Affect Consumer Behavior Research Articles

Are “10 Grams of Protein” Better than “Ten Grams of Protein”? How Digits versus Number Words Influence Consumer Judgments

Abstract Numerical information can be communicated using different number formats, such as digits (“5”) or number words (“five”). For example, a battery product may claim to last for “5 hours” or “five hours.” And while these two formats are used interchangeably in the marketplace, it is not clear how they influence consumer judgments and behavior. Via six experimental studies, two online ad campaigns, and one large secondary dataset analysis, we find that digits, compared to number words, positively affect consumer behavior. We refer to this phenomenon as the number format effect. We further show that the number format effect occurs because consumers feel that digits (vs. number words) are the right way to present numerical information: digits lead to a sense of feeling right that then affects consumer behavior. Finally, we show that the number format effect is amplified when credibility of the source of information is low, and attenuated when source credibility is high. The current research advances knowledge of how numerical information influences consumer judgments and behavior and carries important implications for marketers and policymakers as they communicate numerical information to consumers.

Analisis Strategi Pemasaran Syariah dalam Menarik Minat Beli Masyarakat di Toko Kue Shinta Bakery Simpang III Sipin Jambi

This study aims to determine whether the strategy carried out by the Shinta Bakery cake shop is going well or not and to find out how marketing strategies affect consumer behavior in buying cakes at the shinta bakery shop. This type of research is descriptive qualitative, which describes an event that has occurred or existing cases that provide a clear picture of the problem to be studied. The objects used in conducting this research are the community, employees and owners at the Shinta Bakery cake shop. The types of data used in this research include primary and secondary data. The methods used to collect data for this research are observation, interviews and documentation. Based on the discussion, it can be concluded as follows. First, In terms of Islamic Marketing Strategy, Toko Shinta Bakery has been in accordance with applying the concept of sharia marketing strategy, namely product, price, promotion, place. As well as applying the characteristics of Islamic marketing, namely Rabbaniyah, Akhlaqiah, Al-Waqiyah, Insaniyah. Second, the advantages and disadvantages of implementing sharia marketing strategies in Toko Shinta Bakery are, the advantages are selling products at affordable prices and good quality, the disadvantages are not managing their gofood franchise properly, lack of parking lots, and rarely giving discounts.

LITERATURE REVIEW: SIARAN LANGSUNG TIKTOK TERHADAP KESADARAN MEREK, KEPERCAYAAN MEREK, DAN KEPUTUSAN PEMBELIAN

This research examines the influence of TikTok live streaming in the context of marketing and consumer behavior. It aims to provide deeper insights into how TikTok live streaming affects consumer behavior, including enhancing brand awareness, strengthening brand trust, and influencing purchase decisions. The method used in this research is qualitative research with a literature review approach. The results of the study indicate the importance of TikTok live streaming in the context of marketing and consumer behavior. Marketing strategies utilizing live streaming need to be tailored to the characteristics of the target market and the desired objectives. Creating brand awareness and generating engaging content on social media can enhance consumer trust and drive purchase decisions.Kata kunci: Interaktivitas, Kepercayaan merek, Keputusan pembelian, Kesadaran merek, Siaran Langsung TikTok

THE INFLUENCE OF VALUE PERCEPTION AND RISK PERCEPTION ON GREEN BUYING BEHAVIOR

Indonesia is the second largest contributor of plastic waste in the sea in the world, causing the government to issue policies to tackle plastic waste. The retail entrepreneurs association as the largest contributor of plastic waste follows government policy by providing environmentally friendly shopping bags/tote bags. Therefore, Niceso Ciruas, Serang Regency has adopted the policy. The policy affects consumer behavior. Green buying behavior is influenced by many factors, one of which is the perception of value and perception of risk. This study aims to determine the effect of value perception and risk perception on green purchasing behavior in shopping bag / tote bag users in Niceso Ciruas, Serang Regency. This research uses quantitative methods with a descriptive approach. The population criteria were consumers of Niceso Ciruas, Serang Regency and a sample of 100 respondents using the formula proposed by Slovin and Mustafa with a confidence level of 90% with a value of e = 10%. Data collection was carried out through the distribution of questionnaires to consumers of Niceso Ciruas, Serang Regency. The analysis method used is descriptive analysis using SmartPLS 4.0. This study found that value perception has a positive and significant effect on green purchasing behavior and risk perception has a positive and significant effect on green purchasing behavior in tote bag users in Niceso, Ciruas, Serang Regency.

HOW COVID-19 CHANGED CONSUMER BEHAVIOR TRENDS IN TÜRKİYE?

COVID-19 has altered many aspects of daily life, notably impacting shopping methods. This study examines how these changes affect consumer behavior, focusing on norm sensitivity, risk perception, and digital advertising. The purpose of this research is to understand the role of norm sensitivity, risk perception, and digital advertising as mediators in the relationship between COVID-19 and changes in consumer behavior. Qualitative data is collected from online meetings with 41 participants aged between 19 and 52 and it is analyzed by using MAXQDA. The unique aspect of this study is its qualitative approach and having a relatively large sample size compared to typical qualitative studies. The findings indicate higher sensitivity towards online shopping during COVID-19, perceiving traditional face-to-face shopping as risky mostly due to virus transmission, increased trust in digital channels, the undeniable effects of digital advertisements on purchasing, and the importance of making research before shopping. Furthermore, the findings revealed that shopping methods shifted from traditional face-to-face to online shopping during COVID-19 even in the early times of the pandemic. Based on these findings, businesses should prioritize enhancing their online shopping experiences by improving website usability and security measures. They may also implement safety protocols in physical stores to alleviate consumer concerns. Leveraging targeted digital advertising strategies and investing in consumer research can help businesses adapt to evolving consumer preferences and behaviors.

화장품 브랜드의 콜라보레이션 제품 특성이 구매의도에 미치는 영향

Purpose - This research aims to analyze whether brand loyalty has a mediating effect on the impact of collaboration product characteristics, which companies have recently been actively utilizing, on consumer purchase intention. Design/Methodology/Approach - This research conducted an online survey of 202 male and female adults primarily in their twenties. The main variables are collaboration product characteristics, purchase intention, and brand loyalty. To analyze the relationship of influence, regression analysis, frequency analysis, and reliability analysis were conducted utilizing SPSS, and mediation effect analysis was executed utilizing Process Macro Model 4. Findings - Among the collaboration product characteristics, originality, aesthetics, and scarcity had a significant impact on purchase intention. It was confirmed that brand loyalty had a significant effect on purchase intention. Brand loyalty also was confirmed to have a partial mediating effect on the impact of collaboration product characteristics on purchase intention. Research Implications - First, collaboration was identified as a major factor influencing purchase intention and brand loyalty. Second, these results proved that brand loyalty is a major factor affecting consumer behavior, even within collaboration strategies. Third, in order to promote consumer purchase intention, companies need not only a collaboration strategy that increases product competitiveness but also a marketing strategy that strengthens brand loyalty formed through interactions with consumers.

The Influence of social media platforms on the formation and spread of consumer trends

Social media platforms are becoming essential for determining customer trends and behaviour in a variety of businesses. The impact of social media on the development and propagation of consumer trends is examined in this study paper. This article attempts to shed light on the dynamics of contemporary consumerism and its interaction with digital media by investigating the ways in which social media platforms affect consumer behaviour, as well as the function of influencers and algorithms. This study examines the mechanisms via which social media influences consumer behaviour, identifies important elements driving trend development, and evaluates the impact of social media on various industries by utilizing a mixed-methods approach that combines qualitative and quantitative analysis. This study attempts to give a thorough grasp of how social media shapes modern consumer trends through case studies and surveys. This study examines the complex effects of social media on consumer behaviour and trend creation using a mixed-methods methodology. While quantitative research looks at the statistical relevance of these elements in influencing consumption patterns and purchasing decisions, qualitative analysis investigates the impact of social influence, content virality, and user involvement in driving trends. The research's conclusions provide insightful information to companies, marketers, and legislators that want to use social media to better understand and influence customer behaviour. This thesis adds to a better understanding of the modern consumer landscape by thoroughly examining the impact of social media on trend formation and spread. It also offers helpful suggestions for modifying marketing tactics to accommodate changing consumer preferences in the digital era.

Потребительское поведение российской молодёжи в условиях санкций

The article delves into the phenomenon of consumer behavior of young people in the context of a new eco-nomic reality formed by the introduction of several packages of economic sanctions and a number of related adverse factors which form a new way of thinking among young people, which directly affects consumer be-havior, and therefore it is important for manufacturers to take into account these changes. The author analyzes approaches to the study of consumer behavior from the point of view of economic theory, sociology and psy-chology. The features of youth as a specific socio-demographic group are considered. The results of sociologi-cal and marketing research are presented as an evidence base. Conclusions are drawn about the continuing strategy of rational consumption, the growing share of online purchases, the increasing role of market places, the demand of young people for eco-friendly products and ethical brands based on the principle of “healthy for me and for the environment”.

Digital and Green Behaviour: An Exploratory Study on Italian Consumers

This paper aimed to understand consumer behaviour based on different constructs of buying behaviour antecedents, which included attitudes towards social aspects, green values, the value placed on digital channels, and green advertisements. Through an online survey of 650 respondents, we investigated the characteristics that affect consumer behaviour in Italy. A structural equation modelling (SEM) method was then used to explore the effects of the identified constructs on people’s buying behaviour, as well as evaluate their relative importance. On the one hand, the findings showed that among the identified constructs, attitudes towards social aspects have a direct effect on eco-friendly consumption, while green values positively impact both buying behaviour and openness to green publicity. On the other hand, green publicity only shows a weak impact on buying behaviours, while peoples’ attitudes towards digital channels have a positive effect on both eco-friendly consumption and on buying behaviour. In other words, the results suggest that people’s digital propensity, paired with environmental sensibility, may affect the online purchase of sustainable food. In light of the above, these results should be important for makers and experts dealing with green products, particularly sellers. In fact, sellers and marketers should consider our results as insights into their segmentation, targeting, and positioning strategies in markets.

Analysis of QRIS Users in Indonesia Society in the Cashless

The development of the digital era is a time when information and communication technology has changed the way people live. One of the developments in the digital era is the increase in cellphone users, laptops, and using the internet from these developments making changes in the way of transactions in Indonesia. The digital way of transacting also affects consumer behavior in shopping, for example, currently many consumers choose to shop with non-cash payment methods. This study analyzes a user's intention and behavior towards the QRIS payment channel using the UTAUT2 theory. This study uses a survey method with a questionnaire to collect data from 364 respondents who are users of the QRIS payment channel in Indonesia with the criteria for QRIS payment channel users and those who have used and are over 17 years old. This research is quantitative research to measure and analyze data with the aim of testing the causal relationship between variables. This research uses SEM analysis with the help of LISREL V.8.8 software to analyze the data. The results of this study indicate that the intention to use the QRIS payment channel in the non-cash era using the UTAUT2 theory is influenced by effort expectancy, social influence, trust, habit, and perceived risk. Meanwhile, use behavior is influenced by habit and behavioral intention.

How and when does a used (vs. unused) account affect consumption behavior?

How does spending from a used (vs. unused) account affect consumption behavior? An account is used when some resources of that account have been used (e.g., $90 has been used on a gift card that originally had $100). An account is unused when no resources of that account have been used (e.g., no money has been used on a gift card that has $10). Across seven studies (N = 8,667), we find that people are more likely to spend resources from a used account than otherwise equivalent resources from an unused account. This is because people engage in within-account comparisons, comparing the remaining resources in the account with what the account originally had, leading them to value the remaining resources less in a used account. We demonstrate the robustness of the effect of a used (vs. unused) account across several domains, including gift cards, checking accounts, and credit card reward points. Further, we demonstrate a boundary condition of the effect, revealing that the proportion of the account remaining moderates the subsequent consumption. Lastly, we generalize this effect from consumption to charitable giving. The findings provide insights into how policymakers, companies, and individuals may consider leveraging the perception of an account being used or unused to curb expenses and encourage charitable giving. (PsycInfo Database Record (c) 2024 APA, all rights reserved).

The Impact of Augmented Reality in Consumer Behaviour

Consumer behaviour is being revolutionized across different sectors by Augmented Reality (AR). This paper provides a conceptual study addressing how AR applications affect consumer behaviour across multiple industries. This research, focuses on how augmented reality (AR) in retail uses personalized product information and virtual try-on experiences to help consumers make well-informed decisions. It shows how AR in education fixes subject learning through interactive lessons and real-time information in travel. This research, the study investigates the effects of AR on consumer engagement, brand perception and purchasing behaviour. The objective of this study is to understand how AR influences consumer behaviour, brand loyalty and economic drivers. The methodology involves the review of relevant literature on AR applications, consumer behaviour, and marketing strategies. According to the research, it confirms that AR dramatically enhances customer experience, engagement, and purchase intention. The theoretical foundations that describe how AR enhances the customer experience and drives purchase decisions. The paper also explains the challenges and opportunities presented by the adoption of AR, concluding that AR will change how customers interact and experience the product or store, creating both challenges and opportunities for marketers as they try to adapt to the new reality.

The Impact of Social Media on Consumer Behaviour

Thanks to technology, consumers can research things, label them, offer criticism in equal proportion, and do much more. As a result, a lot of businesses these days have social media pages to supplement the data they have about their products. These pages contain customer comments about their items, and people are more likely to relate to a business after reading multiple evaluations. Because the paper deals with how social media affects consumer behavior, it is a quantitative study. 116 respondents made up the sample, and the statistical analysis led to results about both univariate and bivariate analysis. Once the study factors have been analyzed, we can create a social network-based customer profile.Similarly, it is possible to observe the degree of effect and the true impact of social media on behavior changes following the completion of a sophisticated statistical analysis utilizing SPSS and the analysis provided by the web platform that hosted the questionnaire.

Keeping distance! How infectious disease threat lowers consumers' attitudes toward densely displayed products

AbstractInfectious diseases have been posing frequent and significant threats to us. However, research on how disease threat affects consumer behavior, especially sensory responses, is still limited. In this study, drawing on the theory of compensatory consumption, we show that consumers under disease threat are less willing to buy products presented in a dense display. This is because disease threat activates a high‐density avoidance mindset, which is carried over to the way in which products are placed. Moreover, this effect is mitigated when diseases are noninfectious or when disinfectant products are displayed. A set of four studies, which adopt lab and field settings, using different manipulations and measures, provide convergent evidence for these effects. Specifically, Study 1 examines the main effect of disease threat on product display. Study 2 tests the mediating role of high‐density avoidance mindset as well as the moderating role of disease infectiousness. Study 3 proceeds to explore product type as the other boundary condition. Finally, Study 4 provides real world evidence through a field experiment. Furthermore, in these studies, five alternative explanations were ruled out to further clarify the psychological process. These findings offer valuable insights for retailers regarding product display strategies.

Assessing the Millennials’ Intention Toward Green Fast Food Retail: The Use of the Theory of Planned Behavior

The existence of this interest can indirectly affect the existence of fast-food retail because of negative consumer perceptions related to fast-food retail. Therefore, several fast-food retailers have offered eco-friendly products, in great demand by Millennials. However, it is still rare for fast-food retailers to launch new outlets with green themes due to the adverse insight of fast food itself. It is also caused by data deficiency on consumer behavior intention towards green fast-food retail, even though the existence of this restaurant itself continues to increase, especially in West Java. Therefore, this study aims to examine the intention of millennial consumers in West Java’s green fast-food retail by applying the Theory-of-Planned-Behavior approach with the role of green knowledge, perceived green practices, perceived physical servicescape, and perceived price fairness. 402 respondents were gathered in this study by implementing TPB theory as the variable under study, supported by Green Knowledge, Perceived Green Practices, Perceived Physical Servicescape, and Perceived Price Fairness. A quantitative approach is employed and processed using SPSS and Smart-PLS. Based on the results, the company's green practices, physical service scape, and price fairness affect consumer behavior control which leads to a positive influence on consumer behavior intention in green fast-food retail. Another result proved that green knowledge has a positive and significant impact on consumer attitude

Impact of Social Media on Society

This paper offers a comprehensive analysis of the effects of social media on society, businesses, and especially adolescents. The study emphasizes the rapid advancement and widespread adoption of social media technologies, with Facebook alone boasting 3.03 billion users in 2023. The research demonstrates that teenagers are particularly engaged in social networking, with 22% accessing platforms around 10 times daily. Additionally, the paper points out that over half of teenagers check in more than once a day using their mobile phones, and 75% of them possess their own devices. Nevertheless, the study also underlines the growing threat of cybercrime via mobile phones, as RSA documented a 173% surge in such incidents between 2020 and 2023. The paper examines the consequences of social media on society and businesses, discussing how social media plays a part in mounding public opinion and affecting consumer behavior. It also investigates the advantages of social media can offer businesses, such as increased exposure, enhanced customer interaction, and the capacity to target specific demographics. Lastly, the paper centers on the implications of social media for teenagers, addressing the dangers of cyberbullying, privacy issues, and potential adverse effects on mental health. The study recommends that parents and educators work together to instruct teenagers on responsible social media usage and the potential hazards involved. In conclusion, the paper stresses the importance of a balanced approach to social media utilization, acknowledging both its positive aspects and potential drawbacks.

Effects of Service Marketing in AI Medical Industry on Brand Image and Consumer Behavior

Emerging smart technology in global medical & health care systems in past years results in the popularity of telework and telehealth. Besides, people’s changing consumption patterns enhance explosive growth of medicine, life sciences, and digital technology in recent years to accelerate the transformation and reform of medical industry. Under real needs and the catalysis of technology, smart medicine becomes the mainstream in the future. For this reason, this study tends to discuss the effect of service marketing in AI medical industry on brand image and consumer behavior. AI medical industry customers in southern Taiwan, as the research samples, are distributed 500 copies of questionnaire. After deducting invalid and incomplete ones, 346 copies of questionnaire are valid, with the retrieval rate 69%. The research results reveal that service marketing would positively and significantly affect brand image, brand image would positively and remarkably affect consumer behavior, and service marketing would positively and notably affect consumer behavior. According to the results to propose suggestions, it is expected to provide effective guide for various service organizations practicing service marketing to grasp critical factors and build the service marketing systems being able to promote the benefit in AI medical industry.

Study on the Usage Behavior of PLN Mobile Application using UTAUT 2 Model among PLN Customers in North Sulawesi, Central Sulawesi, and Gorontalo

The objective of this research is to analyze the factors affecting consumer behavior in Indonesia regarding the utilization of the PLN Mobile Application within the PLN Distribution Unit located in North Sulawesi, Central Sulawesi, and Gorontalo, employing the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) model. The selection of this model was based on its recent relevance to the adoption of the PLN Mobile Application. This research falls under the quantitative category. Sampling is performed using a non-probability sampling method known as purposive sampling. This research involve 385 PLN Suluttenggo customers as respondents. The data analysis technique in this research used Partial Least Square Structural Equation Model (PLS-SEM) utilizing SmartPLS software version 3.2.9. The outcomes of the research indicate that there are five variables in the UTAUT 2 model that have a positive and significant influence on behavioral intention to use the PLN Mobile application, from the highest to the lowest respectively are price value, habit, social influence, hedonic motivation, and performance expectancy. Meanwhile, there are three factors that positively and significantly influence on usage behavior, namely behavioral intention, facilitating conditions, and habit. Hence, companies can utilize this model to enhance customers behavioral intentions and usage of the PLN Mobile application by taking these factors into consideration.

Changing Pricing Strategies and Its Impact Towards Buying Behavior – An Empirical Study with Reference to Ott and E – Pharmacy Sectors

This study seeks to quantify how altering pricing methods affect consumer behavior in E - pharmacy and OTT industries. In Bangalore City a questionnaire was handed out and 600 responses or 79.8% of the total were returned. No statistically significant differences relating to demographic or socioeconomic characteristics were found, although the results did demonstrate a beneficial association between pricing methods and customer behavior.

Post-pandemic outdoor music festival consumption behaviour intention: an integrative approach

ABSTRACT This study investigates the factors influencing consumption behaviour at outdoor music festivals in the post-pandemic era. Utilising the Stimuli-Organism-Response and Motivation-Opportunity-Ability theories, the study explores the factors affecting consumer behaviour intention in the context of outdoor music festivals. Employing structural equation modelling and necessary condition analysis, the research reveals that consumption motivation, opportunity, ability, and perceived scarcity significantly impact consumption behaviour intention in a positive manner. Conversely, perceived risk inhibits this intention. Notably, post-pandemic music festival attendees, particularly young individuals with income, exhibit a strong propensity to consume. Consumption motivation, opportunity, and ability are identified as direct and positive drivers of consumption behaviour intention, representing necessary conditions. Perceived scarcity mediates the relationships between consumption motivation, opportunity, ability, and the intention to participate in outdoor music festival consumption behaviour. The study sheds light on the theoretical and practical implications of these findings, emphasising its contribution to the field of leisure studies.