Brett Martin, Carolyn Strong and Peter O’Connor
This paper aims to examine how a shopper’s level of psychological entitlement influences how consumers respond to different types of apology by a service provider.
Abstract
Purpose
This paper aims to examine how a shopper’s level of psychological entitlement influences how consumers respond to different types of apology by a service provider.
Design/methodology/approach
Two experiments were performed. Study 1 tests the hypotheses that entitled shoppers prefer empathy apologies to norm violation apologies and that this effect is mediated by disgust and anger. Study 2 tests whether relative superiority apologies are more effective.
Findings
Study 1 shows that entitled shoppers prefer empathy apologies. Mediation analysis shows that entitled people feel disgust for norm violation apologies. Study 2 shows that entitled shoppers prefer relative superiority apologies. A standard apology results in negative perceptions of interactional justice, disgust and negative employee evaluations.
Research limitations/implications
Limitations include the scenario method. Implications include entitlement as a moderator of service recovery effectiveness, examining different types of apology and mediators which contribute to the marketing and entitlement literature.
Practical implications
The findings have implications for training employees in service recovery. Employees should not use a standard apology or an apology that treats entitled consumers as similar to other shoppers. Employees should express empathy or make them feel that they are a more valued customer than other store customers.
Originality/value
This research shows how entitlement moderates consumer responses to service recovery. The research answers calls to study different types of apology rather than studying a standard apology (vs no apology). The research is the first to relate entitlement to apologies and to show how disgust and justice perceptions underlie an entitled person’s judgments in service recovery.
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Jaspreet Kaur, Rambabu Lavuri, Park Thaichon and Brett Martin
The purpose of this study is to examine the impact of scarcity and the Lifestyles of Health and Sustainability (LOHAS) consumption tendency on the purchase intention of organic…
Abstract
Purpose
The purpose of this study is to examine the impact of scarcity and the Lifestyles of Health and Sustainability (LOHAS) consumption tendency on the purchase intention of organic foods. The study used the protection motivation theory and the stimulus-organism-response theory to understand the impact of comparatively new variables like “perceived scarcity” and “perceived consumer effectiveness” (PCE) on the consumer's organic food purchase intentions.
Design/methodology/approach
The study is using structural equation modeling with 402 organic food consumers. The participants are regular consumers who bought organic food from specialized shops and supermarkets in the previous few months. The data has been collected at organic food specialized shops and supermarkets that sell organic foods.
Findings
The results showed that LOHAS consumption tendency (LCT), scarcity and PCE positively affect attitude. Similarly, LCT and PCE direct affect trust. Scarcity and PCE directly positive impact on purchase intention of organic food products. Interestingly, LCT had no direct impact on the purchase intention of the product. Trust and attitude were found to be significant mediators impacting purchase intention.
Originality/value
The study contributes to the past theoretical literature on LOHAS consumption by analyzing new constructs like scarcity and PCE in the context of organic food consumption. These findings will be crucial for marketers planning to launch organic products in new markets.
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Reports from the south‐east of England that housewives have been purchasing packets of “ glitter ” consisting of powdered glass, lacquered, coated with silver and sometimes dyed…
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Reports from the south‐east of England that housewives have been purchasing packets of “ glitter ” consisting of powdered glass, lacquered, coated with silver and sometimes dyed, for the purpose of decorating their cakes makes one wonder seriously whether we Britons are any more of a thinking race than our coloured brethren of London and other large centres, who report has it, consume large quantities of canned cat and dog meat as a sandwich spread. In the first case, although the so‐called “ glitter ” was never prepared for use as a cake decoration, the manufacturers concerned have given an assurance that in future packets will be labelled that the contents are not for eating !
Brett A.S. Martin, Andrew C. Bhimy and Tom Agee
Despite their increasing use by advertisers, little research has examined the effectiveness of infomercials. This study explores the influence of infomercial advertisement design…
Abstract
Despite their increasing use by advertisers, little research has examined the effectiveness of infomercials. This study explores the influence of infomercial advertisement design elements, such as the use of customer testimonials or expert comments, and consumer characteristics, such as level of prior interest in the advertised product, upon perceptions of advertising effectiveness. With the assistance of the New Zealand division of an international infomercial marketer, we conducted a survey of consumers who had bought products in response to viewing an infomercial. Based on 878 respondents, our findings indicate that infomercial advertising is more effective when employing expert comments, testimonials, product demonstrations, the use of target market models, celebrity endorsers, product comparisons, and bonus offers. Age also impacted how consumers view infomercials, as did the type of product purchased.
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Brett A.S. Martin and Brett A. Collins
A content analysis of 191 music videos from New Zealand television examined three research questions: what levels and types of violence are evident? What products and brands are…
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A content analysis of 191 music videos from New Zealand television examined three research questions: what levels and types of violence are evident? What products and brands are associated with violence? Do differences exist between different musical genres, and videos of New Zealand performers versus overseas artists? Results revealed that violence is evident in a significant proportion of music videos, and that particular products are associated with displays of people‐focused, object‐focused and combined types of violence. Furthermore, foreign heavy rock was not associated with people‐focused violence. Implications are discussed regarding perceptual context, encoding and marketing ethics.
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Brett A.S. Martin and Celeste A. McCracken
Attempts to investigate differences in marketing imagery that exist between New Zealand produced and foreign music videos. Explores marketing imagery and role‐model behaviour…
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Attempts to investigate differences in marketing imagery that exist between New Zealand produced and foreign music videos. Explores marketing imagery and role‐model behaviour differences by genre. Looks at culture by genre differences in consumption imagery. Indicates that New Zealand videos contained fewer depictions of alcohol, or weapons, drugs and tobacco or heavy rock and rap music than in foreign videos. Suggests that, by genre, rap has more sunglasses, earrings and jewellery than heavy rock or pop music. Provides directions for future research.
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Brett Martin and Gretchen Larsen
With its large population and increasingly open approach to foreign business dealings, China has been heralded as a land of opportunity for Western business. “What are the keys to…
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With its large population and increasingly open approach to foreign business dealings, China has been heralded as a land of opportunity for Western business. “What are the keys to business success?” Addresses this issue by Investigating key success factors for trade with China. Presents results from a survey of New Zealand organisations trading with China. Top‐ranking issues reveal a micro‐business focus (e.g. negotiation strategy, business etiquette). Low‐ranking issues include the need to understand advertising in China, and to have an intensive knowledge of the Chinese language. Correlations between importance and knowledge scores suggest that cultural issues are perceived as less important by those with a high degree of knowledge concerning trade relation intermediaries. Larger firms are also found to rate an understanding of negotiation strategy as more important than small firms.
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Brett Martin and Roger Marshall
Investigates the relationship between print advertisement wording and consumer interest in relation to cell phone promotion. Reports on an experiment involving two independent…
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Investigates the relationship between print advertisement wording and consumer interest in relation to cell phone promotion. Reports on an experiment involving two independent variables: message framing and felt involvement levels. Shows how these variables interact regarding attitudes towards cell phones for a New Zealand sample. These findings provide new insights as well as support for previous empirical research. Discusses theoretical and managerial implications and directions for future research.
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Brett A.S. Martin, Vicky Thuy‐Uyen Le Nguyen and Ji‐Yeon Wi
Investigates the relationship between the fast‐forwarding of pre‐recorded television ads by consumers, known as zipping, and how this interacts with consumers seeing ads repeated…
Abstract
Investigates the relationship between the fast‐forwarding of pre‐recorded television ads by consumers, known as zipping, and how this interacts with consumers seeing ads repeated while watching television. An issue which is yet to be examined in the literature. Reports on an experiment which studies the effects of ad zipping and repetition. Shows how these variables operate in an independent fashion for a New Zealand sample. These findings provide new insight for advertising strategists and also support previous empirical research. Discusses how zipped ads generate ad recognition, and repeated ads result in the higher recall of ad content.