in terms of brand equity, market share etc. We use the literature in standards of judgment and stereotyping as theoretical underpinnings and investigate situations in which consumers experience uncertainty about performance relative to attribute claims made by brands. We posit and empirically show across two studies that in the pre-purchase stage, WKB have an advantage over LKB in terms of buying likelihood and attribute performance uncertainty because of their stronger brand equity. However, this advantage reverses once consumers use the products in the postpurchase stage. Specifically, WKB are held to a higher performance standard compared to LKB such that if performance exceeds the claims, LKB are more positively evaluated compared to WKB, while if brands perform poorly relative to their claims, WKB are more negatively evaluated compared to LKB

How Credit Card Payments Increase Unhealthy Food Purchases: Visceral Regulation of Vices

Some food items that are commonly considered unhealthy also tend to elicit impulsive responses. The pain of paying in cash can curb impulsive urges to purchase such unhealthy food products. Credit card payments, in contrast, are relatively painless and weaken impulse control. Consequently, consumers are more likely to buy unhealthy food products when they pay by credit card than when they pay in cash. Results from four studies support these hypotheses. Analysis of actual shopping behavior of 1,000 households over a period of 6 months revealed that shopping baskets have a larger proportion of food items rated as impulsive and unhealthy when shoppers use credit or debit cards to pay for the purchases (study 1). Follow-up experiments (studies 2–4) show that the vice-regulation effect of cash payments is mediated by pain of payment and moderated by chronic sensitivity to pain of payment. Implications for consumer welfare and theories of impulsive consumption are discussed.

The Influence Of Chronic And Situational Self-Construal On Categorization

Four studies, using chronic and situational self-construal, supported the proposition that individualists (collectivists) focus on within-category richness (between-category differentiation). Collectivists judged paired products as less similar than individualists did, but only at the higher level of a category hierarchy (studies 1 and 2). Further, collectivists were more context driven in product ratings in a categorization task (study 3). Study 4 focused on high-level pairs and found that under high involvement, chronic self-construal dominated judgments. Under low involvement, chronic and situational construals interacted: individualists (collectivists) were less (more) amenable to the situational construal. Implications for self-construal and categorization research are discussed. © 2007 by JOURNAL OF CONSUMER RESEARCH, Inc

Enhancement Or Dilution? Asymmetric Influence of Channel Fit on Beliefs and Evaluations of Functional and Symbolic Brands and Stores

In light of increasing number of brands distributing through distinct stores, we investigate the influence of fit of functional vs. symbolic brands distributing through functional vs. symbolic stores and of the latter carrying functional vs. symbolic brands. Specifically, we examine the influence of store image on brand beliefs and brand evaluations and the influence of brand image on store evaluations. Using prior literature in context effects, brand fit, functional-symbolic product concepts, and assimilationcontrast models as conceptual underpinnings of our hypotheses, findings from an experiment employing real store names and brand names in four category replicates revealed consumers perceived poor fit in symbolic stores carrying functional brands and functional stores carrying symbolic brands. In both cases, poor fit resulted in consumers thinking less positively about stores carrying image inconsistent brands. Regarding the influence of store image on brand evaluations, poor fit of distributing through image inconsistent stores resulted in lower likelihood to buy but only for symbolic and not functional brands. Finally, there seems to be disconnect between the influence of store image on brand beliefs and brand evaluations. Despite the symbolic belief of symbolic brands being perceived stronger at functional store, the evaluations of symbolic brands was lower at functional vs. symbolic stores. Similarly, despite stronger functional beliefs at symbolic stores, the evaluation of functional brands at symbolic vs. functional stores did not differ. [to cite]

The Influence of Chronic and Situational Self-Construal on Categorization

Four studies, using chronic and situational self-construal, supported the proposition that individualists (collectivists) focus on within-category richness (between-category differentiation). Collectivists judged paired products as less similar than individualists did, but only at the higher level of a category hierarchy (studies 1 and 2). Further, collectivists were more context driven in product ratings in a categorization task (study 3). Study 4 focused on high-level pairs and found that under high involvement, chronic self-construal dominated judgments. Under low involvement, chronic and situational construals interacted: individualists (collectivists) were less (more) amenable to the situational construal. Implications for self-construal and categorization research are discussed. (c) 2007 by JOURNAL OF CONSUMER RESEARCH, Inc..