The Persuasion Process of Sponsorship and Nonsponsorship Activation and the Dual Mediation Model

2020 ◽  
Vol 24 (2) ◽  
pp. 235-252 ◽  
Author(s):  
Vanessa Quintal ◽  
Matthew Tingchi Liu ◽  
Fahri Unsal ◽  
Ian Phau
Keyword(s):  
Decision Making ◽  
Purchase Intention ◽  
The Other ◽  
Consumer Decision Making ◽  
Mediation Model ◽  
World Cup ◽  
User Perspective ◽  
Consumer Decision ◽  
Global Brands ◽  
The Us

The current study introduces the Dual Mediation Model (DMM) as a user perspective framework to explore the persuasive process of sponsorship and nonsponsorship activation across countries and brands. Data were collected from 1,850 respondents in Australia, the US, Malaysia, and China to examine consumer decision making for Adidas (i. e., sponsor) and Nike (i. e., nonsponsor) in the associations both brands have activated with the 2002–2014 FIFA World Cup (FWC). The majority of the hypotheses were supported, suggesting the DMM's ability to explain the impacts of sponsorship and nonsponsorship activation on cognitive, affective, and conative behavior across countries. Significant differences were also perceived in the attitude–purchase intention relationship between Australia and the other countries for Adidas, and between the US and the other three countries for Nike. Theoretically, the DMM presents researchers with a user perspective framework for the persuasion process in consumer decision making, which has been empirically tested and validated across four countries and two global brands. Managerially, findings reiterate to event organizers and brand managers that sponsorship activation requires activational communication, which should culminate in unique positioning and differentiation for sponsor brands.

Dimensions of Marital Roles in Consumer Decision-making

1997 ◽  
Vol 22 (1) ◽  
pp. 11-22
Author(s):  
S V Nathan
Keyword(s):  
Decision Making ◽  
Social Contexts ◽  
Original Study ◽  
Purchase Decisions ◽  
Consumer Decision Making ◽  
Partial Replication ◽  
Consumer Decision ◽  
Indian Context ◽  
The Us ◽  
Marital Roles

This study is a partial replication of an earlier study by Davis who studied the dimensions of marital roles in consumer decision-making in the planned purchase of two major consumer goods – automobiles and furniture. The original study was conducted in the late 1960s in Chicago whereas this study examines husband-wife roles in consumer family decisions in the Indian context (for the same products – automobiles and furniture). Despite significant differences in the timing of the two studies and also in the cultural and social contexts in India and the US, this study finds the pattern of relative influence of husband and wife in important purchase decisions to be essentially similar to that of Davis.

Understanding the Link between Consumer Decision Making Style and Perceived Risk in Online Business

2011 ◽  
Vol 204-210 ◽  
pp. 1082-1085
Author(s):  
Wei Wei Yu ◽  
Kun Feng Fu ◽  
Gao Fang Cao ◽  
Ji Hong Li ◽  
Bin Xu ◽  
...  
Keyword(s):  
Decision Making ◽  
Perceived Risk ◽  
Online Shopping ◽  
The Other ◽  
Consumer Decision Making ◽  
Consumer Decision ◽  
Daily Lives ◽  
Other Hand ◽  
Online Business ◽  
The Relationship

online shopping is becoming more and more common in our daily lives. There are many studies in this field, in which perceived risk is proved to be a very important factor when people considering online business. But the relationship between perceived risk and consumer decision making style has not been studied yet. We use SEM to find out the link between perceived risk and consumer decision making style. As a result, we found fashion and brand style can reduce perceived risk, on the other hand perfect and customary style can increase perceived risk.

Examining the Trust-Based Consumer Decision-Making Model for Online Purchases in Pakistan

2021 ◽  
Vol 11 (4) ◽  
pp. 41-62
Author(s):  
Syed Afzal Moshadi Shah ◽  
Muhammad Shujjah-Ul-Islam Jadoon ◽  
Muhammad Tahir ◽  
Jamil Anwar
Keyword(s):  
Decision Making ◽  
Perceived Risk ◽  
Purchase Intention ◽  
Structural Equation ◽  
Online Survey ◽  
Equation Modeling ◽  
Consumer Decision Making ◽  
Consumer Decision ◽  
Negatively Associated ◽  
Decision Making Model

This paper empirically examines the trust-based consumer decision-making model in the context of a collectivist country (i.e., Pakistan). The target population of the study was the general retail consumers recruited through online survey. A total of 396 valid responses were analyzed using structural equation modeling in Smart PLS. The study reports average variance extracted, composite reliability, Cronbach alpha, and path coefficients. The results confirm that trust and benefits are positively associated with purchase intention while perceived risk is negatively associated with consumer trust. The study also reports some unique findings like information quality is found positively associated with both trust and perceived risk. Also perceived privacy protection is found negatively associated with trust and positively with risk. The study lays down a foundation for subsequent studies to further explore the phenomena. The study is the first of its kind that has examined this model in Pakistan and proposes some useful theoretical, practical, and policy-making implications.

scholarly journals Society and brain: A complementary approach to Thorstein Veblen’s conspicuous consumer based on Tibor Scitovsky’s neuropsychology

Nova Economia ◽  
2016 ◽  
Vol 26 (2) ◽  
pp. 347-367 ◽  
Author(s):  
Felipe Almeida
Keyword(s):  
Decision Making ◽  
Interdisciplinary Approach ◽  
The Other ◽  
Consumer Decision Making ◽  
Consumer Decision ◽  
Social Satisfaction ◽  
Leisure Class ◽  
Other Hand ◽  
Complementary Approach

Abstract: The goal of this study is to complement Thorstein Veblen's conspicuous consumer approach to economics with Tibor Scitovsky's neuropsychological analysis. This is undertaken by exploring the psychological basis of both theories. Veblen's conspicuous consumer emulates the leisure class, which consumes what can be understood as the best goods of a society. These goods are associated with the concept of social satisfaction rather than physical satisfaction. Veblen's conspicuous consumer decision making is introduced here according to insights from the American pragmatic school of philosophy. On the other hand, Scitovsky introduced elements of neuropsychology to economics using an interdisciplinary approach that was understandable to economists as he sought a better comprehension of consumers' decision making. Scitovsky's psychological-economics approach was inspired by studies from Daniel Berlyne and Donald Hebb. In considering Scitovsky's approach, this study contributes to understanding the decision making of Veblen's conspicuous consumer.

scholarly journals Generation Y Purchase Intention of Personal Care Products: The Influence of Attitude, Subjective Norms and Perceived Behavioural Control

2018 ◽  
Vol 3 (2) ◽  
pp. 30
Author(s):  
Noor’ain Mohamad Yunus ◽  
Rohana Mat Som ◽  
Afiza Abdul Majid ◽  
Ungku Munirah Ungku Abdul Aziz ◽  
Mohd Khalid Mohd Abas
Keyword(s):  
Decision Making ◽  
Generation Y ◽  
Purchase Intention ◽  
Personal Care Products ◽  
Behavioural Control ◽  
Consumer Decision Making ◽  
Personal Care ◽  
Consumer Decision ◽  
Perceived Behavioural Control ◽  
Validated Questionnaire

Rising cost of living in Malaysia has negatively affected the demand for personal care products as consumers prefer to switch to cheaper alternatives. This has resulted in an increase in the number of registered and unregistered personal care products in the market. This situation has an impact on Malaysian consumption as some of the products contain hazardous and poisonous ingredients which may cause adverse effects on personal health. However, customers still consume the products although they are aware and conscious of the danger and the side effects of these products for self-satisfaction. Thus, using the Theory of Planned Behaviour (TPB), this study aims to shed further light on the factors that influence consumer decision making in the purchase of personal care products among Generation Y. The study was conducted using primary approach with the use of validated questionnaire from 390 university students. The findings revealed that subjective norm and perceived behavioural control influence consumer decision making. Findings provide evidence for businesses and policy makers to better understand the factors that influence consumer decision making. Further implications allow authorized body to identify the target group and conduct programs to educate consumers to engage in good judgement before making decisions to ensure healthy consumption choices aligned with the National Strategic Plan on promoting optimal healthy lifestyles.

scholarly journals The Influence of Framing Effects on Consumer Decision-Making on Online Platforms

2019 ◽  
Vol 8 (1) ◽  
pp. 30
Author(s):  
Yiyang Hu ◽  
Yixuan Li
Keyword(s):  
Decision Making ◽  
Purchase Intention ◽  
Internet Marketing ◽  
Framing Effects ◽  
Pricing Strategy ◽  
Consumer Decision Making ◽  
Consumer Decision ◽  
Partitioned Pricing ◽  
Online Travel ◽  
Service Customization

Focusing on online electronics sales and online travel service customization, the present research employed two experiments to examine the framing effects on consumer decision making in the context of internet marketing. Study1 showed that combined (vs. partitioned) pricing strategy can promote consumers’ purchase intention on e-commerce platforms. Study 2 demonstrated that downgrade (vs. upgrade) framing approach can lead to higher total sum price and less change on the default package in travel package customization settings. The results have significantly implications for marketing management in the context of internet marketing. 

The Influence of Online Reviews on Restaurants: The Roles of Review Valence, Platform, and Credibility

2019 ◽  
Vol 18 (2) ◽  
Author(s):  
Anne-Wil van Lohuizen ◽  
Andres Trujillo-Barrera
Keyword(s):  
Decision Making ◽  
Factorial Design ◽  
Purchase Intention ◽  
Service Industry ◽  
Online Reviews ◽  
Purchase Intentions ◽  
Moderating Effect ◽  
Consumer Decision Making ◽  
Consumer Decision ◽  
Practical Information

AbstractOnline reviews influence consumer decision making, retrieving valuable information about consumers to the companies. We investigate how review valence, platform type, and review credibility affect purchase intention (visit to restaurants). We use an experimental 2 × 4 between-subjects factorial design with two platforms (company websites and independent websites) and four types of review valences (neutral, negative, positive and balanced), with data of 256 respondents. Results show that purchase intentions are influenced by review valence. The effect is moderated by perceived review credibility. Review platform has no moderating effect on the influence of review valence. Results provide practical information for marketers in the service industry.

Changes in consumer decision-making resulting from the COVID-19 pandemic

2020 ◽  
Author(s):  
Andrew Mason ◽  
John Narcum ◽  
Kevin Mason
Keyword(s):  
Decision Making ◽  
The United States ◽  
Consumer Decision Making ◽  
Economic Sectors ◽  
Consumer Decision ◽  
The Us ◽  
Novel Coronavirus ◽  
Post Purchase ◽  
Virtual Shopping ◽  
The Impact

Change is inevitable. As such, all global economies are susceptible to being impacted by a catalyst capable of altering the economy as well as the behaviours of consumers within that economy. COVID-19 may prove to be such an economic catalyst. This research examines the effects of the ongoing COVID-19 healthcare pandemic and the United States (US) government’s pandemic interventions on US consumers’ behaviours.This study provides a critical analysis of published findings across healthcare and marketing to examine macro changes in US consumer decision-making behaviours. To get a baseline for the impact of the COVID-19 pandemic on consumers’ perceptions, we collected survey data from consumers and compared their behaviours pre- and post-declaration of the pandemic. The findings suggest that the COVID-19 pandemic has altered consumers’ product needs, shopping behaviours, purchasing behaviours as well as their post-purchase satisfaction levels. For example, since the start of the pandemic, consumers are avoiding publically consumed products and have increased their virtual shopping and online purchasing behaviours. Findings also suggest that it may now be more difficult for marketers to gain customer loyalty because consumers’ satisfaction levels have decreased.Never before has a health pandemic caused the US to mandate business closings or to hinder marketing operations across so many economic sectors, simultaneously. As such, the novel coronavirus and the resultant US governmental pandemic mitigation actions are unique. This research offers original findings on shifts in consumers’ decision-making behaviours. Marketing implications concerning an emerging post-pandemic marketing landscape are provided.

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