Although double deviation (i.e., unsatisfactory service recovery) is an acknowledged phenomenon in the field of marketing, little attention has been devoted to determining what actions firms can take to restore consumer trust in the wake of such an event. Across four experimental studies of different populations and service sectors, we show that double deviation intensifies the trust violation generated by the initial service failure and that recovery from double deviations requires fundamentally different strategies than recovery from single deviations. Our results suggest that financial compensation is not an especially effective strategy for double deviations compared to the effectiveness of apologies and promises that the problem will not occur in the future. However, it is important for firms to match the type of double deviation to the recovery strategy, with apologies being more effective for integrity violations and promises being more effective for competence violations.

Purpose The purpose of this paper is to analyze the moderating role of self-confidence and risk acceptance on the relationship between perceived risk and intention to use internet banking. Design/methodology/approach A survey was conducted with 180 Brazilian banking customers. The Johnson-Neyman test was used to verify the moderation and significant regions along self-confidence and risk acceptance levels. Findings Self-confidence and risk acceptance moderate the relationship between risk perception and intention to use internet banking. For individuals with high self-confidence, the effect of perceived risk on intention to use internet banking is lower than it is for individuals with low self-confidence. In the same way, for individuals with high risk acceptance, the effect of perceived risk on intention to use internet banking is lower than it is for individuals with low risk acceptance. Research limitations/implications This research contributes to the understanding of the conditions (two personal factors) under which risk perception does not influence intention to use a technological tool. Practical implications This paper provides insights for marketing managers to encourage customers to develop greater risk acceptance and self-confidence to minimize the negative effects of perceived risk of the adoption of internet banking. Originality/value Although risk perception can contribute to customers’ avoidance of internet banking, this is the first paper to verify how acceptance of risk and self-confidence can moderate the effects of perceived risk on intention to use internet banking.

Purpose The purpose of this study is to investigate older shopper behavior in a retail environment. The study focused on how the environment elements of supermarket stores influence older customers to interact with other customers when they shop for groceries. Design/methodology/approach Various qualitative research techniques were undertaken, including interviews with retail architecture experts, store employees, a psychologist and a gerontologist; in addition, five interviews followed by three focus groups were conducted with older shoppers in Brazil. Findings Customer-to-customer interactions that are related to the environment elements of supermarkets tend to influence the shopping experience of the older shoppers, which has an impact on satisfaction. Although some customers may value social contact, some interactions can involve discomfort and embarrassment. Research limitations/implications The study sheds light on the understanding of the influence of the environment elements of supermarket stores on customer-to-customer interactions, and it proposes such interactions to be a relevant strategy that is used by older customers to maximize their satisfaction, although such strategies can also lead to dissatisfaction. Practical implications The findings provide insights regarding the specific needs of older customers in a supermarket context, associated with the design and ambient elements of the store environment, which can be valuable for retailers and policy-makers. Originality/value Considering the limited understanding of older shoppers and their experiences, this study provides a thorough understanding of how the retail environment can influence customer-to-customer interactions that involve older shoppers. Moreover, the study captures how interactions, which are influenced by the retail environment, can result in dissatisfaction; however, such interactions can also be used by older customers to modify their satisfaction with the shopping experience.

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Purpose This study aimed to understand young children’s influence on family consumer behavior by examining children's and parents’ points of view in the Brazilian context. Design/methodology/approach Through an exploratory approach, the study used focus group discussions and in-depth interviews. Specifically, to elicit children’s perceptions, two focus groups were conducted, and to capture the perspective of the parents, 8 families, via 12 participants, were interviewed. Findings Children’s use of information provided by the media in their attempts to influence family decisions is perceived positively by parents because such behavior helps parents to fulfill their parental duties. Research implications This study examines how young children perceive their influential role in family consumer decisions and how parents perceive this influence, given the existence of child adultization and adult infantilization. Originality/value The findings extend the discussions regarding the adultization of children and the infantilization of adults, revealing positive aspects of such a trend in association with consumer behavior.

Purpose-The purpose of this research is to test the importance of the discounting attribute in the two-sided communication from a retail salesperson as a boundary condition that eliminates the trade-off between trustworthiness and purchase intentions. Design/methodology/approach-The hypotheses are tested by three experimental studies in three different retail contexts. Two lab studies manipulate the importance of the attribute and the type of message: one-sided vs two-sided. A field study improves the external validity of the findings. Findings-A two-sided message from a salesperson reduces the use of persuasion knowledge and, therefore, enhances the consumer's perception of the salesperson's trustworthiness; this positive effect remains significant across different levels of importance of the discounting attribute. A two-sided message decreases the consumer's probability of purchase only when an important attribute is disclaimed, through the consumer's beliefs regarding the product's attributes. Practical implications-For the appropriate use of two-sided appeals, retailers should identify the importance of product attributes from the consumers' perspective. A negative remark from a salesperson when referred to an unimportant attribute makes no harm to purchase intentions while leading to stronger intentions to return to the store and to recommend the store by enhancing trustworthiness. Originality/value-This paper shows that it is possible to enhance trustworthiness through a two-sided message without mitigating the intentions of buying by discounting an attribute at low importance in the two-sided message.

Considerando o crescimento do nmero de estudos cientficos publicados na rea de marketing e o consequente desenvolvimento de teorias prprias (Hunt, 2010), o uso de experimentos parece ser cada vez mais pertinente para elucidar o funcionamento dos fenmenos mercadolgicos. Este artigo pretende discutir os principais elementos para a realizao de um estudo experimental, alm de estimular os pesquisadores a adotarem este mtodo de pesquisa. Vrios peridicos internacionais (p. ex. JCR, JCP, JMR, JR, JBR) tm publicado artigos com base em estudos experimentais que evidenciam no somente a relao entre dois eventos, mas tambm como tais eventos ocorrem, utilizando anlises de mediao e moderao. Este artigo pretende servir como um guia na conduo de experimentos para pesquisadores iniciantes e oferecer novas perspectivas da pesquisa experimental para pesquisadores mais experientes.DOI: 10.5585/remark.v13i2.2692

Purpose Because of the increasing volume of information spread in physical and online environments, a consumer intending to purchase a product or service must choose not only what to buy but also which sources to consult when searching for information that may aid decision-making. This study aims to understand how consumers choose their sources of information in pre-purchase external searches, given the information overproduction scenario. Design/methodology/approach Using a qualitative approach, data collected through interviews with consumers were analyzed under the technique of content analysis, and the results were synthesized into a framework. Findings Consumers tend to consider few sources of information, based on a previously built perception of which sources are more or less appropriate for consultation. Choice tends to be based on pre-established evaluation criteria involving the use of heuristics in the form of socialized images regarding those sources. Research limitations/implications Despite the study’s exploratory nature, the proposed framework sheds light into how consumers respond to information overproduction when choosing their sources, providing interesting venues for future investigations. Practical implications The study identified the possible occurrence of consumer confusion associated with information sources, extending the theoretical understanding of such a concept. Moreover, it revealed the need for managers to consider specific aspects related to the sources to be included in marketing communications. Originality/value This is the first study to address choice of information sources associated with consumer confusion focusing the offline/online scenario.