Dataset Information

More Proximal, More Willing to Purchase: The Mechanism for Variability in Consumers' Purchase Intention Toward Sincere vs. Exciting Brands.

ABSTRACT: Sincerity and excitement are core brand personality dimensions, which capture the majority of consumers' personality perceptions associated with brands. Previous research has demonstrated that consumers are more willing to purchase sincere brands than exciting brands. The present research addresses the mechanism underlying this variability. A total of four studies were conducted. Study 1 adopted survey-based design and manipulated brand personality by two versions of fictitious coffee brands. Results showed that sincere (vs. exciting) brands elicited more proximal psychological distance and in turn led to higher purchase intention. With a similar procedure, a different sample, and a different product (vacuum cup), Study 2 replicated the pattern demonstrated in Study 1. Moreover, the impact of brand personality upon psychological distance was found to be more prominent among consumers with high (vs. low) levels of attachment anxiety. Because psychological distance is proposed and proved to be a critical variable for mediating the variability in purchase intention, we adopted cognitive computerized tasks in Studies 3-4 to test whether stimuli perceived as sincere and exciting will induce different responses relevant to the perceptions of psychological distance. Study 3 adopted a picture-word version of Stroop task to test whether the automatic activation of personality-priming words would carry various perceptions of psychological distance, and results showed that participants classified distance faster when a close (vs. far) spatial distance matched sincere words and when a far (vs. close) spatial distance matched exciting words. Study 4 adopted the interference task to examine whether visual attention would be affected by personality-priming images, and results indicated a stronger cueing effect and an articulated interference effect for sincere (vs. exciting) figures. This research advances the literature of brand personality by probing the important role of psychological distance and further elaborating on the variability of consumer behavior toward sincere and exciting brands.

SUBMITTER: Hu T

PROVIDER: S-EPMC7330119 | biostudies-literature | 2020

REPOSITORIES: biostudies-literature

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More Proximal, More Willing to Purchase: The Mechanism for Variability in Consumers' Purchase Intention Toward Sincere vs. Exciting Brands.

Hu Tingyun T Shi Bing B

Frontiers in psychology 20200625

Sincerity and excitement are core brand personality dimensions, which capture the majority of consumers' personality perceptions associated with brands. Previous research has demonstrated that consumers are more willing to purchase sincere brands than exciting brands. The present research addresses the mechanism underlying this variability. A total of four studies were conducted. Study 1 adopted survey-based design and manipulated brand personality by two versions of fictitious coffee brands. Re ...[more]

PMID: 32670148

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Project description:Air pollution in China has been drawing considerable attention in recent years. The emergence of new energy vehicles (NEVs) provides hope to reduce air pollutant emission. However, consumers' recognition and acceptance of NEVs remain at the early stage. This research aims to explore how consumers' environmental concern influences their NEV purchase intention. Specifically, this research conducted an online survey and an experiment to address the following issues: (1) how consumers' psychological distance (PD) toward air pollution influences their purchase intention for NEVs, and does their risk perception of the consequences of air pollution mediate this influence; (2) whether consumers' perceived price level of NEVs plays a moderating role in the relationship between risk perception and purchase intention; and (3) whether the construal level of stimulus can be manipulated to influence consumers' PD toward air pollution to increase their purchase intention for NEVs. The results of study 1, based on a total of 293 valid samples, show that consumers' PD toward air pollution significantly affects their purchase intention for NEVs, and risk perception of the consequences of air pollution plays a considerable mediating role. Meanwhile, consumers' perceived price level of NEVs has a significant negative moderating effect on the relationship between risk perception and purchase intention. The results of study 2, based on an online experiment, show that the construal level of stimulus can influence consumers' PD toward air pollution, which in turn affects their purchase intention for NEVs. The findings of this research have implications for businesses' promotional strategies and governments' policies. For instance, low-construal-level promotional materials can be developed to arouse consumers' environmental concern, thereby facilitating their eco-friendly consumption behavior. Governmental financial assistance and other policies can also increase consumers' willingness to purchase NEVs.

Dataset Information

More Proximal, More Willing to Purchase: The Mechanism for Variability in Consumers' Purchase Intention Toward Sincere vs. Exciting Brands.

Publications

More Proximal, More Willing to Purchase: The Mechanism for Variability in Consumers' Purchase Intention Toward Sincere vs. Exciting Brands.

Similar Datasets

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