Affect Consumer Perceptions Research Articles

Research on Game Players' Willingness to Purchase Based on the Perspective of Ambivalent Attitudes

Consumer ambivalence not only reflects the emotional and cognitive responses formed after perceiving external marketing stimuli but also influences subsequent purchase intentions. Based on the TAM (Technology Acceptance Model) and S-O-R (Stimulus-Organism-Response) models, this study introduces ambivalent attitudes as a mediating variable to construct and test a theoretical model of external marketing stimuli, consumer perception, ambivalent attitudes, and purchase intentions. Using 716 valid responses from gaming communities, the measurement and structural models were evaluated using AMOS 26.0 and SPSS 26.0 software. The empirical results show that the clarity and total volume of external marketing information can significantly influence purchase intentions by affecting consumer perceptions. Ambivalent attitudes directly influence purchase intentions and serve as a mediating factor in the pathways where perceptions affect purchase intentions.

Opportunities for plain packaging of tobacco products in the Philippines: results of a nationwide online survey.

This study aimed to contribute to local research evidence to promote the implementation of plain packaging of tobacco products in the Philippines. The study aimed to assess Filipinos' perception of the effectiveness of plain packaging and their readiness by assessing the potential impact of plain packaging. We conducted a nationwide geographically representative online panel survey with a sample size of 2,000 Filipinos. The survey recruited respondents 18-65 years old and residing in the Philippines, with 500 respondents each from the National Capital Region, Luzon, Visayas, and Mindanao. We showed respondents six different mock-ups of cigarette packs in plain packaging, with two sizes of graphic health warnings (50 and 75%) and three plain packaging colors (black, white, and Pantone 448C). Using five-point Likert scales, participants rated their agreement with 18 items assessing readiness and rationales for plain packaging and 54 items related to pack design (9 items for 6 pack designs). The study showed that Filipinos recognize the value of adopting plain packaging with larger graphic health warning labels on tobacco products in the Philippines. Both non-smokers and smokers agreed that plain packaging has the potential to reduce the attractiveness and appeal of packs, prevent advertisement and promotion of tobacco products, reduce the ability of tobacco products to mislead consumers, increase the noticeability and effectiveness of the pictorial health warnings, increase recall of the pictorial health warnings, affect consumer perceptions of the attractiveness of the tobacco products and their relative safety, reduce youth experimentation with the use of tobacco products, prevent the use of tobacco brand variants as a promotional tool, prevent branding targeted toward youth, promote quitting among current users, and to more clearly inform consumers about the harmful effects of tobacco use. We recommend that policymakers pursue plain packaging as legislation or as part of a reform of the Philippines' graphic health warnings law. The law should target tobacco products sold in the Philippines.

Influences of appearance characteristics on consumer perception of ‘gu‐soo’ in fermented soybean paste (doenjang)

SummaryDoenjang, one of the representative soybean‐fermented foods in Korea, is a widely consumed food ingredient of stew, soup, and sauce/dip. In Korea, the term ‘gu‐soo’ is widely used to describe sensory characteristics of doenjang. Previous studies have reported that appearance characteristics such as colour, moisture content, and bean‐to‐paste ratio may affect consumer perception of gu‐soo in doenjang. The purpose of this study was to determine effects of appearance characteristics such as colour and bean‐to‐paste ratio on consumers' perception of gu‐soo in doenjang. A total of nine doenjang samples with three different colours and three different bean‐and‐paste ratios (0%, 25%, and 50%) were prepared. Consumer (N = 101) tests were conducted to measure consumer perception and acceptance of nine samples. Check‐all‐that‐apply (CATA) test on sensory characteristics perceived by each doenjang was also conducted. As a result of the CATA test, doenjang samples made of the same type of doenjang were perceived to have similar sensory characteristics. Having high levels of beans in the paste did not affect the liking attribute or consumer perception of ‘gu‐soo’ in doenjang (P > 0.05). Overall, consumers' perception of gu‐soo were influenced by the colour of doenjang (P < 0.05). This study found out that the colour of doenjang was more important in consumer perception of ‘gu‐soo’ in doenjang than bean content in the paste.

The Influence Of Promotion And Word Of Mouth On The Decision To Choose An International Kaniva Job Training Institution Through Brand Image As A Mediation Variable

This study aims to understand how promotion and word of mouth affect consumer perceptions of Kaniva International's brand image, as well as how these perceptions influence consumer decisions in choosing this training institution. The study used a quantitative approach with an associative research design and involved 72 respondents as samples. Data collection techniques include questionnaires, interviews, observations, and literature studies. Data analysis was conducted using Partial Least Square (PLS), a variant-based structural equation model. The results showed that promotion and word of mouth have a positive influence on the decision to choose LPK Kaniva International and also on its brand image. Brand image also has a positive effect on the decision to choose Kaniva International. In addition, promotion and word of mouth influence the decision to choose Kaniva International through brand image mediation, suggesting that effective promotion strategies and word of mouth recommendations can improve brand image perceptions and influence consumer decisions.

THE INFLUENCE OF EMOTIONAL INTELLIGENCE ON SALESPERSON PERFORMANCE

Salesperson are the frontline connector between organizations and consumers. The attitude aimed at salespeople affects consumer perceptions and purchasing decisions that will be made. The emotions that salespeople experience have a big impact on their attitude. Businesses must be aware of how their salespeople interact with customers in order to build long-lasting partnerships and boost productivity. The purpose of the study is to ascertain how emotional intelligence affects salesperson performance in the Surabaya region. The research sample used 100 smartphone salesperson respondents who were still active in the Surabaya area and analyzed using multiple linear regression techniques which were previously tested for quality using validity, reliability, and classical assumption tests. The findings clarified that salesperson performance is positively and significantly impacted by emotional intelligence. The Adjusted R Square of 52.5% indicates the emotional intelligence variable's impact on salesperson performance.

Consumer evaluation of health and environmental label concepts on sensory acceptance and wellness perception of fortified oat beverage

The study aimed to determine how health and environmental labels affect consumer perception of sensory attributes, overall liking, and wellness perception of oat milk fortified with β-glucan and pea protein. Oat milk was fortified with 6.25 g β-glucan and 14.12 g pea protein per liter. Consumers (n = 108) evaluated oat milk for four consecutive days: Day 1 (label pre-exposure) in a food sensory laboratory; Day 2 and 3 evaluations through a Home-Use-Test (HUT) of bottles labeled with either health or environmental benefits; Day 4 (post-exposure) in a food sensory laboratory. Oat flavor and creaminess intensity, and overall liking on the 9-point hedonic scale were evaluated daily and wellness perception (six dimensions assessed by 31 CATA items) was evaluated on Days 1 and 4. Creaminess was perceived to be significantly greater on Day 1 than Day 4, attributed to adaptation effects, while oat flavor and overall liking (‘like moderately’) were not significantly different over four days. Overall liking was not significantly influenced by location of evaluation (CLT and HUT) or exposure to labels. For wellness perception, the most mentioned terms were from general, physical, and emotional dimensions after health and environment label exposure. Additionally, post-exposure to labels resulted in a significant increase in frequency of mentions for general, social, spiritual, and emotional dimensions. The study outcome provided information on how labels influenced wellness perception, providing a positive experience for the consumers, but did not influence the overall liking of the product.

How do consumers evaluate sponsorship in the aftermath of sport celebrity scandals? Uncovering evidence on social media data mining

PurposeThe purpose of this study is to investigate the effects of sport scandals on consumer perceptions of the associated sponsors and sport and to provide a typology of sport celebrity scandals to guide management response tactics.Design/methodology/approachThe study conducted four focus groups that were followed by social media data mining. A total of 8,289 consumer comments were collected from 147 websites, and a total of 224 comments were analyzed in terms of themes and frequency.FindingsThe research found the impact of sport scandals on consumer perceptions of sponsorship evaluations depended on whether the scandal was gender related scandal, recreational drug use, gender violence, unplanned and planned on-field scandals. Gender violence and planned on-field scandals can have an overwhelmingly negative impact on sponsorship evaluations, while unplanned on-field scandals may result in positive effects. Consumer empathy may influence the impact of recreational drug use, and the gender of the sport celebrity can influence the impact of unplanned on-field scandals.Research limitations/implicationsThis study contributes to sponsorship theory by indicating the type of scandal affects consumer perceptions of associated sponsors and sport.Practical implicationsThe findings may guide management to develop response tactics to sport scandals. The response tactics may be based on consumer perceptions of the impact of the scandal on the associated sponsors and sport. Sponsor and sport management response tactics may be perceived as a differentiation of the sponsor and sport brands. It may be necessary that sponsorship agreements included pre-determined response tactics that contribute to value formation in the local community.Originality/valueThis study contributes to sponsorship theory by indicating the type of scandal affects consumer perceptions of sponsorship evaluations. Two additional factors may impact these influences: consumer empathy and the gender of the sport celebrity.

Social Media Influencers: Customer Attitudes and Impact on Purchase Behaviour

Social media marketing has become a crucial component of contemporary business strategies, significantly influencing brand visibility, customer engagement, and sales growth. The aim of this study is to investigate and determine the key factors guiding customer attitudes towards social media influencers, and, on that basis, to explore their effects on purchase intentions regarding advertised products or services. A total of 376 filled-in questionnaires from an online survey were analysed. The main characteristics of digital influencers’ behaviour that affect consumer perceptions have been systematized and categorized through a combination of both traditional and advanced data analysis methods. Structural equation modelling (SEM), machine learning and multi-criteria decision-making (MCDM) methods were selected to uncover the hidden dependencies between variables from the perspective of social media users. The developed models elucidate the underlying relationships that shape the acceptance mechanism of influencers’ messages. The obtained results provide specific recommendations for stakeholders across the social media marketing value chain. Marketers can make informed decisions and optimize influencer marketing strategies to enhance user experience and increase conversion rates. Working collaboratively, marketers and influencers can create impactful and successful marketing campaigns that resonate with the target audience and drive meaningful results. Customers benefit from more tailored and engaging influencer content that aligns with their interests and preferences, fostering a stronger connection with brands and potentially affecting their purchase decisions. As the perception of customer satisfaction is an individual and evolving process, stakeholders should organize regular evaluations of influencer marketing data and explore the possibilities to ensure the continuous improvement of this e-marketing channel.

How Do Implausible Tensile Price Claims Affect Consumer Perceptions of Deceptiveness and Consumer Willingness to Purchase in Online Environments?

The study explores how and why an embedded implausible tensile price claim (TPC) affects consumers’ decisions as to whether to click on the associated online advertisement and their subsequent purchases. The authors conduct a field experiment by designing a structured set of search advertisements with implausible TPCs for a global apparel brand and launching them on Baidu, the largest search engine in China. Using a hierarchical Bayesian model, the authors quantify how implausible TPCs influence consumers’ two-stage decisions: clicking on the advertisement and purchasing the product. Using two laboratory experiments, the authors further demonstrate that the purchase decision is mediated by consumers’ perceptions of deception in the advertisement, despite the fact that the click decision is not. Results show that implausible TPCs in a search advertisement motivate consumers to click on the promotion. However, the discrepancy between the advertised and the actual discounts makes the advertisement seem deceptive to consumers, which reduces their likelihood of purchasing the product and leads them to search for other products and promotions. The results address advertising deception in online price claims, offer critical policy implications regarding implausible TPCs, and shed light on designing and executing implausible TPCs in online advertising.

Beyond Likes and Shares: Exploring the Influence of Social Media on Brand Choices among College of Business Students at a Private Higher Education Institution in the Philippine

Social media platforms are pivotal where consumers express opinions, seek information, and engage with brands. This study investigates the impact of social listening and social search on consumer behavior and brand engagement. Social listening involves tracking and analyzing online discussions across various platforms, while social search refers to utilizing social media platforms as search engines for information and product discovery. This research explores these practices to assess their influence on consumer perceptions, decision-making processes, purchasing behaviors, and brand loyalty. It employs a quantitative approach, utilizing regression, correlation analyses, and survey data from social media platforms. Key findings indicate that social listening and social search significantly affect consumer perceptions, aiding in product discovery and understanding brand attributes. Positive social media interactions strongly influence purchasing decisions, while active engagement with brands on social media is evident, especially when brands respond to interactions or run interactive campaigns. Moreover, social media emerges as a primary source of product information, with user-generated content deemed more authentic than traditional advertising. The study underscores the effectiveness of social listening tools in providing valuable insights for businesses, enhancing brand perception, and earning consumer loyalty. Gender is a significant factor influencing various aspects of consumer behavior on social media, while educational background has a comparatively more minor impact. Overall, this research illuminates the pivotal role of social listening, social search, and social media interactions on consumer behavior and fostering brand engagement. The findings offer actionable insights for businesses to tailor marketing strategies, prioritize engagement, and leverage user-generated content in the digital landscape.

Factors affecting consumer perception and acceptability of chocolate beverages

Factors influencing consumer acceptability of hot cocoa-based beverages prepared with pure cocoa powders were studied. Five samples originating from various regions were selected, including alkalized and non-alkalized (natural), and regular and fat-reduced cocoa powders. Sensory evaluation of the samples was conducted using a 5-point just-about-right (JAR) scale and a 9-point hedonic scale, with a total of 116 participants. Principal Component Analysis (PCA) highlighted the relationship between acceptability and alkalization, fat content, and phenolic composition. Alkalized samples received higher scores than natural ones in color (6.9 vs 5.6), smell (5.9 vs 5.7), flavor (5.8 vs 4.9), texture (6.0 vs 5.7) and overall (6.0 vs 5.2), while regular cocoa powders received higher scores than low-fat samples in color (6.6 vs 5.8), smell (6.3 vs 5.4), flavor (5.9 vs 4.8), texture (6.2 vs 5.6) and overall (6.1 vs 5.1). A phenolic content above 30 g GAE/kg d.w. decreased consumer liking. Comprehensive insights on the effect of fat reduction and alkalization on physicochemical and sensory properties of cocoa are provided, contributing to the array of factors influencing the acceptability of cocoa. It is important to note that the origin may also influence cocoa composition, underscoring the need for further studies to explore this.

The role of health-related claims and situational skepticism on consumers’ food choices

PurposeThis paper aims to examine the effect of three types of health-related claims (health, nutrition and ingredient) and product healthiness on situational skepticism toward the claims that appear on the front-of-package of food products. The effect of situational skepticism on the purchase intention of the product is further examined.Design/methodology/approachTwo experimental studies were conducted with a 3 (health-related claims: health claim vs nutrition claim vs ingredient claim) × 2 (product healthiness: healthy vs unhealthy) between-subjects factorial design. Study 1 investigates the effects within a single product category (Biscuits) and Study 2 the effects across product categories (Salad and Pizza).FindingsThe results demonstrate that situational skepticism is the highest for health claims, followed by nutrition claims and the least for ingredient claims. In addition, situational skepticism is higher for claims appearing on unhealthy products vis-à-vis healthy ones. Finally, situational skepticism mediates the relationship between claim type, product healthiness and product purchase intention.Research limitations/implicationsThis study contributes to the field of nutrition labeling by advancing research on information processing of nutrition labels through the lens of the persuasion knowledge model (Friestad and Wright, 1994). Specifically, this study contributes to a nuanced understanding of claim formats on how the language properties of the claim – its vagueness, specificity and verifiability – can affect consumer perception. This study finds that higher specificity, verifiability and lower vagueness of ingredient claims lead to lower skepticism and hence higher purchase intention.Practical implicationsFurthermore, this study incrementally contributes to the ongoing discussion about the claim–carrier combination by showing that health-related claims are better perceived on healthy compared to unhealthy products. Hence, managers should avoid health washing, as this can backfire and cause harm to the reputation of the firm.Social implicationsFrom a public policy point of view, this study makes a case for strong monitoring and regulations of ingredient claims, as consumers believe these claims easily and hence can be misled by false ingredient claims made by unethical marketers.Originality/valueThe scope of research on skepticism has largely been limited to examining a general individual tendency of being suspicious (i.e. dispositional skepticism) in health-related claims as well as other areas of marketing. In this research, the authors extend the scope by examining how specific types of claims (health vs nutrition vs ingredient) and product healthiness jointly impact consumer skepticism, i.e. situational skepticism.

Measuring the Impact of Value-Added Tax Cuts on Consumers in Vietnam

This study aims to explore how temporary changes in VAT rates affect consumer perception and behavior in Vietnam. The research is conducted based on self-administered questionnaires collected from residents of Vietnam. The snowball sampling technique was utilized to gather the data set during 2023. A questionnaire was prepared and evenly distributed among three main subjects from three different sectors and with income levels in three groups: low; medium; and high, respectively: (1) Workers from the manufacturing and industrial sector; (2) Lecturers from the education and training sector; (3) Managers from the finance and banking sector. A total of 513 usable questionnaires were analyzed. This paper employs the multiple regression analysis model (OLS) to test the study hypothesis. Analysis results reveal that the reduction of VAT in Vietnam from 10% to 8% has significantly impacted consumer behavior, where consumer products within the daily and durable goods categories are anticipated to grow, however, expenditure on entertainment products or services tends to decrease. Additionally, reasons leading to changes in consumer behavior were also discussed in the study. The findings of this paper will offer insightful perspectives for policymakers in formulating future VAT policies, especially considering the items that significantly influence changes in consumer purchasing power following VAT changes.

IMPACT OF PACKAGING DESIGN ON CONSUMER PURCHASING DECISIONS

Packaging design is becoming more important in today's competitive marketplace as items compete for consumers' attention in a sea of choices. The complex world of package design and its influence on customer behavior is the subject of this master's thesis. The purpose of this study is to decipher the complex relationship between the visual appeal, practicality, and consumer psychology of packaging by drawing on a review of relevant literature, survey data, and real-world examples. Aspects of visual design, including color, typography, and images, as well as structural components, including size, form, and material choice, are investigated in the research on packaging. It takes a look at how these factors affect various product categories and customer demographics in terms of perceptions, preferences, and intents to buy. In addition, the study explores how packaging conveys brand values, identity, and product qualities, which in turn affects consumer perception and loyalty to the brand. Keyword : Packaging design, consumer behavior, aesthetics, functionality, consumer psychology, visual elements, color, typography, imagery,

How relationship norms and task complexity affect consumer perceptions of quality in crowdsourcing

AbstractAlthough prior research indicates that crowdsourcing is primarily beneficial for companies, this work reveals, across three studies, that quality perceptions of crowd‐sourced (vs. company‐generated) products are shaped by relationship norms: communal norms (vs. exchange norms). Study 1 indicates that developing a communal (vs. exchange) relationship with the company enhances quality perceptions of crowdsourced (vs. company‐generated) products. Study 2 shows that firms' innovation ability works as an underlying mechanism: when consumers develop a communal (vs. exchange) bond with the company, they attribute greater innovation competence to crowdsourcing (vs. company‐generated innovations). Finally, study 3 reveals that the beneficial effects of communal (vs. exchange) norms on perceived quality crowdsourced products only hold when the product innovation lacks complexity, and the effect is mitigated with high‐complexity tasks. By demonstrating the importance of relationship norms and their interaction with innovation complexity, we resolve mixed findings on consumers quality perceptions towards crowdsourcing, contributing to recent studies and further offering important implications for firms seeking to leverage crowdsourcing strategies effectively.

Unveiling the Future of Meat Packaging: Functional Biodegradable Packaging Preserving Meat Quality and Safety.

Meat quality and shelf life are important parameters affecting consumer perception and safety. Several factors contribute to the deterioration and spoilage of meat products, including microbial growth, chemical reactions in the food's constituents, protein denaturation, lipid oxidation, and discoloration. This study reviewed the development of functional packaging biomaterials that interact with food and the environment to improve food's sensory properties and consumer safety. Bioactive packaging incorporates additive compounds such as essential oils, natural extracts, and chemical substances to produce composite polymers and polymer blends. The findings showed that the incorporation of additive compounds enhanced the packaging's functionality and improved the compatibility of the polymer-polymer matrices and that between the polymers and active compounds. Food preservatives are alternative substances for food packaging that prevent food spoilage and preserve quality. The safety of food contact materials, especially the flavor/odor contamination from the packaging to the food and the mass transfer from the food to the packaging, was also assessed. Flavor is a key factor in consumer purchasing decisions and also determines the quality and safety of meat products. Novel functional packaging can be used to preserve the quality and safety of packaged meat products.

Assessing Factors Affecting Consumer Perception Towards Online Shopping

Assessing Factors Affecting Consumer Perception Towards Online Shopping

The Effect of Company Social Obligation on Brand Popularity

Company Social Duty (CSR) has become a pivotal approach for corporations aiming to beautify their emblem reputation amidst growing societal expectations. This paper investigates the profound effect of CSR projects on brand popularity in diverse industries. Using a mixture of qualitative and quantitative research techniques, it examines how CSR practices affect consumer perceptions, emblem loyalty, and corporate credibility. Drawing upon theoretical frameworks and empirical evidence, the observer delves into the mechanisms via which CSR sports shape logo photos and popularity. Moreover, it explores the position of authenticity and transparency in fostering tremendous stakeholder attitudes in the direction of CSR-driven brands. Via a complete analysis of case studies and industry examples, this study elucidates the complexities and nuances of the connection between CSR and emblem reputation. The findings provide treasured insights for corporations seeking to leverage CSR as a strategic device for enhancing brand fairness and fostering long-term sustainable growth.

Unveiling Stars: How Graphical Displays of Online Consumer Ratings Affect Consumer Perception and Judgment

Prior research has indicated that consumers’ decisions are significantly influenced by online reviews. However, existing research has focused mainly on attributes (e.g., average ratings) that are not fully controlled by firms; only limited research has investigated how controllable attributes (e.g., review display formats) affect consumers. Drawing on visual perception research, the authors examine the effectiveness of two prominent graphical display formats used by major e-commerce platforms: one that displays rating distributions in a proportional format (e.g., Amazon) and one that does so in a simple format (e.g., Google). The results indicate that due to the changes in graphs’ reference points caused by the shrunken x-axis in simple bar graphs, consumers respond more positively to an item when its rating distribution is displayed in a graphically simple (vs. proportional) format. This effect is moderated by the distribution's peak value (i.e., the share of the most frequent rating) and imbalance score (i.e., the difference between the share of positive and negative ratings). Furthermore, even an item's future ratings are influenced by the graphical format in which its prior ratings are displayed. The contributions to the marketing literature are discussed, and insights that can aid managers in making more informed decisions are provided.

Instilling label confidence in the minds of consumers: The role of sustainability skepticism

AbstractDrawing from the persuasion knowledge model, the present research demonstrates how providing comparable sustainability labels (i.e., labels with numeric sustainability level information) can help consumers make more sustainable choices at the point of purchase for consumer packaged goods. We provide empirical evidence from a field experiment and an online experiment to show how the presence and source of sustainability labeling affect consumer perceptions. Notably, we show that highly skeptical consumers are influenced by the source of labeling, whereas less skeptical consumers are less affected by the source but strongly influenced by the presence of labeling. We also demonstrate both the boundary condition and underlying mechanism in the sustainability labeling process. Our findings provide insights for practitioners and policymakers interested in presenting sustainability information at the retail shelf to inform and influence consumer decisions.