ORCID Profile
0000-0002-2116-4018
Current Organisation
Queensland University of Technology
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Publisher: Elsevier BV
Date: 04-2022
Publisher: Emerald
Date: 12-09-2017
Abstract: Several studies have shown that superstitious beliefs, such as beliefs in “lucky” product attributes, influence consumer purchase behaviour. Still, little is known about how social influence, in particular mere social presence, impacts consumer superstition-related purchase decisions. Drawing on impression management theory, this paper aims to investigate the effect of social presence on consumer purchase decisions of products featuring lucky charms including the role of anticipated embarrassment as a mediator of the social presence effect. In three studies, participants select products that feature or do not feature a lucky charm. They make these selections under varying conditions of social presence, as induced by the shopping setting in the scenario or through the use of confederates or fellow participants observing them make a real product selection. Participants are students from Australia and China. The studies show that social presence makes consumers less likely to select products that feature a lucky charm. This suppressing effect is mediated by the consumers’ anticipated embarrassment. The study investigates the effect of social presence but does not investigate different parameters of social presence such as the number of people present and their familiarity. The study investigates effects for purchase settings but does not include effects of usage and neither does it look into differences across product types or lucky charm types. Marketers should be careful to not make lucky charms too publicly salient. Online settings are more suitable than mortar-and-brick settings for selling products featuring a lucky charm. The present research is the first to investigate consumer purchase behaviour for a product featuring a lucky charm. It is also the first to investigate the impact of social influence on superstition-based decision-making.
Publisher: Emerald
Date: 10-05-2019
DOI: 10.1108/JSTP-04-2018-0097
Abstract: The purpose of this paper is to examine the effects of service separation on perceived value and intention to enroll in the higher education context, as mediated by perceived performance risk and moderated by an in idual’s regulatory focus. Four experimental studies were conducted, a pilot study and three main studies. Participants evaluated higher education courses offered in either the unseparated (on-c us) or separated (online) mode. Results show that: service separation influences perceived value this effect is mediated by performance risk and moderated by regulatory focus. Specifically, participants perceive higher education courses offered in the separated mode to have greater performance risk, which lowers their perceived value. This effect is enhanced for prevention-focused participants and mitigated for promotion-focused participants. Finally, service separation is found to influence intention to enroll in a course via performance risk and perceived value. The findings suggest that higher education providers need to better understand students’ regulatory focus. In particular, online education providers should target potential students who are promotion-focused and implement strategies to reduce performance risk, which would give students greater assurance that the online course will be delivered as promised. The present research is the first to examine the effects of service separation in the context of higher education, which has received relatively little attention in the services marketing literature. In particular, the findings shed new insights on the mechanisms underlying consumer perceptions of separated vs unseparated service offerings, which contribute to research on services marketing and higher education.
Publisher: SAGE Publications
Date: 06-05-2020
Abstract: This study examines how Chinese cultural elements influence the responses of Chinese tourists toward different price discount presentations used by destination retailers. It identifies “8” and combinations of it (e.g., 88) as Chinese cultural icons. It investigates how presenting discounts containing “88” influence the gift purchase intentions and attitudes toward gift shops and the tourism destination of Chinese outbound tourists. The results from two experiments show that Chinese tourists are more likely to purchase gifts and have positive attitudes toward gift shops and their destination when destination retailers use “Pay 88%” than when they use the economically equivalent “Get 12% off” as a price discount. These effects are sequentially driven by consumers’ perceptions of cultural acknowledgment and their positive affect. Moreover, the effects only hold when the country of origin of the retailer is Western it disappears when it is Chinese.
Publisher: Elsevier BV
Date: 06-2022
Publisher: SAGE Publications
Date: 28-12-2020
Abstract: Stopover tourism is an important but neglected area of study. This article combines a discrete choice experiment with eye-tracking measures and self-stated attribute importance ratings to analyze stopover destination preferences. A s le of Australian residents shows safety is the most critical determinant of stopover destination attractiveness based on both the importance ratings and choice model results, but that it does not receive the greatest amount of visual attention. Seven attributes showed little consistency between the methods. However, when the measures are combined into one choice model, there are insights into associations between ratings, amounts of visual attention, and the final impact of an attribute on the choice outcome. Findings indicate the overall importance of each attribute and show how attribute importance varies across the s le and during the choice process. The article thus illustrates how different measures can be combined to study preferences for destination attributes in a specific travel context.
Publisher: Emerald
Date: 12-07-2021
Abstract: This study aims to reveal the presence of products with negatively correlated nutrients in the marketplace and their implications for consumer choices. It also investigates the role of an overall simplified nutrition scoring system (SNSS) – health star rating (HSR), in improving the healthiness of consumer choices. Three (lab, online and eye-tracking) experiments investigate the effects of negatively correlated nutrients and the mitigating role of an overall SNSS for consumers’ food choices. A final panel-data study analyzes the changes in actual food purchases after the introduction of HSRs (an SNSS) in Australia. Experimental results show that consumers use a decision strategy based on a dominant nutrient to choose food products, which creates health halos and leads to less healthy choices when products have negatively correlated nutrients. The presence of an overall SNSS leads to more accurate healthiness perception and healthier choices. Panel data analysis shows that the healthiness of consumer food purchases increased after the introduction of HSRs. The study investigated the effect of an overall SNSS on specific categories, but not on the overall shopping basket. For policymakers, this paper shows that overall SNSS helps consumers choose healthier options. Food manufacturers and retailers could be motivated to formulate healthier products when consumers choose healthier options. This is the first study to document the presence of products with negatively correlated nutrients and their implications for consumer choices. It highlights the unique role of an overall SNSS, in helping consumers identify healthier options when products have negatively correlated nutrients.
Publisher: Elsevier BV
Date: 06-2021
Publisher: Wiley
Date: 24-01-2014
DOI: 10.1002/MAR.20687
Publisher: Elsevier BV
Date: 05-2021
Publisher: Springer Science and Business Media LLC
Date: 29-01-2020
Publisher: Informa UK Limited
Date: 13-07-2020
Publisher: Wiley
Date: 08-08-2022
DOI: 10.1002/CB.2093
Abstract: Although considerable research has explored consumer ethnocentrism and conspicuous consumption effects independently, a meaningful quantitative analysis of the interaction of such effects on consumer perception is yet to be undertaken. This study aims to provide insight into these effects by examining the impacts of consumer ethnocentrism and consumption setting on foreign Country‐of‐Origin (COO) effects in a Chinese consumer wine market context. A total of 324 wine consumers in mainland China participated in a 3 (COO: France vs. Australia vs. China) × 2 (Consumption Setting: Public vs. Private) × continuous (Chinese consumer ethnocentrism) between‐subject, factorial design experiment. The study finds that Chinese consumers favor French red wine when compared with its Australian and Chinese counterparts but shows that Australian wines still benefit through smaller, indirect COO effects. Additionally, French COO effects are mediated by the utilitarian and hedonic meanings of red wine and moderated by consumer trait ethnocentrism and the consumption setting. This paper contributes to the understanding of culturally informed self‐regulation of consumer behaviors and how Chinese consumer ethnocentrism interacts with consumption settings to alter a consumer's perception of foreign goods. The findings of this paper also provide practical insight into Chinese wine consumers' perceptions and decision‐making processes for wine exporters.
Publisher: Elsevier BV
Date: 06-2021
Publisher: Springer Science and Business Media LLC
Date: 26-05-2023
Publisher: Springer International Publishing
Date: 02-12-2015
Publisher: Elsevier BV
Date: 2022
Publisher: SAGE Publications
Date: 16-06-2021
Abstract: Prior research indicates the strategic importance of the store environment in enhancing customers’ shopping experience and their purchase decisions. This article examines the effects of imaginative displays on customers’ purchase behavior. An imaginative display is constructed using multiple units of the same product in a novel or innovative yet aesthetically appealing form, which could be themed (i.e., having a particular shape mimicking an object) or unthemed. Six studies in both lab and field settings show that, relative to standard displays (i.e., non-novel and neutral aesthetics), imaginative displays can increase customers’ purchase behavior and intentions. Importantly, for themed imaginative displays, these effects work through the dual mechanisms of affect-based arousal and cognition-based inferred benefits, which are contingent on congruence between display form and perceived product benefit. Findings from this research not only contribute to the literature on in-store display and store atmospherics but also have significant practical implications for retailers. Specifically, while imaginative displays may appear gimmicky, they can favorably influence customers’ purchase behavior and increase product sales at relatively low costs.
Publisher: Wiley
Date: 12-05-2022
DOI: 10.1002/MAR.21675
Abstract: Gender is a fundamental pillar of personal identity, and as such, gendered brand personality is an equally important aspect of brand identity, as it enables consumers to express their gender identity through consumption. However, as gender attitudes and identities change to reflect the broader culture, marketers must continuously re‐evaluate how changing gender attitudes and identities will impact consumers' responses to gendered brands. This paper examines the effect of congruence between Gendered Brand Personality and consumer psychological gender on brand outcomes using two online experiments with USA and UK s les. Our findings indicate that congruence between brand gender and psychological gender increases brand equity and purchase intention in brand gender communication contexts including through logo, model, and usage setting. This congruence effect is driven by consumer self‐referencing. A follow‐up qualitative study using a focus group adds additional insights for the congruence effect in terms of potential boundary conditions and alternative underlying mechanisms beyond self‐referencing. These findings suggest that marketers should design their own brand personality to be in line with target consumers' psychological gender.
Publisher: Elsevier BV
Date: 2021
Publisher: Elsevier BV
Date: 09-2020
No related grants have been discovered for Di Wang.