Tilottama G. Chowdhury and Feisal Murshed
This paper proposes that categorization flexibility, operationalized as the cognitive capacity that cross-categorizes products in multiple situational categories across multiple…
Abstract
Purpose
This paper proposes that categorization flexibility, operationalized as the cognitive capacity that cross-categorizes products in multiple situational categories across multiple domains, might favorably influence a consumer’s evaluation of unconventional options.
Design/methodology/approach
Experimental research design is used to test the theory. An exploratory study first establishes the effect of categorization flexibility in a non-food domain. Study 1 documents the moderating role of decision domain, showing that the effect works only under low- (vs high-) consequence domain. Studies 2A and 2B further refine the notion by showing that individuals can be primed in a relatively higher categorization flexibility frame of mind. Study 3 demonstrates the interactive effect of categorization flexibility and adventure priming in a high-consequence domain. Study 4 integrates the interactive effects of decisions with low- vs high-consequence, adventure priming and categorization flexibility within a single decision domain of high consequence.
Findings
Consumers with higher- (vs lower-) categorization flexibility tend to opt for unconventional choices when the decision domain entails low consequences, whereas such a result does not hold under decision domain of high consequences. The categorization flexibility effects in case of low-consequence decision domain holds true even when consumers are primed to be categorization flexible. Furthermore, with additional adventure priming, consumers show an increased preference for unconventional options even under a decision domain with high consequence.
Research limitations/implications
This study could not examine real purchase behavior as results are based on cross-sectional, behavioral intention data. In addition, it did not examine the underlying reason for presence of cross-domain categorization flexibility index.
Practical implications
The results suggest that stimuli may be tailored to consumers in ways that increase the salience and the perceived attractiveness of unconventional choices. Further, data reinforce the notion of cross-categorical interrelations among different domains, which could be leveraged by marketers.
Originality/value
This study represents the first documentation of the potential ways by which unconventional product choice might be a function of individuals’ categorization flexibility level across different types of decision domains. The findings yield implications that are novel to both categorization and consumer decision-making literature.
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Tilottama G. Chowdhury, Adwait Khare and Robin A. Coulter
This paper aims to propose the sensory stimulation spillover effect phenomenon, defined as the process by which sensory stimulation in one area generates positive impressions and…
Abstract
Purpose
This paper aims to propose the sensory stimulation spillover effect phenomenon, defined as the process by which sensory stimulation in one area generates positive impressions and favorably impacts opinions in other areas. Specifically, this paper demonstrates that the spillover effect of sensory priming via an advertised brand impacts the viewer’s self-brand connections (the mental representation of a brand connected to an individual’s self-concept), brand attitude and brand purchase intention.
Design/methodology/approach
Across six experiments, 883 participants considered advertised brands from diverse product categories (food snacks, electronics and detergent). The multisensory prime in Studies 1–3 uses positively valenced sensory imagery and text, whereas the multisensory prime in Studies 4–6 is a sensory imaging task. Studies 1–4 examine the spillover effect of the multisensory prime on consumers’ self-brand connections, as well as downstream brand-related variables. Studies 5 and 6, respectively, examined the moderating roles of advertising appeal, regulatory focus (promotion vs prevention) and cognitive versus affective tone.
Findings
Results provide robust evidence of the proposed sensory stimulation spillover effect. Sensory priming strengthens self-brand connections and positively impacts brand attitude and purchase intention; self-brand connections mediate the relationship between a multisensory prime and brand attitude and purchase intention. The sensory stimulation spillover effect is stronger when advertisements have a promotion (vs prevention) focus and particularly for participants with a stronger intrinsic promotion (vs prevention) orientation, as well as for advertisements with an affective (vs a cognitive) tone.
Research limitations/implications
The authors manipulated sensory stimulation using visual images and text as well as using a multisensory-imaging task. Future work can explore the use of actual sensory stimulation, and retail spaces or public venues may provide opportunities for field experiments to study sensory stimulation in situ.
Practical implications
The research focuses on spillover effects in an advertising context with broader implications for consumers’ in-store shopping experiences based on multisensory store architecture and atmospherics, as well as online shopping that is impacted by multisensory information.
Originality/value
This paper introduces the phenomenon of sensory stimulation spillover effect, the process by which sensory stimulation in one area generates positive impressions and favorably impacts opinions in other areas and demonstrates that multisensory priming strengthens self-brand connections and downstream brand-related variables, with self-brand connections as the mediator. The results are robust across multiple product categories and are contingent upon the type of advertising appeal. The research focuses on spillover effects in an advertising context with broader implications for consumers’ in-store shopping experiences based on multisensory store architecture and atmospherics, as well as online shopping which is impacted by multisensory information.
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Tilottama Ghosh Chowdhury, Feisal Murshed and Adwait Khare
The purpose of this study is to propose that high categorization flexibility’s positive influence on hedonic or affect-laden choice is attenuated by conservation and nutrition…
Abstract
Purpose
The purpose of this study is to propose that high categorization flexibility’s positive influence on hedonic or affect-laden choice is attenuated by conservation and nutrition mind-sets. Further, categorization flexibility can also promote utilitarian or cognitively superior preference and may have a role in steering customers toward healthier dietary choices.
Design/methodology/approach
Two experimental studies document that the pro-utilitarian impact of food categorization flexibility can be facilitated by priming conservation mind-set and nutrition mind-sets.
Findings
The results of this study show that conservation and nutrition mind-sets not only mitigate the earlier-demonstrated facilitative influence of food categorization flexibility on hedonic food preference, but also facilitate utilitarian food preference.
Originality/value
The current study provides the first evidence that food categorization flexibility can facilitate both hedonic and utilitarian preferences. The findings contribute to literature streams on categorization flexibility, resource-scarcity and hedonic versus utilitarian consumption. In addition, the findings offer specific prescriptions about encouraging customers to choose utilitarian and relatively more healthful food options, which in turn will improve the general welfare of the society.
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Blaine J. Branchik, Tilottama Ghosh Chowdhury and Jennifer Schenk Sacco
This study aims to examine different consumption attitudes between two age-based cohorts of female consumers as it relates to the processing of marketing communications.
Abstract
Purpose
This study aims to examine different consumption attitudes between two age-based cohorts of female consumers as it relates to the processing of marketing communications.
Design/methodology/approach
Three studies use 10 iterations of an ad for an alcoholic beverage. Ads vary in the number of models, age of those models and ad value message. Cohorts are divided into pre-millennial (35 and older) and millennial (18–34) age groups. Subjects respond to a variety of statements associated with the ads. ANOVAs are run to determine significant differences or similarities between cohorts.
Findings
Women of different ages have different value systems. Pre-millennials prefer ads featuring other-focused value messages and containing multiple female models. That preference is moderated for those who feel a strong closeness to other women. They prefer ads featuring single female models with other-focused messages. Millennials express no preference for the number of models or value messages. Those with high perceptions of closeness to women, however, express a preference for ads featuring multiple models, irrespective of value message. Further, perceived age similarity between consumers and models moderates the pre-millennial’s versus millennial’s attitude toward ads featuring mature female models and single versus multiple models.
Research limitations/implications
Only American women were surveyed for this research. Further, only one product was used to assess attitudes.
Practical implications
Advertisers must be cognizant of the age of targeted consumers. Further, any cultural values expressed in ads have different impacts depending on consumer age. Finally, the number of models can have an impact on consumer attitude depending on viewers’ age and preference.
Originality/value
This research fills an existing lacuna in studies involving female consumers by exploring and testing significant differences among women of different ages and value systems and their attitudes toward marketing communications.
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Tilottama Ghosh Chowdhury, Kalpesh Kaushik Desai and Lisa Bolton
– The purpose of this research is to address an important gap in identity research – how does consumer identity affect satisfaction following an unambiguous product experience.
Abstract
Purpose
The purpose of this research is to address an important gap in identity research – how does consumer identity affect satisfaction following an unambiguous product experience.
Design/methodology/approach
Two experiments were conducted involving a product experience scenario and a service recovery encounter.
Findings
Study results demonstrate that experience valence moderates the impact of identity on customer satisfaction. Specifically, we find that identity improves satisfaction with a positive (but does not increase dissatisfaction with a negative) experience, and this effect arises via enhanced performance perceptions under positive experience rather than expectations.
Research limitations/implications
Our research investigates whether the prior research argument that identity is a powerful and “sticky” source of brand evaluation is robust to product experience. Specifically, we extend the disconfirmation paradigm of satisfaction by identifying identity as a driver of satisfaction and by testing whether identity effects emerge via biased perceptions of performance or altered expectations.
Practical implications
Our findings offer interesting managerial implications in terms of using identity marketing to enhance customer satisfaction with positive experiences and to increase the effectiveness of recovery from brand failures, but identity marketing cannot shield a brand from negative product experience.
Originality/value
To our knowledge, this research is first to demonstrate the joint effects of identity and experience information on satisfaction using two different identities and settings.
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Boram Park, SooKyoung Ahn and HaeJung Kim
Upon extending Hoffman and Novak's flow model, this paper aims to delineate the blogging motivations with an emphasis of flow mediation to predict blogging behaviors. Three…
Abstract
Purpose
Upon extending Hoffman and Novak's flow model, this paper aims to delineate the blogging motivations with an emphasis of flow mediation to predict blogging behaviors. Three objectives are to: identify determinant dimensions of blogging motivations, behaviors and flow; investigate the hypothesized relationships between blogging motivations, blogging behaviors with the mediation of flow; and control the moderating effect of individual differences (i.e. blogger and blog reader) to disperse their blogging behaviors.
Design/methodology/approach
Using the self‐administered questionnaire, the data (n=432) are collected from students at a public Southwestern university in the USA. Exploratory and confirmatory factor analysis using AMOS 7.0 identifies and validates the measurement model prior to examining the hypothesized relationships. To test the hypothesized relationships, structural equation modeling (SEM) analysis is employed in addition to the multi‐group SEM analysis to scrutinize the moderate effects of blog ownership.
Findings
The findings reveal that the desire for entertainment, information, and efficiency are the primary drivers for blogging behaviors. Specifically, information‐seeking is the decisive motivation to urge digital engagement and e‐shopping behaviors concurrently. This study concludes that telepresence of flow plays a pivotal mediating role to promote both digital engagement and e‐shopping behavior stirring entertainment and information‐seeking motivations. Interestingly, there are disparities between blogger and blog‐reader groups that entail divergent mediating effect of telepresence.
Research limitations/implications
Given the preliminary nature of this approach, there are some limitations as follows: the convenience sampling limits the generalizability of the research; the individual factors as well as social and cultural factors in a global context need to counter why the majority of internet users do not participate in blogging.
Originality/value
Blogging provides distinctive insight into comprehending e‐consumer behavior explicitly with respect to social networking and information searching behaviors while facilitating a state of flow. This approach allows e‐service providers' and researchers' efforts to be more effective and approachable in comprehending the phenomenon through the application of the appropriate theoretical platform.
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Zarjina Tarana Khalil and Samira Rahman
Although healthcare and healthy living are integral to the Sustainable Development Goals (SDGs) for 2030, the coronavirus epidemic has dealt a devastating blow to these efforts…
Abstract
Although healthcare and healthy living are integral to the Sustainable Development Goals (SDGs) for 2030, the coronavirus epidemic has dealt a devastating blow to these efforts. As governments and policymakers were compelled to shift their focus to lockdowns, sustenance, procurement, and distribution of vaccines, the momentum for health initiatives slowed, and the already fragile health systems of emerging markets were subjected to additional shocks. However, in many underserved regions of the globe, the introduction of technology has greatly facilitated the distribution and adoption of healthcare services.
This chapter highlights mini-cases from four emerging nations: Bangladesh, Nigeria, Vietnam, and the Philippines. Although the countries are emerging, each one of them are in a distinct stage of development and face a unique set of healthcare-related challenges. The chapter showcases how four different organizations based in these countries leveraged the use of technology to take healthcare services to underserved populations. In doing so, they addressed the key challenges of imparting healthcare: geographic accessibility, availability, financial accessibility, and acceptability.
This chapter concludes with a discussion of the implications of expanding healthcare industries leading to increased healthcare waste. To prevent mass population exposure to hazardous substances, the emergence of intelligent healthcare waste collection and disposal systems will be an absolute necessity. Hence, with the development of healthcare services, governments and policymakers need to mechanize smart waste management systems to safeguard humans, animals, and the environment.
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Abhiraj Malia, Aurodeep Kamal, Bhubaneswari Bisoyi, Biswajit Das and Ipseeta Satpathy
This chapter explores into the understanding of poverty and mitigating the challenges by revisiting for a sustainable alleviation of the scales of economy. Eventually insufficient…
Abstract
This chapter explores into the understanding of poverty and mitigating the challenges by revisiting for a sustainable alleviation of the scales of economy. Eventually insufficient income and spending is the bastion of natural deprivation for household problems. Effective measures are critically examined to redefine the obstacles that are key to upliftment and eradication of poverty. It essentially aims to bridging the gap, analysing the SDG goals through a trend analysis for a time period. These strategies will introspect into overcoming the emerging areas of concern with a futuristic development. Evidently global challenges in the social, economic, political and cultural ecosystem require newness of intervention and initiatives to achieve the triple bottom line, revisiting the dimensions of poverty. Essentially it will anatomise into the causes and consequences of poverty through certain measuring yardsticks in the context of different economies globally. These social, economic, political, legal and technological interventions through their novel strategies can empower and create inclusion for the sharing of equitable wealth distribution, ensuring justice and supporting human rights, providing social security to the poorest of the poor. This study shall innovatively scan through the new entrepreneurship models to understand the skillsets across the globe in order to foster good governance in a win-win environment. Nevertheless, the aspects of poverty alleviation and sustainable order for mitigating the challenges of poverty shall be addressed in the spectrum of climate change and volatility, uncertainty, complexity and ambiguity (VUCA) environment. Basically, in review of the aforesaid dimensions, this study shall vividly examine on the Sustainable Developmental Goals (SDGs) pertaining to poverty alleviation worldwide to adjust for the seamless and uninterrupted continuation trend analysis of the periodic plans of action. It shall adjudge into the befitting global trend admissible under the uncertain future.