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This paper is a commentary on "Intentionality, symbol and situation in the interpretation of consumer choice" by Professor Gordon Foxall. Foxall has led a fruitful research discipline of consumer behaviour analysis that has delineated the uses of extensional environmental contingencies and intentional ascriptions for consumer description, prediction and control. One important exploration in this direction has been to detect the limits of mainstream behaviour analysis (or radical behaviourism) when it comes to complex behaviours that are under the influences of many endogenic contingencies in the market place. Dealing with this, Foxall has created intentional behaviourism described in his paper. Intentional behaviourism is a critical interpretative device that warns against naive extrapolation from the animal laboratory or closed settings and gives the researchers several conceptual layers in dealing with the complexities of consumer choice ranging from the extensional to the intentional.

The current paper contributes to signalling theory by demonstrating the importance of digital quality signals in influencing consumer preferences for sales and segmentation in the context of marketing fresh fish online. We conducted a choice-based conjoint analysis with a latent class segmentation to analyse the significance of digital quality signals compared to traditional attributes online. The analysis of 1,411 global consumers revealed that product rating was among the most important factors when purchasing fresh salmon fillets online. Latent class segmentation identified four distinct segments, the largest being 'value for money', where product rating and pricing were most important. The other segments were 'environmentally friendly', prioritising procurement methods and place of origin; 'want it now', where delivery was the most important factor; and 'quality conscious', which relied on three attributes – origin, delivery, and product rating. This study enhances understanding of the impact of socially mediated stimuli. It demonstrates the ability of digital quality signals to compensate for the absence of sensory evaluation in online store environments or deficiencies in knowledge or experience. The findings will benefit the food industry and online grocery retailers in promoting healthier and more sustainable products such as fish online.

PurposeThis study investigates the mediating role of consumer engagement (CE) in the relationship between perceived behavioral control (PBC) and purchase intent and the moderating role of perceived safety in the relationship between PBC and CE in the self-driving car (SDC) context.Design/methodology/approachTo test the model, a sample of 368 consumers was deployed using partial least-squares structural equation modeling (PLS-SEM).FindingsThe findings reveal that consumers' SDC engagement mediates the relationship between PBC and their intent to purchase an SDC. Consumer-perceived SDC safety also moderates the association of PBC/engagement.Originality/valueWhile prior research has examined consumer-based drivers of SDC adoption, understanding of consumers' SDC engagement-related dynamics and outcomes lags behind. Addressing this gap, we propose and test a model that explores consumers' SDC engagement vis-à-vis its drivers (perceived SDC safety/behavioral control) and outcomes (SDC purchase intent).