An empirical investigation of "buying" is presented in order to demonstrate the potential contribution of phenomenological research methods in consumer psychology. The methods used illustrate the principles delineated by Giorgi . Raw data is presented with an invitation for readers to carry out their own analyses in order to compare different researchers' results and procedures. One Individual Psychological Structure and one General Psychological Structure of "buying" are presented. The findings highlight the meanings of such essential constituents as temporality, (...) desire, cognition, social relations, the buying act, and ownership. (shrink)

With the continuous improvement of the level of science and technology, the popularization of the Internet and the development of applications, online consumption has become a major force in personal consumption. As a result, digital consumption is born, and digital consumption is not only reflected in transaction consumption at the monetary level. Like some intangible services similar to the use of dating software, it can also become digital consumption. In this environment, a new economic concept, the digital economy, has emerged (...) as the times require. The digital economy helps to achieve the rapid optimal allocation and regeneration of resources and achieve high-quality economic development. Therefore, as a new economic form, the digital economy has penetrated into all fields of human society. The Canopy algorithm is a fast clustering technique that requires only one pass through the data technology to get the results. But it is inaccurate for large-scale data clustering. Therefore, when analyzing the data, it is necessary to use the Canopy algorithm for preliminary clustering, and then combine with other algorithms or model software for refinement. This article introduces the development of the digital economy in the Internet era. It conducts a theoretical discussion on consumer psychology in the context of the digital economy. It introduces the basic calculation formula of the clustering algorithm and the algorithm flow of the Canopy clustering algorithm. It does model optimization for the Canopy clustering algorithm. On this basis, it designs questionnaires for experimental design. The indicators are divided into commodity attributes and consumer psychology. It builds a consumer psychology prediction model and tests the prediction results. The results show that the maximum difference between the prediction results of digital economy consumption psychology based on the Canopy clustering algorithm and the actual results is 0.047. It can be shown that the psychological prediction model of digital economy consumption based on the Canopy clustering algorithm has certain practicability. (shrink)

The article aims to argue that the pandemic caused by COVID-19 strengthened religious faith. This objective is argued from the perspective of advanced economies studies. In the post epidemic era people’s lifestyle and shopping habits have undergone tremendous changes due to the development of the Internet economy. Prior to the COVID-19 pandemic, research pointed towards an alleviating effect of Internet usage for religious purposes. This study explores the impact of Internet economy on consumers’ psychology and behavior in the post (...) epidemic era, and analyses the factors that affect consumers’ purchase intention. The research has certain guiding significance for the development of Internet economy, the relief of residents’ psychological pressure and the solution of psychological problems in the post epidemic era. Consumers in the Liaoning province were interviewed by means of questionnaires through group chat links and website advertisements. Consumption information and data were gathered from 15 March 2020 to 15 March 2021. After collecting the questionnaires, 500 effective questionnaires were selected. Questionnaire data were analysed by self-rating anxiety scale (SAS), and the influencing factors of consumers’ purchasing psychology were judged by self-rating depression scale (SDS). The overall psychological status of consumers was evaluated by SCL-90. The software SPSS ® 18.0 was used to analyse the data collected from the questionnaire. The corresponding strategies for the development of Internet economy are proposed according to the analysis results. The results of data analysis show that appropriate Internet economic consumption can alleviate the negative emotions and psychological pressure of consumers due to long-term home isolation. Contribution: This study demonstrates that appropriate Internet economic consumption can alleviate the negative emotions and psychological pressure of consumers due to long-term home isolation. The research outcome can be utilised by scholars in the field of the psychology of religion, sociology of religion and pastoral care focusing on trauma caused be the consequences of the COVID-19 pandemic. (shrink)

Consumers play an important role as one of the main actors in food safety social co-governance. To create a pattern of food safety social co-governance, the active and effective participation of consumers is critical. To encourage consumers to participate in food safety social co-governance voluntarily and positively, we attempted to develop and preliminarily validate a multidimensional questionnaire on consumer psychological capital that could be used to measure the degree of consumer participation in food safety social co-governance. The aim (...) of the initial sample and test sample 2 was to investigate the factor structure of a preliminary measure of consumer psychological capital. A 4-factor model with 23 items explained 61.05% of the total variance in item scores. The aim of test sample 3 was to measure the retest reliability. Test sample 4 was randomly allocated to the modeling sample and validation sample to verify questionnaire reliability and validity. Convergent validity, discriminant validity, and the internal inconsistency coefficients of the questionnaire were assessed in the modeling sample. While processing CFA, we deleted 9 items with small standardized factor loadings. The remaining 14 items in the final revised 4-factor model included self-efficacy, resilience, hope, and optimism. The fit indices of the revised four-factor model and second-order factor model in the modeling sample revealed an acceptable model fit. The convergent validity and discriminant validity of the revised model were good and acceptable, respectively. A cross-validation procedure confirmed the appropriateness of the revised four-factor model and second-order factor model in the validation sample. The cross-validation results confirmed that the fit indices of the revised four-factor model fitted the data well and the second-order factor model in the validation sample reached acceptable values. We concluded that the questionnaire developed in this study had good reliability and stable and acceptable construct validity. It could provide a theoretical basis for measuring psychological capital in food safety co-governance. (shrink)

Despite global warming and climate change remaining top environmental issues, many people do not prioritize the environment. However, religious and spiritual beliefs can influence pro-environmental behavior. Therefore, we focused on understanding how religiosity and spirituality among Christians, the non-religious, and atheists, influence ecologically conscious consumer behavior (ECCB) through environmental values (i.e. egoistic, altruistic, and biospheric) and issue involvement. Using Qualtrics, we recruited a US sample of Christians ( n = 362), the non-religious ( n = 132), and atheists ( (...) n = 84). Exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) analyses confirmed the hypothesized model. Overall, the findings suggest that religiosity is related to the environmental values of Christians and the non-religious. This relationship increased issue involvement and positively impacted participants’ ECCB. More importantly, irrespective of religious affiliation, perceived spiritual connection with nature promoted ECCB. (shrink)

This work aims to increase the consumption of online tourism products and promote the development of the tourism economy. Based on this, it first analyses the Internet market under the guidance of consumer psychology. Then, the influencing factors of online product decision-making for the tourism economy are discussed. Finally, based on the above analysis, it discusses and evaluates the main factors affecting the consumption of online travel products. The research method of this work is set based on (...) class='Hi'>psychology so that it can analyze the psychological state of consumers more deeply and promote the development of the consumer market. The results show that the main factors affecting the consumption of online travel products include online travel platforms and user characteristics. Specifically, approximately 80% of users consume online travel products based on platform reviews, approximately 10% of users consume online travel products based on platform recommended content, and approximately 5% of users consume online travel products based on platform search content. Users vary mainly by age, gender, and region and have different preferences for different platforms. Among the four major platforms, Ctrip occupies the most consumers. The conclusion is that the main way to develop the tourism economy is to build a better online travel platform. At the same time, it is necessary to promote online tourism according to the characteristics of users and increase the marketing of online tourism products. This work not only provides a reference for promoting online tourism product marketing but also helps to promote the development of the tourism economy. (shrink)

With the rapid economic growth and increased national income year by year, individuals and families have an increasingly greater demand for financial products. Banks’ sales of financial products have become a new economic profit growth point for major banks. Based on consumers’ psychological perception, the influencing factors of consumers’ behavior in purchasing bank financial products are studied. The influencing factor model path of consumer purchase behavior is constructed to find out the factors affecting consumers’ purchase of bank financial products (...) and formulate appropriate promotion strategies according to the influencing factors. Through the research methods of literature analysis, small-scale in-depth interview, questionnaire surveys, and statistical analysis, this exploration selects four variables: independent variable, mediator, control variable, and dependent variable. They are influencing factors of purchasing bank financial products, consumers’ willingness to buy bank financial products, consumers’ personal characteristics and consumers’ behavior of purchasing bank financial products. Meanwhile, based on 196 valid questionnaires, regression analysis is carried out through a regression model. The results show that the three influencing factors of consumers’ purchase of bank financial products–perceived convenience, risk value of bank financial products, and satisfaction with the purchase communication process significantly impact consumers’ purchase of bank financial products. They can put forward specific promotion suggestions for banks. This exploration aims to study the optimization of bank financial product promotion strategy from the perspective of consumer psychological perception to provide a reference for subsequent related research. (shrink)

Evaluating the price policy of raw milk is of great significance to the sustainable development of an industry supply chain. In this context, our study used the multi-period difference-in-difference method to systematically examine the impact of the policy implementation on product price and profit distribution in the supply chain. The results showed the following: the price of raw milk in the implementation area of the price support policy is 13.54% higher than that of the unimplemented area; the effect of price (...) increase in the western region is higher than that in the eastern region, and the central region ; furthermore, the purchase price guidance policy of raw milk drives price increase or price suppression in the links of the supply chain to promote a balanced distribution of profits among the participants in the chain. These conclusions all have good stability and have reference significance for further improving and adjusting the price support policy of raw milk to realize the sustainable development of the Chinese dairy industry. This will enhance the production confidence of Chinese raw milk producers and improve Chinese consumers’ expectations and consumer psychology regarding domestic dairy products. (shrink)

A shift towards a bioeconomy is not sustainable per se. In order to contribute to sustainable development, a bioeconomy must meet certain conditions. These conditions have been discussed with respect to technology and also to the importance of ethical aspects. Consumers’ behavior has also been acknowledged. However, consumers still have to choose sustainable consumption options, and this choice depends on their psychological makeup, which can be related to two factors: behavioral costs and individual sustainability motivation. Behavioral costs determine how difficult (...) the consumption of a bio-based product is, relative to other less sustainable consumption options. Sustainability motivation determines how much effort a person is willing to expend for a more sustainable consumption option, for the sustainable use and recycling of a product, or even to refrain from engaging in consumption. In addition, in a complex bioeconomic system, the sustainability of a bio-based consumption option is not always clear cut. After providing an introduction to the systemic and technological background of bio-based products, we present how consumers’ sustainability motivation is an essential and decisive pull factor for a circular sustainable bioeconomy. We also present the drivers of consumers’ sustainability motivation as necessary components of a sustainable bioeconomic system. (shrink)

Psychologists have traditionally been reluctant to investigate not just the historical nature of their subject matter — humans as acting, thinking and feeling beings — but even more so the historical nature of their discipline, its theories and practices. In this article, I will try to take seriously the historical transformation in the West from industrial society to consumer society. After having introduced these socio-economic designations, I shall try to illustrate how the transformation relates to changes in significant societal (...) practices with a particular attention to education and work. Since its inception, psychology has been deeply involved in the management of human beings in and through these practices, and considerable changes have taken place in the dominant psychologies with the change from industrial to consumer society. I interpret psychoanalysis and behaviourism as psychologies of industrial society, and humanistic psychology and the more recent wave of social constructionism as psychologies of consumer society. With shifting psychologies also come shifting life problems and pathologies, which I briefly address. (shrink)

Consumer culture and neoliberal political economy are often viewed by social psychologists as topics reserved for anthropologists, economists, political scientists and sociologists. This paper takes an alternative view arguing that social psychology needs to better understand these two intertwined institutions as they can both challenge and provide a number of important insights into social psychological theories of self-identity and their related concepts. These include personality traits, self-esteem, social comparisons, self-enhancement, impression management, self-regulation and social identity. To illustrate, we (...) examine how elements of consumer culture and neoliberal political economy intersect with social psychological concepts of self-identity through three main topics: ‘the commodification of self-identity’, ‘social categories, culture and power relations’ and the ‘governing of self-regulating consumers’. In conclusion, we recommend a decommodified approach to research with the aim of producing social psychological knowledge that avoids becoming enmeshed with consumer culture and neoliberalism. (shrink)

I respond to Vladas Griskevicius and Douglas T. Kendrick (G&K) and Gad Saad's (S) defenses of the view that Consumer Studies would benefit from the appeal to evolution in all work aimed at understanding consumer behavior. I argue that G&K and S's reliance on one theoretical perspective, that of evolutionary psychology, limits their options. Further, I point out some specific problems with the theoretical perspective of evolutionary psychology. Finally, I introduce some alternative evolutionary approaches to studying (...) human behavior that could profitably be adopted in consumer research. -/- . (shrink)

Rebound effects on the consumer level occur when consumers’ realized greenhouse gas emission savings caused by behaviors that might be beneficial to the environment are lower than their potential greenhouse gas emission savings because the savings are offset by behavioral adjustments. While previous literature mainly studied the economic mechanisms of such rebound effects, research has largely neglected the moral-psychological mechanisms. A comprehensive conceptualization of rebound effects on the consumer level can help fill this void and stimulate more empirical (...) research in this relevant area. To this end, the paper introduces three focal dimensions of rebound effects on the consumer level: mechanism of rebound effects, product category, and consumption context. Based on this conceptualization, and integrating assumptions from the theory of moral licensing, the theory of categorization, and the construal level theory, this paper further refines the conceptualization of the moral component as an explanatory factor for rebound effects and highlights that the moral-psychological mechanisms of indirect rebound effects are more complex and diverse than the economic mechanisms. The paper outlines promising directions for future studies considering the different quantification and characteristics of economic and moral currencies that explain rebound effects on the consumer level and the strategic categorization of products and consumption contexts. (shrink)

This book provides an in-depth analysis of consumerism that draws from a wide range of theoretical, clinical and methodological approaches. Contributors demonstrate that consumerism and the culture that surrounds it exert profound and often undesirable effects on both people's individual lives and on society as a whole. Far from being distant influences, advertising, consumption, materialism and the capitalistic economic system affect personal, social and ecological well-being on many levels. Contributors also provide a variety of potential interventions for counteracting the negative (...) influence of consumerism. (shrink)

The life we considered normal was disrupted due to measures taken to limit the spread of the novel coronavirus. Quarantine, isolation, social distancing, and community containment have influenced consumer behavior and contributed to the rapid development of e-commerce. In pandemic times, even those unfamiliar with the online environment have had to adapt and make acquisitions in this new manner. Hence, we focused our research on measuring the perception of consumers on how the restrictive measures imposed to limit the spread (...) of the COVID-19 virus had influenced their decision to buy a product or service from the online environment, given that purchases are highly subjective and influenced by cumulative effects of economic, social, psychological and behavioral factors. Our paper comes with additional insights from the literature. It adds empirical evidence that reveals that the number of transactions and the value per transaction increased during the COVID-19 pandemic and highlights that online purchases will continue as such even after the pandemic. (shrink)

This research focuses on students' online purchase intentions in Pakistan toward different products available for sale on numerous e-business websites. This study's main objective is to determine which methodology is better to enhance customer online purchase intention. It also aims to discover how to improve perceived benefits and lower perceived risks associated with any available online product and entrepreneurship. AMOS 24 has been used to deal with the mediation in study design with bootstrap methodology. The study was conducted on 250 (...) students from different educational institutes in Pakistan using a simple random sampling technique. A finding of this study suggests that both methods positively impact online purchase intention of consumers and sustainable digital economy. But social media advertisement is more effective through enhancing the perceived benefits of products. In contrast, product content factors are more effective at lowering the perceived risks associated with available online products. (shrink)

Research on positive psychology demonstrates that specific individual dispositions are associated with more desirable outcomes. The relationship of positive psychological constructs, however, has not been applied to the areas of business ethics and social responsibility. Using four constructs in two independent studies (hope and gratitude in Study 1, spirituality and generativity in Study 2), the relationship of these constructs to sensitivity to corporate social performance (CSCSP) were assessed. Results indicate that all four constructs significantly predicted CSCSP, though only hope (...) and gratitude interacted to impact CSCSP. Discussion focuses upon these findings, limitations of the study, and future avenues for research. (shrink)

This work has aimed to investigate the consumers’ green product purchase attitudes and behavioral intention during COVID-19 pandemic. Data was collected through a survey method of 503 consumers in Malaysia. Data were analyzed using the partial least square method. The findings revealed that fear of COVID-19 pandemic has a significant impact on green product behavioral intention. Green product literacy, green product orientation, and social influence have a significant influence on green product purchase attitudes. The results also indicated that consumers’ green (...) product purchase attitudes mediate the effect of green product literacy, green product orientation, and social influence on behavioral intention. The findings of this work will provide strategically relevant references to green marketers and retail managers in the understanding of consumers’ green product purchase attitudes and green product behavioral intention during the ongoing uncertainty of the COVID-19 pandemic. (shrink)

The COVID-19 pandemic has had a profound psychological and behavioral impact on people around the world. Consumer purchase behaviors have thus changed greatly, and consumer services companies need to adjust their business models to adapt to this change. From the perspective of consumer psychology, this paper explores the impact of consumer purchase behavior changes over the course of the pandemic on the business model design of consumer services companies using a representative survey of 1,742 (...) individuals. Our results show that changes in consumer purchase behavior have a significant impact on the design of consumer services firms’ business models. Specifically, changes in consumers’ purchase object, motive, and timeframe are more likely to spark a novelty-centered business model design, whereas changes in purchase method tend to inspire an efficiency-centered one. Our findings provide a theoretical reference for consumer services companies in designing business models when faced with unexpected crises. (shrink)

AbstarctThis research responds to the call for a greater understanding of how sustainable consumption leads to quality of life. Previous studies have not yielded conclusive evidence regarding whether individuals’ sustainable consumption promotes well-being. We theorize that both well-being and sustainable consumption should be conceptualized and measured as multi-faceted constructs to reconcile and understand the contradictory previous findings. This study examines the association between three dimensions of sustainable consumption: purchasing, simplifying and activism, and the six markers of psychological well-being in a (...) sample of 423 young consumers. The findings show that the relationship between sustainable consumption and happiness is more intricate than depicted in previous studies. Happiness is mainly derived from simplifying behaviors, whereas engaging in activist behaviors is associated with lower levels of psychological well-being. Understanding the relationship between SC and well-being may help leverage points of action to support sustainable consumers and persuade more young consumers to embrace this lifestyle. (shrink)

Mark Clavier's On Consumer Culture, Identity, The Church and the Rhetorics of Delight draws on Augustine of Hippo to provide a theological explanation for the success of marketing and consumer culture. Augustine's thought, rooted in rhetorical theory, presents a brilliant understanding of the experiences of damnation and salvation that takes seriously the often hidden psychology of human motivation. Clavier examines how Augustine's keen insight into the power of delight over personal notions of freedom and self-identity can be (...) used to shed light on how the constant lure of promised happiness shapes our identities as consumers. From Augustine's perspective, it is only by addressing the sources of delight within consumerism and by rediscovering the wellsprings of God's delight that we can effectively challenge consumer culture. To an age awash with commercial rhetoric, the fifth-century Bishop of Hippo offers a theological rhetoric that is surprisingly contemporary and insightful."-- Back cover. (shrink)

Literature on consumers’ ethical decision making is rooted in a rationalist perspective that emphasizes the role of moral reasoning. However, the view of ethical consumption as a thorough rational and conscious process fails to capture important elements of human cognition, such as emotions and intuitions. Based on moral psychology and microsociology, this paper proposes a holistic and integrated framework showing how emotive and intuitive information processing may foster ethical consumption at individual and social levels. The model builds on social (...) intuitionism to show how consumers’ a priori affect-laden intuitive moral judgments impact their post hoc reflective moral reasoning. Symbolic interactionism is used to interpret consumers as interdependent and socially embedded agents that self-construct their social identity through interactions with other consumers. The proposed social intuitionist framework of consumers’ ethical decision making shows that other-oriented moral emotions—such as elevation, gratitude, and empathy—interact with persuasion and social influence in ethical consumption. Consequently, moral emotions and intuition drive interpersonal persuasion among ethical consumers. Theoretical propositions and implications for consumer ethics theory and practice are discussed. (shrink)

Poverty is a challenge leading to food insecurity in people's minds. This article discusses food governance as a psychological mechanism to facilitate the sense of wellness in people's minds in the context of tourism poverty alleviation. Mainly, we argue that, when a government is implementing tourism poverty alleviation, not only are economic efforts, but also positive psychological feelings are required. We, thus, argue that sound food governance may increase the sense of wellness in the minds of people as food consumers (...) by increasing food safety and security. This perspective paper contributes by explicating the influences of macrolevel governance design of safer and more secure food systems on people's psychological wellness, especially against the background of tourism poverty alleviation in developing countries. (shrink)

Consumers can have difficulty expressing their buying intentions on an explicit level. The most common explanation for this intention-action gap is that consumers have many cognitive biases that interfere with decision making. The current resource-rational approach to understanding human cognition, however, suggests that brain environment interactions lead consumers to minimize the expenditure of cognitive energy. This means that the consumer seeks as simple of a solution as possible for a problem requiring decision making. In addition, this resource-rational approach to (...) decision making emphasizes the role of the principle of Occam’s Razor, inductive inference, and Bayesian reasoning by illuminating the human-environment relationship. This paper introduces the Consumer Contextual Decision-Making Model (CCDMM). Based on the CCDMM, two hypothetical strategies of consumer decision making will be presented. First, the SIMilarity-Strategy (SIMS) is one in which most of a consumer’s decisions in a real-life context are based on prior beliefs about the role of a commodities specific to real-life situation being encountered. Because beliefs are based on previous experiences, consumers are already aware of the most likely consequences of their actions. At the same time, they do not waste time on developing contingencies for what, based on previous experience, is unlikely to happen. Second, the What-is-Out-there-in-the-World-Strategy (WOWS) is one in which prior beliefs do not work in a real-life situation, requiring consumers to update their beliefs. The principle argument being made is that most experimental consumer research describes decision making based on the WOWS, when participants cannot apply their previous knowledge and situation-based strategy to problems. The article analyses sensory and cognitive biases described by behavioral economists from a CCDMM perspective, followed by a description and explanation of the typical intention-action gap based on the model. Prior to a section dedicated to discussion, the neuroeconomic approach will be described along with the valuation network of the brain, which has evolved to solve problems that the human has previously encountered in an information-rich environment. The principles of brain functions will also be compared to CCDMM. Finally, different approaches and the future direction of consumer research from a contextual point of view will be presented. (shrink)

We draw insights from Activity Theory within the field of human-computer interaction to quantitatively measure a mobile in-store experience (MIX), which includes the suite of shopping activities and retail services that a consumer can engage in when using their mobile device in brick-and-mortar stores. We developed and validated a nine-item, formative MIX index using survey data collected from fashion consumers in the United States (n= 1,267), United Kingdom (n= 370), Germany (n= 362), and France (n= 219). As survey measures (...) of consumer engagement in omnichannel retailing using a mobile device, the index items with stronger factor loadings described in-store shopping activities whereas those with weaker factor loadings described activities related to behavioral targeting and social networking. These results suggest that retailers should give consumers the autonomy to independently find, evaluate and purchase merchandise in brick-and-mortar stores, thereby enabling them to co-create personalized shopping experiences as active participants within an omnichannel retail servicescape. Our findings also suggest that retailers should provide consumers with more authentic ways to build community and brand affiliations than mobile marketing and social media promotions. In-store activities should not simply be a migration of pre-existing e-commerce capabilities onto mobile devices. An engaging mobile in-store experience should be an amalgam of physical and digital activities that produce a seamless shopping journey and leverage the unique properties of mobile devices – ultra-portability, location sensitivity, untetheredness, and personalization. Retail executives can use the validated MIX index to prepare strategic investments in mobile technology applications and capabilities for retail stores within their omnichannel operations. The nine-item MIX index is also well-suited for consumer surveys, which also makes it an attractive measure of consumer engagement in omnichannel retailing for future academic research. (shrink)

The application of game elements of gamification in online shopping is attracting interest from researchers and practitioners. However, it remains unclear how gamification affects and improves consumer purchase intention on online shopping platforms, which still leaves a gap in our knowledge. To narrow this theoretical gap, a theoretical model has been built in this study. This model adopts cognitive evaluation theory to explain the impact of gamification elements on consumer purchase intention. Data was collected from 322 online shopping (...) consumers who used a flash game to test their purchase intention after playing games. The results show that game rewards, absorption and autonomy of gamification positively enhance sense of enjoyment, and that it helps people meet their psychological needs, which ultimately affects the online purchase intention of consumers. This study is helpful in analyzing the factors involved in the successful introduction of gamification on online shopping platforms in more detail. (shrink)

Entrepreneurs' live streaming is an important tool for marketing, and it can increase consumer engagement, especially during the COVID-19 pandemic. Previous live streaming literature mainly focused on third-party live streaming, targeted at professional streamers and online celebrities. This study aims to discuss the factors underlying consumer engagement in the ELS. Using a mixed method of a quasi-experiment and an online survey, we analyzed the impact of the ELS on consumer engagement and the factors that drive consumer (...) engagement in the ELS in each of 231 samples. In the enterprises' live streaming, the ELS has a significantly higher influence on consumer engagement compared with the employees' live streaming. In the ELS, based on source credibility theory and signaling theory, this study concludes that factors of ELS's credibility consist of internal factors and external factors. The authors demonstrate that both internal and external factors positively affect trust in activities. Trust in activities positively affects consumer engagement and mediates the effects of reputation, expertise, interactivity, guarantee, and authenticity on consumer engagement. Moreover, reputation and expertise positively improve consumers' admiration toward the entrepreneur streamer and in turn, positively increase consumer engagement. Interactivity and expertise shorten the psychological distance. Psychological distance negatively affects consumer engagement and only helps increase the positive effect of interactivity on consumer engagement. These findings have theoretical and practical implications for live streaming e-commerce. (shrink)

From the end of 2018 in China, the Big-data Driven Price Discrimination (BDPD) of online consumption raised public debate on social media. To study the consumers’ attitude about the BDPD, this study constructed a semantic recognition frame to deconstruct the Affection-Behavior-Cognition (ABC) consumer attitude theory using machine learning models inclusive of the Labeled Latent Dirichlet Allocation (LDA), Long Short-Term Memory (LSTM), and Snow Natural Language Processing (NLP), based on social media comments text dataset. Similar to the questionnaires published results, (...) this article verified that 61% of consumers expressed negative sentiment toward BDPD in general. Differently, on a finer scale, this study further measured the negative sentiments that differ significantly among different topics. The measurement results show that the topics “Regular Customers Priced High” (69%) and “Usage Intention” (67%) occupy the top two places of negative sentiment among consumers, and the topic “Precision Marketing” (42%) is at the bottom. Moreover, semantic recognition results that 49% of consumers’ comments involve multiple topics, indicating that consumers have a pretty clear cognition of the complex status of the BDPD. Importantly, this study found some topics that had not been focused on in previous studies, such as more than 8% of consumers calling for government and legal departments to regulate BDPD behavior, which indicates that quite enough consumers are losing confidence in the self-discipline of the platform enterprises. Another interesting result is that consumers who pursue solutions to the BDPD belong to two mutually exclusive groups: government protection and self-protection. The significance of this study is that it reminds the e-commerce platforms to pay attention to the potential harm for consumers’ psychology while bringing additional profits through the BDPD. Otherwise, the negative consumer attitudes may cause damage to brand image, business reputation, and the sustainable development of the platforms themselves. It also provides the government supervision departments an advanced analysis method reference for more effective administration to protect social fairness. (shrink)

Social media advertisement is a growing phenomenon designed to reach and engage customers. However, despite their continued adoption, less remains known regarding the effectiveness of social media ads to co-create brand value. In response to this gap, this study aims to deepen the theoretical understanding of consumer value co-creation through social media advertising value. The data were collected using purposive sampling from 286 experienced social-media users, and the model was tested using partial least square -based structural equation modeling. The (...) results indicate that entertainment, aesthetic appeal, interactivity, and trendiness significantly affect the adverting value of social media ads. In turn, ad value affects consumers’ intention for value co-creation. Consequently, our findings suggest the importance of social media advertising value where marketers may enhance consumer-brand engagement by incorporating interesting content, which may encourage the customer’s interaction with the social media ads and strengthen value co-creation behavior. The results further contribute to nascent marketing literature by demonstrating that value co-creation acts as an antecedent to generating positive electronic word-of-mouth on social media platforms to drive consumers’ online brand purchase intention. (shrink)

Despite their ethical intentions, ethically minded consumers rarely purchase ethical products (Auger and Devinney: 2007, Journal of Business Ethics76, 361–383). This intentions–behaviour gap is important to researchers and industry, yet poorly understood (Belk et al.: 2005, Consumption, Markets and Culture8(3), 275–289). In order to push the understanding of ethical consumption forward, we draw on what is known about the intention–behaviour gap from the social psychology and consumer behaviour literatures and apply these insights to ethical consumerism. We bring together (...) three separate insights – implementation intentions (Gollwitzer: 1999, American Psychologist54(7), 493–503), actual behavioural control (ABC) (Ajzen and Madden: 1986, Journal of Experimental Social Psychology22, 453–474; Sheeran et al.: 2003, Journal of Social Psychology, 42, 393–410) and situational context (SC) (Belk: 1975, Journal of Consumer Research2, 157–164) – to construct an integrated, holistic conceptual model of the intention–behaviour gap of ethically minded consumers. This holistic conceptual model addresses significant limitations within the ethical consumerism literature, and moves the understanding of ethical consumer behaviour forward. Further, the operationalisation of this model offers insight and strategic direction for marketing managers attempting to bridge the intention–behaviour gap of the ethically minded consumer. (shrink)

Modern consumers face a dramatic rise in web-based technological advancements and have trouble making rational and proper decisions when they shop online. When they try to make decisions about products and services, they also feel pressured against time when sorting among all of the unnecessary items in the flood of information available on the web. In this sense, they need to use consumer decision-making creativity to make rational decisions. However, unexplored research questions on this subject remain. First, in what (...) ways do task difficulty and time constraints affect visual attention on exploitative and exploratory activities differently? Second, how does the location of the reference influence the level of visual attention to exploitative and exploratory activities depending on affordance theory? Third, how do exploratory and exploitative activities affect CDMC? Eye-tracking experiments were conducted with 70 participants to obtain relevant metrics such as total fixation duration, fixation count, and visit count to answer these research questions. Our findings suggest that task difficulty influences exploitative activity, whereas time constraint is related to the exploratory activity. The result of the location of hints aligns with the affordance theory for the exploitative activity. Besides, exploratory activity positively affected CDMC, but exploitative activity did not show any effect. (shrink)

In most consumer brand engagement scales, indicators of CBE refer to behaviors that are related to social media or online brand communities. CBE also occurs beyond the Internet context in real-life settings. This paper reports the development and validation process of a CBE scale beyond the Internet behavior context. The results of three studies support the content validity, internal consistency, reliability, and nomological validity of the scale. Moreover, the results indicate that brand engagement measured by the CBE scale affects (...) important aspects of brand-related consumer constructs. Consumers with a high level of brand engagement reflected greater brand loyalty, consumer satisfaction with a product, and perceived value of a brand. The author discusses the usefulness of this scale for marketing and psychological research. (shrink)

The reality-virtuality continuum encompasses a multitude of objects, events and environments ranging from real-world multisensory inputs to interactive multisensory virtual simulators, in which sensory integration can involve very different combinations of both physical and digital inputs. These different ways of stimulating the senses can affect the consumer’s consciousness, potentially altering their judgements and behaviours. In this perspective paper, we explore how technologies such as Augmented Reality and Virtual Reality can, by generating and modifying the human sensorium, act on (...) class='Hi'>consumer consciousness. We discuss the potential impact of this altered consciousness for consumer behaviour while, at the same time, considering how it may pave the way for further research. (shrink)

As a new form of online reviews, Q&A reviews have been recently used by many e-commerce platforms to compensate for the weaknesses and problems related to trust and helpfulness found in traditional online reviews. This research documents what motivates people to share products or purchasing knowledge with others through Q&A reviews and why e-commerce platforms should place an emphasis on Q&A reviews. Importantly, our results provide evidence that, when receiving feedback, people are more likely willing to share knowledge with others (...) and will have a higher level of loyalty. We believe that this study contributes to knowledge sharing and the e-commerce literature, and also has practical implications. (shrink)

With the rise of live streaming commerce, the relationship between consumers and content creators on the short-video platforms has become closer, forming a peculiar culture and language in each consumer community, which promotes the short-video platforms to become a natural breeding ground for forming consumer communities. While such communities give birth to its own language and culture from the interaction between content creators and consumers, this kind of co-creation can not only enhance the consumers’ trust to improve commodity (...) premium space, but also strengthen the ties within the community and spread the information outside the communities, and consequently, expand community scale. Based on the view of the value co-creation from the language and culture among content creators and consumers in the communities, this study starts from the point of product type, employs consumers’ Willingness to pay premium as a proxy variable of brand advocacy in the co-creation of cultural and language values in consumer communities, and conducts three single-factor experiments between two groups. By analyzing the experimental results, this study identified the influence under the potential relationship mechanism, social comparison, and found another variable that can moderate the relationship, consumer trust, portrays the relationship between the product types of the live streaming commerce and the consumers’ WoPP, and explores the mediating effect of social comparison and the moderate effect of consumer trust effect. This paper also analyzes and discusses the WoPP caused by the co-creation of cultural and language values co-created by creators and consumer communities. (shrink)

Consumers’ inclinations towards materialism and compulsive buying are influenced by a variety of factors. Materialistic consumers face maladies that cause stress and lower subjective well-being and are unable to control their buying behaviour that in turn leads to social and financial issues. This paper aims to investigate the effect of emotional intelligence training on consumers’ materialism and compulsive buying. The experimental design involves 36 respondents across both groups. Findings confirm the hypothesis that ability-based training programmes can help consumers improve their (...) emotional intelligence whilst also lowering their levels of materialism and compulsive buying. In sum, the results extend the existing literature on consumer materialism by providing an explanation on how specific emotional ability-based training can diminish materialistic and excessive buying inclinations. The development of emotional intelligence skills-based training programmes contributes to more sustainable consumer behaviour, mitigating the vulnerability to materialism and related addictive behavioural consequences. (shrink)

Over the years, researchers have enriched the postulation that hedonic products generate deeper emotional reactions and feelings in the consumer than functional products. However, recent research empirically proves that hedonic products are more affect-rich only for some consumers segments or for specific consumption contexts. We argue that such inconsistency may derive from the nature of the emotions assessed, that is strictly dependent on their empirical measurement, and not from the mere existence of emotions themselves. Self-reported methods of evaluating (...) class='Hi'>consumer experience, on which prior studies are grounded, only assess conscious emotions the consumer can recognize and report, but not unconscious feelings, happening without individual awareness. The present work takes this challenge by conducting a laboratory experiment in which subjects are exposed to both a utilitarian product and a hedonic product. Physiological measures have been adopted to investigate unconscious emotional responses and self-reported measures to assess conscious emotions toward the products. Specifically, physiological data regarding the subjects' cardiac activity, respiratory activity, electrodermal activity, and cerebral activity have been collected and complemented with a survey. Results confirm that both functional and hedonic products generate emotional responses in consumers. Further, findings show that when a consumer is exposed to a functional product, the physiological emotional responses are disassociated from the self-reported ones. A diverse pattern is depicted for hedonic products. We suggest an alternative explanation for the apparent lack of affect-rich experiences elicited by functional products and the need to re-consider emotional responses for these products. (shrink)

Air pollution in China has been drawing considerable attention in recent years. The emergence of new energy vehicles provides hope to reduce air pollutant emission. However, consumers' recognition and acceptance of NEVs remain at the early stage. This research aims to explore how consumers' environmental concern influences their NEV purchase intention. Specifically, this research conducted an online survey and an experiment to address the following issues: how consumers' psychological distance toward air pollution influences their purchase intention for NEVs, and does (...) their risk perception of the consequences of air pollution mediate this influence; whether consumers' perceived price level of NEVs plays a moderating role in the relationship between risk perception and purchase intention; and whether the construal level of stimulus can be manipulated to influence consumers' PD toward air pollution to increase their purchase intention for NEVs. The results of study 1, based on a total of 293 valid samples, show that consumers' PD toward air pollution significantly affects their purchase intention for NEVs, and risk perception of the consequences of air pollution plays a considerable mediating role. Meanwhile, consumers' perceived price level of NEVs has a significant negative moderating effect on the relationship between risk perception and purchase intention. The results of study 2, based on an online experiment, show that the construal level of stimulus can influence consumers' PD toward air pollution, which in turn affects their purchase intention for NEVs. The findings of this research have implications for businesses' promotional strategies and governments' policies. For instance, low-construal-level promotional materials can be developed to arouse consumers' environmental concern, thereby facilitating their eco-friendly consumption behavior. Governmental financial assistance and other policies can also increase consumers' willingness to purchase NEVs. (shrink)

Under the hit of the epidemic, an increasing number of young people exchange and purchase goods by watching and resorting to mobile short video advertisements. Therefore, it is of great significance to explore the influence mechanism of mobile short video advertising on the consumption behavior of young people. This study develops a theoretical framework including fashion, socialization, entertainment, personalization, brand, psychological needs, satisfaction, and consumption behavior using a stimulus–organism–response (SOR) theory. The data from 332 young people using mobile short video (...) advertising revealed that psychological needs exerted significant impacts on satisfaction, mediating the advertisements, and consumer satisfaction. The attributes of advertising, including fashion, socialization, entertainment, personalization, and branding, significantly promote young people’s psychological needs and satisfaction. In addition, satisfaction affects consumer behavior, and in the same manner, fashion and brand attribute directly impact consumer satisfaction. (shrink)

The COVID-19 pandemic has prompted the production of a vast amount of COVID-19-themed brand commercials, in an attempt to exploit the salience of the topic to reach more effectively the consumers. However, the literature has produced conflicting findings of the effectiveness of negative emotional contents in advertisings. The present study aims at exploring the effect of COVID-19-related contents on the hemodynamic brain correlates of the consumer approach or avoidance motivation. Twenty Italian participants were randomly assigned to two different groups (...) that watched COVID-19-related or non-COVID-19-related commercials. The hemodynamic response [oxygenated and deoxygenated hemoglobin modulations] within the left and right prefrontal cortices was monitored with Functional Near-Infrared Spectroscopy while brand commercials were presented, as the prefrontal lateralization was shown to be indicative of the attitude toward the brand and of the approach-avoidance motivation. First, the findings showed that the COVID-19-related contents were able to prompt emotional processing within the PFC to a higher extent compared to contents non-related to COVID-19. Moreover, the single-channel analysis revealed increased O2Hb activity of the left dorsolateral PFC compared to the left pars triangularis Broca’s area in the group of participants that watched the COVID-19-related commercials, suggesting that the commercials may have driven participants to dedicate more attention toward the processing of the emotional components compared to the semantic meaning conveyed by the ad. To conclude, despite expressing unpleasant emotions, commercials referring to the highly emotional pandemic experience may benefit the advertising efficacy, increasing the capability to reach customers. (shrink)

We created paired moral dilemmas with minimal contrasts in wording, a research strategy that has been advocated as a way to empirically establish principles operative in a domain‐specific moral psychology. However, the candidate “principles” we tested were not derived from work in moral philosophy, but rather from work in the areas of consumer choice and risk perception. Participants were paradoxically less likely to choose an action that sacrifices one life to save others when they were asked to provide (...) more reasons for doing so (Experiment 1), and their willingness to sacrifice lives depended not only on how many lives would be saved, but on the number of lives at risk (Experiment 2). The latter effect was also found in a within‐subjects design (Experiment 3). These findings suggest caution in the use of artificial dilemmas as a key testbed for revealing principled bases for moral judgment. (shrink)