Search results

1 – 10 of over 7000
Article
Publication date: 11 July 2016

Li Yan, Matthew Tingchi Liu, Xiaoyun Chen and Guicheng Shi

The purpose of this paper is to investigate the effects of pre-existing mood valence, mood arousal and ad-evoked arousal on response to television and print advertising. It…

Abstract

Purpose

The purpose of this paper is to investigate the effects of pre-existing mood valence, mood arousal and ad-evoked arousal on response to television and print advertising. It combined the arousal-as-information and arousal regulation approaches into a single arousal congruence theory. It sought an extended application of arousal congruence theory in the persuasion domain with several novel findings.

Design/methodology/approach

Four experiments were conducted to test the hypotheses. Analysis of variance, multivariate analysis of variance and pairwise comparison were used for data analysis.

Findings

Consumer judgment is a joint function of mood valence, mood arousal and ad-evoked arousal. Positive mood does not always generate more positive evaluations and vice versa. Ad-evoked arousal can more strongly influence consumers’ judgments when they are in a negative rather than a positive mood. Furthermore, consumers in a positive mood rate a target more favorably when the ad-evoked arousal level is congruent with their current arousal state, while those in a negative mood rate a target more favorably when the ad-evoked arousal level is incongruent with their current state of arousal. Arousal polarization intensifies such congruence (and incongruence) effects.

Practical implications

The findings reveal a mood-lifting opportunity based on ad-evoked arousal. This has implications for the design of advertisements, promotional materials, marketing campaigns and retailing environments.

Originality/value

This paper’s findings highlight unexpected effects of stimulus-evoked arousal in persuasion when consumers are exposed to multiple emotional cues from the environment. The paper demonstrates the utility of an integrated model, explaining the relative importance of valence and arousal in influencing consumer judgments. It has been the first to examine arousal congruence, arousal polarization and arousal regulation mechanisms jointly.

Details

European Journal of Marketing, vol. 50 no. 7/8
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 1 August 1999

Ko de Ruyter and Josée Bloemer

In research on customer loyalty in services, satisfaction has often been mentioned as an important determinant. However, empirical evidence concerning the relationship between…

8173

Abstract

In research on customer loyalty in services, satisfaction has often been mentioned as an important determinant. However, empirical evidence concerning the relationship between loyalty and satisfaction has remained equivocal. This may be even more so for services that are delivered over an extended period of time in which consumers actively take part. We propose that for the extended service experience consumers are motivated by the realisation of values and that attainment of these values affects patronage decisions. Moreover, as the service delivery process is extensive we argue that consumer mood during the service delivery is another important factor that may have an impact on loyalty deliberations. Therefore, in this paper we examine the simultaneous effect of satisfaction, value attainment and positive mood in an extended service setting. The results reveal that the relationship between satisfaction and loyalty with respect to extended services is moderated by value attainment and positive mood. More specifically, the satisfaction‐loyalty association is strongest when consumers perceive that the service does not help them in the attainment of instrumental values and when low positive moods are experienced. In contrast, the relationship between satisfaction and loyalty is weakest when the service helps consumers in attaining their values and when they experience a positive mood. This signifies that value attainment and positive mood do indeed play an additional role in explaining customer loyalty. An important implication is that value attainment and positive mood may function as a buffer for diminishing loyalty as a result of lower levels of service satisfaction.

Details

International Journal of Service Industry Management, vol. 10 no. 3
Type: Research Article
ISSN: 0956-4233

Keywords

Article
Publication date: 31 May 2013

Ying‐Hueih Chen, Jyh‐Jeng Wu and Hsin‐Tzu Chang

The purpose of this research is to investigate the impact of causal attributions (locus, stability, and controllability attributes) on trust violations and the coping strategies…

2453

Abstract

Purpose

The purpose of this research is to investigate the impact of causal attributions (locus, stability, and controllability attributes) on trust violations and the coping strategies (affective, functional, and informational initiatives) involved in trust repair on building positive moods within the context of e‐commerce.

Design/methodology/approach

The research model is tested using data collected from 513 active e‐shoppers. Structure equation modeling is employed to verify and validate the research model.

Findings

Results show that strategies for repairing trust are effective in building positive moods among consumers, while causes of negative events have a negative impact on consumer mood. Furthermore, positive moods significantly influence the rebuilding of consumer trust. This research demonstrates that positive mood is an important mediator in trust repair.

Practical implications

The research results provide insight into how e‐vendors can ease the tension associated with trust‐related disputes.

Originality/value

This study represents one of the few attempts to integrate the attribution theory with trust research and to outline the strategies of post‐encounter trust rebuilding process following a trust violation.

Details

Internet Research, vol. 23 no. 3
Type: Research Article
ISSN: 1066-2243

Keywords

Article
Publication date: 1 April 1993

Patricia A. Knowles, Stephen J. Grove and Gregory M. Pickett

Examines the role of the mood state that one brings to a serviceencounter and its effect on behaviour. Provides a broad overview of bothmood effect and service encounter…

Abstract

Examines the role of the mood state that one brings to a service encounter and its effect on behaviour. Provides a broad overview of both mood effect and service encounter literature to arrive at a set of propositions linking the two. Offers implications for services marketers and directions for further research.

Details

Journal of Services Marketing, vol. 7 no. 4
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 5 April 2013

Inga‐Lill Söderberg

This paper aims to investigate the relationships between advisor characteristics and consumer risk perception, willingness to follow advice and perception of advisor credibility…

2341

Abstract

Purpose

This paper aims to investigate the relationships between advisor characteristics and consumer risk perception, willingness to follow advice and perception of advisor credibility in a financial services context. It answers calls for more knowledge about financial advisors’ influence on financial decision‐making among consumers.

Design/methodology/approach

An experimental study, displaying financial advice together with photographs of advisors, was completed by convenience sampling of 200 Swedish consumers and analysis using statistical techniques to compare groups: two‐way between‐groups ANOVA.

Findings

This study shows that advisor gender affected consumer risk perceptions, willingness to follow advice and perception of advisor credibility in a financial services context, whereas advisor mood affected only consumer willingness to follow advice. No biases depending on buyer–seller similarity were found.

Research limitations/implications

The study focuses on consumer perceptions – not real‐life investment choices. Conclusions are drawn from a relatively small sample. However, the policy implications are important, suggesting that characteristics other than those of consumers (e.g. gender, educational level, occupation, financial literacy) can be of relevance for policymakers in their attempts to improve consumer protection.

Practical implications

The findings provide useful insights for marketing practitioners that could help adjust information disseminated to consumer segments and that could have implications for marketing and hiring practices in the financial sector.

Originality/value

This paper illustrates the role of advisor characteristics in consumer financial decision‐making and calls for more research on financial advisory services.

Details

International Journal of Bank Marketing, vol. 31 no. 3
Type: Research Article
ISSN: 0265-2323

Keywords

Article
Publication date: 23 August 2013

Natalie Brici, Chris Hodkinson and Gillian Sullivan‐Mort

There have been recent calls for research into the impulse shopping behaviours of adolescent consumers – an important topic because adolescents are: an increasingly important…

2937

Abstract

Purpose

There have been recent calls for research into the impulse shopping behaviours of adolescent consumers – an important topic because adolescents are: an increasingly important market segment; a segment which has recently been empowered by the availability of easy credit; and which is increasingly targeted by strategic marketing collateral. This paper responds to the call by aiming to focus on the impulse shopping behaviours of adolescents.

Design/methodology/approach

The research is qualitative in nature and utilises lengthy mini focus group interviews of both adolescent and adult consumer shoppers. The verbatim transcriptions are then subjected to both manual and automated textual analysis to derive conceptual and thematic maps of each group's discussions in relation to impulse shopping.

Findings

Consistent with recent neuropsychological literature on adolescents, the findings show clear differences between adolescents and adults in relation to impulse shopping. Significant differences were found in the areas of antecedent moods, shopping purpose, and the range of perceived constraints which may moderate impulse shopping behaviour. The research also shows that impulse buying among adolescents is a behaviour which is undertaken often in response to stress and/or a need for mood amelioration and further that their conceptualisation of impulse shopping is only distantly related to a deficient set of perceived constraints when compared to adult shoppers.

Practical implications

This improved understanding of the bases of adolescent impulse shopping will assist in the design of educational programs to reduce the frequency of adolescent financial problems.

Social implications

There may be a reduction in the number of adolescents facing resultant financial hardship.

Originality/value

This is the first such study which reports the belief structures of adolescent impulse shoppers versus adults.

Article
Publication date: 1 February 2016

Sarah Maddock and Beverley Hill

The relationship between food and mood has been discussed for many years. The purpose of this paper is to extend that debate by exploring how food advertising, a key source of…

1577

Abstract

Purpose

The relationship between food and mood has been discussed for many years. The purpose of this paper is to extend that debate by exploring how food advertising, a key source of consumer information about food, utilises and implies varied associations between food and mood.

Design/methodology/approach

The research combines a textually oriented analysis with an analysis of the visual images in a sample of typical food advertisements drawn from women’s magazines.

Findings

Although healthy foods have the potential to enhance mood this is not often used as a key advertising message. Conversely, advertisements for foods that can depress mood frequently adopt messages of happiness and wellbeing.

Research limitations/implications

This exploratory research provides an initial investigation of advertising discourses of food and mood at a snapshot in time. Based on the findings derived from this limited sample, further research is suggested which would provide a more comprehensive survey of food advertising.

Practical implications

The research is of value to food promoters in suggesting that they review food messages and the use of emotional appeals in the light of developing scientific research on the link between food and mental wellbeing.

Social implications

The growing interest in promoting mental health and wellbeing means that consumers and governments are keen to understand the relationship between food and mood and its potential influence on consumer food choices.

Originality/value

This research indicates that some food advertising diverges from the scientific evidence on food and mental health and wellbeing. The research is therefore of value to food promoters and advertising regulators.

Details

British Food Journal, vol. 118 no. 2
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 14 August 2017

Lu Zhang and Lydia Hanks

This study aims to investigate the joint effect of three factors – processing fluency, the individuals’ need for cognition (NFC) and mood – on consumer skepticism toward corporate…

2585

Abstract

Purpose

This study aims to investigate the joint effect of three factors – processing fluency, the individuals’ need for cognition (NFC) and mood – on consumer skepticism toward corporate social responsibility (CSR) messages.

Design/Methodology/Approach

Study 1 uses a 2 (fluency: high versus low) × 2 (NFC: high versus low) design. In Study 2, a three-way interaction between fluency, NFC and mood was explored.

Findings

Individuals high in need for cognition responded more positively after reading a CSR message that is difficult to process. On the other hand, people low in NFC exhibited a higher level of skepticism toward CSR messages with low processing fluency. In addition, such an effect was moderated by mood. Positive mood (versus negative mood) increased dopamine levels, which further reduced skepticism.

Practical implications

Hospitality marketers should not simply assume that all consumers process information in the same fashion and, therefore, design their CSR message using the “one size fits all” strategy. It is critical for them to understand the importance of how to present the CSR messages to communicate with customers more effectively.

Originality/value

CSR has been increasingly used as a marketing tool by firms because of its positive effect on company reputation and customers’ purchase intentions. However, one of the greatest challenges corporate marketers are facing with regard to CSR programs is consumer skepticism. No prior research investigated the impact of processing fluency, individuals’ need for cognition and mood on consumer skepticism. This study fills this gap in the hospitality literature.

Details

International Journal of Contemporary Hospitality Management, vol. 29 no. 8
Type: Research Article
ISSN: 0959-6119

Keywords

Article
Publication date: 30 September 2014

Hung-Chou Lin

– The purpose of this paper is to explore the effects of food product types and affective states and on consumers’ variety seeking (VS) tendency.

Abstract

Purpose

The purpose of this paper is to explore the effects of food product types and affective states and on consumers’ variety seeking (VS) tendency.

Design/methodology/approach

Two experiments are conducted in this paper to examine the influence of different food product types and the VS-mood state relationship.

Findings

The results are consistent with the author's hypotheses and indicate that happy people incorporate more VS when healthful and unfamiliar food products are offered, while sad people incorporate more VS when hedonic and familiar food products are offered.

Practical implications

Marketers of leading brands selling hedonic food products could cultivate positive emotions in their target consumers in order to prevent them from switching brands. Conversely, marketers of follower brands may find it appropriate to induce negative moods in their consumers to encourage brand switching. For those marketers who sell less hedonic, healthier food products, marketing strategies should be contrary to those for hedonic food products. In addition, marketers may conduct strategies to prevent consumers from feeling sad in the case of products with a low market profile and which are unfamiliar to their consumers. They could cultivate happy moods in consumers to encourage them to make more varied food product choices.

Originality/value

Prior research has focussed mainly on hedonic and familiar products when explaining VS behavior, but the present research has demonstrated the need to discuss different product types, such as healthful and unfamiliar products, in order to obtain a broader understanding of affective states on VS.

Details

British Food Journal, vol. 116 no. 10
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 1 April 1998

Chung‐kue Hsu and Ben Shaw‐Ching Liu

This paper deals with the issue of mood effects on perceived transaction value in the context of price promotions. Specifically, mood states appear to bias evaluation and…

3502

Abstract

This paper deals with the issue of mood effects on perceived transaction value in the context of price promotions. Specifically, mood states appear to bias evaluation and judgments in mood congruent direction. Based on Grewal et al.’s model and mood congruent effects, we propose that when encountering price promotions, buyers in a positive mood, as opposed to buyers in a negative mood, will perceive a greater transaction value. Moreover, we hypothesize that the effect of advertised selling price on perceived transaction value is likely to be moderated by buyers’ mood states. Our results support these hypotheses. In addition, we also find asymmetric moderating effects on discount levels in positive mood state vs. in negative mood state. Managerial implications and future research directions are also discussed.

Details

Journal of Product & Brand Management, vol. 7 no. 2
Type: Research Article
ISSN: 1061-0421

Keywords

1 – 10 of over 7000