David M. Hardesty

Consumer Self-Confidence: Refinements in Conceptualization and Measurement

The development and validation of measures to assess multiple dimensions of consumer self-confidence are described in this article. Scale-development procedures resulted in a six-factor correlated model made up of the following dimensions: information acquisition, consideration-set formation, personal outcomes, social outcomes, persuasion knowledge, and marketplace interfaces. A series of studies demonstrate the psychometric properties of the measures, their discriminant validity with respect to related constructs, their construct validity, and their ability to moderate relationships among other important consumer behavior variables. Copyright 2001 by the University of Chicago.

The use of expert judges in scale development - Implications for improving face validity of measures of unobservable constructs

Abstract A review of the assessment of face validity in consumer-related scale development research is reported, suggesting that concerns over the lack of consistency and guidance regarding item retention during the expert judging phase of scale development are warranted. After analyzing data from three scale development efforts, guidance regarding the application of different decision rules to use for item retention is offered. Additionally, the results suggest that research using new, changed, or previously unexamined scale items should, at a minimum, be judged for face validity.

Consumer evaluations of different promotion types and price presentations: the moderating role of promotional benefit level

Abstract The effects of promotion type (i.e., price discounts and bonus packs) and price presentation (i.e., dollars and percentages) across promotional benefit levels were investigated in three experimental studies. The results suggest, for the products considered, that price discounts and bonus packs were valued similarly for both low and moderate promotional benefit levels, while price discounts were preferred when high promotional benefit levels were employed. Additionally, promotions presented in percentage terms were preferred when the benefit level was high. The implications of these results for retailers and manufacturers are that percentage price presentations should be used when large discounts are being offered. Furthermore, it appears that bonus packs are a viable alternative to price discounts when promotion levels are small or moderate since they have less of a deleterious effect on the brand.

Getting Liberals and Conservatives to Go Green: Political Ideology and Congruent Appeals

The authors develop a conceptual model of how the congruence of political ideology and persuasive appeals enhances sustainable behaviors. In study 1, persuasive appeals consistent with individualizing and binding moral foundations were developed to enhance liberal and conservative recycling. In study 2, individualizing and binding appeals were tested on actual recycling behavior using a longitudinal field study to demonstrate the effectiveness of messages congruent with the moral foundations of liberals and conservatives. Study 3 demonstrated that enhanced fluency represents the underlying psychological process that mediates the relationship between message congruence and intentions. Moreover, study 3 established that spillover effects resulting from increased intentions to engage in sustainable disposition behavior enhance intentions to engage in sustainable acquisition and consumption behaviors. Finally, study 4 ruled out potential message confounds to demonstrate the robustness of the findings. Practical implications for marketers and public policy officials interested in increasing sustainable behaviors are offered.

Brand Familiarity and Invoice Price Effects on Consumer Evaluations: The Moderating Role of Skepticism toward Advertising

Abstract The primary objective of this research is to investigate the ability of skepticism toward advertising to moderate the effects of brand familiarity on evaluations (i.e., offer fairness, acquisition value, and purchase intentions) of advertisements containing external reference prices (i.e., invoice prices). The results suggest that consumers high in skepticism toward advertising are positively influenced by a high invoice price (versus a low invoice price) when brand familiarity is high but not when brand familiarity is low. However, consumers low in skepticism toward advertising are positively influenced by a high invoice price (versus a low invoice price) regardless of whether brand familiarity is high or low.

Ending a Price Promotion: Retracting it in One Step or Phasing it Out Gradually

Using the literature on both pricing and regret, the authors develop a conceptual model of purchase likelihood and propose a pricing tactic that appears to have marketplace potential. Sellers currently using a hi–lo pricing tactic discount a product for a limited time and then raise the price back to its original level in one step. Here, the authors investigate whether sellers should return prices to their prepromotion levels all at once or in steps. They propose that sellers should consider an alternative tactic, labeled “steadily decreasing discounting” (SDD). This alternative tactic requires that the seller offer one or more additional discounts that are less than the prior discount before returning the product to its original price. Study 1 is a laboratory experiment that tests the proposed underlying mechanisms (future price expectations and anticipated inaction regret) influencing likelihood to buy. In Study 2, an additional laboratory experiment is undertaken to provide further empirical support in favor of the SDD tactic, to address alternative explanations for the findings, and to demonstrate that there are no negative perceptions associated with using SDD. Study 3 is a field experiment that assesses the effectiveness of SDD, and Study 4 examines scanner panel data to evaluate its generalizability.

Using invoice price information to frame advertised offers

Abstract The present studies consider the presence and absence of invoice price (IP) information (i.e., the cost to the seller) and the inclusion of offer fairness (OF). In addition, the relative effectiveness of invoice vs. manufacturers suggested retail price (MSRP) frames is considered. Briefly, the results of our studies provide supportive evidence of the positive framing effects of invoice or cost information in retail price advertising. Specifically, higher promoted invoice prices increased transaction value (TV), acquisition value (AV), and perceived OF. Counter to our predictions, perceptions of quality were not directly affected by either sale price or invoice amount. Further evidence of the positive effects of invoice information was provided by the negative relationship between sale price and OF being moderated by the provision of the higher invoice amount and by the larger effect sizes associated with invoice differential prices than comparable MSRP claim differences.

E‐tail and retail reference price effects

Purpose – The focus and intended contribution of this research are to understand better how retailers should strategically present external reference price information varying in the context from which it originates (online vs bricks and mortar).Design/methodology/approach – A two reference price environment (online e‐tail, bricks‐and‐mortar retail) × two external reference price (

Emotional Ability Training and Mindful Eating

252.99, low;

More Than a Feeling: Emotional Contagion Effects in Persuasive Communication

379.99, high) between subjects experimental design with a single control condition was employed.Findings – Results from an experimental study provide empirical support, suggesting that consumers expect to pay less in online e‐tail settings than bricks‐and‐mortar retail settings. Additionally, results suggest that bricks‐and‐mortar retail external reference prices influence consumer e‐tail price expectations, price fairness, and satisfaction perceptions more than online e‐tail external reference prices when reference prices are high. When external reference prices are low, both online e‐tail and bricks‐and‐mortar r...