Journal of Consumer Marketing

Rustagi, Nimish; Shrum, L.J.

doi: 10.1108/jcm-02-2022-5187pmid: N/A

Studies have shown that within-domain compensatory consumption can successfully repair the damaged self, but other research indicates that it can undermine self-control because such consumption causes self-threat rumination that impairs self-regulatory resources. This paper aims to identify a boundary condition that reconciles and explains these contradictory findings.Design/methodology/approachThe authors conducted three experiments to show that within-domain compensatory consumption undermines self-control, but only in some situations. They test a boundary condition (i.e. type of connections between within-domain products and self-threat domain) for the effects of such consumption on self-threat rumination and self-control.FindingsThis paper demonstrates that within-domain (but not across-domain) compensatory consumption induces rumination and reduces subsequent self-control, but only when the product’s connection to the self-threat domain is made explicit through brand names or slogans. When the connection is merely implicit, rumination and self-control deficits are not observed.Practical implicationsConsumers may seek certain products to bolster threatened aspects of their self-concept. Marketing tactics that explicitly highlight connections to such self-aspects can lower a consumer’s self-control resulting in stronger purchase intent, while at the same time hindering the possibility of self-concept repair. Managers need to be wary of ethical concerns.Originality/valueThis research qualifies the existing findings by presenting “type of product connection” as a key determinant of within-domain compensatory consumption’s impact on self-control. Researchers need to be conscious of the type of products (explicitly vs implicitly connected to the self-threat domain) they use in compensatory consumption studies, because this may influence their findings.

Dodds, Sarah; Palakshappa, Nitha; Bulmer, Sandy; Harper, Sarah

doi: 10.1108/jcm-04-2023-5991pmid: N/A

The purpose of this study is to examine well-being messaging on Instagram to understand what constitutes transformative social media advertising with potential to enhance consumer lives and create change at a community and societal level.Design/methodology/approachA novel-phased approach using transformative advertising research and positive psychology is adopted for an in-depth examination of Lululemon, a well-being brand advocate. The study combines secondary case data, analysis of brand messaging on Instagram, interviews with brand followers, and six months of Instagram posts consumer responses.FindingsFour themes – inspiring personal journeys and potential, encouraging mindfulness and gratitude, supporting connection and community and advancing diversity and equity – are used to develop a typology of well-being advertising message elements on Instagram.Originality/valueThis study contributes to the call for research on transformative advertising by establishing that Instagram is a powerful platform for well-being messages, particularly from brands committed to social issues. Practical implications for brands and avenues for future research are provided.

Srivastava, Shalini; Rishi, Bikramjit; Belwal, Rakesh

doi: 10.1108/jcm-02-2023-5837pmid: N/A

This study aims to understand the association between the fear of missing out (FOMO) and its impact on psychological well-being (PWB). The mediating effect of anxiety and moderating effects of social media engagement (SME) and resilience on the association mentioned above are also examined.Design/methodology/approachThe study used a mix of attachment theory and cognitive-motivational-relational theory to understand the hypothesized relationship using a diverse sample of international respondents from South Asia, South East Asia and the Middle East. The data from 612 respondents was collected using SurveyMonkey. The authors have used Hayes’ PROCESS Macro to test the hypothesised relationships.FindingsThe results revealed that anxiety acts as a mediator between FOMO and PWB, while SME and resilience act as moderators in reducing the impact of FOMO on anxiety and the impact of anxiety on PWB, respectively.Originality/valueThe work extends the existing theorization and points out the merits of using SME and resilience as moderators and anxiety as a mediator for understanding the association between FOMO and PWB.

Nguyen, Thuy Thi Thu; Limbu, Yam B.; Pham, Long; Zúñiga, Miguel Ángel

doi: 10.1108/jcm-11-2022-5709pmid: N/A

This study aims to examine the direct and indirect influence of electronic word of mouth (eWOM) on green cosmetics purchase intention of young Vietnamese female consumers through health concern, environmental concern and the theory of planned behavior (TPB) factors.Design/methodology/approachData were collected from a survey of Vietnamese young female consumers that were analyzed using a partial least squares structural equation modeling.FindingsThe results reveal that eWOM has a direct effect on consumers’ purchase intention of green cosmetics. Among TPB factors, attitude was a greater influential predictor of purchase intention than subjective norms. However, the influence of perceived behavioral control on purchase intention was not supported. There were significant indirect effects of eWOM on purchase intention through the mediation of health concern, environmental concern and attitude.Practical implicationsTherefore, the findings of this study are relevant for marketers and managers as they provide valuable insights into understanding the motivational factors of consumers’ green cosmetics purchase intention. The results highlighted that eWOM could increase young female consumers’ environmental concern and health concern, which, in turn, influence a positive attitude toward green cosmetics. Hence, eWOM is a powerful vehicle for environmental and health messages; also, it can be an important channel of sensitization toward environmental and health issues and motivation of proenvironmental behavior and healthy lifestyle.Originality/valueThe study contributed to the literature by confirming the utility of the TPB model in predicting young women’s green cosmetics purchases in the context of Vietnam, an emerging market, which has largely been overlooked in the literature. The findings show that eWOM has a direct influence on green cosmetics purchase intentions of young Vietnamese female consumers and indirectly eWOM through health concern, environmental concern and two TPB factors (attitude and subjective norms).

Ho, Kenneth Fu Xian; Tarabashkina, Liudmila; Liu, Fang

doi: 10.1108/jcm-09-2022-5629pmid: N/A

Building on associative priming, anthropomorphism and biophilia theories, this study aims to explain that a natural–organic (that shows a natural object) and an anthropomorphised natural–organic logo (that shows an anthropomorphised natural object) both act as primes and imbue specific product value perceptions, which subsequently influence willingness to pay a premium price when products have not been used by or are unfamiliar to consumers.Design/methodology/approachTwo between-subjects experiments were conducted with different products (one with real, but unfamiliar to consumers brand and another with a fictitious brand). Structural equation modelling was used to test the hypotheses.FindingsExperimental studies showed that natural–organic logos evoked stronger utilitarian (functional and economic) value perceptions, which triggered greater willingness to pay a premium price compared to anthropomorphised natural–organic logos. The effect of hedonic (emotional and novelty) values on willingness to pay a premium price was stronger when an anthropomorphised natural–organic logo was used.Research limitations/implicationsThis research offers novel theoretical contributions highlighting the importance of careful logo design to imbue desired value perceptions when products have not been consumed or trialled.Practical implicationsAnthropomorphised natural–organic and natural–organic logos can provide different benefits to brand managers and can be used strategically to form desired value perceptions before products are consumed. Brands that wish to enhance premium pricing via hedonic values should consider using an anthropomorphised natural–organic logo. Natural–organic logos may be more suitable for brands that want to emphasise superior utilitarian values.Originality/valueTo the best of the authors’ knowledge, this research provides the first empirical assessment of the differential effects of the two forms of natural–organic logos on value perceptions and willingness to pay premium price.

Kuo, Ying-Feng; Liu, Hsin-Hsien; Shen, Tso-Hao

doi: 10.1108/jcm-10-2023-6355pmid: N/A

Inaction inertia occurs when people are less likely to act on a similar but inferior option after missing a superior opportunity, compared to if they had not missed out. This study aims to explore how promotional formats and their sequence affect the inaction inertia effect in online shopping, under the assumption of economic equivalence.Design/methodology/approachThe authors performed two online experiments and analyzed the data by analysis of variance.FindingsThe findings indicate that, under the premise of economic equivalence: Monetary promotions exhibit a higher inaction inertia effect on consumers than nonmonetary promotions. When consumers miss a more favorable promotion and subsequently encounter a relatively less attractive one presented in a different promotional format, the inaction inertia effect is lower than when reencountering the same promotion format. When consumers miss a better monetary promotion and presently encounter a relatively less attractive nonmonetary promotion, the inaction inertia effect is lower than when they miss a superior nonmonetary promotion and currently encounter a relatively less attractive monetary promotion.Originality/valueThis study reveals the sequence effects of promotional formats, indicating that nonmonetary promotions following monetary ones effectively reduce inaction inertia. A strategically sequenced set of formats enhances consumer recommendations, mitigating inaction inertia. These findings open new research paths, providing insights into the impact of promotional format sequences on the inaction inertia effect. Consequently, this knowledge helps e-retailers in implementing effective promotional strategies and driving online purchases.

Chauhan, Sumedha; Goyal, Sandeep

doi: 10.1108/jcm-10-2023-6335pmid: N/A

Increasing demand for goods and services strains environmental sustainability, driving interest in green products. Trust in these products is vital for adoption. Scholars have examined factors affecting green trust, but a comprehensive framework involving cognitive and affective factors as antecedents and behavioral outcomes as consequences is lacking. This study aims to address this gap and introduces cultural and socio-demographic variables as moderators.Design/methodology/approachThe study consolidates the outcomes of 79 empirical publications on green trust and conducts a meta-analysis.FindingsAll the cognitive and affective factors and behavioral outcomes are significantly associated with green trust. The moderator analysis provides many valuable insights as it highlights the context dependency of various relationships of green trust.Research limitations/implicationsUsing an extensive literature review, this study introduces an integrated framework that clarifies the antecedents and consequences of green trust. This work enriches the existing body of knowledge by investigating the influence of cultural and socio-demographic factors as moderators on these relationships, offering significant insights into the realm of green trust.Practical implicationsThis research yields valuable guidance for providers of green products/services, shedding light on the factors that foster trust in their offerings and emphasizing the importance of customized strategies that take into account cultural and socio-demographic variables.Originality/valueThis is an original study that contributes to the green trust literature.