Consumer Decision Research Articles

The Content Effectiveness of User-Generated Content to the Purchasing Decision of Consumers

The paper investigated the relationship between User-Generated Content (UGC) effectiveness and its influence on Filipino consumers' purchasing decisions. While the role of UGC in marketing was acknowledged, limited research explored its impact in the Philippines. The findings demonstrated a positive correlation between UGC content effectiveness and purchasing decisions. Content trustworthiness and content information richness were found to significantly influence consumer behavior. These results aligned with previous studies highlighting the importance of the credibility and informative content within UGC. The study offered valuable insights for businesses operating in the Philippines. UGC presented an economical and impactful marketing strategy, fostering brand trust, credibility, and connection with consumers. Recommendations included encouraging customer UGC creation and strategically utilizing various social media platforms. The research also highlighted the need for further exploration of UGC's effectiveness within specific industries and social media landscapes.

Matching Is Best: Enhancing Effects of Future Orientation and Construal Level on Green Consumption

The 2024 Report on the Work of the Chinese Government promotes trade in consumer goods and green consumption. Therefore, better understanding is needed of consumer attitudes and behaviors toward environmental protection and sustainable development. The relationships among future orientation, construal level, and green consumption were explored using a delayed-effect design to conduct two surveys at one-month intervals with 160 participants (100 women and 60 men). The results showed that (1) future orientation positively predicted green consumption intention and green consumption behavior, and (2) the construal level significantly moderated the influence of future orientation on green consumption. Specifically, a high construal level and high future orientation predicted the greatest green consumption intention, green consumption behavior, and green consumption decisions, while at a high construal level, future orientation positively predicted green consumption intention and behavior, with a greater tendency to purchase environmentally friendly rather than hedonic products. At a low construal level, future orientation had no significant effect on green consumption intention, behavior, and intention to purchase environmentally friendly products. This study is important for promoting public awareness of the importance of green consumption and encouraging green consumption behaviors to achieve the goals of sustainable development and protect the environment and social well-being.

Consumer Risk Perception of Food Contamination as an Influencer to Purchase Irradiated Ground Beef, Chicken, and Leafy Greens - United States, October 2022.

Foodborne illness continues to be a substantial public health concern in the United States with contaminated ground beef, chicken, and leafy greens identified as important sources of illnesses and outbreaks. These foods also have been identified by consumers as foods that are likely to carry germs that can make people sick. Food irradiation is a promising tool to enhance food safety. Despite this, there has been limited application of food irradiation in the U.S. During October 7-9, 2022, we licensed data from a Porter Novelli Public Services survey (N=1,008) to examine consumer risk perception of contamination of ground beef, chicken, and leafy greens with pathogens, and the potential influence risk perception has on purchasing irradiated versions of these foods. Among respondents familiar with food irradiation, a higher proportion of those who believed ground beef and leafy greens were likely contaminated also indicated they were likely to consider purchasing irradiated ground beef (55.6% vs 35.4%; p=0.0061) and leafy greens (60.8% vs 36.1%; p=<.0001) compared with those who did not; chicken was not significant (58.6% vs 45.4%; p=0.0727). This survey demonstrated the importance of risk perception as an influencer on a consumer's decision to purchase irradiated foods.

From the player to the sponsor: exploring the interplay of attitudes in MMA sports sponsorship

PurposeThis study aims to investigate the complex dynamics of sports sponsorship within the context of mixed martial arts (MMA). Specifically, it explores how audience attitudes toward MMA influence their perceptions of players and sponsors, and subsequently, how these attitudes affect brand perceptions and purchase intentions. Furthermore, this research examines the moderating effect of fans' attitudes toward MMA on the relationship between their attitudes toward sponsors and their purchase intentions. MMA was selected as the focus of this study due to its propensity to evoke more intense emotional responses than other sports, as evidenced by previous research.Design/methodology/approachStudy 1 was conducted to systematically assess the emotional responses elicited by MMA. This preliminary study involved 277 participants. Building on the findings from Study 1, Study 2 employed an online survey to investigate the relationships among various constructs related to MMA. This survey was facilitated through an external portal and included a sample of 459 participants residing in the United States. The constructs measured in this survey were attitudes toward the player (ATP), attitudes toward the sponsor (ATS), perception of brand quality (PBQ), purchase intention (ITP) and attitudes toward mixed martial arts (ATM).FindingsThe study reveals that respondents rated MMA the most negatively among the analyzed sports, with the highest standard deviation, indicating that MMA evokes extreme emotional responses. The findings confirm that attitudes toward the player positively influence attitudes toward the sponsor, aligning with sponsorship-linked marketing theory. Moreover, positive attitudes toward the player were found to enhance perceptions of the sponsor’s brand quality. The research further demonstrated that attitudes toward the sponsor and perceptions of brand quality mediate the relationship between attitudes toward the player and purchase intentions, underscoring the complex nature of consumer decision-making in MMA sponsorship.Originality/valueThis research provides novel insights into the critical role of audience engagement and personal connection with sports in formulating effective sponsorship strategies. It emphasizes the need for marketers to tailor their approaches to align with the sport’s personal significance to the audience, employing narratives that resonate with their identities and values. Enhancing player-sponsor associations through co-branded campaigns and endorsements is essential. Furthermore, consistently maintaining high product quality and fostering emotional connections with the sport are key strategies to drive increased purchase intentions.

Online Marketing through Consumers: A Study of Effectiveness of Tools and Techniques Across Industries

This study aims to examine how consumers' perceptions of brands and their purchasing decisions are influenced by various online marketing tools used in different industries, such as Word of Mouth (WOM), online chat assistance, and email advertising. The purpose of this research was to explore the relationship between these online marketing tools and their impact on brand perception and consumer purchasing decisions. While there are many factors that influence consumer purchasing decisions and brand perception, the most significant ones are word of mouth, online chat, and email. Our findings indicate that internet-active residents of India prefer word of mouth over online chat and email advertising. Many companies use word of mouth as an online marketing strategy to attract potential customers and influence their purchasing decisions and brand perception. There are no universal factors that affect consumer decisions in India but word of mouth, being cost-effective, is widely used by consumers and has proven to be effective. In India, the cultural emphasis on personal recommendations holds significant influence over consumer behavior. This preference has led to a growing trend where brands are leveraging the power of influencers to promote and market their products. This strategy allows brands to tap into the trust and authority that influencers hold within their respective communities, ultimately enhancing their reach and impact in the market.

An Overview of Malaysia’s Retail Organic Foods Market and Its Consumption Behavior

Growing global awareness of health and environmental sustainability has significantly increased the demand for organic foods, a trend gaining traction in Malaysia. This research provides a comprehensive overview of consumer consumption patterns and purchase intentions for organic foods in Malaysia’s retail sector, identifying key factors influencing their choices. The study examines Malaysia’s broader food retail landscape, focusing on the growing organic segment and its evolving consumption patterns. It also explores the organic food market, considering domestic production and the availability of imported goods that shape consumer choices and market growth. The study offers practical insights into consumer decision-making within the retail food market by examining consumption behavior, such as purchase intentions. The review uncovers critical insights into the organic food market, including its size, rising demand and consumption trends, government and retailer initiatives, and the demographic profiles of consumers who purchase or intend to purchase organic foods. These findings contribute to existing research on organic food consumption in Malaysia and provide valuable guidance for policymakers, government agencies, and retailers aiming to enhance the adoption of organic foods in the Malaysian retail sector.

Consumer Feedback Sentiment Classification Improved Via Modified Metaheuristic Optimization Natural Language Processing

This study investigates the synergy between the virtual and real-world economies through e-commerce, where seller reputation is critical in guiding consumer decisions. As traditional businesses shift towards online retail, user reviews become essential, offering feedback to both sellers and potential buyers. Sentiment analysis through machine learning (ML) techniques presents significant advantages for consumers and retailers alike. This research proposes a novel approach combining bidirectional encoder representations from transformers (BERT) embeddings with an optimized XGBoost classification model to enhance sentiment analysis performance. A modified metaheuristic algorithm, derived from the firefly algorithm (FA), is introduced to optimize the model. Testing on publicly available datasets demonstrates that models optimized by this algorithm achieved a peak accuracy of .881336. Further statistical analyses substantiate these improvements, and SHAP interpretation on the best-performing model identifies key features impacting model predictions, shedding light on factors driving customer sentiment insights.

The impact of review sentiment complexity on perceived helpfulness: an information overload perspective

PurposeThis study investigates how the complexity of sentiment in online reviews affects perceived helpfulness. Analyzed over 730,000 reviews from Tripadvisor.com, the research explores how information overload and increased cognitive load impact consumer decision-making.Design/methodology/approachThis study applied the BERT deep learning model to analyze sentiment complexity in online reviews. Based on cognitive load theory, we examined two key factors: the number of attributes mentioned in a review and the variation in sentiment valence of across attributes to evaluate their impact on cognitive load and review helpfulness.FindingsThe results show that a higher number of attributes and greater variation in sentiment valence increase cognitive load, reducing review helpfulness. Reviewers’ expertise and review readability further moderate these effects, with complex or expert-written reviews worsening the negative impact.Originality/valueThis research introduces a method for measuring attribute-level sentiment complexity and its impact on review helpfulness, emphasizing the importance of balancing detail with readability. These findings provide a foundation for future studies on review characteristics and consumer behavior.

The Power of Neuromarketing as a Fuel to Drive Purchases in Local Retail (Piura 2024")

Neuromarketing studies the neurological brain responses to various marketing stimuli, such as visual, sound, colour and emotional elements, in order to understand in depth the cognitive and affective processes associated with consumer decision-making. Given its relevance, the objective is to determine how the power of neuromarketing acts as a fuel to drive purchase in a local retail store - Piura 2024. Methodologically, a quantitative approach was used with a non-experimental, descriptive-correlational and transversal design. A total of 384 frequent customers, of legal age and with purchasing power, participated. The findings of this study are an irrefutable testimony to the transformative power of neuromarketing in this local setting (Piura). With a Spearman correlation coefficient of 0.823 (p &lt; 0.01), a strong and statistically significant positive correlation between neuromarketing and purchase decision is revealed, demonstrating that this innovative discipline has the ability to profoundly influence consumer behaviour. These results are a call to action for companies in the sector to adopt neuromarketing strategies that allow them to connect with their customers in a more effective and emotional way, thus unleashing an unprecedented impact on their commercial success. Received: 4 August 2024 / Accepted: 29 October 2024 / Published: 05 November 2024

“Influencers” e intención de compra centennial. Efectos pioneros persuasivos desde el atractivo físico y social

Social networks have proliferated in the paradigms of mass communication. The figure of the influencer becomes of high interest due to its impact on new types of consumption. In the diversity of consumers, the centennial generation stands out for its profile involved in the digital environment. The importance of the influencer in consumer decisions becomes relevant in the study. Physical and social attractiveness are determinants in the formation of effects on the purchase intentions of this generational segment. The objective was to analyze the effect of physical attractiveness on social attractiveness and purchase intention and to confirm the mediating effect of social attractiveness. A sample of 132 generation Z university consumers was analyzed. Through a regression model with mediation, the direct persuasive effects of physical attractiveness on purchase intention and the catalytic effect of social attractiveness between such variables are confirmed.

EXPRESS: To Dispose or Eat? the Impact of Perceived Healthiness on Consumption Decisions for About-to-Expire Foods

Perceived healthiness of food is generally regarded as a positive attribute in food choices as it positively impacts consumers’ preferences. The current research demonstrates that in contexts where there is a time delay between a food’s production and its consumption (referred to as “about-to-expire” food), strong perceptions of a food’s healthiness can be detrimental. This is because consumers hold a lay theory that healthy food expires more quickly. In eight studies ( N = 3,552), we find that merely portraying food as healthy increases the perception that it expires quickly and that this effect attenuates when consumers hold the lay theory weakly or have a high level of knowledge about food expiration. Importantly, this lay theory leads consumers to avoid consuming healthy (vs. non-healthy) about-to-expire food, resulting in increased disposal intentions and decreased preferences. In designing sales promotions for about-to-expire food, managers should consider the healthiness of food products, as consumers prefer different types of sales promotions and require different magnitudes of price discounts for healthy (vs. non-healthy) about-to-expire food. Finally, adding an expiration date label that provides unambiguous guidance (i.e., “consume by”) can effectively mitigate the detrimental effect of perceived healthiness on the consumption for about-to-expire food.

Consumer style inventory (CSI) re-examined: The case of millennial decision-making style in a developing market

This study investigates the buying styles of young consumers, especially the millennials—Gen Y, and Gen Z whose idiosyncrasies and consumption peculiarities are quite different from the older generations. Besides Sproles and Kendall’s eight (8) consumer-style inventory dimensions, this study presents new dimensions and develops six constructs that define young consumers’ decision-style inventory in a developing market. The study population consisted of all younger consumers—Gen Y, and Gen Z in Lagos State, Nigeria. One hundred and twenty-five (125) respondents were selected randomly across all 20 Local Governments in Lagos State, Nigeria. Factor analyses through varimax rotation, latent root criterion (eigenvalue = 1), screen plot test and the percentage of variance were conducted to determine the significant factors to retain among the variables. The findings clearly showed that newly developed CSI constructs in this study (sexiness, trendiness, global branding, smartness, socialisation and entertainment) were strong and significant among young consumers’ decision-making styles. The six (6) constructs developed showed that the younger consumers’ consumption styles are evolving, becoming sophisticated and relatively dynamic, hence the reliance on Sproles and Kendall’s dimensions to measure the younger consumers’ consumption decision styles will be inadequate in business/behaviour strategy development. The dimensions of entertainment, sexy, social, trendy, smartness and global branding variables are mostly underpinned and dominate considerations in purchase decision styles and behaviours among young consumers.

How altruistic alternatives reverse the compromise effect

AbstractBrand managers increasingly add altruistic product attributes, such as fair trade or charitable donations, to their products to account for consumers’ increasing expectations of altruistic brand behavior. Despite the extensive amount of altruistic product attributes in today’s markets, it is unclear how these attributes affect consumer decision-making in different contexts. This paper particularly examines the influence of altruistic product attributes on the compromise effect. Through five experimental studies, we provide pioneering evidence that consumers face general difficulty in accepting trade-offs involving altruistic attributes and that altruistic attributes change the compromise effect substantially. While the well-established compromise effect, predicting a preference for middle options (compromises) over extreme options, holds for trade-offs between utilitarian attributes, it diminishes for altruistic trade-offs. Moreover, the trade-offs between utilitarian and altruistic attributes reverse the compromise effect, i.e., leading to a preference for extreme options. We also demonstrate that impression management moderates this effect.

The Influence of Digital Influencers on Generation Y’s Adoption of Fintech Banking Services in Brazil

The consumer profile has undergone evolutions and transformations over the years due to the evolution of new generations of individuals, such as Generation Y. Social media has revolutionized the way in which consumers can search and find information about products in general, which has impacted how brands relate to their consumers. In this context, this study tries to understand how digital influencers are being used to influence Generation Y in the consumption of banking services from fintechs in Brazil via social media platforms. The specific objectives include profiling these consumers, identifying the most relevant influencers, and measuring the impact of influencer marketing. The results pointed to Generation Y’s preference for mobile applications and personal recommendations when making decisions to purchase financial products. Fintechs stood out for the agility and autonomy they offered, as well as for being on the forefront in leading practices, innovations, and product offerings that drive sustainability forward. The study concluded that digital influencers play a crucial role in the awareness phase, but additional factors influence Millennial consumption decisions, highlighting the complexity of the decision process.

Perilaku Konsumen Pembelian Produk Tabir Surya Pendekatan Theory of Planned Behavior

Indonesia has become one of the countries with significantly high sales in the beauty product industry, particularly sunscreen products. Various brands strive to attract consumer attention by offering different innovations and benefits. Consequently, companies need to find ways to increase awareness and consumer loyalty towards sunscreen products by understanding factors such as attitude, subjective norms, and perceived behavioral control. This research was conducted with the main objective of understanding consumer purchasing behavior of sunscreen products through the TPB approach. Additionally, this study was conducted to provide theoretical benefits by enhancing insights and knowledge related to consumer behavior, especially in terms of consumer decision-making and consumer loyalty based on the TPB approach. The sampling method used was non-probability sampling, specifically purposive sampling. Data analysis was conducted using the Structural Equation Modeling (PLS-SEM) method with a sample size of 199 respondents. The results of this study prove that attitude, subjective norm, and perceived behavioral control have a positive impact on consumer decisions directly or indirectly through consumer loyalty. Moreover, consumer decision-making positively influences consumer loyalty. This research contributes to companies in designing marketing strategies to shape consumer decision-making and consumer loyalty towards sunscreen products. Keywords: Theory of Planned Behavior, Attitude, Subjective Norm, Perceived Behavioral Control, Consumer Decisions, Consumer Loyalty.

Bridging the gap: Exploring consumer experiences and motivations for transitioning between illicit and regulated cannabis markets

BackgroundCanada pioneered the non-medical legalization of cannabis production and sales, witnessing substantial growth in the regulated market over the last five years, post-legalization. However, persistent barriers hinder many consumers from transitioning to the legal market, necessitating a nuanced understanding of their behaviors for targeted policy interventions. This study aims to improve understanding of cannabis consumers’ unregulated purchase decisions in British Columbia (B.C.), and to explore motivational factors for transitioning to the legal market. MethodsWe conducted semi-structured interviews with cannabis consumers in B.C., who were at least 19 years old and purchased some or all of their cannabis through unregulated sources. Interviews were transcribed and an inductive thematic analysis was conducted using NVivo. Through coding iterations, we moved from descriptive to analytic codes, and finally mapped the codes to themes aligned with the Five Stages of Consumer Decision Making model. ResultsParticipants (N = 31) represented a broad range of demographic characteristics (i.e., gender, age, education, income). Four themes were identified: seeking information, evaluation of alternatives, purchase decision, and post purchase evaluation. Despite purchasing all or some of their cannabis from the unregulated market, most participants were supportive of legalization and felt that legal cannabis is safe, accessible, and of reasonable quality. However, several barriers prevent consumers from regularly accessing the regulated market, including: price, lack of sales and promotions, potency, limited product variety, and inadequate product interaction. ConclusionThis study delineates barriers that obstruct consumers' transition to the regulated market. These findings, aligned with considerations for public health and safety, offer valuable insights to inform cannabis policy and promote a more effective and consumer-oriented regulatory framework.

The Role of Influencers in Shaping the Economic Decisions of Consumers Using the Logistic Regression Approach—Does the Generation Factor Matter?

This article explores the role of social media marketing in shaping economic decisions among consumers. This study aims to examine the characteristics influencing consumer intentions, with a strong emphasis on the role of influencers. In order to conduct this study, a logistic regression was employed. The sample reveals that individuals who view influencers as credible sources of information and experience, those who exhibit homophily with influencers, those who perceive the influencers’ content as high-quality, and those who develop strong parasocial relationships with influencers show higher consumption intentions. In contrast, older individuals tend to have lower consumption intentions. These consumption intention characteristics vary across genders and generations. The study concludes with recommendations targeting all relevant stakeholders, influencers, businesses, policy makers, and consumers.

Menyelami Etika Konsumsi: Berbelanja Kebutuhan Harian pada Individu yang Mengadopsi Gaya Hidup Berkelanjutan

The problem of excessive consumption and consumer egoism is pervasive in many markets. This phenomenon not only has a negative impact on the environment, but also causes social problems and the economic integrity of society. The culture of consumerism and technology influences consumption behavior, encouraging excessive purchasing and irrational consumption decisions. This research discusses consumption actions carried out by informants which are based on reducing waste and supporting local products. The method used in this research was interviews with 4 informants in Yogyakarta who live a sustainable lifestyle. The aim of this research is to provide a more specific understanding that consumption is not just an economic act, but is a complex social and cultural phenomenon that can provide a deeper picture of humans and their environment. This research aims to understand how consumers consume goods and services to create a positive impact on the environment and economy. By examining the role of technology in driving consumption, it is possible to identify areas where consumers can improve their needs and satisfaction. The research results showed that ethical consumption behavior was carried out by the informants unconsciously. This article highlights the role of individuals in influencing consumption habits and encouraging change towards more responsible consumption.

Consumer Perspectives on Food Traceability—A Systematic Literature Review and Future Research Agenda

ABSTRACTFood traceability is a critical approach that ensures the safety and quality of food. It has garnered significant attention, particularly in the aftermath of multiple food safety incidents reported in various countries. While there is extant literature available on consumer perspectives on food traceability, the findings are not consistent across studies. This systematic literature review aims to provide a comprehensive understanding by integrating findings from past studies. It includes 61 articles sourced from two databases, namely Scopus and Web of Science. This review outlines various stages of a consumer's decision for food traceability, starting from exposure, awareness, understanding, liking and disliking, attitudes and preferences, purchase intentions and willingness to pay, to the final purchase. It also identifies the determinants of consumer responses to food traceability, categorising them as factors internal to the consumers, determinants due to the perception of external factors and contextual factors. Moreover, it identifies gaps in the existing research and proposes research questions to expand the knowledge in this area.

Impact of AI on Investment Decision and Financial Inclusion of Rural India: A Study on Young Rural Women Near Ranchi District

Abstract: The integration of Artificial Intelligence (AI) into the financial sector has revolutionized investment decision-making, offering a powerful tool to empower individuals in making informed choices about their financial future. This research paper explores the impact of AI on the investment decisions of rural consumers, shedding light on the transformative potential of AI in promoting financial inclusion in underserved regions. Rural consumers in emerging economies face unique challenges in accessing financial services and making sound investment decisions. The study aims to investigate how AI technologies, including machine learning algorithms and predictive analytics, can address these challenges by providing personalized investment advice, risk assessments, and portfolio optimization for rural consumers. It examines the key factors that influence the adoption and acceptance of AI-driven investment solutions among rural populations. Through a mixed-method research approach, including surveys, interviews, and data analysis, this paper analyses the application of AI in rural investment decision-making. It discusses the benefits of AI, such as improved risk management, increased financial literacy, and enhanced access to financial markets. Additionally, the research assesses potential concerns, including data privacy, ethical considerations, and the need for human oversight in AI-driven investment processes. The findings suggest that AI can bridge the financial literacy gap in rural areas and enhance the investment decision-making capabilities of rural consumers. However, this transformation requires a holistic approach, encompassing not only the development and deployment of AI technology but also regulatory frameworks and educational initiatives to ensure its responsible and equitable use. In conclusion, this research paper highlights the pivotal role of AI in democratizing access to financial opportunities for rural consumers, ultimately contributing to greater financial inclusion and economic growth in rural regions. It offers valuable insights for policymakers, financial institutions, and technology developers aiming to leverage AI to improve investment decisions and financial well-being for rural populations.