Impact of Sexual Stimuli on Men's Purchase Intentions Toward Discounted Conspicuous Goods

2017 ◽  
Vol 45 (2) ◽  
pp. 253-268 ◽  
Author(s):  
Chunhui Huo ◽  
Shaofeng Yuan
Keyword(s):  
Purchase Intention ◽  
Economic Benefits ◽  
Purchase Intentions ◽  
Male Mating ◽  
Trade Off ◽  
Chinese Men ◽  
Sexual Stimuli ◽  
Negative Effect ◽  
Mating Goals ◽  
Negative Impression

In this research we examined whether or not when men are exposed to sexual stimuli (e.g., images of sexually attractive women) this negatively affects their purchase intention for conspicuous goods being offered at a discounted price. We conducted 3 experiments, with Chinese men (282 in total), and found that sexual stimuli can activate male mating goals, prompting the men in our study to care more about the presentation of their mating value; thus, they preferred nondiscounted conspicuous goods to discounted ones. The negative effect of sexual stimuli on men's purchase intentions toward discounted conspicuous goods was greater for men who tended to associate discounts with low status, cheapness, and stinginess (i.e., strong negative impression association) than for those with a weak negative impression association. These findings identify the boundary conditions of a trade-off for men between economic benefits and signaling values for discounted conspicuous goods.

scholarly journals The Effect Of Print Advertisings Use Of Sexual Themes ON Brand Recall And Purchase Intention: A Product Specific Investigation Of Male Responses

2011 ◽  
Vol 11 (3) ◽  
pp. 47 ◽  
Author(s):  
William F. Grazer ◽  
Garland Kessling
Keyword(s):  
Purchase Intention ◽  
Purchase Intentions ◽  
Print Advertising ◽  
Print Advertisements ◽  
Brand Recall ◽  
Product Categories ◽  
Sexual Stimuli ◽  
Intention To Purchase

Two convenience samples comprised of 230 male respondents participated in a study to measure the effect of sexual stimuli in print advertising on brand recall and intention to purchase. Using jeans and liquor products, the study suggests that the use of sexual stimuli in print advertisements does influence viewers brand recall and purchase intentions. However, the study was not able to conclusively argue that specific levels of sexual intensity were more effective across the two product categories.

scholarly journals The Influence of Word-Of-Mouth Referral on Consumers’ Purchase Intention: Experimental Evidence from WeChat

2021 ◽  
Vol 13 (2) ◽  
pp. 645
Author(s):  
Bing Yuan ◽  
Alessandro M. Peluso
Keyword(s):  
Information Processing ◽  
Purchase Intention ◽  
Word Of Mouth ◽  
Experimental Studies ◽  
Economic Benefits ◽  
Purchase Intentions ◽  
Public Welfare ◽  
Self Construal ◽  
Different Types ◽  
Interdependent Self

Based on the perspective of dual-system information processing, this article explores how word-of-mouth (WOM) referral affects the purchase intentions of consumers with different types of self-construal. Two experimental studies, using WeChat as a research setting, tested the interactive influence of type of WOM referral (economic vs. public welfare) and type of self-construal (independent vs. interdependent) on consumers’ purchase intention toward the referred product and its intermediary mechanism. The results showed that economic (vs. public welfare) WOM referrals, which emphasize a product’s economic benefits, increased the purchase intention of consumers with an independent (vs. interdependent) self-construal, who typically take an individualistic perspective. In contrast, public welfare (vs. economic) WOM referrals, which emphasize the social benefits connected to a company for the community at large, increased the purchase intention of consumers with an interdependent (vs. independent) self-construal, who take a more collectivistic perspective. The results also shed light on the underlying mechanism by showing that different types of self-construal activate different information processing systems in consumers, which mediate consumers’ reaction to different types of WOM referrals. Specifically, economic WOM referrals can inspire consumers with an independent self-construal to engage in more emotional processing, thereby generating higher purchase intentions; in contrast, public welfare WOM referrals can stimulate consumers with an interdependent self-construal to get involved in more cognitive processing, thereby generating higher purchase intentions. These findings contribute to WOM literature and provide practical implications for companies adopting societal marketing strategy and implementing sustainable promotional plans.

scholarly journals Investigating online shopping behaviour on mobile and fixed devices: The impact of scarcity and popularity cues

2021 ◽  
Author(s):  
◽  
Tessa Hoffman
Keyword(s):  
Perceived Risk ◽  
Purchase Intention ◽  
Online Shopping ◽  
Purchase Intentions ◽  
Negative Effect ◽  
The Impact ◽  
The Relationship ◽  
Positive Effect ◽  
Moderating Role

<p>Smartphones have become ubiquitous in consumers’ lives and have been identified as an important online channel. However, consumers have indicated a preference for purchasing products through their fixed devices, such as computers, and few studies have investigated situations where consumers might indicate greater purchase intentions on their mobile devices. This research examines the influence of scarcity messages and popularity cues on purchase intention in the context of online shopping. Two experiments were conducted to evaluate the differences between consumers using mobile and fixed devices.  Study one was a 3 (scarcity: limited quantity vs limited time vs no scarcity) x 2 (device: fixed vs smartphone) between-subjects design (N = 236). Study one found that in an online shopping context, limited-quantity scarcity messages (e.g. limited stock available) had a negative effect on purchase intention regardless of the consumer’s device. Furthermore, a consumer’s scepticism of advertising moderated the relationship. Perceived risk of online shopping was found to moderate the relationship between device and purchase intention.  Study two was a 2 (scarcity: limited quantity vs no scarcity) x 2 (popularity: ranking vs no ranking) x 2 (device: fixed vs smartphone) between-subjects design (N = 244). The study showed that a popularity cue had a positive effect on purchase intention. However, scarcity had no effect on purchase intention. Consumers in the smartphone conditions also had lower purchase intentions but this was not impacted by the inclusion of a scarcity message or popularity cue. Interestingly, credibility of the content did not moderate the relationships between scarcity and purchase intention, or popularity ranking and purchase intention.  These findings suggest that online scarcity messages do not increase purchase intention, in contrast to previous offline studies. The moderating role of scepticism on the scarcity message and purchase intention relationship indicates that consumers are suspicious of scarcity messages in an online context. However, it appears popularity cues enhance consumer purchase intentions online. Neither a scarcity message or a popularity cue increased purchase intention on a smartphone. The research demonstrates that scarcity messages are not as effective online as they have been shown to be in an offline context and that further research is required to understand how to increase consumer purchase intentions when shopping on a smartphone.</p>

The mediation of trust in country-of-origin effects across countries

2014 ◽  
Vol 21 (2) ◽  
pp. 150-171 ◽  
Author(s):  
Nadia Jiménez ◽  
Sonia San Martín
Keyword(s):  
Emerging Markets ◽  
Purchase Intention ◽  
Emerging Market ◽  
Country Of Origin ◽  
Purchase Intentions ◽  
Content Type ◽  
Mediating Role ◽  
Brand Reputation ◽  
Negative Effect ◽  
Mature Market

Purpose – This paper aims to investigate if trust plays a mediating role on the country-of-origin (COO) brand reputation and consumer animosity effects in determining consumers’ purchase intentions in both emerging and developed markets. Design/methodology/approach – The paper opted for the structure equation modelling methodology to analyse data collected from 476 Spanish and Mexican car owners who evaluate American automobiles. Findings – The results show that in the emerging market economy, the COO's brand reputation influences trust and purchase intention more than in the mature market. Also, the results show that although trust plays an important role in different markets because it mediates the effect of COO's brand reputation on consumers’ purchase intention in both emerging and mature economies, it does not mediate the effect of animosity on purchase intention in the analysed developed economy. Research limitations/implications – The chosen category product presents the shortcoming of being of a hybrid nature regarding their manufacturing origin and research results may not be generalizable since we consider one product of one COO. Practical implications – COO's brand reputation is a key trigger of trust, and can substitute absent regulatory institutional elements, especially in emerging markets. In emerging markets, animosity could play an important role in explaining the rejection of foreign products, but the increase of trust could mitigate its negative effect on purchase intention. Originality/value – This study distinguishes the mediating role of trust between different interrelated COO variables and consumers’ purchase intentions in two different national contexts, and offers evidence that good COO's brand reputation building is crucial for international marketing success.

The Effects of Homosexual Imagery in Advertisements on Brand Perception and Purchase Intention

2009 ◽  
Vol 37 (9) ◽  
pp. 1231-1238 ◽  
Author(s):  
Mary Ann Hooten ◽  
Kristina Noeva ◽  
Frank Hammonds
Keyword(s):  
Purchase Intention ◽  
Purchase Intentions ◽  
Print Advertisements ◽  
Before And After ◽  
Negative Effect ◽  
Brand Perception ◽  
Research Recommendations

This study was aimed at examining the effects of homosexual imagery in print advertisements on consumers' perceptions of the brand and intentions to purchase the product. Brand perceptions and purchase intentions were measured before and after participants were exposed to various advertisements including gay, lesbian, and heterosexual imagery. Results indicated that homosexual imagery had a negative effect on brand perceptions and purchase intentions. This effect was mediated by the salience of the homosexual imagery. Further research recommendations are made.

scholarly journals Investigating online shopping behaviour on mobile and fixed devices: The impact of scarcity and popularity cues

2021 ◽  
Author(s):  
◽  
Tessa Hoffman
Keyword(s):  
Perceived Risk ◽  
Purchase Intention ◽  
Online Shopping ◽  
Purchase Intentions ◽  
Negative Effect ◽  
The Impact ◽  
The Relationship ◽  
Positive Effect ◽  
Moderating Role

<p>Smartphones have become ubiquitous in consumers’ lives and have been identified as an important online channel. However, consumers have indicated a preference for purchasing products through their fixed devices, such as computers, and few studies have investigated situations where consumers might indicate greater purchase intentions on their mobile devices. This research examines the influence of scarcity messages and popularity cues on purchase intention in the context of online shopping. Two experiments were conducted to evaluate the differences between consumers using mobile and fixed devices.  Study one was a 3 (scarcity: limited quantity vs limited time vs no scarcity) x 2 (device: fixed vs smartphone) between-subjects design (N = 236). Study one found that in an online shopping context, limited-quantity scarcity messages (e.g. limited stock available) had a negative effect on purchase intention regardless of the consumer’s device. Furthermore, a consumer’s scepticism of advertising moderated the relationship. Perceived risk of online shopping was found to moderate the relationship between device and purchase intention.  Study two was a 2 (scarcity: limited quantity vs no scarcity) x 2 (popularity: ranking vs no ranking) x 2 (device: fixed vs smartphone) between-subjects design (N = 244). The study showed that a popularity cue had a positive effect on purchase intention. However, scarcity had no effect on purchase intention. Consumers in the smartphone conditions also had lower purchase intentions but this was not impacted by the inclusion of a scarcity message or popularity cue. Interestingly, credibility of the content did not moderate the relationships between scarcity and purchase intention, or popularity ranking and purchase intention.  These findings suggest that online scarcity messages do not increase purchase intention, in contrast to previous offline studies. The moderating role of scepticism on the scarcity message and purchase intention relationship indicates that consumers are suspicious of scarcity messages in an online context. However, it appears popularity cues enhance consumer purchase intentions online. Neither a scarcity message or a popularity cue increased purchase intention on a smartphone. The research demonstrates that scarcity messages are not as effective online as they have been shown to be in an offline context and that further research is required to understand how to increase consumer purchase intentions when shopping on a smartphone.</p>

scholarly journals The Effect of E-commerce Live Streaming Shopping on Consumers' Purchase Intention in China-Focusing on Features of Streamers and Contents

2021 ◽  
Vol 9 (10) ◽  
pp. 124-145
Author(s):  
June-Suh Cho ◽  
Liu-Qing Yang
Keyword(s):  
Statistical Analysis ◽  
Rapid Growth ◽  
Purchase Intention ◽  
Economic Benefits ◽  
Purchase Intentions ◽  
Limited Resources ◽  
Live Streaming ◽  
High Quality

In China, online live streaming shopping as a part of e-commerce shows rapid growth, while many sellers can not achieve the economic benefits as expected. This study mainly extracts, analyzes, and examines the general features of e-commerce live streaming shopping, positively affecting consumers' purchase intentions. Many UGC sellers can obtain some practical ways to output more high-quality content with limited resources. This study places the following nine features as independent hypotheses: streamer's professionalism, awareness, homogeneity, attractiveness, reliability, contents’ interaction, entertainment, discount, uniqueness, and consumers’ purchase intention taken as a dependent variable. As a result of statistical analysis of the data collected through the survey, all nine hypotheses were adopted.

scholarly journals Digital Transformation of Marketing Strategies during a Pandemic: Evidence from an Emerging Economy during COVID-19

2021 ◽  
Vol 13 (12) ◽  
pp. 6735
Author(s):  
Ganesh Dash ◽  
Debarun Chakraborty
Keyword(s):  
Customer Satisfaction ◽  
Life Insurance ◽  
Purchase Intention ◽  
Purchase Intentions ◽  
Digital Transformation ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Five Dimensions ◽  
Customer Involvement ◽  
The Relationship

This study explores the relationship between digital marketing practices, customer satisfaction, customer involvement, and purchase intention. The focus is on the life insurance digital marketing strategies during a pandemic and the resultant lockdown and shutdown. This work sought to analyze the digital transformation of marketing practices and the customers’ resultant purchase intentions. COVID-19 was taken as the prevailing pandemic and its impact on the digital transformation of marketing strategies. Five dimensions of digital marketing strategies with eighteen items and three items each of customer satisfaction and purchase intention were considered for practical purposes. It used structural equation modeling to study 535 responses of life insurance customers. Findings indicate that SEM/SEO, display, and E-CRM practices significantly impacted customer satisfaction and purchase intention. Further, a mediation-cum-moderation approach was undertaken. Customer satisfaction significantly affected purchase intention and played a good mediator between digital marketing practices and purchase intention. Additionally, customer involvement moderated the relationship between content marketing and communication with purchase intention. This research work helps life insurance marketers in general. The digital channel managers expressly understand their key areas of strengths regarding the five dimensions of digital marketing strategies. Accordingly, they frame their plans for decision-making to improve customer satisfaction and resultant purchase intentions. It provides a direction for future adoption of specific marketing strategies during a pandemic and consequent shutdown and lockdowns.

scholarly journals Channel Depth or Consistency? A Study on Establishing a Sustainable Omnichannel Strategy for Fashion Department Store Retailers

2021 ◽  
Vol 13 (13) ◽  
pp. 6993
Author(s):  
Caroline Kopot ◽  
Brenda J. Cude
Keyword(s):  
Business Strategy ◽  
Purchase Intention ◽  
Structural Equation ◽  
Department Store ◽  
Purchase Intentions ◽  
Equation Modeling ◽  
Technological Advancement ◽  
Department Stores ◽  
Channel Depth ◽  
Confirmatory Factor

In recent years, fashion department stores have struggled to sustain their foothold in the competitive market due to changing consumer behavior as well as technological advancement. This study aimed to examine customers’ perspectives on the shopping channels of omnichannel fashion department stores. The analysis was based on data from 552 customers who shopped at U.S. omnichannel fashion department stores. Confirmatory factor analysis and structural equation modeling were utilized to analyze the hypothesized relationship. The results showed that brand attitude mediated the influence of perceived fluency of customers’ purchase intentions in the omnichannel fashion department store setting. Content consistency and process consistency also positively affected customers’ perceived fluency of the channels of those fashion department stores. Customers are more likely to purchase from a fashion department store that provides consistent content and processes across the multiple shopping channels from which they can purchase merchandise. Further, customers value consistency of the content and processes across all fashion department store channels. The results are insightful especially for industry practitioners, as it enables them to develop a sustainable omnichannel business strategy by focusing on the depth of the channels and channel consistencies (content and process) while improving customers’ purchase intention from their stores.

The Effect of Instagram Influencers on Purchase Intentions Mediated by Brand Image on Cosmetic Products (Study on Gen Z Women)

2021 ◽  
Vol 4 (2) ◽  
pp. 111-123
Author(s):  
Dewi Tamara ◽  
Lidiya Heriyati ◽  
Tsabita Hanifa ◽  
Michelle Carmen
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Convergent Validity ◽  
Discriminant Validity ◽  
Brand Image ◽  
Public Awareness ◽  
Daily Basis ◽  
Purchase Intentions ◽  
Generation Z ◽  
The Relationship

Rise of internet usage gives a sense of urgency for marketer to develop enchanted promotion methods through the help of social media. This research focuses on analyze the correlation between social media influencer and purchase intention with brand image as mediating variables. Object of this research is Generation Z women since their perspectives are rarely elaborated in previous research. Sample of this research is Generation Z women, actively using make-ups and skincare, and use Instagram in their daily basis. Validity is measured through convergent validity and discriminant validity, while reliability is measured through cronbach’s alpha and composite reliability. Hypotheses are measured using PLS-SEM and considered as significant if t-value > t-table. Results indicate that social media influencer significantly correlated with purchase intention when mediated with brand image. Specifically, numbers of followers, high-activity on social media, and influencer credibility influence brand image and purchase intention in significant ways. Moreover, positive brand image, public awareness, and brand uniqueness determined as mediating factors on the relationship social media influencer and purchase intention.  

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