Who will see me? The impact of type of audience on willingness to display group-mediated attitude-intention consistency

The present study examined the role that group norms, group identification, and imagined audience (in-group vs. out-group) play in attitude-behavior processes. University students (N = 187) participated in a study concerned with the prediction of consumer behavior. Attitudes toward drinking their preferred beer, subjective norm, perceived behavioral control, group norm, and group identification were assessed. Intentions and perceived audience reactions to consumption were assessed. As expected, group norms, identification, and imagined audience interacted to influence likelihood of drinking one's preferred beer and perceived audience reactions. High identifiers were more responsive to group norms in the presence of an in-group audience than an out-group audience. The present results indicate that audience concerns impact upon the relationship between attitude., and behavior.

O COMPORTAMENTO DO CONSUMIDOR NA ECONOMIA INFORMAL DA REGIÃO DO GRANDE ABC PAULISTA

Diminuir o consumo de produtos oriundos da economia informal e conscientizar os consumidores acerca dos malefícios do mesmo tem sido um imperativo para os órgãos governamentais, organizações privadas e instituições não governamentais que prezam pela melhoria no ambiente de negócios. No entanto, apesar do apelo feito aos consumidores para não adquirirem produtos do mercado informal, é possível notar nas calçadas das ruas e avenidas a existência de inúmeros pontos de venda informais. Neste contexto, esta pesquisa tem como objetivo identificar e analisar os fatores influenciadores do comportamento do consumidor de produtos adquiridos na economia informal da Região do Grande ABC Paulista. Para tanto, foi realizado um estudo qualitativo, de caráter exploratório, cujos dados primários foram coletados por meio de entrevistas semiestruturadas e os dados secundários extraídos da literatura acerca do comportamento do consumidor considerando-se os fatores influenciadores: cultura, ética e responsabilidade social, bem como, a economia informal. Participaram das entrevistas pessoas economicamente ativas com idade entre 25 e 44 anos, consumidoras de produtos oriundos do comércio informal e residentes na Região do Grande ABC Paulista. Com base nos resultados da pesquisa empírica é possível inferir que os consumidores efetuam compras no comércio informal devido ao preço e acessibilidade ao ponto de venda. Trata-se de um consumo culturalmente estabelecido, devido à disseminação do mesmo entre as redes sociais das quais os consumidores fazem parte. De maneira geral, os entrevistados mostram-se conscientes sobre os malefícios sociais, ambientais e éticos da economia informal, mas pouco os consideram no momento da compra.

ESTUDO DOS FATORES ANTECEDENTES DA ATITUDE FACE AOS BENS DE LUXO: UMA ANÁLISE ENTRE GRUPOS DE PESSOAS PORTADORAS DE DEFICIÊNCIA FÍSICA E PESSOAS SEM DEFICIÊNCIA

Os produtos de luxo são capazes de transmitir significados sociais e individuais, bem como sua carga simbólica e emocional. Por meio desses produtos, é possível conhecer um pouco dos valores, crenças e atitudes das pessoas que os consomem. O número de pessoas com deficiência no Brasil chega a 45 milhões da população brasileira, e o mercado brasileiro voltado para pessoas com deficiência ainda é pouco explorado pelas empresas. Esse trabalho objetiva analisar os efeitos dos fatores antecedentes da atitude face aos bens de luxo entre pessoas portadoras de deficiência física e pessoas sem deficiência. A pesquisa fundamenta-se em uma abordagem de investigação quantitativa, onde os dados foram coletados por meio de um instrumento de pesquisa com a obtenção de 239 questionários respondidos, possibilitando a análise dos relacionamentos entre os construtos Status, Influência Social, Autoestima, Não funcionalidade sobre a Atitude Face aos Bens de Luxo. Para realizar os testes das hipóteses do estudo, foi realizada a análise de equações estruturais, com base no PLS-PM (Partial Least Squares Path Modeling), onde foram apresentadas medidas satisfatórias para os construtos investigados e o modelo proposto, sendo significantes algumas relações entre os construtos. O estudo concluiu que a percepção de status influencia positivamente a Atitude face ao luxo, pois os indivíduos buscam aumentar seu status através do consumo de bens de luxo. Concluiu-se também que a influência social e autoestima impactam positivamente a Atitude face aos bens de luxo. Não foram encontradas influências significantes da não funcionalidade com a atitude face ao luxo e, além disso, não foi confirmado que a autoestima influencia a percepção de status e de influência social. Os resultados evidenciam também que pessoas sem deficiência possuem maior percepção de Status se comparados com as pessoas com deficiência física. O grupo de pessoas com deficiência física tem maior percepção de Funcionalidade atribuída aos produtos e maior Autoestima se comparado com o grupo de pessoas sem deficiência. De acordo com os resultados, o impacto da Autoestima sobre a Atitude Face ao Luxo é moderado pelo porte de deficiência.

Practicing social e-atmospherics:French and Turkish web designers' perspectives

E-atmospherics have motivated an emerging body of research which reports that both virtual layouts and atmospherics encourage consumers to modify their shopping habits. While the literature has analyzed mainly the functional aspect of e-atmospherics, little has been done in terms of linking its characteristics’ to social (co-) creation. This paper focuses on the anatomy of social dimension in relation to e-atmospherics, which includes factors such as the aesthetic design of space, the influence of visual cues, interpretation of shopping as a social activity and meaning of appropriate interactivity. We argue that web designers are social agents who interact within intangible social reference sets, restricted by social standards, value, beliefs, status and duties embedded within their local geographies. We aim to review the current understanding of the importance and voluntary integration of social cues displayed by web designers from a mature market and an emerging market, and provides an analysis based recommendation towards the development of an integrated e-social atmospheric framework. Results report the findings from telephone interviews with an exploratory set of 10 web designers in each country. This allows us to re-interpret the web designers’ reality regarding social E-atmospherics. We contend that by comprehending (before any consumer input) social capital, daily micro practices, habits and routine, deeper understanding of social e-atmospherics preparatory, initial stages and expected functions will be acquired.

Exploring value through integrated service solutions:the case of e-grocery shopping

Purpose – The purpose of this paper is to demonstrate the need for an improved understanding of consumer value for online grocery purchases and to propose the notion of “integrated service solution” packages as a strategy for growing and successfully sustaining the channel to guide both marketing strategy and policy. Design/methodology/approach – This paper integrates and synthesises research from retailing, consumer behaviour and service quality literatures in order to develop a conceptual framework for understanding the value of e-grocery shopping to aid practitioners to address the critical needs, expectations and concerns of consumers for the development of grocery shopping within the online environment. Findings – This paper offers an alternative approach to allow e-grocery to become a mainstream retail channel in its own right and not to compete with the in-store offerings. The research demonstrates the need for a progressive approach that follows contemporary consumer needs and habits at the household level. The conjecture is that shopping for fast-moving consumer goods follows a learning path that needs to be replicated in the online context. Moreover, it is suggested that consumer resistance to the adoption of the new channel should be addressed not only from a technological perspective but also from the social aspects of online shopping. Originality/value – The research provides a practical framework for both retailers and policy makers on how the “next generation” of online services can be developed using a “bottom up” consumer perspective. This paper also advocates a non-technological bias to e-grocery retailing strategy.

Disentangle contextual and permanent individual motivations:an application to shopping behavior

Past studies resulted in conflicting definitions of consumer motivation. Motivations are seen either as the consumer? s characteristics that shape her general behavior (motivational trait), or as contextual variables representing the reason why the individual is behaving specific to today?s context (motivational state). The objective of this research is to understand the impact of each on consumer behavior. Applied to shopping motivations, our study shows a strong interaction between motivational trait and state: motivational traits influence behavior only when associated with a recreational motivational state. In a functional motivational state, individuals prevent their personal characteristics from being fully expressed.

Analysis of constructivist, network-based discourses:concepts, prospects, and illustrations

The authors propose a new approach to discourse analysis which is based on meta data from social networking behavior of learners who are submerged in a socially constructivist e-learning environment. It is shown that traditional data modeling techniques can be combined with social network analysis - an approach that promises to yield new insights into the largely uncharted domain of network-based discourse analysis. The chapter is treated as a non-technical introduction and is illustrated with real examples, visual representations, and empirical findings. Within the setting of a constructivist statistics course, the chapter provides an illustration of what network-based discourse analysis is about (mainly from a methodological point of view), how it is implemented in practice, and why it is relevant for researchers and educators.

Who you are or whom you know? Consumption interdependences in social networks

This paper presents an analysis of whether a consumer's decision to switch from one mobile phone provider to another is driven by individual consumer characteristics or by actions of other consumers in her social network. Such consumption interdependences are estimated using a unique dataset, which contains transaction data based on anonymized call records from a large European mobile phone carrier to approximate a consumer's social network. Results show that network effects have an important impact on consumers' switching decisions: switching decisions are interdependent between consumers who interact with each other and this interdependence increases in the closeness between two consumers as measured by the calling data. In other words, if a subscriber switches carriers, she is also affecting the switching probabilities of other individuals in her social circle. The paper argues that such an approach is of high relevance to both switching of providers and to the adoption of new products. © 2013 Copyright Taylor and Francis Group, LLC.

A Theory of Natural Addiction

Economic theories of rational addiction aim to describe consumer behavior in the presence of habit-forming goods. We provide a biological foundation for this body of work by formally specifying conditions under which it is optimal to form a habit. We demonstrate the empirical validity of our thesis with an in-depth review and synthesis of the biomedical literature concerning the action of opiates in the mammalian brain and their eects on behavior. Our results lend credence to many of the unconventional behavioral assumptions employed by theories of rational addiction, including adjacent complementarity and the importance of cues, attention, and self-control in determining the behavior of addicts. We oer evidence for the special case of the opiates that "harmful" addiction is the manifestation of a mismatch between behavioral algorithms encoded in the human genome and the expanded menu of choices faced by consumers in the modern world.

A Influência do endosso de blogueiras no comportamento das consumidoras de moda no Brasil

The study about the celebrity endorsement has relevance for both the academia and businesses seeking to retain and attract customers through marketing communications. However, most researches conducted analyzes celebrities from the artistic or sports, and study the endorsement in print media or on TV. Few studies analyze the endorsement of influencers in social media. Observing this gap, the aim of this study is to verify if the endorsement of fashion bloggers influence on purchase intention of Brazilian consumers. In addition, other factors were analyzed for better understanding of the fashion consumer behavior: evaluation of the product, brand awareness, brand loyalty, product quality, involvement with fashion, and credibility of the endorser. Therefore, it held two studies. The first consisted of a qualitative exploratory research, which used focus groups to identify and understand how social media affect the behavior of consumers of fashion products. Among the main results of this study, we highlight the Instagram appointed unanimously as the main social media used by respondents for information on fashion, and the mention of blogger Thássia Naves as the main source of fashion reference in social media. In the second study was undertaken an experiment in which half of the sample had access to the image of a dress used by the blogger Thássia Naves on her Instagram, while the other half had access to dress image disclosed at the online store website of the product brand. The number of valid responses considered for the study was 465. To test the hypotheses of the study, we applied the t test for independent samples and ANOVA test for more than two groups. The survey results supported 5 of 8 hypotheses proposed. which were: The endorsement of the fashion blogger has a positive effect on purchase intention of the endorsed product (H1); The endorsement of the fashion blogger has a positive effect on the evaluation of the endorsed product (H2); The credibility of the fashion blogger has a positive effect on purchase intention of the endorsed product (H3); The credibility of the fashion blogger has a positive effect on the evaluation of the endorsed product (H4); and the credibility of the fashion blogger has a positive effect on brand awareness (H5). The other hypotheses have been disproved: The credibility of the fashion blogger has a positive effect on brand loyalty (H6); The credibility of the fashion blogger has a positive effect on the perception of quality (H7); and the credibility of the fashion blogger has a positive effect on involvement with fashion (H8).Within the scope of further analysis, it was found that involvement with fashion positively interfere in purchase intent, the evaluation of the product, brand awareness, loyalty to the brand, the pursuit of product quality and credibility of the endorser. Moreover, it was found that the frequency of access to Instagram for fashion information positively affects the purchase intention, in evaluating the product, the brand awareness in brand loyalty, involvement with fashion, and credibility endorser.

The social values of wireless technology in the institutional context

Despite growing attention, social values, compared to economic aspects, of information technology (IT) capture substantially less attention in the mainstream IT literature. In the context of mobile technology, social values might be as critical to help justify technology investment as the predominant economics perspective in the existing IT literature. As wireless networks and relevant mobile technologies continue to penetrate the global society and business world, an emerging social phenomenon rapidly reshapes how organizations interact with the technology and reposition themselves in their specific institutional context where organizations often develop networked alliance to compete against one another. This study thus seeks to shed light on how organizations make sense of the social aspects of wireless network implementation. Preliminary understanding derived from two higher education organizations' experiences is summarized. Implications for future research endeavor are suggested.

When Consumption Embraces Faith: How Religious Beliefs and Practices Influence Consumption

Marketers have long looked for observables that could explain differences in consumer behavior. Initial attempts have centered on demographic factors, such as age, gender, and race. Although such variables are able to provide some useful information for segmentation (Bass, Tigert, and Longdale 1968), more recent studies have shown that variables that tap into consumers’ social classes and personal values have more predictive accuracy and also provide deeper insights into consumer behavior. I argue that one demographic construct, religion, merits further consideration as a factor that has a profound impact on consumer behavior. In this dissertation, I focus on two types of religious guidance that may influence consumer behaviors: religious teachings (being content with one’s belongings), and religious problem-solving styles (reliance on God).

Essay 1 focuses on the well-established endowment effect and introduces a new moderator (religious teachings on contentment) that influences both owner and buyers’ pricing behaviors. Through fifteen experiments, I demonstrate that when people are primed with religion or characterized by stronger religious beliefs, they tend to value their belongings more than people who are not primed with religion or who have weaker religious beliefs. These effects are caused by religious teachings on being content with one’s belongings, which lead to the overvaluation of one’s own possessions.

Essay 2 focuses on self-control behaviors, specifically healthy eating, and introduces a new moderator (God’s role in the decision-making process) that determines the relationship between religiosity and the healthiness of food choices. My findings demonstrate that consumers who indicate that they defer to God in their decision-making make unhealthier food choices as their religiosity increases. The opposite is true for consumers who rely entirely on themselves. Importantly, this relationship is mediated by the consumer’s consideration of future consequences. This essay provides an explanation to the existing mixed findings on the relationship between religiosity and obesity.

Shipscape Influence on the Leisure Cruise Experience

Purpose - To examine the leisure cruise service environment—the shipscape—and its effects on cruisers’ emotions, meaning-making, and onboard behavior. Design/methodology/approach - This paper uses qualitative data from 260 cruise customers that was mined from archived online discussion boards. Data were analyzed based on grounded theory and interpretive methods to derive an understanding of shipscape meanings and influences from the cruiser’s perspective. Research limitations/implications - Given the exploratory research objective and interpretive methodology, generalizability beyond the cruise context is limited. However, research findings suggest not only that ambient shipscape conditions influence cruisers’ pleasure, but also that ship layout, décor, size, facilities, and social factors influence the meanings cruisers attach to cruise brands and to the overall cruise experience. Originality/value - This paper explores atmospheric effects on consumer behavior in a context as yet examined by tourism and hospitality scholars. The findings extend Bitner’s (1992) servicescape framework and reveal novel atmospheric and social effects that influence cruise travelers’ experience.