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Article
Publication date: 5 September 2020

Felix Septianto, Fandy Tjiptono, Widya Paramita and Tung Moi Chiew

The purpose of this paper is to examine a three-way interaction between the two motivational orientations of religiosity (i.e. intrinsic and extrinsic) and recognition (in…

Abstract

Purpose

The purpose of this paper is to examine a three-way interaction between the two motivational orientations of religiosity (i.e. intrinsic and extrinsic) and recognition (in this study, an explicit expectation that behavior is recognized) on charitable behavior. Further, drawing upon the evolutionary psychology perspective, the status motive is predicted to mediate the predicted effects.

Design/methodology/approach

Three experimental studies were conducted using a 2 (intrinsic religiosity: low/high; measured) × 2 (extrinsic religiosity: low/high; measured) × 2 (recognition: yes/no; manipulated) between-subjects design to examine the predicted effects on likelihood to donate and donation allocations in two Asian countries, namely, Indonesia and Malaysia.

Findings

The results show that recognition increases charitable behavior among consumers with a high level of extrinsic religiosity but low level of intrinsic religiosity (Studies 1a, 1b and 2). Further, a status motive mediates the predicted effects (Study 2).

Research limitations/implications

The present research provides a novel perspective on how marketers can purposively use recognition in charitable advertising to encourage charitable behavior among religious consumers – but only in Asia.

Practical implications

This paper presents the case for how a non-profit organization can develop charitable advertising for disaster relief in Indonesia (Studies 1a and 1b) and Malaysia (Study 2). The findings of this research could potentially be extended to other organizations in Asia or other countries where religiosity places an important role in consumer behavior.

Originality/value

This research shows the interactive effect between extrinsic religiosity, intrinsic religiosity and recognition can increase charitable behavior in Asia.

Details

European Journal of Marketing, vol. 55 no. 1
Type: Research Article
ISSN: 0309-0566

Keywords

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Article
Publication date: 24 August 2020

Widya Paramita, Felix Septianto, Rokhima Rostiani, Sari Winahjoe and Handini Audita

This study aims to empirically test the proposition that high narcissistic consumers are more likely to perform donation-related behavior, such as the intention to donate…

Abstract

Purpose

This study aims to empirically test the proposition that high narcissistic consumers are more likely to perform donation-related behavior, such as the intention to donate and to share the donation link, compared to low narcissistic consumers when the organization’s reputation is high. Built upon the evolutionary psychology theory, this study proposes that narcissism activates the status motive, and the relationship between narcissism, organization reputation and donation-related behavior can be explained by status motive.

Design/methodology/approach

The current research comprises two between-subject experimental studies that use both measured and manipulated narcissism subsequently, whereas the organization’s reputation was manipulated in both studies.

Findings

The results demonstrate that narcissistic consumers are more likely to donate and to share the donation advertisement when the donation organization is perceived as having a high (vs low) prestige. Further, the status motive mediates the effect of narcissism on donation decisions only when the donation organization is perceived as having high (vs low) prestige.

Research limitations/implications

This research’s main limitation is that it only examines two alternate ways to improve perceived organization’s reputation (e.g. highlight the organization’s reputational features and link to reputable entities such as celebrities), although organizational literature suggests that perceived organization reputation can be improved in many ways.

Practical implications

From a practical perspective, social marketers and donation organizations potentially benefit from this research because it demonstrates that high narcissistic consumers potentially involve in donation-related behaviors more than consumers with low narcissism when the organization is perceived as highly reputable.

Originality/value

The current research contributes to the narcissism literature and adds to the evolutionary psychology theory by providing empirical evidence that narcissism, whether manifesting as a trait or a state, can activate a status motive that leads to prosocial behavior, but only when the donation organization is perceived as prestigious.

Details

Young Consumers, vol. 21 no. 4
Type: Research Article
ISSN: 1747-3616

Keywords

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Article
Publication date: 13 September 2021

Felix Septianto, Rokhima Rostiani and Widya Paramita

While new product introductions can potentially promote growth and benefit for brands, it remains unclear how marketers can develop effective communication strategies to…

Abstract

Purpose

While new product introductions can potentially promote growth and benefit for brands, it remains unclear how marketers can develop effective communication strategies to increase the chance of success for new products. The present research investigates the role of cuteness in leveraging the effectiveness of a narrative emphasizing an insight versus an effort in this regard.

Design/methodology/approach

This research presents two experimental studies. Study 1 examines the moderating role of cuteness on the likelihood of purchasing a new product featuring an insight-based (vs effort-based) narrative. Study 2 extends the findings of Study 1 using different stimuli and establishes the underlying mechanism.

Findings

Results show that when a cuteness appeal is present, an insight-based (vs effort-based) narrative will lead to a higher purchase likelihood. However, these differences do not emerge when a cuteness appeal is absent (a control condition). Further, perceived brand creativeness will mediate this effect.

Originality/value

The findings of this research contribute to the literature on lay belief of creativity, cuteness, and product narrative, as well as managerial implications on how to promote new products.

Details

Asia Pacific Journal of Marketing and Logistics, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1355-5855

Keywords

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Article
Publication date: 22 March 2013

Jaeil Kim, WoongHee Han, DongTae Kim and Widya Paramita

The purpose of this paper is to investigate whether the use of a male decorative model, so called Kkot Minam in Korean, can be effective in Indonesia as well as in Korea…

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Abstract

Purpose

The purpose of this paper is to investigate whether the use of a male decorative model, so called Kkot Minam in Korean, can be effective in Indonesia as well as in Korea, and whether consumers from different cultural and religious backgrounds will respond differently to this kind of advertisement.

Design/methodology/approach

A personal interview survey was used to collect the data. The respondents, 159 Koreans and 149 Indonesians, were female consumers in their twenties. They represent the target market of “The Face Shop” brand, whose advertisement was used in this research. Structural equation model was employed to test the hypotheses.

Findings

Overall results indicate that the use of Kkot Minam in cosmetics advertisement is effective in Indonesia. The findings also showed that religiosity affects Indonesian consumers’ attitudes toward Kkot Minam. However, when attitudes toward Korean wave were used as a moderating variable, the negative effect of religiosity on attitudes diminished.

Practical implications

Companies in emerging markets may use decorative male models in advertising once the social and economic status of women reaches a certain level.

Originality/value

The present study investigates the effect of a decorative male model on the attitudes of consumers with different cultural and religious backgrounds, using Korean wave as a moderating variable in the same research setting.

Details

Marketing Intelligence & Planning, vol. 31 no. 2
Type: Research Article
ISSN: 0263-4503

Keywords

Content available
Article
Publication date: 22 March 2013

Naresh Malhotra and Satyabhusan Dash

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588

Abstract

Details

Marketing Intelligence & Planning, vol. 31 no. 2
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 5 September 2020

Felix Septianto, Saira Khan, Yuri Seo and Linsong Shi

This paper aims to examine how mortality-related sadness, as compared to other emotions such as fear, anger and happiness, can leverage the effectiveness of fresh start appeals.

Abstract

Purpose

This paper aims to examine how mortality-related sadness, as compared to other emotions such as fear, anger and happiness, can leverage the effectiveness of fresh start appeals.

Design/methodology/approach

Drawing upon the consumption-based affect regulation principle, this paper investigates how sadness associated with mortality can elicit the appraisal of irretrievable loss, which subsequently increases the effectiveness of fresh start appeals. These predictions are tested across three experimental studies.

Findings

Findings demonstrate that mortality-related sadness enhances donation allocations (Study 1), willingness to pay (Study 2) and favorable attitudes (Study 3) toward an advertisement promoted with a fresh start appeal. This effect is mediated by an appraisal of irretrievable loss (Studies 1–3). Moreover, the emotion’s effect only emerges among consumers who believe that their emotional experiences are stable (vs malleable) (Study 3).

Research limitations/implications

This paper investigates the effects of negative (vs positive emotions). It would thus be of interest to explore whether different discrete positive emotions may also enhance favorable evaluations of fresh start appeals.

Practical implications

While fresh start appeals have been widely used by marketers and organizations, the extant literature in this area has yet to identify how marketers can leverage the effectiveness of such appeals. This paper highlights how a specific negative emotion can be beneficial to marketers in leveraging the effectiveness of fresh start appeals.

Originality/value

The findings of this research suggest a novel potential strategy for the regulation of sadness. Specifically, consumers experiencing mortality-related sadness show favorable evaluations of fresh start appeals, indicating they are seeking to dissociate themselves from the past.

Details

European Journal of Marketing, vol. 55 no. 2
Type: Research Article
ISSN: 0309-0566

Keywords

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Article
Publication date: 8 July 2014

Ignasius Radix A.P. Jati

The aim of this paper is to explore Tumpeng, a Javanese traditional food that recently became an Indonesian icon for traditional cuisine with an emphasis on the…

Abstract

Purpose

The aim of this paper is to explore Tumpeng, a Javanese traditional food that recently became an Indonesian icon for traditional cuisine with an emphasis on the philosophical meaning and wisdom behind the food and the tradition.

Design/methodology/approach

The paper describes and explores the history of Tumpeng, explains the meaning of all aspects of Tumpeng, from the shape, colour and the items available. Tumpeng as the symbol of relation of mankind with God, society and environment is also analysed along with its position in the nutrition education progress in Indonesia. Future perspectives of Tumpeng are also given in the paper.

Findings

Tumpeng is an integral part of traditional ceremony in Java in every stage of human life. The shape, colour and items themselves are a symbol of the relation to God, prosperity and guidance for Javanese people in their daily lives. Tumpeng has been used for nutritional educational purposes in Indonesia due to its popularity. Moreover, the utilisation of Tumpeng has been spread to all over Indonesia and the popularity is increasing. Nevertheless, the existence is shifting to a merely economic purpose. The meaning and wisdom behind Tumpeng are slowly being eroded.

Originality/value

This paper gives a description and explanation about a traditional Javanese food – Tumpeng – regarding the history, meaning and its future perspective.

Details

Nutrition & Food Science, vol. 44 no. 4
Type: Research Article
ISSN: 0034-6659

Keywords

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