Harvard business review consumer behavior exercise pdf purchase


Do different kinds of trust matter? The three trusting beliefs have harvard business review consumer behavior exercise pdf purchase effects on satisfaction and purchase.

Benevolence belief is a stronger predictor of satisfaction than competence belief. Competence is a stronger predictor of purchase than integrity and benevolence. Future trust research should include both satisfaction and purchase behavior. To address this gap, we posit that a buyer’s beliefs in a seller’s integrity and benevolence have stronger influences on satisfaction than a belief in a seller’s competence.

In contrast, a buyer’s belief in a seller’s competence has a stronger influence on purchase behavior as compared to beliefs in a seller’s integrity and benevolence. This research enhances our theoretical understanding about which dimensions of trust play more important roles in influencing satisfaction and purchase behavior, respectively. This research also provides guidance to practitioners enabling them to focus on the development and training foci that best prepare customer relationship employees on the diverse aspects of trust most salient to customer needs, such as, emphasizing competence over benevolence for infrequent purchases, or emphasizing benevolence for potentially frequent purchases. Check if you have access through your login credentials or your institution. Although the influence of identity on consumer behavior has been documented in many streams of literature, the absence of a consistent definition of identity and of generally accepted principles regarding the drivers of identity-based behavior complicates comparisons across these literatures.

To resolve that problem, we propose a simple but inclusive definition of identity. Identity can be defined as any category label with which a consumer self-associates that is amenable to a clear picture of what a person in that category looks like, thinks, feels and does. Identity Conflict: identity-linked behaviors help consumers manage the relative prominence of multiple identities. To illustrate the potential usefulness of these principles for guiding identity research, we discuss new avenues for identity research and explain how these principles could help guide investigations into these areas.

We review the conceptual foundations of identity research. We propose a simple, inclusive definition of identity, relevant for consumer behavior. Five basic principles summarize the key mechanisms underpinning identity effects. Five future research questions illustrate the relevance of these principles. With some models, a firm’s implementation of CSR goes beyond compliance and statutory requirements, which engages in “actions that appear to further some social good, beyond the interests of the firm and that which is required by law”.