scholarly journals Regulatory Focus Classification for Web Shopping Consumers According to Product Type

2012 ◽  
Vol 19B (4) ◽  
pp. 231-236
Author(s):  
Jong-Bum Baik ◽  
Chung-Seok Han ◽  
Eun-Young Jang ◽  
Yong-Bum Kim ◽  
Ja-Young Choi ◽  
...  
Keyword(s):  
Regulatory Focus ◽  
Product Type

Effects of cause-related marketing campaigns on consumer purchase behavior among French millennials

2020 ◽  
Vol 37 (5) ◽  
pp. 923-943 ◽  
Author(s):  
Judith Partouche ◽  
Saeedeh Vessal ◽  
Insaf Khelladi ◽  
Sylvaine Castellano ◽  
Georgia Sakka
Keyword(s):  
South African ◽  
Regulatory Focus ◽  
Purchase Intention ◽  
Experimental Studies ◽  
Product Type ◽  
Purchase Behavior ◽  
Content Type ◽  
Cause Related Marketing ◽  
Behavior Study ◽  
Hedonic Products

Purpose The purpose of this paper is to investigate the effects of cause-related marketing (CRM) campaigns on consumer purchase behavior among French millennials contrasted with their international counterparts. Based on the regulatory-focus theory, the influence of the types of arguments and products is tested on French millennials’ attitudes, intentions and behaviors in the context of CRM campaigns. Design/methodology/approach Three experimental studies among French millennials examine the effects of a CRM campaign vs non-CRM one on purchase behavior (study 1) through varying the formulation of the argument (promotion or prevention – study 2) and the nature of the advertised product (utilitarian or hedonic – study 3). Findings The results reveal French millennials’ favorable attitude and greater purchase intention for products carrying CRM messages, displaying similarities with American and Dutch millennials. When exposed to CRM advertising with promotion messages for hedonic products, French millennials, similarly to their South African and American counterparts, show greater purchase intentions, exhibiting cause sensitivity with hedonic products to reach aspirational goals. Research limitations/implications Inconsistent findings related to French millennials’ willingness to pay are linked to possible message formulation and product nature biases. The study contributes to the CRM literature by bridging regulatory focus and product type in a CRM campaign context, while contrasting millennials’ perceptions from diverse countries. Practical implications To improve CRM effectiveness toward millennials, firms must ensure the consistency between the causes, types of messages and products. Social implications CRM campaign efficiency is enhanced when promoted by brands, thereby increasing millennials’ engagement toward the causes. Originality/value This paper is the first to explore, in a single study, CRM campaign regulatory focus and product type among French millennials compared with their international counterparts.

The Effect of Message's Regulatory Focus and Product Type on Persuasion

2010 ◽  
Vol 18 (2) ◽  
pp. 181-190 ◽  
Author(s):  
Camelia C. Micu ◽  
Tilottama G. Chowdhury
Keyword(s):  
Regulatory Focus ◽  
Product Type

scholarly journals More Haste, Less Speed: How Update Frequency of Mobile Apps Influences Consumer Interest

2021 ◽  
Vol 16 (7) ◽  
pp. 2922-2942
Author(s):  
Xuan Gong ◽  
Amar Razzaq ◽  
Wei Wang
Keyword(s):  
Regulatory Focus ◽  
Laboratory Experiments ◽  
Mobile Apps ◽  
Product Type ◽  
Data Set ◽  
Consumer Interest ◽  
Hedonic Products ◽  
Underlying Mechanisms ◽  
Main Effects ◽  
Update Frequency

The present study proposes a theoretical framework that uncovers the joint effects of the update frequency of apps and product type of the update on consumer interest and its underlying mechanisms. Building on the theory of mental accounting and regulatory focus, we propose that the effects of update frequency on consumer interest are different for hedonic products and utilitarian products. The authors give insights into the main effects with an empirical analysis of a field data set and establish an understanding of the fundamental mechanisms by two laboratory experiments. The findings show that for hedonic products, high update frequency contributes to higher consumer interest by affecting the benefit perception of consumers. For utilitarian products, low update frequency results in higher consumer interest by influencing the risk perception of consumers. Furthermore, the level of update can affect the combined effects of product type and update frequency on consumer interest and, particularly for low update levels, the aforementioned association can be reversed.

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