The Impact of Consumer Choice Goals on Inovativeness

2015 ◽  
pp. 174-193
Author(s):  
Jose Carlos Korelo ◽  
Danielle Mantovani Lucena da Silva ◽  
Paulo Henrique Muller Prado
Keyword(s):  
Regulatory Focus ◽  
Consumer Choice ◽  
Product Category ◽  
Anticipated Regret ◽  
Consumer Innovativeness ◽  
Choice Process ◽  
Intention To Adopt ◽  
Choice Goals ◽  
Innovative Products ◽  
The Impact

Consumer innovativeness is one of the most explored concepts in new product adoption literature. Nevertheless, the intention to adopt novelties, specifically in a product category domain, still needs exploration of what happened during the choice process. Consumers can build their decision about whether to adopt innovation based on their hierarchy of choice goals. The authors propose this hierarchy is driven by the regulatory focus system, based on promotion (justifiability and choice confidence) and prevention goals (anticipated regret and evaluation costs). In order to demonstrate this reasoning, the authors compared “most innovative” versus “less innovative” consumers, regarding their prevention and promotion goals. The most innovative ones demonstrated higher justifiability and choice confidence and showed more capabability of avoiding an anticipated choice regret when compared with the less innovative consumers. The differences explored in the analysis highlight the necessity of further understanding how consumers perform during the choice process of innovative products.

Self Regulation on Innovative Products Choice

2012 ◽  
pp. 508-525
Author(s):  
Paulo Henrique Muller Prado ◽  
Danielle Mantovani Lucena da Silva ◽  
Jose Carlos Korelo
Keyword(s):  
Regulatory Focus ◽  
Self Regulation ◽  
Group Analysis ◽  
Product Category ◽  
Anticipated Regret ◽  
Choice Process ◽  
Innovative Cluster ◽  
Choice Goals ◽  
Innovative Products ◽  
Choice Regret

This chapter explores how choice goals influence consumers’ innovativeness in a product category domain. The intentions to adopt new products are guided by promotion and prevention self-regulation systems. Thus, two of the choice goals were classified as promotion goals—justifiability and choice confidence—and two were classified as prevention goals – anticipated regret and evaluation costs. Two groups emerged from the analysis: one named “most innovative” and another called “less innovative.” When comparing the groups, the results show that the “most innovative” cluster demonstrated higher choice confidence, higher justifiability and was more capable of avoiding a possible choice regret. The differences found in the group analysis highlight the need of understanding in further detail how consumers behave during the choice process of innovative products. Therefore, the Regulatory Focus Theory has been shown to be very important for understanding the choice process, especially for the innovation adoption.

An Empirical Analysis of Umbrella Branding

1998 ◽  
Vol 35 (3) ◽  
pp. 339-351 ◽  
Author(s):  
Tülin Erdem
Keyword(s):  
Consumer Choice ◽  
Perceived Risk ◽  
Strong Support ◽  
Signaling Theory ◽  
Product Category ◽  
Product Categories ◽  
Quality Perceptions ◽  
Umbrella Branding ◽  
Consumer Choice Behavior ◽  
The Impact

In this article, the author studies the processes by which consumers’ quality perceptions of a brand in a product category are affected by their experience with the same brand in a different category. The model proposed and estimated explicitly incorporates some of the basic consumer behavior premises of signaling theory of umbrella branding (Montgomery and Wernerfelt 1992; Wernerfelt 1988). The author provides a framework to analyze the impact of marketing mix strategies in one product category on quality perceptions, consumer perceived risk, and consumer choice behavior in a different category. The model is estimated on panel data for two oral hygiene products, toothpaste and toothbrushes, in which a subset of brands share the same brand name across the two product categories. The results show strong support for the consumer premises of the signaling theory of umbrella branding.

scholarly journals CONSUMER RESEARCH IN THE PROCESS OF CREATION AND DISTRIBUTION OF INNOVATIVE PRODUCTS

2021 ◽  
Author(s):  
Tetiana Reshetilova ◽  
◽  
Tetiana Kuvaieva ◽  
Keyword(s):  
Consumer Preferences ◽  
Marketing Research ◽  
Target Audience ◽  
Marketing Communication ◽  
Innovative Product ◽  
Market Failures ◽  
Communication Tools ◽  
Consumer Innovativeness ◽  
Innovative Products ◽  
The Impact

The motivated consumer innovativeness in the creation and distribution of innovation products are considered. The process of determining the consumer preferences of innovative products based on its attributes is investigated. The target audience selection mechanism for the marketing communication complex formation considering the consumer motivation is developed. One of the ways of maintaining the competitiveness of the enterprise, the development of new market segments is the withdrawal of innovative products. This process is always quite risky, even when an innovative product has obvious benefits for consumers. The results of many studies have shown that more than 30% of consumer goods and about 20% of industrial goods suffer market failures. This is due to the fact that innovative products are mainly created only on the basis of new knowledge, without taking into account the real needs of the market. Under these conditions, the key factor in the market success of the product is the marketing research of consumers at the stage of creating an innovative product. Communication impact on consumer categories "innovators" and "early followers" leads to a faster perception of innovative products by the entire target audience. The impact on different categories of consumers through different sets of marketing communication tools corresponds to an approach based on the motivation of consumers of innovative products. The development of a set of marketing communication tools should take into account the needs that meet the innovative products or the relative advantages that they possess.

scholarly journals Framing in Healthcare Advertising: The Moderating Effects of Regulatory Focus and Product Category on Advertising Attitudes

2013 ◽  
Vol 1 (1) ◽  
pp. 94
Author(s):  
Danny Tengti Kao
Keyword(s):  
Factorial Design ◽  
Regulatory Focus ◽  
Product Category ◽  
Moderating Effects ◽  
The Impact

This research explores the moderating roles of regulatory focus and product category in the impact of<br />advertising framing on consumers’ advertising attitudes toward healthcare products. 236 persons<br />participated in a 2 (framing: negative vs. positive) × 2 (regulatory focus: prevention-focused vs.<br />promotion-focused) × 2 (product category: informational vs. transformational) factorial design.<br />Results indicate that for informational healthcare products, prevention-focused (no-loss seeking)<br />individuals hold more favorable advertising attitudes toward negatively framed advertisements than<br />positively framed advertisements; in contrast, promotion-focused (gain-seeking) individuals do not<br />express differentially favorable advertising attitudes toward negatively framed advertisements over<br />positively framed advertisements. In addition, for transformational healthcare products,<br />promotion-focused individuals hold more favorable advertising attitudes toward positively framed<br />advertisements than negatively framed advertisements; in contrast, prevention-focused individuals do<br />not express differentially favorable advertising attitudes toward negatively framed advertisements over<br />positively framed advertisements.

Earnouts in Acquisitions: The Impact of CEO Regulatory Focus

2018 ◽  
Author(s):  
Viswa Prasad Gada ◽  
Lakshmi Goyal ◽  
Manish Popli
Keyword(s):  
Regulatory Focus ◽  
The Impact

An Empirical Study of Store Choice Model: An Endogenous Construct

2014 ◽  
Vol 4 (2) ◽  
Author(s):  
Prof. Amit Shrivastava ◽  
Prof. Sushil Kumar Pare ◽  
Prof (Dr) Saumya Singh
Keyword(s):  
Empirical Research ◽  
Consumer Choice ◽  
Choice Model ◽  
Social Science Research ◽  
Product Category ◽  
Science Research ◽  
Consumer Decision Making ◽  
Store Choice ◽  
Store Attributes ◽  
Patronage Intention

Inadequate is the empirical research on store choice model in view of retail store attributes with endogenous construct of store patronage intention of consumer. Conventional wisdom and social science research-based insights for underpinning the design of store environment established elements such as music, scent, crowding and physical attractiveness of the store. Earlier empirical findings lack on key anterior, which include consumers’ time and effort as well as the psychological costs such as convenient, economical, risk mitigated shopping experience. The premise on which overall effects in our model rests, is that store attributes influence consumers' cognitive process and develop perceptual framework of store choice criteria — namely, convenience, reputation of outlet, branded merchandise (mediated through perceived quality). This research presents a formal test of the linear regression equation model in the context of store choice behaviour, involving one product category. The present paper explores these attributes and their affect on consumer from different socio-economic classes, willingness to purchase and to patronize if these factors are modified. Questioning the earlier conclusions that all attributes aforementioned are equally important in consumer decision making, the current results indicate that consumers place differential significance on each attribute, and the level of significance placed on each attribute varies with different socio economic class. These findings are significantly important to the retail industry as they identify the critical attributes responsible for building consumer choice and patronage among different socio economy classes. This model also paves way for another premise of empirical research, that shoppers might develop category-wise store choice or patronage behaviour model.

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