Consumer decision making styles in developed and developing markets: A cross-country comparison

Mehta, Ritu; Dixit, Gagan

doi:10.1016/j.jretconser.2016.09.002

Cited by 35 publications

(36 citation statements)

References 10 publications

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“…A favorable response to similar questions is likely to require flexibility from practitioners, as it necessitates the ability to profile consumers and-for instance-to manage shopping atmospherics in order to induce either a hedonic or a utilitarian shopping orientation. Previous research suggests that such targeting is possible (Mehta and Dixit 2016), but the construal-level-related logic outlined above provides further novel implications for future research. For instance, sorting criteria have been found to be a function of construal level (Trope and Liberman 2010).…”

Section: Increase Construal Level?mentioning

confidence: 98%

A construal-level approach to hedonic and utilitarian shopping orientation

Scarpi

2021

Mark Lett

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Several studies in consumer behavior have focused on consumers’ shopping orientation in terms of hedonic and utilitarian shopping. The present research advances a different perspective examining hedonic and utilitarian shopping orientations with the theoretical lenses of construal-level theory. Results from two studies indicate that hedonism relates to higher and utilitarianism to lower construal levels (Study 1). Consequently, individuals tend to prefer desirability-related options when shopping hedonically, and feasibility-related options when shopping in a utilitarian way (Study 2). The findings further show a moderating effect of construal level on the relationship between shopping orientation and choice, consistent with construal-level theory.

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Section: Increase Construal Level?mentioning

confidence: 98%

A construal-level approach to hedonic and utilitarian shopping orientation

Scarpi

2021

Mark Lett

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“…Most prior research on Generation Z consumers, eWOM and brand love has been conducted in developed markets, which differ significantly from those of emerging markets (Mehta & Dixit 2016). An in-depth understanding of consumers in emerging markets is needed, given the attractiveness of these markets for international trade, including their booming economies, high growth potential and increasing demand for products (Aregbeshola 2018).…”

Section: Problem Statementmentioning

confidence: 99%

The influence of electronic word-of-mouth adoption on brand love amongst Generation Z consumers

Pillay

2021

Acta Commercii

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Orientation: The study investigated the influence of electronic word-of-mouth (eWOM) adoption on brand love amongst Generation Z consumers in South Africa that will enable marketers to improve their brand love strategies amongst this generation.Research purpose: The study used the information adoption model to investigate the impact of eWOM adoption on brand love amongst Generation Z consumers.Motivation for the study: This study adds to the limited body of literature on Generation Z consumers in emerging markets. It examines drivers of online purchase decisions of Generation Z consumers, such as eWOM adoption and brand love.Research design, approach and method: The study followed a descriptive quantitative approach. Data were obtained through structured questionnaires from Generation Z consumers. Non-probability, purposive sampling was used to select the sample. Data were captured, coded and cleaned using Statistical package for the social sciences (SPSS) version 25, yielding 284 usable questionnaires. Apart from descriptive statistics, confirmatory factor analysis was used to test the validity of the constructs obtained from previously developed scales through convergent and discriminant validity. The reliability of the constructs was tested using Cronbach’s alpha and composite reliability. The conceptual model was tested using Structural Equation Modelling and the hypotheses were analysed using path modelling in Analysis of moment structures (AMOS) version 25.Main findings: The results revealed a positive, weak relationship between eWOM adoption and brand love. Argument quality had a strong, positive influence on information usefulness, which in turn, had a strong, positive influence on eWOM adoption.Practical/managerial implications: Marketers can use the findings of this study to target Generation Z consumers in emerging markets more effectively by sharing quality, authentic content through Facebook and Instagram to encourage eWOM adoption and somewhat affect brand love.Contribution/value-add: This study adds to the limited body of knowledge on Generation Z consumers in emerging markets. It elucidates how marketers can encourage eWOM adoption amongst this generation, thereby leading to brand love, to some extent.

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“…In this light, studies have examined the product-related, demographic and cultural differences in CDMS across the globe over the last three decades. Zhou et al (2010) and Mehta and Dixit (2016) summarized some of the studies that have examined CDMS in various countries over time. Their results indicate that predictors of CDMS are mostly lacking in these studies.…”

Section: Literature Reviewmentioning

confidence: 99%

“…CDMS also varies between countries and their levels of development (Mehta and Dixit, 2016. With the growing globalization and rapid economic, technological and sociocultural developments happening in emerging countries, Mehta and Dixit (2016) recommend the examination of its consumers' CDMS.…”

Section: Introductionmentioning

confidence: 99%

Explaining clothing decision-making styles among South-African and Nigerian young adults using two life-course theories

Duh

Iyiola

2020

JFMM

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PurposeTwo life-course theories (human capital and socialization) were employed to examine how childhood family resources received and peer communication about clothes shopping influence consumer decision-making styles (CDMS) at young adulthood.Design/methodology/approachYoung adults (18–35 years old) were surveyed from two large African economies: South Africa (N = 306) and Nigeria (N = 272). The participants were surveyed at the economic capitals (Johannesburg and Lagos) of both countries to identify and explain CDMS related to clothes shopping. Structural equation modeling and multi-group analyses were used to analyze data.FindingsThe results found six CDMS in both countries, dominated by four utilitarian dimensions (perfectionist, price, quality and time/shopping uninterested consciousness). Structural equation modeling results revealed that family resources and peer communication received during adolescence predicted most of the six CDMS in both countries. Multi-group analyses found that there were no country differences in constructs' relationships.Practical implicationsFrom the results that young adults in both countries displayed more utilitarian than symbolic decision-making styles when shopping for clothing, it is suggested that retailers and other companies provide value-for-money to capture and retain this large, lucrative, but disloyal, young adult consumer segment.Originality/valueSince 1986, when eight consumer decision-making styles were identified, studies of CDMS over the last three decades have focused on validating the scale and exploring demographic and cultural differences. Few studies have examined CDMS drivers, but not using a life-course approach.

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Consumer decision making styles in developed and developing markets: A cross-country comparison

Cited by 35 publications

References 10 publications

A construal-level approach to hedonic and utilitarian shopping orientation

A construal-level approach to hedonic and utilitarian shopping orientation

The influence of electronic word-of-mouth adoption on brand love amongst Generation Z consumers

Explaining clothing decision-making styles among South-African and Nigerian young adults using two life-course theories

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