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Despite the growing availability of scanner-panel data, surveys remain the most common and inexpensive method of gathering marketing metrics. The purpose of this paper is to explore the size, direction and correction of response errors in retrospective reports of category buying.

Self-reported purchase frequency data were validated using British household panel records and the negative binomial distribution (NBD) in six packaged goods categories. The log likelihood theory and the fit of the NBD model were used to test an approach to adjusting the errors post-data collection.

The authors found variations in systematic response errors according to buyer type. Specifically, lighter buyers tend to forward telescope their buying episodes. Heavier buyers tend either to over-use a rate-based estimation of once-a-month buying and over-report purchases at multiples of six or to use round numbers. These errors lead to overestimates of penetration and average purchase frequency. Adjusting the aggregate data for the NBD, however, improves the accuracy of these metrics.

In light of the importance of purchase data for decision making, the authors describe the inaccuracy problem in frequency reports and offer practical suggestions regarding the correction of survey data.

Two novel contributions are offered here: an investigation of errors in different buyer groups and use of the NBD in survey accuracy research.

This study aims to explore how specific cues with new manifestations (i.e. herding message and price discount information) and customer cognitive style influence attention allocation and purchase intention.

To empirically validate the research hypotheses, an eye-tracking experiment with a 2 × 2 × 2 mixed design was conducted on a sample of 44 participants recruited from a university in China. Repeated measures analysis of variance was employed for data analysis.

The results show that herding message and price discount information play different roles in viewers' attention and have an interactive effect on attention. Moreover, individual cognitive styles moderate the impact of herding message on attention allocation. Still, two cues positively affect customer purchase intention.

This study guides future research by applying cue utilization theory to investigate the effects of two cues in live streaming. Findings offer practical implications for how live streaming cues affect viewers' attention allocation and purchase intention.

This study investigates the potential of two different digital in-store technologies and advertisement message framings according to the construal-level theory for increasing sustainable consumption. This paper aims to provide managerial implications for the promotion of sustainable products at the point of sale as well as to theoretically contribute by integrating the literature streams of perceptual research, point-of-sale marketing and construal-level theory.

The authors tested their hypotheses in a two-week field experiment with a 2 (product label: organic vs local) × 2 (message framing: high vs low construal level) × 2 (presentation technology: digital signage vs augmented reality) between-subjects factorial design. The study was conducted in two grocery stores of different sizes using milk as a test product. Purchase data, as well as attention data gathered by facial recognition software, were analyzed.

Even though the magic mirror augmented reality application attracted significantly more attention, it did not significantly boost sales compared to the digital signage technology. In the larger store, the sales of the advertised sustainable products were significantly higher in both technology conditions than in the control condition without advertisement. If consumers pay enough attention to the promotion, results indicate that using messages with a concrete low-level construal is more useful for organic goods.

This study is the first investigating a combination of in-store technology and construal-level message framing for the promotion of sustainable products. It extends the retailing literature by proposing a two-step approach on how to use in-store technology effectively: (1) gaining attention and (2) matching messages to existing cognitions.

This paper aims to investigate the role of attention, processing motivation and processing depth in the relationship between self-reported subjective processing fluency and relevant advertisement variables such as ad attitude, brand attitude and purchase intentions.

Two empirical studies were conducted using self-report questionnaires.

In Study 1 (N = 176), the measure of self-reported subjective processing fluency was pretested. As expected, it was found to be sensitive to visual and semantic features of advertisements and to predict attitudes toward an advertisement. In Study 2 (N = 204), mediation analyses showed that self-reported subjective processing fluency was a predictor of attitude toward the advertisement (through attention and processing depth), attitude toward the brand (through processing depth) and purchase intentions (through processing depth).

The results emphasize the role of cognitive processing in explaining the effect of processing fluency on attitudes in marketing research.

Practitioners could use this theoretical framework and take into account the fluency with which consumers process information to improve the way they advertise their products.

The results suggest that self-reported subjective processing fluency can be relevant to predicting consumers’ attitudes because it increases attention and processing depth of the advertisement.

This study analyzed the factors affecting visual attention toward sugar-reduction information (SRI) on sugar-reduced beverages (SRBs) and identified the most optimal SRI type and location using eye-tracking. The eye-tracking results were compared with those of a self-reported questionnaire.

An eye-tracking experiment was conducted on 50 Korean people in their 20s and 30s to analyze implicit responses. Subsequently, a self-reported questionnaire was administered to analyze explicit responses, facilitating the investigation of perceptions, attitudes, preferences, intentions to purchase SRBs, and preferred SRI types and positions.

The results were as follows. First, personal trait-, state-, and product-related factors were found to affect eye movement in relation to SRI. Second, eye-tracking revealed that SRI types and locations that drew long-lasting fixation and attracted considerable attention were similar to those preferred in the self-reported questionnaire. Therefore, to efficiently convey information on SRBs, SRI should be combined with a graphic, and not merely a word, and placed in the upper-right corner, exhibiting consistency with the results of two previous experiments.

This study specifically focused on considering personal and product-related traits while conducting an eye-tracking experiment to investigate the factors that attract consumers' attention. Furthermore, this study is the first to investigate the use of SRI labels to promote SRB selection. What is significant is that both explicit and implicit responses were assessed and compared via a self-reported survey and eye-tracking experiments for various SRB categories.

The purpose of this paper is to validate empirically the impact of seven literature‐based constructs on customer satisfaction using a sample from the Greek online shopping context.

The authors test a set of hypotheses about the influence that the constructs have on overall satisfaction. Also tested are a set of hypotheses about the satisfaction influence on post‐purchase behaviour.

The paper argues that product information quality and user interface quality have a significant impact on overall satisfaction, while service information quality, purchasing process, security perception and product attractiveness have only a positive impact. In addition, the findings reveal that customer satisfaction strongly affects post‐purchase behaviour.

The limited Greek respondent “tank” in combination with low internet and technology infusion in Greece, as well as the limited online market in Greece, are the study's main limitations. Common method bias through the use of Likert scales is also considered an important limitation.

The findings indicate some important determinants of customer satisfaction and present a satisfaction index, the score of which is a valid and objective measurement of e‐commerce success.

This paper offers e‐commerce practitioners an objective standard to measure quantitatively the success of a web store as well as a wide frame of reference for researchers to extend e‐commerce research.

The purpose of this paper is to examine the perception of luxuriousness as a novel underlying mechanism of the shelf-based scarcity effect by using both psychophysiological measures (Study 1) and self-reported measures (Study 2).

Two within-subject experimental designs were conducted to examine the effects of low, medium and high stock depletion levels (i.e. shelf-based scarcity) on consumer responses. In Study 1, facial expression analysis was used to examine consumers’ liking, and left frontal asymmetry brainwaves were used to examine consumers’ approach motivation as a proxy for purchase intention. Study 2 extended the findings with self-reported measures.

In Study 1, perceived product luxuriousness was found to underlie the shelf-based scarcity effect on facial expressions and left frontal asymmetry brainwaves after controlling for other previously proposed mediators (i.e. product popularity and quality). The shelf-based scarcity effect is only observed between low vs high stock levels, whereas moderate stock level depletion does not evoke the shelf-based scarcity effect. Study 2 used self-reported measures to replicate the effect of shelf-based scarcity on product luxuriousness. However, the findings demonstrated the limitation of self-reported measures to identify a significant spill-over effect of perceived luxuriousness to attitude.

Extending previous literature that relied heavily on self-reported measures, the current research used psychophysiological methods to uncover perceived luxuriousness as a novel underlying mechanism for the shelf-based scarcity effect. Thus, the findings are not only the first to provide psychophysiological evidence of the shelf-based scarcity effect but also to validate perceived luxuriousness as an underlying mechanism of the shelf-based scarcity effect.

The current findings suggest that the shelf-based scarcity effect is only evoked by high (instead of moderate) levels of stock depletion. The study also shows that shelf-based scarcity does not necessarily signal product popularity, but instead it may serve as a cue of product luxuriousness. Adding to other manipulations of retail spaces that elicit luxury perception (e.g. artwork, sensory delight and themed store atmospherics), this implies that businesses are able to use shelf-based scarcity as a cue to enhance or complement the luxury image or the perception of the brand or product.

The current research is the first study to use psychophysiological techniques to examine perceived luxuriousness as an underlying mechanism of shelf-based scarcity. It also demonstrates that self-report measures are not sensitive to such an effect in comparison to psychophysiological techniques, explaining why perceived luxuriousness has not been previously found to be an underlying mechanism of shelf-based scarcity.

The real‐time response survey can be viewed as a dialectic elaboration of the focus group and the sample survey, incorporating some of the advantages of each and producing a program of research quickly. An evaluation of the methodology shows its predictive utility from: real‐time response purchase intentions to self‐reported actual purchases of common commodities seven days later (r = 0.97); real‐time response purchase intentions to self‐reported actual purchases of new products six months later (r = 0.94); and an index of three real‐time response ratings of a product (purchase intention, price, and extent to which product is new and different) by residents of Cincinnati to national sales data for the following year (r = 0.45). Considers some advantages and disadvantages of the methodology. It can be quite useful in new product development.

Neuroimaging technologies such as electroencephalogram and magnetic resonance imaging allow us to analyze consumers’ brains in real time as they experience emotions. These technologies collect and integrate data on consumers’ brains for big data analytics. The purpose of this paper is to identify new opportunities and challenges for neuromarketing as an applied neuroscience.

The authors discuss conceptual and methodological contributions of neuromarketing based on studies that have employed neural approaches in market-related investigations, explaining the various tools and designs of neuromarketing research. The authors identify marketing-related questions to which neuroscientific approaches can make meaningful contributions, evaluating several challenges that lie ahead for neuromarketing.

The authors summarize the contributions of neuromarketing and discuss synergistic findings that neuromarketing has the potential to yield.

The authors ask: do consumers’ self-reported choices and their neural representations tell different stories?; what are the effects of subtle and peripheral marketing stimuli?; and can neuromarketing help to reveal the underlying causal mechanisms for perceptual and learning processes, such as motivation and emotions?

The authors identify marketing-related questions to which neuroscientific approaches can make meaningful contributions, evaluating several challenges that lie ahead for neuromarketing.

To the best of the authors’ knowledge, no current review has identified avenues for future research in neuromarketing and the emerging challenges that researchers may face. The current paper aims to update readers on what neuroscience and other psychophysiological measures have achieved, as well as what these tools have to offer in the field of marketing. The authors also aim to foster greater application of neuroscientific methods, beyond the more biased/post-test methods such as self-report studies, which currently exist in consumer research.

The purpose of this paper is to determine the degree to which wine consumers in South Australia have different liking for white wine styles, and to relate reported liking to wine knowledge and demographic differences.

A group of 150 regular white wine drinking consumers from the Adelaide metropolitan area responded to a wine habits and attitudes questionnaire. Consumers were segmented based on self‐reported liking of white wine styles, with three distinct segments identified.

Sauvignon Blanc wine likers were mainly younger females with low wine knowledge who reported not drinking Chardonnay wines. Conversely, “Riesling wine likers” were generally older with higher wine knowledge. These consumers were interested in the region, vintage and alcohol level when purchasing white wine. The final group (40 percent of the total sample) had a lower liking for Riesling wines, but liked all types relatively highly, had low to moderate wine knowledge and took more note of expert opinion than the other clusters.

The findings of this study can be extrapolated to the South Australian population, however, the sample size may restrict the generalisation of the results to the broader Australian population.

The results of this study provide initial insights into the behaviour of white wine consumers and highlight the importance of wine knowledge in differentiating consumer liking. Some strategies for influencing consumers' preference are suggested.