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Consumer innovativeness and new product purchasing literatures are replete with solid yet unrelated theories that have not been considered simultaneously as part of a larger psychological framework. This oversight limits the ability of practitioners to effectively target the valuable consumer innovators market segment. In this study, an approach/avoidance framework of new product purchase intentions is discussed and empirically tested via structural equation modeling. Consumer innovativeness, self-congruence, and satisfaction play the role of approach mechanisms, while perceived risk acts as an avoidance mechanism. The authors combine a set of related yet disconnected theories, while suggesting a means of appealing to consumer innovators through a specific form of self-congruence. A sample of 741 students is employed to examine these issues. Several notable findings are highlighted, including verification of indirect relationships between the independent variables and behavioral intent. Revenue from new products plays a pivotal role in the expansion of many firms. For instance, Kraft Foods derives $800 million in annual sales from new product launches each year (Dahm, 2002). The success of a launch often hinges on the manufacturer's ability to convince consumers of the item's novelty. Therefore, it is insightful for marketers seeking growth through new product launches to gain an understanding of how consumers form behavioral intentions related to innovative new products.While consumer perceptions and responses to new product launches have been studied extensively in consumer behavior since the introduction of the Bass model of diffusion of innovation (Bass, 1969), a major gap remains. The intervening psychological process between the individual trait of innovativeness and the behavior of new product adoption is not well understood. As a function of this, marketers often fail to appropriately segment and target innovators, potentially hindering, and sometimes even eliminating, diffusion attempts. This research begins to address this gap by applying approach/avoidance theory (Carver, Sutton, & Scheier, 2002) to model the interplay between the personality trait of innovativeness, self-concept as embodied in self-image congruence, affect as embodied in satisfaction, risk perceptions, and the outcome of behavioral intentions. Approach/avoidance theory was adopted following a review of relevant literatures, during which alternative theories were considered. It was concluded that approach/avoidance theory provided the best foundation for the proposed model, as it is primarily based on the belief that much of human behavior consists of attempts to create and maintain conformity to desired goals (Carver, Sutton, & Scheier, 2002). As such, it is a plausible conceptual framework for understanding how the aforementioned constructs drive behavioral intent.It is theorized herein that innovators are more sensitive to the incentives of new product purchases than are other consumers. Conversely, innovators are less attun...

PurposeThis paper aims to examine the role of three forms of customer commitment (normative, affective, and continuance) on a variety of loyalty‐related customer responses.Design/methodology/approachData were collected from two distinct sampling frames, which yielded a combined metrically invariant sample of 348 consumers. A three‐dimensional conceptualization of commitment is used to analyze impacts on one focal (i.e. repurchase intentions) and two discretionary customer responses.FindingsResults of structural equation modeling analyses indicate that affective commitment is the primary driver of the customer responses and mediates the effects of normative and continuance commitments. These effects are contingent upon the type of service.Research limitation/implicationsThis research emphasizes the primacy of affective commitment in predicting loyalty‐like customer responses.Practical implicationsManagers need to focus primarily on generating affective commitment, but be mindful that normative and continuance commitment also play a role in generating desirable consumer responses.Originality/valueThe paper builds on and overcomes several deficiencies in prior commitment research. A more accurate and useful representation of affective, normative, and continuance commitment roles in generating focal and discretionary behaviors is provided.

Purpose -There is a lack of extensive research related to the immediate consequences of supply management ethical responsibility (SMER) and the moderating and/or mediating factors that strengthen or weaken its consequences. Although the underlying presumption is that companies no longer have the luxury of ignoring the importance of SMER, the lack of empirical research of SMER's impact on supply management performance (SMP) reflects the need for research that draws on and empirically tests established theories concerning the role of corporate ethics within the context of supply management (SM). Therefore, the purpose of this study is to determine the impact of SMER and strategic supply management skills on SM perceived reputation and performance. Design/methodology/approach -Structural equation modeling is employed to investigate the hypothesized relationships. A sample of 162 purchasing managers provided the data via survey. Findings -Strategic supply management skills and perceived reputation have a positive direct impact on performance. SMER is not directly affected by skills and has an indirect impact on performance through its positive relationship with perceived reputation. Practical implications -The findings suggest that SMER is limited in its ability to predict performance, but is a valuable component of building SM perceived reputation. Firms should not ignore SMER, as it may provide strategic marketing advantage as an order qualifier or limiting criterion. Originality/value -This paper investigates the interplay among several important determinants of supply chain performance, including the greatly under-studied ethics construct.

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