Affect Consumer Behavior Research Articles

Hindrances to Responsible Consumption: A Mini Review

Sustainable development goals prescribe desirable behavior by individuals and firms. But behavioral irrationalities are likely to hinder responsible consumption by members of the society. Methods: This mini review is intended to identify behavioral irrationalities. A literature review was undertaken to identify empirical papers that studied the link between such irrationalities and consumption behavior. Results: Nineteen empirical papers that investigated irrationalities such as anchoring, loss aversion, sunk cost fallacy, framing, and endowment effect showed that these factors do affect consumption behavior. Conclusion: This study has identified irrationalities that affect consumer behavior and also the achievement of sustainable development goals. An extensive study is needed to identify the hindrances to responsible consumption.

Antiviral Biodegradable Food Packaging and Edible Coating Materials in the COVID-19 Era: A Mini-Review

With the onset of the COVID-19 pandemic in late 2019, and the catastrophe faced by the world in 2020, the food industry was one of the most affected industries. On the one hand, the pandemic-induced fear and lockdown in several countries increased the online delivery of food products, resulting in a drastic increase in single-use plastic packaging waste. On the other hand, several reports revealed the spread of the viral infection through food products and packaging. This significantly affected consumer behavior, which directly influenced the market dynamics of the food industry. Still, a complete recovery from this situation seems a while away, and there is a need to focus on a potential solution that can address both of these issues. Several biomaterials that possess antiviral activities, in addition to being natural and biodegradable, are being studied for food packaging applications. However, the research community has been ignorant of this aspect, as the focus has mainly been on antibacterial and antifungal activities for the enhancement of food shelf life. This review aims to cover the different perspectives of antiviral food packaging materials using established technology. It focuses on the basic principles of antiviral activity and its mechanisms. Furthermore, the antiviral activities of several nanomaterials, biopolymers, natural oils and extracts, polyphenolic compounds, etc., are discussed.

A Study of Consumer Behaviour Towards Hair Care Product (Shampoo) in Nagpur

The purpose of this study is to understand consumer behaviour towards the purchase of shampoo in Nagpur. Researchers are studying the factors that influence the behaviour of consumers towards shampoo to find out the range of shampoo brand awareness among consumers and also to study the regularity of consumption of a particular brand. All the variables studied were significantly related to demographic factors, consistency, and consumer behaviour at the time of purchase. Researchers have used tools like chi-square to determine the factors affecting consumer behaviour towards the purchase of shampoo. The chi-square test shows that there is a significant association between age and consistency, price and consistency, and type of ingredient and consistency in the purchase of shampoo. The analysis of the hypotheses proved that there is no significant association between age, price, type of ingredients, and consistency. These factors do not influence consumer behaviour at the time of purchase.

Optimal pricing of online products based on customer anchoring‐adjustment psychology

AbstractOnline product pricing is an important factor that affects the purchase of customers and the earnings of e‐commerce platform enterprises. It has an increasingly prominent influence on consumers’ purchasing decisions. To study the influence of customers’ anchoring psychology and product pricing on customers’ purchasing behaviors, this paper proposes a pricing model that considers online consumers to be anchored by the product price and sales. The cognitive bias of online consumers is described by a utility function based on an anchoring‐adjustment heuristic, and consumer choice behavior and an online product pricing strategy are studied with a multinomial logit model. Then, it studies the influence of the anchoring point and anchoring degree on optimal pricing, sales and profit. In particular, when consumers are anchored only by sales of goods, the optimal solution is monotonic with respect to the anchoring degree. However, when consumers are anchored by both price and sales, both factors affect consumer behaviors and produce more complex results. This paper provides a flexible pricing mechanism for platform enterprises, and it can provide a theoretical basis and decision support for dynamic pricing of platform enterprises based on historical consumption data.

Factors affecting consumer behaviour to use e-wallets: an empirical study from Vietnam context

The purpose of this paper is to investigate the behaviour of using e-wallets (BE) and the factors affecting the use BE belonging to Vietnamese consumers. Research data is collected by sending online questionnaires to consumers who have been using e-wallets in Vietnam - people between the ages of 18 and 50 years old based on the convenient non-probability sampling method. The authors combine both qualitative and quantitative methods in our research to build and develop the research model. To take advantage of the theory of planned behaviour (TPB) and technology acceptance model (TAM), this research uses a combination of TPB and TAM models (C-TAM-TPB) to analyse two factors of the technology adoption model (perceived usefulness - PU and perceived ease of use - PE), the unified theory of acceptance, use of technology factor (social influence - SI), and perceived risk (PR). The research results show that (1) three factors that positively affect e-wallet usage (ranked in descending order) are the PE, SI, and PU and (2) PR does not affect Vietnamese consumer BE. Although the investigation and research on consumer behaviour are quite popular in Vietnam and around the world, the investigation documents the BE and the factors that determine it is still rare in Vietnam. Therefore, this study contributes to investigating and measuring the BE and the factors affecting it in Vietnam. In addition, the combined approach of the C-TAM-TPB model to estimate the influencing factors is a method rarely used in previous studies on consumer behaviour.

Factors Affecting Consumer Buying Behavior towards Local Brands in Zambia: A Consideration of the Product Preference

Recent economic growth trends in Africa have heightened industry awareness of the market potential of many African countries including Zambia. As a result, academics are becoming increasingly interested in learning about African customers' attitudes, tastes, and behavior. The majority of the investigations on the factors affecting consumer behavior have been done predominantly from the Western marketing viewpoints, and the results have been informative in the sense that they confirmed and extended existing marketing models. In view of this, this paper brings out the Zambian perspective of consumer buying behavior. There has been an increase in the sale of imported FMCGs in Zambia, hence this motivated the investigation on the factors that motivate consumers when buying the products. The results indicate that quality, price, and availability influence consumer buying behavior in Zambia. The results further suggest that consumers in Zambia prefer imported FMCGs. The recommendation, therefore, is that manufacturers should take into consideration the factors affecting consumer behavior when producing FMCGs. The gap in understanding consumer buying behavior in less developed countries like Zambia has existed since 1986 when Bbenkele (1986) found that product shortages had an impact on brand loyalty in Zambia.

The Influence Of The Website's Atmosphere On Online Consumer Behavior And Its Relationship To Flow: Case Study Of Online Travel In Indonesia

In this decade, studies of website atmospherics and flow experiences have received much attention from researchers and are very broad. At present, there are still few fields of study that study the relationship between the atmosphere website and a flow experience. In this study aims to examine the factors that have an impact on website atmospherics and flow experiences that can affect consumer behavior (Enjoyment shopping, Intimacy, and Intention) in the use of online travel services websites in Indonesia. In the development of this study, using the stimulus-organism-response (S-O-R) framework as a theoretical basis, the findings of this study are expected to show that the design atmosphere in websites has a positive impact on improving the enjoyment shopping, Intimacy and Intention of purchases for online travel agents in Indonesia.

SOSYAL MEDYA İÇERİĞİNİN TÜKETİCİ DAVRANIŞINA ETKİSİ: INSTAGRAM ÜZERİNE BİR VAKA ÇALIŞMASI

Understanding consumer behavior and decisions on e-commerce are vital. Well-defined consumer behavior and investigating what influences that behavior on an online shopping journey is a key for an online seller. However, having insights on what affects consumer behavior and understanding the relationship among content and user is a complex problem. There are various aspects of social media content in this process that mediates the decisions and behavior of customers. This paper investigates consumer behavior in connection with social media content from the media richness theory perspective. In particular, the changes in the content and its effects on consumer engagement and interaction were analyzed by considering the changes in engagement rates and the number of interactions. For empirical testing, a case study is conducted in a start-up e-commerce company, called Freja Silver. The variations of content have been analyzed and data-driven results have been evaluated.

Purchase Decision-Making during the Covid Pandemic 19: The Character of International Consumer Behavior

The aim of this paper is explaining the justification of the phenomenon of consumer behavior is a quite new scientific discipline that emerged only in the middle of the last century, has always been a challenge for companies, especially in the period of the Covid 19 pandemic, where the unpredictable situation affects consumer behavior. The research methods in this paper are the interaction of several scientific methods such is a historical method that took data from the professional literature in the field of marketing, which analyzed the factors and processes of consumer behavior by using the quantitative statistical method with a deductive approach. It has been proven that business results mostly bought products in stores to which they are "loyal" regardless of brand and origin, while a smaller part started buying exclusively products of SEE companies. The analysis concluded that R Square .511 showed that online shopping depends on fear of consumers for possible appeals the same tested model showed that consumers are careful to buy their products because they are not able to physically intoxicate purchased products on the Internet. Also, research results show that companies in the SEE that consumer behavior is a very important indicator for organizational behavior experts on how and in what way to choose the right marketing strategy.

How Are Consumers Affected by Taste and Hygiene Ratings When Ordering Food Online? A Behavioral and Event-Related Potential Study.

With the rapid development of the take-out industry, taste and hygiene ratings as social-based information have been frequently used by online food-ordering platforms to facilitate consumer purchases. The present study aims to uncover the effects of taste and hygiene ratings on online food-ordering decision by incorporating behavioral and neural approaches. The behavioral results showed that a high taste rating induced a higher ordering intention than a low taste rating, and that a high hygiene rating induced a higher ordering intention than a low hygiene rating. The effect of hygiene rating on ordering intention was moderated by taste rating. Hygiene rating had a greater impact on ordering intention when the taste rating was high (vs. low). In addition, inconsistency between taste and hygiene ratings increased the cognitive load and took more time for decision-making. The event-related potential (ERP) data revealed that consumers paid more attention to a high (vs. low) taste rating in the early cognitive process, which was reflected by a larger P2. Subsequently, a more negative N2 was elicited by conflicting ratings than consistent ratings when the taste rating was low. In the relatively late decision-making process, a larger P3 was evoked by consistent than conflicting ratings, suggesting that consumers had more confidence in their decisions for consistent ratings. These findings could help restaurants understand the roles of taste and hygiene rating cues in affecting consumer behavior and prompt those restaurants to adopt effective measures to increase online sales.

Preference Reversals Between Digital and Physical Goods

The proliferation of digital goods has led to an increased interest in how the digitization of products and services affects consumer behavior. In this article, the authors show that although consumers are willing to pay more for physical than digital goods, this difference attenuates—and even reverses—when consumers are asked to make a choice between the two product formats. This effect is explained by a contingent weighting principle: In willingness to pay, a quantitative task, consumers anchor on quantitative information (e.g., market beliefs). However, in choice, a qualitative task, consumers anchor on qualitative information (e.g., which good dominates on the most important attribute). These differences in contingent weighting result in physical goods being preferred in willingness to pay, but their digital equivalent being preferred relatively more in choice. The authors draw conclusions from ten preregistered experiments and six supplemental studies using a variety of goods in hypothetical and incentive-compatible contexts, as well as within- and between-subjects designs. The article concludes with a discussion of implications for the marketing of digital goods.

Causal Decision Making and Causal Effect Estimation Are Not the Same…and Why It Matters

Causal decision making (CDM) at scale has become a routine part of business, and increasingly, CDM is based on statistical models and machine learning algorithms. Businesses algorithmically target offers, incentives, and recommendations to affect consumer behavior. Recently, we have seen an acceleration of research related to CDM and causal effect estimation (CEE) using machine-learned models. This article highlights an important perspective: CDM is not the same as CEE, and counterintuitively, accurate CEE is not necessary for accurate CDM. Our experience is that this is not well understood by practitioners or most researchers. Technically, the estimand of interest is different, and this has important implications both for modeling and for the use of statistical models for CDM. We draw on recent research to highlight three implications. (1) We should carefully consider the objective function of the causal machine learning, and if possible, optimize for accurate “treatment assignment” rather than for accurate effect-size estimation. (2) Confounding affects CDM and CEE differently. The upshot here is that for supporting CDM it may be just as good or even better to learn with confounded data as with unconfounded data. (3) Causal statistical modeling may not be necessary at all to support CDM because a proxy target for statistical modeling might do as well or better. This third observation helps to explain at least one broad common CDM practice that seems “wrong” at first blush—the widespread use of noncausal models for targeting interventions. The last two implications are particularly important in practice, as acquiring (unconfounded) data on both “sides” of the counterfactual for modeling can be quite costly and often impracticable. These observations open substantial research ground. We hope to facilitate research in this area by pointing to related articles from multiple contributing fields, most of them written in the last five years.

Knowledge, Attitudes, and Behaviors Regarding Chemical Exposure among a Population Sample of Reproductive-Aged Women.

We examined the knowledge and attitudes of reproductive-age women toward environmental chemicals and determined how these affect consumer behaviors. At the 2018 Minnesota State Fair, a large community sample of reproductive-age women was recruited to complete a survey on environmental health attitudes and behaviors. Descriptive statistics, chi-square tests, and logistic regression models were used to characterize current attitudes about chemicals. Multivariable logistic regression models examined how sociodemographic characteristics predict knowledge, attitudes, and consumer behaviors. A total of 871 women completed the survey; 74% strongly agreed that chemicals in the environment are dangerous, and 44% of women reported having heard of phthalates, while only 29% reported always practicing at least one environmentally healthy behavior (such as consuming food and beverages from safe plastics). Older age (35–39 versus 18–24: aOR 2.3, 95% CI 1.3, 4.3; 40–44 versus 18–24; aOR 2.0, 95% CI 1.2, 3.2) and working in a healthcare profession (aOR: 1.7, 95% CI: 1.2, 2.5) were associated with strong agreement that chemicals in the environmental are dangerous. Women who strongly agreed chemicals are dangerous were more likely to practice consumer behaviors to reduce their exposure. Interventions targeting knowledge and attitudes towards environmental chemicals could be an effective strategy for reducing harmful exposures.

Innovative Strategies to Fuel Organic Food Business Growth: A Qualitative Research.

This study aimed to identify the factors affecting consumer behavior and customer loyalty toward organic food. Whether consumers seek organic food for a healthy body or more as food for thought continues to be debated. However, since consumers’ purchase habits are based on their honest life experiences, which shape the building of a brand, this study reviewed the extant literature to understand the factors influencing the purchasing behavior for organic food. The follow-up problems highlighted in the research are related to organic business marketing strategy. Based on our methodology, we conducted semi-structured interviews to gain themes for qualitative research. The study found that availability, variety, and taste were the top three factors affecting consumers’ purchase decisions; surprisingly, neither price nor health-consciousness was the first concern. Using market-led innovation as an innovative lens to understand customer loyalty, this research highlights sustainable and advantageous business practices in the organic food market to enrich the literature on organic food purchasing behavior from multiple stakeholders.

Factors that affect consumer behavior

In modern society, there is a need for accounting and research of consumer behavior. At the same time, this phenomenon is considered as a consumer activity in the process of forming them demand for one product or service and the formation of preference to this product from the competitive line. In conditions of universal informatization and digitalization, there is an acceleration of all socio-economic processes, which has a direct impact on the change in the needs, values and preferences of people, and ultimately their consumer behavior. The purpose of this study is to identify and describe the fundamental factors affecting the formation of consumer behavior of the subjects — representatives of various social groups. Their study will allow entrepreneurs to develop programs for consumers to increase their loyalty and promotion of goods and services. The article analyzes the factors that have a direct impact on consumer behavior. The classification and description is given, the possibility of using entrepreneurs in marketing activities is determined. The authors conclude that effective management of consumer behavior is possible only on the basis of accounting for the factors described in this article and the competent impact on them. Knowledge of the factors described in this article can be used by marketers in promotional communication. Their accounting and skillful impact, both on individual factors and their complex, allow you to form the necessary vectors of consumer behavior necessary to the entrepreneur. Thus, marketers can change the beliefs and installations consumers by running special campaigns in this regard.

Impact of Social Media on Intention to Purchase Pay-Per-View and Event Attendance: The Case of the Ultimate Fighting Championship

The Ultimate Fighting Championship (UFC) utilizes a unique pay-per-view (PPV) product distribution structure, and relies heavily on social media to promote its events. Yet, no research has examined how UFC fans’ social media motivation influences their consumption. Using uses and gratifications theory and a mixed-method design, this study qualitatively explored the themes of UFC fans’ social media motivations and identified five themes (i.e., information, convenience, social interaction, entertainment, and economic). Based on these themes, this study developed the Scale of Social Media Motivation through quantitative analyses and further investigated how Scale of Social Media Motivation factors would affect consumption behavior by incorporating fan identification as a mediator. The findings revealed that the factors were positively associated with purchase intentions when fan identification serves as a partial mediator. Discussions are focused on utilizing the social media motivation factors and nurturing fan identification to promote UFC consumption.

Modeling of Food Consumption Behavior in the Quarantine Period Applied during the Coronavirus SARS-CoV-2 (COVID-19) Outbreak in Turkey

The spread of coronavirus worldwide has affected consumer behavior in many ways. This paper tries to investigate the impact of the SARS-CoV-2 (COVID-19) on food consumption behavior of consumers. Food consumption motivation data were assessed and compared before, during, and after the quarantine. An online survey was conducted among about 900 people from 54 different cities in Turkey, between April and May 2020, trying to understand consumers’ changing behavior in their food choices, preferences, and habits during the pandemic period. The aim of this paper is (i) to examine how consumer preferences were influenced by the COVID-19 quarantine period, using an ordered probit analysis, and (ii) to identify differences in the preferences for the food itself, food disinfection and cooking, and shopping preferences before and during the quarantine. Finally, as per the consumers’ body mass index (BMI), correlation with their mood and eating frequencies was observed. The findings indicate that, under stress conditions, like the quarantine period, food preferences and eating behavior changed, and consumers put all those emotions and information into their consumption process.

Effects of gender congruity in human-robot service interactions: The moderating role of masculinity

Despite humanoid service robots having attracted considerable research attention, it remains unclear how consumers respond to some specific human characteristics of robots. Drawing from theories on social categorization and identification, we study the role of consumer perceived control as a psychological mechanism to explain how human-robot gender congruity alters consumers’ affective reactions (feelings of comfort in the service encounter and service brand attitudes). We also consider that such gender congruity effects may be contingent on the individual cultural value of masculinity. We demonstrate experimentally that human-robot gender congruity (vs. incongruity) elicits more positive affect, while masculinity moderates some of these effects. Moreover, perceived control mediates effects of gender congruity on affective reactions only for consumers high on masculinity. We offer three major theoretical contributions as we 1) focus on social identity theory to shed light on how human-robot gender congruity affects consumer behavior in service encounters, 2) demonstrate the role of perceptions of control as a psychological process variable to explain these effects, and 3) provide insights into the role of the cultural value of masculinity as a factor that shapes human-robot gender congruity effects.

Craft Beer Consumption: The Roles of Motivation and Personal Involvement

Although craft beer has been gaining attention in the alcoholic beverage industry, few studies have focused on the consumer dynamics of consumption behaviors. This study identifies the relationships among intrinsic/extrinsic motivational factors, personal involvement, and craft beer consumption. We propose and test a model in which intrinsic and extrinsic motivations are interacted to predict craft beer consumption and personal involvement with craft beer. This study identifies how intrinsic/extrinsic motivations affect consumer behavior and personal involvement, finding a moderating role for extrinsic motivation and a mediating role for intrinsic motivation in creating personal involvement. The findings of this study suggest that effective marketing strategies for craft beer should emphasize the distinctive aspects and personalized characteristics of craft beer to differentiate it from mass-produced beer. The results provide insight into how motivational factors and personal involvement affect craft beer consumers’ consumption behavior. Few studies have examined a holistic model of craft beer consumers and their consumption behavior from a psychometric perspective; therefore, the study contributes to the literature by expanding the understanding of consumer behaviors in the craft beer market by examining the roles of intrinsic/extrinsic motivation and personal involvement as predictors of consumption behavior.

DIGITAL COMPANY MANAGEMENT TOOLS: THEORY AND PRACTICE

The relevance of the research lies in the fact that the modern economy is characterized by active information consumption, which requires the use of special devices of algorithm programs and techniques for collecting, processing, analyzing, distributing and storing numerous information. The paper examines the features of the use of digital tools in management at different levels of subordination of relations within the company. At the same time, some of them allow solving rather narrow specialized tasks, while others are used for a wider range of tasks from various fields based on a general or standard approach. The purpose of the work is to fill the gap associated with the study of the use of digital tools in the management of the marketing department of the company, studying the impact of advertising on the behavior of consumers of the industrial market. Based on the presented goal, the structure of the work includes a literature review, methods, results and discussion, conclusion. The work used logical and regression research methods, which made it possible to identify key factors and advertising incentives that affect consumer behavior in the industrial market. The authors carried out a study by the method of experiment within the framework of applied research work. The research part included the analysis of scientific and methodological works in the field of the use of digital management tools, including neuromarketing, preparation of a research program, development and "piloting" of the test material, the field stage of the study (organization and conduct of in-depth interviews and experiments using special equipment - stationary eye- tracker among managers), data processing using specialized software.