(Corresponding Author) Consumers’ perceptions, attitudes and behavioral intentions regarding the symbolic consumption of auspiciously named foods

Hyewon Youn, Jing (Bill) Xu, Jong Hyeong Kim

Research output: Contribution to journalArticlepeer-review

1 Citation (Scopus)

Abstract

The extant literature documents the significance of an auspicious naming strategy using lucky names and/or numbers to promote consumer behavior. However, this practice has rarely been examined in the hospitality literature. Therefore, by integrating value-belief-norm (VBN) theory and the theory of reasoned action (TRA), this study developed a consumer behavior model to examine the influence of customer perceptions of auspiciously named foods on their attitudes and purchase intention. In total, 475 surveys were collected using a panel data service in China. This study examined the structural relationships among personal values, superstitious beliefs, attitudes, social norms, and purchase intentions. The results revealed the salient role of social norms in determining auspicious consumption. Additionally, age was found to moderate the effects of attitude and social norms on purchase intention. These results provide important insight into how to develop effective marketing strategies to increase the sales of auspiciously named food products.

Original languageEnglish
Article number103024
JournalInternational Journal of Hospitality Management
Volume98
DOIs
Publication statusPublished - Sep 2021

Keywords

  • Food names
  • Social norms
  • Theory of reasoned action
  • Value-belief-norm theory

Fingerprint

Dive into the research topics of '(Corresponding Author) Consumers’ perceptions, attitudes and behavioral intentions regarding the symbolic consumption of auspiciously named foods'. Together they form a unique fingerprint.

Cite this