The Spillover Effects of Negative Supply Chain Information on Consumers’ Perceptions of Product Attributes

  • Jon Kirchoff
  • Bridget Nichols
  • Hannah Stolze
  • Connor Brown
Conference paper
Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)

Abstract

Research shows consumers moving from passive recipients of products and services to becoming a more integral part of supply chain operations and even strategies. As consumers are exposed to, and take interest in, more supply chain information, questions are arising concerning the impact this information has on product-related attributes and evaluations. This study examines the extent to which messages about a company’s supply chain activities, specifically those dealing with social responsibility, affect consumer evaluations of products sold by the company. Results indicate this “spillover effect” is most likely to occur when the message is negative. Positive messages are less influential. This effect is generalized across two sample populations, while accounting for relevant individual differences in consumer behavior.

Keywords

Consumer behavior Supply chain management Spillover effect Social responsibility 

References

  1. Ahluwalia, R., Unnava, H. R., & Burnkant, R. (2001). The moderating role of commitment on the spillover effect of marketing communications. Journal of Marketing, 38(4), 458–470.CrossRefGoogle Scholar
  2. Brady, M. K., Cronin, J. J., Fox, G. L., & Roehm, M. L. (2008). Strategies to offset performance failures: The role of brand equity. Journal of Retailing, 84(2), 151–164.CrossRefGoogle Scholar
  3. Broniarczyk, S. M., & Alba, J. W. (1994). The role of consumers’ intuitions in inference making. Journal of Consumer Research, 21(3), 393–407.CrossRefGoogle Scholar
  4. Du, S., Battacharya, C. B., & Sen, S. (2010). Maximizing business returns to corporate social responsibility (CSR): The role of CSR communication. International Journal of Management Review, 51(1), 190–197.Google Scholar
  5. Fawcett, S. E., & Waller, M. A. (2014). Can we stay ahead of the obsolescence curve? On inflection points, proactive preemption, and the future of supply chain management. Journal of Business Logistics, 35(1), 17–22.CrossRefGoogle Scholar
  6. Freestone, O. M., & McGoldrick, P. J. (2007). Ethical positioning and political marketing: The ethical awareness of concerns of UK voters. Journal of Marketing Management, 23(7–8), 651–673.CrossRefGoogle Scholar
  7. Freestone, O. M., & McGoldrick, P. J. (2008). Motivations of the ethical consumer. Journal of Business Ethics, 79(4), 445–467.CrossRefGoogle Scholar
  8. Hayes, A. F. (2013). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach. New York, NY: Guilford Press.Google Scholar
  9. Homer, P., & Batra, R. (1994). Attitudinal effects of character-based versus competence-based negative political communications. Journal of Consumer Psychology, 3(2), 163–185.CrossRefGoogle Scholar
  10. Hornik, J., Satchi, R. S., Cesareo, L., & Pastore, A. (2015). Information dissemination via electronic word-of-mouth: Good news travels fast, bad news travels faster! Computers in Human Behavior, 45, 273–280.CrossRefGoogle Scholar
  11. Kardes, F. R., Cronley, M. L., Pontes, M. C., & Houghton, D. C. (2001). Down the garden path: The role of conditional inference processes in self-persuasion. Journal of Consumer Psychology, 11(3), 159–168.CrossRefGoogle Scholar
  12. Klein, J., & Dawar, N. (2004). Corporate social responsibility and consumers’ attributions and brand evaluations in a product-harm crisis. International Journal of Research in Marketing, 21(1), 203–217.CrossRefGoogle Scholar
  13. Lichtenstein, D. R., Netemeyer, R. G., & Maxham, J. G. (2010). The relationships among manager-, employee-, and customer-company identification: Implications for retail store financial performance. Journal of Retailing, 86(1), 85–93.CrossRefGoogle Scholar
  14. Mackalski, R., & Belisle, J.-F. (2015). Measuring the short-term spillover impact of a product recall on a brand ecosystem. Journal of Brand Management, 22(4), 323–339.CrossRefGoogle Scholar
  15. Maheswaran, D., & Meyers-Levy, J. (1990). The influence of message framing and issue involvement. Journal of Marketing Research, 27, 361–367.CrossRefGoogle Scholar
  16. Parente, D. H., Pegels, C. C., & Suresh, N. (2002). An exploratory study of the sales-production relationship and consumer satisfaction. International Journal of Operations & Production Management, 22(9), 997–1013.CrossRefGoogle Scholar
  17. Reynolds, W. M. (1982). Development of reliable and valid short forms of the Marlowe-Crowne social desirability scale. Journal of Clinical Psychology, 38(1), 119–125.CrossRefGoogle Scholar
  18. Roehm, M. L., & Tybout, A. M. (2006). When will a brand scandal spill over, and how should competitors respond? Journal of Marketing Research, 43(3), 366–373.CrossRefGoogle Scholar
  19. Simmons, C. J., & Lynch, J. G., Jr. (1991). Inference effects without inference making? Effects of missing information on discounting and use of presented information. Journal of Consumer Research, 17, 477–491.CrossRefGoogle Scholar
  20. Sen, S., & Battacharya, C. B. (2001). Does doing good always lead to doing better? Consumer reactions to coprorate social responsibility. Journal of Marketing Research, 38(20), 225–243.CrossRefGoogle Scholar
  21. Soosay, C. A., & Hyland, P. (2015). A decade of supply chain collaboration and directions for future research. Supply Chain Management An International Journal, 20(6), 613–630.CrossRefGoogle Scholar
  22. Skowronski, J. J., & Carlston, D. E. (1989). Negativity and extremity biases in impression formation: A review of explanations. Psychological Bulletin, 105(1), 131.CrossRefGoogle Scholar
  23. Straughan, R. D., & Roberts, J. A. (1999). Environmental segmentation alternatives: A look at green consumer behavior in the new millennium. Journal of Consumer Marketing, 16(6), 558–575.CrossRefGoogle Scholar
  24. Ta, H., Esper, T., & Hofer, A. R. (2015). Business-to-consumer (B2C) collaboration: Rethinking the role of consumers in supply chain management. Journal of Business Logistics, 36(1), 133–134.CrossRefGoogle Scholar
  25. Trudel, R., & Cotte, J. (2008). Reward or punish: Willingness to pay for ethically-produced goods. NA-Advances in Consumer Research, 35, 229–232.Google Scholar
  26. Wang, W. (2011). Spillover of social responsibility associations in a brand portfolio. Philadelphia, PA: Doctoral dissertation, Drexel University.Google Scholar
  27. Wuyts, S. H., Dekimpe, M. G., Gijsbrechts, E., & Pieters, F. R. (Eds.). (2011). The connected customer: The changing nature of consumer and business markets. New York, NY: Routledge.Google Scholar

Copyright information

© Academy of Marketing Science 2018

Authors and Affiliations

  • Jon Kirchoff
    • 1
  • Bridget Nichols
    • 2
  • Hannah Stolze
    • 3
  • Connor Brown
    • 3
  1. 1.East Carolina UniversityGreenvilleUSA
  2. 2.Northern Kentucky UniversityHighland HeightsUSA
  3. 3.Wheaton CollegeWheatonUSA

Personalised recommendations