Affect Consumer Attitudes Research Articles

Consumer Behaviour Toward Modern Food Products and Trends

People practicing food buying and consumption activities in everyday of their life’s, therefore this study aims to highlight the main factors that could affect consumer attitudes towards novel food products and consumption trends. The study handled three main food consumption trends that are: sustainable food consumption, organic food consumption and genetically modified food consumption. In order to achieve the study objective, a desk research was conducted, and a through literature survey was carried out on the main factors that affect consumer attitudes toward novel food products and consumption patterns. Literature resources were collected by screening various databases as EBSCO, Scopus, Science Direct, Taylor and Francis and other search tools. The main results indicate that the consumers attitudes towards novel food products are affected by different variables as consumer values and beliefs toward the environment and the farming technology in addition to the level of knowledge they have regarding food farming and producing technics. Also, it is found that trust, moral and ethical issues could influence the level of consumer acceptance of genetically modified foods.

Product touch in the real and digital world: How do consumers react?

This research examines how touching (versus not touching) tactile-functional products—namely those that provide a tactile feedback related to their utilitarian characteristics—affects these products’ expected ease of use, as well as consumers’ attitudes and intentions toward them. Three experimental studies investigated these effects by focusing on consumer electronics. Study 1 shows that product touch positively affects consumer attitude toward tactile-functional products via an increase of said products’ expected ease of use. Study 2 reveals that such an effect is moderated by consumers’ instrumental need for touch, that is, their propensity to touch products for diagnostic reasons. Study 3 demonstrates that even the mere imagination of product touch (vicarious touch) can boost the expected ease of using tactile-functional products and consumers’ intentions toward them. Thus, traditional and online retailers should be aware of the importance of actual and imagined product touch when striving to effectively market such products.

The Effect of Nondiagnostic Review by Dilution Effect on Consumers' Purchase Intention

소비자들의 구전이 활발히 이루어지는 영화 리뷰를 보면, 영화 구성 및 줄거리와 같은 유용한 정보(diagnostic information)와 촬영문제, 배우의 스캔들과 같은 무관한 정보(nondiagnostic information)가 함께 제시된다. 유용한 정보뿐만 아니라, 무관한 정보가 소비자의 태도에 어떠한 영향을 미칠 것인가? 본 연구는 무관한 정보의 개입은 유용한 정보의 영향력을 중앙(midpoint)으로 수렴시키는 희석효과가 일어날 것이라고 보았다. 연구 1을 통해 유용한 정보에 의한 태도가 희석효과로 약화되는 것을 확인한 후, 연구 2에서는 효과적으로 희석효과를 일으켜 기존의 부정적 소비자의 태도를 긍정적으로 유발시킬 수 있는 메시지 프레임을 제안하고자 하였다. 연구2 실험 결과, 긍정적(vs. 부정적) 분위기는 추상적(vs. 구체적) 메시지인 경우, 인지적 효능감(perceived efficacy)과 정보처리의 유창성(processing fluency)이 높아지므로, 희석효과가 더 크게 발생하여 기존의 태도가 더 약화되었다. 본 연구는 소비자들이 제품에 대한 의사결정을 내릴 때, 유관한 리뷰뿐만 아니라 무관한 리뷰도 활용하는 지 살펴보는 데 연구의 의의가 있다.If you see movie reviews that consumers are actively speaking, there are presented together with diagnostic information such as movie composition and plot, and nondiagnostic information such as production-related problem, actor s scandal. In addition to diagnostic information, how nondiagnostic information affect consumer attitudes? The current research investigates the intervention of nondiagnostic information would cause a dilution effect that would converge the influence of diagnostic information to the midpoint. After confirming that attitude by diagnostic information is weakened by dilution effect through study 1, study 2 proposes a message frame that can effectively induce a dilution effect in order to positively induce negative consumer attitudes. The result of study 2 depicts that when positive (vs. negative) moods presenting together with abstract (vs. concrete) messages, perceived efficacy and fluency of information processing are increased, so dilution effect is higher and existing attitude is weakened. The significance of this study is that they are actually looking at whether using both diagnostic reviews and nondiagnostic reviews when consumers make decisions about their products.

A Study of Factors Affecting Consumer Behaviour Towards Electronic Durable Goods

Electronic durable goods have become essential household items to be used regularly in day to day life. The purpose of the present study was to identify and explore major factors affecting consumer attitude and subsequently behaviour towards the purchase of electronic durable goods. The study adopted a cross - sectional research design to accomplish the set objectives. A sample of total 514 respondents was selected from eight cities of Uttar Pradesh using convenience sampling method. Data were collected using a structured questionnaire which was prepared through extensive literature review. Data were analyzed using statistical techniques such as exploratory factor analysis, Mann-Whitney and Kruskal-Wallis tests on SPSS. The results indicated that exploratory factor analysis produced a total of five factors, which were identified as Perceived Quality, Price Consciousness, Brand Consciousness, Perceived Risk, and Advertisement. Moreover, demographic variables were also found influencing consumer behaviour towards electronic durable goods. The study contributed through the identification of significant determinants of purchase behaviour towards electronic durable goods. The findings of the study may be useful for marketers in devising their marketing strategies.

The impact of mortality anxiety on attitude toward product innovation

Threatening environmental stimuli, such as terror attacks, armed conflicts and death imagery in advertising, have been shown to positively affect consumer attitudes and behaviors toward products. This article calls into question the generalizability of this effect to innovative products by showing that mortality anxiety, i.e., individuals' fear of their own mortality, leads to product innovation resistance. Drawing from the literature on innovation adoption and mortality anxiety, four experimental studies provide evidence that while mortality anxiety has a positive impact on the evaluation of noninnovative products, it negatively affects the evaluation of innovative products. When faced with mortality anxiety, consumers are more likely to experience state nostalgia, a temporary backward-looking mindset, in contrast with the forward-looking mode necessary to favor product innovation adoption. This process is confirmed by the positive impact of mortality anxiety on attitude toward innovative products that trigger feelings of nostalgia, or retro-innovation.

The conceptualization of novel organic food products: a case study of Polish young consumers

PurposeThe purpose of this paper is to explore young consumers’ attitudes toward novel organic food products by analyzing their acceptability and perception.Design/methodology/approachA mixed method approach was applied to conceptualize (sensory profiling of organic bakery and confectionery products) and then to evaluate young consumer’s willingness to buy (consumer survey) innovative products: ten variants of rolls and ten variants of shortbread cookies made of certified raw materials originating from bio-farming, enriched with a combination of fresh and dried fruits and vegetables. Product recipes were free of saccharose, sweeteners and chemical pulverizing agents. To evaluate consumer orientation toward novel organic products, 200 consumers from Poland (Warmia and Mazury region) were surveyed regarding their hedonic opinion about these concepts. A Likert-type scale was used in the consumer survey to assess the perception and declared willingness to buy the evaluated products.FindingsResearch results demonstrate that the young consumers had ambivalent or negative attitudes to sensory attributes of many variants of the organic bakery and confectionery products. This could be explained by the taste of most of the products, which appeared unacceptable to consumers. It has been concluded that the choice of organic foods by young consumers is not strictly related to the concern over their health nor to the awareness of health-related attributes of these food products. Taste turned out to be the key factor affecting consumer attitudes toward organic foods and driving their willingness to buy these products.Originality/valueDespite the constant development of research in the area of the organic food market, the current scientific findings still have some cognitive gaps that concern attitudes and expectations of consumers, especially of young consumers, toward new ecological products. This study contributed to the young consumers’ behavior knowledge by analyzing their attitudes toward novel organic bakery and confectionery prototypes produced manually. The empirical findings from this study also have practical potential for organic food market applications. Information of this type is useful in understanding and predicting the demand for certain products, which helps managers develop effective strategies.

Determinants of purchasing intentions of energy-efficient products

PurposeThis paper aims to identify factors affecting consumers’ purchasing intentions of energy-efficient products (energy awareness, perceived benefits, perceived price and consumers’ attitudes). Also, it examines the effect of consumers’ attitudes on purchasing intentions of energy-efficient products (EEP) from households’ perspectives in Jordan.Design/methodology/approachA self-administered survey was hand-delivered to the targeted sample of households in Amman, Jordan. A total of 516 questionnaires were delivered to households from which 474 were valid for the analysis. Exploratory and confirmatory factor analyses were performed to assess the research constructs dimensions, unidimensionality, validity and composite reliability. Structural path analysis was also used to test the hypothesised relationships of the proposed research model.FindingsEnergy awareness positively and significantly affects purchasing intentions, perceived benefits and consumer attitudes. Energy awareness negatively but non-significantly affects perceived price. Perceived benefits positively and significantly affect consumer attitudes and purchasing intentions. Further, perceived price negatively and significantly affects perceived benefits and consumers attitudes. Also, consumers’ attitudes positively and significantly affect purchasing intentions. Consumers’ attitudes exerted the strongest effect on purchasing intentions of EEP; meanwhile, consumers’ attitudes are a function of perceived benefits and energy awareness. Finally, the results show that 50 per cent of variation in purchasing intentions of EEP was caused by perceived benefits–consumers’ attitudes–energy awareness path.Research limitationsFuture research needs to investigate other factors that may affect households’ intentions of purchasing EEP such as perceived brand and image of EEP, perceived risk, word-of-mouth, subjective norms and households’ cost-saving experience. Investigating and identifying types of perceived benefits of purchasing EEP from households’ perspectives is also important. Comparative studies between Jordanian and non-Jordanian consumers/households are potential areas of future research. Methodologically, future research can conduct comparative analysis between households and energy industry engineers and managers perceptions’ with regard to determinants of perceived benefits and purchasing intentions.Practical implicationsThis paper highlights the crucial role of perceived benefits and energy awareness in formulating households’ attitudes towards EEP and the vital role of such attitudes on purchasing intentions. Marketing directors and CEOs of the energy industry should recognised that perceived benefits, attitudes and energy awareness are vital building blocks in formulating and implementing marketing strategies to operate in this industry. Also, purchase intentions are a function of positive attitudes of household toward EEP and are at the heart of EEP marketing communications campaigns.Originality/valueThis is the first paper in the energy industry of Jordan devoted to develop and test a model of determinants of purchasing intentions of EEP that focuses on energy consumption behaviour. CEOs, international manufacturers and marketing managers of EEP can benefit from the study’s empirical findings concerning the drivers of EEP purchasing intentions and behaviour decisions of households in Jordan as an emerging market in the Middle East.

The effects of information on young consumers’ attitudes and purchase intentions of fashion products made of fur, leather, and wool

ABSTRACTThe purpose of this study was to examine how sidedness of information affects consumer attitudes, subjective norms, and purchase intentions of fashion goods made of fur, leather, and wool. An experimental study using a randomized multi-group design with four levels of treatment was conducted. Participants (N = 1,533) were assigned to read one of four product information texts before completing an online survey. Participants’ attitude and subjective norms toward purchasing fashion products made of fur, leather, and wool were significantly different depending on whether they were exposed to: (1) one-sided information against using animal-based materials, (2) one-sided information promoting use of animal-based materials, (3) two-sided information presenting both sides; or (4) information not related to fashion products made of animal-based materials (control group). The findings are useful for marketing professionals, consumers who want to make informed and unbiased purchase decisions, and fashion educators for developing curriculum to prepare ethical and responsible future industry professionals and implementing effective teaching strategies.

The Effects of Experiential Consumption Value of Organic Foods on Consumer Attitude and Result Behavior - Focused on the Moderation Effect of Involvement -

본 연구는 유기농 식품을 구매하거나 먹어본 경험이 있는 소비자를 대상으로 실시하였다. 유기농 식품에 대한 경험적 소비가치가 소비자 태도 및 결과행동에 어떠한 영향을 미치는지 알아보고, 이러한 요인들 간의 관계에서 관여도가 조절역할을 하는지를 알아보고자 하였다. 경험적 소비가치를 측정하기 위한 속성으로서 상징적 가치, 경제적 가치, 효용적 가치, 기능적 가치, 서비스우수성 등 5개의 요인으로 구성하여 연구모형을 설계하였다. 실증분석을 위해 유기농 식품의 구매경험이 있는 소비자를 대상으로 설문조사를 실시하였으며, 수집된 유효표본 345부에 대해 SPSS 24.0 통계프로그램을 이용하여 분석하였다. 본 연구의 실증분석 결과는 다음과 같다. 첫째, 유기농 식품의 경험적 소비가치 중에서 기능적 가치, 효용적 가치, 서비스 우수성 요인이 소비자 태도에 대해 유의적인 정(+)의 영향을 미치는 것으로 나타났다. 둘째, 유기농 식품의 경험적 소비가치 중에서 기능적 가치, 서비스 우수성, 효용적 가치, 상징적 가치 요인이 결과행동에 대해 유의적인 정(+)의 영향을 미치는 것으로 나타났다. 셋째, 유기농 식품의 경험적소비가치와 결과행동과의 관계에서 관여도가 유의적인 조절역할을 하는 것으로 나타났다. 따라서 본 연구에서 제시한 가설은 충분히 입증되었다고 할 수 있다.This study asked consumers with experience in organic food to find out how the experiential consumption of organic food affects consumer attitude and result behavior, and to identify the involvement of these factors as variables to reinforce these relationships. Here, the research model was designed by five factors: symbolic value, economic value, utility value, functional value, and service excellence. A survey was conducted on consumers with experience in purchasing organic food for empirical analysis and analyzed the effective sample 345 using the SPSS 24.0 statistical program. The results of this study are as followed: First, experiential consumption value had significantly positive effect on consumers’ attitude. Second, experiential consumption value had significantly positive effect on result behavior. Third, involvement had significantly positive moderating role between service excellence and functional value on result behavior. The research results showed that there is causal relation between the influence factors. And We found that the moderating effect of involvement.

“Why do you dine at Korean restaurants?” An ethnic food consumption model approach

ABSTRACTThis study aimed to examine how people choose an ethnic restaurant based on the theory of planned behavior (TPB) to uncover factors that influence consumer decision-making in ethnic food consumption situations, particularly Korean food. Specifically, this study extended the original TPB model by incorporating consumer values and other variables that are theoretically related to the attitude formation, including familiarity and affective country image. The results showed that economic value, quality value, epistemic values, and familiarity were significant factors affecting consumer attitudes toward dining at Korean restaurants. Also, attitude, subjective norm, and perceived behavioral control significantly influenced consumer intentions to dine at Korean restaurants.

Examining attitudes on pay for low level workers: do consumers care?

PurposeThis paper examines whether decisions to improve pay for low-level employees lead to more positive attitudes toward firms, depending on firm’s service reputation.Design/methodologyFour experiments examine whether information on compensation decisions for employees affects consumer attitudes toward firms.FindingsResults show attitudes toward firms providing raises are more positive when firms are known for high quality (vs average) service. This occurs because individuals use information about firm reputation as a cue to make inferences about employees, and fairness of firm pay procedures. Moderators are introduced to show how these effects can be altered.Research limitations/implicationsDrawing from research on the representativeness bias, this work extends theories on justice and equity and contributes to the literature on corporate social responsibility.Practical implicationsThis research provides firms with insight on how to promote their efforts to improve employees’ financial welfare.Social implicationsFindings provide guidance on how to increase public support of initiatives to improve financial well-being for low-wage workers.Originality/valueThis research is the first to examine how specific firm factors affect reception of initiatives to improve employee financial welfare and to delineate the process.

An economic analysis of nanofood labeling

The paper examines the economic effects of labeling food nanotechnology products using an analytical framework of heterogeneous consumers and imperfectly competitive suppliers. Labeling results in increased costs for nanofood producers (the cost effect of the labeling policy), reduced consumer uncertainty regarding the nature of the food product (certainty effect), and can affect consumer attitudes towards nanofoods by being perceived as a warning signal (stigma effect). In this context, nanofood labeling can change the perceived quality differences between nanofoods and their conventional and organic counterparts, with such changes being more salient when the stigma effect is large, when consumers have low awareness of food nanotechnology in the absence of labeling, and/or when competition among nanofood suppliers is more intense. Despite its empirical relevance, the impact of a labeling policy on consumer preferences (and the economic ramifications of such impact) has largely been ignored by the theoretical literature on the economics of labels. Our analysis shows that it matters. Specifically, our study shows that the market and welfare effects of labeling are case-specific and dependent on consumer awareness of, and attitudes towards food nanotechnology before and after the introduction of the policy as well as the relative magnitude of the cost, certainty and stigma effects of nanofood labeling. Our analytical findings also suggest that the effects of nanofood labels on consumer welfare are asymmetric with certain groups of consumers benefiting even when labeling has a stigma effect on nanofoods.

Factors Affecting Consumer Attitudes Toward Chain Super Store Brands in Bangladesh

Factors Affecting Consumer Attitudes Toward Chain Super Store Brands in Bangladesh

The Case for Compatibility: Product Attitudes and Purchase Intentions for Upper versus Lowercase Brand Names

Although retailers know that brand names are important conveyors of product benefits, little is known about how subtle characteristics of brand names affect consumer attitudes and purchase intentions. This research proposes and shows that the letter case of brand names affects product attitudes and purchase intentions but that these effects depend on congruity between brand case and the gender of consumption benefits. Studies 1 and 2 show that lowercase brand names are associated with feminine characteristics while uppercase brand names are associated with masculine characteristics, as measured through judgments of name gender, gendered brand personality traits, and overall brand gender perceptions. Three additional studies demonstrate that greater congruity between brand case and the gender of consumption benefits increases product evaluations and purchase intentions. Study 3 demonstrates that greater congruity between brand case and the gender of a female consumer’s consumption goal leads her to have more favorable product attitudes. Study 4 replicates these effects by manipulating the gender of product benefits, shows that effects on purchase intentions are moderated by the consumer’s biological sex, and identifies processing fluency as the underlying mechanism. Study 5 demonstrates that brand case, rather than letter shape, drives these results. This work advances understanding of how seemingly subtle brand name characteristics affect gender perceptions and consumer behavior, with implications for brand design and positioning in the retailing industry.

Consumer familiarity, ambiguity tolerance, and purchase behavior toward remanufactured products: The implications for remanufacturers

AbstractRemanufacturing plays an important role in reducing energy consumption and material usage. The present research attempted to understand consumers' perceptions of remanufactured products in China and their resulting purchase behavior. The study uses the theory of planned behavior as its theoretical framework but extends it by incorporating two additional variables (consumer familiarity and ambiguity tolerance). Data was collected using a self‐administered questionnaire survey and analyzed with structural equation modeling. According to the survey findings, consumer familiarity positively affects consumer attitude but negatively affects consumer intention to purchase remanufactured products. Ambiguity tolerance positively affects attitude and purchase intention. Meanwhile, consumer attitude and perceived behavioral control are both positively and significantly related to purchase intention. However, the subjective norm has no significant effect on purchase intention. This study also demonstrated the positive effect of purchase intention on actual purchase behavior. Based on the research findings, practical guidelines are given for remanufacturers to motivate consumers to purchase remanufactured products.

Spotlight on avian pathology: current growth-related breast meat abnormalities in broilers

ABSTRACTSelection for fast-growing and high-breast-yield hybrids has enormously increased the pressure on muscle development rate and mass, indirectly promoting the development of muscular abnormalities affecting the pectoral muscles such as White Striping, Wooden Breast and Spaghetti Meat. Macroscopically, the muscles affected by these defects exhibit distinctive traits, whereas the microscopic examinations evidenced similar histological alterations. Therefore, a common causative mechanism (involving genes related to several metabolic pathways and functional categories) underpinning the occurrence of these abnormalities may be hypothesized and directly associated with muscle hypertrophy induced by selection. Within this context, as the occurrence of growth-related abnormalities may negatively affect consumer attitude and certainly leads to considerable economic losses, resulting from meat downgrading, it clearly emphasizes the need to consider those issues related to muscle growth and meat quality when selecting meat-type genotypes.

Fashion brand green demarketing: Effects on customer attitudes and behavior intentions

ABSTRACTThe authors focus on a fashion brand, Patagonia, to study green demarketing advertising in the fashion industry, a strategy for enhancing sustainability by encouraging consumers to avoid buying unneeded products. The study shows that green demarketing advertising positively affects consumer attitudes and behavior intentions in consumers who have either analytic or intuitive cognitive styles. All cognitive styles react most positively to concrete rather than abstract demarketing advertisements. Theoretical and managerial implications are discussed.

Consumer engagement with eWOM on social media: the role of social capital

PurposeThe nature of digital media channels are important factors in explaining consumers’ behavior over the Web, and specifically on social network sites (SNS). The purpose of this paper is to propose a conceptual framework explaining consumer engagement with electronic word of mouth (eWOM) communication via SNS, based on key attributes of this media channel.Design/methodology/approachBased on the expectancy value theory (EVT), a conceptual framework is proposed to model the effect of eWOM channel attributes on eWOM engagement process. Consumer eWOM engagement is conceptualized as a second-order construct. A structural equation modeling procedure was employed to empirically test the model using data collected from two social media communication channels.FindingsFirst, results suggest that engagement with eWOM can be conceptualized as a second-order construct based on user tendency to receive or share eWOM with other network members. Second, the path analysis model supports the employment of EVT and shows that two key attributes of eWOM channels, social capital and credibility, significantly affect consumer attitude toward eWOM via SNS. Attitude toward eWOM, in turn, affects eWOM engagement. Third, SNS channel type moderates the effect on attitude.Practical implicationsMarketing communication practitioners should note that the strength of social ties plays a key role in spreading eWOM on SNS effectively. This insight should be employed a part of social media marketing strategy.Originality/valueThis is first research that models the effect of social media attributes on eWOM engagement and demonstrates the moderating role of channel type. The model is highly valuable in light of the importance of the concept of engagement in internet research.

Antecedents of Consumer Attitude towards Blogger Recommendations and its Impact on Purchase Intention

Manuscript type: Research paper. Research aims: This study aims to fill in the literature gap by examining the relationship between various antecedent factors affecting consumer attitude towards blogger recommendations and their purchase intention. Design/ Methodology/ Approach: A total of 384 questionnaires were collected and analysed using the partial least squares (PLS) approach. Research findings: The results highlight the relationships existing between consumer attitude and the antecedent factors namely, perceived usefulness, trustworthiness, information quality and perceived benefits. The study also confirms the mediation role of consumer attitude towards blogger recommendations. Most impor- tantly, consumer attitude towards blogger recommendations is found to have significant influence on consumer purchase intention. Theoretical contributions/ Originality: This study provides a comprehensive empirical examination of the antecedent factors that contribute to consumer attitude towards blogger recommendations, previously examined by  different  researchers  in  separate  studies. It is found that trustworthiness is the main factor contributing to consumer attitude towards blogger recommendations, followed by information quality, perceived usefulness and perceived benefits. Attitude towards blogger recommendations is found to have a strong impact on purchase intention; it also serves as a mediator between the antecedent factors and purchase intention. Practitioner/ Policy implications: This study provides useful evi- dence which support the influential power of blogs as a type of effective integrated marketing tool. The findings also recommend some evaluation criteria for choosing and evaluating the effectiveness of blogger recommendations that influence consumer attitude and purchase intention. Overall, blogger recommendations have to be perceived as useful, trustworthy and carry good quality information before consumers can be influenced. Research limitation: This study is constrained by limitations such   as blog types and variables. Future research could be extended to include more diverse blog types, more contributing variables on attitude and a bigger geographical coverage.   Keywords: Blogger Recommendations, Consumer Attitudes, Infor- mation Quality, Purchase Intention, Trustworthiness. JEL Classification: M31

How associations between products and numbers in brand names affect consumer attitudes: introducing multi-context numbers

Drawing on numerical cognition research, we identify a set of multi-context numbers (MCN) that originate from the decimal (10), duodecimal (12) and sexagesimal (60) numeral systems frequently used in numerous domains (e.g., 10, 12, 20, 24, 60, 360, 100). We propose and show that inclusion of MCN in alphanumeric brand names (ABN) generates more favorable consumer attitudes and higher preferences for product extensions in different domains. We examine three types of fit, between (1) parent brands and numbers, (2) product categories and numbers and (3) parent brands and product categories. We find that the effects of ABN numbers are mainly mediated by product–number associations. Accordingly, while some numbers that are strongly associated with the product category (e.g., 401 and retirement services) or the parent brand (e.g., Heinz and 57; Levi’s and 501) or that are familiar to consumers (e.g., 18, 21) generate favorable consumer responses in specific contexts, the same numbers fail in other product domains (e.g., 401/57/18/21 taxi service). In four empirical studies, we demonstrate that MCN in ABN can achieve and maintain favorable consumer responses and receive higher preferences than other very familiar numbers in various product extension contexts, regardless of parent brand names or product categories. Our findings suggest that it is ideal to use MCN in new extensions.