Marketing Research Literature Research Articles

A neglected consumer neuroscience technique: Pupillometry and its practical application to consumer research

Pupil responses have been investigated for over half a century and can capture insights into consumer behaviour beyond what can be obtained by traditional marketing and consumer research methods alone. Variations in pupil size can reveal underlying psychological processes, including cognitive load, arousal, and emotional reappraisal, that occur in response to marketing stimuli. However, this review highlights that there has been limited application of pupillometry in the existing marketing and consumer research literature. Furthermore, many marketing and consumer research studies employing pupillometry suffer from methodological limitations and a lack of consensus on the psychological parameters that can be measured through changes in pupil size. To demonstrate the appropriate application of pupillometry and to enhance the successful adoption of pupillometry in marketing and consumer research, this review provides an overview of: (1) methodological considerations and potential confounding factors for pupillometric responses; (2) the psychological mechanisms and parameters underlying pupillometric responses; (3) the potential avenues through which pupillometry can be leveraged in marketing and consumer research; and (4) the benefits of applying pupillometry rather than, or jointly with, other psychophysiological and neuromarketing techniques.

Enhancing organic milk sales through cumulative power of product – extrinsic cues: empirical evidence from China

PurposeTo examine the impact of manufacturer reputation, retailer reputation, and product price on consumers’ perceived quality and purchasing behavior regarding organic milk.Design/methodology/approachEmploying a 2 × 2 experiment, data were collected from 1,259 consumers in 32 provinces in China.FindingsWhen a low-reputation manufacturer sells products through a high-reputation retailer, it improves consumers’ perception of quality and positively influences their purchasing behavior. Interestingly, setting higher prices for products manufactured by low-reputation companies and selling them through high-reputation retailers did not significantly enhance consumers’ perceived quality and deter their purchasing behavior.Originality/valueThe analysis expands the framework for cue diagnosis. While the existing framework primarily focuses on the influence of cue-type combinations on perceived quality, it does not integrate purchasing behavior into the conceptual framework. This limitation hinders people understanding of the theoretical mechanisms underlying the use of cues in purchasing decisions. This paper address this by gradually introducing variables, such as retailer reputation and product price, into the baseline model, thereby extending this theory. In addition, this paper advances the marketing research literature within the business-to-business-to-consumer context by examining the additive effects of manufacturer reputation, retailer reputation, and product price on consumers’ perception of quality and purchasing behavior.

The Effect of Sentence Structure Training on the Progress of Chinese Children with Autism in English Grammar Acquisition

This article mainly explains the psychology of why young girls like to buy blind boxes and some hidden problems through market research and extensive literature research. Some conclusions were drawn: The blind box originated in Japan initially With the development of the domestic blind box industry, more and more fashion toy brands came into being, and businesses also realized the needs of consumers. Therefore, the analysis of female consumer psychology is also of great significance for the positive development of the blind box industry. From the perspective of women's desire for beauty, curiosity about hidden models, pursuit of trends, and psychological application of emotional value, young female consumers have become the main force of blind box market consumption. But this also reflects from the side that women may be addicted to buying blind boxes or too much large consumption, and this addiction is also worth our reflection. In addition, how to avoid blind box addiction has also become a controversial topic, which has also promoted the future development of the blind box market.

Analysis of Contemporary Women's Consumption Psychology and Addiction to Blind Boxes

This article mainly explains the psychology of why young girls like to buy blind boxes and some hidden problems through market research and extensive literature research. Some conclusions were drawn: The blind box originated in Japan initially With the development of the domestic blind box industry, more and more fashion toy brands came into being, and businesses also realized the needs of consumers. Therefore, the analysis of female consumer psychology is also of great significance for the positive development of the blind box industry. From the perspective of women's desire for beauty, curiosity about hidden models, pursuit of trends, and psychological application of emotional value, young female consumers have become the main force of blind box market consumption. But this also reflects from the side that women may be addicted to buying blind boxes or too much large consumption, and this addiction is also worth our reflection. In addition, how to avoid blind box addiction has also become a controversial topic, which has also promoted the future development of the blind box market.

A mechanistic review on growing multiple therapeutic applications of lutein and its global market research.

Lutein is a naturally occurring carotenoid synthesized by plants and algae that has a beneficial effect on several biological processes and associated ailments. Its immediate application is in ophthalmology, where it significantly lowers the incidences of age-related macular degeneration (AMD). It also has anti-inflammatory action, treatment of diabetic retinopathy, and cataracts, and enhancement of visual contrast. To critically assess lutein biosynthesis, therapeutic applicability, and market research literature. We have discussed its theoretical frameworks, experimental evidence, limitations, as well as clinical trial results, and future research prospects. The literature for this review article was mined and compiled by collecting and analyzing articles from several databases, including ScienceDirect, Google Scholar, PubMed, Wiley Online Library, Patentscope, and ClinicalTrials.gov published until March 30, 2022. Patent publications were identified using the search terms like IC:(C07C67/56) AND EN_AB:(lutein) OR EN_TI:(lutein) OR EN_AB:(extraction) OR EN_TI:(process). According to the literature, lutein is an essential nutrient given that it cannot be synthesized in the human body and acts as an antioxidant, affecting AMD, diabetic retinopathy, Rheumatic diseases, inflammation, and cancer. Due to inadequate production and laborious extraction, lutein is expensive despite its high demand and applicability. Market research predicts a 6.3% compound annual growth rate for lutein by 2032. Optimizing lutein extraction for high yield and purity is necessary. Lutein has proven applicability in various ailments as well as cosmetics that can be developed as a candidate drug for various diseases discussed in the review.

The Psychological and Behavioral Impact of the Use of Service Robots on Customers based on the S-O-R Theory Perspective

This paper focuses on the impact of service robots on customer psychology and behavior, systematically reviews the current service marketing research literature that focuses on service robots. This paper first compares the characteristics of service robots with those of human employees, and then presents the salient features of service robots in the provision of services. Finally, the paper discusses what can be further researched in the field of service robotics in the context of future artificial intelligence, complementing the existing research framework and suggesting new ideas for the study of artificial intelligence services.

How Attitudes Translate to Brand Loyalty: Examining the Antecedents and Consequences of Attitudinal and Behavioral Brand Loyalty

Brand loyalty has always been a complex phenomenon and the presence of digital technology is making it more challenging as consumers are well informed and demanding than ever. In such dynamic and challenging environment business firms should include the factors that help creating the brand loyalty. Little consideration has been made to “a detailed model” of brand loyalty, most of the earlier researches while examining the antecedents of brand loyalty have pin pointed few variables to explain the whole phenomenon. This research is an effort to investigate and overcome this vacuity. The reason of conducting this study is to inspect brand loyalty in depth and suggesting a detailed model of brand loyalty along with all of its possible antecedents and mediator. Both distinct elements of Brand loyalty are investigated together that is “attitudinal brand loyalty and behavioral brand loyalty”. All the antecedents of brand loyalty are adopted from existing marketing research literature, which included “Brand Commitment, Customer Satisfaction and Brand Perceived Risk”. Most important findings of this study are a) attitudinal brand loyalty impact positively on behavioral brand loyalty b) the effect of Brand Perceived Risk on behavioral brand loyalty is not direct, that is it effect through attitudinal brand loyalty. c) Attitudinal Brand loyalty mediates the impact among brand commitment and customer satisfaction on behavioral brand loyalty. All the findings are consistent with the proposed model. 450 questionnaires were circulated amongst the Karachi residents, out of which 389 responded. Data is examined with the help of SPSS. The study concluded the potential antecedents Customer Satisfaction and Brand Commitment as significant construct in brand loyalty as they have strong relation with attitudinal and behavioral brand loyalty. Results show a strong relationship among attitudinal brand loyalty and behavioral brand loyalty. This proposed brand loyalty model will be helpful for the Business firms.

“Getting on the Negro History Bandwagon”: Selling Black History from World War II to the Dawn of Black Power

Drawing on a diverse range of archival material, oral histories, market research literature, and Black periodicals, this article sheds new light on the development of Black history–themed advertising and public outreach campaigns by White-owned corporations from World War II to the dawn of Black Power. While not universally celebrated, corporate Black history campaigns often received tremendous public support and played an important role in promoting better relations between White-owned businesses and Black America. Indeed, when measured against the continued neglect of Black history within the nation’s educational, political, and popular culture, such projects can be argued to have played an intriguing, if largely understudied, role in efforts to relocate Black history from the margins to the mainstream of American society. Nevertheless, through “celebrating” Black history, white businesses also helped to curate it in ways that reinforced gender disparities in historical representation and reified the perceived connections between racial progress and consumer capitalism. Most significantly, these early Black history advertising campaigns set the groundwork for widespread corporate engagement with, and commercialization of, the African American past.

Rethinking Service Systems and Public Policy: A Transformative Refugee Service Experience Framework

The global refugee crisis is a complex humanitarian problem. Service researchers can assist in solving this crisis because refugees are immersed in complex human service systems. Drawing on marketing, sociology, transformative service, and consumer research literature, this study develops a Transformative Refugee Service Experience Framework to enable researchers, service actors, and public policy makers to navigate the challenges faced throughout a refugee’s service journey. The primary dimensions of this framework encompass the spectrum from hostile to hospitable refugee service systems and the resulting suffering or well-being in refugees’ experiences. The authors conceptualize this at three refugee service journey phases (entry, transition, and exit) and at three refugee service system levels (macro, meso, and micro) of analysis. The framework is supported by brief examples from a range of service-related refugee contexts as well as a Web Appendix with additional cases. Moreover, the authors derive a comprehensive research agenda from the framework, with detailed research questions for public policy and (service) marketing researchers. Managerial directions are provided to increase awareness of refugee service problems; stimulate productive interactions; and improve collaboration among public and nonprofit organizations, private service providers, and refugees. Finally, this work provides a vision for creating hospitable refugee service systems.

A literature review of customer behaviour patterns on e-commerce websites using an eye tracker

The purpose of this paper is to provide a systematic literature review of 26 papers in which an eye tracker has been used to analyse how e-commerce websites can impact customers' behaviour. Most journal articles included in the literature on consumer neuroscience only provide a summary of the actual functions of neuroscience techniques. There are no reviews of studies that focus on the use of an eye tracker on e-commerce websites in either the consumer neuroscience or marketing research literature. The findings show that websites affect customers differently according to variables such as age, gender, nationality, etc., so there is a need to make changes in how the website is designed, depending on the types of users and audiences of the websites. This review article discusses limitations and suggestions for future research as well as detailing the theoretical and practical implications for neuromarketing.

Mapping moralities of food and health in marketing research literature

ABSTRACT Inspired by a former review of four sets of moralities that orient food and health research and lead to potentially harmful consequences for consumer wellbeing, this study seeks to qualify and nuance their original arguments by mapping them in a broader (epistemological, methodological and historical) context of research agendas relevant to marketing. We do so with the help of a systematic review and content analysis methods of a corpus of marketing research articles published from 1988 until today. In addition to a quantification of the extent to which various ‘symptoms’ of moralities of health and food manifest in marketing scholarship, the study provides a critical reflection on the more nuanced expressions of the alleged moralities. Consequently, it calls for increased researchers’ awareness about moral assumptions structuring formulation of research questions and operationalisation of the studied health-related concepts.

The Effect of Consumer Perceptions of the Ethics of Retailers on Purchase Behavior and Word-of-Mouth: The Moderating Role of Ethical Beliefs

This paper explores how consumers perceive retailer ethics. Based on a review of the marketing and consumer research literature, we conceptualize consumer perceptions of the ethics of retailers (CPER) as a multidimensional construct and propose that its effects on consumer purchase behavior and word-of-mouth communication are more salient when consumers have strong rather than weak ethical beliefs. The model was validated using a random sample of 399 respondents in a collectivist society. The results of structural equation modeling confirmed that CPER is a second-order construct comprising product fairness, price fairness, non-deception, fair trade, and green products. CPER positively predicted consumer purchase behavior and word-of-mouth communication. Moreover, ethical beliefs moderated the positive relationship between CPER and the word-of-mouth communication of consumers with strong ethical beliefs but did not moderate the relationship between CPER and purchase behavior. The implications of the findings are discussed.

Stronger Together: Educational Service Augmenters and Traditional Predictors of Adjustment for International Students in the US

Drawing on frameworks from marketing research literature, this study indicates that educational service augmenters (e.g., academic advising, writing support services, immigration advising, etc.) are significantly related to international students’ academic adjustment. The results indicate educational, campus, and social support services explained an additional 38% of variance in international students’ academic adjustment, beyond traditional predictors of academic adjustment alone, i.e., language proficiency, friendships, and welcoming campus attitude, for a combined 69% of the total variance in academic adjustment. The results highlight the university’s responsibility in international student integration into local communities and how educational service augmenters and traditional predictors act as complementary, yet distinct, predictors of academic and social adjustment.

The moderating effect of e-bank structure on French consumers’ trust

PurposeThe purpose of this paper is to demonstrate how an e-bank’s structure (click-and-mortar bank vs internet-only bank) influences the consumer’s evaluation of website quality, and to identify the most significant website features that influence online trust and lead to consumer loyalty.Design/methodology/approachA non-probability convenience sample of 476 online bank users (248 click-and-mortar and 230 internet-only bank users) was used in this study. An online survey was conducted. Structural equation modeling and multi-group analysis were used to analyze the data.FindingsFindings suggest that e-trust and e-loyalty levels depend on the e-banking structure. Click-and-mortar-based online users were found to have more trust and loyalty in their online banks than internet-only bank users. Findings demonstrate that website features are evaluated differently according to the e-bank structure. Information design and interactivity are very important for internet-only banks, and their effect on online trust seems to be higher. On the other hand, website personalization was evaluated as more important for click-and-mortar banks and had a stronger impact on online trust.Practical implicationsTo promote the trustworthiness of their websites and retain customers, internet-only banks should make the experience more tangible for users by developing a pleasant online experience. Personalization is an important variable that can enhance the consumer’s engagement with the brand. Click-and-mortar banks should enhance their interactivity by providing a continuous and consistent experience across different channels of distribution whether online or in-person and provide more interactive tools on their websites.Originality/valueThis study contributes significantly to the marketing research literature related to consumer trust as well as to the electronic banking literature. It is the first study to compare customers of click-and-mortar banks with customers of internet-only banks when evaluating website features. It also explores the impact of the e-bank model on the relationship between website features and online trust and customer loyalty.

Spontaneity and planning in arts attendance: insights from qualitative interviews and the Audience Finder database

ABSTRACTArts managers frequently use customer relationship management systems to identify early and late ticket bookers, but to date there has been no comparable investigation of spontaneity and planning through qualitative academic audience research. This paper combines two radically different datasets to draw new insights into booking patterns of audiences for contemporary arts events. Quantitative data from Audience Finder has been analysed to look for trends in early and late booking amongst audiences for contemporary art forms. Qualitative data has been drawn from the Understanding Audiences for the Contemporary Arts study, which used in-depth individual interviews to investigate the contemporary arts attendance of audience members in four UK cities. Interpretative Phenomenological Analysis was then used to draw out insights about where the purchasing point sits within the longer decision to attend. Following a review of marketing and audience research literature on the decision to attend, we present the findings from each of these analyses, looking at moments where they confirm, supplement, contradict, or say something completely outside the remit of the other dataset. We show how the timescale of the decision to attend is influenced by (1) art form conventions and price, (2) geographical region and availability of the arts, (3) attending arts events with companions, and (4) personal preference for planning or spontaneously choosing activities. We end by suggesting a new three-part model for understanding booking patterns, and considering how these insights might be acted upon by arts organisations.

The role of B2B marketers in increasing cyber security awareness and influencing behavioural change

Although cyberspace is providing business opportunities, it is evident that B2B marketers need to pay attention to how to reduce the vulnerabilities associated with the use of computer technology. To reduce the possibility of a data breach, senior management need to increase threat awareness through the development of a behavioural awareness programme. We address how B2B marketers can contribute to increasing cyber security awareness by relating to an individual's knowledge and attitude that influences their behaviour. By drawing on the information systems management, marketing, communication and motivational research (social psychology) literature, we explain how persuasive communication theory in conjunction with motivation theory can be used to create an awareness programme to influence behavioural change. A qualitative research strategy was deployed and the critical friendship group and the group interview method were utilized. Fourteen highly experienced security experts participated in the study. The findings indicate that the process of knowledge creation can be enhanced by deploying functional theories of attitudes as this provides a basis to categorize staff according to their level of motivation and knowledge. This means that B2B marketers can play the role of co-ordinator when devising and implementing an appropriate cyber security awareness programme to help staff counteract the actions of cyber attackers. By reducing the gap between self-efficacy and perceived expectation, the confidence level of staff will be increased and attitudinal behavioural change will occur throughout the organization.

Consumer’s initial trust formation in IOB’s acceptance

Purpose The purpose of this paper is to explore how variables like propensity to trust, website usability, social influence, customer awareness about internet-only banks (IOBs) and perceived compatibility influence customers’ initial trust formation toward IOBs’ acceptance. The model is based on the technology acceptance model, diffusion of innovation theory and theory of reasoned action. Design/methodology/approach A non-probability convenience sample of 239 IOBs’ potential adopters from France was used to test the structural equation model between initial trust antecedents and IOB’s usage intention. Findings Findings confirm the important role of trust in initiating customers’ relationship with IOBs and show that social influence, compatibility and website usability contribute the most to IOB’s initial trust formation. Indeed, it has been found that the level of consumer information about IOBs and propensity to trust have a moderate impact on consumer’s initial trust. Results revealed that there is a general lack of consumer’s awareness about IOB’s services features. Practical implications To promote the trustworthiness of their sites and services to potential consumers, IOBs should enhance WOM by using social network applications. IOBs need to develop marketing communication campaigns in which they can educate potential customers about IOB’s features. In addition, IOBs should demonstrate to their customers that IOBs’ banking system is consistent with their current lifestyle. IOBs are encouraged to develop a favorable impression by investing heavily on their website usability and information design. Originality/value This study contributes significantly to the marketing research literature related to consumer trust and electronic banking literature. Indeed, only a few marketing studies have been conducted about IOBs. The results show the role played by initial trust formation in the case of IOBs. In addition, it points out the importance of five trust cues: individual cues, knowledge cues, institutional cues, cognitive cues and social cues (social influence).

Using Personal Data to Advance Preventive Healthcare Services

Services are becoming increasingly digitally enabled and data-driven. Big data, and especially a subset of big data called personal data, is expected to afford new levels of efficiency for service providers and various opportunities for personalization for customers. Healthcare sector specifically can benefit from the use of wide ranging personal data to accommodate for a holistic view of an individual’s overall health. However, few studies have focused on how to capitalize on this increasingly available resource. This study proposes the following research question: how can personal data be used to advance preventive healthcare services? This research contributes to the marketing and service research literature by extending the knowledge on using data to advance service by identifying seven key resources for integrating personal data by specifically addressing resource integration in the preventive healthcare domain.

Consumer neuroscience for marketing researchers

AbstractPurposeFor many consumer neuromarketing researchers, the use of functional magnetic resonance imaging has been the most preferred neuroscience technique. However, electroencephalography, eye tracking, and implicit measurements are becoming increasingly popular market research methods due to rapid technological improvements and reduced costs.DesignThis article is an overview of the most commonly used consumer neuroscience techniques in marketing research.FindingsMany peer‐reviewed journal articles in the consumer neuroscience literature usually provide only a brief summary of the actual functions of each neuroscience technique used in their research. Throughout the consumer neuroscience and marketing research literature, there is a lack of comprehensive evaluation of the relative merits of all neuroscience research tools. There is no rigorous analysis of the relative appropriateness of all the neuroscience, physiological, and biometric research tools currently used in consumer neuroscience market research.Originality/valueThis is the first paper that provides a comprehensive review of all relevant neuroscience techniques with a proper explanation of their functions and utility for different types of research. Each individual neuromarketing research tools' strengths and weaknesses are analysed for particular types of marketing research questions and highlights some of the key research papers and authors for interested researchers to follow up.

Antecedents and consequences of chronic impulsive buying: Can impulsive buying be understood as dysfunctional self‐regulation?

AbstractResearchers reach different conclusions about the functional or dysfunctional nature of impulsive buying behavior. While many note the use of impulsive buying as a form of mood regulation, there is disagreement about whether this is functional or dysfunctional and the extent to which it causes financial harm. This paper draws on data from a U.K. national survey sample (N = 109,472) to contribute to these debates. Study results suggest that impulsive buying is more common for those who have most need to regulate mood and who have the least effective emotion regulation strategies. This suggests that impulsive buying may be understood as a failure of self‐regulation in relation to long‐term goals and as a strategy for mood regulation. Contrary to some prior claims in the retail management and marketing research literature, the study shows higher levels of impulsive buying to be associated with more adverse financial outcomes (which are not confined to the most extreme manifestations of the trait). While ineffective emotion regulation is associated with higher propensity to buy impulsively, the findings also suggest that effective emotion regulation may to some extent mitigate the adverse consequences of the propensity to buy impulsively. The implications for ethical management, research, and policy are considered.