How expertise congruency effect matters in celebrity/brand endorsements: Electrophysiological time course evidence

Wang, Hao; Song, Zjijie; Shi, Rui; Mei, Yupeng; Chang, Liu

doi:10.1016/j.neulet.2019.134436

Cited by 7 publications

(5 citation statements)

References 23 publications

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“… [ 57 ] MM14 Brand endorser/s influence buying behavior. [ 58 ] MM15 Social media posts can influence buying behavior. [ 59 ] MM16 Social media posts can influence brand image.…”

Section: Methodsmentioning

confidence: 99%

Consumer Behavior in Clothing Industry and Its Relationship with Open Innovation Dynamics during the COVID-19 Pandemic

Ong

Cleofas

Prasetyo

et al. 2021

Journal of Open Innovation: Technology, Market, and Complexity

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The fashion industry has been continuously growing over the years, yet it is an industry that was greatly affected by the COVID-19 pandemic. The purpose of the study was to determine the factors affecting buying behavior of Filipinos towards clothing apparel during the COVID-19 pandemic. There were 457 respondents who voluntarily participated and answered an online questionnaire. Structural equation modeling (SEM) indicated that marketing mix was found to have significant effects on attitude, subjective norm, and perceived behavioral control, which subsequently led to purchase intention. In addition, the COVID-19 latent variable was found to have significant effects on self-perceived severity and self-efficacy, which subsequently led to attitude and purchase intention. Interestingly, marketing mix was found to have the highest effect on actual purchase, which indicated that innovation dynamics are the keys for the buying behavior. The SEM construct can be applied to determine the clothing apparel buying behaviors of consumers in other countries, particularly during the COVID-19 pandemic. Finally, advertisements, promotions, sales, and health safety should be considered as innovation dynamics during the COVID-19 pandemic.

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“… [ 57 ] MM14 Brand endorser/s influence buying behavior. [ 58 ] MM15 Social media posts can influence buying behavior. [ 59 ] MM16 Social media posts can influence brand image.…”

Section: Methodsmentioning

confidence: 99%

Consumer Behavior in Clothing Industry and Its Relationship with Open Innovation Dynamics during the COVID-19 Pandemic

Ong

Cleofas

Prasetyo

et al. 2021

Journal of Open Innovation: Technology, Market, and Complexity

View full text Add to dashboard Cite

show abstract

“…It goes larger when the second stimuli (S2) is not suitable for the first stimuli (S1) (Folstein & van Petten, 2008). In H. Wang et al (2019)'s study, an athlete is more suitable for endorsing sports brands compared to leisure brands. This congruency between the product and recommender is reflected as a less negative N2.…”

Section: Literature Review and Hypotheses Developmentmentioning

confidence: 99%

The searching artificial intelligence: Consumers show less aversion to algorithm‐recommended search product

Xie

Zhang

et al. 2022

Psychology and Marketing

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Though artificial intelligence (AI) recommendation is a hot topic in recent marketing research, previous research has shown a convergent tendency for aversion to AI recommendation. It is imperative to find ways to promote AI usage and reduce consumers’ AI aversion. This study fills this void by exploring the effect of AI (vs. human) recommenders on consumers’ preferences for search versus experience products in the context of e‐commerce. Two studies provide convergent evidence that consumers show less avoidance of algorithms when recommending search products compared to experience products. A behavioral experiment (Study 1, N = 112) validates that consumers are less likely to purchase experience products recommended by AI, while there are no significant differences between AI versus human recommenders when recommending search products. Using event‐related potential (ERP), a further consumer neuroscience study (Study 2, N = 26) shows that consumers have a higher level of cognitive conflict (i.e., a larger magnitude of N2) when AI (vs. human) recommends experience products, while the effect disappears for search products. This paper shows that for search products, marketers can obtain similar evaluations using AI recommenders, which is relatively cheaper and more time‐saving compared with human recommenders. Therefore, our work provides important implications for theory and practice on e‐commerce and marketing communication.

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“…LPP, which belongs to the P3 family, is a late positive-going component that generally peaks at approximately 400–800 ms after presenting a stimulus with a maximum over the centro-parietal scalp ( Schupp et al, 2000 ; Hua et al, 2014 ; Wang et al, 2019 ). It has been revealed that LPP is primarily associated with emotional arousals and motivational attention.…”

Section: Introductionmentioning

confidence: 99%

Neural Bases of Brand Reputation Effect on Extension Evaluation: An ERPs Study

2021

Self Cite

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Brand extension, as a marketing strategy, is frequently utilized by enterprises to produce new products. There exist several critical factors determining its success, such as brand reputation and perceived fit. The present study adopts the event-related potentials (ERPs) method to explore the underlying neural mechanism of the joint influence of the two factors on consumers’ evaluation of brand extension. Specifically, consumers were presented with a brand with corporate social responsibility (CSR) or corporate ability (CA) reputation, following attached to an extension product (high fit vs. low fit). And then, they were given a 5-point scale to report their acceptance intention (AI) toward the brand extension. Behavioral data showed a higher AI and a shorter reaction time for high fit in contrast to low fit conditions. For low fit conditions, consumers were more inclined to accept the extension product with a brand with CSR than CA reputation. Neurophysiologically, CSR reputation evoked a larger P2 amplitude and LPP amplitude than CA reputation. Moreover, the low fit conditions elicited a more positive LPP amplitude than the high fit conditions in the context of a brand with a CSR reputation. Yet, for a brand with a CA reputation, the effect of perceived fit was not found. These results may reflect early attention resources engagement and altruistic motivation at the late stage during brand extension evaluation. The findings provided neurological evidence for which of the two types of brand reputation (CSR vs. CA) have a more positive effect on brand extension.

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How expertise congruency effect matters in celebrity/brand endorsements: Electrophysiological time course evidence

Cited by 7 publications

References 23 publications

Consumer Behavior in Clothing Industry and Its Relationship with Open Innovation Dynamics during the COVID-19 Pandemic

Consumer Behavior in Clothing Industry and Its Relationship with Open Innovation Dynamics during the COVID-19 Pandemic

The searching artificial intelligence: Consumers show less aversion to algorithm‐recommended search product

Neural Bases of Brand Reputation Effect on Extension Evaluation: An ERPs Study

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