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Article
Publication date: 9 January 2017

Dipankar Rai, Chien-Wei (Wilson) Lin and Chun-Ming Yang

This paper aims to investigate how the perception of physical coldness (vs warmth) influences consumers to make charitable donations.

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Abstract

Purpose

This paper aims to investigate how the perception of physical coldness (vs warmth) influences consumers to make charitable donations.

Design/methodology/approach

Three experiments were conducted involving charitable donation scenarios.

Findings

Studies demonstrate that cold (vs warm) temperature cues result in greater intentions to donate to charities. Specifically, cold (vs warmth) cues activate the need for social connection which, in turn, motivate consumers to donate more money to charities. Furthermore, this effect holds even when the actual temperature instead of temperature cues is changed, and participants’ actual donation behavior instead of donation intentions is measured, thereby, strengthening the findings of this paper.

Research limitations/implications

Boundary conditions associated with the effect of temperature cues need empirical investigation. Future research needs to investigate if the effect holds with variability of coldness. Future research also needs to determine whether the documented effect occur across various pro-social contexts.

Practical implications

The results suggest that non-profit organizations incorporate “cold” cues into advertisements (people feeling cold or cold landscapes) to increase monetary donations and that these organizations should focus on targeting donors during wintertime (vs summer time) to get more donations.

Originality/value

This is the first research to demonstrate the effects of temperature cues on charitable donations. The added value of this paper is the use of physical temperature change to highlight the phenomenon, and the link between cold (vs warm) temperature cue and the need of social connection.

Details

Journal of Consumer Marketing, vol. 34 no. 1
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 12 August 2019

Chien-Wei (Wilson) Lin, Dipankar Rai and Trang P. Tran

This paper aims to investigate the influence of implicit self-theories and the change in CEO of a firm after product failure on consumers’ preference of the enhanced product.

523

Abstract

Purpose

This paper aims to investigate the influence of implicit self-theories and the change in CEO of a firm after product failure on consumers’ preference of the enhanced product.

Design/methodology/approach

Three experiments were conducted involving product failure and CEO change scenarios.

Findings

Studies demonstrate that incremental theorists prefer the enhanced product after the CEO change (vs no change), whereas entity theorists do not prefer the enhanced product after the CEO change. This effect is mediated by consumers’ perception of the likelihood of success of the firm after the CEO change. Furthermore, entity theorists prefer the enhanced product only when the CEO change is external (vs internal).

Research limitations/implications

Future research could investigate if the impact of CEO change on product perception depends on the severity of the situation, and identify boundary conditions under which the CEO change is not beneficial.

Practical implications

The results suggest that organizations can take advantage of the leadership change by introducing new products strategically around the period of leadership change. Marketers can induce incremental mindset in their advertisement material during the period of leadership change to ensure that all consumers have a positive perception of the enhanced products.

Originality/value

This is the first research to investigate how consumers respond to leadership changes made by organizations. The findings show that different signals (internal vs external CEO change) can generate different reactions across different receivers (incremental vs entity theorists).

Details

Journal of Consumer Marketing, vol. 36 no. 5
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 11 February 2020

I-Ling Ling, Yi-Fen Liu, Chien-Wei (Wilson) Lin and Chih-Hui Shieh

This study aims to understand the underlying mechanism and boundary conditions of the IKEA effect in self-expressive mass customization (MC). It examines the effect of the extent…

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Abstract

Purpose

This study aims to understand the underlying mechanism and boundary conditions of the IKEA effect in self-expressive mass customization (MC). It examines the effect of the extent of choice in MC toolkits in terms of perceived value of self-designed products, as well as how self-expression mediates this effect and what kind of consumers are more inclined to experience such effect.

Design/methodology/approach

Two experiments were conducted, using online MC toolkits. In total, 393 consumers participated in the experiments. Data collected were analyzed using t-tests, analyses of variance, path analyses, bootstrap analyses and spotlight tests.

Findings

The results show that offering a greater extent of choice in MC toolkits to consumers provides a greater opportunity for self-expression, resulting in higher product valuation. Further, consumers who have high romanticism in aesthetic preference and high self-esteem are more inclined to influences associated with this effect.

Originality/value

This research adds to the literature on the IKEA effect in self-expressive MC by identifying a key antecedent (extent of choice), its underlying mechanism (self-expression), and two boundary conditions (aesthetic preference and self-esteem). The results of this study provide firms with a better understanding of how they can improve their self-expressive MC strategies.

Details

Journal of Consumer Marketing, vol. 37 no. 4
Type: Research Article
ISSN: 0736-3761

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