Low Involvement Purchase Research Articles

Who do you want to purchase with? The effect of naming strategy on consumer participation in online group purchase

Online group purchases are gaining popularity in online retailing. However, consumers' responses to personally identifiable information such as the initiator's account naming style are still unclear. With three experiments conducted in social-commerce contexts, the research found that a typical (vs. atypical) account name increases consumers' purchase intentions. The effect holds for high-involvement purchases, hedonic products, and a small participant size, while mitigates for low-involvement purchases, utilitarian products, and a large participant size. The research uncovered that trust in the initiator and trust in the product serially mediate the naming style effect. The theoretical and practical implications are also discussed.

Users’ processing of online marketplace listings for high and low involvement goods

PurposeTo understand how users of online marketplaces process market signals in their decision making and whether this depends on if the good is of high or low involvement. Design/methodology/approachThe paper employs a mixed methods approach. Study 1 draws on an analysis of interviews with online marketplace users using hypothetical eBay purchases as stimuli, understanding how users conceptualize specific market signals and whether their importance varies depending on the type of purchase (high versus low involvement good). Study 2 tests hypotheses derived from signaling theory, using an eye tracking experiment. FindingsPrice and photographs act as “fast and frugal” signals for inclusion in consideration sets for low involvement purchases, but consumers deem them insufficient for high involvement purchases where high-cost signals that help establish seller credibility are far more salient. Users pay relatively greater attention to costly market signals, which are beyond sellers’ direct control, for high involvement goods. Practical implicationsThe paper offers insights for sellers regarding the presentation of quality cues and strategies online marketplaces can employ to reduce information asymmetry. Originality/valueDrawing on and extending signaling theory, the paper introduces and confirms hypotheses for understanding users’ attention to market signals when making purchase decisions on online marketplaces. It identifies how the degree of involvement of a product affects the processing of market signals.

The Quest for Competitive Advantage: The Role of Technology Depth and Breadth at the Customer Interface

Technology is becoming pivotal for firms while interacting with customers. While extensive research exists on how deployment of firm resources, such as technology, leads to competitive advantage (CA), research on the interaction between technology-led firm capabilities deployed at firm customer interaction and CA is limited. We theorize regarding a more effective approach to manage technology by looking at the effects of firm technology resource and capability deployment by a firm in the context of managing different dimensions of TRU at the firm–customer interface. We do so by considering two firm capabilities, namely, technology resource breadth utilization (TRBU) and technology resource depth utilization (TRDU). We use low involvement purchase (LIP) customer purchase context during three customer purchase stages, namely, pre-purchase, purchase and post-purchase to provide structure to the logic. We then build arguments on the relationship between the level of deployment of TRDU and TRBU and attainment of CA under different conditions. We propose testable propositions between TRBU and TRDU levels with CA attained and posit different kinds of relationship like positive, negative and inverted U-shaped relationships having inflexion points to contribute to the theorization in this area.

Pro-environmental purchase intentions in a low-involvement context: the role of myopia and apathy

PurposeTo achieve the UN’s 2030 agenda, consumers will need to behave more responsibly and make less environmentally harmful purchases. This study aims to investigate the antecedents of consumers’ pro-environmental purchase intentions based on a range of motivating (i.e. attitudes, locus of control) and inhibiting factors (i.e. apathy and myopia) for a low-involvement product. It also tests the moderating effect of the greenness of a low-involvement product (green vs nongreen) on the consumer’s pro-environmental purchase intentions.Design/methodology/approachAn online panel survey of 679 Turkish consumers was used. Structural equation modeling was used to test the hypothesized relationships.FindingsThe results suggest that while inhibiting factors (i.e. apathy and myopia) may not directly impede such purchase intentions, they could prevent consumers from considering the environmental characteristics of low-involvement products.Practical implicationsThe insights are expected to assist marketers and policymakers to understand consumer psychological mechanisms when encouraging and promoting pro-environmental behavior in the context of low-involvement purchases, enhancing consumers contributing to the 2030 objectives.Originality/valueThis study examines the role of inhibiting factors behind the purchase of low-involvement goods. It also tests the moderating effect of the greenness of a low-involvement product on pro-environmental purchase intentions.

Revisiting Sproles and Kendall’s Consumer Styles Inventory (CSI) in the 21st Century: A Case of Australian Consumers Decision-Making Styles in the Context of High and Low-Involvement Purchases

There has been considerable research on the investigation of Consumer Decision-Making Styles (CDMS). However, research designs suggested to date mainly replicate the original study by Sproles and Kendall (1986) proposing eight mental characteristics, the Consumer Styles Inventory (CSI). The research aims to develop this approach further and apply the CSI to different product involvement (e.g., high and low) and compare the relationship between product involvement and consumer decision-making styles. Data were collected from 208 Australian respondents using a self-administered questionnaire. Exploratory and confirmatory factor analysis was conducted on the CSI adapted for high and low involvement purchases. The generalisability of the CSI was tested within this context. Results found significant differences between the two product categories and demonstrated a relationship between products and CDMS and that CDMS are governed by consumers’ perceived product involvement. Furthermore, the original CSI can still be a valuable measure to low involvement purchases; however, it is questionable and requires further modification in relation to high involvement purchases. For instance, the addition of new factors such as “environmental sustainability”, “innovation consciousness”, “corporate social responsibility”, etc. with the original scale would help understand CDMS effectively. The findings of this research will expand the scientific literature on the relationship between product involvement and CDMS. Knowing that Australians are ‘rational’ and ‘quality conscious’ buyers, managers can employ CDMS to analyse consumers’ needs and develop segmented marketing messages and strategies.

How Consumers Process Online Privacy, Financial, and Performance Risks: An fMRI Study.

Despite the enormous growth of e-commerce, consumers still come against risk-related barriers while carrying out online purchases. Specialists of e-commerce have therefore explored the facets of online risk perception with the aim of identifying which has the greatest impact. There is, nonetheless, no consensus as to the facets of risk perception or their relative importance. This is the first study resorting to neurological tools that examines the differences between the three most widespread facets of risk (financial, privacy, and performance) in a low-involvement purchase environment. Contrary to behavioral findings, brain data from neurological analyses identify differences between the three facets of risk. Financial risk conveys the lowest subconscious aversion and negative values. Subconscious privacy risk, in turn, confers ambivalence and uncertainty while performance risk elicits the highest levels of disappointment and distrust. Implications from the current findings, if taken into account by retailers, can greatly improve web contents and purchase processes, and bolster sales.

The effect of COO on retail buyers’ propensity to trial new products

PurposeThe purpose of this paper is to theorize country-of-origin (COO) to be important to retail buyers in making purchase decisions. However, this question has not been addressed in the literature and leaves a critical gap in determining how COO ultimately affects consumer purchase options.Design/methodology/approachRetail buyer behavior is empirically tested with both premium and value brands from Italy. A sample retail buyers was taken from a LexisNexis database and provided 205 completed surveys. Construct scales were taken from existing literature and tested using composite reliability. SEM was used to analyze the data.FindingsResults showed that retail buyers are affected by COO; that low involvement purchases are not differentially affected compared to high involvement; product typicality enhances likelihood of purchase and this typicality is more important for high involvement goods.Practical implicationsRetail buyers are affected by COO and will make product choices for their stores accordingly. Companies should be aware of this and take it into consideration to strengthen their acceptance by retail buyers. Trade organizations within countries may consider advertising approaches to distinguish themselves and stimulate positive COO among retail buyers.Originality/valueThis is the first time that retail buyer behavior has been studied with regard to COO effects using consumer models. Results showed that use of these models is more appropriate than only using industrial buying models. Retail buyers are found to indeed be affected by COO, which in turn influence buying choices for consumers and offerings from retailers.

E-satisfação em compras de alto e baixo envolvimento

Esta pesquisa teve como objetivo identificar e analisar os elementos associados às experiências de compra online que influenciam a e-satisfação em compras de alto e baixo envolvimento no comércio eletrônico. Foi realizado um levantamento de campo, cuja amostra foi composta por 720 e-consumidores. Para análise dos dados referentes a compras de alto envolvimento, utilizou-se a Modelagem de Equações Estruturais; para análise dos dados referentes a compras de baixo envolvimento, utilizaram-se a Análise Fatorial Exploratória e a Análise de Regressão Múltipla. Constatou-se que a conveniência, a política de trocas e devoluções da empresa e a qualidade da entrega influenciam a e-satisfação em compras de alto envolvimento, enquanto a inovação percebida no website, os preços e a estética do website influenciam o fluxo online, que, por sua vez, influencia a e-satisfação. Complementarmente, constatou-se que a qualidade da entrega, as informações disponíveis no website e a estrutura de atendimento influenciam a e-satisfação em compras de baixo envolvimento.

Consumer Cognitive Dissonance Behavior in Grocery Shopping

Cognitive dissonance occurs when people have to choose between two equally attractive goods. The unpleasant feeling, in turn, leads to a consequent pressure to reduce it. However, the strong interest in food in consumers’ life makes the line between high and low involvement purchases indistinct where also grocery shopping could trigger cognitive dissonance. In this research 100 males and females performed a virtual shopping spree using rate – choose – rate again. In accordance with previous studies, the results showed that participants did give a more favorable score for chosen items. Contradicting to previous research, the results showed that cognitive dissonance occur even for goods categorized as low involvement purchases.

Selection criteria of Lebanese consumers in the global snack food industry: country of origin perceptions

PurposeThis paper aims to study country of origin perceptions of Lebanese consumers with respect to potato chips, the correlation involved between country of manufacture and consumer behavior; purchase intent; and product quality.Design/methodology/approachFour hypotheses in respect to country of origin perceptions on potato chip purchases were tested. The research was conducted in three phases: qualitative research was done to determine key attributes in potato chip selection, these findings were used to create a questionnaire, and a sample from 326 Lebanese consumers was collected.FindingsThe paper finds that there are demographic differences in the evaluation of potation chips. The evaluation of specific attributes did not vary by country of origin and there were no differences in overall quality perceptions by country of origin. Snack food purchases appear to be low involvement purchases based on experiential qualities. Brand awareness and purchase appear not to be linked.Research limitations/implicationsIt appears that country of origin is of secondary importance; yet, it is important to note the limited number of countries tested in this study. Given the tainted food scandals involving China country or origin may play a larger role in studies testing a wider variety of countries. Future research should include products not currently available in the market.Originality/valueGiven the potential for high growth in the snack food market in developing countries, this study provided valuable insight into one such market. The results indicate that more study is warranted in this area.

The Impact of Cause Branding on Consumer Reactions to Products: Does Product/Cause 'Fit' Really Matter?

This paper examines the issue of 'fit' between causes, companies, products and brands in the field of Cause Related Marketing (CRM). The linking of charitable causes and commercial ventures via their branded identities has become very widespread in the last ten years. The literature states that obtaining a good 'fit', in terms of the positioning and objectives of both product and charity, is very important to the success of CRM initiatives. However, there is no empirical support for this common assertion. This paper describes an experiment that was designed to test the assumption that 'fit' is important. The results of the experiment indicate that the degree of 'fit' between products and causes does have a significant effect on consumers' evaluations of products that carry a cause 'brand identity' as part of a CRM campaign. The results also indicate that cause cues in low involvement purchase situations create their impact by disrupting existing decision heuristics, rather than by the creation of new heuristics of assessment. This finding has implications for commercial managers when they are assessing the 'fit' and potential benefits of CRM associations.

From Three Breads to One Brand

With regional acquisitions, the Irish Pride bread brand was working hard to strengthen its national presence. But size alone would not assure success. Pat Kinsley examines design's important role in this transformation. The story moves from analysis and concept development to strategy and realization—a saga that repositioned a low‐involvement purchase into a contemporary, high‐impact, high‐profit brand.

The Effectiveness of Environmental Claims among Chinese Consumers: Influences of Claim Type, Country Disposition and Ecocentric Orientation

This study empirically examines how environmental claim type affects the communication effectiveness of environmental advertising claims among Chinese consumers, and how two individual difference variables—country disposition and ecocentric orientation—moderate the claim type-effectiveness relationship. The present findings reveal that environmental claim type, country disposition, and ecocentric orientation all exert significant influences on communication effectiveness. Specifically, it is shown that substantive environmental claims generate greater communication effectiveness than associative environmental claims for both high-involvement and low-involvement purchases. For both types of purchases, environmental claims also generate more positive responses from consumers exhibiting a strong ecocentric orientation than from those exhibiting a weak ecocentric orientation. In addition, when compared with those holding a negative country disposition toward the source country, consumers holding a positive country disposition express more favorable responses toward environmental claims in high-involvement purchases. Finally, the present study also reveals that country disposition and ecocentric orientation jointly exert significant moderating effects on the claim type-effectiveness relationship in high-involvement purchases. These results remind marketers of the importance of adopting a situational perspective by taking country disposition and ecocentric orientation into account when determining which types of environmental claims should be employed to appeal to their targeted Chinese consumers.

The influence of need for closure on consumer’s choice behaviour

Consumers select a decision strategy in a purchase situation that best meets their goals for that situation. One of those possible goals is to obtain closure. The dimension need for closure (NFC) (vs. avoidance) reflects the desire for clear, definite, or unambiguous knowledge that will guide perception and action, as opposed to the undesirable alternative of ambiguity and confusion. The purpose of this study is to identify the influence of NFC on choice behaviour in a low involvement purchase situation. Both high ( N=71) and low ( N=71) NFC participants participated in a shopping experiment. In a simulated environment, participants were asked to choose repetitively between different brands within two low involvement product categories. We found significant differences between high and low NFC participants with regard to the amount of information sought, the amount of information used, the use of decision rules and the level of confidence in their decisions made. Marketing implications, limitations and directions for future research are also provided.

Price knowledge and search behavior for habitual, low involvement food purchases

Existing models of price search presume a direct link between knowledge and search behavior. We argue that these models are not well suited to more habitual, low involvement purchase situations where search behavior and price knowledge are more independent. An alternative, adaptive rationality model is proposed in which these constructs are only indirectly related. An empirical study of Finnish consumers' purchases of fresh produce and meat products is reported which supports the adaptive rationality model.

An Analysis of Information Content in Standardized vs. Specialized Multinational Advertisements

Print and television advertisements for a variety of American products appearing in the U.S., Germany and Japan are analyzed to explore differences in the informational content of standardized vs. specialized approaches to multinational advertising. Overall, highly standardized messages were found to contain significantly fewer consumer information cues than highly specialized messages. This trend was found to hold true, regardless of product category. The more standardized the message being transferred, whether for a high or low involvement purchase item, the lower the level of consumer information contained within the commercial message.

Behavioral Learning Theory: Its Relevance to Marketing and Promotions

Behavioral learning theory has been generally overlooked in the development of marketing thought. The central concept states that behavior that is positively reinforced is more likely to recur than nonreinforced behavior. This runs parallel to the marketing concept and may be a sufficient model for dealing with most low involvement purchase situations. Its greatest value may be in the development of promotional strategies. This paper extends some of the ideas presented in an earlier paper in this journal.