Article Per Year (5 Year)
p-Index From 2019 - 2024
0.408
P-Index
This Author published in this journals
All Journal Sosiohumaniora MIX : Jurnal Ilmiah Manajemen
Cynthia Ayu Manggarani
STIE YKPN
Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Social Sciences

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

 1 
HOW DOES SCARCITY PROMOTION ELEVATE CONSUMER AGGRESSIVITY: AN EXPERIMENTAL STUDY CONDUCTED ON STUDENTS Cynthia Ayu Manggarani; Shine Pintor Siolemba Patiro; Hendrian Hendrian; Tri Astuti
Sosiohumaniora Vol 23, No 3 (2021): Sosiohumaniora: Jurnal Ilmu-Ilmu Sosial dan Humaniora, NOVEMBER 2021
Publisher : Universitas Padjadjaran

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24198/sosiohumaniora.v23i3.33073

Abstract

Marketers often apply the strategy of scarcity promotion to attract consumer attention to the company’s product. However, this strategy often increases consumer’s destructive, aggressive behaviors. A quantitative approach using the experimental method was thus conducted in this study to reveal the effect of advertisement exposure with scarcity promotion strategy on aggressive consumer response towards the product that the company offered. The results show that advertisements with a scarcity strategy expose one’s perception that other consumers are perceived as threats. This perception arises since the probability of getting the product they want will be decreased when others are running after the same product. Theoretically, this condition will elevate the tendency of aggressive consumer behavior when attaining the product. Three studies with multiple behavioral measurements conducted on STIE YKPN students show destructive responses to the scarcity promotion applied by the company
THE NEGATIVE SIDE OF BRAND ATTACHMENT IN PRODUCING NEGATIVE CONSUMER BEHAVIOR Cynthia Ayu Manggarani; Lina Regina Notylia; Shine Pintor Siolemba Patiro
MIX: JURNAL ILMIAH MANAJEMEN Vol 11, No 3 (2021): MIX: Jurnal Ilmiah Manajemen
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/mix.2021.v11i3.003

Abstract

This research is triggered by the author's concern about a brand that will build a strong bond with consumers regardless of the impact it will have. Previous research conducted in the UK stated that brand attachment not only leads to favorable consumer behavior such as brand loyalty, but also detrimental consumer behavior such as trash-talking, schadenfreude and anti-brand actions which are only moderated by attachment avoidance styles (Japutra et al. , 2018). Trash-talking is different from negative WOM. The purpose of this study was to examine positive behavior (brand loyalty) and negative consumer behavior (trash-talking, schadenfreude, and anti-brand action) due to brand attachment using anxiety attachment style and attachment avoidance style as moderating variables in Indonesia. This study uses an online questionnaire method with a sample of 80 respondents. Furthermore, the data were tested using the PLS-SEM method with the help of the WarpPLS 7.0 software. The results explain that strong brand attachment has a strong influence on brand loyalty, trash-talking, schadenfreude, and anti-brand actions. However, these relationships were not moderated by either anxiety attachment styles or avoidance attachment styles. It can be concluded that the relationship between the brand attachment variable and the brand loyalty variable, the trash-talking variable, the schadenfreude variable and the anti-brand action variable were not moderated by the anxiety attachment style and the avoidance attachment style.
Co-Authors Hendrian Hendrian Lina Regina Notylia Shine Pintor Siolemba Patiro TRI ASTUTI