Hull-Spence Behavior Theory as a paradigm for consumer behavior

Rossiter, John R.; Foxall, Gordon R.

doi:10.1177/1470593108089201

Cited by 14 publications

(6 citation statements)

References 43 publications

(39 reference statements)

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“…In fact, consumer research even labels the deliberate enjoyment of stochastic experiences as infantile, deviant and pathological and argues that these experiences need to be identified, labelled and controlled (Belk, 2000;Fullerton, 2007;Rossiter and Foxall, 2008). Perhaps humans are predisposed towards functionality, which may explain the dominant focus on liberatory and performance experiences in the literature, but it appears that most consumers are at least tacitly aware of the anti-functional and stochastic aspects of life with some of those consumers wanting to actively engage these experiences.…”

Section: Stochastic Experiencesmentioning

confidence: 91%

Consumption experience

Lanier¹,

Rader

2015

Marketing Theory

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Experience has become a primary means by which we understand post-industrial, consumer societies. Whilst we have learned much about consumption experiences, most studies have relied on theories whose underlying assumptions have restricted our understanding of this important topic. More specifically, whilst the experiential literature has expanded our perspective of the broader structures of consumption experiences, it has limited our understanding by ascribing a function(s) to these experiences. By interrogating not merely the empirical findings but also the theoretical (and methodological) assumptions underlying the extant literature, this article aims both to critique and to extend our current understanding of consumption experiences. Towards this end, we propose a framework that examines consumption experiences on the dimensions of structural relations and functional consequences. Based on the corresponding sub-dimensions of structure, anti-structure, function and anti-function, we identify four primary types of consumption experience: performance, liberatory, stochastic and adventure. A detailed description of each type of consumption experience is provided, with special emphasis given to anti-functional experiences, the nature of which both challenges and expands our understanding of experiential consumption.

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Section: Stochastic Experiencesmentioning

confidence: 91%

Consumption experience

Lanier¹,

Rader

2015

Marketing Theory

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“…Recently, Rossiter and Foxall (2008) have even argued that the HSBT constitutes an 'allencompassing theory of the type that was popular initially in consumer behaviour'.…”

Section: The Overall Effect Of Valence Intensitymentioning

confidence: 99%

Taking a deeper look at online reviews: The asymmetric effect of valence intensity on shopping behaviour

Floh

Koller

Zauner

2013

Journal of Marketing Management

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This study tests the asymmetric effect of user-generated, open-ended online reviews on online shopping behaviour (intention-to-buy, intention-to-recommend, and willingness-to-pay).Three online experiments involving manipulating the valence intensity of online reviews for hotels, books, and running shoes (overall customer sample of n=818) provide empirical support for the proposed relationship. The valence intensity of online reviews moderates the effect of online reviews on purchase intentions. In other words, a significant change in online shopping behaviour was found for positive medium and strong reviews, but not for negative ones. Based on these findings, managers should encourage customers to share their positive consumptionrelated experiences by offering strong arguments that will convince other customers. Summary statement of contribution (75 words max):The present paper contributes to the research on the effect of online reviews on online shopping behaviour. Based on the findings of three online experiments, it can be concluded that valence intensity moderates the relationship between online reviews and online shopping behaviour. The occurrence of slightly negative information chunks in online reviews can cause significant negative changes in online shopping behaviour. Mudambi & Schuff, 2010). The two forms can occur separately or in combination. The most prominent example of online ratings and online reviews is that by online retailer Amazon.com.Previous research has primarily focused on the average online rating and the number of online reviews (e.g. Zhu & Zhang, 2009). The variability of online review texts has been ignored or the complexity has been reduced to a simple dichotomous case (positive versus negative reviews) (see Table 1 for an overview of related studies). This is unfortunate for at least two reasons: First, it is more common to find reviews including both positive and negative facets simultaneously. Second, given the huge number of online reviews available (for example, in June 2012, TripAdvisor contained more than 75 million online reviews), a simple dichotomisation simply does not reflect reality. 4The present experimental study is motivated by Cheung, Luo, Sia, and Chen (2009), who suggested examining positively versus negatively framed reviews (relating to the perceived valence of an online review) and one-sided versus two-sided reviews (relating to the perceived valence intensity of an online review text) in more detail. Hence, this study aims at empirically testing whether the perceived valence intensity of online reviews has an impact on online shopping behaviour (intention-to-buy, intention-to-recommend, and willingness-to-pay). Overall, 818 customers participated in three online experimental studies. The valence intensities of the presented online reviews were manipulated in order to study the effect on online shopping behaviour regarding three different products (books, hotels and running shoes).This study contributes to the existing eWoM literature in the following wa...

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“…Another possibility not able to be ruled out without a no‐exposure control condition is that the cartoons and, in the multimedia group, the advergame that followed caused such high arousal in the children watching and playing that it washed out any differences caused by the type of advertising that was shown. Zillmann's (, ; see also Rossiter & Foxall, ) “excitation‐transfer theory,” an extension of the Hullian performance equation of drive × habit strength, would predict that with high arousal carryover from watching the cartoons and perhaps playing the advergame, the eating response would be so strong as to override any effect of the advertising.…”

Section: Major Design Problemsmentioning

confidence: 99%

Children and “junk food” advertising: Critique of a recent Australian study

Rossiter

2019

J of Consumer Behaviour

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A field experiment by Australian public health researchers Norman, Kelly, McMahon, and others allegedly demonstrated that primary school children's physical health is threatened by exposure to “junk food” advertising. Their study was published in the international health journal Appetite and was clearly intended to influence government regulatory policy. The methodology of the study was taken, without acknowledgement, from an earlier American study in the Journal of Consumer Research and much other research on children's consumer behavior, including pioneering studies conducted by the present author‚ was ignored. Also, quite unforgivably, the researchers neglected to cite Australia's already strict regulatory controls on and guidelines for advertising directed to children. The present author sent a rejoinder to Appetite pointing out the many problems with Norman et al.'s research and recommending that their article be withdrawn, but the editor insisted I revise it to remove almost all the criticisms, which I naturally refused to do. Instead, by publishing this article in JCB, the present author is hoping to make consumer researchers aware of the sort of poorly performed and ideologically influenced research relating to marketing and consumer behavior that is appearing in the health journals. The present article also contributes more generally by exposing problems that must be avoided in experimental research on consumer behavior.

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Hull-Spence Behavior Theory as a paradigm for consumer behavior

Cited by 14 publications

References 43 publications

Consumption experience

Consumption experience

Taking a deeper look at online reviews: The asymmetric effect of valence intensity on shopping behaviour

Children and “junk food” advertising: Critique of a recent Australian study

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