THE IMPACTS OF REGULATORY FOCUS AND TEMPORAL DISTANCE ON THE EVALUATION OF ONLINE CONSUMER REVIEWS

As a form of electronic word-of-mouth (eWOM), online consumer reviews have attracted increased attention from marketing researchers and practitioners. Given the importance of consumer online reviews in the tourism and apparel industries, the current study examined how contextual factor (temporal distance of consumption) and personal factor (chronic temporal orientation) moderate the effects of regulatory-focused online reviews on consumers’ attitudinal and behavioral responses. Three web-based experiments were conducted to investigate the conceptual model using athletic shoes (Study1) and hotel (Study 2 and 3). Study 1 showed that participants rated prevention-focused consumer reviews more favorably than promotion-focused consumer reviews when the purchase was temporally proximal. However, their attitudes toward consumer reviews were not significantly different when the purchase was temporally distant. Study 2 found that participants showed more favorable review attitude, brand attitude, and purchase intention when they read promotion-focused consumer reviews than prevention-focused consumer review under the temporally distant consumption. However, the differences between two types of reviews were not significant under the temporally consumption. Furthermore, review relevance fully mediated the effects of the interaction on dependent variables. The results of Study 3 indicated that future-oriented consumers showed more favorable review attitude, brand attitude, and a greater purchase intention when they read promotion-focused consumer reviews than when they read prevention-focused consumer reviews. On the other hand, the present-oriented consumers indicated more favorable brand attitude and a greater purchase intention after reading prevention-focused consumer reviews than after reading promotion-focused consumer reviews. Notably, the results of Study 3 demonstrated that regulatory fit fully mediated the interaction effects on dependent variables. This study will make several theoretical contributions to the literature on regulatory focus theory, construal level theory, and regulatory fit theory by providing empirical evidence of theoretical explanations within the context of online consumer reviews. The findings of the current study will also offer new guidelines for marketers in e-tourism and the apparel industry to segment their target audiences and revamp their product review platforms to suit consumer orientation

The Effect of Presence on Consumers\u27 Responses to Virtual Mirror Technology

Virtual mirror, an increasingly popular application of augmented reality (AR), allows consumers to view their visages overlaid with product images on digital displays. This study investigates the effect of presence on consumers\u27 responses to AR- (versus virtual reality (VR-) based virtual mirror technology. Results show that AR-based presentation is more likely to induce presence than VR-based presentation, thereby leading to greater mental imagery, favorable virtual mirror attitude, and stronger purchase intentions. Implications for digital retailers in the fashion industry are discussed

Development of Recombinant Protein-Based Vaccine Against Classical Swine Fever Virus in Pigs Using Transgenic Nicotiana benthamiana

Classical swine fever virus (CSFV) is highly contagious, and fatal to infected pigs. Vaccines against CSFV have been developed from attenuated or modified live viruses. These vaccines are effective for immunization of animals, but they are associated with problems such as the accidental spreading of viruses to animals in the field, and with barriers to trade following vaccination. Here, we report the generation of transgenic Nicotiana benthamiana plants for large-scale, cost-effective production of E2 fusion protein for use as a recombinant vaccine against CSFV in pigs. Transgenic N. benthamiana plants harboring an intergenic, single-copy insertion of a chimeric gene encoding E2 fusion protein had high levels of transgene expression. For large-scale production of E2 fusion protein from leaf tissues, we developed a protein-purification protocol consisting of cellulose-binding domain (CBD)–cellulose-based affinity purification and size-exclusion gel-filtration chromatography. E2 fusion proteins showed high immunogenicity in piglets and provided protection against CSFV challenge. The CBD in the E2 fusion protein was also highly immunogenic. These results suggest that plant-produced recombinant E2 fusion proteins can be developed into cost-effective vaccines against CSFV, with the CBD as a marker antigen to differentiate between vaccination and natural infection

The Impact of Regulatory Focus and Temporal Distance on Evaluation of Online Consumer Reviews

As a form of electronic word-of-mouth (eWOM), online consumer reviews have been regarded as one of the most influential sources of information transmission that directly affects consumers' product evaluations and purchase decisions (Doh & Hwang, 2009). By integrating regulatory focus theory (Higgins, 1997) and construal level theory (Liberman & Trope, 1998), this study aims to investigate whether the persuasive effects of self-regulatory focused reviews vary as a function of temporal distance. A lab experiment was conducted to exam the hypotheses and a total of 219 undergraduate students at a large Midwestern university participated. The findings showed that the prevention-focused reviews resulted in more favorable attitude toward the reviews than the promotion-focused reviews in the near future condition. However, there was no significant differences in review attitude between prevention-focused reviews and promotion-focused reviews in distant future condition. Theoretical and practical implications for marketing practitioner in apparel industry are discussed.</p

Extended Self-Concept and Brand-Related Responses in the Sensory Modality Context

Self-concept has been addressed as an important factor that influences consumer behavior. Fashion brands, in particular, are frequently used a way of expressing self to others. However, recent resurgence of research interests in self-concept focuses not on the self-concept per se, but on the relationship between the self-concept and brand-related behavior (Kirmani, 2009).</p

The Effect of Fashion Brand and Charity Collaborations on Brand Attitudes

This research conducts two experimental studies and tests the effects of fashion brand and charity collaborations on consumers' attitude towards the brand. Study 1 examines whether consumers change their attitudes towards a brand when it collaborates with a charity. Study 2 further investigates this relationship and tests whether consumers' change in brand attitudes is impacted by the brand's level (high-end vs. low-end) and the conspicuousness of consumers' compassion (conspicuous vs. non-conspicuous). Findings show that collaborating with a charity as part of a cause related marketing campaign can increase consumers' attitudes towards the brand, especially for a high-end brand which presents their charity collaboration conspicuously. Theoretical and practical implications will be presented based on findings of this study.</p