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Article
Publication date: 13 August 2018

Anna Paola Codini, Giulia Miniero and Michelle Bonera

The purpose of this paper is to empirically test the effects of regulatory focus (RF) orientation (promotion/prevention) on decisions to purchase green products. The two…

Abstract

Purpose

The purpose of this paper is to empirically test the effects of regulatory focus (RF) orientation (promotion/prevention) on decisions to purchase green products. The two experimental studies conducted aimed to test whether individuals in a prevention (promotion) state were more (or less) inclined to buy green products.

Design/methodology/approach

To test the effect of RF on green and non-green consumption, the authors carried out two experimental studies (one considering a service – car sharing – the other a physical product – a laundry detergent). The studies are 2 (RF: prevention vs promotion) × 2 (product type: green vs non-green) between factorial design involving 196 and 92 participants, respectively.

Findings

Promotion-focus has a powerful influence on green consumption. In both studies, individuals with a promotion focus seemed to be more inclined to buy green products as opposed to individuals in a prevention state.

Research limitations/implications

The main limitations of this study first relate to the results of the two experiments. Even though both studies showed that promotion-focused rather than prevention-focused individuals are more inclined to buy green products, the differences between the two orientations in green condition are not statistically significant. As a result, the studies cannot determine whether to reject or accept the two main hypothesis.

Social implications

This paper provides some preliminary indications that could be useful to encourage consumers to adopt “green” styles of consumption. Focusing on an individual’s RF is a useful strategy to induce them to change their consumption choices abruptly. Relying more on a “promotion” rather than a “prevention” focus, individuals would be compelled to take immediate responsible behavior.

Originality/value

This paper aims to fill the gap on the role of RF in green consumption. Contrary to the accepted idea that a prevention state is more compatible with consumer ethics than promotion state, the studies showed the controversial role assumed by a prevention state in green consumption.

Details

European Business Review, vol. 30 no. 5
Type: Research Article
ISSN: 0955-534X

Keywords

Content available
Article
Publication date: 22 April 2020

Theresa Eriksson, Alessandro Bigi and Michelle Bonera

This paper explores if and how Artificial Intelligence can contribute to marketing strategy formulation.

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5635

Abstract

Purpose

This paper explores if and how Artificial Intelligence can contribute to marketing strategy formulation.

Design/methodology/approach

Qualitative research based on exploratory in-depth interviews with industry experts currently working with artificial intelligence tools.

Findings

Key themes include: (1) Importance of AI in strategic marketing decision management; (2) Presence of AI in strategic decision management; (3) Role of AI in strategic decision management; (4) Importance of business culture for the use of AI; (5) Impact of AI on the business’ organizational model. A key consideration is a “creative-possibility perspective,” highlighting the future potential to use AI not only for rational but also for creative thinking purposes.

Research limitations/implications

This work is focused only on strategy creation as a deliberate process. For this, AI can be used as an effective response to the external contingencies of high volumes of data and uncertain environmental conditions, as well as being an effective response to the external contingencies of limited managerial cognition. A key future consideration is a “creative-possibility perspective.”

Practical implications

A practical extension of the Gartner Analytics Ascendancy Model (Maoz, 2013).

Originality/value

This paper aims to contribute knowledge relating to the role of AI in marketing strategy formulation and explores the potential avenues for future use of AI in the strategic marketing process. This is explored through the lens of contingency theory, and additionally, findings are expressed using the Gartner analytics ascendancy model.

Details

The TQM Journal, vol. 32 no. 4
Type: Research Article
ISSN: 1754-2731

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Article
Publication date: 21 June 2011

Michelle Bonera

The purpose of this paper is to address online consumer behavior in purchase decision making. Research – in the form of various psychological and sociological studies …

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3261

Abstract

Purpose

The purpose of this paper is to address online consumer behavior in purchase decision making. Research – in the form of various psychological and sociological studies – has recently provided many theoretical models to explain how consumers utilize new technologies.

Design/methodology/approach

The intention of this study is to utilize these existing theories, not simply adapt them to the phenomenon of e‐commerce, but to question and, therefore, change fundamental variables. The main variables have been tested together using a statistical methodology not previously applied to this type of problem: the classification and regression trees (CART) procedure.

Findings

The survey results confirm that, in addition to utilitarian aspects of online use, the perception of the usefulness of the system, very important seem to be the hedonistic aspects related to the higher or lower emotional commitment. In the first instance, the online purchase intention is influenced by the construct of playfulness, followed by the perceived security and usefulness.

Practical implications

It is already evident that e‐commerce sites, even at the functional and graphic design stage, should consider elements that make it possible to increase the potential for participation, engagement, interaction and fun.

Originality/value

The intention of the paper is to utilize these existing theories, not simply adapt them to the phenomenon of e‐commerce, but to question and, therefore, change fundamental variables. The main variables are derived from models in the literature which have been tested together using a statistical methodology not previously applied to this type of problem: the CART procedure.

Details

Management Research Review, vol. 34 no. 7
Type: Research Article
ISSN: 2040-8269

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Article
Publication date: 9 July 2020

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

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317

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

Artificial Intelligence (AI) is enabling companies to perform many functional tasks more efficiently. Some organizations are starting to further utilize its capabilities by combining the rationality of AI with human creativity in order to optimize development of marketing strategies.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Details

Strategic Direction, vol. 36 no. 8
Type: Research Article
ISSN: 0258-0543

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