Decoding Consumer Psychology toward Dietary Supplements: A Mediation analysis between Freebies and Brand Loyalty

Bharadwaj, Samrat; Bezborah, Pranjal

doi:10.1080/10454446.2021.1944418

Cited by 7 publications

(7 citation statements)

References 49 publications

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“…The fact that depressive symptoms influence the dimensions of the TPB model is also further extended and verified in the context of the current scenario, in the same way that studies like Zorrilla et al (2019) did. Although the findings are consistent with those of authors such as Bharadwaj and Bezborah (2021) and Setyawan et al (2018) in the contexts of attitude and subjective norms, respectively, it should be noted that they contradict the findings of Arvola et al (2008) by establishing a relationship between perceived behavioural control and purchase intention. In sum, the results of this study support the hypotheses that triggered depressive symptoms serve as a catalyst for the development of impulsive purchase intention when they are mediated through the variables of the TPB model.…”

Section: Discussionsupporting

confidence: 86%

“…Sample size was determined by n = n = boldptrue(1−boldptrue)boldz2boldE2, where n = sample size, p = population proportion (50%), z = z -score (1.96), E = margin of error (5%) and confidence level = 95%. This formula is the best formulae to determine sample size for unknown population (Bharadwaj and Bezborah, 2021). Thus, the calculated sample size is 384.…”

Section: Methodsmentioning

confidence: 99%

“…Purchase intention is how a person desires to purchase a particular product or service (Alalwan, 2018). In their study, Bharadwaj and Bezborah (2021) related the constructs of purchase intention and TPB model in dietary supplements and identified the perceived value influences that purchase intention for a particular product within an individual.…”

Section: Theory Of Planned Behaviour Model and Purchase Intentionmentioning

confidence: 99%

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Weight-related teasing as a source of consumer motivation for impulsive purchase intention of weight loss dietary supplements: insights from generation Z

Bharadwaj¹

2022

Self Cite

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Purpose As no prior attempt has been made to investigate the role of weight-related teasing (WRT) as a source of motivation towards impulsive purchase intention of weight loss dietary supplements, this study aims to investigate the factors of devalued self-esteem, weight concerns, dysfunctional eating cognitions, depressive symptoms, attitude, subjective norms and perceived behavioural control from a generation Z perspective. Design/methodology/approach A qualitative study and a cross-sectional survey design has been used along with passive research deception approach where data has been obtained from 377 obese and overweight participants from eight major Indian cities using intercept approach. Besides, verifying the questionnaire using principal component analysis and internal consistency, the provided hypotheses are evaluated by structural equation modelling and its related tests. Inductive content analysis method has also been applied for the qualitative analysis. Findings The findings indicate that the hypothesized factors have a considerable influence on one another, implying acceptance of all 12 proposed hypotheses. Additionally, this study suggests that generation Z individuals are swayed more by price and impulsiveness than by product quality. Even though people prefer purchasing such supplements primarily for quicker results, people fear potential health hazards in the future. Originality/value This study links WRT from a psychosocial perspective by focusing on youth consumer behaviour. With the limited number of works on concerned variables, this study addresses vital issues concerning generation Z individuals’ health attitude.

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Section: Discussionsupporting

confidence: 86%

Section: Methodsmentioning

confidence: 99%

Section: Theory Of Planned Behaviour Model and Purchase Intentionmentioning

confidence: 99%

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Weight-related teasing as a source of consumer motivation for impulsive purchase intention of weight loss dietary supplements: insights from generation Z

Bharadwaj¹

2022

Self Cite

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“…For example, in offline consumption, another person will bring utilitarian influence, value-expression influence and information influence to the consumption result (Argo, 2019). In the same way, the small gifts given along with the commodities in online sales will also affect the consumer psychology, thus increasing the consumer's purchase intention 10.3389/fpsyg.2022.985537 (Bharadwaj and Bezborah, 2021). This is consistent with the importance of psychological factors emphasized in this paper, and also illustrates the importance of introducing psychological factors to classify commodities and customers from the side.…”

Section: Discussionmentioning

confidence: 99%

Research on commodity business value and customer value of e-commerce platforms: Based on consumer psychology and cognition

Zheng

Wen

et al. 2022

Front. Psychol.

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Under the background of economic globalization and COVID-19, online shopping has gradually replaced offline shopping as the main shopping mode. In this paper, consumers’ perceptions are introduced into the traditional BCG matrix to form a new BCG matrix, and according to it, the small gifts of a gift e-commerce platform are classified. We then performed a robustness test comparing the BCG matrix with K-means clustering. We found that new BCG matrix can objectively reflect the value of small gifts and provide suggestions for the e-commerce platform to make subsequent product decisions. Then we judge the customer value of the platform based on the improved RFM model and K-means++ clustering, and provide a reasonable customer value classification method for the e-commerce platform. Finally, we comprehensively consider the relationship between the commodity value and customer value, and analyze the preferences of different types of customer groups for different types of small gifts. Our research result shows that small gifts can be divided into 4 categories according to commodity value, namely “stars,” “cash cows,” “questions marks,” and “dogs.” These four categories of small gifts can be converted into each other through marketing ploys. Customers can be divided into important retention customers, key loyal customers and general development customers according to their values. Faced with different types of customers, managers can adopt different strategies to extract customer value. However, consumer psychology will affect consumer cognition, and different types of consumers prefer different types of small gifts, so the precise implementation of marketing strategies will effectively improve the profitability of the gift e-commerce platform. Compared with the traditional classification method, the commodity business value classification method proposed in this paper uses management analysis and planning methods, and introduces consumer psychological factors into the commodity and customer classification, so that the classification results are more credible. In addition, we jointly analyze the results of commodity value classification and customer value classification, and analyze in detail the preferences of different valued customer groups for different types of commodities, so as to provide directions for subsequent research on customer preference.

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“…However, to date, the consumer's inferences concerning dietary supplements have rarely been assessed experimentally (Bharadwaj & Bezborah, 2021;Pajor, Eggers, Curfs, Oenema, & de Vries, 2017).…”

Section: Practical Applicationsmentioning

confidence: 99%

Color‐nutrient associations: Implications for product design of dietary supplements

Motoki

Yamada

Spence

2022

Journal of Sensory Studies

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Dietary supplements are prevalent and represent a huge (and still growing) global market. Such products are intended to enhance health and wellness as well as to supplement diets. Compared to the large amount of dietary supplements research on nutrition, dietetics, and medicine, far less research has been conducted in the realm of sensory and consumer science. Product design is undoubtedly an important element of any brand's success, no matter what the category, and can be used to convey various symbolic meanings to the consumer. Drawing on research on color psychology and product design, the present research aimed to clarify the associations (or expectations) that consumers have with the particular product design of dietary supplements. Across four studies, two of which were preregistered, participants were asked to choose a color that they felt best matched each of the named nutrients. The results consistently demonstrate that people associate nutrients with particular colors (i.e., color patches; Study 1) and to capsule/container color; Studies 2-4. Vitamins supplements in general, as well as vitamins C and D, in particular, were frequently matched with the colors yellow and orange. Dietary fiber supplement was

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Decoding Consumer Psychology toward Dietary Supplements: A Mediation analysis between Freebies and Brand Loyalty

Cited by 7 publications

References 49 publications

Weight-related teasing as a source of consumer motivation for impulsive purchase intention of weight loss dietary supplements: insights from generation Z

Weight-related teasing as a source of consumer motivation for impulsive purchase intention of weight loss dietary supplements: insights from generation Z

Research on commodity business value and customer value of e-commerce platforms: Based on consumer psychology and cognition

Color‐nutrient associations: Implications for product design of dietary supplements

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