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Article

Roger Bennett and Rohini Vijaygopal

The purpose of this paper is to investigate the effects of gamification on connections between consumers’ self-image congruence in relation to the purchasers of an…

Abstract

Purpose

The purpose of this paper is to investigate the effects of gamification on connections between consumers’ self-image congruence in relation to the purchasers of an environmentally friendly product electric vehicles (EVs) and their possession of a stereotype of EV owners as being “unconventional”, and their attitudes towards EVs, having regard to their levels of environmental concern and prior knowledge of EVs. Additionally, the research explored the link between attitudes towards and willingness to purchase EVs.

Design/methodology/approach

Participants completed a questionnaire and an Implicit Association Test (IAT) both before and after playing a computer game wherein the player assumed the identity of an EV driver. A structural equation model was constructed to predict attitude to EVs. The relationship between attitude and willingness to purchase was examined via a conditional process analysis.

Findings

The experience of playing the game improved the favourability of the respondents’ stereotype of EV owners by an average of 19 per cent, and their attitude towards EVs by 17 per cent. Self-image congruence in relation to EV ownership increased on the average by 14 per cent and reported EV product knowledge by 8 per cent. However, willingness to purchase an EV was not substantially affected. The link between attitude and willingness to purchase was weak, but was significantly moderated by stereotype favourability and self-image congruence with EV owners.

Research limitations/implications

As with any IAT study, it was necessary to pre-specify a particular form of stereotype. Future research could employ alternative stereotypes. The investigation took place in a single country and involved a single environmentally friendly product.

Practical implications

Gamification has much potential for helping manufacturers and government agencies to stimulate the mass market for EVs. To negate unfavourable images of EV owners, marketing communications promoting EVs might usefully employ celebrities, sports personalities and/or leading political figures as exemplars of the types of people who drive electric cars.

Originality/value

The research is the first to explore the effects of gamification on product user self-image congruence and stereotype formation. It is novel both in its employment of an IAT to measure the consumer stereotype of an environmentally friendly product and in its examination of the moderating influences of stereotype and product user self-image congruence on the attitude-willingness to purchase link.

Details

European Journal of Marketing, vol. 52 no. 3/4
Type: Research Article
ISSN: 0309-0566

Keywords

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Article

Roger Bennett and Rohini Vijaygopal

This paper aims to explore the use of an appeal, belonging and commitment social marketing intervention to rescue a failing corporate “charity of the year” exercise that…

Abstract

Purpose

This paper aims to explore the use of an appeal, belonging and commitment social marketing intervention to rescue a failing corporate “charity of the year” exercise that involved a mental disability charity. It describes the improvements experienced consequent to the introduction of volunteer “charity ambassadors” (CAs) appointed to champion the charity’s cause.

Design/methodology/approach

The study revolved around company employees’ responses to an open-ended question concerning their attitudes towards people with mental disabilities. A semi-automated qualitative research technique (structural topic modelling [STM]) was used to analyse the replies both pre- and post-intervention. Regression analyses were undertaken to explain whether employees’ replies to the question fell in specific categories.

Findings

The intervention was successful. Employees’ attitudes regarding mentally impaired people shifted substantially away from fear and towards feelings of benevolence and compassion. Employees’ financial donations to the charity increased significantly consequent to the intervention. Levels of benevolence and compassion depended significantly on participants’ prior exposure to people with mental disabilities, gender and degree of involvement in activities associated with the intervention.

Research limitations/implications

Stakeholders other than employees were not sampled. Open-ended responses to a single question can oversimplify complex issues.

Practical implications

Outcomes to the research demonstrate how CAs can induce positive attitudes and behaviour towards an “unpopular cause”.

Originality/value

The results highlight some of the problems attached to corporate sponsorship of unpopular causes. A relatively recently developed open-ended qualitative research technique, STM, was used to examine employees’ attitudes. Classifications of findings emerged from the data and did not depend on a predetermined coding scheme.

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Article

Ajitabh Dash

This study has a principal objective of exploring and analyzing the factors affecting adoption or acceptance of eco-friendly electric vehicles in India.

Abstract

Purpose

This study has a principal objective of exploring and analyzing the factors affecting adoption or acceptance of eco-friendly electric vehicles in India.

Design/methodology/approach

Primary data were gathered through a predesigned questionnaire from 355 vehicle owners of Delhi using simple random sampling method. Statistical softwares like SPSS and AMOS were used to analyze the primary data collected for the study. Statistical techniques like exploratory factor analysis, confirmatory factor analysis and structural equation modeling were usesd to infer a meaningful conclusion from the investigation.

Findings

Through this study, a statistically significant relationship between environmental concern, knowledge of EV, subjective norm and attitude toward electric vehicle were investigated. Similarly attitude is responsible for a significant variation in adoption decision.

Practical implications

The findings of the present study underscore the requirement for marketers to build up a systematic strategy for easier adoption of electric vehicles in India. On account of this, this study developed a model of potential determinants of adoption decision toward EVs in India, based on statistically significant evidences.

Originality/value

This study adds to the body of literature by exploring and testing the factors affecting the adoption of eco-friendly products like electric vehicle that were not emphasized earlier in Indian context and second by growing theoretically consistent operationalization for the marketing of electric vehicles. These upgrades brought about a last model with an unrivaled illustrative power.

Details

Smart and Sustainable Built Environment, vol. 10 no. 1
Type: Research Article
ISSN: 2046-6099

Keywords

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