Browsing by Author "Roque, Ana Rita da Silva"
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- The effect of labeling strategies on the consumer’s purchase intentionPublication . Roque, Ana Rita da Silva; Costa, Cláudia Isabel de SousaAs firms fight to mitigate the effects of uncertainty involved in the process of creating a new product, crowdsourcing offers a promising route as it constitutes one of the most efficient decision-making mechanisms, helping marketers to set apart their products from competitors. Innovation scholars identified the benefits of labelling products as crowdsourcing (user-designed) at the point of purchase. Evidence shows that consumers prefer products labeled as user-designed as opposed to company design, as they are associated with more innovation. Yet, little is known about consumer behavioural intentions when other labeling strategies, such as customer reviews, top sales and public figure endorsement, are presented to determine if any of these have a bigger impact, than crowdsourcing, in the consumer purchase intention. Our findings suggest that none of these labeling strategies is more efficient at the point of purchase, showing that the way the product is communicated to the broader market does not influence consumer´s behavioural intentions. Second, the results showed that the level of perceived user involvement associated to each strategy is also not enough to affect consumer´s behavior.