Impact of Individual's Regulatory Focus on Value Perceptions of and Willingness to Invest towards Online Mass-Customized Fashion

Bhaduri, Gargi,Kim, Jihyun The Costume Culture Association 2018 Fashion, industry and education Vol.16 No.1

The purpose of this study was to investigate the influence of consumers' regulatory focus on their perceived values of the product as well as shopping process, and willingness to invest resources for online mass-customized products. Data were collected using an online survey from 251 young adult consumers, particularly those who have prior purchase experience of mass-customized products. Interpretation of results indicated that consumers' promotion regulatory focus impacted their perceived values of the product (social, emotional, monetary, and epistemic but not performance), perceived values of the shopping process (hedonic and utilitarian), and willingness to invest more money, time and effort. However, as anticipated, prevention regulatory focus had no significant influence on the dependent variables. Researchers provide crucial implications for brands of online mass-customized products to segment their market based on regulatory orientation, as well as better cater to customer demands by positioning their products as offering benefits that specifically caters to the needs of such consumers.

Expectations matter: Evaluation of brand’s proenvironmental initiatives based on consumers’ brand schemas and brand familiarity

Gargi Bhaduri 한국마케팅과학회 2020 Journal of Global Fashion Marketing Vol.11 No.1

This manuscript focuses on how consumers evaluate a brand’s proenvironmental messages, its pro-environmental initiatives, and the brand itself as the effect of consumers’ schema-congruity and their ability to resolve incongruity. The study uses brands both familiar and unfamiliar to participants. An online experiment was conducted using 402 respondents. Findings indicated that consumers’ perceived message persuasiveness, their trust toward the brand’s pro-environmental initiatives, brand affect, attitude toward the brand, and eventually their behavioral intention were most favorable for congruent messages, followed by when incongruity was resolved and least when incongruity was not resolved. These findings were applicable to both familiar and unfamiliar brands. In addition, consumers’ attitude toward the brand before and after message exposure were different, with change being most positive for incongruity resolution for unfamiliar brands and least for incongruity nonresolution for familiar brands. The findings are important for established apparel brands that suffer from negative reputations but are willing to revitalize their images, and for new ventures who want to establish their image as pro-environmental. In addition, the findings contribute and extend theory by identifying a boundary condition for the schema-congruity theory.

Impact of Individual’s Regulatory Focus on Value Perceptions of and Willingness to Invest towards Online Mass-Customized Fashion

( Gargi Bhaduri ),( Jihyun Kim ) 복식문화학회 2018 Fashion, industry and education Vol.16 No.1

The purpose of this study was to investigate the influence of consumers’ regulatory focus on their perceived values of the product as well as shopping process, and willingness to invest resources for online mass-customized products. Data were collected using an online survey from 251 young adult consumers, particularly those who have prior purchase experience of mass-customized products. Interpretation of results indicated that consumers’ promotion regulatory focus impacted their perceived values of the product (social, emotional, monetary, and epistemic but not performance), perceived values of the shopping process (hedonic and utilitarian), and willingness to invest more money, time and effort. However, as anticipated, prevention regulatory focus had no significant influence on the dependent variables. Researchers provide crucial implications for brands of online mass-customized products to segment their market based on regulatory orientation, as well as better cater to customer demands by positioning their products as offering benefits that specifically caters to the needs of such consumers.

Self-monitoring tendency and fashion involvement: Antecedents and consequences of perceived relative value of mass-customized fashion products in a gift-giving context

김지현,Gargi Bhaduri 한국마케팅과학회 2019 Journal of Global Fashion Marketing Vol.10 No.4

The process of mass customizing a product online hugely eclipses with that of gift selection due to similarity in nature of both the processes where one would devote considerable time, effort, and financial resources as well as cognitive and/or emotional factors. Using the integrated Stimulus-Organism-Response (S-O-R) paradigm, this study aims to shed light on the impact of gift-givers’ personal traits on their value perceptions of and attitude toward gifting online mass-customized fashion products to their close family and friends. Using a quantitative approach and a purposive sample, usable responses from 388 Generation Z consumers were obtained. Structural equation modeling results demonstrated that gift-givers’ personal traits had significant impacts on their perception of mass-customized fashion product attributes as well as value perception of such products and, in turn, had an indirect impact on attitude toward purchasing such products as a gift for friends and family. We found that perceived salience of products attributes had the largest impact on the perceived relative value of mass-customized fashion products, which, in turn, positively influence their attitude toward giving online mass-customized fashion products to close family and friends.

Investigating the direct and indirect effects of perceived corporate hypocrisy on turnover intentions

Goswami Saheli,Bhaduri Gargi 한국마케팅과학회 2021 Journal of Global Fashion Marketing Vol.12 No.3

Perceived corporate hypocrisy, a perception of corporations claiming to have a virtuous character that they do not really possess, is a growing concern for US businesses. The purpose of this study was to investigate the impact of retail employees’ perceived corporate hypocrisy (PCH) related to corporations’ moral responsibility efforts on their work-related behaviors, namely turnover intentions, mediated by their lack of trust and poor attitude towards the corporation. An online self-reported survey was conducted using 520 adult US retail employees. The study results revealed that PCH positively impacted employee turnover intention, participants’ lack of trust in the corporation as well their less favorable attitude towards the same. Also, both lack of trust and less favorable attitude mediated the relation between PCH and turnover intention. The study provides implications for corporations and indicates that given employees are irreplaceable resources to the corporation and can act as creators of competitive advantages, it is essential that corporations take initiatives to align their moral values with those of their employees or risk losing them.

Disheartened consumers: impact of malevolent apparel business practices on consumer’s heart rates, perceived trust, and purchase intention

Jung Ha-Brookshire,Gargi Bhaduri 한국의류학회 2014 Fashion and Textiles Vol.1 No.1

In response to consumers’ increasing desires to know about apparel businesses’ ethical/responsible practices and the importance of trust between a firm and its consumers in today’s marketplace, this study investigated how distrustful messages, specifically malevolent messages, affect consumers’ perceived trust and purchase intention. The results of 67 participants’ heart rate deceleration patterns and psychometric responses from a randomized experimental design showed that participants experienced greater heart rate deceleration during exposure to messages about a firm’s malevolent business practices, than during messages about benevolence. Indeed, consumers seemed to get more disheartened when they were exposed to messages about malevolent business activities, and these messages seemed to affect consumers’ perceived trust and purchase intention. The study concludes with important business implications for building and strengthening trust, or reducing and eliminating distrust, with consumers.