Premiums Paid for What You Believe In: The Interactive Roles of Price Promotion and Cause Involvement on Consumer Response

Kim, Claire Heeryung; Han, Eunjoo

doi:10.1016/j.jretai.2019.10.001

Cited by 22 publications

(11 citation statements)

References 44 publications

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“…The hypothesis that involvement is positively related to consumption has also been similarly tested, with the result confirmed at a <0.01 level of significance (Table 4). This is consistent with works by several authors who state the existence of this relationship between involvement and consumption or purchase intention and even between involvement and behavioural frequency (Chang and Fan, 2017;Ghali-Zinoubi and Toukabri, 2019;Kao, 2011;Kim and Han, 2020;Li and Du, 2012;Lin and Chen, 2006;McClure and Seock, 2020;Olsen, 2001;Petty et al, 1983;Poiesz and Bont, 1995;Rahman, 2018;Shirin and Kambiz, 2011).…”

Section: Universesupporting

confidence: 92%

“…a variable that can be modified or increased. The underlying hypothesis is that if it is possible to involve consumers in the product more (by improving its importance and interest for them), the result will be a rise in demand (Chang and Fan, 2017; Ghali-Zinoubi and Toukabri, 2019; Kao, 2011; Kim and Han, 2020; Li and Du, 2012; Lin and Chen, 2006; McClure and Seock, 2020; Olsen, 2001; Petty et al , 1983; Poiesz and Bont, 1995; Rahman, 2018; Shirin and Kambiz, 2011). This greater involvement can be achieved by improving the level of knowledge about a product.…”

Section: Introductionmentioning

confidence: 99%

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How can consumer involvement be changed through communication campaigns? An information content choice model applied to the olive oil case

Garrido-Castro

Murgado-Armenteros

Torres‐Ruiz

2021

BFJ

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PurposeInvolvement has been one of the most studied variables in the field of marketing due to its determinant role in consumer behaviour, but always as a contextual or mediating variable. Taking its relationship with knowledge as the starting point, in this work, the purpose of this paper is to examine how to use the choice of information content in communication campaigns to drive up the level of involvement. A new method based on Qualitative Comparative Analysis (QCA) models is applied to the case of olive oil.Design/methodology/approachQuantitative research has been used for the proposed objectives of this work. Specifically, a computer-assisted telephone interviewing (CATI) has been conducted in several Spanish provinces using a structured questionnaire. Data obtained from 829 consumers are used.FindingsThe results support that consumer involvement with the product is related to objective knowledge about the product and its demand. Moreover, involvement can be modified through objective knowledge or information. Specifically, consumer involvement can be increased by the choice and communication of an optimal combination of five specific pieces of information (SPIs)Originality/valueIn this paper, involvement is considered as a result variable, i.e. a variable that can be modified or increased. This greater involvement can be achieved by improving the level of objective knowledge about a product. In addition, a new model is used and its viability is demonstrated and its ease of application to agri-food context.

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Section: Universesupporting

confidence: 92%

Section: Introductionmentioning

confidence: 99%

How can consumer involvement be changed through communication campaigns? An information content choice model applied to the olive oil case

Garrido-Castro

Murgado-Armenteros

Torres‐Ruiz

2021

BFJ

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“…This paper advances previous research that attempted to elucidate the differences between IGA and advergame. It demonstrates that these formats fundamentally vary in terms of the degree of centrality and integration of the brands in the gaming environment, which, in turn, lead to different psychological processes and brand attitudes among We strongly establish our empirical results in the domain that deals with the relationship between consumers' knowledge about marketplace persuasion and their attitude toward brands (e.g., Avramova et al, 2018;Kim & Han, 2020;Verhellen et al, 2014). We also validate the fact that relationships such as these do exist in a casual information processing situation such as observing brand names while playing digital games.…”

Section: Theoretical Implicationssupporting

confidence: 69%

Brands in a game or a game for brands? Comparing the persuasive effectiveness of in‐game advertising and advergames

Ghosh

Sreejesh

Dwivedi

2022

Psychology and Marketing

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Although a rich body of knowledge exists in the domain of gamification of advertising, no research emphasis has been given to compare the persuasive effects of two well-known gamification formats-in-game advertising and advergame. Also, we do not know much about their comparative effects on child and adult gamers. The present research fills these gaps by conducting three experiments in which we examine the effects of gamification format (advergame vs. in-game advertising) and age of consumers (children vs. adults) on attitude toward fictitious and real brands (Studies 1 and 2) and purchase intention of fictitious brands (Study 3). The findings reveal that children have more favorable attitude and purchase intention when the brand is advertised in an advergame than in an in-game advertising format, while adults demonstrate higher brand attitude and purchase intention in the latter as compared to the former gamification format. Also, brand familiarity differentially moderates the relationship between gamification format, age, and brand attitude (Study 2). Finally, consumers' engagement in the game positively mediates the relationship between the independent variables and purchase intention (Study 3). Our research contributes to academia by advancing the literature on gamification of advertising through a granular evaluation of persuasive efficacy of IGA and advergame played by adults and children. It also informs managers to effectively persuade consumers of different age groups by the usage of the right gamification format.

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“…Implications for retailers Kim and Han (2020) found that customers are more involved and committed to fair trade; therefore, price discount can play a main role for both retailers and consumers. Whereas the robust findings of this research suggest that retailers should not focus on these discounts that would support customers' panic tendency for impulsive buying; rather, the findings indicate that retailers should revise their promotions to discourage impulse buying proactively.…”

Section: Customer Psychology Of Impulse Buyingmentioning

confidence: 99%

Understanding the customer psychology of impulse buying during COVID-19 pandemic: implications for retailers

Naeem

2020

IJRDM

170

180

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PurposeDuring COVID-19 pandemic, the use of social media enhances information exchange at a global level; therefore, customers are more aware and make backup plans to take optimal decisions. This study explores the customer psychology of impulse buying during COVID-19 pandemic.Design/methodology/approachThe researcher, being a social constructionist, aims at understanding social patterns in impulsive buying strategies during COVID-19 pandemic. Forty UK consumers were participated using the telephonic interview method with the purpose to maintain social distancing practices.FindingsResults revealed that vulnerable group of people, fear of illness, fear of empty shelves, fear of price increase and social inclination to buy extra for staying at home, increased panic impulsive buying behaviour among customers. Many people socially interpreted the evidence of death rate and empty shelves, which led to more disinformation, rumours and sensationalism, which increased customers' impulsive buying behaviour. Finally, risk of going outside, COVID-19 outbreak among employees of local retail stores, and health professionals' recommendations to stay at home, led to impulsive buying behaviour.Originality/valueThis study has constructed a research framework of customer psychology of impulse buying based on the results of this study and fear and perceived risk theories. The study also explains how the fear of fear, risk perception and conformist tendency enhanced impulsive buying during COVID-19 pandemic. This study has discussed specific implications for retailers.

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Premiums Paid for What You Believe In: The Interactive Roles of Price Promotion and Cause Involvement on Consumer Response

Cited by 22 publications

References 44 publications

How can consumer involvement be changed through communication campaigns? An information content choice model applied to the olive oil case

How can consumer involvement be changed through communication campaigns? An information content choice model applied to the olive oil case

Brands in a game or a game for brands? Comparing the persuasive effectiveness of in‐game advertising and advergames

Understanding the customer psychology of impulse buying during COVID-19 pandemic: implications for retailers

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