Cross-cultural examination of the effects of promotional framing on consumers’ responses: A comparison of China and Pakistan

Zeng, Hui; Hao, Liaogang

doi:10.1016/j.ibusrev.2016.01.007

Cited by 23 publications

(16 citation statements)

References 41 publications

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“…The extant literature suggests that countries that have high uncertainty avoidance (vs low uncertainty avoidance) tend to focus more on the basic functionality of a product, such as the price, quality, and innovation. 111 Our results did not support this assumption and suggest that Pakistani consumers are highly aesthetic and symbolic and prefer highly visual and symbolically design products over purely functional possessions. Thus, countries with high uncertainty avoidances do not necessarily fail to choose aesthetic and symbolic products.…”

Section: Theoretical and Practical Implicationscontrasting

confidence: 83%

Integrating self-determined needs into the relationship among product design, willingness-to-pay a premium, and word-of-mouth: a cross-cultural gender-specific study

Gilal¹,

Zhang²,

Gilal³

et al. 2018

PRBM

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BackgroundThe present study integrates self-determined needs satisfaction into a relationship between product design (eg, aesthetic, functional, and symbolic design) and consumer behavior (eg, willingness-to-pay [WTP] a premium and negative word-of-mouth [WOM]) and to explore whether gender can differentiate the effects of aesthetic, functional, and symbolic product designs on self-determined needs satisfaction.MethodsTo this end, participants from Pakistan and China were recruited, and the hypotheses for this study were tested using structural equation modeling and SPSS-PROCESS.ResultsThe effects of three product designs on self-determined needs satisfaction were significantly positive across samples. The results further show that self-determined needs satisfaction had the strongest positive effect on WTP a premium and the strongest negative effect on vindictive WOM for Pakistanis. Self-determined needs frustration had the strongest negative effect on the WTP a premium for Chinese participants and an equivalent magnitude effect on vindictive WOM for Pakistani and Chinese participants. The cross-cultural gender-specific findings revealed that Pakistani men are more aesthetic and hedonic than women in Pakistan. Surprisingly, Chinese women resemble Pakistani men in the sense that they prefer aesthetically pleasing products. Chinese men resemble Pakistani women in terms of little interest in symbolic products, whereas Chinese women and Pakistani men respond similarly regarding their decisions to choose symbolic products.ConclusionTo the best of the authors’ knowledge, the present study is one of the initial attempts to integrate self-determined needs into the relationship between product design and consumer WTP a premium and WOM, and further explore cross-cultural gender-specific differences across Pakistan and China. The findings of the present study may help international marketers in terms of segmenting, targeting, and positioning their markets.

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Section: Theoretical and Practical Implicationscontrasting

confidence: 83%

Integrating self-determined needs into the relationship among product design, willingness-to-pay a premium, and word-of-mouth: a cross-cultural gender-specific study

Gilal¹,

Zhang²,

Gilal³

et al. 2018

PRBM

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“… 54 , 55 Academic research has demonstrated that Chinese consumers score relatively high on uncertainty avoidance, while South Koreans are characterized more by a willingness to take risks and try new innovative products. 56 , 57 This suggests that the consumption experience possesses more importance for Chinese consumers, while it is less important for South Korean consumers. Together, our results demonstrate that the consumption experience can differentiate the effects of three product design dimensions on consumer WTB and WOM in the Chinese context.…”

Section: Discussionmentioning

confidence: 99%

Linking product design to consumer behavior: the moderating role of consumption experience

Gilal¹,

Zhang²,

Gilal³

2018

PRBM

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BackgroundPrevious investigations of product design broadly link aesthetic, functional, and symbolic designs to sales growth, high turnover, and market share. However, the effect of product design dimensions on consumer willingness-to-buy (WTB) and word-of-mouth (WOM) is virtually ignored by consumer researchers. Similarly, whether the consumption experience can differentiate the effect of the three product design dimensions on WTB and WOM is completely unknown. Using categorization theory as a lens, our study aims to explore the effect of product design dimensions on consumer WTB and WOM directly and indirectly through the moderation of the consumption experience.MethodsA convenience sample of (n=357) Chinese and (n=277) Korean shoppers was utilized to test the hypotheses in the fashion apparel industry.ResultsOur results showed that the aesthetic design was more prominent in capturing consumer WTB for both Chinese and Koreans. Similarly, the aesthetic design was more salient in enhancing WOM for Chinese, whereas the symbolic design was more promising in terms of improving WOM for Koreans. Further, our moderation results demonstrated that the consumption experience could differentiate the effects of the three product design dimensions on consumer WTB and WOM for Chinese. By contrast, the consumption experience could only interact with the aesthetic design to improve WOM for South Koreans.ConclusionTo the best of authors’ knowledge, the present study is one of the initial attempts to link three product design dimensions with consumer WTB and WOM in the fashion apparel context and explored whether consumption experience competes or complement with three product design dimensions to shape consumer WTB and WOM for Chinese and Koreans.

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“…The perceived acquisition value of a bundle offer posted on social media has a positive relationship with the UBI. Zeng and Hao (2016) argued that individuals might respond in different ways while encountering the sale promotions, and he established that promotional framing has diverse effects according to the cultural traits. The bundle has the potential to offer acquisition and transaction values (Thaler, 1985), and previous studies highlighted their distinctive role and Impulse buying behavior in social commerce incentives for consumers during the selection of a bundle (Kwon and Jang, 2011).…”

Section: Role Of Bundle Offermentioning

confidence: 99%

Impulse buying in social commerce: bundle offer, top reviews, and emotional intelligence

Zafar

Qiu

Shahzad

et al. 2020

APJML

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PurposeConsidering the rapid adoption of social media among consumers and organizations, this study intends to examine the impact of online bundle promotions and contextual interactions on impulse buying as consumers encounter them synchronously. Hence, a research model is proposed with the integration of perceived transaction value, perceived acquisition values, top reviews information, impulse buying tendency and emotional intelligence following the stimulus-organism-response framework, promotional framing effect, and theory of selective attention.Design/methodology/approachData were collected from the active social media members of organization pages and selling groups by utilizing the self-administered questionnaire. This study employed the partial least squares structural equation modeling to evaluate the data of 358 individuals.FindingsResults reveal the positive impact of targeted constructs on the urge to buy impulsively with complementary partial mediation of impulse buying tendency. Besides, emotional intelligence dissuades users' impulse buying tendencies, but unexpectedly, its moderating effect is insignificant. Further, importance-performance map analysis highlights the highest importance of impulse buying tendency and better performance of perceived transaction value for the urge to buy impulsively.Originality/valueThis research is one of the early studies to explore the influence of social media advertising and contextual social factors (e.g. bundle offers and top reviews information) on impulse buying with the moderation of emotional intelligence and mediation of impulse buying tendency. This research is imperative for scholars and managers with pertinent suggestions to arouse impulse buying.

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Cross-cultural examination of the effects of promotional framing on consumers’ responses: A comparison of China and Pakistan

Cited by 23 publications

References 41 publications

Integrating self-determined needs into the relationship among product design, willingness-to-pay a premium, and word-of-mouth: a cross-cultural gender-specific study

Integrating self-determined needs into the relationship among product design, willingness-to-pay a premium, and word-of-mouth: a cross-cultural gender-specific study

Linking product design to consumer behavior: the moderating role of consumption experience

Impulse buying in social commerce: bundle offer, top reviews, and emotional intelligence

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