The document discusses several research papers related to consumer behavior and marketing. The key points discussed are: 1) One paper examines how buy-one-get-one (BOGO) promotions affect consumer responses compared to monetary donations. It finds BOGO promotions elicit more concrete mindsets and work better for utilitarian products. 2) Another paper analyzes how personality traits influence tendencies to pay for mobile apps or make in-app purchases. It finds bargain-proneness and need for arousal increase these tendencies, while frugality decreases them. 3) A third paper studies how online store layout, atmosphere, and emotions influence attitudes and purchase intentions. It confirms the S-O-R model applies online and

1. Papers
Priyanka Gupta

2. oneforme,oneforyou:cause-relatedmarketing
withbuy onegive onepromotion
• Objective: the contribution to an understanding of BOGO
promotion model and how it affect consumer response related to
monetary based CM promotion

3. • 1. Consumers do not perceive promotions fea- turing donations that
vary in form (physical item vs. money) as fungible, even when
objectively equivalent.
• 2. construal-level theory by identifying an antecedent condition that
elicits variation in mindset: BOGO promotions, which trigger the
donation of a physical entity (vs. money), evoke a concrete mindset. A
great deal of work has examined how advertisements can be framed
to evoke different mindsets.
• 3. The current work also shows that the often-cited finding that CM
promotions work better when bundled with hedonic products is not the
case in the context of BOGO promotions; rather, such promotions are
more effective when bundled with utilitarian products.
• 4. monetary-based promotions work equally well for hedonic and
utilitarian products, in contrast to previous work

4. • 1. explore whether BOGO promotions can be more effective for
hedonic promotions under some conditions.
• 2. how consumers respond to BOGO promotions when different
types of companies are presented as sponsors.
• 3. the extent to which the current findings extend to businesses
whose business model is characterized by BOGO promotions (such
as TOMS shoes); it is possible that consumers habituate to the
BOGO aspect of the company’s actions, reducing the differences in
mindset evoked.
• 4. how type of CM promotion influences decisions made at
different points in time, such as with services where decisions are
made in advance of the point of purchase

5. Differencesandsimilaritybetweenimpulsebuyingandvariety
seeking:Apersonality-basedperspective
• Objective: impulse
buying as an
internal tendency
to buy
spontaneously or
un- reflectively
independently of a
product situation
and variety
seeking as the
tendency to seek
variety in order to
meet an internal
need for
stimulation in daily
routines and
purchasing
activities

6. • 1. high neuroticism and low conscientiousness are the two
most important personality traits characterizing impulse
buyers, while high openness to experience and low
neuroticism are the two most important personality traits
defining variety seekers.
• 2. One facet of extraversion is spontaneity (Carver & Scheier,
2008), and this characteristic predicts IBT through lack of
premeditation and planning.
• 3. Conscientious consumers are self-disciplined, goal directed,
and inclined to plan, and have the ability to control impulses
and reactions. Impulse buying tendency and VST are both
classified as hedonic behaviors associated with experiencing
emotion and psychosocial motivation, rather than rationality
and functional benefits
• 4. Feelings of fantasy, creativity, lively imagination, and
intellect define variety seekers, but not impulsive buyers.

7. • 1. other measures of the personality constructs NEO-FFI, testing
whether these versions might have resulted in slightly different
tendencies.
• 2. ompulsive buying tendency (Flight, Rountree, & Beatty, 2012;
Ridgway et al., 2008) and further explore the relationship between
facets of impulse buying and neuroticism. Control mechanisms
such as mood may have influenced the results, and therefore
future studies may consider these variables as moderators of the
relation- ships analyzed..
• 3. may consider self-regulation and self-control (Vohs & Faber,
2007) to achieve a deeper understanding of IBT. Greater focus on
experimental studies in order to identify environ- mental cues or
buying situations that unconsciously activate impulsivity or
stimulate sensation seeking is desirable.
• 4. develop and test a scale of general VST at the same conceptual
level as IBT

8. Theeffectofbenefitsgeneratedfrominteractingwithbranded
mobileappsonconsumersatisfactionandpurchaseintentions
• THE main aim of the paper, what make a consumer to use
mobile app, the benefits they are getting by using that app.

9. • Branded mobile app users are active consumers who have primary motives
and look for particular types of gratifications when downloading/ using
mobile apps, rather than passive ones who are assumed to respond to the
given technology as in the traditional research, what gratifications they
acquire from using such apps, rather than focusing on factors affecting
consumer adoption of branded mobile app.
• Branded mobile apps which: make them smarter and up-to-date on things
they care about, stimulate them to think about things in new ways, lighten
their mood and hold their attention, improve the consumer's reputation or
prestige among peer customers and the sponsor of the app.
• Branded mobile apps, and can also be a source of competitive advantage for
firms. the U&G approach, in the context of mobile apps, in terms of not
identifying a very small number of motives (e.g. Gerlich et al., 2015) or
identifying a relatively large number of motives (Lin et al., 2014; Lee et al.,
2010) for downloading/using mobile apps
• The study provides evidence on the nature of the relationships between the
four interaction-based benefits and consumer satisfaction. the study
provides some support for the relationships between interaction-based
benefits and purchase intentions

10. future research can examine the following areas
• First, this study was conducted in a Middle Eastern culture;
therefore future research is encouraged to confirm the findings of
the current study in another context. the current study did not
focus on a specific brand or a specific industry, but rather
examined a range of different branded mobile apps.
• future research can examine how relevant product and consumer
characteristics (e.g. product type, price of product, perceived
differences among brands, gender) moderate the relationships
between interaction-based benefits of mobile benefits and
satisfaction and purchase intention.

11. To“Free”orNotto“Free”:TraitPredictorsofMobileApp
PurchasingTendencies
• the focus of this research will be on how a user’s personality
traits influence behavioral tenden- cies, specifically the
willingness to pay for apps when free alternatives are available
(Mobile App Payment) and the willingness to make In-App
Purchases.

12. • the purchase of mobile applications. More specifically, the authors examined
how these traits influence the behavioral tendencies of paying for mobile
applications (Mobile App Payment) and making In-App Purchases. bargain
proneness was positively related, while frugality was negatively related, to
both Mobile App Payment and In-App Purchases.
• The ad hoc model revealed a positive, direct relationship between need for
arousal and Mobile App Payment. Contrary to the stated hypotheses,
impulsivity was not found to have an effect on mobile purchasing tendencies.
• the study found that extraversion positively influenced bargain proneness.
• The finding of a significant, positive relationship between need for arousal
and frugality is contrary to theory and may be unique to the sample and
mobile app context.
• extraversion (via frugality) had a positive, indirect effect on In-App
Purchases, coupled with a direct effect on that tendency, suggesting partial
mediation.
• an important contribution by demonstrating the importance of central and
surface traits on mobile usage tendencies, specifically paying for apps when
free alternatives are avail- able (Mobile App Payment) and making In-App
Purchases.

13. • First, future research could utilize longitudinal data to examine
whether the results for bargain prone consumers attenuate over
time. Second, although the present research did not ad- dress the
possibility of distinct antecedents for the two mobile app purchasing
tendencies (Mobile App Payment and In-App Purchases),
• future research may take into account those instances in which
different effects on the two tendencies may be obtained. Third,
future research could validate these findings in a controlled
experimental setting.
• For instance, academics could prime individual’s personality traits
and test their effects on Mobile App Payment and In- App Purchases.
• Finally, given the wide range of factors aside from personality that
influence purchase intentions in an offline context such as perceived
risk (Talukdar, 2008), availability of alternative products
(Scheibehenne, Greifeneder, & Todd, 2010), and pro- motions
(Strahilevitz & Myers, 1998), future research could begin to explore
other factors that influence mobile app purchasing tendencies.

14. Howcanonlinestorelayoutdesignandatmosphereinfluence
consumershoppingintentiononawebsite?
• Objective: how consumers react and behave in response to
the online store stimuli after a website visit, and exploring the
interrelationships of store layout design, atmosphere,
emotional arousal, attitude toward the website, and purchase
intention.

15. • the results of this research demonstrate the effects of online
store environments on shopper emotions and purchase
behaviours are significant
• These results confirm that the S-O-R framework can be
applied to a variety of online store contexts.
• The findings further indicate that the influences of layout
design and atmosphere on the consumer’s emotional arousal
and attitude toward the website are significant.
• These results imply that a good layout design and pleasing
atmosphere will lead to higher level of emotional arousal and
consumer attitude.

16. • sample respondents matched the internet profile in terms of age
and education, other characteristics, such as gender and income,
are different to those of the general population of internet
shoppers.
• our results may also have been influenced by the respondent’s
real need for the product at the time when he/she was answering
the questionnaire, and this factor was not considered in this study
• Future research may consider exploring how deeply the influence
of consumer’s needs and past online shopping experience affects
their emotional arousal and attitudes toward a website.
• moderating effects of consumer characteristics such as
personality, hedonic-orientation and utilitarian-orientation on
consumer attitude toward the website and purchase intention
• Further studies may consider examining which of these
characteristics is more powerful in explaining consumers’ online
shopping behaviours.