Abstract or concrete? The influence of image type on consumer attitudes

Zhou, Zhimin; Zheng, Ling; Li, Xinli

doi:10.1111/ijcs.12642

Cited by 17 publications

(27 citation statements)

References 64 publications

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“…Moreover, the consumers’ cognitive style and attention level successfully mediate the relationship between product similarity and discount attribute, and research has already explored what factors can attract customers’ attention, for instance, packaging, image type, shelf placement, or the presence of other products (e.g., Clement, 2007; Clement et al., 2013; Folkes & Matta, 2004; Huang et al., 2021; Kowalska et al., 2020; Zhou et al., 2021). Therefore, retailers can use these various factors to adjust consumers’ attention level and further modify the effect of product similarity on discount attribution.…”

Section: Discussionmentioning

confidence: 99%

“…A dissimilar tie-in product is better. However, due to consumers value consistency and avoid cognitive dissonance, a tie-in product, which is complementary to the primary product, can make bundling profitable, Clement, 2007;Clement et al, 2013;Folkes & Matta, 2004;Huang et al, 2021;Kowalska et al, 2020;Zhou et al, 2021). Therefore, retailers can use these various factors to adjust consumers' attention level and further modify the effect of product similarity on discount attribution.…”

Section: Managerial Implicationsmentioning

confidence: 99%

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Impact of mixed bundling type on consumers’ value perception

Song

2022

Int J Consumer Studies

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A discount through bundling can harm consumers’ perception of the reference price of, and willingness to pay for, the bundled products. This study investigates how types of bundling such as mixed‐leader and mixed‐joint bundling affect the value perception of a primary product. Three experiments were developed and used to test theoretical hypotheses. Data were collected and analyzed using multivariate analyses of variance and mediation analysis with the bootstrapping procedure. Results show that leader bundling is more efficient in protecting the value perception of the primary product than joint bundling. The bundling type effect is mediated by consumers’ discount attribution and is strengthened in a low product similarity scenario. Further, cognitive style and attention level significantly mediate the relationship between product similarity and consumers’ discount attribution, especially under leader bundling. These findings provide a deeper understanding of the bundling type effect. The moderating effects of product similarity show the conditions for the bundling type effect. Additionally, the mediating effect of discount attribution is very meaningful since attribution is the most frequently mentioned theory in bundling research, while no study has directly examined it to date. The findings also provide useful implications for retailers to design efficient bundling promotion.

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Section: Discussionmentioning

confidence: 99%

Section: Managerial Implicationsmentioning

confidence: 99%

Impact of mixed bundling type on consumers’ value perception

Song

2022

Int J Consumer Studies

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“…Since a hedonic attribute is more abstract than a utilitarian attribute. Prior research illustrates that abstract images generate more positive product attitudes than concrete images (Zhou et al, 2021). This research believes that for low typical hedonic attributes, consumers are relatively unfamiliar with both usage process and end benefits.…”

Section: Effects Of Mental Simulationmentioning

confidence: 95%

Effects of mental simulation, new product attribute benefits and typicality on consumer attitudes

Chou

Hsu

Chang³

2023

APJML

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PurposeThis research paper aims to illustrate that the new product communication effects of mental simulation (process-vs. outcome-focused) might depend on product attributes (typicality and benefits). Communication effects include ad attitudes and product attitudes in this study.Design/methodology/approachOne 2 (mental simulation: process-focused vs. outcome-focused) x 2 (attribute typicality: high vs. low) x 2 (attribute benefits: hedonic vs. utilitarian) between-subjects experiment design was conducted. SPSS was used to do data analysis.FindingsThis article reveals that high (low) typicality of new attributes causes a process-focused (outcome-focused) simulation to lead to better consumer attitudes (i.e. ad attitude and product attitude). In addition, for a new hedonic attribute, a low typical attribute induces better consumer attitudes. Furthermore, there are interaction among mental simulation, product attribute typicality and benefits. These findings have important implications for academic developments and marketing management.Originality/valueCompared with previous studies, this study is unique in several ways. First, enterprises often develop new products by introducing new product attributes (i.e. new features). Product attribute typicality is an interesting issue for new product design and communication. This research illustrates that the marketing communication effects of attribute typicality depends on attribute benefits and mental simulation. Second, the current research finds the new product attribute benefit (i.e. hedonic/utilitarian) play an important role and moderates the effects of mental simulation on consumer attitudes.

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“…Moreover, authors have shown that prevention-focused customers prefer functional gains as compared to hedonic aspects (e.g., preferring a more functional laptop as compared to a more esthetically designed one) in order to get more confidence and competence. In contrast, promotion-oriented customers may be focused more on the esthetic attributes of products (e.g., choosing an attractive mobile or laptop) in order to boost self-image and self-concept (Das et al, 2018; Zhou et al, 2021). Therefore, we posit the following hypothesis…”

Section: Literature Review and Hypotheses Formulationmentioning

confidence: 99%

Bridging the Gap Between Product Design and Customer Engagement: Role of Self-Determined Needs Satisfaction

Hashmi

Shu

Haider³

et al. 2021

SAGE Open

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This study aims at exploring the influence of product design on customer engagement through self-determined needs satisfaction. This study used the survey method in three ways: (1) mall intercept approach, (2) email survey, and (3) survey through Wechat. The sample was collected from 500 customers of electronic products living in Xi’an, China. The data analysis is done through structural equation modeling. Findings show that perceived product design in terms of functional, esthetic, and symbolic design is positively related to self-determined needs (autonomy, relatedness, competence) satisfaction. Furthermore, results reveal that self-determined needs satisfaction has a positive influence on customer engagement. The moderation results show that prevention focused customers moderate the relationship between functional design and self-determined needs satisfaction. Whereas, promotion focused customers moderate the relationship between esthetic design and self-determined needs satisfaction. This study adds value to the self-determination theory by examining the link between product design dimensions and customer engagement through self-determined needs satisfaction. Furthermore, this study adds value to the existing literature on regulatory focus theory.

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Abstract or concrete? The influence of image type on consumer attitudes

Cited by 17 publications

References 64 publications

Impact of mixed bundling type on consumers’ value perception

Impact of mixed bundling type on consumers’ value perception

Effects of mental simulation, new product attribute benefits and typicality on consumer attitudes

Bridging the Gap Between Product Design and Customer Engagement: Role of Self-Determined Needs Satisfaction

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