To better understand the conditions under which committed consumers continue to support their preferred brand after a transgression versus turn against the brand and the underlying theoretical process, we study the interplay between brand commitment and specific types of transgressions. Across three scenario‐based and field studies, we show that consumers have psychological contracts with brands, which dictate the terms of the relationship, and for committed consumers, violations of any aspect in (out of) the contract results in a negative (indifferent) response. Furthermore, we demonstrate that consumer trust is the underlying mechanism: committed consumers exhibit more negative responses to in‐contract transgressions as a result of their lower trust in the brand.
This research finds that high- and low-commitment consumers use different information-processing strategies when exposed to competitive brand information. High-commitment consumers use a disconfirmatory processing strategy, focusing on the dissimilarities between their preferred brand and the competitor brand. Low-commitment consumers focus on the similarities between the advertised brand and their preferred brand. These processing differences lead to differences in the evaluation of a competitive brand between high- and low-commitment consumers. However, priming high-commitment consumers to focus on the similarities and low-commitment consumers on the dissimilarities between their preferred brand and a competitor brand mitigates the effects of the different processing strategies. (c) 2008 by JOURNAL OF CONSUMER RESEARCH, Inc..
The purpose of this study was to reduce cardiovascular disease (CVD) risk in women by implementing a cardiovascular prevention health promotion program in faith-and community-based sites. The primary outcomes were reducing obesity and increasing physical activity. A longitudinal cohort of high-risk (age>40, ethnic minority) women (n=1,052) was enrolled at 32 sites across the USA. The pre-or post-educational intervention consisted of eight biweekly counseling sessions conducted over 4 months each addressing one of six of the major CVD risk factors (smoking, diabetes, hypertension, cholesterol, obesity, and physical inactivity) as well as signs and symptoms of a heart attack and stroke; plus 4-6 maintenance sessions over three additional months. A multifaceted approach delivered by lay and medically trained personnel involving medical screenings, health behavior counseling, risk behavior modification, and stage of change were determined at baseline and end of counseling or maintenance. Following list-wise deletion, data were analyzed on 423 women who completed all follow-up time-points. Overall, significant improvement was attained in most of 28 secondary outcomes but not in the primary outcomes. Knowledge and awareness of heart disease as the leading killer or women, all of the signs and symptoms of a heart attack, calling 911, and CVD risk factors increased significantly (p<0.05) by 8.8%, 13.6%, 5.8%, and 10%, respectively. There was a 10% (p<0.05) increase in participants attaining control for hypertension (blood pressure<140/90) coupled with a significant reduction in mean blood pressure in the entire cohort. Knowledge of effective CVD risk modification strategies for all CVD risk factors increased significantly (p<0.05), except for obesity. In addition, there were significant (p<0.05) increases in forward movement in stage of change for each CVD risk factor (range +10% to +39%). Thus, a heart disease prevention intervention built around a model of community engagement, advocacy, self-efficacy, resource knowledge, and health promotion in faith-and community-based organizations is successful at improving cardiovascular knowledge and awareness outcomes in high-risk women. Limitations of our study include the high dropout rate, significant time demands on site coordinators, limited resources for program implementation, lack of morbidity and mortality endpoints, and failure to attain the primary outcomes of weight loss and physical activity. Future studies should not only assess the effect of community education interventions on lifestyle change and
This research examines how school administrators can motivate children to make more healthful food choices using incentives, pledges, and competitions as interventions. A six-month field study was conducted across 55 elementary and middle schools, and the authors analyzed the data using a two-level Bayesian hierarchical linear model. All three interventions increased the choice of fruits and vegetables (the proportion of children choosing additional servings increased 3 to 24 percentage points) ten weeks after the interventions ended. However, younger (Grades 1 and 2) and older (Grades 3-8) children responded differently to the interventions. Although both younger and older children responded more favorably to the competition intervention than to the pledge or incentive interventions, the effects of the competition and incentive interventions were more pronounced among the younger children. A second field study, also with schoolchildren, examined the role of pledge reminders on adherence to the pledge. The presence of a visible reminder of a pledge resulted in significantly better outcomes than no reminder of a pledge.
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