Aesthetics Response to Point-of-Purchase Advertising and Purchase Intentions of Groceries

2022 ◽  
pp. 223-246
Author(s):  
Kojo Kakra Twum ◽  
Andrews Agya Yalley ◽  
Kwamena Minta Nyarku ◽  
Masud Ibrahim ◽  
Godwyn Manful
Keyword(s):  
Purchase Intentions ◽  
Point Of Purchase

Same but Different: Using Anthropomorphism in the Battle Against Food Waste

2019 ◽  
Vol 38 (2) ◽  
pp. 232-245 ◽  
Author(s):  
Katrien Cooremans ◽  
Maggie Geuens
Keyword(s):  
Food Waste ◽  
Food Choice ◽  
Environmental Concern ◽  
Purchase Intentions ◽  
Grocery Shopping ◽  
Body Parts ◽  
Affective Reactions ◽  
Price Discounts ◽  
Point Of Purchase ◽  
The Aesthetic

Food waste is a major threat to global sustainability. Much of it is caused by the aesthetic requirements imposed by retailers, which assume that consumers are not interested in buying misshapen produce unless it is accompanied by significant price discounts. This article proposes an alternative way to market such produce. A pilot study confirms consumers’ aversion to misshapen produce and identifies inferior taste perceptions as its dominant driver. Three studies then show that using anthropomorphism (i.e., attributing human characteristics to nonhuman objects) can increase purchase intentions for misshapen produce. Specifically, displaying misshapen produce with a smiling face and presenting shape abnormalities as body parts in point-of-purchase stimuli trigger positive affective reactions. These affective reactions enhance taste perceptions, thereby leading to higher purchase intentions and food choice. In addition, this research tests environmental concern as a moderator and measures actual behaviors in a grocery shopping context. The findings suggest an intervention that could be more effective than current public campaigns in the effort to curb waste along the entire food chain.

A Salient Sugar Tax Decreases Sugary-Drink Buying

2021 ◽  
pp. 095679762110170
Author(s):  
Grant E. Donnelly ◽  
Paige M. Guge ◽  
Ryan T. Howell ◽  
Leslie K. John
Keyword(s):  
Experimental Data ◽  
Purchase Intentions ◽  
Purchase Decisions ◽  
Sugar Sweetened Beverage ◽  
Excise Taxes ◽  
Sweetened Beverage ◽  
Point Of Purchase ◽  
Follow Up Studies ◽  
Sugary Drink

Many governments have introduced sugary-drink excise taxes to reduce purchasing and consumption of such drinks; however, they do not typically stipulate how such taxes should be communicated at the point of purchase. Historical, field, and experimental data consisting of more than 225,000 purchase decisions indicated that introducing a $0.01-per-ounce sugar-sweetened beverage (SSB) tax—without making it salient on price tags—had no significant effect on purchasing (−1.26%, p = .28). However, when the phrase “includes sugary drink tax” was added to tax-inclusive price tags, SSB purchasing was lower than (a) in the pretax period (−9.78%, p < .001), (b) in a posttax period when drinks did not bear price tags (−5.04%, p < .001), and (c) in a posttax period when drinks bore tax-inclusive price tags that did not mention the tax (−3.83%, p = .002). Making the tax’s beneficiary (student programs) salient on price tags had no added effect. Two follow-up studies suggested that tax salience was effective partly because consumers overestimated the tax amount, leading to reduced purchase intentions.

Individual Differences in the Name Similarity Effect

2014 ◽  
Vol 35 (2) ◽  
pp. 111-118
Author(s):  
Daniel J. Howard ◽  
Roger A. Kerin
Keyword(s):  
Individual Differences ◽  
Impression Management ◽  
Interactive Effect ◽  
Purchase Intentions ◽  
Brand Attitude ◽  
Self Monitoring ◽  
Similarity Effect ◽  
And Behavior ◽  
Usage Context

The name similarity effect is the tendency to like people, places, and things with names similar to our own. Although many researchers have examined name similarity effects on preferences and behavior, no research to date has examined whether individual differences exist in susceptibility to those effects. This research reports the results of two experiments that examine the role of self-monitoring in moderating name similarity effects. In the first experiment, name similarity effects on brand attitude and purchase intentions were found to be stronger for respondents high, rather than low, in self-monitoring. In the second experiment, the interactive effect observed in the first study was found to be especially true in a public (vs. private) usage context. These findings are consistent with theoretical expectations of name similarity effects as an expression of egotism manifested in the image and impression management concerns of high self-monitors.

We're So Bad It's Funny - Effects of Using Humour in the Marketing Communication of Low-Quality Service Providers

2020 ◽  
Vol 4 (2-3) ◽  
pp. 84-99
Author(s):  
Ilias Danatzis ◽  
Jana Möller ◽  
Christine Mathies
Keyword(s):  
Service Quality ◽  
Service Providers ◽  
Purchase Intentions ◽  
Service Performance ◽  
Superior Performance ◽  
Service Research ◽  
Marketing Communication ◽  
Quality Service ◽  
Customer Expectations ◽  
Service Outcomes

Low-quality service providers who are unable or unwilling to compete through superior performance increasingly use humour in their marketing communication to generate positive service outcomes. Yet it remains unclear whether using humour to communicate poor service quality is indeed effective. Based on an online experiment in the context of budget hotels, this study finds that using humour to deliberately communicate poor service quality leads to higher purchase intentions and service quality evaluations by reducing both technical and functional service quality expectations. Theoretically, this study extends humour and service research by providing first empirical evidence for the viability of using humour as an effective tool for leveraging customer expectations of service quality rather than improving service performance. Managerially, these insights highlight how reducing customer expectations is an alternative strategy for attracting new customers and for achieving superior quality evaluations.

MOTIVATING GREEN FASHION PRODUCT PURCHASE INTENTIONS ACROSS WESTERN AND EASTERN COUNTRIES

2015 ◽  
Vol 4 (9) ◽  
pp. 634-634
Author(s):  
Hye Jung Jung ◽  
◽  
HaeJung Kim ◽  
Kyung Wha Oh
Keyword(s):  
Purchase Intentions
Sign in / Sign up

Export Citation Format

Share Document