An Empirical Comparison of Consumer Innovation Adoption Models: Implications for Subsistence Marketplaces

So called “pro-poor” innovations may improve consumer wellbeing in subsistence marketplaces. However, there is little research that integrates the area with the vast literature on innovation adoption. Using a questionnaire where respondents were asked to provide their evaluations about a mobile banking innovation, this research fills this gap by providing empirical evidence of the applicability of existing innovation adoption models in subsistence marketplaces. The study was conducted in Bangladesh among a geographically dispersed sample. The data collected allowed an empirical comparison of models in a subsistence context. The research reveals the most useful models in this context to be the Value Based Adoption Model and the Consumer Acceptance of Technology model. In light of these findings and further examination of the model comparison results the research also shows that consumers in subsistence marketplaces are not just motivated by functionality and economic needs. If organizations cannot enhance the hedonic attributes of a pro-poor innovation, and reduce the internal/external constraints related to adoption of that pro-poor innovation, then adoption intention by consumers will be lower

The Mediating Role of Arousal in Brand Commitment

UniversityThis article identifies arousal as the key motivating variable that helps high commitment consumers generate more counterarguments. Further, the change in arousal when high and low brand commitment subjects were or were not allowed to elaborate the message was examined in two studies. When insufficient opportunity to process the message was present, high commitment participants continued to have a high level of arousal. However, when sufficient opportunity to process the message was provided, high commitment subjects behaved like low commitment participants and displayed a decreased level of arousal

Temporal Sequence Effects: a Memory Framework

While much attention has been given recently to studying temporal sequences of events, virtually no attention has been given to the underlying mechanism responsible for how people form global retrospective evaluations of temporal sequences. The findings from this research suggest that a memory-based framework can provide a parsimonious, comprehensive explanation for retrospective evaluations. In addition to accounting for past findings such as a preference for improving over declining temporal sequences and the important role of peak (both high intensity and unique) experiences, we demonstrate that imposing a delay prior to retrospective evaluations can create a preference reversal due to the reduced accessibility of final or common instances

JOP760665_Appendix – Supplemental material for Coffee with co-workers: role of caffeine on evaluations of the self and others in group settings

<p>Supplemental material, JOP760665_Appendix for Coffee with co-workers: role of caffeine on evaluations of the self and others in group settings by Vasu Unnava, Amit Surendra Singh and H. Rao Unnava in Journal of Psychopharmacology</p

The Role of Arousal in Commitment: An Explanation for the Number of Counterarguments

This article identifies arousal as the motivating variable that helps high commitment consumers generate more counterarguments resulting in resistance to attitude change. Two studies examine the role of arousal on high and low commitment participants. In the first study, arousal is externally manipulated, and the effects of increased arousal are examined for high and low commitment participants. In study 2, the effect of sufficient versus insufficient elaboration on a message is examined in the context of arousal reduction. The relationship between the two types of arousal-tense and energy-is also examined. (c) 2006 by JOURNAL OF CONSUMER RESEARCH, Inc..

Temporal Sequence Effects: A Memory Framework

While much attention has been given recently to studying temporal sequences of events, relatively less attention has been directed to understanding the mechanisms behind the formation of global retrospective evaluations of temporal sequences. The findings from this research suggest that a memory-based framework can provide a parsimonious, comprehensive explanation for retrospective evaluations. In addition to accounting for past findings such as a preference for improving over declining temporal sequences and the important role of peak (both high intensity and unique) experiences, we demonstrate that imposing a delay prior to retrospective evaluations can create a preference reversal due to the reduced accessibility of final or common instances. (c) 2008 by JOURNAL OF CONSUMER RESEARCH, Inc..

The Effect of Brand Commitment on the Evaluation of Nonpreferred Brands: A Disconfirmation Process

This research finds that high- and low-commitment consumers use different information-processing strategies when exposed to competitive brand information. High-commitment consumers use a disconfirmatory processing strategy, focusing on the dissimilarities between their preferred brand and the competitor brand. Low-commitment consumers focus on the similarities between the advertised brand and their preferred brand. These processing differences lead to differences in the evaluation of a competitive brand between high- and low-commitment consumers. However, priming high-commitment consumers to focus on the similarities and low-commitment consumers on the dissimilarities between their preferred brand and a competitor brand mitigates the effects of the different processing strategies. (c) 2008 by JOURNAL OF CONSUMER RESEARCH, Inc..

When Good Consumers Turn Bad: Psychological Contract Breach in Committed Brand Relationships

To better understand the conditions under which committed consumers continue to support their preferred brand after a transgression versus turn against the brand and the underlying theoretical process, we study the interplay between brand commitment and specific types of transgressions. Across three scenario‐based and field studies, we show that consumers have psychological contracts with brands, which dictate the terms of the relationship, and for committed consumers, violations of any aspect in (out of) the contract results in a negative (indifferent) response. Furthermore, we demonstrate that consumer trust is the underlying mechanism: committed consumers exhibit more negative responses to in‐contract transgressions as a result of their lower trust in the brand.This accepted article is published as Nicole Montgomery, Sekar Raju, Kalpesh Desai, and H. Rao Unnava (2018), “When Good Consumers Turn Bad: Psychological Contract Breach in Committed Brand Relationships” Journal of Consumer Psychology, 28(3), 437-449. Doi.10.1002/jcpy.1015. Posted with permission. </p