Consumer Impulsiveness and Purchase Behavior in Emerging Markets: An Abstract

Castagna, A. C., Pinto, D. C., & Herter, M. M. (2019). Responsible Consumption during Crisis: Consumer Impulsiveness and Purchase Behavior in Emerging Markets: An Abstract. In P. Rossi, & N. Krey (Eds.), Finding New Ways to Engage and Satisfy Global Customers: Proceedings of the 2018 Academy of Marketing Science (AMS) World Marketing Congress (WMC) (pp. 571-572). (Finding New Ways to Engage and Satisfy Global Customers). Springer. https://doi.org/10.1007/978-3-030-02568-7_154The effects of economic crisis on consumer behavior affect from unplanned to planned purchases (Quelch and Jocz, 2009). Previous research analyzed how consumers are coping with crisis considering aspects such as low-income consumers (Kumar et al., 2017), household consumption and their financial management (Albert and Escardibul, 2017), and the increase of poverty and reduction of well-being during crisis (Gutierrez-Nieto et al., 2017). Taking into account the few studies on impulsiveness consumption during an economic crisis, the present research extends previous literature by showing that the relationship between consumer income and consumption behavior is processed by responsible behavior during crisis and that consumer impulsiveness will vary according to this responsible behavior. In this sense, this research develops and tests a framework of responsible consumption during crisis that explains changes in purchase behavior in an emerging market context. We conceptualize responsible crisis consumption as the changes in regular habits of consumers to a more rational way of buying, such as shifting for less expensive products and less known brands or reducing expenditures on services. The study was developed in two stages: an exploratory qualitative phase of 12 in-depth interviews with consumers and specialists and a confirmatory quantitative phase with 408 consumers during the recent Brazilian economic crisis (2015–2018). The results using partial least squares structural equations modeling (PLS-SEM) indicate that responsible crisis consumption is an important underlying mechanism between consumer impulsiveness, income level, and purchase behavior. Our findings reveal that consumers, when faced with an economic crisis, develop responsible consumption habits that modify their consumption behavior, especially decreasing services consumption compared to products. Consumers change their purchase habits during a recession by looking for a security status, which means that in this period consumers shift from their general habits to a more rational way of buying. In this sense, our results also report that during the economic crisis, consumers tend to reduce impulsiveness and increase behaviors such as replacing the usual purchase with cheaper products, increasing reflexivity about purchases, decreasing purchases without looking at the price, and increasing the repair of products instead of buying new ones. Theoretically, our findings on responsible crisis consumption reveal that consumers are not only economically affected by recession, but it also triggers psychological mechanisms on consumers by changing their level of impulsiveness and changing their purchase behavior. In managerial terms, the findings help companies and public institutions to understand the changes in purchase behavior in emerging markets.authorsversionpublishe

An Extended Model of Goal-Directed Behavior

Huseynov, K., Costa Pinto, D., Maurer Herter, M., & Rita, P. (2020). Rethinking Emotions and Destination Experience: An Extended Model of Goal-Directed Behavior. Journal of Hospitality and Tourism Research, 44(7), 1153-1177. https://doi.org/10.1177/1096348020936334This research aims to extend the model of goal-directed behavior, by deepening its emotional path and including new variables to predict tourist behavioral intention: hedonism, destination experience, and tourism innovativeness. Based on a final sample of 457 European tourist nationals, the findings showed the significant influence of hedonism and tourism innovativeness on tourist desire. In addition, findings uncover the mediating role of hedonism on the emotional path. The findings also extend previous research by revealing that not all destination experience dimensions (sensory, affective, behavioral, and intellectual) equally influence tourist behavioral intention. Indeed, only sensory and intellectual destination experience dimensions were found to affect behavioral intention. The findings have important implications for tourism managers crafting destination experiences and contribute to tourism research by presenting a more comprehensive framework of goal-directed behavior applied to tourism.authorsversionpublishe

An Abstract

Pinto, D. C., Herter, M. M., Nicolao, L., & Terres, M. (2019). The Benefits of Unrelated Brand Corporate Social Responsibility: An Abstract. In P. Rossi, & N. Krey (Eds.), Finding New Ways to Engage and Satisfy Global Customers: Proceedings of the 2018 Academy of Marketing Science (AMS) World Marketing Congress (WMC) (pp. 367-368). (Finding New Ways to Engage and Satisfy Global Customers). Springer. https://doi.org/10.1007/978-3-030-02568-7_97Corporate social responsibility (CSR) has been a growing strategic trend among companies, in the hopes to improve their brand outcomes and performance. However, despite the growing investment in such strategies, relatively little is known about how consumers respond to corporate social responsibility activities. Recently consumers started questioning whether socially responsible actions are authentic—i.e., companies are legitimately concerned with the causes they advocate—and whether these same actions are in the core of what companies provide to the market. We are especially interested in the effect that corporate social responsibility actions exercise over brand symbolism (i.e., a brand’s potential to serve as a resource for identity construction by providing self-referential cues representing values, roles, and relationships), which, in turn, is related to a consumer’s emotional attachment to a brand. Not all CSR actions positively affect consumer behavior and brand performance. For instance, past research shows that CSR activities can have a negative or a positive impact on perceived performance, depending on company motivation. We unfold and expand on this last finding to show that CSR actions that are unrelated (vs. related) to a company’s core competence (e.g., helping the local community) increase perceived brand symbolism, which will, ultimately, influence behavioral intentions. This research analyzes how unrelated corporate social responsibility (CSR) actions influence brand symbolism. This research contributes to previous studies showing that CSR actions unrelated to the company’s core business (i.e., with a community focus) have a greater appeal than actions with a focus on company’s core competences (i.e., focus on the consumer). Results from four studies show that CSR actions unrelated to the company’s core business, counterintuitively, increase brand symbolism, which, in turn, influences consumers’ behavioral intentions. We propose that unrelated CSR actions can positively influence consumer perception of brand social responsibility and increase brand symbolism, generating positive behavioral outcomes. The findings have important implications for brands that wish to invest in corporate responsibility.authorsversionpublishe

The Influence of Sustainability on Sensorial Perceptions and Brand Evaluations

Herter, M. M., Soares, R., Pinto, D. C., & Reik, P. (2023). Can Sustainable Packaging Boost Brand Experience? The Influence of Sustainability on Sensorial Perceptions and Brand Evaluations. 1-2. Abstract from EMAC Annual Conference 2023, Odense, Denmark. https://proceedings.emac-online.org/pdfs/A2023-114275.pdfPrior research shows that packaging can influence consumers’ perceptions and brand evaluations. This research extends previous findings exploring how the use of sustainable (vs. conventional) packaging modifies brand experience and attitudes. Moreover, sensory perceptions of the packaging are analyzed as the underlying mechanism, suggesting the strategic use of sustainable packaging and sensory marketing to elicit brand outcomes. Results from an experimental study reveal that sustainable (vs. conventional) packaging increases consumers’ brand experience and attitudes for products of different categories (dishwasher and coffee). In addition, consumers believe that sustainable packaging is more sensorial and, therefore, it boosts brand evaluations. Findings present important theoretical and practical implications for sustainable packaging and brand outcomes.publishersversionpublishe

How local tradition appropriation fosters cultural identity

Dalmoro, M., Pinto, D. C., Herter, M. M., & Nique, W. (2020). Traditionscapes in emerging markets: How local tradition appropriation fosters cultural identity. International Journal of Emerging Markets, 15(6), 1105-1126. https://doi.org/10.1108/IJOEM-04-2019-0270Purpose: This research aims to develop and test the traditionscapes framework in which consumers appropriate local traditions as a resource to foster cultural identity in emerging markets. Design/methodology/approach: A multi-level research approach with qualitative (n = 38) and quantitative data (n = 600) was employed in the context of gaucho traditions in the southern part of Brazil (Rio Grande do Sul state). Findings: The findings indicate that traditionscapes operate in a fluid process that engenders local culture attachment into tradition value through the consumer identification process. Traditionscapes build a sense of local cultural attachment that functions as a source of social, cultural, and local identification. Findings also support our three-stage traditionscapes framework, emphasizing the identification process that depends on consumers' global culture resistance. Originality/value: This research provides a novel viewpoint to the well-established relationship between tradition and globalization in consumption studies. We contribute to this debate by shifting the discussion to the fluid process of traditionscapes in which tradition value is engendered through consumer appropriation and identification with local traditions, even in a globalized context. Although recent research suggests that global culture can disrupt local traditions, traditionscapes operate as an extended perspective that coexists with other global cultural flows.authorsversionpublishe

The Role of Construal Levels and Social Goodwill

Costa Pinto, D., Borges, A., Maurer Herter, M., & Boto Ferreira, M. (2020). Reducing Ingroup Bias in Ethical Consumption: The Role of Construal Levels and Social Goodwill. Business Ethics Quarterly, 30(1), 31-63. https://doi.org/10.1017/beq.2019.25Business ethics research has long been interested in understanding the conditions under which ethical consumption is consistent versus context-dependent. Extant research suggests that many consumers fail to make consistent ethical consumption decisions and tend to engage in ethical decisions associated with ingroup (vs. outgroup) identity cues. To fill this gap, four experiments examine how construal levels moderate the influence of ingroup versus outgroup identity cues in ethical consumption. The studies support the contention that when consumers use concrete construal to process information, they will focus on ingroup cues and make ethical consumption decisions that are aligned with ingroup biases. However, when consumers use abstract construal, they will act more consistently with their inner goals rather than focusing on ingroup and outgroup cues. Social goodwill, which indicates desires to give back to society, is identified as mediating the effects. The findings have important implications for ethical consumption and social influence literature.authorsversionpublishe

The role of crowdsourcing cues and relationship norms on customer-brand relationships

Herter, M. M., Shuqair, S., Pinto, D. C., Mattila, A. S., & Zandonai pontin, P. (2023). Does crowdsourcing necessarily lead to brand engagement? The role of crowdsourcing cues and relationship norms on customer-brand relationships. Journal of Product and Brand Management. https://doi.org/10.1108/JPBM-06-2022-4020 --- Funding: This paper received support from the Management of Information Research Center (MagIC), project UIDB/04152/2020, and from the Foundation for Science and Technology (FCT Portugal), project DSAIPA/DS/0113/2019Abstract Purpose This paper aims to examine how the relationship norms established between customers and brands influence customer perceptions of crowdsourcing (vs firm-generated) cues. Design/methodology/approach Four studies (N = 851) examine the moderating role of relationship norms on product labeling cues (crowdsourcing vs firm-generated) effects on brand engagement, and the underlying mechanism of self-brand connection. Findings The findings suggest that crowdsourcing (vs firm-generated) cues lead to higher brand engagement (Studies 1A–1B), mediated by self-brand connection (Studies 2–3). In addition, relationship norms moderate the effects (Study 3), such that under exchange brand relationships crowdsourcing (vs firm-generated) cues yield higher brand engagement, whereas communal brand relationships reverse such effects. Practical implications The findings provide valuable managerial implications by highlighting the importance of using relationship norms as diagnostic cues to successfully implement crowdsourcing initiatives. Originality/value This research adds to the customer-brand relationship literature by revealing an accessibility-diagnosticity perspective of consumers’ reactions to crowdsourcing (vs firm-generated) cues.authorsversionepub_ahead_of_prin

How Construal Level and Goal Pursuit Shape Health Message Effectiveness on Cessation Behaviors

Herter, M. M., Borges, A., Pinto, D. C., Ferreira, M. B., & Mattila, A. S. (2022). Using Mindsets to Boost Health: How Construal Level and Goal Pursuit Shape Health Message Effectiveness on Cessation Behaviors. European Journal Of Marketing. https://doi.org/10.1108/EJM-04-2020-0290. Funding: This paper received partial support from the Management of Information Research Center (MagIC), project UIDB/04152/2020.ABSTRACT Purpose: The current research examines how construal level shapes the effectiveness of rational (vs. emotional) messages for inducing cessation behaviors. Concrete mindsets foster self-improvement goals, while abstract mindsets boost self-relevance goals. Design/methodology/approach: In four studies, this research examines the moderating role of construal level on health messages and the underlying mechanism of goal pursuit. Findings: Results demonstrate that concrete (vs. abstract) mindsets increase consumers’ intent to engage in cessation behaviors when exposed to rational (vs. emotional) messages. Consistent with our theorizing, we found that self-improvement goals underlie the effects for concrete mindsets, while self-relevance goals mediate the effects for abstract mindsets. Research limitations/implications: The reported effects are limited to health messages focusing on cessation behaviors. Practical implications: This research can help public policymakers to design more effective health messages to foster specific cessation behaviors – quitting smoking and reducing drinking – focusing on concrete (vs. abstract) mindsets and rational (vs. emotional) messages. Originality/value: Our investigation highlights construal level as an important moderator for message appeals (rational vs. emotional) on cessation behaviors, along with the underlying mechanism of goal pursuit, thus contributing to health marketing literature.authorsversionepub_ahead_of_prin

An Analysis of the Mechanisms Influencing Health, Sleep, Life Satisfaction, and Emotional Well-Being

Ferreira, M. B., de Almeida, F., Soro, J. C., Herter, M. M., Pinto, D. C., & Silva, C. S. (2021). On the Relation Between Over-Indebtedness and Well-Being: An Analysis of the Mechanisms Influencing Health, Sleep, Life Satisfaction, and Emotional Well-Being. Frontiers in Psychology, 12, 1-14. [591875]. https://doi.org/10.3389/fpsyg.2021.591875This paper aims to explore the association between over-indebtedness and two facets of well-being – life satisfaction and emotional well-being. Although prior research has associated over-indebtedness with lower life satisfaction, this study contributes to the extant literature by revealing its effects on emotional well-being, which is a crucial component of well-being that has received less attention. Besides subjective well-being (SWB), reported health, and sleep quality were also assessed. The findings suggest that over-indebted (compared to non-over-indebted) consumers have lower life satisfaction and emotional well-being, as well as poorer (reported) health and sleep quality. Furthermore, over-indebtedness impacts life satisfaction and emotional well-being through different mechanisms. Consumers decreased perceived control accounts for the impact of over-indebtedness on both facets of well-being (as well as on reported health and sleep). Financial well-being (a specific component of life satisfaction), partly mediates the impact of indebtedness status on overall life satisfaction. The current study contributes to research focusing on the relationship between indebtedness, well-being, health, and sleep quality, and provides relevant theoretical and practical implications.publishersversionpublishe

a framework and meta-analysis

Santini, F. D. O., Ladeira, W. J., Pinto, D. C., Herter, M. M., Sampaio, C. H., & Babin, B. J. (2020). Customer engagement in social media: a framework and meta-analysis. Journal Of The Academy Of Marketing Science. [Advanced online publication on 27 May 2020]. Doi: https://doi.org/10.1007/s11747-020-00731-5This research examines customer engagement in social media (CESM) using a meta-analytic model of 814 effect sizes across 97 studies involving 161,059 respondents. Findings reveal that customer engagement is driven by satisfaction, positive emotions, and trust, but not by commitment. Satisfaction is a stronger predictor of customer engagement in high (vs. low) convenience, B2B (vs. B2C), and Twitter (vs. Facebook and Blogs). Twitter appears twice as likely as other social media platforms to improve customer engagement via satisfaction and positive emotions. Customer engagement is also found to have substantial value for companies, directly impacting firm performance, behavioral intention, and word-of-mouth. Moreover, hedonic consumption yields nearly three times stronger customer engagement to firm performance effects vis-à-vis utilitarian consumption. However, contrary to conventional managerial wisdom, word-of-mouth does not improve firm performance nor does it mediate customer engagement effects on firm performance. Contributions to customer engagement theory, including an embellishment of the customer engagement mechanics definition, and practical implications for managers are discussed.authorsversionpublishe