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Article
Publication date: 15 January 2025

Ana Paula Kieling and Ricardo Boeing

Researchers have been exploring the consequences of the hedonic adaptation process at length. This phenomenon is characterized by the reduction of pleasure with consumption…

25

Abstract

Purpose

Researchers have been exploring the consequences of the hedonic adaptation process at length. This phenomenon is characterized by the reduction of pleasure with consumption experiences over time. Meanwhile, co-creation initiatives seem to be gaining traction in brand strategies. However, little is known about how individuals experience the co-creation effects in consumption. The purpose of this study is to analyse the impact of consumer co-creation experiences on predicting hedonic adaptation. Also, it aims to provide insights into the emotional aspects of consumption.

Design/methodology/approach

Three mixed-design experimental studies were conducted to explore the effects of co-creation on consumer hedonic adaptation, affective forecasting and emotional responses. Study 1 and Study 2 were conducted online with American participants. Study 3 was conducted in a laboratory setting in Brazil.

Findings

The research demonstrated that individuals predict that the path to consumption adaptation will be longer when co-creating their products co-create. However, this effect varies depending on the type of product. As for the emotional aspect, consumers attribute more positive emotions than negative ones in the context of co-creation.

Research limitations/implications

This study manipulated different conditions considering specific product types. Future research should apply this framework to other products and services to confirm the generalization of the study’s findings. Also, the authors encourage future studies that explore emotions in different co-creation scenarios.

Practical implications

Elucidating how co-creation impacts consumers’ hedonic adaptation empowers companies to leverage co-creation to cultivate positive consumer attitudes and brand loyalty. Marketing campaigns can highlight the emotional benefits of ownership and personalization. It also provides a sustainable perspective for companies, which seeks consumers who remain present over time and trust the company. Furthermore, co-creation can be used strategically for innovation management. By co-creating limited-edition trial products, companies can involve new customers, foster a sense of ownership and potentially mitigate hedonic adaptation, while gathering valuable insights for new product development.

Originality/value

This research advances the limited literature on co-creation and customer hedonic adaptation, which lies at the interface between consumer behaviour and product development. It explores how product co-creation affects consumers’ predictions and shopping experiences concerning pleasure decrease, including product value and company feedback. Additionally, it examines the role of emotions in co-creation and hedonic adaptation. This research contributes by demonstrating the impact of co-creation on adaptation, affective forecasting and emotional responses during consumption.

Details

European Journal of Marketing, vol. 59 no. 2
Type: Research Article
ISSN: 0309-0566

Keywords

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Article
Publication date: 20 February 2020

Anete Alberton, Ana Paula Kieling, Franciane Reinert Lyra, Estela Maria Hoffmann, Mariana Pires Vidal Lopez and Silvio Roberto Stefano

This study analyzes the competencies toward sustainability in hotel facilities in order to identify the level of implementation of sustainability practices, as well as individual…

1300

Abstract

Purpose

This study analyzes the competencies toward sustainability in hotel facilities in order to identify the level of implementation of sustainability practices, as well as individual competencies for sustainability in the hospitality companies.

Design/methodology/approach

Interviews and a survey with hotel employees were conducted in two important touristic Brazilian cities, Florianopolis, and Rio de Janeiro, considering the TBL (triple bottom line) dimensions. The data were analyzed with content analysis and descriptive statistics and conjoint analysis.

Findings

Preventive competencies in the companies' management were identified. The research also revealed that competencies for sustainability are fairly present in the hospitality context yet, which demonstrates the urgency to discuss the theme in both academic and business practices.

Research limitations/implications

The access to the hotel managers impaired the performing of a robust statistical analysis; the study provided new insights about the topics investigated and generated information for the theoretical framework about competencies for sustainability.

Practical implications

The research results emphasized the need for the hotel industry to invest in sustainable strategies to meet its target audience, but also to raise the level of its staff and reduce costs in the long term, offering benefits to society, the environment, and, to their businesses.

Social implications

The research socially contributes through promoting discussion on sustainability, which is one of the most challenging and relevant issues for society. Besides, it can assist the diffusion of the competencies for sustainability in the hotel industry, as an attempt to decrease their negative externalities on the environment and primary audiences.

Originality/value

It was identified a distance between practice and the triple bottom line concept, which is linked only to environmental practices. Besides, it was found limited knowledge about the concepts of competencies in the companies.

Details

Employee Relations: The International Journal, vol. 44 no. 3
Type: Research Article
ISSN: 0142-5455

Keywords

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Article
Publication date: 10 May 2022

Ana Paula Kieling, Rafael Tezza and Guilherme Lima Vargas

This study aims to expand previous work on website stage models by proposing a new model including a dimension encompassing digital integration and the context of mobile, digital…

374

Abstract

Purpose

This study aims to expand previous work on website stage models by proposing a new model including a dimension encompassing digital integration and the context of mobile, digital marketing and new technologies. Also, this study aims to classify Brazilian wineries using the stage model proposed and verify if the designated stages influence the wineries’ presence in digital and mobile media.

Design/methodology/approach

Observational research and quantitative content analysis were adopted to examine a sample of winery websites (N = 150) located in different states and regions of Brazil and create a new website stage model. After the new model’s development, the authors conducted a statistic analysis by running a one-factor analysis of variance to assess the influence of the company’s stage in the use of digital media and mobile strategies, as well as its impacts on market development.

Findings

The results suggested a quite mature market regarding website stage position, even though there is still room for growth and technological innovation. Also, the research findings show that there is a positive association between the company’s stage in the use of digital and mobile media strategies. In other words, the more advanced the winery stage, the greater its digital media and mobile presence.

Originality/value

While previous studies attempted to identify wineries’ stages through models, this study presents a new approach by updating the past studies’ stages as well as providing and testing a digital media and mobile dimension. This research contributes to consolidating the Brazilian wine industry position regarding its presence in digital and mobile media, bringing reflections to organizations, society and theory development.

Details

International Journal of Wine Business Research, vol. 35 no. 1
Type: Research Article
ISSN: 1751-1062

Keywords

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Book part
Publication date: 1 January 2005

Lan Xia and Kent B. Monroe

Abstract

Details

Review of Marketing Research
Type: Book
ISBN: 978-0-85724-723-0

Available. Open Access. Open Access
Book part
Publication date: 29 November 2023

Cláudia Barbosa, Filipa Borrego, Teresa Costa, Ana Ferreira, Madalena Martins, Susana Moreira, José M. R. C. A. Santos and José Avelino Silva

This chapter addresses the profession of research management and administration (RMA) in Portugal. It starts with a brief outline of the national research and innovation (R&I…

Abstract

This chapter addresses the profession of research management and administration (RMA) in Portugal. It starts with a brief outline of the national research and innovation (R&I) ecosystem that contextualises the development of the profession. The RMA community is characterised and the expectations for the future of the RMA profession are summarised using data collected through a national online survey. It is posited that RMA in Portugal is an emergent career having developed key traits of a profession, namely common interests and practices, a concern with deepening specialised knowledge and skills, the existence of an organised network of practitioners, the offer of academic qualifications and training in the area, and the integration in international RMA communities of practice. Nevertheless, future developments in the European Research Area (ERA) are identified as a critical milestone that will influence the development and formal legislative institutionalisation of the RMA profession in Portugal.

Details

The Emerald Handbook of Research Management and Administration Around the World
Type: Book
ISBN: 978-1-80382-701-8

Keywords

Available. Content available
Book part
Publication date: 1 January 2005

Naresh K. Malhotra

Abstract

Details

Review of Marketing Research
Type: Book
ISBN: 978-0-85724-723-0

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