From Mix-and-Match to Head-to-Toe: How Brand Combinations Affect Observer Trust

Engeler, Isabelle; Barasz, Kate

doi:10.1093/jcr/ucab041

Cited by 10 publications

(2 citation statements)

References 44 publications

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“…Trust not only affects consumers’ evaluation of businesses, but also affects the mutual trust between consumers. According to this inference, Engeler and Barasz (2021) found through myriad laboratory experiments and field experiments that brand collocation would affect consumers’ trust in another consumer’s recommendation. Specifically, consumers tend to lack trust in suggestions from other consumers using a single brand combination, and this distrust is determined by inferences about the way consumers choose products.…”

Section: Literature Review and Research Hypothesismentioning

confidence: 99%

Consumers’ willingness to pay premium under the influence of consumer community culture: From the perspective of the content creator

Ren

Yang²,

Erhao³

et al. 2022

Front. Psychol.

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With the rise of live streaming commerce, the relationship between consumers and content creators on the short-video platforms has become closer, forming a peculiar culture and language in each consumer community, which promotes the short-video platforms to become a natural breeding ground for forming consumer communities. While such communities give birth to its own language and culture from the interaction between content creators and consumers, this kind of co-creation can not only enhance the consumers’ trust to improve commodity premium space, but also strengthen the ties within the community and spread the information outside the communities, and consequently, expand community scale. Based on the view of the value co-creation from the language and culture among content creators and consumers in the communities, this study starts from the point of product type, employs consumers’ Willingness to pay premium (WoPP) as a proxy variable of brand advocacy in the co-creation of cultural and language values in consumer communities, and conducts three single-factor experiments between two groups. By analyzing the experimental results, this study identified the influence under the potential relationship mechanism, social comparison, and found another variable that can moderate the relationship, consumer trust, portrays the relationship between the product types of the live streaming commerce and the consumers’ WoPP, and explores the mediating effect of social comparison and the moderate effect of consumer trust effect. This paper also analyzes and discusses the WoPP caused by the co-creation of cultural and language values co-created by creators and consumer communities.

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Section: Literature Review and Research Hypothesismentioning

confidence: 99%

Consumers’ willingness to pay premium under the influence of consumer community culture: From the perspective of the content creator

Ren

Yang²,

Erhao³

et al. 2022

Front. Psychol.

View full text Add to dashboard Cite

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“…Farrell et al (2022) emphasize the significance of social influencers' power, attractiveness, and trustworthiness. Engeler and Barasz (2021) concur that trusting the source of advice is paramount, while Hughes et al (2019) suggest that experts are sought when product knowledge is limited. For young consumers, family members have a role in influencing decisions and might be considered as advice givers (Pedersen et al , 2012).…”

Section: Introductionmentioning

confidence: 99%

Gen Z buying patterns: comparing the influence of professional advising and social media engagement

Stoica,

Hickman

2024

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Purpose This paper aims to assess retail shopping avenues for young consumers based on the type of guidance and assistance they pursue (social media vs professional service provider) in purchasing situations judged to be important. Young consumers consider themselves pet parents and pets represent an extension of self. Thus, pet-related products, by their importance, represent an excellent area of analysis for this inquiry. Design/methodology/approach Data collection was completed in a way that is contextually relevant and gives the results ecological validity with the assistance of a major supplier of pet food. A total of 470 Gen Z owners of small companion animals were obtained. The partial least squares structural equation modeling testing method is considered appropriate for the model analysis due to the structure and homogeneity of the sample and due to the precision of the method. Findings Results indicate that, in accordance with social media engagement (SME) theory, high SME elevated social commerce purchase intentions while professional advice seekers reported increased brick-and-mortar shopping. Thus, context-dependent, young consumers may purchase from brick-and-mortar sites. Originality/value This paper draws on SME and Advice Response Theory and proposes an original model explaining channel selection preferences for young consumers based on the type of advice sought for important purchasing decisions. The model represents a steppingstone to investigate the mechanism that translates information search sources into buying through different channels.

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The curse of objectivity: Choosing objectively better products hinders consumers from receiving help

Qiu,

2024

Euro J Social Psych

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Consumers who desire to be ‘rational’ tend to rely on reason and resist affective influences and thus choose objective options that are superior on quantifiable and measurable attributes but inferior on subjective and malleable attributes. Existing research reveals that consumers experience intrapersonal benefits from choosing objective options. Beyond these benefits, this study reveals the novel and interpersonal curse of choosing objective options that hinders consumers from receiving help. Six studies found that, compared to subjective‐option choosers, objective‐option choosers were considered less warm and received less help. Moreover, this social curse was attenuated when consumers’ choices did not reflect their own preferences. The current research contributes to the literature on objectivity–subjectivity trade‐offs by extending it from the intrapersonal to the interpersonal perspective, and to the literature on helping by revealing how consumption reduces future help received in irrelevant contexts beyond current consumption.

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From Mix-and-Match to Head-to-Toe: How Brand Combinations Affect Observer Trust

Cited by 10 publications

References 44 publications

Consumers’ willingness to pay premium under the influence of consumer community culture: From the perspective of the content creator

Consumers’ willingness to pay premium under the influence of consumer community culture: From the perspective of the content creator

Gen Z buying patterns: comparing the influence of professional advising and social media engagement

The curse of objectivity: Choosing objectively better products hinders consumers from receiving help

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