Business Commons^™

Parsing Out The Effects Of Personal Consumption Norms And Industry Influences On Food Consumption Volume, Natalina Zlatevska, Mark Spence

Mark Spence

Purpose

Norms have received attention as a factor influencing food consumption volume although a lack of clarity persists concerning what these norms are and how they affect behaviour. The supposition tested herein is that individuals possess personal consumption norms, idiosyncratic reference points to which they target behaviour. These personal consumption norms are related to the amount of food consumed independent of industry influences, specifically the size of the package offered and the perceived healthiness of the food. We also examine the extent to which one’s commitment to adhere to their personal consumption norm (referred to as ‘commitment to norm’) influences …

The Effect Of Construal Level On Time Perceptions, Confidence In Judgements And Future Preferences, Sonia Vilches-Montero, Mark Spence

Mark Spence

Purpose – This paper aims to examine how activating an abstract versus concrete construal as a retrieval cue – prior to providing estimates but after exposure to the stimulus – affects retrospective duration estimates of a hedonic experience, the kind of experience one might wish to repeat. Recent research has examined the effect of construal mindsets on prospective time perceptions (Hans and Trope, 2013) as well as the prediction of future durations (Kanten, 2011; Siddiqui et al., 2014).

Design/methodology/approach – Two experiments are presented to test four hypotheses. The effect of construal level on time perceptions, confidence in duration …

Personal Consumption Norms And Their Influence On Consumption Volume, Natalina Zlatevska, Mark Spence

Mark Spence

No abstract provided.

Do Australian And American Consumers Differ In Their Perceived Shopping Experiences?, Marilyn Jones, Sonya Vilches-Montero, Mark Spence, Sevgin Eroglu, Karen Machleit

Mark Spence

Purpose - The purpose of this paper is to present findings from an experiment designed to test the impact of crowding perceptions (both human and spatial), emotions (positive and negative) and shopping values (utilitarian and hedonic) on shopper satisfaction. Culture is explored as a moderating variable with the expectation that it systematically affects perceptions and values, which, in turn, influence the shopper's experience with the store.

Design/methodology/approach - Data were collected via a 2 x 2 x 2 full factorial between subjects design with two variables, one manipulated and one measured. The two manipulated variables were spatial density (high versus …

Spill-Over Effects In Multi-Sponsored Events: Theoretical Insights And Empirical Evidence, Robin Pentecost, Mark Spence

Mark Spence

Schema congruency theory suggests that consumers’ judgments of a sponsoring firm’s brand, such as attitudes toward the brand, are influenced by the degree of similarity or fit between the event and the brand. In short, the better the perceived fit, the more likely that the positive associations one has with the event will transfer to the sponsor’s brand. For a variety of reasons nowadays many events are co-sponsored, hence research is required to understand the ramifications that one sponsor may have on perceptions of another sponsor’s brand. Within this study we present empirical support that: 1) perceived fit between an …

Factors Affecting The Acquisition And Transfer Of Novel Attribute Relationships To New Product Categories, Stewart Shapiro, Mark Spence, Jennifer Gregan-Paxton

Mark Spence

This article investigates two factors posited to affect consumers' ability to learn a novel attribute relationship (e.g., "no pesticides → USDA organic symbol") and apply this recently acquired knowledge when making judgments in a new product category. The first factor concerns the nature of the attribute encoding process and, in particular, whether it allows for comparison of examples. The second factor focuses on the relationship between the learning and transfer domains, and examines the influence of perceptual similarity (manipulated two ways: similarity in the elements comprising the attribute relationships, and similarity between the base and target domains) on the transfer …

Using The Pairwise Comparison Method To Assess Competitive Priorities Within A Supply Chain, Hannu Saarijärvi, Hannu Kuusela, Mark Spence

Mark Spence

The benefits of seamless integration and the pursuit of a shared strategy within a supply chain are widely recognized, creating, among other things, a hard to replicate competitive advantage. However, achieving this is a difficult task because of the limited means to assess a supply chain's strategic consistency. The purpose of this manuscript is to describe and illustrate how the pairwise comparison method can be used to reveal the consistency (or lack thereof) among supply chain members' perspectives with respect to the importance of different competitive priorities, such as cost versus flexibility. Illuminating where senior decision makers agree and disagree …

Crowdsourcing And Consumer Insights, Mark Spence, Robin Pentecost

Mark Spence

No abstract provided.

Do Violent Social Cause Advertisements Promote Social Change? An Examination Of Implicit Associations, Natalina Zlatevska, Mark Spence

Mark Spence

Violent content is used in social cause advertising campaigns as a means of discouraging antisocial attitudes and behaviors, despite the fact that findings regarding the effectiveness of including violence in advertisements are equivocal. The present research explores the efficacy of violent advertisements by investigating how such ads affect implicit associations with violent words/acts. The importance of implicit associations is that they can affect judgments and behaviors long after explicit memory for the advertisement has decayed. The findings of the research point to the prevalence of individual differences in response to violent ads. Specifically, social cause advertisements are effective in weakening …

A Trination Analysis Of Social Exchange Relationships In E-Dating, Sudhir Kale, Mark Spence

Mark Spence

More than half a billion users across the globe have availed themselves of e-dating services. This chapter looks at the marketing and cross-cultural aspects of mate-seeking behavior in e-dating. We content analyzed 238 advertisements from online matrimonial sites in three countries: India (n=79), Hong Kong (n=80), and Australia (n=79). Frequencies of mention of the following ten attribute categories in the advertiser’s self-description were established using post hoc quantitative analysis: love, physical status, educational status, intellectual status, occupational status, entertainment services, money, demographic information, ethnic information, and personality traits. Past research on mate selection using personal ads and the three countries’ …