Miyuri Shirai - Academia.edu (original) (raw)

Papers by Miyuri Shirai

Journal of Consumer Marketing

Purpose This study aims to investigate the psychological process of intertemporal choices between... more Purpose This study aims to investigate the psychological process of intertemporal choices between larger-later and smaller-sooner monetary options. Prior research showed consumer impatience – a tendency to prefer a smaller-sooner option over a larger-later option. This research identifies an individual difference that predicts patience and mediators that explain the underlying mechanism. Design/methodology/approach Two studies are conducted. Study 1 examines whether the implicit theory of intelligence consumers endorse (i.e. entity theory vs incremental theory) constitutes an antecedent of patience and whether their thoughts regarding anticipated purchase with the chosen monetary option (i.e. hedonic versus utilitarian purchase) mediate the relationship. Study 2 analyzes whether psychological reactance toward larger-later options is a mediator in this relationship using a perceived threat to freedom and affect as reactance indicators. Findings Entity-oriented consumers exhibited les...

Asia Pacific Journal of Marketing and Logistics

PurposeResearch on vertical line extensions shows that consumers tend to evaluate upward extensio... more PurposeResearch on vertical line extensions shows that consumers tend to evaluate upward extensions higher than downward ones. This paper examines the opposite situation. It also investigates the process underlying consumer responses by identifying a moderator and mediators.Design/methodology/approachTwo studies were conducted to assess the effect of extension direction (upward vs downward) on consumers' extension evaluations. Study 1 incorporated implicit theories of relationships (the growth belief) as a moderator and inferred motives for launching a vertical line extension as mediators in the effect. Study 2 presented a firm's rationale for undertaking the extension to examine whether it influenced evaluations.FindingsConsumers' preferences for downward over upward extensions appeared in markets where the exclusivity of luxury brands had been reduced. However, the resistance to upward extensions was weaker when consumers endorsed stronger growth beliefs in human relat...

World Academy of Science, Engineering and Technology, International Journal of Economics and Management Engineering, 2017

ACR North American Advances, 2004

This study aims to understand the consumers’ general view of each of multiple IRPs in terms of im... more This study aims to understand the consumers’ general view of each of multiple IRPs in terms of importance and usage propensity for price judgments, the effort devoted to its formation, and whether its adoption is universal through all product categories and brands. Findings are as follows. First, in terms of importance, usage propensity, and effort, a normal price is highly evaluated and the highest-observed and lowest-acceptable prices less so. Second, the normal and expected prices are likely to be used over many product categories, whereas the lowest-acceptable price is not. Third, purchased price is likely to be used over many brands, whereas reservation price is not.

European Journal of Marketing, 2021

Purpose This paper aims to investigate the underlying process by which a brand’s unit pricing for... more Purpose This paper aims to investigate the underlying process by which a brand’s unit pricing for multiple package sizes influences consumer evaluations by incorporating several mediators and moderators. Two-unit pricing tactics were examined: quantity discounts and surcharges. Design/methodology/approach Two online experiments were conducted to test the hypotheses. Study 1 examined the mediating role of consumers’ inferred motive for sellers in setting quantity discounts or surcharges in the relationship between the pricing tactics and consumer evaluations. Study 2 incorporated affect as a mediator, and price consciousness and unit price usage as moderators in this relationship. Findings The mediating role of inferred motive is supported. Motive is related to the sales volume. Furthermore, this mediation effect is more potent when consumers have stronger quantity discount belief. Further, the mediating role of affect is supported. It is more salient when consumers are frequent user...

Journal of Finance and Economics, Jan 21, 2018

This article compares consumer responses to price reframing methods in an in-store decision conte... more This article compares consumer responses to price reframing methods in an in-store decision context where price comparisons among brands can be conducted. The methods examined are measure-based unit pricing, usage-based unit pricing, and temporal reframing of price. They differ in the unit used for calculating reframed prices: measure-based unit pricing uses weight or volume, usage-based unit pricing uses usage account, and temporal reframing of price uses time. This area of research has not been fully explored. Results from a laboratory experiment showed that measure-based and usage-based unit pricings were evaluated better than temporal reframing of price on usability, likeability, and comprehensibility. Also, measure-based unit pricing was the best at making the choice perceived easier, whereas usage-based unit pricing was the best at increasing the attractiveness of retail prices. Moreover, consumers who chose the brand with the lowest reframed price generated favorable price and quality perceptions for the chosen brand when usage-based unit pricing or temporal reframing of price was used but generated only favorable price perception when measure-based unit pricing was used.

International Journal of Retail & Distribution Management, 2020

PurposeEmpirical research on the influence of package size on consumers' quality perception h... more PurposeEmpirical research on the influence of package size on consumers' quality perception has been scarce. Yan et al. (2014), an initial study focusing on this topic, showed that a small package generates higher perceived quality than a large package of the same brand. To cultivate a deeper understanding of such an effect, this paper aims to extend that study by examining the process by incorporating the evaluation context as a moderator.Design/methodology/approachTwo experiments were carried out. In Study 1 (n = 380), the effect of package size on perceived quality was investigated by comparing a standalone context in which a single package size was presented and a context in which two different package sizes were shown. In Study 2 (n = 436), a standalone context was compared with another context in which participants viewed two different sizes but directed their attention to only one.FindingsThe findings indicate that the package size effect is not universal, and that it gen...

Journal of Retailing and Consumer Services, 2017

This article compares the effects of three pricing tactics-temporal reframing of prices (TRP), me... more This article compares the effects of three pricing tactics-temporal reframing of prices (TRP), measure-based unit pricing (UP), and usage-based UPon various consumer perceptions. Although these tactics are similar as they all reframe retail prices to a smaller amount, dissimilarity also exists as the respective units used for calculating these reframed prices differ. A laboratory experiment was performed to draw comparisons among the three types in a context of print advertisement. The results suggest that usage-based UP provided the most beneficial information for consumers; however, the differences between usage-based UP and TRP were not substantial.

Journal of Consumer Marketing, 2017

Purpose When communicating with consumers, firms frequently highlight their underdog status to ev... more Purpose When communicating with consumers, firms frequently highlight their underdog status to evoke a favorable attitude. Previous research has confirmed consumer preference for underdogs over top dogs in various domains. However, very little research has been conducted on the business types and decision contexts in which underdog effects produce the most impact. This paper aims to investigate some of the unexplored boundary conditions of underdog effects and addresses two issues: consumption domain and retail crowding. Design/methodology/approach Two experiments with a 2 (biography: underdog or top dog) × 2 (consumption domain: hedonic or utilitarian) × 2 (retail crowding: adequately crowded or uncrowded) factorial between-subjects design were conducted to test hypotheses. The two experiments differ in the consumption domains and the approaches used to depict crowding conditions. Furthermore, the first experiment targeted college students and the second experiment targeted online ...

Journal of Promotion Management, 2015

Marketers frequently adopt a “high quality, low price” appeal in advertisements. However, the pri... more Marketers frequently adopt a “high quality, low price” appeal in advertisements. However, the price–quality inference theory implies that this contextual appeal may not be well-accepted by consumers because it contains two contradictory cues: high quality and low price. This article investigates how consumers evaluate this appeal through two laboratory experiments. Study 1 shows that the appeal leads to favorable price perceptions and purchase intentions when the product price is high; it leads to high quality perceptions when the price is low. Study 2 shows that these effects are salient when consumers have a weak price–quality schema or a low need-for-cognition.

Modern Economy, 2014

Marketers frequently appeal to consumers through "high quality" and "low price" cues that are pla... more Marketers frequently appeal to consumers through "high quality" and "low price" cues that are placed together in retail advertisements. We call this type of approach the "high quality and low price" (HQLP) appeal. Few studies have investigated how HQLP appeal influences consumers' evaluations. In this paper, we analyze the effects of HQLP appeal on internal reference prices and quality perceptions in two retailer contexts: expensive and inexpensive stores. The results showed that consumers' evaluations are influenced by both the HQLP appeal and the retailer context. For an expensive store, the appeal generated similar levels of expected price and willingness-to-pay (WTP), higher purchase intention for the expected prices, and lower quality perception. The inexpensive store generated an expected price lower than WTP, higher purchase intention for the expected price, and higher quality perception. Therefore the HQLP appeal works better for an inexpensive store than an expensive store.