Engaging the gamers: what motivates gamers to purchase virtual goods
Virtual goods market generates more than $15 billion in annual revenue globally and is rising rapidly. We demonstrate how and which extrinsic and intrinsic motivations influence gamers to engage and purchase virtual goods. In examining the interactive effects of individual- and group-level variables, we uncover the social influence dynamics that drive virtual purchase behaviour. Thus, we answer if the virtual economy-based purchase behaviour demonstrates an extension of real-world behaviour.
Beyond Bling: Comparing Conspicuous Consumption in Today’s Society
Funded by British Academy, I led project with Professor Keyoor Purani at IIMK. The project looks at the influence of economic conditions on contemporary conspicuous consumption tendencies among consumers in the UK and India. The project findings demonstrate the variations between the British and Indian consumers showing how socio-economic market conditions influence conspicuous consumption.
Make them ‘buy now’: How to make users comfortable in buying through your website?
Importance of consumer concerns To create and sustain long-term and mutually beneficial online and offline relationships organizations need to reduce consumers’ perceived risk; increase consumer [Read Story]
Event Invitation: Beyond Bling: The role of conspicuous consumption in today’s society
Beyond Bling: The role of conspicuous consumption in today’s society 6th November 2012, 3pm – 5pm Clarence Room, Hilton Metropole, Brighton [Read Story]
Does competitive intelligence help improve the bottomline? (Part 2)
In my last post on competitive intelligence, I discussed how competitive intelligence can help improve the bottomline in emerging markets. In [Read Story]
Does competitive intelligence help improve the bottomline? (Part 1)
Does competitive intelligence help improve bottomline? This post answers this question based on one of our recent research studies.
Seriously, I thought Haier was a German brand! Detrimental effects of country of origin misclassification on bottomline
Many brands, particularly those from countries associated with poor production quality, attempt to disguise their origins. Some even attempt to deliberately associate their brand with a country that has a strong image to win over customers. Our recent research suggests that this can backfire, however. When customers find out the truth about a brand’s origins, they are not happy about it. In fact, they feel discontent and are put off buying from them in the future.
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Werther effect (the power of negative news)
The story behind the Werther effect is highly intriguing and chilling. In 1774, the giant of German literature, Johann Wolfgang von Goethe, published a novel titled The Sorrows of Young Werther (German: Die Leiden des jungen Werthers). Finished in six weeks of intensive writing during January–March 1774, the novel instantly made the 24-year-old Goethe one of the first international literary celebrities. The novel presents an autobiographical account of a young artist named Werther. The novel which ends with the protagonist commits suicide had a remarkable impact in terms that it sparked a wave of emulative suicides across Europe. So powerful [Read Story]
Invite: Status Consumption: A Journey Through Time & Cultures
Inaugural Professorial Lecture entitled 'Status Consumption: A Journey Through Time & Cultures' Thursday 3 April 2014 6pm at GCU London campus at 40 Fashion Street, London, E1 6PX Overview of Professorial Lecture The modern pursuit of personal identity and style through consumption is now widely recognised and is actively encouraged by marketers. In fact, consuming for status has become a defining element of new consumerist societies. However, status directed consumption is not a recent phenomenon. From the extravagance and excesses of ruling elites in earlier societies to the new business maharajas, status directed consumption behaviour has been well observed and documented. However, [Read Story]
They are not all same (Part 2): Differences in Asian Luxury Consumption
In the part 1, I discussed how many luxury brands are failing across Asia as they treat Asian consumers as a homogeneous group and how it led my co-authors and I to examine this phenomenon in-depth. Using the value perceptions framework and theory of impression management, we discovered some very interesting differences among consumers in three largest emerging economies of Asia, namely, China, India and Indonesia.
In the first part, I wrote about what Indian consumers’ value the most and how to specifically market to these consumers. In this part, I will offer comparative [Read Story]