scholarly journals The Effect of Anthropomorphic Appeal on Consumer Protective Behavior in Service Facilities

2021 ◽  
Vol 25 (3) ◽  
pp. 499
Author(s):  
Dwinita Laksmidewi
Keyword(s):  
Consumer Behavior ◽  
Experimental Method ◽  
Service Industry ◽  
Physical Distance ◽  
Protective Behavior ◽  
Persuasive Message ◽  
Emotional Aspect ◽  
Persuasive Appeal

Implementing health protocols, wearing masks, and maintaining physical distance in the service facilities are necessary during this Covid-19 pandemic. So, we need a health appeal message in the service industry to discipline consumer behavior. This study examines the effects of anthropomorphic persuasive appeal on consumer protective behavior. This study consists of two studies and used an experimental method. The results showed that the anthropomorphic persuasive message made consumers feel more fear, understand the message more easily, and perceive that the object had more power. The effect of messages on protective behavior is significantly mediated by fear. Meanwhile, ease of understanding and power are not significant mediations. Study 2 which focuses on the application in service facilities also shows that anthropomorphic appeal can influence protective behavior. These results indicate that the emotional aspect, in this case, the fear of consumers, has more influence on protective behavior.

scholarly journals The Effects of the Perception of Black Consumer Behavior on Emotion Labor and Self-Esteem in Hair Service Employees

2021 ◽  
Vol 27 (4) ◽  
pp. 880-889
Author(s):  
Seo-Yun Lee ◽  
Yong-Mi Jin
Keyword(s):  
Consumer Behavior ◽  
Emotional Labor ◽  
Service Industry ◽  
Frequency Factor ◽  
Self Esteem ◽  
Survey Analysis ◽  
Service Workers ◽  
Service Employees ◽  
Emotion Labor ◽  
Black Consumer

The purpose of this study is study the effects of perceived black consumer behavior on emotional labor and self-esteem by hair service workers. 298 hair service workers in Seoul and Gyeonggi Province collect data through a survey. Analysis method uses SPSS 26.0 Program to analyze frequency factor analysis, reliability analysis, Multiple regression analysis was performed. First, Second, black consumer behavior has been shown to have statistically significant static on emotional labor. Second, black consumer behavior has been shown to have statistically significant static effects on self-esteem. Third, emotional labor has a statistically significant adverse effect on self-esteem. This study will help identify the negative phenomena of black service industry and further shape effective measures to cope with black consumer’s efficient response and ultimately provide basic data to beauty service professionals to live a healthy and higher quality live.

scholarly journals An empirical study of various factors, influencing the behavior of consumers towards fast food joints in Indian Market

2017 ◽  
Vol 8 (4) ◽  
pp. 1341
Author(s):  
Sugandha Agarwal ◽  
Rafika Ben Guirat
Keyword(s):  
Consumer Behavior ◽  
Urban Areas ◽  
Psychological Factors ◽  
Fast Food ◽  
Service Industry ◽  
Age Groups ◽  
Food Service ◽  
Business Environment ◽  
Business Strategies ◽  
Food Services

The global markets have witnessed major shifts in the consumers’ behavior that have been much influenced by the change of technology, innovation, research and development. The consumer’s needs thus dynamically change in order to respond to the change in the social and business environment. The corporate and business strategies of companies thus being developed in the light of capitalizing the potential from the markets but however, how the customers would react to the products and services of companies in new and existing markets remain the major question.Customers belonging to different age groups flock towards these outlets to satisfy their taste buds and hedonistic needs. Out of all the age groups, the youngsters are considered to be the primary target by the fast food service industry. Hence, these fast food services try to lure its customers through sensory appeals.It is well known that organized fast food services have already made their presence felt in a big way in almost all the major cities of India. The fast food outlets attract customers with their blend of tasty food, Quality of food served, efficient service, the appearance of staff, décor, general excitement a place generates and other aesthetic appeals. Organized as well as unorganized fast food service is a very fast growing industry in India especially in urban areas. The aim of this study is to investigate the factors that are influencing consumer behavior towards fast food joints present in unorganised form in India. It further aims to examine major growth drivers of fast food services in the market and the demographic profile of consumers of fast food services. This study aims to analyze that amount spent per visit to a fast food joint relates to the occupations and the income of customers. And the frequency of visiting fast food joints and preparation served at fast food joints are whether influenced by the dietary preference of customers. Organizations must analyze the consumer behavior which is largely influenced by number of socio-cultural, demographic and psychological factors. To differentiate itself from others in the market is the core purpose of organizations and to achieve this, an all-inclusive approach is essential to integrate all the crucial yet important factors that could improve the overall business strategy. Fast food joints realize the importance of factors that influence and affect the customer behavior and the potential of customer loyalty program in order to improve their brand image and company identity in the consumer market.Key Words: consumer behavior, business strategies, socio-cultural factors, psychological factors, sensory appeals, demographic factors

scholarly journals STUDI TENTANG EFEK GREEN ADVERTISING PADA INTENSI MEMBELI DENGAN PERILAKU PEDULI LINGKUNGAN SEBAGAI MODERASI

2017 ◽  
Vol 20 (1) ◽  
pp. 35
Author(s):  
Dwinita Laksmidewi
Keyword(s):  
Consumer Behavior ◽  
Experimental Method ◽  
Direct Effect ◽  
Purchase Intention ◽  
Brand Attitude ◽  
Green Advertising ◽  
Behavior Study ◽  
Green Behavior ◽  
Positive Effect

Studi ini bertujuan meneliti apakah iklan bertema lingkungan (green advertising) memiliki efek yang positif terhadap perilaku konsumen. Penelitian menggunakan metode eksperimen yang terdiri dari 2 studi. Hasil studi 1 memperlihatkan bahwa green advertising berpengaruh positif terhadap intensi membeli, melalui mediasi brand attitude dan sikap terhadap iklan. Perilaku peduli lingkungan memiliki peran moderasi, green advertising dapat berpengaruh langsung terhadap intensi membeli pada konsumen yang memiliki perilaku peduli lingkungan yang sangat tinggi. Studi 2 menunjukkan bahwa apabila konsumen diberikan pengetahuan tentang isu lingkungan, maka green advertising akan berpengaruh positif terhadap brand attitude, yang kemudian berpengaruh terhadap intensi membeli.This study aims to examine whether green advertising has positive effect on consumer behavior. The study uses an experimental method that consists of two studies. Study 1 results show that green advertising have positive effect on purchase intention, through the mediation of brand attitude and attitude toward advertising. Green behavior has a moderation role; green advertising has direct effect on purchase intention when consumers have a high green behavior. Study 2 shows that brand attitude will be higher when consumers have highenvironmental knowledge, and then should have a positive effect on purchase intention as the result.

scholarly journals HOW DOES SCARCITY PROMOTION ELEVATE CONSUMER AGGRESSIVITY: AN EXPERIMENTAL STUDY CONDUCTED ON STUDENTS

2021 ◽  
Vol 23 (3) ◽  
pp. 322
Author(s):  
Cynthia Ayu Manggarani ◽  
Shine Pintor Siolemba Patiro ◽  
Hendrian Hendrian ◽  
Tri Astuti
Keyword(s):  
Experimental Study ◽  
Consumer Behavior ◽  
Experimental Method ◽  
Consumer Response ◽  
Quantitative Approach ◽  
Aggressive Behaviors ◽  
Promotion Strategy ◽  
Consumer Attention ◽  
Other Consumers

Marketers often apply the strategy of scarcity promotion to attract consumer attention to the company’s product. However, this strategy often increases consumer’s destructive, aggressive behaviors. A quantitative approach using the experimental method was thus conducted in this study to reveal the effect of advertisement exposure with scarcity promotion strategy on aggressive consumer response towards the product that the company offered. The results show that advertisements with a scarcity strategy expose one’s perception that other consumers are perceived as threats. This perception arises since the probability of getting the product they want will be decreased when others are running after the same product. Theoretically, this condition will elevate the tendency of aggressive consumer behavior when attaining the product. Three studies with multiple behavioral measurements conducted on STIE YKPN students show destructive responses to the scarcity promotion applied by the company

scholarly journals Behavioral Risk Factors and Adherence to Preventive Measures: Evidence From the Early Stages of the COVID-19 Pandemic

2021 ◽  
Vol 9 ◽  
Author(s):  
María-José Mendoza-Jiménez ◽  
Tessa-Virginia Hannemann ◽  
Josefine Atzendorf
Keyword(s):  
Risk Factors ◽  
Preventive Measures ◽  
Physical Distance ◽  
Behavioral Risk Factors ◽  
Behavioral Risk ◽  
Protective Behavior ◽  
Excessive Alcohol Consumption ◽  
Raising Awareness ◽  
Excessive Alcohol

Behavioral risk factors, such as smoking, excessive alcohol consumption, physical inactivity, obesity, and unhealthy food intake are added risk factors for severe outcomes of COVID-19 infections. Preventive measures to avoid infections are therefore particularly important for individuals engaging in behavioral risk factors. We seek to determine whether behavioral risk factors (BRFs) play a significant role in the adherence to preventive COVID-19 measures in a population aged 50 and above. The SHARE wave 8 (Survey of Health, Ageing and Retirement in Europe) and SHARE COVID-19 Survey served as the database, resulting in an analytical sample of 17,588 respondents from 23 European countries plus Israel. Of these 36.04% engaged in at least one BRF and 16.68% engaged in 3 or more BRFs. Multilevel logistic regressions revealed that engagement in one BRF was significantly associated with less adherence to hygiene preventive measures, i.e., hand-sanitizing, hand-washing and covering coughs and sneezes (OR: 0.86; 95% CI: 0.78; 0.94), as was engagement in two BRFs (OR: 0.85; 95% CI: 0.74; 0.97) and three or more BRFs (OR: 0.72; 95% CI: 0.59; 0.88). No such association was found between engagement in BRFs and adherences to social isolation preventive measures, i.e., avoiding meeting more than five people, visiting others or going shopping, or regulated preventive measures, i.e., wearing a mask and keeping physical distance. The found association was also stronger when three or more BRFs were engaged in (1 vs. 3 BRFs: χ2 = 3.43, p = 0.06; 2 vs. 3 BRFs: χ2 = 6.05; p = 0.01). The study gives insight into the protective behavior of a population with inherent vulnerability during a global health emergency. It lays the foundation for follow-up research about the evolution of adherence to preventive measures as the pandemic progresses and about long-term behavioral changes. In addition, it can aide efforts in increasing preventive compliance by raising awareness of the added risk behavioral risk factors pose.

Using Binding Communication to Promote Conservation Among Hotel Guests

2015 ◽  
Vol 74 (3) ◽  
pp. 169-175 ◽  
Author(s):  
Lohyd Terrier ◽  
Benedicte Marfaing
Keyword(s):  
Low Cost ◽  
Communication Strategies ◽  
Communication Strategy ◽  
Communication Model ◽  
Classical Communication ◽  
Persuasive Message ◽  
Sustainable Behavior ◽  
And Behavior ◽  
Attitudes And Behavior

This research applies the binding communication model to the sustainable communication strategies implemented in most hotels. The binding communication model links a persuasive message with the implementation of a low-cost commitment to strengthen the link between the attitudes and behavior of those receiving the message. We compared the effectiveness of a classical communication strategy (n = 86) with that of a binding communication strategy (n = 101) to encourage guests to choose sustainable behavior. Our results show that using the binding communication strategy generates significantly more sustainable behavior in guests than using the classical communication strategy. We discuss our results and suggest future avenues of research.

Effects of the Binding Communication Paradigm on Attitudes

2012 ◽  
Vol 71 (4) ◽  
pp. 227-235 ◽  
Author(s):  
Fabienne Michelik ◽  
Fabien Girandola ◽  
Robert-Vincent Joule ◽  
Amandine Zbinden ◽  
Lionel Souchet
Keyword(s):  
Persuasive Communication ◽  
Favorable Attitude ◽  
Persuasive Message ◽  
Communication Paradigm ◽  
Communication Condition ◽  
Communication Approach

The binding communication approach is situated at the intersection of research on persuasive communication and commitment. Binding communication refers to the combination of a preparatory act involving commitment and a persuasive message. Two studies showed that differences in attitudes toward recycling (Study 1) or swimming (Study 2) are more likely to occur following a persuasive message combined with a preparatory act involving commitment (i.e., binding communication) as compared to either technique alone. Specifically, in Study 1 we observed a more favorable attitude toward recycling in the binding communication condition compared to the conditions involving only a preparatory act involving commitment or only a persuasive message. In Study 2, we replicated the results of Study 1 and examined the effect on attitudes of performing a preparatory act with a strong versus weak level of commitment when this was preceded versus not preceded by a persuasive message.

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