Consumer Behavior Research Research Articles

Unveiling the Impact of Emotional Regulation on Academic Procrastination

This study examines how consumer perceptions of the Skintific brand, product quality, and pricing influence product selections among 110 FBHIS students at Muhammadiyah University of Sidoarjo. Using online questionnaires and quantitative analysis methods, including validity and reliability tests, multiple linear regression, and t-tests, the research reveals significant relationships between brand image, product quality, pricing, and consumer purchasing decisions. The findings emphasize the importance of these factors in shaping consumer behavior, particularly among university students, and offer insights for skincare companies targeting this demographic to enhance brand image, maintain product quality, and offer competitive pricing strategies. Highlight: Quantitative Analysis: Validity, reliability tests, regression for consumer behavior research. University Sample: Investigated FBHIS students' purchasing choices at Sidoarjo University. Strong Associations: Brand image, product quality, pricing linked to consumer decisions. Keywoard: Consumer perceptions, Skintific brand, Product quality, Pricing, Decisions

More than words: the role of personality in shaping the timeliness of online reviews

Purpose The purpose of this paper is to investigate the potential influence of the big five personality traits − extraversion, neuroticism, agreeableness, openness and conscientiousness − on the time taken by travelers to submit online reviews after their hotel stay. Design/methodology/approach The study analyzed 83,235 TripAdvisor reviews from 415 hotels in six major US tourism cities using random forest algorithms and Poisson regression. The research investigated the influence of the big five personality traits on the time taken by travelers to submit online reviews post-hotel stay, merging personality psychology with consumer behavior research through a combination of machine learning and statistical analysis. Findings The findings reveal significant correlations between certain personality traits and the time taken to post online hotel reviews. Extraversion, neuroticism and agreeableness were found to be negatively correlated with response time, suggesting that individuals scoring higher in these traits tend to submit their reviews more quickly. Conversely, openness exhibited a positive correlation, indicating that those with higher levels of openness tend to delay their feedback. Conscientiousness showed no significant correlation with response time. Originality/value This study represents a novel approach to understanding the relationship between personality traits and online review behavior in the hospitality industry. By leveraging advanced machine learning techniques, such as random forest algorithms, alongside traditional statistical methods like Poisson regression, this research offers a unique perspective on the influence of personality on consumer behavior. The innovative application of these technologies to a large data set of TripAdvisor reviews provides fresh insights that can inform the development of personalized customer engagement strategies. The findings contribute to the growing body of literature on the intersection of personality psychology, consumer behavior and hospitality management in the digital age.

Anthropomorphic Design in Mortality Salience Situations: Exploring Emotional and Non-Emotional Mechanisms Enhancing Consumer Purchase Intentions

This study investigates the role of anthropomorphic design in alleviating consumer anxiety induced by mortality salience and delves into the underlying emotional and non-emotional mechanisms. Through a series of meticulously designed experiments, we confirm that anthropomorphic design significantly enhances positive emotional responses in consumers, reduces negative emotions, and thereby increases their preference and willingness to purchase products. Even after the diminution of emotional reactions, anthropomorphic design continues to sustain consumer preference by enhancing psychological intimacy. These findings reveal the crucial role of anthropomorphic design as an effective emotional regulation strategy in consumer purchasing behavior, enriching the application of terror management theory and emotion regulation theory in consumer behavior research. Furthermore, our study provides valuable practical guidance for product design and marketing strategies, especially for consumer groups frequently facing high-pressure situations. Products with anthropomorphic designs may be more appealing to these consumers, helping to mitigate their death anxiety and enhance psychological well-being.

Development of marketing research technologies as the basis of a socially responsible marketing strategy

The object of this study was the trends in the development of marketing research technologies as a basis for the strategy of socially responsible marketing. The study is aimed at solving the problem of increasing the effectiveness of the marketing strategy under the influence of digital marketing research technologies. It has been proven that under the conditions of increased competition and transformation of consumer needs, the strategy of socially responsible marketing acquires great relevance. It has been established that the use of digital marketing research technologies significantly increases the effectiveness of the strategy of socially responsible marketing, ensuring a high degree of transparency and openness of its directions. The main stages of the development of marketing research technologies have been detailed – market research, consumer behavior research, the beginning of digitization, and the digital revolution. Digital technologies, on the basis of which marketing research will be conducted in the future, have been identified – Big Data, blockchain, artificial intelligence, the Internet of Things, augmented and virtual reality. The relationship between digital technologies of marketing research and directions of socially responsible marketing strategy was substantiated. It has been established that the effectiveness of the socially responsible marketing strategy should be determined on the basis of key performance indicators (KPI) based on the elements of the 4P complex. Schemes for researching the effectiveness of areas of social responsibility for individual elements of the marketing complex based on digital technologies are proposed. On this basis, a model of the influence of digital technologies on the KPI strategy of socially responsible marketing was developed and its advantages were substantiated. The practical use of the proposed approach could provide an opportunity to choose a specific marketing research technology depending on the target orientations of social responsibility of marketing. This would provide maximum information content and support for the strategy development and implementation process.

Dampak Pembelian Dalam Game Mobile Legend Terhadap Peningkatan Keterampilan dan Keterlibatan Pemain Dengan Pengalaman Game Sebagai Variabel Moderasi

This study aims to investigate the relationship between in-game purchases in Mobile Legends and the improvement of players' playing skills and the extent to which experience factors moderate the relationship between these variables. This study uses a quantitative approach. Data will be collected through an online survey with a research instrument assessment using a Likert scale. The results of the study show that there is a significant relationship between the level of Mobile Legends player involvement and the intensity of in-game purchases. Players who are more involved tend to make in-game purchases with higher frequency and spend more money in the game. The implications of these findings are profound and cover several important aspects of the gaming industry as well as digital consumer behavior research. First of all, the microtransaction pricing adjustments suggested by this study can not only increase player engagement, but also have the potential to change the business paradigm in the gaming industry as a whole. By considering factors such as player price preferences and price sensitivity, developers can design smarter and more responsive pricing strategies. This will not only increase their revenues but also create a more inclusive and sustainable gaming ecosystem.

From Clicks to Carts: Examining the Mediating Role of Attachment in the Relationship Between Influencers and Consumer Purchase Intentions on Live Streaming Platforms

Internet celebrities are rapidly reshaping economics and marketing dynamics on online platforms such as live streaming. This trend has made influencers a crucial marketing technique for many businesses. This study focuses on influencers and their characteristics, engaging in a comprehensive discussion of their complex relationships. It hypothesizes that the three key characteristics of celebrity influencers—similarity, professionalism, and interactivity—directly influence attachment and purchase intention. Additionally, the research explores how attachment mediates the relationship between influencer factors and purchase intention on live streaming platforms. A cross-sectional design and statistical analysis were employed, using a sample of 130 online consumers. The results suggest that similarity, professionalism, and interactivity directly effect on purchase intention. However, while professionalism and interactivity have a direct effect on attachment, they do not significantly influence the relationship with similarity. However, when mediated through attachment, similarity gets partially mediated whereas professionalism and interactivity have observed full mediation. The total effect is highest for similarity. Overall, the study found attachment to be a significant mediator among these influencer characteristics. These findings suggest that celebrities, product developers, advertisers, and online platform owners need to prioritize influencer credibility and competency to succeed in online marketing through live streaming platforms. This study provides new insights into marketing approaches, contributing to the field of consumer behaviour research both practically and theoretically.

Firearms, families, and financial distress: Economic instability and increased gun desire

AbstractThe United States is a global leader in estimated rates of civilian gun ownership, and over the past few years—as the country grappled with a struggling economy exacerbated by a global pandemic—gun‐buying surged. We argue that the COVID‐19 pandemic's economic impact has implications for gun purchasing interest, and this intersects with gendered expectations about familial roles. Integrating sociological scholarship on gender and families with consumer behavior research, and using a preregistered online survey of over 8000 American adults collected in the early months of the pandemic's emergence in the United States (May 2020–June 2020), we hypothesize that men in familial roles may express greater gun interest in response to financial instability, and theorize why such a process may also be observed among women. Analyses show that men's gun interest is unaffected by family roles or financial distress. Women in family roles—mothers, in particular—who experience financial stress, however, are significantly more amenable toward guns than other women and express interest at levels approaching those of men. We discuss how such findings increase our understanding of the heterogeneity of gun owners.

Travel Intentions Towards Contact Limited Tourism: A Survey of Students and Lecturers in Vietnam

ABSTRACT The study on contact limited tourism stems from consumer behavior research dedicated to reducing customer interaction in consumer services. Its primary focus was to examine the behavioral intentions of tourists amid the post-COVID-19 pandemic, specifically exploring the concept of contact limited tourism. The investigation involved surveying students and lecturers in the Ho Chi Minh City area, employing the Theory of Planned Behavior model. This model helped assess how individuals’ perceptions of COVID-19 risks influenced their inclination to partake in travel with limited contact. The research findings highlight that factors like risk perception, subjective norms, and behavior control positively impact travel attitudes favoring limited contact. These results hold significance as specifically explore the concept of contact limited tourism, shedding light on the importance of reduced physical interactions in travel. This insight is valuable for designing and marketing tourism services in a post-pandemic era.

Consumer Behavior in the Digital Marketplace: A Fuzzy Evaluation Approach

With the growing prevalence of the internet and the development of logistics, consumers face increasingly complex choices when shopping online. Therefore, this article introduces fuzzy comprehensive evaluation to address these shopping issues. In analyzing consumers' purchase decision-making problems for online shopping, it is essential to subjectively evaluate products, such as price, quality, and reputation. By constructing fuzzy relationships and assigning weights, this method effectively handles the ambiguity and uncertainty of evaluation information, reflecting consumers' subjective preferences in actual shopping decisions. This study concludes that quality is the dominant factor among numerous commodity factors,and it also established a shopping decision model, which aids consumers in making the best decisions during their shopping, thereby enhancing shopping efficiency and satisfaction. The results indicate that compared to traditional methods, this method can more accurately focus on consumer purchase intention and improve the understanding of shopping decisions. The paper summarizes the fuzzy comprehensive evaluation of its application value in shopping problems, pointing out that it can better simulate human fuzzy decision-making processes and provide a more practical shopping decision assistance tool. This study not only enriches the application of fuzzy comprehensive evaluation theory in consumer behavior research, but also provides consumers with a scientific and practical shopping decision support method.

Eye-tracking technology in Vietnam: A comprehensive review of its application and acceptance across various fields

This paper presents a literature review of the application and acceptance of eye tracking technology in Vietnam across various fields, including education, consumer behavior, and medical research. Eye tracking has gained prominence due to its ability to provide objective insights into visual attention, cognitive processes, and decision-making. The study aims to evaluate the scope of existing research, assess the technology's effectiveness in Vietnamese contexts, and highlight areas for future development. The review focuses on research published up to 2023, specifically on studies that utilized eye tracking technology to explore various research areas. A systematic search using relevant keywords in both English and Vietnamese was conducted across academic databases. Initially, nine relevant articles were identified, with four selected for detailed examination. These studies applied eye tracking technology to different domains, such as consumer behavior, gender differences, environmental influences on children, and brand awareness. For instance, research in consumer behavior used eye-tracking to investigate Vietnamese preferences in food and beverage choices. Meanwhile, studies focusing on dioxin exposure in children explored gender-specific visual patterns and cognitive effects. These findings suggest that eye tracking is a valuable method for examining consumer preferences and environmental impacts on cognitive behavior, especially in Vietnam. However, this review also identifies limitations in the existing research, particularly regarding sample representation and diversity. To advance the field, future research should focus on including more diverse populations and integrating additional physiological measures. This would provide a more comprehensive understanding of human behavior in Vietnam, thereby enhancing the applicability and relevance of eye tracking studies across various disciplines. Addressing these limitations could significantly contribute to the growth and development of research using eye tracking technology in Vietnam.

The “less is better” paradox and consumer behaviour: a systematic review of choice overload and its marketing implications

Purpose This study, a systematic literature review, aims to review the state-of-the-art literature on choice overload from 2000 to 2023. Design/methodology/approach The paper reviews 53 research articles published in peer-reviewed journals, using thematic and descriptive analyses. The literature was selected using the PRISMA framework. Findings Recent research in consumer behaviour has found that too many choices can be detrimental to decision-making. This paper reviews the development of choice overload literature, methodologies used by researchers to study choice overload, small and large choice sets, antecedents, moderators and outcomes of choice overload and the contexts in which choice overload exists. Research limitations/implications Limited literature coverage because of the strict adherence to inclusion/exclusion criteria. The theory challenges the conventional choice models in psychology and economics according to which expanding a choice set cannot make decision-making worse and violates the regularity axiom, a cornerstone of classical choice theory. This review also identifies avenues for further research in the field. Practical implications A significant decrease in satisfaction or motivation because of too many choices would require marketers and public policymakers to rethink their practice of providing ever-increasing assortments to choose from because they could possibly boost their success by offering less. Originality/value This systematic review makes distinctive contributions by classifying the existing studies based on evidence “for” and “against” the existence of choice overload. The review also combines cross-context insights on assortment sizes, moderators and methodological commonalities and gaps to understand the multi-faceted nature and contextual nuances of choice overload.

The Digitally Enabled Care Framework: Leveraging Technology to Enhance the Physician–Patient Relationship

Clinical medicine is transitioning from in-person care to digitally enabled care (DEC), a framework in which consumer-behavior research and technology are used to fully support patients in their care journey. The Covid-19 pandemic saw a rapid transformation from in-person to virtual care models, including televisiting and email messaging, but the urgency of the pandemic response limited the full development of these care models. The result has been a workflow crisis for physicians, who are juggling packed schedules with increased electronic documentation and an abundance of messages from patients in their inboxes. In this paper, the authors describe the features necessary for the successful implementation of a fully realized DEC framework. This framework has the potential to improve the value of health services for patients through DEC and extends beyond virtual visits, envisioning a comprehensive set of patient-directed services that are enabled by technology. The DEC framework considers the previsit, visit, and postvisit periods as having discrete sets of objectives and opportunities for the development and integration of new digital tools and strategies to help patients achieve their goals. In the previsit period, there are opportunities to foster active preparation, to improve condition-specific health literacy, and to reduce stress. During visits, there are opportunities to build engagement, reach agreement on care plans, and coordinate care in partnership with the patient. In the postvisit period, there are opportunities to reinforce the decisions reached during a visit, build patient engagement and activation, and facilitate the logistics of care. The authors discuss how the payment model for clinical services must evolve to support this new care paradigm.

The Influence of Social Mass Environmental Cognition on Consumption Intentions in Green Stadiums from the Perspective of CAC Modeling

The green transformation of sports stadiums has now become an inevitable trend for the sustainable development of sports. This study synthesized consumer behavior research and green consumption research, based on the CAC model, to explore the role of cognitive and affective interactions on the promotion of the intention behind green sports stadium consumption , discussing the role of environmental cognition at the cognitive level and subdividing its connotations into the three categories of a sense of environmental responsibility, environmental protection awareness, and green self-efficacy, introducing at the same time a natural connection into the field of green sports consumption, based on which the green perceived value and green trust fusion are jointly used as affective factor variables. The data from 463 questionnaires were used to construct a structural equation model for empirical analysis, and the following results were shown: First, environmental cognition, environmental responsibility, environmental awareness, and green self-efficacy have a positive effect on green stadium consumption; second, green building perceived value and trust play a mediating role in the relationship between environmental cognition and green stadium consumption intention; third, nature connection and green building perceived value and trust play a positive role in the relationship between environmental cognition and green stadium consumption intention. The purpose of this study was to explore the interaction between cognition and emotion on the the intention behind the consumption of green stadiums from the psychological level of consumers, so as to provide a reference for improving consumers’ green sports consumption and accelerating the development of the green sports industry.

Exploring Factors Influencing Electric Vehicle Purchase Intentions through an Extended Technology Acceptance Model

Recently, with climate deterioration and environmental pollution, consumers are becoming more and more aware of the use of sustainable energy. In particular, the demand for electric vehicles that use sustainable energy is also increasing. In addition, due to the simple driving principle of pure electric vehicles, many electric vehicles developed by electronics companies are continuously being launched. Electric vehicles not only use renewable energy to protect the environment but also save on various usage expenses, so they are expected to become the main products in the mobile travel equipment market in the future. This study aims to explore the impact of product design dimensions on electric vehicle (EV) purchase intentions, provide a theoretical basis for companies’ differentiation strategies, and reflect the impact of product design on purchase intention. This study uses Davis’s TAM combined with environmental awareness (EA) for analysis; an online survey was conducted on Chinese (n = 468) and Korean (n = 409) consumers, both male and female, aged 20–60 years and above. We found that, for Chinese consumers, the aesthetic and symbolic dimensions do not affect perceived usefulness and perceived ease of use, but they do affect environmental awareness, while the functional dimension affects not only perceived ease of use and usefulness but also environmental awareness. For Korean consumers, the aesthetic, functional, and symbolic dimensions all affect perceived ease of use and environmental awareness, but perceived usefulness is only affected by aesthetics and environmental awareness. Through simulation analysis, the results show that perceived ease of use, usefulness, and environmental awareness all directly affect purchase intentions. Perceived ease of use and environmental awareness are particularly important for Chinese consumers, while Korean consumers pay more attention to the test drive experience and environmental awareness. The results show that electric vehicle manufacturers should develop new technologies for the Chinese market to attract consumers, while in the Korean market, they should improve perceived usefulness through test drives and pay attention to environmental awareness. Specific statistical data show that both Chinese and Korean consumers assign importance to the impact of environmental awareness on purchase intention, proving the importance of environmental awareness. The results of this study will be of great reference value to electric vehicle manufacturers, policymakers, and consumer behavior researchers, helping them to better understand the role of product design in improving the market acceptance of electric vehicles.

Discovering Consumer Behavior Towards Back-of-Pack Nutrition Labels: A Systematic Literature Review

This systematic literature review aims to examine the impact of back-of-pack (BOP) labels on food manufacturers' practices in the field of consumer behaviour research. The review comprehensively analyses a wide range of articles spanning over two decades to provide an up-to-date and comprehensive analysis of the subject matter. It focuses specifically on how BOP labels affect consumers, food manufacturers' behaviors and practices. The findings highlight that BOP labels conveying intuitive information effectively prompt product reformulation, particularly in reducing unhealthy nutrients such as sodium, sugar, and calories. Voluntary BOP labeling has limited uptake and is often applied to already healthier products. Consumers and food producers' response varies based on label design and enforcement type, suggesting strategic labeling of healthier choices. The review provides valuable insights for future public health research and policymaking efforts, emphasizing the importance of mandatory policies and specific guidance in BOP labels. This research brings novelty by comprehensively examining the impact of back-of-pack (BOP) labeling on consumers and food manufacturers' practices. The findings contribute to the literature by highlighting the differential effects of mandatory and voluntary BOP labeling approaches and offering insights into label design and enforcement types. As per the researcher knowledge there is no available systematic literature review (SLR) specifically focusing on BOP labeling in recent years. Future research should explore the long-term impacts of mandatory versus voluntary BOP labeling on consumer dietary habits and food manufacturers' product reformulation strategies.

Consumer confidence and cryptocurrency excess returns: A three-factor model

This study examined the relation between consumer confidence and cryptocurrency excess returns using a three-factor model of market, size and momentum. We analysed a dataset comprising 3318 cryptocurrencies from 1 January 2014 to 31 December 2022 based on the CoinMarketCap website. Results indicate a significant negative relation between the United States Consumer Confidence Index and cryptocurrency excess returns. The findings were reinforced based on robustness tests. This study contributes to consumer behaviour research and financial management within the cryptocurrency market. It also provides valuable insights for investors to strengthen their investment portfolios and for relevant authorities seeking to formulate effective policies for monitoring the cryptocurrency market.

GREEN MARKETING: A STUDY OF CONSUMERS’ PURCHASING BEHAVIOR OF SELECTED ECO-FRIENDLY PRODUCTS

The phrase "green products" is widely used to describe products and services that try to protect or enhance the environment during manufacture, use, or disposal through resource conservation and decreased use of hazardous chemicals, pollution, and waste. The Present study is on the subject of green consumer purchase behavior. This study explores the awareness and knowledge of Green Products. After consumers realized how their purchasing decisions, directly and indirectly, impacted the environment and their health, they began making more green purchases. Most studies that analyze it don't clearly define any particular product categories, such as organic food, green clothing, green electronics, green cleaning trends, ethical personal accessories, reusable containers, eco-friendly home goods, green cosmetics or organic personal care, green furniture, etc. Contrary to general green products, different product categories have different factors that influence consumer choice. Therefore, the paper aims to perform a complete holistic review of the fragmented and divergent studies on specific product categories. The purpose of consumer behavior research on green issues is to identify the rules that govern green consumption and make specific suggestions for promoting green consumption. Each sustainability value should come from home.

Conspicuous compensatory consumption: scale development and initial validation

PurposeThis study aims to develop and validate a measure for conspicuous compensatory consumption. Compensatory consumption phenomenon is gaining increased significance in consumer behavior literature. In a symbolic-rich culture, the use of possessions creates a perfect venue for self-construction and self-repairing to make up for one’s psychological deficiencies and inadequacies.Design/methodology/approachA mixed research design of qualitative and quantitative methodologies is adopted by using elicitation techniques, interviews and survey data. Extensive development and validation procedures are used. A series of studies, encompassing a total sample of 1,782, are reported.FindingsThe current study offers a valid and reliable measure for conspicuous compensatory consumption by chronologically following the stages of the scale development process. Compensatory consumption had a negative influence on subjective happiness and a positive influence on negative affect and satisfaction with life. Respondents with high materialism scores had significantly higher compensatory tendencies than the low materialism group. The low self-compassionate group had significantly higher compensatory tendencies than the high self-compassionate group.Originality/valueThe current study provides theoretical contributions to consumer behavior research by providing a valid and reliable measure for conspicuous compensatory consumption. Contrary to past scales that followed a mood-alleviation perspective where therapeutic shopping is used to regulate negative emotions, this scale is novel in adopting a self-completion approach where products are pursued for a tactical effort to offset threatened self-concepts.

Cheers to local! Exploring consumer ethnocentrism in the context of regional wines

PurposeExtending the Attitudes-Behavior-Context (ABC) theoretical framework by incorporating consumer expertise as an antecedent, the study investigates the intricate relationship between consumer attitudes toward locally produced goods (wine) and purchasing behavior, examined within the context of consumer ethnocentrism.Design/methodology/approachThe study employed an online survey of Texas wine consumers (N = 895). To investigate consumer attitudes towards local wine, the data were first subjected to descriptive analyses, namely means comparison and chi-square tests. Subsequently, path analysis was employed to explore the hypothesized relationships within the proposed model.FindingsWhile consumers with higher wine knowledge are less likely to choose local wines for various consumption occasions, consumers who are highly involved with wine tend to exhibit more favorable perceptions. Taste emerged as the strongest driver of purchase intent. Consumer ethnocentrism plays a critical role, boosting purchase intent for those with positive general attitudes and considering local wines for various occasions. However, this effect disappears when perceptions of the taste of regional wines are unfavorable, highlighting once again the critical role of taste in purchase decisions, even for ethnocentric consumers.Originality/valueThis study expands the ABC framework by incorporating consumer expertise with a product as a new antecedent, thereby broadening its applicability to consumer behavior research within an ethnocentric context.

Mapping collective consciousness to consumer research: In‐person to virtual social presence

AbstractShteynberg's (Journal of Consumer Psychology, 2024) work on collective consciousness offers unique and meaningful insights into consumer behavior by emphasizing a “we‐representation” that is comprised not of a self‐aware “I” and an external “you” but rather complete immersion as a unified “we”. In this commentary, we situate collective consciousness within existing social presence research in consumer behavior and discuss its potential to expand the scope of social presence research. Specifically, we utilize a social presence framework that highlights the type of co‐presence (in‐person vs. virtual) and the extent of interactivity (interactive vs. passive) discussing the psychological mechanisms and linkage to collective consciousness. In addition to discussing shared consumption and shared decision‐making, we assess the implications of collective consciousness for consumer contexts facilitated by virtual technologies: fake news, live streaming, virtual reality, cryptocurrencies, and crowdfunding. We conclude by highlighting future avenues for integrating collective consciousness into consumer psychology research.