Uniqueness neglect on consumer resistance to AIMou, Yupeng; Xu, Tianjie; Hu, Yanghong
2023 Marketing Intelligence & Planning
doi: 10.1108/mip-11-2022-0505
Artificial intelligence (AI) has a large number of applications at the industry and user levels. However, AI's uniqueness neglect is becoming an obstacle in the further application of AI. Based on the theory of innovation resistance, this paper aims to explore the effect of AI's uniqueness neglect on consumer resistance to AI.Design/methodology/approachThe authors tested four hypothesis across four studies by conducting lab experiments. Study 1 used a questionnaire to verify the hypothesis that AI's uniqueness neglect leads to consumer resistance to AI; Studies 2 focused on the role of human–AI interaction trust as an underlying driver of resistance to medical AI. Study 3–4 provided process evidence by way of a measured moderator, testing whether participants with a greater sense of non-verbal human–AI communication are more reluctant to have consumer resistance to AI.FindingsThe authors found that AI's uniqueness neglect increased users' resistance to AI. This occurs because the uniqueness neglect of AI hinders the formation of interaction trust between users and AI. The study also found that increasing the gaze behavior of AI and increasing the physical distance in the interaction can alleviate the effect of AI's uniqueness neglect on consumer resistance to AI.Originality/valueThis paper explored the effect of AI's uniqueness neglect on consumer resistance to AI and uncovered human–AI interaction trust as a mediator for this effect and gaze behavior and physical distance as moderators for this effect.
Minimizing the negative impact of brand deletionTemprano-García, Víctor; Rodríguez-Escudero, Ana Isabel; Rodríguez-Pinto, Javier
2023 Marketing Intelligence & Planning
doi: 10.1108/mip-10-2022-0452
This research is primarily concerned with studying the impact of brand workers' problems on brand deletion (BD) outcomes. The authors also analyze how the level of consensus achieved during BD adoption and implementation influences the impact of brand workers' problems on BD outcomes.Design/methodology/approachA questionnaire was designed to obtain data from a representative sample of 155 real cases of BD.FindingsFindings indicate that in contexts where workers feel their jobs are threatened or challenged, BD success may be undermined. However, the company does possess one important mechanism that can alleviate the negative impact of brand workers' problems: empowering them to pave the way toward consensus-building. Results do not support a negative effect of brand workers' problems on BD time efficiency or any effect of BD time efficiency on BD's contribution to a firm's economic performance.Practical implicationsManagers must be aware that problems derived from brand workers' actions are especially harmful for the company when there is no consensus, such that managers must prevent deletion from occurring under these circumstances.Originality/valueThis pioneering study proposes and empirically validates the relationship between brand workers' problems and BD success and BD time efficiency, moderated by consensus.
Are “buy X get X free” price promotions effective? An acquisition-transaction value perspectiveBhatt, Siddharth Harshkant; Pai, Dinesh Ramdas
2023 Marketing Intelligence & Planning
doi: 10.1108/mip-03-2023-0118
“Buy X Get X Free” promotions are popular across retail settings. Retailers promote a variety of products using this promotional frame. However, past research contains mixed findings about the effectiveness of this promotion compared to the straightforward discount on a single unit of a product. The goal of this research is to employ a theoretical lens to examine the effectiveness of “Buy X Get X Free” promotions.Design/methodology/approachThe theoretical framework was tested in two experiments using different products and samples. The data collected from each experiment were analyzed using both descriptive and inferential techniques to assess support for the theoretical arguments.FindingsFindings reveal that at identical levels of per-unit discount, the “Buy X Get X Free” promotion is perceived less favorably by consumers than a straightforward single-unit discount. Consumers perceive lower transaction value and acquisition value and, thereby, a lower purchase intention, from the “Buy X Get X Free” promotion compared to a single-unit discount.Practical implicationsThis research was conducted keeping in mind the popularity of the “Buy X Get X Free” promotion in the real world. The findings caution retailers against indiscriminately using this promotional frame.Originality/valueUsing a theoretical lens, this research proposes and validates a framework to systematically examine consumers' perceptions of the two popular discount frames. The proposed theoretical framework provides a richer understanding of the underlying consumer psychology that drives the evaluation of these promotions. Further, primary data from lab experiments validates the framework. The research also helps advance the understanding of consumer evaluation of sales promotions in general.
Do extrinsic factors encourage shoppers’ compulsive buying? Store environment and product characteristicsLavuri, Rambabu; Thaichon, Park
2023 Marketing Intelligence & Planning
doi: 10.1108/mip-03-2023-0097
The study examines the extrinsic variables, namely store environment, promotional activities (PA), product features and stimulation factors that encourage compulsive purchasing in emerging markets.Design/methodology/approachThe data were collected from customers with recent compulsive shopping experiences at an online retail store. This study collected 469 original survey responses employing purposive sampling and data analyzed with covariance-based structural equation modeling and used segmentation analysis.FindingsThe study results indicated that extrinsic (stimulus) factors, such as shop environment, PA and stimulation factors positively impacted shoppers’ impulsive buying tendency (IBT), whereas product characteristics did not affect shoppers’ IBT. Similarly, IBT (organism) influenced compulsive purchase, as did a favorable mediating relationship between extrinsic factors (stimulus factors) and shoppers’ compulsive purchase (response factor). Moreover, segmentation results showed that female consumers had more IBT and compulsive buying behavior than male respondents.Originality/valueThis research adds to the corpus of information concerning impulsive and compulsive buying behavior. As this study incorporates the Stimulus-Organism-Response paradigm, new findings emerge; using this paradigm allows for the testing of new linkages to better understand consumers’ impulsive and compulsive behavior.
Do specific investment and qualification of capability foster or impede firm performance: the moderating role of shared valuesWang, Yufan; Song, Michael; Zhang, Haili; Sib, Sansan Monest
2023 Marketing Intelligence & Planning
doi: 10.1108/mip-07-2022-0289
Firms aiming to enhance firm performance require specific investment and qualification of capability. However, the relationship between these factors and firm performance is influenced by boundary conditions. This study focuses on the role of shared values as a governance mechanism in moderating the relationship between specific investment, qualification of capability, and firm performance.Design/methodology/approachDrawing on transaction cost analysis, the authors develop a theoretical model to explore how shared values moderate the relationship between specific investment, qualification of capability, and firm performance. The authors collected data from 156 firms in Cote d’Ivoire, resulting in a sample of 216 observations. The authors employed hierarchical regression analysis and the “pick-a-point approach” to examine how specific investment and qualification of capability impact firm performance at different levels of shared values.FindingsThe results indicate that specific investment and qualification of capability have a partially positive impact on firm performance. Interestingly, shared values are an important moderating variable, acting as a boundary condition that affects the relationship between specific investment, qualification of capability, and firm performance. Specifically, specific investment leads to excellent firm performance only when shared values are not sufficiently high, whereas qualification of capability leads to superior firm performance only when shared values are sufficiently high.Research limitations/implicationsThis study has three research implications. First, this study enriches TCA literature by identifying shared values as a boundary condition and examining the moderating role of shared values. Second, the study findings discover new insights into how specific investment and qualification of capability enhance or inhabit organizational performance at different levels of shared values. Third, this study extends the existing research and reveals the specific conditions for positive or negative relationships between specific investment and organizational performance and qualification of capability and organizational performance.Practical implicationsFirst, compared to specific investment, qualification of capability has greater effect on organizational performance. Second, when considering whether to increase specific investment or/and improve qualification of capability, executives are encouraged to first evaluate their firm's level of shared values and then make appropriate strategic decision accordingly. Third, six tactics are recommended for enhancing shared values.Originality/valueThis study enriches the literature on transaction cost analysis and contributes to understanding the moderating role of shared values. The findings shed light on the specific investment, qualification of capability, and firm performance relationships. Additionally, this research highlights the importance of considering shared values as a boundary condition in examining these relationships.
Two decades of brand hate research: a review and research agendaKumar, Ramesh; Jebarajakirthy, Charles; Maseeh, Haroon Iqbal; Dhanda, Komal; Saha, Raiswa; Dahiya, Richa
2023 Marketing Intelligence & Planning
doi: 10.1108/mip-01-2023-0030
This review aims to synthesize the brand hate literature and suggest directions for future research on brand hate.Design/methodology/approachThis study adopted an integrative literature review method to synthesize and assess the brand hate literature.FindingsThe synthesis showed that social identity theory, disidentification theory and duplex theory are prominently used in brand hate studies, and a larger portion of brand hate research was conducted in Western countries. Further, brand-related, self-congruity, personal factors, information influence and brand community influence are the major types of antecedents of brand hate which can produce soft or hard consequences. Lexicometric analysis showed causes of brand hate, consumers' negative emotional and behavioral outcomes and community anti-brand behavior as key themes of brand hate research.Research limitations/implicationsThe synthesis has followed predefined criteria for the inclusion research papers. Thus, the review is limited to articles that fulfilled the criteria for inclusion.Practical implicationsThe finding will help marketers, specially brand managers, craft strategies to handle brand hate.Originality/valueThe brand hate literature is still developing and remains incoherent, suggesting that a synthesized review is needed. This study has systematically reviewed and synthesized the brand hate literature to study its development over time and proposes a framework which provides a comprehensive understanding of brand hate.
How and when social media influencers' intimate self-disclosure fosters purchase intentions: the roles of congruency and parasocial relationshipsKoay, Kian Yeik; Lim, Weng Marc; Kaur, Simran; Soh, Kimberly; Poon, Wai Ching
2023 Marketing Intelligence & Planning
doi: 10.1108/mip-06-2023-0246
This study aims to explore the impact of social media influencers' (SMIs) intimate self-disclosure on consumers' purchase intentions, with a focus on the role of parasocial relationships and congruence among the influencer, product and consumer. The study finds its theoretical foundation in parasocial theory and self-congruency theory.Design/methodology/approachThis study employs a quantitative approach, utilizing a sample of 232 collected survey responses. The proposed hypotheses are evaluated using partial least squares structural equation modeling (PLS-SEM).FindingsContrary to initial assumptions, the study reveals that parasocial relationships do not mediate the link between SMIs' intimate self-disclosure and purchase intentions. However, an interesting moderating effect was discovered: the congruence between the consumer and the influencer influences the relationship between SMIs' intimate self-disclosure and parasocial relationships, and subsequently, between parasocial relationships and purchase intentions.Originality/valueThis study brings fresh insights by pinpointing a boundary condition that dictates the influence of SMIs' intimate self-disclosure on purchase intentions via parasocial relationships. In doing so, this study provides a novel perspective in understanding the dynamics between SMIs and consumers in the rapidly evolving marketing landscape.
Effect of discount frame on consumer responses: moderation of psychological distance and product natureWang, Bo; Xie, Tingting
2023 Marketing Intelligence & Planning
doi: 10.1108/mip-10-2022-0481
According to construal level theory, close (versus far) psychological distance is associated with low (versus high) construal level. Despite the evidence for discount frame effect, it is unclear whether psychological distance and product nature play moderating roles. In addition, little has been known whether the effect of discount frame can extend to other dependent variables such as willingness to pay (WTP). Driven by construal level theory, five experiments were conducted to explore whether the effect of discount frame is dependent on psychological distance and product nature (i.e. utilitarian versus hedonic product).Design/methodology/approachThe experimental method was used, with discount frame, psychological distance and product type as the independent variables and purchase intention, attitude towards the advertisement, perceived value and WTP as the dependent variables. Participants were presented with promotion scenarios in which psychological distance and discount format were manipulated. In order to test the generalizability of results, promotional scenarios for both utilitarian (i.e. backpack bag and shampoo) and hedonic products (i.e. scenery ticket and perfume) were presented. Data were collected via the online experiment platform (i.e. www.Credamo.com).FindingsThe authors found an interaction between discount frame and spatial distance in that consumers had more positive attitude toward percent off than amount off under near-spatial distance. However, no interaction was observed between discount frame and temporal, social or hypothetical distance.Originality/valueTaken together, the current study for the first time reveals that the effect of discount frame is contingent on a specific dimension of psychological distance (i.e. spatial distance), regardless of whether the product is utilitarian or hedonic. Findings from this study for the first time pose a challenge to the notion that construal-level match necessarily leads to more favorable consumer responses, suggesting that there may be a unique mechanism underlying the joint effects of spatial distance and discount frame. The current findings can provide important implications for marketers and retailers in an effort to design effective promotional messages.