The matching effect of anthropomorphized brand roles and product messaging on product attitude

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Yuanqiong He ◽  
Qi Zhou ◽  
Shuojia Guo ◽  
Jie Xiong
Keyword(s):  
Boundary Conditions ◽  
Experimental Studies ◽  
Underlying Mechanism ◽  
Mediation Effect ◽  
Processing Fluency ◽  
Mechanism Study ◽  
Matching Effect ◽  
Content Type ◽  
Construal Levels ◽  
Peripheral Locus

PurposeThis study aims to investigate the construal congruence of anthropomorphized brand roles and product messaging and its underlying mechanism on consumers' product attitude.Design/methodology/approachFour experimental studies were conducted to test the hypotheses. Study 1 investigated the framing effect of anthropomorphized brand roles (servant vs partner) in consumers' minds. Study 2 examined the matching effect of anthropomorphized brand roles and product messaging on product attitude. 132 students were randomly assigned to a 2 (anthropomorphized roles: servant vs partner) × 2 (product messaging: higher-level construal vs lower-level construal) between-subject factorial design. Study 3 tested the mediation effect of processing fluency underlying the construal congruence mechanism. Study 4 replicated the results of study 3 and further examined the boundary conditions by introducing product innovation locus as a moderator. A total of 218 students were randomly assigned to a 2 (anthropomorphized role: servant vs partner) × 2 (product messaging: higher-level construal vs lower-level construal) × 2 (innovation locus: core innovation vs peripheral locus) between-subjects design experiment.FindingsThe results demonstrate that a construal match between product messaging and anthropomorphized brand roles –anthropomorphized “servant” with higher-level construal messaging and anthropomorphized “partner” with lower-level construal messaging – can positively influence consumers' attitude via enhanced processing fluency. Furthermore, this construal matching effect on product attitude is moderated by the innovation locus of the product.Practical implicationsThis study reveals that anthropomorphized brand roles with compatible product messaging in the associated construal levels lead to more favorable product attitudes. Furthermore, the matching effect of anthropomorphized brand roles and product messaging is stronger for products with peripheral innovation than with core innovation.Originality/valueOur study contributes to the literature in two ways. First, it provides new insights into the construal matching effect of anthropomorphized brand roles and product messaging. Second, it investigates the boundary conditions of the above-mentioned construal fit mechanism.

The interactive effect of insight and cuteness in driving purchase likelihood: a lay belief of creativity

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Felix Septianto ◽  
Rokhima Rostiani ◽  
Widya Paramita
Keyword(s):  
New Products ◽  
Interactive Effect ◽  
Experimental Studies ◽  
New Product ◽  
Underlying Mechanism ◽  
Content Type ◽  
Narrative Study ◽  
Managerial Implications ◽  
Purchase Likelihood

PurposeWhile new product introductions can potentially promote growth and benefit for brands, it remains unclear how marketers can develop effective communication strategies to increase the chance of success for new products. The present research investigates the role of cuteness in leveraging the effectiveness of a narrative emphasizing an insight versus an effort in this regard.Design/methodology/approachThis research presents two experimental studies. Study 1 examines the moderating role of cuteness on the likelihood of purchasing a new product featuring an insight-based (vs effort-based) narrative. Study 2 extends the findings of Study 1 using different stimuli and establishes the underlying mechanism.FindingsResults show that when a cuteness appeal is present, an insight-based (vs effort-based) narrative will lead to a higher purchase likelihood. However, these differences do not emerge when a cuteness appeal is absent (a control condition). Further, perceived brand creativeness will mediate this effect.Originality/valueThe findings of this research contribute to the literature on lay belief of creativity, cuteness, and product narrative, as well as managerial implications on how to promote new products.

Mixed emotional appeal enhances advertising effectiveness of pro-environmental luxury brands: the mediating role of cognitive flexibility

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Kaushalya Nallaperuma ◽  
Felix Septianto ◽  
Argho Bandyopadhyay
Keyword(s):  
Cognitive Flexibility ◽  
Experimental Studies ◽  
Underlying Mechanism ◽  
Advertising Effectiveness ◽  
Luxury Brands ◽  
Content Type ◽  
Mixed Emotions ◽  
Mediating Role ◽  
Emotional Appeal ◽  
Emotional Appeals

PurposeThe concepts of luxury and pro-environment may be viewed as being in contradiction with each other. Consequently, it is unclear how to promote pro-environmental luxury brands. The present research seeks to develop effective advertising strategies for pro-environmental luxury brands by employing mixed emotional appeals.Design/methodology/approachTwo experimental studies were conducted to test two hypotheses. Study 1 examines the effects of mixed emotions (happiness and sadness vs. happiness alone) on intentions to purchase a pro-environmental luxury product. Study 2 replicates the findings of Study 1 using a different product and extends it by establishing the underlying mechanism.FindingsThe results reveal that an advertisement featuring mixed emotions of happiness and sadness (vs. happiness alone) enhances intentions to purchase a pro-environmental luxury product. Further, the effect is mediated by cognitive flexibility.Originality/valueThe present research tests a novel perspective on how mixed emotional appeals can leverage the advertising effectiveness of pro-environmental luxury brands.

Exploring IKEA effect in self-expressive mass customization: underlying mechanism and boundary conditions

2020 ◽  
Vol 37 (4) ◽  
pp. 365-374
Author(s):  
I-Ling Ling ◽  
Yi-Fen Liu ◽  
Chien-Wei (Wilson) Lin ◽  
Chih-Hui Shieh
Keyword(s):  
Boundary Conditions ◽  
Mass Customization ◽  
Design Methodology ◽  
Perceived Value ◽  
Underlying Mechanism ◽  
Self Esteem ◽  
Aesthetic Preference ◽  
Content Type ◽  
Path Analyses ◽  
Product Valuation

Purpose This study aims to understand the underlying mechanism and boundary conditions of the IKEA effect in self-expressive mass customization (MC). It examines the effect of the extent of choice in MC toolkits in terms of perceived value of self-designed products, as well as how self-expression mediates this effect and what kind of consumers are more inclined to experience such effect. Design/methodology/approach Two experiments were conducted, using online MC toolkits. In total, 393 consumers participated in the experiments. Data collected were analyzed using t-tests, analyses of variance, path analyses, bootstrap analyses and spotlight tests. Findings The results show that offering a greater extent of choice in MC toolkits to consumers provides a greater opportunity for self-expression, resulting in higher product valuation. Further, consumers who have high romanticism in aesthetic preference and high self-esteem are more inclined to influences associated with this effect. Originality/value This research adds to the literature on the IKEA effect in self-expressive MC by identifying a key antecedent (extent of choice), its underlying mechanism (self-expression), and two boundary conditions (aesthetic preference and self-esteem). The results of this study provide firms with a better understanding of how they can improve their self-expressive MC strategies.

Authentically, proudly ethical

2020 ◽  
Vol 54 (2) ◽  
pp. 351-379 ◽  
Author(s):  
Felix Septianto ◽  
Fandy Tjiptono ◽  
Denni Arli
Keyword(s):  
Unethical Behavior ◽  
Experimental Studies ◽  
Underlying Mechanism ◽  
Consumer Acceptance ◽  
Behavioral Measure ◽  
Future Research ◽  
Content Type ◽  
Serial Mediation ◽  
Moral Decoupling ◽  
Authentic Pride

Purpose Prior research suggests that consumers can engage in moral decoupling by separating their judgments of morality from their judgments of performance. Hence, they might rationalize the benefits of unethical behavior without condoning the behavior itself. This paper aims to study how a discrete positive emotion, such as authentic pride, can mitigate moral decoupling. Design/methodology/approach Using three experimental studies, this research investigates and tests the underlying mechanism driving authentic pride, its effects and its key moderator. The results are analyzed using ANOVAs, regression-based serial mediation and moderated mediation analyses. Findings The results show that authentic pride decreases consumer acceptance of unethical behavior across different contexts, including purchase intentions for unethically manufactured products (Study 1), evaluations of the corporate social responsibility activities of a tobacco company (Study 2) and acceptance of questionable consumer behavior in daily situations (Study 3). Research limitations/implications This research explores attitudes and behavioral intentions as dependent variables. It would thus be of interest for future research to examine a behavioral measure. Practical implications Given the potential problems of moral decoupling among consumers, marketers can devise effective strategies to reduce this problem using authentic pride appeals. Originality/value This research demonstrates how authentic pride can decrease consumer acceptance of unethical behavior. More importantly, this research enriches our understanding of the underlying mechanism driving the influence of authentic pride such that it increases the belief in a just world, which in turn lowers moral decoupling (a serial mediation).

Gaining satisfaction: the role of brand equity orientation and failure type in service recovery

2020 ◽  
Vol 54 (10) ◽  
pp. 2317-2342
Author(s):  
Ke Ma ◽  
Xin Zhong ◽  
Guanghui Hou
Keyword(s):  
Brand Equity ◽  
Service Recovery ◽  
Experimental Studies ◽  
Mediation Effect ◽  
Mediation Effects ◽  
Content Type ◽  
Failure Type ◽  
Recovery Strategies ◽  
Recovery Satisfaction ◽  
The Relationship

Purpose This study aims to examine the role played by brand equity orientation and failure type in service recovery. Specifically, through the lens of forgiveness, the way brand equity orientation and failure type influence consumer response to recovery is revealed. Design/methodology/approach This research tests a novel model using data collected from 1,589 consumers in two scenario-based experimental studies. The statistical product and service solutions (SPSS) program with the PROCESS tool was used to test the mediation and moderated mediation effects. Findings The research findings suggest that forgiveness plays a mediation role in the relationship between recovery and satisfaction. Brand equity orientation moderates the mediation effect of forgiveness on the relationship between recovery and recovery satisfaction. In addition, failure type also plays an important role and there is a significant three-way interaction effect (service recovery × brand equity orientation × failure type) on recovery satisfaction under certain circumstances. Research limitations/implications Building on the extant literature which focuses on the cognitive process when investigating recovery and consumer reaction, this research advocates the significant role played by the psychological process, namely, the feeling of forgiveness, in explaining the effect of distinct recovery strategies on consumer satisfaction. This research also unveils the effects of brand equity orientation and failure type on recovery outcomes. Practical implications When addressing performance failure, brand equity orientation and failure type need to be identified. Businesses could develop recovery strategies to arouse consumer forgiveness, which would lead to increased recovery satisfaction. When designing recovery strategies, managers need to be mindful of the effects of brand equity orientation and failure type. Originality/value This research is one of the few which reveals the mediating role played by forgiveness on the effect of recovery. Taking brand equity orientation and failure type into consideration, the findings of this research provide new insights into the recovery literature.

Is the sense of awe an effective emotion to promote product sharing: based on the type of awe and tie strength

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Huawei Zhu ◽  
Xiaoling Duan ◽  
Yu Su
Keyword(s):  
Negative Emotion ◽  
Underlying Mechanism ◽  
Sharing Economy ◽  
Control Group ◽  
Tie Strength ◽  
Weak Ties ◽  
Self Awareness ◽  
Mechanism Study ◽  
Content Type ◽  
Different Types

PurposeAs a complex social emotion, awe includes both positive emotion and negative emotion. But few studies have explored the downstream effects and psychological mechanisms of two different types of awe. As a self-transcendence emotion, awe will arouse the small self, that is, reduce self-awareness. In the era of the sharing economy, the obstacle to sharing is the strong self-awareness that consumers have built about their belongings. Therefore, this paper aims to explore how two different types of awe can affect consumers' sharing, especially with different relationships.Design/methodology/approachThis study conducted two experiments to test the effect of awe on consumer sharing of their own products. Study 1 aimed to examine the main effect of different awe on consumer sharing of their product as well as the underlying mechanism. Study 2 aimed to examine the interacting role of tie strength in the effect of awe on consumer product sharing.FindingsThrough two empirical tests, the authors have found that, relative to the control group, the sense of awe arouses the feeling of small self and significantly increases the consumers' willingness of sharing. Also, the authors have found that threat-based awe which leads to self-diminishment is more conducive to promoting the sharing of weak ties; on the contrary, the nonthreat-based awe which leads to a feeling of vastness is more conducive to promoting the sharing of strong ties.Originality/valueThis research expands the literature in the field of sharing. While the mainstream sharing a focus on information sharing, this research extends it to product sharing. What is more important is, this research explores how to encourage sharing to weak ties, which contributes to sharing economy.

Goal specificity or ambiguity? Effects of self-quantification on persistence intentions

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Haijiao Shi ◽  
Rong Chen
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
Tracking System ◽  
Experimental Studies ◽  
Underlying Mechanism ◽  
Conflict Theory ◽  
Content Type ◽  
Goal Specificity ◽  
Negative Effect ◽  
Personal Performance

PurposeThe current study implies self-quantification to consumer behavior and investigates how self-quantification influences consumers' persistence intentions, then indicates the underlying mechanism and examines the role of sharing in social media context.Design/methodology/approachThe hypotheses are tested by three experimental studies. In study 1, the authors test the main effect of self-quantification on persistence intentions and demonstrate goal specificity as the mediator. In study 2 and 3, the authors explore sharing and sharing audience as the moderators.FindingsThe current research demonstrates that quantifying personal performance increases consumers' persistence intentions because self-quantification makes the focal goal more specific. However, sharing self-quantification performance with others has a negative effect on the relationship between self-quantification and persistence intentions. Building on goal conflict theory, sharing diverts consumers' focus away from the goal itself and toward others' evaluation and judgment, which makes the focal goal more ambiguous. Moreover, the negative effect depends on who is the sharing audience. When consumers share with close others who hold a similar goal with them, the negative effect of sharing is dramatically reversed.Practical implicationsThe present research offers guidelines to managers about how to design self-tracking system to increase user's engagement and how to establish social community on social media platform to motivate users' goal pursuit.Originality/valueThis study contributes to the research of self-quantification from consumer behavior perspective. It also enriches interactive marketing literature by broadening self-quantification relevant research from social interaction dimension.

Is my design better? A co-creation perspective for online fashion design

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Hao Zhang ◽  
Zengguang Ma
Keyword(s):  
Sample Size ◽  
Practical Importance ◽  
Peer Feedback ◽  
Psychological Distance ◽  
Negative Influence ◽  
Two Dimensions ◽  
Mediation Effect ◽  
Survey Study ◽  
Mechanism Study ◽  
Content Type

PurposeValue co-creation is known to increase innovation, but it can backfire under certain conditions. The purpose of this study is to investigate co-creation activities for their effects on consumer perceptions of symbolic designs and to investigate the mediation effect of psychological distance and the moderation effect of peer feedback.Design/methodology/approachThree studies were designed by using a survey (Study 1) and two controlled laboratory experiments (Study 2 and 3). Study 1 had a sample size of 160 respondents and examined whether innovative ideas and behavior intensity had different impact on symbolic design. Study 2 had a sample size of 204 respondents and verified the interaction effect between innovativeness and intensity and to show that psychological distance is the underlying internal mechanism. Study 3 examined peer feedback as a critical moderator by using a sample of 235 participants.FindingsResults show that idea innovativeness positively influences perceptions of symbolic design, while behavior intensity has a negative influence. The studies verify that innovativeness interacts with intensity to affect perceptions of symbolic design. Psychological distance explains why it is difficult to co-create luxury goods. Peer feedback is revealed to be a new moderator.Originality/valueThis research uniquely develops an extensive theory-based conceptual model and highlights two dimensions of value co-creation that interact with product design. The article emphasizes the theoretical and practical importance of studying both direct and indirect moderating effects.

Simpler online ratings formats increase consumer trust

2017 ◽  
Vol 11 (2) ◽  
pp. 131-141 ◽  
Author(s):  
Alena Kostyk ◽  
James M. Leonhardt ◽  
Mihai Niculescu
Keyword(s):  
Design Methodology ◽  
Experimental Studies ◽  
Consumer Involvement ◽  
Information Environment ◽  
Processing Fluency ◽  
Consumer Trust ◽  
Future Research ◽  
Content Type ◽  
Online Ratings ◽  
Practical Implications

Purpose Online customer ratings are ubiquitous in e-commerce. However, in presenting these ratings to consumers, e-commerce websites utilize different formats. The purpose of this paper is to investigate the effects of customer ratings formats on consumer trust and processing fluency. Design/methodology/approach Drawing on the latest behavioral research, two empirical experimental studies test whether the format of online customer ratings affects consumer trust and processing fluency. Findings The studies offer converging evidence that a simpler ratings format (i.e. mean format) elicits higher processing fluency and, in turn, higher consumer trust than does a more complex ratings format (i.e. distribution format). Research limitations/implications Future research could include additional factors that might influence the ease of online ratings processing for consumers. Investigation of possible moderators, such as need for cognition, numeracy and consumer involvement, may also be of value. Practical implications These findings have timely practical implications for the design and presentation of customer ratings to enhance e-commerce outcomes. Originality/value This paper extends the effects of processing fluency on consumer trust to the increasingly important context of e-commerce. In doing so, it highlights important interactions between the evolving information environment and consumer judgment. The key takeaway for managers is that simpler online customer ratings formats help to enhance consumer trust.

Committed to help: the effects of frequency of corporate donations on luxury brand evaluations

2020 ◽  
Vol 32 (3) ◽  
pp. 681-694
Author(s):  
Charmant Ndereyimana Sengabira ◽  
Felix Septianto ◽  
Gavin Northey
Keyword(s):  
Design Methodology ◽  
Experimental Studies ◽  
Underlying Mechanism ◽  
Luxury Brands ◽  
Content Type ◽  
Luxury Brand ◽  
Brand Evaluations ◽  
Different Types

PurposeWhile luxury brands have increasingly pursued CSR activities such as corporate donations, this strategy may not be effective because there is an inherent mismatch between the concepts of “luxury” and CSR. The present research examines the effects of different types of donation strategies (frequency-focused vs. amount-focused).Design/methodology/approachTwo experimental studies were conducted. Study 1 provides initial evidence to our prediction that a frequency-focused strategy is beneficial for luxury (vs. non-luxury) brands to leverage their positive brand evaluations. Study 2 further replicates this using a different brand and establishes the underlying mechanism.FindingsFindings show that a frequency-focused strategy is beneficial for luxury (vs. non-luxury) brands to leverage their positive brand evaluations. This is because a frequency-focused strategy makes consumers perceive the luxury brand's commitment to help, which in turn reduces consumers’ skepticism toward their CSR activities.Originality/valueThe study illustrates a novel mechanism that shows when and how different corporate donations influence luxury brand evaluations.

Sign in / Sign up

Export Citation Format

Share Document