Changing drinking behaviour: the mediating effects of satisfaction on consumption experiences and readiness to change

This study applies the disconfirmation of expectations paradigm to explain what makes the consumption of sin products (high risk alcohol consumption) a satisfactory or unsatisfactory experience. It further tests if it affects readiness to change behaviour. It illustrates that disconfirmation of expectations should focus on consumption outcomes as they motivate customers to consume products and services. Furthermore, both positive and negative outcome expectancies should be included. The alcohol expectancy literature offers operational definitions of positive and negative outcome expectancies. However, alcohol expectancy studies do not use the disconfirmation paradigm to explain high risk drinking behaviours, even though disconfirmation of expectations have been shown to be a better predictor of customer satisfaction and behavioural intentions than customer expectations. Data gained via convenience sampling of undergraduate students from all divisions within a large Australian University provided a usable sample size of 462. The results and analysis illustrate a very distinct separation of four positive outcome expectation factors and four negative outcome expectation factors. These findings are discussed with implications highlighted for theorists, marketers and social policy makers

An Extended Model of Disconfirmation: Expectancies Relating to High Risk Drinking Experiences

To date, customer satisfaction and service quality studies have only focused on disconfirmation of expectations in terms of product/service attributes. This study applies the disconfirmation of expectations paradigm to explain what makes the consumption of sin products (high risk alcohol consumption) a satisfactory or unsatisfactory experience. In doing so, it illustrates that disconfirmation of expectations should focus on consumption outcomes as they motivate customers to consume products and services. Furthermore, both positive and negative outcome expectanciesshould be included. The alcohol expectancy literature offers operational definitions of positive and negative outcome expectancies. However, alcohol expectancy studies do not use the disconfirmation paradigm to explain high risk drinking behaviours. This is a serious omission as disconfirmation of expectations have been shown to be a better predictor of customer satisfaction and behavioural intentions than customer expectations This study concludes with data gained from a university setting testing the hypotheses proposed, showing distinct differences between positive and negative disconfirmation of outcome expectations

Audience reactions to motor vehicle advertisements: a test of compliance with self-regulatory codes

Massive automobile advertising budgets suggest that consumers worldwide are exposed to a large number of motor vehicle advertising messages. This is of concern considering some motor vehicle advertisements may encourage unsafe driving practices. In fact, motor vehicle advertising contributes a significant proportion of all complaints received by the Advertising Standards Bureau (ASB). Further, it appears that many advertisements that may be non compliant appear to fall through the regulatory gaps. This paper presents a test of the Federal Chamber of Automotive Industries (FCAI) Voluntary Code of Practice for Motor Vehicle Advertising. It entailed assessing audience perceptions of the messages communicated in three advertisements which were the subject of complaint to the ASB, two of which (Ford, Jeep) were dismissed and the third (Mazda) upheld. Audience perceptions of the ads showed that the ASB were correct in upholding the Mazda complaint that the ad promoted speed and performance aspects of the vehicle. However, our results showed that the Ford and Jeep ads also communicated these messages to the same extent or greater. Our results also showed that the sort of driver behaviour portrayed in these ads is perceived by a majority of viewers as aggressive and risk-taking across all three ads. These results bring into question the approach the Australian Standards Bureau uses to determine whether an advertisement breaches the FCAI Voluntary Code of Practice for Motor Vehicle Advertising

Regulation of motor vehicle advertising: toward a framework for compliance research

There is concern that certain content within some motor vehicle television advertising may negatively influence the driving attitudes and behaviours of viewers, particularly young people, and hence have a negative impact on road safety. In recognition of this concern, many developed countries have adopted a self-regulatory approach to motor vehicle advertising. The basic elements of self-regulation are a code of practice or guiding principles governing advertising content and the establishment of a process for hearing and adjudicating complaints about alleged breaches of that code. However, as in other areas, the effectiveness of self-regulation is being questioned in that many motor vehicle advertisements in Australia and elsewhere appear non-compliant with self-regulatory codes. Applying lessons from studies of alcohol advertising, this paper first reviews the research assessing the content of motor vehicle advertising. A suggested research framework is then proposed to inform the development of motor vehicle advertising regulatory codes where they do not exist, and to better monitor compliance with codes where they do exist. The research framework suggested includes expert content analysis of ads, the impact of advertising on risk-taking cognitions and decisions in computer-simulated traffic situations, and assessing audience perceptions of, and reactions to, messages in advertisements mapped against regulatory code content. An example of audience reaction research is also presented

Investigating status demotion in hierarchical loyalty programs

© 2017, © Emerald Publishing Limited. Purpose: The purpose of this paper is to extend research on customer loyalty status and customer demotion by investigating if the effect of demotion on customer attitudinal and behavioral responses is the same for top-tier and low-tier customers in the context of airlines. Design/methodology/approach: A survey was conducted with travelers intercepted at large airport terminals in Australia. Multivariate analyses examined group differences across status change (no change vs demoted) and status level (high status vs low status). Multi-group moderation structural equation modeling (SEM) analysis tested the moderating role of status (high status vs low status) on the effects of demotion on the relationship between customers’ attitudes and loyalty intention, and between loyalty intention and share of wallet. Findings: This study shows that the detrimental effects of demotion on the relationship between customer satisfaction/commitment/perceived betrayal on loyalty intentions, and on the relationship between loyalty intentions and share of wallet are stronger for “high status” than “low status” customers. Research limitations/implications: A cross-sectional design was employed to investigate customer demotion in the airline industry. Future studies could investigate different types of demotions in other industries by employing a longitudinal design. Practical implications: The study provides new insight about the effects of status demotion and highlights that service firms could be jeopardizing the loyalty of numerous valuable customers, especially among the “high status” customer group. Originality/value: This study reveals loyalty status moderates the effect of demotion on customer attitudinal responses and loyalty behaviors. It draws on social identity, social comparison, emotion and equity theories to explain the different effects of demotion on customers from different status level groups

The Impact of Recreational Sports Team Support and Commitment to the Team on Players' Quality of Life

The increase of obesity coupled with diabetes is a global concern. Regular exercise is one of the factors in preventing obesity as well as diabetes and some mental health problems in Australia (ABS 4719.0, 2008). Whilst gyms facilitate people to become and stay fit, recreational team sports provide a social and physical platform to wellbeing. This study explores how support from recreational sports team players impacts on commitment to the sports team and subsequently the quality of life of a team sport player. The study surveyed players from public and private recreational sports covering a variety team sports. The results show social-emotional support rather than instrumental support received from players drives a player’s commitment to the team. Furthermore, a player’s commitment fully mediates the impact of support received from the team a player’s perception of quality of life. This highlights the importance of getting players to commit to the team, and for team leaders and sports centres to foster social emotional support

Vegan stories: revealing archetypes and their moral foundations

Purpose: This study aims to identify the archetypes, moral foundations and plots associated with veganism through the stories told by vegan bloggers and the effect on mainstreaming of this ideology. Design/methodology/approach: Narrative data was collected from 15 publicly available vegan blogs. Underlying archetypes, morals and story plots were identified and presented as a “story re-told,” highlighting the context and content of what was being said by the protagonists and associated meanings. Findings: The analysis revealed three moral foundations on which vegan ideology is built: sanctity of life, enacting the authentic self and freedom. A universal hero archetype was also unearthed; however, the moral orientation of the storyteller (agency vs communal) dictated how these morals and archetypes were expressed. Research limitations/implications: Through the use of common story archetypes, master plots and moral foundations, a deeper understanding of vegans and the choices they make is facilitated, thus making vegan ideology appear less threatening. Storytelling plays an important role in establishing connections through commonality. Originality/value: This study applies cultivation theory, storytelling analysis and archetype theory to reveal how vegan bloggers counteract mass media cultivation of vegan stereotypes through the stories they tell. We offer a more robust description of vegans, moving beyond stereotypes, and the morals driving behavior. Moreover, a unique mechanism of mainstreaming is exposed that shows vegans connect with people by tapping into universal archetypes and morals that anyone can relate to and relive

The mediating effects of satisfaction on positive and negative consumption experiences and readiness to change behaviour

This study applies the disconfirmation of expectations paradigm to explain what makes the consumption of sin products (high risk alcohol consumption) a satisfactory or unsatisfactory experience. It further tests if it affects readiness to change behaviour. It illustrates that disconfirmation of expectations should focus on consumption outcomes as they motivate customers to consume products and services. Furthermore, both positive and negative outcome expectancies should be included. The alcohol expectancy literature offers operational definitions of positive and negative outcome expectancies. However, alcohol expectancy studies do not use the disconfirmation paradigm to explain high risk drinking behaviours, even though disconfirmation of expectations have been shown to be a better predictor of customer satisfaction and behavioural intentions than customer expectations. Data gained via convenience sampling of undergraduate students from all divisions within a large Australian University provided a usable sample size of 462. The results and analysis illustrate a very distinct separation of four positive outcome expectation factors and four negative outcome expectation factors. These findings are discussed with implications highlighted for theorists, marketers and social policy makers