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    I Am Not Like You, But I’m Also Going by Bike: The Conspicuous Consumption Effect of a Dissociation Reference Group on Observer’s Engagement in an Environmental Cause
    (2017-01-05) Huertas, M.K.Z.; HANNA, E.; SOUZA, W. D. S.; ULIANA, N.; SYLLOS, L. G.
    © 2017, Academy of Marketing Science.In reviewing the literature some theoretical gaps were detected. The first one was the lack of empirical evidence about conspicuous consumption when it is perceived positively. The second gap, regarding the influence of reference groups, is that the social identity theory does not explain the observer’s perspective when he is in front of certain reference group members involved in conspicuous behavior. The third theoretical gap is related to the study of pro-environmental behavior determinants that does not consider the specificities of social influences, like reference groups in particular situations (e.g., conspicuous consumption). Then, the objective of this research was to analyze: (1) if conspicuous consumption could be perceived in a positive way and; (2) the influence of reference groups, engaging in conspicuous consumption of an environmental cause, on the observer’s attitude. In a first experiment two variables were manipulated: “conspicuous consumption perception” (positive/negative) and “reference groups” (association/dissociation/neutral). It was found that conspicuous consumption could be perceived positively. There is evidence showing that the environmental cause evaluation of the observer is more positive if the observed individual belongs to a dissociation group.
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    The Moderator Effect of Previous Dissatisfaction with Service Category on Co-Creation with Consumers
    (2018-01-05) Huertas M.K.Z.; PERGENTINO, I.
    © 2018, Academy of Marketing Science.Whether to develop products and services or to solve consumption problems, co-creation objective is to create value. Most previous research has emphasized consumer’s participation as co-creator of products and services, the co-creation effects on business performance, and the participants’ evaluations of the co-created output. Conversely, the perspective of the consumer who observes the co-creation process (not participants as co-creators) has been little explored in marketing literature. However, knowledge about how those observers evaluate a new service disclosing co-creation with consumers has become relevant. On the other hand, consumer satisfaction with the co-created product/service is considered a success measurement of the co-creation result. Nevertheless, nothing is known about how previous satisfaction or dissatisfaction with an offer influences the evaluation of the co-created product/service. In this context, the general objective of this research is to analyze the moderating effect of previous dissatisfaction with the service category on the evaluation of a co-created service, from the observer’s consumer perspective. Through two experimental studies, we found that when there is consumer dissatisfaction with the service category, to disclose the co-creation of a new service would lead to greater purchase intention. The managerial implications include marketing communications and service decisions.