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This paper aims to explore how visual comprehensibility of a product can affect innovation adoption among the bottom of the pyramid (BOP) consumers in Bangladesh.

This is an exploratory qualitative study based on interviews with eight managerial respondents involved in the design and marketing of innovative products targeted at BOP consumers in Bangladesh and three respondents who are consumers of these products.

One key finding from this research, in comparison to innovation adoption research in developed contexts, is the distinct importance that BOP consumers attach to visual cues in learning about and understanding a new product.

This research provides guidance for private and public sector organisations selling products and services to BOP consumers explaining the role of visual cues in generating better product comprehension. It also identifies the role of social relations in facilitating the adoption of new products within this segment.

By enhancing the adoption of so-called pro-poor innovations, this research can assist in bringing about positive social change and developmental benefits in this burgeoning segment of the market.

This is one of the first studies to consider innovation adoption of pro-poor innovations in BOP markets and one of the first studies to collect data on the role of visual comprehensibility for consumers in BOP markets.

Numeracy skills hinder a consumer’s ability to meet nutrition and calorie consumption guidelines. This study extends the literature on nutritional labelling by investigating how a calorie counter, which displays the total amount of calories consumers add to a shopping basket, aids them in making food choices. This study aims to ascertain whether the calorie counter affects food choices and also how individual and situational factors moderate this effect.

To test the developed hypotheses, the authors designed an online shopping experiment and administered it to a national panel of British consumers. This included a sub-sample from the general population who did not report any food-related health conditions (n = 480) and a separate sub-sample from the same population who had reported a food-related health condition or lived with someone who had one (n = 250).

The results of this study show that the calorie counter leads to a large and statistically significant reduction in calories purchased when compared to the no nutritional information condition and a small (but statistically insignificant) reduction in the number of calories chosen by consumers when compared to the nutritional information only condition. The main effect is moderated by individual factors such as whether or not the person has a health condition and shopping situations which involve time pressure.

Although the main effect of the calorie counter was not statistically significant when compared to the nutrition information only condition, the effect was in the correct direction and was statistically significant for consumers who had a food-related health condition. The conceptualisation and findings of this study are not only largely consistent with Moorman’s (1990) nutrition information utilisation process but also suggest that situational factors should be considered when understanding nutrition information processing.

The findings from this study provide the first evidence to suggest that aggregating calorie information through a calorie counter can be a useful way to overcome consumer numeracy biases, particularly for those with existing health conditions and who are most motivated to use nutritional information. Based on the descriptive statistics, the main effect was comparable to the UK’s sugar tax in its impact and the authors estimate this would lead to a reduction in calories consumed of about 5,000 per year, even for consumers who did not report a health condition. Further testing is required with different formats, but these results are encouraging and are worthy of further research.

To the best of the authors’ knowledge, this is the first study to investigate how consumers react to aggregated nutritional information for a basket of products, mimicking a real shopping situation. Such information has the potential to become more relevant and useful to consumers in the context of their overall diets. As technology advances rapidly, there is a need to explore alternative ways of presenting nutritional information, so it connects more easily with consumers. These results point very much to a more targeted and personally relevant approach to information provision, in contrast to existing mass communications approaches.

This study aims to extend the literature on marketing communications by exploring the effect of placing products in humorous scenes. It aims to ascertain the prevalence of placement scenes associated with humor in television programs and the effect of humor on brand persuasiveness.

The study used a two-phase research process. A content analysis of prime-time television programing was conducted to map the relative prevalence of brands placed in humorous contexts and for the selection of research stimuli. This was followed by a large-scale experimental study of 1,100 television viewers in Hong Kong with real stimuli that had been digitally manipulated.

The study found that a humorous context did enhance recall of placed brands but its effect on brand attitudes was mediated by audience involvement in the viewing and moderated by psychological trait reactance. Interestingly, and in contrast to conventional advertising, placing brands in a humorous context led to lower involvement in the viewing, which, in turn, resulted in lower brand attitudes. Individuals with low trait reactance were more positive toward brands placed in a non-humorous context than individuals with high trait reactance while individuals with high trait reactance were more positive toward brands placed in a humorous context, though the difference was less prominent.

The findings help to illustrate when and how a humorous context contributes to the recall of and attitudes toward placed brands.

The results also facilitate marketers and program producers to choose the best placement context and design more effective placement strategies.

This research is the first to empirically examine the effect of a humorous context on the unaided recall of and attitudes toward brands placed in television programs.

The purpose of this paper is to show how active participants within personal challenge virtual communities (e.g. virtual health communities, online legal forums, etc.) derive learning benefits from their involvement within the community. In doing so, the research conceptualises and tests a model of engagement within such virtual communities.

This research was conducted through the design of a survey administered to an online panel of active participants from several virtual health communities. Structural equation modelling was used to test the conceptual model.

Along with well-researched concepts such as social identification, this research identifies diagnostic and prescriptive benefits as key learning benefits associated with active participation within personal challenge communities. These benefits drive social support which individuals attain from these virtual communities, which, in turn, drives engagement within the community. It is also found that anticipated negative emotions from leaving the community mediate social support and engagement.

This is one of the first studies to develop a model of consumer engagement with personal challenge virtual communities. The findings make a contribution to the field of online communities by showing how learning benefits (diagnostic and prescriptive) transpire within these communities and how these benefits lead to greater community engagement.

This paper aims to examine different types of sharing platforms based on risk perceptions of product/service providers and users, and to illustrate appropriate platform regulation preferences.

A survey was used (N = 540) to collect data on platform participants’ risk perceptions and regulation preferences in the Chinese (N = 263) and the US markets (N = 277). Cluster analysis and multiple correspondence analysis were used to categorise platforms and match their regulation preferences with the risk characteristics.

The results show that i) four types of sharing platforms are categorised in terms of the risk perceived by the supply and demand side, and ii) four types of regulation preferences are clustered, drawing on the power and trust elements proposed from the slippery slope framework. Furthermore, coercive power regulation is favoured by participants of platforms with high supply risk and low demand risk, legitimate power regulation is preferred by actors of platforms with low supply risk and high demand risk, reason-based trust regulation is preferred by actors of platforms with high supply and demand risk, and implicit trust regulation is favoured by participants of platforms with low supply and demand risk.

This paper develops an empirical typology of platforms based on risk perceptions of providers and users, and advances our understanding about lateral exchange markets from a consumer perspective.

This paper provides implications for platforms to regulate transactions through two mechanisms – the power of platforms and trust in platform participants.

Regulating by power ensures transaction security while regulating by trust enhances transaction efficiency, so it is important to configure the power and trust elements in platform regulation in an appropriate manner. To the best of the authors’ knowledge, this paper is one of the first attempts at addressing platform regulation and shows how consumers’ risk perception of platforms can lead to important implications for theory and practice in marketing and better regulation of platform transactions.

The purpose of this paper is to provide a viewpoint about the role of cost transparency in consumer markets and whether or not consumers should request cost transparency from sellers, in light of the article by Antonis et al. (2015).

Research in the area of cost transparency, pricing and related theoretical domains is analysed to understand the potential role for buyers and sellers in consumer markets.

Although there are an increasing number of examples of greater operational transparency in supply chains, cost transparency in consumer markets is not widespread. Increased cost transparency represents an important product attribute for consumers, enhancing fairness perceptions and affective evaluations. For sellers, it is a potentially powerful complement to price moves and, through enhancing trust among consumers, can positively influence brand value(s).

Operational and cost transparency holds much promise as an emerging area in marketing but research into cost transparency in consumer markets is in its early stages and the limited number of field examples reduces the scope for empirical work. However, using carefully controlled lab experiments, much can be done to understand the generalisability and boundary conditions to its effect.

This paper takes a balanced view about value to consumers and the implementation of cost transparency in consumer markets, highlighting key mechanisms through which greater transparency may influence consumer product evaluations and concluding with some caveats in relation to its practice.

The purpose of this paper is to integrate literature in the pioneer brand advantage area with the literature on reference prices to examine how reference prices work in a pioneer and follower brand context. There is evidence to suggest that pioneers have a psychological advantage over follower brands, yet how that manifests in terms of reference price effects is not fully understood. The study tests whether the pioneer price and follower price have equal influence on reference prices, or whether the pioneer has a stronger influence.

This research uses a longitudinal experiment to simulate a market of a pioneer brand followed by follower brand, and measures the relative effects of pioneer and follower prices on reference price, value perceptions and purchase intentions. This approach allows greater confidence in the causal nature of the findings.

The results indicate a clear and strong causal effect for the pioneer's price on price and value perceptions of the pioneer and follower, whereas the follower's price only seems to influence perceptions of the follower, not the pioneer. This suggests that consumers overweight the price of the pioneer brand (as exemplar) in the category, and reference price perceptions are systematically biased in its direction. However, these effects were stronger for the more innovative product category being examined. For a less innovative pioneer this effect was not so strong. These findings imply that reference price is brand specific but the more innovative the pioneer brand the more influence it has on reference prices.

These findings are consistent with and extend the literature on pioneer advantage by suggesting that the pioneer can define ideal levels of objective attributes such as price, rather than just defining the ideal attribute combination of subjective, less discernible attributes. This highlights and presents a more complete picture of the natural advantages to product innovation. It also implies the need to consider the multi‐faceted nature of reference price in measurement and research.

A number of studies have examined reference price effects in existing and established product categories. Yet few studies have examined reference price effects in new product categories despite calls in the literature to do so. This study is one of the first studies to examine reference price effects in new product categories and contributes by integrating the literature on pioneer brand advantage with the literature on reference price by examining asymmetric pricing effects between pioneer and follower brands in new product categories.

The purpose of this study is to resolve inconsistencies in the literature about how one-time price promotions affect reference prices. Specifically, this study suggests that the measure of reference price used within a study (e.g. expected price or fair price) can affect the outcomes of that study.

This research uses three separate experiments, replicating and extending existing work, to simulate purchasing decisions for products in the context of a price promotion. Experiments allow careful control of the confounds presumed to cause the inconsistencies between studies.

Study 1 shows that measurement of different reference prices within the same experiment leads to carryover effects, which inflate the correlation between measures. Expected price and fair price appear to be conceptually and empirically distinct and should be measured separately to reduce design artifacts. Study 2 shows that one-time price promotions affect fair price, but not expected price, and Study 3 shows expected price and fair price converge after multiple promotions.

Independent measurement of reference price concepts allows robust claims about their distinctiveness. These findings have implications for how reference price should be measured in survey research and for pricing and promotional strategy.

This research contributes by showing how the measure of reference price used affects the outcomes of price promotion studies. It does this through the replication and extension of past research. Replication allows greater confidence in the findings of past research, and testing the same findings under different conditions allows for the boundaries of existing research to be delimited and generalizations to be made.