The influence of label on wine consumption: its effects on young consumers' perception of authenticity and purchasing behavior

The last forty years have seen a dramatic decrease in wine consumption in France. In 1965, the wine consumption per people per year was 160 liters ; in 2005, people didnt drink more than 70 liters of wine in a year. Moreover, from 1980 to 1990, people over 14 years who drunk wine have decreased from 80 to 67 % of the population. In 2005, only 62 % of them pretended drinking wine. That is one million French people less than in 2000. This decline in wine market can be explained by the fact that young people consume less wine than older people. This article identifies authenticity as a factor explaining purchasing behavior of young consumers. Findings suggests that the label of bottled wine influences young consumers choice of wine. Originality and projection are two dimensions of the authenticity explaining how young consumers perceive performance risk, perceived price and purchase intentions.authenticity, bottled wine, label, performance risk, perceived price, purchase intention., Demand and Price Analysis, Food Consumption/Nutrition/Food Safety,

Une extension des effets des programmes de fidélité par les effets négatifs : application au secteur français de la téléphonie mobile.

Si les avantages des programmes de fidélité ont été abondamment développés dans la littérature, il est frappant de constater que les recherches existantes n’envisagent pas – ou très peu – le fait que ces derniers puissent avoir des effets négatifs sur le comportement du consommateur. Basée sur une double étude qualitative et quantitative conduite sur le secteur de la téléphonie mobile en 2007, cette recherche se propose d’étendre les effets possibles des programmes de fidélité en montrant que ces derniers peuvent aussi présenter des effets négatifs. Les résultats révèlent que ces programmes peuvent être générateurs d’émotions négatives, dont les conséquences sont susceptibles de se manifester sous la forme de comportements extrêmes de fuite vers la concurrence (churn externe). Les programmes de fidélité provoqueraient alors des comportements inverses à ceux qu’ils sont censés encourager.Loyalty programs have been the object of a growing interest in the area of marketing. However, it is quite surprising that there is no generally accepted theoretical or empirical research that study how these programs could elicit negative effects over consumer behavior. Using a two-step method, qualitative and quantitative, conducted in the phone sector in 2007, the research explores the potential negative effects of loyalty programs.Results indicate that loyalty programs can generate negative emotions, resulting in extreme behaviors, such as shunning the operator a direct competitor. This demonstrated that loyalty programs are apt to encourage behaviors that oppose the ones they actually should.Programmes de fidélité; mobile communications; churn; negative emotions; Loyalty programs; téléphonie mobile; churn; émotions négatives;

When activism may prove counterproductive: An exploratory study of anti-brand spoof advertising effects in the tobacco industry

First stage of research on the effects of anti-tobacco brand spoof ads on the consumer, this paper proposes an exploratory study of netnographic inspiration of the comments left on YouTube by individuals freshly exposed to anti-tobacco brand spoof ads. The results show that anti-tobacco brand spoof ads generate more positive emotions than negative emotions, particularly among non-smokers, and that individuals respond according to the source to which they attribute the ads (i.e., an activist, the tobacco industry or the government). The discussion of the results led to anticipate that anti-tobacco brand spoof ads could prove counterproductive...spoof advertising ; anti-tobacco activism ; persuasion ; netnography

Customer Perceived Value: A Comprehensive Meta-analysis

Customer perceived value (CPV) is a cornerstone of marketing literature. However, myriad studies have generated contradictory empirical findings. In addition, though some existing literature reviews help clarify the conceptual foundations of CPV, the literature lacks a meta-analysis of empirical evidence about the CPV model and its effects. To consolidate existing research, the current meta-analysis assesses the findings of 687 articles, involving 780 independent samples and 357,247 customers. The most integrative CPV model, which includes benefits, sacrifices, and overall value, performs best. Empirical generalizations also reveal the relative weights of various benefits and sacrifices integrated into this CPV model and causal chains between CPV and different outcomes (satisfaction, word-of-mouth, and repurchase intentions). Finally, this analysis uncovers moderating effects of multiple relational contexts: nonprofit/for-profit, public/private, contractual/non-contractual, online/offline, business-to-business/business-to-consumer, and goods/services. For scholars, this article synthesizes existing findings on CPV; for managers, the results provide suggestions for ways to increase CPV

Efectos del control en las intenciones comportamentales de los consumidores insatisfechos

O controle tem sido citado como elemento essencial para o desenvolvimento de interações interpessoais satisfatórias, estando positivamente relacionado à satisfação e a respostas afetivas e comportamentais positivas na área do comportamento do consumidor. Este trabalho investiga o impacto dos controles comportamental, cognitivo e de decisão, representados respectivamente pelas variáveis coprodução, informação e opção de reembolso, nas intenções de recompra e de boca-a-boca positivo após compras insatisfatórias. Os resultados de dois estudos experimentais conduzidos indicam que coprodução e opção de reembolso são capazes de elevar os níveis de intenção de recompra e de boca-a-boca positivo após episódios de insatisfação, enquanto a informação não tem efeito nas intenções comportamentais, mas modera o efeito da coprodução nas intenções comportamentais.Control has been cited as an essential element for developing satisfactory interpersonal relationships, positively related to satisfaction and to emotional and behavioral responses in consumer behavior. This work investigates the impact of behavioral, cognitive and decisional controls, represented by co-production, information and refund choice, respectively, on repurchase and positive word of mouth intentions after unsatisfactory purchases. The results from two experimental studies indicate that co-production and refund choice lead to higher repurchase and positive word-of-mouth intentions after dissatisfaction episodes, while information do not affect behavioral intentions but moderates the effect of co-production on behavioral intentions.El control ha sido citado como elemento esencial para el desarrollo de interacciones interpersonales satisfactorias, estando positivamente relacionado a la satisfacción y a respuestas afectivas y comportamentales positivas en el área del comportamiento del consumidor. Este trabajo investiga el impacto de los controles comportamental, cognitivo y de decisión, representados respectivamente por las variables coproducción, información y opción de reembolso, en las intenciones de recompra y de boca a boca positivo después de compras insatisfactorias. Los resultados de dos estudios experimentales conducidos indican que coproducción y opción de reembolso son capaces de elevar los niveles de intención de recompra y de boca a boca positivo después de episodios de insatisfacción, mientras que la información no tiene efecto en las intenciones comportamentales, pero modera el efecto de la coproducción en las intenciones comportamentales

In-store arousal and consumers’ inferences of manipulative intent in the store environment

International audienc

The influence of label on wine consumption: its effects on young consumers' perception of authenticity and purchasing behavior

The last forty years have seen a dramatic decrease in wine consumption in France. In 1965, the wine consumption per people per year was 160 liters ; in 2005, people didn't drink more than 70 liters of wine in a year. Moreover, from 1980 to 1990, people over 14 years who drunk wine have decreased from 80 to 67 % of the population. In 2005, only 62 % of them pretended drinking wine. That is one million French people less than in 2000. This decline in wine market can be explained by the fact that young people consume less wine than older people. This article identifies authenticity as a factor explaining purchasing behavior of young consumers. Findings suggests that the label of bottled wine influences young consumers' choice of wine. Originality and projection are two dimensions of the authenticity explaining how young consumers perceive performance risk, perceived price and purchase intentions