Channel Coordination with Cooperative Advertising Considering Effect of Advertising on Willingness to Pay

Farshbaf‐Geranmayeh, Amir; Rabbani, Masoud; Taleizadeh, Ata Allah

doi:10.1007/s10957-018-1217-5

Cited by 10 publications

(1 citation statement)

References 23 publications

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“…Furthermore, according to the means of consumers receiving advertisements, the sources of information can be divided into direct reception and indirect reception ( Miliano et al, 2018 ). Direct reception refers to advertising that presents products directly to consumers in a visual form, including linguistic features, display methods and techniques, which directly affects consumers’ information processing and leads to consumer emotions about classical furniture, ultimately affects consumers’ purchase decision-making ( Farshbaf-Geranmayeh et al, 2018 ). The direct reception is relatively objective, in which the information for consumer behavioral decision is only based on the practical characteristics of the products and personal subjective emotional perception, and consumers will only empathize with the product itself.…”

Section: Literature Review and Hypothesesmentioning

confidence: 99%

Dual path mechanism of promoting classical furniture and customer responses: From the perspective of empathy

Cai

2022

Front. Psychol.

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The correlation between empathy and customer responses may be a key to solve the problem of classical furniture advertising design. To explore the relationship between empathy and consumer purchasing response, this study proposes a model of dual path mechanism of empathy influencing consumer purchase intentions in classical furniture through advertising design related to furniture brand Tanjuyuan. The results not only prove the hypotheses, but also indicate that: (1) cultural empathy and empathy fusion have a more significant impact on consumers’ purchase intention than practical empathy; (2) cultural empathy plays a dominant role in influencing consumers’ purchase intention; (3) empathy fusion is a key mediator between cultural empathy and practical empathy in influencing consumers’ purchase intention. These findings provide issues for subsequent research from various perspectives, such as enhancing the practical perceptions of consumers of classical furniture products, cultural value perceptions, and the interdisciplinary application of empathy.

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Section: Literature Review and Hypothesesmentioning

confidence: 99%