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This research aims to explore the impacts of ad metaphors and goal orientation on the relationship between brand commitment and attitudes toward the competitor brands. Results show that prevention‐focused consumers with high brand commitment do not exhibit differentially favorable attitudes toward the competitor brands, regardless of ad metaphors. In contrast, prevention‐focused consumers with low brand commitment exhibit more favorable attitudes toward competitor brands advocated by highly metaphorical ads than those advocated by low metaphorical ads. Moreover, promotion‐focused consumers exhibit more favorable attitudes toward competitor brands advocated by highly metaphorical ads than those advocated by low metaphorical ads, regardless of brand commitment.

Purpose The competition among banks in Taiwan is fierce. The financial services offered by banks are highly similar and banks attempt to devise a variety of marketing campaigns to gain brand preferences of bank clients. However, little research regarding bank marketing has applied the segmentation strategy to precisely target bank clients. The purpose of this paper is to explore the moderating roles of cognitive load and brand story style in the impact of bank clients’ affective orientation on brand preference of bank clients. Design/methodology/approach A total of 216 participants who have bank accounts in Taiwan were randomly assigned to a 2 (brand story style: underdog vs top dog) × 2 (cognitive load: low vs high) factorial design. An ANOVA was conducted to examine the interaction effects of affective orientation, cognitive load and brand story style on the brand preference of bank clients. Affective orientation of participants was measured by Affective Orientation Scale. Findings Results demonstrate that for bank clients with low and high affective orientation, advertisements characterized by cognitive load (low vs high) and brand story style (underdog vs top dog) will elicit differential brand preferences of bank clients. Originality/value This is the first research to examine the moderating effects of bank clients’ affective orientation, cognitive load and brand story style on brand preferences of bank clients. Specifically, this research takes up the call to apply bank clients’ personality traits to examine the impact of bank marketing on brand preferences of banks.

Consumers' choice is often influenced by numerous reference points, such as the consumers' aspiration for product quality. In this study, the effect of such aspiration in compromise was investigated. Two experiments with 722 participants (309 men and 413 women) indicated that, when the quality of a product was below participants' aspiration level, the compromise effect decreased.

Recent decision research has discovered the presence of the extremeness aversion and compromise effect in choice. The extremeness aversion and compromise effect extend the principle of loss aversion. Based on the inference that a loss will not be possibly prominent when the price range for alternatives in a choice set was narrower, the present research pointed out that the prices difference for alternatives in the choice set, via different psychological mechanisms, loss aversion versus cost-effectiveness, affects a consumer's choice. Two studies demonstrated that the level of extremeness aversion (Study 1) and compromise effect (Study 2) in the case of a wider price range will be higher than that in the case of a narrower price range. Theoretical and practical implications of the finding were discussed.

Purpose -The aim of the study was to establish the status quo with regard to Tshwane housewives' awareness of organically produced food, the level of their self-rated knowledge on organically produced food, and the influence of this level of knowledge on their perceptions, attitudes and purchasing of organically produced food. Design/methodology/approach -A questionnaire was developed to obtain information on Tshwane housewives' self-rated level of knowledge of organically produced food, their purchasing behaviour, and their attitudes towards the product. Given a total population of approximately two million residents, multistage cluster sampling was applied, and 445 housewives were interviewed against a required minimum of 384 for probability purposes. Data were collected by means of personal interviews in the dwellings of housewives. The survey was conducted towards the end of 2010. Findings -Tshwane housewives are poorly aware of organically produced food. Only 43.4 percent are conversant with the topic, with approximately half of them being reasonably to well inform. Although 91.7 percent of those aware viewed organically produced food as healthy, only 48.2 percent of them had ever purchased it. More than half of all buyers found it difficult to recognise organically produced food in-store. However, a strong indication exists that an increase in the level of knowledge of organically produced food tends to increase positive perceptions and purchasing behaviour. Practical implications -The better informed consumers are about organically produced food, the more positive they are towards purchasing it. Marketing communication to make consumers aware and to increase their level of knowledge is of the utmost importance, in order to increase sales. Originality/value -Little research has been conducted on South African consumers' overall level of knowledge on organically produced food and the influence thereof on their perceptions, attitudes and purchasing behaviour. This research should contribute to the body of knowledge on the subject.

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