Stereotyping human-like virtual influencers in retailing: Does warmth prevail over competence?

Building upon the Stereotype Content Model (SCM), the current research provides insights into how virtual influencers (VIs) influence consumer responses. More specifically, it investigates the associations between the VI's anthropomorphism and stereotypical judgments of the VI's warmth and competence as well as the differential and mediating roles of these stereotypes in influencing consumers' willingness to follow the VI's recommendations and purchase intentions. The results support the idea that anthropomorphizing VIs has a direct bearing on stereotyping VIs along the competence and warmth dimensions of the SCM. Consistent with the “Primacy-of-Warmth Effect” hypothesis, the study's findings show that perceived warmth, compared to perceived competence, is positively more associated with consumers' willingness to follow the VI's recommendations. Furthermore, the findings reveal that perceived warmth mediates the association between the VI's anthropomorphism and consumers' willingness to follow the VI's recommendations. However, the findings lend partial support to the mediating role of competence. The willingness to follow the VI's recommendations, in turn, is positively associated with purchase intention. The paper wraps up with some implications for research and practice

Consumers motivations and roles in rooting for or against underdog consumer

When wronged customers feel powerless they could bring publicly their fight against offending firms. Doing so could help to put the perpetrator firms under pressure and urge them to restore fairness. While some consumers could express their commitment to wronged consumers, others may disagree and disapprove their fight. This paper investigates consumers' motivations and roles in supporting and rooting against powerless customers- referred here as underdogs. Using a netnography approach to analyse online participants' postings, we identified two types of roles: supportive and unsupportive roles. The former consist of five consumers' roles that are endorsed when rooting for underdogs, namely the Admirer, the Rebel, the Learner, the Opportunist and the Lawyer. The latter consists of four roles adopted by opponent consumers when rooting against underdogs, namely the Sarcastic, the Elitist, the Conformist and the Schadenfreudist. Understanding consumers' roles and motivations in rooting for the underdogs, is helpful for firms in managing their defensive marketing efforts and reduce the anti-corporate attitudes. Likewise, knowing what motivates consumers to root against an underdog may help in capitalizing on supportive attitudes and to reinforce the commitment toward the firm.Scopu

Exploring consumer conflict management in service encounters

Consumer researchers have yet to examine how consumers frame and deal with conflict. Understanding how consumers manage conflict is essential for service providers seeking to effectively recover instances of service failure, and avoid the costs associated with increasing instances of consumer anger. Using a modified grounded theory approach, we develop a model of consumer conflict management drawing on 39 informant accounts of service failures. The emergent model proposes that consumers' conflict style is related to whether conflict is framed in task or personal terms. Task-framed conflicts resulted in more productive conflict styles than those framed in personal terms. Self vs. other orientation moderated the relationship between conflict frame and conflict style. These findings help us better understand the nature of consumer conflict and identify the importance of carefully targeting service recovery efforts to reduce instances of anger

Cultural group perception enhances sense of agency in a multicultural society

Group, which involves collective actions for achieving shared goals, can be conceptually understood as an important source of agency and control. The current research investigated whether group identity salience can enhance sense of agency within the individual. Specifically, we examined whether an activated cultural group identity, through presenting different types of cultural photographs in a predictable way, would facilitate people's sense of agency by using an implicit method, namely, intentional binding effect paradigm. Experiment 1a found that an activated cultural group identity enhanced the sense of agency. Next, Experiment 1b replicated the findings by recruiting a different ethnic group in the same society. Experiment 2 explored what may affect the intensity of induced sense of agency and found that perceived representativeness of the presented cultural stimuli was positively correlated with the intensity of induced sense of agency. Finally, Experiment 3 explored whether ethnic minority and majority groups would demonstrate different intensity of agency when their cultural identity was activated. The results showed that the sense of agency induced by the mainstream cultural stimuli was greater than that induced by the foreign cultural photographs. These patterns were not different between the two ethnic groups. Taken together, these findings reflected the dynamic nature of cultural identity construction in a multicultural society