20 research outputs found
How Likely Are Viewers to Watch Television Commercials: A Connectedness Perspective
With the recent return to more advertising-generated content by entertainment providers, it again becomes important to understand what will drive consumers to view commercials. We utilize the construct of television connectedness developed by Russell, Norman, and Heckler (2004) to predict viewers’ propensity to watch television commercials. Based on data derived from a survey completed by 816 residents of the United States, we estimate a logistic regression model and find that older (35+) viewers high on connectedness are more likely to view television commercials. We further employ correspondence analysis of free-response data to uncover differences in motivations to view commercials among younger (18-34) and older (35+) consumers with different connectedness levels. We discuss implications for television networks and subscription-video-on-demand (SVOD, streaming) providers that seek to enhance revenue with advertising-supported content on their platforms
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Personality-Relatedness and Reciprocity framework for analyzing retailer–consumer interactions
The article introduces four relational models from the social sciences that are relevant for classifying retailer–consumer interactions. Similarities between the relational models are identified and two continuous relational dimensions–personality-relatedness and reciprocity–are derived. The personality-relatedness dimension defines the degree to which consumers place importance on the retailer’s personality (values and culture); reciprocity describes the degree to which consumers place importance on comparative outcomes (the difference between the consumer’s and the retailer’s outcomes). The two relational dimensions establish the Personality-Relatedness and Reciprocity (PRR) framework—a relational framework suitable for analyzing a wide variety of retailer–consumer interactions. The framework informs propositions for future research. The article discusses theoretical contributions and managerially relevant implications of the PRR framework
Personality-Relatedness and Reciprocity framework for analyzing retailer-consumer interactions
The article introduces four relational models from the social sciences that are relevant for classifying retailer-consumer interactions. Similarities between the relational models are identified and two continuous relational dimensions-personality-relatedness and reciprocity-are derived. The personality-relatedness dimension defines the degree to which consumers place importance on the retailer's personality (values and culture); reciprocity describes the degree to which consumers place importance on comparative outcomes (the difference between the consumer's and the retailer's outcomes). The two relational dimensions establish the Personality-Relatedness and Reciprocity (PRR) framework--a relational framework suitable for analyzing a wide variety of retailer-consumer interactions. The framework informs propositions for future research. The article discusses theoretical contributions and managerially relevant implications of the PRR framework.Retailer-consumer interactions Personality-relatedness Reciprocity Positioning strategies
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The Effect of Market and Merchant Comparisons on Customer Satisfaction: The Moderating Role of Information Uncertainty and Price Negotiation
We examine whether consumers are influenced by comparisons to other consumers and to the merchant. Past studies have estimated the impact that each type of comparison has on customer satisfaction separately, but have not examined the relative impact of each comparison simultaneously. We also examine the moderating effects of information uncertainty and price negotiation on the relationship between comparison information and customer satisfaction. Results show that unfavorable market comparisons impact customer satisfaction significantly more strongly than unfavorable merchant comparisons. However, no such difference is found for favorable comparisons. Information uncertainty and price negotiation decrease the impact of unfavorable market and merchant comparison. [PUBLICATION ABSTRACT
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The Effect of Market and Merchant Comparisons on Customer Satisfaction: The Moderating Role of Information Uncertainty and Price Negotiation
We examine whether consumers are influenced by comparisons to other consumers and to the merchant. Past studies have estimated the impact that each type of comparison has on customer satisfaction separately, but have not examined the relative impact of each comparison simultaneously. We also examine the moderating effects of information uncertainty and price negotiation on the relationship between comparison information and customer satisfaction. Results show that unfavorable market comparisons impact customer satisfaction significantly more strongly than unfavorable merchant comparisons. However, no such difference is found for favorable comparisons. Information uncertainty and price negotiation decrease the impact of unfavorable market and merchant comparisons
Do customer relationships mitigate or amplify failure responses?
Service failures can have a damaging impact on company profitability. Prior research demonstrates that robust relationships with customers may mitigate the negative impact of a service failure on behavioral outcome variables, such as repatronage intentions and word-of-mouth. Yet other research finds that customer relationships may actually intensify this negative impact on word-of-mouth and complaining. In earlier research, customers' relationships with service marketers are conceptualized as a uni-dimensional construct ranging from a low level of intensity to high intensity. This research demonstrates that a two-dimensional conceptualization of customers' relationships with service marketers—the Personality-Relatedness and Reciprocity (PRR) framework (Kaltcheva and Parasuraman, 2009)—can account for the seemingly discrepant results in the literature. This article leads to the formulation of a framework—the PRR-Failure Control framework—that links customer relationship strategies to failure control solutions
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The Impact of Customers' Relational Models on Price-Based Defection
Retailers that cannot or do not wish to compete on price face the formidable task of trying to retain customers while charging higher prices for equivalent merchandise. Prior research demonstrates that in the face of competitive price threats, developing relationships with customers may be effective in discouraging customer defection. Yet the cultivation of customer relationships may require a considerable resource commitment or run the risk of infringing upon customers' relationship preferences. Results from a study we conducted demonstrate that the appropriateness of different relationship strategies as a deterrent of customer defection is contingent upon the intensity of the threat from price competition. More resource-intensive relational strategies may be needed to ensure customer retention in the face of severe price competition, whereas a lower level of resource commitment may be sufficient to successfully contest more moderate price threats
Impact of retail environment extraordinariness on customer self-concept
This research examines the effect of extraordinary retail environments on consumer self-concept. Two between-subjects experiments manipulate the extraordinariness of the retail environment and evaluate participants' self-concept in the environment. In both experiments, high-extraordinariness retail environments elicit a more atypical working self-concept than low-extraordinariness environments. Content analysis of participants' working self-concept in the two environments offers insight into the cognitive processes underlying the effect. The article discusses managerial and theoretical implications of the research.Retail environment Self-concept Accessibility