Reviews the literature on consumer‐perceived risk over the past 30 years. The review begins by establishing perceived risk’s relationship with related marketing constructs such as involvement and trust. It then tackles some debates within the literature, concerning subjective and objective risk and differences between the concepts of risk and uncertainty. It describes how different models have been devised and operationalised to measure risk and how these have developed over the years. Aims to identify and report the theoretical and model developments over the past 30 years and to propose criteria which researchers can use in deciding the most useful model for their own research. The criteria are: understanding, prediction, suitability for reliability and validity assessment, practicality and usability. It is suggested that the basic two‐component model is still the most generally useful for researchers and practitioners alike.

Consumer perceived risk: conceptualisations and models

https://opus.lib.uts.edu.au/bitstream/10453/7714/1/2007000068.pdf

Destination and enterprise management for a tourism future.

Each generation has unique expectations, experiences, generational history, lifestyles, values, and demographics that influence their buying behaviors. Accordingly, many companies are reaching out to multi-generational consumers and trying to understand and gain the attention of these diverse buyers. Multi-generational marketing is the practice of appealing to the unique needs and behaviors of individuals within more than one specific generational group, with a generation being a group of individuals born and living about the same time [1]. This means that marketers need to understand the six U.S. generations: Pre-Depression Generation, Depression Generation, Baby Boomers, Generation X, Generation Y, and Generation Z. When a marketer factors in the different characteristics and behaviors of the generations, it should be easier to build relationships, gain trust, and close business. [2, 3] As such, an understanding of multigenerational marketing is very important to the marketer. The purpose of this paper is to describe briefly the U.S. generations in terms of the times in which they grew up as well as the characteristics, lifestyles, and attitudes of the group. However, the primary focus of the paper is to describe various marketing understandings and strategies appropriate to each generation’s characteristics and behaviors, particularly in terms of segmentation, products and services, and communication.

/pdf/marketing-to-the-generations-8nvyombpgp.pdf

Marketing to the Generations

The moderating influence of environmental consciousness and recycling intentions on green purchase behavior

The application of generational theory to tourism consumer behavior: An American perspective

This research paper applies the Theory of Reasoned Action (TRA) to the growing trend of consumers going green. The study includes a survey informed by the TRA to show how attitudes and beliefs influence intention and behavior. The survey was administered to two samples consisting of 202 adult non-student participants and 302 undergraduate business students in the northeastern United States. The findings indicate differences in green and non-green consumer behavior between the student and adult respondents. The findings support the hypothesis that green consumption intentions affect actual green consumption behavior. The findings show how nuances occur between measures of attitudes, subjective norms, and intention. The article concludes with insights for planning effective policy and firm-level marketing strategies to encourage consumer-green thinking, feeling, and acting.

/pdf/walking-the-walk-how-the-theory-of-reasoned-action-explains-mf8jvsmj4o.pdf

Walking The Walk: How The Theory Of Reasoned Action Explains Adult And Student Intentions To Go Green

This literature review discusses the maturing of the baby boomer generation and the way this large segment of the population is affecting the workplace and the marketplace. As baby boomers tend to have active positions in life and to be potent employees and consumers, it makes economical sense to invest in retaining them in the workplace, and creating and promoting a vast variety of products and services especially tailored for their needs, using marketing methods that are also tailored to this cohort. Some businesses are beginning to move in this direction. This trend is not only observable in the USA, but also in many other countries. In the future, marketing to this population should use segmentation strategies based on psychographics, as well as demographics. Thus, further study of baby boomers' attitudes, interests and opinions is necessary.

/pdf/the-baby-boomer-market-3e5hfgq1vs.pdf

The baby boomer market

This article explores the economic shift in the United States toward sustainability. Also this article explores the concepts of ‘Green Marketing’, specifically within the context of marketing to green communities and identifies the need for marketers to shift strategies as green communities are being built across the United States. Lastly, this article discusses ‘green’ business methods and advertising techniques that have proven to be successful for multiple organizations in the United States.

https://link.springer.com/content/pdf/10.1057%2Fjma.2012.2.pdf

Marketing to green communities: How to successfully reach the green consumer

There is a dearth of systematic analysis of role of normative and predictive expectations in generating customer outcomes. The goal of the present empirical study is to establish how interaction of two types of expectations affects customer satisfaction and emotions in terms of their valence and arousal. Different combinations of normative and predictive expectations constitute different scenarios; hence, methodology of scenarios was used in measuring expectations for both services and products. The study demonstrated that normative and predictive expectations in conjunction, rather than separately, generated commensurate levels of customer satisfaction and emotions. Another finding of the current study is the moderating effect of emotional valence on the relationship between emotional arousal and satisfaction. The valence sign changes the direction of the relationship between emotional arousal and satisfaction. Positive emotional valence strengthens the relationship between them; in contrast, when emotional valence is negative, arousal negatively impacts satisfaction. The implication is that intense positive emotions are associated with higher customer satisfaction while intense negative emotions are associated with lower satisfaction. Theoretical and practical implications and venues for future research are discussed.

Interaction of normative and predictive expectations in customer satisfaction and emotions

Today’s customers are engaging with brands at many different levels-from traditional storefronts and call centers to the Internet and social media. Currently, social media is a top priority in thought and action for many businesses. Thriving companies are incorporating social media into their marketing strategies to meet business objectives. This exploratory review of the literature provides an overview of social media’s history, user demographics, and present use in the business world. SOCIAL MEDIA-A MOVING TARGET

http://www.na-businesspress.com/JMDC/ColemanLJ_Web7_1_.pdf

Linda Jane Coleman

Papers

Walking The Walk: How The Theory Of Reasoned Action Explains Adult And Student Intentions To Go Green

The baby boomer market

Marketing to green communities: How to successfully reach the green consumer

Interaction of normative and predictive expectations in customer satisfaction and emotions

Social Media - A Moving Target