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In this paper, we aim to understand why consumers often prefer products made using traditional practices even when products made using new practices are not of lower…
In this paper, we aim to understand why consumers often prefer products made using traditional practices even when products made using new practices are not of lower quality. We argue that this resistance, which we call “production process conservatism,” is heightened when the product is used in the performance of a social ritual.
We develop this argument in the context of diamond jewelry, as consumers have generally been resistant to diamonds that are produced in laboratories, i.e., lab-created diamonds. Hypotheses were tested using experiments conducted with an online sample (Experiment 1) and with an MBA student sample (Experiment 2).
In Experiment 1, we find that married female respondents significantly prefer mined diamonds to lab-created diamonds when they are used as part of an engagement gift as opposed to a more routine gift. In Experiment 2, we find the same effect among women; in addition, the perceived risk associated with the ritual is found to mediate this production process conservatism.
This paper contributes to the understanding of a macrosocial phenomenon – acceptance of an innovation – by examining microinteractive processes in groups.
Originality/value of Paper
This paper develops an original theory that when individuals deviate from traditional aspects of rituals, they risk signaling a lack of commitment or cultural competence to the group even when such aspects are not explicitly stated.
The increasing desire of consumers for socially responsible luxury products combined with fluctuating supplies in consumer markets are leading various industries to seek…
The increasing desire of consumers for socially responsible luxury products combined with fluctuating supplies in consumer markets are leading various industries to seek alternative sources to be able to meet the needs of its customers. One possible solution that may meet the demands of the future is lab-grown products. Because these products confer multiple benefits, this study aims to investigate the most effective ways to appeal to consumers by aligning the benefits of the products with their values as marketers seek to find effective promotion for these items.
We examine the effectiveness of an ethical positioning strategy for two types of luxury lab-grown (synthetic) products among high versus low materialism consumers in three experiments.
Findings suggest that a positioning strategy stressing product ethicality is more effective for low materialism consumers, whereas the strategy is less effective, and may even backfire, for high materialism consumers. The impact on social status consumers perceive from a lab-grown product explains why this effect occurs among low materialism consumers. Therefore, marketers should take caution and use specific appeals for different segments based on values such as consumers’ materialism levels.
If lab-grown products represent the wave of the future, it is important to understand how consumers will respond to this emerging technology and how promotion strategies may enhance their evaluation.
Experts respond to the same incentives as people in other areas of human action, and in the same ways. This insight is a truism: Experts are ordinary people, not otherworld creatures. The disciplined pursuit of this common sense observation helps us to reach conclusions about experts that might be surprising or counterintuitive.