101 research outputs found
When and Why Do Consumers Share Product Harm Information?
This paper aims to understand when and why consumers share product harm information. Across five studies, we showed that product harm information with higher self-relevance reduced sharing under independent self-construal. Under interdependent self-construal, negative effect of self-relevance on sharing was attenuated. Further, we demonstrated the underlying processes that shape sharing
RANGE AND NUMBER-OF-LEVELS EFFECTS IN DERIVED AND STATED MEASURES OF ATTRIBUTE IMPORTANCE
We study how the range of variation and the number of attribute levels affect five measures of attribute importance: full profile conjoint estimates, ranges in attribute level attractiveness ratings, regression coefficients, graded paired comparisons, and self-reported ratings. We find that all importance measures are affected by the range manipulation. The number of attribute levels affects only two measures. The results allow us to benchmark the magnitude of the number-of-levels effect against the range effect: conjoint importance estimates were approximately equally affected by a threefold increase in the range of attribute variation and by the insertion of two intermediate attribute levels. Our findings show that the number-of-levels effect is most likely due to respondents’ tendencies to distribute their mental stimulus representations and their responses uniformly over the corresponding continua.attribute importance, context effects, conjoint analysis, Research Methods/ Statistical Methods,
When organic products are tasty:Taste inferences from an Organic = Healthy Association
Previous research has consistently demonstrated that organic food is typically seen as healthier. The aim of the present study is to investigate how these health inferences influence taste perceptions of organic food. In Study 1, we show that a neutral food product with an organic label is perceived as more healthy than the same product without such a label. This higher level of perceived healthiness is paired with an improved perceived taste. In Study 2 and 3, we obtain evidence in Dutch and US samples that an organic label increases perceived taste and attractiveness of healthy (but not unhealthy) food. Whereas previous studies have shown general health halo effects of organic labels, this perspective cannot explain the specific pattern of our results, which speaks towards an ‘organic = healthy = tasty’ intuition
The Psychology of Country-of-Origin Effects
The impact of product origin on consumer product evaluations is well-documented, and several types of influence have been described in the literature. In this paper, the author will first describe some of the practical and scientific support for this effect, and then focus on the psychology behind the country-of-oriÂgin effect. Drawing from recent studies, this paper will review cognitive, affective and normative countryÂ-of-origin effects, and discuss the mechanisms behind the. Special attention will be paid to the general prefÂerence for domestic products over foreign alternatives, and to the interaction between country of origin and other marketing variables, such as advertising
Putting the public back in behavioral public policy
Behavioral public policies are aimed at influencing the behavior of the public in a way that is advantageous for the public itself and within the law. Sanders, Snijders and Hallsworth (2018 , this issue) summarize the state of the art of this new field of study and introduce a number of challenges and opportunities for the time to come. We address an additional challenge that is present and central in all attempts to influence behavior, namely the public – the people that are the target of behavioral public policies. We review evidence revealing that people do not passively accept those influence attempts, but often show reactant responses. We propose that the Persuasion Knowledge Model provides a framework both to understand the reactions of the public and to facilitate communication between academic researchers and practitioners
Correction to: Beyond valence: a meta-analysis of discrete emotions in firm-customer encounters
Tables 4, 5 and 6 in the original version of this article contained some incorrect calculations. The correct tables are shown below
‘We’ are more likely to endorse than ‘I’: the effects of self-construal and brand symbolism on consumers’ online brand endorsements
Recent research increasingly highlights that consumers engage in online brand endorsements (e.g. Facebook likes) to signal their identity, but has failed to explain why different consumers use this type of signaling to differing degrees. This paper addresses this gap by looking at a culturally constructed individual difference variable, namely self-construal. Self-construal, which can be independent or interdependent, refers to the extent that people define themselves in terms of the relations they have with others. In four studies, this research shows that consumers’ self-construal is related to their intention to endorse brands online. In particular, high levels of interdependent self-construal positively affect consumers’ intention to endorse brands online (Studies 1A & 1B). This effect is mediated by an increased perception of brands’ symbolic value (Study 2). Moreover, this positivity bias toward symbolic brand cues is conditional upon consumers’ brand attitude (Study 3). These findings demonstrate that consumers’ identity plays a central role in their brand perception and brand-related social media use
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