Chadwick J. Miller, Adriana Samper, Naomi Mandel, Daniel C. Brannon, Jim Salas and Martha Troncoza
The purpose of this paper is to examine how the number of activities within a multi-activity experience influences consumer preferences before and after consumption.
Abstract
Purpose
The purpose of this paper is to examine how the number of activities within a multi-activity experience influences consumer preferences before and after consumption.
Design/methodology/approach
The hypotheses are tested using four experiments and a secondary data set from a river cruise firm that includes first-time river cruise purchases by consumers from this firm between January 2011 and December 2015 (n = 337,457).
Findings
Consumers prefer experiences with fewer (vs more) activities before consumption – a phenomenon, this paper calls “activity apprehension” – but prefer experiences with more (vs fewer) activities after consumption. A mediation analysis indicates that this phenomenon occurs because the highly perishable nature of activities makes consumers uncertain about their ability to use all the activities within the experience (usage uncertainty).
Practical implications
Evaluations of a multi-activity experience depend on both the number of activities and on whether the consumer is at the pre- or post-consumption stage of the customer journey. As such, firms looking to sell multi-activity experiences should design and promote these experiences in a way that minimizes activity apprehension.
Originality/value
This study is the first to demonstrate that consumer perceptions of an optimal experience depend on both the number of included activities and on the stage of the customer journey (i.e. pre- or post-purchase). It further contributes to the consumer experience literature by examining an unexplored activity characteristic, perishability, in shaping experiential purchase decisions. Finally, it demonstrates a new way in which experiential purchases differ from tangible product purchases.
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I-Ling Ling, Yi-Fen Liu, Chien-Wei (Wilson) Lin and Chih-Hui Shieh
This study aims to understand the underlying mechanism and boundary conditions of the IKEA effect in self-expressive mass customization (MC). It examines the effect of the extent…
Abstract
Purpose
This study aims to understand the underlying mechanism and boundary conditions of the IKEA effect in self-expressive mass customization (MC). It examines the effect of the extent of choice in MC toolkits in terms of perceived value of self-designed products, as well as how self-expression mediates this effect and what kind of consumers are more inclined to experience such effect.
Design/methodology/approach
Two experiments were conducted, using online MC toolkits. In total, 393 consumers participated in the experiments. Data collected were analyzed using t-tests, analyses of variance, path analyses, bootstrap analyses and spotlight tests.
Findings
The results show that offering a greater extent of choice in MC toolkits to consumers provides a greater opportunity for self-expression, resulting in higher product valuation. Further, consumers who have high romanticism in aesthetic preference and high self-esteem are more inclined to influences associated with this effect.
Originality/value
This research adds to the literature on the IKEA effect in self-expressive MC by identifying a key antecedent (extent of choice), its underlying mechanism (self-expression), and two boundary conditions (aesthetic preference and self-esteem). The results of this study provide firms with a better understanding of how they can improve their self-expressive MC strategies.
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Duane Elgin and Arnold Mitchell
Planning Review initiates with this article on voluntary simplicity a series prepared by Stanford Research Institute's research staff. The articles will address emerging trends in…
Abstract
Planning Review initiates with this article on voluntary simplicity a series prepared by Stanford Research Institute's research staff. The articles will address emerging trends in economics, technology, and society that need to be considered by practicing planners. The new series will be coordinated by Riggs Monfort, Director of Program Development for SRI's Business Intelligence Program, and a Contributing Editor for Planning Review.
Myriam Ertz, Émilie Boily, Shouheng Sun and Emine Sarigöllü
The purpose of this study is to examine the process underlying how consumers shift roles from users to suppliers of goods or services in the collaborative economy (CE). It…
Abstract
Purpose
The purpose of this study is to examine the process underlying how consumers shift roles from users to suppliers of goods or services in the collaborative economy (CE). It examines quantatively the impact of a series of explanatory variables underlying that switchover process.
Design/methodology/approach
This study identifies and tests the key factors that motivate the user-provider transition by introducing the spillover effect from the proenvironmental literature into collaborative practices and using four experimental designs. Considering behavioral characteristics, context, intrinsic variables and socialization, this study provides an in-depth understanding of the process of transition from user to supplier in the CE.
Findings
The results suggest the interactive nature of the spillover as peer influence boosts changes in individual motivations, preferences and behaviors. Furthermore, promoting solidarity between members of the CE platform facilitates the transition of participants from users to providers. In addition, the users’ perception of socialization, satisfaction and sense of indebtedness may also play a significant role in the transition.
Research limitations/implications
The study highlights the process underlying the switchover from user to provider at the prosumer level. More specifically, this study identifies key variables influencing the intention to switchover in the CE by drawing on the spillover effect from pro-environmental behavior and considering the spillover as an interactive process.
Practical implications
Managers who wish to develop collaborative systems must attract a critical mass of providers to ensure the viability of their systems. Instead of recruiting new providers, managers may convert existing users into providers. This study identifies the key variables to modulate to this end.
Originality/value
The findings offer important managerial implications and shed new light on the CE literature.
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Sooyeon Nikki Lee‐Wingate and Ying Xie
In order to improve the effectiveness of product‐claim direct‐to‐consumer advertising (DTCA), the current research examines the effect of a presentational element – the number of…
Abstract
Purpose
In order to improve the effectiveness of product‐claim direct‐to‐consumer advertising (DTCA), the current research examines the effect of a presentational element – the number of treatable symptoms for the advertised medical condition featured in the ad – on consumers' intentions to seek treatment.
Design/methodology/approach
Ninety‐five participants recruited at a mall in the northeastern US provided data on behavioral and attitudinal intentions regarding a product‐claim print DTCA for an antidepressant.
Findings
Featuring a high (vs low) number of symptoms improved the effectiveness of the product‐claim DTCA. Seeing more symptoms led to heightened perceptions of informativeness, lower persuasive intent, and higher intentions to discuss the advertised ailment and the advertised drug with the doctor. Perceptions of disease prevalence mediated this influence. The perceived impact of each symptom featured in the DTCA was controlled across experimental conditions.
Research limitations/implications
This research contributes to the healthcare marketing literature by demonstrating how managing a presentational element in DTCA influences consumers' metacognitive processing of the health information and consequently their intentions to engage in health‐related behaviors.
Practical implications
Within the regulatory boundaries, pharmaceutical marketers may wish to increase the number of treatable symptoms to feature in their product‐claim DTCA in order to improve the effectiveness.
Social implications
Within the regulatory boundaries, pharmaceutical marketers may wish to increase the number of treatable symptoms to feature in their product‐claim DTCA in order to improve the effectiveness.
Originality/value
This research builds on the extant literature of examining consumer perceptions of DTCA, and suggests a practical and metacognitive means to improve consumer perceptions to ultimately enhance DTCA effectiveness.
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Victor Saha, Linda D. Hollebeek, Mani Venkatesh, Praveen Goyal and Moira Clark
Value co-creation (VCC) represents actors’ joint, communal or shared value-creating processes. However, while existing research has advanced important VCC-based insight, the use…
Abstract
Purpose
Value co-creation (VCC) represents actors’ joint, communal or shared value-creating processes. However, while existing research has advanced important VCC-based insight, the use of differing metatheoretical lenses to study VCC incurs a risk of theoretical fragmentation, thus potentially hampering this research stream’s continued development. We, therefore, undertake an in-depth review of the corpus of VCC research that focuses on its common conceptual underpinnings as anchored in differing perspectives.
Design/methodology/approach
To explore this objective, we undertake an extensive review of extant VCC literature, based on which we develop an integrative conceptual framework of VCC.
Findings
We propose an integrative, metatheory-unifying definition and framework of VCC that reflect its core hallmarks and dynamics across its adopted theoretical perspectives. Based on the framework, we also derive a set of fundamental propositions (FPs) that synthesize VCC’s core tenets.
Research limitations/implications
VCC conceptualizations grounded in differing metatheoretical perspectives reveal the concept’s core interactive, value-creating nature across metatheoretical perspectives. Though VCC emanates from interactivity between any actor constellation, unifying different metatheories of VCC uncovers important insight.
Practical implications
The study suggests that for effective value co-creation, managers need to establish agreed-upon institutional arrangements, facilitate positive actor relationships and experiences and address challenges like collaboration, transparency, empathy and skill development while ensuring that affective, cognitive, economic and social dimensions of success are met for all actors involved. Successful initiatives require seamless communication, mutual understanding, cost-benefit favorability and public recognition of contributions.
Originality/value
Given VCC’s rising strategic importance, a plethora of studies have investigated this concept from differing metatheoretical perspectives, yielding potential VCC-based fragmentation. Addressing this gap, we take stock of the VCC literature with a view to distilling the concept’s core, trans-metatheoretical hallmarks, as synthesized in the proposed framework and FPs of VCC.
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Junaid Ahmed, Beata Mrugalska and Bülent Akkaya
The world is changing fast and pace of changes that are being observed since start of the twenty-first century have never been observed before. Due to such changes and their…
Abstract
The world is changing fast and pace of changes that are being observed since start of the twenty-first century have never been observed before. Due to such changes and their impact, world is described in terms of Volatile, Uncertain, Complex and Ambiguous (VUCA). The trend of industry 4.0 is also said to be an another contributing factor into the VUCA environment. The VUCA creates a lot of challenges for organization from the perspective of management and leadership. Both business and leadership agility are needed more than VUCA as the VUCA world is becoming old. Therefore, the purpose of this research is to review the literature and to summarize the understanding with regard to managing VUCA-RR world in an era of Industry 4.0. Since the advent of term VUCA, many researchers have provided theoretical model and framework to guide managers regarding to their action and strategies. But, current research postulates based upon the literature that agile management’s tools and techniques are highly effective in managing the situation of VUCA-RR in the era of Industry 4.0. The research concludes that Industry 4.0 together with VUCA-RR and indecently possess to change management challenges to organizations. The organization can be in better position to manage change management challenges posed by Industry 4.0 by implementing the agile management. The Industry 4.0 will latter compliment to agile management tools and techniques which will make any organization to become a better equipped to face the VUCA-RR world. The research has also concluded that agile management powered by Industry 4.0 enabling technologies presents enormous opportunity in the form of VUCA 2.0 (Vision, Understanding, Courage, Adoptability, Rapidity and Radicality) that can be used to square off the effect of VUCA-RR world.
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Ajay Chandel and Anjali Sharma
Purpose: Since its inception in 1987, the literature on the VUCA that represents the volatile, uncertain, complex, and ambiguous nature of the business environment has…
Abstract
Purpose: Since its inception in 1987, the literature on the VUCA that represents the volatile, uncertain, complex, and ambiguous nature of the business environment has progressively increased. This study systematically evaluates the vast literature on the VUCA world. Since review-based studies have been criticised as biased, this study uniquely amalgamates bibliometric analysis with content analysis, thereby taking a research triangulation discourse.
Need of the Study: This study was conducted to consolidate the literature about the VUCA environment and uncover the foundational and emerging themes for future research agendas.
Design/Methodology/Approach: This study conducts a performance analysis and science mapping of 193 carefully selected articles (using PRISMA) published in various sources during 2012–2023. Articles for the study were procured from the SCOPUS database. While performance analysis focused on analysing publication and citation evolution, thematic evolution, leading publications, country publication analysis, and most relevant authors and sources. On the other hand, science mapping revealed conceptual structures (keyword plus co-occurrence analysis and thematic maps) and intellectual structures (co-authorship analysis). VOSviewer and Biblioshiny (R-tool for comprehensive science mapping) were used for this study’s choice of application.
Findings: This chapter concludes with future research agendas using content analysis of the ‘scope for the future research’ section of selected publications and bibliographic coupling (to unearth emerging themes).
Practical Implications: The work presented in this chapter will help the researchers gain a structured conceptual, intellectual, and social understanding of the vast literature on the VUCA environment.
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Shravan Kumar Bandari, V.V. Mani and A. Drosopoulos
The purpose of this paper is to study the performance of generalized frequency division multiplexing (GFDM) in some frequency selective fading channels. The exact symbol error…
Abstract
Purpose
The purpose of this paper is to study the performance of generalized frequency division multiplexing (GFDM) in some frequency selective fading channels. The exact symbol error rate (SER) expressions in Hoyt (Nakagami-q) and Weibull-v fading channels are derived. A GFDM transceiver simulation test bed is provided to validate the obtained analytical expressions.
Design/methodology/approach
Modern cellular system demands higher data rates, very low-latency transmissions and sensors with ultra low-power consumption. Current cellular systems of the fourth generation (4G) are not able to meet these emerging demands of future mobile communication systems. To address this requirement, GFDM, a novel multi-carrier modulation technique is proposed to satisfy the future needs of fifth generation technology. GFDM is a block-based transmission method where pulse shaping is applied circularly to individual subcarriers. Unlike traditional orthogonal frequency division multiplexing, GFDM transmits multiple symbols per subcarrier. The authors have used the probability density function approach in solving the final analytical expressions.
Findings
Detailed analysis of GFDM performance under Hoyt-q, Weibull-v and Log-Normal Shadowing fading channels. Exact analytical formulae were derived which support the simulations carried out by authors and other authors. The exact dependence of SER on fading parameters and roll-off factor α in the raised cosine pulse shape filter was determined.
Practical implications
Development and fabrication of high-performance GFDM systems under fading channel conditions.
Originality/value
Theoretical support to simulated system performance.
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Sai Krishna Kondoju and V.V. Mani
This paper aims to the increasing need for high-speed low-power data transmissions over frequency-selective fading channels has drawn attention to suggest dual-carrier modulation…
Abstract
Purpose
This paper aims to the increasing need for high-speed low-power data transmissions over frequency-selective fading channels has drawn attention to suggest dual-carrier modulation (DCM) for multiband orthogonal frequency division multiplexing (OFDM) transceivers for ultra wideband (UWB) wireless personal area network (WPAN).
Design/methodology/approach
Under frequency-selective fading channel conditions, the decoder is not sufficient enough to decode the transmission bits of severely attenuated data tones. Hence, the authors suggest DCM for a multiband OFDM transceiver because of its multiple capability of providing both frequency diversity and coding gain. It also resulted in low bit-error-rate (BER) at a given signal- to-noise ratio when compared to conventional multiband OFDM system. To achieve an optimised BER, DCM transforms four re-ordered bits into two quaternary phase shift keying symbols and further transforms to two 16-quadrature amplitude modulation-like (16-QAM) symbols with a suitable mapping technique, and at the receiver end, they are decoded with maximum likelihood decision rule. After performing the transformation, the outage probability and average BER expressions are derived to analyse the system performance.
Findings
DCM is suitable for high data rate transmission and is immune to frequency-selective fading. The outage and BER performance outstands over conventional multiband OFDM transceiver because of the inclusion of DCM mapping.
Practical implications
It is widely used in WPANs such as high definition multimedia interface and wireless universal serial bus.
Originality/value
This paper derives novel closed-form outage probability and a tight upper bound on average BER expressions for DCM-based multiband OFDM UWB transceiver over frequency-selective Nakagami-m fading channels for any arbitrary value of m. For this, moment-generating function of sum of squared, independent and identically distributed (i.i.d.) Nakagami-m random variables are used. Further, the system performance is also validated for the case of exponential decaying power delay profile, and the simulation results are provided to check the accuracy of the derived expressions.