The two main influences leading to adoption at the individual consumer level are marketing communication and interpersonal communication. Although evidence of effect these is abundant market level, there a paucity research documenting simultaneous both level. Thus, primary objective this paper fill gap in literature by existence magnitude customer while controlling for unobserved temporal effects. pharmaceutical industry provides an appropriate context study problem. It has been conjectured...

This study develops a stochastic model to capture developer learning dynamics in open source software projects (OSS). A hidden Markov (HMM) is proposed that allows us investigate (1) the extent which individuals learn from their own experience and interactions with peers, (2) whether an individual's ability these activities varies as she evolves/learns over time, (3) what individual persists time. We calibrate based on six years of detailed data collected 251 developers working 25 OSS hosted...

Firms often outsource the task of devising new product or service ideas to consumers through online crowdsourcing platforms. We posit that design environment may affect participants' capacity generate ideas. This research empirically shows creativity platform enhances idea generation participants who create and submit platform. further explore curiosity as a mediator relationship between an well factors (aesthetics ease use) moderators relation ship curiosity.

The current research empirically documents grotesque imagery's positive effect on the persuasiveness of luxury brand advertising, and examines perceived fit between imagery branding as psychological mechanism underlying that effect. results two studies showed in advertisements for products enhanced consumers' experiences increased their purchase intentions by transporting them to narratives portrayed ads. This process was driven branding, which leads fluent processing, thereby facilitating...

Abstract This research investigates how consumers' different types of self‐concepts (agentic vs. communal) shape their attitudes toward nostalgia. Experiment 1, using a two (self‐concept: agentic by (nostalgia: nostalgic non‐nostalgic) between‐subjects design and series multivariate analysis variance Hayes's PROCESS Model 8, showed that communal participants' preference was not increased in the non‐nostalgic condition but condition. Self‐concept indirectly influenced for product through...

Narcissism, a human trait that is commonly associated with arrogance, affects individuals' reactions to other people. Prior research has shown narcissists love just as they their own reflections. Our shows the same holds true for brands have been anthropomorphized and arrogant brand personalities. Specifically, through three studies we demonstrate more positive attitudes toward are but only when humanized, self-congruence between consumer mediates this effect.

Previous research has documented a positive effect of nonconformity on the inference higher status in Western cultures. In culture, is associated with high status, which attributed to competence and autonomy. The present extends perception East Asian context by investigating how cultural tightness—the degree social norms are strict deviance from intolerable—at personal level national jointly affects evaluation advertisements featuring two nations: Japan China. Based recent studies showing...

Consumers are increasingly interested in environmental issues, which have raised their expectations of firms’ environmentally conscious efforts. The purpose this study is to investigate how green messages advertisements conveying a firm’s commitment the environment can effectively influence consumer attitudes and behavioral intentions. Furthermore, examines psychological mechanism underlying such an effect. results two studies show that eco-friendly efforts as revealed for luxury products...

During the period of uncertainty and lack control caused by COVID-19 pandemic, we investigated how consumers evaluate online experiences using messages framed in different temporal perspectives. In midst coronavirus outbreak, companies have been offering their experiential services either single long sessions (i.e., proximal message) or multiple short over time distal message). We found significant two-way interactions between frames levels uncertainty, such that with high (vs. low) respond...

Viewing artworks through virtual reality (VR) offers a unique experience, yet understanding how individual traits and motivations affect this process requires further exploration. In study, we empirically examined the factors influencing aesthetic experiences when viewing in VR. We conducted two experiments using between-subjects design with VR 2D videos based on tour of Sydney Opera House an artistic interpretation Vincent van Gogh's paintings as stimuli. Our moderated mediation analyses...

Abstract The Consumer Styles Inventory (CSI) developed by Sproles and Kendall, Journal of Affairs , 1986, 20: 267–279, is one the most widely used instruments to classify consumers their decision making styles. With changes in consumption culture attributable coexistence global local consumer past few decades, it essential reaffirm that CSI measurement instrument valid for contemporary can be applied various contexts. This study, therefore, aimed present a set validation procedures using...

Purpose During these unprecedented times, acts of charity are deemed essential to help individuals in need and support the social safety net. Given importance prosocial behavior for survival through coronavirus disease 2019 (COVID-19) outbreak, authors investigate effects partitioning experiential consumption self-construal on consumer responses. Design/methodology/approach Based literature self-construal, findings across three experimental studies provide novel insights into interplay...

Abstract This research shows that consumers' experience of art, including artistic commercial products, enhances well‐being by inducing a sense inspiration. Prior in neuroscience and psychology has documented participating art culture programs individuals' well‐being, but there is shortage empirical evidence documenting the effect appreciation as products services on or cognitive mechanism underlying effect. Our five studies, based an administrative dataset (Study 1) laboratory experiments...

Purpose The authors investigated the factors influencing consumer evaluations of advertisements for ethical luxury products that incorporate animal rights and protection concerns. empirically examined how messages influence advertisement persuasiveness through guilt positively impact products. Furthermore, explored moderating role consumers’ independent versus interdependent self-construals. Design/methodology/approach conducted four experimental studies on interplay among ethicality, brand...

본 연구는 패션의 독특성과 착용자의 창의성간의 관계를 확인하고, 그 관계에 내제된 인지적 기제와 경계 조건을 연구하였다. 패션은 어떤 소유물보다 착용하고 있는 개인 자신과 가깝우며, 착용자는 패션을 통해 자신을 드러내고 따라서 타인에게 그에 대해 인식하고 판단하는 중요한 외부적 요인이 된다. 착용자 역시 타인이 통해서 인식할 수 있음을 항상 생각한다. 연구에서는 ‘패션의 독특성’이 ‘착용자의 창의성’에 긍정적인 영향을 미치는데, 이 과정에서 ‘자가주목성(타인이 얼마나 주목하는지에 대한 자가 인식 정도)’이 심리적 기제로써 작용하게 되고, ‘자가주목성’은 자체로 미친다기보다는 내외향성’의 방향성과 정도에 의해 조절된다는 것을 확인하였다. 이는 기대이론(Vroom 1964)을 바탕으로 독특한 입은 존재로 타인의 기대에 충족하고자 하는 심리가 원동력이 총 3개의 실험으로 구성되었다. 연구 1에서는 피실험자들이 실제 착용한 분석하여 독특성이 높은 사람들의 창의성이 높다는 2에서는...