Browsing by Subject "MOTIVES"
Now showing items 1-7 of 7
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(2020)Consumers' rising interest in organic food has drawn the attention of the academic community. The literature on the topic is growing, but it mostly focuses either on the acceptance of or resistance toward organic food. However, marketing scholars argue that the development of more in-depth insights into consumers' reasoning processes, and especially the roles of values and context-specific reasons are needed. The present study bridges this gap by utilizing the novel behavioral reasoning theory (BRT) framework. Cross-sectional data from 307 consumers and non-consumers from India were collected to investigate associations among attitudes, reasoning, value, and purchase intentions. This research studies the moderating role of food safety concerns and buying involvement. Additionally, the mediating role of reasons and attitudes is examined. The results suggest that value was positively associated with reasons (for and against), whereas attitude and reasons (for) resulted in favorable purchase intentions. Reasons (for and against) fully mediate the association between value and attitude. Furthermore, attitude partially mediates the association of reasons and purchase intentions. The moderation effect was not found for food safety concerns, but a limited effect among studied associations was observed for buying involvement. The findings raise significant implications for marketers and policymakers.
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Children's experiencing of their transition from preschool to first grade : A visual narrative study (2019)Despite vast research on school transitions, less attention has been paid to understanding children's own sense-making of their transition from preschool to first grade. Drawing on sociocultural and dialogic approaches, this study addresses this gap by investigating children's experiencing (perezhivanie) of their school transitioning nested in the interaction between their motives and perceived demands. The data are derived from an ethnographic research project with 19 first-graders aged six to seven years old attending a Finnish primary school. The children were invited to draw their transition experiences and narrate their drawings to their peers and the researchers. The visual narrations were videotaped, transcribed, and analysed. The findings highlight the children's dialogic sense-making processes of their educational transitioning. The study reveals that the children's motives were related to opportunities to engage in physical activities, play, make relationships, and make sense of their changing positions and identities in relation to transitioning to primary school. The results also illuminate how the children actively created subversive spaces for pushing the demands of school rules and routines to fulfil their subjective motives. Altogether, the study demonstrates the potential of visual narrative methods in contributing to a nuanced understanding of children's sense-making of their school transitioning, including the dialogic processes of what it entails to become a 'primary school child'.
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(2020)Status considerations have recently been linked to prosocial behaviors. This research shows that even everyday consumer behaviors such as favoring organic foods serve as prosocial status signaling. Key ideas from the continuum model of consumer impression formation and the theories of costly signaling and symbolic consumption are synthetized to make sense of this phenomenon. Two web-surveys (Ns = 187, 259) and a field study (N = 336) following experimental designs are conducted. This approach allows the analysis of both the more and less conscious reactions of consumers. Study 1 shows that the image of consumers favoring organic product versions is marked by characteristics consistent with prosocial status signaling. Study 2 replicates these findings with another sample and a wider range of products and demonstrate that observers’ conservative values influence the image formed of organic food users. Study 3 establishes that similar image effects also emerge through a less conscious formation process and that they extend to how organic food users are socially treated. This research advances the current understanding concerning the interlinkages between organic food usage, prosocial status signaling, consumer impressions and reputation management. Substantively, the studies provide novel compelling empirical evidence for the ability of non-luxurious everyday consumer behaviors to qualify as prosocial status signaling. Conceptually, the integration of evolutionary and sociocultural perspectives represents a major contribution. More specifically, this research yields new understanding as regards the role of individual variation in sensing and interpreting status symbols.
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(2019)Background: Consumption of foods of insect origin is encouraged, since insect consumption is seen as one of the responses to the environmental impact of meat production. This study examines the attitude (A), subjective norm (SN), perceived behavioral control (PC), and food neophobia (FN) toward the consumption of foods of insect origin, as well as the conditions for eating insect-based foods among vegans, vegetarians, and omnivores. Methods: The data was obtained by using an online survey and convenience sampling (n = 567, of whom omnivores represented 74%, vegans 5%, and non-vegan vegetarians 22%). Results: The three dietary groups exhibited significantly different intention (I) to eat foods of insect origin. Vegans held the most rigid negative attitude (A), and their subjective norm (SN) to eat insects was weaker compared to that of omnivores (p <0.001) and non-vegan vegetarians (p <0.001). Vegans' perceived behavioral control (PC) over their eating of insects was stronger compared to that of omnivores (p <0.001) and non-vegan vegetarians p <0.001), and they were more neophobic than omnivores (p <0.001) and non-vegan vegetarians (p <0.001). Non-vegan vegetarians held the most positive attitude toward eating insects, and both non-vegan vegetarians and omnivores thought that insect consumption is wise and offers a solution to the world's nutrition problems. In contrast, vegans regarded insect consumption as immoral and irresponsible. Conclusions: Vegans' weak intention, negative attitude, and low willingness to eat insects in the future exhibit their different dietarian identity compared to that of omnivores and non-vegan vegetarians.
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(2016)We investigated how technologically mediating two different components of emotion communicative expression and physiological state to group members affects physiological linkage and self-reported feelings in a small group during video viewing. In different conditions the availability of second screen text chat (communicative expression) and visualization of group level physiological heart rates and their dyadic linkage (physiology) was varied. Within this four person group two participants formed a physically co-located dyad and the other two were individually situated in two separate rooms. We found that text chat always increased heart rate synchrony but HR visualization only with non-co-located dyads. We also found that physiological linkage was strongly connected to self-reported social presence. The results encourage further exploration of the possibilities of sharing group member's physiological components of emotion by technological means to enhance mediated communication and strengthen social presence.
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(2022)Millennials are considered the key generation with regard to the consumption of plantbased meat alternatives via flexitarianism. This study sought to characterize millennials’ consumer segments based on their consumption of and attitudes toward meat and meat alternatives. We conducted an online survey on the hedonic tones of the associations evoked by meat and meat alternatives, consumption of such foods, and diet-related attitudes among a representative sample of Finnish millennials (N = 546, 59% women, age 20–39 years). Some 41% of respondents regularly ate plant-based meat alternatives, while 43% had tried such foods. We divided the respondents into six segments based on the hedonic tones of their meat vs. meat alternatives associations. The segments differed in terms of their consumption of meat alternatives and the underlying reasons why, importance of meat in meals, and Meat Commitment Scale scores. The segment that reported much more positive associations with meat than meat alternatives (~14% of the respondents) may prove resistant to interventions intended to reduce meat intake, whereas the segment that displayed the most positive attitudes toward meat alternatives (~18%) did not eat much meat. Thus, the four middle segments (totaling ~68%), whose associations’ hedonic tones were close to each other, may be the best targets for future interventions designed to reduce meat consumption through the use of meat alternatives. To conclude, introducing a simple segmentation allowed us to identify consumer segments with large potential to reduce meat consumption.
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(2022)Genetic and early environmental differences including early health habits associate with future health. To provide insight on the causal nature of these associations, monozygotic (MZ) twin pairs discordant for health habits provide an interesting natural experiment. Twin pairs discordant for leisure-time physical activity (LTPA) in early adult life is thus a powerful study design to investigate the associations between long-term LTPA and indicators of health and wellbeing. We have identified 17 LTPA discordant twin pairs from two Finnish twin cohorts and summarize key findings of these studies in this paper. The carefully characterized rare long-term LTPA discordant MZ twin pairs have participated in multi-dimensional clinical examinations. Key findings highlight that compared with less active twins in such MZ twin pairs, the twins with higher long-term LTPA have higher physical fitness, reduced body fat, reduced visceral fat, reduced liver fat, increased lumen diameters of conduit arteries to the lower limbs, increased bone mineral density in loaded bone areas, and an increased number of large high-density lipoprotein particles. The findings increase our understanding on the possible site-specific and system-level effects of long-term LTPA.
