Consumer Perceptions Research Articles

Sustainable Marketing Communication in the Digital Age of Advert Blocking: Implications for Telecommunication Service Providers in Nigeria

The advent of digital technologies has revolutionised marketing communication, offering unprecedented opportunities for brands to engage with their target audience. As consumers increasingly seek to control their online experiences and mitigate interruptions, the adoption of advert-blocking techniques has surged, posing significant challenges for organisations, thereby inhibiting their sustainable marketing communication plans. This paper explores the implications of advert blocking on sustainable marketing communication practices. It examines the factors driving the adoption of ad-blocking and the strategies organisations can employ to navigate this phenomenon for marketing communication sustainability. Anchored on the Selectivity Factor and the Uses and Gratification theories, the study deployed a mixed-method approach, incorporating qualitative analysis of service providers and consumer perceptions as well as quantitative data on advert-blocking trends from a sample size of 163 internet users in Southwest, Nigeria. Findings reveal the pervasive nature of intrusive advertising practices and the growing apprehensions surrounding privacy and data security, driving the widespread adoption of advert blocking. Moreover, analysis indicates a correlation between ad-blocking behaviour and heightened levels of brand scepticism and avoidance tendencies among consumers. Based on findings, organizations are advised to adopt sustainable brand communication strategies, Alternative approaches such as other below-the-line channels, native advertising, branded content, and influencer marketing emerge as promising avenues for engaging audiences while circumventing advert-blocking barriers. The research work accentuates the necessity of adjusting marketing communication strategies to align with evolving target audiences’ preferences, thereby promoting sustainability in the digital era's marketing landscape.

Preharvest salicylic acid and chitosan treatments reduce red drupelet reversion and enhance antioxidant capacity in blackberry fruit

Red drupelet reversion (RDR) is a postharvest physiological disorder affecting fresh blackberries during commercialization. The drupelets revert from fully black to red, causing detriments of the commercial value. The specific mechanism is still being investigated, some reports suggest that the occurrence of RDR is associated with pigment degradation in the fruit, and can be caused or aggravated by mechanical damage and storage conditions. Even, though studies report no significant alteration in blackberry organoleptic properties caused by RDR, the visual aspect of it affects the consumer perception of the fruit quality reducing marketability and ultimately generating economic losses. In this regard, preharvest treatments have been recently reported to have positive effects in reducing RDR in blackberries. In this study, we investigated the effects of chitosan (COS) and salicylic acid (SA) as preharvest treatments on the phenolic compound content and antioxidant capacity of blackberry fruit. The results showed that SA 3 mM and COS 0.25% treatments increased the total phenolic and flavonoid content while also enhancing the antioxidant capacity of blackberries. We also observed that the content of specialized metabolites and the activity of antioxidant enzymes have a negative correlation with the occurrence of RDR in blackberries.

Valuing the Creator: The Impact of Author Compensation Cues on Perceived Price Fairness and Purchase Intentions

This study examines consumer perceptions of revenue distribution among authors, publishers, and retailers for physical and digital book formats, along with perceived price fairness and purchase intentions. Study1 reveals that consumers attribute higher revenue to authors and less to publishers for digital books (compared to physical ones). Higher attribution is associated with perceived outcome price fairness for digital books. However, physical books still command a higher willingness to pay and willingness to buy. Study 2 demonstrates that explicit cues about high author compensation significantly increase purchase likelihood and WTP for digital books but do not significantly affect perceived price fairness. Consumers with higher authorial remuneration concerns and those who perceive higher value in digital books are more influenced by these cues. These findings suggest that transparent communication about author compensation could effectively enhance purchase intentions for digital books, especially among digital reading enthusiasts.

Should Global Brands Engage in Brand Activism?

Brand activism, taking a stance on current and divisive sociopolitical issues, has emerged as a novel means of expressing a brand's values and engaging with the firm's customer base. Yet, globally, companies lack conclusive guidance on the consequences of taking a stance. This research asks a novel question: Should global brands engage in activism? Using varying activism manipulations (e.g., statements and actions), five studies reveal consumer preference for activist global brands. More importantly, guided by schema change theory, the authors find that the positive brand activism effect is particularly strong for global brands associated with negative brand origin, irrespective of consumers’ prior attitude valence. However, brands with positive origin associations benefit from activism only when consumers’ prior attitude valence is in alignment. The authors also identify the mediating effects of self–brand connection, which has downstream consequences for behavioral intentions. Taken together, this work sheds new light on consumer perceptions of brand activism across cultures, elucidates why consumers prefer global brands that engage in activism, and offers actionable insights for global brand managers.

A Review of Research Progress on the Impact of Information Asymmetry on Green Consumption

Abstract: This paper discusses the impact of information asymmetry on green consumption and sustainable consumption. It emphasizes the importance of information in promoting green consumer behavior and highlights the role of media publicity and evaluation systems in shaping consumer perception and decision-making. The paper also explores the influence of government policies and subsidies on green consumption, noting that government intervention can benefit the entire green product industry chain. The authors suggest that in order to reduce the impact of information asymmetry, comprehensive and high-quality information should be provided to consumers, and consumers should be educated on information filtering and processing. The paper concludes by emphasizing the need for further research on the quantitative assessment of green information dissemination, the influence of green information on consumer psychology and behavior, and the role of government information in promoting green consumption. It calls for a multi-party linkage mechanism to drive the sustainable development of green consumption.

Impacts of personality traits of sustainability-oriented CEO, perceived environmental friendliness and organizational agility on repurchase intention

ABSTRACT Consumers wish to purchase eco-friendly products, but their perception of the environmental friendliness of products and services can be influenced differently by organizational agility and the personality traits of sustainability-oriented chief executive officers (CEOs). Therefore, it is crucial to study consumer perceptions and responses to environmental friendliness. This study investigates the impact of the combination of sustainability-oriented CEOs’ personality traits and organizational agility on customers’ perceived environmental friendliness using upper echelons theory. The research is conducted through a survey and analyzed using structural equation modeling. The results indicate that the personality traits of sustainability-oriented CEOs influence customers’ perceptions of environmental friendliness differently depending on organizational agility. Additionally, the degree whereto customers perceive environmental friendliness affects their continuous purchase decisions. This study provides practical insights for practitioners and managers in the marketing field, contributing to existing research on consumer behavior and competitive advantage through sustainability.

Blockchain technology and consumers’ organic food consumption: a moderated mediation model of blockchain-based trust and perceived blockchain-related information transparency

Purpose While the application of blockchain technology in the organic food supply chain has been increasingly recognized, the extant knowledge of how blockchain-driven traceability influences consumer perceptions and purchase intentions remains underexplored. Grounded in the stimulus-organism-response theory, this study aims to construct a moderated mediation model to examine blockchain-enabled traceability’s direct and indirect impacts on organic food purchase intention through perceived blockchain-related information transparency, considering the moderating role of blockchain-based trust. Design/methodology/approach A purposive sample of 5,326 Vietnamese consumers was surveyed using the PROCESS macro to test the proposed hypotheses. Findings The findings indicate that blockchain-enabled traceability significantly enhances perceived blockchain-related information transparency, which positively influences organic food purchase intention. Furthermore, blockchain-based trust was found to positively moderate both the direct effect of transparency on purchase intention and the indirect impact of traceability on purchase intention through transparency. Practical implications Practical and managerial insights for stakeholders in the organic food sector are also discussed. Originality/value These results contribute to the literature by extending the stimulus-organism-response model to the context of blockchain technology in supply chains and highlighting the critical role of trust in moderating the effectiveness of technological innovations.

An In-depth Analysis of Consumer Perceived Value and Expansion of Online Retailers in Metropolitan Kampala, Uganda

Purpose: This study aims to conduct an in-depth analysis of how consumer perceptions of value shape purchasing decisions and foster sustained expansion for online retailers in Metropolitan Kampala, Uganda. The study will identify the key theoretical foundations that anchor research on perceived value, provide actionable insights to guide online retailers in developing effective strategies for overall business growth and propose a future research agenda on Perceived Value. Methodology: This review process was organized on the three-stage method: planning, execution, and reporting. In the first stage, the study identified its purpose and selected its main source of data being peer-reviewed journals from EBSCOHost, Econlit, Google Scholar, Web of Knowledge, and Social Sciences Citation Index. During the execution stage, Consumer Perceived Value, Online Retailers, and e-commerce are the identified keywords to facilitate the search for data. Out of 63 publications obtained between 2015 and 2024, only 26 papers were examined after reading the abstracts. The findings were reported using tabulation and narration. Findings: The findings highlight how enhancing perceived value through effective e-marketing strategies, quality service, and personalized experiences can lead to increased customer engagement, retention, and ultimately, the successful adoption of e-commerce technologies. Dive in to discover how businesses can differentiate themselves in a competitive market by focusing on what truly matters to their customers. Technology Acceptance Model (TAM), service quality Theory (S.Q.T), and Unified Theory of Acceptance and Use of Technology (UTAUT) have been identified as the dominant theoretical framework in the study on consumer perceived value (P.V.). Implications: Businesses that effectively enhance perceived value through improved service quality, customer engagement, focus on creating a balanced approach to convenience, privacy, and build and maintain good relationships with customers can differentiate themselves in competitive markets. Exploring the constraints of the reviewed studies offers potential research directions. This study, therefore offers a complete perspective that advances both practice and research.

Influencer Marketing in Kerala’s Food Industry: The Power of Storytelling

This study delves into the impact of storytelling in influencer marketing within Kerala's food industry, specifically focusing on its influence on consumer perceptions and purchasing decisions. With the increasing prevalence of social media, food influencers play a crucial role in shaping consumer behaviour by sharing authentic and relatable stories that resonate with their followers. The main objectives are to investigate the factors that drive consumer engagement with food influencers and to analyze the storytelling techniques utilized by influencers themselves. To achieve these goals, a mixed-methods approach is used, which involves gathering quantitative data through surveys targeting both consumers and influencers in Kerala. Statistical tools and econometric models are then applied to analyze the data, revealing significant trends and correlations between storytelling and consumer behaviour. Descriptive statistics offer insights into the demographics of consumers and influencers, while cross-tabulation and chi-square tests are used to examine the relationships between categorical variables. Additionally, logistic regression analysis is conducted to assess the impact of trust in storytelling on purchasing behavior. The findings underscore the crucial role of storytelling in building trust and engagement among consumers, particularly among higher-income groups and younger demographics who are influenced by authentic narratives. Furthermore, influencers with extensive experience employ storytelling techniques to enhance their effectiveness and engagement metrics. The study concludes with actionable recommendations for businesses and marketers in the food industry, emphasizing the significance of storytelling in influencer marketing strategies. This research provides valuable insights into the dynamics of influencer marketing in the food sector, offering a framework for future studies on the interaction between storytelling, consumer engagement, and brand loyalty in the digital age. Keywords:Influencer Marketing, Storytelling, Consumer Behavior, Food Industry, Engagement

The Application of Nanotechnology in Various Food Categories and Packaging

Nanotechnology has the potential to revolutionize the food industry by enhancing safety, quality, and shelf life. However, public acceptance is crucial for successful commercialization. This study provides a comparative analysis of consumer perceptions, attitudes, and willingness to purchase nanotechnology-based products across various food categories (processed foods, beverages, dairy, meat, fresh produce) and packaging applications (active, intelligent, biodegradable). Findings indicate that acceptance varies significantly based on food category and packaging type. Key influencing factors include perceived risks/benefits, knowledge/awareness, trust in regulations, and sociocultural/demographic variables. The study emphasizes the need for effective risk communication, transparent labeling, and public engagement to enhance consumer trust. Insights can guide policymakers, researchers, and industry in developing targeted strategies to address concerns and promote responsible nanotechnology development in the food sector.

The growing creative challenge for advertising engagement: An analysis of Super Bowl Ad Meter likeability scores from 2013 to 2024

ABSTRACT In the world of advertising, creativity is king. For at least fifty years, the Super Bowl has reigned as the industry’s annual showcase of creative commercials. This study explores consumer perceptions of television advertising creativity as reflected in the popular Super Bowl Ad Meter likeability scores. Specifically, are there any trends or patterns evident in likeability scores that shed light on emerging audience attitudes toward creativity? Analysis of likeability scores from 2013–2024 indicates that average ratings remain relatively constant. However, an intriguing trend appears with consistently decreasing variance among likeability scores year-on-year. This indicates growing homogeneity in advertising as the distinction between standout creativity and conformity grows more challenging to distinguish. Thus, a critical question for brands is: How can advertisers cut through and engage audiences? Recent Super Bowl favorites indicate potential formulas for success – humor, heartwarming narratives, and celebrity identities. As the advertising landscape evolves, future research should explore emerging opportunities to engage audiences and distinguish brands from a sea of sameness.

Discrimination grounds and personalised pricing: Consumer perceptions of fairness, norm alignment, legality, and trust in markets

This article explores consumer perceptions of different grounds by which online prices can be personalised. We conducted a survey among Dutch consumers (n = 727) presenting them with 25 segmentation bases, drawing from legally permissible and legally prohibited grounds. We then ranked these bases and accompanying consumer perceptions across five dimensions: fairness, alignment with personal norms, alignment with social norms, perceived legality, and trust in markets. We find that while consumer perceptions generally align with what is currently prohibited in law, there are some “new” grounds, in particular intelligence and physical appearance, that elicit similar negative perceptions as legally prohibited grounds. This raises questions regarding the further regulation of personalised pricing. We discuss pros and cons of updating legislation to better reflect (new) ethical and social norms.

Relationship with Nut Consumption for Breakfast and Postprandial Glucose, Insulin, Triglyceride Responses: A Preliminary Study from Türkiye.

This study aimed to determine the effect of adding nuts to a regular breakfast on blood glucose, insulin, and triglyceride levels, and to evaluate participants' opinions by sex as a preliminary study for future studies. Data and biochemical parameters were collected through face-to-face interviews with Acibadem Hospital employees (n = 12) between April and September 2023. Participants consumed 30 g of nut-supplemented breakfasts for 4 weeks while maintaining their regular lifestyle. Blood tests and visual analog scale (VAS) parameters were assessed on intervention days. VAS scores indicated differences in meal taste, post-breakfast well-being, satiety, and meal adequacy, and for "feeling better after breakfast", and "providing better satiety", were significantly higher for the nut-supplemented breakfasts (p < 0.05), especially walnut-supplemented. Under the control of age, sex, and BMI variables in the participants, women responded better to peanut butter consumption than men in terms of blood insulin and triglyceride regulation (p < 0.05). However, triglyceride regulation in men was better managed by walnut consumption than in women. Understanding how nut-supplemented breakfasts impact blood glucose, insulin, and triglyceride levels, as well as consumer perceptions, is crucial for promoting healthier dietary choices.

Enhancing Financial Advisory Services with GenAI: Consumer Perceptions and Attitudes Through Service-Dominant Logic and Artificial Intelligence Device Use Acceptance Perspectives

Financial institutions are currently undergoing a significant shift from traditional robo-advisors to more advanced generative artificial intelligence (GenAI) technologies. This transformation has motivated us to investigate the factors influencing consumer responses to GenAI-driven financial advice. Despite extensive research on the adoption of robo-advisors, there is a gap in our understanding of the specific contributors to, and differences in, consumer attitudes and reactions to GenAI-based financial guidance. This study aims to address this gap by analyzing the impact of personalized investment suggestions, human-like empathy, and the continuous improvement of GenAI-provided financial advice on its authenticity as perceived by consumers, their utilitarian attitude toward the use of GenAI for financial advice, and their reactions to GenAI-generated financial suggestions. A comprehensive research model was developed based on service-dominant logic (SDL) and Artificial Intelligence Device Use Acceptance (AIDUA) frameworks. The model was subsequently employed in a structural equation modeling (SEM) analysis of survey data from 822 mobile banking users. The findings indicate that personalized investment suggestions, human-like empathy, and the continuous improvement of GenAI’s recommendations positively influence consumers’ perception of its authenticity. Moreover, we discovered a positive correlation between utilitarian attitudes and perceived authenticity, which ultimately influences consumers’ responses to GenAI’s financial advisory solutions. This is manifested as either a willingness to engage or resistance to communication. This study contributes to the research on GenAI-powered financial services and underscores the significance of integrating GenAI financial guidance into the routine operations of financial institutions. Our work builds upon previous research on robo-advisors, offering practical insights for financial institutions seeking to leverage GenAI-driven technologies to enhance their services and customer experiences.

The impact of the health star rating front-of-packaging label on preferences for food products

PurposeThe Health Star Rating (HSR) is a front-of-pack labeling system that helps consumers understand the nutritional values of foods. In this study, we examined the effects of the presence (vs. absence) of an HSR label on consumer choice behavior and perception of healthiness.Design/methodology/approachIn an experimental study, we tested if the presence (vs. absence) of an HSR label provides a competitive advantage over a rival product that lacks the label, influencing purchase intentions. Participants were asked to choose among two competing products, with and without the labels, in a full factorial design.FindingsResults showed that products with an HSR label had a competitive advantage over the rival products that did not have the label. Moreover, this effect emerged more strongly for some products than others. Thus, while front-of-pack (FOP) labels can enhance sales, their impact may vary based on the specific product or brand.Originality/valueThis paper offers novel insights into the implications of HSR labels for consumer behavior and marketing strategies, particularly in the context of their potential use as a marketing tool by companies to boost sales in the food industry.

Effects of brand visual identity on consumer attitude ：A systematic literature review

Brand visual identity is a critical component of brand image and impacts consumers' brand perception and attitude. Although scholars and practitioners have increasingly researched brand visual identity, most focus on brand communication and corporate management perspectives, necessitating a systematic review of consumer attitudes based on brand visual identity elements. This study aims to review the impact of brand visual identity on consumer attitudes and provide directions for future research. We conducted a systematic search using PRISMA guidelines, reviewed relevant articles published in four databases (Web of Sciences, ProQuest, Scopus, and Elsevier) in the past two decades (2004-2024), and obtained 559 articles in May 2024. We conducted a thorough peer-review of both theoretical and empirical journal articles, followed by a scoping review. Thirty-four studies were eligible, analysing consumers' perceptions of various core elements of brand visual identity (BVI) (such as brand logo, colour, name, typography, and font), as well as the impact of brand visual identity on consumer attitudes and the practical implications of brand management. The results show that the consumption of visual identification elements affects consumers' perceived brand quality, brand personality, brand satisfaction, loyalty, favourability, and so on., as well as purchase intentions and social attitudes. In summary, the findings indicate that brand visual identity elements impact consumer perceptions and attitudes. However, despite some progress, further research is necessary to arrive at more definitive and robust conclusions.

Streaming movies, series and shows: attitudes and beliefs among Gen Zers

Purpose Faster internet and online streaming have changed the way young consumers enjoy their favorite movies, series and shows, and business models must adapt to these changes. This study aims to examine the streaming behaviors, beliefs and piracy intentions of Generation Z, the youngest and largest generation of online entertainment consumers. Research in the area of young consumer behavior and streaming piracy is limited, and for a good reason: current laws and regulations focus on punishing the distributors of pirated content rather than consumers. Design/methodology/approach This study used a self-reported questionnaire administered to 750 Generation Z college students aged 17–25 years. The authors used the scenario-based method to examine the factors explaining the intentions to commit movies, series and shows streaming (MS) piracy. This method has been extensively applied when analyzing digital piracy because sharing streaming account passwords and using illegal streaming websites among consumers is still not unlawful in the U.S. Therefore, an adequate approach to evaluate young consumers’ intentions is through a scenario-based model. All information was coded, and a statistical and econometric analysis was completed. Findings From the statistical analysis, the authors found that only 14% of the young participants indicated their intention to stop sharing account information and using illegal websites to watch their favorite movies and shows if streaming piracy were punishable by law. The key motivations are related to the denial of injury to others and the belief that governments would have a difficult time enforcing the law in online environments. Approximately 80% of the participants who indicated their intention to continue MS piracy expressed a low perception of any type of risk associated with MS piracy. Research limitations/implications The results were obtained using a scenario-based model. A scenario provides the opportunity for the participants to reflect on a specific conflict, but they can recognize that there is little at “stake” when addressing the conflict, potentially producing the bias of “over positive responses.” Nonetheless, the analysis is still reliable, as the number of observations is large (750 responses), and the conflict is expressed as a degree of conformity rather than a yes/no answer. Practical implications The authors believe that future generations’ attitudes and beliefs about streaming entertainment will pose significant economic hardships to the entertainment industry. Similar to other forms of entertainment, streamed movies, series and shows are highly susceptible to digital piracy and it is the most common risky behavior among adolescents. The economic impact of streaming piracy could extend to revenue losses, job losses and national domestic production. Social implications Peer influence, personal or through social media, is a strong predictor of streaming piracy. In fact, social media influencers play an important role in teenagers’ behavior, including the usage of illegal streaming apps or websites and other deviant behavior in the digital world. It is expected that social media influencers will continue to be a relevant explanatory factor of streaming piracy among young Gen Zers. Originality/value This study contributes to the literature on digital piracy in several ways. First, it adds to the understanding of streaming piracy and the views and perceptions of young consumers about entertainment streaming. Second, the authors extend the analysis of digital piracy to streamed movies, shows and series. Third, the authors complete a statistical analysis on the relationships between Gen Zers’ consumption behavior, beliefs and intentions of streaming entertainment piracy. Understanding Gen Zers’ behavior and attitudes toward paid versus unpaid consumption of streaming content will allow the entertainment industry to respond effectively to future changes in copyright laws and technology usage.

Understanding consumer perception of a new product including apple pomace: The role of health, sustainability, and culinary engagement

The aim of the present study was to determine perception of a new product made with apple pomace including consumers from three different gastronomy cultures: Spain (Mediterranean), Poland (Central Europe), and Denmark (Nordic). The new product was mainly made from potato and apple pomace and had the typical texture of a savory snack (crisp-like), but it was characterized by its apple/sweet taste. Besides consumers from the aforementioned countries, a group of Foodies-consumers from 20 different nationalities participated in the study to determine potential differences on the product perception due to their high culinary knowledge/ingredients exposure. Over 600 consumers participated in the study. To segments consumers into different groups beyond nationality, the demographic questionnaire included the short version of the Food Choice Questionnaire, the Food Neophobia Scale, and questions on Dietary and Sustainability related habits. The hedonic response, as well as the intrinsic properties of the product (sweetness, sourness, saltiness, apple flavor, hardness, and crunchiness) were measured using Just-About-Right scales. Additional questions included assessment on the storytelling of the product, potential applications/consumption moments, and finally, the impact of adding a health (high in fiber) or a sustainable (made using by-products) claim. Analysis revealed variations in demographics across consumer groups, potentially influencing their perception of the new product. Including the question on applications/consumption moments of the new food, as well as gathering free words about the main aspects consumers valued about the food, were useful to better understand its potential in the market and design a proper communication strategy.

The Effect Of Content Creators And Customer Reviews On Consumer Purchase Interest In Tiktok Social Media

The currently growing TikTok social media presents an opportunity for entrepreneurs to promote products and services to consumers through digital marketing. The thing that sellers do to increase sales is to consistently create interesting and viral content. Creativity in content creation is needed whose impact will be very influential in attracting buyer interest and changing consumer perceptions. This study aims to determine and explain the effect of content creators and customer reviews on consumer buying interest in TikTok social media. Quantitative research method. Questionnaire data collection with a Likert scale. Data analysis with SmartPLS. The results show that content creators have an effect on buying interest and customer reviews have no effect on buying interest.

Ethicality of online dynamic pricing: an empirical investigation of consumer perception of ethical risks

Ethicality of online dynamic pricing: an empirical investigation of consumer perception of ethical risks