Boomerang effect of incentive reminders during shopping trips

2019 ◽  
Vol 36 (5) ◽  
pp. 592-599
Author(s):  
Atul Kulkarni ◽  
Xin Cindy Wang ◽  
Hong Yuan
Keyword(s):  
Design Methodology ◽  
Experimental Studies ◽  
Negative Consequences ◽  
Related Factors ◽  
Content Type ◽  
Boomerang Effect ◽  
Negative Effect ◽  
Shopping Trips ◽  
Research Domains ◽  
Practical Implications

Purpose This paper aims to examine the unintended negative effect of incentivizing shoppers to make unplanned purchases through incentive reminders during shopping trips. Design/methodology/approach Two experimental studies with between-subject designs were conducted to examine the effect of incentive reminders and related factors on abandonment intention. Findings When the search for unplanned purchases needed to reach promotional threshold fails, shoppers’ propensity to abandon a transaction increases if they are reminded of an incentive during their shopping trip. When the size of the planned purchases is relatively larger than the incentivized unplanned purchases, abandonment propensity is higher in response to reward type incentives, whereas when the size of the planned purchases is relatively smaller than the incentivized unplanned purchases, abandonment propensity is higher in response to avoidance type incentives. Research limitations/implications This research intersects and integrates several research domains, specifically transaction abandonment, promotional reactance, unplanned purchases and promotion framing. Practical implications Findings from this research help managers understand the possible negative consequences of incentive reminders and offer suggestions for decreasing shopper propensities to abandon transactions in response to incentive reminders aimed at increasing transaction sizes. Originality/value This is the first study to highlight (i) the possible effect of incentive reminders on transaction abandonment; (ii) the influence of the size of unplanned purchases and incentive types on abandonment; and (iii) the underlying roles of perceived value of planned purchases and fairness perceptions in abandonment.

Think about it – can portrayals of homosexuality in advertising prime consumer-perceived social connectedness and empathy?

2017 ◽  
Vol 51 (1) ◽  
pp. 82-98 ◽  
Author(s):  
Nina Åkestam ◽  
Sara Rosengren ◽  
Micael Dahlen
Keyword(s):  
Design Methodology ◽  
Social Connectedness ◽  
Experimental Studies ◽  
Social Effects ◽  
Attitudes Toward Homosexuality ◽  
Content Type ◽  
Advantages And Disadvantages ◽  
Thought Listing ◽  
Societal Level ◽  
Practical Implications

Purpose This paper aims to investigate whether portrayals of homosexuality in advertising can generate social effects in terms of consumer-perceived social connectedness and empathy. Design/methodology/approach In three experimental studies, the effects of advertising portrayals of homosexuality were compared to advertising portrayals of heterosexuality. Study 1 uses a thought-listing exercise to explore whether portrayals of homosexuality (vs heterosexuality) can evoke more other-related thoughts and whether such portrayals affect consumer-perceived social connectedness and empathy. Study 2 replicates the findings while introducing attitudes toward homosexuality as a boundary condition and measuring traditional advertising effects. Study 3 replicates the findings while controlling for gender, perceived similarity and targetedness. Findings The results show that portrayals of homosexuality in advertising can prime consumers to think about other people, thereby affecting them socially. In line with previous studies of portrayals of homosexuality in advertising, these effects are moderated by attitudes toward homosexuality. Research limitations/implications This paper adds to a growing body of literature on the potentially positive extended effects of advertising. They also challenge some of the previous findings regarding homosexuality in advertising. Practical implications The finding that portrayals of homosexuality in advertising can (at least, temporarily) affect consumers socially in terms of social connectedness and empathy should encourage marketers to explore the possibilities of creating advertising that benefits consumers and brands alike. Originality/value The paper challenges the idea that the extended effects of advertising have to be negative. By showing how portrayals of homosexuality can increase social connectedness and empathy, it adds to the discussion of the advantages and disadvantages of advertising on a societal level.

What are the interpersonal antecedents of women’s network satisfaction?

2016 ◽  
Vol 31 (4) ◽  
pp. 266-280
Author(s):  
Maryline Bourdil ◽  
Mickael Géraudel
Keyword(s):  
Women Entrepreneurs ◽  
Design Methodology ◽  
Network Performance ◽  
Strong Ties ◽  
Content Type ◽  
Negative Effect ◽  
Common Interests ◽  
Women's Networks ◽  
Practical Implications

Purpose The purpose of this study is to determine whether women entrepreneurs are satisfied with belonging to a women’s network, as this issue is crucial for network performance and legitimacy. Design/methodology/approach The authors tested the hypotheses on a sample of 127 French women entrepreneurs who belonged to women’s networks using multiple regression analysis. Findings The authors showed that these women entrepreneurs were satisfied when they developed strong ties and when cliques in the network were limited. Education had a negative effect: the higher the educational level, the less satisfaction with their networks the women reported. Research limitations/implications The sample was small and composed only of women entrepreneurs who were members of women’s networks and not women who had left them. Practical implications The survey findings suggest ways that managers can optimize network satisfaction to keep current members while continuing to add new ones: create an environment with no cliques where members can develop strong ties. This means connecting members with similar values or status and common interests, while making sure that cliques do not develop. Originality/value To the authors’ knowledge, satisfaction with professional women’s networks has never been studied. The authors’ highlight the role of strong ties in these networks and identify the contingent effect of cliques.

How to survive mistreatment by customers: employees’ work withdrawal and their coping resources

2018 ◽  
Vol 26 (1) ◽  
pp. 23-24
Keyword(s):  
Design Methodology ◽  
Reading Time ◽  
Emotional Responses ◽  
Coping Resources ◽  
Negative Consequences ◽  
Content Type ◽  
Pertinent Information ◽  
Negative Impacts ◽  
Difficult Situations ◽  
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 A study of the emotional responses to mistreatment by customers in a Chinese hospital showed the negative consequences of their performance at work. The authors showed how workers tended to withdraw from difficult situations that left them in a state of emotional exhaustion. Both social support from colleagues and a conscientious attitude reduced the negative impacts. Practical implications The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. 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.

A gamified marketing strategy to create emotional customer connection

2020 ◽  
Vol 37 (1) ◽  
pp. 25-27
Keyword(s):  
Marketing Strategy ◽  
Game Design ◽  
Design Methodology ◽  
Reading Time ◽  
Related Factors ◽  
Content Type ◽  
Maximum Value ◽  
Pertinent Information ◽  
Practical Implications ◽  
Brand Product

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 This research paper concentrates on deploying advergames to engage customers in a brand’s ecosystem of products. The results urged advergame designers to pay attention to four concepts, in descending order of importance: game design, technical elements like multiplayer chat, player personalization, and brand/product-related factors such as integrating product comparisons into the game. To create maximum value from an advergame project, it’s recommended that forming an emotional connection between the player and the brand should be the ultimate aim for anyone working on advergames. Originality/value The briefing saves busy executives, strategists 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.

Does housing market impair employment in The Czech Republic?

2015 ◽  
Vol 8 (3) ◽  
pp. 318-334 ◽  
Author(s):  
Martin Konecný ◽  
Dominik Stroukal
Keyword(s):  
Czech Republic ◽  
Panel Data ◽  
Design Methodology ◽  
Detrimental Effect ◽  
Western World ◽  
The Czech Republic ◽  
Content Type ◽  
Negative Effect ◽  
Building Societies ◽  
Practical Implications

Purpose – The main aim of this paper is to find whether homeownership can have detrimental effect on employment in The Czech Republic. Design/methodology/approach – Oswald’s conjecture is tested on the set of panel data across Czech regions between the years of 2005 and 2012. Findings – By testing a model similar to Oswald’s, this paper receives the similar result that the rate of homeownership leads to higher rate of unemployment in following years. The second model tested in the paper does not support previous findings that regional rate of homeownership has negative effect on individual’s probability of being unemployed. Research limitations/implications – Findings of this paper are valid only for The Czech Republic. Possible refinements to the model are presented as inspiration for further research. Practical implications – Results bring a powerful argument into debate about subsidization of homeowners through building societies. Originality/value – This paper is a first examination of Oswald’s hypothesis in The Czech Republic. It opens a debate about whether Oswald’s conjecture holds outside of the Western world.

Behind the veil of employee performance

2019 ◽  
Vol 27 (6) ◽  
pp. 1-3
Keyword(s):  
Design Methodology ◽  
Reading Time ◽  
Employee Performance ◽  
Management Style ◽  
Management Support ◽  
Related Factors ◽  
Content Type ◽  
Pertinent Information ◽  
The Veil ◽  
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 This research paper creates a model of firm/environmental factors, job-related factors, and employee-related factors that inter-relate and also have varying impacts upon employee performance. The results reveal that job environment, adaptability, intrinsic motivation, and management support have a direct impact on employee performance, all of which can be improved by positive evolutions in management style. 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).

Effect of religiosity on the decision to participate in a boycott

2017 ◽  
Vol 8 (2) ◽  
pp. 309-328 ◽  
Author(s):  
Fawzi Dekhil ◽  
Hajer Jridi ◽  
Hana Farhat
Keyword(s):  
Brand Loyalty ◽  
Design Methodology ◽  
Present Model ◽  
Moderating Effect ◽  
Content Type ◽  
Data Analyses ◽  
Negative Effect ◽  
Israeli Army ◽  
Positive Effect ◽  
Practical Implications

Purpose This research aims to analyze the effects of religiosity on the decision to participate in a boycott and the effect of a boycott on attitudes toward the boycotted brand. It also aims to measure the moderating effect of brand loyalty on the different models the authors discuss. Design/methodology/approach An experiment involving 165 Tunisian individuals during a call for a boycott of products of the Coca-Cola Company, which supports the Israeli army against Palestine, was conducted. Data analyses were conducted via two principal stages using SPSS 20.0 and Smart PLS 2.0. Findings The findings show that degree of religiosity was one of the antecedents of decision to participate in a boycott, and this decision has a negative effect on the attitude toward the brand being boycotted. The paper also has been able to show that brand loyalty moderates the relation of the present model. It diminishes the effect of religiosity on boycotting. Research limitations/implications Among the limits of the study is the fact that the authors relied on the investigation of only one product/brand (namely, Coca-Cola). In addition, the samples subjected to inquiry by the authors were chosen for their convenience. Practical implications Besides, the presentation of boycotted products in stores has a negative effect on the sales of the surrounding “non-boycotted” products (Friedman, 1999a). The authors note here that marketers can derive huge benefits from the exploration of boycott, for many reasons. The company must insist on the satisfaction and trust of their consumers, which are the bases of the loyalty. They must define the marketing strategy to increase the loyalty. This will diminish the effect of religiosity on the decision to participate in the boycott. Social implications The results allow us to assert that the decision to participate in a boycott has a negative effect on the attitude of the consumer and on the brand to be boycotted. Investigating the moderating effect of loyalty on the relation between religiosity and the decision to participate in a boycott is very interesting. Originality/value This research has shown that religiosity has a positive effect on boycotting. Also, it was found that a boycott has a negative effect on attitudes toward the boycotted brand. Therefore, brand loyalty moderates negatively the effect of religiosity on the decision to participate in the boycott and moderates the effect of the boycott on brand attitude.

How exposure to logos and logo varieties fosters brand prominence and freshness

2015 ◽  
Vol 24 (7) ◽  
pp. 736-744 ◽  
Author(s):  
Maria Sääksjärvi ◽  
Ellis van den Hende ◽  
Ruth Mugge ◽  
Nicolien van Peursem
Keyword(s):  
Design Methodology ◽  
Experimental Studies ◽  
Purchase Intent ◽  
Control Group ◽  
Behavioral Measures ◽  
Content Type ◽  
Differential Effects ◽  
Practical Implications

Purpose This study aims to propose that a brand can be kept both prominent and fresh by using existing logos as well as logo varieties (i.e. slight modifications to the brand’s existing logo). Design/methodology/approach In two experimental studies, the authors exposed respondents to either the existing brand logo or to logo varieties, and examined their influence on brand prominence and freshness. Findings The findings suggest that consumers subconsciously process logo varieties to which they are exposed in a similar way as they subconsciously process the existing logo of the brand, making both types of logo exposure effective for building brand prominence and freshness. Research limitations/implications It would also be worthwhile to study the effect of logo varieties using other dependent measures than the ones employed in this study, such as purchase intent and behavioral measures (such as consumption behaviors). Practical implications This research shows that logo varieties can be used alongside the existing brand logo to build prominence and freshness. These findings diverge from the findings typically reported in the branding literature that state that consumers resist changes to logos. Originality/value This research not only demonstrates that exposure to logo varieties and existing logos evokes automatic effects (both types of logos outperform a control group in fostering brand-related outcomes) but also confirms that exposing consumers to the existing logo or logo varieties give less differential effects than one may think.

Recycling cooperation and buying status

2019 ◽  
Vol 53 (5) ◽  
pp. 944-971 ◽  
Author(s):  
Diego Costa Pinto ◽  
Márcia Maurer Herter ◽  
Patrícia Rossi ◽  
Walter Meucci Nique ◽  
Adilson Borges
Keyword(s):  
Design Methodology ◽  
Sustainable Consumption ◽  
Experimental Studies ◽  
Content Type ◽  
Competitive Altruism ◽  
Identity Based ◽  
Pure Altruism ◽  
Practical Implications

Purpose This study aims to reconcile previous research that has provided mixed results regarding motivation for sustainable behaviors: pure altruism (cooperation) or competitive altruism (status). Drawing on evolutionary altruism and identity-based motivation, the authors propose that a match between pure (competitive) altruism and individualistic (collectivistic) identity goals enhance consumers’ motivations to engage in recycling (green buying). Design/methodology/approach Three experimental studies show how pure and competitive altruism are associated with specific sustainable consumption (Study 1) and how altruism types should be matched with identity goals to motivate sustainable consumption (Studies 2 and 3). Findings Study 1 shows that pure altruism is associated with recycling but not with green buying. Studies 2 and 3 show that pure (competitive) altruism and individualistic (collectivistic) goals lead to higher recycling (green buying) intentions. Research limitations/implications The present research extends previous findings by showing that pure and competitive are indeed associated with specific sustainable behaviors. The authors suggest that the interaction between motives and identity goals can lead to a greater impact on recycling and green buying intentions. Practical implications Public policymakers and companies will benefit by better understanding how specific combinations of altruism types and identity goals can foster recycling or green buying intentions. Originality/value This research is the first to show how matches between pure and competitive altruism types and individualistic and collectivistic identity goals affect consumers’ motivations to engage in recycling and green buying.

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