David E. Sprott

Adoption of Internet shopping: the role of consumer innovativeness

The projected sales potential for Internet commerce indicates that businesses must understand those consumer characteristics that will influence consumer adoption of this medium for shopping. An empirical study conducted here (n = 403) investigates the extent to which open‐processing (more general innovativeness) and domain‐specific innovativeness explain the conditions under which consumers move from general Internet usage to a product purchase via the Internet. The results of our study find that generally higher amounts of Internet use (for non‐shopping activities) are associated with an increased amount of Internet product purchases. Importantly, however, this relationship is moderated by domain‐specific but not general innovativeness. Implications for business practice and academic research are provided.

THE POWER OF REFLECTION: An Empirical Examination of Nostalgia Advertising Effects

Despite its popularity as a desired response to advertisements, nostalgia--an individuals yearning for an idealized past--has received surprisingly little academic research attention in the advertising literature. The current study was designed to address this void by exploring thoughts and attitudinal responses of consumers exposed to nostalgic (versus non-nostalgic) advertisements. The results of our investigation suggest that nostalgic cues in advertising do indeed influence the type of thoughts consumers have during ad exposure, and that these thought processes appear to have an influence on attitudes toward the advertisement and advertised brand. Theoretical and practical implications of the findings are discussed.

The question–behavior effect: What we know and where we go from here.

Researchers have consistently shown that questioning people about a future behavior influences the subsequent performance of that behavior. Since its first demonstration by Sherman (1980), two groups of researchers have built parallel streams of research investigating the self‐prophecy and mere‐measurement phenomenon. Both sets of scholars have clearly demonstrated the importance of questioning as a social influence technique and have shed light on at least two of the theoretical processes underlying observed effects. In the current paper, these researchers formally adopt a common label—the question–behavior effect—for these and similar effects. After providing a review of prior work in the area, the authors detail directions for future researchers interested in joining the investigation of this unique and persuasive form of social influence.

Mass-Communicated Prediction Requests: Practical Application and a Cognitive Dissonance Explanation for Self-Prophecy

Marketers often promote socially beneficial actions or discourage antisocial behaviors to the benefit of their firms, target markets, and society as a whole. One means by which marketers accomplish such influence is a technique referred to as the “self-prophecy effect,” or the behavioral influence of a person making a self-prediction. Researchers have yet to establish the efficacy of self-prophecy in influencing large target markets. In addition, the theoretical mechanism underlying the effect remains in question. The authors report two field studies that demonstrate successful application of self-prophecy through mass-communicated prediction requests. Furthermore, in three laboratory experiments, the authors provide theoretical support for a dissonance-based explanation for self-prophecy, and they discuss practical implications for marketers interested in influencing socially normative behavior.

Banner advertisement and Web site congruity effects on consumer Web site perceptions

Of the many approaches to building a brand’s image on the Internet, a Web site is one of the most important tools for managers. An important decision made by Web site managers is whether to place banner advertisements on their brand’s Web site (e.g. The New Yorker Web site placing an ad for polo.com). While banner advertisements are widespread in the marketplace, it is unclear whether Web sites containing such advertisements may be harming themselves by such a practice. This study addresses this issue by investigating the impact of banner advertisement and Web site congruity on consumer attitudes toward a brand’s Web site. The results of an experiment indicate that if managers include such advertisements on their Web site, these advertisements should be consistent with the Web site brand and that certain consumer characteristics should be considered. Implications of the research for brand management and advertising on the Internet are provided.

The Importance of Normative Beliefs to the Self-Prophecy Effect

Asking people to predict whether they will undertake a target behavior increases their probability of performing that behavior. Now referred to as the self-prophecy effect, this phenomenon has been demonstrated across several contexts. Although theoretical explanations for the effect have been offered, empirical evidence for proposed accounts is sparse. The current research tests the theoretically relevant precondition for the effect that normative beliefs--evaluations of what is socially desirable or appropriate--underlie manifestation of the self-prophecy effect. Results of 2 experiments for different behaviors indicate that the act of making a prediction is most effective when normative beliefs are strong. Implications of these findings are discussed in relation to theoretical explanations for the effect and successful use of self-prophecy to promote socially desirable behaviors.

Unit prices on retail shelf labels: an assessment of information prominence

Abstract Although unit prices have been provided to consumers for nearly 30 years, the format in which this information is presented has been largely ignored. An examination of major grocery retailers found considerable differences in how prominently unit prices are presented to shoppers on shelf labels. Two methodological approaches are then used to examine the prominence of unit prices in a grocery–shopping context. The results of a field study support expectations that, among consumers who are relatively low in price consciousness, the prominence of unit price information has a positive effect on awareness and usage of such information. In a second study, a controlled experiment shows that increasing the prominence of unit price information affects consumers’ shopping behaviors by shifting purchases toward lower unit priced items and ultimately reducing grocery expenditures. Suggestions for future research and implications for retailers and policymakers are discussed.

Identifying consumer preferences for nutrition information on grocery store shelf labels

Nutrition labels can potentially benefit consumers by increasing product knowledge and reducing search costs. However, the global increase in obesity rates leads one to question the effectiveness of current nutrition information formats. Alternative formats for providing nutrition information may be more effective. Shoppers at a major grocery chain participated in choice experiments designed to identify preferences for nutrition information provided on grocery store shelf labels. Shoppers demonstrate a strong affinity for shelf label nutrition information and the presentation of the nutrition information significantly affects their preferences as well. Several demographic variables help to explain differences in preferences.

Grocery Price Setting and Quantity Surcharges

Quantity surcharges occur when the unit price of a brands larger package is higher than the unit price of the same brands smaller package. The authors examine how price-setting practices in the grocery industry help explain the existence of quantity surcharges. Two studies support the authors’ contention that common pricing practices aimed at establishing a favorable store–price image can result in quantity surcharges. First, an experiment shows that consumer demand and the importance price setters place on establishing a low store–price image have an interactive effect on price-setting behavior. Second, an examination of retail sales volume, price, and cost data suggests that such price-setting reactions can result in quantity surcharges when certain asymmetries in demand exist across package sizes. The authors also discuss managerial and public policy implications along with areas for further study.

Product Ownership as a Moderator of Self-Congruity Effects

A number of studies have investigated the self-congruity hypothesis, which predicts that consumers prefer products and brands whose images closely correspond to their own self-concepts. Support for this hypothesis has been equivocal, and investigators have explored methodological factors and moderators that might account for the discrepant results. In this research we introduce a new variable, product ownership status, as a theoretically important moderator of self-congruity effects. Our study demonstrates that product ownership does indeed moderate these effects, as the self-congruity effect observed under conditions of ownership was eliminated in the absence of ownership.