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Article
Publication date: 30 April 2019

Nguyen Pham, Maureen Morrin and Melissa G. Bublitz

This paper aims to examine how repeated exposure to health-related products that contain flavors (e.g. cherry-flavored cough syrup) create “flavor halos” that can bias…

Abstract

Purpose

This paper aims to examine how repeated exposure to health-related products that contain flavors (e.g. cherry-flavored cough syrup) create “flavor halos” that can bias perceptions about the healthfulness of foods that contain the same flavors (e.g. cherry-flavored cheesecake).

Design/methodology/approach

Six experiments, using both between- and within-subjects designs, explore the effects of flavor halos in hypothetical and actual consumption settings. They test the underlying mechanism, rule out competing explanations and identify an opportunity to correct the cognitive biases created by flavor halos.

Findings

Flavor halos can be created via repeated exposure to flavored medicinal products in the marketplace. These flavor halos bias dieters’ judgments about the healthfulness of vice foods containing such flavors. Dieters are motivated toward a directional conclusion about food healthfulness to mediate the guilt associated with consuming indulgent products. Providing dieters with corrective information mitigates these effects.

Research limitations/implications

The authors examine one way flavor halos are created –via repeated exposure to flavored medicinal products. Future research should explore other ways flavor halos are created and other ways to mitigate their effects.

Practical implications

Considering the prevalence of obesity, organizations striving to help consumers pursue health goals (e.g. weight watchers) can use flavors to improve dietary compliance. Health-care organizations can help consumers understand and correct the cognitive biases associated with flavor halos.

Originality/value

By identifying flavor halos, this work adds to the literature investigating how flavors influence consumers’ judgments about healthfulness. The results suggest dieters apply flavor halos as they engage in motivated reasoning to license their indulgent desires.

Details

European Journal of Marketing, vol. 53 no. 4
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 30 April 2020

Jessica Keech, Maureen Morrin and Jeffrey Steven Podoshen

The increasing desire of consumers for socially responsible luxury products combined with fluctuating supplies in consumer markets are leading various industries to seek…

Abstract

Purpose

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.

Design/methodology/approach

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

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.

Originality/value

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.

Details

Journal of Consumer Marketing, vol. 37 no. 5
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 26 July 2011

Maureen Morrin, Susan Broniarczyk and J. Jeffrey Inman

This paper seeks to promote an understanding of gender effects on retirement plan participation as a function of fund assortment size.

1532

Abstract

Purpose

This paper seeks to promote an understanding of gender effects on retirement plan participation as a function of fund assortment size.

Design/methodology/approach

A decision simulation was conducted among 349 US adults whose task was to invest in a hypothetical 401(k) retirement plan. The number of mutual funds offered for investment was varied and the effects on the incidence and extent of participation observed.

Findings

The results indicate that larger fund assortments tend to reduce participation among women, but increase it among men.

Research limitations/implications

Replication in other contexts and with other data sets would be worthwhile.

Practical implications

To enhance retirement plan adoption/participation, financial service firms may want to tailor such plans according to gender (and other consumer characteristics) according to the present set of findings.

Originality/value

First time authors are aware that the interaction between gender and assortment size is examined.

Details

International Journal of Bank Marketing, vol. 29 no. 5
Type: Research Article
ISSN: 0265-2323

Keywords

Article
Publication date: 9 October 2009

Jonathan Lee, Maureen Morrin and Janghyuk Lee

Service organizations such as retail banks are attempting to increase their customers' lifetime value through the introduction of service innovations such as integrated…

1605

Abstract

Purpose

Service organizations such as retail banks are attempting to increase their customers' lifetime value through the introduction of service innovations such as integrated banking. To date, these efforts have met with mixed success. This research proposes that strategic consideration of barriers to adoption can significantly alter and enhance the effectiveness of segmentation and communication efforts for service innovations.

Design/methodology/approach

The paper utilizes a latent class regression with concomitant variables on a large‐scale multinational consumer survey (n=2,702).

Findings

The results demonstrate that incorporating barriers to adoption significantly alters the segments into which customers are classified, resulting in improved model fit and out‐of‐sample prediction.

Originality/value

Future innovations will present other types of barrier. The authors show here that marketers can benefit from managing perceived barriers instead of directly analyzing consumer demographics.

Details

Journal of Services Marketing, vol. 23 no. 7
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 26 March 2010

Carol Kaufman‐Scarborough, Maureen Morrin and Eric T. Bradlow

Retail buyers' decisions result in billions of dollars of merchandise being purchased and offered for sale by retailers around the world. At present, retail buyers do not…

Abstract

Purpose

Retail buyers' decisions result in billions of dollars of merchandise being purchased and offered for sale by retailers around the world. At present, retail buyers do not appear to be adequately harnessing consumer input to improve their forecasts. The purpose of this paper is to address this issue by introducing a new approach involving both retail buyers' consensus forecasts and those from a sample of “ordinary” consumers.

Design/methodology/approach

The authors introduce a new approach to online forecasting that involves both retail buyers' consensus forecasts and those from a sample of “ordinary” consumers.

Findings

The results suggest an opportunity to create what are termed retail prediction markets that offer significant potential to improve the accuracy of buyers' forecasts.

Originality/value

The authors go beyond crowd sourcing technology and show how retail prediction markets may offer significant potential to improve the accuracy of retail buyers' forecasts.

Details

Journal of Research in Interactive Marketing, vol. 4 no. 1
Type: Research Article
ISSN: 2040-7122

Keywords

Content available
Article
Publication date: 26 March 2010

Sally Harridge-March

469

Abstract

Details

Journal of Research in Interactive Marketing, vol. 4 no. 1
Type: Research Article
ISSN: 2040-7122

Article
Publication date: 1 March 2001

Leo Yat Ming Sin and Suk‐ching Ho

Looks at consumer research in Greater China including Mainland China, Hong Kong and Taiwan. Maps out the contributions within this area and guides future research…

1217

Abstract

Looks at consumer research in Greater China including Mainland China, Hong Kong and Taiwan. Maps out the contributions within this area and guides future research. Examines the state of the art over the 1979‐97 period, with particular emphasis on the topics that have been researched, the extent of the theory development in the field and the methodologies used in conducting research. Uses content analysis to review 75 relevant articles. Suggests that, while a considerable breadth of topics have been researched, there remains much to be done, there is further room for theoretical development in Chinese consumer behaviour studies; and the methodologies used need improvement and further refinement.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 13 no. 1
Type: Research Article
ISSN: 1355-5855

Keywords

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