Adaval, R, Saluja, G & Jiang, Y 2019, 'Seeing and thinking in pictures: A review of visual information processing', Consumer Psychology Review, vol. 2, no. 1, pp. 50-69.
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AbstractConstructive and ecological theories of perception raise questions about whether visual perception is inherently data‐driven (bottom‐up) or interpreted in terms of higher‐order cognitions (top‐down). Analogies between these theoretical perspectives and the two visual systems involved in visual perception (the dorsal and ventral stream) suggest that the literature on visual information processing can be organized around two types of processes: object processing and spatial processing. Object processing involves the identification and recognition of stimuli in the environment and is shaped by existing concepts and associations in memory. It is associated with the processing of properties of objects such as color, size, shape, and pictorial details that are considered in this review. Spatial processing involves the perception of location, movement, spatial relations, and transformation of objects and other stimuli. Imagery‐based processes that are used to transform marketing stimuli in order to simulate various possibilities are reviewed in this section along with individual differences in spatial and visual abilities.
An, J, Do, DKX, Ngo, LV & Quan, THM 2019, 'Turning brand credibility into positive word-of-mouth: integrating the signaling and social identity perspectives', Journal of Brand Management, vol. 26, no. 2, pp. 157-175.
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An, J, Ngo, LV, Chylinski, M & Tran, Q 2019, 'Customer advocates with a generous heart', Journal of Services Marketing, vol. 33, no. 2, pp. 192-205.
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PurposeDespite the fact that prosocial motivation is related to word of mouth (WOM), few studies have been conducted to investigate the psychological and behavioral processes that mediate the two constructs. This study aims to explore customers’ relational interactions, specifically customer-to-employee interaction (via customer participation), customer-to-customer interaction and customer-to-brand interaction (via brand commitment), as mediators of the prosocial motivation–WOM linkage. Specifically, this paper examines the serial mediation model, in which prosocial motivation increases customer participation and customer-to-customer interaction, which in turn increase brand commitment and WOM sequentially.Design/methodology/approachThis study collected survey data from two different samples, including higher degree research education and fitness gym services (highly interactive, people-processing service contexts), and used partial least square method to analyze the multiple serial mediations.FindingsThe results of this study show two serial mediating processes through which prosocial motivation influences WOM: 1. prosocial motivation → customer participation → brand commitment → WOM; and 2. prosocial motivation → customer-to-customer interaction → brand commitment → WOM.Practical implicationsThe findings provide managerial insights into how marketers can foster a more interactive service environment to encourage prosocial customers to engage in WOM more effectively.Originality/valueThis stu...
Burden, K, Kearney, M, Schuck, S & Burke, P 2019, 'Principles Underpinning Innovative Mobile Learning: Stakeholders’ Priorities', TechTrends, vol. 63, no. 6, pp. 659-668.
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© 2019, Association for Educational Communications & Technology. This article discusses the results of a survey that measured school teachers’ and mobile learning (m-learning) experts’ perceptions of the relative importance and effectiveness of various pedagogical principles underpinning m-learning designs. A scan of relevant literature produced a set of articles describing effective innovative m-learning. Principles underpinning the learning activities in these articles were identified. These principles were then provided to respondents so that they could identify the most important ones relative to the others for designing effective and innovative m-learning tasks. A rigorous Best/Worst Scaling (BWS) survey was used to collect these data. This is the first time that a BWS has been conducted with regard to mobile pedagogical principles. Findings showed that principles related to authenticity were rated most important relative to other principles by the m-learning experts and principles related to personalisation and customisation were rated most important by practising teachers. Other principles that have been used in innovative m-learning designs, such as gamification and intergenerational learning, were seen as least important by all respondents. The findings will inform design of professional development activities, in particular, those pertaining to an app being developed in an Erasmus + project, Developing and Evaluating Innovative Mobile Pedagogies (DEIMP).
Camilleri, A, Cam, M-A & Hoffmann, R 2019, 'Nudges and Signposts: The Effect of Smart Defaults and Pictographic Risk Information on Retirement Saving Investment Choices', Journal of Behavioral Decision Making, vol. 32, no. 4, pp. 431-449.
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The authors tested two interventions to improve retirement savings investment decisions. In an incentive‐compatible experiment, 459 participants engaged in a task simulating their working life. Periodically during the simulation, participants chose between different investment options. The authors examined the effectiveness of a “nudge” by manipulating the default option and the effectiveness of a “signpost” by manipulating the display of a pictograph summarizing the expected return of each option. Participants often followed the default option, particularly when it was “smart” (i.e., became more conservative as retirement approached) and when presented together with dynamic pictographs (i.e., updated each year assuming the investment was held until retirement). Those most likely to make optimal choices (i.e., consistent with the life cycle model) were presented with a smart default or dynamic pictographs. These findings reveal how different choice architecture interventions can be used to positively influence behavior. Retirement funds and regulators can support retirement savings decisions by the provision of smart defaults and better risk information in the form of pictographs.
Camilleri, AR & Larrick, RP 2019, 'The collective aggregation effect: Aggregating potential collective action increases prosocial behavior.', Journal of Experimental Psychology: General, vol. 148, no. 3, pp. 550-569.
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Chan, EY & Zlatevska, N 2019, 'Is meat sexy? Meat preference as a function of the sexual motivation system', Food Quality and Preference, vol. 74, pp. 78-87.
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When their sexual motivation system is activated, men behave in ways that would increase their desirability as a mating partner to women. For example, they take greater risks and become more altruistic. We examine the possibility that men’s sexual motivation, when elicited, can influence their preference for meat because meat signals status to others, including women—and signalling status is one way to help men achieve their mating goals. We find support for this hypothesis in three studies involving consumption (Study 1) and preference (Studies 2 and 3) for meat. Men’s desire for status mediates their liking for meat. In contrast, when their sexual motivation system is activated, women like meat less, possibly since they pursue other strategies such as beauty and health to make themselves desirable to men. Thus, we suggest that evolutionary processes shape food preferences. We discuss the contributions and limitations of our results as well as practical implications for reducing meat consumption—to not only improve one’s physical health but food sustainability.
Chan, EY & Zlatevska, N 2019, 'Jerkies, tacos, and burgers: Subjective socioeconomic status and meat preference', Appetite, vol. 132, pp. 257-266.
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© 2018 Elsevier Ltd In mankind's evolutionary past, those who consumed meat were strong and powerful and thus man saw meat as indicative of social status. This symbolic connection between meat and status persists today. Thus, based upon psychological theories of compensation, individuals low on subjective socioeconomic status (SES) should have a greater preference for meat, as meat may be substitutable for the status that they lack. Three experiments tested this premise. Participants who felt low on subjective SES preferred meat-based foods compared to participants who felt high on it (Experiment 1). The effect is driven by a desire for status (Experiments 2–3) and not by felt hunger or power (Experiments 1–2) and not generalizable to plant foods (Experiment 3). The results suggest a symbolic link between meat and status, which has intriguingly not yet been empirically shown, and we also demonstrate a consequence of the link for food preference. The results may be of use for doctors who advise eating less meat to improve physical health and for environmental advocates who argue that meat consumption exacerbates global warming. We will also discuss the contributions of and further avenues based on our work.
Chen, C & Ho, H 2019, 'Who pays you to be green? How customers' environmental practices affect the sales benefits of suppliers' environmental practices', Journal of Operations Management, vol. 65, no. 4, pp. 333-352.
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AbstractThis article examines whether a supplier's sales from a customer depends on the supplier's engagement in pro‐environmental practices (PEPs), and how this relationship is moderated by the customer's PEP level. This article synthesizes findings from several streams of literature including corporate environmental management, supply chain management, and contingency theory. We hypothesize that (1) a supplier gets greater sales benefits from its PEPs when the (corporate) customer's PEP level is higher, and (2) a supplier gets higher sales from a customer when the supplier's PEP level aligns with the customer's PEP level. To test the hypotheses, we use data from public U.S. manufacturing firms and their key customers between 2006 and 2016. The results show that the effect of a manufacturer's PEPs on sales is significantly higher when the customer's PEP level is higher. The results also show that a manufacturer's sales from a particular customer are higher when the manufacturer's PEP level does not exceed the customers' PEP level. This study provides empirical evidence that an investment in PEPs does not always enhance sales—the sales effect of PEPs may vary according to the customer's PEP level. To our knowledge, this is the first large‐scale study that examines the effect of environmental practices on sales.
Ho, H & Ito, K 2019, 'Consumption-oriented engagement in social network sites', European Journal of Marketing, vol. 53, no. 7, pp. 1355-1377.
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PurposeMounting empirical evidence shows that engagement in social network sites (SNSs) could have a negative impact on users’ personal well-being. However, studies of the undesirable effects of SNS use have not examined SNSs as a channel for users to share consumption information and experiences. To extend prior research, this study aims to examine the impact of consumption-oriented engagement (COE) in SNSs on young adult consumers’ personal well-being in terms of anxiety and self-esteem, as well as excessive spending.Design/methodology/approachSurveys were the primary means of data collection from a sample of young college students (N = 900). Moderated hierarchical regression was used to test the hypotheses.FindingsCOE is positively associated with anxiety and excessive spending and negatively associated with self-esteem. Social comparison mediates these relationships, and individuals’ materialistic values moderate the mediation.Research limitations/implicationsThis study demonstrates the psychological and behavioral outcomes of consumer socialization via digital media among young adult consumers. It introduces and empirically validates social comparison as a theoretical explanation for the effects of COE. In addition, it validates materialistic values as a personal trait that moderates the effects of COE.Practical implicationsThe study validates COE as a key precursor to the well-being of young adult users of SNSs and social comparison as the me...
Ho, H, Shin, W & Lwin, MO 2019, 'Social Networking Site Use and Materialistic Values Among Youth: The Safeguarding Role of the Parent-Child Relationship and Self-Regulation', Communication Research, vol. 46, no. 8, pp. 1119-1144.
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Social networking sites (SNSs) have become common avenues for young people to share their life experience with peers, including their consumption experience. Although prior research on the media effects of SNSs has shown how online communication on SNSs promotes various volitional behaviors, current understanding is limited with respect to how young people’s use of SNSs is associated with their consumption experience and materialistic values. This study examines how SNS use related to consumption experience is associated with materialistic values among young adults and how their social perceptions mediate such association. This investigation also proposes that young adults’ self-regulation and close relationships with parents would buffer the impact of SNS use. Survey data gathered from 903 youths in Singapore lend strong empirical support to the hypotheses proposed. Implications are discussed.
Hoffmann, R, Cam, M-A & Camilleri, AR 2019, 'Deciding to invest responsibly: Choice architecture and demographics in an incentivised retirement savings experiment', Journal of Behavioral and Experimental Economics, vol. 80, pp. 219-230.
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© 2019 We report results from a framed field experiment with a realistic retirement savings simulation to examine two factors in socially responsible investment (SRI) decisions: characteristics of investors and the investment choice architecture. We find that default options, age and values are significant explanators while infographics, gender, education and income are not. Further, repeated decisions affect SRI negatively through donor fatigue and positively through windfall gains. Our results suggest SRI is significantly limited by the non-ethical default options pension providers commonly set. Conversely there is scope for nudging pension savers towards socially responsible investments using defaults.
Kearney, M, Burke, PF & Schuck, S 2019, 'The iPAC Scale: A Survey to Measure Distinctive Mobile Pedagogies', TechTrends, vol. 63, no. 6, pp. 751-764.
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© 2019, The Author(s). This paper develops and examines a scale to capture teachers’ views of the mobile pedagogies they are adopting. Mobile pedagogies refer to the practices and approaches teachers use that involve mobile technologies to support learning. A mobile technology is any portable, handheld technology that potentially supports learning and includes laptops, tablets and smartphones. This study develops a rigorous scale to capture mobile pedagogies adopted in mobile learning tasks designed by teachers. In particular, the scale focuses on measuring pedagogies related to the iPAC framework which comprises three overarching dimensions of m-learning: personalisation, authenticity and collaboration (PAC). Each dimension has a pair of sub-components associated with it (for personalisation: agency and customisation; for authenticity: context and task; for collaboration: conversation and co-creation). The reliability and validity of a 20-item scale is assessed. A measure of overall m-learning experiences was also established and found to be significantly predicted by m-learning pedagogy. We also report on differences between teachers in m-learning practice with respect to subject area and year of schooling.
Kidd, LR, Garrard, GE, Bekessy, SA, Mills, M, Camilleri, AR, Fidler, F, Fielding, KS, Gordon, A, Gregg, EA, Kusmanoff, AM, Louis, W, Moon, K, Robinson, JA, Selinske, MJ, Shanahan, D & Adams, VM 2019, 'Messaging matters: A systematic review of the conservation messaging literature', Biological Conservation, vol. 236, pp. 92-99.
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© 2019 Elsevier Ltd Changing human behavior and attitudes are key to conserving global biodiversity. Despite evidence from other disciplines that strategic messaging can influence behavior and attitudes, it remains unclear how to best design messages to benefit biodiversity. We conducted a systematic literature review to investigate the status of conservation messaging research, and to evaluate whether studies address essential elements of message design and theory from other disciplines. We show that academic interest in conservation messaging is growing rapidly. However, our results suggest that conservation scientists are not effectively drawing from the long-standing expertise of disciplines with well-established messaging techniques. Many studies do not draw on established behavior change theories or audience segmentation techniques. Given the urgent need to address the loss of biodiversity, we discuss how conservation messaging can draw on existing empirical and theoretical knowledge, with a focus on the application of established techniques used in messaging for pro-environmental behavior.
Laurenceson, J, Bretherton, H, Burke, PF & Wei, E 2019, 'Chinese investment in Australian infrastructure assets: accounting for local public preferences', China Economic Journal, vol. 12, no. 1, pp. 77-92.
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Le Meunier-Fitzhugh, K & Massey, GR 2019, 'Improving relationships between sales and marketing: the relative effectiveness of cross-functional coordination mechanisms', Journal of Marketing Management, vol. 35, no. 13-14, pp. 1267-1290.
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© 2019, © 2019 Westburn Publishers Ltd. The importance of effective sales and marketing working relationships is well known and this article examines the effectiveness of various coordination mechanisms used to improve this cross-functional relationship. Six coordination mechanisms are measured to identify their effect on sales and marketing conflict and collaboration, which in turn influence business performance. The results reveal that not all coordination mechanisms are equally effective. Structuring sales and marketing as a single unit and creating cross-functional project teams improve the interface, as do providing opportunities for job rotation and establishing cross-functional meetings. However, employing cross-functional training and co-locating sales and marketing do not influence this working relationship. Finally, reducing conflict and increasing collaboration between sales and marketing is shown to independently, and positively, influence business performance.
Massey, GR, Wang, PZ & Kyngdon, AS 2019, 'Conceptualizing and modeling interpersonal trust in exchange relationships: The effects of incomplete model specification', Industrial Marketing Management, vol. 76, pp. 60-71.
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© 2018 The importance of interpersonal trust in exchange relationships is well-established, and trust is known to have two important and distinct underlying forms, one cognitive, the other affective. Despite this, trust studies often model only the cognitive task-related form and omit the affective form. This article achieves two main objectives. First it demonstrates that interpersonal trust is best considered a bidimensional construct consisting of both cognitive and affective components, and that omitting either form of trust from empirical studies is a conceptual and specification error. Second, we reveal that both forms explain a large amount of variance in the quality of exchange relationships. Also, studies omitting affective trust ignore the more potent of the two trust dimensions. In addition, models examining only one form of trust strongly inflate the apparent effects of that form, and are diagnostically unsound. Our results have important theoretical and managerial implications regarding the conceptualization and measurement of interpersonal trust, and its role in improving the effectiveness of exchange relationships.
Septianto, F, An, J & Soegianto, B 2019, 'Personalized giving: Configurational approach in examining demographics, morality, and prosocial intentions', Journal of Global Scholars of Marketing Science, vol. 29, no. 3, pp. 330-342.
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Septianto, F, An, J, Chiew, TM, Paramita, W & Tanudharma, I 2019, 'The similar versus divergent effects of pride and happiness on the effectiveness of loyalty programs', Journal of Business Research, vol. 99, pp. 12-22.
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Sinha, A, Gu, H, Kim, N & Emile, R 2019, 'Signaling effects and the role of culture: movies in international auxiliary channels', European Journal of Marketing, vol. 53, no. 10, pp. 2146-2172.
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PurposeGiven the high uncertainty in the quality perception of experiential products, manufacturers use signals to influence consumers’ decisions. In the movie industry, literature shows that performance of the main channel (e.g. cinema) strongly influences the performance of auxiliary channels (e.g. DVDs). The success of a movie in the home country is also to be resonated by its good performance in host countries. However, the cultural contingency of these success-breeds-success (SBS) effects has not been examined. This paper aims to test the influence of cultural values on the SBS effects across channels and countries.Design/methodology/approachBorrowing concepts from the signaling literature and analyzing DVD sales data from six international markets using a multilevel mixed-effects model, the study finds that culture plays a significant role to influence both SBS effects.FindingsIn countries with low power distance, short-term orientation and high indulgence, consumers who purchase from auxiliary channels are more likely to be influenced by the box office performance of movies. Meanwhile, cultural distance between the home and host nations significantly decreases the cross-national SBS effect.Research limitations/implicationsThe findings are likely to be generalized to online auxiliary channels of movies, but empirical testing is required to ensure that no major adaptation is required in the process. Future research can also extend the framework of this paper to include more countries into the analysis and investigate cultural variables beyond Hofstede’s dimensions.
Vandenbroele, J, Van Kerckhove, A & Zlatevska, N 2019, 'Portion size effects vary: The size of food units is a bigger problem than the number', Appetite, vol. 140, pp. 27-40.
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While it is well-known that larger food portions lead to increased consumption (i.e., the portion size effect), previous studies confound the effect of the size and the number of food units making up the larger portion. Moreover, empirical tests of the mechanism underlying the portions size effect are scarce. In response to these shortcomings, we present three experiments that test the impact of food unit-size and unit-number on consumption of increasingly large portion sizes, and assess whether perceptions of quantity (driven by unit size or number) mediate the portion size effect. Study 1 (n = 185), tracking actual consumption, shows that the portion size effect is determined more by unit-size than unit-number. Relative consumption ratios are higher when participants were served portions made up of enlarged food units compared to more food units. Since perceived quantity and consumption are thought to be negatively related, Study 2 (n = 193) reveals that consumers’ quantity perceptions of portions are lower for unit-size (vs. unit-number) increases. Study 3 (n = 189) considers both perceived quantity and consumption and demonstrates that perceived quantity indeed mediates the effect of food portion size on consumption. Finally, this study also shows that encouraging consumers to focus perceptually on size when portion size increases are in terms of unit-size, or focus on number when portion size increases are in terms of unit-number, supports them in increasing quantity perceptions and decreasing actual consumption. Hence, manipulating the perceptual focus of consumers helps to mitigate the portion size effect. The findings contribute to literature on the portion size effect and numerosity heuristic, and provide practical insights on food packaging so to tackle the obesity crisis.
Waller, DS & Waller, HJ 2019, 'An analysis of negative reviews in top art museums’ Facebook sites', Museum Management and Curatorship, vol. 34, no. 3, pp. 323-338.
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© 2018, © 2018 Informa UK Limited, trading as Taylor & Francis Group. Social media has had a profound effect on cultural-based institutional practice. The relationship between social media and these institutions is reflected in the services they provide, such as the way they communicate, the accessibility of collections, and customer engagement; however, social media is also used as a public channel for negative comments, criticism and complaints. This qualitative study aims to identify the key areas of negative comments made on Facebook review sites against the main art museums by members of the public, and determine how these institutions are monitoring this criticism. This is achieved by a thematic analysis of Facebook posts on review pages to identify what the negative issues are, plus an online survey of the Marketing/Communications Managers at the art museums. The main findings identify issues that can improve museum practice and avoid complaints in the future, which can have implications for other cultural-based institutions.
Zlatevska, N, Chowdhury, RMMI, Tam, L & Holden, S 2019, 'Facts-up-front: should food companies follow the FDA or industry label format? The effects of combining virtue and vice information on consumer evaluations', Marketing Letters, vol. 30, no. 3-4, pp. 321-334.
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© 2019, Springer Science+Business Media, LLC, part of Springer Nature. This research examines consumers’ processing of Facts-up-front food labels as implemented by the Grocery Manufacturers Association (GMA). Facts-up-front labels include both positive (virtues) and negative (vices) nutritional icons. The processing and relative efficacy of Facts-up-front labels are compared to the original FDA proposal of front-of-pack labels which only included vices. The results suggest heuristic processing of these labels, whereby consumers consider the nutritional icons on the front-of-pack labels similar to affective stimuli. The addition of virtues alongside vices on the label has a compensatory effect, i.e., the food item is evaluated as healthier when there are both virtues and vices on the label compared to when there are only vices. Such heuristic processing of Facts-up-front labels that allows nutritional virtues to compensate for nutritional vices has the potential for consumers evaluating harmful foods as relatively “healthy” thus compromising consumer well-being. These findings illustrate the importance of empirically testing changes to nutritional labels before large scale implementation. Since consumers process front-of-pack labels heuristically and not cognitively, it is not surprising that nutritional literacy does not moderate the effects of label design on healthiness evaluations. Furthermore, the order of the negative and positive information on Facts-up-front labels also has no effect.
Borriello, A, Burke, PF & Rose, JM 1970, 'Consumers’ preferences for different energy mixes in Australia', International Choice Modelling Conference, Kobe, Japan.
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Policy makers worldwide face several challenges in addressing climate change, including an understanding of how to successfully introduce initiatives reliant on renewable energy sources (RES). A key component in this is understanding citizen preferences in terms of willingness to pay (WTP). This research focuses on utilising a discrete choice experiment and associated hybrid choice model to model individual WTP for four different RES types (biomass, hydro, solar and wind) against four current and potential non-RES types (gas, oil, nuclear and coal). The model accounts for latent segments in relation to WTP based on pro-environmental attitudes and various socio-demographics. The research examines the case of Australia, but reports on WTP at each state and territory level rather than at the national level. The findings indicate that respondents from different states and territories have heterogeneous preferences in terms of energy mix composition, which led to different WTP values. A large dissonance emerges also comparing preferences at national and state/territory level, which may potentially act as hindrance to the achievement of the goal set for the Paris agreement.
Saluja, G & Adaval, R 1970, 'Seeing more in less: How connecting and separating mindsets affect the process and outcome of product customization', Asia-Pacific Conference of the Association for Consumer Research, Asia Pacific ACR Conference, Ahmedabad, pp. 41-42.
Saluja, G, Hong, J & Mukhopadhyay, A 1970, 'Silver Linings on Darkened Endorsers: The Ironic Effect of Culpability in Celebrity Scandals', European Marketing Academy, Hamburg.
Saluja, G, Hong, J & Mukhopadhyay, A 1970, 'The effect of culpability in celebrity scandals', Australian & New Zealand Marketing Academy, Wellington.
Sepehr, S 1970, 'Vulnerability Beyond Market-Mediated Power Relations: An Investigation of the Discourses of Anti-Immigration and Immigrant Consumer Vulnerability', AMA Winter Academic Conference, American Marketing Association, Austin, TX.
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A growing body of literature in consumer research has been dealing with the issue of consumer vulnerability. However, these studies have developed a narrow account of consumer vulnerability by regarding it as only a market condition. Addressing this gap, this paper aims to provide a broader conception of consumer vulnerability by investigating how power relations associated with anti-immigration and xenophobic discourses place immigrant consumers in vulnerable situation and how they appropriate consumption and market-mediate resources in order to resist. Interviews were conducted with 15 first-generation Iranian immigrants residing in Dortmund, Germany. The findings indicate that participants mostly experience vulnerability in their everyday interactions when they are subjected to the exercise of a very subtle form of power/knowledge that I conceptualised as a new form of orientalism in the post-9/11 world. The findings indicated that participants rely on the positive, productive aspects of market power relations to resist these undermining sociocultural processes. More specifically, it is found that they use symbolic resources attached to the collective consumption practices related to city and city spaces in order to cross the boundaries created as the result of functioning of the anti-immigration and xenophobic discourses. The findings of this paper suggest a broader conception of consumer vulnerability helps both researchers and practitioners in their endeavours to enhance consumer wellbeing.
Singh, S, Sinha, A, Lie, D & Govind, R 1970, 'Price Promotion Models for EDLP Retailers', 41st Annual ISMS Marketing Science Conference, Rome.
Vesal, M, Siahtiri, V & O'Cass, A 1970, 'Uncovering the bright and dark sides of innovation on firm- and customer-related performance', Australia and New Zealand Marketing Academy Conference (ANZMAC 2019), Wellington, New Zealand.
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Innovation must create value for two key stakeholders: shareholders and customers. However, while shareholders are concerned about the extent to which innovation activities impact the production cost, customers are focused on the potential of innovation activities to satisfy their needs. This problem has confounded managers about the benefits of innovation to firm- and customer-related performance outcomes. We attempt to highlight the bright-side of innovation and those that demonstrate a dark-side (less bright) on manufacturing firms’ production costs, and customer satisfaction. Following previous research, we differentiate between radical and incremental innovation. Drawing on a multi-informant dataset collected from B2B manufacturing firms and their customers, we show that while radical innovation significantly drives down production cost, it negatively affects customer satisfaction. The results also show that while the effect of incremental innovation on production cost is not significant, manufacturing firms with a higher level of incremental innovation have higher levels of customer satisfaction.
