Jenni Sipilä

• D.Sc.
• Professor (Assistant) at Lappeenranta – Lahti University of Technology LUT

This study investigates the influence of two prominent visual packaging cues, eco‐labels, and packaging material, on consumers' green purchase intentions in the context of gift‐giving, which represents a more complex decision compared to routine consumption. We derive a novel theoretical framework based on signaling theory and cue utilization theor...

Sustainable consumption became an inalienable part of our life. Building on it, a large share of consumer behavior research is focused on green buying as a part of sustainable consumption. Most existing literature considers sustainable actions and green buying as conscious and planned processes. However, there is recent evidence that green buying m...

Virtual try-on applications use augmented reality to virtually display products on consumers' faces or bodies. That is, they simulate a believable try-on experience by means of psychological presence, whereby the virtual experience feels real to the consumer. Grounded in social cognitive theory, this study is the first to investigate spatial presen...

This book chapter discusses the impulse buying of sustainably motivated consumers (i.e., sustainable consumers). The authors empirically investigate cases when sustainable consumers buy things impulsively and deal with the negative outcomes of such behaviour. Analysis of qualitative interview data reveals insights on five main themes, namely, susta...

Although impulse buying has been studied for decades, prior research mostly focuses on reasons for impulse buying rather than its outcomes. In recent years this trend has changed, due to the emerging sustainability agenda and the attention to impulse buying as one of the main antecedents of overconsumption. However, existing research on the outcome...

Purpose Virtual try-on (VTO) technology offers an opportunity for fashion and beauty brands to provide enriched self-explorative experiences. The increased popularity of VTOs makes it urgent to understand the drivers and consequences of the exploration of styles in VTO contexts (herein called self-explorative engagement). Notably, little is known a...

Consumers care about the fairness of companies both in terms of corporate social responsibility (CSR) engagement and the fairness of prices. However, the interplay between these domains is not yet well understood. Therefore, this study examines how consumers’ perceptions of CSR engagement affect their perceived price fairness following a price incr...

The visual (imagery) perspective represents the angle from which people imagine (i.e., form a mental image) themselves in a scenario (Libby and Eibach 2011). People from the actor’s (also called first-person) perspective view the scene as the main character (i.e., themselves) through their own eyes. People holding an observer’s (also called third-p...

Sustainable development is an overwhelming topic for modern research in most scientific areas, and marketing is not an exception. Sustainability assumes reasonable and conscious consumption. Being a sustainable consumer means consuming as little as possible. Concurrently, impulsive buying is supposed to be excessive and needless. Paradoxically, the...

Recent marketing research has identified mixed effects of luxury companies’ corporate social responsibility (CSR) engagement on customer-level outcomes. To gain a better understanding of these effects, we develop a conceptual framework in which we propose that, unless carefully implemented, CSR engagement leads to lower financial performance, decre...

This research explores how word-of-mouth (WOM) changes consumers’ attitudes and choice behavior in a high-involvement service (higher education) context. Hypotheses are tested by means of structural equation modeling. The main results indicate that different forms (normative and informational) of WOM affect two components of attitude change (creden...

In the face of the growing prevalence of multiple appeals to sustainable consumption in marketers’ sustainable product communications, we examine the efficacy, in terms of consumer reactions, of adding an extrinsic appeal (e.g., “Purchase this green product to save money!”) to an intrinsic appeal (e.g., “Purchase this green product to save the envi...

This study investigates the influence of word-of-mouth (WOM) on consumers' attitudinal ambivalence in the context of higher education decision-making. Construal level theory (CLT) is combined with attitudinal ambivalence literature to generate hypotheses about how different types of WOM (i.e., praise and activity) received during the decision-makin...

Despite the significance of ambivalence in consumer research, the concept suffers from a lack of clarity. This study thus aims to develop an improved conceptual understanding of consumer ambivalence based on the analysis of existing definitions. A number of challenges are observed and addressed through key premises that characterize the concept of...

This paper investigates ambivalence in the buying process. The existing literature has rarely studied ambivalence in longitudinal processes and has therefore not been able to capture its dynamics. Those studies that have studied ambivalence longitudinally have focused on general attitudinal ambivalence rather than its subtypes (cognitive, affective...

Despite the importance of ambivalence in consumer behavior, its varying and fragmented definitions have made it challenging to understand what ambivalence really means to consumer researchers. This is problematic because the lack of precise conceptualization hinders scientific progress (Teas and Palan 1997) and leads to validity and measurement iss...

The purpose of this paper is to assess the effect of service values on the processing of word-of-mouth (WOM) information, and their impact on a complex belief in a high-involvement service context. Hypotheses are tested on survey data collected from 378 respondents facing a high-involvement service choice. The results suggest that two distinct info...