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Why Unhappy Customers Are Unlikely to Share Their Opinions with Brands
For brands to thrive they must understand consumer sentiment; if consumers' likelihood to share their opinion is a function of their attitude toward a brand, then brands' perception of consumer sentiment may be systematically biased. While research in consumer-to-consumer sharing (i.e., word of mouth [WOM]) suggests that those with extreme attitude are more likely to share than those with neutral attitude (a U-shaped relationship), the relationship between consumers' attitude toward a brand and their propensity to share with a brand is unknown. In contrast to the U-shaped pattern observed in WOM, we find a hockey stick-shaped relationship between attitude and sharing with brands (“__/”)....
Social Queues (Cues)
The traditional queueing literature assumes that service time is largely independent of social influences. However, queues are social systems; and social considerations are therefore likely to impact customers' service-time decision to the extent they have control. Through a series of experiments, we show that when others are waiting in line, customers tend to accelerate their own service time, and in doing so, sacrifice their own consumption utility. This behavior is driven by concern for others. Notably, the effect is diminished when they themselves have waited, as it is perceived as fair to let others wait if one also had to wait. We further show that obscuring the visibility between customers in service and those waiting in line diminishes the negative effect of others queueing on one's own service time.
Should Your Brand Pick a Side? How Market Share Determines the Impact of Corporate Political Advocacy
Consumers increasingly expect brands to “pick a side” on divisive sociopolitical issues, but managers are reluctant to risk alienating customers who oppose their position. Moreover, research on identity-based consumption and negativity bias suggests that corporate political advocacy (CPA) is more likely to repel existing customers who oppose the CPA than to attract new customers who support it, implying that the net effect will be negative even if consumers overall are evenly divided in their support/opposition. In this research, the authors posit that despite this negativity bias in individual-level choice, the net effect of CPA at the market level is determined by a sorting process that benefits small-share brands and hurts large-share brands. This is because having few customers to lose and many to gain can offset the risk of the negativity bias in consumers' identity-driven responses to CPA, potentially leading to a net influx of customers for small-share brands. Five experiments provide support for this theorizing and identify authenticity as a necessary condition for small share brands to benefit.
The Business of Choice
In this 2nd edition of The Business of Choice, expert author and consultant Matthew Willcox explores the science of influencing choice, bringing together the work of thousands of behavioral scientists and practitioners. Cutting to the heart of the science, Willcox helps you apply this to your own marketing and brand strategies.
Consumer Voice
This book proposes a new type of consumer called a voicing consumer, or a voicesumer. This type of consumer is shaping our markets and marketing interactions with the advent of social networking sites in the digital markets. Described by the author as "real establishment of market democracy," consumer voice is gaining more importance in today's world, especially with the changes in communication technologies in markets. In defining the equalizing and democratic relationship between ordinary consumers and corporations, or any other regular company, the book highlights recent transformative experiences and cases in consumption cultures and consumer behaviors. Current theory discusses new types of consumer complaint behaviors, such as consumer activism and boycott, but this book fills a void by defining how these changes have created a new type of consumer. This new conceptualization of consumer behavior will advance scholarship for consumer behavior, psychology and marketing researchers.
The Consumer Response to Corporate Political Advocacy
In recent years, a new trend has emerged: Chick-fil-a and Amazon took opposing positions in the gay marriage debate, companies have openly opposed many of President Trump's policies and even dropped his daughter's brand from their stores, Paypal gave an ultimatum to North Carolina over transgender bathroom access, Delta dropped NRA specific benefits, and Nike signed the polarizing Colin Kaepernick. These actions, which significantly deviate from corporations' historical forays into sociopolitical issues through lobbying for favorable regulations and corporate social responsibility (CSR), are characterized by participation in divisive political debates on topics with seemingly have no direct ...
Ilmu Sosial Politik Masa Depan: Menjawab Megashift?
Dalam beberapa dekade terakhir, dunia mengalami perkembangan signifikan yang mendorong terjadinya perubahan besar, yang berpengaruh pada berbagai aspek kehidupan manusia. Perusakan lingkungan yang bermuara pada perubahan iktim, kemajuan teknologi yang menjadi pangkal transformasi digital, hingga munculnya pandemi COVID-19, merupakan sejumlah tantangan yang dihadapi masyarakat dunia saat ini. Tantangan-tantangan atau yang biasa diberi label sebagai isu-isu global tersebut, telah melahirkan proses yang kerap disebut sebagai disrupsi. Mengingat luasnya cakupan dan skala, serta besarnya dampak yang ditimbulkan dari disrupsi tersebut, telah berkontribusi bagi lahirnya perubahan mendasar dalam keh...
