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This study explores the viability of incorporating more expensive organic wheat flour into speciality bakery products, which are of superior quality, thus justifying the higher cost. As consumers may be reluctant to purchase organic speciality baked goods due to unfavorable taste associations with organic foods, particularly those consumed as a treat or for pleasure, this study investigates the impact of providing taste assurances and origin information on consumer acceptance and WTP for organic speciality bakery products.

Using data from an online survey of US consumers, random parameter logit models were estimated and willingness-to-pay (WTP) values were calculated.

Study results show that the use of more expensive organic flour is justified for speciality bakery products when favorable taste assurances are provided or for consumers who value organic foods. Freshness indictors were only important in the case of speciality breads, but not for other products. Finally, improving consumer awareness of organic labeling standards does not significantly impact their organic product preferences or taste perceptions.

This analysis aims to identify the product information likely to increase the consumption of organic speciality bakery/pastry products and thus support the incorporation of organic wheat flour into these higher-value products.

While previous choice experiment studies have extensively examined consumer preferences for organic products, few have evaluated the impact of providing taste and freshness indicators, particularly in the context of vice goods. This study examines the impact of providing taste and freshness indicators on consumer acceptance and WTP for various organic speciality bakery/pastry products in stated choice experiments, where consumers to not have the option to taste the product. Specifically, we examine if taste and freshness assurances reduce potential negative organic product taste biases.

Warehouses are under pressure to operate as efficiently as possible. In pursuit of attaining high efficiency in the order picking process, the warehouse manager must take several planning decisions, typically supported by a central planning system. However, highly centralised work erodes the autonomy of warehouse workers, interfering with worker well-being and productivity. This study holistically explores the impact of a work system with more decision autonomy for order pickers.

We conduct a unique field experiment in a real-world warehouse and use a within-subjects design to compare two work systems, one with worker autonomy and one without. 18 permanent employees participate in our study, in which we measure both psychosocial and physical well-being as well as productivity. Post-experimental interviews are conducted to delve deeper into the observed effects.

Our study illustrates that involving order pickers in operational decisions can benefit their job satisfaction and motivation without compromising productivity. Although we fail to find significance at the conventional level (α = 0.05), we do find marginally significant effects of our treatment on physical well-being aspects. Furthermore, our intervention invoked a highly positive user experience.

We show that slightly loosening tight process control results in organisational and individual benefits without endangering smooth operational flows. The warehouse in this paper acknowledged this and decided to permanently work according to this philosophy.

This study is the first to holistically explore the effects of a participatory work setting in a real-world warehouse.

This study aims to increase knowledge of the ability of nutrition labels to guide consumer choices in real-life environments.

Food consumption and plate waste data were collected from two self-service restaurants (SSR) with different customer groups over six observation days: three control and three intervention (with nutrition labelling) periods. Study Group 1 consisted of vocational school students, mostly late adolescents (N = 1,710), and Group 2 consisted of spa hotel customers, mostly elderly (N = 1,807). In the experimental restaurants, the same food was served to the buffets during the control and intervention periods.

The nutrition label in the lunch buffet guides customers to eat fewer main foods and salads and to select healthier choices. Increased consumption of taste enhancers (salt and ketchup) was observed in the study restaurants after nutritional labelling. Nutrition labelling was associated with a reduction in plate waste among the elderly, whereas the opposite was observed among adolescents.

The results provide public policymakers and marketers with a better understanding of the effects of nutrition labelling on consumer behaviour. Future studies should further evaluate the effects of nutrition labelling on the overall quality of customer diets and the complex environmental, social, and psychological factors affecting food choices and plate waste accumulation in various study groups.

This study, a systematic literature review, aims to review the state-of-the-art literature on choice overload from 2000 to 2023.

The paper reviews 53 research articles published in peer-reviewed journals, using thematic and descriptive analyses. The literature was selected using the PRISMA framework.

Recent research in consumer behaviour has found that too many choices can be detrimental to decision-making. This paper reviews the development of choice overload literature, methodologies used by researchers to study choice overload, small and large choice sets, antecedents, moderators and outcomes of choice overload and the contexts in which choice overload exists.

Limited literature coverage because of the strict adherence to inclusion/exclusion criteria. The theory challenges the conventional choice models in psychology and economics according to which expanding a choice set cannot make decision-making worse and violates the regularity axiom, a cornerstone of classical choice theory. This review also identifies avenues for further research in the field.

A significant decrease in satisfaction or motivation because of too many choices would require marketers and public policymakers to rethink their practice of providing ever-increasing assortments to choose from because they could possibly boost their success by offering less.

This systematic review makes distinctive contributions by classifying the existing studies based on evidence “for” and “against” the existence of choice overload. The review also combines cross-context insights on assortment sizes, moderators and methodological commonalities and gaps to understand the multi-faceted nature and contextual nuances of choice overload.

This study aims to explore and segment consumer preferences for electric and hybrid vehicles in Germany, Sweden, the Netherlands and Turkey, focusing on understanding the various factors that influence consumer decisions in these markets.

Using latent class analysis (LCA) on data collected through online surveys and discrete choice experiments, this research categorizes consumers into distinct segments. The approach allows for a nuanced understanding of how various factors such as income level, fuel cost, age, CO₂ emissions, purchase price, vehicle range, policy policies and environmental concerns interact with shape consumer preferences.

The analysis uncovers significant heterogeneity in consumer preferences for electric and hybrid vehicles across Germany, Sweden, the Netherlands and Turkey, revealing four key segments: “Eco-Driven Innovators,” “Value-Focused Pragmatists,” “Tech-Savvy Early Adopters” and “Reluctant Traditionalists.” “Eco-Driven Innovators” prioritize environmental benefits and are less sensitive to price, demonstrating a strong inclination toward vehicle CO₂ emissions and policy policies. “Value-Focused Pragmatists” weigh economic factors heavily, showing a sharp interest in fuel costs and purchase prices but are open to considering electric and hybrid vehicles if they present clear long-term savings. Technology-savvy early adopters are attracted by the latest technological advancements in vehicles, regardless of the type, and are motivated by factors beyond just environmental concerns or cost savings. Lastly, “Reluctant Traditionalists” exhibit minimal interest in electric and hybrid vehicles due to concerns over charging infrastructure and upfront costs. This detailed segmentation illustrates the diverse motivations and barriers influencing consumer choices, from governmental policies and environmental concerns to individual financial considerations and technological appeal.

This study stands out for its pioneering application of LCA to dissect the complexity of consumer preferences for electric and hybrid vehicles, a methodological approach not widely used in this research domain. Using LCA, the authors are able to uncover nuanced consumer segments, each with distinct preferences and motivations, providing a depth of insight into market dynamics that traditional analysis methods may overlook. This approach enables a more granular understanding of how diverse factors – ranging from environmental concerns to economic considerations and technological attributes – interact to shape consumer choices in different countries. The findings not only fill a critical gap in the existing literature by mapping the intricate landscape of consumer preferences, but also offer a novel perspective on strategizing market interventions. Therefore, the application of LCA enriches the discourse on sustainable transportation, offering stakeholders, manufacturers, policymakers and researchers – a refined toolkit for navigating the evolving market dynamics and fostering the adoption of electric and hybrid vehicles.

The purpose of this paper is to study the effects of sports sponsorship on brand equity using two managerially related outcomes: price premium and market share.

This study uses a best–worst discrete choice experiment (BWDCE) and compares the outcome with that of the purchase intention scale, an established probabilistic measure of purchase intention. The total sample consists of 409 fans of three soccer teams sponsored by three different competing brands: Nike, Adidas and Puma.

With sports sponsorship, fans were willing to pay more for the sponsor’s product, with the sponsoring brand obtaining the highest market share. Prominent brands generally performed better than less prominent brands. The best–worst scaling method was also 35% more accurate in predicting brand choice than a purchase intention scale.

Future research could use the same method to study other types of sponsors, such as title sponsors or other product categories.

Sponsorship managers can use this methodology to assess the return on investment in sponsorship engagement.

Prior sponsorship studies on brand equity tend to ignore market share or fans’ willingness to pay a price premium for a sponsor’s goods and services. However, these two measures are crucial in assessing the effectiveness of sponsorship. This study demonstrates how to conduct such an assessment using the BWDCE method. It provides a clearer picture of sponsorship in terms of its economic value, which is more managerially useful.

Expanding on the real-world financial market framework and considering the current market turmoil, with cryptocurrencies (where contracts for difference (CFDs) are extremely common) (Hasso et al., 2019) displaying unprecedented volatility, the authors aim to test in an online laboratory setting whether displaying a risk warning message is truly effective in reducing the level of risk taken and whether the placement of this method makes a difference.

To explore the impact of risk disclosure framing on risk-taking behavior, the authors conducted an online pair-wise lottery choice experiment. In addition to manipulating risk awareness through the presence or absence of risk warning messages of varying intensity, the authors also considered dynamic inconsistency, cognitive ability and questionnaire-based financial risk tolerance (FRT) scores. The authors aimed to identify potential relationships between these variables and experimentally elicited risk aversion. The authors' study offers valuable insights into the complex nature of risky decision-making and sheds light on the importance of considering dynamic inconsistency in addition to risk awareness and aversion.

The authors' results provide statistical evidence for the efficacy of informative and very salient messages in mitigating risky decision, hinting at several policy implications. The authors also provide some statistical evidence in support of the relationship between cognitive abilities and risk preferences. The authors detect that individual with low cognitive abilities scores display great risk aversion.

This study investigates the impact of risk warning messages on investment decisions in an online laboratory setting – a unique approach. However, the authors go beyond this and also examine the potential influence of dynamic inconsistency on decision-making, adding further value to the literature on this topic. To ensure a comprehensive understanding of the participants, the authors collect data on cognitive ability and FRT using questionnaires. This study provides a simple and cost-effective framework that can be easily replicated in future research – a valuable contribution to the field.

Despite the unparalleled importance of value within healthcare, value-based models remain underutilised in the procurement of medical devices. Research is needed to understand what factors incentivise standard, low-priced device purchasing as opposed to value-adding devices with potentially higher overall health outcomes. Framed in agency theory, we examine the conditions under which different actors involved in purchasing decisions select premium-priced, value-adding medical devices over low-priced, standard medical devices.

We conducted 2 × 2 × 2 between-subjects scenario-based vignette experiments on three UK-based online samples of managers (n = 599), medical professionals (n = 279) and purchasing managers (n = 449) with subjects randomly assigned to three treatments: (1) cost-saving incentives, (2) risk-sharing contracts and (3) stronger (versus weaker) clinical evidence.

Our analysis demonstrates the harmful effects of intra-organisational cost-saving incentives on value-based purchasing (VBP) adoption; the positive impact of inter-organisational risk-sharing contracts, especially when medical professionals are involved in decision-making; and the challenge of leveraging clinical evidence to support value claims.

Our results demonstrate the need to align incentives in a context with multiple intra- and inter-organisational agency relationships at play, as well as the difficulty of reducing information asymmetry when information is not easily interpretable to all decision-makers. Overall, the intra-organisational agency factors strongly influenced the choices for the inter-organisational agency relationship.

We contribute to VBP in healthcare by examining the role of intra- and inter-organisational agency relationships and incentives concerning VBP (non-) adoption. We also examine how the impact of such mechanisms differs between medical and purchasing (management) professionals.

In recent years, there has been significant interest in adopting XR (extended reality) technologies such as VR (virtual reality) and AR (augmented reality), particularly in retail. However, extending activities through reality-mediation is still mostly believed to offer an inferior experience due to their shortcomings in usability, wearability, graphical fidelity, etc. This study aims to address the research gap by experimentally examining the acceptance of metaverse shopping.

This study conducts a 2 (VR: with vs. without) × 2 (AR: with vs. without) between-subjects laboratory experiment involving 157 participants in simulated daily shopping environments. This study builds a physical brick-and-mortar store at the campus and stocked it with approximately 600 products with accompanying product information and pricing. The XR devices and a 3D laser scanner were used in constructing the three XR shopping conditions.

Results indicate that XR can offer an experience comparable to, or even surpassing, traditional shopping in terms of its instrumental and hedonic aspects, regardless of a slightly reduced perception of usability. AR negatively affected perceived ease of use, while VR significantly increased perceived enjoyment. It is surprising that the lower perceived ease of use appeared to be disconnected from the attitude toward metaverse shopping.

This study provides important experimental evidence on the acceptance of XR shopping, and the finding that low perceived ease of use may not always be detrimental adds to the theory of technology adoption as a whole. Additionally, it provides an important reference point for future randomized controlled studies exploring the effects of technology on adoption.

Hospitality firms aim to increase their profits by implementing a variety of marketing activities, including using decoy pricing to provide alternative choices for consumers. Decoys are relatively higher-priced offerings that signal lower value than the other offerings in the consideration set. The purpose of this research is to investigate the influence of decoy pricing on consumer choices across various contexts in the foodservice and hotel industries.

Across the pilot and four main studies, the current research employs a sequential exploratory mixed-method design to investigate the influence of decoy pricing in the foodservice and lodging industries. The qualitative part of this research was based on two focus groups, followed by a pilot study and four main study experiments.

The results show that decoy pricing escalates consumers’ choices of more expensive product bundles in both restaurant and hotel cancellation policy contexts. However, decoy pricing does not increase the selection of more expensive hotel product bundles.

While decoy pricing has been utilized as an effective revenue maximization strategy for product placement in retail stores, less is known about how promotional advertisements with decoy offers influence hotel and restaurant customers to choose more costly options. Specifically, this is the first study that explores whether decoy pricing and product/service bundling can encourage customers to select more expensive offers in hotel and restaurant contexts, considering the types of hospitality bundles that may limit this effect.