Shin-Shin Chang, Chung-Chau Chang, Ya-Lan Chien and Jung-Hua Chang
This research aims to analyze whether the self-regulatory focus, a consumer variable, moderates the impact of incongruity on consumer evaluations. A congruity or typicality arises…
Abstract
Purpose
This research aims to analyze whether the self-regulatory focus, a consumer variable, moderates the impact of incongruity on consumer evaluations. A congruity or typicality arises when a product (e.g. champagne) is consistently consumed in certain occasions or is used in conjunction with other specific products. This typicality may remind people of the product with regard to specific contexts but may limit the product’s overall versatility. In line with the moderate incongruity effect, there may be an opportunity to extend a product usage to situations associated with moderate incongruity or atypicality.
Design/methodology/approach
Study 1 is a 2 (self-regulatory focus: promotion/prevention) × 3 (atypicality of product usage context: typical/moderately atypical/highly atypical) between-subject experimental design. Study 2 replicated Study 1 with a sample of different age, three different champagne usage contexts and a manipulation of self-regulatory focus. Study 3 is a 2 (self-regulatory focus: promotion/prevention) × 3 (atypicality of product usage context: typical/moderately atypical/highly atypical) × 2 (product replicates: red wine/pearl jewelry) mixed design with self-regulatory focus and atypicality as between-subjects factors and product replicates as a within-subject variable.
Findings
Promotion-focus consumers’ product evaluations for the moderate incongruity or atypicality are higher than those for congruity and extreme incongruity. The relationship takes an inverted-U shape. Prevention-focus consumers’ product evaluations decrease monotonically as congruity decreases. Moreover, compared with prevention-focus individuals, promotion-focus ones evaluate moderate incongruity more favorably.
Research limitations/implications
There are some limitations to this research. First, it only investigates the moderate incongruity effect with regard to product use occasions and complementary products. To increase the external validity of self-regulatory focus as a moderator of incongruity-evaluation relationships, it remains to future research to extend the research setting to products which have been tightly bonded to specific users, locations, seasons or times. Second, although the experimental designs are similar to previous ones, the scenarios are nevertheless imaginary. Therefore, participants’ involvement levels in all manipulated situations, as well as the quality of their answers, remain unknown.
Practical implications
First, brand managers should target only promotion-focus customers to obtain the moderate incongruity effect, but should maintain a consistent marketing strategy for prevention-focus customers. Second, because both promotion- and prevention-focus individuals have unfavorable evaluations of extreme incongruity, drastic changes in marketing strategies should be avoided. Third, people from a Western (Eastern) culture exhibit more promotion (prevention) focus orientation. Therefore, the type of culture can serve as an indicator of regulatory orientation. Fourth, a gain-framed appeal is recommended for realizing the moderate incongruity effect from promotion-focus consumers. Finally, promotion-focus (vs prevention-focus) consumers will welcome a moderately nonalignable than alignable product upgrade.
Originality/value
Most prior research on goal orientation has found that promotion-focus (vs. prevention-focus) individuals are more inclined to adopt new products, but both types of people are unlikely to purchase new products when the associated risks become salient, while the research related to schema incongruity has suggested that the moderate incongruity effect may not exist when consumers perceive high risks. By combining both schema congruity and self-regulatory focus theories, this research provides a more precise picture of how and why a person’s goal orientation influences the relative salience of risks and benefits with an increase in incongruity.
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The purpose of this paper is to examine the congruence effect of the product and claimed environmental issue on green advertising on consumer responses as well as the moderation…
Abstract
Purpose
The purpose of this paper is to examine the congruence effect of the product and claimed environmental issue on green advertising on consumer responses as well as the moderation effect of the perceived green reputation of the product on the congruence effect.
Design/methodology/approach
A two-by-two designed experiment (high/low congruence × high/low green reputation) with a covariate (ad skepticism) was conducted via online survey recruiting 179 college students.
Findings
High congruence of green issue and product category generated positive ad attitude, sponsor attitude, behavioral intention (BI), sponsor credibility and message credibility. Low green reputation positively affected ad attitude and BI. An interaction effect of congruence and green reputation on BI occurred.
Originality/value
This study contributes to suggest a new approach to green reputation by examining a perception of a product category in terms of green reputation. The study findings recommend marketing communication managers to keep high congruence of their product category and claimed environmental issue to maximize communication effectiveness.
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With the development of economy and the progress of science and technology, the function of Luoyang city is constantly enriched and expanded. The city is no longer a simple area…
Abstract
With the development of economy and the progress of science and technology, the function of Luoyang city is constantly enriched and expanded. The city is no longer a simple area for people to live in. The function structure of the city is affected by the external factors and is constantly expanding. Urban logistics is one of the important influencing factors. To more comprehensively and accurately understand the status and role of logistics network space in urban planning, the characteristics and development law of urban logistics structure from the theoretical point of view are analyzed in this paper with Luoyang City as the research background. The city logistics function is determined as one of the main factors affecting the economic growth of the city is determined through the literature search method, consulting professionals and other research methods. Urban road planning and design are the focus of the study; the planning and development of urban logistics road network in Luoyang City are compared and analyzed. In full consideration of the necessity of the optimization of the urban logistics network space, the preliminary optimization scheme design and suggestion of Luoyang logistics is introduced. At the end of this paper, the sustainable development and the status of the future urban logistics function are analyzed and prospected. Continuous research and analysis of multiple subjects and angles are still needed.
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Devotes the entire journal issue to managing human behaviour in US industries, with examples drawn from the airline industry, trading industry, publishing industry, metal products…
Abstract
Devotes the entire journal issue to managing human behaviour in US industries, with examples drawn from the airline industry, trading industry, publishing industry, metal products industry, motor vehicle and parts industry, information technology industry, food industry, the airline industry in a turbulent environment, the automotive sales industry, and specialist retailing industry. Outlines the main features of each industry and the environment in which it is operating. Provides examples, insights and quotes from Chief Executive Officers, managers and employees on their organization’s recipe for success. Mentions the effect technology has had in some industries. Talks about skilled and semi‐skilled workers, worker empowerment and the formation of teams. Addresses also the issue of change and the training that is required to deal with it in different industry sectors. Discusses remuneration packages and incentives offered to motivate employees. Notes the importance of customers in the face of increased competition. Extracts from each industry sector the various human resource practices that companies employ to manage their employees effectively ‐ revealing that there is a wide diversity in approach and what is right for one industry sector would not work in another. Offers some advice for managers, but, overall, fails to summarize what constitutes effective means of managing human behaviour.
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Anne Nortcliffe and Andrew Middleton
Research into the autonomous use of MP3 audio recorders by students in UK higher education demonstrated that students were innovative in their autonomous use of the devices. They…
Abstract
Research into the autonomous use of MP3 audio recorders by students in UK higher education demonstrated that students were innovative in their autonomous use of the devices. They used them to capture learning conversations from formal and informal situations to personalise and enhance their learning. However, today smartphones and other smart devices have replaced the necessity for students to carry multiple mobile devices including MP3 recorders. This chapter builds upon the earlier work and presents a small qualitative study into how students are autonomously using their smart devices to support their learning. The research explores the hypothesis that students are being innovative in the ways in which they are using their smart devices to support their formal and informal learning. The study involved five students who own smart devices who were invited to discuss their ownership of smartphone and tablet technologies and the ways they used them in their studies. The students first completed a short questionnaire and were then interviewed in small groups. The results agree with previous research into student use of smart devices and describe autonomous engagement facilitated by personally owned smart technologies. The study identifies continuous patterns of pervasive engagement by students and concludes that more thought should be given to disruptive innovation, digital literacy and employability.