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Past marketing research has found that hedonic utility is more important for Western cultures, whereas social utility is more important for Eastern cultures, suggesting differential positioning in each culture. However, the research has so far focused on a single choice context of one brand. This paper aims to examine cultural differences in utility importance using two brand choice contexts: single choice and brand selection.

Four studies (n = 1268) were conducted. Study 1 focused on a single choice context by asking directly about utility importance when choosing a cellphone. Study 2 focused on a brand selection context using conjoint analysis for the same cellphone category used in Study 1. To validate the results of Studies 1 and 2 with the categories of perfume, sports shoes and computers, Study 3 analyzed single and selection contexts using latent regression methods. Finally, Study 4 explored the role of cognitive load in explaining the differences between the two choice contexts using the laptop category.

The analyses of the brand selection context, which simulates real-life choice, revealed that the importance ascribed to utilities was not idiosyncratic for each culture. In contrast, single-choice contexts demonstrated stereotypical cultural differences.

Positioning a specific utility message to fit the culture stereotype might not be necessary, as it does not always affect brand choice in a competitive environment.

Artificially intelligent (AI) assistant-enabled smart speaker not only can provide assistance by navigating the massive amount of product and brand information on the internet but also can facilitate two-way conversations with individuals, thus resembling a human interaction. Although smart speakers have substantial implications for practitioners, the knowledge of the underlying psychological factors that drive continuance usage remains limited. Drawing on social response theory and the technology acceptance model, this study aims to elucidate the adoption process of smart speakers.

A field survey of 391 smart speaker users were obtained. Partial least squares structural equation modeling was used to analyze the data.

Media richness (social cues) and parasocial interactions (social role) are key determinants affecting the establishment of trust, perceived usefulness and perceived ease of use, which, in turn, affect attitude, continuance usage intentions and online purchase intentions through AI assistants.

AI assistant-enabled smart speakers are revolutionizing how people interact with smart products. Studies of smart speakers have mainly focused on functional or technical perspectives. This study is the first to propose a comprehensive model from both functional and social perspectives of continuance usage intention of the smart speaker and online purchase intentions through AI assistants.

There is always a need to discover how a paradox between a customer’s desire for a more personalized experience and their privacy and security concerns would shape their intention to continue using contactless payment methods. However, personalization–privacy paradox has not been well-covered over the area of contactless payment. Therefore, this study aims to empirically examine the impact of personalization–privacy paradox on the customers’ continued intention (CIN) to use contactless payment.

/methodology/approach – The empirical part of the current study was conducted in Saudi Arabia by collecting the primary data using online questionnaire from a convenience sample size of 297 actual users of contactless payment methods.

Based on structural equation modeling, personalization and privacy invasion were approved to significantly impact perceived value of information disclosure (PVD). Strong causal associations were confirmed between perceived severity, structural assurance and response cost with privacy invasion. Finally, both PVD and privacy invasion significantly predict CIN.

There are other important factors (i.e. technology interactivity, technology readiness, social influence, trust, prior experience, etc.) were not tested in the current study. Therefore, future studies would pay more attention regarding the impact of these factors. The current study data were also collected using a convenience sample of actual users of contactless payment methods. Therefore, there is a concern regarding the generalizability of the current study results to other kind of customers who have not used contactless payment.

This study has integrated both personalization–privacy paradox and protection motivation theory in one model. The current study holds value in providing a new and complete picture of the inhibitors and enablers of customers’ CIN to use contactless payment, including new types of inhibitors. Furthermore, personalization–privacy paradox has not been fully examined over the related area of Fintech and contactless payment in general. Therefore, this study was able to extend the theoretical horizon personalization–privacy paradox to new area (i.e. contactless payment) and new cultural context (Saudi Arabia).

Marketers often assume that functional, hedonic and socially conspicuous utilities in choosing a brand differ for men and women, thus different marketing strategies are required for each gender. To date, most of the research studies have used self-reported measures when shopping in general or in regard to a single product. The purpose of this research is to examine this question using two different contexts of brand choice: single choice evaluation (SCE) and brand selection context (BSC). This assessment will clarify whether male and female utilities when choosing a brand are indeed inherent and consistent.

Data were collected using surveys in three studies (N = 923). Conjoint analysis and ICLV (integrated choice and latent variables) models were examined.

BSC analysis that more closely mimics real-life contexts revealed that the consideration of these utilities is generally similar for men and women, while the SCE analysis showed significant gender differences.

In the context of choosing between brands, stereotypical gender targeting may be ineffective and might not be the best allocation of resources for marketers.

Gender stereotypes in advertising seem to reconstruct differences that are not significant in a realistic brand selection context.

The context of choice was found to be a condition boundary for gender differences in brand choice considerations. Gender differences are not evolutionary or inherent.

Hedonic value is commonly conceded as a determinant of behavioral intentions toward location-based advertising (LBA). However, the careful consideration of a mechanism behind hedonic motivation and its subsequent impact on continuance intention is inadequate. This study aims to explore the formation of hedonic value and its motivation for prolonged usage toward LBA.

A sample of 486 mobile users was recruited to evaluate the research model using structural equation modeling (SEM).

Results reveal that perceived utility and promotional offers are the strongest indicators of hedonic value. Moreover, social support and contextual convenience play an essential role in heightening hedonic value. Furthermore, the research lenses attempt to clarify the direct, indirect influences of hedonic value, irritation and perceived credibility on continuance intention.

The findings offer practitioners an understanding of how to improve hedonic value and continuance intention and develop effective LBA strategies in emerging markets.

This study narrows the gap of current literature by formulating a hedonic value-based continuance intention model based on uses and gratifications theory (UGT). Additionally, this work illuminates the insights into hedonic value toward LBA by identifying its motivations, including perceived utility, promotional offers, social support and contextual convenience.

The high rate of internet penetration has led to the proliferation of social media (SM) use, even at the workplace, including academia. This research attempts to develop a topology and thereby determine the dominant use motive for faculty’s use of SM.

In this two-part study, a two-stage research design has been adopted for topology development based on the application of Uses and Gratifications Theory. In the second part, the Technology Acceptance Model is applied to discern the dominant motive for SM use in academia.

The work is able to develop a seven-item topology, conforming to the basic three use motives, namely, hedonic, utilitarian and social. The work shows faculty attach more value to the instrumental utility of SM, while the hedonic function is also significant.

Discerning dominant motive implies that SM use at the workplace should not be banned, rather effective regulated use will instil the faculty to enhance work outcomes. The conceptualisation of topology for SM use in academia at the workplace can aid in designing an effective organisation policy, and design of an internal SM platform.

The study is unique towards topology development for academic faculty and has many important implications for management and academia, especially towards policy design for SM use at the workplace.

Cause-related marketing (CrM) is one of the effective marketing concepts which draw high public exposure and make the cause and the organization known in the market. Further, it develops a higher inclination of the customers associating themselves with CrM-related campaigns. In this regard, CrM campaigns generally take hedonic products into consideration. The purpose of this paper (comprises two studies) is to: study 1, examine the attributes leading to successful CrM campaign and afterward when the results of Study 1 were found in line with the existing literature; and, Study 2, empirically examine the consumer preference for hedo-utilitarian products type in the CrM context.

A total of 316 respondents participated in the survey. For selecting the appropriate research technique under the CrM study, the systematic review was conducted to arrive at a decision. Finally, conjoint analysis, a decompositional approach, was used for its ability to provide real-world setup to the respondents and keeping the social desirability bias at the minimum while assessing the consumer preference in the context of CrM.

Much literature is available in favor of using hedonic products for successful CrM activities. However, none has conceptualized the hedo-utilitarian products that have an equally fair chance to succeed under CrM strategy. The present study confirmed the relevance of hedo-utilitarian products (utilitarian products having hedonic features) for attracting the consumers having cognitive and affective responses altogether.

The novel concept of hedo-utilitarian product is introduced and empirically examined. The propositions and findings will facilitate the organizations in developing the products and marketing strategies in the context of CrM, giving them the option beyond the two product categories, i.e. hedonic and utilitarian. Accordingly, the companies may also focus and strategize for the “causmers,” i.e. the consumers who pay heed to the cause of the campaign during the purchase.

While several of the dimensions in marketing have been explored, CrM is the least explored area in the Asian region. The attributes that may affect CrM were taken all together as another product feature/attribute under conjoint analysis exploring the attributes affecting CrM most, eventually, leading to higher consumer preference. Further, the concept of hedo-utilitarian products was introduced, empirically examined and recommended to future researchers for bringing it forward.

Online cart abandonment is a severe issue posing challenges to e-commerce growth. Emerging economies such as India fascinates global marketing practitioners because of favorable demographics and high levels of internet penetration. This study aims to consider the role of certain exogenous factors in developing shopping motivations that sequentially mediate to online purchase completion through impulsiveness under risk perceptions. The primary motivation behind this study is to understand the mental mechanism among online customers that develop purchase completion intentions, which prevent cart abandonment significantly.

Impact of e-commerce exogenous factors related to e-commerce such as website attributes, product features, promotional excellence and decision-making easiness on shopping motivations, impulsiveness and purchase completions intentions under the moderating effect of risk was estimated from the perceptions of Indian online customers (n = 243) using variance-based structural equation modeling and SPSS process macro v.3.0.

The most important exogenous variable that can influence purchase completion directly, sequentially through shopping motivations is decision easiness and promotions. Even though utility motivations are dominant in purchase completion intentions, hedonistic aspects are more critical in developing impulsiveness. The translation of impulsiveness to purchase completion is happening, but risk perception significantly moderates impulsiveness formation.

Theoretically, this study examined online purchase completions being the most sought response by a customer to various stimuli in e-commerce. The study adopted a moderated mediation analysis in which shopping motivations and impulsiveness were mediators and risk as moderator. The interaction effect of risk on purchase completions was significant even when the mediating effects were prominent.

Contributes to the current knowledge-related online buying behavior in virtual retail formats and helps marketers in streamlining their focus in using impulsiveness as a strategic tool in reducing cart abandonment.

This study helps in understanding emerging trends in online buying behavior in India.

The purpose of this paper is to identify the relative importance of four main attributes of food products for consumer’s choice. These are price, taste, environmental friendliness and healthfulness, tested across hedonic and utilitarian food products (milk and ice-cream). The weighting of attributes involved in food choices is a complex phenomenon, as consumers must consider contradictory requirements when making their choices. Consumers’ decision-making processes might also be influenced by food category. Some food products are mostly consumed for pleasure, whereas others are consumed because of their nutritional value.

The study employs a choice-based conjoint technique, which addresses how consumers make trade-offs across a set of product attributes.

The results indicate that price and taste attributes are rated as the most important for both hedonic and utilitarian food products. However, when the authors group consumers according to their product preferences, the relative importance of product attributes changes. Specifically, the importance of environmental friendliness and healthfulness is much higher among the health-conscious and environmentally conscious segments than for other segments.

To the knowledge, this is the first study comparing the importance of this combination of product attributes (price, taste, calorie content and eco-label) across hedonic and utilitarian foods in a choice-based conjoint setting. Moreover, a new way of grouping consumers according to their ethical-value profiles enables the authors to create a psychographic description of these segments, and to relate it to their food attribute preferences.

This study aims to investigate a randomized 3 (endorser type: celebrity vs CEO vs expert) × 2 (product type: hedonic vs utility) between-respondents factorial experiment to inspect the effects of the endorsers and product types on consumers’ engagement in BRM through brand-relationship variables [i.e. self-brand connection (SBC), perceived product attachment (PPA) and source credibility (SC)]. Marketing in a digital era is witnessing a rising trend of “brand resurrection as revolution” led by consumer power. The successful revitalization of various dead brands provides some new opportunities for companies to engage millennial consumers in brand resurrection movements (BRM) through the right choice of brand endorsers. The new-found love of companies for the revitalization of long-forgotten brands has attracted considerable interest among scholars and marketing practitioners. Despite the brand resurrection’s high practical relevance, little is known in marketing research about how to revive failing brands back to life.

Using source credibility theory (SCT) as a lens, this study conducted two studies (i.e. Study 1, N = 300; Study 2, N = 300) and builds on an analysis of data from Pakistani millennials. The hypotheses were inspected using both structural equation modeling and SPSS’s PROCESS macro.

Through two studies, the authors find that the match between endorser types and product types affects customer motivation to engage in BRM via SBC, PPA and SC (i.e. attractiveness, trustworthiness and expertise).[AQ2] The results showed that for utilitarian products, both SBC and PPA mediate the link between endorser types and BRM, but for hedonic products, PPA does not play a role. Similarly, the authors’ results indicate that for hedonic products, attractiveness, trustworthiness and expertise mediate the link between endorser types and BRM, but for utilitarian products, trustworthiness does not play a role.

The results of this research will help marketing managers devise effective brand endorsers strategies in reviving failing brands. Specifically, this endeavor highlights that understanding brand advertisements merely in terms of celebrity endorsement restricts the full potential that brand advertisements could have and also that a comprehensive understanding must include expert and chief executive officers (CEO) endorsers. Therefore, one of the central contributions of this research is the introduction of expert and CEO endorsers and the evidence that both celebrity (i.e. celebrity and CEO) and non-celebrity endorsers (i.e. experts) have an impact on consumers’ motivation to engage in BRM.

To the best of the authors’ knowledge, this is one of the first endeavors of its kind to empirically explore consumer attitude/motivation behind participation in reviving failing brands. The significance of this work is underscored by the fact that numerous dead brands are being brought back by companies because of consumer–brand co-creation movements.