Personal Diary Method

There is a growing interest towards using diaries as a tool of data collection for gathering information pertaining to consumer research. However, the bigger challenge is the qualitative analysis of the data collected through this technique. Hence, the objective of the chapter is to illustrate how diary method of data collection can be a better option than other data collection tools in cases where the informants are likely to experience difficulties in recalling past consumption experience. To delineate the steps and different types of codes used in inductive content analysis to analyze the qualitative data collected through the personal diary method, the chapter will also present an exploratory study with airline consumers using self-completion diaries about their online ticket purchasing experience followed by qualitative analyses of this information collected through diary using inductive content analysis. Each step of the content analysis will be illustrated in the full chapter.

The Rock in Rio extraordinary consumer experience journey: a value-based approach

PurposeThis study aims to propose a framework for understanding the construction of extraordinary consumer experiences in events from a multidimensional and longitudinal value perspective.Design/methodology/approachThe main research site was the Rock in Rio Brazil VI festival, an extraordinary consumption experience. The study takes a phenomenological interpretative approach, for which input was obtained using multiple data collection techniques (in-depth interviews, diaries and photographs) in a longitudinal study that took place over 18 months. The study also includes the first author’s observations and interactions with the event organizer and its partners during the same period, and post-pandemic complementary data that were collected in 2021.FindingsThe research findings demonstrate the integrative potential of concepts and theories that are analysed in the light of a longitudinal perspective for understanding value formation for consumers in their experience of extraordinary events. It also indicates that the construction of experience involves a high level of interaction and a high degree of engagement with the consumer in order to foster the development of an affective relationship between the service provider and the user that is based on a co-created experience.Originality/valueThe study answers call for more research into understanding consumer value, and how it is created, delivered and developed over time (Helkkula et al., 2012). It also expands our understanding of consumption experiences and the consumer journey (Lemon and Verhoef, 2016). It encourages longitudinal qualitative studies to be carried out and analyses value in the consumption experience in the field of events.

Why do people eat alone? An international comparison

PurposeThe solitary consumption market has grown in the hospitality industry. However, research on the behavior of solitary consumers and differences between solitary consumers of different nationalities is rare. The relationships between solo dining motivations and customer satisfaction were investigated for consumers in Taiwan and the United States.Design/methodology/approachA survey was conducted among Taiwanese and American consumers; 628 valid questionnaires were retrieved. Structural equation modeling was performed to test the hypotheses.FindingsSignificant differences were observed between Taiwanese and American consumer motivations. Higher solo dining motivation was positively associated with customer satisfaction; in particular, “escape and relaxation” and “enjoyment” were both positively associated with customer satisfaction. American consumers had a stronger relationship between motivation for social interaction and customer satisfaction.Research limitations/implicationsOnly solo diners in Taiwan and the United States were investigated. The results might not be generalizable to solo diners in other regions.Originality/valueThe study's findings on the associations between solo dining motivations and consumption experience contribute to food consumption research. Furthermore, the results enable an understanding of differences in the motivations and behaviors of solitary consumers in different countries.

EXPRESS: How Political Identity Shapes Customer Satisfaction

This article examines the effect of political identity on customers’ satisfaction with the products and services they consume. Recent work suggests that conservatives are less likely to complain than liberals. Building on that work, the present research examines how political identity shapes customer satisfaction which has broad implications for customers and firms. Nine studies combine different methodologies, primary and secondary data, real and hypothetical behavior, different product categories, and diverse participant populations to show that conservatives (vs. liberals) are more satisfied with the products and services they consume. This happens because conservatives (vs. liberals) are more likely to believe in free will (i.e., that people have agency over their decisions) and therefore to trust their decisions. We document the broad and tangible downstream consequences of this effect for customers’ repurchase and recommendation intentions and firms’ sales. The association of political identity and customer satisfaction is attenuated when belief in free will is externally weakened, choice is limited, or the consumption experience is overwhelmingly positive.

THE ANTECEDENTS OF ELECTRONIC WORD OF MOUTH RESPONSES IN HOTEL EXPERIENCE EVALUATION

In today’s digital information era, it is common for hotels guests to share their visit experience to their acquaintances or public online especially on popular social media platforms. Hence, reviews and experience sharing have moved from the traditional words of mouth to the electronic word of mouth (eWOM). This paper aims to develop and propose a testable research framework for assessing hotel guests’ experience and their eWOM responses. Methodically, desk research was carried out by conducting an exhaustive review of past literature to establish a theoretical understanding of hotel experience assessments and to determine the variables and their measurements. Meaningful encounters with the hotel’s products and services are summed up as consumption experience in the forms of perceived value and satisfaction. This cumulative experience may entice the guests to upload their responses on digital platforms. Theoretically, the proposed framework reduces the gaps related to the formulation of research constructs for hotel visit experience assessment. Practically, this paper offers hotel operators a testable framework that can guide them in the development of survey materials in order to gain a comprehensive understanding about their guests visit experience assessment and their electronic word-of-mouth response.

The Impact of Residents’ Online Consumption on Offline Consumption—An Ordered Probit Semi-Parametric Estimation Method

Online consumption not only is an economic phenomenon, but also has a profound impact on offline consumption. Under this context, this article analyzes the mechanism of how they influence offline consumption and puts forward research hypotheses. China Household Financial Survey (CHFS) data and a semi-parametric ordered probit estimation method are used empirical tests. The results indicate that consumers with online consumption experience are very likely to consume again. The scale of online consumption not only drives the increase of overall consumption, but also promotes the growth of offline consumption via capital effect, complementarity effect, and psychologic effect. In general, online consumption and offline consumption have achieved integrated development.

Market Expansion of Caffeine-Containing Products: Italian and Argentinian Yerba Mate Consumer Behavior and Health Perception

Mate is the most consumed beverage in South America. There is interest in expanding yerba mate sales into the old and new markets by promoting its health properties and energizing effects. The research study aims to explore Argentinian and Italian purchasing and consumption behavior and perception of yerba mate. The exploration includes agro-food chain stakeholders’ views, and consumers’ habits, perception, knowledge of yerba mate in relation to other market positioning caffeine-containing products. Data collection includes qualitative method, such as interviews with agro-food chain stakeholders, that is producers, processors, consumers, and quantitative consumer survey. Data collection was carried out in Argentina and in Italy. Results show that in Argentina yerba mate consumption is driven by habit and tradition, and in Italy yerba mate is mostly unknown. Consumers tend to drink yerba mate in Argentina and other caffeine-containing beverages in Italy to socialize, and as source of energy. Consumers have little awareness of yerba mate antioxidant properties. Yerba mate provides the energy of coffee drinking, and the taste and pleasure of tea drinking. Italian consumers’ key challenge to yerba mate drinking is the longer time it takes, compared to the usual espresso. Italians perceive it as an energetic or relaxing beverage, with a consumption experience similar to tea and infusions. There is need to update commercialization strategy of yerba mate in Italy.

I think I like this: assessing conscious versus subconscious wine taste responses using neuroscientific techniques

Purpose This methodological paper aims to demonstrate the potential benefits of using consumer neuroscientific methodologies to measure consumers’ subconscious responses when consuming wine during a taste experiment. By comparing conscious and subconscious evaluations during a tasting experience this study illustrates how this methodology offers a more nuanced understanding of the consumer evaluation of wine during a consumption experience. Design/methodology/approach The research made use of a single-case taste test experiment whereby a wine expert blind-tasted 20 white wine varietals. Throughout each tasting, subconscious responses were measured using electroencephalography (EEG), combined with conscious measures of stated preferences using a questionnaire. Findings Stark differences were observed between the results of the conscious and subconscious wine evaluation measures, underscoring the complex nature of consumer decision-making and preference development. This study practically demonstrates the use and value of EEG as a consumer neuroscientific methodology in a wine marketing context. Originality/value This paper demonstrates the value of neuroscience techniques in identifying differences in the conscious and subconscious wine evaluation measures. This study practically demonstrates the use and value of EEG as a consumer neuroscientific methodology in a wine marketing context.