Article2024

Anthropomorphised or not? Natural-organic logo’s impact on product value perceptions and consumers’ willingness to pay

Kenneth Fu Xian Ho · Liudmila Tarabashkina · Fang Liu

10 citations0/0 files storedJournal of Consumer Marketing

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Consumer Behavior in Brand Consumption and Identification Environmental Sustainability in Business Consumer Packaging Perceptions and Trends

Abstract

Purpose Building on associative priming, anthropomorphism and biophilia theories, this study aims to explain that a natural–organic (that shows a natural object) and an anthropomorphised natural–organic logo (that shows an anthropomorphised natural object) both act as primes and imbue specific product value perceptions, which subsequently influence willingness to pay a premium price when products have not been used by or are unfamiliar to consumers. Design/methodology/approach Two between-subjects experiments were conducted with different products (one with real, but unfamiliar to consumers brand and another with a fictitious brand). Structural equation modelling was used to test the hypotheses. Findings Experimental studies showed that natural–organic logos evoked stronger utilitarian (functional and economic) value perceptions, which triggered greater willingness to pay a premium price compared to anthropomorphised natural–organic logos. The effect of hedonic (emotional and novelty) values on willingness to pay a premium price was stronger when an anthropomorphised natural–organic logo was used. Research limitations/implications This research offers novel theoretical contributions highlighting the importance of careful logo design to imbue desired value perceptions when products have not been consumed or trialled. Practical implications Anthropomorphised natural–organic and natural–organic logos can provide different benefits to brand managers and can be used strategically to form desired value perceptions before products are consumed. Brands that wish to enhance premium pricing via hedonic values should consider using an anthropomorphised natural–organic logo. Natural–organic logos may be more suitable for brands that want to emphasise superior utilitarian values. Originality/value To the best of the authors’ knowledge, this research provides the first empirical assessment of the differential effects of the two forms of natural–organic logos on value perceptions and willingness to pay premium price.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 2003Common method biases in behavioral research: A critical review of the literature and recommended remedies.1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1970Back-Translation for Cross-Cultural Research 1982The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun 2001Consumer perceived value: The development of a multiple item scale 1991Why we buy what we buy: A theory of consumption values

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