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Felix Septianto,황명호,정재석 한국마케팅학회 2014 ASIA MARKETING JOURNAL Vol.16 No.2
Although previous works have established that mood can considerably influence consumer behavior(Vohs et al. 2007), they provided inconsistent results (Cohen et al. 2008). In particular, previousworks only examined the willingness of consumers to regulate their mood and implicitly assumed thatconsumers have the control to regulate their mood states. Thus, this research intends to fill thecurrent gap in the extant literatures by investigating whether consumer locus of control (CLOC) canact as a moderator for mood effects on consumers’ likelihood to purchase. In an experiment, participants’ CLOC was initially measured. Afterwards, they watched differentvideo clips to induce different mood states. Finally, participants rated their likelihood to purchaseafter seeing an advertisement. The results suggest that, in the positive mood, CLOC tendencies donot impact consumers’ likelihood to purchase. However, in the negative mood, internal CLOC consumersshow a higher likelihood to purchase than external CLOC consumers. This phenomenon occurs becauseconsumers with high internal CLOC tendencies have the motivation to regulate their negative mood. These findings extend the extant literatures in four aspects. First, this paper shows that the CLOCtendencies could influence consumers’ motivation to regulate their negative mood. Second, thisresearch examines the moderating effect of CLOC in the relationship between mood and consumers’likelihood to purchase. Third, the results add further evidence regarding the role of negative mood inthe self-regulation process. Finally, this research also shows that mood can unconsciously influenceconsumer behavior. This paper provides two managerial implications. First, marketers should considerthe mood states and consumers’ control tendencies in creating advertisements. Second, firms in retailor service business should aim to evoke a positive mood on consumers so that their CLOC tendencieswould not influence their behaviors.
Felix Septianto,Jake Ana,Bambang Soegianto 한국마케팅과학회 2019 마케팅과학연구 Vol.29 No.3
Prior research in charitable giving and prosocial behavior has identified that demographic and psychological factors can influence consumer intentions to donate. However, such research has mostly examined the net effects of such factors. The current research aims to address this important issue by employing fuzzy-set qualitative comparative analysis (fsQCA) and exploring different combinations of moral emotion, moral judgment, moral identity, and demographic factors that lead to higher customer intentions to donate time and money. In doing so, this research provides concrete managerial implications by highlighting the importance of personalized and targeted marketing strategies.
THE ROLE OF REGULATORY MODE AND POSITIVE EMOTION IN SOCIAL MEDIA ENGAGEMENT
Felix Septianto,Frank Mathmann 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07
There is a growing trend towards consumption of meat alternatives. In response to rising demand, many brands add meat alternative options to their offerings (e.g., Impossible Whopper from Burger King, McPlant from McDonald’s). Consistent with this trend, a growing literature explores how to encourage consumers to reduce meat consumption and increase acceptance of meat alternatives. However, there are two major limitations in literature. First, most studies in this area do not employ real behavioral outcomes as the focal dependent variable. As a result, we cannot be certain that such findings can be extrapolated into real-world settings. Second, the majority of studies have focused on cognitive factors in investigating acceptance of meat alternatives. Hence, there is a need to attend more to affective factors when investigating how we can advertise meat alternatives. Against this backdrop, the present research investigates the interactive effect between regulatory mode (a motivational factor) and positive emotion (an affective factor) for driving social media engagement in advertising meat alternatives. Regulatory mode theory posits that consumers engage in goal pursuit by adopting locomotion (a motivation to “just do it”) and assessment orientations (a motivation to “do the right thing”). We propose that different, discrete positive emotions could interact with regulatory mode to create “fit” effects. Specifically, the fit between assessment orientation and the emotion of awe, and between locomotion orientation and the emotion of love will lead to increased social media engagement.