Cognitive Image, Mental Imagery, and Responses (CI-MI-R): Mediation and Moderation Effects

Loureiro, Sandra María Correia; Roschk, Holger; Ali, Faizan; Friedmann, Enav

doi:10.1177/00472875211004768

Cited by 11 publications

(10 citation statements)

References 65 publications

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“…PLS-SEM allows the analysis of relationships between latent variables and tests the SC-PO-CR model from a predictive perspective, widely used in hospitality research (Loureiro et al , 2021; Romero and Lado, 2021). This technique assesses the measurement model to capture latent variables and evaluates the relationships a model variables (Hair et al , 2022).…”

Section: Methodsmentioning

confidence: 99%

“…By combining symmetrical (i.e., PLS-SEM) and asymmetrical (i.e., NCA and fsQCA) analyses, this study offers a unique view of the link between SC and PO regarding CR during people's interaction with robots. PLS-SEM allows the analysis of relationships between latent variables and tests the SC-PO-CR model from a predictive perspective, widely used in hospitality research (Loureiro et al, 2021;Romero and Lado, 2021). This technique assesses the measurement model to capture latent variables and evaluates the relationships a model variables (Hair et al, 2022).…”

Section: Analytical Approachesmentioning

confidence: 99%

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Human–robot interactions in the restaurant setting: the role of social cognition, psychological ownership and anthropomorphism

Ruiz‐Equihua

Romero²,

Loureiro³

et al. 2022

IJCHM

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Purpose The usage of robot waiters in the hospitality industry is growing, thus increasing the number of human–robot interactions in frontline services. Focusing on robot waiters in restaurants, this study aims to propose the social cognition (SC)–psychological ownership (PO)–customer responses (CR) model, while examining the association between SC, PO, robot anthropomorphism and CR. Design/methodology/approach The hypotheses of this study are tested using a three-step mixed-method approach that includes partial least squares structural equation modeling (PLS-SEM), necessary condition analysis (NCA) and fuzzy-set qualitative comparative analysis (fsQCA). Findings PLS-SEM demonstrates the mediating role of psychological ownership on the relationship between SC, customer attitudes regarding being attended by a robot and revisiting intentions. Robot anthropomorphism enhances the relationship between SC and psychological ownership. NCA indicates that SC and psychological ownership are necessary conditions for the presence of favorable attitudes and revisiting intentions. FsQCA suggests that different configurations of the antecedent conditions lead to better attitudes and revisiting intentions. Practical implications Frontline hospitality robots need to be perceived as warm, competent, responsive and adaptable to customer requests to elicit positive responses. Managers should employ attractive robots displaying anthropomorphic features. Managers need to ensure that customers have some knowledge about robots before interacting with them. Managers should also consider customer heterogeneity and the context in which the robots will be deployed. Originality/value Based on the psychological ownership theory, this paper analyzes the relationship between SC, psychological ownership and CR. Anthropomorphism moderates the relationship between SC and psychological ownership.

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Section: Methodsmentioning

confidence: 99%

Section: Analytical Approachesmentioning

confidence: 99%

Human–robot interactions in the restaurant setting: the role of social cognition, psychological ownership and anthropomorphism

Ruiz‐Equihua

Romero²,

Loureiro³

et al. 2022

IJCHM

Self Cite

View full text Add to dashboard Cite

show abstract

“…Our study has key implications for theory and future research. First, we expand the application field of the S-O-R framework in the consumer behavior domain, by (1) examining the effects of brand perceptions on customer response and (2) proposing the role of marketing communications as external stimuli, whereas atmospheric cues (Changa et al ., 2011) and cognitive image (Loureiro et al ., 2022) prevailed until now.…”

Section: Discussionmentioning

confidence: 99%

“…The framework is widely adopted in retail and marketing studies (e.g. Alanadoly and Salem, 2022; Loureiro et al ., 2022). In this research, the S-O-R framework is the theoretical foundation to support our conceptual model (see Figure 1), which analyzes if brands GMO ( stimuli ) can positively affect consumers WTP ( response ), through brand coolness perception ( organism ).…”

Section: Literature Reviewmentioning

confidence: 99%

How to earn a premium price: the effect of green marketing and brand coolness

Guerreiro

Loureiro

Nascimento

et al. 2023

JCOM

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PurposeThe current paper aims to explore how brand coolness can mediate the relationship between tactical green marketing orientation (GMO) and willingness to pay (WTP), by exploring the differences between two global brands with opposite green marketing perceptions.Design/methodology/approachBased on the stimuli-organism-response (S-O-R) framework, the relation between tactical GMO, brand coolness and consumer's WTP is examined through a survey with 272 participants, who gave their perceptions about two different brands regarding their green orientations: British Petroleum (BP) and L'Oréal. The variable set was adapted and validated through focus group sessions.FindingsBrand coolness is found to mediate the impact GMO on WTP and, for both brands, green marketing does affect the extent to which brands are perceived as cool by consumers. More importantly, evidence shows that only in the case of the “green brand” (e.g. L'Oréal), the impact on WTP is significant, which offers new implications regarding the outcomes of companies' pro-environmental policies.Originality/valueThis study is the first to investigate the outcomes of GMO over consumer's intentions (WTP) and the role of brand perceptions (coolness). The effects are compared between two global brands, with significantly different perceptions on their environmental sustainability.

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“…Lastly, it must be acknowledged that some data (Study 3) were collected during the COVID-19 pandemic (after January 2020). Tourists’ responses may differ, potentially becoming more or even less sympathetic to intentional transgressions during or after the pandemic (Loureiro et al 2021). Though this may limit the immediate generalizability of the findings, it is argued that the pandemic has increased the importance of introducing the notion of intentionality to the tourism literature as intentional failures stemming from the pandemic are being widely discussed (Beard and Williams 2020; McNeill 2020).…”

Section: Discussionmentioning

confidence: 99%

Bad Intentions: Customers’ Negative Reactions to Intentional Failures and Mitigating Conditions

Nazifi

Roschk

Ordenes

et al. 2021

Journal of Travel Research

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Intentional service failures (e.g., overbooking or overcharging) have received little scholarly attention, despite their regular occurrence and immense costs. Using a multi-method approach combining experimental and field data from online reviews, it was found that intentional (vs. unintentional) failures lead to greater negative word of mouth (nWOM) and patronage reduction. This research extends these findings by demonstrating that intentional failures are less harmful when the failure is reversible (vs. irreversible) and occurs at an employee (vs. firm) level. Further, while either psychological (e.g., apology) or monetary compensation is effective in mitigating the consequences of intentional failures at an employee level, a combined service recovery (psychological and monetary) is the best solution when the failure is at a firm level. Drawing on attribution theory, the article unveils the key role of trust (as opposed to justice) as the mechanism to explain the effects of intentionality on customers’ nWOM and patronage reduction.

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Cognitive Image, Mental Imagery, and Responses (CI-MI-R): Mediation and Moderation Effects

Cited by 11 publications

References 65 publications

Human–robot interactions in the restaurant setting: the role of social cognition, psychological ownership and anthropomorphism

Human–robot interactions in the restaurant setting: the role of social cognition, psychological ownership and anthropomorphism

How to earn a premium price: the effect of green marketing and brand coolness

Bad Intentions: Customers’ Negative Reactions to Intentional Failures and Mitigating Conditions

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