Consumer Mindset Research Articles

Re-examining the showrooming phenomenon: the moderating role of consumers' maximizing tendency

PurposeShowrooming presents a complex and evolving challenge to retail managers, as it signifies the emergence of new forms of exchange rules. The purpose of this research is to investigate how factors responsible for information search and evaluation affect showrooming and also consider the consumer mindset as a moderator.Design/methodology/approachThis research undertakes three experimental designs to investigate how the push (i.e. assortment size), pull (i.e. price discount), and mooring (i.e. sunk cost) factors influence consumers' showrooming intention. Specifically, consumers' maximizing tendency plays the role of moderator.FindingsThe results reveal that push, pull, and mooring factors are significantly related to consumers' showrooming intention. Furthermore, the findings show that maximizers have higher showrooming intention than satisficers in the context of the push, pull, and mooring factors.Originality/valueBy integrating the push-pull-mooring framework and the maximizing mindset theory, this research proposes a novel research model and the empirical testing results support six hypotheses. The findings add to the body of knowledge in showrooming behavior by taking consumer mindset into account. The results also provide implications for practitioners to develop their retail strategies.

Campaign education and communication to the potential consumers of brewers’ spent grain (BSG)-added food products as sustainable foods

Byproduct of the brewery industry, brewers’ spent grain (BSG), has been reported for enhancing the nutritional value of food products thus potentially as a future sustainable food ingredient. As it is a byproduct, society as potential consumers tend to consider BSG as waste. Consequently, commercialization of BSG-added food products would be responded negatively by potential consumers. Campaign education seems to be important in order to familiarize such products to the society thus change the consumers perspective and finally increase the consumers acceptability. This study, which was conducted by an online survey platform (surveymonkey.com), aims to educate the society about the positive value of BSG for human health and its valorisation to the environment which generates sustainable food and to observe their opinion and expectation regarding such products. Majority of participants (57.38%) never knew BSG before. After BSG was introduced, most of the provided information about BSG is new for the majority of participants and they are convinced that consuming BSG-added food products would be beneficial for their health and help a sustainable environment. Furthermore, if such products are claimed as healthy foods, 81.97% of the participants are willing to buy. Besides the mindset of consumers, several issues might need to be considered in commercializing BSG-added food products including food regulation and safety as well as specific health conditions. Further study is still needed in order to educate society in a wider and to be specific in certain groups of community.

Unraveling Sustainable Consumption Patterns: Insights From The Filipino Consumer Landscape

In this study aimed at unraveling the nuanced attitudes of Filipino consumers towards sustainable consumption, we reached out to a diverse group of 452 individuals. Utilizing the Partial Least Squares Path Modeling (PLS-PM), we assessed the interrelationship among Perceived Behavioral Control toward Sustainable Behavior (PBCSB), Subjective Norms toward Sustainable Behavior (SNOSB), Attitude toward Sustainable Behavior (ATSB), Personal Involvement (PI), and Sustainable Consumption Behavior (SCB). The resultant data painted a largely optimistic picture: participants expressed a noteworthy approval of sustainable practices, averaging a rating of 5.14 out of 7. A significant observation was their affinity towards businesses that champion environmental values and their keenness to endorse sustainable products. Interestingly, the sway of peers and an individual's own belief in their ability were pivotal in shaping these eco-friendly purchase intentions. While this research offers a richer understanding of the Filipino consumer mindset, it's imperative to acknowledge its limitations, such as potential sampling biases and certain unexplored factors. Yet, these findings remain instrumental for businesses seeking to sync with Filipino consumers' evolving sustainable consumption patterns.

Credibility of green advertising: six elements that drive credibility in green advertising

The goal of this academic research was to examine to what extent sustainable advertising messages are perceived as credible by the Belgian consumer. We wanted to investigate how credibility arises in sustainable commercials and what the impact of credible green advertising can be. We started with a literature study to uncover possible determinants of credibility and were able to distinguish six elements that drive credibility in green advertising. These six elements are honesty, clearness, details, commitment, urgency, and shared value. In order to validate the elements with significant evidence and examine their impact on green motivation and brand consideration, we ran a survey in which our individual respondents saw 5 sustainable commercials. These were randomly selected from a collection of 95 commercials that had been broadcasted in Belgium in the last 24 months before August 2021. Six hundred respondents participated in this survey, representative for Belgian consumers aged 19 to 90 years old. The results make clear that credibility is lacking and the key to effectiveness on many levels. Our six elements explain 72% of credibility in green advertising. Credibility and its six elements explain 59% of consumers' motivation to prefer sustainable products over conventional products. Together they explain 28% of brand consideration of the advertised sustainable product. Future success of sustainability may depend on whether brands can initiate switching the mindset of consumers with green advertising. This requires that green advertising is honest, shows commitment and urgency, provides details and clearness, and focuses on shared value for companies and consumers. This research also allows the construction of an app that forecasts brand consideration based on the scores of the 8 predictors of consideration due to the high levels of explained variance.

Partners or Opponents? How Mindset Shapes Consumers’ Attitude Toward Anthropomorphic Artificial Intelligence Service Robots

The use of artificial intelligence (AI) service robots is on the rise. With service frontlines gradually shifting to human–robot interactions, the question of whether the anthropomorphism of robots facilitates or constrains consumers’ experiences has emerged. This article focuses on the individual factor “consumer mindset” (competition vs collaboration) and investigates how it impacts consumers’ attitudes toward anthropomorphic AI robots during service delivery. Across three studies, we confirm our main prediction that competitive mindset consumers respond less favorably to anthropomorphic (vs. non-anthropomorphic) AI robots, whereas collaborative mindset consumers respond more favorably to anthropomorphic (vs. non-anthropomorphic) AI robots. We test the mediating role of perceived psychological closeness and the moderating role of interaction distance to explain the underlying mechanism. Our findings provide theoretical insights into the mixed results of previous studies of service robot anthropomorphism and have practical implications for service agencies using frontline robots.

Creepy vs. cool: Switching from human staff to service robots in the hospitality industry

As service robots are becoming more human-looking, people are beginning to perceive robots as creepy in one way but cool in another. This study investigates how the trade-off effects of ‘creepiness’ and ‘coolness’ affect the perceived values relating to switching intentions to service robots. The study converged the value-based adoption model (VAM) and push-pull mooring model (PPM) to examine the antecedents of switching intentions and employed a combination of video/scenario-based experimental surveys. Structural analysis of the three groups (e.g., machine-like, semi-human-like, and human-like service robots) revealed that perceived creepiness and perceived coolness both had an impact on perceived value, which, in turn, linked to switching intention from human staff to service robots. Hence, regardless of service types, both negative and positive perceptions co-exist in consumer mindsets. This study provides theoretical and practical implications for three different types of service robots.

Environmentally Friendly Materialism: How It Is Generated and How Luxury Apparel Addresses Environmental Problems

The increasing number of consumers possessing a global mindset has led to the emergence of environmentally friendly materialist consumers who find pleasure in owning environmentally friendly brands and products. We examine why and how such consumers emerge by studying consumers of luxury apparel products, which actively promote environmentally conscious values on a global scale. Structural equation modeling and mediation analysis were conducted on consumers in China and Japan—two countries with high consumption of this product category and a contrasting awareness of environmental consciousness. Our findings revealed that the higher the global mindset of consumers, environmentally friendly materialism is enhanced by internal motives in countries with high environmental consciousness and by external motives in countries with low environmental consciousness. Our results have implications for mechanisms on how the conditions for the emergence of environmentally friendly materialism differ from country to country and marketing measures that respond to these differences.

Using SWOT Analysis to Explore the Element That In-Game Advertising Affect People’s Purchase Intention

In-game advertising (IGA) is a relatively new type of advertising that has evolved in recent years. It has received much attention from the advertising sector, and its success may be ascribed to its exceptional delivery effect. This research aimed to discover how IGA influences consumers' purchasing intentions. This article employed the Theory of Planned Behavior (TPB) and the SWOT analysis for further investigation. According to the findings of this study, the pertinence, diversity, and acceptability of commercials by consumers increase people's purchase intention. In contrast, its rigid form, lack of participation, and compulsion would result in consumer loss. Nevertheless, certain methods for improving consumer intent, such as using game avatars as spokespersons for in-game marketing. Nonetheless, a lack of standards and a failure to perform in all areas of the sector have a negative impact on an individual's purchasing intention. As a result, the consumer's mindset influences people's purchase intention when it comes to IGA utilities. The other contributing factors in this and others.

Why do consumers purchase green clothing? Investigating symbolic meanings beyond social status and the role of consumer mindset

PurposeIn the purchase intention of green products context, researchers have mainly investigated the role of symbolism but have mostly discussed symbolic attributes/meanings in terms of social status only. This research aims to investigate the impact of four perceived symbolic meanings of green clothing (status, environmentalism, innovation and fashion symbols) on consumers' purchase intention of green clothing through their attitude toward it. Besides, the moderating role of a consumer mindset in the indirect relationship between symbolic attributes and the purchase intention of green products through consumer attitude is examined.Design/methodology/approachThe data were collected through a survey from a sample of 325 respondents in Turkey, especially younger ones. The data were analyzed via confirmatory factor analysis and hypothesized relationships were tested with multiple and simple regression analyses and PROCESS macros in SPSS.FindingsAll symbolic meanings of green clothing impact purchase intention positively and indirectly through consumers' attitudes toward it. The results of moderated mediation analyses showed that the impact of symbolic meanings, except for environmentalism symbol, on purchase intention through consumer attitude was significantly moderated by the consumer mindset.Originality/valueThis research contributes to the under-researched areas of the impact of various symbolic attributes/meanings of green clothing on consumers' purchase intention. Besides, this study advances the role of consumer mindset in consumer behavior research in such a way that it connects mindsets of personality, consumers' attitudes toward green products and their green purchase intention. Furthermore, this study addresses the gap in regard to the role of mindsets of personality on sustainable/environmental behaviors. It will provide implications for fashion marketing managers to develop appropriate targeting, positioning and communication strategies for consumers' mindsets.

Circular Business Strategy of Early Stage Fashion Brand in Indonesia

Business with a purpose has become a very popular thing lately. The intended goal is not just profit but what impact a business can have on society. This was agreed collectively at the world level by the UN by implementing the Sustainable Development Goals (SDGs) in 17 sub-values. This has an impact on shifting the mindset of consumers who are more concerned with the environment and sustainable business and this has occurred in the fashion industry, both global and local brands. The market value for sustainable fashion is increasing, global brands are adopting campaigns and competing to make circular products, local brands are also joining in with various approaches to adopting sustainable fashion. This is of course an opportunity for businesses on a micro scale or for brands in the early stage. GNDT as a local fashion brand in Indonesia that presents clothing solutions for obese or plus size men has implemented inclusivity in clothing, in line with existing trends and opportunities, business transformation must be carried out to make it more circular. With limited resources and a small business scale, GNDT must determine what approaches and strategies are most effective in turning their business into a more circular one and how to implement it. Value hills are used as a framework for this research in carrying out the stages of business transformation and adoption of a circular business strategy. Focusing on three stages, namely pre-use, use and post-use, businesses are expected to be able to map their business model position on the value hill to be able to identify the initial position of their business (uphill), how to optimize the products they sell (tophill) and how far what is the possibility that the product can be returned after use. Furthermore, businesses can identify gaps and opportunities in value hills and determine what strategic options are fit that can be carried out at this time in accordance with the resources they have. This research was conducted qualitatively using observation and brainstorming methods with business owners. The results of the business model assessment and placement on value hills indicate that GNDT must implement a circular strategy at each stage. At the uphill stage, circular design is determined as the most effective strategy, followed by a product as a service strategy for the tophill phase and upcycling for the downhill phase. All of this is wrapped up in a fundamental network organization strategy where GNDT must prepare internal organizations and potential collaboration with partners to realize this strategy.

Robots make no effort! Service evaluation and consumer mindset

AbstractConsidering the growing acceptance of humanoid robots in the service industry, this study aimed to examine their negative impact on service evaluation, as well as the underlying mechanism of perceived effort and the moderating role of consumer mindset. Three experiments that used different service scenarios revealed that humanoid service robots negatively affected service evaluation compared to human employees, and this effect was mediated by decreased perceived effort. Furthermore, this negative impact was attenuated when consumers had a concrete mindset compared to abstract. This work contributes to both consumer service and robot literature by elaborating on the possible adverse influence of replacing human employees with humanoid service robots. It also offers managerial implications for how and when to adopt a robot service in this machine age.

A review of the study of environmental modeling tools to understand the real impact of cosmetic products on environmental safety

In contrast to human health risk assessment, there are no definitive guidelines for environmental risk assessment of cosmetic products. The objective of this study was to perform an in-depth analysis of ten modeling environmental tools and to establish the best rationale to assess the impact on environmental safety considering the recent global pandemic scenario and the evolution of the consumer mindset. A literature analysis was performed for the ten modeling environmental tools, and when possible, each was downloaded for comparison. Chesar was the tool that proved to be the easiest to enter data, and it has the more straightforward and direct application steps; thus, it was chosen for the initial assessment of ingredients that demonstrate potential environmental hazards. For high-level tools, it was not possible to establish a comparison for choice, as the models are private and have little data in the literature. Even so, for a more detailed assessment after the first initial assessment via Chesar, iSTREEM could be used. This study delivers important knowledge about the modeling tools and how to establish a rationale for environmental risk assessment. Keywords: environmental modeling tools, environmental risk assessment, cosmetic products, environmental impact, formulation

СВІТОГЛЯД ТА ІДЕОЛОГІЯ: ФІЛОСОФСЬКО-ЕТИЧНИЙ АНАЛІЗ

The article provides an ethical analysis of worldview and ideology. It is noted that the moral and humanistic function of worldview is to form and preserve the individual "Self" in harmonious co-existence with other people, not to dissolve its singularity in the totality of the universal. The worldview ensures the process of humanizing a person, transforming him into a self-worth and original world. The absence of a worldview as a holistic view of the world indicates the dehumanization of man, his degradation to a sub-human (animal) level of existence, distancing from his own essence. The anti-humanist essence of ideology is revealed as a closed inflexible system of dogmatic provisions, which creates a distorted quasi-religious picture of reality and considers a person exclusively as a means, not a goal. The key features of ideology in comparison with worldview are selectivity and fragmentation, intolerant attitude towards any "otherness". The other in the ideological picture of the world is an object of fear, hatred. The example of consumerism shows how ideology takes over worldview functions. A person, ideologically processed, mistakenly perceives an ideological system as a full-fledged authentic worldview, as a true picture of the world, and a system of values imposed by propaganda or manipulation as his own choice. It is shown that consumerism as a simplified and vulgarized ersatz form of liberalism as an existential dominant takes not simple consumption as a natural need, but an internal attitude to assert oneself through a demonstrative pathological desire to possess surplus. In the ideology of consumerism, a specific consumer mindset is formed, aimed at achieving social advantage through consumption; human happiness depends on the level of consumption, and consumerism itself becomes the goal and meaning of life. However, the given statistics of the international index of happiness show that there is no direct relationship between the level of consumption and an increase in the level of freedom, inner satisfaction, and meaningfulness.

Regional Consumption Inequalities in Pakistan under Relative Income Hypothesis

In this paper panel analysis is being carried on original Relative Income Hypothesis (RIH) and its other modifications over the time span of 1998 to 2015. To furnish reliable and appropriate estimation, Households Integrated Economic Surveys (HIES) based consumption and income variables have been gone through various stages of data filtering. The findings of Feasible Generalized Least Squares (FGLS) significantly validate the relevance of three types of ratchet effects (income, consumption and habit) in provinces. Average Propensity to Consume is highest for Baluchi’s households followed respectively by Pashtuns, Punjabi, and Sindhi. The selection of constant slop model implies that province-wise there is no difference in magnitudes of ratchet effect obtained from various versions of RIH. All provinces make adjustments in long run to their consumption in response to income fluctuations. Estimated marginal consumption propensities are according to economic theory that shows smooth consumption path in short run as well in the long run. Polices should be formulated to switch consumer mind set from consumption oriented to saving oriented with the help of appropriate tool of fiscal and monetary policies.

Advertising’s sequence of effects on consumer mindset and sales: A comparison across brands and product categories

Advertising has the power to influence how consumers experience, think, and feel about brands, but the sequence of these mindset effects may differ by brand and category. This paper analyzes how the mindset factors of cognition, affect, and experience mediate advertising effects on sales, using data from 178 fast-moving consumer good brands in 18 categories over seven years. The authors compare the models proposed in the literature and conclude that the concept of sequentiality in advertising effects holds up well. Importantly, the sequence varies across brands, with the affect → cognition → experience (ACE) sequence being the most common. Brand differentiation and the hedonic versus utilitarian nature of the product category moderate the incidence of the ACE sequence: this sequence is even more likely for utilitarian products and less differentiated brands. For managers, the results show that the last mindset factor in the sequence is the most important in driving sales, with cognition being most responsive to advertising among the mindset factors. Moreover, in utilitarian categories, highly differentiated brands can expect about seven times higher advertising responsiveness of affect than less differentiated brands.

RELATIONSHIP OF POWER OF MC AND ADVERTISING COMMUNITY IN INCREASING BRANDING AT HOTEL BATU KARANG RESORT LEMBONGAN NUSA PENIDA BAL

Power Relations of Marketing Communication and Advertising Community. Advertising is one of the main commodities that becomes a bridge for producers to colonize and control the mindset of consumers. Various ways are taken by manufacturers so that their products sell well in the market. Starting from using famous actresses in advertisements, to giving promises that their products are the best and quality products. This research uses a qualitative approach with Fairclough's critical discourse analysis model. This type of research is observational research. The method used in this research is descriptive. The data in the text of this study are in the form of hotel advertisement images obtained from elections on the Batu Karang Instagram media. The research instrument is the researcher himself and the data collection technique is done by giving questionnaires to 15 managers in different areas at the Batu Karang Hotel. The results of this study found that (1) Advertising is one of the tools used by producers in offering their products, so that information about the product will arrive quickly and be easily remembered by consumers. (2) With the advertisement submitted on Instagram, it greatly affects the Branding of Hotel Batu Karang so that Hotel Batu Karang becomes more widely known both nationally and internationally. Hotel Batu Karang continues to actively advertise with various advertising methods to be able to make its products sell well in the market

Sustainable packaging in the FMCG industry

The Fast Moving Consumer Goods (FMCG) industry regularly produces monumental waste. Today sustainability is the central issue of every society. Today, the average consumer is more aware of their product choices' environmental impact than a consumer as little as five years ago. The change is real and apparent and can no longer be ignored. With the increase in awareness about sustainability and its significance and the rise in eco-friendly regulations, sustainable packaging is, now more than ever, an issue of concern for customers. With this tectonic shift in consumer behaviour towards more sustainable and eco-friendly products, it is time for the FMCG industry to make some strategic changes. Brands have already started adopting sustainable marketing based on this shift in consumer mindset. However, we believe it is beneficial to understand consumers' various factors before purchasing. What drives the purchase? What deters it? These are essential questions to understand the consumer and build brands genuinely. We may already know what factors affect the consumer decision-making cycle, but understanding the root cause behind those factors is of utmost importance. This research aims to analyze consumer perception and behaviour regarding eco-friendly and sustainable packaging. For this research, we have thoroughly reviewed thirty research papers to gain insights into all the study that has already been conducted. We also worked on both moderated and unmoderated focus group discussions to better understand consumer behaviour towards sustainability. We have derived a fair idea of the gap between consumer understanding, behavior, and products available in the market. We get various insights from the definition of sustainability, factors influencing consumers, and why current trends and practices, and even practices in other industries (other than FMCG) would be a beneficial correlation/comparison aspect.

To touch or not to touch: Examining the role of choice set size

AbstractTouch is a powerful means to explore one's environment and a critical sensory modality for information gathering. Previous research has shown the positive effects of product touch on key outcomes such as perceived product ownership and choice confidence, yet only in the context of consumers examining a solitary product or a small choice set. The current research draws on the choice overload hypothesis to examine whether a large choice set size attenuates the positive effects of touch. Our findings suggest that product touch results in more positive outcomes when choice sets are small (vs. large), with perceived choice difficulty mediating this effect (Experiment 1). The interactive effect of choice set size and touch is diminished in situations where touch conveys limited additional product information (Experiment 2). Further, we find that touching a large choice set can be advantageous among certain consumers, as those with a maximizing mindset respond more favorably to a large choice set when they can touch the items versus not (Experiment 3). We discuss research implications for the literatures on product touch, choice overload, and consumer mindsets, and practical implications for marketers as pertaining to assortment management, message framing, and online retail shopping environments.

Identifying Consumer Mindsets Related to Sugars Consumption in Canadian Adults

Little is known about the attitudes and perceptions towards dietary sugars in Canadian adults. The objective of this study was to use rule-developing experimentation (RDE) to identify consumer mindsets related to dietary sugars in 18–50-year-old Canadians. Following an isomorphic permuted experimental design, participants (n = 269) each rated a unique set of 24 scenarios, each consisting of a distinct mixture of two to four messages about dietary sugars on a 5-point scale. A regression model was created for each respondent, identifying the value that each respondent attributed to each of the 16 messages. K-means clustering revealed three distinct mindset groups as follows: “Sugars Beliefs” (MS1), “Trend Analysts” (MS2), and “Health Seekers” (MS3). In conclusion, this study found that RDE is a useful methodological approach for evaluating how consumers think about dietary sugars and revealed mindset-specific messages that matter most to people who differ in their attitudes toward sugars.

Marketing Strategies for Cultured Meat: A Review

Environmentally intense and negative consequences relateing to conventional meat production systems have induced some actors to suggest alternative meat sources. Diseases carried by animals, human perception of cruelty to animals, and public health concerns about cardiovascular diseases have provided the basis for the development of cultured meat. The current market is influenced by many factors, including regulators, affordability, religion, and media perception. The existing cultured meat market is also regulated by legislatures, affordability, consumer religion, and the media. Consumer perception is distributed across various aspects, including ethical priorities, nutritional profile of the meat consumed, age-based acceptance, gender differentiation, political orientation, land-based attitude, education status, socioeconomic factors, and familiarity factor with the existing product in the market. Inhibiting barriers reported among consumers—including low naturalness, safety, nutritional concerns, trust, neophobia, economic, and ethical approaches—should be employed as marketing tactics directly to address their respective concerns. Tissue culture, starter cells, printing, and 3D printing are some of the methods currently being used for the production of cultured meat. Similarly, many hybrid technologies are also being used to produce meat-like products to increase consumer familiarity along and market presence. Existing research frameworks have improved the previous mindset of consumers with media coverage, educational frameworks, and the textural attributes of cultured meat. Additional benefits of CUME may include being environmentally friendly with less production of greenhouse gases. However, consumer trust, affordability, improving nutritional status, and widescale adoption are just a few of the parameters that need to be addressed to enhance consumer acceptability of these products. The aim of this article was to analyze the current state of cultured meat and the marketing content challenges and strategies used to advance public acceptance of cultured meat.