This paper investigates the effects of post-purchase reinforcement and choice-inconsistent information, the latter of which arouses cognitive dissonance, on consumer satisfaction and perceived service quality (SQ). A field experiment was conducted in which university students are provided with university rankings information that is either consistent with their choice of university (choice-reinforcing) or inconsistent with their choice. It is found that provision of choice-inconsistent information affects neither satisfaction nor perceived SQ. In contrast, while not affecting perceived SQ, provision of post-purchase reinforcement does enhance satisfaction. The paper demonstrates this to result from a reduction in psychological discomfort regarding the choice made, which is the emotional aspect of cognitive dissonance. The paper also finds that both information conditions result in an increase in Word-of-Mouth behaviour compared to a control group. Theoretical and practical implications are discussed.
The maximizing tendency denotes individuals' predisposition to look for the best option rather than settling for something that passes an internal threshold of acceptability. This research examines how maximizing affects the compromise effect: the preference for an option with relatively intermediate attribute values. Results show that maximizers attempt to maximize gains on all attributes (rather than to rely on a single, most important attribute as satisficers do) and make more compensatory tradeoffs, which leads to more often choosing a compromise option (Studies 2 & 3). Results held whether maximization was measured as an individual difference variable (Studies 1 & 2) or activated as a decision mindset (Study 3). When asked to make decisions for a (fictional) prototypical maximizer, however, people intuited fewer compromise choices (Study 4). This article concludes by discussing relevant theories on cognitive capacity, regulatory focus, and choice context effects, and by offering tangible suggestions for follow-up research.
Purpose
This study aims to examine in which circumstances consumer’s self-congruity moderates the indirect influence of consumer-based brand equity (mediating role) in the relationship between firm-created and user-generated social media content and intention to purchase fashion products.
Design/methodology/approach
In this study, the authors carried out an online survey with social media users of fashion brands and collected data from 622 participants across two samples to investigate whether consumers’ perceptions of equity of fashion brands mediate the relationship between social media brand-related communication created by both firms and users and the intention to buy the fashion brands. The indirect relationship is further moderated by self-congruity.
Findings
The results indicate that brand equity mediates the relationship between social media communication and purchase intentions of fashion products, and self-congruity moderates the relationship between social media communication types and purchase intentions, such that higher/lower levels of self-congruity strengthen/weaken the impact of social media communication on purchase intentions.
Originality/value
This study contributes to the business and marketing literature by exploring how social media communication, branding and fashion align with the individual’s self-concept and buying behaviour.
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