Journal of Consumer Marketing

Dardis, Frank; Schmierbach, Mike; Sherrick, Brett; Luckman, Britani

doi: 10.1108/jcm-07-2016-1878pmid: N/A

In-game advertising continues to increase in importance for both industry and academia. However, game difficulty – an important, real-world factor – has received little attention as a specific game-related factor that might impact the effectiveness of in-game advertisements. This study aims to investigate the influence of game difficulty on players’ affective response and subsequent memory of in-game ads, which were presented as either gain- or loss-framed messages.Design/methodology/approachThree experiments were conducted. Study 1 and Study 3 implemented a 2 (difficulty: easy/difficult) × 2 (ad framing: gain/loss) design. Study 2 implemented a 2 (background music: calm/stressful) × 2 (ad framing: gain/loss) design. All experiments took place in a research laboratory in which participants consented to the study, completed a pre-test questionnaire, played a video game, completed a post-test questionnaire and were debriefed.FindingsMore difficult game play led to greater negative affective response. A different game-based attribute – background music – did not influence affective response. A significant interaction in Study 1 revealed that brand recognition increased as players in a more negative affective state were exposed to the loss-framed message. The results were explained to occur via the congruency effects that game difficulty exerts on players’ affective and cognitive states.Originality/valueThe studies are the first to incorporate both videogame difficulty and ad framing into one study, which two real-world factors that can influence advertising’s effectiveness. Theoretical and practical implications are discussed.

Cakanlar, Aylin; Nguyen, Tram

doi: 10.1108/jcm-03-2017-2139pmid: N/A

This study aims to expand the understanding of impulse buying behavior by looking further into the role of culture in cross-cultural contexts.Design/methodology/approachA cross-cultural questionnaire was administered across three countries, namely, Sweden, Turkey and Vietnam.FindingsCulture impacts impulse buying behavior of subjects with different cultural backgrounds. However, the findings also indicate that other factors may affect impulse buying behavior.Originality/valueThe cultural role on impulse buying was brought up by a few researchers in the literature, but Hofstede’s model of four cultural dimensions and their relationship to impulse buying behavior is tested for the first time in the literature across three different countries: Sweden, Turkey and Vietnam, which, respectively, represent northern Europe, southern Europe/a part of West Asia and South East Asia.

Sarkar, Sumit; Sarkar Bose, Arundhati

doi: 10.1108/jcm-12-2017-2473pmid: N/A

This paper aims to investigate the impact of gift-givers’ perception of relational closeness on their gift-selection attitude and eventual selection when the gift is not a requested-gift.Design/methodology/approachA conceptual framework was constructed on the basis of five hypotheses, which were tested by field data collected through surveys of urban Indian gift-givers while they shopped for a gift. Logistic regressions were used for validating hypotheses. Mediation effect was computed using the PROCESS macro in SPSS.FindingsThe giver may have either a “recipient-centric” or a “giver-centric” attitude towards gift-selection. It was found that givers who feel greater closeness towards recipients are less likely to be “giver-centric” and more likely to believe that the recipient’s preferences are similar to their own. The givers’ belief that the recipient’s preferences are similar to their own mediates the effect of closeness on attitude. Closeness reduces the odds of making a “preference-contrary” selection among “recipient-centric” givers because of a perceived similarity of preferences.Research limitations/implicationsThe study was conducted among urban Indian gift-shoppers. Cross-cultural study may be required for general interpretation of the results. In addition, the role of reciprocity in determining giver’s attitude and gift-selection was not studied.Practical implicationsThe study found that the odds of making “preference-contrary” gift-selection depend on the closeness of the dyadic relation. This understanding can be used in advertising and promoting products that are used as gifts between close relations.Originality/valuePrevious studies postulated and demonstrated that relational closeness affects gift-giving behaviour, but none connected closeness to gift-selection. This research conceptualised gift-giver’s attitude, which influences giver’s selection.

Anisimova, Tatiana; Weiss, Jan; Mavondo, Felix

doi: 10.1108/jcm-05-2017-2199pmid: N/A

Drawing on the stimulus–organism–response (S-O-R) model, the purpose of this study is to investigate mediating effects of controlled and uncontrolled communications of corporate brand perceptions on consumer satisfaction and loyalty.Design/methodology/approachStructural equation modeling (SEM) was used to test the hypotheses on a sample of 271 Australian automobile consumers.FindingsThe authors find that while consumer satisfaction is indirectly influenced by corporate-level attributes via controlled and uncontrolled communication, the authors did not find an indirect effect between consumer benefits on consumer satisfaction via controlled and uncontrolled communication. By contrast, the authors find highly significant indirect effects – via controlled and uncontrolled communication as well as consumer satisfaction – for the relationship between, on the one hand, corporate-level attributes and consumer benefits and consumer brand loyalty on the other. Uncontrolled communication was significantly associated with consumer loyalty, a relevant finding that indicates an importance of tracking media coverage and maintaining favorable relationships with the media.Research limitations/implicationsThe cross-sectional method limits data collection to one point in time.Practical implicationsThis study adds to a better understanding of how to leverage corporate brand through communications in ways that it positively resonates with consumers. A fine-grained analysis of corporate brand attributes and consumer-perceived benefits can aid managers in developing specific and more effective marketing strategies.Originality/valueThe overall thrust of this empirical study, which is to investigate how corporate brand perceptions influence short term (satisfaction) and long term (loyalty) via controlled and uncontrolled communications is original. This study comprehensively conceptualizes and operationalizes the corporate brand as a multidimensional construct consisting of corporate-level attributes and brand-level attributes such as perceived consumer benefits. To examine the hypothesized relationships between and among our constructs, the authors go beyond the commonly studied single mediator model and test a multiple mediator model instead.

Lappeman, James; Chigada, Joel; Pillay, Pragasen

doi: 10.1108/jcm-11-2017-2438pmid: N/A

This study provides empirical evidence for the impact that income and expenditure fluctuations have on understanding the fundamentals of BoP household share-of-wallet in South Africa.Design/methodology/approachThe study used a longitudinal financial diary methodology to record household income in 80 households (in four different geographic areas) over four monthly waves.FindingsThe study showed the lack of reliability of aggregated population income and expenditure surveys when understanding the specific behaviour of BoP households. The study concludes that major category trade-offs occur on a monthly basis, and that these trade-offs directly impact our fundamental understanding BoP SoW.Originality/valueWhile the BoP consumer theory is developing (especially in the last decade), most of the theory is focused on development and business strategy. Empirically based consumer theory is noticeably lacking, given that the BoP is the largest population segment on earth. In addition, research is largely absent of highly rigourous and in-depth quantification of consumer SoW behaviour. This study contributes to the BoP theory by examining monthly fluctuations in income and expenditure, a line of analysis not done before to this extent. In doing so, the study proposes a new metric for the measurement of category expenditure as an index of the total spend.

Kopp, Steven W.; Kemp, Elyria

doi: 10.1108/jcm-11-2017-2454pmid: N/A

Research on death and dying in Western culture holds that individuals engage in a denial and repression of thoughts about death. However, this paper aims to propose that some individuals actively make attempts to exercise control over their eventual demise by engaging in decision-making to achieve an “appropriate death.” A framework is introduced that provides the basis for exploring aspects of decision-making for end of life.Design/methodology/approachDepth interviews were conducted with 18 consumers about their dispositions toward death and their decision-making regarding their own funerals.FindingsAn analysis of the consumer narratives suggests that individuals make efforts to prepare for end of life by reducing conflict and finishing business, enlisting identity management strategies and coming to terms with death itself. Unique consumption experiences and decisions accompany each of these efforts.Research limitations/implicationsThis research provides understanding regarding how individuals cope with death by attempting to enlist control over a situation in which they have very little control. In doing so, these individuals make efforts to achieve an “appropriate death” by making explicit decisions for end of life.Originality/valueInstead of actively engaging in defense mechanisms to deny and repress thoughts of death, this research demonstrates that individuals may recognize the inevitability of death as fulfillment of life. In doing so, they may subscribe to positive illusions regarding end of life and make attempts to exercise control over the event.

Janakiraman, Narayan; Bullemore, Jorge; Valenzuela-Fernández, Leslier; Jaramillo, Jorge Fernando

doi: 10.1108/jcm-11-2016-2000pmid: N/A

The purpose of this study is to examine how a service provider’s offer quality is evaluated (OQ).This study shows that attitude toward the salesperson in a service context (AS) is an important antecedent to OQ.Design/methodology/approachThis study involves three studies, first is a dyadic data analyzed with HLM, second is an experiment and the third an IAT.FindingsThe findings of this study show that active empathetic listening increases offer quality evaluations, regardless of the AS level. However, at lower levels of AS, sales perseverance negatively affects offer quality evaluations.Originality/valueWhile research suggests that listening is extremely important, there is also research that suggests that perseverance is more important. Considering data from sales people and from consumers, the authors examine when listening and when perseverance is important.

Felix, Reto; Almaguer, Jacob

doi: 10.1108/jcm-10-2017-2417pmid: N/A

Researchers have become increasingly interested in the construct of psychological ownership in recent years. The purpose of this paper is to extend the target of psychological ownership to planet Earth as a whole and investigate its relationship with materialism and pro-environmental behavioral intentions.Design/methodology/approachThe paper is based on a survey with 236 college students from a public university in the Southeast of the USA. The model fit from a confirmatory factor analysis is very satisfactory. Mediation of psychological ownership for the planet is formally tested using structural equation modeling (SEM) and Hayes’ (2013) macro for SPSS.FindingsThe findings of this paper support the expectation that both the individual (my planet) and the collective-oriented dimensions (our planet) of individual-level psychological ownership are positively related to recycling intentions and the intention to purchase green products. Further, formal mediation tests show that psychological ownership for my planet, but not for our planet, mediates the relationship between material values and pro-environmental behaviors.Practical implicationsCompanies that aim to gain competitive advantage through green citizenship can highlight the individual or shared ownership of the planet to align the political agenda of government officials with their company mission, vision and brand positioning.Originality/valueThe current paper contributes to the emerging body of literature on psychological ownership by extending its target to planet Earth as a whole. It is the first paper to explain the previously observed negative relationship between materialism and pro-environmental behaviors through the mechanism of psychological ownership.

Matos, Celso Augusto de; Vieira, Valter; Bonfanti, Katia; Mette, Frederike Monika Budiner

doi: 10.1108/jcm-09-2017-2352pmid: N/A

The purpose of this is to propose a model in which materialism is a mediator of the effects of self-esteem, impulsiveness, attitude toward debt, attitude toward credit card and economic vulnerability on consumer indebtedness. The effects of financial knowledge, financial ability, credit card use and demographic variables are also taken into account.Design/methodology/approachSurvey data from a sample of 1,245 low-income consumers from Brazil were used to test the hypotheses using structural equation modeling.FindingsFirst, materialism has a significant effect on consumer indebtedness; at the same time, it is influenced by self-esteem, impulsiveness and attitude toward debt. Second, materialism acts as a mediator, e.g. higher impulsiveness triggers materialism, which influences debt level. Third, indebtedness is higher for women and those who use a higher number of credit cards and are more educated.Social implicationsFinancial education programs should work to increase individual’s perceived ability to manage money, as the individuals who feel less able to manage their personal finances alone (i.e. lower financial ability) presented higher indebtedness.Originality/valueThis study investigates consumer indebtedness by addressing factors that have been analyzed independently in the literature. The research combines psychological, financial and economic factors with credit card use and demographic variables to explain consumer indebtedness. Moreover, the study supports the mediating role of materialism for the antecedents of consumer indebtedness, e.g. impulsiveness and attitude toward debt.

Aw, Eugene Cheng-Xi; Flynn, Leisa Reinecke; Chong, Han Xi

doi: 10.1108/jcm-10-2017-2424pmid: N/A

The purpose of this study is to propose and empirically test a framework encompassing self-congruity with its antecedents and consequences. This study also aims to test the mediating role of perceived value and its dimensions.Design/methodology/approachA questionnaire-based survey was conducted using a purposive sampling technique. In total, 310 useable responses were collected and data were analyzed using partial least square structural equation modeling.FindingsA majority of hypotheses were supported. Avoidance of similarity and status consumption positively influenced self-congruity, replicating an earlier study. Self-congruity positively influenced overall perceived value and its dimensions, as well as revisit intention. Overall perceived value and its dimensions positively influenced revisit intention. Finally, overall perceived value and its dimensions were found to have a mediating effect on the relationship between self-congruity and revisit intention.Originality/valueThis study provides empirical evidence for the antecedents and consequences of self-congruity with a service and expands understanding of the mediating role of overall perceived value and its dimensions in predicting intention.