The effect of brand popularity statements on consumers’ purchase intentions: The role of instrumental attitudes toward the act

Document Type

Article

Publication Date

9-2013

Abstract

Marketers increasingly use brand popularity statements in attempts to influence consumers’ purchase decisions. Through the use of two experiments this research finds that a brand's popularity statement exerts a greater positive influence on the purchase intentions of consumers who possess less favorable instrumental attitudes toward the associated act (i.e. useless/foolish/harmful) than on purchase intentions of those consumers who have more favorable instrumental attitudes toward the act (i.e. useful/wise/beneficial). Further, this research also finds that a popularity statement for a brand of which society generally has a less favorable instrumental attitude toward the associated act (e.g. fast food consumption) has a larger positive influence on consumers’ purchase intent than does a popularity statement for a brand of which society generally has a more favorable instrumental attitude toward the associated act (e.g. dining at a casual theme restaurant). These findings suggest that brand popularity statements should be targeted at those consumers who might possess less favorable attitude toward the associated act or can be most effective in sectors in which consumer sentiment is generally low (e.g. the fast food sector).

DOI

https://doi.org/10.1016/j.ijhm.2013.02.010

Original Citation

Magnini, V. P., Karande, K., Singal, M., Kim, D. (2013). The effect of brand popularity statements on consumers’ purchase intentions: The role of instrumental attitudes toward the act. International Journal of Hospitality Management, 34, 160-168. http://dx.doi.org/10.1016/j.ijhm.2013.02.010

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