Miriam McGowan, Louise May Hassan and Edward Shiu
Past research argues that identity-linking messages must use established descriptors of the social group (i.e. prototypical identity appeals) to be effective. The authors show…
Abstract
Purpose
Past research argues that identity-linking messages must use established descriptors of the social group (i.e. prototypical identity appeals) to be effective. The authors show that less established descriptors (i.e. identity-linking messages low in prototypicality) can be optimal for an important customer segment, namely, for those that affectively identify with the social group. This is because of the distinct self-motives underlying the cognitive and affective social identity dimensions.
Design/methodology/approach
A pilot and two experimental studies were conducted, using gender and nationality as the target identities.
Findings
Consumers feel more hopeful and have higher purchase intention for products advertised using identity depictions that fit with their predominant (uncertainty-reduction or self-enhancement) self-motive. Consumers predominantly high in affective/cognitive social identity prefer identity-linking messages that are low/high in prototypicality. An abstract mindset reverses these effects by encouraging a similarity focus.
Research limitations/implications
Future work should identify potential boundary conditions of the findings. Further, all studies use ascribed social groups. Future work should explore whether consumers relate differently to different social group, such as achieved groups, non-human groups or aspirational groups.
Practical implications
Adverts using established descriptors of a brand’s target social group may no longer fit the brand’s positioning. Understanding when and when not to use less established group descriptors to market brands is important for practitioners.
Originality/value
To the best of the authors’ knowledge, this is the first research to explore the conditions under which priming consumers’ identity using less/more established (i.e. low/high in prototypicality) descriptors has a beneficial, or detrimental, effect on consumers’ purchase intention. In understanding these effects, the authors draw on consumers’ self-motives underlying cognitive and affective identification, a distinction not yet made in the identity-linking communications literature. The authors also explore the mediating role of hope – a central motivating emotion – in identity marketing.
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Louise May Hassan, Edward Shiu and Miriam McGowan
Prior research consistently found maximizers to experience greater regret over their choice than satisficers. Moreover, research also found maximizers to be trapped in a…
Abstract
Purpose
Prior research consistently found maximizers to experience greater regret over their choice than satisficers. Moreover, research also found maximizers to be trapped in a “maximization-regret-maximization” cycle. This paper aims to assess the role of construal level theory in alleviating regret felt by maximizers.
Design/methodology/approach
The authors examine the construal level theory (CLT) in conjunction with the choice context (comparable and non-comparable choices). Three experimental studies tested our assertion that a match between CLT mindset and choice set relieves regret for maximizers.
Findings
The authors show maximizers experience similar levels of regret compared to satisficers when considering comparable options in a concrete mindset, and non-comparable options in an abstract mindset. However, maximizers experience heightened regret in comparison to satisficers when considering non-comparable (comparable) options in a concrete (abstract) mindset. Choice difficulty mediates our effect.
Research limitations/implications
Future research is needed to replicate our results in real-life settings.
Practical implications
If marketers think that their product is likely to be compared with other comparable products, they should adopt product-specific information that focusses on how the product would be used. However, if marketers think that consumers will compare across non-comparable products, then they should focus on why their product is the most suitable to fulfil consumers’ needs.
Originality/value
This research represents the first attempt at reducing regret for maximizers and answers the call for an examination of the relationship between maximization and CLT. The research adds to the maximization literature by evidencing a CLT-based strategy that attenuates the negative experience of regret for maximizers.
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Miriam McGowan, Louise May Hassan and Edward Shiu
Consumers usually respond favourably to ingroups but negatively to dissociative groups and products linked to dissociative groups, termed the dissociative group effect. Despite…
Abstract
Purpose
Consumers usually respond favourably to ingroups but negatively to dissociative groups and products linked to dissociative groups, termed the dissociative group effect. Despite important implications for branding, advertising and celebrity endorsement, little is known about how to attenuate the effect. This paper aims to introduce a mechanism which attenuates the dissociative group effect by drawing on construal level theory.
Design/methodology/approach
An experimental approach was used which included two-part between-subjects designs.
Findings
High identifiers prefer products linked to their ingroup over ones linked to a dissociative group, however, the opposite is true for low identifiers. The difference in preference is attenuated for high and low identifiers when they are placed in an abstract mind-set. The underlying mechanism of this effect is similarity focus.
Research limitations/implications
The same context was used to ensure that the attenuating effect found was not due to contextual factors. However, further studies should replicate the findings in a wider variety of contexts.
Practical implications
This research offers practical recommendations on how to manage multiple customer segments in increasingly diverse marketplaces. By inducing an abstract mind-set in customers, for example, via advertising copy, website architecture or contextual factors such as pitch of the music, marketers can increase the effectiveness of identity-linking marketing for consumers’ high/low in identification.
Originality/value
This is one of the first empirical studies to evidence the applicability of construal level theory within identity marketing and offers a novel mechanism to attenuate the dissociative group effect. The findings shed new light on how low identifiers relate and respond to identity-linked marketing.
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Louise M. Hassan and Edward Shiu
The placement of warning labels on alcoholic beverages is a policy area with renewed interest, yet a strong evidence base regarding the efficacy of text-based or pictorial warning…
Abstract
Purpose
The placement of warning labels on alcoholic beverages is a policy area with renewed interest, yet a strong evidence base regarding the efficacy of text-based or pictorial warning labels has still to emerge. Increased interest by policymakers has spurred research into potential alcohol warning label designs and messages. The purpose of this article is to draw together recearch in the alcohol warnings literature.
Design/methodology/approach
The current study seeks to review research that has sought to examine the effectiveness of alcohol warning labels. Searches for English-language articles (since 2000) using the terms “alcohol” and “warning label*” were conducted in 2015 across four databases (Web of Science, PubMed, PsycInfo and Cochrane). Articles were included if they empirically assessed the effectiveness and/or design of alcohol warning labels. Only studies that addressed the targeted individual consumer (consistent with downstream social marketing) were included. A narrative analysis approach was used for the 15 articles identified.
Findings
Findings are reported on five themes covering the design of the warning, starting with the use of imagery or recommendations, followed by a focus on the warning messages and whether they are specific, use signal words and are based on qualitative or quantitative information.
Research limitations/implications
Overall, there was little consistency in approach and measures, with very limited research having explored the potential of pictorial warning labels. Numerous research gaps are identified; thus, much more research is needed in this area. The evidence base is weak and caution is needed by policymakers regarding the introduction and implementation of alcohol warning labels. Limitations are discussed.
Originality/value
The review provides a timely up-to-date evaluation of the alcohol warning labels literature that has seen a recent resurgence but has not been critically reviewed.
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Nina Michaelidou, Nina Reynolds, Luke Greenacre and Louise M. Hassan
Louise M. Hassan, Edward Shiu, Gianfranco Walsh and Gerard Hastings
The purpose of this paper is to present an overview and evaluation of the European Commission “HELP – for a life without tobacco” campaign.
Abstract
Purpose
The purpose of this paper is to present an overview and evaluation of the European Commission “HELP – for a life without tobacco” campaign.
Design/methodology/approach
Data collected via a web and a telephone survey is used to evaluate the campaign.
Findings
The findings reveal how a campaign targeted at individuals can lead to social change through involvement with key stakeholder groups including NGO's and the public at large. At an individual level the campaign was received favourably with overall high levels of awareness and engagement with the message. The associated web site was thought to contain trustworthy information and persuasive arguments about the dangers of smoking and passive smoking.
Originality/value
The originality of this paper lies in providing an example of social advertising across a large number of countries. Furthermore, this case study adds to the literature on demarketing, highlighting that demarketing can take place across two levels both at the citizen level and at the governmental level.
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Louise M. Hassan, Edward Shiu and Gianfranco Walsh
Long‐term orientation (LTO) is an important cultural value, which has been shown to meaningfully affect the behavior of individuals. Bearden et al. developed and tested a…
Abstract
Purpose
Long‐term orientation (LTO) is an important cultural value, which has been shown to meaningfully affect the behavior of individuals. Bearden et al. developed and tested a two‐dimensional scale measuring LTO at the individual level. This study aims to replicate and extend the work of Bearden et al. examining the psychometric properties and generalizability of the scale across ten countries of the European Union (EU).
Design/methodology/approach
Survey‐based data were collected from 3,491 respondents across ten EU Member States via an internet questionnaire.
Findings
The LTO scale is found to possess adequate dimensional properties in the majority of country samples. Discriminant validity between the two LTO dimensions is not evidenced across four country samples. Significant association is found between LTO and individualistic orientation among respondents in nine of the ten countries with few significant associations found between LTO and uncertainty avoidance. Finally, the generalizability of the scale is assessed through Cronbach et al.'s (1963) generalizability theory and found to be satisfactory though discriminant validity is found to be lacking.
Research limitations/implications
Overall, the scale is recommended for use in measuring LTO with caution. Further research is needed to clarify the difference between the two subscales of tradition and planning.
Practical implications
Measuring and better understanding cross‐cultural differences in customers' LTO can be a means to overcoming difficulties in effectively marketing products and services across cultures.
Originality/value
The paper presents an original and first presentation of a cross‐cultural validation of a parsimonious LTO scale.
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Gianfranco Walsh, Louise M. Hassan, Edward Shiu, J. Craig Andrews and Gerard Hastings
In 2005, the European Union launched a four‐year antismoking television advertising campaign across its 25 Member States. This study aims to evaluate the second and third years…
Abstract
Purpose
In 2005, the European Union launched a four‐year antismoking television advertising campaign across its 25 Member States. This study aims to evaluate the second and third years (2006 and 2007) of the campaign based on telephone interviews with over 24,000 consumers (smokers, non‐smokers, and ex‐smokers).
Design/methodology/approach
The study focuses on smokers and examines the potential for using segmentation and targeting in informing the campaign. Three important factors are used to identify clusters: attitude toward the campaign; comprehension of the campaign; and inclination to think responsibly about their smoking behaviour.
Findings
Cluster analyses identify three distinct and significant target groups (message‐involved, message‐indifferent, and message‐distanced) who respond differentially to the advertising. Furthermore, the percentage of respondents within each cluster varies across the EU Member States. Using Schwartz's cultural framework, the cultural dimension of “openness to change versus conservatism” is found to explain substantial cross‐national variation in message‐involved and messaged‐distanced respondents.
Research limitations/implications
Cluster solutions are shown to be stable across the two data waves. Implications of these results are discussed.
Originality/value
This is the first study that seeks to better understand consumer reactions to social‐marketing advertising across different segments of the overall target group.
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John Thøgersen, Marcia Dutra de Barcellos, Marcelo Gattermann Perin and Yanfeng Zhou
The purpose of this paper is to investigate if consumer buying motives regarding organic food in emerging economies China and Brazil are culture bound or determined by key…
Abstract
Purpose
The purpose of this paper is to investigate if consumer buying motives regarding organic food in emerging economies China and Brazil are culture bound or determined by key characteristics of the product.
Design/methodology/approach
A survey was collected in Guangzhou, China, and Porto Alegre, Brazil. Data were analyzed by means of structural equation modeling, checking for measurement invariance between samples.
Findings
The reasons why Brazilian and Chinese consumers buy organic food are strikingly similar to what is found in Europe and North America. Consumers’ attitude toward buying organic food is strongly linked to beliefs about its healthiness, taste and environmental friendliness. Also, consumer attitudes toward buying organic food are positively related to what Schwartz’s “Universalism” values in all studied cultures.
Research limitations/implications
Correlational (survey) data do not allow conclusions about causality and conclusions are limited by the covered countries and products.
Practical implications
Key consumer value propositions with respect to organic food seem cross-culturally valid and universally accepted by a segment of customers that share these values. Hence, organic food can be marketed globally based on a universal set of key value propositions. The same could be true for other global products sharing similar types of certifiable value propositions.
Social implications
New insights of value for the cross-cultural marketing of “green” and ethical consumer products.
Originality/value
Fills a gap in research regarding the extent to which consumer purchase motives are culture bound or determined by the characteristics of the product.
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Kathy Hamilton and Louise Hassan
Whereas much previous research focuses on the ways consumers strive to gain social approval, consumption that may result in social disapproval must be considered. In order to do…
Abstract
Purpose
Whereas much previous research focuses on the ways consumers strive to gain social approval, consumption that may result in social disapproval must be considered. In order to do so, the purpose of this paper is to explore consumers' self‐concepts within a risky consumption context, namely smoking. Self‐concept discrepancies and the resulting emotions and coping strategies are identified.
Design/methodology/approach
A qualitative methodology based on 30 focus groups conducted across ten European countries is employed.
Findings
Findings demonstrate self‐concept discrepancies between both the actual self and ought/ideal guiding end states, as well as between the “I” and social selves. Such discrepancies generate negative emotions and result in emotion‐focused coping strategies. In addition, the accuracy of smokers' social self‐concepts with reference to the actual perceptions of non‐smokers is discussed.
Practical implications
Important implications for the design of effective anti‐smoking advertising are discussed, based on the findings. It is suggested that counter advertising should encourage dialogue between smokers and non‐smokers and that message themes should centre on building the self‐efficacy of smokers.
Originality/value
The reason why the social context should be an integral part of consumer self‐concept research is highlighted. Moreover, the importance of moving beyond merely understanding the existence of self‐discrepancies, to focus on the emotions that are generated by these discrepancies and the consequent coping strategies employed to resolve them is identified. As such, the potential contributions that may arise by recognising the intersection between two bodies of literature that are often treated separately, namely, consumer coping and the self‐concept, are highlighted.