Journal of Consumer Marketing

Taylor Jr., Scott; Whalen, Elizabeth A.; Norris, Cortney L.

2023 Journal of Consumer Marketing

doi: 10.1108/jcm-06-2021-4709

This two-part exploratory study aims to investigate the perceptions of active lifestyle individuals and general craft beer consumers toward no- and low-alcohol craft beers. The influence of advertising appeals is also tested to determine the effectiveness of value-expressive and guilt appeals in determining switching behaviors.Design/methodology/approachThe first study used a mixed-methods approach to determine perceptions and switching behaviors for active lifestyle individuals. The first part of the study presented respondents with one of three advertisements, the ads were designed to either elicit a value expressive appeal, a guilt appeal or a control. The second part of this study presented respondents with a series of open-ended questions seeking further information on their perceptions and preferences regarding no- and low-alcohol craft beers. The second study assessed perceptions of general craft beer consumers as they related to the three advertisements.FindingsThe results of this quantitative studies did not find any significant differences between the three ad slogans; however, the results of the qualitative study do indicate differing perceptions and potential switching behaviors for active lifestyle individuals.Research limitations/implicationsThis research advances knowledge on advertising appeals for no- and low-alcoholic craft beers.Practical implicationsBrewers and marketers gain insights into two different consumer groups perceptions and potential switching behaviors toward no- and low-alcohol craft beers.Originality/valueThis research tests how advertising appeals influence perceptions and potential switching behaviors of active lifestyle individuals and general craft beer consumers toward no- and low-alcohol craft beers.

Kohls, Harper; Hiler, Jacob L.; Cook, Laurel Aynne

2023 Journal of Consumer Marketing

doi: 10.1108/jcm-03-2020-3727

This study aims to examine vicarious consumption (VC) via the video-game streaming platform Twitch. The authors posit that watching someone play can offer the same enjoyment (measured through emotional experience, mood and joy) as playing.Design/methodology/approachA mixed-methods approach was used. A qualitative phase involving semistructured qualitative interviews, naturalistic inquiry and netnography generated testable hypotheses, which were tested using a two-condition, between-subjects field experiment.FindingsThis research advances the understanding of vicarious and experiential consumption by finding evidence that VC can produce the same levels of emotional experience, mood, attitude toward the product, joy, brand community loyalty and positive word of mouth. It also demonstrates the moderating effect of familiarity on mood change.Research limitations/implicationsThis research demonstrates evidence that VC can offer outcomes similar to active consumption (AC). The authors advance research on VC in a new context (video-game livestreaming vs esports and other contexts) and from a new perspective (viewing motivations vs consumer-oriented outcomes). This research thus presents opportunities to explore these and other affective, behavior and cognitive outcomes in other contexts.Practical implicationsTo reach Twitch users, marketers must understand how and why media consumers watch. This research provides insight into the community necessary to create effective advertising.Originality/valueBuilding upon Sjöblom and Hamari, focusing on motivations for VC of esports and other related works, the authors expand the context to video-game livestreaming as a whole and examine affective, behavioral and cognitive outcomes compared with AC. Though VC has been researched and conceptualized theoretically, empirical testing is rare. This research offers empirical evidence that VC can offer the same levels of enjoyment as AC.

Zhang, Renping; Chen, Xingyu; Wang, Wei; Shafi, Mohsin

2023 Journal of Consumer Marketing

doi: 10.1108/jcm-04-2020-3772

This study aims to explore the impact of firm-generated content (FGC) on viral marketing on multiple social media platforms, and how social ties embedded in different social media platforms affect the motives for social dissemination.Design/methodology/approachThree studies were conducted to test the model. A quasi-field experiment (Study 1) supported this main effect. Studies 2 and 3 examined the underlying mechanism and enhanced the internal and external validity of the findings.FindingsThe findings revealed that warmth (vs competence)-oriented FGC is consistent with the communion (vs agency) mode and elicits greater social dissemination on social media embedded with strong (vs weak) ties.Practical implicationsThis study illustrates that FGC that matches communication modes on multiple social media platforms embedded with different social ties will trigger viral marketing and being aware of this match is crucial for policymakers.Originality/valueThis research sheds light on the effects of FGC on viral marketing on multiple social media platforms embedded in different social ties.

Almajali, Dmaithan Abdelkarim; Majali, Tha’er; Masa'deh, Ra'ed; Al-Bashayreh, Mohmood Ghaleb; Altamimi, Ahmad Mousa

2023 Journal of Consumer Marketing

doi: 10.1108/jcm-12-2021-5075

The commonly used e-procurement systems still show unsatisfactory implementation outcomes because many organisations are still unable to effectively interpret the initial adoption decision. The e-procurement systems are generally developed at organisational level, but their usage is at individual level, by the employees particularly. This paper examined technology acceptance model’s (TAM) key antecedents, involving e-procurement systems usage by employees in their daily activities. This study aims to examine the impact of factors affecting e-procurement acceptance among users through the mediating role of users’ attitude. The commonly used e-procurement systems still show.Design/methodology/approachTAM was applied and expanded in this study, in exploring the factors impacting the employees’ e-procurement acceptance. This study used quantitative method, and questionnaires were distributed to 200 users in Jordanian public shareholding firms. The collected data were quantitatively analysed using PLS modelling.FindingsSignificant TAM relationships involving e-procurement were affirmed. The expanded TAM in the scrutiny of antecedents showed that content, processing and usability affected perceived usefulness, while perceived convenience did not affect the usefulness factor. Furthermore, it was noticed that perceived ease of use was affected by usability and training, while perceived connectedness was not affected by usability and training.Practical implicationsThe results demonstrated the necessity of e-procurement training. Furthermore, at the start of the implementation stage, effective design on system navigation and system usability, and consistent support, could increase use effectiveness and acceptance. Also, expedient information and buyer–supplier product flows should be made available.Originality/valueMost organizations invest a lot of time and money in installing e-procurement systems to deliver their goods at the right time and at the right price. However, many of these e-procurement systems have failed due to low acceptance among users. Thus, to the best of the authors’ knowledge, this is the first study that used TAM and theory of planned behaviour in examining the effects of perceived convenience, perceived connectedness, content, training, processing and usability factors, in Jordanian firms. Lastly, the focus of this study was on the individual employee’s acceptance, rather than on the organisational-level adoption, as the unit of analysis, to provide insight on how organisations can achieve maximally from e-procurement investments and from other comparable technologies of e-supply chain management.

Gala, Prachi; Chauhan, Rahul; King, Robert; Vitell, Scott

2023 Journal of Consumer Marketing

doi: 10.1108/jcm-01-2021-4396

This research looks at the main effect of individuals’ moral philosophies, idealism and relativism, and its impact on the four dimensions of the consumer ethics beliefs – active benefit, passive benefit, no harm and doing good. The moderating impact of two dominant personalities – Machiavellianism and narcissism – was also analyzed. Based on Hunt–Vitell theory of ethics, this study aims to propose that there is a positive and significant impact of more relativistic and less idealistic moral philosophies on the decreased consumer ethical perceptions and that the narcissistic/Machiavellian personality traits drive that effect.Design/methodology/approachA total of 497 survey respondents were recruited via an online platform. All respondents were asked to answer questions, which were divided into four major parts. The first part consisted of scales related to both moral philosophies, the second part had both dark personality scales, the third part questioned about their consumer ethical beliefs and the final part was related to consumer demographics.FindingsRelativists had higher scores in three consumer unethical belief dimensions. Idealists were not supportive of the active and passive illegal activities, as did their positive relation with doing good aspect of the ethical beliefs. Machiavellians strengthen the positive relativism relationship. The idealistic relation of narcissists, compared to relativistic relation, is stronger on unethical decision-making for consumers.Originality/valueThis study contributes to the current knowledge of individual’s moral philosophies and their impact on consumer ethical beliefs. It further demonstrates how the dark personalities of narcissism and Machiavellianism drive the relationship.

Lee, Younghwa; Bakpayev, Marat; Yoon, Sukki; Kim, Kacy

2023 Journal of Consumer Marketing

doi: 10.1108/jcm-09-2021-4900

Drawing on embodied cognition and construal level theory perspectives in marketing literature, the purpose of this study is to propose that closed eyes make events appear distant and increase high-level construal and abstract processing, whereas opened eyes make events appear near and increase low-level construal and concrete processing. The authors further argue that high (low) construal level induced by closed (open) eyes increases favoritism toward utilitarian (hedonic) appeals.Design/methodology/approachDrawing on embodied cognition and construal level theory, the authors conduct three studies to investigate how consumers form varying distance perceptions and attitudes toward advertising appeals depending on whether they open or close their eyes while contemplating the messages. In Study 1, the authors tested the effects of an advertisement featuring utilitarian versus hedonic appeals in a food waste reduction campaign. In Study 2, the authors tested the effects of an advertisement stressing utilitarian versus hedonic aspects of a brand of travel products. In Study 3, the authors tested the effects of an advertisement for hotel reward products depending on consumption motivations.FindingsThe studies support the hypothesis by showing that when individuals close their eyes, they form abstract processing styles (high-level construal), perceive events as more distant and increase preferences for utilitarian advertising appeals; when they open their eyes, they form concrete processing styles (low-level construal), perceive events as nearer and indicate preferences for hedonic advertising appeals.Originality/valueThe novel insight of this study shows how bodily sensations may affect various types of hedonic and utilitarian advertising appeals. This study contributes to the embodied cognition and construal level literature, but the contribution of this study is particularly important for marketers and advertisers in that the authors show interactions between open or closed eyes, hedonic or utilitarian product aspects and processing styles.

Wen, Na; Hu, Tao Eric

2023 Journal of Consumer Marketing

doi: 10.1108/jcm-06-2021-4711

Despite its prevalence and serious negative impact on consumer behavior, marketing strategies and social welfare, little is known about how to effectively curb moral licensing. Drawing on research in warm-glow giving and virtue signaling, this paper aims to propose that social sharing can help alleviate the moral licensing effect; and this effect is mediated by moral self-regard and moderated by temporal distance.Design/methodology/approachTwo experimental studies were conducted in a laboratory setting using large samples. In particular, Study 1 was designed to test the proposed main and mediation effects, and Study 2 was designed to further examine the proposed moderation effect.FindingsStudy 1 demonstrates after having shared a prior moral behavior on social media, people are more likely to engage in another moral act subsequently. This is because that sharing a prior moral behavior on social media leads to a drop in moral self-regard, which, in turn, boosts a subsequent moral intention. Study 2 further shows that after having shared a prior moral behavior on social media, when making a decision for the present, people are more likely to engage in a subsequent good deed; however, this effect is diminished when people are making such a decision for the future.Practical implicationsThis work provides important implications for marketing managers and policymakers. In particular, this research suggests that social sharing can be an effective tool to encourage individuals’ consistent moral behavior so as to promote individual and collective well-being. Moreover, the findings demonstrate that temporal distance and social sharing can interact to reduce the moral licensing effect. In practice, this research contributes to the development of effective marketing strategies, particularly for those companies that aim to integrate sustainability into their business practices.Originality/valueIn contrast to previous research examining the cognitive approach to curbing moral licensing, this research explores a new, powerful behavioral approach to alleviating the moral licensing effect. Furthermore, this research consolidates previous findings on the relationship between identity signaling and self-regard, increases the scope of identity signaling research and offers a bridge between research on identity signaling and research on moral licensing. Finally, this research adds to understanding of moral licensing by showing that the moral licensing effect may vary depending on contextual factors and, therefore, is more malleable than previously thought, which opens up future research opportunities to explore when and how the moral licensing effect can be alleviated.

Hancock, Tyler; Waites, Stacie F.; Johnson, Catherine M.; Stevens, Jennifer L.

2023 Journal of Consumer Marketing

doi: 10.1108/jcm-05-2022-5390

This study aims to identify the impact that Machiavellianism, narcissism and psychopathy tendencies have on avoidance and revenge-seeking after a service failure. The research examines the role that negative affect and desire for revenge play in aggressive behaviors by consumers.Design/methodology/approachThe study uses a survey research methodology. The measurement model is validated using CFA, and hypotheses are tested using structural equation modeling. The mediated and serially mediated relationships are calculated using the bootstrap method by creating estimands to test the effects.FindingsMachiavellianism is less likely to drive avoidance and negative affect, reducing desire for revenge, negative word of mouth and vindictive complaining. Those with narcissism tendencies are likely to develop a negative affect and a corresponding desire for revenge after the failure only if negative affect is developed. Consumers who exhibit psychopathy tendencies are likely to seek out revenge directly.Practical implicationsEach Dark Triad tendency influences consumer avoidance and revenge-seeking in different ways when a consumer’s goals are impeded. Companies can focus on service recoveries differently based on the types of tendencies of consumers engaging in avoidance and revenge-seeking.Originality/valueThe individual paths from Machiavellianism, narcissism and psychopathy tendencies to avoidance and revenge-seeking are developed and analyzed. Further distinctions between each Dark Triad tendency aids service providers in addressing and preparing for these consumer behaviors.

Shukla, Mahima; Misra, Richa; Gupta, Rahul

2023 Journal of Consumer Marketing

doi: 10.1108/jcm-05-2022-5370

This study aims to use empowerment theory to examine the relationship between a user's engagement type (active or passive) and psychological empowerment (intrapersonal and interactional) in the context of a social media brand community (SMBC). This study also looks at the impact of psychological empowerment on brand community commitment (CC) and brand loyalty.Design/methodology/approachConvenience and snowball sampling were used to select respondents from mobile phone brand communities in India. The conceptual model was tested using structure equation modelling.FindingsAccording to the study findings, active user involvement in SMBC is strongly associated to both intrapersonal and interactional empowerment (IE), but passive user engagement is weakly related to IE. Furthermore, customer empowerment and CC have a strong impact on brand CC and brand loyalty.Practical implicationsSMBC is now a significant point of contact for building strong consumer–brand relationships. SMBC members who are actively involved in the community have greater emotional bonding, trust and commitment to the brand. Therefore, social media marketers should encourage their customers to get involved in a brand community and empower them by involving them in brand related decision, etc. This will help the community grow and thrive.Originality/valueThis study addresses a research gap by examining how active and passive members of an SMBC facilitate both focal points of psychological empowerment (intrapersonal and interactional), which increase the brand community's commitment and brand loyalty.

Popovich, Deidre; Velikova, Natalia

2023 Journal of Consumer Marketing

doi: 10.1108/jcm-09-2020-4101

The purpose of this study is to examine how consumers perceive nutrition labeling on wine and how this information impacts healthiness perceptions of wine.Design/methodology/approachA series of four experiments focused on healthiness perceptions and purchase likelihood.FindingsConsumers who read wine labels rate wine as significantly less healthy. Sugar content affects healthiness perceptions of wine more than calories. Changing the serving size on the label moderates these effects. Consumers high in dietary restraint process this nutrition information differently.Research limitations/implicationsFuture research could examine actual purchase behavior using retail data.Practical implicationsThis study has implications for consumers, manufacturers and public policy. While currently most consumers are not motivated to read a nutrition label on wine, specific nutrition information can impact consumer perceptions of wine. Consumer education is recommended.Originality/valueResearch on nutrition labeling of alcohol specifically has been very limited.

Confetto, Maria Giovanna; Covucci, Claudia; Addeo, Felice; Normando, Mara

2023 Journal of Consumer Marketing

doi: 10.1108/jcm-11-2021-5038

The young members of Generation Z, who are hyperconnected and addicted to social media, are thought to be particularly sensitive to environmental and social concerns. This study aims to draw on a conceptual model that is based on the stimulus-organism-response paradigm. Exposure to sustainability content on social media is considered to be a stimulus that affects the development of sustainability advocacy among GenZers, who modify their lifestyles. Five hypotheses are developed and tested. The goal is to define the antecedents of sustainability advocacy.Design/methodology/approachA Web survey was distributed to 660 Italian members from Generation Z (aged between 14 and 25) to detect the frequencies of exposure to sustainability content on social media, sustainable habits, sustainable consumption behaviours and actions that are related to sustainability advocacy on social media. Correlation and multiple regression analyses were conducted to investigate the relationships between these factors.FindingsThe results show that exposure to sustainability content on social media affects both sustainable habits and sustainable consumption behaviour. These three factors influence the propensity to promote sustainability-related issues on social media and should, therefore, be considered to be antecedents of sustainability advocacy.Practical implicationsThe study, which takes the social responsibilities of large companies into account, is conducive to understanding how brands can intervene in the soliciting processes of sustainability advocacy through social media to gain legitimacy and increase brand awareness.Originality/valueThis study is among the first to consider the use of social media for advocating sustainability among Generation Z, thus enriching academic research on this cohort.

Khan, Abdul Wahid; Pandey, Jatin

2023 Journal of Consumer Marketing

doi: 10.1108/jcm-07-2021-4788

Consumers’ lifestyle and financial decision-making affects their overall well-being. This paper aims to explore the factors that motivate consumers to pursue the goal of financial independence and retiring early (FIRE).Design/methodology/approachQualitative netnography was used to analyze FIRE-related discussions by FIRE-specific online communities. The findings were triangulated using inputs from in-depth interviews with 13 financial advisors.FindingsUsing conservation of resources as a theoretical lens, two factors were found to be the primary motivators driving FIRE attitude and subsequent adoption of FIRE behavior – “escapism & freedom from the current workplace & life space” and “concern for physical & mental well-being.” Four factors were found to influence the adoption of FIRE attitude and behavior: “individual characteristics” [do-it-yourself (DIY) and proactive attitude, the capability of frugal living and ability to plan, track, and review], “well-paying job,” “support from spouse” and “resistance from social groups.”Research limitations/implicationsDue to the nature of netnography, demographic details of the sample cannot be completely ascertained.Practical implicationsThe findings suggest marketing strategies primarily to wealth managers for: shifting to need-based segmentation of FIRE participants, modifying offerings to involve co-creation and low-touch products, innovating pricing models, increasing distribution reach through digitization and increasing sales and lead generation through engagement.Originality/valueThis is one of the first studies to explore the factors driving the adoption of FIRE by general FIRE consumers and presents a conceptual model.

Coleman, Joshua T.; Peasley, Michael C.

2023 Journal of Consumer Marketing

doi: 10.1108/jcm-07-2021-4750

This study aims to apply the Wounded Pride/Spite model (integral emotions which occur during the donation request) and the Affect Infusion model (incidental emotions primed before encountering the checkout charity request) to check out charity to understand the interactive effects of positive and negative emotional responses. Furthermore, the moderating role of a positive or negative shopping experience is examined.Design/methodology/approachIn Study 1, 518 customers participated in an online survey using a controlled scenario describing checkout charity exchanges. In Study 2, 274 students participated in a similar online scenario but were primed with a positive or negative shopping experience. Data were analyzed through structural equation modeling using Mplus v8.FindingsCheckout charity is laden with affective experiences that simultaneously produce positive and negative emotions. Customers who are involved with charities and perceive it acceptable for companies to elicit charitable support are more likely to experience feelings of pride and joy during a point-of-sale donation request. However, negative affective responses are more complicated, as personal support of nonprofits was not enough to reduce feelings of guilt and anger during a donation request. Furthermore, in Study 2, the authors discover that as integral emotions influence customers’ affective states during a checkout charity encounter, incidental emotions garnered from the customer’s shopping experience serve as a moderating role in increasing positive affect and mitigating negative affect, highlighting the importance of the holistic shopping experience. Finally, in Study 2, the incongruent reaction of high positive and high negative affect was linked to decreased donation intentions, further emphasizing the importance of creating positive shopping experiences and identifying customers who perceive it to be acceptable for companies to elicit charitable support.Originality/valueTo the best of the authors’ knowledge, this research is the first to apply these dual theoretical explanations to checkout charity, contributing an affective and customer-based understanding to complement prior work on marketing strategy. The findings both uphold and extend research in this area, providing novel support for the role of the customer in determining the success of checkout charity.