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A special issue of Behavioral Sciences (ISSN 2076-328X). This special issue belongs to the section "Organizational Behaviors".

Deadline for manuscript submissions: closed (31 December 2022) | Viewed by 50359

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Special Issue Editors

Dr. Osmud Rahman

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Guest Editor

Fashion at the School of Creative Industry, Toronto Metropolitan University, Toronto, ON, Canada
Interests: consumer behavior; fashion consumption; culture and identity; body image; cross-cultural study; subculture; aging consumers; eye-tracking research; sustainability; marketing
Special Issues, Collections and Topics in MDPI journals

Dr. Gabriel R. D. Levrini

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Guest Editor

The School of Management and Marketing, Curtin University, Perth, Australia
Interests: euromarketing; neurophysiological responses; consumer behavior; retail and food consumer response; fashion
Special Issues, Collections and Topics in MDPI journals

Special Issue Information

Dear Colleagues,

Consumers typically consume and publicly display products such as fashion, jewelry, and cars in particular to express themselves, (re)construct their identity, elevate their social status, conform to a socially acceptable norm (generalized other), and/or affiliated with desired social groups (significant others). In other words, consumer goods can be used as a nonverbal communicator or “social glue” to communicate and connect with others. More specifically, consumption plays a significant role in identity development, impression formation, and appearance management of young consumers, including millennials and Generation Z. Prior research has demonstrated that the way in which people portray themselves in various situations is associated with their cognitive and affective judgments and decision-making. However, emotional feelings are difficult to verbalize and interpret. To gain a deeper understanding of how people perceive themselves, others, and products, mixed-research methods and technological devices (e.g,. eye-tracking, virtual reality, EEG, NIRS, fMRI, MEG, data mining, machine learning) can be utilized to provide a more reliable, objective and nonbiased assessment of people’s attention and reactions towards an object (e.g., consumer product) and/or individual (e.g., significant others) in different sociocultural contexts. For example, emotional, mental, behavioral, and physiological reactions of a person can be measured through visual attention, gaze behavior, facial expressions, and physiological signals. With this perspective, it seems imperative and appropriate to employ mixed-research methods to examine and uncover the complex relationships between consumers’ affective reactions, consumption situations, identity formation, and presentation of self. The aim of this Special Issue is to provide practical, conceptual, and/or theoretical insights into the field of consumer behavior from a variety of perspectives: consumption and identity formation, consumption and presentation of self, and consumption and affective reactions.

This Special Issue focuses on fusing new developments with research on behavioral sciences. Submissions should explicitly speak to one or more of the following themes:

Consumption and identity formation;
Culture and identity formation;
Identity in the consumer market: media (traditional and digital);
Identity and (in)conspicuous consumption;
Transnational identity;
Ethnic/cultural identity in a multicultural market environment;
Products (high-/low-involvement) and consumer identity;
Identity, demographics, and consumer behavior;
Consumer behavior, identity, and millennials;
Gendered marketing and advertising;
Consumption and presentation of self;
Social conformity and symbolic consumption;
Consumer behavior and self-concept;
Publicly consumed products and social self;
Consumer identity and social self;
Privately consumed products and private self;
Cognitive and affective judgments on consumption;
Consumer perception and presentation.

Prof. Dr. Osmud Rahman
Dr. Gabriel R. D. Levrini
Guest Editors

Manuscript Submission Information

Manuscripts should be submitted online at www.mdpi.com by registering and logging in to this website. Once you are registered, click here to go to the submission form. Manuscripts can be submitted until the deadline. All submissions that pass pre-check are peer-reviewed. Accepted papers will be published continuously in the journal (as soon as accepted) and will be listed together on the special issue website. Research articles, review articles as well as short communications are invited. For planned papers, a title and short abstract (about 100 words) can be sent to the Editorial Office for announcement on this website.

Submitted manuscripts should not have been published previously, nor be under consideration for publication elsewhere (except conference proceedings papers). All manuscripts are thoroughly refereed through a single-blind peer-review process. A guide for authors and other relevant information for submission of manuscripts is available on the Instructions for Authors page. Behavioral Sciences is an international peer-reviewed open access monthly journal published by MDPI.

Please visit the Instructions for Authors page before submitting a manuscript. The Article Processing Charge (APC) for publication in this open access journal is 2200 CHF (Swiss Francs). Submitted papers should be well formatted and use good English. Authors may use MDPI's English editing service prior to publication or during author revisions.

Keywords

consumption
identity
demographics
self-concept
affective judgments
social conformity
consumer market
marketing
advertising
media

Published Papers (14 papers)

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Research

22 pages, 1109 KiB

Open AccessArticle

Environmentally Responsible Purchase Intention in Pacific Alliance Countries: Geographic and Gender Evidence in the Context of the COVID-19 Pandemic

by Elizabeth Emperatriz García-Salirrosas, Juan Carlos Niño-de-Guzmán, Ledy Gómez-Bayona and Manuel Escobar-Farfán

Behav. Sci. 2023, 13(3), 221; https://doi.org/10.3390/bs13030221 - 3 Mar 2023

Cited by 9 | Viewed by 2942

Abstract

The objectives of this research were: (1) to examine the influence of environmental awareness (EA), sustainable consumption (SC) and social responsibility (SR) on the environmentally responsible purchase intention (ERPI) of consumers in the member countries of the Pacific Alliance, namely, Chile, Colombia, Mexico and Peru; and (2) to analyze whether there is a moderating effect related to the country of residence and gender of the consumer. The study was conducted under a quantitative and cross-sectional approach. The sample consisted of 1646 consumers: 24.4% from Peru (n = 402), 25.4% from Mexico (n = 418), 26.1% from Colombia (n = 401) and 24.1% from Chile (n = 397). Data analysis and hypothesis testing were performed using a multigroup Structural Equation Model (SEM). The results show a positive influence among environmental awareness (EA), sustainable consumption (SC) and social responsibility (SR) on environmentally responsible purchase intention (ERPI). Gender and country of residence were also shown to be moderating variables in these relationships. In conclusion, it can be affirmed that the participants of this study recognize the importance of acquiring environmentally friendly products. Among them, the female population is more aware of this issue. It is recommended new business models be created to provide products and services oriented to this market according to consumers’ tastes, desires and purchasing preferences; the proposals they have should be friendly to the environment and to society. Full article

(This article belongs to the Special Issue Consumption, Identity, Demographics and Self-Concept)

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17 pages, 1052 KiB

Open AccessArticle

Intention to Purchase Eco-Friendly Handcrafted Fashion Products for Gifting and Personal Use: A Comparison of National and Foreign Consumers

by Dindin Saepudin, Alireza Shabani Shojaei, Belem Barbosa and Isabel Pedrosa

Behav. Sci. 2023, 13(2), 171; https://doi.org/10.3390/bs13020171 - 14 Feb 2023

Cited by 5 | Viewed by 4239

Abstract

This study aims to examine consumer intention to purchase eco-friendly, handcrafted fashion products made from upcycled clothing and traditional Indonesian batik fabric. Data were collected via an online questionnaire with 289 participants, including both Indonesian and non-Indonesian consumers. The hypotheses were tested using structural equation modeling in SmartPLS 3. The results showed that fashion motivation and perceived value positively impacted the intention to purchase this type of product for personal use and for gifting. The perceived price had a positive effect on purchase intention for gifting. Altruistic motivations affected attitudes but not purchase intentions. Differences were identified between national and foreign consumers regarding the impact of price perception on attitudes and personal purchase intentions. The study provides practical implications for small businesses, artisan crafts, and entrepreneurs. Full article

(This article belongs to the Special Issue Consumption, Identity, Demographics and Self-Concept)

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21 pages, 2446 KiB

Open AccessArticle

Waking up “We” or “I”? How Start Temporal Landmarks Influence Arousal Product Preferences

by Shichang Liang, Bin Lan, Rulan Li, Min Zhang, Yuxuan Chu, Lili Teng and Lingling He

Behav. Sci. 2023, 13(1), 67; https://doi.org/10.3390/bs13010067 - 12 Jan 2023

Cited by 1 | Viewed by 1858

Abstract

Start temporal landmark is the beginning of a period of time. Previous research has established that individuals have the need for arousal at the start temporal landmarks but less research has focused on individual differences and the relationship between self and others (independent vs. interdependent). This research examines the influence of individuals’ self-construal on the relationship between start temporal landmarks and arousal product preference. Three experiments with 1136 participants were recruited from a university, community, and online store in Southern China. The data were analyzed by Cochran–Mantel–Haenszel on SPSS 26.0 software program. The results showed that self-construal influenced the effect of start temporal landmarks on arousal product preference. Specifically, compared with ordinary temporal landmarks, individuals with interdependent self-construal prefer high arousal products under start temporal landmarks, whereas those with independent self-construal show no significantly different preference for high or low arousal products under the start temporal landmarks. Furthermore, psychological resources play a mediating role. This research extends the theoretical research on self-construal in the field of temporal landmarks and arousal. It also has important practical implications for improving the sales of high arousal products. Full article

(This article belongs to the Special Issue Consumption, Identity, Demographics and Self-Concept)

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16 pages, 533 KiB

Open AccessArticle

The Hometown Is Hard to Leave, the Homesickness Is Unforgettable—The Influence of Homesickness Advertisement on Hometown Brand Citizenship Behavior of Consumers

by Chenwen Wei, Chao Wang, Lili Sun, Anxin Xu and Manhua Zheng

Behav. Sci. 2023, 13(1), 54; https://doi.org/10.3390/bs13010054 - 6 Jan 2023

Cited by 2 | Viewed by 1873

Abstract

The hometown brand is symbolic of a hometown and can induce homesickness in consumers. Especially for those who live in other countries, it can stimulate their inner sense of belonging, self-identity, and effectiveness, in turn generating a series of brand behaviors and promoting sustainable brand development. In this study, we adopt a situational experimental research method from the perspective of sense of place theory and social exchange theory in order to assess the regulatory mechanism of place attachment through the mediating mechanism of psychological ownership. In this way, we explore the mechanism underlying the relationship between homesickness advertising (vs. non-homesickness advertising) on the hometown brand citizenship behavior of consumers. Our findings suggest that (1) homesickness advertising has a more positive effect on consumer hometown brand citizenship behavior than non-homesickness advertising; (2) psychological ownership plays a fully mediating role in the relationship between homesickness advertising (vs. non-homesickness advertising) and consumer hometown brand citizenship behavior; and (3) place attachment plays a moderating role in the influence of homesickness advertising (vs. non-homesickness advertising) on the hometown brand citizenship behavior of consumers through psychological ownership. Full article

(This article belongs to the Special Issue Consumption, Identity, Demographics and Self-Concept)

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21 pages, 531 KiB

Open AccessArticle

The Relationship between Corporate Social Responsibility on Social Media and Brand Advocacy Behavior of Customers in the Banking Context

by Shijiao Huang, Xu Hai, Nawal Abdalla Adam, Qinghua Fu, Aqeel Ahmad, Daniela Zapodeanu and Daniel Badulescu

Behav. Sci. 2023, 13(1), 32; https://doi.org/10.3390/bs13010032 - 29 Dec 2022

Cited by 1 | Viewed by 3050

Abstract

This research study aims to investigate the relationship between corporate social responsibility (CSR)-related communication on social media and brand advocacy behavior of retail banking customers in a developing country. This study also proposes a dual mediating mechanism of customer engagement and customer-company identification in the above-proposed relationship. The data were collected from retail banking customers with the help of a self-administered questionnaire (n = 356). To test the hypothesized relationships, a theoretical model was developed in this study. For hypothesis testing, we used the structural equation modeling (SEM) technique in AMOS software. The empirical analysis results confirmed our theoretical assumption that the manifestation of CSR-related communication on social media by a bank significantly influenced the advocacy behavior of retail banking customers. Our study also confirmed the mediating function of customer engagement and customer-company identification. The findings of this study offer different implications for the banking sector. For example, our study highlights the critical role of CSR-related communication on social media for meaningful customer–brand relationships by promoting the advocacy behavior of customers. Full article

(This article belongs to the Special Issue Consumption, Identity, Demographics and Self-Concept)

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18 pages, 989 KiB

Open AccessArticle

Antecedents and Consequences of Banking Customers’ Behavior towards Social Media: Evidence from an Emerging Economy

by Lei Zhang, Sher Akbar, Alin Mihai Tomuș and Alina Georgiana Solomon

Behav. Sci. 2022, 12(12), 518; https://doi.org/10.3390/bs12120518 - 17 Dec 2022

Cited by 1 | Viewed by 2463

Abstract

Due to the aggressive competitive climate in practically every sector, modern firms in the digital age confront a variety of hurdles for survival and growth. Technology, mainly digital technology, has altered global business practices. To stay ahead of their competitors, marketers need to develop new strategies that make use of digital technology. Using more conventional forms of competition will not result in spectacular outcomes. In this respect, the rise of social media is a game-changer in marketing since it provides marketers with a strategic touchpoint to engage customers with a brand. Still, it is also important to note the customer’s attitude towards social media. Previous studies have, for the most part, ignored the connection between programs involving corporate social responsibility (CSR) and positive experiences for customers. As a result, the current study intends to evaluate the relationship between customer-related CSR activities on social media, customer attitude towards social media, and consumer behavioral outcomes, such as purchase intentions (PI) and electronic word of mouth (E-WOM). Information was collected from banking customers in a developing economy and evaluated with Smart PLS 4.0. According to the findings, customer-related corporate social responsibility activities carried out on social media have an effect on attitudes toward social media, customer behavioral outcomes, such as electronic word of mouth (E-WOM), and buying intentions. The findings also show that a consumer’s feelings toward a brand can bridge the gap between customer-related CSR, E-WOM, and purchase intentions. The current study’s outcomes can help policymakers comprehend the value of CSR practices from the standpoint of marketing, which is something that most CSR researchers overlook. Full article

(This article belongs to the Special Issue Consumption, Identity, Demographics and Self-Concept)

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16 pages, 978 KiB

Open AccessArticle

How Does the Concept of Guanxi-circle Contribute to Community Building in Alternative Food Networks? Six Case Studies from China

by Yanyan Li, Zhenzhong Si, Yuxin Miao and Li Zhou

Behav. Sci. 2022, 12(11), 432; https://doi.org/10.3390/bs12110432 - 2 Nov 2022

Cited by 2 | Viewed by 2197

Abstract

As social innovations that help to transition towards a more sustainable food system, alternative food networks (AFNs) in China have attracted much scholarly attention in recent years. However, studies of the community building behavior of AFNs at the micro-level in the Chinese social context are scant. Through in-depth case studies conducted between 2017 and 2021 and social network analysis, our study examines how founders of AFNs successfully facilitate community building among their customers. We find that in China, the traditional social-cultural construct, guanxi, plays a critical role in AFNs’ community formation and expansion. The study identifies a three-stage framework for understanding the community building process of AFNs. First, a group of guanxi of the same kind would form a guanxi-circle. Second, the initial guanxi-circle is enhanced and expanded to multiple secondary guanxi-circles. Third, these multiple guanxi-circles together and the interactions among them constitute the community of AFNs. We argue that to strengthen the community, AFNs operators should inspire key members to form secondary guanxi-circles by enhancing their cognitive trust and emotional trust. Full article

(This article belongs to the Special Issue Consumption, Identity, Demographics and Self-Concept)

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17 pages, 843 KiB

Open AccessArticle

Analyzing the Housing Consumer Preferences via Analytic Hierarchy Process (AHP) in Dubai, United Arab Emirates

by Chuloh Jung, Nahla Al Qassimi, Naglaa Sami Abdelaziz Mahmoud and Sang Yeal Lee

Behav. Sci. 2022, 12(9), 327; https://doi.org/10.3390/bs12090327 - 9 Sep 2022

Cited by 11 | Viewed by 3026

Abstract

Dubai was one of the top three real estate destinations in the world for investment in 2020. This paper aims to understand the order of preference for various housing determinants by housing consumers in Dubai. As a methodology, a survey was conducted on Dubai residents, and Analytic Hierarchy Process (AHP) was performed to identify the housing determinants and consumers’ preferences. In addition, the respondents’ demographic characteristics identified priorities by income, place of residence, age, gender, and type of house. The results showed that housing consumers place importance on housing price and rent (0.0918), and the investment value (0.0866). However, there was no serious consideration for social and psychological factors, other than safety (0.0730). Regarding gender, men place more importance on the housing price and rent (0.113), and the investment value (0.110). In comparison, women place more importance on factors such as the convenience of transportation (0.104), safety (0.093), and residential environment (0.082). In the age groups, the interest in the educational environment (0.081) among the 40-year-olds was relatively high. In terms of monthly income, the higher the income, the higher the interest in investment value (0.086). Full article

(This article belongs to the Special Issue Consumption, Identity, Demographics and Self-Concept)

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13 pages, 244 KiB

Open AccessArticle

Investigating the Effect of Compassion Fade in Volunteer Tourism

by Sae-Mi Lee

Behav. Sci. 2022, 12(9), 319; https://doi.org/10.3390/bs12090319 - 4 Sep 2022

Viewed by 1597

Abstract

This study investigated the relationship between the type of volunteer tourism (human vs. flora vs. fauna) and the type of message (individual with no statistic vs. individual with small statistic vs. individual with large statistic) and potential tourists’ attitudes towards volunteer tourism and their intention to donate their time. To do so, this study conducted a between-subject 3 × 3 factorial design online experiment, where the influences of compassion fade on attitudes and behavioral intention to donate time for volunteer tourism, along with the impacts of positive affect, emotional involvement, and credibility, were examined. The results of the current study revealed that type of volunteer tourism and type of message do not affect attitude towards volunteer tourism and attitude towards the ad. Further analysis indicated that, among all three mediating variables, only positive affect mediated the relationship between type of volunteer tourism and attitude towards volunteer tourism, and all other hypotheses were not statistically significant. Moreover, the results indicated that there is a positive relationship between perceived ad credibility and attitude towards the ad, and also between perceived ad credibility and attitude towards volunteer tourism. The implications of these results are discussed based on the empirical findings. Full article

(This article belongs to the Special Issue Consumption, Identity, Demographics and Self-Concept)

13 pages, 532 KiB

Open AccessArticle

Men’s Physical Stature: Tackling Heightism and Challenges in Fashion Consumption

by Osmud Rahman and Henry Delgado Navarro

Behav. Sci. 2022, 12(8), 270; https://doi.org/10.3390/bs12080270 - 5 Aug 2022

Cited by 5 | Viewed by 3223

Abstract

In light of the limitations of previous research on fashion consumption by short men, the present study was undertaken to examine the relationship between male body image, height perceptions, clothing choice, garment fit, and heightism. In this study, 3D body scanning technology and in-depth interviews were employed to investigate the relational effects between men’s height, body image, and clothing consumption. In total, twelve men exhibiting a height of 5′ 8″ or less participated. The findings indicate that “heightism” is prevalent in today’s society. As well, the results reveal that overall appearance and physical stature become less important as people grow older. It is evident that short male consumers encounter challenges when they shop for fashionable and well-fitting clothing. They are underserved by the fashion industry and often impacted by judgmental biases. The study supports that garment alteration and buying clothes from the children’s section, or a bespoke tailor are not ideal solutions for short men. Furthermore, many of them just accept the fact that they are short and try to find ways to alleviate their frustration when consuming fashion. Full article

(This article belongs to the Special Issue Consumption, Identity, Demographics and Self-Concept)

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17 pages, 702 KiB

Open AccessArticle

How Consistent Are Consumers in Their Decisions? Investigation of Houseplant Purchasing

by Melinda J. Knuth, Hayk Khachatryan and Charles R. Hall

Behav. Sci. 2021, 11(5), 73; https://doi.org/10.3390/bs11050073 - 12 May 2021

Cited by 7 | Viewed by 3459

Abstract

This paper examines the impact of intrinsic consumer attributes on decision consistency in houseplant purchasing intentions. Subjects reported their likelihood to buy (LTB) for themselves and as a gift at perceived bargain and getting expensive price levels. The sample was analyzed according to those who switched their LTB ratings to relatively lower values versus subjects who did not by using their demographic characteristics and responses to plant buying behavior questions. Secondly, subjects who had high initial purchase intents were analyzed versus those who had low initial purchase intents. The results indicate that inconsistent purchase decisions are more likely to occur at the perceived getting expensive price level than the perceived bargain price points. Additionally, there are very few demographic differences among the plant buyers who are consistent with their purchase intent versus inconsistent, indicating that external environmental cues may have more of an influence on purchase consistency than intrinsic cues. This information can be utilized by greenhouse and retail firms to understand when a consumer is less likely to change their plant purchase decision with a high initial intent. These price points can help firms optimize their current price offerings within the market and create dialogues with partnering box stores. Full article

(This article belongs to the Special Issue Consumption, Identity, Demographics and Self-Concept)

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16 pages, 1057 KiB

Open AccessArticle

The Influence of Price on Purchase Intentions: Comparative Study between Cognitive, Sensory, and Neurophysiological Experiments

by Gabriel R. D. Levrini and Mirela Jeffman dos Santos

Behav. Sci. 2021, 11(2), 16; https://doi.org/10.3390/bs11020016 - 25 Jan 2021

Cited by 27 | Viewed by 7242

Abstract

Price is considered one of the most important attributes in consumer’s choice. On the other hand, consumer’s knowledge about price tends to be imprecise. This study aims at providing new insights analyzing consumers’ perception of retail store brand (focused on Skin Care Products) comparing with two other skin care products, a premium, and a popular national brand. Second, to analyze the association price versus quality variables in the purchasing decision process. Third, to demonstrate the influence of both, unconscious and cognitive process during the purchase choice intention. Through Neuromarketing tools and protocols (quantitative and qualitative), the study exposes participants to a blind test of the three products and asks participants to talk about their sensory impressions like scent, feelings, and products texture. Using facial electromyography (EMG) and eye-tracker devices we measured consumers’ responses when we introduced price and brand name variables, by this way comparing unconscious and cognitive responses. The findings showed that an unconscious decision could be change when new variables were revealed. The study showed how conscious price variable was the major influence in their purchase intention. Full article

(This article belongs to the Special Issue Consumption, Identity, Demographics and Self-Concept)

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19 pages, 859 KiB

Open AccessArticle

Customer Value Types Predicting Consumer Behavior at Dutch Grocery Retailers

by Kim Janssens, Wim Lambrechts, Henriëtte Keur and Janjaap Semeijn

Behav. Sci. 2020, 10(8), 127; https://doi.org/10.3390/bs10080127 - 5 Aug 2020

Cited by 9 | Viewed by 5729

Abstract

The purpose of this paper is to profile three grocery retail formats (non-discounter, soft discounter, and hard discounter) in the Netherlands using Holbrook’s value types. These value types are linked to three consumer behavior outcomes, i.e., Satisfaction, Repurchase intention, and Word-of-Mouth. The impact of the retail formats is evaluated on the importance and performance of the value types, using a questionnaire for each of the retail formats. The relationship between the value types and outcomes is tested with partial least squares structural equation modeling (PLS-SEM). Aesthetics, Altruistic value, and Efficiency are positively linked to Satisfaction. In addition, Efficiency is the key driver for Repurchase intention and has a positive impact on Word-of-Mouth. A positive Word-of-Mouth is predicted by Social value and Service excellence. The three examined retail formats show a difference in Holbrook’s value types. Overall, the results of the non- and soft discounters differ from the hard discounters. Remarkably, and contrary to previous studies, the soft discounter’s scores are the highest meaning that consumers are most critical for this retail format. It seems that consumers expect the best of both worlds at soft discounters: low prices, interesting bargains, easy access, but also appealing store design, and excellent service. Full article

(This article belongs to the Special Issue Consumption, Identity, Demographics and Self-Concept)

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14 pages, 2282 KiB

Open AccessArticle

IMPULSE Moment-by-Moment Test: An Implicit Measure of Affective Responses to Audiovisual Televised or Digital Advertisements

by Gemma Anne Calvert, Geraldine Trufil, Abhishek Pathak and Eamon Philip Fulcher

Behav. Sci. 2020, 10(4), 73; https://doi.org/10.3390/bs10040073 - 5 Apr 2020

Cited by 6 | Viewed by 5187

Abstract

IMPULSE is a novel method for detecting affective responses to dynamic audiovisual content. It is an implicit reaction time test that is carried out while an audiovisual clip (e.g., a television commercial) plays in the background and measures feelings that are congruent or incongruent with the content of the clip. The results of three experiments illustrate the following four advantages of IMPULSE over self-reported and biometric methods: (1) being less susceptible to typical confounds associated with explicit measures, (2) being easier to measure deep-seated and often nonconscious emotions, (3) being better able to detect a broad range of emotions and feelings, and (4) being more efficient to implement as an online method. Full article

(This article belongs to the Special Issue Consumption, Identity, Demographics and Self-Concept)

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