The effects of food product types and affective states on consumers’ decision making

2014 ◽  
Vol 116 (10) ◽  
pp. 1550-1560 ◽  
Author(s):  
Hung-Chou Lin
Keyword(s):  
Design Methodology ◽  
Positive Emotions ◽  
Mood State ◽  
Food Product ◽  
Food Products ◽  
Marketing Strategies ◽  
Affective States ◽  
Content Type ◽  
Product Choices ◽  
Practical Implications

Purpose – The purpose of this paper is to explore the effects of food product types and affective states and on consumers’ variety seeking (VS) tendency. Design/methodology/approach – Two experiments are conducted in this paper to examine the influence of different food product types and the VS-mood state relationship. Findings – The results are consistent with the author's hypotheses and indicate that happy people incorporate more VS when healthful and unfamiliar food products are offered, while sad people incorporate more VS when hedonic and familiar food products are offered. Practical implications – Marketers of leading brands selling hedonic food products could cultivate positive emotions in their target consumers in order to prevent them from switching brands. Conversely, marketers of follower brands may find it appropriate to induce negative moods in their consumers to encourage brand switching. For those marketers who sell less hedonic, healthier food products, marketing strategies should be contrary to those for hedonic food products. In addition, marketers may conduct strategies to prevent consumers from feeling sad in the case of products with a low market profile and which are unfamiliar to their consumers. They could cultivate happy moods in consumers to encourage them to make more varied food product choices. Originality/value – Prior research has focussed mainly on hedonic and familiar products when explaining VS behavior, but the present research has demonstrated the need to discuss different product types, such as healthful and unfamiliar products, in order to obtain a broader understanding of affective states on VS.

Examining the influences of perceived exclusivity and perceived rarity on consumers' perception of luxury

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Xujia Wang ◽  
Billy Sung ◽  
Ian Phau
Keyword(s):  
Factor Analysis ◽  
Confirmatory Factor Analysis ◽  
Design Methodology ◽  
Marketing Strategies ◽  
Content Type ◽  
Product Categories ◽  
Theoretical Support ◽  
Confirmatory Factor ◽  
Luxury Market ◽  
Practical Implications

PurposeThe purpose of this study is to investigate how exclusivity and rarity (natural versus virtual) influence consumers' perceptions of luxury. Further, it examines whether exclusivity and rarity can function as distinct marketing strategies in today's luxury market environment.Design/methodology/approachOnline questionnaires were administered by adapting developed scales from prior research. Research stimuli were chosen from three luxury categories including bags, wine and cruise. Confirmatory factor analysis and multiple regressions were used to test the hypotheses.FindingsThe results confirmed that exclusivity, natural rarity and virtual rarity were perceived as relatively distinct constructs among our sample. Findings also highlighted that perceived natural rarity (PNR) has consistently emerged as a positive and significant contributor to consumers' perceptions of luxury across all three luxury categories. The influence of perceived exclusivity (PE) on perceptions of luxury has also shown to be significant for two product categories (luxury bag and luxury wine), whereas perceived virtual rarity (PVR) did not show any significant effects across all three categories.Practical implicationsThe results indicate that consumers perceive natural rarity, virtual rarity and exclusivity as relatively distinctive marketing strategies. This suggests that luxury businesses can adopt each strategy independently to achieve desired marketing outcomes.Originality/valueThis study offers theoretical support for the proposition that exclusivity and rarity may have different functions in luxury marketing implementations. It provides empirical evidence showing the distinctiveness of perceived exclusivity and perceived rarity, which have not be done in previous research.

An experimental study of the effect of packaging colour on children's evaluation of packaging and attitude towards the brand

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Nora Bezaz ◽  
Mathieu Kacha
Keyword(s):  
Design Methodology ◽  
Food Product ◽  
Content Type ◽  
Point Of Sale ◽  
Product Categories ◽  
Healthy Diets ◽  
Marketing Tool ◽  
Age Features ◽  
Practical Implications ◽  
Additional Product

PurposeThis article aims to determine how packaging colour (hue, saturation and brightness) for a healthy food product might influence children's evaluation of the packaging and their attitude towards the brand.Design/methodology/approachAn experiment involving 157 children (7–12 years of age) features a within-subject, factorial design. The product selected for this experiment is an unknown brand of orange juice.FindingsEach colour dimension on packaging exerts an impact on children's evaluation of the packaging and attitude towards the brand. Therefore, the colour featured on packaging can be an effective lever for action to ensure and enhance children's healthy diets.Research limitations/implicationsFurther research should investigate these effects across additional product categories, brands and colours.Practical implicationsPackaging is an important marketing tool that influences children's evaluation of the packaging and attitude towards the brand, especially at the point of sale. To understand and exploit these packaging colour effects appropriately for healthy products, it is crucial to understand the effects of various packaging colour dimensions.Originality/valueLittle prior research has addressed the effects of packaging on children's responses, especially by accounting for multiple colour dimensions. Nor has extant research identified how packaging colour dimensions can affect children's evaluation and brand attitude. Especially in consideration of the growing problem of childhood obesity, it is important to give marketers effective ways to promote healthy products.

Opentable as a marketing strategy for modern Muslim funeral product in Indonesia

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Witanti Prihatiningsih ◽  
Ninis Agustini Damayani ◽  
Asep Suryana ◽  
Susie Perbawasari
Keyword(s):  
Qualitative Research ◽  
Marketing Strategy ◽  
Design Methodology ◽  
Phenomenological Approach ◽  
Marketing Strategies ◽  
Future Research ◽  
Content Type ◽  
Funeral Home ◽  
Potential Customers ◽  
Practical Implications

Purpose The Opentable strategy is considered a taboo because of its ability to take advantage of peoples’ grief. Therefore, this study aims to explore the Opentable (Exhibition) as a marketing strategy for modern Muslim funeral products, considered a luxury by most people in Indonesia. Design/methodology/approach This is a qualitative research with a phenomenological approach used to collect data from six Memorial Advisors (MAs) through interviews. Findings The result showed that the Opentable strategy was carried out to introduce the concept of a modern Muslim funeral home and its products. Furthermore, MA does not encourage sales during Opentable, rather, it uses the process to obtain complete data from potential customers. Practical implications This research serves as a guidance for MA and other similar professions to socialize products uncommon or considered taboo in society. It also provides a repertory of new marketing strategies, especially for targeted and uncommon products. Originality/value To the best of the knowledge, this is the first research to explore Opentable (Exhibition) as a marketing strategy for modern Muslim funeral products in Indonesia. Therefore, future research is needed on other marketing strategies.

How can European museums reach sustainability?

2017 ◽  
Vol 72 (3) ◽  
pp. 303-318 ◽  
Author(s):  
Nuria Recuero Virto ◽  
Maria Francisca Blasco López ◽  
Sonia San-Martín
Keyword(s):  
Market Orientation ◽  
Customer Value ◽  
Design Methodology ◽  
Marketing Strategies ◽  
Value For Money ◽  
Content Type ◽  
Value Perceptions ◽  
Decision Making Processes ◽  
The Impact ◽  
Practical Implications

Purpose This research aims to provide evidence of the impacts of market orientation, customer value approach (through prestige, value for money and reputation for quality) and innovation on museum sustainability. Design/methodology/approach The model is analysed through partial least squares (PLS-SEM), using a sample of 549 European museums. Findings The results reveal that reputation for quality, prestige, innovation and value for money positively and significantly influence museum sustainability. Interestingly, the most meaningful linkage is between market orientation and innovation. Practical implications This research helps museums that need to increase their customer value and innovativeness so as to ensure museum sustainability. It proves that museum managers have to increase employees’ involvement in decision-making processes. Originality/value By using a wide sample of European museums, this study suggests that museum managers need to consider the impact of marketing strategies and customer value perceptions on the economic and social sustainability of museums.

Ranking of choice cues for smartphones using the Best–Worst scaling method

2019 ◽  
Vol 31 (1) ◽  
pp. 223-245 ◽  
Author(s):  
Luis Pinto ◽  
Erdener Kaynak ◽  
Clement S.F. Chow ◽  
Lida L. Zhang
Keyword(s):  
Design Methodology ◽  
Marketing Strategies ◽  
Age Difference ◽  
Scaling Method ◽  
Content Type ◽  
Chinese Context ◽  
Discriminating Power ◽  
Best Worst Scaling ◽  
Ranking Order ◽  
Practical Implications

Purpose The number of studies on the use of choice cues in the purchase decision of a smartphone does not appear to be extensive, given the size and rate of growth of the market. Surprisingly, it appears that no study of this type in the Chinese context has been undertaken. Therefore, the purpose of this paper is to fill the existing gap in the marketing literature in this area. Design/methodology/approach Best–Worst (BW) scaling method was used in the study. It is suggested that the method overcomes some of the biases commonly found in surveys where Likert-type scales are used, and it has superior discriminating power, because respondents are asked to rank the most and the least important factor from a group, and are thereby forced to make tradeoffs between factors. Findings Among the 13 choice cues, connectivity, price and memory capacity are found to be the most important, whereas recommendation from others, ease of handling and availability of apps are found to be the least important. Findings due to gender, income and age difference were also analyzed and discussed for orderly decision-making purposes. Practical implications The ranking of factors showing what choice cues consumers consider most or least important in a particular market helps practitioners to develop appropriate adaptation strategies for the market. The comparison of findings for gender, income and age difference can further help practitioners to devise various alternative marketing strategies for different market segments and identify underserved segments, if any. Originality/value The BW scaling method, however, appropriate in ranking order of importance, had never been used in ranking choice cues of smartphone purchase. Moreover, there seems to be a dearth of studies about ranking of choice cues on smartphone purchases in the Chinese context.

Development of food products with addition of rapeseed presscake fermented by Rhizopus

2019 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Friedrich-Karl Lücke ◽  
Kathrin Tannhäuser ◽  
Amrita Sharma ◽  
Viktoria Fritz
Keyword(s):  
General Population ◽  
Design Methodology ◽  
Bitter Taste ◽  
Food Products ◽  
Consumer Acceptance ◽  
Plant Proteins ◽  
Content Type ◽  
Rapeseed Proteins ◽  
Practical Implications ◽  
Degree Of Degradation

Purpose The purpose of this paper is to explore the prospects and limitations of consumer acceptance towards food products that have been enriched with rapeseed protein in the form of fermented rapeseed presscake. Design/methodology/approach In total, 16 different food products with up to 18 per cent fermented rapeseed presscake were developed. Three types of vegetarian spreads and one type of bread were formulated, and consumer acceptance was assessed by sensory evaluation, questionnaires and in a focus group. Findings The fermentation of the rapeseed presscake by using the tempeh mould, Rhizopus oligosporus, had little if any effect on the bitterness of the presscake, and the bitter taste and aftertaste of the fermented presscake limited its use in food products. However, promising results were obtained when the breads and vegetarian spreads that were prepared with 5–6 per cent dried fermented rapeseed presscake were presented to sensory panels and to consumers, provided that the bitterness was masked, to some degree, by appropriate formulations and processes. Research limitations/implications Responders consisted mainly of younger people open to sustainable, plant-based nutrition, and may not represent the general population. Nevertheless, the results have implications for further research on utilization of rapeseed proteins. Practical implications It is possible to use the fermented rapeseed presscake to enrich various foods with protein or to replace other proteins, e.g. from animals or soybeans, provided that the degree of degradation of undesired compounds can be better standardized. Originality/value This study provides useful information for how to increase the use of underutilized plant proteins for human nutrition.

How to optimize marketing strategy development

2020 ◽  
Vol 36 (8) ◽  
pp. 17-19
Keyword(s):  
Artificial Intelligence ◽  
Marketing Strategy ◽  
Design Methodology ◽  
Reading Time ◽  
Marketing Strategies ◽  
Strategy Development ◽  
Content Type ◽  
Human Creativity ◽  
Pertinent Information ◽  
Practical Implications

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings Artificial Intelligence (AI) is enabling companies to perform many functional tasks more efficiently. Some organizations are starting to further utilize its capabilities by combining the rationality of AI with human creativity in order to optimize development of marketing strategies. Originality/value The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Subject or object: a product’s scent congruent perspectives

2017 ◽  
Vol 30 (3) ◽  
pp. 402-416
Author(s):  
Ana M. Arboleda ◽  
Carlos Arce-Lopera ◽  
Samuel González
Keyword(s):  
Design Methodology ◽  
Experimental Studies ◽  
Quality Attributes ◽  
Marketing Strategies ◽  
Content Type ◽  
Object A ◽  
Reference Quality ◽  
The Subject ◽  
The Individual ◽  
Practical Implications

Purpose The purpose of this paper is evaluate to what extent consumers can recognise a scent within a context that is congruent either with the product or with the user, respectively, objects’ quality or subjects’ involvement. Design/methodology/approach This paper consists of two experimental studies. The first study assesses people’s capacity to recognise three scents: leather, synthetic leather, and fabric. The second study assesses the way in which a frame of reference (quality or involvement) affects people’s capacity for scent recognition (leather and fabric). Findings Results confirm the difficulty of scent recognition revealing, in the first study, a low level of consistency in subjects’ responses. The second study shows an interaction between the type of scent and consumers’ framework: subjects who are primed to think about product quality present more accurate scent recognition when they smell leather, whereas subjects who are primed to think about themselves present more accurate scent recognition when they smell fabric. Practical implications These results can be used in brand communication. A scent, such as that of leather, should highlight quality attributes in its communication. If the product is unscented, communication should highlight the subject who uses the product. Originality/value Previous studies show the importance of the consistency between scent and product marketing strategies. This study complements these findings by differentiating the context where a scent is presented considering either the product (the object’s quality attributes) or the individual who uses that product (subject’s involvement).

Protecting cash flows during a major crisis

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Keyword(s):  
Crisis Management ◽  
Cash Flow ◽  
Design Methodology ◽  
Reading Time ◽  
Business Processes ◽  
Cash Flows ◽  
Marketing Strategies ◽  
Content Type ◽  
Pertinent Information ◽  
Practical Implications

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings Major crises like the Covid-19 pandemic can negatively impact on cash flow of small B2B firms. But SMEs affected can address the issue by implementing relevant marketing strategies associated with three key business processes to enhance their crisis management. Originality/value The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

What approach and avoidance factors drive Gen-Z consumers to buy bubble tea? An exploratory study

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Istijanto Istijanto ◽  
Indria Handoko
Keyword(s):  
Design Methodology ◽  
Qualitative Methodology ◽  
Qualitative Approach ◽  
Marketing Strategies ◽  
Three Dimensions ◽  
Purchasing Behavior ◽  
Approach And Avoidance ◽  
Content Type ◽  
Emotional Dimensions ◽  
Practical Implications

Purpose Bubble tea has become a popular beverage among the Gen-Z population in recent years, not only in Asia where this beverage originated, but also worldwide. This research aims to understand the motivational factors of Gen-Z consumers in Indonesia in purchasing bubble tea products. Design/methodology/approach This research adopts a qualitative methodology by interviewing 22 Gen-Z consumers living in Indonesia. A thematic-analysis approach and NVivo software are applied for the data analysis. Findings Eight factors, i.e. taste, texture, packaging, store, price, health, trend and brand, play important roles in explaining how the emotional dimensions (pleasure, arousal and dominance) created by the environmental stimuli of bubble tea were approached or avoided within the purchasing behaviors of Gen-Z consumers. This study also identified affiliation behaviors as the result of interactions between the three dimensions. Research limitations/implications As a qualitative study, this research used a particular and limited context to gain insights. Hence, a broader scale of research using a quantitative approach is recommended to validate the factors influencing purchasing behavior among the Gen-Z population. Practical implications This study can help practitioners to gain a better understanding of Gen-Z consumers’ behaviors on beverage products and to formulate effective marketing strategies. Originality/value To the best of the authors’ knowledge, by adopting a qualitative approach, this study is among the first to explore more deeply the emotional dimensions that drive Gen-Z’s decisions regarding whether to purchase a bubble tea product or not.

Sign in / Sign up

Export Citation Format

Share Document