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This paper aims to investigate how product positioning affects the influence of product gender on consumers’ product evaluations.
Abstract
Purpose
This paper aims to investigate how product positioning affects the influence of product gender on consumers’ product evaluations.
Design/methodology/approach
Using experimental designs, this research investigates how hedonic versus functional consumption goals affect consumers’ choice between feminine and masculine products (Study 1) and how positioning products as either hedonic or functional influences consumers’ evaluations of feminine and masculine products (Studies 2 and 3).
Findings
When pursuing hedonic consumption goals, consumers are more likely to choose feminine (vs masculine) products, whereas when pursuing functional consumption goals, consumers are more likely to choose masculine (vs feminine) products. Further, consumers evaluate feminine products more favorably when the products are hedonically (vs functionally) positioned, whereas they evaluate masculine products more favorably when the products are functionally (vs hedonically) positioned. Perceptions of product credibility mediate this effect.
Research limitations/implications
Connecting theories of gender identity, product positioning and congruity, this study extends previous literature by demonstrating that the effects of product gender are context-dependent.
Practical implications
Many companies use visual design cues (e.g. shape, color) to promote their products’ gender. The findings of this study suggest that companies promoting their products as feminine should highlight the products’ hedonic benefits, whereas companies promoting their products as masculine should highlight the products’ functional benefits.
Originality/value
Applying a conceptual congruity approach, this research is the first to demonstrate that the effects of product gender on consumers’ product evaluations depend on the product’s positioning.
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Charlotte Gaston-Breton and Lola C. Duque
This paper aims to explore not only the utilitarian but also the hedonic persuasive effects of promotional techniques like 99-ending prices and the influence of consumers’…
Abstract
Purpose
This paper aims to explore not only the utilitarian but also the hedonic persuasive effects of promotional techniques like 99-ending prices and the influence of consumers’ decision style when evaluating these appeals. Evidence suggests that retailers use 99-ending prices as a promotional technique, based mostly on its savings appeal.
Design/methodology/approach
Three complementary studies were performed. A first field study among 317 shoppers allows to test the hypotheses for two groups of decision-makers (intuitive and analytical) using structural equation modeling based on the partial least squares algorithm. Then, a laboratory experiment assigned to 123 respondents manipulates the decision-making style and, in turn, tests more precisely the proposed hypotheses. Finally, the third study replicates the laboratory experiment with 104 respondents without manipulating decision-making; rather it is measured, which allows to test the effect of internal-based versus contextual-based decision style.
Findings
First, the 99-ends are not strictly associated to utilitarian benefits (savings, quality or convenience) but also to hedonic benefits fulfilling consumer’s needs for exploration, value expression and entertainment. Second, a better understanding of the moderating role of the decision-making style is obtained: consumers in an intuitive decision mode give importance only to hedonic benefits; and there are differences in the analytical decision mode: when the decision-making style is internal (measured as a personal trait), consumers give importance to both utilitarian and hedonic benefits; however, when the decision-making style is contextual (manipulated), consumers focus only on utilitarian benefits.
Research limitations/implications
It is necessary to check the robustness of the results depending on other marketing variables (e.g. product category knowledge, purchase frequency) and individual consumers’ differences in price-sensitivity (e.g. price consciousness).
Practical implications
The findings help to better understand the image effect of 99-ends underlying both consumers’ individual differences and contextual effects. Findings also help retailers and pricing managers in their use of 99-ends as a promotional technique.
Originality/value
This research contributes to a better understanding of the persuasive promotional effect associated to 99-ends. The study demonstrates that utilitarian benefits cannot fully explain consumers’ responses to 99-ends, as 99-end prices can also provide stimulation, entertainment and help fulfill consumers’ needs for information, exploration and self-esteem. The authors further examine the moderating role of the decision-making style between promotional benefits and proneness to buy 99-ends products. The intuitive mode, either internal or contextual, activates hedonic benefits, whereas the analytical mode activates both utilitarian and hedonic benefits when the mode of processing is internal and only utilitarian benefits when the mode of processing is contextual.
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Hong Qin, Alsius David, Ahasan Harun, Md Rasel Al Mamun, Daniel Peak and Victor Prybutok
The application of mobile augmented reality (MAR) for enhancing user experiences and consumer patronizing intention has been the focus of recent MAR literature. Few studies…
Abstract
Purpose
The application of mobile augmented reality (MAR) for enhancing user experiences and consumer patronizing intention has been the focus of recent MAR literature. Few studies examine the differences between apps. This study fills the research gap by examining how consumers assess their experiences with different MAR applications and how their decision-making process is performed, particularly in the setting of smartphones.
Design/methodology/approach
A web-based online survey was administered to collect data on consumers' perceptions of two different MAR apps: utilitarian and hedonic apps. Reliability and validity of the measurement scales, non-response bias and comment method bias were assessed. With the support of measurement model, partial least square (PLS) was employed to test the research hypotheses.
Findings
This study reveals that the technological attributes of augmented reality (AR) apps have significant effects on consumer perceptions of their utilitarian and hedonic benefits, including interactivity, visual quality, service quality, technicality and aesthetics. Moreover, this study shows that consumers of hedonic apps place more importance on their enjoyment with the MAR app; consumers of utilitarian apps focus more on the accrued functional values. The findings provide practical insights for retailers in AR marketing and application development in the MAR environment.
Originality/value
This study provides a comprehensive viewpoint for analyzing ongoing use and purchase intentions simultaneously in a unified theoretical framework. In addition, it compares different types of MAR apps: hedonic and utilitarian. Furthermore, it is one of the first few studies attempting to provide a comprehensive understanding of the predictive role of MAR technologies by incorporating privacy concerns into the research model based on user and gratification framework.
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Kriti Krishna, Bharadhwaj Sivakumaran, Satish S. Maheswarappa and Ankur Jha
This paper aims to develop a conceptual model to understand how different gamification designs (hedonic and utilitarian) evoke different emotions and impact subsequent patronage…
Abstract
Purpose
This paper aims to develop a conceptual model to understand how different gamification designs (hedonic and utilitarian) evoke different emotions and impact subsequent patronage intentions for online consumers in different mindsets.
Design/methodology/approach
The authors first conducted a content analysis study and then tested the model with two online experiments [both 2 × 2 factorial designs – gamification (hedonic/utilitarian) and mindset (implemental/deliberative), with different utilitarian and hedonic products].
Findings
Gamification with hedonic benefits influences website patronage intentions by evoking promotion emotions, while gamification with utilitarian benefits does so by evoking prevention emotions. Gamification with hedonic benefits has a stronger impact on consumers shopping with deliberative mindsets, while gamification with utilitarian benefits works better for those with implemental mindsets.
Research limitations/implications
Future research may extend the present work by considering other types of gamification.
Practical implications
Managerially, e-tailers may use gamification with hedonic aspects for consumers in deliberative mindsets and utilitarian aspects for those in implemental mindsets.
Originality/value
To the best of the authors’ knowledge, this research is the first to draw a link between mindsets and gamification. This research is also the first to operationalize gamification as hedonic and utilitarian based on their design characteristics and to establish emotional consequences as an important link between gamification and user behaviors.
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Yu-Jen Chou, Ya-Hui Hsu and Yu-Han Chang
This research paper aims to illustrate that the new product communication effects of mental simulation (process-vs. outcome-focused) might depend on product attributes (typicality…
Abstract
Purpose
This research paper aims to illustrate that the new product communication effects of mental simulation (process-vs. outcome-focused) might depend on product attributes (typicality and benefits). Communication effects include ad attitudes and product attitudes in this study.
Design/methodology/approach
One 2 (mental simulation: process-focused vs. outcome-focused) x 2 (attribute typicality: high vs. low) x 2 (attribute benefits: hedonic vs. utilitarian) between-subjects experiment design was conducted. SPSS was used to do data analysis.
Findings
This article reveals that high (low) typicality of new attributes causes a process-focused (outcome-focused) simulation to lead to better consumer attitudes (i.e. ad attitude and product attitude). In addition, for a new hedonic attribute, a low typical attribute induces better consumer attitudes. Furthermore, there are interaction among mental simulation, product attribute typicality and benefits. These findings have important implications for academic developments and marketing management.
Originality/value
Compared with previous studies, this study is unique in several ways. First, enterprises often develop new products by introducing new product attributes (i.e. new features). Product attribute typicality is an interesting issue for new product design and communication. This research illustrates that the marketing communication effects of attribute typicality depends on attribute benefits and mental simulation. Second, the current research finds the new product attribute benefit (i.e. hedonic/utilitarian) play an important role and moderates the effects of mental simulation on consumer attitudes.
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Isabel Buil, Leslie de Chernatony and Teresa Montaner
The aim of this paper is to shed light on the determinants of consumers' evaluations and purchase intentions of gift promotions. Factors analysed relate to the promoted product…
Abstract
Purpose
The aim of this paper is to shed light on the determinants of consumers' evaluations and purchase intentions of gift promotions. Factors analysed relate to the promoted product, the gift, the relationship between the product and the gift, and consumer traits and perceptions.
Design/methodology/approach
A 2 (product type: utilitarian vs hedonic) × 2 (gift type: utilitarian vs hedonic) × 2 (brand type: high equity vs medium equity) between‐subjects factorial design was undertaken. Structural equation modelling was used to test the hypotheses on a sample of 247 respondents in the UK.
Findings
Gift attractiveness is the most important driver of consumers' overall evaluation of gift promotions, followed by the attitude toward the promoted brand, the perceived fit between the promoted product and the gift, the hedonic nature of the gift, plus value expression and entertainment benefits perceived by consumers. Results also reveal that deal proneness is positively associated with the hedonic benefits of value expression benefit and entertainment benefit. Finally, the overall evaluation of gift promotions with both brand attitudes and deal proneness positively influences consumers' purchase intentions.
Research limitations/implications
To generalise these findings, future research should use a wider sample.
Practical implications
The findings of this study provide guidelines for marketers designing their gift promotional strategies.
Originality/value
The increased popularity of gift promotions necessitates a better understanding of the factors influencing consumers' evaluations. This study addresses the lack of research in this area by simultaneously investigating the effect of different key factors.
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Wen‐Hsien Huang and Tzu‐Da Lin
The purpose of this paper is to gain some insight into the effectiveness of different types of tangible compensation strategies for two different types of services: utilitarian…
Abstract
Purpose
The purpose of this paper is to gain some insight into the effectiveness of different types of tangible compensation strategies for two different types of services: utilitarian and hedonic.
Design/methodology/approach
The hypotheses are investigated using a 2×2 between‐subject experimental design and two factors: service type (utilitarian vs hedonic) and compensation type (utilitarian – a price reduction vs hedonic – a free gift).
Findings
The results show that customers prefer to receive a form of compensation that matches the type of service involved. For example, customers who receive a utilitarian compensation (e.g. a price reduction) after experiencing a failure in utilitarian service (e.g. at a bank) report higher levels of satisfaction and repurchase intention than they would after experiencing a failure in hedonic services (e.g. at a restaurant), but that the reverse is true for a hedonic‐type compensation (e.g. a free gift).
Practical implications
The offering of either a price reduction or a free gift cuts into company profits. Organizations should, therefore, tailor their service recovery efforts, focusing on those resources in the bundle that will have the greatest positive impact and create the most favorable customer response.
Originality/value
The primary contribution of this paper to the service marketing literature is that it provides empirical results, which shed light on the interplay between the type of compensation and the type of service on the customer's post‐recovery judgment of that service.
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Wei-Chen Chen and Ann Marie Fiore
The purpose of this paper is to examine the desired benefits affecting consumer’s attitude and attitude’s consequent influence on behavioral intentions toward pop-up retail, an…
Abstract
Purpose
The purpose of this paper is to examine the desired benefits affecting consumer’s attitude and attitude’s consequent influence on behavioral intentions toward pop-up retail, an experiential marketing practice emerging in Taiwan, and to explore the effect of individual differences (consumer innovativeness and materialism) on desired benefits and the moderating effect of cultural values (independent self/interdependent self-construal).
Design/methodology/approach
A survey containing modified scales, distributed to college students from various majors in ten Taiwanese universities, produced 902 useable responses. Structural equation modeling was employed to investigate the hypothesized relationships.
Findings
Hedonic benefits and a new utilitarian benefits variable (self-enhancement (SE)) influenced Taiwanese consumers’ attitude toward pop-up retail, and attitude affected patronage intentions. Consumer innovativeness and materialism affected desired benefits. Interdependent self-construal moderated the relationship between materialism and the perceived utilitarian benefit of SE.
Research limitations/implications
Respondents from one narrow, but appropriate, demographic group in one non-western society were examined. Comparison across demographic groups and non-western and western societies would reveal the prevalence of SE associated with pop-up retail acceptance.
Practical implications
Pop-up shop design that emphasizes hedonic experience and social status of consumers could lead to successful experiential marketing in Taiwan and perhaps other Chinese societies.
Originality/value
This appears to be the first empirical study in English examining consumer acceptance of pop-up retail in a non-western society. It verifies the importance of the perceived utilitarian benefit (self-enhancement), absent in previous pop-up retail studies, and the impact of individual differences and cultural values on Taiwanese consumer behavior.
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Enrique Marinao-Artigas, Leslier Valenzuela-Fernández and Karla Barajas-Portas
The purpose of this paper is to analyze the effect of the consumer’s emotional shopping experience on the perception of benefits and on the corporate reputation of a department…
Abstract
Purpose
The purpose of this paper is to analyze the effect of the consumer’s emotional shopping experience on the perception of benefits and on the corporate reputation of a department store.
Design/methodology/approach
This study was applied to a non-probabilistic sample survey proportionally distributed among the main department stores in Chile and Mexico.
Findings
The findings show for both countries that the functional and symbolic benefit perceived by consumers significantly influences the reputation of department stores. However, the hedonic benefit perceived by the consumer had a negative effect on the reputation of the store.
Practical implications
The companies could redirect their marketing and commercial management strategies based on the variables and relationships of the model proposed in this study. For instance, managers should implement strategies to improve the emotional experience of their clients. In addition, future studies also could use other variables inherent to the consumer’s purchasing behavior to evaluate their effects on the corporate reputation of the department store.
Originality/value
This research contributes with the proposal of an explanatory model for decision making, using structural equations that suggest that the affective evaluation of the shopping experience is a key antecedent of the functional, hedonic and symbolic benefits perceived by the consumer. Moreover, the emotional experience plays a key role as an antecedent for the corporate reputation of a company.
Propósito
El objetivo de esta investigación es analizar el efecto de la experiencia emocional de compra del consumidor en la percepción de los beneficios y en la reputación corporativa de una tienda por departamentos.
Diseño/Metodología/Enfoque
Este estudio se aplicó a una muestra no probabilística a través de una encuesta distribuida proporcionalmente entre las principales tiendas por departamentos de Chile y México.
Resultados
Los resultados muestran para ambos países que el beneficio funcional y simbólico percibidos por los consumidores influye significativamente en la reputación de las tiendas por departamentos. Sin embargo, el beneficio hedónico percibido por el consumidor tuvo un efecto negativo en la reputación de la tienda.
Implicaciones prácticas
Las empresas podrían redirigir sus estrategias de marketing y gestión comercial en función de las variables y relaciones del modelo propuesto en este estudio. Por ejemplo, los gerentes deben implementar estrategias para mejorar la experiencia emocional de sus clientes. Además, los estudios futuros también podrían usar otras variables inherentes al comportamiento de compra del consumidor para evaluar sus efectos en la reputación corporativa de las tiendas por departamentos.
Originalidad/Valor
Esta investigación contribuye con la propuesta de un modelo explicativo para la toma de decisiones, utilizando ecuaciones estructurales que sugieren que la evaluación afectiva de la experiencia de compra es un antecedente clave de los beneficios funcionales, hedónicos y simbólicos percibidos por el consumidor. Además, la experiencia emocional juega un papel clave como antecedente de la reputación corporativa de una empresa.
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Ruben Huertas-Garcia, Carolina Consolación and Marta Mas-Machuca
The purpose of this paper is to understand how an advertising campaign incorporating an ecological message affects heuristic structure of consumer preferences for hedonic (design…
Abstract
Purpose
The purpose of this paper is to understand how an advertising campaign incorporating an ecological message affects heuristic structure of consumer preferences for hedonic (design and aesthetics) and utilitarian benefits (functionality and performance) provided by the product advertised. Also, the second objective is to reach an understanding of how brand equity moderates these relationships.
Design/methodology/approach
The paper proposes a two-stage study: a qualitative and exploratory part, in which the authors seek to determine the most important hedonic and utilitarian attributes as well as strong and weak brands, and a quantitative and causative part to test the hypothesis proposed.
Findings
The results show that when the brand advertised incorporates an ecological message, consumers show a greater preference for hedonic attributes than when the advertisement does not incorporate this message. On the other hand when the brand incorporating the sustainable message is weaker, consumers show a greater preference for hedonic attributes than when it is stronger.
Practical implications
The result shows important managerial implications for companies with weaker brands, since it indicates that it is much more profitable, in terms of consumer’s perceived usefulness, to invest in social and ecological actions than stronger brands.
Originality/value
Analyse how the used of ecological messages can modify consumer’s heuristic according to utilitarian and hedonics attributes.
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