Suchergebnisse

AbstractThis research investigates how personalized communications enhance customer‐company relationships, which ultimately produce favourable marketing outcomes. Two factors were manipulated in an online experiment: the perceived effort made by customers to obtain a personalized newsletter (high vs. low) and the level of relevance of the message (high vs. low). The results indicate that perceived effort positively affects calculative commitment (even more so for highly involved customers), while the level of relevance of the message increases affective commitment. In addition, the interaction between perceived effort and message relevance has significant effects on calculative and affective commitment. Finally, affective commitment partially mediates the relationships between relevance and both loyalty and word‐of‐mouth intentions. Managerial implications regarding the best usage of personalized communications are discussed. Copyright © 2013 ASAC. Published by John Wiley & Sons, Ltd.

AbstractResearch into consumer responses to corporate social responsibility (CSR) initiatives has expanded in the past four decades, yet the evidence thus far provided does not paint a cohesive picture. Results suggest both positive and negative consumer reactions to CSR, and unless such mixed findings can be reconciled, the outcome might be an amalgamation of disparate empirical results rather than a coherent body of knowledge. The current meta-analysis therefore tests whether the mixed findings might reflect consumers' distinct, altruistic inferences across various contingency factors. On the basis of 337 effect sizes, involving 584,990 unique respondents, in 162 studies published between 1996 and 2021, this study reveals that altruistic inferences are central to the current CSR paradigm, such that they mediate the effects of CSR initiatives on consumer responses across multiple contingencies. The mediation by altruistic inferences is stronger (weaker) in conditions favorable to dispositional (situational) motive attributions. Furthermore, consumers respond more favorably to cause marketing or philanthropy rather than business-related CSR initiatives, when the initiative is environmental (vs. social), the firm's offering is utilitarian (vs. hedonic), the CSR initiative takes place in self-expressive (vs. survival) cultures and in earlier (vs. later) periods. These findings offer several ethical implications, and they inform both practical recommendations and an agenda for further research directions.

Abstract
Four decades of research into the influences of time pressure on risky decisions have produced widely contrasting findings: 38.5% of the effects indicate that time pressure increases risk preferences, whereas 61.5% show the opposite. A theoretical framework with four conceptual categories of moderators is proposed to explain these heterogeneous findings: nature of the time constraint, negative outcome salience, negative outcome severity, and vulnerability to the outcomes. This framework is tested through a meta-analysis of 213 effect sizes reported in 83 papers, representing 65,574 unique respondents. The four categories of moderators effectively resolve notable conflicts. For example, regarding the nature of the time constraint, an absolute versus relative constraint increases risk preferences, but an ambiguous versus objective constraint decreases risk preferences. In terms of negative outcome salience, risk preferences decrease if the risk is learned about from a description (vs. experience) or the outcome is framed as a loss (vs. gain). Negative outcome severity also exerts an effect, as discrete choices lower risk preferences compared with attitudinal risk. In addition to managerial and public policy implications based on simulations, a comprehensive research agenda that builds on the robust insights of this meta-analysis is offered.