Keep it vague? New product preannouncement, regulatory focus, and word-of-mouth

Wang, Xingyuan; Liu, Yun; Wang, Shuyang; Chen, Haipeng

doi:10.1016/j.jretconser.2021.102847

Cited by 11 publications

(2 citation statements)

References 77 publications

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“…Construal level can be either a long-term mindset or an induced temporary mindset [ 63 ]. Companies can use machine learning to quickly and effectively identify consumers with different construal levels based on their online behavior data [ 87 ]. Companies can also collect information from consumers and build consumer profiles to help identify consumers with different construal levels [ 60 , 88 ].…”

Section: Discussionmentioning

confidence: 99%

Telling You More Fluently: Effect of the Joint Presentation of Eco-Label Information on Consumers’ Purchase Intention

Wang

Liu

et al. 2022

IJERPH

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An eco-label is an important tool for identifying green products in the marketplace. Most eco-labels, however, present a single icon that is simple and carries limited information, thus creating cognitive barriers for consumers. As a result, eco-labels might not always effectively promote green consumption. Based on dual coding theory and the spatial contiguity effect, this study investigated the effect of the “joint presentation of eco-label information” (JPEI), which adds (functional/emotional) descriptive text to eco-labels, on improving consumers’ cognitive fluency in eco-labels and subsequent purchase intention. We conducted three studies and found that, compared with the “single presentation of eco-label information” (SPEI), JPEI improved the cognitive fluency of consumers with low eco-label knowledge. Furthermore, spatially contiguous JPEI was more effective than spatially partitioned JPEI for consumers with low eco-label knowledge. In addition, we specifically explored the information types of JPEI that were effective for consumers with low eco-label knowledge. Low-construal consumers had higher cognitive fluency and higher purchase intentions under functional JPEI, and high-construal consumers had higher cognitive fluency and higher purchase intentions under emotional JPEI. The results of this study enrich eco-label research and can provide theoretical guidance for marketing practices in eco-labels.

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Section: Discussionmentioning

confidence: 99%

Telling You More Fluently: Effect of the Joint Presentation of Eco-Label Information on Consumers’ Purchase Intention

Wang

Liu

et al. 2022

IJERPH

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show abstract

“…Similar to other online sample recruiting platforms, Credamo has a generally more diverse sample relative to convenient offline sample approaches (Kees et al, 2017). The Credamo platform has been used in previous consumer behavior studies (e.g., Wang et al, 2022).…”

Section: Methodsmentioning

confidence: 99%

How perceived life control shapes sustainable consumption: The role of outcome efficacy

Zhang

Sheng

2022

Psychology and Marketing

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Sustainable consumption helps solve today's critical environmental problems, but such behavior tends to be altruistic, mainly benefiting the environment and other people. Thus, understanding precursors that drive a consumer to engage in sustainable consumption is important for scholars and green product marketers.This study examines how perceived life control-a factor not directly related to environmental decisions-influences sustainable purchase. Data from two waves of the World Value Survey indicate that perceived life control is positively associated with pro-environmental attitudes (which is a precondition for sustainable purchases).Five subsequent studies consistently show that perceived life control increases purchase intention for green products, and this happens because consumers with greater life control believe their purchases will be more effective in solving environmental problems (i.e., outcome efficacy). We further reveal that framing the benefits of a green product as temporally present (vs. future) attenuates the observed effect. These findings suggest that the practice of sustainable consumption may be explained by perceived life control in individuals and provide insights for environmental communication regarding the alignment between sustainable product appeals and individual differences.

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Uncertainty marketing tactics: An overview and a unifying framework

Kovacheva

Nikolova

2023

J. of the Acad. Mark. Sci.

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Keep it vague? New product preannouncement, regulatory focus, and word-of-mouth

Cited by 11 publications

References 77 publications

Telling You More Fluently: Effect of the Joint Presentation of Eco-Label Information on Consumers’ Purchase Intention

Telling You More Fluently: Effect of the Joint Presentation of Eco-Label Information on Consumers’ Purchase Intention

How perceived life control shapes sustainable consumption: The role of outcome efficacy

Uncertainty marketing tactics: An overview and a unifying framework

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