Mayank Jyotsna Soni
@iimranchi.ac.in
Assistant professor (Marketing)
Indian Institute of Management Ranchi
RESEARCH INTERESTS
Consumer Behavior, Advertisement, Ad Appeals, Scarcity, Sales Promotion
Scopus Publications
Scholar Citations
Scholar h-index
Scholar i10-index
Scopus Publications
Mateus Canniatti Ponchio, Mayank Jyotsna Soni, Mousumi Singha Mahapatra, and Soumya Sarkar
Emerald
PurposeThis study aims to evaluate Netemeyer and colleagues' much cited financial well-being scale in Brazil and India and compare responses from different demographics. It also compares the results using two analysis techniques, item response theory (IRT) and confirmatory factor analysis (CFA).Design/methodology/approachA total of 994 survey responses from Brazil and 1,081 from India were collected. IRT and CFA models were used to analyse the data.FindingsThe results demonstrate the two-dimensional structure of the financial well-being scale and show that different items are differentially useful in measuring the construct across different groups. These findings may support the scale's future refinement and use in applied studies that will target specific groups (e.g. males, females, younger respondents and older respondents).Research limitations/implicationsThis study serves as an example to others who can explore the advantages of IRT over classical test theory methods to assess the psychometric properties of scales aimed at measuring latent constructs of interest in the field of marketing.Practical implicationsThe correct diagnosis of financial well-being is important to guide interventions by governments and non-governmental entities, as well as by financial institutions interested in better understanding individuals.Originality/valueThe authors show how the identification of the characteristics of scale items provided by the IRT technique allows for a better understanding of its properties and how it can be improved.
Mayank Jyotsna Soni
Emerald
Purpose This study aims to explore how different involvement levels within a single television program influence recall of cognitive vs affective advertisements aired during that television program. Design/methodology/approach Two studies of 2 (program involvement: high vs low) × 2 (advertisement involvement: cognitive vs affective) between subject design were conducted; one study was for cognitive program and other study was for affective program. Existing scales were used after conducting reliability and validity tests. Findings The influence of different levels of involvement with a television program on recall of cognitive and affective advertisements was found. Specifically, recall of cognitive advertisement was found to be higher when involvement with television program is low than when involvement with program is high. Recall of affective advertisement was found to be lower when involvement with program is low than when involvement with program is high. Practical implications Results indicate that cognitive advertisements are recalled more at point of low involvement with program, whereas affective advertisements are recalled at point of high involvement with program. The implications are in the field of understanding and making advertisement airing decisions. Originality/value When the television program progresses, the story tends to build, and hence, the involvement increases. Therefore, involvement level with the program at initial point and later point can vary. This study identified the possibility of cognitive advertisement being recalled more at initial point of a television program, i.e. at low involvement, and affective advertisement being recalled more at the later point of the same television program, i.e. at high involvement.
Mayank Jyotsna Soni and Abraham Koshy
SAGE Publications
Executive Summary Marketers try to influence consumers through promotional offers by restricting availability of products to a limited number of customers, a limited time period, or a specific segment, thereby creating a perception of scarcity. Such promotional appeal of making a product or offer scarce is called as scarcity appeal. Literature suggests that people with high need for uniqueness (NFU) prefer scarce products, or at least products which are depleting fast. However, the relationship between scarcity of offers and the NFU has not been much explored. The objective of this research is to understand how consumers with different levels of uniqueness respond to the scarcity appeal offer, especially with discount. Hypotheses relate to variability of purchase intent and attitude towards the product due to scarcity versus no-scarcity sales promotion appeals and by consumers with high and low needs for uniqueness. Proposed hypotheses were tested using 2 × 2 between-subjects factorial design. Quantity scarcity and no-scarcity appeals were manipulated using pre-tested and validated scenarios. Product used in the scenarios (laptop) was identified through an iterative process of seeking inputs from respondents with demographic profile similar to those in the final sample. Consumers’ need for uniqueness (CNFU) purchase intention, and attitude towards product were measured using scales that were pre-tested and validated using accepted protocols. On testing the formulated hypotheses using experimental design, it was found that: Consumers respond more favourably to quantity scarcity appeal offer when compared with no-scarcity appeal offer. Consumers with higher NFU indicate higher purchase intention in a no-scarcity appeal situation when compared with those with low NFU. There is no statistically significant difference in purchase intention of consumers with high and low needs for uniqueness in a situation of scarcity appeal messaging.