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Together or alone on the prosocial path amidst the COVID-19 pandemic: the partitioning effect in experiential consumption
Journal of Research in Interactive Marketing ; 2021.
Article in English | Scopus | ID: covidwho-1501273
ABSTRACT

Purpose:

During these unprecedented times, acts of charity are deemed essential to help individuals in need and support the social safety net. Given the importance of prosocial behavior for survival through the coronavirus disease 2019 (COVID-19) outbreak, the authors investigate the effects of partitioning experiential consumption and self-construal on consumer responses. Design/methodology/

approach:

Based on the literature on partitioning and self-construal, the findings across three experimental studies provide novel insights into the interplay between partitioning and self-construal, and offer psychological processes on prosocial and behavioral intention.

Findings:

Individuals with predominantly independent (vs. interdependent) self-construals and those primed with independent (vs. interdependent) self-construals showed higher prosocial intention when the experiential product ad was in an aggregated (vs. partitioned) format. The fit between the type of format and self-construal leads to the high control coping mechanism, and ultimately prosocial intention. Originality/value Partitioning experiential consumption has not been directly examined using self-construal, providing novel insights into consumer reactions during the pandemic. This paper provides practical implications to practitioners and researchers to better understand and adapt to shifting digital consumption patterns. © 2021, Emerald Publishing Limited.

Full text: Available Collection: Databases of international organizations Database: Scopus Type of study: Experimental Studies Language: English Journal: Journal of Research in Interactive Marketing Year: 2021 Document Type: Article

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Full text: Available Collection: Databases of international organizations Database: Scopus Type of study: Experimental Studies Language: English Journal: Journal of Research in Interactive Marketing Year: 2021 Document Type: Article