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User expertise moderates the effect of product integration on perceived tie: the greater the users' expertise in focal product, the stronger perceived tie is affected by online product integration.
Therefore, a field experiment with meat sausage as focal product, was conducted over the course of a month in a branch of a large European retailer, generating receipts of each individual shopping trip.
Contexts were evoked by asking consumers to think of the last time they ate/drank the focal product category or by imagining a specific consumption situation where product consumption would take place (e.g., breakfast on a weekend morning).
The lipstick is the focal product, and we tracked all the seed and non-seed WOM for that product (focal product WOM).
By tracking focal product, brand and category WOM we were able to see whether seeding a product resulted in not only increases in focal product WOM (as you would expect), but also how it affected brand and category WOM.
In this context, higher-level construals are needed if non-seed consumers are to be prompted by the seed's WOM about a focal product to talk about things other than the focal product (i.e., brand, category).
Similar(45)
The findings show that when a package contains two different products, consumers in the free gift (bundle) condition assign a higher price to the focal (supplementary) product, perceive a smaller price increase, and exhibit higher repurchase intentions toward the focal (supplementary) product after the promotion ends.
To date, however, these species have been largely overlooked as focal end-products.
Our findings suggest that at the early stage of tumor invasion, CTL, NK and Mast cells are the main types of tumor infiltrating immune cells involved in focal degenerative products in the tumor capsules.
The findings suggest that the integration level influences the strength of the perceived tie between focal and promoted products, like portals and their associated services, which in turn has a significant impact on advertising effectiveness.
The farm/firm acting as focal and selling its product(s) usually gather products by nearby producers and sell them together with its own.
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CEO of Professional Science Editing for Scientists @ prosciediting.com