An exploratory study of the relation between concrete and abstract product attributes

It is argued that the abstract product attributes that consumers mention in a research setting should not be interpreted as combinations of the more concrete attributes consumers mention. Results from a laddering study show that a majority of elicited abstract product attributes are unrelated to concrete attributes. Furthermore, these unrelated abstract attributes are about different product aspects than the related abstract attributes. These findings are discussed in the light of the problem of ‘actionability', and of models for new product development.     

Paying for no reason? (Mis-)perceptions of product attributes in separate vs. joint product evaluation

Consumer decision-making involves the evaluation of options either in isolation or in relation to other alternatives present at the environment. According to Hsee’s evaluability hypothesis, it is easier to evaluate product attributes when they are juxtaposed (i.e., presented jointly) than when they are presented in isolation from each other. Recent research has provided some support to the evaluability hypothesis for the attribute of perceived product quantity. The present research tests the hypothesis in relation to the attribute of perceived fairness. In two experiments, we show that when participants evaluate products in isolation from each other, they err in their judgment of product quantity, and, consequently, they mis-attribute fairness to the seller. In a third experiment, we further show that the inclusion of constant yet unfair price information does not affect the fairness and price judgments. These findings provide evidence for the psychological plausibility of the evaluability hypothesis for the attributes of fairness and product quantity. Moreover, they suggest that isolated product evaluation may be systematically suboptimal for consumers, even when pricing information is included. Therefore, effective consumer decision-making will benefit by allowing the joint evaluation of alternatives.     

The role of corporate image and extension similarity in service brand extensions

In this article we examine the role of corporate image in extending service brands to new and traditional markets in the telecommunications sector. With regards to corporate image, service brand extensions are primarily associated with innovation-related attributes, such as order of entry (i.e., pioneers versus followers). Increasingly, firms are extending their services to markets that are beyond the markets that they traditionally have been active in. The results of an experimental study show that consumers evaluate service extensions by providers with an innovative late mover image more favourably that service extensions by companies with a pioneer image in terms of perceived corporate credibility and expected service quality. With regards to these evaluation criteria, it was also found that consumers prefer service brand extensions to related rather than unrelated markets. In addition we find that the relative distance between service providers with an innovative late mover image and pioneers is larger in related markets.     

STRATEGIC INFORMATION DISCLOSURE: THE CASE OF MULTIATTRIBUTE PRODUCTS WITH HETEROGENEOUS CONSUMERS

We examine the incentives for firms to voluntarily disclose otherwise private information about the quality attributes of their products. In particular, we focus on the case of differentiated products with multiple attributes and heterogeneous consumers. We show that there exist certain configurations of consumers' multidimensional preferences under which a firm, no matter whether producing a high‐ or low‐quality product, may choose not to reveal the quality even with zero disclosure costs. The failure of information unraveling arises when providing consumers with more information results in more elastic demand, which triggers more intensive price competition and leads to lower prices and profits for competing firms. As a result, the equilibrium in which disclosure is voluntary may diverge from that in which disclosure is mandatory. (JEL L15, L5)     

On Preference, Freedom and Diversity

We study the problem of ranking sets of options in terms of freedom of choice. We propose a framework in which both the diversity of the options and the preferences of the agent over the options do play a role. We formulate some axioms that reflect these two aspects of freedom and we study their logical implications. Two different criteria for ranking sets are characterized, which generalize some of the rankings proposed so far in the literature.     

Cognitive determinants of attribute information usage

The semantic network approach from the psychology of memory is used as a model of consumer information processing to derive six hypotheses about determinants of the types of attributes consumers use in a prepurchase information acquisition situation. Results from two studies using information display board tasks provide support for most of the hypotheses, but also point out methodological problems encountered when investigating memory phenomena.     

Middle‐Class Parents,Urban Schooling,and the Shift From Consumption to Production of Urban Space

Dominant approaches to the study of gentrification tend to attribute this process either to the production of urban space by elites or to the consumption of urban space by individual consumers. In this article, we take a preliminary step toward bridging this gap by illustrating how these groups may, in some cases, be the same actors. Drawing on in‐depth interviews with middle‐class parents in Boston, we explore the transitions that gentrifiers undergo as they age and have children. As young singles and childless couples, our respondents interacted with the city mainly as passive consumers. Years later, however, facing pressures to relocate in search of high‐quality educational options, these parents emerged as active producers of the urban landscape through their substantial involvement in their children's public elementary schools. This school‐based engagement reinforced their loyalties to their neighborhoods, dissuading them from moving to the suburbs. Since it is based on intense interactions with small local institutions, though, this strategy will likely be more difficult for parents to sustain in larger, less personal high schools. Thus, these parents may reconsider their dedication to city living as their children age. We discuss the implications of this research for urban theory and policy.     

Freedom to veto

Several sets of axioms have been proposed to characterize rankings of opportunity sets in terms of freedom of choice. In these models it has been assumed that being in a position to choose from more options is preferred to having fewer options. We tested the empirical validity of that assumption experimentally. Combining a dictator game (a no-choice situation for the receiver) and an ultimatum game (the receiver can choose between two options) we investigated whether receivers prefer to have some freedom of choice (in the ultimatum game) over having no freedom of choice (in the dictator game) even in the presence of monetary incentives to choose otherwise. The experimental results show that a strong majority of players is not willing to give up the option to veto without monetary incentives to do so. However, players are often willing to trade their freedom to veto even for a small bonus. The higher the monetary incentives the more players give up their veto power.     

Risky discounts: Do people prefer them on a per-item or per-purchase basis and why?

Risky discounts differ from other discount formats in that the actual discount level is determined by chance (e.g., “scratch & save” cards). Four studies investigated whether consumers prefer to receive risky discounts on a per-purchase or per-item basis. Although these options do not differ with regard to expected value, they entail multiple differences (e.g., savings distribution, amount of individual gains, excitement, and effort involved) that may lead to differential consumer perceptions and experiences. Controlling for expected value of savings, participants preferred per-item over per-purchase discounts. As hypothesized, the main reasons for this preference were a partly incorrect perception of the properties of the savings distribution, the adoption of a narrow mindset focusing on the best outcome in a series of discount gambles, and the greater excitement provided by multiple discount gambles.     

Getting Real About Food Prices

The 2008 spike in world grain prices is widely recognised to have had serious impacts on food security and poverty, but these high grain prices are commonly described as low in historical terms – an inconsistency resulting from the use of advanced‐ and global‐economy price indices in calculating real prices. This ignores the high share of food in poor people's expenditures and the indirect effects of income growth on expenditure patterns of rich consumers. Poor consumers have not experienced the same falls in real food prices and are more vulnerable to price shocks. Different price indices must be developed to take account of differences between consumer groups.     

Advancing Program Theory for Licensed Assisted Living Services in Independent Housing

Assisted living programs (ALPs) embed licensed assisted living services within independent housing. To advance nascent research on this type of housing plus services, this study aimed to develop empirically grounded program theory on the processes through which ALPs benefit residents within independent housing. Eighteen in-depth interviews were conducted with current and prospective consumers of an ALP in northern New Jersey, including residents and family caregivers. The setting for the ALP was a federally subsidized independent housing building, which had introduced the ALP approximately 1 year prior to the study. Themes emerging from an iterative coding process indicated the most valued aspects of the ALP’s service delivery, including the comprehensiveness of the service options, the flexible timing for their delivery, and the relational aspects of care. Participants further described the ways in which the structure of the ALP facilitated prevention, such as preventing the occurrence and escalation of adverse health events. The study concludes by presenting a program model that integrates these findings, which suggests that ALPs deliver care in ways that make long-term services and supports more accommodating and acceptable to consumers. This, in turn, can enhance their preventive value to facilitate aging in place among independent housing residents in clinical need of such supports.     

Choice-Experimente und die Messung von Handlungsentscheidungen in der Soziologie

In survey-based choice experiments respondents choose from various alternative options (for actions) the most preferable one. By systematically varying attributes of the options it is possible to determine their influence on the stated choices. This enables a more direct testing of causal relations than it is possible with ??usual?? survey data. In contrast to the similar design of factorial surveys the method corresponds better with action and decision theories and a high external validity is already shown. In the paper on hand, choice experiments are introduced in their main features (theoretical foundation, design, data collection and analysis) and discussed in comparison to factorial surveys. The aim is to deliver practical tips and thereby motivate increased applications in sociology.     

The Intersecting Roles of Consumer and Producer: A Critical Perspective on Co-production, Co-creation and Prosumption

The terms 'co-creation', 'co-production', and 'prosumption' refer to situations in which consumers collaborate with companies or with other consumers to produce things of value. These situations sometimes appear to blur the traditional roles of 'producer' and 'consumer'. Building on Marx's distinction between 'use value' and 'exchange value', we argue that, when consumers perform tasks normally handled by the company, this does not necessarily represent a fundamental change in exchange roles or economic organization. We then argue that, when individuals who are traditionally defined as 'consumers' produce exchange value for companies, this does represent a fundamental change.     

Consumers’ responses to CSR activities: The linkage between increased awareness and purchase intention

The body of research showing the positive effects of corporate social responsibility (CSR) on consumer behavior has been growing steadily. However, previous studies have not characterized corporate behaviors in terms of their perception by consumers as significant CSR and researchers have paid little attention to consumers’ understanding of this notion of CSR. The present study explores the relationship between consumer awareness of CSR activities and their purchase intentions. This study employs a questionnaire survey involving Korean consumers. For the analysis, measurement scales for CSR activities and consumers’ purchase intention scales are respectively developed. From the results it is found that there is a significant positive relationship between these two parameters. This study finds out as CSR activities corporate social contribution and local community contribution affect consumers’ purchase intention while corporate environmental protection and contribution have no effects on consumers’ purchase intention.     

Showing a tree to sell the forest: The impact of attribute- and alternative-based information presentation on consumers’ choices

Consumers can be provided with information in either an attribute- or an alternative-based way. We consider the literature on information presentation through the theoretical lenses of the Construal Level Theory. We propose and find that providing product-related information in an attribute- rather than an alternative-based way shifts choices. The attribute-based pattern leads to high construal levels and choices driven by desirability-related, high-level attributes (e.g., design). But when the same information is acquired following the alternative-based pattern, it leads to low construal levels and choices driven by feasibility-related, low-level attributes (e.g., price). As a consequence, choice shares for products whose strength lies in convenience and other feasibility-related features are boosted by the presentation of alternative-based information. Conversely, choice shares for products whose strength lies in design and other desirability-related features are increased by the presentation of attribute-based information. We further find that consumers acquiring information in an alternative-based way envision consumption much closer in the future than those acquiring information in an attribute-based way. Finally, we find that attribute-based information leads to more clicking.     

Housing Preferences of Vulnerable Elders in Suburbia

This article explores whether well and vulnerable elders residing in the suburbs differ in terms of: their level of satisfaction with their current living arrangement; their perception that they face a move within the next two years; and their level of interest in a series of different housing options. Our data support theoretical models that pose that diminished economic, physical, and social resources "push" vulnerable elders towards relocation. The data revealed that while the majority of well and vulnerable elders expressed high levels of satisfaction with their current homes, the vulnerable elders were significantly more likely to feel they faced an upcoming move. Housing options of interest to these vulnerable elders and implications for community planners are also addressed.     

The city in the country: Growing alternative food networks in Metropolitan areas

Alternative food networks (AFNs) are commonly defined by attributes such as the spatial proximity between farmers and consumers, the existence of retail venues such as farmers markets, community supported agriculture (CSA) and a commitment to sustainable food production and consumption. Focusing upon processes rather than attributes, this paper identifies two place-based processes that both promote and constrain the emergence and development of AFNs. Urbanization and rural restructuring are critical to the development of AFNs. AFNs are not a “thing” to be described, but rather emerge from political, cultural and historical processes. The interactions of urbanization and rural restructuring produce AFNs that are differentiated and marked by uneven development that does not necessarily support all farmers participating in the network. This indicates both the fragility and the dynamism inherent in AFNs that are tied to metropolitan development and change. Paradoxically, increasing urban demand for seasonal, and organic produce grown ‘close to home’ and the processes of rural restructuring which emphasize small-scale sustainable family farming and its direct food linkages to cities do not necessarily enable all farmers to consistently make a living from season to season. Evidence for these claims comes from an in-depth, qualitative case study reliant upon participant observation, in-depth interviews and draws from a statewide farmer survey and a regional consumer survey in Washington State.     

Retail attribute sensitivity and shopping patronage

Using conjoint analysis the sensitivity for the four most important retail attributes: price, quality, assortment and locational convinience for food stores is measured for a sample of 400 consumers in Tilburg, The Netherlands. In a second wave the actual shopping behavior is measured using a self-administrated questionnaire. The sensitivity scores are used separately and in conjunction, as sensitivity patterns, to explain patterns of shopping behavior as well as separate shopping characteristics. The relationships found, suggest the usefulness of this kind of approach as it gives in-depth insight into shopping behavior and choice of grocery store.     

Helping consumers with a front-of-pack label: Numbers or colors?: Experimental comparison between Guideline Daily Amount and Traffic Light in a diet-building exercise

This paper contributes to the debate on front-of-pack nutritional labels. Because of their dissimilar formats, Guideline Daily Amount (GDA) and Traffic Light (TL) may trigger different responses among consumers. While GDA is comprehensive and cognitively demanding, information is coarser and more salient in TL. We implement an incentivized laboratory experiment to assess the relative performance of GDA and TL labeling schemes in assisting consumers to build a healthy daily menu. Participants must compose a daily menu, choosing from a finite set of products, and are paid a fixed cash amount only if the menu satisfies pre-determined nutritional goals. Goals correspond to achieving the Guideline Daily Amount values of 1 (kcal), 4 (kcal, fat, sugar, salt) or 7 (kcal, fat, sugar, salt, fiber, vitamin C and calcium) different nutritional attributes. Three different labels, GDA, TL and a combined GDATL are provided. Results show that GDA performs better than TL when subjects do not face time constraints. When time is limited however, TL and GDA have identical efficacy with 4 nutritional goals, and TL even outperforms GDA with 7 nutritional goals.     

Friendship Influences During Early Adolescence: The Special Role of Friends' Grade Point Average

This study examines how a wide variety of diverse friendship group attributes affect changes in indicators of school performance, social behavior, and mental health between early seventh and late eighth grade. Nine hundred and one middle school students named their friends. Independent data from these friends were used to construct friendship groups that were then characterized in terms of their mean level on measures of academic performance, social behavior, psychological closeness, and structure. Two novel conclusions emerge from the study. First, nearly all the friendship effects are domain‐specific. That is, peer attributes in the school domain affect individual school performance outcomes, while peer attributes in the social behavior domain affect individual social behavior. Second, friends' grade point average (GPA) is the most powerful single friendship attribute. It has the largest total effect, the most consistent effects within its own school performance domain, and the sole reliable cross‐domain impact—on an index of negative social behavior that taps into acting out and drug use. The within‐domain peer effects mostly replicate past findings, though the methodological controls used here are more extensive than in past studies and so provide a stronger causal warrant.