The Internet has provided a competitive platform for online marketing, and online shopping has become an important part of daily life for consumers who view online reviews as an effective channel of acquiring product information before making purchase decisions. Based on the elaboration likelihood model (ELM; , 1986, in the present study the effects of online reviews on purchasing intention are explored using need for cognition as a moderator. Findings that emerge from the results are: Firstly, when online reviews are high quality this has a positive effect on the purchasing intention of online shoppers. Secondly, when there are a high number of online reviews this positively affects the purchasing intention of online shoppers. Finally, shoppers with a high need for cognition take the central route in attitude change, but shoppers with a low need for cognition tend to adopt the peripheral route in forming attitude. Marketing implications are suggested.
This research aims at exploring the underlying mechanisms how consumers respond to statistical and narrative health claims when they evaluate food products. Moreover, personality traits and product-related information are also incorporated to discuss their effects on the relationship between message types and consumers’ food product evaluation. The results indicate that statistical health claims are more persuasive than narrative health claims. In addition, the results show that individuals’ health knowledge, NFC moderate the relationship between message types and product evaluation. It argues that individuals with limited health knowledge evaluate food product more favorably when statistical health claims are used, while individuals with more health knowledge evaluate food product more favorably when narrative health claims are used. Moreover, it reveals that individuals with high NFC evaluate food product more favorably when statistical health claims are used, while individuals with low NFC evaluate food product more favorably when narrative health claims are used.
PurposeThis paper seeks to explore the effect of mood states and gender on the relationship between health‐related information and variety seeking (VS) behavior among food products.Design/methodology/approachTwo experiments were conducted to examine the moderating effects of mood states and gender on the relationship between health‐related information and VS.FindingsThe results indicate that sad people incorporate more VS than happy people when health warnings and nutritional labeling are absent, but sad and happy people tend to converge to similar levels of VS when health warnings and nutritional labeling are present. Moreover, males incorporate less VS than females when health warnings are present, while females incorporate less VS than males when nutritional labeling is present.Practical implicationsIn the absence of health warnings and nutritional labeling, it is a wiser way for leading brands to cultivate positive consumer moods by utilization of humorous ads, so that they do not search for varied products. For less well‐known brands, inducing negative consumer moods is a better way to encourage brand switching. Further, providing nutritional labeling will strengthen consumer brand loyalty by reducing their VS, especially for females. As the health warnings reduce the VS for males, marketers may take advantage of this effect by associating brand names with health warnings.Originality/valueAs VS is found to be related to over‐consumption, it is important to investigate the effects of health‐related information on VS. However, little empirical evidence has been found on the effect of health‐related information on VS behavior. Further, this study takes into consideration moderating factors as it is important for marketers to realize how health‐related information interacts with the consumer's VS behavior under different mood states and gender. The findings demonstrate that the relationship between health‐related information and VS is moderated by mood states and gender differences, an important contribution to the research on VS behavior.
Using a factorial experiment design, we investigated the causal relationship between personality factors and cognitive responses, as well as the relationship between cognitive responses and purchasing intentions. We found that participants with high need for cognition (NFC) had better advertising recall than those with low NFC and that advertising recall was related to purchasing intention in that those who had good recall of the advertisement had a higher purchase intention than those who had poor recall. The results contribute to personality literature by extending findings relating to the antecedent effects of NFC on cognitive responses. In addition, a contribution was made to attitude research by identifying advertising recall as a viable explanatory variable. Managerial implications are suggested.
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