We created paired moral dilemmas with minimal contrasts in wording, a research strategy that has been advocated as a way to empirically establish principles operative in a domain‐specific moral psychology. However, the candidate “principles” we tested were not derived from work in moral philosophy, but rather from work in the areas of consumer choice and risk perception. Participants were paradoxically less likely to choose an action that sacrifices one life to save others when they were asked to provide more (...) reasons for doing so (Experiment 1), and their willingness to sacrifice lives depended not only on how many lives would be saved, but on the number of lives at risk (Experiment 2). The latter effect was also found in a within‐subjects design (Experiment 3). These findings suggest caution in the use of artificial dilemmas as a key testbed for revealing principled bases for moral judgment. (shrink)

Neuromarketing has gained attention to bridge the gap between conventional marketing studies and electroencephalography -based brain-computer interface research. It determines what customers actually want through preference prediction. The performance of EEG-based preference detection systems depends on a suitable selection of feature extraction techniques and machine learning algorithms. In this study, We examined preference detection of neuromarketing dataset using different feature combinations of EEG indices and different algorithms for feature extraction and classification. For EEG feature extraction, we employed discrete wavelet transform (...) and power spectral density, which were utilized to measure the EEG-based preference indices that enhance the accuracy of preference detection. Moreover, we compared deep learning with other traditional classifiers, such as k-nearest neighbor, support vector machine, and random forest. We also studied the effect of preference indicators on the performance of classification algorithms. Through rigorous offline analysis, we investigated the computational intelligence for preference detection and classification. The performance of the proposed deep neural network outperforms KNN and SVM in accuracy, precision, and recall; however, RF achieved results similar to those of the DNN for the same dataset. (shrink)

GMOS and Political Stance: Global GMO Regulation, Certification, Labeling, and Consumer Preferences provides a foundational-to-current challenges resource for those involved in developing and applying regulations to these important resources. Beginning with basics of GMOs, the book first familiarizes the reader with the history, economic status, associated risks, global politics, and socio-economics of GMOs. From exploring the necessity of GMO regulations with the existing GMO technology as well as new gene editing technologies to discussion by GMO regulations experts from (...) different continents and countries, readers will find the information necessary to understand the laws, rules, regulations and policies at domestic and international scale. A last chapter delivers an update and future look on gene-edited food and feed and discusses the possibilities on the future risk assessment, legislation and regulation of gene-edited products. GMOS and Political Stance provides a unique and applicable synchronization of all regulatory information on GMOs to facilitate effective and efficient regulatory development and adherence." -- Amazon. (shrink)

Remanufacturing has become an important way to realize sustainable development strategy. For remanufacturing closed-loop supply chain under different circumstances, many factors are considered, such as consumers’ different preferences for the purchase and payment of remanufactured products and the quality of recycled products. In this study, three models are presented for supply chain system, including a manufacturer lead and a retailer recycle. While nongovernment participation and non-supply-chain coordination are considered in model I, model II has government participation but non-supply-chain coordination, (...) and model III has both government participation and supply chain coordination. The equilibrium decisions are derived for each model using the game-theoretic approach. The study found that consumers’ preferences affect the pricing decisions of remanufactured products. When consumers’ willingness to buy and pay for remanufactured products is close to that of new products, the total profit of the supply chain will significantly increase; the quality of recycled products will also influence the pricing decisions of new/remanufactured products, which in turn will affect the market demand for products. Government participation is conducive to encouraging manufacturer, retailer, and consumers to actively participate in the recycling and remanufacturing activities of used products. Supply chain coordination contracts can further enhance the role of the consumer market and promote the implementation of government policies. Under certain conditions, revenue sharing contract coordination can significantly increase the total profit of the supply chain system. The research conclusions have certain reference value for the coordination among the nodes of the remanufacturing supply chain and the formulation of policies with government participation. (shrink)

Political decision-makers in the European Union are currently discussing the introduction of a mandatory uniform labelling scheme for meat and milk that provides information on husbandry systems similar to the already existent labelling scheme in the EU egg market. The objective of this paper was to assess whether such information is relevant to consumers when buying meat and milk. The paper was based on a systematic synthesis of 53 scientific journal articles on empirical consumer studies. The review revealed that (...) consumers perceived the aspects of outdoor access, stocking density and floor type as important factors influencing animal welfare. On average, consumers not only had a positive attitude towards more animal welfare-friendly husbandry systems with outdoor access and space allowance but were also willing to pay a price premium for products from such systems. All studies on consumer segmentation identified at least one consumer segment that placed great importance on animal welfare-friendly husbandry systems. Interestingly, many studies identified one or more other segments who still had a significant preference for animal welfare-friendly products even though other product attributes were more important to them. Based on the findings, the paper presents conclusions regarding the labelling of husbandry systems for meat and milk. (shrink)

The color of green product advertisements is an important factor affecting consumers’ preferences. Based on the theory of the self-control system, this paper explores the influence mechanism and boundary conditions of green product ad color on consumers’ preferences through three experiments. Experiment 1 tested the effect of advertisement color type on consumers’ preferences for green products. The results show that color ad can promote consumers’ preferences for green products compared with green ad. Experiment 1 also analyzed (...) the mediating role of the self-control system between advertisement color type and consumers’ preferences. Experiment 2 further clarified the boundary of the main effect. The effect of ad color on consumers’ preferences was only effective in the context of green products. Experiment 3 explored the moderating effect of green product type on the main effect. The results show that only when the green product type is altruistic, the ad color type can significantly affect consumers’ preferences. This study is the first to link the ad color of green products with consumers’ preferences. The findings confirm that the use of color ad for green products can elicit higher consumers’ preferences than pure green ad, which enriches the research on the color of green product advertisements. (shrink)

Advertising, with its effects on both individual wants and the general ethos of ‘consumerism’, is a matter of concern to both economists and spiritual commentators on the state of society: it thus falls well within Ronald Preston's range of interests. The article will consider both the economists’ approach to advertising and wider concerns about its influence in society, before posing a number of questions about the good and bad aspects of advertising and what, if anything, can and should be ‘done (...) about it’. (shrink)

With the increasingly crowded shopping environment, social crowding has become an important factor that affects consumers’ psychology and behavior. However, the impact of social crowding on consumers’ preference for green products hasn’t been focused on. Therefore, the aim of this paper is to empirically investigate the influence of social crowding on consumers’ preference for green products. With four studies, the present research examines how social crowding influences consumers’ preferences and uncovers the underlying psychological mechanism. The research shows that consumers (...) prefer green products more under the condition of high social crowding than low, and safety needs mediate the impact of social crowding on green products preference. However, the impact of social crowding on the preference for products is only significant in green products. It also demonstrates the moderating effect of introversion-extraversion personality traits between social crowding and green products preference. For extraverted consumers, social crowding won’t affect their preference for green products, while for introverted consumers, social crowding is more likely to increase their preference for green products. This study contributes to marketing research by proposing and testing a new mechanism that underlies social crowding. (shrink)

The life we considered normal was disrupted due to measures taken to limit the spread of the novel coronavirus. Quarantine, isolation, social distancing, and community containment have influenced consumer behavior and contributed to the rapid development of e-commerce. In pandemic times, even those unfamiliar with the online environment have had to adapt and make acquisitions in this new manner. Hence, we focused our research on measuring the perception of consumers on how the restrictive measures imposed to limit the spread (...) of the COVID-19 virus had influenced their decision to buy a product or service from the online environment, given that purchases are highly subjective and influenced by cumulative effects of economic, social, psychological and behavioral factors. Our paper comes with additional insights from the literature. It adds empirical evidence that reveals that the number of transactions and the value per transaction increased during the COVID-19 pandemic and highlights that online purchases will continue as such even after the pandemic. (shrink)

It is usually assumed that individuals base their preferences for products or other items on the utility or value associated with the items. However, there is evidence that the attentional selection of an item alone already modulates the preference for that item. For instance, Janiszewski, Kuo, and Tavassoli (2013, Journal of Consumer Research) used unknown consumer products in a series of studies and found that, in a preference choice task, former target products in a visual-search task were (...) preferred to former distractor products. However, it remained unclear whether such effects can be observed when individuals have pre-existing attitudes towards products and whether attentional-selection can change the perceived value of products. Hence, the aim of the present research was to replicate the attentional-selection effect on choice with known products and examine whether selective attention affects the perceived value of products beyond choosing the items. In two experiments, we replicated the attentional-selection effect on item preference in a choice task. Items that had served as targets in the search task were preferred to previous distractors. Introducing a response deadline in the preference-choice task in Experiment 2 did not further increase this effect. However, the value of former targets was rated higher than that of former distractors. Hence, the present results indicate that attentional selection not only affects preference choices but can also increase the value of attended and selected items. (shrink)

This study decodes consumers' preference levels using a convolutional neural network in neuromarketing. The classification accuracy in neuromarketing is a critical factor in evaluating the intentions of the consumers. Functional near-infrared spectroscopy is utilized as a neuroimaging modality to measure the cerebral hemodynamic responses. In this study, a specific decoding structure, called CNN-based fNIRS-data analysis, was designed to achieve a high classification accuracy. Compared to other methods, the automated characteristics, constant training of the dataset, and learning efficiency of the proposed (...) method are the main advantages. The experimental procedure required eight healthy participants to view commercial advertisement videos of different durations. The cerebral hemodynamic responses of the participants were measured. To compare the preference classification performances, CNN was utilized to extract the most common features, including the mean, peak, variance, kurtosis, and skewness. Considering three video durations, the average classification accuracies of 15, 30, and 60 s videos were 84.3, 87.9, and 86.4%, respectively. Among them, the classification accuracy of 87.9% for 30 s videos was the highest. The average classification accuracies of three preferences in females and males were 86.2 and 86.3%, respectively, showing no difference in each group. By comparing the classification performances in three different combinations between two groups, male participants were observed to have targeted preferences for commercial advertising, and the classification performance 88.4% between “like” vs. “dislike” out of three categories was the highest. Finally, pairwise classification performance are shown as follows: For female, 86.1%, 87.4%, 85.2%, and for male 85.7, 88.4, 85.1%, respectively. (shrink)

Resumen: En el presente artículo se realiza una comparación crítica de dos enfoques sobre los fundamentos de la teoría microeconómica del comportamiento del consumidor, a saber: el enfoque utilitarista y el de la preferencia revelada. Se lleva a cabo un análisis de la preferencia revelada en el contexto de la introducción de restricciones a la función de elección en la teoría de la decisión. Se evalúan sus ventajas y limitaciones en contraste con el problema de la utilidad propio del punto (...) de vista subjetivista de la teoría utilitarista. Y se confronta la capacidad explicativa de los distintos modelos de agencia racional sobre las bases de las curvas de demanda. Asimismo, se desarrolla una crítica formal al método de la preferencia revelada en entornos estratégicos de decisión.: This article makes a critical comparison of two approaches to the foundations of the microeconomic theory of consumer behavior, namely: the utilitarian approach and that of the revealed preference theory. An analysis of revealed preference is carried out in the context of introducing restrictions to the choice function in decision theory. Its advantages and limitations are evaluated in contrast to the utility problem proper to the subjectivist point of view of utilitarian theory. And the explanatory capacity of the different models of rational agency is confronted on the bases of the demand curves. Furthermore, a formal critique of the revealed preference method is developed in strategic decision-making environments. (shrink)

This article examines criticisms of cost-benefit analysis and the contingent valuation method from methodological and moral philosophical perspectives. Both perspectives argue that what should be elicited for public decisions are attitudes or values, not preferences, and that respondents should be treated as citizens and not consumers. The moral philosophical criticism argues in favour of deliberative approaches over cost-benefit analysis. The methodological perspective is here criticized for overemphasizing the importance of protest responses and anomalies and biases in contingent valuation, and (...) for failing to provide the necessary information needed to make public decisions over the allocation of scarce goods. The moral philosophical perspective is criticized for: failing to provide criteria for distinguishing between values and preferences, assuming impartiality requires expression of values and not preferences; failing to recognize the diversity of forms of expression of values, including expression of values through monetary evaluation; and assuming that cost-benefit analysis is necessarily an implementation of a utilitarian political philosophy. The article concludes by showing that deliberative decision-making mechanisms can be overly demanding on citizens, and argues for greater openness in the potential moral justifications of cost-benefit analysis. Key Words: cost-benefit analysis • values • preference aggregation • democracy • willingness to pay. (shrink)

Studying the psychology behind the purchase of eco-friendly products and second-hand items can offer valuable insights to promote sustainable consumer behavior. This paper examines factors influencing Italian consumers’ willingness to pay regarding bio-based clothing and second-hand items. Drawing from data collected from 402 Italian participants, we examine how motivations and socio-demographic factors are associated with willingness to pay in the context of sustainable fashion. Our findings reveal that motivations related to environmental concerns are positively associated with consumers’ willingness to (...) pay higher premiums for bio-based clothing. Higher income and education levels are also associated with the willingness to pay higher premiums. Meanwhile, motivation related to vintage appeal is associated with lower desired discounts for second-hand items, particularly among older consumers. Gender differences also influence discount preferences, with men seeking larger discounts on second-hand clothing compared to women. By providing insights into Italian consumers’ sustainable fashion choices, this study offers implications for businesses, policymakers, and researchers aiming to promote eco-conscious consumption and sustainability in the fashion industry. (shrink)

This article revisits the standard results of demand theory when the preference relation is a continuous preorder that admits an equicontinuous multi-utility representation. We study the consumer problem as the constrained maximization of a continuous vector-valued utility mapping, and show how to rederive those results. In particular, we provide a link between the literature on vector optimization and the analysis of the consumer problem under incomplete preferences.

The tendency of customers’ preference to their local brands over the foreign ones is known as the consumer ethnocentrism, and it is one of the important issues in international marketing. This study aims at identifying the behavioral and neural correlates of Consumer Ethnocentrism in the field of brand preference by using Event-Related Potential (ERP). We sampled subjects from two ethnic groups, the Chinese ethnic group and the sub-Sahara black Africans group from the Zhejiang University. The subjects faced two (...) sequential stimuli, S1 followed by S2. The S1 consisted of 40 pictures of 20 Chinese and 20 Africans black peoples wearing traditional clothes, and S2 consisted of 40 fake brand-logos which were divided randomly into two groups of 20 each. The subjects were informed that the people in the S1 purchased and recommended the products with the brand-logos presented in S2, and the subjects were asked to rate their preference degree toward these logos. The brand-logos were called the “in-group recommended logos” if the recommender in S1 were the same race as the subjects, otherwise, the “out-group recommended logos”.The results revealed that the race of the brand-logo recommender highly impacted the Chinese subjects’ preference for the brand-logos. The N200 component elicited by in-group recommended logos were significantly lower than those elicited by out-group recommended logos. Besides, there was evidence that being familiar with foreign cultures reduces consumer ethnocentrism. The African subjects were familiar with Chinese people and adopted Chinese culture, as a result, they did not differ in showing preferences between in-group and out-group recommended logos. (shrink)

As the market share of Fair Trade food products in countries of the North grows, understanding consumer preferences with regard to this recent label is becoming increasingly important. This article reports on a test of the consistency of consumers' stated preferences, for which a survey was conducted at the place and time of actual purchase decisions. The aim of the survey was to further improve the understanding of consumers' stated motivations for buying 'Fair Trade' and 'organic Fair (...) Trade' bananas in Switzerland. Hypothetical questions with double dichotomous choices were used to compare two types of bananas - conventional and labelled - and to assess the average stated willingness-to-pay (WTP) for Fair Trade-labelled bananas. The results show that Fair Trade is largely accepted in Switzerland and that the premium for purchasing such products is influenced by age, the number of young children and the perception of the Fair Trade label. I then used a comparative test of field observations and stated preferences for bananas to measure inconsistency in choices. This comparison reveals that less than one-fifth of the answers are in principle inconsistent. These results point to the importance of confidence in the Fair Trade labels if consumers' purchases are to increase. (shrink)

This book, published in 1986, addresses questions concerned with a central normative principle in contemporary assessments of economic policies and systems. What does 'consumer sovereignty' mean? Is consumer sovereignty an appropriate principle for the optimization and evaluation of the design and performance of economic policies, institutions and systems? If not, what is a more appropriate principle? The author argues that the conception of consumer sovereignty has to be broadened so that it is not limited to the market (...) mechanism but includes environmental, work and social preferences. However, even this version runs into serious difficulties as the principle of consumer sovereignty still relies on too subjectivist a conception of the interests of individuals to be suitable for the evaluation of economic institutions. An alternative basis for such evaluation is 'human interests' that are not contingent on particular economic systems, After considering various possibilities, a basic-needs approach is proposed and its use in economic evaluation illustrated. (shrink)

Nearly all studies of consumers’ willingness to engage in ethical or socially responsible purchasing behavior is based on unconstrained survey response methods. In the present article we ask the question of how well does asking consumers the extent to which they care about a specific social or ethical issue relate to how they would behave in a more constrained environment where there is no socially acceptable response. The results of a comparison between traditional survey questions of “intention to purchase” and (...) estimates of individuals willingness-to-pay for social attributes in products reveal that simple survey questions are too “noisy” to provide operationally meaningful information and overstate intentions to a considerable extent. (shrink)

Shopping cart abandonment remains a challenge for many e-retailers despite the continued growth of the e-commerce industry worldwide. However, the issue of online shopping cart abandonment has not been explored extensively in the literature. Grounded by the stimulus-organism-response model, this study explores a sequential mediation model comprising consumers' wait for lower prices as an antecedent, hesitation at checkout and OSCA as mediators, perceived transaction inconvenience as a moderator, and decision to buy from a land-based retailer as an outcome. An online (...) questionnaire was designed and distributed to 883 online consumers in Mainland China. Partial least squares-structural equation modeling was employed to analyze the survey data. The results show that waiting for lower prices positively influences hesitation at checkout, and subsequently, impacts both OSCA and DBLR. Hesitation at checkout and OSCA play sequential mediating roles in the framework path. In addition, perceived transaction inconvenience strengthens the relationship between waiting for lower prices and hesitation at checkout. Overall, this study contributes to theory and serves as a guideline for e-retailers in reducing the OSCA rate. (shrink)

Social exclusion can cause negative changes on human beings both in the physiological and psychological aspects. Although considerable efforts have been devoted to study its effects on consumption behavior, little attention has been paid to the consequence that social exclusion might have on consumer’s color preference and the underlying mechanisms. Such social events can change individual’s behavior. This work examines the influence of social exclusion on consumers’ color preference as well as the moderation and mediation effects via three experiments: (...) Experiment 1 studies the impacts of social exclusion on consumer color choice. To further validate the robustness of the results, experiment 2 is designed by replicating the findings of experiment 1 in another product category and instructed the participants to choose products with different colors. Meanwhile, the mediation effect of self-threat is examined. In Experiment 3, the moderation effect of self-construal is investigated via a 2 × 2 × between-subjects design. Our results indicate that social exclusion makes people prefer warm colors rather than cold colors. However, these effects would be mediated by self-threat, which could be further moderated by self-construal. The present study establishes the relationship between social exclusion and consumers’ color preference, which is expected to provide guidance for companies to improve product design and promotion strategies to adapt to various contexts. (shrink)

The purpose of this study is to explore the influence of consumers’ choice deferral behavior on their intertemporal choice preference. The empirical study shows that consumers’ choice deferral behavior can significantly affect their intertemporal decision preference through the level of hopefulness. Compared with non-choice deferral behavior, choice deferral behavior can improve the level of consumers’ sense of hopefulness, which then makes them prefer larger-longer interests in intertemporal decision-making. The effect of consumers’ sense of hopefulness on their intertemporal choice preference is (...) moderated by their perceived information integrity. When the perceived information integrity is low, the effect of hopefulness on intertemporal decision preference will be enhanced, but when the perceived information integrity is high, the effect of hopefulness on intertemporal decision preference will not be affected. In addition, the theoretical and practical significance of this study and the prospect of future research are also discussed. (shrink)

We attempt to quantify and qualify the preferences of consumers for beef with a number of environmental and food quality attributes. Our goal is to evaluate the viability of a proposed food co-operative based in the Wood River watershed of southern Saskatchewan, Canada. The food co-operative was designed to provide a price premium to producers who adopted alternative management practices. In addition, the study evaluated the acceptance of a proposed food co-operative by consumer that had environmental interests as (...) compared to the general population. Conjoint analysis was used to determine the trade-off and relative value of beef with the following production and purchasing characteristics: (a) use of hormones, antibiotics and vaccination in production; (b) method of obtaining the beef including monthly or yearly purchase contracts or a local market; (c) price relative to beef purchased from the local grocery store; and (d) impact on the river ecosystem. Consumers from environmental groups had stronger environmental and food quality preferences than individuals from the general population. However, consumers from both groups expressed a willingness to pay higher prices for food that had these attributes. It was uncertain whether the magnitude of the premium, in combination with a desire not to enter a long-term purchasing commitment, would be large enough to encourage farmers to adopt the alternative management. (shrink)

The dominant approach to the study of dynamic preference is to generate preference change by manipulating aspects of decision-problem presentation (problem description, task procedure, contextual options). The predisposing approach instead manipulates the decision maker’s mental state while holding problem presentation constant. Three illustrative studies are outlined here. The first modified preferences for ambitious consumption by manipulating subjects’ consumption energy. The second modified preferences for immediate consumption by manipulating subjects’ hedonic resources. The third modified preferences for consumption itself (...) by manipulating subjects’ desire proneness. Whereas framing is thought to affect perception, predisposing apparently can affect tastes and so involves a special kind of preference dynamism. (shrink)

Economists, who adopt the principle of consumer sovereignty, treat preferences as unquestioned for the purposes of their analysis. They also represent preferences for future outcomes as having value in the present. It is shown that these two characteristics of neoclassical modelling rest on similar reasoning and are essential to achieve high aggregatability of preferences and values. But the meaning and broader implications of these characteristics vary according to the arguments given to support these methodological choices. The (...) resulting ambiguities raise questions regarding economists' attitudes towards the study (by other disciplines) of preference formation and reformation. Under a strong, positivist interpretation (which is philosophically problematic), consumer sovereignty represents a rejection of any meaningful study of these subjects; under a weaker, methodological understanding, consumer sovereignty merely draws a boundary between economics and other disciplines. The weaker version is argued to be more defensible, and economists are urged to engage in interdisciplinary work that will clarify how preferences are formed, criticised and reformed. (shrink)

In many countries consumers have shown an increasing interest to the way in which food products are being produced. This study investigates Chinese consumers’ attitudes towards different pig production systems by means of a conjoint analysis. While there has been a range of studies on Western consumers’ attitudes to various forms of food production, little is known about the level of Chinese consumers’ attitudes. A cross-sectional survey was carried out with 472 participants in 6 Chinese cities. Results indicate that Chinese (...) consumers prefer industrial pig production systems, where traditional pig breeds are raised, over large-scale and small family farms. Farms with maximum attention to food safety, which furthermore can provide lean meat with consistent quality, are also preferred. Imported pig breeds and tasty but variable meat were rejected. A 3-cluster solution found that consumers from cluster 1 focus almost exclusively on the food safety aspect (food safety focused). Consumers from cluster 2 (indifferent) show weak overall attitudes to pig production systems in general. Cluster 3 (industrial production oriented) stands out by being very positive about industrial, large-size farms and consistent quality. From a Chinese consumer’s perspective, the industrial approach seems to represent values such as achievement and evolution, as well as quality and safety, since pig production is moving away from low-cost, low-quality, and low-safety family-scale systems. A complex set of rural and environmental development, quality aspects, and food safety measures are challenges that must be met by the stakeholders of pig production systems in China. (shrink)

In many countries consumers have shown an increasing interest to the way in which food products are being produced. This study investigates Chinese consumers’ attitudes towards different pig production systems by means of a conjoint analysis. While there has been a range of studies on Western consumers’ attitudes to various forms of food production, little is known about the level of Chinese consumers’ attitudes. A cross-sectional survey was carried out with 472 participants in 6 Chinese cities. Results indicate that Chinese (...) consumers prefer industrial pig production systems, where traditional pig breeds are raised, over large-scale and small family farms. Farms with maximum attention to food safety, which furthermore can provide lean meat with consistent quality, are also preferred. Imported pig breeds and tasty but variable meat were rejected. A 3-cluster solution found that consumers from cluster 1 focus almost exclusively on the food safety aspect. Consumers from cluster 2 show weak overall attitudes to pig production systems in general. Cluster 3 stands out by being very positive about industrial, large-size farms and consistent quality. From a Chinese consumer’s perspective, the industrial approach seems to represent values such as achievement and evolution, as well as quality and safety, since pig production is moving away from low-cost, low-quality, and low-safety family-scale systems. A complex set of rural and environmental development, quality aspects, and food safety measures are challenges that must be met by the stakeholders of pig production systems in China. (shrink)

Disputes over agriculture and foodproduction have occurred against a background ofdisputed authority with regard to governments,experts, and single issue pressure groups. Consumershave intervened in quite significant ways with manyaltering their buying patterns. The conventionalassessment of consumer ``preferences'''' throughaggregated purchases fails to reflect the ethicalnature of significant numbers of purchase decisions.Nevertheless, consumers seem to offer a wider basis onwhich to consider ethical issues. The author proposesthat a valuable inclusion of consumer opinion in thedebates would require a move away (...) from neo-classicaleconomics and the selective inclusion of consumeropinion to unravel the complexity of (aggregated)consumer behavior. It is argued that Hirschman''sframework of ``exit, voice, and loyalty'''' is a moreappropriate tool for the understanding of ethics infood consumption. (shrink)

Neuromarketing relies on Brain Computer Interface (BCI) technology to gain insight into how customers react to marketing stimuli. Marketers spend about$750 billion annually on traditional marketing camping. They use traditional marketing research procedures such as Personal Depth Interviews, Surveys, Focused Group Discussions, and so on, which are frequently criticized for failing to extract true consumer preferences. On the other hand, Neuromarketing promises to overcome such constraints. This work proposes a machine learning framework for predicting consumers' purchase intention (PI) (...) and affective attitude (AA) from analyzing EEG signals. In this work, EEG signals are collected from 20 healthy participants while administering three advertising stimuli settings: product, endorsement, and promotion. After preprocessing, features are extracted in three domains (time, frequency, and time-frequency). Then, after selecting features using wrapper-based methods Recursive Feature Elimination, Support Vector Machine is used for categorizing positive and negative (AA and PI). The experimental results show that proposed framework achieves an accuracy of 84 and 87.00% for PI and AA ensuring the simulation of real-life results. In addition, AA and PI signals show N200 and N400 components when people tend to take decision after visualizing static advertisement. Moreover, negative AA signals shows more dispersion than positive AA signals. Furthermore, this work paves the way for implementing such a neuromarketing framework using consumer-grade EEG devices in a real-life setting. Therefore, it is evident that BCI-based neuromarketing technology can help brands and businesses effectively predict future consumer preferences. Hence, EEG-based neuromarketing technologies can assist brands and enterprizes in accurately forecasting future consumer preferences. (shrink)

A considerable literature addresses worker deskilling in manufacturing and the related loss of control over production processes experienced by farmers and others working in the agri-food industry. Much less attention has been directed at a parallel process of consumer deskilling in the food system, which has been no less important. Consumer deskilling in its various dimensions carries enormous consequences for the restructuring of agro-food systems and for consumer sovereignty, diets, and health. The prevalence of packaged, processed, and (...) industrially transformed foodstuffs is often explained in terms of consumer preference for convenience. A closer look at the social construction of “consumers” reveals that the agro-food industry has waged a double disinformation campaign to manipulate and to re-educate consumers while appearing to respond to consumer demand. Many consumers have lost the knowledge necessary to make discerning decisions about the multiple dimensions of quality, including the contributions a well-chosen diet can make to health, planetary sustainability, and community economic development. They have also lost the skills needed to make use of basic commodities in a manner that allows them to eat a high quality diet while also eating lower on the food chain and on a lower budget. This process has a significant gender dimension, as it is the autonomy of those primarily responsible for purchasing and preparing foodstuffs that has been systematically undermined. Too often, food industry professionals and regulatory agencies have been accessories to this process by misdirecting attention to the less important dimensions of quality. (shrink)

Food labels legislated by the U.S. government have been designed to provide information to consumers. It has been asserted that the simple disclosures “produced using genetic engineering” on newly legislated U.S. food labels will send a signal that influences individual preferences rather than providing information. Vermont is the only US state to have experienced mandatory labeling of foods produced using genetic engineering via simple disclosures. Using a representative sample of adults who experienced Vermont’s mandatory GE labeling policy, we examined (...) whether GE labels were seen by consumers and whether the labels provided information or influenced preferences. Nearly one-third of respondents reported seeing a label. Higher income, younger consumers who search for information about GE were more likely to report seeing a label. We also estimated whether labels served as information cues that helped reveal consumer preferences through purchases, or whether labels served as a signal that influenced preferences and purchases. For 50.5% of consumers who saw a label, the label served as an information cue that revealed their preferences. For 13% of those who saw the label, the label influenced preferences and behavior. Overall, for 4% of the total sample, simple GE disclosures influenced preferences. For a slight majority of consumers who used a GE label, simple disclosures were an information signal and not a preference signal. Searching for GE information, classifying as female, older age and opposing GE in food production significantly increased the probability that GE labels served as an information source. Providing such disclosures to consumers may be the least complex and most transparent option for mandatory GE labeling. (shrink)

What makes a human voice agreeable is a matter of scientific discussion. Whereas prosody was shown to play a role regarding “male-female” attraction, the impact of frequency modulations in “non-sexual”, notably commercial, contexts has attracted little attention. Another point unaddressed in the literature is auditory sensitivity to short-term frequency modulations as current studies focus more on sentence. Thirty French female operators were recorded over the phone. All “bonjour” greeting words were classified in terms of frequency modulation linearity and orientation at (...) the syllable and word levels. Then, the different voices were played back to students and seniors who had to rate each voice according to their degree of agreeableness. Listeners preferred non-monotonous voices. Differences between age-classes were greater than between sex-classes. Results suggest that short-term frequency changes are important for auditory evaluation of voice agreeableness. This study opens new research perspectives concerning the importance of prosody during consumer-seller interactions. (shrink)

Recent policy developments in the area of livestock husbandry have suggested that, from the perspective of optimizing animal welfare, new animal husbandry systems should be developed that provide opportunities for livestock animals to be raised in environments where they are permitted to engage in “natural behavior.” It is not known whether consumers regard animal husbandry issues as important, and whether they differentiate between animal husbandry and other animal welfare issues. The responsibility for the development of such systems is allocated jointly (...) between farmers, regulators, different actors in the food chain, and consumers. This research focuses on understanding consumer attitudes and preferences regarding the development and introduction of such systems, to ensure that they are acceptable to consumers as well as producers, regulators, and scientists. Consumer perceptions of animal welfare and animal husbandry practices were evaluated using quantitative consumer survey, which focused on two animal husbandry issues – farmed pigs and farmed fish. Following pilot work, 1000 representative Dutch consumers were sampled about their attitudes to either pig or fish husbandry. The results indicated that consumers think about animal welfare in terms of two broad categories related to their health and living environment, but do not think about welfare issues at a more detailed level. Greater concern was expressed about the welfare of pigs compared to fish. Consumer trust in labeling also emerged as an important issue, since consumers need to trust different food chain actors with responsibility for promoting animal welfare, and are reluctant to consider the details of animal husbandry systems. As a consequence, a transparent, enforceable, and traceable monitoring system for animal welfare friendly products is likely to be important for consumers. (shrink)

Given the rapid growth and emerging trend of e-commerce have changed consumer preferences to buy online, this study analyzes the current Indian legal framework that protects online consumers’ interests. A thorough analysis of the two newly enacted laws, i.e., the Consumer Protection Act, 2019 and Consumer Protection Rules, 2020 and literature review support analysis of 290 online consumers answering the research questions and achieving research objectives. The significant findings are that a secure and reliable system is (...) essential for e-business firms to work successfully; cash on delivery is the priority option for online shopping; website information and effective customer care services build a customer's trust. The new regulations are arguably strong enough to protect and safeguard online consumers' rights and boost India’s e-commerce growth. Besides factors such as security, privacy, warranty, customer service, and website information, laws governing consumer rights protection in e-commerce influence customers’ trust. Growing e-commerce looks promising with a robust legal framework and consumer protection measures. The findings contribute to the body of knowledge on e-commerce and consumer rights protection by elucidating the key factors that affect customer trust and loyalty and offering an informative perspective on e-consumer protection in the Indian context with broader implications. (shrink)

Research investigating the consumer's ethical beliefs, ideologies and orientation has been limited. Additionally, despite the repeated call in the literature for cross cultural research, virtually no studies have examined the ethical beliefs and ideologies of consumers from cultures other than those in North America. This study partially fills this gap in the literature by investigating the ethical beliefs, preferred ethical ideology, and degree of Machiavellianism of consumers from Egypt and Lebanon. The results indicate that consumers in Lebanon, which has (...) been torn by civil unrest and terrorism, tend to be more Machiavellian, less idealistic, and more relativistic than their Egyptian counterparts. Additionally, the Lebanese consumers tend to be more accepting of questionable consumer practices. (shrink)

In order to explore the mechanism of consumer responses to corporate social responsibility, this paper constructs a research framework including CSR, consumer–company identification, consumer responses, and fit, and tests the framework using a scene-questionnaire survey. Empirical results demonstrate that CSR not only has positive influence on consumer purchase intention, recommend intention, and loyalty directly, but also has indirect positive influence on consumer purchase intention and recommend intention through CCI. The influencing process of CSR on CCI (...) is moderated by fit and the moderating direction is different owing to product types. For the products whose association preference is positive, fit can positively moderate the relationship between CSR and CCI, while for products whose association preference is negative, the moderating role will be negative. (shrink)

Governments, producers, and international free tradeorganizations like the World Trade Organization (WTO) areincreasingly confronted with consumers who not only buy (or don'tbuy) goods, but also demand that those goods are producedconforming to certain ethical (often diverse) standards. Not onlysafety and health belong to these ethical ideals, but animalwelfare, environmental concerns, labor circumstances, and fairtrade. However, this phantom haunts the dusty world of social andpolitical philosophy as well. The new concept ``consumersovereignty'' bypasses the conceptual dichotomy of consumer andcitizen.According to the (...) narrow liberal response to this newconstellation, with respect to food one should conceptualizeconsumer sovereignty as the right of the individual consumer toget information on food products and to make his or her ownchoice on the market of food products. In this conception, thereis a very strong emphasis on rules and principles with respect tothe autonomy of individuals.I argue that these narrow liberal concepts are not sufficient forappropriate public policy-making in democratic societies, andthat they only enable us to identify problems; they do not helpnon-experts (and experts, if it comes to that, as well) inweighing the different ethical claims. Besides, not onlyprinciples play a role in the outcome, but all kinds of ideals aswell, like roles, values, and norms. My principal argument isthat analysis or justification of norms or principles is notsufficient to get a synthesis or construction of ethicalsolutions: we need some value orientation to guide us inbalancing the different ethical claims by solving an ethicalproblem. Moreover, this balancing is something that requiressocial space and social time, i.e., public debates. With theconcept of public debates a whole new dimension enters ethicalanalysis, because the attention of ethicists shifts toformulating criteria of successful and rational public debates.However, in the broad liberal view these concepts aresupplemented with values, preferences, practices of care, andinvolvement. I argue firstly for a broadened perspective on foodas an integral part of life styles and not only as something thatpresents risks. That is the reason that food gets such intensiveattention from the public, which is summarized in the concept ofconsumer concerns. Secondly, I defend the argument that not only(rational) public debates, but intensive commitments of bothproducers and consumers in every link of the chain in so calledcare practices or consumer councils can enhance confidence in thefood production system and the way we extract our daily intakefrom nature. (shrink)

Research indicates that consumers are particularly concerned about the safety of meat. More highly processed meat is perceived as more unsafe than fresh or natural meats, i.e., consumers trust processed meat less. This paper studies the relationship between perceived trust and day-to-day purchase behavior for meat, giving special attention to the degree of meat processing. Controlling for trust in food chain actors and demographic and socio-economic variables, actual meat purchases of Canadian households are linked to answers from a commissioned food (...) attitudes survey completed by the same households. Expenditures for processed and total meat (but not for fresh meat) are significantly different by three levels of trust in the food industry. Consumer with the lowest trust levels consume less (especially of processed meat) compared to those with higher trust levels. However, in a multivariate setting, trust shows no effect on fresh or processed meat purchases with or without demographic and socio-economic control variables, suggesting that the impact of trust on meat purchases is only small. However, the low trusting consumer segment could potentially be a target for marketing strategies focused on reputation and quality to increase sales in this particular group. (shrink)

Our goal in this chapter is to draw on empirical work about preference formation and welfare to propose a distinctive form of paternalism, libertarian in spirit, one that should be acceptable to those who are firmly committed to freedom of choice on grounds of either autonomy or welfare. Indeed, we urge that a kind of ‘libertarian paternalism’ provides a basis for both understanding and rethinking many social practices, including those that deal with worker welfare, consumer protection, and the family.

An analysis is presented of the relationships between consumers ethical beliefs, ethical ideology, Machiavellianism, political preference and the individual difference variable "need for closure". It is based on a representative survey of 286 Belgian respondents. Standard measurement tools of proven reliability and robustness are used to measure ethical beliefs (consumer ethics scale), ethical ideology (ethical positioning), Machiavellianism (Mach IV scale) and need for closure. The analysis finds the following. First, individuals with a high need for closure tend to have (...) beliefs that are more ethical as regards possible consumer actions, and score higher on idealism and lower on Machiavellianism, than those with a low need for closure. Second, a correlation exists between political preference and ethical beliefs. Third, a significant relationship exists between ethical ideology and political preference for the two largest political parties. Fourth, individuals with a high and low need for closure have different political preferences for right-wing and left-wing parties. (shrink)

To better understand the purchasing decision-making process of humane pork, and examine the internal relationship between consumers’ preferences in rational consumption and irrational decoy scenarios, 405 consumers in Wuxi City, Jiangsu Province, and China were surveyed. Attributes were set for breeding time, breeding mode, diet cleanliness label, and price, and the first three among them reflect animal welfare conditions. The results show that in the rational consumption scenarios, consumers pay the most attention to the price attribute, followed by the (...) attribute of diet cleanliness label, breeding mode, and breeding time. In the irrational decoy scenarios, consumers are most likely to be affected by the attribute decoy of diet cleanliness label, which have the utility of avoiding food safety risks. In addition, the decoy effect triggered by the price attribute which owned the highest degree of rational preference among consumers is also substantially higher, but lower than that of the diet cleanliness label attribute. The decoy effect caused by the breeding time attribute with the lowest degree of consumers’ rational preference is also the lowest. Therefore, the government should strengthen the publicity of the humane treatment of pigs before slaughter, and improve the certification and management system of pigs’ diet cleanliness. Besides, marketers are suggested to emphasis the product attributes that customer’s value the most in their advertising. (shrink)

In our globalized and interconnected world, companies are increasingly donating substantial amounts to good causes around the globe. Many companies choose to donate “at home” while others give to causes in faraway places where recipients are in dire need of support. Interestingly, past research on corporate donations has neglected the question of whether consumers differentially reward companies for geographically varying allocations of donation budgets. Through a mixed methods approach, this paper remedies this gap by developing and empirically testing a conceptual (...) framework of consumers’ preferences for geographically varying allocations of corporate donation budgets. In a first step, two preliminary field studies involving real donations explored customers’ preferences for donation allocations varying in geographical focus. A qualitative focus group study then investigated underlying rationales to inform the research and led to the development of hypotheses. Subsequently a large-scale between-subjects scenario experiment tested the predictions. Overall, results indicate that, in contrast with current managerial practice, customers prefer companies that split donations equally between domestic and foreign recipients or even donate only abroad. (shrink)

Fulfilling consumer expectations of corporate social responsibility can bring strategic advantage to firms. However, research on the topic is fragmented across disparate disciplines, and a comprehensive framework to connect CSR supply and demand is missing. As a result, firms often supply CSR that does not attract demand, as signified by pessimism about ethical consumerism in recent years and the inconclusive link between corporate financial and social performance. In this study, we propose a framework of strategic CSR management to define (...) how a company’s supply of CSR could meet consumer demand for ethical products by aligning managerial and consumer perspectives. We then investigate empirically whether such a strategic approach, which integrates potential demand in CSR management, would influence consumer choice of products with CSR components. Our hybrid choice modeling allows the inclusion of psychological biases caused by social desirability and cynicism to increase result validity. The findings support the explanatory power of the framework and reveal that consumers prefer some CSR elements while others adversely affect choices. This study advances the understanding of strategic CSR management and its impact on consumer choice and helps managers include the right mix of CSR characteristics in their products to satisfy ethical consumers. (shrink)

Recent policy developments in the area of livestock husbandry have suggested that, from the perspective of optimizing animal welfare, new animal husbandry systems should be developed that provide opportunities for livestock animals to be raised in environments where they are permitted to engage in “natural behavior.” It is not known whether consumers regard animal husbandry issues as important, and whether they differentiate between animal husbandry and other animal welfare issues. The responsibility for the development of such systems is allocated jointly (...) between farmers, regulators, different actors in the food chain, and consumers. This research focuses on understanding consumer attitudes and preferences regarding the development and introduction of such systems, to ensure that they are acceptable to consumers as well as producers, regulators, and scientists. Consumer perceptions of animal welfare and animal husbandry practices were evaluated using quantitative consumer survey, which focused on two animal husbandry issues – farmed pigs and farmed fish. Following pilot work, 1000 representative Dutch consumers were sampled about their attitudes to either pig or fish husbandry. The results indicated that consumers think about animal welfare in terms of two broad categories related to their health and living environment, but do not think about welfare issues at a more detailed level. Greater concern was expressed about the welfare of pigs compared to fish. Consumer trust in labeling also emerged as an important issue, since consumers need to trust different food chain actors with responsibility for promoting animal welfare, and are reluctant to consider the details of animal husbandry systems. As a consequence, a transparent, enforceable, and traceable monitoring system for animal welfare friendly products is likely to be important for consumers. (shrink)

Decisional capacity evaluations (DCEs) occur in clinical settings where it is unclear whether a consumer of medical services has the capacity to make an informed decision about the relevant medical options. DCEs are localized interventions, not the global loss of competence, that assign a surrogate decision maker to make the decision on behalf of the medical consumer. We maintain that one important necessary condition for a DCE to be morally justified, in cases of medical necessity, is that the (...) health care consumer under evaluation is incapable of expressing a preference for a certain outcome. (shrink)

Many Europeans are concerned about the living conditions of farm animals because they view animals as beings that possess interests of their own. Against this background the introduction of an animal welfare label is being intensively discussed in Europe. In choosing a market-based instrument to take these concerns into account, normative judgments are made about the formation of preferences, the value system that is implicitly assumed, and the distribution of property rights. From the perspective of classical institutional economics it (...) can be shown that the introduction of a label as an institutional change does not redefine institutions in a way that allows them to consider the interests of animals for their own sake. Rather, the label only redefines the property rights that humans have over animals. The market segregation into privileged and normal animals conflicts with the idea of equality between sentient animals. Within the group of humans only the interests of those who act on markets count. The commodification of their moral concerns assumes that people always decide based on their own interests, which can be traded off. The lexicographical ordering of preferences, which occurs when humans view animals as entities with rights, is not compatible with the normative assumptions of markets. Furthermore, interpreting animal suffering as market failure that can be corrected by labeling impedes a reasoned dialog within the society about the values and beliefs that serve as a basis for preference formation. Thus, an animal welfare label cannot replace a fundamental societal debate about legal standards on animal well-being. (shrink)