Showing papers in "Journal of Consumer Marketing in 1997"
Journal Article•
1,904 citations
TL;DR: In this article, the issue of unethical corporate behavior from the perspective of consumers is examined and consumers say they do care about a firm's ethics and will adjust their purchase behaviors accordingly.
Abstract: Posits that although behaving “ethically” should be important for its own sake, whether a firm behaves ethically or unethically may also have a significant influence on consumers’ purchase decisions. Examines the issue of unethical corporate behavior from the perspective of consumers. Addresses several questions. First, what are consumers’ expectations regarding the ethicality of corporate behavior? Second, is whether a firm acts ethically or unethically an important consumer concern, and if so, will information regarding a firm’s behavior influence their purchase decision? Demonstrates that consumers say they do care about a firm’s ethics and will adjust their purchase behaviors accordingly.
1,096 citations
TL;DR: This article examined the relationship between self-monitoring, materialism, and involvement with clothing and brands among a sample of 387 young adults and found that selfmonitoring was positively related to materialism and clothing involvement, and interest in marketplace events and brands.
Abstract: The relationship of self‐monitoring to buying behavior and to the consumer’s value system is controversial and not well understood. The study examined the relationship between self‐monitoring, materialism, and involvement with clothing and brands among a sample of 387 young adults. Constructs were measured with Snyder’s Self‐Monitoring Scale, the Material Values Scale, the Consumer Involvement Profile, and a scale measuring market alienation. Self‐monitoring was positively related to materialism, to clothing involvement, and to interest in marketplace events and brands. Discusses implications for the meaning of self‐monitoring and the use of personality in explaining consumption behavior. Suggests implications for marketing strategy.
332 citations
TL;DR: In this paper, the authors highlight some of the key issues marketers are confronted with and discuss reasons for implementation of certain strategies and conclude that, for marketing strategies to be effective, they should take into consideration the heterogeneity of the mature market and the specific product or service being marketed.
Abstract: Points out that the aging population has captured the attention of marketers, but that many companies are still uncertain as to whether they should, or how they should, go about marketing to the mature market. Highlights some of the key issues marketers are confronted with and discusses reasons for implementation of certain strategies. Concludes that, for marketing strategies to be effective, they should take into consideration the heterogeneity of the mature market and the specific product or service being marketed. Uses the results of recent studies to illustrate how such target product‐specific strategies can be developed.
197 citations
TL;DR: The first of approximately 77 million baby boomers turned 50 in 1996 and this signaled the start of what is to become one of the greatest marketing movements ever seen in the USA in a movement which will last some 30-40 years and it won't be business as usual.
Abstract: The first of approximately 77 million baby boomers turned 50 in 1996 and this signaled the start of what is to become one of the greatest marketing movements ever seen in the USA in a movement which will last some 30‐40 years and it won’t be business as usual. The older customer is selective and also very discerning. They listen, they read, they remember but, above all else, they are skeptical. One of the strongest actions that a business can do with this mature market is to create a relationship with them. To do so puts you in a position to succeed.
145 citations
TL;DR: In this paper, a step-by-step approach to building brand names is presented. Synthesizes findings from descriptive and normative studies on branding in the literature, and also from related fields.
Abstract: Branding may be one of the most important decisions made by marketing managers. Since it is done somewhat sporadically, there are no strict guidelines provided by the companies to assist the managers in this task. Academic research also has not helped. While there is a tremendous amount of descriptive and normative research on the topic, it is somewhat fragmented in nature. Synthesizes findings from descriptive and normative studies on branding in the literature, and also from related fields. Integrates these with their own practical insight to recommend a step‐by‐step approach to building brand names.
139 citations
TL;DR: The segmented nature of consumer beliefs, interest, and product preference in this new nutritional category suggest a more targeted approach to pubic health education policy, as well as marketing plans, when introducing consumers to the preventative health advantages of such foods.
Abstract: States that over half of the adult US population (55 percent) believes in the disease‐preventative properties of natural foods such as fruits, vegetables and cereal grains. Consumer belief in the nutraceutical category has increased significantly in the past two years. The segmented nature of consumer beliefs, interest, and product preference in this new nutritional category suggest a more targeted approach to pubic health education policy, as well as marketing plans, when introducing consumers to the preventative health advantages of such foods.
135 citations
TL;DR: In this article, the authors highlight the fact that most marketing efforts are still aimed at consumers aged under 50, though those older than this comprise one-third of the adult US market.
Abstract: Highlights the fact that most marketing efforts are still aimed at consumers aged under 50, though those older than this comprise one‐third of the adult US market. Reports on research that aimed to define the 50‐plus market in terms of major life events, suggesting that these influence how individuals approach the marketplace. Outlines seven distinct consumer profiles.
125 citations
TL;DR: In this article, the consumer behavior patterns of urban Chinese children as a primary and an influence market were explored. But the results reveal that they influence around two-thirds of parents' purchases.
Abstract: Explores the consumer behavior patterns of urban Chinese children as a primary and an influence market. Examines, as primary consumers, their income, spending and saving patterns. Finds that they have two different types of income, save over half of it, and spend the rest on snack items, play items, and the largest portion on school‐related items. Analyzes their influence on the spending behavior of their parents and grandparents among 25 product categories and the results reveal that they influence around two‐thirds of parents’ purchases. Also considers role of age and gender on children’s consumer behavior. Discusses some marketing implications.
112 citations
TL;DR: In this paper, the authors employed the responses of 237 subjects to questions regarding the emotions they experienced while complaining about products or organizations to test a neo-Freudian catharsis hypothesis concerning the consequences for repeat purchasing of angry customer complaints.
Abstract: This study employed the responses of 237 subjects to questions regarding the emotions they experienced while complaining about products or organizations to test a neo‐Freudian catharsis hypothesis concerning the consequences for repeat purchasing of angry customer complaints. Aggressive complaining frequently led to the psychologically gratifying relief of frustration, and hence to higher post‐complaint levels of regard for the product or supplying firm. Identifies sub‐groups of customers possessing specific personal characteristics (extreme type‐A, type‐B personalities, low self‐esteem, guilt‐propensity); examines disparities in the patterns of complaining behavior of the various categories; and assesses the implications of the differences observed. Of the respondents who reported having complained angrily, 82 percent continued to buy the products (or use particular suppliers). Some even increased purchasing levels. Concludes that firms should actively encourage assertive complaining by customers so that the beneficial consequences of catharsis may be obtained.
103 citations
TL;DR: In this paper, three demographic currents in the shift from a youth-oriented, to a middle-aged mature society in the USA are discussed, based on the fact that the young population is shrinking, there is a growth in the number of those aged over 55, and "baby-boomers" are now approaching middle age.
Abstract: Discusses three demographic currents in the shift from a youth‐oriented, to a middle‐aged mature society in the USA. This shift ‐ the Age Wave ‐ is based on the fact that the young population is shrinking, there is a growth in the number of those aged over 55, and “baby‐boomers” are now approaching middle age.
TL;DR: In this article, the authors examined the situational dimensions affecting purchasing behavior of Hispanic customers in a mall at some distance from their neighborhoods and found that the Hispanic shopper makes the shopping trip worthwhile by travelling with companions, consummating a purchase while at the mall, and buying food or beverage during the visit.
Abstract: Examines the situational dimensions affecting purchasing behavior of Hispanic customers in a mall at some distance from their neighborhoods. The Hispanic shopper (which would also include a large segment of immigrants) makes the (shopping) trip worthwhile by travelling with companions, consummating a purchase while at the mall, and buying food or beverage during the visit. The Hispanic shopper also spends more time at the mall and visits more stores while there. This is an example of how marketers have become increasingly interested in the extent to which situational factors influence immigrants’ purchase behavior.
TL;DR: In this paper, the authors present a market research done at American Express Financial Advisor and learn from other marketers on how to communicate with mature individuals, which goes beyond merely using larger point sizes and allows individuals to roam within a marketing or advertising concept according to their personal station in life.
Abstract: Marketers and advertisers have ignored the individuality and diversity of older consumers. Communicating, developing relationships and building loyalty with mature individuals is different. Based on market research done at American Express Financial Advisor and learning from other marketers, new principles have emerged on how to communicate with mature individuals. This learning goes beyond merely using larger point sizes. Traditional advertising techniques need to be inverted. There is a need to be conditional ‐ allowing individuals the freedom to roam within a marketing or advertising concept according to their personal station in life. Time is not of the essence ‐ consumers are “careful buyers who do their homework”; they are “information hungry” and “have the time to investigate their purchases. Other points raised include the fact that arrogance does not sell, MTV quick‐cut editing is out, and it is necessary to remember that “mature excitement” is different from “adolescent excitement.”
TL;DR: In this paper, the authors present a managerially relevant introduction to database marketing, outlines its advantages and disadvantages, and provides managers with a practical approach to developing a database marketing program.
Abstract: As consumer marketers have become increasingly disenchanted with traditional “shotgun” mass‐media approaches to reaching customers, database marketing has emerged as the answer to marketers’ woes. Despite its widespread use by direct marketers, database marketing is relatively new to consumer marketers and, as such, leaves some consumer marketers confused as to why it works and how to implement a database program. Presents a managerially relevant introduction to database marketing. Defines database marketing, outlines its advantages and disadvantages and describes application examples. Provides managers with a practical approach to developing a database marketing program. Reviews some trends in database marketing to prepare the consumer marketer for changes in the database marketing program.
TL;DR: In this paper, the authors examined consumer perceptions of bonus pack offers and found that the majority of the consumers found that bonus pack promotions lack credence, and suggested suggestions on how to boost the credibility of bonus packs.
Abstract: Presents an account of a study which examined consumer perceptions of bonus pack offers. A bonus pack is a manufacturer’s sales promotion technique of giving the buyer an extra quantity of a product at the usual price (e.g. an extra 6 oz free; buy four, get one free). No scholarly research on bonus packs was uncovered by the literature review. Hence, this study represents, perhaps, one of the earliest scholarly works on bonus packs. The research tested two offers of Vaseline Intensive Care skin lotion (one offer was of 80 percent, the other of 60 percent more free). Consumer responses ‐ their belief in the offers (quantities and prices claimed), their perceptions of the manufacturer and of the value of the deal, and their purchase intentions ‐ were measured.The measures were further analyzed by types of user (light versus heavy) and buyer (regular versus infrequent). Discusses managerial implications of the findings. For example, one finding was that bonus pack promotions lack credence. Offers suggestions on how to boost the credibility of bonus packs.
TL;DR: In this article, a cross-cultural study of consumer decision making for 16 product categories across three different household samples: US nationals, Indian US immigrants, and Indians living in India was conducted.
Abstract: Spousal influence in the decision‐making process for purchasing consumer goods has been extensively investigated in the academic literature. There have been few studies, however, that have looked at this issue in a cross‐cultural context, especially that of cultural assimilation. Reports the results of a cross‐cultural study of consumer decision making for 16 product categories across three different household samples: US nationals, Indian US immigrants, and Indians living in India. Two major conclusions emerge: the three groups differ significantly in extent of spousal influence: and, in general, the immigrant group is found to be positioned between the American nationals and the culture they left behind, lending credence to acculturation/assimilation theories.
TL;DR: In this article, the authors argue that to innovate is the only surefire way to ensure long-term stability, satisfy shareholder growth goals, maximize employee happiness, and stay at the forefront of industry.
Abstract: Argues that to innovate is the only sure‐fire way to ensure long‐term stability, satisfy shareholder growth goals, maximize employee happiness, and stay at the forefront of industry. Identifies the contrarian views and guiding principles which are embraced by successfully innovative companies. Devises a process, involving five clearly‐defined stages, to assist in new product development.
TL;DR: Zhang et al. as mentioned in this paper conducted a study to examine Chinese consumers' responses to alpha-numeric brand names and found that certain letters and numbers were considered to be luckier than others.
Abstract: Two studies were conducted to examine Chinese consumers’ responses to alpha‐numeric brand names. Results to the first study found that certain letters and numbers were considered to be luckier than others. The lucky letters and numbers were A, S, and 8, while the unlucky ones were F, Z, and 4. Reasons for the perceived luckiness of the numbers were based on homonym and phonetics; while for the letters, they were based on the association with the educational grade and position in the alphabet. In the second study, the results showed that products with lucky alpha‐numeric brand names were perceived to be luckier, and have better quality and greater success than those with unlucky brand names. Additionally, brand names with a lucky number were perceived more favorably than those with a lucky letter even though the accompanying letter/number was unlucky. Offers theoretical and managerial implications and suggests directions for future research.
TL;DR: In this paper, the authors examined the effects of extending master brands and found that the dilution effect was less pronounced for master brands than for brands which were less dominant in a product category.
Abstract: Examines the effects of extending master brands — brands which so dominate a product category that they are almost synonymous with it. Three factors were experimentally manipulated — category dominance, the success of an extension, and the similarity between the extended and original products. The results indicated that a brand’s association with its original product category was diluted when an extension failed. This effect was moderated by category dominance prior to the extension. Specifically, the dilution effect was less pronounced for master brands than for brands which were less dominant in a product category. However, the similarity between the extended and original product categories did not moderate the dilution effects of master and less dominant brand extensions.
TL;DR: In this paper, the general inattention to human development in marketing research and practice, especially in research and marketing concerned with older consumers, is highlighted, and a new approach to marketing based on human development is described.
Abstract: Highlights the general inattention to human development in marketing research and practice, especially in research and marketing concerned with older consumers. Describes a new approach to marketing based on human development.
TL;DR: In this paper, the authors used data from 675,615 households in 34 leisure and recreation categories to replicate, update, and extend findings in the social class literature and found that social class shapes lifestyle and recreational choices, and media habits; they also support Coleman's (1983) income use hypotheses and Levy's (1966; 1978) media habit conjectures.
Abstract: The past decade has witnessed increased commercial use of data obtained unobtrusively from large‐scale geodemographic (GD) systems. However, consumer researchers have paid little attention to the potential of geodemography. Capitalizes on the fact that geodemography and Warnerian social class are underpinned by the same idea, i.e. that individuals resemble their neighbors, sharing many demographic and social‐status characteristics. Uses data from 675,615 households in 34 leisure and recreation categories to replicate, update, and extend findings in the social class literature. Results indicate that social class shapes lifestyle and recreational choices, and media habits; they also support Coleman’s (1983) income use hypotheses, and Levy’s (1966; 1978) media habit conjectures. Results suggest that a threefold classification of social classes (upper, middle and lower) may be more appropriate for predicting recreational choices than the traditional fivefold classification. Supplementing substantive findings, the study exemplifies how large‐scale, secondary databases can be applied in consumer research and offers suggestions to further refine social class measurement techniques.
TL;DR: In this article, the authors discuss the merits of this process and also the risks of oversimplification, and make suggestions as to how best to identify and reach market segments, addressing current trends and how these will affect market segmentation.
Abstract: Asserts that when faced with complex motives and behavior, humans tend to simplify and generalize in order to make sense of a bewildering set of complexities. Categorical systems are standard tools for boiling down the diversity of human behavior into manageable pockets (market segments) that allow us to predict future behavior. Discusses the merits of this process and also the risks of oversimplification. Examines examples of successful direct marketing to market segments, in particular the Cohorts II system, and makes suggestions as to how best to identify and reach market segments. Concludes by addressing current trends (e.g., using the Internet as a marketing medium) and how these will affect market segmentation.
TL;DR: This article examined consumer perceptions regarding the effectiveness of government-mandated alcohol warning labels and organizational efforts to promote responsible drinking from the perspective of social judgment theory and found that when highly credible sources use intensely worded alcohol warnings, the message is perceived to be more effective than when high-credibility sources use less worded warnings or when messages are presented by low credibility sources.
Abstract: Examines consumer perceptions regarding the effectiveness of government‐mandated alcohol warning labels and organizational efforts to promote responsible drinking from the perspective of social judgment theory. Investigates receiver involvement as a predictor of perceived effectiveness for alcohol warnings and warning labels. Finds the relationship between levels of alcohol consumption and perceptions of warning‐label effectiveness to be insignificant; and that health consciousness to be ineffective in predicting perceptions of label effectiveness. However, health consciousness was related to the tendency to read product warning labels. Additionally, examines the source credibility and language intensity of the message for their effects on perceptions of alcohol warning effectiveness. The findings demonstrated that when highly credible sources use intensely worded alcohol warnings, the message is perceived to be more effective than when high‐credibility sources use less intensely worded warnings or when messages are presented by low‐credibility sources.
TL;DR: In this paper, a prima facie case exists for the suitability of astrology as a segmentation variable with the potential to combine the measurement advantages of demographics with the psychological insights of psychographics and to create segments which are measurable, substantial, exhaustive, stable over time, and relatively accessible.
Abstract: Demographic segmentation variables are cheap and easy to measure, while psychographic variables are more expensive and harder to measure, but can provide more insight into consumers’ psychology. Suggests that a prima facie case exists for the suitability of astrology as a segmentation variable with the potential to combine the measurement advantages of demographics with the psychological insights of psychographics and to create segments which are measurable, substantial, exhaustive, stable over time, and relatively accessible. Tests the premise empirically using results from a Government data set, the British General Household Survey. The analyses show that astrology does have a significant, and sometimes predictable, effect on behavior in the leisure, tobacco, and drinks markets. Discusses managerial implications of the results in terms of market segmentation and promotion.
TL;DR: In this paper, the role and impact of surrogate buyers on the adoption process of a new product has been examined, and strategies to market new products successfully in situations where the surrogate buyers are the primary adopting units are presented.
Abstract: Models the role and impact of a relatively new intermediary, the surrogate buyers, on the new product adoption process. Existing diffusion models have ignored the impact of this intermediary who is becoming increasingly influential in many product categories/ purchase situations. Given the increasing product complexity and a plethora of product‐related information in the market, buyers are delegating the task of processing this information and making purchase decisions to surrogate buyers (such as wardrobe consultants, interior decorators). Examines the impact of such delegation on the adoption process. The inclusion of surrogate buyers not only makes the adoption process two‐staged, but also has other important managerial implications because of the unique characteristics of surrogate buyers. Develops a conceptual model to examine the impact of these characteristics on the adoption process and presents strategies to market new products successfully in situations where the surrogate buyers are the primary adopting units.
TL;DR: In this article, the authors present a survey of high-level managers from Fortune 1,000 corporations to illustrate the advantages of cultivating a flexible mindset concerning environmental trends and their strategic marketing implications.
Abstract: The need for management to better anticipate the future is the urgent message currently being advocated by consultants in strategic market planning. Uses a survey of high‐level managers from Fortune 1,000 corporations to illustrate the advantages of cultivating a flexible mindset concerning environmental trends and their strategic marketing implications. Reviews projected developments in the economy, technology, ecology and the social/political environments that are expected to occur by 2005. Discusses appropriate marketing responses to these trends.
TL;DR: The real-time response survey can be viewed as a dialectic elaboration of the focus group and the sample survey, incorporating some of the advantages of each and producing a program of research quickly as mentioned in this paper.
Abstract: The real‐time response survey can be viewed as a dialectic elaboration of the focus group and the sample survey, incorporating some of the advantages of each and producing a program of research quickly. An evaluation of the methodology shows its predictive utility from: real‐time response purchase intentions to self‐reported actual purchases of common commodities seven days later (r = 0.97); real‐time response purchase intentions to self‐reported actual purchases of new products six months later (r = 0.94); and an index of three real‐time response ratings of a product (purchase intention, price, and extent to which product is new and different) by residents of Cincinnati to national sales data for the following year (r = 0.45). Considers some advantages and disadvantages of the methodology. It can be quite useful in new product development.
TL;DR: In this article, the authors discuss several aspects of super automotive category killers (SACKs), including why they developed in the mid-1990s and their potential vulnerabilities, and provide managerial recommendations for existing and potential market participants.
Abstract: While “category killers” have been a major retailing force in many product categories for nearly a generation, only recently has the concept extended to the retail used‐car market. Discusses several aspects of these “super automotive category killers (SACKs),” including why they developed in the mid‐1990s and their potential vulnerabilities. Provides managerial recommendations for existing and potential market participants.
TL;DR: In this paper, a humorous look at the relationship between the consumer and the product since the 1920s is presented, concluding that marketing consists of the conscious effort to invade, inveigle and influence the relationship of "me and my stuff".
Abstract: Takes a humorous look at the relationship between the consumer and the product since the 1920s. Asserts that marketing consists of the conscious effort to invade, inveigle and influence the relationship between “me and my stuff”. Concludes that the new millennium is here and it belongs to the consumer.