Transformational consumption choices: building an understanding by integrating social identity and multi-attribute attitude theories
| Autor: | Gary J. Brunswick, Robert E. Kleine, Susan Schultz Kleine |
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| Rok vydání: | 2009 |
| Předmět: | |
| Zdroj: | Journal of Consumer Behaviour. 8:54-70 |
| ISSN: | 1479-1838 1472-0817 |
| DOI: | 10.1002/cb.273 |
| Popis: | Transformational value offerings result when marketers bundle products, services, and experiences in ways that provide consumers with opportunities to alter who they are. Examples include universities, healthcare providers, travel and leisure services, and many other businesses that guide individuals to change in some desired and lasting way. Pine and Gilmore (1999) predict that in the emerging economy “…transformation offerings will emerge across almost every industry that today views itself as part of the service sector” (p. 168). By definition, transformational value offerings involve identity development. Thus, it makes sense to use identity related variables to explain transformational value offering choices. This paper tests a model merging social identity theory and multi-attribute attitude modeling to better understand factors predicting consumers' intentions to select a transformational value offering. A survey sample of United States Army Reserve recruits was used to test the integrated model. Results show that identity-related perceptions form the basis for evaluating the value offering's benefits and intentions to adopt the offering. The prospective consumer also considers whether his or her self-concept can accommodate that role. The proposed blending of social identity and multiattribute attitude models provides a promising framework for understanding and investigating consumers' choices to adopt transformational value offerings. Copyright © 2009 John Wiley & Sons, Ltd. |
| Databáze: | OpenAIRE |
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