Download or read book Essays on Consumer Product Evaluation written by Jong Min Kim and published by . This book was released on 2013 with total page 134 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Two Essays on Product Design and Consumer Evaluations written by Sangwon Lee and published by . This book was released on 2010 with total page 91 pages. Available in PDF, EPUB and Kindle. Book excerpt: This paper is about the central role of product design on consumer evaluations. While the design literature has articulated two different types of design, i.e. form-based design and function-based design (Khalid 2004), most extant marketing literature has mostly focused on the impact of functional design on performance (see Chitturi, Raghunathan, and Mahajan (2007) for a notable exception). In this paper, I examine the individual and joint effects of the two design dimensions: form design and functional design on consumer evaluations of new products. In the first essay, employing theoretical underpinnings from processing fluency theory, I investigate four major research questions. First, all else equal, does form design matter? Second, how does form design interact with functional design? Third, does the interaction between form and functionality change in an innovation context? Specifically, given a certain level of functionality, what type of form is more advantageous for a radically new product (RNP) or an incrementally new product (INP)? Fourth, is there an individual difference in consumer evaluations to innovative products with various form designs? Results from the four experiments conducted demonstrate that (1) more typical form design leads to more positive attitudes toward the product than less typical form design, (2) a more typical design compensates for the average functionality of the product and hence a product with average functionality is evaluated as well as highly functional products in the more typical design condition. In a less typical design condition, a product with high functionality leads to much lower consumer attitudes towards the product, (3) whereas the form design for incremental innovations must be closer to the incumbent products for favorable evaluations, less typical form is evaluated as good as more typical form for radical innovations. (4) Form design of an innovative product matters more to the technologically more sophisticated consumers (experts) than technologically less sophisticated consumers (novices). In the second essay, I examine the issues involved in using form design to nullify first mover advantage. Pioneers or first movers can be defined as the first firm to sell in a new product category. Despite the proliferation of the pioneering advantage research, there are few empirical studies which examined how the product design enables the later entrants to nullify the first mover advantage. Employing theoretical underpinnings from categorization theory, I investigate the following research questions. First, what type of form is more likely to enhance consumer evaluations and nullify first mover advantage when the follower's product is featured with higher or lower functionality? Second, how does form design interact with functional design for the follower's product? Results from the experimental study conducted demonstrate that (1) if the follower's functionality is not superior to the pioneer's, follower had better focus on design differentiation which can compensate for the lower functionality of the follower (2) if the follower's functionality is superior to the pioneer's, follower had better follow the pioneer's design for the better product evaluation. The managerial implication is clear: Form design is a critical determinant of consumer evaluations. Form design helps create and appropriate value for firms.

Download or read book Two Essays on Repeated Number Digits in Product Evaluation written by Jintao Zhang and published by . This book was released on 2023 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Numerical information is abundant and plays a crucial role in consumers' purchasing decisions. Factors such as price, units, discounts, warranties, calories, and duration significantly impact product evaluations and choices by conveying numerical data. This dissertation explores the influence of a specific type of numerical information--repeated number digits--on consumers' judgments and decision-making. Essay 1 examines the effect of repeating digits on the perceptions of price and product information in a price bundle. When providing a price bundling promotion, price digits that are the same as bundle quantity (e.g., 2 for $22.22) would increase consumers' liking of the price and intentions to purchase the bundle. Fluency serves as the underlying mechanism of this effect as the easier it is to calculate the unit price and process the numerical information for a price bundling promotion, the higher consumers' liking of the price and intentions to purchase the bundle. Moreover, an individual characteristic shown to influence consumers' purchase decisions involving prices i.e., math anxiety is examined for its moderation effects when processing repeated digits in a price bundle. Essay 2 further digs into the underlying mechanism in a single product or service context, where digits in product descriptions and also repeated in price information (e.g., 2-year warranty, 2 color choices, 2-day delivery, at $22.22). This essay examines the effect of repeating digits on consumers' product evaluations, with repeating digits (vs. unrepeating number digits) increasing the liking of the price and higher purchase intentions. This effect is explained to be a result of 1) increased conceptual fluency when number digits are repeated in price information only and 2) increased perceptual fluency when digits are repeated in both product descriptions and price information. Similar results are observed in different product categories and purchase contexts with one important moderator, consumer persuasion knowledge, which attenuates the effect of repeating digits. I conclude my dissertation with managerial implications and future opportunities.

Download or read book The Impact of Consumer Insecurity On Product Evaluation written by Jessica Keech and published by . This book was released on 2017 with total page 161 pages. Available in PDF, EPUB and Kindle. Book excerpt: This two essay dissertation explores the impact that various types of consumer insecurity have on response to and evaluation of products. Consumer insecurity has long been noted as an influence on consumption behavior; however, this research examines it from two specific angles - materialism level and economic insecurity level of the consumer. Literature suggests that one of the major antecedents of materialism is insecurity. Therefore, Essay 1 focuses on the impact that consumers' materialism levels have on the evaluation of a sustainable luxury product. Five experiments demonstrate that although the product is originally valued less than its traditional counterpart, positioning it as essentially providing the same status benefits as its non-sustainable counterpart increased its value amongst materialistic consumers. Promoting the ethicality of the sustainable luxury product actually hurt its valuation amongst consumers high in materialism. Essay 2 examines the effect that economic insecurity has on consumer response to products. This research suggests that economically insecure consumers notice the brand gendered characteristics of products more so in comparison to more economically secure consumers. Initial support is also found for an association between more economically insecure consumers and a preference for gendered products. The results of both essays demonstrate the noticeable effects that feelings of insecurity have on consumer responses to products.

Download or read book Essays on congruence theory in marketing written by Robér Rollin and published by Springer Nature. This book was released on 2022-09-30 with total page 177 pages. Available in PDF, EPUB and Kindle. Book excerpt: Digital products are intangible goods, mainly presented visually and acoustically to consumers in the form of videos, images, texts, and music that can be bought, downloaded, or streamed via various web stores. Their consumption primarily fulfills hedonic needs. Before purchasing, a consumer's interaction with a digital product is always mediated by technology. Therefore, consumers cannot directly judge the quality through "touch and feel" experiences. This book diminishes the ability to evaluate digital products. Therefore his thesis seeks to answer which product attributes have an impact on consumers' product evaluation, and purchase intention.

Download or read book Two Essays on Consumer Behavior in a Digital Environment with Superficial Information Processing written by Jianqing Zheng (Ph. D.) and published by . This book was released on 2020 with total page 352 pages. Available in PDF, EPUB and Kindle. Book excerpt: Modern consumers are living in a digital environment overloaded with information (Lee and Lee 2004). Due to their limited information processing capacity, consumers are exhibiting very low reading and processing depths of online information (e.g. superficially reading only titles or the first few sentences of news articles and user-generate contents). This new behavioral pattern inspires my dissertation to investigate novel consumer behavior phenomenon and develop organic theories situated in the digital environment with superficial information processing. In essay 1, I explore how sharing via WOM shapes the self-concept with a specific focus on consumer subjective knowledge. We posit that sharing WOM content shapes the self-concept leading sharers to inflate their subjective knowledge related to their shared content, and we test internalized self-presentation as an explanation of this effect. Specifically, we posit that sharing digital content involves public self-presentation which signals expertise, and that as sharers internalize this behavior, they accordingly alter their self-concepts, leading to increased subjective knowledge of the shared content. Six studies provide correlational (study 1) and casual (study 2) evidence for this phenomenon, and examine the internalized self-presentation mechanism by varying the degree of self-presentation in the digital sharing process, including salience of self-presentation (study 3), freedom of sharing (study 4a) and interaction expectancy with audience (study 4b). Finally study 5 examines a downstream consequence of this effect: more risky financial decision making. In essay 2, I explore how a novel type of information during the consumer online decision journey, “mere simultaneous presence”, which refers to information about other consumers who are shopping synchronously, (e.g. “129 people are shopping for hotels in San Francisco on Expedia right now”), affects consumers’ decision-making. We propose that the mere simultaneous presence of others leads to more polarized product evaluations, causing decreased decision difficulty. In contrast to previous scarcity research, we hypothesize that this effect is independent of scarcity perceptions and instead caused by more elaborated processing towards the product options, which is facilitated by a “shared attention” state (Shteynberg 2015) with other consumers. Six studies explore the basic effect and provide evidence for the underlying shared decision process in multiple online decision settings

Download or read book Three Essays in Operations and Marketing written by Te Ke and published by . This book was released on 2015 with total page 120 pages. Available in PDF, EPUB and Kindle. Book excerpt: My thesis consists of three essays in the field of operations management and marketing. In the first essay, I study the problem of consumer search for information on multiple products. When a consumer considers purchasing a product in a product category, the consumer can gather information sequentially on several products. At each moment the consumer can choose which product to gather more information on, and whether to stop gathering information and purchase one of the products, or to exit market with no purchase. Given costly information gathering, consumers end up not gathering complete information on all the products, and need to make decisions under imperfect information. I solve for the optimal search, switch, and purchase or exit behavior in such a setting, which is characterized by an optimal consideration set and a purchase threshold structure. It is shown that a product is only considered for search or purchase if it has a sufficiently high expected utility. Given multiple products in the consumer's consideration set, the consumer only stops searching for information and purchases a product if the difference between the expected utilities of the top two products is greater than some threshold. Comparative statics show that negative information correlation among products widens the purchase threshold, and so does an increase in the number of the choices. Under my rational consumer model, I show that choice overload can occur when consumers search or evaluate multiple alternatives before making a purchase decision. I also find that it is optimal for sellers of multiple products to facilitate information search for low-valuation consumers, while obfuscate information for those with high valuations. In the second essay, I conduct an empirical study of peer effects of iPhone adoptions on social networks. I use a unique data set from a provincial capital city in China, in a span of over four years starting from iPhone's first introduction to mainland China. I construct a social network using six month's call transactions between iPhone adopters and all other users on a carrier's network. Strength of social ties is measured by duration of calls. Based on the network structure, I test whether an individual's adoption decision is influenced by his friends' adoptions. A fixed-effect model shows that, on average, a friend's adoption increases one's adoption probability in next month by 0.89%, and the marginal effect decreases in the size of his current neighboring adopters. To further control for potential time-varying correlated unobservables, I instrument adoptions of one's friends by their birthdays, based on the fact that consumers are more likely to adopt iPhones on birthdays. The IV estimation shows a slightly smaller peer effect at 0.75%. I also investigate how network structures modulate the magnitude of peer influence. My results show that peer effect is stronger when the influencer has more friends or has a stronger relationship with the influence. In the third essay, I study the problem of coordination of operations and marketing decisions for new product introductions. In the industry with radical technology push or rapidly changing customer preference, it is firms' common wisdom to introduce high-end product first, and follow by low-end product line extensions. A key decision in this "down-market stretch" strategy is the introduction time. High inventory cost is pervasive in such industries, but its impact has long been ignored during the presale planning stage. This essay takes a first step towards filling this gap. I propose an integrated inventory (supply) and diffusion (demand) framework, and analyze how inventory cost influences the introduction timing of product line extensions, considering substitution effect among successive generations. I show that under low inventory cost or frequent replenishment ordering policy, the optimal introduction time indeed follows the well-known "Now" or "Never" rule. However, sequential introduction becomes optimal as the inventory holding gets more substantial or the product life cycle gets shorter. The optimal introduction timing can increase or decrease with the inventory cost depending on the marketplace setting, requiring a careful analysis.

Download or read book Three Essays for the Price of One written by Anders Wäppling and published by . This book was released on 2008 with total page 112 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Essays on Sustainability and Management written by Runa Sarkar and published by Springer. This book was released on 2017-05-25 with total page 228 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book offers a comprehensive overview of sustainability and management in India and through its insightful essays highlights the complex and multifaceted nature of sustainability as a concept. It also demonstrates the debates surrounding the concept of sustainability and its ramifications for ground-level practice in managing organisations and for public policy. The contributions from sustainability enthusiasts, practitioners from disparate fields and academics working at the Indian Institute of Management Calcutta, have been divided into five themes: (1) sustainability as a normative concept; (2) sustainability concept at the global level, (3) sustainability practices in Indian organisations and consumer behaviour; (4) sustainability, corporate governance and corporate social responsibility and (5) sustainability: a critique of organisational practice and government regulation. The themes reflect both new and continuing issues confronting management in the country today. Examples and in-depth studies make it relevant to the grounded reality in India. The expertise and experience of the contributors ensure that readers are left with a grasp of our current understanding of how sustainability is related to society and business, the direction this understanding will take in the future.

Download or read book How Consumers Use Product Information written by William L. Wilkie and published by . This book was released on 1975 with total page 96 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Essays on Ethics and Identity in Consumer Behavior written by Neeru Paharia and published by . This book was released on 2010 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: This dissertation uses experimental methods to explore ethical and identity based biases that impact consumer decisions. In the first essay I explore how an effect of indirectness impacts how participants make ethical judgements toward companies as well as their own behaviors. In the second essay, I explore how identity mechanisms drive an "underdog effect" where participants show more favorable evaluations of products which have underdog brand biographies. In the third essay I explore how consumers are more likely to morally disengage when considering a product made with sweatshop labor. I show that consumers are much more likely to justify the use of sweatshop labor when desire for a product is high, or the product is in a self-relavant context.

Download or read book The Influence of Color on Consumer Judgments of Key Product Attributes written by Samam Zehra and published by . This book was released on 2021 with total page 128 pages. Available in PDF, EPUB and Kindle. Book excerpt: This dissertation consists of three essays exploring the influence of color on consumer judgments of key product attributes. Essay 1 extends the understanding of the perceived size and weight estimations of consumer products as influenced by the interaction of color saturation level of a chromatic color design element/label (foreground) and an achromatic background color (gray or black; product body color). Essay 2 explores the effect of a child model’s clothing color and color saturation level, on consumers’ perceptions and evaluations of the child model, and on resulting propensity to donate to charity appeals using the child model. Lastly, Essay 3 studies the effect of perception of time scarcity of consumers on their perceptions and evaluations of hedonic and utilitarian products and resulting purchase intentions and willingness to pay.

Download or read book Two Essays on Marketplace Interaction written by Sumitra Auschaitrakul and published by . This book was released on 2016 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: "This dissertation comprises of two essays on marketplace interaction. The first essay focuses on consumers' interaction with firms in the context of market research surveys. Consumers sometimes anticipate interacting with firm representatives during follow-up interviews after completing market research surveys. Based on an anticipated cognitive effort mechanism, this essay shows in four studies that anticipated firm interaction can bias consumer responses to market research surveys, such that anticipated firm interaction increases the gap between private and publicly expressed attitudes when the valence of private attitude is negative but not when it is positive. This essay contributes to the literature on consumer interactions in the marketplace by first identifying a new joint effect of anticipated firm interaction and valence of private attitude on attitude gap, and second by identifying a new underlying mechanism based on anticipated cognitive effort. The second essay focuses on consumers' interaction with sellers in peer-to-peer marketplaces. Based on a fit-fluency mechanism, this essay examines the joint influence of seller depth of disclosure and consumer self-construal on seller and product evaluations. Results from four studies indicate that depth of disclosure has a positive effect on seller and product evaluations when self-construal is interdependent, and this positive effect is eliminated when self-construal is independent. This essay contributes to the literature on depth of disclosure by first identifying a new joint effect of depth of disclosure and self-construal on seller and product evaluations, and second by identifying a new underlying mechanism based on fit-fluency." --

Download or read book Consumer Buying Behaviour written by Wanchat Kengthon and published by GRIN Verlag. This book was released on 2011-01-19 with total page 15 pages. Available in PDF, EPUB and Kindle. Book excerpt: Essay from the year 2010 in the subject Economics - Micro-economics, , language: English, abstract: A company may think that if it can provide the perfect product to the customers, they will buy it. Many customers are brand loyalty therefore sometimes the good products cannot be competing with the good brand. However factors influencing consumer behaviour is not only the product itself but also advertising, which can be one of the most important factors affected purchasing decision. Typically every company realise an essential of advertising as it is shown in the profit and loss statement. Moreover it is noticeable that budget for advertising always high. It is well-known fact that advertising plays an important role in people's daily lives. The advertising is available anywhere both inside and outside home. Recent research suggests that people spend two and a half hours on average watching television (Livingstone and Bovill, 1999 cited Dickinson, 2000). This essay critically analyses and evaluates the major factors that could affect consumer buying behaviour. Nevertheless, I would like to base my overall main points on advertising as the major factors which would makes it a lot easier and I could focus on this scenario and hopefully answer all my questions. Throughout this essay, the term of advertising covers all media for instance television, radio, newspaper, direct mail, yellow pages, magazine, billboards, leaflets and even on film (Perreault and McCarthy 1999, p.450). This essay is divided into three sections. Firstly it will look at what consumer behaviour is, I will analyse and evaluate the major factors. Secondly it will discuss the importance of the advertising, show my understanding and explain why it is important to successful marketing. I will, thirdly, analyse the consumers' attitude and advertising. Finally this review will mention about advertising influences consumers buying food. Also, identify and evaluate key differences between organisational and consumer purchasing and discuss their implications for marketers.

Download or read book Evaluation Roots written by Marvin C. Alkin and published by SAGE. This book was released on 2004-02-19 with total page 441 pages. Available in PDF, EPUB and Kindle. Book excerpt: Initially, evaluation was derived from social science research methodology and accountability concerns. This book examines evaluation theories and traces their evolution with the point of view that theories build upon theories and, therefore, evaluation theories are related to each other.

Download or read book Three Essays on Consumer Information and Product Quality written by Astri Birgitta Chamberlain Muren and published by . This book was released on 1989 with total page 234 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Essays on Behavioral Pricing and Consumer s Product Perceptions written by Yamina Scheinkönig and published by . This book was released on 2017* with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: