A market segmentation approach to esteem and efficacy in information search

Abstract

Purpose -Building on consumer purchase behavior and self-confidence theories combined with insights from marketing segmentation literature, this study aims to investigate the influence of self-esteem and self-efficacy on consumers' selection of sources of information when making a product buying decision. Design/methodology/approach -Multivariate analysis of variance was used to analyze the main and interaction effects of the independent categorical variables on multiple dependent interval variables. An online survey was distributed using search engine marketing. Findings -The results indicate that sources of information are used differently among individuals with differing levels of self-esteem and self-efficacy. For example, individuals with higher self-efficacy relied on themselves for information, while those with lower self-efficacy relied on impersonal sources of information, such as the media or internet. Individuals with higher self-esteem relied on themselves and impersonal sources (media and internet) as important sources of information, compared with those respondents with low self-esteem. Research limitations/implications -Measuring situational influence using brief descriptions of hypothetical consumption situations was required. These descriptions could not include all possible facets of a natural setting resulting in subjective interpretations by respondents of what constitutes socially acceptable behavior. Practical implications -Consumer experiences and expectations will vary during a purchase situation. Understanding how individuals seek varied sources of information based on self-esteem and self-efficacy is pertinent to marketing professionals when creating advertising programs particularly for products which offer potential socially risky situations, such as gift-giving. Originality/value -This research contributes by expanding the understanding of search behavior and the influence of self-esteem and self-efficacy on different purchase situations.

Gender, knowledge and motivation for wine purchasing

“…Taking this into account, it is suggested that, in general, the marketing communication should emphasise the feeling of self-confidence and perceived effectiveness of consumers with greater perceived category knowledge. Exposure to impersonal advertisingfor instance on the Internetis an effective way of reinforcing subjective knowledge for selfconfident people (Bishop and Barber, 2012). In a context of purchasing in hypermarkets, these consumers may also be receptive to marketing actions that promote opportunities for knowledge development.…”

“…The process of choosing wine is complex, namely, due to the product breadth, to market differentiation, and to the considerable information asymmetry. Being an experience good, the consumers' knowledge plays a key role in the decision process (Bishop and Barber, 2012) and the information processing ends up being an intense experience in wine acquisition (Bruwer et al, 2011). To overcome this situation of complexity, the buyer will retrieve his/her own life experiences, knowledge and the most diverse sources of external information.…”

“…According to the selectivity model, males tend to follow a more heuristic information process than females, and they are more subjective and intuitive in decision-making (Laroche et al, 2003). This more simplified decision process is reinforced by the fact that males feel more self-confident, particularly in the case of wine (Babakus and Yavas, 2008;Barber, 2009;Bishop and Barber, 2012). Thus, males with higher levels of subjective knowledge rely more on their own experience and on impersonal sources, therefore more fully exploiting the knowledge of the category (Barber, 2009;Bishop and Barber, 2012).…”

“…For example, regardless of gender, wine buyers who are less knowledgeable rely more on advice at the retail outlet, while those who rely more on their knowledge seek less information (Johnson and Bastian, 2007). The value attributed by males to the knowledge of wines tends to influence other decision facets (Bishop and Barber, 2012). For example, regarding the consumption of technology, Venkatesh and Morris (2000) suggest that males keep their self-esteem by avoiding personal information sources, since the male role in the buying process of these products incorporates knowledge of the category.…”

Effect of consumer self‐confidence on information search and dissemination: Mediating role of subjective knowledge

“…Consumers with high self‐confidence are likely to assess themselves as having high product knowledge (Bearden et al, ). Information acquisition confidence implies that consumers are aware of the different information parameters and sources while searching for product information (Bishop & Barber, ; Mourali, Laroche, & Pons, ). This confidence can be the result of the ongoing search regarding the product that probably increases their knowledge.…”