Consumer Reactions Research Articles

Research on cognitive neural mechanism of consumers convinced by intelligent recommendation platform eavesdropping

The negative inference that consumers hold ‘eavesdropping’ views concerning the intelligent recommendation services of digital platforms is fostering their selective exposure to information that aligns with their preferred viewpoints. This, in turn, exacerbates their psychological defense against digital platforms, causing consumers to become more prone to verifying existing beliefs and fostering the polarization of information choices. This phenomenon directly impacts the effectiveness of smart recommendations and the accuracy of digital platforms’ predictions of consumer behavior, potentially even adversely affecting brand trust and the long-term stability of platform usage. From the perspectives of self-verification and cognitive closure, this study delves into the influence of ‘eavesdropping’ inference cues within intelligent recommendation systems on consumers’ selective exposure to information and the underlying psychological mechanisms. Experimental findings indicated: (1) Behavioral results showed that consumers who believed in eavesdropping by digital platforms, under conditions of high comprehensibility, were more inclined to selectively engage with consistent information as opposed to inconsistent information. Under conditions of low comprehensibility, however, information consistency had no significant effect on consumers’ selective exposure. (2) EEG results revealed that, based on the need for cognitive closure, individuals in the high comprehensibility group, during the self-verification process, exhibited more cognitive conflict and required greater cognitive effort when presented with inconsistent information compared to those in the consistent information group. This, in turn, elicited higher N2 and N450 amplitudes. This study uncovered the psychological mechanism underlying this phenomenon. When consumers developed a skeptical perspective on perceived eavesdropping by digital platforms within intelligent recommendation systems, they promptly engaged in self-verification, driven by the need for cognitive closure. The study’s findings offered practical guidance to digital platforms on how to alleviate consumer suspicions when designing intelligent recommendation services, thereby mitigating negative consumer reactions to the perception of ‘eavesdropping’. This insight held significant theoretical and practical value at the intersection of digital marketing and psychology.

Brand activism in a polarizing world: the roles of cause controversy and consumption goal

PurposeThis paper aims to investigate the influence of consumer–brand values deviation on consumer reactions transactionally (i.e. purchase intention) and relationally (i.e. brand loyalty) and uncover two important boundary conditions, namely, cause controversy and consumption goal.Design/methodology/approachThis paper uses online surveys to test the interactions between consumer-brand values deviation and cause controversy and consumption goal, which subsequently impacts consumer–brand identification.FindingsConsumer–brand values deviation negatively affects consumers’ purchase intention and brand loyalty, and consumer–brand identification plays a mediating role in this focal detrimental influence. More importantly, when consumer–brand values deviation concerns highly controversial causes or when consumers’ consumption goal is hedonic (vs utilitarian), the impact of consumer–brand values deviation on consumer–brand identification is strengthened.Research limitations/implicationsThe study reveals that brand activism tends to be riskier under certain circumstances by uncovering the boundary effects of cause controversy and consumption goal.Practical implicationsBrands can more effectively engage in brand activism when they consider the controversy level of the cause on which they take a stance and the consumption goal of target consumers. Brand activism that concerns highly controversial issues or triggers a hedonic consumption goal can be extra risky due to its amplified impact on consumer–brand identification.Originality/valueThis paper introduces two boundary conditions when studying the downstream effects of brand activism and highlight the double-sidedness of brand activism.

АНАЛІЗ ЦІНОВИХ СТРАТЕГІЙ ТА СПОЖИВЧА ПОВЕДІНКА В КОНТЕКСТІ МАРКЕТИНГОВИХ ДОСЛІДЖЕНЬ

Abstract introduction. The article examines the views of scientists regarding the formation of price strategies. The main approaches to pricing are considered, with the help of which companies set optimal prices for their services and goods. Factors affecting the company's choice of pricing strategy and affecting consumer behavior are considered. It is conducted research in relation to behavior of consumers and built model of satisfaction of consumer necessities. The purpose of the article. Consideration of pricing strategies of companies and their impact on consumer behavior. Researching consumer behavior and building a model for satisfying consumer needs in goods or services. Methods. Carrying out research the methods of abstraction, analysis, logical, theoretical and historical generalization and comparison are used. For basis of research a dialectical method is taken. Results. The article examines the main approaches to pricing, with the help of which companies set optimal prices for their services and goods. The factors affecting the company's choice of price strategy are considered, and the factors influencing consumer behavior are highlighted. Conducted research on consumer behavior. The proposed model of meeting the needs of consumers in goods or services, which contains 8 sections: the consumer's awareness of the need for the need for a product or service; collection of information; selection of goods or services; decision-making; purchase (payment) of goods or services; evaluation of the choice made and enrichment of experience; the degree of satisfaction of the need for a product or service and consumption of the results. Conclusiоns. After researching and analyzing the available types of marketing price strategies, business entities choose their own price strategy, taking into account certain existing tools, taking into account: characteristics of the service or product, market segment, market competition, competitor analysis, level of market demand, marketing strategies, etc. .. The use of the correct price strategy and the concept of pricing contributes to the achievement of goals: ensuring the stable financial condition of the business entity, meeting the needs of consumers. The offered model in relation to satisfaction of necessities of consumers in commodities or services gives understanding to the process of making decision by consumers in relation to a purchase that is the basic factor of success of company in a competition environment. Companies, that is able to adapt oneself to the necessities of consumers and, to their requirements, that understand the customers, have more chances to retain and attract clients, promote a competitiveness and score a success at the market. The question of the method of determining prices for certain types of services and the behavioral reaction of consumers requires further research.

Unpalatable solutions: Consumer resistance towards Insect‐Based foods is moderated by uncertainty avoidance

AbstractTraditional livestock meat poses sustainability challenges, while insect proteins offer a low‐impact alternative. Cultural barriers, such as uncertainty avoidance, hinder widespread acceptance of insect‐based foods, despite a growing market. Research on consumer attitudes and purchase intentions towards insect‐based foods yields mixed results, prompting a meta‐analysis to explore cultural influences and contextual factors. This meta‐analysis investigates consumers’ willingness to try insect‐based food products. Analysis of 24 publications (97 studies, with 13,609 observations; participant Mage = 34.6), supports the notion that consumers around the world are not readily willing to adopt insect‐based food products. Moderating this effect, at the country level, high uncertainty avoidance negatively affects consumers’ intentions to try insect‐based products. Two follow‐up studies replicate the findings of the meta‐analysis, incorporating an individual‐level assessment of the moderating effect of uncertainty avoidance, and testing the mediating effect of food neophobia on consumers’ (un)willingness to adopt insect‐based food products. A third study provides evidence as how to buffer the negative reactions of consumers towards insect‐based foods: after sensory evaluation of a cricket‐flour nacho in a laboratory setting, participants were more willing to try it and generally evaluated the product and the experience more favorably, compared to their previously stated expectations. Theoretical contributions and practical implications for marketing strategy and communication, to overcome the negative perceptions related to insect‐based food, along with limitations and future research directions, are discussed.

How brand involvement influences consumer reactions to controversial and noncontroversial issues

How brand involvement influences consumer reactions to controversial and noncontroversial issues

Beyond closed doors: Examining consumer reactions to public and private advice

ABSTRACT Frequently transmitted through word-of-mouth (WOM) communications, advice is viewed as a trustworthy source of information by consumers. Marketers value WOM marketing and invest resources to encourage consumer recommendations. Despite the value of interpersonal recommendations for consumers, an important research finding on advice-taking is ego-centric discounting (i.e. the phenomenon where individuals discount offered advice in favor of their own preferences). Prior work has explored mitigating factors of ego-centric discounting including characteristics of the recommender and the decision context. However, the role of interpersonal influence in advice exchange is understudied. This paper delves deeper into the role of interpersonal influence, evaluating how advice utilization is influenced by the presence of other consumers during the recommendation exchange. Across three experiments, we demonstrate that consumers are more likely to rely on advice when the recommendation is made public rather than in private. Moreover, we show that consumers readily integrate public advice in an attempt to appear appreciative for the recommendation (a self-presentation consideration). Finally, this research shows that consumers higher in need for social approval (NSA) rely more heavily on public advice. This research augments literature on consumer advice and highlights public vs. private advice as an essential factor curbing ego-centric advice discounting.

Assessing the Determinants of Metaverse Adoption for E-Commerce Retailing

ABSTRACT The advent of metaverse technology has impacted the retail sector, shaping e-commerce platforms into a new form of metaverse-based online shopping environments. The metaverse e-commerce experience is new to shoppers, making it crucial to comprehend consumer reactions to this technology in the context of retail. This study explores the shopping intention and potential use of the metaverse for shopping using the UTAUT2 model and metaverse-based context-specific antecedents. Using a structured questionnaire, data from 1340 consumers were collected and analyzed through PLS-SEM. The findings indicated that factors such as performance expectancy, effort expectancy, social influence, hedonic motivation, and facilitating conditions influence shopping intention in the e-commerce metaverse. The metaverse-related antecedents, namely, a sense of immersion and imagination, have a positive influence, whereas technological anxiety and perceived security and privacy concerns have a negative impact on e-commerce shopping intention in the metaverse. It was also found that shopping intention influences the potential use of metaverse for shopping and that stickiness to traditional shopping negatively moderates this relationship. This unique research explores consumer buying behavior in the metaverse. It provides marketers, e-commerce managers, designers, and developers of metaverse platforms with the antecedents of the potential use of the metaverse for shopping insights. Consumer policymakers can also draw insights from this study.

Consumer reactions to circular packaging: The impact of disgust, guilt, and value on adoption intentions

Consumer reactions to circular packaging: The impact of disgust, guilt, and value on adoption intentions

Сенсорный маркетинг в условиях диджитал-экономики

In the context of the increasing complexity of marketing relations associated with the transformation of understanding the role of the consumer, the issues of a deeper study of consumer behavior and its features in the “black box” model are of particular importance, since understanding consumer motives and reactions to marketing incentives will contribute not only to sustainable production and sale of goods, increasing the effectiveness of marketing solutions and maximizing profits in the long run, but also to the fast search and selection of goods by consumers that really meet their needs. The development of sensory marketing, taking into account the emergence of new neuromarketing technologies, meets the challenges of modern society. Previous studies of the influence of sensory stimuli on consumer behavior, as a rule, focused on the use of traditional marketing tools (observation, survey, focus groups, etc.), as a result of which only one-sided results of visible consumer reactions were obtained, which do not always reflect their true intentions to purchase a product. Marketing concepts in the context of changing market relations during the transition to a post-industrial society are examined; identifies the place of sensory marketing in the digital economy and its importance in the transformation of society into a humane community, shows the relationship between sensory marketing and neuromarketing, the use of technological tools which will allow to obtain hidden neurophysiological reactions of consumers to marketing incentives, which will provide a comprehensive an approach to evaluating incentive triggers in the purchase decision-making process. The role of neuroethics in conducting these studies is indicat.

Effect of Ni/Co ratio on Ce-Sc-ZrO2 catalysts for selective H2 production via methane partial oxidation

Partial oxidation of methane (POM) is a promising route for hydrogen production, and achieving a high H2 yield with an H2/CO ratio >3 is highly appealing. Optimization of Ni/Co ratios over Ce-Sc-ZrO2 (CSZ) is investigated for POM reaction and characterized by X-ray diffraction, Raman spectroscopy, temperature-programmed reduction/oxidation/desorption, and transmission electron microscopy. The active site derived from the reduction of “strongly interacted NiO” is responsible for the dissociation of C–H (of CH4), resulting high activity towards POM. 5Ni/CSZ has the highest amount of such active sites and attains the highest activity. 5Co/CSZ catalyst has cobalt-based active sites, and there is an inert carbon deposit during the reaction, causing the least activity. 3.75 wt% Ni and 1.25 wt% Co combination over CSZ support surges the highest density of basicity, oxide vacancy, and adequate amount of active sites derived from “strongly interacted NiO”. The active sites with enhanced metal-support interaction are further grown under exposure to oxidizing gas (O2) and reducing gas (H2) during the POM reaction. The highest density of basicity and oxide vacancy involves more CO2 and H2O in the sequential oxidation of CH4 under indirect pathways. The exclusive involvement of indirect pathways of POM and inhibition of hydrogen consuming reaction (like reverse water gas shift reaction) over 3.75Ni1.25Co/CSZ results into 48 % H2 yield and 3.26 H2/CO ratio up to 24 h time on stream at 600 °C. The H2 yield doubles to ∼97 %, and the H2/CO ratio comes close to 2 over 3.75Ni1.25Co/CSZ catalyst at 900 °C.

In AI, we do not trust! The nexus between awareness of falsity in AI-generated CSR ads and online brand engagement

PurposeSynthetic advertising, which involves creating or modifying ads through artificial intelligence (AI) technology, has recently transformed the field of media and advertising. Despite its emerging importance, our understanding of consumer perceptions in this context is limited. This study is one of the first to explore the impact of synthetic advertising on consumer behavior.Design/methodology/approachAcross two between-subject experimental studies, using coffee shop customers in the USA, we tested how, why and when awareness of falsity in AI-generated corporate social responsibility (CSR) ads affects online brand engagement.FindingsIn Study 1, awareness of falsity in AI-generated CSR ads negatively impacts online brand engagement, with perceived sincerity mediating this relationship. Additionally, a higher level of CSR authenticity mitigates the negative effect of awareness of falsity on online brand engagement. CSR authenticity does not moderate the mediation effect of perceived sincerity in the relationship between awareness of falsity and online brand engagement. In Study 2, the relationship between awareness of falsity and online brand engagement is moderated by brand familiarity. Importantly, perceived sincerity only mediates this effect for unfamiliar brands, not familiar ones.Practical implicationsThis study provides key insights for managers using AI to promote CSR initiatives. While AI can save time and budget, it may lead to negative consumer reactions due to perceptions of insincerity. To mitigate this, companies should focus on enhancing the authenticity of their CSR efforts and humanizing AI-generated ads. Additionally, established brands should be cautious of reduced consumer engagement with AI-generated content, while unfamiliar brands can benefit by emphasizing sincerity in their messaging.Originality/valueThis paper is one of the first studies that discuss how, why and when awareness of falsity in AI-generated corporate social responsibility ads affects online brand engagement.

Consumer Reactions to Drip Pricing: The Moderating Effect of Price Fairness in the Sharing Economy Accommodation

With the growth of the sharing economy, consumers are price-shopping for their travel plans. Drip pricing is a concept practiced in specific service industries but is understudied in the sharing economy. This study aims to examine the effect of pricing presentation on consumer’s intention to stay at an accommodation in a sharing economy context. Two studies were conducted. Study 1 tests the research framework and the effect of drip pricing versus partitioned pricing. Study 2 investigates the effect of perceived price fairness. Consistent in all two studies, consumers prefer partitioned pricing over drip pricing in the sharing economy context. Perceived price fairness moderates the hypothesized relationships, suggesting this moderating factor can be used to overcome the provider-imposed pricing presentations and attenuate the negative effect it has on staying intentions. The findings in this study help sharing economy hosts to better understand how to overcome the dictated pricing presentations on the platform. Based on the results, the pricing of the service fee is an important factor to ensure that customers will book their stay. This research advances the investigation of pricing presentation in a sharing economy context. A new moderator perceived fairness was identified as a strong moderator for consumers to stay in a sharing economy.

Cognitive as opposed to affective country image: the moderating effect of cognition-affect intra-valence nature

PurposeTaking the lens of a cue diagnosticity framework and affective primacy theory, this study aims to examine the relative effects of cognitive and affective country image on consumer cognitive judgement, affective evaluation and behavioural tendency in one integrated model. It also explores how the direct effects may vary with the intra-valence nature (ambivalent vs. univalent) of cognition-affect.Design/methodology/approachThe proposed research model was tested using data from a large Chinese sample and consumer responses to products from four countries − the USA, Japan, Brazil and India.FindingsThe results show that the relative effects of cognitive and affective country image are complex and differ by the intra-valence nature of cognition-affect. On a general level, cognitive and affective country image exert equal influence on affective evaluation and behavioural tendency. In contrast, cognitive country image demonstrates a more prominent effect than affective country image on cognitive judgement. Compared with univalent, ambivalent cognition-affect strengthens the positive impact of affective country image but does not significantly alter the positive impact of cognitive country image on consumer reactions.Originality/valueThis research contributes to the ongoing debate regarding implications of two focal aspects of macro country image by revealing their relative importance in an integrated framework and enriches country-of-origin research through unveiling the uni/ambivalent cognition-affect as a moderator of the relationship between cognitive/affective country image and consumer reactions. The research findings provide implications as to whether and when marketing strategies should focus on leveraging positive (negative) cognitive or affective country image.

Effect of disclosing AI-generated content on prosocial advertising evaluation

With advancements in generative artificial intelligence (AI) technology, there is a growing concern about its ethical implications, transparency, and consumer reactions to AI-generated content. Building on the persuasion knowledge model and algorithm aversion literature, this study explores the effects of AI disclosure in prosocial advertising on consumer attitudes and donation intentions. The findings of Study 1 indicate that the initial disclosure of AI-generated content leads to unfavourable attitudes towards ads, with perceived ad credibility serving as a mediating factor. In Study 2, participants who perceived AI as more human-like rather than machine-like tended to experience a diminished negative impact of AI disclosure. Study 3 also highlights the crucial role of perceived ad credibility in influencing donation intentions following the disclosure of AI-generated content. The theoretical and practical implications of our findings for social marketers and nonprofit organizations are discussed further.

Impulse Buying Behaviour in Live Streaming Commerce: The Influence of Celebrity-Owned Brands

Celebrity-owned brands have quickly become popular. Live streaming commerce has become one of the new business models adopted by celebrities to promote their products online in this era since traditional marketing methods are no longer able to meet all the consumer’s shopping needs and styles. We proposed a research model based on the Stimulus Response theory (SR Theory) to explore the reaction and behaviour of consumers after a certain stimuli factor. A total of 100 valid sample questionnaires with their experience in live streaming shopping were taken. This research adopted PLS-SEM statistical analysis as an empirical evaluation. Subsequently after the empirical investigation, it was found that attractiveness of the live streamer affects consumer’s impulse buying of celebrity-owned brands. Similarly, expertise of the live streamer also affects consumer’s online impulse buying of celebrity owned brands. However, the trustworthiness of the live streamer on live streaming commerce does not affect the online impulse buying of celebrity owned brands. In this paper, we build a framework for impulse buying in live streaming commerce. We verify this framework under Malaysian context. The findings of this paper provide concrete suggestions to business owners and celebrities for their marketing strategies.

Formulating Global Branding Strategies in the Context of Cultural Differences

The article examines how cultural differences impact the development of global branding strategies, which is critically important in the context of globalization and market integration. It emphasizes that the essence of this issue lies in the need to consider the cultural characteristics of various countries and regions when creating and implementing global branding strategies. The article explores how cultural differences affect brand perception. It notes that what is positively received in one culture may be misunderstood or even offensive in another. It is crucial for brands to adapt their messaging to align with the cultural norms and expectations of their target audience. It is argued that global branding strategies need to be adapted to local conditions, which includes adjusting advertising campaigns, product assortments, packaging, and pricing policies. The article highlights the importance of language barriers and communication, noting that language is a critical component of global branding. Not only can the text of advertising materials, but also brand names, slogans, and even colors carry different meanings across different languages. The article also discusses the significance of cultural norms and values, which can influence consumer reactions to a brand. It stresses the importance of considering legal and ethical norms that may vary between countries, including regulations regarding advertising, consumer rights, and cultural taboos. It is determined that companies have a choice between two main strategies: adaptation or standardization. Adaptation involves modifying branding to fit local cultural conditions, while standardization focuses on maintaining a consistent brand identity on a global scale. The choice between these strategies depends on market characteristics and the company’s business goals. The necessity of thorough market research and analysis of cultural specifics for the successful implementation of global branding strategies is emphasized. This helps in gathering crucial information about consumer preferences, competitors, and market trends, which aids in developing effective strategies. The overall conclusion of the article underscores that accounting for cultural differences is critically important for successful global branding, and companies that can adapt their strategies to the cultural characteristics of their markets gain a significant competitive advantage. The type of article is theoretical.

Animating arousal and engagement: empirical insights into AI-enhanced robotic performances and consumer reactions

激发兴奋与参与：人工智能增强的机器人表演与消费者反应的实证调查研究目的本研究旨在运用预测处理理论, 考察人工智能（AI）驱动的机器人表演对观众情感及其在旅游服务接触中的电子口碑（eWOM）行为的影响。。研究方法采用定量研究方法, 分析了339名经常观看旅游景点表演艺术的常客的调查问卷。受访者通过专业数据收集平台Prolific招募。初步分析使用SPSS 23.0进行, 从中提出了实现研究目标的研究模型。使用SmartPLS 3进行偏最小二乘结构方程模型测试该模型。研究发现互动性和新颖性的机器人表演显著鼓励消费者在线分享他们的体验, 从而增强电子口碑。然而, 旋律共鸣对电子口碑意图没有显著影响。消费者的情感反应完全中介了表演的新颖性和互动性与消费者电子口碑意图之间的关系, 但没有中介音乐元素与电子口碑意图之间的关系。研究创新本研究丰富了对AI驱动表演如何影响消费者情感参与和分享行为的理解。将预测处理理论的应用扩展到消费者行为领域, 为通过技术创新增强观众参与度提供了宝贵的见解。

The Effect of Attractiveness, Expertise, Visual Attractiveness and Interactivity on Online Impulsive Buying Behavior

An innovative approach to product marketing through live streaming on TikTok can potentially encourage impulsive buying behavior among Indonesian customers, offering opportunities for e-commerce business owners to increase sales. This research focuses on identifying factors influencing impulsive purchasing decisions for fashion products through live streaming on TikTok, namely attractiveness, expertise, visual appeal, and interactivity. Using the Stimulus-Organism-Response (SOR) theoretical framework, this study explores consumer reactions and behaviors caused by stimulus factors which are then analyzed using Structural Equation Modeling (SEM) PLS techniques with the SmartPLS application based on 156 valid respondents on TikTok. The results are expected to guide fashion business actors in social commerce to design effective marketing strategies using TikTok live streaming by emphasizing aspects of perceived enjoyment to encourage impulse buying.

This article is… Consumer reactions to unfinished teasers for digital content

AbstractTo preview digital content and arouse consumers' interest, online providers often use short teasers designed in an unfinished form, such that the teaser begins a new sentence but does not finish it. These teasers aim to create curiosity and trigger consumption of the advertised content. However, we reveal that consumers' reactions to unfinished teasers are not always positive. The results from a qualitative pilot study and five experimental studies show that consumers react negatively to unfinished teasers for paid content, as demonstrated by reduced purchases. This effect reverses for free content, in that unfinished teasers lead to more consumption. We explain this reversal by showing that the barrier associated with paid content (i.e., the payment requirement) activates consumers' persuasion knowledge and suppresses any positive curiosity‐induced effects, which does not occur when content is available for free. These findings offer novel insights into the complexity of consumers' reactions to prevalent advertising techniques designed to promote content consumption in digital marketplaces.

Environmental Facility of Food Products as a Factor of Market Positioning

The purpose of the article is to analyze the reactions of consumers to the quality characteristics of food products, in particular related to the level of their environmental friendliness, in order to develop proposals for improving the communication programs of manufacturers of these products in Ukraine. The authors describe the reactions of consumers to the qualitative characteristics of food products based on the results of a sociological study. 1269 people participated in the study, including 539 (42.5%) men and 730 (57.5%) women. The distribution of respondents by age is as follows: from 18 to 20 years old - 68 people or 5.4%; from 21 to 30 years old - 367 people or 28.9%; from 31 to 40 years old - 705 people or 55.5%; over 40 years old – 129 people or 10.2%. The age structure of respondents shows that about 90% of respondents belong to generations Y and Z, according to the well-known American classification. The intensifying competition among food manufacturers in Ukraine requires them to improve their own communication programs and positioning strategies by identifying significant emotional and functional attributes of the specified products. The conducted sociological study of the purchasing behavior of consumers on the food market in Ukraine contributes to the solution of this problem. The authors identified a number of factors influencing the formation of stereotypes of food quality perception. Indicators of environmental friendliness and safety for human health turned out to be the most important attributes in market positioning. The results of the study serve as a methodological basis for improving the communication programs of food manufacturers, contribute to the development of healthy competition among them. The findings of this study can be considered important as a guide for future research.