Integrating emotions in the analysis of retail price images

Abstract

International audienceMost studies on retail price images do not capture the complete domain of this construct because they predominantly measure the cognitive dimensions of price perception. The current paper extends this research by integrating emotions in the analysis of retail price images. Results from an empirical study demonstrate that several price-related emotions mediate the impact of cognitive price image dimensions on intentions to shop in retail stores. Such effects exist for distress, anger, contempt, shame, and guilt. Furthermore, these emotions have an incremental effect on shopping intentions beyond the mere cognitive price image dimensions. Hence, integrating these emotions in the analysis of retail price images improves the prediction of such intentions considerably. An analysis of direct, indirect, and total effects shows that price-level perception influences shopping intentions negatively via increased contempt, shame, and guilt, but positively via value for money. Value proves to be a central dimension of a retailer's price image as value influences shopping intentions directly, but also via reduced distress, anger, contempt, shame, and guilt. The results yield important research and management implications, as integrating emotions in the analysis of retail price images extends the understanding of customer reactions to retailers' pricing activities

Cognitive-affective model of acceptance of mobile phone advertising

“…Field studies on this topic, known as permission-based mobile marketing, are increasingly numerous and representative (Bamba & Barnes, 2007;Liang, 2004;Xu, 2006;Xu, Liao, & Li, 2008). Moreover, while the benefi ts of considering both cognitive and affective factors in order to better understand peoples' appraisals have been widely recognized in the literature (Levav & McGraw, 2009;van Waterschoot, Kumar Sinha, Van Kenhove, & De Wulf, 2008;Zielke, 2011), it is not yet known how these factors combine to infl uence attitudes towards mobile advertising and, thus, the intention to receive it. In this context, the fi rst aim of this paper is to fi ll these gaps.…”

O Valor Percebido pelo Consumidor Brasileiro de Tênis para Corrida de Rua

“…De acordo com os estudos de Lazarus (1991), Goleman (2007) e Zielke (2010, as principais categorias de emoções podem ser agrupadas em emoções positivas (por exemplo, alegria e esperança) que estão associadas a um comportamento do consumidor proativo, de aproximação ou ativação. Já as emoções negativas (por exemplo, medo e nojo) estão associadas a um comportamento passivo, de evitação ou de inibição (Peine, Heitmann, & Herrmann, 2009;Zielke, 2011). Dessa forma, pode ser formulada a seguinte hipótese de pesquisa: H2: O valor emocional na compra de tênis para corrida é uma importante e significante dimensão do valor percebido pelo cliente.…”

The impacts of country of origin, price, and brand on consumer behavior toward cosmetics products: A review of Vietnam

“…Some authors listed brand familiarity (Abhijit, 1992), price consciousness (Alford & Biswas, 2002), and attitudes and prior experiences (Rosa, 2004) as the internal factors. External factors contain reference prices (Kumar, Karande, & Reinartz, 1998), store choice (Tang, Bell, & Ho, 2001), asymmetries of information (Stephan, 2008) and emotions (Stephan, 2011). Based on the broad focus on price perception formation, consumers' price perception in this study is only considered from the psychology and marketing facets of the whole price concept.…”