Inspirational communication - The mediating role of customer inspiration in attribute framing
Type
conference paper
Date Issued
2013-06-04
Author(s)
Abstract
Retailers differ in the way they communicate attributes of their products. Whereas some retailers choose to present only technical specifications, others try to communicate the benefits of each attribute. We explore the mechanism by which positive (vs. neutral) attribute framing influences shoppers' perceived price fairness and their preference for premium products. Customer inspiration is introduced as a new construct which comprises the realization and processing of a new idea or insight and is proposed to mediate these effects. Our findings support the mediating role of customer inspiration. We further present evidence that involvement moderates the effect of positive attribute framing on customer inspiration. Implications for shoppers and retailers are discussed.
Funding(s)
Language
English
Keywords
Shopper behavior
Goal system theory
Preference construction
HSG Classification
contribution to scientific community
Refereed
Yes
Book title
Lost in Translation: Marketing in an Interconnected World
Publisher
EMAC European Marketing Academy
Publisher place
Brüssel
Event Title
42nd European Marketing Academy (EMAC) Annual Conference
Event Location
Istanbul
Event Date
04.-07.06.2013
Subject(s)
Division(s)
Eprints ID
223466