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- 검색키워드
- 저자 : Gonzalez-Jimenez (검색결과 13 건)
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THE INTERPLAY BETWEEN ROBOT DESIGN, CUSTOMER PERCEPTIONS AND SERVICE OUTCOMES: A FSQCA PERSPECTIVE
Hector Gonzalez-Jimenez,Yang Sun 글로벌지식마케팅경영학회 2020 Global Marketing Conference Vol.2020 No.11
Prior social robotics research has shown that robot design influences if people perceive a robot as friendly, trustworthy, or safe (Castro-Gonzalez et al., 2016; Rosenthal-Von Der P?tten & Kr?mer, 2014). Meanwhile, recent conceptual work has suggested that social robots will increasingly be used in the front line of service encounters (Gonzalez-Jimenez, 2018; Van doorn et al., 2017). According to The International Journal of Social Robotics social robots are robots that can communicate and interact with humans, among themselves, and with the environment, within the cultural and social structure assigned to its role. Real examples of the inclusion of these robots in retail settings already exist. For instance, some retailers use Softbank´s robot Pepper to greet and inform customers. Social robots such as Pepper can use their sensors and cameras to interpret customer reactions and adapt accordingly. Moreover, the robot can even make product recommendations based on the assessed customer´s mood, age, gender and, if available, purchase history (McKenna, 2018). Not surprisingly, there is a vast market potential associated with these robots, which is expected to grow to 87 billion by 2025 (BCG, 2017).
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THE ROLE OF MATERIALISM AND SOCIAL COMPARISON IN CLOTHING CHOICES
Hector Gonzalez-Jimenez,Sujin Song 글로벌지식마케팅경영학회 2017 Global Fashion Management Conference Vol.2017 No.07
Individuals use material possessions such as clothes as a means to express their individual predispositions, values and position in their social environment (Kaiser et al., 2001). Evidence indicates that various individual differences such as hormone levels, body image perception and a cosmopolitan orientation influence clothing choices (Eisenbruch et al., 2015, Frith and Gleeson, 2004, Gonzalez-Jimenez, 2016). Moreover, body satisfaction, body mass index and trait self-objectification determine if individuals choose clothes for specific purposes such as fashion, comfort or camouflage (Tiggemann and Andrew, 2012). However, while these studies have made an important step towards understanding the influence of individual characteristics on clothing choices, there is a lack of studies that investigate the role of individuals’ materialist tendencies and propensity to engage in social comparison. We extend prior research on clothing choices by examining the associations between individuals’ materialist tendencies and social comparison propensity with sought clothing functions (i.e., fashion, comfort, etc.). Findings show that materialist individuals seek clothing for specific functions such as fashion, individuality and assurance, while avoiding clothes designed for comfort. Individuals’ propensity to engage in social comparison is linked with choosing clothes for fashion, individuality and assurance, but not for camouflage and comfort. Our study confirms that materialism and social comparison drive individuals to seek very specific clothing functions. Specifically, findings suggest that individuals use specific clothing types as a medium to establish their position in a social environment and to express their materialistic tendencies. Gender influences the tested relationships.
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Hector Gonzalez Jimenez,Fernando Fastoso,Kyoko Fukukawa 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7
This study empirically investigates how four individual-level characteristics impact the effect of the four self-congruity types on brand attitude. A widely used practice among marketers focuses on communicating that using their brands will bring consumers closer to how they would like to see themselves, their ideal self-concept (e.g. being a slim person like the models in the ads), instead of how they actually see themselves, their actual self-concept. However, recent research shows that there is no “universality” of a superior self-congruity effect. Specifically, individual-level characteristics (e.g. self-esteem levels, product involvement levels) determine if actual or ideal self-congruity impact brand perceptions more strongly (Mal?r, Krohmer, Hoyer & Nyffenegger, 2011). This study extends that research by (a) considering all four self-congruity types (actual, ideal, social, and ideal social) and (b) four additional individual-level characteristics, which are valuable for segmenting consumer markets within and across countries. The four individual-level characteristics are a dominant independent self-construal, interdependent self-construal, cosmopolitan orientation and local orientation. Considering these individual-level characteristics offers marketers insights on which of the four self-concept types they should try to match with their brand communications when targeting these specific consumer groups. Survey data from a non-student sample was collected in the US. After performing data cleaning procedures, 800+ usable responses were analysed with the use of PLS-SEM (Lohm?ller, 1989). The measurement models demonstrate satisfactory reliability, convergent and discriminant validity. Furthermore, the results suggest that the data is not compromised by non-response bias and common method variance. The structural models display satisfactory predictive capabilities of the four self-congruity types on brand attitude. The findings show that as expected an individual’s dominant independent self-construal, interdependent self-construal, cosmopolitan and local orientation impact which of the four self-congruity types has the strongest effect on brand attitude. For individuals with a dominant local orientation or interdependent self-construal, actual self-congruity has the strongest effect on brand attitude. For individuals with a dominant cosmopolitan orientation or independent self-construal, ideal self-congruity has the strongest effect on brand attitude. The findings of this study extend self-congruity theory by considering the effect of these four individual-level characteristics. Managerial implications are also presented.
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Hector Gonzalez Jimenez,Fernando Fastoso,Kyoko Fukukawa 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.4
This study empirically investigates how four individual-level characteristics impact the effect of the four self-congruity types on brand attitude. A widely used practice among marketers focuses on communicating that using their brands will bring consumers closer to how they would like to see themselves, their ideal self-concept (e.g. being a slim person like the models in the ads), instead of how they actually see themselves, their actual self-concept. However, recent research shows that there is no “universality” of a superior self-congruity effect. Specifically, individual-level characteristics (e.g. self-esteem levels, product involvement levels) determine if actual or ideal self-congruity impact brand perceptions more strongly (Malär, Krohmer, Hoyer & Nyffenegger, 2011). This study extends that research by (a) considering all four self-congruity types (actual, ideal, social, and ideal social) and (b) four additional individual-level characteristics, which are valuable for segmenting consumer markets within and across countries. The four individual-level characteristics are a dominant independent self-construal, interdependent self-construal, cosmopolitan orientation and local orientation. Considering these individual-level characteristics offers marketers insights on which of the four self-concept types they should try to match with their brand communications when targeting these specific consumer groups. Survey data from a non-student sample was collected in the US. After performing data cleaning procedures, 800+ usable responses were analysed with the use of PLS-SEM (Lohmöller, 1989). The measurement models demonstrate satisfactory reliability, convergent and discriminant validity. Furthermore, the results suggest that the data is not compromised by non-response bias and common method variance. The structural models display satisfactory predictive capabilities of the four self-congruity types on brand attitude. The findings show that as expected an individual’s dominant independent self-construal, interdependent self-construal, cosmopolitan and local orientation impact which of the four self-congruity types has the strongest effect on brand attitude. For individuals with a dominant local orientation or interdependent self-construal, actual self-congruity has the strongest effect on brand attitude. For individuals with a dominant cosmopolitan orientation or independent self-construal, ideal self-congruity has the strongest effect on brand attitude. The findings of this study extend self-congruity theory by considering the effect of these four individual-level characteristics. Managerial implications are also presented.
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Hector Gonzalez-Jimenez,Fernando Fastoso,Kyoko Fukukawa 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7
Research offers conflicting evidence with regard to the potential effectiveness of using authentic (focused on the actual self) versus aspirational branding (focused on the ideal self) strategies. This study extends previous research by modelling how four individual characteristics of value for cross-cultural market segmentation (an individual’s level of independence, interdependence, cosmopolitan orientation and local orientation) influence the actual and ideal self-congruity effects. The model is tested by using survey data from US (n=828) and Indian non-student consumers (n=824). Findings show that the actual self-congruity effect on brand attitude is stronger than the ideal self-congruity effect for interdependents and locals. Conversely, the ideal self-congruity effect on brand attitude is stronger than the actual self-congruity effect for independents and cosmopolitans. The study offers practitioners suggestions on the use of authentic versus aspirational branding strategies in their brand communications in order to elicit most positive brand attitude among consumers depending on their individual characteristics.
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Acupuncture Points and Their Relationship with Multireceptive Fields of Neurons
Salvador Quiroz-Gonzalez,Sergio Torres-Castillo,Rosa Estela Lopez-Gomez,Ismael Jimenez Estrada 사단법인약침학회 2017 Journal of Acupuncture & Meridian Studies Vol.10 No.2
In Traditional Chinese Medicine, acupuncture points (APs) have been emphasized as key elements that generate the therapeutic effects of acupuncture. At the spinal cord or supraspinal level, sensory neurons located in the dorsal horn receive an extensive supply of sensory information from skin and muscle receptors through peripheral afferent nerves. The stimulated skin area that influences the activity of a spinal sensory neuron is known as the peripheral receptive field (RF) of that neuron. By considering that a particular AP location involves the activation of one or various RFs, it can be assumed that several sensory central neurons are the site of convergence of the peripheral input generated by acupuncture stimulation. However, stimulation on nonacupoint sites could also activate skin areas with RFs that have been sensitized, and they could be involved in the generation of nonspecific effects of acupuncture, as seen in clinical practice. From the latter, it is suggested that effective APs, and even nonacupoints, are associated with a particular arrangement of RFs, and their study will be useful for understanding the intrinsic mechanisms of acupuncture and for the development and identification of more efficient sites and modes of acupuncture stimulation to evoke optimal therapeutic actions.
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A SOCIALISATION PERSPECTIVE ON MALE MILLENNIALS’ GROOMING HABITS
Juliana Akrobetu,Hector Gonzalez-Jimenez 글로벌지식마케팅경영학회 2017 Global Fashion Management Conference Vol.2017 No.07
This article explores how the concepts of masculinity and socialisation influence the decision-making process young males undergo when purchasing and using typically feminine related products (Beauregard, 2007). We use socialisation theory to understand the varying differences in the progression and perceptions of males today with regard to masculinity and skincare products. The article utilises a scenario exercise to cross reference their attitudes to male skin care brands and we propose that male attitudes to skincare and their socialised background are inherently linked. The result show six latent themes driven by theory-led coding (Kotler, 2000; Otnes and McGarth, 2001; Kraft and Weber, 2012). The ‘act’ of masculinity and the ‘adoption of femininity’ explain the influences in early socialisation. Meanwhile, ‘efficiency’ (or practicality), ‘help’, ‘trust’ and ‘past experience’ are additional influencers in the decision-making process. Specifically, males with predominantly female skincare users in the home embrace skincare related products, whereas males who were brought up to ‘act’ like men, particularly without a father presence in the home, are more likely to adhere to the masculine stereotype and avoid using such products. Finally, males with a strong father figure in the home are found to differentiate from their fathers, either by avoiding the same brands or choosing not to use the products at all. These behaviours (social, psychological and personal) are the external factors which ultimately affect their final purchase choice. Overall, the article offers an extended understanding on these external influences that drive the purchase decision of this under-researcher consumer segment.
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POSITIVE AND NEGATIVE E-WOM INFLUENCE ON CONSUMER ETHNOCENTRISM
Yang Sun,Hector Gonzalez-Jimenez,Shenghui Wang 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07
E-WOM is described as all informal communications directed at consumers through Internet-based technology related to the usage or characteristics of particular goods and services, or their sellers (Litvin, Goldsmith and Pan, 2008). In contrast with conventional WOM, e-WOM has unique characteristics. For instance, it often occurs in strangers or fellow consumers, and can be and can be anonymous (Goldsmith & Horowitz 2006; Sen & Lerman 2007). In this regard, people feel free to express opinions without identity disclosure (Goldsmith & Horowitz 2006). INTRODUCTION In a word dominated by social media, the diffusion of e-WOM is undoubtedly speeding up. Plus the international trade prevailing, people can experience products from all over the world at home, and they typically collect both positive and negative e-WOM for domestic and foreign brands with the aim of comprehensively evaluating the brands and their products. It is worth mentioning that in reality consumers often adheres to consumer ethnocentrism (CE) to counter the significant effects of imports on domestic economies and defend against foreign products in local markets. So far, there has been relatively little research on the effect of e-WOM on CE. In our study, we employ social media to discover the impacts of e-WOM on CE with respect to domestic and foreign smart phone brands from the Chinese e-WOM receiver’s perspective. Simultaneously, we test consumer pride and prejudice toward mature industries in the home country. Drawing on survey data from 302 consumers, our study reveals several significant findings. First, positive e-WOM regarding local brands may enhance CE, whereas positive e-WOM regarding foreign brands may reduce CE. Second, Negative e-WOM may break the advantage of CE for domestic brand, which result in the dominance of foreign brand. Third, positive e-WOM may enhance brand equity for both domestic and foreign brands. By contrast, negative e-WOM has no significant influence on Chinese consumers’ attitude toward brand equity. Finally, CE has positive influence on brand equity for domestic brand but not effect on foreign brand. To our best of knowledge, our paper is the first to study the effect of e-WOM on CE, which enriches the relevant theory with regard to CE.
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