Academic Research
Artificial Intelligence or Human Service, Which Customer Service Failure Is More Unforgivable? A Counterfactual Thinking Perspective
With the continuous development and progress of Artificial Intelligence (AI) technology, intelligent customer service stands on the tip of the wind and waves of AI. This rapid development of the customer service industry has made the comparison and collision between AI customer service and artificial customer service a hot topic. This paper proposes a model exploring how the customer service failure of AI and human personnel influences customer satisfaction differently, with the mediation variable of counterfactual thinking and the moderation variables of psychological distance and empathy. Four studies using experimental design were conducted. Study 1 (N = 80) investigates whether the service failure of AI and human personnel influences customer satisfaction differently, finding that AI customer service can lead to higher customer satisfaction than human service. Study 2 (N = 80) demonstrates the mediation effect of counterfactual thinking, finding that AI service failure produces lower counterfactual thinking and higher customer satisfaction than human service failure. Study 3 (N = 200) demonstrates the moderation effect of psychological distance in the process of AI and the human service failure influencing customer satisfaction. Study 4 (N = 200) illustrates the moderation effect of empathy from the perspective of the uncanny valley effect. These findings can provide evidence for research on AI service, and provide guidance for the improvement and development of AI and human service for the customer service industry.
Paper Link: https://doi.org/10.1002/mar.22215
Authors: Yibo Xie, Zelin Tong, Zhuorong Wu
ABSTRACT
With the continuous development and progress of Artificial Intelligence (AI) technology, intelligent customer service stands on the tip of the wind and waves of AI. This rapid development of the customer service industry has made the comparison and collision between AI customer service and artificial customer service a hot topic. This paper proposes a model exploring how the customer service failure of AI and human personnel influences customer satisfaction differently, with the mediation variable of counterfactual thinking and the moderation variables of psychological distance and empathy. Four studies using experimental design were conducted. Study 1 (N = 80) investigates whether the service failure of AI and human personnel influences customer satisfaction differently, finding that AI customer service can lead to higher customer satisfaction than human service. Study 2 (N = 80) demonstrates the mediation effect of counterfactual thinking, finding that AI service failure produces lower counterfactual thinking and higher customer satisfaction than human service failure. Study 3 (N = 200) demonstrates the moderation effect of psychological distance in the process of AI and the human service failure influencing customer satisfaction. Study 4 (N = 200) illustrates the moderation effect of empathy from the perspective of the uncanny valley effect. These findings can provide evidence for research on AI service, and provide guidance for the improvement and development of AI and human service for the customer service industry.
Choosing the Best Together: Joint Consumption Promotes Consumers' Maximizing Mindset
A maximizing mindset, the tendency to seek the best choice through increased effort, plays a vital role in consumer decision-making. While extensive research has explored the consequences of maximizing mindset on consumer behaviors, investigations into its antecedents remain nascent. Notably, consumption decisions often occur in either individual or joint contexts, which may influence consumers’ maximizing tendencies. In this study, we investigate the effect of consumption context—joint versus individual consumption—on consumers’ maximizing mindset. Through four studies using varying decision scenarios, we find that consumers in joint (vs. individual) consumption settings are more likely to adopt a maximizing mindset, evidenced by a preference for the “best” product and a choice for the larger choice set. This effect arises from perceived uncertainty regarding partners’ preferences. Such uncertainty heightens the feeling of anticipated guilt, which in turn fosters consumers’ maximizing mindset. Consistent with the serial mediation mechanism, we further uncover that this effect is attenuated when partners’ preferences are explicitly communicated or when the decision outcome is inconsequential. These findings not only advance the literature on maximizing mindset and joint consumption but also offer practical insights for improving the effectiveness of scene marketing.
Paper Link: https://doi.org/10.1002/mar.22213
Authors: Yaxuan Ran, Puyue Zhang, Lizi Xiang
ABSTRACT
A maximizing mindset, the tendency to seek the best choice through increased effort, plays a vital role in consumer decision-making. While extensive research has explored the consequences of maximizing mindset on consumer behaviors, investigations into its antecedents remain nascent. Notably, consumption decisions often occur in either individual or joint contexts, which may influence consumers’ maximizing tendencies. In this study, we investigate the effect of consumption context—joint versus individual consumption—on consumers’ maximizing mindset. Through four studies using varying decision scenarios, we find that consumers in joint (vs. individual) consumption settings are more likely to adopt a maximizing mindset, evidenced by a preference for the “best” product and a choice for the larger choice set. This effect arises from perceived uncertainty regarding partners’ preferences. Such uncertainty heightens the feeling of anticipated guilt, which in turn fosters consumers’ maximizing mindset. Consistent with the serial mediation mechanism, we further uncover that this effect is attenuated when partners’ preferences are explicitly communicated or when the decision outcome is inconsequential. These findings not only advance the literature on maximizing mindset and joint consumption but also offer practical insights for improving the effectiveness of scene marketing.
Natural Language Processing Algorithms to Improve Digital Marketing Data Quality and Its Ethical Implications
The ethical implications of personalization in digital marketing are significantly greater when companies adapt their marketing actions to individual consumer preferences. While this approach helps to reduce oversaturation and a sense of irrelevance among consumers, it also raises concerns about privacy and potential algorithmic bias. One form of personalization is self-referencing, where companies use the customer's name in all communications with that person. For this to be effective, customer data must be accurate and sourced from a high-quality database. This study presents a real case of data mining by a lead generation company, illustrating the sequential process of cleaning a database containing the names and surnames of 100,000 customers. In the final filtering step, we compared the performance of two Natural Language Processing (NLP) algorithms, Levenshtein and RapidFuzz, using ratio tests. The results demonstrate that the Levenshtein algorithm outperformed RapidFuzz, the former achieving a 93.43% clean data set compared to the latter's 92.93%. Finally, we discuss the ethical challenges posed by the privacy-personalization paradox, explore the theoretical and managerial implications, and propose future research directions that balance digital marketing interests with consumer privacy.
Paper Link: https://doi.org/10.1002/mar.22211
Authors: Sergi Pons, Ruben Huertas-Garcia, Jorge Lengler, Daniel Luiz de Mattos Nascimento
ABSTRACT
The ethical implications of personalization in digital marketing are significantly greater when companies adapt their marketing actions to individual consumer preferences. While this approach helps to reduce oversaturation and a sense of irrelevance among consumers, it also raises concerns about privacy and potential algorithmic bias. One form of personalization is self-referencing, where companies use the customer's name in all communications with that person. For this to be effective, customer data must be accurate and sourced from a high-quality database. This study presents a real case of data mining by a lead generation company, illustrating the sequential process of cleaning a database containing the names and surnames of 100,000 customers. In the final filtering step, we compared the performance of two Natural Language Processing (NLP) algorithms, Levenshtein and RapidFuzz, using ratio tests. The results demonstrate that the Levenshtein algorithm outperformed RapidFuzz, the former achieving a 93.43% clean data set compared to the latter's 92.93%. Finally, we discuss the ethical challenges posed by the privacy-personalization paradox, explore the theoretical and managerial implications, and propose future research directions that balance digital marketing interests with consumer privacy.
Children Preferences for Global and Local Brands: An Empirical Study Drawing on Symbolic Self‐Completion Theory
The marketing literature has examined extensively consumer preferences between global and local brands. However, there remains a dearth of research on the topic in the context of vulnerable consumers with insecure self-identities. Children largely embody insecure identities and, thus, there are several factors that can influence their global versus local brand preferences. Surprisingly, however, there is still limited empirical research examining how key demographic and socioeconomic factors influence children's brand preferences, especially in developing countries. Drawing on symbolic self-completion theory, and based on data from Serbia, we address this research gap and contribute to the social psychology and marketing literatures by showing how age, gender, poverty background, and external reference groups influence children's preferences between global and local brands.
Paper Link: https://doi.org/10.1002/mar.22188
Authors: Jelena Filipovic, Matthew Gorton, Stefan Markovic
ABSTRACT
The marketing literature has examined extensively consumer preferences between global and local brands. However, there remains a dearth of research on the topic in the context of vulnerable consumers with insecure self-identities. Children largely embody insecure identities and, thus, there are several factors that can influence their global versus local brand preferences. Surprisingly, however, there is still limited empirical research examining how key demographic and socioeconomic factors influence children's brand preferences, especially in developing countries. Drawing on symbolic self-completion theory, and based on data from Serbia, we address this research gap and contribute to the social psychology and marketing literatures by showing how age, gender, poverty background, and external reference groups influence children's preferences between global and local brands.
Avatars' Phygital Social Presence in the Metaverse: An Engaged Theory Perspective
While prior authors have explored the notions of human and/or automated social presence, these concepts have been predominantly assessed either individually or as mutually exclusive theoretical entities. However, we draw on engaged theory to develop the hybrid concept of phygital social presence that comprises aspects of both the human and automated social presence of metaverse avatars. We define phygital social presence as the degree to which a metaverse avatar instils the feeling in other users that they are in the company of a social entity, as elicited by the avatar's (a) human social presence (i.e., the actions taken by its human user, in line with engaged theory's “ways of acting”), and (b) automated social presence (i.e., the avatar's embodiment or its appearance, look, design, and the character that these emit, in line with engaged theory's “ways of being”). We next propose a conceptual framework and a set of propositions, which suggest that metaverse avatars' (a) human social presence primarily impacts metaverse users' positive or negative behavioral engagement in the metaverse, and (b) automated social presence chiefly influences users' positive or negative cognitive and emotional engagement. Moreover, an avatar's ways of relating, as also informed by engaged theory, primarily impact users' positive or negative social engagement.
Paper Link: https://doi.org/10.1002/mar.22191
Authors: David E. Sprott, Linda D. Hollebeek, Valdimar Sigurdsson, Moira K. Clark, Sigitas Urbonavicius
ABSTRACT
While prior authors have explored the notions of human and/or automated social presence, these concepts have been predominantly assessed either individually or as mutually exclusive theoretical entities. However, we draw on engaged theory to develop the hybrid concept of phygital social presence that comprises aspects of both the human and automated social presence of metaverse avatars. We define phygital social presence as the degree to which a metaverse avatar instils the feeling in other users that they are in the company of a social entity, as elicited by the avatar's (a) human social presence (i.e., the actions taken by its human user, in line with engaged theory's “ways of acting”), and (b) automated social presence (i.e., the avatar's embodiment or its appearance, look, design, and the character that these emit, in line with engaged theory's “ways of being”). We next propose a conceptual framework and a set of propositions, which suggest that metaverse avatars' (a) human social presence primarily impacts metaverse users' positive or negative behavioral engagement in the metaverse, and (b) automated social presence chiefly influences users' positive or negative cognitive and emotional engagement. Moreover, an avatar's ways of relating, as also informed by engaged theory, primarily impact users' positive or negative social engagement.
Sustaining the Shift: Mechanisms of Practice Continuation in Meat Analogue Consumption
This study investigates factors influencing the ongoing consumption of contemporary plant-based meat analogues (PBMAs), focusing specifically on products designed to mimic the taste, texture, and nutritional value of traditional meat products. We do this by exploring the tensions between established and emerging food consumption practices. Through the lens of social practice theory, the research examines how shifting meanings, competencies, and material elements shape the habitual integration of meat analogues into daily routines. A qualitative methodology, involving online food diaries and in-depth interviews with US-based consumers, was employed to explore these dynamics. Analysis revealed three important mechanisms in the reconfiguration of meat analogue consumption practices: reinforcing practice reproduction, appropriating knowledge and skills, and product progression. Together, these mechanisms highlight the pathways for successful food practice transformation and the sustained inclusion of meat proteins in consumers' daily routines.
Paper Link: https://doi.org/10.1002/mar.22206
Authors: July Nguyen, Sean Sands, Carla Ferraro, Sandra Luxton
ABSTRACT
This study investigates factors influencing the ongoing consumption of contemporary plant-based meat analogues (PBMAs), focusing specifically on products designed to mimic the taste, texture, and nutritional value of traditional meat products. We do this by exploring the tensions between established and emerging food consumption practices. Through the lens of social practice theory, the research examines how shifting meanings, competencies, and material elements shape the habitual integration of meat analogues into daily routines. A qualitative methodology, involving online food diaries and in-depth interviews with US-based consumers, was employed to explore these dynamics. Analysis revealed three important mechanisms in the reconfiguration of meat analogue consumption practices: reinforcing practice reproduction, appropriating knowledge and skills, and product progression. Together, these mechanisms highlight the pathways for successful food practice transformation and the sustained inclusion of meat proteins in consumers' daily routines.
The Effect of Messages Emphasizing Fantasies and Expectations on Brand Evaluations and Behavioral Intentions
We investigate the effect of communication messages based on two forms of thinking about the future—expectation and fantasy—on consumer evaluations and choice. While expectations emphasize that a desired event is either likely or not likely to occur, fantasies elicit a mental image of a desired event either happening or not happening. In three experiments, we show that, compared to messages framed as positive fantasies or negative expectations, messages framed as positive expectations or negative fantasies increase brand evaluations and behavioral intentions. The reason is that messages framed as positive expectations or negative fantasies lead to higher action orientation, mediating the effect of form of thinking about the future and valence on consumers' judgments. We also demonstrate that activating an implemental mindset could increase evaluations and behavioral intentions for messages framed as positive fantasies.
Paper Link: https://doi.org/10.1002/mar.22208
Authors: Nevena T. Koukova
ABSTRACT
We investigate the effect of communication messages based on two forms of thinking about the future—expectation and fantasy—on consumer evaluations and choice. While expectations emphasize that a desired event is either likely or not likely to occur, fantasies elicit a mental image of a desired event either happening or not happening. In three experiments, we show that, compared to messages framed as positive fantasies or negative expectations, messages framed as positive expectations or negative fantasies increase brand evaluations and behavioral intentions. The reason is that messages framed as positive expectations or negative fantasies lead to higher action orientation, mediating the effect of form of thinking about the future and valence on consumers' judgments. We also demonstrate that activating an implemental mindset could increase evaluations and behavioral intentions for messages framed as positive fantasies.
How Invoking Science in the Production Process of Geographical Indication Products Impacts Consumer's Perceived Authenticity and Product Valuation
Marketers frequently emphasize that their products have been scientifically developed, given the general perception of science as beneficial. However, highlighting the scientific production process for geographical indication products may prove counterproductive. Through a series of experiments, the current research demonstrates a negative effect of invoking science in the production process of geographical indication products on consumers' perceived authenticity and valuation (e.g., willingness to pay and purchase behavior). Furthermore, this effect could be eliminated if scientific methods are incorporated into the production process as a supportive element rather than a substitute for traditional methods. Additionally, when science is involved in the packaging design process or marketing communication process, it would be innocuous or even advantageous. By uncovering the detrimental effects of emphasizing a science-involved production process for geographical indication products, this research provides valuable insights for managers aiming to exploit the advantages of applying scientific advancements in the production and marketing of geographical indication products.
Paper Link: https://doi.org/10.1002/mar.22209
Authors: Hui Li, Ruiqing Li, Zhilin Yang, Liyin Jin
ABSTRACT
Marketers frequently emphasize that their products have been scientifically developed, given the general perception of science as beneficial. However, highlighting the scientific production process for geographical indication products may prove counterproductive. Through a series of experiments, the current research demonstrates a negative effect of invoking science in the production process of geographical indication products on consumers' perceived authenticity and valuation (e.g., willingness to pay and purchase behavior). Furthermore, this effect could be eliminated if scientific methods are incorporated into the production process as a supportive element rather than a substitute for traditional methods. Additionally, when science is involved in the packaging design process or marketing communication process, it would be innocuous or even advantageous. By uncovering the detrimental effects of emphasizing a science-involved production process for geographical indication products, this research provides valuable insights for managers aiming to exploit the advantages of applying scientific advancements in the production and marketing of geographical indication products.
#Fittok: How Fitfluencers' Videos on Tiktok Impact Adolescents' Body Satisfaction, Workout Intention, and Behavior
Fitfluencers often flaunt their ideal bodies on TikTok. Additionally, they frequently demonstrate workouts and give authentic insights into their lives. Through three experiments, we examine how these videos impact adolescents' (14–18 years) body satisfaction and workout intention and behavior. Study 1 (N = 221) shows no significant difference between fitfluencers' posing and workout TikTok videos on body satisfaction and workout intention. The Solomon four-group design of Study 2 (N = 176) shows that fitfluencers' posing TikTok videos (vs. lifehack videos) induce more appearance comparison and more contrastive comparison feelings, which lead to less body satisfaction. Effects on workout intention were not significant. Study 3 (N = 154) similarly shows that fitfluencers' videos (posing and authenticity vs. lifehack), induce more appearance comparison and more contrastive comparison feelings, which lead to less body satisfaction, as in Study 2. They also induce more assimilative comparison feelings, which lead to a greater workout intention. Exercise behavior did not differ across all three video types. As in Study 1, no significant differences between fitfluencers' videos (posing and authenticity) were found. This study contributes to social comparison theory and fitfluencer literature by showing that assimilative and contrastive comparison feelings drive different dependent variables.
Paper Link: https://doi.org/10.1002/mar.22192
Authors: Marloes de Brabandere, Liselot Hudders, Ini Vanwesenbeeck
ABSTRACT
Fitfluencers often flaunt their ideal bodies on TikTok. Additionally, they frequently demonstrate workouts and give authentic insights into their lives. Through three experiments, we examine how these videos impact adolescents' (14–18 years) body satisfaction and workout intention and behavior. Study 1 (N = 221) shows no significant difference between fitfluencers' posing and workout TikTok videos on body satisfaction and workout intention. The Solomon four-group design of Study 2 (N = 176) shows that fitfluencers' posing TikTok videos (vs. lifehack videos) induce more appearance comparison and more contrastive comparison feelings, which lead to less body satisfaction. Effects on workout intention were not significant. Study 3 (N = 154) similarly shows that fitfluencers' videos (posing and authenticity vs. lifehack), induce more appearance comparison and more contrastive comparison feelings, which lead to less body satisfaction, as in Study 2. They also induce more assimilative comparison feelings, which lead to a greater workout intention. Exercise behavior did not differ across all three video types. As in Study 1, no significant differences between fitfluencers' videos (posing and authenticity) were found. This study contributes to social comparison theory and fitfluencer literature by showing that assimilative and contrastive comparison feelings drive different dependent variables.
“A Contribution Shared Is a Contribution Halved”: The Influence of Tie Strength‐Based Disclosure Strategy on Potential Donors' Donation Amounts
Donation-based crowdfunding platforms have increasingly applied disclosure strategies to encourage potential donors to contribute. However, most existing research has not studied the efficacy of showing donors' information by considering the tie strength between the disclosed donors and potential donors. This research was intended to investigate the interactive effects of disclosing donors' information and the tie strength between disclosed and potential donors on potential donors' donation amounts, employing the conceptual frameworks of the we-mode and I-mode. Through three online between-subject experiments (Ntotal = 801), we found that when there was a strong tie between disclosed and potential donors, the disclosure of donors' information led to a decrease in potential donors' donation amounts. The propensity to co-represent contribution (i.e., the extent to which potential donors take into account the contributions from disclosed donors along with their own as a joint contribution to a donation-based crowdfunding project) drove the process. Moreover, we also confirmed the boundary condition of recipient type. When the recipient was a group (vs. individual), the negative effect of the propensity to co-represent contribution on the donation amount was reversed, resulting in the disclosure of donation information from strong-tie contacts boosting the donation amounts of potential donors. The results challenged the intuition that disclosing social information always increased individuals' donation amounts and complemented the empirical evidence of the negative impact of social information disclosure.
Paper Link: https://onlinelibrary.wiley.com/doi/10.1002/mar.22179?af=R
Authors: Jing Zhao, Wenya Pang
ABSTRACT
Donation-based crowdfunding platforms have increasingly applied disclosure strategies to encourage potential donors to contribute. However, most existing research has not studied the efficacy of showing donors' information by considering the tie strength between the disclosed donors and potential donors. This research was intended to investigate the interactive effects of disclosing donors' information and the tie strength between disclosed and potential donors on potential donors' donation amounts, employing the conceptual frameworks of the we-mode and I-mode. Through three online between-subject experiments (Ntotal = 801), we found that when there was a strong tie between disclosed and potential donors, the disclosure of donors' information led to a decrease in potential donors' donation amounts. The propensity to co-represent contribution (i.e., the extent to which potential donors take into account the contributions from disclosed donors along with their own as a joint contribution to a donation-based crowdfunding project) drove the process. Moreover, we also confirmed the boundary condition of recipient type. When the recipient was a group (vs. individual), the negative effect of the propensity to co-represent contribution on the donation amount was reversed, resulting in the disclosure of donation information from strong-tie contacts boosting the donation amounts of potential donors. The results challenged the intuition that disclosing social information always increased individuals' donation amounts and complemented the empirical evidence of the negative impact of social information disclosure.
Seek for Harmony or Dominance? Gender Differences in Consumer Preference for Color Contrast
Despite the widespread application of color contrast in marketing practice, the current understanding of the antecedents of color contrast preferences has been largely overlooked, particularly in relation to heterogeneous consumer characteristics. The present research advances this field by focusing on gender differences in color contrast preferences and demonstrating the underlying mechanism. An observational dataset and four empirical studies provide converging evidence that female consumers prefer products with lower color contrast, while male consumers prefer products with higher color contrast. Moreover, the gender effect persists consistently across different operationalizations of gender and diverse color contrast stimuli in real-world brand logos and multiple product categories. We also document the harmony–dominance seeking tendency as the mechanism underlying the proposed gender effect, with females tending to seek harmony and males tending to emphasize dominance. Additionally, we confirm the moderating role of relational processing mindset and show that the proposed gender effect is attenuated when consumers adopt a similarity-focused or dissimilarity-focused processing mindset.
Paper Link: https://onlinelibrary.wiley.com/doi/10.1002/mar.22207?af=R
Authors: Yanzheng Liu, Ying Ding, Chen Yang
ABSTRACT
Despite the widespread application of color contrast in marketing practice, the current understanding of the antecedents of color contrast preferences has been largely overlooked, particularly in relation to heterogeneous consumer characteristics. The present research advances this field by focusing on gender differences in color contrast preferences and demonstrating the underlying mechanism. An observational dataset and four empirical studies provide converging evidence that female consumers prefer products with lower color contrast, while male consumers prefer products with higher color contrast. Moreover, the gender effect persists consistently across different operationalizations of gender and diverse color contrast stimuli in real-world brand logos and multiple product categories. We also document the harmony–dominance seeking tendency as the mechanism underlying the proposed gender effect, with females tending to seek harmony and males tending to emphasize dominance. Additionally, we confirm the moderating role of relational processing mindset and show that the proposed gender effect is attenuated when consumers adopt a similarity-focused or dissimilarity-focused processing mindset.
Does One Size Fit All? The Role of Extraversion in Generating Electronic Word‐of‐Mouth Through Social Media Brand Page Engagement
Brands are increasingly investing in fostering consumer engagement with their social media pages to strengthen consumer–brand relationships, ultimately aiming to generat positive electronic word-of-mouth (eWOM). Brands' social media marketing budgets could be used more effectively if they were to tailor their engagement strategies to their consumers' characteristics, including their relevant personality traits, such as their extraversion. However, the role of consumers' extraversion in driving eWOM through social media brand page engagement remains underexplored. Drawing on social identity theory, cultivation theory, and trait theory of personality, this paper integrates findings from two studies—a cross-sectional survey and an experiment—conducted among users of the world's most popular social networking site (i.e., Facebook). The results show that passive and active social media brand page engagement have distinct impacts on eWOM, thereby highlighting the mediating role of self-brand connection (i.e., the extent to which consumers incorporate a brand into their self-concept), and extraversion's dual role as both an antecedent and a moderator. Our results provide social media managers with valuable guidance by highlighting the differing impact of engagement activities on introverts versus extraverts.
Paper Link: https://onlinelibrary.wiley.com/doi/10.1002/mar.22205?af=R
Authors: Ovidiu-Ioan Moisescu, Oana-Adriana Gică, Flavia-Andreea Herle, Ioana Dan, Marko Sarstedt
ABSTRACT
Brands are increasingly investing in fostering consumer engagement with their social media pages to strengthen consumer–brand relationships, ultimately aiming to generat positive electronic word-of-mouth (eWOM). Brands' social media marketing budgets could be used more effectively if they were to tailor their engagement strategies to their consumers' characteristics, including their relevant personality traits, such as their extraversion. However, the role of consumers' extraversion in driving eWOM through social media brand page engagement remains underexplored. Drawing on social identity theory, cultivation theory, and trait theory of personality, this paper integrates findings from two studies—a cross-sectional survey and an experiment—conducted among users of the world's most popular social networking site (i.e., Facebook). The results show that passive and active social media brand page engagement have distinct impacts on eWOM, thereby highlighting the mediating role of self-brand connection (i.e., the extent to which consumers incorporate a brand into their self-concept), and extraversion's dual role as both an antecedent and a moderator. Our results provide social media managers with valuable guidance by highlighting the differing impact of engagement activities on introverts versus extraverts.
The Impact of Regulatory Focus on the Inaction Inertia Effect
Inaction inertia reduces the likelihood of consumers accepting an opportunity after previously missing a more favorable one. This study explores how consumers' regulatory focus influences the inaction inertia effect. The authors propose that because promotion- (vs. prevention-) focused individuals tend to process information at a high construal level, they are more likely to decouple the previous and current opportunities due to distal psychological distance, reducing perceived regret, and inaction inertia. Promotion- (vs. prevention-) focused individuals are more likely to experience higher processing fluency when encountering the current opportunity due to regulatory fit, which forms more positive overall feelings and reduces the inaction inertia effect. Results from one pilot study and three formal experiments show that people with a promotion (vs. prevention) focus are subject to lower inaction inertia. Moreover, perceived fluency and overall feelings play a more important and robust sequential mediating role than perceived coupling and regret. The current research findings address important gaps in the literature on inaction inertia and regulatory focus, providing valuable insights for practitioners in designing advertising and marketing strategies to mitigate the inaction inertia effect.
Paper Link: https://onlinelibrary.wiley.com/doi/10.1002/mar.22203?af=R
Authors: Hsin-Hsien Liu, Hsuan-Yi Chou
ABSTRACT
Inaction inertia reduces the likelihood of consumers accepting an opportunity after previously missing a more favorable one. This study explores how consumers' regulatory focus influences the inaction inertia effect. The authors propose that because promotion- (vs. prevention-) focused individuals tend to process information at a high construal level, they are more likely to decouple the previous and current opportunities due to distal psychological distance, reducing perceived regret, and inaction inertia. Promotion- (vs. prevention-) focused individuals are more likely to experience higher processing fluency when encountering the current opportunity due to regulatory fit, which forms more positive overall feelings and reduces the inaction inertia effect. Results from one pilot study and three formal experiments show that people with a promotion (vs. prevention) focus are subject to lower inaction inertia. Moreover, perceived fluency and overall feelings play a more important and robust sequential mediating role than perceived coupling and regret. The current research findings address important gaps in the literature on inaction inertia and regulatory focus, providing valuable insights for practitioners in designing advertising and marketing strategies to mitigate the inaction inertia effect.
Shopper Search in Response to Conditional Promotions: A Function of Basket Sizes and Incentive Types
Conditional promotions are designed to entice consumers to increase their basket sizes to meet a preset promotional threshold. In this research, we examine consumers' basket sizes, promotional thresholds, incentive framing and seemingly irrelevant cues in shopping environment as the factors that may jointly influence the effectiveness of a conditional promotion in inducing shoppers to increase their basket sizes. Our findings from five studies demonstrate that (i) the difference between basket sizes and promotional thresholds or seemingly irrelevant cues in shopping environment may induce an experience of psychological distance, (ii) the experience of psychological distance may interact with incentive framing to influence consumers' search likelihood in response to a conditional promotion such that psychological proximity (remoteness) leads to higher search likelihood in response to negatively (positively) framed incentives. We found that this effect is consistent across studies with different values of basket sizes and promotional thresholds and across behavioral and self-reported measures representing search likelihood.
Conditional promotions are designed to entice consumers to increase their basket sizes to meet a preset promotional threshold. In this research, we examine consumers' basket sizes, promotional thresholds, incentive framing and seemingly irrelevant cues in shopping environment as the factors that may jointly influence the effectiveness of a conditional promotion in inducing shoppers to increase their basket sizes. Our findings from five studies demonstrate that (i) the difference between basket sizes and promotional thresholds or seemingly irrelevant cues in shopping environment may induce an experience of psychological distance, (ii) the experience of psychological distance may interact with incentive framing to influence consumers' search likelihood in response to a conditional promotion such that psychological proximity (remoteness) leads to higher search likelihood in response to negatively (positively) framed incentives. We found that this effect is consistent across studies with different values of basket sizes and promotional thresholds and across behavioral and self-reported measures representing search likelihood.
Understanding Social Comparison Dynamics on Social Media: A Qualitative Examination of Individual and Platform Characteristics
As social media platforms continue to expand and attract more users, there is growing interest among scholars and policymakers to understand their impact on individuals. Drawing on self-presentation and social comparison theories, this study explores the complex dynamics of social comparison within the context of social media, aiming to identify key individual and platform characteristics that influence this phenomenon. The methodology uses two waves of qualitative studies with diverse respondent profiles to understand the complexities of social comparison across various demographic groups. Study 1 consists of 39 individual semi-structured interviews and a thematic analysis while study 2 is made of eight case studies. The findings highlight the complex interplay of factors such as gender, age, self-esteem, media literacy, and the type of content consumed in shaping user experiences of social comparison. Additionally, an integrative framework of the antecedents and consequences of social comparison is proposed. By providing a nuanced comprehension of these mechanisms, this research contributes to theoretical advancements and managerial implications of navigating the complexities of online social dynamics.
Paper Link: https://doi.org/10.1002/mar.22194
Authors: Maud Derbaix, Alexandra Masciantonio, Laurie Balbo, Aurély Lao, Sandra Camus, Salma Idrissi Tafraouti, David Bourguignon
ABSTRACT
As social media platforms continue to expand and attract more users, there is growing interest among scholars and policymakers to understand their impact on individuals. Drawing on self-presentation and social comparison theories, this study explores the complex dynamics of social comparison within the context of social media, aiming to identify key individual and platform characteristics that influence this phenomenon. The methodology uses two waves of qualitative studies with diverse respondent profiles to understand the complexities of social comparison across various demographic groups. Study 1 consists of 39 individual semi-structured interviews and a thematic analysis while study 2 is made of eight case studies. The findings highlight the complex interplay of factors such as gender, age, self-esteem, media literacy, and the type of content consumed in shaping user experiences of social comparison. Additionally, an integrative framework of the antecedents and consequences of social comparison is proposed. By providing a nuanced comprehension of these mechanisms, this research contributes to theoretical advancements and managerial implications of navigating the complexities of online social dynamics.
Gendered Artificial Intelligence in Marketing: Behavioral and Neural Insights Into Product Recommendations
Marketing research consistently demonstrates that gender stereotypes influence the effectiveness of product recommendations. When artificial intelligence (AI) agents are designed with gendered features to enhance anthropomorphism, a follow-up question is whether these agents' recommendations are also shaped by gender stereotypes. To investigate this, the current study employed a shopping task featuring product recommendations (utilitarian vs. hedonic), using both behavioral measures (purchase likelihood, personal interest, and tip amount) and event-related potential components (P1, N1, P2, N2, P3, and late positive potential) to capture explicit and implicit responses to products recommended by male and female humans, virtual assistants, or robots. The findings revealed that gender stereotypes influenced responses at both levels but in distinct ways. Behaviorally, participants consistently favored female recommenders across all conditions. Additionally, female recommenders received more tips than males for hedonic products in the virtual assistant condition and utilitarian products in the robot condition. Implicitly, the N1 and N2 components reflected a classic gender stereotype from prior research: utilitarian products recommended by male humans elicited greater attention and received more inhibition control. We propose that task design and cultural factors may have contributed to the observed discrepancies between explicit (consumer behaviors) and implicit responses. These findings provide insights for mitigating the impact of gender difference when designing the anthropomorphic appearance of AI agents, which would help the development of more effective marketing strategies.
Paper Link: https://doi.org/10.1002/mar.22186
Authors: Jiayue Huang, Ruolei Gu, Yi Feng, Wenbo Luo
ABSTRACT
Marketing research consistently demonstrates that gender stereotypes influence the effectiveness of product recommendations. When artificial intelligence (AI) agents are designed with gendered features to enhance anthropomorphism, a follow-up question is whether these agents' recommendations are also shaped by gender stereotypes. To investigate this, the current study employed a shopping task featuring product recommendations (utilitarian vs. hedonic), using both behavioral measures (purchase likelihood, personal interest, and tip amount) and event-related potential components (P1, N1, P2, N2, P3, and late positive potential) to capture explicit and implicit responses to products recommended by male and female humans, virtual assistants, or robots. The findings revealed that gender stereotypes influenced responses at both levels but in distinct ways. Behaviorally, participants consistently favored female recommenders across all conditions. Additionally, female recommenders received more tips than males for hedonic products in the virtual assistant condition and utilitarian products in the robot condition. Implicitly, the N1 and N2 components reflected a classic gender stereotype from prior research: utilitarian products recommended by male humans elicited greater attention and received more inhibition control. We propose that task design and cultural factors may have contributed to the observed discrepancies between explicit (consumer behaviors) and implicit responses. These findings provide insights for mitigating the impact of gender difference when designing the anthropomorphic appearance of AI agents, which would help the development of more effective marketing strategies.