Attitude formation from product trial: Distinct roles of cognition and affect for hedonic and functional products

Kempf, DeAnna S.

doi:10.1002/(sici)1520-6793(199901)16:1<35::aid-mar3>3.3.co;2-l

Cited by 118 publications

(214 citation statements)

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“…And although many of these results are preliminary, it is, for instance, considered a relevant finding that prior frustration may hamper the relationship between a consumer and a brand with regard to the users' acceptance of a future design, but it does not cause actual rejection. The relations between the dimensions of product meaning and emotion were also consistent with the results of previous research (e.g., Kempf, 1999) even though it is conceivable that their discovery in the current study was partly favored by the way the research was designed (i.e., through the selection of participants that score in very disparate ways on the respective dimensions).…”

Section: Discussionsupporting

confidence: 90%

Product Meaning, Affective Use Evaluation, and Transfer:

Helfenstein

2005

Human Technology

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Section: Discussionsupporting

confidence: 90%

Product Meaning, Affective Use Evaluation, and Transfer:

Helfenstein

2005

Human Technology

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“…Chebat et al (1995) examined the influence of affect on perception of service quality in a bank and also found that the higher the level of pleasure, the higher the level of perceived service quality in personnel's empathy and assurance. Kempf (1999) investigated the role of affect in the evaluation of hedonic product trials and found that affective responses, such as pleasure and arousal, were significant antecedents of the participants' evaluations of the trial experience. When these research results are applied to the context of price discounts for apparel products, consumers who have greater positive affect aroused by a price discount are expected to perceive higher product quality.…”

Section: Affect and Perceived Qualitymentioning

confidence: 99%

Effects of price discount on consumers’ perceptions of savings, quality, and value for apparel products: mediating effect of price discount affect

Lee

Chen‐Yu

2018

Fash Text

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IntroductionA price discount is a very prevalent marketing strategy to attract consumers by providing an extra value or incentive, which encourages consumers to purchase the promoted products immediately (Yin and Huang 2014). In marketing research, theoretical models have been developed to investigate the relationship between price and customers' perceptions of products, and two well-known models in the pricing literature are the pricequality-value model (Monroe and Krishnan 1985) and the means-end model (Zeithaml 1988). According to these models, price increases both perceived quality and perceived AbstractExtending the price-quality-value model (Monroe and Krishnan in The perception of merchandise and store quality 1985) and means-end model (Zeithaml in J Mark 52:2-22, 1988), we developed a conceptual model to investigate the mediating role of price discount affect (feeling aroused by price discounts) in the relationship between price discounts and consumers' perceptions (perceived savings, quality, and value) and in the relationship between perceived value and purchase intentions in the context of online apparel products. A between-subject experimental design with four levels of price discounts (10, 30, 50, and 70%) was used. Jeans were selected as the product stimulus. Web pages were developed to create a fictional online store and to collect data. A total of 209 usable responses were collected by a research firm in the United States, and structural equation modeling was performed to analyze the data. The results showed that price discount affect played an important mediating role in the relationship between price discounts and consumers' perceptions. When the direct effect of price discounts on perceived quality was examined, consumers perceived the apparel product with higher discounts as lower quality (i.e., a negative direct relationship). However, when price discount affect served as a mediator, the feelings created by a price discount led to a positive perception of product quality (i.e., a positive indirect relationship). By considering the influence of price discount affect, our model provides a better understanding of the effect of price discounts on consumers' perceptions of apparel products. Keywords: Apparel, Price discount, Quality, AffectOpen Access © The Author(s) 2018. This article is distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creat iveco mmons .org/licen ses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license, and indicate if changes were made. Lee and Chen-Yu Fash Text (2018) Lee and Chen-Yu Fash Text (2018) 5:13 sacrifice (the sacrifice of paying more), and the trade-off between perceived quality and perceived sacrifice affects perceived value. When the price is high, consumers perceive that the quality of the product is high. With respect to price discounts, accordin...

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“…Consumer behavior research shows that reliance on affective or cognitive information may vary by product type. Kempf (1999) argues that consumers evaluate utilitarian products using cognitive criteria, whereas consumers evaluate hedonic products on the basis of affective reactions. Consequently, the appeal type's suitability (i.e., rational appeal for utilitarian services and emotional appeal for hedonic services) might explain how service-based CSR initiatives affect consumers.…”

Section: Hedonic Versus Utilitarian Servicesmentioning

confidence: 99%

Effects of message appeal and service type in CSR communication strategies

Andreu

Casado‐Díaz

Mattila

2015

Journal of Business Research

125

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Studies highlight the importance of corporate social responsibility (CSR) for companies' stakeholders. Consumers, however, are often unaware of such initiatives. Understanding how to effectively communicate socially responsible initiatives is an important challenge for both researchers and managers, who invest considerable resources in CSR initiatives. This study examines consumers' responses to two types of CSR initiatives (environment-related and employee-based) using two types of message appeals (emotional and rational) across two service types (hedonic and utilitarian). Consumers' responses provide data on their awareness of CSR initiatives, attitude toward the company, perceived firm uniqueness, emotional response, and attributions of company motives to engage in CSR activities. Rational appeals more effectively communicate environment-related CSR initiatives, whereas emotional appeals more effectively communicate employee-based CSR initiatives. Effects on consumers' attributions of company motives to engage in CSR are significant in both service types. Finally, rational message appeals affect consumers' CSR awareness and emotional responses, but only in utilitarian service.

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Attitude formation from product trial: Distinct roles of cognition and affect for hedonic and functional products

Cited by 118 publications

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Product Meaning, Affective Use Evaluation, and Transfer:

Product Meaning, Affective Use Evaluation, and Transfer:

Effects of price discount on consumers’ perceptions of savings, quality, and value for apparel products: mediating effect of price discount affect

Effects of message appeal and service type in CSR communication strategies

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