The personality puzzle: a comprehensive analysis of its impact on three buying behaviors

This study aimed at examining the role of personality traits in impulsive buying, compulsive buying, and panic buying simultaneously during the COVID-19 pandemic. At the beginning of the third confinement announced by the Portuguese government, 485 Portuguese answered in this study, mean age of 41.9 years (min = 18, max = 84; SD = 12.9), and 29.9% were men. Analyzes were carried out to investigate the association of Big Five's personality factors with impulsive buying, compulsive buying, and panic buying. Results showed that the three buying behaviors under study have significant and positive correlations between them, and they also correlate with different personality traits. The association of each Big Five factor on buying behaviors differed. While conscientiousness was negatively and openness was positively associated with impulsive buying, conscientiousness was negatively associated with compulsive buying, agreeableness was positively associated with panic buying, and neuroticism correlated positively with all consumer behaviors. Understanding the personality traits that contribute to the development of a disorder may provide valuable insight into preventive measures and effective treatment approaches for some debilitating disorders. This study opens ways for investigating impulsive buying and compulsive buying by relating them to panic buying. It discusses the three different buying behaviors during the COVID-19 pandemic and future consumer research directions involving other variables.

The role of free-from symbols on consumer perceptions of healthiness, quality and intention to buy baked food products

Little is known about the impact of "free-from" symbols on people's consumption choices - particularly for controversial ingredients such as palm oil. We investigated how "free-from" symbols influence consumers' perceptions of food products and whether the absence of an ingredient, whether real or fabricated, is seen as a sign of improved healthiness or quality. We conducted an experiment with a sample of 1215 adults representing the Italian population, showing them two products - crackers and sweet snacks - each with four different symbols. We created the "free-from CO₂" and "free-from polyunsaturated fats" symbols, while "palm oil-free" and blank symbols were used for comparison. "free-from" symbols influence consumers' perceptions of the food as being of better quality and healthiness, regardless of the ingredient removed. This symbol also influenced purchasing intentions. Consumers' perceptions of the product were influenced by the "free-from" wording, rather than the type of ingredient or product presented.

Toward consumer acceptance of cultured meat

Cultured meat is an alternative protein that offers health and environmental advantages over conventional meat, yet many consumers are resistant to eating cultured meat. In this article, we review reasons for consumer resistance and suggest that proper communication about the production and benefits of cultured meat can improve consumer acceptance.

Neural mechanisms of brand love relationship dynamics: Is the development of brand love relationships the same as that of interpersonal romantic love relationships?

Brand love is a relationship between brands and consumers. Managing the relationship is an important issue for marketing strategy since it changes according to temporal flow. Brand love theories, including their dynamics, have been developed based on interpersonal romantic love theories. Although many brand love studies have provided useful findings, the neural mechanism of brand love remains unclear. Especially, its dynamics have not been considered from a neuroscience perspective. The present study addressed the commonalities and differentiations of activated brain regions between brand love and interpersonal romantic love relationships using a quantitative neuroimaging meta-analytic approach, from the view of brain connectivity. Regarding the mental processes of each love relationship related to these activated brain regions, decoding analysis was conducted using the NeuroQuery platform to prevent reverse inference. The results revealed that different neural mechanisms and mental processes were distinctively involved in the dynamics of each love relationship, although the anterior insula overlapped across all stages and the reinforcement learning system was driven between both love relationships in the early stage. Remarkably, regarding the distinctive mental processes, although prosocial aspects were involved in the mental processes of interpersonal romantic love relationships across all stages, they were not involved in the mental processes of brand love relationships. Conclusively, although common brain regions and mental processes between both love relationships were observed, neural mechanisms and mental processes in brand love relationship dynamics might be innately different from those in the interpersonal romantic love relationship dynamics. As this finding indicates essential distinctiveness between both these relationships, theories concerning interpersonal romantic love should be applied cautiously when investigating brand love relationship dynamics.

Research on commodity business value and customer value of e-commerce platforms: Based on consumer psychology and cognition

Under the background of economic globalization and COVID-19, online shopping has gradually replaced offline shopping as the main shopping mode. In this paper, consumers' perceptions are introduced into the traditional BCG matrix to form a new BCG matrix, and according to it, the small gifts of a gift e-commerce platform are classified. We then performed a robustness test comparing the BCG matrix with K-means clustering. We found that new BCG matrix can objectively reflect the value of small gifts and provide suggestions for the e-commerce platform to make subsequent product decisions. Then we judge the customer value of the platform based on the improved RFM model and K-means++ clustering, and provide a reasonable customer value classification method for the e-commerce platform. Finally, we comprehensively consider the relationship between the commodity value and customer value, and analyze the preferences of different types of customer groups for different types of small gifts. Our research result shows that small gifts can be divided into 4 categories according to commodity value, namely "stars," "cash cows," "questions marks," and "dogs." These four categories of small gifts can be converted into each other through marketing ploys. Customers can be divided into important retention customers, key loyal customers and general development customers according to their values. Faced with different types of customers, managers can adopt different strategies to extract customer value. However, consumer psychology will affect consumer cognition, and different types of consumers prefer different types of small gifts, so the precise implementation of marketing strategies will effectively improve the profitability of the gift e-commerce platform. Compared with the traditional classification method, the commodity business value classification method proposed in this paper uses management analysis and planning methods, and introduces consumer psychological factors into the commodity and customer classification, so that the classification results are more credible. In addition, we jointly analyze the results of commodity value classification and customer value classification, and analyze in detail the preferences of different valued customer groups for different types of commodities, so as to provide directions for subsequent research on customer preference.

The Impact of Consumer Purchase Behavior Changes on the Business Model Design of Consumer Services Companies Over the Course of COVID-19

The COVID-19 pandemic has had a profound psychological and behavioral impact on people around the world. Consumer purchase behaviors have thus changed greatly, and consumer services companies need to adjust their business models to adapt to this change. From the perspective of consumer psychology, this paper explores the impact of consumer purchase behavior changes over the course of the pandemic on the business model design of consumer services companies using a representative survey of 1,742 individuals. Our results show that changes in consumer purchase behavior have a significant impact on the design of consumer services firms' business models. Specifically, changes in consumers' purchase object, motive, and timeframe are more likely to spark a novelty-centered business model design, whereas changes in purchase method tend to inspire an efficiency-centered one. Our findings provide a theoretical reference for consumer services companies in designing business models when faced with unexpected crises.

It's Not the Flu: Popular Perceptions of the Impact of COVID-19 in the U.S

Messaging from U.S. authorities about COVID-19 has been widely divergent. This research aims to clarify popular perceptions of the COVID-19 threat and its effects on victims. In four studies with over 4,100 U.S. participants, we consistently found that people perceive the threat of COVID-19 to be substantially greater than that of several other causes of death to which it has recently been compared, including the seasonal flu and automobile accidents. Participants were less willing to help COVID-19 victims, who they considered riskier to help, more contaminated, and more responsible for their condition. Additionally, politics and demographic factors predicted attitudes about victims of COVID-19 above and beyond moral values; whereas attitudes about the other kinds of victims were primarily predicted by moral values. The results indicate that people perceive COVID-19 as an exceptionally severe disease threat, and despite prosocial inclinations, do not feel safe offering assistance to COVID-19 sufferers. This research has urgent applied significance: the findings are relevant to public health efforts and related marketing campaigns working to address extended damage to society and the economy from the pandemic. In particular, efforts to educate the public about the health impacts of COVID-19, encourage compliance with testing protocols and contact tracing, and support safe, prosocial decision-making and risk assessment, will all benefit from awareness of these findings. The results also suggest approaches, such as engaging people's stable values rather than their politicized perspectives on COVID-19, that may reduce stigma and promote cooperation in response to pandemic threats.

Citation Classics in Consumer Neuroscience, Neuromarketing and Neuroaesthetics: Identification and Conceptual Analysis

Neuromarketing, consumer neuroscience and neuroaesthetics are a broad research area of neuroscience with an extensive background in scientific publications. Thus, the present study aims to identify the highly cited papers (HCPs) in this research field, to deliver a summary of the academic work produced during the last decade in this area, and to show patterns, features, and trends that define the past, present, and future of this specific area of knowledge. The HCPs show a perspective of those documents that, historically, have attracted great interest from a research community and that could be considered as the basis of the research field. In this study, we retrieved 907 documents and analyzed, through H-Classics methodology, 50 HCPs identified in the Web of Science (WoS) during the period 2010-2019. The H-Classic approach offers an objective method to identify core knowledge in neuroscience disciplines such as neuromarketing, consumer neuroscience, and neuroaesthetics. To accomplish this study, we used Bibliometrix R Package and SciMAT software. This analysis provides results that give us a useful insight into the development of this field of research, revealing those scientific actors who have made the greatest contribution to its development: authors, institutions, sources, countries as well as documents and references.

Does the Price Support Policy Drive a Balanced Distribution of Profits in the Chinese Dairy Supply Chain? Implications for Supplier and Consumer Psychology

Evaluating the price policy of raw milk is of great significance to the sustainable development of an industry supply chain. In this context, our study used the multi-period difference-in-difference method to systematically examine the impact of the policy implementation on product price and profit distribution in the supply chain. The results showed the following: (1) the price of raw milk in the implementation area of the price support policy is 13.54% higher than that of the unimplemented area; (2) the effect of price increase in the western region (15.5%) is higher than that in the eastern region (13%), and the central region (10.73%); (3) furthermore, the purchase price guidance policy of raw milk drives price increase or price suppression in the links of the supply chain to promote a balanced distribution of profits among the participants in the chain. These conclusions all have good stability and have reference significance for further improving and adjusting the price support policy of raw milk to realize the sustainable development of the Chinese dairy industry. This will enhance the production confidence of Chinese raw milk producers and improve Chinese consumers' expectations and consumer psychology regarding domestic dairy products.

Free Smiles Are Worth a Lot for Social Media Influencers: The Mediating Roles of Warmth, Competence, and Admiration

This research examines how visual representation of social media influencers affects perceptions and attitudes toward influencers and their persuasive messages. Using the theoretical frameworks of the Stereotype Content Model (SCM) and the Behaviors from Interpersonal Affect and Stereotypes (BIAS) Map, Study 1 demonstrated that influencers with broad smiles were perceived as warmer and more competent and evaluated more positively than those with closed smiles. Study 2 revealed that warmth and competence judgments led to admiration toward the smiling influencers, which in turn resulted in positive attitudinal and behavioral responses to their persuasive messages. By investigating the mediating effects of judgments and emotional responses toward influencers, this study reveals social cognitive mechanisms underlying psychological processing of influencer messaging.

Extrinsic Factors Underlying Food Valuation in the Human Brain

Subjective values for food rewards guide our dietary choices. There is growing evidence that value signals are constructed in the brain by integrating multiple types of information about flavor, taste, and nutritional attributes of the foods. However, much less is known about the influence of food-extrinsic factors such as labels, brands, prices, and packaging designs. In this mini-review article, we outline recent findings in decision neuroscience, consumer psychology, and food science about the effect of extrinsic factors on food value computations in the human brain. To date, studies have demonstrated that, while the integrated value signal is encoded in the ventromedial prefrontal cortex, information on the extrinsic factors of the food is encoded in diverse brain regions previously implicated in a wide range of functions: cognitive control, memory, emotion and reward processing. We suggest that a comprehensive understanding of food valuation requires elucidation of the mechanisms behind integrating extrinsic factors in the brain to compute an overall subjective value signal.

Culture and Business: How Can Cultural Psychologists Contribute to Research on Behaviors in the Marketplace and Workplace?

Cultural psychology has great potential to expand its research frameworks to more applied research fields in business such as marketing and organizational studies while going beyond basic psychological processes to more complex social practices. In fact, the number of cross-cultural business studies has grown constantly over the past 20 years. Nonetheless, the theoretical and methodological closeness between cultural psychology and these business-oriented studies has not been fully recognized by scholars in cultural psychology. In this paper, we briefly introduce six representative cultural constructs commonly applied in business research, which include (1) individualism vs. collectivism, (2) independence vs. interdependence, (3) analytic vs. holistic cognition, (4) vertical vs. horizontal orientation, (5) tightness vs. looseness, and (6) strong vs. weak uncertainty avoidance. We plot the constructs on a chart to conceptually represent a common ground between cultural psychology and business research. We then review some representative empirical studies from the research fields of marketing and organizational studies which utilize at least one of these six constructs in their research frameworks. At the end of the paper, we recommend some future directions for further advancing collaboration with scholars in the field of marketing and organizational studies, while referring to theoretical and methodological issues.

Novel Food-Based Product Communication: A Neurophysiological Study

The steady increase in the global food demand requires alternative sources. Food sources from invertebrates could be a viable alternative. Despite a growing interest in terrestrial invertebrates as novel food, Western consumers have to cope with fears and taboos. This research aims to investigate possible communication strategies of novel food through labels. To understand the complexity underlying food choice and novel food attitude, two studies were carried out. In Study 1, the main drivers in the food decision-making process were identified. Based on these results, in Study 2, two different food labels for crackers made with earthworm flour were designed. Applying a neurophysiological approach, we measured participants' neuropsychophysiological activation and behavioural response while watching food labels. A video on nutritional and ecological issues was shown to consumers to reduce aversion towards earthworms as food. The results in Study 1 indicate health and sensory dimensions as the major drivers in food choice. The data of Study 2 supported the effectiveness of the statement about nutritional qualities of the products on male participants, who tend to have a more positive reaction than female participants toward the novel product made with earthworm flour when the label's claim focuses on nutritional advantages. Limitations and practical implications are discussed.

Who Are the Scrooges? Personality Predictors of Holiday Spending

The sharp increase in consumption over the holiday season has important economic implications, yet the psychology underlying this phenomenon has received limited attention. Here, we evaluate the role of individual differences in holiday spending patterns. Using 2 million transactions across 2,133 individuals, we investigate the relationship between the Big 5 personality traits on spending at Christmas. Zero-order correlations suggest holiday spending is associated with conscientiousness, neuroticism, and extraversion; the relationship with neuroticism persists after accounting for possible confounders including income and demographics. These results improve our understanding of how different personality traits predict how people respond to the environmental demands of the holiday season and have broader implications for how personality relates to consumer behavior.

The Impact of Framing on Acceptance of Cultured Meat

Cultured meat can be produced from growing animal cells in-vitro rather than as part of a living animal. This technology has the potential to address several of the major ethical, environmental, and public health concerns associated with conventional meat production. However, research has highlighted some consumer uncertainty regarding the concept. Although several studies have examined the media coverage of this new food technology, research linking different frames to differences in consumer attitudes is lacking. In an experimental study, we expose U.S. adults (n = 480) to one of three different frames on cultured meat: “societal benefits,” “high tech,” and “same meat.” We demonstrate that those who encounter cultured meat through the “high tech” frame have significantly more negative attitudes toward the concept, and are significantly less likely to consume it. Worryingly, this has been a very dominant frame in early media coverage of cultured meat. Whilst this is arguably inevitable, since its technologically advanced nature is what makes it newsworthy, we argue that this high tech framing may be causing consumers to develop more negative attitudes toward cultured meat than they otherwise might. Implications for producers and researchers are discussed.

Does it actually feel right? A replication attempt of the rounded price effect

How does the roundedness of prices affect product evaluations? The 'rounded price effect' postulates that depending on the context, rounded or non-rounded prices increase the purchase likelihood of consumers. The study presented here is a replication attempt of these findings and the proposed mediation of the effect through a sense of 'feeling right' when evaluating the product. p-Curve analysis and the R-Index are used to assess the robustness of the originally reported statistics since original data were not available. A pre-registered replication of study 5 from the original article was conducted in a sample of N=588 participants. For both the original product and one alternative product neither an interaction between price roundedness and context, nor a mediation through 'a sense of feeling right' was found. Our results suggest that the effect is either smaller than originally reported or contingent on other, not investigated factors. Further studies might investigate contingencies in larger samples.

The Development of a Bi-Lingual Assessment Instrument to Measure Agentic and Communal Consumer Motives in English and French

Consumer behavior is driven, in part, by the degree to which goods and services appeal to underlying motives for agency and communion. The purpose of this research was to develop a brief individual differences measure of these motivations for use in behavioral research and theoretical and applied consumer psychology and marketing studies. We employed a bi-lingual scale development procedure to create the 10-item Agentic and Communal Consumer Motivation Inventory (ACCMI) in English and French. Two studies show that the ACCMI is language invariant, demonstrates convergent and discriminant validity with consumer, motivational, and interpersonal constructs, and predicts evaluations of products described in agentic and communal terms, respectively, in both languages. The general conclusion of this research is that agency and communion provide a useful framework for understanding and studying consumer buying motivations. Discussion focuses on the relevance of motivational factors for studying human behavior and the applied utility of the ACCMI.

A Bayesian Multinomial Probit MODEL FOR THE ANALYSIS OF PANEL CHOICE DATA

A new Bayesian multinomial probit model is proposed for the analysis of panel choice data. Using a parameter expansion technique, we are able to devise a Markov Chain Monte Carlo algorithm to compute our Bayesian estimates efficiently. We also show that the proposed procedure enables the estimation of individual level coefficients for the single-period multinomial probit model even when the available prior information is vague. We apply our new procedure to consumer purchase data and reanalyze a well-known scanner panel dataset that reveals new substantive insights. In addition, we delineate a number of advantageous features of our proposed procedure over several benchmark models. Finally, through a simulation analysis employing a fractional factorial design, we demonstrate that the results from our proposed model are quite robust with respect to differing factors across various conditions.

Perception of acupuncture among users and nonusers: A qualitative study

This study uses a qualitative methodology to examine the perception of acupuncture among users and nonusers. Altogether 37 participants, age 35 or older, were interviewed. Participants' perception of advantages and disadvantages of adopting acupuncture, and their criteria in selecting acupuncturists, were collected. Results found that among the user group, acupuncture was perceived as being effective, having little side effects, and generating lasting impact. Among nonusers, acupuncture was perceived as lacking a clinical base, high risk, and nonstandardized. Nonusers had less confidence in acupuncture than biomedicine. Participants relied on social communication and the practitioner's professional qualifications in choosing acupuncturists. Marketing implications are discussed.

A Bayesian Vector Multidimensional Scaling Procedure Incorporating Dimension Reparameterization with Variable Selection

We propose a two-way Bayesian vector spatial procedure incorporating dimension reparameterization with a variable selection option to determine the dimensionality and simultaneously identify the significant covariates that help interpret the derived dimensions in the joint space map. We discuss how we solve identifiability problems in a Bayesian context that are associated with the two-way vector spatial model, and demonstrate through a simulation study how our proposed model outperforms a popular benchmark model. In addition, an empirical application dealing with consumers' ratings of large sport utility vehicles is presented to illustrate the proposed methodology. We are able to obtain interpretable and managerially insightful results from our proposed model with variable selection in comparison with the benchmark model.

Materialistic Values and Goals

Materialism comprises a set of values and goals focused on wealth, possessions, image, and status. These aims are a fundamental aspect of the human value/goal system, standing in relative conflict with aims concerning the well-being of others, as well as one's own personal and spiritual growth. Substantial evidence shows that people who place a relatively high priority on materialistic values/goals consume more products and incur more debt, have lower-quality interpersonal relationships, act in more ecologically destructive ways, have adverse work and educational motivation, and report lower personal and physical well-being. Experimentally activating materialistic aims causes similar outcomes. Given these ills, researchers have investigated means of decreasing people's materialism. Successful interventions encourage intrinsic/self-transcendent values/goals, increase felt personal security, and/or block materialistic messages from the environment. These interventions would likely be more effective if policies were also adopted that diminished contemporary culture's focus on consumption, profit, and economic growth.

Who does Red Bull give wings to? Sensation seeking moderates sensitivity to subliminal advertisement

This study assessed whether subliminal priming of a brand name of a drink can affect people’s choices for the primed brand, and whether this effect is moderated by personality traits. Participants with different levels of sensation seeking were presented subliminally with the words Red Bull or Lde Ublr. Results revealed that being exposed to Red Bull lead on average to small increases in participants’ preferences for the primed brand. However, this effect was twice as strong for participants high in sensation seeking and did not occur for participants low in sensation seeking. Going beyond previous research showing that situational factors (e.g., thirst, fatigue…) can increase people’s sensitivity to subliminal advertisement, our results suggest that some dispositional factors could have the same potentiating effect. These findings highlight the necessity of taking personality into account in non-conscious persuasion research.

FUNGIBILITY AND CONSUMER CHOICE: EVIDENCE FROM COMMODITY PRICE SHOCKS

We formulate a test of the fungibility of money based on parallel shifts in the prices of different quality grades of a commodity. We embed the test in a discrete-choice model of product quality choice and estimate the model using panel microdata on gasoline purchases. We find that when gasoline prices rise consumers substitute to lower octane gasoline, to an extent that cannot be explained by income effects. Across a wide range of specifications, we consistently reject the null hypothesis that households treat "gas money" as fungible with other income. We compare the empirical fit of three psychological models of decision-making. A simple model of category budgeting fits the data well, with models of loss aversion and salience both capturing important features of the time series.

Value of freedom to choose encoded by the human brain

Humans and animals value the opportunity to choose by preferring alternatives that offer more rather than fewer choices. This preference for choice may arise not only from an increased probability of obtaining preferred outcomes but also from the freedom it provides. We used human neuroimaging to investigate the neural basis of the preference for choice as well as for the items that could be chosen. In each trial, participants chose between two options, a monetary amount option and a "choice option." The latter consisted of a number that corresponded to the number of everyday items participants would subsequently be able to choose from. We found that the opportunity to choose from a larger number of items was equivalent to greater amounts of money, indicating that participants valued having more choice; moreover, participants varied in the degree to which they valued having the opportunity to choose, with some valuing it more than the increased probability of obtaining preferred items. Neural activations in the mid striatum increased with the value of the opportunity to choose. The same region also coded the value of the items. Conversely, activation in the dorsolateral striatum was not related to the value of the items but was elevated when participants were offered more choices, particularly in those participants who overvalued the opportunity to choose. These data suggest a functional dissociation of value representations within the striatum, with general representations in mid striatum and specific representations of the value of freedom provided by the opportunity to choose in dorsolateral striatum.

Turning virtual reality into reality: a checklist to ensure virtual reality studies of eating behavior and physical activity parallel the real world

Virtual reality (VR) provides a potentially powerful tool for researchers seeking to investigate eating and physical activity. Some unique conditions are necessary to ensure that the psychological processes that influence real eating behavior also influence behavior in VR environments. Accounting for these conditions is critical if VR-assisted research is to accurately reflect real-world situations. The current work discusses key considerations VR researchers must take into account to ensure similar psychological functioning in virtual and actual reality and does so by focusing on the process of spontaneous mental simulation. Spontaneous mental simulation is prevalent under real-world conditions but may be absent under VR conditions, potentially leading to differences in judgment and behavior between virtual and actual reality. For simulation to occur, the virtual environment must be perceived as being available for action. A useful chart is supplied as a reference to help researchers to investigate eating and physical activity more effectively.