May O. Lwin

How Effective Are Loyalty Reward Programs in Driving Share of Wallet

This study, set in a credit card context, examines the impact of loyalty programs on share of wallet and explores the moderating role of attitudinal loyalty on this relationship. The authors are particularly interested in two characteristics of reward programs: their perceived attractiveness and perceived switching costs between loyalty programs. Their findings suggest that perceived switching costs are highly effective in driving share of wallet at low rather than high levels of attitudinal loyalty, and only when combined with an attractive reward program. The attractiveness of a reward program, on the other hand, has a positive impact on share of wallet regardless of the level of psychological attachment to the company. These findings are particularly important for service providers in markets characterized by undifferentiated product offerings and low perceived switching costs between service providers.

Causes and consequences of consumer online privacy concern

Purpose – Past research on internet privacy has examined various aspects of privacy regulation and consumer privacy concerns. The purpose of this paper is to develop a conceptual model that links anteceding environmental factors with the resulting consumer responses using the power‐responsibility equilibrium perspective.Design/methodology/approach – An online survey of 182 net shoppers was conducted whereby respondents were asked to recall a recent web site registration that required them to provide personal information online.Findings – The results indicate that robust perceived business policies and governmental regulation reduce consumer privacy concern. More interestingly, the data show that a perceived lack of business policy or governmental regulation will result in consumers attempting to regain power balance through a variety of responses. As predicted, increased concern resulted in higher power‐enhancing responses such as the fabrication of personal information, use of privacy‐enhancing technolog...

Product Scent and Memory

Scent research has focused primarily on the effects of ambient scent on consumer evaluations. We focus instead on the effects of product scent on consumer memories. For instance, if a pencil or a facial tissue is imbued with scent (vs. not), recall for the brands other attributes increases significantly-with the effects lasting as much as 2 weeks after exposure. We also find that product scent is more effective than ambient scent at enhancing memory for product information. We suggest that this may be because, with product (ambient) scent, scent-related associations are focused on a single object (are diffused across multiple objects) in the environment. In support, we find that the memory effects are driven by the number of product/scent-related associations stored in long-term memory. The results suggest that, although ambient scent has received the bulk of attention from researchers and managers in recent years, greater focus on product scent is warranted. (c) 2009 by JOURNAL OF CONSUMER RESEARCH, Inc..

Midwives and mobiles: using ICTs to improve healthcare in Aceh Besar, Indonesia.

The role of ICTs in providing improved healthcare to poor populations in the developing world has been the subject of considerable interest to the development community. However, despite a substantial literature, little published research has modelled both the value-added aspects of ICTs for social and economic development and those simultaneous challenges that often deter the effective utilisation of ICTs. This study investigates the benefits of, and barriers to, the effective use of ICTs within the healthcare system, specifically in Aceh Besar, Indonesia. We advance and evaluate a theoretical model which extends the so-called value-of-ICTs-to-education framework of Banuri, Zaidi, and Spanger-Siegfried (United Nations Development Programme, 2005). The effect of ICTs on maternal and infant healthcare is examined in the context of the Aceh Besar Midwives Mobile-Phone Project. Focus group discussions and in-depth interviews (N=86) were conducted over three phases. Analysis of transcripts showed ICT-utilisation benefits, including the facilitation of communication, greater time efficiency, and better access to medical information. As suggested by the enhanced model, infrastructural, economic, technological, and socio-cultural factors were also observed. The implications of these findings for research and policy-making are discussed.

Regulatory Focus Theory, Trust, and Privacy Concern

Relationship marketing typically requires organizations to continually collect customer information. Two distinct approaches coexist to encourage customers to disclose information: reducing privacy concern and building trust, which in the past have been examined in isolation. In the present study, regulatory focus theory is used to integrate both approaches and examine their distinct response behaviors concurrently. The findings are robust across two studies with different methods and contexts. As suggested in the proposed model, trust and privacy concern are the two central mediating variables with differentiated effects on promotion and prevention-focused behaviors. Specifically, trust mediates fairness perceptions on promotion-focused behaviors (i.e., relational behavior, relationship investment, and repatronage intentions), whereas privacy concern mediates fairness perceptions on prevention-focused behaviors (i.e., defensive, deflective, and disruptive behaviors). Implications for theory and practice are discussed.

Let's play together: Effects of video-game play on intergenerational perceptions among youth and elderly participants

In this paper, we report on a longitudinal study that investigates the effects of video-game play on intergenerational perceptions amongst youths and the elderly after participating in a program involving regular interaction sessions over two months. Each pair of participants, consisting of one youth and one elderly, was randomly assigned to either the video-game condition (n=38, 19 from each age group) or the non-video-game condition (n=36, 18 each). Attraction, intergroup anxiety, attitudes, and game enjoyment were measured through pre-test and post-test surveys to investigate changes in perceptions. Results showed that participants in the video-game condition reported more positive changes in intergroup anxiety and attitudes, compared to participants in the non-video-game condition. Mediation analyses showed that specific attraction towards their interaction partner mediated the effects of video-game play on attitudes and intergroup anxiety towards the general members of the other age group. In addition, the results showed that game enjoyment played an important role in developing positive intergenerational perceptions only for the elderly, but not for the youth participants in the video-game condition. We discuss implications with respect to options to enhance intergenerational perceptions and communication for youth and elderly cohorts in todays hyper-ageing society.

Consumer Responses to English Accent Variations in Advertising

Abstract With the growing use of different types of English accents in international advertising, it is important for marketers to understand the factors that influence the credibility of the spokesperson in order to select the most persuasive character. This study investigates the effects of a spokespersons accent on spokespersons perceived credibility across high and low involvement products and products of different country-of-origin. Two different accents-the standard English accent and the local Singaporean English accent (Singlish)-were tested. Results indicated that accent, product country-of-origin and product involvement significantly influence the spokespersons perceived credibility and attitude towards the ads. The accent effects appeared to be strong enough to offset the country-of-origin, gender and product involvement effects, attesting to the importance of considering this factor in advertisements. Specifically, the Standard English accent outperformed the Singlish accent in terms of spokesperson credibility, attitude towards the ad, attitude towards the brand and purchase intentions. However, the Singlish accent outperformed the Standard English accent in terms of attention to the ad. Implications for marketers are discussed.

The influence of parental practices on child promotive and preventive food consumption behaviors: a systematic review and meta-analysis

BackgroundThe family is an important social context where children learn and adopt eating behaviors. Specifically, parents play the role of health promoters, role models, and educators in the lives of children, influencing their food cognitions and choices. This study attempts to systematically review empirical studies examining the influence of parents on child food consumption behavior in two contexts: one promotive in nature (e.g., healthy food), and the other preventive in nature (e.g., unhealthy food).MethodsFrom a total of 6,448 titles extracted from Web of Science, ERIC, PsycINFO and PubMED, seventy eight studies met the inclusion criteria for a systematic review, while thirty seven articles contained requisite statistical information for meta-analysis. The parental variables extracted include active guidance/education, restrictive guidance/rule-making, availability, accessibility, modeling, pressure to eat, rewarding food consumption, rewarding with verbal praise, and using food as reward. The food consumption behaviors examined include fruits and vegetables consumption, sugar-sweetened beverages, and snack consumption.ResultsResults indicate that availability (Healthy: r = .24, p < .001; Unhealthy: r = .34, p < .001) and parental modeling effects (Healthy: r = .32, p < .001; Unhealthy: r = .35, p < .001) show the strongest associations with both healthy and unhealthy food consumption. In addition, the efficacy of some parenting practices might be dependent on the food consumption context and the age of the child. For healthy foods, active guidance/education might be more effective (r = .15, p < .001). For unhealthy foods, restrictive guidance/rule-making might be more effective (r = −.11, p < .01). For children 7 and older, restrictive guidance/rule-making could be more effective in preventing unhealthy eating (r = − .20, p < .05). For children 6 and younger, rewarding with verbal praise can be more effective in promoting healthy eating (r = .26, p < .001) and in preventing unhealthy eating (r = − .08, p < .01).ConclusionsThis study illustrates that a number of parental behaviors are strong correlates of child food consumption behavior. More importantly, this study highlights 3 main areas in parental influence of child food consumption that are understudied: (1) active guidance/education, (2) psychosocial mediators, and (3) moderating influence of general parenting styles.

Self-Regulatory Safeguards and the Online Privacy of Preteen Children

Online advertisers are increasingly enjoying the ability to target messages to specific segments based on information collected at Web sites. Information collection, particularly from children, has been an ongoing concern of regulators, consumer advocates, and advertising industry organizations. Although the U.S. Federal Trade Commission (FTC) has advocated the implementation of safeguards (such as warnings, threats, and barriers) designed to limit childrens online disclosure of sensitive information, little research to date has examined the effectiveness of these safeguards. We address this issue by first examining the current state of online safeguards for Web sites that target preteen children, a group shown to be particularly vulnerable to the persuasive efforts of marketers. We then present a quasi-experimental investigation of online safeguard types and how their effectiveness in limiting preteen information disclosure is moderated by the mediation strategies of parents. Implications for advertisers, policymakers, parents, and educators are discussed.

Social Marketing Initiatives: National Kidney Foundation’s Organ Donation Programs in Singapore

The authors focus on the organ donation scene in Singapore and explore the range of marketing activities and responsibilities of the primary organ procurement agency in Singapore, the National Kidney Foundation. The authors examine Horton and Hortons (1991) model of willingness to become a potential organ donor and apply it with modifications to a sample of 368 multiracial Singapore residents. The authors find that, in addition to altruistic values and product knowledge, spiritual beliefs surrounding organ donation have an impact on a persons willingness to be a potential organ donor. The authors discuss implications for marketers and policymakers.