Marco Pichierri, Alessandro M. Peluso, Giovanni Pino and Gianluigi Guido
This research investigates the effectiveness of the four health claims that the European Union (EU) authorized for extra-virgin olive oil (EVOO) in terms of perceived text…
Abstract
Purpose
This research investigates the effectiveness of the four health claims that the European Union (EU) authorized for extra-virgin olive oil (EVOO) in terms of perceived text clarity, text interestingness, message credibility and information diagnosticity, along with the claims' effect on product attractiveness and consumers' purchase intention.
Design/methodology/approach
An experimental study with 185 participants investigated consumer response to the four claims. A one-way MANOVA analyzed differences in the aforementioned variables, while a sequential mediation model assessed the relationship among perceived text clarity of the EVOO health claims, information diagnosticity, product attractiveness and purchase intention.
Findings
The four EU-authorized health claims differ in terms of perceived text clarity, message credibility, information diagnosticity and product attractiveness. Specifically, the health claim on EVOO polyphenols scored lower than the other three health claims on the aforementioned dependent variables. Importantly, clearer health claims are perceived as more useful and may increase product attractiveness and consumers' purchase intention.
Originality/value
The research sheds light on the effectiveness of EVOO health claims. Since the use of such health claims is not a common practice in the EVOO market, a deeper understanding of consumers' perception and attitude toward them could inspire better guidelines and suggestions for claim usage and improvement.
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Verdiana Chieffi, Marco Pichierri, Alessandro M. Peluso, Cristiana Collu and Gianluigi Guido
This study examines the effect of both objective knowledge (i.e., what arts audience members actually know about art) and subjective knowledge (i.e., what arts audiences members…
Abstract
Purpose
This study examines the effect of both objective knowledge (i.e., what arts audience members actually know about art) and subjective knowledge (i.e., what arts audiences members think they know about art) on their propensity for experience-sharing (i.e., the tendency to share art-related experiences with other individuals). In addition, the study examines the role of culture (i.e., whether arts audiences belong to an individualistic or collectivistic culture) on the above-mentioned relationship.
Design/methodology/approach
Data were gathered through a field survey at a large contemporary art museum in Italy, conducted via a structured questionnaire and analyzed using multiple regression analysis.
Findings
Results indicate that both subjective and objective knowledge positively affect arts audiences’ propensity for experience-sharing, such as talking to others about a visit to an art gallery. Moreover, such effects appear to vary depending on culture: objective knowledge seems to positively influence experience-sharing when audiences belong to collectivistic cultures, whereas subjective knowledge seems to positively influence experience-sharing when they belong to individualistic cultures.
Practical implications
The study’s findings could motivate arts managers to emphasize the implementation of international communication strategies aimed at reinforcing arts audiences’ subjective and objective knowledge since these variables are positively associated with their propensity for experience-sharing with others.
Originality/value
This is the first study to assess the effects of objective and subjective knowledge, alongside the cultural dimensions of individualism and collectivism, on arts audiences’ propensity for experience-sharing.
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Verdiana Chieffi, Marco Pichierri, Alessandro M. Peluso, Cristiana Collu and Gianluigi Guido
This study investigates the transmission of art-related aspects (i.e. art products or services and people's experiences at museums) via word-of-mouth (WOM) from a personality…
Abstract
Purpose
This study investigates the transmission of art-related aspects (i.e. art products or services and people's experiences at museums) via word-of-mouth (WOM) from a personality perspective. Specifically, the study explores the effects of the Big Five personality traits (based on the five-factor model) and market mavenship (i.e. the propensity to provide general marketplace and shopping information) on intention to spread WOM in the art context.
Design/methodology/approach
Data were gathered through two field surveys, conducted via a structured questionnaire and analyzed using multiple regression analysis.
Findings
Results indicate that extraversion is the only Big Five personality trait that increases WOM intention (e.g. by talking to others about a visit to a museum). Market mavenship also increases such an intention (e.g. by talking to others about art services).
Practical implications
The study's findings could motivate arts managers to formulate and/or refine segmentation strategies around their consumers' personality traits, since these variables may differently motivate them to spread art-related WOM. The findings may also help companies and institutions operating in the art industry to design communication strategies oriented around their consumers' personality type to appropriately connect with different groups of customers based on their innate human drives.
Originality/value
This is the first study to assess the effects of Big Five personality traits and market mavenship on WOM intention in the art context, thus expanding scholarly understanding of psychological drivers behind arts-related WOM.
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Gianluigi Guido, Marco Pichierri, Cristian Rizzo, Verdiana Chieffi and George Moschis
The purpose of this study is to review scholarly research on elderly consumers’ information processing and suggest implications for services marketing.
Abstract
Purpose
The purpose of this study is to review scholarly research on elderly consumers’ information processing and suggest implications for services marketing.
Design/methodology/approach
The review encompasses a five-decade period (1970–2018) of academic research and presents relevant literature in four main areas related to information processing: sensation, attention, interpretation and memory.
Findings
The study illustrates how each of the aforementioned phases of the information processing activity may affect how elderly individuals buy and consume products and services, emphasizing the need for a better comprehension of the elderly to develop effectual marketing strategies.
Originality/value
The study provides readers with detailed state-of-the-art knowledge about older consumers’ information processing, offering a comprehensive review of academic research that companies can use to improve the effectiveness of their marketing efforts that target the elderly market.
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Marco Pichierri and Luca Petruzzellis
Face masks have been integrated into daily life and come to signify different meanings due to the fight against the COVID-19 pandemic. Drawing on social perception and attribution…
Abstract
Purpose
Face masks have been integrated into daily life and come to signify different meanings due to the fight against the COVID-19 pandemic. Drawing on social perception and attribution theories, this paper investigates the possible additional benefits of face mask use in the service marketplace by understanding how consumers react to the new social norm.
Design/methodology/approach
Four experimental studies were run across different service contexts. Study 1 examines consumers’ evaluation of a service promotion when an employee wears a face mask; Study 2 focuses on the impact of face mask usage on salesperson credibility and service satisfaction; Studies 3 and 4 investigate the consequences of not using face masks on consumers’ intention to spread positive word-of-mouth for the service provider.
Findings
The results revealed that the presence of a face mask in a service promotion determined a higher level of service liking, while in a service encounter, it led to a higher level of salesperson credibility, which then positively affected consumer satisfaction. Finally, the non-utilization of a face mask negatively affected consumer intention to spread positive word-of-mouth about the service provider, even when the social norm is to not wear one.
Originality/value
The manuscript adds to research on salespeople appearance and tries to understand consumers’ reactions toward face mask use in the services sector, as, to the best of the authors’ knowledge, few empirical studies in the service marketing literature have investigated the topic so far. Findings also provide useful insights that can further promote companies’ adoption of face masks beyond the COVID-19 emergency.
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Kokho Jason Sit, Giovanni Pino and Marco Pichierri
The present study examines the dimensions that are meaningful to define the perceived authenticity of online-only brands (OOBs) (i.e. retail brands that trade exclusively online…
Abstract
Purpose
The present study examines the dimensions that are meaningful to define the perceived authenticity of online-only brands (OOBs) (i.e. retail brands that trade exclusively online) from a consumer's perspective. Past frameworks of perceived authenticity exist in the branding literature but consistently focus on contexts beyond e-commerce settings like OOBs.
Design/methodology/approach
We employed a mixed-method research design, consisting of quasi-qualitative and quantitative studies with online customers, to establish the dimensions meaningful for the perceived authenticity of OOBs. Our work has theory testing and building components.
Findings
We identify five dimensions that are meaningful to define consumers' perceived authenticity of OOBs. They are “honesty”, “connection”, “continuity”, “craftsmanship” and “accessibility”. Representing by multiple factors, “craftsmanship” serves as the most meaningful dimension followed by “accessibility”. Often being considered incompatible with perceived authenticity, we find accessibility particularly relevant to the context of OOBs. It describes the “convenient” and “affordable” aspects of OOBs, which typically serve as unique selling propositions.
Originality/value
Our work confirms the utility of established dimensions to define consumers' perceived authenticity of OOBs. This highlights that consumers hold some consistent authenticity image between non-online and online brands. Our work also reveals the accessibility dimension being neglected by the branding literature, suggesting a more up-to-date perspective is needed when studying consumers' perceived authenticity of OOBs.
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Giovanni Pino, Gianluigi Guido, Alessandro M. Peluso and Marco Pichierri
This paper aims to contribute to the literature on place marketing by focusing on the concept of strategic needs, i.e. the set of strategic priorities that a place could achieve…
Abstract
Purpose
This paper aims to contribute to the literature on place marketing by focusing on the concept of strategic needs, i.e. the set of strategic priorities that a place could achieve in a medium- to long-term horizon to improve its development.
Design/methodology/approach
The research examines the strategic needs of four local territorial systems (LTSs), i.e. clusters of municipalities that share social, economic and spatial similarities, located in a southern Italian province, through an analysis of their competitive positioning over three temporal instants.
Findings
For each LTS, the analysis identified a number of development goals that local policymakers could pursue and the strategies most suitable to achieve the said goals.
Originality/value
This paper proposes a new methodological approach to set the development goals of local areas based on the simultaneous assessment of their attractiveness and competitive capacity.
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Astha Sanjeev Gupta and Jaydeep Mukherjee
Short-term changes in consumers' shopping behaviour due to the Covid-19 pandemic have been studied, but not the long-term effects. This study fills this gap by exploring the…
Abstract
Purpose
Short-term changes in consumers' shopping behaviour due to the Covid-19 pandemic have been studied, but not the long-term effects. This study fills this gap by exploring the long-term changes in consumers' retail shopping behaviour, due to their experiences of the Covid-19 pandemic.
Design/methodology/approach
Qualitative data were collected from one hundred fifty-nine respondents, and grounded theory approach was applied for interpretation. Gioia thematic analysis method, open coding, and axial coding were used for analysis.
Findings
Individuals who positively approached their experiences during the Covid-19 demonstrated increased pro-sustainable and pro-environmental self-identity, resulting in sustainable consumption and a shift to online shopping. Individuals having overpowering negative experiences demonstrated heightened fear of missing out (FOMO), loss aversion, and rumination. While shopping, they demonstrated herd behaviour and shifted to online shopping.
Research limitations/implications
This study highlights emotional and psychological mechanisms influencing long-term changes in consumer shopping preferences post Covid-19 pandemic. The generalizability of the findings is limited due to the study's exploratory nature and the sample size.
Originality/value
This study contributes to shopping behaviour literature by uncovering novel constructs of self-identity, loss aversion, FOMO, and rumination as antecedents to long-term shopping behaviour changes post-Covid-19. It provides a new conceptual model of consumers' shopping behaviour, which may be empirically validated.
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Shih-Hao Lu, Huyen Thi Thanh Tran, Thanh-Sang Ngo and Chen-Hao Huang
Given the growing use of virtual reality (VR) technology in marketing, our research focuses on the development trajectory of research in the marketing field from 2012 to 2022 to…
Abstract
Purpose
Given the growing use of virtual reality (VR) technology in marketing, our research focuses on the development trajectory of research in the marketing field from 2012 to 2022 to identify essential phases and sub-trends within this topic.
Design/methodology/approach
This study employs a main path analysis (MPA) methodology to analyze academic articles related to VR in marketing from the Web of Science database.
Findings
The research on VR in marketing has experienced significant growth over the past 10 years and is projected to continue thriving in the future. During the past decade, research in this field has transitioned from exploring VR affordances in marketing to realizing the potential of VR in marketing. From the information systems perspective, the three primary research trends that have garnered the most attention from researchers are VR technology as an artifact, marketers’ motivational approach and consumers’ motivational approach. With the continual advancement of VR technology, the research trend of Metaverse marketing will gradually displace VR in marketing.
Originality/value
To the best of our knowledge, this is the first research using MPA to explore the development trajectory of VR in marketing and provide a comprehensive picture of it under the Affordance-Actualization theory.