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Automating mobile promotions facilitates customization through geo-location and temporal targeting; however, this can lead the geographic and temporal patterns of promotions to become predictable. We argue that this predictability enables customer habit formation as the promotion, the context in which it is received, and the purchase behavior become associated in the customer's memory through repeated co-occurrence. This results in the customer purchasing only when promotions are expected to occur, decreasing their overall purchase likelihood. Across four studies, including empirical data from two different industries in different global regions and two controlled laboratory experiments focused on different purchase scenarios, we find that customers exposed to predictable promotion patterns shift their purchases to when promotions are expected, decreasing overall purchase probability. These effects are stronger for customers with consistent past purchase patterns or low involvement with the product, and predictability of promotion patterns does not impact customer attitudes, providing evidence that they are driven by customer habit formation. Authors: Lamei, Pezhman, Milad Mohammadi Darani, Jennifer Wiggins, and Christopher Mahar.

#27: Breakdown - Can mobile promotion automation decrease overall purchases? The role of promotion pattern predictability in customer habit formation

The lack of robust financial management is an integral growth constraint faced by small and medium enterprises (SMEs). For the sustainability and growth of SMEs, it is vital to choose the correct long-term projects. Yet, literature shows that SMEs across the globe hardly practice the sophisticated capital budgeting (CB) method. The present study identifies, prioritizes, and proposes a structural model of the barriers to CB practices. The study adopts an integrated method combining the Fuzzy Analytical Hierarchy Process (F-AHP) and the Fuzzy Decision-Making Trial and Evaluation Laboratory (F-DEMATEL) approach to evaluate the barriers to CB practices among SMEs in India. The prioritization obtained through the F-AHP suggests that the knowledge barrier of the decision-makers and the inherent barrier associated with the CB techniques are the most weighted main barriers impeding the practice of CB among SMEs. Also, the most important sub-barriers are time consumption and high complexity of the methods, lack of financial education and training of decision-makers, and lack of computation technology. F-DEMATEL provides a reliable quantitative measure of the association of the barriers to implementing sophisticated CB practices among SMEs. To the best of the authors' knowledge, this study is the first to identify, prioritize and structure the barriers to CB practices. Also, it is the first to apply multi-criteria decision-making tools in this field of research. Our findings can help financial managers/practitioners of SMEs to formulate sophisticated CB techniques in their investment decision strategies and efficiently manage their long-term funds.  Authors: Sureka, Riya, Satish Kumar, Deepraj Mukherjee, and Christina Theodoraki

#28: Breakdown - What restricts SMEs from adopting sophisticated capital budgeting practices?

Consumers do not always act in accordance with their environmental concerns and intentions. Researchers have posited that Perceived Consumer Effectiveness (PCE), or the belief that one’s behaviors are efficacious in ameliorating environmental impact, is a more appropriate explanatory variable. Yet, there have been contrasting results regarding the comparative effect of PCE, environmental concern, and intentions on green behavior. To address this question and to better understand the generalizability of the results to multiple cultures, the authors integrate PCE and environmental concern into a theoretical model based on the Theory of Planned Behavior. The results from a meta-analysis consisting of 118 studies, and 813 effect sizes, and 26,968 respondents reveal several key insights. First, cultural characteristics, such as power distance, masculinity, indulgence, and uncertainty moderate the relationship between PCE and green behavior. Second, contrary to prevailing assumptions, both PCE and environmental concern exhibit similar magnitudes in explaining overall green behavior. Third, a model with PCE and environmental concern demonstrates greater explanatory power for green behavior when compared to the traditional Theory of Planned Behavior model. These results offer valuable insights for researchers, managers, non-governmental organizations, and policymakers seeking culturally nuanced guidance to promote consumer green behavior more effectively.  Authors: Valter Afonso Vieira, Clécio Falcão Araújo, Christopher Groening

 

#29: Breakdown: The predictor role of perceived consumer effectiveness and environmental concern in consumer green behavior: A meta-analysis with cultural-level moderators

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