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1 – 4 of 4Melby Karina Zuniga Huertas, Paula dos Santos Fernandes Cavalcanti and André Torres Urdan
The purpose of this paper is to analyze the effect of exposure to prosocial media content (PMC) on the subsequent intention to donate to a prosocial cause of a rejected group…
Abstract
Purpose
The purpose of this paper is to analyze the effect of exposure to prosocial media content (PMC) on the subsequent intention to donate to a prosocial cause of a rejected group versus a prosocial cause of a neutral group. The hypothesis, supported in two experimental studies, is that for the individual exposed to a PMC, the difference in the donations for social causes of a rejected group and a neutral group is smaller than for the individual exposed to a non-PMC.
Design/methodology/approach
Two between-subjects experimental studies were performed. In both studies, the individual’s emotional responses were manipulated through PMC (conditions: prosocial versus non-prosocial). Then, respondents were asked to split a fixed amount of money between two social actions whose beneficiaries were members of a rejected group versus members of a neutral group.
Findings
It was found that the difference in donation between the two actions associated with different types of beneficiaries (i.e. rejected group vs neutral group) was smaller for the individuals exposed to PMC than for individuals exposed to non-PMC.
Research limitations/implications
In this research, the donating behavior was operationalized by a simulated donation and not by a real donation.
Practical implications
Results suggest that PMC on the internet could be effective in reducing rejection for stigmatized dissociation groups for which it is difficult to get help.
Social implications
The results suggest that exposure to PMC on the internet can increase donations for rejected groups. The confirmation of the PMC effect on reducing negative outcomes opens the possibility to diminish negativity toward stigmatized groups.
Originality/value
Theoretically, the explanations are based on the social comparison theory.
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Melby Karina Zuniga Huertas, Thais Rubia Ferreira Lepre and André Torres Urdan
This paper aims to clarify the effect of discount discrepancy (DD) on consumers’ purchase intention (PI). The authors propose, test and provide evidence and explanations about the…
Abstract
Purpose
This paper aims to clarify the effect of discount discrepancy (DD) on consumers’ purchase intention (PI). The authors propose, test and provide evidence and explanations about the moderation of justification in the relation between consumers’ perceived DD and PI.
Design/methodology/approach
The authors conducted three experimental studies with a 2 × 2 factorial design, focusing on consumers’ processing of price discounts. Participants were informed that this study aimed to gather opinions on fashion, clothing and retail sales promotions. They accessed the questionnaire via Qualtrics. Each participant took part in only one study. The experimental conditions were manipulated through scenarios.
Findings
Study 1 tested and supported the moderation of justification on the effect of DD on PI. Study 2 tested and supported the moderation of the type of justification for the effect of DD on PI. Study 3 confirmed the findings in Study 2 and revealed the more effective type of justification.
Research limitations/implications
The authors focused on a typically hedonic product category (fashion clothing). Further research should include a wider variety of goods and services, which could lead to different explanations or generalizations.
Practical implications
Sales promotions must refrain from generating DD between the initial price discount and the subsequent smaller discounts. Practitioners must evaluate the gains of an initial, more considerable percentage discount to attract consumers to the store and sell them other products versus the cost of losing sales because of DD. Management should recognize the importance of giving the correct justification for perceived DD, aligning the firm’s justification with the consumer’s motivation to buy the product.
Social implications
The authors offer subsidies for effective consumer protection policies.
Originality/value
By studying the influence of justification on the effect of DD on PI, the authors propose a mechanism that would reduce the negative effect of DD on consumers’ PI.
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Jose Marcos Carvalho de Mesquita, Hyunju Shin, Andre Torres Urdan and Marco Tulio Campos Pimenta
The intention-behavior gap that occurs when one’s actions do not align with their intentions has been the topic of interest of many researchers. However, the effects of the…
Abstract
Purpose
The intention-behavior gap that occurs when one’s actions do not align with their intentions has been the topic of interest of many researchers. However, the effects of the various constructs that influence the intention-behavior gap in service failure and recovery remain under-explored to date. To fill this gap, this study aims to examine the relationship between switching intention (i.e. intention) and customer exit (i.e. behavior) and the moderating roles of failure severity and service recovery satisfaction.
Design/methodology/approach
To test the proposed hypotheses, the authors used a longitudinal panel involving 821 customers who actually experienced a service failure and recovery in 38 fitness centers in Brazil. The data analysis is composed of logistic regression and cross-tabulation.
Findings
The results confirmed the significant role of switching intention on customer exit and the moderating effect of failure severity (but not service recovery satisfaction) in the relationship between switching intention and customer exit. Most of all, switching intention had low explanatory power for customer exit, confirming the presence of the intention-behavior gap. The authors further identified a weaker presence of the intention-behavior gap for female (vs male) customers and for those who experienced process failure (vs outcome failure).
Research limitations/implications
Although the authors confirmed the intention-behavior gap, the biggest proportion of the variance remains unexplained. Thus, it is important to explore the roles of other possible drivers, moderators and mediators.
Practical implications
As switching intention is not a strong predictor of customer exit, managers should not assume that those who appear to be on the verge of switching will immediately exit the service provider.
Originality/value
As researchers question the explanatory power of intention for actual behavior, this paper confirms that there is an intention-behavior gap in service failure and recovery. Moreover, given that most researchers have focused on the positive outcomes of service recovery efforts, such as customer loyalty and commitment, studying negative outcomes, including switching intention and customer exit, is a key contribution of this research.
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