Search results

1 – 6 of 6
Per page
102050
Citations:
Loading...
Access Restricted. View access options
Article
Publication date: 6 February 2019

Julie V. Stanton and Laurel Aynne Cook

This paper aims to examine how product knowledge influences consumers to consider available information before choosing between organic and non-organic options. As “certified…

1728

Abstract

Purpose

This paper aims to examine how product knowledge influences consumers to consider available information before choosing between organic and non-organic options. As “certified organic” is based on a complex standard in the USA, many consumers have only partial understanding of the term. This research shows how that knowledge influences consumer evaluation of the options presented in the market.

Design/methodology/approach

A two-study experimental survey that offers respondents a choice between two canned soups, one organic and one not, along with front- and back-of-label information which they can decide to use is utilized. The two studies differ in inclusion of national brand.

Findings

Consumer behavior with respect to information significantly affects rationale for product choice, and higher levels of knowledge are associated with choice rationale. Objective and subjective knowledge influence information processing differently. Inaccurate knowledge displayed by consumers influences their information processing behavior.

Research limitations/implications

While the survey stimuli are a realistic representation of two products, the online survey abstracts from in-store distractors that might influence behavior. The product chosen, while familiar and commonly consumed, is a low-involvement product which may reduce consumer effort.

Practical/implications

Marketers of organic foods must understand the level of knowledge held by consumers, as well as the information that most influences their choices if the industry is to grow further.

Originality/value

This study contrasts subjective and objective knowledge about organic foods and calculates the degree to which consumers under- versus over-estimate “organic” in their ignorance. As such, the research offers insight into a well-established label claim that has yet to achieve significant market share.

Details

Journal of Consumer Marketing, vol. 36 no. 1
Type: Research Article
ISSN: 0736-3761

Keywords

Access Restricted. View access options
Article
Publication date: 14 May 2018

Jacob L. Hiler, Laurel Aynne Cook and William Magnus Northington

This paper aims to investigate the phenomenon of co-competition, within service-dominant logic, whereby multiple parties with mutually exclusive goals compete for the rights to…

360

Abstract

Purpose

This paper aims to investigate the phenomenon of co-competition, within service-dominant logic, whereby multiple parties with mutually exclusive goals compete for the rights to co-create with a firm.

Design/methodology/approach

Within the context of a massively multiplayer online role-playing game, the paper uses a naturalistic inquiry approach guided by the core objectives of qualitative research provided by Belk et al. (2012). These objectives include understanding the construct of study, the antecedents and consequences of what is being studied and, finally, the process used by the consumer during the phenomena. Additionally, the results are presented within an idiographic framework.

Findings

This study finds that co-competition arises when heterogeneous segments of consumers attempt different co-creation strategies with the firm, an overlooked dark side of co-creation and co-production of value. Additionally, the study finds evidence that co-competition may have led to co-destruction of value for both consumer parties and the firm.

Originality/value

The outcomes of this process could have significant financial and reputational impacts for the firm resultant from alienating both types of consumers competing for the rights to co-create. The conceptual framework established here provides a guide through which further investigation of co-creative forces can occur.

Details

Journal of Consumer Marketing, vol. 35 no. 3
Type: Research Article
ISSN: 0736-3761

Keywords

Access Restricted. View access options
Article
Publication date: 25 January 2019

Sarah Lefebvre, Laurel Aynne Cook and Merlyn A. Griffiths

This paper aims to examine consumers’ opinions and behavioral intentions toward foods labeled as containing genetically modified (GM) (transgenic) ingredients across plant and…

2634

Abstract

Purpose

This paper aims to examine consumers’ opinions and behavioral intentions toward foods labeled as containing genetically modified (GM) (transgenic) ingredients across plant and animal-based categories. In light of marketplace changes (i.e. labeling requirements), we explore behavioral measures based on labeling options.

Design/methodology/approach

Three studies, one online projective survey using a convenience sample of consumers and two experiments conducted with Amazon mTurk adult US participants, are included.

Findings

Consumers have negative associations with GM products vs non-GM and are more likely to purchase unlabeled GM products. GM products may offer positive economic, societal and environmental benefits. However, the need for labeling overshadows these benefits and presence of GM labeling increased avoidance. Furthermore, changes in product opinion mediate consumers’ purchase intention and willingness to pay.

Research limitations/implications

GM labeling negatively influences consumers’ opinions and behavioral intentions. This is important for legislators and marketers concerned with counter-labeling effects (e.g. Non-GMO Project Verified).

Practical implications

Debates on efficacy of labeling, inclusion disclosure of ingredients, short-term risks and long-term implications are ongoing globally. Consumer reception and purchase intention can only be changed through governmental and corporate transparency.

Social implications

Widespread misinformation about GM foods, presence in our food supply, impact on health, economy, environment and the marketplace still exists. The findings reflect consumers’ responses to changes proposed by the 2016 National Bioengineered Food Disclosure Standard legislation.

Originality/value

With the paucity of research on consumer response to the release of a GM animal product into the food supply, this work breaks new ground as the first to examine the impact of disclosure of GM animal-based food type.

Details

Journal of Consumer Marketing, vol. 36 no. 1
Type: Research Article
ISSN: 0736-3761

Keywords

Access Restricted. View access options
Article
Publication date: 22 October 2021

Laurel Aynne Cook, M. Paula Fitzgerald and Raika Sadeghein

One shift in the retail landscape is the workload transfer from the retailer to the consumer. This study aims to explore consumer perceived effort and the consequences of this…

681

Abstract

Purpose

One shift in the retail landscape is the workload transfer from the retailer to the consumer. This study aims to explore consumer perceived effort and the consequences of this workload transfer.

Design/methodology/approach

Two scenario-based experiments were conducted. Partial least squares modeling was implemented on the experimental survey data to explore how different dimensions of effort (i.e. mental, physical and emotional) and surface acting contribute to perceptions of effort and value.

Findings

Surface acting increases consumer effort perceptions. Consumers’ value perceptions decline as perceived effort increases. Effort perceptions attenuate when consumers have a choice. The paper also brings attention to the shortcomings in the current conceptualization of surface acting and perceived effort, and reconceptualizes effort as a formative construct.

Practical implications

This paper cautions marketers about the potential negative implications of shadow work. Service marketers should provide a choice between face-to-face (F2F) and self-service technologies whenever possible. In addition, marketers should develop and implement strategies for reducing consumer surface acting.

Originality/value

This study includes an extended conceptualization and new operationalization of consumer surface acting, revised thinking about measuring consumer effort and a unique approach to accounting for effort perceptions of traditional F2F service vs SST.

Details

Journal of Services Marketing, vol. 36 no. 2
Type: Research Article
ISSN: 0887-6045

Keywords

Access Restricted. View access options
Article
Publication date: 14 April 2023

Harper Kohls, Jacob L. Hiler and Laurel Aynne Cook

This study aims to examine vicarious consumption (VC) via the video-game streaming platform Twitch. The authors posit that watching someone play can offer the same enjoyment…

1125

Abstract

Purpose

This study aims to examine vicarious consumption (VC) via the video-game streaming platform Twitch. The authors posit that watching someone play can offer the same enjoyment (measured through emotional experience, mood and joy) as playing.

Design/methodology/approach

A mixed-methods approach was used. A qualitative phase involving semistructured qualitative interviews, naturalistic inquiry and netnography generated testable hypotheses, which were tested using a two-condition, between-subjects field experiment.

Findings

This research advances the understanding of vicarious and experiential consumption by finding evidence that VC can produce the same levels of emotional experience, mood, attitude toward the product, joy, brand community loyalty and positive word of mouth. It also demonstrates the moderating effect of familiarity on mood change.

Research limitations/implications

This research demonstrates evidence that VC can offer outcomes similar to active consumption (AC). The authors advance research on VC in a new context (video-game livestreaming vs esports and other contexts) and from a new perspective (viewing motivations vs consumer-oriented outcomes). This research thus presents opportunities to explore these and other affective, behavior and cognitive outcomes in other contexts.

Practical implications

To reach Twitch users, marketers must understand how and why media consumers watch. This research provides insight into the community necessary to create effective advertising.

Originality/value

Building upon Sjöblom and Hamari, focusing on motivations for VC of esports and other related works, the authors expand the context to video-game livestreaming as a whole and examine affective, behavioral and cognitive outcomes compared with AC. Though VC has been researched and conceptualized theoretically, empirical testing is rare. This research offers empirical evidence that VC can offer the same levels of enjoyment as AC.

Details

Journal of Consumer Marketing, vol. 40 no. 6
Type: Research Article
ISSN: 0736-3761

Keywords

Access Restricted. View access options
Article
Publication date: 2 April 2020

Genevieve Elizabeth O’Connor and Laurel Aynne Cook

The purpose of this paper is to address a critical problem for health-care organizations: patient referral leakage. This paper explores the nature of patient referrals by…

534

Abstract

Purpose

The purpose of this paper is to address a critical problem for health-care organizations: patient referral leakage. This paper explores the nature of patient referrals by examining how health-care providers’ breadth and depth of connectivity within a hospital network and identification with each other influence the likelihood of future patient referrals.

Design/methodology/approach

The data was collected by using a multi-sourced data set from the health-care industry. The proposed model was tested by using logistic regression to determine the likelihood of a primary care physician’s (PCP) referral to a specialist within a hospital network.

Findings

A model linking provider connectivity to examine co-creation practices in the form of patient referrals is tested. Results indicate that patient referrals are multidimensional. A PCP’s likelihood to refer to a specialist within the hospital network is influenced by the breadth and depth of connectivity of each provider.

Research limitations/implications

This investigation extends service ecosystems to patients, health-care providers and hospital organizations, making it the first to explore how different degrees of connectivity (breadth of referral partners and depth of exchange) between and among health-care providers influence the likelihood of future patient referrals. Findings complement extant literature on service ecosystems by empirically showing that provider relationships are interdependent and rely on the mutual coordination of benefits within the entire health-care organization and network.

Practical implications

Managers and health-care professionals can use the framework to build and strengthen relational ties/alliances within a service organization. An ecosystems perspective reduces patient referral leakage through enhanced organizational performance, competitive advantage and continuity of care.

Originality/value

The authors offer a novel view of referral relationships using hard-to-access proprietary data. Moreover, this study responds to the need for transformative service research by offering service researchers and policymakers a means to enhance consumer well-being. The main contribution of this study is a framework to gain a better understanding of patient referral relationships between employees (i.e., health-care providers) in an organization, thereby affording an opportunity to bolster operational efficiencies, improve clinical outcomes and strengthen referral pathways. By viewing health-care networks through a service ecosystems perspective, contextual boundaries and the relative power of relationships are also identified. The novel use of rarely available hospital data in this setting helps explain how patient leakage compromises the health of the ecosystem and its members.

1 – 6 of 6
Per page
102050