Saving behavior affects both personal welfare and national economies. This study examined the effect of social exclusion, a breakdown of social relationship, on fixed savings, which is especially pertinent to Asians. By considering the cushion hypothesis theory and the gender disparity in social connectedness, this study proposes that men and women display different fixed savings behavior in response to social exclusion. In particular, social exclusion (vs. acceptance) decreases men's fixed savings intention, as isolation stimulates them to expect less social connectedness, which means it is hard to get social support and, thus, heightens their need for resource liquidity. In contrast, social exclusion (vs. acceptance) does not affect women's fixed savings intention because women do not anticipate less social connectedness due to social exclusion. Three experiments provide convergent support for this proposition and verify the theoretical process of the expected social connectedness, coupled with the need for resource liquidity. The alternative explanations for self‐efficacy, power, control, and mood are also discussed.
Previous research has investigated how visual features affect the evaluation of a singular product. Less is known about the effect of visual features when multiple products are displayed. Through three pilot studies and five experiments, the current research shows that displaying lower‐saturation color on the top/left and higher‐saturation color on the bottom/right leads to a more favorable evaluation of a product available in different colors saturations. This effect occurs because the magnitude fit between higher‐saturation color and the bottom/right position induces perceptual fluency. It diminishes when the product targets a neutral outgroup. More important, it reverses when the product targets a dissociative outgroup, showing that people tend to correct their judgment in the opposite direction of their feeling valence when evaluating products targeting dissociative outgroups. However, the fit effect holds in the context of buying gifts for members of dissociative outgroups. The findings contribute to the visual perception and fit literature. They also have significant practical implications for developing more effective product display strategies.
With the development of economy, online shopping has become more prominent, study found if a website has good quality dimensions will promote consumers to buy. Paper based on site characteristics, takes perceived risk and perceived emotional as intermediate variables using structural equation model (AMOS) to study consumers purchase intention. The results shown that the security impact on purchase intention by perceived risk, interactive and entertaining impact on purchase intention by perceived emotional, convenience and functionality directly impact on purchase intention.
This research examines whether, how, and why visual finish (i.e., whether a product/package is glossy or matte) can affect consumers' perceived effectiveness of problem‐solving products. Drawing on approach–avoidance goal pursuit theory, this work classifies problem‐solving products into problem‐approaching and problem‐avoiding ones according to their operation processes. A pilot study demonstrates that participants are more likely to choose a glossy finish over a matte one for a problem‐avoiding (vs. problem‐approaching) product. Studies 1 and 2 collectively find that glossy (vs. matte) finishes increase consumers' perceived effectiveness of a problem‐avoiding product while the reverse is true for a problem‐approaching product. Moreover, this effect is mediated by perceived trustworthiness of product function (Study 3). Studies 4–5 further document its consequential implications on willingness‐to‐pay (Study 4; incentive‐compatible paradigm) and consumers' actual ad clicks (Study 5; field study). The findings contribute to the visual finish, product effectiveness, and approach–avoidance goal pursuit literatures. They also have significant managerial implications on product appearance design.
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