Framing or Gaming? Constructing a Study to Explore the Impact of Option Presentation on Consumers

The manner in which choice is framed influences individuals’ decision-making. This research examines the impact of different decision constructs on decision-making by focusing on the more problematic decision constructs: the un-selected and pre-selected optout. The study employs eye-tracking with cued retrospective think-aloud (RTA) to combine quantitative and qualitative data. Eye-tracking will determine how long a user focuses on a decision construct before taking action. Cued RTA where the user will be shown a playback of their interaction will be used to explore their attitudes towards a decision construct and identify problematic designs. This pilot begins the second of a three phase study, which ultimately aims to develop a research model containing the theoretical constructs along with hypothesized causal associations between the constructs to reveal the impact of measures such as decision construct type, default value type and question framing have on the perceived value of the website and loyalty intentions

Connecting the dots between brand experience and brand loyalty: The mediating role of brand personality and brand relationships

This article critically examines consumer–brand relationships from the perspective of interpersonal relationship theory. Specifically, the authors investigate the relationship between brand experience and the two components of brand loyalty, namely purchase brand loyalty and attitudinal brand loyalty. The study also examines the link between brand experience and brand relationship variables, brand trust, brand attachment and brand commitment. In addition, the mediating role of brand personality and brand commitment in the relationship between brand experience and brandloyalty is investigated. Drawing on the results of an empirical cross-brand study from three product categories, the authors demonstrate that brand experience, brand personality and brand relationship variables (brand attachment and brand commitment) all affect the degree to which a consumer is loyal to a brand. On the basis of the findings, the authors offer guidelines to managers on how to build and sustain purchase and attitudinal brand loyalty by enhancing brand experience. The theoretical and managerial significance of the findings together with directions for future research are discussed

Consumers in the Circular Economy - Essays on Extending Product Lifecycles

This dissertation sheds light on how a better understanding of consumer practices during product use can help us make consumption more sustainable. The role of consumers in circular economy models has been underexplored and marginalized. The discussion on product circularity is often framed around production and design, where consumers are treated as passive users of circular offerings. Instead, this dissertation elaborates on how consumers can have active roles in the circular economy by extending product lifecycles through maintenance. In this dissertation, I build on the cyclical view of consumption that looks at consumption through acquisition, usage, and disposal. The dissertation focuses on the usage phase of the cycle. To escape the traps of the previous attitude-behavior studies focusing on the individual consumer's attitudes and behavior, this dissertation draws from a more holistic view taking macro, meso, and micro perspectives into account. The research draws on practice theory and analyzes the different practice elements and their configurations. By taking a macro perspective, the findings of the dissertation elaborate on institutional regulations, market resources and social structures shaping practices during product use. Through a more micro and meso perspective, the findings bring new understanding to how consumers participate in lengthening product life spans and how they keep products part of their practices through product maintenance. The dissertation is comprised of three interlinked essays that draw from a longitudinal ethnographic study exploring consumption practices through a sustainable perspective. The study context focuses on leisure boating in Finland, Sweden, Denmark, and Germany. The context of leisure boating around the Baltic Sea provided an excellent context to study sustainable consumption practices due to the extensive use of unsustainable, environmentally destructive boat hull paints during maintenance practices

The online poker sub-culture: dialogues, interactions and networks

This paper examines the distinct world of online poker. It outlines the online poker eco-system, and the players which inhabit it, their distinctive attitudes and behaviors towards the game and gambling. These unique patterns of behavior have been created and sustained by the interaction of players within online poker forums. Therefore online poker forums were identified as primary mechanism within which a poker sub-culture may exist. The study conducted an extensive netnography of online poker forums. The study found that within the online poker eco-system there are forums which are elevated to sacred status amongst this online poker sub-culture. The members of these forums enact sub-cultural characteristics such as ethos of collaboration/cooperation, and a competitive hierarchy of status. In particular this paper identifies the importance of identity generation, and communities within the online poker eco-system

The joint effects of advertising and product trial: A source-monitoring perspective

Advertising, Product trial, Source-monitoring, Memory reconstruction,

The effects of extrinsic cues and product involvement toward willingness to buy non-deceptive counterfeit branded products: The case study of Indonesian consumers

The current study investigates Indonesian consumers’ willingness to buy counterfeit products. Two predictors have been utilised in this regard are product involvement and extrinsic cues (brand, store, and price). The sample of the study is postgraduate students in the field of business and management. The research found that hypothesis 1 has been clarified as being different by product, depending upon whether the category is categorised HPI (High Product Involvement) or LPI (Low Product Involvement). Other findings, the study confirmed that single direct effects of brand and retailers’ reputation significantly influenced consumers’ responses about willingness to buy a counterfeit product, no matter the product category. However, the discounted price did not significantly influence the willingness to buy a counterfeit branded product no matter their product category. Thus, consumers’ responses to hypothesis 2 and hypothesis 3 were fully supported, but not fully supported for hypothesis 4