Knowledge that Transforms

AbstractA brand name is a fundamental component of a brand's identity. This research introduces a novel linguistic tool for brand name creation: phonesthemes—sound and spelling letter clusters that are associated with one dominant meaning. For instance, sn, one of over 140 phonesthemes in English, consistently appears in words related to the nose or breathing (sneeze, sniff, snort). Six experiments reveal positive effects of phonesthemic non‐word brand names (e.g., Glif; gl‐; e.g., glow, glimmer; meaning “light”) on consumer preference, attitude, purchase intent, and choice when the dominant meaning activated by the phonestheme is semantically congruent with the product category or product attribute (e.g., luminant car wax), due to enhanced processing fluency. Phonological (sound) and orthographic (spelling) priming are eliminated as alternative explanations for the phenomenon. This research advances psycholinguistic research in marketing and the emerging area of brand linguistics by broadening the focus beyond brand name phonology.

AbstractThis article details the theoretical foundation of haptics in consumer research. We structure the review using a continuum from proximal touch‐based interactions to increasingly distal interactions through devices, imagery, or language use. We begin with a focus on product/object touch in marketing highlighting touch for haptic information, touch for haptic pleasure, and touch for nonhaptic functional reasons. We then elaborate on research considering work compensating for actual touch through various mechanisms including device‐mediated touch and imagery processing. Next, we examine interpersonal touch followed by a discussion on touch in sensory words and textual paralanguage. The authors note various avenues for future research in haptics with the aim to encourage research in consumer psychology and marketing.

AbstractThis work offers a multidisciplinary perspective on the Metaverse, focusing on its potential implications for consumer behavior. We begin by proposing a conceptualization of the Metaverse as being uniquely defined by the convergence of five key elements—it is digitally mediated, spatial, immersive, shared, and operates in real‐time. We then discuss how these components might collectively alter our understanding of consumer behavior in three domains: consumer identity, social influence, and ownership. We conclude by outlining an agenda for future research to help broaden our understanding of the Metaversal marketplace and its impact on consumer behavior. This work serves as a starting point to characterize a shift that is unfolding in the marketplace and to consider, through a consumer behavior lens, the numerous changes it may bring.

AbstractAcross three preregistered studies and five supplementary datasets, we predicted and found that conservatives were more inclined to complain than liberals due to conservative consumers feeling a greater sense of entitlement. This research contributes to the literature by introducing consumer entitlement as a novel explanation for ideological differences in consumer behavior, and by building on previous work suggesting that conservative consumers complain less than liberals (Journal of Consumer Research, 2017, 44, 477). Evidence is provided across several service contexts and types of complaining behaviors. Study 1 and 4 supplementary datasets supported the basic process. Next, theory‐relevant boundary conditions provided converging process evidence. In Study 2, complaining intentions decreased among conservatives when they felt less (vs. more) entitled than the target of social comparison. In Study 3, complaining intentions decreased among conservatives when a service recovery was framed as providing special treatment. Implications and future research directions are discussed.

AbstractHadi et al. (Journal of Consumer Psychology, 34, 2023) have created a masterful and wide‐sweeping review of the consumer behavior literature on the Metaverse. They envision our encounter with the Metaverse as a consumer journey. In this commentary, I highlight some of their unique contributions and suggest additional insights that emerge when we view the digital frontier as a liminal place betwixt and between now and then, here and there, and reality and virtuality. The Metaverse is also a metaphor and I entertain three metaphoric interpretations. First, the Metaverse is an experience machine of the sort that Robert Nozick imagined in his thought experiment involving real and artificial pleasures. Alternatively, consumers themselves can be seen as desiring machines as Gilles Deleuze and Féliz Guattari characterized them, and the Metaverse can be seen as an instantiation of our collective desires. Or thirdly, the Metaverse can be regarded as a shared hallucination. As these diverse metaphors suggest, imagining the metaverse is a projective exercise. But the consequences may involve up to a trillion dollars in revenues, so I hope these provocations prove useful whether they are ultimately borne out or not.

AbstractThis research investigates consumers’ perceptions and evaluations of robot service agents compared with human service agents when service requests are rejected. Six studies were conducted. The results show that when consumers receive a rejection of their service request, they evaluate the service less negatively if the service is handled by a chatbot agent versus a human agent. The reason is that consumers have lower expectations that robots will be able to provide flexible services to them. Consequently, their dissatisfaction with the request rejection is lower when the service is handled by robots. However, the aforementioned effect is not observed (1) when consumers have not experienced the service yet, (2) when their service request has been accepted, or (3) when the service agent conveys emotions to apologize for request rejection.

AbstractChatbots are now able to engage in sophisticated conversations with consumers. Due to the “black box” nature of the algorithms, it is impossible to predict in advance how these conversations will unfold. Behavioral research provides little insight into potential safety issues emerging from the current rapid deployment of this technology at scale. We begin to address this urgent question by focusing on the context of mental health and “companion AI”: Applications designed to provide consumers with synthetic interaction partners. Studies 1a and 1b present field evidence: Actual consumer interactions with two different companion AIs. Study 2 reports an extensive performance test of several commercially available companion AIs. Study 3 is an experiment testing consumer reaction to risky and unhelpful chatbot responses. The findings show that (1) mental health crises are apparent in a nonnegligible minority of conversations with users; (2) companion AIs are often unable to recognize, and respond appropriately to, signs of distress; and (3) consumers display negative reactions to unhelpful and risky chatbot responses, highlighting emerging reputational risks for generative AI companies.