PurposeCoronavirus disease 2019 (COVID-19) has created a challenging, yet opportunistic, environment in which to conduct transformative service research (TSR) and assess research methodology. The purpose of this paper is to evaluate and gain important new insights of a group interviewing method with vulnerable people and their support group, adapted and transferred online during COVID-19.Design/methodology/approachThis research examines the experiences of 35 participants (nine family groups composed of parents and young people), involved in a research project that explores a sensitive topic, youth alcohol consumption and family communication, that was moved online during lockdown. Researcher reflections on running group interviews face-to-face prior to COVID- 19 and online during lockdown are included in the data.FindingsThematic analysis of participant interviews and researcher reflections reveals four key benefits and three limitations of online group interviews with vulnerable people and their support group. The benefits include being comfortable, non-intrusive and safe; engaging and convenient; online communication ease and easy set-up. The limitations relate to lack of non-verbal communication, poor set-up, and privacy and access issues.Practical implicationsThe global environment is uncertain and being able to implement effective qualitative research online is essential for TSR and service research in the future. This paper provides a step by step procedure for an innovative online group interviewing technique that can be used by TSR and qualitative service researchers.Originality/valueConducting research during a pandemic has provided unprecedented insights into qualitative research approaches and methodology. This paper contributes to literature on service and TSR methodology by providing a framework for researchers to investigate vulnerable groups online in an effective, safe and non-intrusive way. The framework also has the potential to be applied to other service contexts.

Purpose The purpose of this study is to investigate whether, how and why gender cues influence brand perception and subsequent purchasing behaviour. Design/methodology/approach Across four experimental studies conducted online with either a convenience sample (Studies 1a and 1b) or a representative sample of consumers (Studies 2 and 3), the authors empirically investigate whether gender cues impact brand perception along dimensions of warmth and competence and how other warmth and competence cues in a consumer environment moderate the effect of gender cues on consumer brand perceptions. Findings Gender cues (e.g. gender-typed colours and shapes) activate gender-stereotypical knowledge of warmth and competence, which spills over to the brand. This effect depends on the presence of other competence cues in a consumer’s environment. In contrast to conventional practice, in the presence of a high competence cue (e.g. reputable brands), feminine gender cues enhance purchase likelihood (via activation of warmth perceptions), whereas masculine cues actually decrease purchase likelihood. In contrast, in the presence of a low competence cue (e.g. new companies), masculine gender cues enhance purchase likelihood (via activation of competence perceptions), whereas feminine cues lower purchase likelihood. Research limitations/implications The authors used an experimental approach to explicitly test for causality and isolate the effect of gender cues in a controlled setting. Future research should further address the implication of gender cues using actual sales data. Practical implications Reputable companies often explicitly use cues to highlight their competence. The results of this research suggest that managers may want to reconsider this approach. That is, marketers of brands with established high competence should consider integrating more feminine cues to highlight their warmth, such as feminine shapes (e.g. circles and ovals) or feminine colours (e.g. a shade of pink) in their packaging and marketing communication. In contrast, companies that have not established their competence or not-for-profit organisations would be better off integrating masculine cues. Originality/value This is the first research to empirically investigate the effect of gender cues on brand perception and subsequent purchase behaviour. Not only does this research show that gender cues can alter brand perception along the warmth and competence perception but also the authors address the call to identify conditions under which warmth versus competence cues enhance brand perception and purchase likelihood (Aaker et al., 2010). In particular, this research demonstrates how multiple warmth and competence cues interact with each other.

BackgroundMost evidence (not all) points in the direction that individuals with a higher level of health literacy will less frequently utilize the health care system than individuals with lower levels of health literacy. The underlying reasons of this effect are largely unclear, though people’s ability to seek health information independently at the time of wide availability of such information on the Internet has been cited in this context.ObjectiveWe propose and test two potential mediators of the negative effect of eHealth literacy on health care utilization: (1) health information seeking and (2) gain in empowerment by information seeking.MethodsData were collected in New Zealand, the United Kingdom, and the United States using a Web-based survey administered by a company specialized on providing online panels. Combined, the three samples resulted in a total of 996 baby boomers born between 1946 and 1965 who had used the Internet to search for and share health information in the previous 6 months. Measured variables include eHealth literacy, Internet health information seeking, the self-perceived gain in empowerment by that information, and the number of consultations with one’s general practitioner (GP). Path analysis was employed for data analysis.ResultsWe found a bundle of indirect effect paths showing a positive relationship between health literacy and health care utilization: via health information seeking (Path 1), via gain in empowerment (Path 2), and via both (Path 3). In addition to the emergence of these indirect effects, the direct effect of health literacy on health care utilization disappeared.ConclusionsThe indirect paths from health literacy via information seeking and empowerment to GP consultations can be interpreted as a dynamic process and an expression of the ability to find, process, and understand relevant information when that is necessary.

BackgroundAlthough previous research shows broad differences in the impact of online health information on patient-practitioner decision making, specific research is required to identify and conceptualize patient decision-making styles related to the use of online health information and to differentiate segments according to the influence of online information on patient decision making and interactions with health professionals.ObjectiveThis study aimed to investigate patients’ decision making in relation to online health information and interactions with health care practitioners. We also aimed to present a typology of patients based on significant differences in their decision making.MethodsWe applied a large-scale cross-sectional research design using a survey. Data, generated using a questionnaire that was administered by companies specializing in providing online panels, were collected from random samples of baby boomers in the United Kingdom, the United States, and New Zealand. The total sample comprised 996 baby boomers born between 1946 and 1964, who had used the internet in the previous 6 months to search for and share health-related information. Data were analyzed using hierarchical cluster analysis and confirmatory factor analysis, as well as one-way analysis of variance, chi-square tests, and paired sample t tests.ResultsAnalyses identified 3 key decision-making styles that served as the base for 4 unique and stable segments of patients with distinctive decision-making styles: the Collaborators (229/996, 23.0%), the Autonomous-Collaborators (385/996, 38.7%), the Assertive-Collaborators (111/996, 11.1%), and the Passives (271/996, 27.2%). Profiles were further developed for these segments according to key differences in the online health information behavior, demographics, and interactional behaviors of patients. The typology demonstrates that collaborative decision making is dominant among patients either in its pure form or in combination with autonomous or assertive decision making. In other words, most patients (725/996, 72.8%) show significant collaboration in their decision making with health care professionals. However, at times, patients in the combination Autonomous-Collaborative segment prefer to exercise individual autonomy in their decision making, and those in the combination Assertive-Collaborative segment prefer to be assertive with health professionals. Finally, this study shows that a substantial number of patients adopt a distinctly passive decision-making style (271/996, 27.2%).ConclusionsThe patient typology provides a framework for distinguishing practice-relevant and addressable segments with important implications for health care practitioners, including better-targeted communication programs for patients and more successful outcomes for health care services in the long term.

Social media influencers (SMI) have grown in importance as a promotional channel.However, little is known about how they build reputational capital and thus endorsement effectiveness, particularly compared to traditional celebrity endorsers. From a consumers' perspective, this research investigates both types of endorsers in different stages of the Celebrity Capital Life Cycle (CCLC). Across three studies, we find that parasocial relationships and interactions with consumers are paramount for SMIs reputational capital and endorsement effectiveness, yet not critical for traditional celebrities. Further, a consumer's perceived weak parasocial relationship/interaction with SMIs can be detrimental to their effectiveness yet has little impact on traditional celebrities' influence. We find that the positive effect of a SMI with high parasocial relationship/interaction with consumers on Word of Mouth (i.e., endorsers effectiveness) is mediated by expectation fulfillment and brand endorsers' credibility (i.e., reputation capital). This research discovers how important parasocial relationships with consumers are for SMIs in comparison to traditional celebrities; importantly this is the first research that empirically identifies how SMIs can gain and maintain reputation capital and subsequently be more effective as brand endorsers.Our findings have important implications for marketing professionals who are managing SMIs.

Educators are concerned about dwindling class attendance, while employers call for work-ready, socially skilled, and self-driven graduates. Various andragogies have been proposed to supplement traditional lecture-based methods, but studies have not yet investigated a strategy of methods within a particular marketing topic. The present study focuses on sensory marketing and compares seven experiential teaching methods, designed to improve engagement, enjoyment, inter-personal and higher-order thinking skills. By strategically combining seven teaching methods, this paper proposes an inter-active teaching strategy linked to prior understanding, scaffolded by peer and practitioner advice, and aimed at applying the knowledge to real-world phenomena. Students rate teacher-led discussions highest of all methodologies used to explain marketing theories. Small group discussions were rated low across all domains; enjoyment, understanding and theory application. The hermeneutic competency development strategy (HCD) tested here is successful in achieving all preset learning objectives. This empirical study contributes to enhanced understanding of the value of flipped classrooms from students’ perspectives.

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Purpose Profitability considerations lead service providers to terminate service contracts with low-value customers. However, customers targeted by service contract terminations often take revenge through negative word-of-mouth (NWOM). Presently, it is unclear how service contract termination initiatives prevent this harmful side effect. The purpose of this study is to compare the effectiveness of common service contract termination initiatives for reducing NWOM of customers whose service contracts are being cancelled. The study results provide guidance for minimizing the downside of service contract termination. Design/methodology/approach This study distinguishes between service contract termination initiatives common in practice (preannouncement, explanation, financial compensation, apology and support in finding an alternative provider). Drawing on a multi-industry survey of 245 customers who have experienced service contract terminations in real life, the authors estimate regression models to link perceived service contract termination initiatives to NWOM. Findings All else equal, only preannouncement and support in finding an alternative are effective to reduce NWOM. This study also shows that the right choice of service contract termination initiatives depends on the context of the termination. Making a preannouncement, offering an explanation and providing support in finding an alternative are more effective in reducing NWOM when these actions are aligned with the contextual factors of relationship duration and competitive intensity. Research limitations/implications This study shows that service contract termination needs to address several aspects of the service termination experience. The key implication for future research is that it matters in terms of NWOM how service contract terminations are performed. Practical implications This research identifies the service contract termination initiatives that are most effective to reduce NWOM after service contract termination in general and under consideration of the moderating roles of relationship duration and competitive intensity. Originality/value While most related studies have considered customer responses to the cancellation of other customers’ contracts, this study contributes to the scarce literature on the undesirable customer responses (such as NWOM) to the termination of their own contract. To the best of the authors’ knowledge, it is the first study in this emerging stream of research that accounts for the effects of process- and outcome-oriented contract termination initiatives on NWOM. To the best of the authors’ knowledge, it is also the first study to account for moderators of the effect of contract termination initiatives on NWOM, namely, relationship duration and competitive intensity.