Differential Effects Of Local Identity And Global Identity On Two Important Aspects Of Consumer Behavior
DOWNLOAD
Download Differential Effects Of Local Identity And Global Identity On Two Important Aspects Of Consumer Behavior PDF/ePub or read online books in Mobi eBooks. Click Download or Read Online button to get Differential Effects Of Local Identity And Global Identity On Two Important Aspects Of Consumer Behavior book now. This website allows unlimited access to, at the time of writing, more than 1.5 million titles, including hundreds of thousands of titles in various foreign languages. If the content not found or just blank you must refresh this page
Differential Effects Of Local Identity And Global Identity On Two Important Aspects Of Consumer Behavior
DOWNLOAD
Author : Sijie Sun
language : en
Publisher:
Release Date : 2021
Differential Effects Of Local Identity And Global Identity On Two Important Aspects Of Consumer Behavior written by Sijie Sun and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021 with Consumer behavior categories.
Globalization has substantially influenced the world economy and also individuals. As a person with a cross-cultural background, it is fascinating to observe that different identities change individuals' behavior. My dissertation focuses on cultural psychology and creativity with a specific focus on analyzing the effect of consumers' local or global identity influences different aspects of consumer decision-making. In the first essay, consumers often rely on price to judge a product's quality, especially when they do not have sufficient knowledge about attributes. However, how is such a tendency affected by consumers' local-global identity, product type (e.g., services vs. goods; hedonic vs. utilitarian), and distribution of customer ratings (convergent vs. divergent)? What ad appeals can be developed to enhance or reduce such a tendency? In this research, we propose that consumers' local (vs. global) identity leads to a greater tendency to make price-perceived quality (PPQ) associations. Perceived quality variance among comparison brands is a key mechanism underlying these effects. Two field studies (Studies 1 and 7), seven experiments (Studies 2-6, 8, and 9), and a systematic review of secondary data (follow-up study of Study 7) provide converging and robust evidence for the effect of local-global identity on PPQ associations. Consistent with the "perceived quality variance" account, when quality differences among the brands are made salient, PPQ associations of consumers high in global identity (but not local identity) significantly increase, compared to baseline conditions. However, when perceived quality differences are reduced, PPQ associations of consumers high in local identity (but not global identity) significantly decrease. Moreover, product type and distribution of customer ratings represent natural boundaries for the relationship between local-global identity and PPQ associations. We conclude with the implications for managers' targeting endeavors. We also provide specific tools that marketers can use in ads and POP materials to encourage or discourage them from making PPQ associations. In the second essay, five studies examine the effect of consumers' local-global identity on creativity and show that individuals with a local identity (compared vs. global identity) are more creative, due to greater relationship focus. When relationship focus is externally enhanced, creativity among consumers high in global identity (but not high in local identity) increases, and when relationship focus is externally suppressed, consumers high in local identity (but not high in global identity) decreases.
Virtual Social Identity And Consumer Behavior
DOWNLOAD
Author : Natalie T. Wood
language : en
Publisher: Routledge
Release Date : 2014-12-18
Virtual Social Identity And Consumer Behavior written by Natalie T. Wood and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-12-18 with Business & Economics categories.
The creation and expression of identity (or of multiple identities) in immersive computer-mediated environments (CMEs) is rapidly transforming consumer behavior. The various social networking and gaming sites have millions of registered users worldwide, and major corporations are beginning to attempt to reach and entice the growing flood of consumers occupying these virtual worlds. Despite this huge potential, however, experts know very little about the best way to talk to consumers in these online environments. How will well-established research findings from the offline world transfer to CMEs? That's where "Virtual Social Identity and Consumer Behavior" comes in. Written by two of the leading experts in the field, it presents cutting-edge academic research on virtual social identity, explores consumer behavior in virtual worlds, and offers important implications for marketers interested in working in these environments. The book provides special insight into the largest and fastest growing group of users - kids and teens. There is no better source for understanding the impact of virtual social identities on consumers, consumer behavior, and electronic commerce.
Global Human Identification Studies Of Its Roots How It May Be Enlarged And Its Expressions In Attitudes And Behavior
DOWNLOAD
Author : Sam McFarland
language : en
Publisher: Frontiers Media SA
Release Date : 2023-08-11
Global Human Identification Studies Of Its Roots How It May Be Enlarged And Its Expressions In Attitudes And Behavior written by Sam McFarland and has been published by Frontiers Media SA this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-08-11 with Science categories.
The Differential Effect Of Local Global Identity Among Males And Females
DOWNLOAD
Author : Huachao Gao
language : en
Publisher:
Release Date : 2018
The Differential Effect Of Local Global Identity Among Males And Females written by Huachao Gao and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018 with categories.
The authors propose the effect of local-global identity on price sensitivity is moderated by gender. Specifically, when the two are inconsistent with each other (i.e., female with global identity or male with local identity), consumers tend to experience identity incongruence, which depletes their cognitive resources and facilitates a sacrifice mindset leading to lower price sensitivity. Consistent results emerge in six studies, including a field study in China using real consumption data, one field survey, and four more experiments. Across studies, we tested our hypotheses with divergent operationalizations of the independent and dependent variables, different product categories, and diverse samples. Furthermore, building on the process explanation of sacrifice mindset, we demonstrate self-focus and social class as theoretically relevant moderators, such that the interactive effect on price sensitivity is attenuated when consumers are self-focused or perceive themselves as having lower social class. This research not only extends marketing literatures such as consumer identity and price sensitivity, but also offers useful guidelines for pricing strategies.
Global Identity
DOWNLOAD
Author : Irem Yoruk
language : en
Publisher:
Release Date : 2022
Global Identity written by Irem Yoruk and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022 with Marketing categories.
Identity is an important predictor in consumer behavior; but marketing managers’ understanding of global identity is limited. This dissertation develops a more comprehensive conceptualization of the construct of global identity than those currently proposed in the literature. Anchored in identity and social identity theories, this work develops a multidimensional scale for measuring global identity, and validates this scale across two cultural environments, Turkey and the United States. This new scale is composed of four dimensions that explain the domain of global identity, three of which are comprised of two sub-dimensions. This work shows that these converge into a third-order global identity factor and helps us understand consumers that identify with a global community in more detail and granularity than scales currently available in the literature. The second part of this dissertation explores consumers’ reactions to corporate wrongdoings from the perspective of the mediation effects of brand globalness on consumers’ retaliatory intentions through emotions, which is moderated by consumer moral identity. Findings show that condemning emotions (contempt, anger, disgust) mediate the relationship between brand globalness and consumers’ retaliatory intentions (negative word of mouth and boycotting intentions) and these effects are all contingent on consumers’ moral identity where consumers with stronger moral identity differ less in their condemning emotions towards the local and global brands. Consumers with weaker moral identity differ more in their condemning emotions towards the local and global brands. This research is an important contribution to the international marketing literature as it explores the dynamics in which consumers respond to brand moral wrongdoings and lays the groundwork for the newly developed global identity scale to be integrated into an experimental setting.
Virtual Social Identity And Consumer Behavior
DOWNLOAD
Author :
language : en
Publisher: M.E. Sharpe
Release Date :
Virtual Social Identity And Consumer Behavior written by and has been published by M.E. Sharpe this book supported file pdf, txt, epub, kindle and other format this book has been release on with categories.
Marketing And Consumer Behavior Concepts Methodologies Tools And Applications
DOWNLOAD
Author : Management Association, Information Resources
language : en
Publisher: IGI Global
Release Date : 2014-12-31
Marketing And Consumer Behavior Concepts Methodologies Tools And Applications written by Management Association, Information Resources and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-12-31 with Business & Economics categories.
As marketing professionals look for ever more effective ways to promote their goods and services to customers, a thorough understanding of customer needs and the ability to predict a target audiences reaction to advertising campaigns is essential. Marketing and Consumer Behavior: Concepts, Methodologies, Tools, and Applications explores cutting-edge advancements in marketing strategies as well as the development and design considerations integral to the successful analysis of consumer trends. Including both in-depth case studies and theoretical discussions, this comprehensive four-volume reference is a necessary resource for business leaders and marketing managers, students and educators, and advertisers looking to expand the reach of their target market.
Virtual Social Identity And Consumer Behavior
DOWNLOAD
Author : Natalie T Wood
language : en
Publisher:
Release Date : 2011-01-01
Virtual Social Identity And Consumer Behavior written by Natalie T Wood and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-01-01 with categories.
How can corporate America effectively reach and entice the growing flood of consumers participating in online social networking environments? This book by two of the leading experts in the field presents cutting-edge academic research on virtual social identity, explores consumer behavior in virtual worlds, and offers important implications for marketers interested in working in these environments.
Consumer Culture Theory
DOWNLOAD
Author : Eric J. Arnould
language : en
Publisher: SAGE
Release Date : 2018-06-21
Consumer Culture Theory written by Eric J. Arnould and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-06-21 with Business & Economics categories.
Outlining the key themes, concepts and theoretical areas in the field, this book draws on contributions from prominent researchers to unravel the complexities of consumer culture by looking at how it affects personal identity, social interactions and the consuming human being. A field which is characterised as being theoretically challenging is made accessible through learning features that include case study material, critical reflection, research directions, further reading and a broad mix of the types of consumers and consumption contexts including emerging markets and economies. The structure of the book is designed to help students map the field in the way it is interpreted by researchers and follows the conceptual mapping in the classic Arnould & Thompson 2005 journal article. The book is organised into three parts - the Consumption Identity, Marketplace Cultures and the Socio-Historic Patterning of Consumption. Insight is offered into both the historical roots of consumer culture and the everyday experiences of navigating the contemporary marketplace. The book is supported by a collection of international case studies and real world scenarios, including: How Fashion Bloggers Rule the Fashion World; the Kendall Jenner Pepsi Commercial; Professional Beer Pong, Military Recruiting Campaigns, The World Health Organization and the Corporatization of Education. The go-to text for anyone new to CCT or postgraduate students writing a CCT-related thesis.
Pricing
DOWNLOAD
Author : Kent B. Monroe
language : en
Publisher: Irwin Professional Pub
Release Date : 2003-01
Pricing written by Kent B. Monroe and has been published by Irwin Professional Pub this book supported file pdf, txt, epub, kindle and other format this book has been release on 2003-01 with Business & Economics categories.
Pricing, 3/e, synthesizes economic and marketing principles with accounting and financial information to provide a basis for analyzing pricing alternatives within legal and corporate constraints. This revision of this classic text brings readers an understandable writing style, a more complete discussion of the quantitative issues, and a greater number of clear-cut examples. The material on the economics of pricing now reflects recent research in pricing by applied economists and marketing researchers trained in economics.