Tag: Consumer Behavior

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Big business returns on B Corp? Growing with green & lean as any label is a good label

This research contributes to knowledge on consumer-based food label equity (CBFLE) by examining a validity scale accuracy for predicting seafood purchasing choices in health and sustainability contexts.

Two studies were conducted for this research. Study 1, with 301 participants, show fish fillets with sustainability labels, such as B Corp, compared to those without labels. The study showedes that this type of food label did not impact a consumers purchase decision. Study 2, with 200 participants, found similar results when using health-labels, like the American Heart Association Heart-Check. The findings indicate how a consumers’ willingness to buy is influenced by the use of specific labels, within sustainability and health sectors. The full research paper can be found in the Journal of Business Research.

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The relative impact of health communication conveyed via quick response codes: A conjoint experiment among young Thai consumers doing grocery shopping

This study examines how smartphone-based health communication, like QR codes, influences young Thai consumers to shop for healthier groceries. In a conjoint experiment with 214 participants, using QR codes to display health labels and high consumer ratings for food encouraged smartphone interaction and increased the likelihood of buying healthier groceries among young Thai consumers. Findings suggest health communication, like QR codes, can be a good investment for brands to increase healthier purchases. Read the full study in Health Marketing Quarterly.

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Analyzing motivating functions of consumer behavior: Evidence from attention and neural responses to choices and consumption

Academia and businesses have shown an increased interest in neurophysiological methods, such as eye-tracking and electroencephalography (EEG), to understand consumer motivation. This research examines if these methods can predict the impact of motivation triggers, such as water deprivation, has on attention, brain response, choices, and consumption. Through experiments, results reveal that water deprived participants focused more on images of water and were more likely to choose and consume water. These findings suggest that neurophysiological methods can offer deeper insights into how motivational factors influence consumer behavior.

The full article can be found in at Frontiers in Psychology and it is also posted in the National Library of Medicine.

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An Explorative Study on the Impact of Antecedent Mood States on Consumers’ Evaluation of Hotels Online

Many travelers plan their trip using online
booking platforms. These often have recommendations for
things to do and explore in the target destination. The
suggestions could have either positive or negative
connotations. This study aimed to investigate if such
recommendations can trigger certain mood states that
impact consumers’ evaluation of hotels online. Web-based
mood induction procedures were used to see whether moods
as antecedent states had any impact on consumers’
evaluations of hotel bookings. The results of the conjoint
analysis demonstrate that the impact of location and hotel
reviews can change based on consumers’ mood. The impact
of mood can help online managers in developing more
effective hotel marketing and advertising strategies. This paper is published at the IEEE International Engineering and Enginering Management (IEEM) conference 2021.

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Motivating Events at the Point of Online Purchase: An Online Business-to-Business Retail Experiment

The point of online purchase refers to the location and conditions in which an online transaction takes place. It includes how products are presented to consumers and the means of completing the transaction. Understanding how the online setting and specific situations impact consumers behavior at the point of online purchase may improve online marketing efforts.

An online experiment was conducted to analyze the factors that influences purchases during the online buying process. Results show that the treatment group had a 39% conversion rate for up-sell offers. Which lead to an 87.94% increase in revenue compared to the control group. The findings of the experiment are discussed in relation to consumer behavior and rules governing inline purchases. For further reading, the full study can be found in the Procedia Computer Science.