An Examination of Partitioned Pricing and the Influence of Culture and Familiarity on Sport Consumer Behavior

2021 ◽  
Vol 30 (3) ◽  
Author(s):  
Misun Won ◽  
Stephen Shapiro
Keyword(s):  
Consumer Behavior ◽  
Cultural Differences ◽  
Purchase Intentions ◽  
Future Research ◽  
South Korean ◽  
Partitioned Pricing ◽  
Sporting Event ◽  
Sport Consumer Behavior ◽  
Ticket Prices ◽  
The Relationship

Prior research has examined consumer behavior toward partitioned pricing in various capacities, including types and number of surcharges and the use of dollars versus percentages. Given the fact partitioned pricing is not employed in every country, this investigation focused on consumer behavior toward this pricing strategy based on familiarity with partitioned pricing and cultural differences. An experimental design was implemented to examine South Korean and US sport consumers’ attitudes and behaviors related to ticket prices for a mega-sporting event. The findings showed all-inclusive pricing, in general, is preferred and culture does not significantly impact consumer behavior in this context. Additionally, familiarity moderated the relationship between cultural differences and consumer behavior. Consumers who were familiar with partitioned pricing were more attracted to partitioned pricing ticket offers and had higher purchase intentions compared to consumers who were less familiar with the practice. Implications of these findings are discussed along with directions for future research.

An Examination of Partitioned Pricing and the Influence of Culture and Familiarity on Sport Consumer Behavior

2021 ◽  
Vol 30 (3) ◽  
Author(s):  
Misun Won ◽  
Stephen Shapiro
Keyword(s):  
Consumer Behavior ◽  
Cultural Differences ◽  
Purchase Intentions ◽  
Future Research ◽  
South Korean ◽  
Partitioned Pricing ◽  
Sporting Event ◽  
Sport Consumer Behavior ◽  
Ticket Prices ◽  
The Relationship

Prior research has examined consumer behavior toward partitioned pricing in various capacities, including types and number of surcharges and the use of dollars versus percentages. Given the fact partitioned pricing is not employed in every country, this investigation focused on consumer behavior toward this pricing strategy based on familiarity with partitioned pricing and cultural differences. An experimental design was implemented to examine South Korean and US sport consumers’ attitudes and behaviors related to ticket prices for a mega-sporting event. The findings showed all-inclusive pricing, in general, is preferred and culture does not significantly impact consumer behavior in this context. Additionally, familiarity moderated the relationship between cultural differences and consumer behavior. Consumers who were familiar with partitioned pricing were more attracted to partitioned pricing ticket offers and had higher purchase intentions compared to consumers who were less familiar with the practice. Implications of these findings are discussed along with directions for future research.

Cultural differences in gift recipients’ attitude and behavior toward disliked gifts

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Theeranuch Pusaksrikit ◽  
Sydney Chinchanachokchai
Keyword(s):  
Cultural Differences ◽  
Future Research ◽  
Content Type ◽  
Relationship Closeness ◽  
Marketing Segmentation ◽  
Self Construal ◽  
The Usa ◽  
And Behavior ◽  
Different Cultures ◽  
The Relationship

Purpose The purpose of this paper is to examine the effects of cultural differences and the types of relationship closeness involved in recipients’ emotional and behavioral reactions after receiving disliked gifts. Design/methodology/approach Collecting data from Thailand and the USA, two experiments were conducted in a 2 (self-construal: independent/interdependent) × 2 (relationship closeness: close/distant) between-subjects design. Study 1 explores the recipients’ feelings and reactions upon receipt of a disliked gift. Study 2 explores the disposition process for a disliked gift. Findings The results show that a recipient’s emotions, reaction and disposition process can be affected by cultural differences and relationship closeness: specifically that close and distant relationships moderate the relationship between self-construal and gift-receiving attitudes and behaviors. Research limitations/implications Future research can investigate representative groups from other countries to broaden the generalizability of the findings. Practical implications This understanding can guide gift-givers when selecting gifts for close or distant recipients across cultures. Additionally, it can help retailers develop and introduce new marketing strategies by applying self-construal as a marketing segmentation tool for gift purchase and disposition. Originality/value This research is among the first studies to offer insights into how individuals in different cultures manage disliked gifts they receive from people in either close or distant relationships.

The Persuasive Effect of Product Placements

2021 ◽  
Author(s):  
Ravineet Kaur ◽  
Rakesh Kumar Sharma ◽  
Apurva Bakshi
Keyword(s):  
Attitude Change ◽  
Emerging Market ◽  
Behavioral Responses ◽  
Purchase Intentions ◽  
Future Research ◽  
Mediating Role ◽  
Product Placements ◽  
The Impact ◽  
The Relationship

Abstract. Marketers are increasingly relying on covert advertising tactics to persuade consumers. This empirical study selected the context of an emerging market to examine the effectiveness of product placements. Using an experimental design, we captured the affective and behavioral responses of young Indian adults. The results indicated that young adults are positive about product placements. The mediating role of brand attitude change in the relationship between attitude toward product placements and purchase intentions is established. The study provides valuable insights into the impact of execution factors on viewers’ responses. Implications and directions for future research are discussed based on the results of this study.

scholarly journals Understanding the Relationship Between Perceived Authenticity and Well-Being

2019 ◽  
Vol 23 (1) ◽  
pp. 113-126 ◽  
Author(s):  
Grace N. Rivera ◽  
Andrew G. Christy ◽  
Jinhyung Kim ◽  
Matthew Vess ◽  
Joshua A. Hicks ◽  
...  
Keyword(s):  
Cultural Differences ◽  
Social Cognitive ◽  
Good Life ◽  
Well Being ◽  
Cultural Value ◽  
Future Research ◽  
True Self ◽  
Lay Theory ◽  
Central Tenet ◽  
The Relationship

A central tenet of many prominent philosophical and psychological traditions is that personal authenticity facilitates psychological well-being. This idea, however, is at odds with numerous perspectives arguing that it is difficult, if not impossible, to really know one's self, or the true self may not even exist. Moreover, empirical findings suggest that reports of authenticity are often contaminated by positively valenced behavior, further potentially undermining the validity of authenticity measures. Despite these concerns, we argue that subjective feelings of authenticity do uniquely contribute to well-being. Specifically, we argue that the relationship between perceived authenticity and well-being may be understood from a social-cognitive lay theory perspective that we label “true-self-as-guide,” that suggests people use these feelings of authenticity as a cue to evaluate whether they are living up to a shared cultural value of what it means to live a good life. We end with a call for future research on the antecedents of perceived authenticity, boundary conditions for the consequences of personal authenticity, and discuss cultural differences in true-self-as-guide lay theories.

scholarly journals The Influences of COVID-19 on Korean Fashion Consumption

2021 ◽  
Vol 17 (3) ◽  
pp. 49
Author(s):  
Jisoo Han
Keyword(s):  
Purchase Intentions ◽  
Consumption Patterns ◽  
Self Awareness ◽  
Purchasing Behavior ◽  
Virus Infections ◽  
Economic Activities ◽  
South Korean ◽  
Competitive Edge ◽  
Perceived Values ◽  
The Relationship

The outbreak of corona-virus infections has not only adversely affected human health, but also disrupted all trade and economic activities. There are also similar problems with production stoppages due to global isolation and self-awareness isolation. To maintain a competitive edge, an entity should anticipate consumer behavior during this global crisis. In particular, the survey of online purchasing behavior of South Korean consumers is highly relevant during the COVID-19 pandemic. This study investigates how COVID-19 affects South Korean consumers by dividing them into consumption patterns, behaviors, perceived values, and purchase intentions. Furthermore, we investigate the relationship between entertainment and pleasure and normative motivation, and between the purchase intentions of South Korean consumers. The expected results of this study may help marketers and companies in analyzing the pattern, behavior, perceived values, and intention of purchasing South Korean consumers who have changed to COVID-19. Besides, we provide e-commerce companies with recommendations on how to address consumers' purchasing motivations and strategically utilize them in South Korea.

scholarly journals Creativity: The Influence of Cultural, Social, and Work Contexts

2010 ◽  
Vol 6 (3) ◽  
pp. 351-370 ◽  
Author(s):  
Miriam Erez ◽  
Rikki Nouri
Keyword(s):  
Social Context ◽  
Conceptual Framework ◽  
Cultural Differences ◽  
Present Article ◽  
Two Dimensions ◽  
Future Research ◽  
Task Structure ◽  
The Social ◽  
The Relationship ◽  
Contextual Characteristic

The present article aims to answer the question of whether creativity is universal or culture-specific. We develop a conceptual framework that expands the existing knowledge in two ways. First, it distinguishes between the two dimensions of creativity – novelty and usefulness, and their relationship to culture. Second, it clarifies how the social context moderates the relationship between culture and creativity. We focus on the social context where cultural differences are likely to be more salient because of the presence of others, relative to the private work context where no one observes whether a person performs in a normative or a unique way. In addition, we propose that task structure, whether a task is tightly or loosely structured, is an important contextual characteristic that moderates the relationship between culture and creativity. Lastly, we offer several propositions to guide future research.

scholarly journals Online Buyers and Open Innovation: Security, Experience, and Satisfaction

2021 ◽  
Vol 7 (1) ◽  
pp. 37
Author(s):  
Luis Enrique Valdez-Juárez ◽  
Dolores Gallardo-Vázquez ◽  
Elva Alicia Ramos-Escobar
Keyword(s):  
Consumer Behavior ◽  
Customer Satisfaction ◽  
Open Innovation ◽  
Business Models ◽  
Purchase Intentions ◽  
External Factors ◽  
Socially Responsible ◽  
Positive Effects ◽  
Level Of Satisfaction ◽  
The Relationship

The topic of consumer behavior in a social context is important due to its influence on the behaviors and attitudes of individuals. New online business models are adopting open innovation practices focused on improving their sales channels through their technological capacity. In this paper, we analyze the purchase intentions in a business context to identify consumer needs through the proper purchase decision process. We must also observe the internal and external factors that influence consumer behavior. More exactly, electronic commerce is facing challenges and opportunities manifested by online consumers, such as design, security, trust, risk, uncertainty, and satisfaction with online purchases. Many external factors (economic, political, social, environmental, and health) influence buyers’ intentions and behaviors. The objectives of this study are to (1) determine the influence of the security level of websites on purchasing behaviors (socially responsible and panic buyers), (2) determine the effect of website security on consumer satisfaction, (3) determine the effect of buyers (socially responsible and panic buyers) on the level of satisfaction, and (4) examine if the buyer experience has a moderating effect between the variables (socially responsible and panic buyers) and the dependent variable (customer satisfaction). We focus on a sample of 663 socially responsible online buyers and panic buyers from the Sonora, Baja California, and Sinaloa regions in Mexico. Data were collected from the months of April to August 2020, and an online questionnaire was used address to each of the residents of these regions aged between 20 and 55 and who were economically active. The data were analyzed using the structural equation model–partial least squares (SEM-PLS) model based on variance. The findings show that website security has significant positive effects on socially responsible buyers, panic buyers, and the level of customer satisfaction. Socially responsible buyers also have positive effects on customer satisfaction. However, the relationship between panic buyers and customer satisfaction is not supported. Related to a moderation analysis, that the buyer experience has a significant effect on the relationship between socially responsible online buyers and the level of satisfaction. Conversely, we find empirical evidence of the buyer experience having no significant effect between panic buyers and customer satisfaction. Our findings contribute to the development of various theories: the theory of behavioral reasoning (BRT), social identity theory (SIT), and the technological adaptation model (TAM). From an academic point of view, the findings are positive and encouraging, contributing to the literature on the e-commerce, behaviors, and attitudes of purchase intentions of individuals. Our work is incorporated into the existing literature on purchase intention and virtual business models, whose characteristics need to continue to be outlined, constituting a popular business model in recent years.

scholarly journals Antecedents of Attitude towards Advertising of Controversial Products in Digital Media

Market Forces ◽  
2020 ◽  
Vol 15 (2) ◽  
pp. 22
Author(s):  
Safeena Yaseen ◽  
Syed Amir Saeed ◽  
Muhammad Ibtesam Mazahir ◽  
Sara Chinnasamy
Keyword(s):  
Digital Media ◽  
Adult Female ◽  
Online Survey ◽  
Purchase Intentions ◽  
Marketing Strategies ◽  
Survey Method ◽  
Future Research ◽  
Hedonic Value ◽  
The Impact ◽  
The Relationship

The promotion of controversial products on digital media has become a challenge for marketers as consumers of different ethnicities and cultures access web media. Therefore, the study has examined the impact of advertising’s antecedents on consumers’ attitude and their effect on purchase intentions. The study has also considered the mediating roles of attitude towards purchase intentions. The population for this study comprises of adult female digital media users. We collected data from 400 female respondents via the online survey method. The results suggest that hedonic value, falsity, and materialism directly impact attitude towards the advertising of controversial products. Further, hedonic value and materialism also affect purchase intentions. We also found that advertising attitude mediates the relationship between hedonic value, falsity, materialism, and purchase intentions. The study’s empirical results will help design appropriate marketing strategies, especially in the context of controversial products. Future research may extend the model by incorporating other factors and testing their efficacy in different regions and cultures.

Divided Loyalty? An Analysis of Fantasy Football Involvement and Fan Loyalty to Individual National Football League (NFL) Teams

2011 ◽  
Vol 25 (5) ◽  
pp. 445-457 ◽  
Author(s):  
Brendan Dwyer
Keyword(s):  
National Football League ◽  
Future Research ◽  
Online Activity ◽  
Attitudinal Loyalty ◽  
Fantasy Football ◽  
Attitudes And Behaviors ◽  
Team Loyalty ◽  
Sport Consumer Behavior ◽  
The Relationship ◽  
Practical Implications

Fantasy football participation is an extremely-popular, yet unique online activity that combines traditional sport fandom with interactive components to enhance a fan’s overall sport experience. The player-specific concentration of the game, however, has the potential to alter traditional team-focused loyalties that have driven sport consumer behavior inquiry for decades. Due to this intriguing circumstance, this study investigated the relationship between fantasy football involvement and traditional NFL fan loyalty. In addition, given the varying levels of fantasy participation, this study examined factors that predict differing levels of involvement among fantasy owners. The results suggest a positive relationship between involvement and attitudinal loyalty and a nonstandard relationship between a highly-involved fantasy football participant’s attitudes and behaviors, especially with regard to team loyalty. Discussed are the theoretical repercussions of this conceptual disconnect, the potential for future research, and practical implications for the future marketing of individual teams, leagues, and fantasy-related applications.

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