Basing a claim on “negatives free”: when does it serve as a quality cue?

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Hsuan-Hsuan Ku ◽  
Yi-Ting Chang
Keyword(s):  
Consumer Behavior ◽  
Product Quality ◽  
Regulatory Focus ◽  
Design Methodology ◽  
Perceived Quality ◽  
Consumer Market ◽  
Content Type ◽  
Quality Perceptions ◽  
Product Promotion

Purpose Individuals concerned about safety comprise a significant share of the consumer market today. This paper aims to provide the results of a study on when a front-of-package (FOP) claim about “no added negatives” can serve as a quality cue. Design/methodology/approach Four between-subjects experiments examine consumers’ quality perceptions in responses to the absence-focused claims and also identifies brand parity (Studies 1a and 1b) and the associated launch of inconsistent alternatives as moderators (Study 2) and investigate the extent to which the quality signaling value of absence-focused claims varies as a function of message regulatory focus (Study 3). Findings Research shows that a unique absence-focused claim indicates product quality (Studies 1a and 1b). However, there could be a cost in terms of reduced perceived quality when adding an inconsistent alternative to a brand (Study 2). Furthermore, consumers associate greater product quality with absence-focused FOP claims if an appeal is framed as prevention-focused rather than promotion-focused benefits (Study 3). Originality/value This study advances knowledge on the effects of front-of-package claims on consumer behavior and benefits marketers in determining effective front-of-package messages for product promotion.

The allure of the bottle as a package: an assessment of perceived effort in a packaging context

2017 ◽  
Vol 26 (1) ◽  
pp. 91-100 ◽  
Author(s):  
Magnus Söderlund ◽  
Jonas Colliander ◽  
John Karsberg ◽  
Karina T. Liljedal ◽  
Erik Modig ◽  
...  
Keyword(s):  
Product Quality ◽  
Design Methodology ◽  
Soft Drink ◽  
Product Evaluations ◽  
Content Type ◽  
Perceived Effort ◽  
Quality Perceptions ◽  
The Impact

Purpose This paper aims to assess the impact of perceived effort related to packaging on overall product evaluations. Perceived effort, defined as the consumer’s perceptions of how much manufacturer effort that lies behind an offer, is assumed to contribute to evaluations by signaling unobservable characteristics of an offer. Design/methodology/approach Three between-subjects experiments were conducted with soft drink bottles, which were subject to variation in perceived effort. Findings The results show that perceived effort was positively associated with overall evaluations. The results also show that the impact of perceived effort was mediated by product quality perceptions, which indicates that effort signals quality. Originality/value Perceived effort has to date not been examined in the packaging literature. The present findings thus imply that models of packaging characteristics and their impact on consumers would benefit from including the effort aspect.

scholarly journals Cues Speak Louder Than Words: Empirical Evidence from Consumer Market of Pakistan

2019 ◽  
Author(s):  
Anam Javeed ◽  
Muhammad Yar Khan ◽  
Asif Khurshid ◽  
Uzma Noor
Keyword(s):  
Product Quality ◽  
Food Packaging ◽  
Country Of Origin ◽  
Consumer Knowledge ◽  
Brand Name ◽  
Consumer Market ◽  
Quality Perceptions ◽  
Extrinsic Cues ◽  
Perceived Product Quality ◽  
The Impact

<p><i>The aim of this study is to probe into the impact of extrinsic packaging cues (brand name, price, country of origin and precautionary label) on the quality perceptions of the consumers when the intrinsic qualities are not experienced yet. Consumer knowledge is used a moderator in the study. The study also aims to investigate the influence of the consumer knowledge as a moderator on the relationship between food packaging cues and perceived product quality. Survey was conducted using mall intercept method (n= 478) with a self- administered five point Likert scale questionnaire in Rawalpindi and Islamabad. SPSS and PLS were used for analyzing the data. In order to ensure the internal consistency of the variables Cronbach’s alpha was used.</i><b><i> </i></b><i>Among all the variables which were studied in theoretical framework, precautionary label came out to a strong extrinsic in contributing to the formation of product quality perceptions. Additionally, brand name and Price are also considered as important quality determining extrinsic cues. On the other hand, Country of origin as an extrinsic cue turned out to cast no impact on the quality perceptions in Pakistani consumer market. Among the interaction paths, consumer knowledge held a significant role for brand name and country of origin with perceived product quality.</i><b><i> </i></b><i>This study comprises of number of research limitations. The mall intercept method was utilized in which sample control is difficult. The data was collected from Rawalpindi and Islamabad which might pose a problem for generalizability. Along with the limitations, this study presents horizon for the future researchers by presenting a model of research which could be extended to other marketing contexts.</i><b><i> </i></b><i>The research revealed that, the schema of extrinsic packaging cues cast a deep impact on the product quality perceptions. The results imply that practitioners need to embed the extrinsic cues much intelligently as they tend to produce prior to the usage quality perceptions regarding the product. This study puts forth a significant understanding regarding the utility of extrinsic packaging cues in the determination of product quality perceptions. The paper provides insights from Pakistani market.</i></p>

The anatomy of the inconspicuous luxury fashion experience

2018 ◽  
Vol 22 (1) ◽  
pp. 129-156 ◽  
Author(s):  
Marian Makkar ◽  
Sheau-Fen Yap
Keyword(s):  
Consumer Behavior ◽  
Relationship Marketing ◽  
Design Methodology ◽  
Exploratory Research ◽  
Symbolic Consumption ◽  
Content Type ◽  
Starting Point ◽  
Managerial Implications ◽  
Depth Interviews ◽  
Practical Implications

Purpose The purpose of this paper is to address the following questions: how do consumers construct meaning around their inconspicuous luxury fashion experiences? What desires do inconspicuous consumers strive to fulfill? What sentiments do they associate with their inconspicuous luxury fashion consumption? Design/methodology/approach This exploratory research begins with a netnographic study of 11 online luxury blogs followed by in-depth interviews and home observations of ten luxury consumers with inconspicuous preferences in Dubai. Findings Inconspicuous choices are not simply for associative or dissociative motivations but several symbolic consumption schemas come into play. A typology of inconspicuous luxury fashion consumers has emerged: fashion influencers, trendsetters, fashion followers, and luxe conservatives. Practical implications The findings have potential to yield important managerial implications for fashion retailers and brand communications. The typology of inconspicuous consumers provides a basis for developing a more targeted relationship marketing program for luxury fashion brands. Originality/value This research advances luxury knowledge in fashion and consumer behavior research by unveiling how consumers construct meanings around their inconspicuous consumption. The typology developed in this study marks the starting point for further extensions to explore the complexities of inconspicuous luxury consumers, which are grounded in the roles they take on in society, how they plan their luxury consumption journey and how they eventually use these possessions for self-identification and communication to others.

scholarly journals Influence of new cinematographic and television operators on the attractivity of tourist destinations

2020 ◽  
Vol 6 (3) ◽  
pp. 219-222 ◽  
Author(s):  
Cyril Blanchet ◽  
Nathalie Fabry
Keyword(s):  
Consumer Behavior ◽  
Design Methodology ◽  
Detailed Knowledge ◽  
Recommendation Algorithm ◽  
Content Type ◽  
Tourist Destinations ◽  
User Data ◽  
The Impact

Purpose This paper aims to anticipate the influence of new cinematographic and television operators on the attractiveness of tourist destinations. Design/methodology/approach The methodology developed is two-fold: first, long-haul observation of the sector, and second, a state of the literature on the topic. Findings These platforms reshape the distribution of audiovisual content and influence consumer behavior. Through the detailed knowledge of users (user data, recommendation algorithm), the platforms have important information at their disposal to build future tourism trends. Originality/value In the continuity of research in film tourism, the authors question the impact of platforms that are now emerging as significant operators in the distribution and creation of audiovisual content.

Studying green consumer behavior through multiple lenses in a developing country

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Aradhana Vikas Gandhi
Keyword(s):  
Consumer Behavior ◽  
Design Methodology ◽  
Social Factor ◽  
Family Influence ◽  
Purchase Behavior ◽  
Social Concern ◽  
Content Type ◽  
Concurrent Study ◽  
Depth Interviews ◽  
Practical Implications

PurposeThe study aims to explore the parameters that affect the purchase behavior of green consumers.Design/methodology/approachA mixed methodology concurrent study was adopted involving questionnaire-based empirical study along with a qualitative study to capture the lived experiences of the respondents. Inferences were drawn to understand green consumer behavior in a holistic way.FindingsWhile conducting in-depth interviews, many recurring themes emerged, such as environmentally friendly, health-conscious, price, government initiatives, youngsters' inclination, general awareness, family influence/traditions, quality, advertisement and social concern. A concurrent quantitative study was conducted, which established altruism, environmental awareness and social factor and influence as significant parameters, which had an impact on green consumer behavior.Practical implicationsWhile designing green products, this study will enable marketers to innovate their products and services based on the intricate insights that have come out of the study.Originality/valueThe study seeks to give deep insights into green consumer behavior that may help academics and marketers to understand the phenomenon better.

A tabulation of information technology and consumer behavior in hospitality revenue management research

2020 ◽  
Vol 11 (3) ◽  
pp. 575-587
Author(s):  
Tevfik Demirciftci ◽  
ChihChien Chen ◽  
Mehmet Erdem
Keyword(s):  
Information Technology ◽  
Consumer Behavior ◽  
Revenue Management ◽  
Design Methodology ◽  
Service Providers ◽  
Business Environment ◽  
Content Type ◽  
The Past ◽  
Consumer Perspective ◽  
Practical Implications

Purpose The purpose of this paper is to present an overview of revenue management (RM) studies that focus on information technology (IT) and consumer behavior published between 2008 and 2018. Design/methodology/approach In total, 112 articles published in 17 journals were identified and analyzed. Findings This study shows the importance of IT and RM and focuses on the consumer perspective. It also emphasizes that technology is not the enemy of humans: it complements and adds value to their existing jobs. Research limitations/implications Book chapters and conference proceedings related to IT and RM were not included in this study. Besides, only journal papers published in English were included in the study. The categorizing of subjects can be seen as subjective. Practical implications This study helps researchers discover articles from 2008 to 2018 and helps hospitality executives interested in RM technologies from the demand side to use these findings in their business environment. Originality/value Based on the interaction between service providers (hotels) and users (consumers) on IT and RM platforms, the paper identified eight key components that have been relevant over the past decade.

When do consumers value ethical attributes? The role of perceived quality in gift-giving

2020 ◽  
Vol 55 (1) ◽  
pp. 315-335
Author(s):  
Gopal Das ◽  
John Peloza ◽  
Geetika Varshneya ◽  
Todd Green
Keyword(s):  
Product Quality ◽  
Field Study ◽  
Underlying Mechanism ◽  
Perceived Quality ◽  
Societal Implications ◽  
Gift Giving ◽  
Content Type ◽  
Non Profit ◽  
Product Categories

Purpose Although research demonstrates the importance of ethical product attributes for consumers, a prior study has not examined the role of consumption target (i.e. self-purchases vs gift-giving) on consumers’ preference for products with ethical attributes. Notably, consumers’ preference for quality can differ between self-purchases and gifts, and the presence of ethical attributes can impact product quality perceptions. The purpose of this paper is to examine how the presence of ethical attributes alters decision-making in a gift-giving context using perceptions of product quality as an explanatory variable for these differences. Design/methodology/approach One field study and two controlled experiments test the proposed hypotheses. The experiments were conducted across different product categories and samples. Findings Results showed that the presence of an ethical attribute leads to higher purchase intentions for products in a gift-giving context compared to self-purchase. Perceived quality mediates this effect. Further process evidence through moderation, including resource synergy beliefs, support the findings. This paper discusses the theoretical, managerial and societal implications of these results. Research limitations/implications Although care was taken to select products to enhance generalizability, the studies presented here are limited to two products. Further, although the present research includes a field study with actual charity-related purchases, the role of time pressures is not explicitly explored. Finally, the role of brand-self connections is not explored in the current research. The ability for a donor to integrate the mission of a charity into their self-perception or the potential for social normative influences to impact behaviors remains open for exploration. Practical implications Charities are facing increasing pressures to raise sustainable funds to support their missions. The research provides guidance to marketers and fundraisers in the non-profit sector that allows them to direct more focused fundraising appeals to donors and adapt their fundraising efforts to create a fit between their audience and fundraising appeals. Originality/value This research demonstrates that consumption target (purchasing for the self versus purchasing for others) is a vital contextual factor that influences customer preference for ethical attributes. These results complement the extant literature by exploring the underlying mechanism behind consumers’ responses to the ethical attributes in the case of self-purchase and other-purchase. The underlying effect is supported theoretically by resource synergy beliefs.

scholarly journals Characterization of the consumer market and motivations for the consumption of craft beer

2018 ◽  
Vol 120 (2) ◽  
pp. 378-391 ◽  
Author(s):  
Naiara Barbosa Carvalho ◽  
Luis Antonio Minim ◽  
Moysés Nascimento ◽  
Gustavo Henrique de Castro Ferreira ◽  
Valéria Paula Rodrigues Minim
Keyword(s):  
Design Methodology ◽  
Metropolitan Region ◽  
Competitive Advantages ◽  
Market Segment ◽  
Consumer Market ◽  
Content Type ◽  
Craft Beer ◽  
Belo Horizonte ◽  
Practical Implications

Purpose The purpose of this paper is to determine the demographic characteristics and habits of craft beer consumers, as well as to identify the motivational factors for consumption. Design/methodology/approach Data were collected through questionnaires applied to 316 Brazilian craft beer consumers, and results were evaluated descriptively and by multivariate statistics. Findings The results of the survey revealed that there is a growing market segment with different buying habits and behaviors compared to traditional beer consumers. Demographically, it was found that these consumers are an attractive part of the beer market in terms of age, schooling and, more importantly, in terms of income, factors that indicate the probability of continued growth in the sector. Research limitations/implications The research was limited to craft beer consumers in the metropolitan region of Belo Horizonte/MG, Brazil. Practical implications The results obtained are important, as they can help new craft breweries, as well as help established industry managers to create strategies related to marketing four Ps in order to increase the consumption of its products, with competitive advantages to the market. Originality/value This research presents the characteristics of the consumers of craft beer, a market segment in evident rise in Brazil, about which there are few studies. In addition, it provides valuable information to both the new beverage manufacturers as well as to the already established entrepreneurs in the market so that they can increase the consumption of their products in a strategic way.

Perceived quality and intention to revisit coffee concept shops in Malaysia

2018 ◽  
Vol 120 (5) ◽  
pp. 1106-1119 ◽  
Author(s):  
Hiram Ting ◽  
Wee Ming Lau ◽  
Jun-Hwa Cheah ◽  
Yusman Yacob ◽  
Mumtaz Ali Memon ◽  
...  
Keyword(s):  
Mixed Methods ◽  
Design Methodology ◽  
Perceived Quality ◽  
Mixed Methods Design ◽  
Content Type ◽  
Sequential Mixed Methods ◽  
Product Service ◽  
Preliminary Study ◽  
Intention To Revisit ◽  
Self Administered Questionnaire

Purpose The purpose of this paper is to examine the effect of perceived quality on intention to revisit coffee concept shops among regular and irregular consumers. Specifically, the framework developed by Pine and Gilmore (2000) is adopted to look into the effect of product, service and experience qualities on intention to revisit. Design/methodology/approach The explanatory sequential mixed-methods design was used to articulate the intention of consumers to revisit coffee concept shops. A preliminary study was conducted to define regular and irregular consumers. Self-administered questionnaire was first administered before using interview to elicit more insights and triangulate the findings. Findings The combination of both quantitative and qualitative findings show that the experiences of regular consumers at coffee concept shops include personal routine activities, while the experiences of irregular customers are composed of occasions with specific and collective purposes. While the intention to revisit of the former is related to the product and service quality, the intention of the latter is largely affected by its service and experience quality. Originality/value Given the rapid rise of coffee concept shops in the developing markets, the use of a mixed-methods design provides more insights into the intention to revisit of the regular and irregular consumers. It underscores the importance for the organisations to know what really matters to the diverse consumers.

Fairy tales of global consumer culture in a polarizing world

2019 ◽  
Vol 36 (4) ◽  
pp. 581-586
Author(s):  
Marieke de Mooij
Keyword(s):  
Consumer Behavior ◽  
Real World ◽  
Fairy Tales ◽  
Consumer Culture ◽  
Design Methodology ◽  
Content Type ◽  
The Real ◽  
Local Cycle ◽  
Dominant Process ◽  
New Research

Purpose The purpose of this paper is to respond to the essay by Cleveland and Bartsch in this issue. The paper also aims to counter argue the various drivers of global consumer culture (GCC). Design/methodology/approach Based on many findings from the study of consumer behavior, the assumed drivers of GCC are discussed and a suggestion for new research is made. Findings Instead of globalization processes that drive GCC, the most dominant process is a local-global-local cycle of global products and brands. Originality/value It offers a different approach to the study of global vs local products and brands. It is suggested that instead of continuing abstract discussions of GCC, scholars do more service to international marketing by researching developments in the real world.

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