scholarly journals Reassessing the Influence of Mental Intangibility on Consumer Decision-making

2017 ◽  
Vol 59 (4) ◽  
pp. 409-421 ◽  
Author(s):  
Ioannis Rizomyliotis ◽  
Kleopatra Konstantoulaki ◽  
Giannis Kostopoulos ◽  
Athanasios Poulis
Keyword(s):  
Decision Making ◽  
Experimental Studies ◽  
Moderating Effect ◽  
Consumer Involvement ◽  
Future Research ◽  
Objective Knowledge ◽  
Consumer Decision Making ◽  
Consumer Decision ◽  
Consideration Set ◽  
Low Levels

This paper explores the influence of mental intangibility on the size of the consideration set, for both tangible products and services. The research also examines the moderating effect of purchase involvement and objective knowledge on the set. Two experimental studies were conducted to examine these relations. Overall, the results indicate that mental intangibility positively influences the size of the consideration set, regardless of the offering type (product or service). This effect is stronger in low levels of knowledge. Consumer involvement does not seem to have a moderating effect on this relation. The studies' implications and recommendations for future research are also discussed.

scholarly journals The Effect of Consumer Involvement in Light Lamb Meat on Behavior, Sensory Perception, and Health-Related Concerns

Nutrients ◽  
2019 ◽  
Vol 11 (6) ◽  
pp. 1200 ◽  
Author(s):  
Guillermo Ripoll ◽  
Begoña Panea
Keyword(s):  
Decision Making ◽  
Sensory Perception ◽  
Consumer Involvement ◽  
Consumer Decision Making ◽  
Incorrect Choice ◽  
Consumer Decision ◽  
High Involvement ◽  
Self Image ◽  
Lamb Meat ◽  
Health Related

Involvement can explain behavioral consequences, such as consumer decision-making and consumption. The first aim of this study is to identify the profiles of consumers based on their involvement in light lamb meat. The second aim is to study the influence of involvement on consumers’ attitudes, behaviors, beliefs, preferences, quality cues, and sensory perception regarding light lamb meat. Two consumer profiles are identified. The first cluster includes consumers who enjoyed eating light lamb meat, were conscious of their self-image, and perceived the consequences of poor choices; these consumers also perceived the probability of making an incorrect choice as high. The second cluster includes consumers who truly loved eating lamb meat, were also conscious of their self-image, and perceived the consequences of poor choices; however, these consumers were confident in not making incorrect choices. Although both involvement-based profiles showed high involvement in light lamb meat, it can be concluded that the second cluster had a higher involvement. In general, the involvement-based profiles did not influence health-related attitudes, preferences, or sensory perceptions of light lamb meat, while beliefs, behavior and quality cues were influenced by involvement.

Interactivity and Amusement in Electronic Commerce

2005 ◽  
pp. 1607-1611 ◽  
Author(s):  
Yuan Gao
Keyword(s):  
Decision Making ◽  
Electronic Commerce ◽  
Web Sites ◽  
Experimental Studies ◽  
Structural Features ◽  
Consumer Attitude ◽  
Consumer Decision Making ◽  
Consumer Decision ◽  
Decision Making Processes ◽  
Video And Audio

The use of structural features such as text size, font, graphics, color, animation, video and audio has been widely explored in the traditional media. Similar uses of such features have also been found in the online environment (Rodgers & Thorson, 2000). Factors related to consumer’s behavior, attitude, and perceptions regarding Web sites have been examined in academic literature (Chen & Wells, 1999; Coyle & Thorson, 2001; Ducoffe, 1996; Eighmey, 1997; Koufaris, 2002; Koufaris, Kambil, & Labarbera, 2001; Vijayasarathy, 2003). They include the investigation of effects of interactive features on Web site appeal (Ghose & Dou, 1998), and e-store characteristics on site traffic and sales (Lohse & Spiller, 1998). Some experimental studies examined the effects of animation and image maps on perceived telepresence and consumer attitude (e.g., Coyle & Thorson, 2001), and the use of pop-up windows on consumer decision-making processes (Xia & Sudharshan, 2000).

Consumer Information Search and Decision-Making on M-Commerce

2013 ◽  
pp. 73-89
Author(s):  
Moutusy Maity
Keyword(s):  
Decision Making ◽  
Technology Acceptance ◽  
Information Search ◽  
Critical Incident ◽  
Product Type ◽  
Future Research ◽  
Consumer Decision Making ◽  
Consumer Decision ◽  
Use Of Technology ◽  
Acceptance Model

This study compares consumer decision-making experiences across two channels (m-commerce and e-commerce), and investigates the moderating role of product type in each channel. Cognitive cost, the technology acceptance model, unified theory of acceptance and use of technology, and social cognition theory are used to formulate propositions. E-mail messages sent by the participants after undertaking a decision-making task on a channel are analyzed using Critical Incident Technique (CIT). Study findings suggest that product type moderates consumer decision-making on both channels. Findings also suggest that decision-making in m-commerce is perceived as stressful. Findings also highlight the differences between the two channels. The chapter concludes with managerial and theoretical implications and directions for future research.

The Role of Social Commerce Components on the Consumer Decision-Making Process

2021 ◽  
pp. 227-239
Author(s):  
Saleh Mohammed Kutabish ◽  
Ana Maria Soares
Keyword(s):  
Decision Making ◽  
Social Media ◽  
Future Research ◽  
Decision Making Process ◽  
Consumer Decision Making ◽  
Social Commerce ◽  
Consumer Decision ◽  
Rapid Changes ◽  
Learning From Others

Rapid changes in commerce, technology, and consumer behaviour are leading businesses to shift their online activities. The popularity of social media pushed online merchants to integrate these platforms into their online presence, leading to the rise of social commerce. Consumers' interaction and participation online create a massive amount of information. The use of social commerce components facilitates the interaction of consumers by sharing their experiences and learning from others' experiences. In this chapter, the authors look at how this process has impacts throughout the consumer decision-making process when making a purchase and suggests directions for future research.

How Digital Word-of-Mouth Affects Consumer Decision Making: Evidence from Doctor Appointment Booking

2020 ◽  
Author(s):  
Aishwarya Deep Shukla ◽  
Guodong (Gordon) Gao ◽  
Ritu Agarwal
Keyword(s):  
Decision Making ◽  
Word Of Mouth ◽  
Three Dimensions ◽  
Consumer Decision Making ◽  
Consumer Decision ◽  
Consideration Set ◽  
Clickstream Data ◽  
Set Size ◽  
Online Word Of Mouth ◽  
Decision Making Processes

We use detailed clickstream data on online word-of-mouth (WOM) to uncover mechanisms underlying its influence on consumer decision making. A feature launch on a major doctor appointment booking platform allows us to examine the effects of online WOM on three dimensions of a consumer’s choice process: the consideration set size, the time taken to consider alternatives (web session duration), and the geographic dispersion of the choices considered. Results indicate that the effects of WOM on decision-making processes are not monotonic but rather are contingent on the abundance of WOM (number of rated doctors) in a market. When the abundance of WOM is high, the introduction of WOM makes patients consider fewer doctors, browse for a shorter duration, and focus on doctors that are geographically more proximate. In contrast, when the abundance of WOM is low, the introduction of WOM makes patients consider more doctors, browse for longer duration, and consider doctors that are geographically more dispersed. We also find that WOM can lead to a cannibalization effect: when ratings are published, the highly rated doctors reap the benefits (in the form of increased demand) at the expense of unrated doctors. Our study contributes to the extant literature on online WOM by providing new insights into how WOM influences consumer decision making and by examining this question at a more granular level than prior work. This paper was accepted by Anandhi Bharadwaj, information systems.

Role of CSR in the consumer decision making process – The case of India

2018 ◽  
Vol 14 (1) ◽  
pp. 138-158 ◽  
Author(s):  
Sudeepta Pradhan
Keyword(s):  
Decision Making ◽  
Quantitative Methods ◽  
Future Research ◽  
Decision Making Process ◽  
Consumer Decision Making ◽  
Legitimacy Theory ◽  
Socially Responsible ◽  
Consumer Decision ◽  
Content Type

Purpose The purpose of this study is to capture the decision-making process of one of the major stakeholders, i.e. consumers, while purchasing from socially responsible firms. Design/methodology/approach This study uses an exploratory approach to have an understanding of consumers’ evaluation of their perceptions of a company’s CSR during the purchasing process. A total of 60 respondents were interviewed, and their responses were transcribed. These messages were then analysed using content analysis. Findings The evaluation of CSR initiatives is an intricate, logical and structured process where consumers consider factors that are valued by them. The findings support the concept of legitimacy theory, as most respondents believed it was the duty of a firm to give back to the society. Research limitations/implications This study suffers from an inherent limitation faced by qualitative studies, namely, the results cannot be generalized. Hence, quantitative methods can be designed in future research in the field. A cross-cultural study would also provide deeper insights and interesting avenues in future investigation to identify different factors. Practical implications Managers have the option of ignoring consumers’ approach towards CSR, and/or focus on CSR positioning and use it in their marketing communications. The Companies Bill, 2013, mandated Indian firms to spend and report their CSR expenditures. Hence, they should use it strategically and advertise their CSR initiatives effectively to influence a large number of consumers. It is also essential for managers to make CSR information easily available and clarify the connection of the company to CSR initiatives. They should also identify the proper channels that would get desired results. Social implications The study investigates the intricate process that explicates the reasons why CSR affects the consumer decision-making process. The research provides a better understanding into intention-behavior gap, investigates the reasons for such discrepancy and identifies a large number of factors. Originality/value The study intends to contribute to the field of marketing by capturing stakeholder (consumer) engagement (by exploring consumers’ beliefs of CSR, their perceptions and the role of such perceptions) in decision-making. It also intends to add to the existing studies in legitimacy theory.

Choosing Among Alternative Brands: Revisiting the Way Involvement Drives Consumer Selectivity

2021 ◽  
Vol 0 (0) ◽  
Author(s):  
Kleopatra Konstantoulaki ◽  
Flora Kokkinaki ◽  
Ioannis Rizomyliotis
Keyword(s):  
Decision Making ◽  
Relative Size ◽  
Experimental Studies ◽  
Product Category ◽  
Brand Awareness ◽  
Consumer Decision Making ◽  
Brand Attitudes ◽  
Consideration Set ◽  
Negative Effect

Abstract This study provides original theoretical and practical insights on the role of involvement in consumer decision making by demonstrating its negative effect on the relative size of the consideration set. Two experimental studies were conducted to test the relations between these constructs. The moderating effect of the nature of a product category and of the decision-making context was also examined. The results suggest that high involvement makes consumers more selective when evaluating the brands, they consider for purchase. This points towards different marketing practices in order to enhance brand attitudes or strengthen brand awareness accordingly.

Consideration set influences on consumer decision-making and choice: Issues, models, and suggestions

1991 ◽  
Vol 2 (3) ◽  
pp. 181-197 ◽  
Author(s):  
Allan D. Shocker ◽  
Moshe Ben-Akiva ◽  
Bruno Boccara ◽  
Prakash Nedungadi
Keyword(s):  
Decision Making ◽  
Consumer Decision Making ◽  
Consumer Decision ◽  
Consideration Set
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