A Study on Purchase Intention of Consumers towards Convenience Food Products: Cross-sectional study in Bhubaneswar City

The present study aims to analyze the impact of health consciousness, natural content, food safety and product familiarity on purchase intention to consume convenience food through mediating variable attitude and the correlation among the constructs. The research frameworks developed for the study is based on theory of reason action. The study was conducted in Bhubaneswar city, and the data obtained from 375 household is analyzed through regression techniques and Pearson’s correlation with the help of analytical software SPSS (20). The result revealed that health consciousness, natural content, food safety and product familiarity has significant impact on purchase intention through intervening variable attitude. Another finding shows that positive and significant correlation existed between purchase intention and attitude, natural content, food safety and product familiarity.

The Effect of Attribute Alignability on Product Purchase: The Moderating Role of Product Familiarity and Self-Construal

Previous studies on the Structural Alignment Model suggest that people compare the alignable attributes and nonalignable attributes during the decision-making process and preference formation process. Alignable attributes are easier to process and more effective in clue extracting. Thus, it is believed that people rely more on alignable than nonalignable attributes when comparing alternatives. This article supposes that consumers’ product experience and personal characteristics also play a significant role in regulating consumers’ reliance on attribute alignability. The authors conducted three experiments to examine the moderating role of consumers’ product familiarity and self-construal in the impact of attribute alignability on consumer product purchase. The results show the following: (1) When making a purchase decision, consumers with a high level of product familiarity will rely more on nonalignable attributes, while those with a low level of product familiarity will rely more on alignable attributes. (2) The difference in consumer dependency on attribute alignability is driven by their perceived diagnosticity of attributes. (3) The dependency of consumers with different levels of familiarity on attribute alignability will be further influenced by consumers’ self-construal. Individuals with interdependent self-construal rely more on alignable attributes when unfamiliar with the product, while relying more on nonalignable attributes when familiar with the product. Individuals with independent self-construal, however, rely more on nonalignable attributes regardless of the degree of product familiarity. The conclusions of this paper can be used as references for enterprises to establish product positioning and communication strategies.

Individual pupil size changes as a robust indicator of cognitive familiarity differences

Cognitive psychology has a long history of using physiological measures, such as pupillometry. However, their susceptibility to confounds introduced by stimulus properties, such as colour and luminance, has limited their application. Pupil size measurements, in particular, require sophisticated experimental designs to dissociate relatively small changes in pupil diameter due to cognitive responses from larger ones elicited by changes in stimulus properties or the experimental environment. Here, we use an innovative pupillometry paradigm that adapts the pupil to stimulus properties during the baseline period without revealing stimulus meaning or context. We demonstrate its robustness in the context of pupillary responses to branded product familiarity. Results show larger average and peak pupil dilation for passively viewed familiar product images during an early and an extended later temporal component across participants (starting around 500 and 1400 ms post-stimulus onset, respectively). These amplitude differences are present for almost all participants at the single-participant level, and vary slightly by product category. However, amplitude differences were absent during the baseline period. These findings demonstrate that involuntary pupil size measurements combined with this paradigm are successful in dissociating cognitive effects associated with familiarity from physical stimulus confounds.

Green consumption in Vietnam: Effects of eco-certification, brand, and moderate incongruity of their origins on purchase intent

In the mainstream of green consumption literature, it is asserted that information on eco-certification, brand, and country-of-origin has certain effects on consumer behavior. This study explores how eco-certification origin and brand origin would interact and influence the consumers’ purchase intent for green products. To achieve this objective, the authors conducted a 2 (eco-certification: domestic vs foreign) × 2 (brand: domestic vs foreign) between-subject experiment with 640 Vietnamese respondents. The results indicate that Vietnamese consumers are more inclined to purchase green products with domestic brands, while eco-certification origin has no main effect on such behavior. Moreover, a moderate incongruity effect between eco-certification origin and brand origin is partially confirmed. These effects are moderated by the product involvement, brand familiarity, product familiarity, and individuals’ demographic characteristics. The authors consequently draw theoretical and managerial implications from the results obtained.

Using Cross-Cultural Consumer Liking Data to Explore Acceptability of PGI Bread—Waterford Blaa

Waterford Blaa is one of only four Irish food products granted protected geographical (PGI) status by the European Commission. This study aimed to determine whether cultural background/product familiarity, gender, and/or age impacted consumer liking of three Waterford Blaa products and explored product acceptability between product-familiar and product-unfamiliar consumer cohorts in Ireland and the UK, respectively. Familiarity with Blaa impacted consumer liking, particularly with respect to characteristic flour dusting, which is a unique property of Waterford Blaa. UK consumers felt that all Blaas had too much flour. Blaa A had the heaviest amount of flouring and was the least preferred for UK consumers, who liked it significantly less than Irish consumers (p < 0.05). Flavour was also important for UK consumers. Blaa C delivered a stronger oven baked odour/flavour compared to Blaa A and was the most preferred by UK consumers. Irish consumer liking was more influenced by the harder texture of Blaa B, which was their least preferred product. Age and gender did not impact liking for Blaas within Irish consumers, but gender differences were observed among UK consumers, males liking the appearance significantly more than females. This is the first paper comparing Waterford Blaa liking of naïve UK consumers with Irish consumers familiar with the product.

Drinking “Green”: What Drives Organic Wine Consumption in an Emerging Wine Market

The global fever for wine demands concerted endeavors for understanding determinants of wine consumers’ purchase decisions. Applying the cognitive appraisal theory, this study aims to identify factors that motivate Chinese consumers to purchase organic wines by incorporating consumers’ values (i.e., health consciousness), cognitive evaluations (i.e., social trust), and affective references (i.e., positive emotion) into the conceptual model. Moreover, the moderating effect of product familiarity on the conceptual model is examined. A multistage data collection via multiple sample techniques was employed. A total of 1,745 responses were collected in a 2-year duration from all 33 Provincial Level Administrative Units in China. The findings confirm the significant role of the three antecedents on consumers’ purchase intention of organic wines, regardless of their product familiarity level. It is also found that the relative importance of the three antecedents to consumers’ purchase intention show different patterns for consumers with varying levels of product familiarity. Implications of the study are drawn based on the study findings.

Consumers Believe that Products Work Better for Others

Hundreds of studies have shown that consumers tend to see themselves in the best possible light, yet we present evidence that consumers have a surprisingly glum perspective on receiving a product’s claimed effects. In 12 studies (N = 5,855; including 9 pre-registered), we found that consumers believe that product efficacy is higher for others than it is for themselves. For example, consumers believe that consuming products like an adult coloring book (to inspire creativity), or a sports drink (to satisfy thirst), or medicine (to relieve pain), or an online class (to learn something new) will have a greater effect on others than on themselves. We show that this bias holds across many kinds of products and judgment-targets, and inversely correlates with factors such as: product-familiarity, product-usefulness, and relationship closeness with judgment-targets. We evidence that this bias stems from the fact that consumers believe they are more unique than others, and less malleable; and we show that this bias in perceived product efficacy alters the choices that consumers make for others. We conclude by discussing implications for research on gift-giving, advice-giving, usership, and for interpersonal social-, health-, and financial-choices.