1,721,073 research outputs found
Comportamento d’acquisto edonista e utilitarista nei canali distributivi
No full textL’ampliarsi della competizione commerciale tra reti distributive, in particolare tra grande distribuzione organizzata e distribuzione selettiva, richiede la comprensione delle differenze nel comportamento d’acquisto del consumatore legate ai diversi canali. In questo ambito, l’analisi degli effetti di un comportamento ispirato più alla curiosità e al divertimento che alla necessità e all’efficienza rappresenta una sfida e una tematica particolarmente rilevante sia per lo studioso di marketing sia per l’operatore commerciale.
In particolare questo lavoro desidera sviluppare un ampio quadro di riferimento che incorpori i risultati delle precedenti analisi (parte prima), e ne identifichi i limiti per sviluppare una nuova ricerca che prenda in esame la complessità e la ricchezza delle problematiche relative al comportamento d’acquisto edonista e utilitarista (parte seconda).
Nella terza e conclusiva parte del lavoro, le basi teoriche vengono trasferite alla realtà, col duplice obiettivo sia di verificare la solidità delle ipotesi e dei modelli concettuali proposti, sia di indirizzare le decisioni manageriali verso una gestione del canale che permetta di emergere nella competizione
The effect of visual layout of assortment breadth and depth on individual perceptions of assortment size and evaluations
No full textPrivacy threats with retail technologies: A consumer perspective
Full text linkThis paper focuses on new retail technologies that acquire information from consumers, advancing that such devices represent privacy management concerns. Specifically, we propose that privacy perceptions in a retail environment are driven by retailer- and technology-related factors as well as consumers’ personality traits. By running a moderated serial mediation analysis, we address the technologies’ fairness and hedonism as antecedents of consumer privacy perceptions, technology acceptance and perceived value, and account for consumers’ trust in the retailer. We find that privacy perceptions are directly affected by distributive fairness, while the technology’s hedonism affects acceptance. Further, the effects extend to patronage intention and word-of- mouth
The Efficacy of Same- and Different- Gender Depictions in Advertising.
No full textMany brands nowadays invest in advertising addressing LGBT consumers. The study explores the relationship between LGBT-themed advertising stimuli and consumers’ sexual orientation and openness, tolerance, perceived targetedness and ad-liking, developing a model of moderated sequential mediation to increase the theoretical understanding of the topic and the managerial potential for exploiting LGBT-themed advertising. Findings show that LGBT-themed ads are liked more than straight-themed ads if consumers are open-minded about homosexuality, regardless of their sexual orientation, especially if they live their sexuality openly. Further, results are backed by a field study on several other product categories and show positive outcomes also on consumers’ willingness-to-pay
FAIRNESS, CUSTOMER SATISFACTION AND REPURCHASE INTENTION IN THE AIRLINE INDUSTRY: AN EXPLORATIVE ANALYSIS
No full textOver the years a number of strategies aimed at optimizing service production capacities using a “dynamic” form of pricing have been developed.
The first one, service bundling, groups several different products or services into a single package with a price that is generally lower than the sum of the individual components. The intend here is to reduce part of the costs, to provide added value, to attack new markets, to shift part of the demand to periods of diminished request, to increase average customer spending and in general to encourage a policy of price personalization (Guiltinan, 1987; Radas-Shugan, 1998).
A second strategy is well known as Yield Management; initially developed by airline companies but then has been rapidly adopted in other industries such as the hotel, health and electricity supply sectors. This strategy focuses on optimizing the allocation of resources, and therefore on maximizing yield by adopting specific segmentation criteria. Yield Management uses bid price models and therefore, in relation to the expected request for each service configuration, it defines the number of production units to be assigned as well as the request acceptance.
Online auctions are another example of this attempt of intercept purchaser’s willingness to pay. For instance, Priceline.com allows customers to fix their own prices for airline tickets or hotel accommodation, whilst e-bay.com held over 10 million auctions in 1999 for a huge variety of product categories. The way these auctions operate varies widely and is often highly sophisticated (English auction, Dutch auction, sealed bid-first price, sealed bid-second price etc.), but what they have in common is the intention of establishing the reservation price of the individual purchaser (single bidder and final purchaser).
Another practice that service companies are developing more and more is that of advance selling in order to reduce uncertainty about future consumption and unused capacity (Lee K.S., Ng I.C.L. 2001; Xie J.-Shugan S.M., 2004).
Numerous authors (Simon, 1992; Nagle & Olden, 1995; Dolan & Simon 1996; Berry & Yadav, 1996) have shown that pricing strategies lead in the short term to an increase in earnings and to the creation of a more or less infinite number of versions of the service, perhaps even to different offers capable of satisfying demand expectations.
Pricing strategy and fairness perception
It is already settled the risk companies run when they charge different prices to different customers is that of being perceived as unfair by the consumers (Kimes, 1994; Campbell, 1999; Cox, 2001; Maxwell, 2002). Using an empirical case study we will seek to identify the conditions in which a diversified price system can be applied without compromising customer relations. Martins & Monroe (1994) claims that price fairness influences the perception of sacrifice and product value, thereby affecting the willingness to purchase; notice that perception of unfairness is only rationalized when a precise incident or a service failure occurs and the customer gains some concrete experience (Seiders & Berry, 1998). In September 2000, Amazon.com put a series of DVDs on the market applying different prices to customers on the basis of previous purchases made on the Amazon.com site. Protests on the part of those who had already made purchases obliged the distributor to quickly reimburse these customers and avoid any further embargos. This case is just one of many examples of how critical it is to consider whether consumers feel they have been treated unfairly or not, as they could react by attempting to re-establish a form of justice, even if this might leads to additional costs. On one hand, consumers could seek to punish the opposite party and be reimbursed; on the other hand they could seek to ensure that this situation does not repeat itself in the future (Adams, 1965). More precisely (see e.g. Piron & Fernandez 1995):
- the perception of a company’s conduc..
The effect of shelf layout on satisfaction and perceived assortment size: An empirical assessment
No full textThis research compares the effect of different shelf visual layouts on decision satisfaction and perceptions of the retailer assortment, with a focus on how (e.g. vertically vs. horizontally) to display products rather than on how many products to display. The combined evidence from three experimental studies shows that displaying assortment breadth horizontally and depth vertically led participants to perceive a larger selection and to be more satisfied. Furthermore, linear displays increase decision satisfaction but decrease perceived assortment size and preference strength for the top brand, whereas visual layouts with the preferred brand in the central position increase decision satisfaction, make the assortment appear larger, and enhance preference strength for the top brand. The findings provide guidelines about how to organize products on the shelves and suggest that – even when actual assortment size is constant – consumer responses to the assortment depend from how the retailer displays the products
A construal level view of contemporary heritage tourism
Full text linkPsychological distance is “a subjective experience that something is close or far away from the self, here, and now” (Trope & Liberman 2010, p.440). This research investigates heritage tourism from the perspective of Construal Level theory, which postulates that individuals mentally represent objects and events by adopting either low or high construal levels. We show that heritage tourism leads tourists to adopt a higher psychological distance and therefore a higher construal level. In turn, this higher construal negatively affects destination loyalty and perceived uniqueness. However, authenticity and engagement moderate the heritage–construal relationship, counterbalancing the higher psychological distance induced by heritage. We explore these relationships in two studies: Study 1 on 300 visitors of a WWII site; Study 2 on 250 tourists of a Cold War site. By focusing on contemporary heritage sites, the studies also seek to compare visitors’ mental representations of the experience, based on their autobiographical, vicarious, and collective memories. The paper concludes by addressing implications for theory and practice
The year of establishment effect on brand heritage and attitudes
No full textPurpose – This paper aims to investigate whether and how the inclusion of the year of establishment (YOE) in the brand logotype affects consumers’ perceptions of brand heritage and attitudes toward the brand.
Design/methodology/approach – Two studies are conducted, one on 12 service brands (universities) and the other on 12 product brands (beers), with 250 and 200 respondents, respectively, testing a model of moderated mediation to estimate the effect of YOE on brand attitude through brand heritage as moderated by brand familiarity.
Findings – Reporting YOE on the brand logo invokes heritage that in turn increases attitudes. Older YOEs are more effective than recent YOEs. YOE effects are stronger for less-known brands. The findings support full mediation of heritage and moderation of familiarity.
Research limitations/implications – YOE invokes heritage, especially when YOE is old and the brand, less known. Additional research should examine the YOE effect among product categories where old means “outdated,” as in the hi-tech industry.
Practical implications – Managers have been using YOE since long: the findings provide guidelines for leveraging heritage. YOE works but must be signaled in the logotype to be effective and is particularly helpful for less-known brands. Thus, YOE effect gives less-known brands an additional counterbalance to the market power of their known competitors.
Originality/value – Previous research showed that companies can exploit their past heritage in the present times. Nonetheless, previous studies highlighted the complexity and paucity of tools to induce heritage. This is the first study to address the YOE effect. Empirical evidence also answers recent calls for easily implementable ways to induce heritage
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