The author presents a conceptual model of brand equity from the perspective of the individual consumer. Customer-based brand equity is defined as the differential effect of brand knowledge on consu...

/pdf/conceptualizing-measuring-and-managing-customer-based-brand-4rg8x5nwfa.pdf

Conceptualizing, measuring, and managing customer-based brand equity

Introduction 1. Woman's Place in Man's Life Cycle 2. Images of Relationship 3. Concepts of Self and Morality 4. Crisis and Transition 5. Women's Rights and Women's Judgment 6. Visions of Maturity References Index of Study Participants General Index

In a Different Voice. Psychological Theory and Women’s Development. Cambridge, MA (Harvard University Press) 1982.

This paper extends the unified theory of acceptance and use of technology (UTAUT) to study acceptance and use of technology in a consumer context. Our proposed UTAUT2 incorporates three constructs into UTAUT: hedonic motivation, price value, and habit. Individual differences--namely, age, gender, and experience--are hypothesized to moderate the effects of these constructs on behavioral intention and technology use. Results from a two-stage online survey, with technology use data collected four months after the first survey, of 1,512 mobile Internet consumers supported our model. Compared to UTAUT, the extensions proposed in UTAUT2 produced a substantial improvement in the variance explained in behavioral intention (56 percent to 74 percent) and technology use (40 percent to 52 percent). The theoretical and managerial implications of these results are discussed.

/pdf/consumer-acceptance-and-use-of-information-technology-4i09z552kr.pdf

Consumer acceptance and use of information technology: extending the unified theory of acceptance and use of technology

This paper extends the unified theory of acceptance and use of technology (UTAUT) to study acceptance and use of technology in a consumer context. Our proposed UTAUT2 incorporates three constructs into UTAUT: hedonic motivation, price value, and habit. Individual differences — namely, age, gender, and experience — are hypothesized to moderate the effects of these constructs on behavioral intention and technology use. Results from a two-stage online survey, with technology use data collected four months after the first survey, of 1,512 mobile Internet consumers supported our model. Compared to UTAUT, the extensions proposed in UTAUT2 produced a substantial improvement in the variance explained in behavioral intention (56 percent to 74 percent) and technology use (40 percent to 52 percent). The theoretical and managerial implications of these results are discussed.

https://papers.ssrn.com/sol3/Delivery.cfm/SSRN_ID2002388_code662786.pdf?abstractid=2002388&type=2

Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology

Although brand theorists suggest that what a person knows about a company (i.e., corporate associations) can influence perceptions of the company's products, little systematic research on these eff...

/pdf/the-company-and-the-product-corporate-associations-and-r91bhmtqwg.pdf

The Company and the Product: Corporate Associations and Consumer Product Responses:

Mandler theorized that the level of congruity between a product and a more general product category schema may influence the nature of information processing and thus product evaluations. Products that are moderately incongruent with their associated category schemas are expected to stimulate processing that leads to a more favorable evaluation relative to products that are either congruent or extremely incongruent. Data from three experiments conducted in new product contexts are consistent with Mandler's hypothesis and serve as a basis for theorizing about the process.

https://www.jstor.org/stable/pdfplus/2489300.pdf

Schema congruity as a basis for product evaluation.

Studies examining message framing effects on persuasion have produced mixed results. Some studies show positively framed messages, which specify attributes or benefits gained by using a product, to...

The influence of message framing and issue involvement.

Existing research suggests that, relative to males, females often are more concerned with the particulars of message claims when processing advertising messages. This research examines how males process messages, when gender differences in processing are likely to occur, and whether variance in either information availability (the extent of message encoding) or information accessibility (the richness of message encoding) is likely to mediate such differences. The findings suggest that whether gender differences in processing occur depends on the nature of the response task and the level of cue incongruity contained in the message. Differences in the accessibility of message cues and in the genders' likelihood of using alternative processing strategies seem likely to account for these findings.

Exploring Differences in Males' and Females' Processing Strategies

Data from two experiments suggest that the genders differ in how they make judgments. In comparison with men, women appeared to have a lower threshold for elaborating on message cues and thus made ...

Gender Differences in the Use of Message Cues and Judgments

In this article, the authors propose an integrative model of advertising persuasion that orders the major theories and empirically supported generalizations about persuasion that have been offered ...

https://www.jstor.org/stable/pdfplus/1252100.pdf

Joan Meyers-Levy

Papers

Schema congruity as a basis for product evaluation.

The influence of message framing and issue involvement.

Exploring Differences in Males' and Females' Processing Strategies

Gender Differences in the Use of Message Cues and Judgments

Consumers' processing of persuasive advertisements: An integrative framework of persuasion theories