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Article
Publication date: 17 November 2021

Frank Mathmann and Mathew Chylinski

Emerging direct-to-consumer brands offer a single option to consumers before expanding their assortment as the business grows. This provides a counterexample to commonly held…

446

Abstract

Purpose

Emerging direct-to-consumer brands offer a single option to consumers before expanding their assortment as the business grows. This provides a counterexample to commonly held beliefs concerning consumers’ aversion to single options. The purpose of this paper is to study when, for whom and why offering two product options (vs a single option) is valued by consumers.

Design/methodology/approach

Across six experiments, this research investigates consumers’ locomotion orientation (a motivation for controlling progress), which affects the valuation of choice (vs single options).

Findings

Consumers’ locomotion orientation determines perceived product value for products chosen from a two-option set (vs when considering a single option) because choice offers active control, which is engaging for high-locomotion consumers. Expanding the set to six options has no such effect.

Research limitations/implications

Studies 1, 4a and 4b are set in the context of expert-selected single options, while Studies 2, 3 and 5 do not involve expert selection. However, the authors does not contrast expert vs non-expert conditions directly.

Practical implications

Managers can increase consumers’ willingness to pay by using advertisements to induce locomotion or segmenting consumers based on locomotion orientations.

Originality/value

Research suggests that consumers value choice between options, yet many emerging brands succeed with a single option. The authors reconcile this by providing insights into motivations that determine when, for whom and why choice (vs a single option) is valued.

Details

European Journal of Marketing, vol. 56 no. 1
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 20 February 2019

Frank Mathmann, Lisa Pohlmeyer, E. Tory Higgins and Clinton Weeks

This paper aims to investigates the effect of normative expectations in the purchase process on consumers’ value perceptions for prosocial products (e.g. environmentally friendly…

711

Abstract

Purpose

This paper aims to investigates the effect of normative expectations in the purchase process on consumers’ value perceptions for prosocial products (e.g. environmentally friendly products) relative to conventional non-prosocial products. It extends the literature on both prosocial products and regulatory fit.

Design/methodology/approach

Five factorial experiments are employed, testing diverse samples, including Dutch university students and American online panel participants from the general population.

Findings

Findings show that regulatory fit between the prosocial product orientation and an emphasis on normative expectations in the purchase process (termed prosocial process fit) increases perceptions of prosocial product value (relative to conventional products). This effect is mediated by engagement.

Research limitations/implications

The current research is limited to investigating how value perceptions of prosocial products can be increased (i.e. through prosocial process fit). Future research is warranted that analogously considers conditions that would increase value for non-prosocial products as well (e.g. by creating a fit with a non-prosocial process).

Practical implications

The research shows how prosocial manufacturers and retailers can redesign the purchase process to increase customers’ engagement, perceptions of prosocial product value and prosocial product purchase.

Social implications

This work serves to explain differences in consumers’ value perceptions for prosocial products. Hence, it shows how socially responsible consumption can be better supported in society.

Originality/value

This work demonstrates a new kind of regulatory fit based on fit between prosocial products and normative expectations in the purchase process (i.e. moving beyond the types of regulatory fit previously examined in this context, such as with fit between regulatory focus orientation and goal pursuit). The authors use this to provide a much needed explanation for the heterogeneity in the literature regarding the value that consumers experience for prosocial products relative to conventional ones.

Details

European Journal of Marketing, vol. 53 no. 4
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 21 September 2023

Ashish S. Galande, Frank Mathmann, Cesar Ariza-Rojas, Benno Torgler and Janina Garbas

Misinformation is notoriously difficult to combat. Although social media firms have focused on combating the publication of misinformation, misinformation accusations, an…

568

Abstract

Purpose

Misinformation is notoriously difficult to combat. Although social media firms have focused on combating the publication of misinformation, misinformation accusations, an important by-product of the spread of misinformation, have been neglected. The authors offer insights into factors contributing to the spread of misinformation accusations on social media platforms.

Design/methodology/approach

The authors use a corpus of 234,556 tweets about the 2020 US presidential election (Study 1) and 99,032 tweets about the 2022 US midterm elections (Study 2) to show how the sharing of misinformation accusations is explained by locomotion orientation.

Findings

The study findings indicate that the sharing of misinformation accusations is explained by writers' lower locomotion orientation, which is amplified among liberal tweet writers.

Research limitations/implications

Practitioners and policymakers can use the study findings to track and reduce the spread of misinformation accusations by developing algorithms to analyze the language of posts. A limitation of this research is that it focuses on political misinformation accusations. Future research in different contexts, such as vaccines, would be pertinent.

Practical implications

The authors show how social media firms can identify messages containing misinformation accusations with the potential to become viral by considering the tweet writer's locomotion language and geographical data.

Social implications

Early identification of messages containing misinformation accusations can help to improve the quality of the political conversation and electoral decision-making.

Originality/value

Strategies used by social media platforms to identify misinformation lack scale and perform poorly, making it important for social media platforms to manage misinformation accusations in an effort to retain trust. The authors identify linguistic and geographical factors that drive misinformation accusation retweets.

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Article
Publication date: 25 February 2025

Tara Stringer, Thilini Alahakoon, Frank Mathmann, Gary Mortimer and Alice Ruth Payne

This study investigates how actual donations towards social causes within fashion supply chains can be increased in the face of negative country-of-origin effects.

1

Abstract

Purpose

This study investigates how actual donations towards social causes within fashion supply chains can be increased in the face of negative country-of-origin effects.

Design/methodology/approach

Literature reports a lack of sustained consumer support for social causes within fashion supply chains. Driven by perceived psychological distance between the manufacturer and the fashion consumer, negative country-of-origin effects have an impact on donation behaviour. Using two online experiments, this study shows that including a garment worker’s image in swing tags mitigates negative country-of-origin effects on actual donations.

Findings

Fashion consumers’ actual donations towards worker rights increased with the presence of a garment worker’s image. In the higher psychological distance condition, exposure to the image reduced negative country-of-origin effects, increasing actual donations. This increase in actual donations is driven by pleasure-seeking, thus indicating that consumer support for social causes within fashion supply chains is underlined by hedonism.

Originality/value

This study focuses on a visual cue-based mechanism of promoting actual donations towards social causes and the role of pleasure-seeking in this process – two previously under-explored areas in the fashion marketing literature. The use of an incentive-compatible measure that required participants to donate real money allows the demonstration of actual donation behaviour, providing robust evidence of the impact of visual cues and their potential to be applied in the real-world.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1361-2026

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Article
Publication date: 31 May 2024

Frank Mathmann, Di Wang and Jesse Elias Christian

This study employs S-D Logic to examine the hotel booking behaviors of individuals, with a focus on the impact of service customization on service cancellation. Additionally, the…

128

Abstract

Purpose

This study employs S-D Logic to examine the hotel booking behaviors of individuals, with a focus on the impact of service customization on service cancellation. Additionally, the moderating role of social co-creation is explored to provide further insight.

Design/methodology/approach

The paper draws on booking data from two hotels: a resort hotel with 40,060 recorded bookings, including 11,122 cancellations, and bookings from a city hotel with 79,330 bookings, including 33,102 cancellations.

Findings

The result reveals that bookings with higher levels of initial customization, such as special requests, are more likely to be modified later and less likely to be canceled. Interestingly, while multi-adult bookings were found to have a higher cancellation rate than individual bookings, the effects of customization commitment were more pronounced for multi-adult bookings.

Originality/value

This paper is the first to establish a connection between service customization, the number of adults on a booking and the likelihood of cancellation, thus providing new empirical evidence for the emergence of customization effects in services. Additionally, the study identifies important contingencies based on the number of consumers in a booking.

Details

Journal of Service Theory and Practice, vol. 34 no. 5
Type: Research Article
ISSN: 2055-6225

Keywords

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Article
Publication date: 13 July 2022

Anne-Maree O’Rourke, Alex Belli and Frank Mathmann

Academic research has supported the belief that consumers undertip minority race service workers due to implicit racial biases. However, there has been less focus in examining…

457

Abstract

Purpose

Academic research has supported the belief that consumers undertip minority race service workers due to implicit racial biases. However, there has been less focus in examining possible moderating factors. This paper aims to fill this gap by analyzing the role of direct and indirect experience in tipping frontline service workers from a minority background. Given the prominence of customer ratings on digital service platforms and the perception that African Americans are discriminated against, the authors look at the interplay of interaction length (direct experience) and customer ratings (indirect experience) on the relationship between race and tipping.

Design/methodology/approach

An expectancy disconfirmation framework was developed and tested with a sample of 360 US participants in an online experiment. The experiment followed a 2 × (race: African-American versus Caucasian) × 2 (direct experience: limited versus extensive) × 3 (indirect experience: absent versus positive versus negative customer rating) design.

Findings

The authors found consumers who have extended direct experience (longer service interaction) and no indirect experience (absent customer ratings) tipped African Americans more than Caucasians. Interestingly, this effect is reduced in the presence of indirect experience (customer ratings). Finally, where the consumer lacks direct experience (shorter service interaction) but is exposed to positive indirect experience (positive customer ratings), consumers tip African Americans more.

Originality/value

To the best of the authors’ knowledge, this is the first paper that examines the role of direct and indirect experience in the relationship between race and tipping. Based on the authors’ findings, the authors provide several contributions, including recommendations to reduce inequalities arising from implicit racial bias on digital service platforms.

Details

Journal of Consumer Marketing, vol. 40 no. 5
Type: Research Article
ISSN: 0736-3761

Keywords

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Article
Publication date: 20 July 2023

Haseeb Shabbir, Michael R. Hyman and Alena Kostyk

This special issue explores how marketing thought and practice have contributed to systemic racism but could alleviate racially insensitive and biased practices. An introductory…

179

Abstract

Purpose

This special issue explores how marketing thought and practice have contributed to systemic racism but could alleviate racially insensitive and biased practices. An introductory historical overview briefly discusses coloniality, capitalism, eugenics, modernism, transhumanism, neo-liberalism, and liquid racism. Then, the special issue articles on colonial-based commodity racism, racial beauty imagery, implicit racial bias, linguistic racism and racial imagery in ads are introduced.

Design/methodology/approach

The historical introduction is grounded in a review of relevant literature.

Findings

Anti-racism efforts must tackle the intersection between neo-liberalism and racial injustice, the “raceless state” myth should be re-addressed, and cultural pedagogy’s role in normalizing racism should be investigated.

Practical implications

To stop perpetuating raced markets, educators should mainstream anti-racism and marketing. Commodity racism provides a historical and contemporary window into university-taught marketing skills.

Social implications

Anti-racism efforts must recognize neo-liberalism’s pervasive role in normalizing raced markets and reject conventional wisdom about a raceless cultural pedagogy, especially with the emergence of platform economies.

Originality/value

Little previous research has tackled the history of commodity racism, white privilege, white ideology, and instituting teaching practices sensitive to minority group experiences.

Details

Journal of Consumer Marketing, vol. 40 no. 5
Type: Research Article
ISSN: 0736-3761

Keywords

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