Product Attributes, Evaluability, and Consumer Satisfaction

We studied the determinants of consumer satisfaction with mobile phones on the basis of their perceived product attribute performance, and the disconfirmation of product attribute expectations. Disconfirmation refers to the discrepancy between the prior expectation about the performance of a product’s attributes, and its perceives realizations after purchase. Evaluability theory assumes that the perceived attribute performance has a larger effect on consumer satisfaction for easy-to-evaluate than for difficult-to-evaluate attributes, after product acquisition. Furthermore, we used predictions of the asymmetric evaluations of gains (product performs better than expected) and losses (product performs worse than expected) from prospect theory, in combination with evaluability theory. We studied how evaluability influences the effects of the asymmetric evaluations of both positive and negative disconfirmation of product attribute expectations on consumer satisfaction. Our empirical study included 3099 participants of Amazon Mechanical Turk. We found that negative attribute disconfirmation had a larger effect on satisfaction than positive attribute disconfirmation, which is in line with loss aversion theory. Although the perceived product attribute performance positively influenced satisfaction, we found little support for the effects of perceived attribute performance being influenced by attribute evaluability. However, our findings indicated that negative attribute disconfirmation influenced satisfaction to a greater extent for relatively difficult-to-evaluate attributes than for relatively easy-to-evaluate attributes. We discuss both theoretical and managerial implications of our findings.

Is self-mockery in advertising copywriting an efficient strategy to build brand closeness and purchase intention?

Purpose Brands have increasingly used self-mockery in advertisements. Although previous insights from the social science literature assert that self-mockery is an effective strategy to boost brand closeness, the paper aims to show a more contigent view of self-mockery efficiency in an advertising context. Design/methodology/approach Two experiments were conducted. Findings This study shows that self-mockery helps build brand purchase intention through brand closeness only when self-mockery is based on a weak negative claim rather than a strong negative claim and that this influence occurs only for consumers with prior positive brand attitudes. Practical implications Marketing managers should consider self-mockery as a valuable brand-building strategy, especially if the main goal of the brand is to develop brand closeness among consumers with prior positive brand attitudes. Originality/value First, the current research is the first to provide empirical support for the mediating role of brand closeness to explain how self-mockery influences brand purchase intention. Second, this study qualify previous results and the popular idea that self-mockery may systematically help build brand closeness. This study demonstrates that this effect is conditional on the strength of the negative attribute claim disclosed and consumers’ prior brand attitudes.

Consideration of illegal actions when imposing punishment for environmental crime

Both environmental risks and domestic violence exist in all countries of the world. This phenomenon is influenced by various factors: standard of living, ecological situation, environment, traditions, race, nationality and cultural values. This must be taken into account when imposing an appropriate punishment for commission of any illegal act. At the same time, family and domestic violence is not just a negative attribute of life of individual families, but also indicates serious issues of society, in the narrow sense, and the environment, in the broad sense. In connection with restrictions related to Covid-19 introduced in many countries, the level of domestic violence has increased, which proves a direct dependence on external negative factors in the field of health care, ecology, psychology, etc. Analysis of various factors influencing domestic violence has shown that this phenomenon has a high level of latency, and, as a rule, people learn about it only in cases where the consequences of such violence are difficult to hide due to their severity (for example, causing death or serious harm to health against the background of mental deviation). Having reviewed the news feeds over the past five years we can see that the relevance of the topic under consideration is beyond doubt, since the influence of environmental factors on the human psyche is not fully understood, and this aspect, one way or another, leads to the commission of illegal actions, which indicates the importance of balance between the environment, ecology and legality, society. The authors note that there is a synergistic relationship in which humanity interacts with the surrounding world, in all its diversity (water, land, natural resources, flora, fauna, etc.). n addition, some judgments of the European Court of Human Rights on environmental problems and the environment, protection from domestic violence, including with the participation of Russian Federation as a defendant, were considered. Based on the analysis of the decisions expressed, as well as the norms of national legislation, a theoretical justification for changing the national criminal and environmental legislation, in terms of imposition of punishment, is formulated.

THE REPRESENTATION OF HEALTH MINISTER IN HANDLING COVID-19 IN INDONESIA: A CRITICAL DISCOURSE ANALYSIS

COVID-19 outbreaks that threaten human health have become a pandemic. As the Health Minister in Indonesia, the actions were taken by the Letjen TNI (Purn) Dr. dr. Terawan Agus Putranto, Sp. Rad. (K) in handling this pandemic is in the spotlight. There are so many media that providenews related to the efforts of the Health Minister in handling this case, one of which is The Jakarta Post. This study aims to describe the representation of Mr. Terawan as Health Minister in handling COVID-19 cases in Indonesia in The Jakarta Post. Critical Discourse Analysis as an approach is used in his study. The data are the articles in The Jakarta Post related to Mr. Terawan in handling the COVID-19 cases in Indonesia. The data is analyzed using a discursive strategy. According to Wodak& Mayer (2001), there are five strategies in Discursive, but this study only applies two strategies, namely Nomination Strategies and Predication Strategies. The findings in this study are; (1) four nomination strategies areused by The Jakarta Post. They are deixis, proper names, professional anthroponym, and nouns. The Jakarta Post uses the nomination strategy to avoid repetition of the same proper name, to show the readers which person becomes the center of the text, and to describe and report Mr. Terawan’s action regarding his job as Health Minister; (2) The Jakarta Post gave a negative attribute to the performance of Mr. Terawan as a Health Minister in handling with COVID-19 cases.The Jakarta Post’s belief that Mr. Terawan has performed badly as a Health Minister in handling the COVID-19 case and The Jakarta Post sees Mr. Terawan as a careless person in the case.

The Study of Semantic Change and its Effect on Linguistic and Literary Comprehension of ESL Learners

Language is continuously changing. Words change their meaning over time and this process is known as semantic change. Change can occur both in the literal meaning and in the pragmatic use of words. In this research, semantic change is studied from a different perspective. Words that go through rapid semantic changes are the focus of this study. Users of English as a second language are also the focus of this study. The study observes whether these users are able to keep up with semantic change. It also gives us an idea regarding how much the users know about the multiple meanings of the same words. Another aspect of this study is to find out whether semantic change affects the comprehension of literature containing the words which went through semantic change. This research was conducted through a close-ended questionnaire designed by selecting fifteen words which changed their meaning over time. The respondents were fifty in number and were all females who had different educational backgrounds. The results were analyzed through pie charts. The results showed that the majority of ESL learners are able to keep up with semantic change, although a significant proportion is still struggling to understand the process. The results also showed that the learners of English as a second language have little knowledge of the previous meanings of words. If a word which has changed its meaning over time occurs in any literary work, ESL learners are not able to comprehend its meaning as it is intended to be understood. This can be considered as a negative attribute of semantic change. So, it was concluded that ESL learners are able to keep up with the change but most of them are unable to comprehend literature as it is intended to be understood.

ATTRIBUTES OF IMPROVING SERVICE QUALITY ON CONSUMER SATISFACTION WITH SERVQUAL APPROACH

This research aim to find out service quality attributes that can increase customer satisfaction. One service company is CV. Nirwana which is engaged in the sale and service of office equipment maintenance. winning business competition company must create a strategy that can improve the quality of service to consumers.Themethod used in this study is the ServQual Method which includes 5 main dimensions, namely Tangibles, Reliability, Responsiveness, Assurance and Emphaty. The ServQual method is a tool used to measure the services or products of the quality of services received by consumers. Based on the level of service quality there is a negative attribute value on the variable on the dimensions of reliability and responsiveness. Negative values indicate that the quality of service is not quality and consumers do not feel satisfaction with the services provided by the company. Positive values are found in the tangibles, assurance and empathy variables which show that the service provided can be said to be a surprise and consumers feel satisfaction with the service. Therefore, the company is expected to be able to improve the quality of services that are of negative value, namely engine cleanliness after repairs, speed and timeliness in providing services, seriousness and reliability of technicians in completing repairs, availability of historical data / recording systems that are good at service, providing service services in accordance with promise, Alertness in providing assistance to consumers if experiencing difficulties Provide a good explanation of repairs, costs and estimated time to consumers, the ability of service advisors in diagnosing customer problems / complaints.

Reducing the Bitter Taste of Virgin Olive Oil Don Carlo by Microbial and Vegetable Enzymes Linked to the Colloidal Fraction

Bitter taste is a positive sensory attribute that correlates with the concentration of phenols in olive oil. However, excessive bitterness can be perceived by consumers as a negative attribute. The aim of this investigation was to improve the process of debittering Don Carlo extra virgin olive oil (EVOO), which is rich in phenols, through blending with newly produced Leccino EVOOs, which can provide high oleuropeinolytic activity. The debittering process of blending Don Carlo EVOO with two types of Leccino EVOOs (decanter and settled EVOO), was carried out during three months of storage in canisters placed in fixed positions, or periodically inverted to prevent sedimentation. The reduction in phenolic concentration and bitterness index (K225 value) reached maximum values of 51% and 42% respectively in Don Carlo EVOO mixed with Leccino settled EVOO after three months of storage in periodically inverted containers. Analytical indices and sensory analysis, in accord with bitterness index (K225) results, confirmed a reduction or elimination of bitter taste in the oil samples depending on the type of Leccino EVOO added, and the sample storage method. All analytical results remained within parameters established by the European Community regulations for commercial merceological class EVOO.

Hypothetical bias and framing effect in the valuation of private consumer goods

In a laboratory experiment, I examined two behavioural effects: hypothetical bias and the framing effect. I elicited willingness to pay (WTP) for a cosmetic product, and manipulated framing conditions (positive vs. negative attribute framing) and incentives to reveal the actual valuation (hypothetical vs. real). I demonstrated that hypothetical bias has a significant impact on WTP values; however, the framing effect has no effect on the valuation of the product. Similarly, I found no interaction between the two effects. This observation contributes to claims that hypothetical research methods lead to equally reliable data as those based on consequential choices.

Evaluating the Marketing Communication Strategy of Volkswagen in Post-Crisis Period: Application of Image Repair Theory

This case study focuses on effective marketing communication activities in a post-crisis period. The phenomenon underpinning the investigation is image repair theory which provides effective communication strategies to overcome these events. The case in point was the emission scandal faced by Volkswagen (VW) in 2015. By implementing a qualitative approach to data collection and analysis, the results showed some correlations between effective public relation activities and the company’s share price. Nevertheless, sales figures showed a negative attribute due to the unstable position of the company in the post scandal period. Results also showed a positive pattern when VW responded to the emission scandal in the early days, providing some strategies to stakeholders such as, mortification, reducing offensiveness and corrective action. However, it can be said that this study is an initial step which provides some indications for future research concerning the effective implementation of marketing communication in a post-scandal period.