Search results

The purpose of this paper is to investigate whether reading a self-help chapter on the body's regulation of weight can change weight control beliefs, and whether such changes in turn predict improvements in body dissatisfaction and self-esteem.

Participants of a mixed racial sample of undergraduate college women (n=154) completed measures of personal weight control beliefs, body dissatisfaction, self-esteem and knowledge before and after they read a self-help education chapter.

Exposure to the education was associated with improvement in knowledge, body dissatisfaction and self-esteem and change in weight control beliefs. Increase in the belief in “striving for a healthy lifestyle with acceptance of one's natural weight” predicted improvement in body dissatisfaction and self-esteem.

This paper provides preliminary evidence that realistic information about weight control can impact weight control beliefs, and that this in turn is associated with improvement in body satisfaction and self-esteem. The major limitation of the study is the lack of control group to ensure changes are not due to factors like social desirability. Future directions would be to replicate this research using a control group, and to look at the role of education and weight control beliefs in eating disordered and bariatric populations.

This is the first study to look at the impact of providing young women with realistic information about the body's regulation of weight and weight loss outcomes on their beliefs about weight control, body dissatisfaction and self-esteem. This information is valuable for health care providers and educators working with young women.

The purpose of this paper is to examine how the direct and indirect factors of the elaborated theory of planned behaviour (TPB) relate to teachers’ intentions and use of technology in teaching.

The current study attempted to provide an understanding of teachers’ beliefs and intentions to use technology in teaching, and their influence on behaviours by applying and elaborating Ajzen’s TPB, a widely applied model for investigating social behaviour.

The elaborated TPB model was found to be a marginally fitting model in predicting and explaining intention and behaviour. The model explained only 17 per cent of variance in intention and 13 per cent in use of technology. Teacher’s use of technology in teaching was predicted by intention and perceived behavioural control (PBC); and intention was predicted by attitude towards the technology and PBC. Subjective norms made weak prediction on intention. The TPB model of direct factors explained 25 per cent of variance in intention and 16 per cent in use of technology.

This study takes a theoretical modelling approach, based on a survey assessing psychological variables (such as teachers’ beliefs, attitudes, and perceptions) to explain teachers’ technology use in the classroom. The theoretical approach of this study is new within studies of computer technology use, which have normally been limited to reporting user demographic characteristics and/or factors influencing its use among users. This study attempted to develop measurement models that might be replicated by other researchers interested in the influencing factors for teachers’ technology use in education.

Watching sporting events is a popular leisure activity. However, in the context of sports marketing, little is known about the mechanism that determines fans' game-attending behaviour. This study aims to investigate fan participation in the context of baseball, using the theory of planned behaviour. The 623 subjects of this study were recruited from the Chinese Professional Baseball League in Taiwan. The structural equation indicates that attitude and perceived behavioural control will have an influence on gameattending behaviour through behavioural intention. However, subjective norms do not significantly predict behavioural intention, nor do perceived behavioural controls significantly predict game-attending behaviour. The results are discussed in terms of their applicability to fan behaviour.

The purpose of this article is to examine the roles family members play in shaping young children’s food preferences and habits, as well as the extent to which these effects endure into adulthood.

Drawing on research in public health, marketing, nutrition and psychology, this paper examines how intergenerational influences (IGs) are manifested in the dietary domain.

Evidence suggests that the influence of early socialization is substantial, and that such impacts constitute an interesting yet sometimes overlooked set of forces that can help to guide our consumption behaviors as adults.

A detailed agenda for future research is proposed.

Using the theory of planned behavior as its basis, the purpose of this paper is to investigate the relationships among beliefs about electronic service quality (E-S-QUAL); consumers’ need for uniqueness (CNFU); and beliefs about perceived behavioral control, expectations of important others, and cross-border online purchasing behavioral intention. The effects of E-S-QUAL and CNFU on attitude are examined with data collected from Korean consumers who have cross-border online purchasing experience.

The authors evaluate the research model in this study and test the hypotheses using partial least squares, an OLS regression-based estimation method that focuses on predicting independent variables hypothesized to have a causal relationship that maximizes the explanatory variance of the dependent variable.

Analysis of the data emphasizes that beliefs about E-S-QUAL and CNFU positively affect attitudes toward buying online from international sites, which in turn positively affect purchasing intention. Also, beliefs about self-efficacy and normative structure regarding cross-border online purchasing positively affect behavioral intentions.

This paper develops a conceptual model explaining consumers’ intentions to shop online across national borders. To the best of the authors’ knowledge, none of the previous studies have particularly mentioned the associations between beliefs about e-service quality and actual behavioral intentions in the context of cross-border online shopping. Also, the important role of CNFU has been ignored as one of the factors that can affect consumers’ decisions to shop online beyond national borders. In regard to this matter, the authors aim to investigate cross-border online shopping factors that can help international e-commerce gain a better understanding of the needs of their consumers.

The cost of retaining a customer is lower than that of obtaining a new one, so potential customer defection is an important issue in the fiercely competitive environment of electronic commerce. Accordingly, this paper aims to present a new way for gauging customer loyalty and predicting their possibility of defection reference to a set of quality attributes satisfaction and three types of belief in the theory of planned behavior (TPB).

The performance of the classification utilization artificial neural networks (ANNs) was compared to that of traditional analytic tools, such as multiple discriminant analysis (MDA) and classificatory data mining technique – decision tree.

The analytical result represented that the predicted accuracy of ANNs is better then MDA and decision tree in both training and testing phases. Degree of repurchase intention has been classified correctly with a success rate of 83 percent using neural networks.

Like all research, this study has its limitations. One such limitation is that the predictive model was designed for application to online bookstores. A further limitation of this survey is that it reflects intentions instead of actual behavior. Finally, despite of ANNs has been applied to numerous areas and have demonstrated a degree of classification success, it is difficult to extract rules for explanation. Therefore, enhancing ability of model explanation would be a valuable work in the future.

The contribution of this paper is to predict how marketing practitioners can tactically market to customers with weak repurchase intentions to prevent defections.

The purpose of this paper is to investigate how the weight of ideal users affects the perception of mass market fashion brands.

An experiment was carried out in which 640 university students replied to a web survey, rating the brand personality of jeans and shirts according to Aaker's Big Five construct. The garments were worn by thin, overweight, and obese models.

The findings show that consumers’ impressions of mass market fashion brands are significantly affected by the weight of ideal users. Slender models lead to the most positive brand perception followed by obese models. Overweight user imagery is for pure fashion brand building the least attractive kind.

A limitation of this study is the use of convenient student samples. Consequently, the generalization of the results beyond this convenience sample may be limited. It is further possible, even probable, that high fashion would suffer more from the negative imagery of overweight and obese users than mass market fashion. It would therefore be interesting to replicate this experiment using clothes of higher fashion grade and price.

The demonstrated effects of user imagery support the industry practice of slim ideal female imagery.

The results inform the debate over skinny models vs real women in advertising.

Previous research regarding the effectiveness of real women in advertising has been inconclusive. This paper demonstrates not only that model weight affects consumers’ brand perception, but also how.

Conflicting values are resolved through a process called value negotiation, but the nature of this process remains largely unexplored. This study aims to explore how consumers undergoing rapid socio‐economic transition manage their conflicting values in making choices concerning functional foods.

Data for this study were collected qualitatively using ethnoconsumerist and grounded‐theory methodologies. In combination, these two approaches enabled the researcher to conduct research at the emic‐level (within culture).

The exploratory model was developed to illustrate how the main three ethnic groups in Malaysia manage their values in terms of functional food consumption. The results showed that participants did not spend much time consciously considering their consumption choices or their values until they were faced with choices or personal values that were inconsistent with cultural, physical and product characteristics. Values are managed by prioritisation and balancing to suit the participant's health needs and situation.

The study's findings are based only on the Malay, Chinese and Indian ethnic groups in Malaysia.

The model can be used to help food practitioners, policy‐makers and educators evaluate practices aimed at improving dietary behaviour.

The finding gives new insight into how consumers in developing multicultural society consume functional foods.

The existing literature dealing with attractiveness during a service encounter focuses on employee attractiveness and its consequences. This paper aims to consider the other side of the coin by focusing on customers’ attractiveness.

On the basis of two studies, this paper presents and tests a model explaining the specific role that employee social attraction plays in customer service perception and satisfaction judgment.

It suggests that the appraisal of customers’ physical attractiveness and homophily may lead to situations in which employees are socially attracted to customers, thus influencing customer service perception.

Consequently, this research provides insights into the role of attraction determinants in a service context. In addition, it demonstrates how employees’ social attraction is triggered in a service context. The findings contribute to satisfaction research by extending prior research perceptions on dyadic service encounters and examining both employee attitude and customer perceptions in service interactions.

In keeping with recent body image social trends, consumer demand for the adoption of plus-size models is increasing, although the use of thin models remains prevalent. The current study explores how consumers process information about fashion products displayed on different sizes of models in advertisements, focusing on model and consumer body sizes and both genders. As an underlying mechanism explaining how the relationship between model and consumer body sizes shapes consumer purchase intention, this study explores the role of guilt, shame and mental imagery.

The current study uses a text analytics technique to identify female consumers' general opinions of thin models in advertising. Employing a 3 (consumer body size: normal, overweight, obese) × 2 (model body size: thin, plus-size) × 2 (gender: male, female) between-subjects online experiment (n = 718), the main study comparatively analyzes the influences of plus-size and thin models on consumer responses.

The results reveal that, despite body positivity movements, thin models still generate negative emotions among female consumers. For obese female consumers, advertisements featuring plus-size models produce fewer negative emotions but not more mental imagery than advertisements featuring thin models. Conversely, for obese male consumers, advertisements featuring plus-size models generate more mental imagery but not more negative emotions than advertisements featuring thin models. The results also reveal that the relationship between consumer body size and guilt is moderated by perceived model size, which is also moderated by gender in generating mental imagery. While guilt plays a mediating role in enhancing mental imagery, resulting in purchase intention, shame does not take on this role.

This study is the first to present an integrated model that elucidates how consumers with varying body sizes respond to different sizes of models in advertising and how these responses impact purchase intentions.

Our findings only apply to contexts where consumers purchase fashion clothing in response to advertisements featuring thin versus plus-size models.

Exposing normal-size consumers to plus-size models generates less mental imagery, and thus, practitioners should seek to match the body sizes of the models featured in advertising to the body sizes of their target audience or ad campaigns that include both plus-size and thin models may help improve message persuasiveness in fashion advertising. Moreover, guilt-appeal advertising campaigns using thin models would appeal more to thin consumers of both genders than shame-appeal advertising.