Business Commons^™

Consumers’ Health-Locus-Of-Control And Social Distancing In Pandemic-Based E-Tailing Services, Omar S. Itani, Linda D. Hollebeek

Marketing Faculty Publications and Presentations

Purpose

COVID-19 and its precautions, including social distancing, have revolutionized traditional retailing- and consumption patterns. In this turbulent environment, the purpose of this study is twofold. First, this paper explores the direct effect of consumers’ internal/external health locus-of-control on their hygiene consciousness, which, in turn, affects their social distancing behavior. Second, this study posits that social distancing, in turn, impacts consumers’ current online grocery shopping behavior and their future online grocery shopping intentions, thus uncovering important insight.

Design/methodology/approach

To address these gaps, this paper develops a model that links consumers’ internal/external health locus-of-control to their adoption of e-tailing-based grocery services. …

Trust Propensity Across Cultures: The Role Of Collectivism, Stanford A. Westjohn, Peter Magnusson, George R. Franke, Yi Peng

Marketing Faculty Publications and Presentations

Does collectivism influence an individual's willingness to trust others? Conflicting empirical results from past research and the role of trust in international marketing make this question important to resolve. We investigate this question across cultures and at the individual level with four studies using multiple methods. Study 1 establishes correlational evidence between societal-level collectivism and individual-level trust propensity with results from a multi-level analysis of data from over 6,000 respondents in 36 different countries. Study 2 offers an individual-level analysis using the trust game, introducing a more rigorous behavioral outcome variable. Study 3 contributes causal evidence at the individual level …

Explaining Loyalty In Higher Education: A Model And Comparative Analysis From The Policy Of Gratuity, A Case Applied To Chile, Maritza Katherine Galindo-Illanes, Juan Alejandro Gallegos-Mardones, Arturo Z. Vasquez-Parraga

Marketing Faculty Publications and Presentations

Since the 1980s, numerous transformations in higher education were experienced in Latin America, and especially in Chile, a country that allowed private entities to enter the education systems and develop a market. The opportunity triggered an increase of coverage and competition to capture and retain students, followed by marketing strategies delivering student satisfaction and pursuing student loyalty. Moreover, since 2012, higher education institutions in Chile have been allowed to adopt a policy of gratuity, giving families the co-responsibility of dealing with the cost of education. So, some institutions adopted gratuity and continued receiving funds from the state, but others did …

When The Green In Green Packaging Backfires: Gender Effects And Perceived Masculinity Of Environmentally Friendly Products, Reto Felix, Eva M. González, Raquel Castaño, Lorena Carrete, Richard T. Gretz

Marketing Faculty Publications and Presentations

Previous research has emphasized the importance of product packaging to consumers’ attitudes and purchase intentions, but empirical studies that explore the specific mechanisms by which packaging color influences marketing-relevant downstream variables in relation to environmentally friendly products is scarce. The current research addresses this gap by building on insights from theories on consumption values, gender roles, and gendered products. In two studies, the current research shows (1) how color-induced perceptions of masculinity can trigger perceived product effectiveness and purchase intentions, (2) how competing mediation through masculinity and perceived fit with the product category influences perceived product effectiveness and purchase intentions …

Light At The End Of The Tunnel: Visitors' Virtual Reality (Versus In-Person) Attraction Site Tour-Related Behavioral Intentions During And Post-Covid-19, Omar S. Itani, Linda D. Hollebeek

Marketing Faculty Publications and Presentations

Consumer behavior is changing as a result of the COVID-19 pandemic, thus compelling attraction sites to find new ways of offering safe tours to visitors. Based on protection motivation theory, we develop and test a model that examines key drivers of visitors' COVID-19-induced social distancing behavior and its effect on their intent to use virtual reality-based (vs. in-person) attraction site tours during and post-COVID-19. Our analyses demonstrate that visitor-perceived threat severity, response efficacy, and self-efficacy raise social distancing behavior. In turn, social distancing increases (decreases) visitors' intent to use virtual reality (in-person) tours during the pandemic. We find social …

“Us” To Co-Create Value And Hate “Them”: Examining The Interplay Of Consumer-Brand Identification, Peer Identification, Value Co-Creation Among Consumers, Competitor Brand Hate And Individualism, Omar S. Itani

Marketing Faculty Publications and Presentations

Purpose

The purpose of this paper is to understand the role of identity-based relationships, customer brand identification and peer identification, in driving customer outcomes including customer experiential hedonic value, social influence and repurchase intentions through the effects on value co-creation among customers and competitor brand hate, while taking into consideration the moderating impact of individualism.

Design/methodology/approach

The study integrates social identity theory, identity-based marketing perspective and self-construal theory to develop relationships. The data comprises a web-based survey of customers in the USA and was analyzed using structural equation modeling.

Findings

Customer brand identification and peer identification are drivers of value …

Exploring The Effects Of For-Profit And Nonprofit Size Congruency: An Exchange Perspective On Cause-Related Marketing, Anne Hamby, Niusha Jones, Guohong Yu

Marketing Faculty Publications and Presentations

Prior research on cause-related marketing (CM) shows that congruencies between for-profit and nonprofit organizational missions and target markets affect consumers' perceptions of the partnership fit, and their subsequent response to CM promotions. The current work explores how congruencies between for-profit and nonprofit sizes influence consumers' perceptions of the partnership fit, and subsequently, their attitudes toward CM efforts. Study 1 shows that consumers perceive a low degree of organizational partnership fit between a small for-profit and large nonprofit (relative to other partnership configurations). Study 2 shows the nature of donated resources can affect organizational partnership fit perceptions, such that donations of …

Social Credibility: Trust Formation In Social Commerce, Lena Cavusoglu, Deniz Atik

Marketing Faculty Publications and Presentations

Trust formation in informal social commerce, also considered lateral exchange markets (LEMs) on social media platforms, has different dynamics from e-commerce and traditional consumerto‐ consumer (C2C) exchange. These online markets are massive in scale; thus, it is an important phenomenon in consumer research. With a holistic perspective, we conducted in-depth interviews with Instagram consumers and sellers. Our research is among the first to reveal an empirical understanding of the critical dynamics of trust formation in LEMs within social commerce and contribute to theory by introducing a novel dimension termed social credibility. Social credibility surpasses the source credibility evaluations one step …

The Conundrums Of Happiness And Subjective Well-Being: Views From Brazil, Nikhilesh Dholakia, Deniz Atik

Marketing Faculty Publications and Presentations

No abstract provided.