Search results
1 – 10 of over 1000Hadeer Hammad and Noha El-Bassiouny
This study aims to develop and validate a measure for conspicuous compensatory consumption. Compensatory consumption phenomenon is gaining increased significance in consumer…
Abstract
Purpose
This study aims to develop and validate a measure for conspicuous compensatory consumption. Compensatory consumption phenomenon is gaining increased significance in consumer behavior literature. In a symbolic-rich culture, the use of possessions creates a perfect venue for self-construction and self-repairing to make up for one’s psychological deficiencies and inadequacies.
Design/methodology/approach
A mixed research design of qualitative and quantitative methodologies is adopted by using elicitation techniques, interviews and survey data. Extensive development and validation procedures are used. A series of studies, encompassing a total sample of 1,782, are reported.
Findings
The current study offers a valid and reliable measure for conspicuous compensatory consumption by chronologically following the stages of the scale development process. Compensatory consumption had a negative influence on subjective happiness and a positive influence on negative affect and satisfaction with life. Respondents with high materialism scores had significantly higher compensatory tendencies than the low materialism group. The low self-compassionate group had significantly higher compensatory tendencies than the high self-compassionate group.
Originality/value
The current study provides theoretical contributions to consumer behavior research by providing a valid and reliable measure for conspicuous compensatory consumption. Contrary to past scales that followed a mood-alleviation perspective where therapeutic shopping is used to regulate negative emotions, this scale is novel in adopting a self-completion approach where products are pursued for a tactical effort to offset threatened self-concepts.
Details
Keywords
Jhanghiz Syahrivar, Syafira Alyfania Hermawan, Tamás Gyulavári and Chairy Chairy
In general, Muslims consider Islamic consumption to be a religious obligation. Previous research, however, suggests that various socio-psychological factors may influence Islamic…
Abstract
Purpose
In general, Muslims consider Islamic consumption to be a religious obligation. Previous research, however, suggests that various socio-psychological factors may influence Islamic consumption. Failure to comprehend the true motivations for purchasing Islamic products may lead to marketing myopia. This research investigates the less explored motivational factors of religious compensatory consumption, namely religious hypocrisy, religious social control and religious guilt.
Design/methodology/approach
This research relied on an online questionnaire. Purposive sampling yielded a total of 238 Muslim respondents. The authors employed PLS-SEM analysis with the ADANCO software to test the hypotheses.
Findings
The results reveal the following: (1) Higher religious hypocrisy leads to higher religious social control. (2) Higher religious hypocrisy leads to higher religious guilt. (3) Higher religious social control leads to higher religious guilt. (4) Higher religious hypocrisy leads to higher religious compensatory consumption. (5) Higher religious social control leads to higher religious compensatory consumption. (6) Religious social control partially mediates the relationship between religious hypocrisy and religious compensatory consumption. (7) Higher religious guilt leads to higher religious compensatory consumption. (8) Religious guilt partially mediates the relationship between religious hypocrisy and religious compensatory consumption.
Research limitations/implications
First, religious compensatory consumption in this research is limited to Muslim consumers. Future research may investigate compensatory consumption in different contexts, such as Judaism and Christianity, which have some common religious tenets. Second, compensatory consumption is a complex concept. The authors’ religious compensatory consumption scale only incorporated a few aspects of compensatory consumption. Future studies may retest the authors’ measurement scale for reliability. Lastly, the samples were dominated by the younger generation of Muslims (e.g. generation Z). Future studies may investigate older Muslim generations.
Practical implications
First, this research illustrates how religiosity, guilt and social control may contribute to Islamic compensatory consumption. Islamic business practitioners and retailers targeting Muslim consumers can benefit from this research by knowing that Islamic consumption may be driven by socio-psychological factors, such as religious hypocrisy and guilt. As a result, businesses targeting Muslim consumers can develop marketing strategies that incorporate these religious elements while also addressing their socio-psychological issues in order to promote Islamic products. Second, Islamic business practitioners and retailers may consider the social environments in which Muslims are raised. The authors’ findings show that religious social control has direct and indirect effects on Muslims' preferences for Islamic products as a form of compensatory strategy. Islamic business practitioners may design marketing programs that revolve around Muslim families and their Islamic values. It is in line with the previous studies that suggest the connections between religions, local cultures and buying behaviours (Ng et al., 2020; Batra et al., 2021). In some ways, Islamic products can be promoted to improve the well-being and cohesion of family members and Muslim society in general. In this research, the authors argue that businesses' failures to understand the socio-psychological motives of Islamic consumption may lead to marketing myopia.
Social implications
As previously stated, religion (i.e. Islam) may be a source of well-being and a stable relationship among Muslims. Nevertheless, it may also become a source of negative emotions, such as guilt, because of one's inability to fulfil religious values, ideals or standards. According to the authors’ findings, Islamic products can be used to compensate for a perceived lack of religiosity. At the same time, these products may improve Muslims' well-being. The creations of products and services that revolve around Islamic values are expected to improve Muslims' economic conditions and strengthen their faith and love toward Islam in the globalized world. Moreover, Muslims, both as majority and minority groups, face increasing social pressures. On one hand there is the (in-group) pressure to uphold Islamic values and on the other hand there is the (out-group) pressure to preserve the local values and cultures. Indeed, living in the globalized world may require certain compromises. This research calls for various institutions and policymakers to work out solutions that enable all religious groups to work and live in harmony.
Originality/value
To the best of the authors’ knowledge, this research is the first to study religious compensatory consumption quantitatively. This research operationalized variables previously discussed using a qualitative approach, namely religious hypocrisy, social control, guilt and compensatory consumption. The authors designed and adapted their measurement scales to fit this context, paving the way for future research in this field. Second, this research provides new empirical evidence by examining the relationships among less explored variables. For instance, this research has proven that several aspects of religiosity (e.g. hypocrisy, social control and guilt) may influence compensatory consumption in the Islamic context. This research also reveals the mediation roles of religious social control and religious guilt that were less explored in the previous studies. To the best of their knowledge, previous studies had not addressed social control as a predictor of compensatory consumption. Therefore, the theoretical model presented in this research and the empirical findings extend the theory of compensatory consumption. Third, Muslims are underrepresented in the compensatory consumption research; therefore, this research fills the population gap. Finally, this research focuses on Islamic compensatory behaviour as the future direction of Islamic marketing. Previous Islamic marketing research had not addressed the sensitive motives of Islamic consumption, which have now been highlighted in this research.
Details
Keywords
Explores the role and experience of compensatory consumption in women’s lives. Conducts the research from a feminist perspective and asks “what are women’s lived experiences of…
Abstract
Explores the role and experience of compensatory consumption in women’s lives. Conducts the research from a feminist perspective and asks “what are women’s lived experiences of compensatory consumption?” This is an under‐researched area and yet there are numerous links with other more widely researched areas of consumer research, such as addictive consumption, self‐gift giving and compensatory eating behaviour. Compensatory behaviour and consumption is a difficult area to research, however, and therefore reviews the subject in the light of existing literature, so that a research framework may be advanced to enable a greater understanding of the concept. Presents an overview of this research, together with preliminary findings based on phenomenological interviews. Clearly demonstrates the significance of this area of study within consumer research and proposes an agenda for further research.
Details
Keywords
Studies have shown that within-domain compensatory consumption can successfully repair the damaged self, but other research indicates that it can undermine self-control because…
Abstract
Purpose
Studies have shown that within-domain compensatory consumption can successfully repair the damaged self, but other research indicates that it can undermine self-control because such consumption causes self-threat rumination that impairs self-regulatory resources. This paper aims to identify a boundary condition that reconciles and explains these contradictory findings.
Design/methodology/approach
The authors conducted three experiments to show that within-domain compensatory consumption undermines self-control, but only in some situations. They test a boundary condition (i.e. type of connections between within-domain products and self-threat domain) for the effects of such consumption on self-threat rumination and self-control.
Findings
This paper demonstrates that within-domain (but not across-domain) compensatory consumption induces rumination and reduces subsequent self-control, but only when the product’s connection to the self-threat domain is made explicit through brand names or slogans. When the connection is merely implicit, rumination and self-control deficits are not observed.
Practical implications
Consumers may seek certain products to bolster threatened aspects of their self-concept. Marketing tactics that explicitly highlight connections to such self-aspects can lower a consumer’s self-control resulting in stronger purchase intent, while at the same time hindering the possibility of self-concept repair. Managers need to be wary of ethical concerns.
Originality/value
This research qualifies the existing findings by presenting “type of product connection” as a key determinant of within-domain compensatory consumption’s impact on self-control. Researchers need to be conscious of the type of products (explicitly vs implicitly connected to the self-threat domain) they use in compensatory consumption studies, because this may influence their findings.
Details
Keywords
The purpose of this study is to theorize and measure a consumption criterion of housing affordability and then to compare its predictions with those of a normative criterion over…
Abstract
Purpose
The purpose of this study is to theorize and measure a consumption criterion of housing affordability and then to compare its predictions with those of a normative criterion over time. The new consumption criterion of housing affordability is quantified with predicted compensatory expenditures that a resident would pay to upgrade to their most preferred home. Its predictions are compared with those of the most popular normative criterion that predicts unaffordability if a resident spends more than a proportion such as 30% of their income on housing.
Design/methodology/approach
This study uses census and experimental data for owner-occupiers in two mid-sized Canadian cities between 1987 or 2001 and 2020 or 2021. These data are mapped and statistically analysed for comparing the predictions of the two criteria.
Findings
The study’s primary finding is that both criteria predict improved affordability of owned homes over time. Secondarily, however, the consumption criterion predicts worse unaffordability for the minority experiencing this. It furthermore clarifies their budgets for housing as more constraining than their social utilities that they may have already revised toward affordable home attributes. Indisputable unaffordability after the end of the study period may have nullified the originally recommended sacrifices for residents upgrading to their most preferred owned home.
Originality/value
The study is original because it demonstrates that a new consumption criterion of housing affordability subsumes the popular normative criterion if plausible assumptions are made about a homeowner’s choices. It then proceeds to speculate how this new criterion might refine the normative criterion with predicted compensatory expenditures for a resident’s affordable preferred homes.
Details
Keywords
Christina Saenger, Veronica L. Thomas and Dora E. Bock
When consumers experience a self-threat that calls their self-concept into question, the ensuing psychological discomfort motivates them to restore their self-perceptions on the…
Abstract
Purpose
When consumers experience a self-threat that calls their self-concept into question, the ensuing psychological discomfort motivates them to restore their self-perceptions on the threatened attribute. Although consumers can restore a threatened self-perception by consuming products and brands that possess the desired symbolic associations, this study aims to propose that word of mouth can serve to resolve self-threat and restore a threatened self-perception when the brand at the center of a word-of-mouth communication is symbolically congruent with the domain of the threat.
Design/methodology/approach
Experimental online survey research was conducted, inducing self-threat, manipulating brand and word-of-mouth conditions and measuring self-perceptions. Data for three studies were analyzed using SPSS and Hayes’ (2013) PROCESS macro.
Findings
Three studies show that spreading word of mouth can restore consumers’ threatened self-perceptions when the brand is symbolically congruent with the threat domain. Word of mouth about a symbolically congruent brand alleviates psychological discomfort, resulting in higher self-perceptions on the threatened attribute. The restorative effect is amplified for lower self-esteem consumers.
Research limitations/implications
Participants in the focal conditions were required to spread word of mouth, which may not be an organic response for all consumers; although not spreading word of mouth is ineffective, other compensatory consumer behavior options exist. The brand option was provided to participants, which allowed for control but may have reduced some of the realism.
Practical implications
Positioning brands to meet consumers’ psychological needs encourages the development of consumer–brand attachments. Brands that resonate with consumers reap the benefits of consumers’ active loyalty behaviors and enjoy stronger brand equity. The present research implies a new way consumers can form brand attachments: by spreading word of mouth to resolve self-threat. As many consumers post detailed, personal information online, this research suggests firms can align their brand messages with relevant identity-related discrepancies.
Originality/value
This research extends the symbolic self-completion compensatory consumption strategy to the word-of-mouth context, showing that consumers can achieve the same restorative effect as consumption by spreading word of mouth. This research also contributes to compensatory word-of-mouth literature by establishing the role of brand meaning.
Details
Keywords
Avinash Kumar and Rajeev Kumra
The purpose of this paper is to empirically examine the effect of television viewing duration of a household on its annual category-level conspicuous consumption and also the…
Abstract
Purpose
The purpose of this paper is to empirically examine the effect of television viewing duration of a household on its annual category-level conspicuous consumption and also the enhanced level of this relationship for the bottom of the pyramid (BoP) households.
Design/methodology/approach
Hypotheses formulation was guided by cultivation theory and the concept of compensatory consumption. The hypotheses were later examined by using ordinary least square (OLS) regression on the data from the large nationally representative India Human Development Survey, 2011 (IHDS-II) database.
Findings
Television viewing duration of the household exerts a positive effect on its annual category-level conspicuous consumption expenditure. The nature of this relationship is enhanced for the BoP households. The annual category-level conspicuous consumption for the BoP households increases by close to four percent for every hour increase in their television viewing duration while such increase for other households is close to one and a half percent only.
Research limitations/implications
Findings can be further strengthened by using time-lagged dependent variable taken at monthly intervals, as well as survey data linking household television viewing duration with desirability of conspicuous goods.
Practical implications
Managers can rely on television for reaching BoP consumers while being cognizant of the negative effects of promoting conspicuous consumption among them. They need to adopt a responsible marketing approach. Besides regulating television, policymakers need to work toward increased provisioning of educational and financial services for BoP households. They can leverage television for promoting beneficial behavior in BoP households.
Originality/value
The study empirically establishes the external validity of cultivation theory at the household level in an emerging economy by using a large nationally representative database. It also establishes the higher vulnerability of BoP households to increase category-level conspicuous consumption in response to television viewing. To the best of the authors’ knowledge, this is the first study to empirically examine the effect of television viewing duration of household on its annual category level conspicuous consumption.
Details
Keywords
Anand Kumar Jaiswal and Shruti Gupta
This paper aims to explore the nature and degree to which marketing affects consumption behavior of bottom of the pyramid (BOP) population. The objective of the study is to…
Abstract
Purpose
This paper aims to explore the nature and degree to which marketing affects consumption behavior of bottom of the pyramid (BOP) population. The objective of the study is to examine, identify and explain aspects of consumption behavior that evidences the influence of marketing practices on the BOP consumers.
Design/methodology/approach
The study uses a long interview-based approach for an in-depth qualitative investigation of consumption behaviors of BOP consumers.
Findings
Key findings that emerged from the research are: widespread usage of international brands and expenditure on products outside of the core bundle of consumption, susceptibility to sales promotions, need to look and feel good and use “fairness” creams, susceptibility to advertising and celebrity endorsements and influence of store personnel.
Practical implications
For managers, this research suggests a careful examination of the likely consequences of their marketing actions. A set of guidelines are provided to them for doing business in a responsible manner at the BOP markets.
Social implications
Recommendations for public policymakers are offered that stress on the need for ethical marketing exchanges to address the concern over possible exploitation of this vulnerable population.
Originality/value
Extant literature on BOP has largely been conceptual in nature, relying on various case studies. This study empirically examines the nature and influence of marketing in the purchase behavior of BOP consumers. This is perhaps the first study providing empirical support to the argument that the poor consumers divert their scarce financial resources from fulfilling basic needs to purchasing non-essential discretionary products under the influence of BOP marketing.
Details
Keywords
Jing Zhao, Rui Huang and Xiangxi Chen
The purpose of this paper is to examine how crowding without violating personal space influences consumers’ channel selection and the underlying mechanism of this process. Crowded…
Abstract
Purpose
The purpose of this paper is to examine how crowding without violating personal space influences consumers’ channel selection and the underlying mechanism of this process. Crowded environment is ubiquitous and affects consumers’ behaviors. However, less attention has been paid to whether and how crowding influences consumers’ preference for purchasing channels.
Design/methodology/approach
There were three studies to test the validity of the theorized model, including two laboratory experiments and a field study. The variance analyses and mediation analyses were used to give more insights into the analytical process.
Findings
This study proposes that crowding makes consumers lose their perceived control, leading them to form certain compensatory behavior through the conversion between online and offline purchasing channels – the type of goods moderates the process of compensatory behavior.
Practical implications
The results of this study are helpful for retailers to design effective strategies to allocate resources into online or offline channels and to choose the appropriate types of product to promote.
Originality/value
Environmental clues have been widely studied in previous marketing research. Crowding, as a common environmental clue, has only been noticed in recent years. This study examines the impact of crowding on consumers’ channel preference. The results of three studies have confirmed that consumers have higher preference for offline shopping when they are in a crowded environment and found the intrinsic mechanism and the marginal scenario of this process.
Details
Keywords
Snigdha Singh and Pallavi Srivastava
After each of the COVID-19-induced lockdowns, an unprecedented surge in leisure travel was observed, resulting in tourists flocking to places of tourist interest. This phenomenon…
Abstract
Purpose
After each of the COVID-19-induced lockdowns, an unprecedented surge in leisure travel was observed, resulting in tourists flocking to places of tourist interest. This phenomenon was termed revenge travel in popular literature. The purpose of this study is to explore the phenomenon of revenge travel in detail through an academic lens. It examines the psychological and emotional motivations for revenge travel while studying the differences in travel behaviour pre- and post-pandemic.
Design/methodology/approach
The study applies an interpretive phenomenological approach to explore post-pandemic travel behaviour. Data were collected via personal in-depth semi-structured interviews. Thematic analysis of the transcripts was conducted to arrive at discussion themes.
Findings
Drawing on the established theories, the findings of the study indicate that lockdown fatigue coupled with mortality salience induced individuals towards leisure travel. This in turn led to mood alleviation and compensation for the deprivation undergone.
Practical implications
The study reveals important insights into post-pandemic preferences of travel destinations (off-beat locations near urban clusters), accommodation options (more travellers choosing home stays and stand-alone properties) and vacation itineraries (a gradual shift towards slow tourism with more focus on immersive experiences). Further, there are indications that hotels may develop “workcations” and “staycations” as a new line of offering.
Originality/value
The study adds to the small body of knowledge on revenge travel. It adopts a phenomenological approach, thereby capturing the “lived experiences” of the participants and providing an in-depth look into the psychological and emotional motivations of revenge travel that have not been explored previously. The study provides insights into the travellers' psychology post a period of withdrawal and restraint.
Details