IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v172y2024ics0148296323007907.html
   My bibliography  Save this article

How can coffee shops draw customers back after COVID-19? the influence of psychological distance on coffee versus tea preference

Author

Listed:
  • Grossman, Ori
  • Rachamim, Matti

Abstract

The complex situation of COVID-19 raises the need for coffee entrepreneurs to be more innovative and apply strategies to enhance the attractiveness of coffee over other beverages, such as tea, and thereby increase their profits. According to recent studies, coffee and tea cues influence consumers’ psychological distance perspectivewith coffee cues tending to prompt psychological proximity and tea cues psychological distance. Such findings raise questions regarding the inverse relationship between psychological distance and coffee versus tea preference, which the present paper attempts to address. In seven experiments using different dimensions of psychological distance, the authors found that thepreference for coffee over tea appeared to decrease (increase) with psychological distance (proximity). The findings refute the notion that arousal level, level of knowledge or mood could account for the results. However, it was determined that regular coffee consumption moderates the influence of psychological distance on coffee versus tea preference.

Suggested Citation

  • Grossman, Ori & Rachamim, Matti, 2024. "How can coffee shops draw customers back after COVID-19? the influence of psychological distance on coffee versus tea preference," Journal of Business Research, Elsevier, vol. 172(C).
    • Handle: RePEc:eee:jbrese:v:172:y:2024:i:c:s0148296323007907
    DOI: 10.1016/j.jbusres.2023.114431
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296323007907
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2023.114431?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Antonella Samoggia & Margherita Del Prete & Chiara Argenti, 2020. "Functional Needs, Emotions, and Perceptions of Coffee Consumers and Non-Consumers," Sustainability, MDPI, vol. 12(14), pages 1-24, July.
    2. ., 2022. "Consumer demand and producer responses," Chapters, in: Rethinking Agricultural and Food Policy, chapter 3, pages 42-61, Edward Elgar Publishing.
    3. Xiangzhi Bu & Hoang Viet Nguyen & Tsung Piao Chou & Chia-Pin Chen, 2020. "A Comprehensive Model of Consumers’ Perceptions, Attitudes and Behavioral Intention toward Organic Tea: Evidence from an Emerging Economy," Sustainability, MDPI, vol. 12(16), pages 1-17, August.
    4. Rajagopal, 2022. "Consumer Dynamics," Springer Books, in: Agile Marketing Strategies, chapter 0, pages 25-53, Springer.
    5. Tombs, Alastair G. & McColl-Kennedy, Janet R., 2010. "Social and spatial influence of customers on other customers in the social-servicescape," Australasian marketing journal, Elsevier, vol. 18(3), pages 120-131.
    6. Mitchell, Andrew A & Dacin, Peter A, 1996. "The Assessment of Alternative Measures of Consumer Expertise," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 23(3), pages 219-239, December.
    7. Oecd, 2022. "Policy guidance on consumer product safety pledges," OECD Digital Economy Papers 325, OECD Publishing.
    8. Katie Kelting & Adam Duhachek & Kimberly Whitler, 2017. "Can copycat private labels improve the consumer’s shopping experience? A fluency explanation," Journal of the Academy of Marketing Science, Springer, vol. 45(4), pages 569-585, July.
    9. Jaemin Son & Mehmet Huseyin Bilgin & Doojin Ryu, 2022. "Consumer choices under new payment methods," Financial Innovation, Springer;Southwestern University of Finance and Economics, vol. 8(1), pages 1-22, December.
    10. Hyojin Lee & Xiaoyan Deng & H. Rao Unnava & Kentaro Fujita, 2014. "Monochrome Forests and Colorful Trees: The Effect of Black-and-White versus Color Imagery on Construal Level," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(4), pages 1015-1032.
    11. Oecd, 2022. "Measuring financial consumer detriment in e-commerce," OECD Digital Economy Papers 326, OECD Publishing.
    12. van Riel, Allard C.R. & Andreassen, Tor W. & Lervik-Olsen, Line & Zhang, Lu & Mithas, Sunil & Heinonen, Kristina, 2021. "A customer-centric five actor model for sustainability and service innovation," Journal of Business Research, Elsevier, vol. 136(C), pages 389-401.
    13. Peng, Peng & Jacobs, Sofie & Cambré, Bart, 2022. "How to create more customer value in independent shops: A set-theoretic approach to value creation," Journal of Business Research, Elsevier, vol. 146(C), pages 241-250.
    14. Celsi, Richard L & Olson, Jerry C, 1988. "The Role of Involvement in Attention and Comprehension Processes," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(2), pages 210-224, September.
    15. Ulf J. J. Hahnel, 2022. "Consumer awareness of load shapes," Nature Energy, Nature, vol. 7(12), pages 1122-1123, December.
    16. ., 2022. "Allocative efficiency in EU consumer law," Chapters, in: The Consumer Welfare Hypothesis in Law and Economics, chapter 6, pages 138-174, Edward Elgar Publishing.
    17. Aparna A. Labroo & Vanessa M. Patrick, 2009. "Psychological Distancing: Why Happiness Helps You See the Big Picture," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(5), pages 800-809, October.
    18. Chhatwani, Malvika & Mishra, Sushanta Kumar & Varma, Arup & Rai, Himanshu, 2022. "Psychological resilience and business survival chances: A study of small firms in the USA during COVID-19," Journal of Business Research, Elsevier, vol. 142(C), pages 277-286.
    19. Charlotte Jones & Donald W. Hine & Anthony D. G. Marks, 2017. "The Future is Now: Reducing Psychological Distance to Increase Public Engagement with Climate Change," Risk Analysis, John Wiley & Sons, vol. 37(2), pages 331-341, February.
    20. Yeung-Jo Kim & Jongwon Park & Robert S. Wyer Jr., 2009. "Effects of Temporal Distance and Memory on Consumer Judgments," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(4), pages 634-645, December.
    21. Joseph K. Goodman & Selin A. Malkoc, 2012. "Choosing Here and Now versus There and Later: The Moderating Role of Psychological Distance on Assortment Size Preferences," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 39(4), pages 751-768.
    22. Jane E. J. Ebert & Tom Meyvis, 2014. "Reading Fictional Stories and Winning Delayed Prizes: The Surprising Emotional Impact of Distant Events," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(3), pages 794-809.
    23. Fadilah, Risa Nurul & , Risa, 2022. "Communication Consumers Behavior Bittersweet By Najla," OSF Preprints vfh38, Center for Open Science.
    24. Canh Phuc Nguyen & Su Dinh Thanh & Bach Nguyen, 2022. "Economic uncertainty and tourism consumption," Tourism Economics, , vol. 28(4), pages 920-941, June.
    25. Beatty, Sharon E & Smith, Scott M, 1987. "External Search Effort: An Investigation across Several Product Categories," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 14(1), pages 83-95, June.
    26. Ernest Baskin & Cheryl J. Wakslak & Yaacov Trope & Nathan Novemsky, 2014. "Why Feasibility Matters More to Gift Receivers than to Givers: A Construal-Level Approach to Gift Giving," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(1), pages 169-182.
    27. Hyojin Lee & Xiaoyan Deng & H. Rao Unnava & Kentaro Fujita, 2014. "Monochrome Forests and Colorful Trees: The Effect of Black-and-White versus Color Imagery on Construal Level," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(4), pages 1015-1032.
    28. Goddard, John & McKillop, Donal G. & Wilson, John O.S., 2023. "Who consumes the credit union subsidies?," Journal of Financial Stability, Elsevier, vol. 69(C).
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Niu, Xiaoxiao & Harvey, Nigel, 2023. "Are lay expectations of inflation based on recall of specific prices? If so, how and under what conditions?," Journal of Economic Psychology, Elsevier, vol. 98(C).
    2. Garner, Benjamin & Hollenbeck, Candice R., 2023. "The role of natural scarcity in creating impressions of authenticity at the Farmers’ market," Journal of Business Research, Elsevier, vol. 167(C).
    3. Kelting, Katie & Berry, Christopher & van Horen, Femke, 2019. "The presence of copycat private labels in a product set increases consumers' choice ease when shopping with an abstract mindset," Journal of Business Research, Elsevier, vol. 99(C), pages 264-274.
    4. Daniele Scarpi, 2021. "A construal-level approach to hedonic and utilitarian shopping orientation," Marketing Letters, Springer, vol. 32(2), pages 261-271, June.
    5. Wang, Lili & You, Yanfen & Yang, Chun-Ming, 2020. "Restrained by resources: The effect of scarcity cues and childhood socioeconomic status (SES) on consumer preference for feasibility," International Journal of Research in Marketing, Elsevier, vol. 37(3), pages 557-571.
    6. Rizomyliotis, Ioannis & Konstantoulaki, Kleopatra & Kostopoulos, Ioannis, 2018. "Reassessing the effect of colour on attitude and behavioural intentions in promotional activities: The moderating role of mood and involvement," Australasian marketing journal, Elsevier, vol. 26(3), pages 204-215.
    7. Gaia Rubera & Andrea Ordanini & David Mazursky, 2010. "Toward a contingency view of new product creativity: Assessing the interactive effects of consumers," Marketing Letters, Springer, vol. 21(2), pages 191-206, June.
    8. Tiansheng Xia & Xiujuan Fan & Jingwei Zhang & Tingting Liu, 2023. "Influence of Complexity in Low-Fat Food Packaging on Chinese Consumers’ Purchase Intentions," Sustainability, MDPI, vol. 15(4), pages 1-15, February.
    9. Castagna, Ana Carina & Pinto, Diego Costa & Mattila, Anna & de Barcellos, Marcia Dutra, 2021. "Beauty-is-good, ugly-is-risky: Food aesthetics bias and construal level," Journal of Business Research, Elsevier, vol. 135(C), pages 633-643.
    10. Nayga, Rodolfo M., Jr., 1999. "Toward An Understanding Of Consumers' Perceptions Of Food Labels," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 2(1), pages 1-17.
    11. Nenkov, Gergana Y. & Morrin, Maureen & Maille, Virginie & Rank-Christman, Tracy & Lwin, May O., 2019. "Sense and sensibility: The impact of visual and auditory sensory input on marketplace morality," Journal of Business Research, Elsevier, vol. 95(C), pages 428-441.
    12. Thomas P. Novak & Donna L. Hoffman & Yiu-Fai Yung, 2000. "Measuring the Customer Experience in Online Environments: A Structural Modeling Approach," Marketing Science, INFORMS, vol. 19(1), pages 22-42, May.
    13. Mohamed Didi Alaoui & Véronique Cova, 2021. "La distance psychologique comme outil actionnable par les managers," Post-Print hal-03126709, HAL.
    14. van Rijnsoever, Frank J. & Castaldi, Carolina & Dijst, Martin J., 2012. "In what sequence are information sources consulted by involved consumers? The case of automobile pre-purchase search," Journal of Retailing and Consumer Services, Elsevier, vol. 19(3), pages 343-352.
    15. Junzhou Zhang & Yuping Liu-Thompkins, 2024. "Personalized email marketing in loyalty programs: The role of multidimensional construal levels," Journal of the Academy of Marketing Science, Springer, vol. 52(1), pages 196-216, January.
    16. Ran Duan & Christian Bombara, 2022. "Visualizing climate change: the role of construal level, emotional valence, and visual literacy," Climatic Change, Springer, vol. 170(1), pages 1-22, January.
    17. Kim, Jungkeun & Spence, Mark T. & Marshall, Roger, 2018. "The Color of Choice: The Influence of Presenting Product Information in Color on the Compromise Effect," Journal of Retailing, Elsevier, vol. 94(2), pages 167-185.
    18. Ashish Agarwal & Tridas Mukhopadhyay, 2016. "The Impact of Competing Ads on Click Performance in Sponsored Search," Information Systems Research, INFORMS, vol. 27(3), pages 538-557.
    19. Stillman, Paul E. & Fujita, Kentaro & Sheldon, Oliver & Trope, Yaacov, 2018. "From “me” to “we”: The role of construal level in promoting maximized joint outcomes," Organizational Behavior and Human Decision Processes, Elsevier, vol. 147(C), pages 16-25.
    20. Didi Alaoui, Mohamed & Valette-Florence, Pierre & Cova, Véronique, 2022. "How psychological distance shapes hedonic consumption: The moderating role of the need to justify," Journal of Business Research, Elsevier, vol. 146(C), pages 57-69.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:172:y:2024:i:c:s0148296323007907. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.