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26
Credibility: A multidisciplinary framework
- Annual Review of Information Science and Technology
, 2007
"... This chapter reviews the theoretical and empirical literature on the concept of credibility ..."
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This chapter reviews the theoretical and empirical literature on the concept of credibility
2008), “Does Touch Affect Taste? The Perceptual Transfer of Product Container Haptic Cues
- Journal of Consumer Research
"... We develop a conceptual framework regarding the perceptual transfer of haptic or touch-related characteristics from product containers to judgments of the prod-ucts themselves. Thus, the firmness of a cup in which water is served may affect consumers ’ judgments of the water itself. This framework p ..."
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We develop a conceptual framework regarding the perceptual transfer of haptic or touch-related characteristics from product containers to judgments of the prod-ucts themselves. Thus, the firmness of a cup in which water is served may affect consumers ’ judgments of the water itself. This framework predicts that not all consumers are equally affected by such nondiagnostic haptic cues. Results from four studies show that consumers high in the autotelic need for touch (general liking for haptic input) are less affected by such nondiagnostic haptic cues com-pared to consumers low in the autotelic need for touch. The research has many implications for product and package design. Does food served on a paper plate taste worse than thesame food served on a china plate? Does mineral water served in a flimsy cup taste worse than the same water served in a firmer cup? Although the paper plate and flimsy cup may be less aesthetically appealing to a consumer, ra-tionally speaking, the product containers should not affect the actual quality or taste of the products within those con-
The Relationship Between Service Quality and Customer Satisfaction in the Telecommunication Industry: Evidence From Nigeria
"... This study investigates the relationship between service quality and customer satisfaction in the telecommunication industry with a focus on Mobile Telecommunication Network (MTN) Nigeria. A total of 230 respondents participated in the study. Research questions and objectives were set, alongside the ..."
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This study investigates the relationship between service quality and customer satisfaction in the telecommunication industry with a focus on Mobile Telecommunication Network (MTN) Nigeria. A total of 230 respondents participated in the study. Research questions and objectives were set, alongside the hypotheses that were formulated and tested. Descriptive statistics comprising the simple percentage and tables were used for data presentation and analysis. Regression analysis and Pearson product moment correlation coefficient were employed in testing our hypotheses. The study reveals that service quality has effect on customer satisfaction and that there is a positive relationship between service quality and customer satisfaction. The researcher concluded by recommending that organisations should focus more attention on service quality, because of its effects on customer satisfaction. To ensure that customer satisfaction level is high, organisation must first of all know the expectations of the customers and how they can meet such expectations. Customer satisfaction helps in customer loyalty and retention. It has been discovered that it costs to attract new customer than to retain existing ones. It is also recommended that organisations should welcome suggestions from customers and more programmes should be designed to measure service quality and customer satisfaction.
Puffery in advertisements: The effects of media context, communication norms and consumer knowledge
- Journal of Consumer Research
, 2010
"... Ads often contain puffery—product descriptions that purport to be important but actually provide little if any meaningful information. Consumers ’ reactions to these descriptions depend on whether they perceive themselves to be more or less knowledgeable about the product than others whom the ad is ..."
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Ads often contain puffery—product descriptions that purport to be important but actually provide little if any meaningful information. Consumers ’ reactions to these descriptions depend on whether they perceive themselves to be more or less knowledgeable about the product than others whom the ad is specifically intended to influence. When an ad appears in a professional magazine that is read primarily by experts in the product domain, puffery generally increases the ad’s effective-ness. This is also true when the ad appears in a popular magazine but readers perceive themselves to know less about the product than consumers at large. If readers believe they know as much as or more than general consumers, however, puffery decreases the ad’s effectiveness. In addition, the media context in which an ad is encountered has a direct effect on judgments by consumers who perceive themselves to have little knowledge about the type of product being advertised. On January 23, 2008, a lawsuit was filed against Dannonfor its potentially misleading advertising claims for two product lines—Activia and DanActive (Adweek 2008). Ads for Activia claimed that it was the only probiotic yogurt containing “Bifidus Regularis, ” which was “clinically proven” to regulate the digestive system. Ads for DanActive promi-nently promoted its unique “L.casei Immunitas bacteria ” that “has been clinically proven to help naturally strengthen the body’s defenses. ” The plaintiffs argued that these claims had never been confirmed by scientific research and that one report released by the American Academy of Microbiology stated: “At present, the quality of probiotics available to consumers in food products around the world is unreliable ” (Dannon
The Value Heuristic in
- Judgments of Relative Frequency,” Psychological Science,
, 2008
"... We show that people heuristically infer the relative frequency, Quantity, and Duration of stimuli from the relative value of these stimuli. They judge what is more valuable as relatively scarcer. In the first four studies, we demonstrate the operation of this value heuristic and the resulting judgm ..."
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We show that people heuristically infer the relative frequency, Quantity, and Duration of stimuli from the relative value of these stimuli. They judge what is more valuable as relatively scarcer. In the first four studies, we demonstrate the operation of this value heuristic and the resulting judgmental bias in frequency estimates of stimuli with either inherent or experimentally induced, monetary value. Another three studies extend the value heuristic to estimation of quantity and duration. We discuss implications of the heuristic for people's choice behavior in a variety of domains and for their economic intuitions and understanding of market mechanisms. [to cite]:
2008. “Protection of Prior Learning in Complex Consumer Learning Environments
- Journal of Consumer Research
"... As a product category evolves, consumers have the opportunity to learn a series of feature-benefit associations. Initially, consumers learn that some features predict a critical benefit, whereas other features do not. Subsequently, consumers have the opportunity to assess if previously predictive fe ..."
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As a product category evolves, consumers have the opportunity to learn a series of feature-benefit associations. Initially, consumers learn that some features predict a critical benefit, whereas other features do not. Subsequently, consumers have the opportunity to assess if previously predictive features, or novel features, predict new product benefits. Surprisingly, later learning is characterized by attenuated learning about previously predictive features relative to novel features. This ten-dency to ignore previously predictive features is consistent with a desire to protect prior learning. As consumers gain experience in a product category,they learn product features (e.g., attributes, brand names) that predict product performance (i.e., overall quality or specific benefits). To illustrate, consider a consumer who has been eating in restaurants over a number of years. The consumer has likely learned a number of cues (e.g., type of cuisine, reservation policy, location, price point) that predict outcomes (e.g., food quality, service, ambience). These cue-outcome relationships have evolved, starting with very sim-ple relationships (e.g., French cuisine r high quality food) and ending with more complex ones (e.g., French cuisine, poor location r high quality food, poor ambience). The development of this predictive knowledge structure is called adaptive learning. Adaptive learning is a dynamic process; hence, it should not be surprising that a considerable amount of research effort has focused on how predictive associations are learned and updated over time. For representative approaches, see
On southbound ease and northbound fees: Literal consequences of the metaphoric link between vertical position and cardinal direction
- Journal of Marketing Research
, 2009
"... The metaphoric relationship between cardinal direction and vertical position influences consumers' price expectations and shopping decisions. Consumers implicitly associate "north" with "up" and "south" with "down." As a consequence, they judge difficult ..."
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The metaphoric relationship between cardinal direction and vertical position influences consumers' price expectations and shopping decisions. Consumers implicitly associate "north" with "up" and "south" with "down." As a consequence, they judge difficult and "uphill" travel to be northward and northward travel to be difficult and "uphill." The perceived difficulty of northward travel increases consumers' price expectations for northward services and increases intentions to visit stores described as south of a reference point, especially when ease of travel is important.
Effects That Lead to Causes: Using an Event'S Outcomes to Infer Its Causes
"... We demonstrate that people infer causes from effects, relying upon events' eventual outcomes to infer the events' prior causes. For example, people inferred that a given event (a computer crash) had a large cause (malicious virus) if that event had a large outcome (job loss), but a small ..."
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We demonstrate that people infer causes from effects, relying upon events' eventual outcomes to infer the events' prior causes. For example, people inferred that a given event (a computer crash) had a large cause (malicious virus) if that event had a large outcome (job loss), but a small cause (malfunctioning cooling fan) if the outcome was small. Outcome-cause matching (a) occurs even when outcomes are completely uninformative about potential causes, (b) arises along several dimensions, including magnitude and valence, and (c) is especially pronounced among those high in just-world beliefs and need for closure. Implications for theories of perceived causality, as well as practical implications (e.g., liability for product failure) are discussed.
Determinants of Trademark Dilution
"... A hierarchical Bayes associative network model for brand information is developed and tested to measure the extent of harm from trademark dilution. In the proposed model, category activation thresholds are modeled in terms of brand/category familiarity, activation flows are modeled in terms of relat ..."
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A hierarchical Bayes associative network model for brand information is developed and tested to measure the extent of harm from trademark dilution. In the proposed model, category activation thresholds are modeled in terms of brand/category familiarity, activation flows are modeled in terms of relative category knowledge, and consumer confusion and its correlates are used to capture the asymmetric effects of dilution on retrieval probabilities for first and second users. Owners of well-known brand names want to maintain the strength and selling power of these valuable but intangible assets. Although brand managers have direct control over how their brand names are used in brand extensions, they have considerably less control over how they are used by other entities. If another firm were to use a famous brand name in such a way as to cause consumer confusion or deception regarding product source, the original owner of the brand name could sue the second user on the basis of trademark infringement. But the imitative use of a brand name does not always cause confusion among consumers, particularly when it is used in a product category completely unrelated to that of the original brand user. Frequently cited examples such as Kodak pianos, Dupont shoes, and Buick aspirin might cause confusion among some consumers about product origin, but many would likely correctly infer that these products were not affiliated with the original or first users of the brand names. These products might nevertheless reduce the value of the brand names for their original owners by weakening the strength and uniqueness of mental associations that consumers created between the brand names and their original product categories, a result referred to by legal scholars as trademark dilution (Peterson, Smith, and
