Influence Consumer Choice Research Articles

Internet Access in South African Homes: A Preliminary Study on Factors Influencing Consumer Choice

AbstractSouth African consumers have moved from a situation where narrowband dial‐up was very often the only option for home Internet access to where there is now a plethora of broadband and narrowband options to choose from. Very little research in information systems has investigated the phenomenon of consumer choice of technology. The purpose of this study was to investigate the factors influencing consumer choice of Internet access option in South African homes. By drawing from theories of technology adoption, 13 factors were identified, grouped into three categories, namely attitudinal beliefs, normative beliefs and control beliefs. Semi‐structured interviews were conducted with 12 consumers who had Internet access in their homes. Their views on the 13 factors were gathered to ascertain if and how they influenced their choice of Internet access option. The findings show that the attitudinal beliefs of relative advantage, compatibility, ease of use, and prior experience have a bearing on consumer choice. Normative beliefs associated with friends and family, as well as secondary sources also had an influence. Finally, it was shown that control beliefs relating to costs of access, and support and service were key influences on consumer choice. These and other findings are discussed, and implications drawn.

Daniel Lord Smail, On deep history and the brain, Berkeley and London, University of California Press, 2008, pp. xiv, 271, £12.95, 21.95 (hardback 978-0-520-25289-9), £9.95, $15.95 (paperback 978-0-520-25812-9).

Daniel Lord Smail, On deep history and the brain, Berkeley and London, University of California Press, 2008, pp. xiv, 271, £12.95, 21.95 (hardback 978-0-520-25289-9), £9.95, $15.95 (paperback 978-0-520-25812-9).

What Influences Consumer Choice of Fresh Produce Purchase Location?

There is evidence that consumers are increasingly purchasing food directly from local producers, but little is understood about which market-specific, intrinsic, extrinsic, and demographic attributes influence the probability of preferring to purchase fresh produce through direct-market channels. A multinomial logit model is used to analyze a national dataset of fresh produce consumers with a focus on exploring differences among those that prefer to purchase direct always, occasionally (seasonally and as a secondary source), and never. Results suggest that to increase patronage and loyalty of current customers, producers may emphasize the availability of fresh, superior, vitamin-rich, and locally-grown produce at market locations through booth displays, ads in magazines, radio spots, and electronic newsletters. To attract new customers who do not currently admit a preference for purchasing direct, producers may find greater success by locating in convenient-to-reach venues, showcasing a variety of colorful offerings, and working to enhance the overall aesthetic appeal of market locations.

Do markets respond to quality information? The case of fertility clinics

Although policymakers have increasingly turned to provider report cards as a tool to improve health care quality, existing studies provide mixed evidence on whether they influence consumer choices. We examine the effects of providing consumers with quality information in the context of fertility clinics providing Assisted Reproductive Therapies (ART). We report three main findings. First, clinics with higher birth rates had larger market shares after the adoption of report cards relative to before. Second, clinics with a disproportionate share of young, relatively easy-to-treat patients had lower market shares after adoption versus before. This suggests that consumers take into account information on patient mix when evaluating clinic outcomes. Third, report cards had larger effects on consumers and clinics from states with ART insurance coverage mandates. We conclude that consumers respond to quality report cards when choosing among providers of ART.

Shelf Space Fees and Inter-Brand Competition

When in-store display influences consumer choices, shelf space allocation can be strategically used by retailers to extract payments from manufacturers. The paper finds that manufacturers with more popular brands have higher willingness-to-pay for the premium shelf spaces of supermarkets. Shelf space fees soften inter-brand competition and result in higher sale-weighted average retail price as well as inter-brand price differences. The fees increase the industry profit but lower the upstream profit. Both the aggregate consumer surplus and social welfare are negatively affected. This paper suggests that even when the fees do not drive small manufacturers out of retail stores, they might still be anticompetitive.

Understanding the factors related to the consumers' choices of oysters in Australia: an empirical study

AbstractOysters, one of the most popular shellfish, constitute an important food commodity in Australia. With the rapid growth of production, Australian oyster suppliers have realized the need for a better understanding of oyster consumption patterns to maximize economic returns. This study examines oyster consumer demographics and attitudes towards oysters, which in turn identify antecedent variables influencing consumer choice of oysters. Relevant antecedent variables such as quality, safety, labelling and preferred values were identified by factor analysis. A logistic regression analysis predicts consumer choice of oysters using those antecedent variables and the demographic factors. We recommend factors to be considered in the marketing of oysters.

Legal themes concerning obesity regulation in the United States: Theory and practice.

Despite national health objectives to reduce the incidence of obesity to 15% of the population by 2010, public health data suggest that the incidence of obesity in the United States is actually increasing. The U.S. recognizes that it (like other industrialized countries) faces an epidemic of obesity and related health conditions. How can U.S. jurisdictions (federal, state, and local) and the private sector respond to this epidemic through laws and policies that are directly or indirectly designed to address obesity? This article analyzes the theoretical and practical roles of law as a tool to curb obesity in the U.S. It proffers ten major legal themes to address obesity among the U.S. population, including: (1) use of incentives to encourage healthier behaviors; (2) use of financial disincentives to discourage unhealthy behaviors; (3) requirements to improve food quality, diversity, or availability; (4) compensation for injured persons seeking recourse; (5) restriction of access to unhealthy foods; (6) regulations aimed at influencing consumer choices; (7) control of marketing and advertising; (8) creation of communities that support healthy lifestyles; (9) physical education/fitness requirements; and (10) insurance coverage mandates.

Smart Defaults: From Hidden Persuaders to Adaptive Helpers

Defaults have such powerful, pervasive and unrecognized effects on consumer behavior that in some settings they may be considered 'hidden persuaders'. Looking at from the perspective of consumer welfare, consumer autonomy and marketing ethics, this paper shows that ignoring is not an option. It identifies three theoretical causes of default effects-implied endorsement, cognitive biases, and effort-to guide thought on the appropriate marketer response to the issues posed for consumer autonomy and welfare. We propose the concepts of smart defaults and adaptive defaults as welfare-enhancing and market-oriented alternatives to the current practice of generally ignoring default effects, in addition to other remedies. Our analysis highlights how an ethical market orientation would consider the process of consumer decision making as well as its outcomes: marketers bear responsibility for consumer buying mistakes arising from the marketer's inept neglect or misuse of defaults. As well as recommendations for marketing practice, we also identify policymaker and research implications of and consider, more broadly, the ethics of using techniques that influence consumer choice without consumer awareness.

The Role of Purchase Quantity in Assortment Choice: The Quantity-Matching Heuristic

Consumers often purchase multiple items from a product category on a single shopping trip. In doing so, they must frequently choose among items that are grouped in assortments, such as those offered by a particular store or brand. This article examines how the number of to-be-purchased items influences consumer choice among assortments. It is argued that when consumers are uncertain about their preferences, they are more likely to prefer an assortment for which the number of available options matches the desired purchase quantity. This prediction is based on the notion that a match between the size of an assortment and the number of to-be-purchased items enables consumers to simplify the selection process by eliminating the need to trade off the benefits and costs of individual choice alternatives—a strategy referred to as the “quantity-matching heuristic.” The theoretical predictions are supported by data from five empirical studies that offer converging evidence for the role of purchase-quantity goals in assortment choice and identify moderating factors and boundary conditions.

The effect of incidental affect on preference for the status quo

The authors report results from four experiments that describe the influence of incidental affect on preference for the status quo. The first and second experiments, each using different affect induction methods, demonstrated that positive affect increased and negative affect reduced the choice of the status quo alternative. The third experiment replicated the effect of incidental affect on a separate dimension of status quo bias, the preference of omission. The last experiment investigated whether preference for the status quo was affected by four specific emotions that differed along valence and certainty appraisal dimensions. Compared with affective states associated with uncertainty, affective states associated with certainty led to a greater magnitude of status quo bias. The certainty appraisals mediated the effect of specific emotions on preference for the status quo, regardless of the emotion valence. The findings extend our knowledge by showing that incidental affect can influence consumer choice through emotion-related appraisals.

Visual communication to children in the supermarket context: Health protective or exploitive?

In light of growing concerns about obesity, Winson (2004, Agriculture and Human Values 21(4): 299–312) calls for more research into the supermarket foodscape as a point of connection between consumers and food choice. In this study, we systematically examine the marketing of ready-to-eat breakfast cereals to children in Toronto, Ontario supermarkets. The supermarket cereal aisle is a relatively unstudied visual collage of competing brands, colors, spokes-characters, and incentives aimed at influencing consumer choice. We found that breakfast cereal products with higher-than-average levels of sugar, refined grains, and trans-fats are more likely to feature child-oriented marketing in the form of spokes-characters, themed cereal shapes/colors, and child incentives on cereal boxes. These forms of visual communication are consistent with a “health exploitive” pattern of targeted marketing to children in the supermarket setting. Only one aspect of visual communication is consistent with a “health protective” pattern of marketing to children—cereals shelved within reach of children aged 4–8 had less sugar per serving and were less likely to contain trans-fats than less reachable products. We discuss the implications of our findings for the measurement and regulation of marketing to children in North American supermarkets.

Relating consumer preferences to sensory and physicochemical properties of dry beans (Phaseolus vulgaris)

AbstractBACKGROUND: Dry beans (Phaseolus vulgaris) have a range of varieties, colours and sizes. Differences in physicochemical and sensory properties influence consumer choices for beans. This study related consumer preferences to sensory and physico‐chemical properties of selected bean varieties—Jenny, Kranskop, PAN 148, AC Calmont, PAN 150 and Mkuzi—grown in Mpumalanga (MP) and Free State (FS) in South Africa.RESULTS: Significant (P < 0.05) variety, location as well as location × variety interaction effects were found for both physico‐chemical and sensory properties of beans. Jenny‐FS, Mkuzi and PAN 148‐MP beans had relatively long cooking times (>60 min). Some beans (e.g. PAN 150 and Mkuzi beans) were described as bitter, soapy and metallic with a raw‐bean flavour whereas more preferred beans (e.g. Jenny‐MP, Kranskop‐MP) were sweet, soft and with a cooked‐bean flavour.CONCLUSION Apart from small seed size, sensory characteristics such as bitter taste, soapy and metallic mouthfeel and hard texture contributed to consumers' dislike of certain bean varieties. The sweet taste, cooked‐bean flavours, soft and mushy textures of the most accepted varieties seemed to be related to beans with good hydration capacities that facilitated softening during cooking. Copyright © 2007 Society of Chemical Industry

Shopping for Privacy on the Internet

Privacy is a concern for all major stakeholders in modern society, and technology to erode privacy continually emerges. Studies show that individuals are concerned about database privacy; yet, they seldom make privacy a salient attribute when deciding among competing alternatives. Although privacy policies are present on many Web sites, Web users rarely bother to read them. Professor Nehf explores why this is so, identifying rational reasons why Web users do not shop for privacy and discussing the implications for the expanding market for consumer information. Unless privacy becomes a salient attribute influencing consumer choice, Web site operators will continue to obtain and use more personal information than Web users would choose to provide in a more transparent exchange. In a responding commentary, Professors Pitt and Watson use an ecosystem approach that explores the multiple dimensions of privacy. Investigating the interactions between the three major players—citizen/consumer/investor, government, and corporation—they identify reasons for the failure of market mechanisms to arise to protect privacy.

Embedded Premium Promotion: Why It Works and How to Make It More Effective

In this paper we define an embedded premium (EP) as an enhancement that involves a social cause added on to a product or service. We characterize EP as a sales promotion strategy and juxtapose it with traditional approaches, such as discounts and rebates. Across three experiments, using a nationwide Internet panel and employing stated measures and model-based inference, we find that at low denominations EP is more effective than an equivalent price discount. We describe how an EP’s social association may influence consumer choice quite differently than price promotions and, contrary to the asymmetric price promotion effect documented in the promotions literature, we find that EP benefits an unknown brand more than a known brand. Our hierarchical Bayes approach uncovers heterogeneity in EP effectiveness that can be explained by affinity toward the focal charity, personal motivations, and demographic markers. An identifiable segment of individuals prefer the “other” over “self,” suggesting possible EP optimization and segmentation strategies. Two such strategies, customization and coverage, are empirically tested, and the former is shown to be very effective. Our findings have broad implications for brand managers with regard to resource allocation and EP program return on investment (ROI), as well as important social welfare implications.

Gendered perceptions of experiential value in using web‐based retail channels

Purpose – This paper compares the experiential consumption values that motivate consumer choice to purchase online for both male and female purchasers and non‐purchasers. Design/methodology/approach – Using the theory of consumption value the study examines gendered perceptions of the functional, social and conditional value of using a virtual consumption setting for purchasing. Data was collected through an online survey and analysed using multiple discriminant analysis to determine meaningful differences between male and female purchasers and non‐purchasers. Findings – The findings show that male online purchasers are discriminated from female purchasers by social value and from male non‐purchasers by conditional value. Female purchasers are discriminated from male purchasers by functional value and from female non‐purchasers by social value. Female non‐purchasers are discriminated from female purchasers by conditional value. Male non‐purchasers are discriminated from male purchasers by functional and social value. Research limitations/implications – Limitations include using an Internet survey and an Australian sample which may impact the generalisability of the findings to a wider population of Internet users. Future research should involve replication of the study in a country more or less developed in terms of gender composition of internet users to extend the generalisability of the findings. Additionally, researchers should examine whether other dimensions of consumption value, such as social influence through on‐ and off‐line communication networks, may influence consumer choice to purchase online. Practical implications – The study provides practical implications for marketers to leverage consumption values that influence male and female consumers' choice to purchase online and then drive their behaviour online through integrated marketing campaigns that involve both on‐ and offline strategies. Originality/value – The research makes an original contribution to the consumer behaviour literature as to date, no research has been found that undertakes such a comprehensive gender‐based comparison of the perceived value of using a virtual consumption setting for purchasing.

The impact of a product’s country-of-origin on compromise and attraction effects

Product information, such as country-of-origin (COO), often influences consumer choice. This research explores how valence of COO influences the magnitude of the compromise and attraction effects. The results of four experiments demonstrate that when a product’s COO denotes a negative image, the compromise and attraction effects decrease. The analysis also reveals asymmetric change of magnitude in the compromise and attraction effects.

Is Targeting the Poor a Penalty on the Food Insecure? Poverty and Food Insecurity in India

This paper seeks to verify the hypothesis that the set of food insecure is larger than the set of poor in India. Any attempt to reform safety nets like a food distribution programme by targeting it only to the latter would penalize those who are non‐poor but food insecure. Towards this end, the paper attempts to: exemplify the issue with reference to measures and criteria for identifying the poor and food insecure; to estimate the incidence of poverty and food insecurity at the national and state levels; and to examine how far their magnitudes tally across states. This limited exercise shows that aggregate estimates of poverty and food insecurity broadly tally at the national level and for several states. The targeted public distribution system covers the majority of the food insecure who are poor, but excludes those sections/regions whose consumption patterns have changed by choice. This calls not for any income transfer but, if at all, for nutrition education programmes to influence consumer choice.

Habits, Self-Control and Social Conventions: The Role of Global Media and Corporations

There has been an intellectual debate at least since the 1960s in business ethics on the role of the media in relation to consumer choice driven by either habits or rationality. If consumers are totally rational, then the global media and global corporations provide just information and knowledge. If consumers are influenced by habit then large corporations and global media can greatly influence consumer choice and create problems of self-control (Ainslie, 1992, Pico Economics: The Strategic Interaction of Successive Motivational States Within the Person, Cambridge University press, Cambridge). In this article, we provide a synthesis and integrated approach to this continuing debate. We provide a more institutional approach to consumer choice based on social conventions, rather than just on individual habits and lapses in self-control.

Biochemical Survey on Episodic Localized Darkening in Turkey Deboned Thigh Meat Packaged in Modified Atmosphere

The color of food, especially meat and meat products, is a parameter that strongly influences consumer choice. In Italy, repeated cases of darkening in deboned thigh meat of male turkeys packaged in modified atmosphere (MAP; 80% 02, 20% CO2) have been reported. The pH, lipid oxidation (TBARS), heme proteins, and iron content were investigated in MAP samples of turkey males, females, and in oxygen-permeable film-packaged males. Furthermore, the absorbance spectrum (400 to 700 nm) of the meat extracts was analyzed to better delineate the evolution and characteristics of the darkening process. Results showed that darkening occurred only in males with higher content of total iron, independently of the content of heme proteins, which differs only between males and females. Furthermore, pH was higher in muscles taken as controls, with respect to muscles involved in the darkening, as well as in females. Finally, TBARS values were found to be higher in darkened regions than in not darkened ones, as well as in MAP samples with respect to oxygen-permeable film-packaged samples. These findings suggest that darkening occurrence might depend on kind of muscle, sex, and individual characteristics of the animals raised under the same breeding conditions.

Too Much of a Good Thing? Option Attractiveness and Assortment Choice

Consumers often face decisions that involve choosing among assortments comprised of multiple options. In this article, we examine how assortment size influences consumer choice among assortments and, in particular, how assortment attractiveness moderates this process. In particular, we propose that the preference for larger assortments is likely to decrease as the overall attractiveness of both assortments increases. This prediction is supported by the data from four experiments offer converging evidence in support of the theoretical predictions.