Bilwa Deshpande, Debasis Pradhan, Bharadhwaj Sivakumaran and Teidorlang Lyngdoh
The purpose of this paper is to examine the varying impact of advertising appeals on customers’ impulse buying (IB) for vice and virtue products.
Abstract
Purpose
The purpose of this paper is to examine the varying impact of advertising appeals on customers’ impulse buying (IB) for vice and virtue products.
Design/methodology/approach
This research used two experiments varying humor/scarcity (high/low) and product category (vice versus virtue).
Findings
Humor (scarcity) enhances IB of vice (virtue) products through anticipation of enjoyment (perception of uniqueness).
Research limitations/implications
This research identifies a new antecedent of IB, advertising and additionally, a new moderator, product type (vice/virtue) in the ad appeal–IB relationship.
Practical implications
Practitioners managing vice (virtue) brands may use humor (scarcity) appeals to promote impulse buying.
Originality/value
This paper demonstrates that humor (scarcity) appeals enhance impulse buying of vice (virtue) products and shows the underlying mechanisms behind these effects.
Details
Keywords
Bilwa Deshpande, Puneet Kaur, Alberto Ferraris, Dorra Yahiaoui and Amandeep Dhir
Scholars have noted the impact of advertising on unhealthy food consumption. However, a systematic literature review (SLR) on this topic is currently lacking. This study aims to…
Abstract
Purpose
Scholars have noted the impact of advertising on unhealthy food consumption. However, a systematic literature review (SLR) on this topic is currently lacking. This study aims to find, analyze and synthesize prior literature to set the stage for future researchers and practitioners. It also uncovers research gaps, suggests potential research questions and presents a conceptual framework for use in future research.
Design/methodology/approach
This paper catalogs and synthesizes topic-related literature by using the time-tested SLR methodology. It identifies and analyzes 99 relevant studies that have addressed the impact of advertising on unhealthy food consumption. Research profiling of the selected studies supported the synthesis of key themes in the extant literature.
Findings
The authors identify three key thematic foci: a) viewer attributes pertaining to excessive unhealthy food consumption, b) advertisement attributes pertaining to excessive unhealthy food consumption and, c) unhealthy food consumption regulation. Within these themes, the authors also identify some subthemes, presenting specific advertising and viewer attributes that contribute to unhealthy food consumption. The authors further develop a conceptual framework based on the stimulus-organism-response (S-O-R) model, summarizing the findings of the study. This could aid future researchers and practitioners in their design of certain strategies.
Research limitations/implications
The study uncovers various gaps in the extant literature and suggests potential areas that can be examined by scholars. From a practical perspective, the study recommends certain actionable strategies for policymakers, helping customers to achieve the long-term goal of obesity reduction.
Practical implications
From the perspective of practice, the study recommends certain actionable strategies for policymakers helping customers achieve the long-term goal of obesity reduction.
Originality/value
The current study makes a novel contribution to the research on advertising and unhealthy food consumption by identifying theme-based research gaps in the existing literature, mapping those with potential research questions and presenting a conceptual framework based on the S-O-R model. Based on the findings, the study also proposes five potential research models examining diverse aspects of advertising and unhealthy food consumption to guide interested scholars and practitioners to shape the future research discourse.
Details
Keywords
Tanushree Sharma, Nidhi Nidhi and Arjun Chakravorty
This case aims to enhance students’ scholarship and understanding of performance management systems with respect to the formulation of key performance indicators (KPIs)…
Abstract
Learning outcomes
This case aims to enhance students’ scholarship and understanding of performance management systems with respect to the formulation of key performance indicators (KPIs). Specifically, working through this case and the assignment questions, students will be able to:▪ critically analyse process-based and outcome-based performance indicators;▪ recommend the right mix of process- and the outcome-based KPIs;▪ apply the specific, measurable, aligned, realistic and time-bound (SMART) framework to the KPIs;▪ create SMART KPIs; and▪ propose when to involve team members in decision-making.
Case overview/synopsis
The Director of the Centre for Learning and Innovative Pedagogies (CLIP), Dr Tanushree Sharma, was in for a surprise when the Dean and the Advisor to the school expressed their dissatisfaction with her approach to framing performance indicators for the management of the Centre.
They categorically advised her to change her process-based orientation to an outcome-based one and create tangible ground-level outcomes. Their feedback made her realize why, in spite of having rolled out several initiatives, the Centre was struggling to demonstrate its impact on student learning and faculty development. It dawned on her that the Centre’s inability to showcase a tangible impact on the school could mar the collective hard toil of the team.
Accepting the feedback and recognizing the merit of designing outcome-based SMART performance indicators, she started working towards them. Although she was able to conceptualize a broad framework, she was uncertain about whether to include only outcome-based KPIs. She was also unsure whether to unilaterally create and assign the key responsibility areas (KRAs) and KPIs or co-create them with her team members. A confluence of factors weighed heavily on her mind – the pressure of limited time, remote working because of the pandemic, moderately experienced team members, voluntary team membership, lack of positional power and her limited organizational influence. With less than a month to the proposal submission, she had no time to waste.
Complexity academic level
The case is suitable for courses on performance management systems, human resources and leadership; however, it is particularly relevant to framing KRAs and KPIs, developing outcome-based KPIs and applying the SMART framework to developing KPIs. It can be used in both postgraduate and undergraduate programmes at business schools.
Supplementary material
Teaching notes are available for educators only.
Subject code
CSS 6: Human Resource Management.