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Román Nicolás, Sergio

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Román Nicolás, Sergio
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Universidad de Murcia. Departamento de Comercialización e Investigaciónde Mercados
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    Fake or credible? Antecedents and consequences of perceived credibility in exaggerated online reviews
    (Elsevier, 2022-11-25) Román Nicolás, Sergio; Pascual del Riquelme Martínez, María Isabel; Iacobucci, Dawn; Comercialización e Investigación de Mercados; Facultad de Economía y Empresa
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    Determinants of consumer attributions of Corporate Social Responsibility
    (Springer, 2015-02-25) Marín Rives, Longinos; Cuestas Díaz, Pedro Jesús; Román Nicolás, Sergio; Comercialización e Investigación de Mercados
    Prior research has found attributions to mediate the relationship between the elements of corporate social responsibility (CSR) activities and consumer responses to firms; however, the question of what variables determine consumer attributions of CSR remains partially unaddressed. This article analyzes why consumers make attributions of CSR that are either positive (values-driven or strategic motives), or negative (stakeholder-driven or egoistic motives). The results obtained from two empirical studies (n = 197, n = 222) indicate that company–cause fit, corporate ability, and interpersonal trust have a positive influence on the motives that consumers attribute to CSR, whereas corporate hypocrisy has a negative effect. This research contributes to our understanding of the psychological mechanisms underlying impactful consumer judgments and provides guidance for organizations in responding to such evaluations.
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    Does it matter who gets a better price? Antecedents and consequences of online price unfairness for advantaged and disadvantaged consumers
    (Elsevier, 2021-10-25) Pascual del Riquelme Martínez, María Isabel; Román Nicolás, Sergio; Cuestas Díaz, Pedro Jesús; Comercialización e Investigación de Mercados; Facultad de Economía y Empresa
    This study examines the moderating role of price inequalities in the antecedents and consequences of perceived price unfairness. We test a moderated mediation model on a sample of 994 consumers exposed to a hotel booking scenario either with an advantaged price (n = 496) or a disadvantaged one (n = 498). Our results show that the mechanisms through which perceived price unfairness is formed and its influence on price satisfaction and WOM significantly differ based on price inequalities. Furthermore, these findings highlight the importance of managing the potential negative consequences of unfair pricing not only for disadvantaged consumers, but also for advantaged ones.
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