Journal of Consumer Marketing: Volume 40 Issue 6

Exploring consumer perceptions of no- and low-alcohol craft beers

Scott Taylor Jr., Elizabeth A. Whalen, Cortney L. Norris

This two-part exploratory study aims to investigate the perceptions of active lifestyle individuals and general craft beer consumers toward no- and low-alcohol craft beers. The…

Why do we twitch? Vicarious consumption in video-game livestreaming

Harper Kohls, Jacob L. Hiler, Laurel Aynne Cook

This study aims to examine vicarious consumption (VC) via the video-game streaming platform Twitch. The authors posit that watching someone play can offer the same enjoyment…

The effects of firm-generated content on different social media platforms on viral marketing

Renping Zhang, Xingyu Chen, Wei Wang, Mohsin Shafi

This study aims to explore the impact of firm-generated content (FGC) on viral marketing on multiple social media platforms, and how social ties embedded in different social media…

Antecedents of acceptance model for e-procurement in Jordanian public shareholding firms

Dmaithan Abdelkarim Almajali, Tha’er Majali, Ra'ed Masa'deh, Mohmood Ghaleb Al-Bashayreh, Ahmad Mousa Altamimi

The commonly used e-procurement systems still show unsatisfactory implementation outcomes because many organisations are still unable to effectively interpret the initial adoption…

Investigating consumer ethical beliefs: role of moral philosophies and personality traits

Prachi Gala, Rahul Chauhan, Robert King, Scott Vitell

This research looks at the main effect of individuals’ moral philosophies, idealism and relativism, and its impact on the four dimensions of the consumer ethics beliefs – active…

Close your eyes and open your mind: how closed eyes affect evaluations of utilitarian and hedonic advertising appeals

Younghwa Lee, Marat Bakpayev, Sukki Yoon, Kacy Kim

Drawing on embodied cognition and construal level theory perspectives in marketing literature, the purpose of this study is to propose that closed eyes make events appear distant…

License is “suspended”: the impact of social sharing on curbing moral licensing

Na Wen, Tao Eric Hu

Despite its prevalence and serious negative impact on consumer behavior, marketing strategies and social welfare, little is known about how to effectively curb moral licensing…

How do Machiavellianism, narcissism and psychopathy tendencies influence consumer avoidance and revenge-seeking following a service failure?

Tyler Hancock, Stacie F. Waites, Catherine M. Johnson, Jennifer L. Stevens

This study aims to identify the impact that Machiavellianism, narcissism and psychopathy tendencies have on avoidance and revenge-seeking after a service failure. The research…

Why do consumers engage in a social media brand community: investigating the effect of psychological empowerment on commitment and loyalty

Mahima Shukla, Richa Misra, Rahul Gupta

This study aims to use empowerment theory to examine the relationship between a user's engagement type (active or passive) and psychological empowerment (intrapersonal and…

The impact of nutrition labeling on consumer perceptions of wine

Deidre Popovich, Natalia Velikova

The purpose of this study is to examine how consumers perceive nutrition labeling on wine and how this information impacts healthiness perceptions of wine.

Sustainability advocacy antecedents: how social media content influences sustainable behaviours among Generation Z

Maria Giovanna Confetto, Claudia Covucci, Felice Addeo, Mara Normando

The young members of Generation Z, who are hyperconnected and addicted to social media, are thought to be particularly sensitive to environmental and social concerns. This study…

Exploring fire for financial independence retire early (FIRE): a netnography approach

Abdul Wahid Khan, Jatin Pandey

Consumers’ lifestyle and financial decision-making affects their overall well-being. This paper aims to explore the factors that motivate consumers to pursue the goal of financial…

Wounding pride and infusing affect: the ambivalent emotional experience of checkout charity

Joshua T. Coleman, Michael C. Peasley

This study aims to apply the Wounded Pride/Spite model (integral emotions which occur during the donation request) and the Affect Infusion model (incidental emotions primed before…