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The purpose of this paper is to examine factors affecting consumers' acceptance of mobile marketing in China.

The authors draw on technology acceptance and uses and gratifications theories to develop a conceptual model of antecedent factors (including risk acceptance related to the mobile platform and personal attachment related to mobile devices) and marketing‐related and value‐based mobile activity related to the acceptance of mobile marketing practice. The conceptual model is tested using data collected among Chinese youth consumers.

The results confirm the importance of risk acceptance and personal attachment in influencing mobile marketing acceptance, and support the “priming” effect of regular mobile phone usage on orienting consumers toward accepting mobile marketing initiatives.

The study is limited to a specific sample of youth consumers in China. The findings illustrate the role of antecedent factors – including personal attachment and risk acceptance – related to acceptance of mobile marketing in the Chinese market and they emphasize the role of marketing‐related and value‐based mobile activity in mediating the relationships between antecedent factors and mobile marketing acceptance.

The findings illustrate the importance of recognizing the drivers of, and obstacles to, mobile marketing acceptance. These factors included the likelihood of providing information, likelihood of accessing content, likelihood of sharing content, level of risk acceptance, and level of personal attachment to one's mobile phone.

The paper adds to the growing literature on Chinese youth consumers by examining their acceptance of mobile marketing. The study reveals several implications for theory and practice relating to the antecedents of mobile marketing acceptance among the youth consumer segment within China, a large and emerging market.

The purpose of this paper is to investigate the acceptance of mobile advertising by consumers in public service institutions in Lagos Nigeria from the perspective of non-permission-based nature of advertising practice in Nigeria.

Guided by the theory of reasoned action, data were collected from 389 respondents in a sample survey using a structured questionnaire, and the variables were measured on ordinal scale.

The respondents reported that the mobile advertising is informative; they also strongly agreed that the media is ubiquitous but irritating. Attitude of consumers towards mobile advertising, behavioural control and subjective norm have correlations with acceptance. Irritation and informativeness significantly and positively predicted acceptance of mobile advertising, while credibility and ubiquity predicted acceptance of the technology negatively. Age has a negative relationship with acceptance; both gender (male =1) and tertiary education have a significant relationship with acceptance of mobile advertising just as marital status.

The study focused only on public service mobile consumers in Lagos, Nigeria.

Mobile adverts are ubiquitous in Nigeria, but consumers do not trust or use the adverts, although they consider them informative. The telecomm regulatory body needs to control deployment of mobile technologies for produce and service ads, so that ads will be subject to individual choices and discretion, and thereby reducing the ubiquity and increase the trust consumers have on the strategy.

There is hype that mobile advert has penetrated Nigerian market, but the strategy is not credulous to the people.

There is no study focusing on the acceptance of this ad strategy in the public service sector in Nigeria.

Although perceived risk and usefulness have been identified as two major factors that influence consumer acceptance of an innovative mobile payment (m-payment), relatively few researchers have explored the impact of affective factors on perceived risk and usefulness, and the relationship between perceived risk and usefulness. Also, it is unclear whether there is a difference in the acceptance intention among users across different diffusion stages of this innovation. The purpose of this paper is to investigate the role of positive emotion in consumer acceptance of WeChat payment across time.

This study proposed and validated a framework integrating the consumer response system model and the affect heuristic. A total of 484 valid responses were collected through two online surveys at two diffusion stages of WeChat payment technology. The structural equation modeling and multigroup analysis were used to test the hypotheses.

The results show that users’ acceptance intention is relatively related to perceived risk, perceived usefulness, and positive emotion. Positive emotion has a strong negative impact on perceived risk and a positive impact on perceived usefulness. Also, perceived usefulness strongly decreases users’ perception of risk. Multigroup analyses find that both positive emotion and perceived risk have significant positive and negative impacts on acceptance intention at the stage of market introduction rather than market growth. Rather, the influence of positive usefulness on acceptance intention is significantly higher at the stage of market growth than at market introduction.

This study indicates that exploring the role of positive emotion and the moderating effect of diffusion stages in m-payment acceptance provides a more comprehensive understanding of how to achieve a greater acceptance rate of an innovative m-payment.

The purpose of this paper is to establish and test the role of religiosity, ethnicity, individual basic values, and consumer innovativeness in influencing consumer acceptance of novel products. This paper specifically addresses: the driving force of religiosity and ethnicity and mediating roles of individual basic values and consumer innovativeness in influencing acceptance of novel products.

A questionnaire was constructed and distributed to 700 respondents in the urban area of Malaysia based on convenience sampling. The data collected data were analyzed using structural equation modeling.

Findings show that religiosity and ethnicity are the main drivers that influence the acceptance of new products. Specifically, religiosity and ethnicity have negative relationship with openness to change (stimulation, self-direction, and hedonism) and positive relationship with conservation value (traditions and conformity); conservation values have negative effects on consumer innovativeness and acceptance of new products; openness to change values show the positive relationship with innovativeness and acceptance of new products; openness to change and conservation value mediate the relationship between religiosity and consumer innovativeness; conservation value mediates the relationship between ethnicity and consumer innovativeness; and consumer innovativeness mediates the relationship between individual basic values and acceptance of novel products. The model has been able to explain 34 percent of the variance in acceptance of novel products.

Different from previous research that often focussed on demographic and observable (e.g. age, race, religion) antecedents of innovation acceptance, the current research emphasized on the influence of behavioral and psychological characteristics (e.g. religiosity, ethnicity, values and innovativeness) on the consumer acceptance of novel products.

Voice assistant technology represents one of the most radical artificial intelligence innovations. Drawing on the processing fluency theory and consumer learning literature, this study aims to explore how consumer acceptance of new products is influenced by voice assistant function (VAF), along with the impacts of role clarity and learning modality.

Four between-subjects experimental studies were conducted. Study 1 tested the main effect of VAF on consumer acceptance. Study 2 included role clarity as a mediator between VAF and consumer acceptance. Study 3 examined the moderation effect of learning modality and contrasted the effectiveness of experiential and verbal learning in helping increase consumer acceptance. Study 4, as a post hoc study, tested serial mediations to validate whether processing fluency was indeed the mechanism explaining the indirect relationship between VAF and consumer acceptance via role clarity.

The negative impact of VAF on consumer acceptance was demonstrated in all four studies. Studies 2 and 3 showed VAF decreased role clarity which further influenced consumer acceptance. Moreover, Study 3 evidenced that experiential learning was more effective than verbal learning in increasing consumer acceptance of voice-assisted products via role clarity. Study 4 demonstrated that VAF decreased role clarity, which in turn decreased processing fluency, leading to lower consumer acceptance.

This research views the usage of voice-assisted products as a coproduction process between consumers and the VAF. Accordingly, findings provide novel insights into processing fluency of tasks assisted by VAF through the lens of role clarity and learning modality, which enriches the understanding of potential barriers and opportunities for consumers to accept voice-assisted products.

This study aims to investigate consumer acceptance for a set of innovations that can be applied to the production process of extra-virgin olive oil. The final purpose is to verify whether, and to what extent, consumer acceptance of innovations varies depending on the type of technology used and the profile of consumers.

A cross-sectional consumer survey has been carried out in Italy. A structured questionnaire was administered to a national representative sample of individuals who are responsible for grocery shopping (N = 1,003). Consumer acceptance for a set of ten innovations has been measured. Statistical differences between the various measures have been analysed through pairwise comparisons using Wilcoxon's signed-rank test, and subsequent effect sizes have been estimated. A cluster analysis has been also performed to distinguish consumer segments with different response patterns.

The results showed that the type of technology affects significantly the level of consumer acceptance of the tested innovations. In addition, high heterogeneity has been detected among consumer responses, and this leads to identify three consumer segments with different response patterns.

The study is focused on extra-virgin olive oil, which is one of the most important traditional food product in Mediterranean countries. This is the first study where several innovations for extra-virgin olive oil were jointly tested and compared for acceptance through a survey on a nation-wide representative sample of consumers.

This paper attempts to examine the relationship between consumer innovativeness and consumers' acceptance of brand extensions.

This is a conceptual paper that builds upon the extant literature of consumer innovativeness and brand extensions. A number of research propositions are developed in this thought‐provoking work.

It is proposed that consumer innovativeness exerts considerable influence on consumers' acceptance of brand extensions when extension distance and types of extensions are examined. In addition, product information availability and interpersonal communication/influence (i.e. informative and normative) moderate the relationship between consumer innovativeness and consumers' acceptance of brand extensions.

This study can help marketers develop appropriate and effective marketing strategies to influence consumers' acceptance of brand extensions. This study serves to provide guidance for brand managers and marketers alike in evaluating the potential success of their extended brands. On the other hand, the paper draws from the extant literature and theoretical discussion to develop research propositions. This approach might limit its depth and scope.

As the use of brand extensions intensifies in the marketplace, it is imperative to understand how consumer innovativeness exerts influence on acceptance of brand extensions. This study fills the research void in the literature and contributes to the extant literature by analyzing the relationship between consumer innovativeness and consumers' acceptance of brand extensions.

The paper aims at investigating whether and how the product designation of origin (PDO) label influences consumers' acceptance, attributes' perception and purchase intention of PDO foods.

The study employs an experimental lab study based on the affective test of acceptance methodology with a nine-point hedonic scale. Three PDO foods are compared with similar non-PDO samples concerning cheese, cured ham and olive oil categories.

The presence of PDO labels enhances the consumers' acceptance as well as their perception of sensory attributes. A critical role of the brand name as an enhancer of consumer acceptance also emerges, highlighting the relationship between brand-name and PDO label.

The main limitation is related to the lab study methodology, which employs a small number of participants and occurs far from a “normal” situation of consumption. The acceptance test, moreover, does not provide explanations about motives underlying the differences in consumers' perception and preferences.

Practical implications are suggested for food companies concerning the management of both PDO labels and brand strategies and the product's properties that could improve the sensory perception of consumers and their overall product's acceptance.

The study contributes to the debate on consumer behaviour towards PDO foods by adding evidence about the positive influence of such a certification on individual preferences on the basis of a sensory methodology that has been little employed for studying the domain of product certifications.

The purpose of this paper introduces entomophagy as an alternative food consumption (AFC) capable of contributing to food well-being (FWB) among Western consumers. Specifically, it provides a conceptual framework where key factors related to the acceptance and adoption of insects and insects based foods are identified. This paper takes a sociocultural, symbolic and contextual perspective to offer marketers and public policymakers a set of recommendations to promote entomophagy as a sustainable and healthy food practice to help consumers achieve their FWB.

In this paper, first, the authors review the literature on entomophagy from its rise to establishment in different food cultures by considering two main perspectives as follows: historical and sociocultural. Second, the authors review the salience of entomophagy as an important AFC capable of addressing sustainability and food health issues. Finally, the authors propose a framework in which the authors define key factors related to the acceptance and adoption of an insects-based diet in Western food cultures. The identification of these factors will help marketing and public policymakers to set up educational programs and strategies to promote entomophagy as a sustainable and healthy food practice within different Western food cultures, and thus, help consumers to achieve their FWB.

To identify the key factors influencing the acceptance of entomophagy as AFC, this paper provides a summary of the core motivators characterizing the acceptance and adoption of insects and insect-based foods in Western food cultures. Specifically, the authors identify the key factors influencing the acceptance of entomophagy as food consumption in Western food cultures and based on the extant literature by Batat et al. (2017) the authors provide an entomophagy framework that includes both idiocentric and allocentric factors considering the adoption of insects and insect-based foods in Western food cultures. Table I provides a summary.

The authors believe entomophagy has the potential to generate societal benefits, as its appeal at the social (hunger in the world), environmental (reducing meat consumption and its impact on ecology) and health (less calories and nutritive food) level.

The research contributes to creating new knowledge that simulates debate among public policy and marketing scholars about entomophagy as a novel food in Western food cultures. The focus on key factors related to its acceptance and adoption of Western food cultures calls for empirical evidence to be tested in the marketplace using possibly different insect categories and other novel foods. Further, the framework should stimulate thinking about ways the authors can change consumers’ negative perceptions of disgusting food. Marketers and policymakers can achieve it by making their practices more efficient in terms of promoting sustainable AFC, as well as with efficient policy initiatives focused on supporting AFC, including the regulation of insect introduction.

This paper aims to evaluate the consumer acceptance of Bordô and Isabel wines from innovative winemaking in order to increase red wine consumption by consumers to obtain nutritional benefits.

All wines were produced by a standard procedure of vinification. Pre‐drying treatment aimed at drying the grapes up to 22°Brix and static pomace wines presented the constant contact between the must and pomace. Sensory acceptance was carried out by 80 consumers who evaluated eight samples (six experimental wines and two commercial wines) concerning the attributes: appearance, aroma, body, flavor and overall acceptance.

Experimental wines presented higher acceptance when compared to commercial wines and cluster analysis shows the splitting of consumer preferences, highlighting the higher acceptance of traditional Bordô wine and static pomace samples in all sensory attributes. Pre‐drying process enhances the concentration of coloured compounds, to highlight the appearance acceptance of these samples.

Although this paper has limited the consumer acceptance of red table wines, the innovative treatments will be applied in Vitis vinifera red wines.

The wide acceptance of static pomace and pre‐drying wines has promoted further information about innovative winemaking that can be applied in Brazilian and worldwide wineries.

The innovative treatments can change sensorial features of wines and therefore influence the choice of consumers as well as enhancing the nutritional benefits of red wines.

The pre‐drying and static pomace winemaking are the novelty of this study and the wide acceptance of the sensory attributes concerning these treatments indicates the potential for application in wineries.