Feeling red lucky? The interplay between color and luck in gambling settings

Pontes, Nicolas; Williams, Laura

doi:10.1002/mar.21408

Cited by 12 publications

(2 citation statements)

References 63 publications

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“…In doing so, we recommend marketers employ language empowering consumers and underscoring their ability to help via their actions. Second, based on our findings related to risk aversion, noting the risk of non‐complaint behaviors is also of importance or designing ads in a manner to evoke risk aversion (e.g., using the color red; Pontes & Williams, 2021). Finally, policymakers may elect to employ advertising that highlights the guilt a consumer may feel if they fail to comply with COVID guidance.…”

Section: Discussionmentioning

confidence: 99%

The role of response efficacy and risk aversion in promoting compliance during crisis

Thomas

Mirahmad

Kemper

2022

Journal of Consumer Affairs

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This research examines consumers' compliance with behaviors that focus on preventing the spread of COVID‐19. Drawing on Protection Motivation Theory and research on efficacy, we find that, during a pandemic, consumers who have higher perceptions of response efficacy are less likely to engage in risky consumption behaviors (Study 1) and more likely to engage in protective consumption behaviors (Study 2). This effect is moderated by risk aversion, such that as risk aversion increases, COVID‐compliant behaviors increase even when consumers do not believe in their ability to effectuate change. Further, the relationship between response efficacy and COVID‐compliant behaviors is mediated by anticipated guilt. Importantly, these constructs are relevant beyond the COVID‐19 pandemic. As situations like drought, rising sea levels, and infectious diseases persist, consumers will continually be asked to sacrifice for their own wellbeing and the wellbeing of others. Thus, we discuss implications for policymakers.

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Section: Discussionmentioning

confidence: 99%

The role of response efficacy and risk aversion in promoting compliance during crisis

Thomas

Mirahmad

Kemper

2022

Journal of Consumer Affairs

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“…Furthermore, we identify two practical moderators based on metacognition theory and provide empirical evidence of their effectiveness in mitigating negative effects.Third, our research provides insights into the role of luck in consumer behavior. Previous research mainly focuses on how luckrelated concepts influence customers' feelings of uncertain outcomes(Jiang et al, 2009;Pontes & Williams, 2021). Recently,Hock et al (2020) demonstrated that lucky promotional game results induce positive customer affective attitude toward the marketer.…”

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confidence: 99%

Walls have ears: Word‐of‐mouth diffusions in targeted promotions decrease targeted customer retention

Chang,

Li,

Wang

2023

Psychology and Marketing

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Recent research suggests that targeted promotions have positive effects on targeted customers and negative effects on untargeted customers. However, the advent of market transparency increases the likelihood of untargeted customers' negative reactions reaching targeted customers. We examine this issue with four online experiments and find that for promotions targeted on infrequent customers, exposure (vs. no exposure) to negative word‐of‐mouth (WOM) from untargeted frequent customers does not affect targeted infrequent customers' current purchase intentions, but does reduce their intentions to remain with the marketer. Furthermore, we identify two moderators, such that when managers mention luck in the promotion delivery stage and when managers respond to negative online word‐of mouth (eWOM) from untargeted frequent customers and mention promotions targeted on frequent customers, they mitigate this negative effect. Our findings offer a new direction for the undesired effect of targeted promotions and identify the possibility that WOM diffusion reduces targeted customers' retention. We also provide valuable managerial insights on how to mitigate the negative effects of targeted promotions by framing the promotion as a result of luck, and by responding to and mentioning promotions targeted on frequent customers to negative eWOM from untargeted customers.

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To share or not to share: When is influencer self‐disclosure perceived as appropriate?

Leite,

Pontes,

Septianto

2024

J of Consumer Behaviour

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Influencers' personal stories on social media can shape consumer behavior. Yet little is known about how intimacy, valence, and topic of self‐disclosure affect perceptions of credibility. In two studies, results reveal that intimate (vs. non‐intimate) self‐disclosure reduces perceived message appropriateness and influencer credibility, while positive (vs. negative) self‐disclosure enhances it. Furthermore, the effect of positive intimate self‐disclosure on appropriateness is stronger for topics related to mental health (vs. relationships). This research broadens the theoretical understanding of how consumers perceive influencer credibility by analyzing various dimensions of self‐disclosure, providing practical insights for integrating self‐disclosure into social media recommendations.

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Feeling red lucky? The interplay between color and luck in gambling settings

Cited by 12 publications

References 63 publications

The role of response efficacy and risk aversion in promoting compliance during crisis

The role of response efficacy and risk aversion in promoting compliance during crisis

Walls have ears: Word‐of‐mouth diffusions in targeted promotions decrease targeted customer retention

To share or not to share: When is influencer self‐disclosure perceived as appropriate?

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