Showing papers in "Journal of Consumer Marketing in 2008"
TL;DR: In this paper, the authors investigate if marketing and branding techniques can help establish green brands and introduce greener patterns of consumption into contemporary lifestyles in the current context where environmentally friendly products are increasingly available.
Abstract: Purpose – The objective of this paper is to investigate if marketing and branding techniques can help establish green brands and introduce greener patterns of consumption into contemporary lifestyles in the current context where environmentally friendly products are increasingly available.Design/methodology/approach – This paper reviews consumer behaviour and advertising to identify how consumers are persuaded to opt for greener products. It reports the results of a consumer product survey using a questionnaire based on the Dunlap and van Liere HEP‐NEP environmental survey and the Roper Starch Worldwide environmental behaviour survey. The respondents were 52 mothers who shop at supermarkets.Findings – The results show a correlation between consumer confidence in the performance of green products and their pro‐environmental beliefs in general. The findings suggest that most consumers cannot easily identify greener products (apart from cleaning products) although they would favour products manufactured by g...
903 citations
TL;DR: In this paper, the authors examine real life campaigns from well-known companies and attempt to measure consumer response beyond merely viewing or participating in the campaign, and find that a well-placed, calculated and provocative campaign can spark a firestorm of buzz that sometimes can be effective for years in nonterminal new mediums like the internet.
Abstract: Purpose – The purpose of this paper is to study examples of emerging marketing trends like word‐of‐mouth and viral marketing, and attempt to determine their measurability in terms of return on investment (ROI).Design/methodology/approach – The study examines real life campaigns from well‐known companies and attempt to measure consumer response beyond merely viewing or participating in the campaign. How much of an actionable response can be evoked and measured from viral and word‐of‐mouth campaigns? Testimonials and commentary from marketers practicing these methods and the pundits that attempt to gauge the effectiveness.Findings – The paper finds that word‐of‐mouth or viral marketing efforts are not always a sure bet. But a well‐placed, calculated and provocative campaign can spark a firestorm of buzz that sometimes can be effective for years in non‐terminal new mediums like the internet. While the jury is still out on finding hard quantitative ROI measurements for these campaigns, they can produce hefty ...
331 citations
TL;DR: In this article, the authors examine predictors of impulse buying and empirically test a theoretical model of impulse buyers by examining the associations between chronic impulse buying tendencies and subjective wellbeing, affect, susceptibility to interpersonal influence, and self-esteem.
Abstract: Purpose – The purpose of this research is to examine predictors of impulse buying. Although moderate levels of impulse buying can be pleasant and gratifying, recent theoretical work suggests that chronic, high frequency impulse buying has a compulsive element and can function as a form of escape from negative affective states, depression, and low self‐esteem.Design/methodology/approach – The present research empirically tests a theoretical model of impulse buying by examining the associations between chronic impulse buying tendencies and subjective wellbeing, affect, susceptibility to interpersonal influence, and self‐esteem.Findings – Results indicate that the cognitive facet of impulse buying, associated with a lack of planning in relation to purchase decisions, is negatively associated with subjective wellbeing. The affective facet of impulse buying, associated with feelings of excitement and an overpowering urge to buy, is linked to negative affect and susceptibility to interpersonal influence.Practic...
272 citations
TL;DR: In this article, the authors categorize the products and services people at the bottom of the pyramid consume with specific examples of both products and companies in Asia, Africa, and Latin America, and look at the theoretical frameworks that could explain those consumption patterns.
Abstract: Purpose – It is estimated that the poorest of the world, termed as being economically at the bottom of the pyramid (BoP), have a purchasing power of $5 trillion. This paper aims to study what and why they consume, and how firms can best address those needs, an area that is relatively new.Design/methodology/approach – The authors categorize the products and services people at the bottom of the pyramid consume with specific examples of both products and companies in Asia, Africa, and Latin America, and look at the theoretical frameworks that could explain those consumption patterns.Findings – The authors find that despite income and resource constraints, BoP consumers are sophisticated and creative. They are motivated not just by survival and physiological needs but seek to fulfill higher order needs either to build social capital, for cultural reasons or as a compensatory mechanism. They also find that when firms offer products that also fulfill these higher order needs, especially through linkages to educ...
230 citations
TL;DR: In this article, the authors examine the bottom of the pyramid (BOP) proposition, where private companies can both be profitable and help alleviate poverty by attending low-income consumers.
Abstract: Purpose – The purpose of this article is to examine the bottom of the pyramid (BOP) proposition, where private companies can both be profitable and help alleviate poverty by attending low‐income consumers.Design/methodology/approach – The literature on BOP was reviewed and some key elements of the BOP approach were proposed and examined.Findings – There is no agreement in the literature about the potential benefits of the BOP approach for both private companies and low‐income consumers. However, further research on characterizing the BOP segment and finding the appropriate business model for attending the BOP can provide some answers to this issue.Practical implications – The article provides some guidelines to managers as to how they need to adapt their marketing strategies to sell to the BOP market, and what type of partnerships they need to build in order to succeed.Originality/value – The article presents a thorough analysis of the key elements involved in the BOP initiative: companies' motivations, c...
207 citations
TL;DR: In this paper, the authors examined the present state of downloading and how ethical orientation and attitudes towards MP3 piracy impact such activities and used ethical scenarios as a way of understanding the ethical reasoning in illegal downloading.
Abstract: Purpose – Illegal downloading of music has become an inexorable and rampant activity particularly among college students who have been little deterred by industry legal actions. The purpose of this research is to examine the present state of downloading and how ethical orientation and attitudes towards MP3 piracy impact such activities. The paper also aims to use ethical scenarios as a way of understanding the ethical reasoning in illegal downloading.Design/methodology/approach – Key research questions are proposed that are related to illegal downloading. A sample of 364 university students was used to examine each research question. Statistical results are reported.Findings – The results clearly show that downloading continues at a high rate today driven by a strong belief that it is not ethically wrong. Ethical orientation was found to be positively associated with awareness of the social cost of downloading, consequences of downloading, and ethical belief in downloading. Ethical scenarios show that eth...
202 citations
TL;DR: In this article, the authors developed an understanding and analysis of community organic food market and found that organic food consumers' motivations, trust with regard to organic food, labeling and certification process, organic food distribution channels, and the proposition of a conceptual model of decision-making in small communities.
Abstract: Purpose – Substantial changes in the organic food sector and recent studies on the Canadian organic food market are showing promising trends. However, community organic food markets are different from organic food mainstream markets. In a domain growing in theoretical and practical importance, the main objective of this paper is to develop an understanding and analysis of “community organic food market”.Design/methodology/approach – Focus groups were conducted and data collected were analyzed using content analysis.Findings – Five main themes emerged and brought contributions in terms of: organic food definition and recognition, organic food consumers' motivations, trust with regard to organic food, labeling and certification process, organic food distribution channels, and the proposition of a conceptual model of decision making with regard to organic food consumers in small communities.Research limitations/implications – Data collection was conducted in only one small community location and should be ex...
191 citations
TL;DR: In this article, consumer choice behavior in the context of a new European Union (EU) member state was examined by examining cognitive, affective and normative mechanisms in consumer preference formation for domestic vs imported products.
Abstract: Purpose – This study focuses on consumer choice behavior in the context of a new European Union (EU) member state by examining cognitive, affective and normative mechanisms in consumer preference formation for domestic vs imported products.Design/methodology/approach – Data is drawn from a survey of 714 adult consumers. The research instrument included construct measures adapted from previous studies. The measurement model of domestic consumption was tested via covariance analysis. Once the construct reliability and validities were established, the structural model was evaluated to test the hypothesized relationships.Findings – The findings suggest that affective and normative constructs (i.e. consumer ethnocentrism and patriotism) are stronger determinants of domestic consumption than rational considerations (the cognitive mechanism) such as perceptions of relative product quality of domestic vs imported products. The role of patriotism and cosmopolitanism as factors fuelling ethnocentric tendencies are ...
169 citations
TL;DR: In this paper, the authors discuss innovative consumer marketing approaches for simultaneous business success and social empowerment at the bottom of the pyramid (BOP) or in subsistence marketplaces, and find that businesses must follow three principles for consumer marketing -deep understanding of consumer psychology, social embeddedness, and entrepreneurial empowerment.
Abstract: Purpose – The purpose of this paper is to discuss innovative consumer marketing approaches for simultaneous business success and social empowerment at the bottom of the pyramid (BOP) or in subsistence marketplaces.Design/methodology/approach – The paper draws from a research program comprising qualitative methods as well as case study analyses. The central aspect of the approach to this topic is that it is a bottom‐up perspective grounded in understanding consumers. The theoretical scope of the paper includes consumption, entrepreneurship, and social capital in impoverished environments.Findings – The authors' key finding is that businesses must follow three principles for consumer marketing – deep understanding of subsistence consumer psychology, social embeddedness, and entrepreneurial empowerment.Research limitations/implications – This research has implications for theoretical and empirical advancement in the areas of structuring marketing activities, social embeddedness of marketing, and consumer pol...
140 citations
TL;DR: In this article, the authors explore the shopping behavior and needs and wants of the over 55s market and find that the importance of shopping as a means of socialisation and a leisure pursuit was emphasised by older consumers and that they see themselves as experienced, astute shoppers who seek quality and service.
Abstract: Purpose – This research aims to explore the shopping behaviour and needs and wants of the over 55s market. Retail spaces have been most concerned with targeting the young, but the growing importance of the older segment now dictates that retail environments must increasingly communicate with older shoppers.Design/methodology/approach – Semi‐structured interviews were conducted with senior executives from the retail property industry. Focus groups were conducted with older shoppers to explore their perceived needs and wants.Findings – Key findings include the need to use “perceived age” rather than chronological age in determining marketing strategies. The importance of shopping as a means of socialisation and a leisure pursuit was emphasised by older consumers and that they see themselves as experienced, astute shoppers who seek quality and service.Research limitations/implications – The heterogeneity of the mature market was highlighted; outlook and lifestyles of older consumers are likely to continue to...
137 citations
TL;DR: In this article, the authors investigated the relationship satisfaction and loyalty between traditional and innovative products and provided a product-brand typology, showing that relationship satisfaction is significantly present when evaluating products alone albeit a weaker presence than when evaluating brand alone.
Abstract: Purpose – Studies on customer satisfaction and loyalty have focused on brand rather than product. It is not that brand is not important, but the process of loving a brand starts with a product. Customers appreciate products by themselves, independent of the brand, as shown in their pursuit of satisfaction and development of loyalty. Such appreciation seems to be prominent regarding innovative products when compared to traditional products. This paper aims to investigate this issue and provide a product‐brand typology.Design/methodology/approach – The paper takes the form of empirical research on a partial application of the typology.Findings – Results show that the relationship satisfaction‐loyalty is significantly present when evaluating products alone albeit a weaker presence than when evaluating brand alone. Such unequal presence is corroborated in both traditional (bottled wine) and innovative (electronic) products even though it is much stronger in innovative products. The relationship satisfaction‐l...
TL;DR: In this paper, the authors examined the reliability and validity of Hofstede's cultural framework when applied at the individual consumer level and found that a majority of the items were lacking in face validity.
Abstract: Purpose – The purpose of this paper is to examine the reliability and validity of Hofstede's cultural framework when applied at the individual consumer level.Design/methodology/approach – MBA students and faculty in the behavioral sciences were asked to review Hofstede's cultural instrument and to indicate which dimension (power distance, individualism/collectivism, uncertainty avoidance, masculinity/femininity) each particular item was intended to reflect. Subjects were also asked to respond to each item, thus indicating their underlying values. The reliability of each dimension was computed, and the data were factor analyzed to determine whether the various items loaded in a manner that is consistent with Hofstede's framework, thus providing evidence as to discriminant and convergent validity.Findings – This study presents evidence that Hofstede's cultural instrument lacks sufficient construct validity when applied at an individual level of analysis. Overall, a majority of the items were lacking in face...
TL;DR: In this article, the authors examined the differences in adoption of mobile data services between two age cohorts (gen Xers and baby boomers) and found that the perceived usefulness, ease of use, and perceived fun of mobile services was stronger for the Baby Boomers than Gen Xers.
Abstract: Purpose – This study aims to examine the differences in adoption of mobile data services between two age cohorts (gen Xers and baby boomers). Three elements in the extended Technology Acceptance Model – perceived usefulness, perceived ease of use, and perceived fun – were used to identify the differences in adoption of mobile data services for the two age cohorts.Design/methodology/approach – A sample of 200 mobile services users drawn from a purchased consumer panel participated in an online survey. Of this sample, 67 gen Xers and 86 baby boomers were used for the analysis (n=153). Multigroup structural equation modeling analysis was used to examine the differences in adoption of mobile data services between the two age cohorts.Findings – This study found that baby boomers perceived mobile data services as more difficult to use than gen Xers. However, the perception of usefulness of mobile data services was stronger for the baby boomers than gen Xers. Usefulness of mobile data services may be a critical ...
TL;DR: In this article, the authors explain how leading firms can profitably serve poor consumers by targeting the urban bottom of the pyramid (BOP) with appropriate marketing practices, and demonstrate that the urban BOP market is more profitable for large firms than the rural BOP due to its density of wealth, proximity, homogeneity and modernity.
Abstract: Purpose – The purpose of this paper is to explain how leading firms can profitably serve poor consumers by targeting the urban bottom of the pyramid (BOP) with appropriate marketing practices.Design/methodology/approach – The approach taken is an integrative analysis of existing literature and new cases.Findings – The urban BOP market is more profitable for large firms than the rural BOP due to its density of wealth, proximity, homogeneity and modernity. While recommended tactics for BOP marketing like rock bottom pricing, innovative products and sachets never produced market leaders, multilevel channels and inclusive pricing led to dramatic BOP sales growth for respected middle‐class products.Research limitations/implications – Theoretically, this research demonstrates that the urban‐rural divide is a good starting point for the development of context‐contingent strategies because successful urban BOP marketing practices were very different to those recommended for the rural BOP. It also makes a useful c...
TL;DR: In this paper, the authors examined the purchasing power at the bottom of the pyramid (BOP), i.e. of low-income consumers, and found that more than 50 percent of the BOP segment's purchasing power resides in the lowest income tier.
Abstract: Purpose – The purpose of this article is to examine the purchasing power at the bottom of the pyramid (BOP), i.e. of low‐income consumers.Design/methodology/approach – The authors analyze secondary data on income, population, and expenditure at the BOP from different countries, and apply the buying power index (BPI) methodology to assess the purchasing power of low‐income consumers.Findings – In developing countries, more than 50 percent of the purchasing power resides in the BOP segment. Asia is the region with the greatest purchasing power, relative to Africa, Eastern Europe, and Latin America and Caribbean. On average, the greatest BPI is in the lowest income tier, and consumption concentrates mainly in food, housing, and household goods.Practical implications – The article provides useful information to companies interested in reaching low‐income consumers about the relative purchasing power at the BOP across geographic regions, income tiers, and product categories (or industries).Originality/value – ...
TL;DR: In this paper, the authors argue that four significant ideas must be comprehended, and their connection and interaction understood if successful marketing to the 4 to 5 billion undeserved bottom of the pyramid (BOP) people in the world, by multinational firms is to be realized.
Abstract: Purpose – This paper aims to contend that four significant ideas must be comprehended, and their connection and interaction understood if successful marketing to the 4 to 5 billion undeserved bottom of the pyramid (BOP) people in the world, by multinational firms is to be realized. These ideas are: the bottom of the pyramid (BOP) market itself; share of the heart versus consumer animosity; the nature and influence of global “umbrella” brands and responsible marketing as a guiding principle for all firms including those focusing on the BOP. Each of these ideas, in and of itself, represents an important dimension in today's global business environment, but taken together they offer a clearer understanding of how companies, particularly multinational companies, can do well (profit) and do good (improve humanity).Design/methodology/approach – The paper briefly overviews the BOP literature, highlighting those parts most relevant to this work; expands upon the notion of “share of heart” and its twin components ...
TL;DR: In this paper, the authors investigate the effects of perceived product characteristics (i.e., involvement, product type, and switching cost) and consumer value consciousness on private brand purchase intent.
Abstract: Purpose – The purpose of this paper is to investigate the effects of perceived product characteristics (i.e. involvement, product type, and switching cost) and consumer value consciousness on private brand purchase intent.Design/methodology/approach – A college student sample was surveyed to measure product characteristic perceptions for six product categories and to evaluate private brand purchase intent. Analysis of covariance was conducted for hypothesis testing.Findings – Support existed for the significant effects of all three product characteristics on the intent to purchase private brands. A moderating effect by value consciousness on the product type (search versus experience) emerged.Practical implications – It is critical that retailers identify appropriate product categories as they develop private brands. Private brand marketing strategies should be designed to reduce the level of product involvement and switching cost, and to increase consumer perception of search properties.Originality/value...
TL;DR: In this paper, the authors examined the social and business implications of the vanity concept on Gen Y consumers' perceptions of vanity and found that cross-cultural and gender differences on vanity perceptions affect Gen Y consumer perceptions.
Abstract: Purpose – Based on their size, disposable income, and purchasing power, generation Y (Gen Y) consumers are viewed as the Holy Grail for marketers. Conversely, some of this group's behavior disturbs public policy officials, particularly when dealing with issues such as poor financial planning, bulimia and anorexia nervosa. The key question for both marketers and policy makers is what is the best way to understand the Gen Y segment? The vanity concept is used in this study as a way to understand the Gen Y consumer segment. The purpose of this paper is to examine vanity perceptions (cross‐nationally and by gender) as well as social and business implications with vanity.Design/methodology/approach – Key research expectations are proposed that are related to cross‐cultural and gender differences on vanity perceptions. A sample of approximately 125 Gen Y consumers in two eastern and two western cultures was used to find support for the research expectations. Statistical results are reported.Findings – The resul...
TL;DR: In this article, the authors investigated the moderating role of product involvement in predicting the effects of self-concept and consumption situation on consumers' situational decision making, and found that for consumers who were highly involved with the product, selfconcept and the consumption situation were both determinant factors in a situational brand choice.
Abstract: Purpose – The purpose of this paper is to investigate the moderating role of product involvement in predicting the effects of self‐concept and consumption situation on consumers' situational decision making.Design/methodology/approach – An experiment was conducted based on a two (self‐concept) × two (consumption situation) between group design. Participants' product involvement was treated as a covariate in repeated measures test to analyze the relationships between product involvement, self‐concept and consumption situation.Findings – Results suggested that, for consumers who were highly involved with the product, self‐concept and consumption situation were both determinant factors in a situational brand choice. For consumers who were not highly involved with the product, however, their situational brand choice was based solely on the situational factor, not their self‐concept.Research limitation/implications – Participants' pre‐existing attitude towards the brands might have influenced their answers. On...
TL;DR: In this article, the authors assess the impact of consumer ethics and their piracy attitudes on piracy behaviors using a structured questionnaire and regression models, and find that attitudes to piracy served as a partial mediator of the impacts of consumer morals and ethics on actual piracy.
Abstract: Purpose – This paper seeks to assess the impact of consumer ethics and their piracy attitudes on piracy behaviors. The extent of such piracy is difficult to estimate because no worldwide statistics are available, but conservative estimates indicate that it costs manufacturers billions of dollars.Design/methodology/approach – The research was conducted using Israeli consumers through a structured questionnaire. Data were analyzed mostly through regression models.Findings – Attitudes to piracy served as a partial mediator of the impacts of consumer morals and ethics on actual piracy.Research limitations/implications – The major limitation is the use of a convenience sample and future research should replicate and extend this study using random samples.Practical implications – First, firms should advertise piracy as unethical. This would result in recognition of unethical piracy behavior by some part of the population. For piracy reduction, such people should recognize the need to “balance the ethical book” ...
TL;DR: In this paper, the authors provide a comprehensive perspective on social enterprise development, leading to enhanced understanding of the bottom-of-the-pyramid (BOP) marketplace, and provide valuable information to marketing managers and others.
Abstract: Purpose – The purpose of this paper is to provide a comprehensive perspective on social enterprise development, leading to enhanced understanding of the bottom of the pyramid (BOP) marketplace.Design/methodology/approach – General systems theory is applied to case studies drawn from the Philippines, enabling the authors delineate system actors and their interrelationships, system objectives and strategies, key success factors and outcomes.Findings – The BOP social enterprise development process can be modeled from a systems perspective. The resulting model provides valuable information to marketing managers and others.Research limitations/implications – Model development would be enhanced by its adaptation to a broader range of cases, including those involving large national corporations and MNCs in the Philippines and elsewhere.Practical Implications – Three major implications for marketing managers and others who aspire to serving the BOP marketplace are revealed: BOP consumers and producers are intertw...
TL;DR: The authors explored whether there is a difference between African Americans and non African Americans in the use of word-of-mouth and brand loyalty in response to the purchase of durable goods (automobiles).
Abstract: Purpose – The intent of this article is to explore whether there is a difference between African Americans and non African‐Americans in the use of word‐of‐mouth and brand loyalty in response to the purchase of durable goods (automobiles). Additionally, this article looks to explore preference for “black‐owned” goods and services and feelings about purchasing goods from firms that once had ties to slavery.Design/methodology/approach – This article utilizes survey data obtained from over 800 respondents with analysis performed using regression analysis.Findings – This study shows no significant difference in brand loyalty and word‐of‐mouth between African Americans and non African‐Americans and no significant preference for black owned goods and services. Additionally it was found that while a majority of African American consumers believe that most American firms have ties to slavery, this does not act as a factor in the purchase decision.Practical implications – This article can help firms plan their mark...
TL;DR: In this paper, a content analysis of consumers' definitions of splurges revealed ten themes including that the purchase is: desired yet not necessary, self-indulgent, outside the normal purchase, and loosely spending money.
Abstract: Purpose – This exploratory research aims to investigate the consumer splurge purchase and compare characteristics about the splurge purchase for high‐materialism consumers versus low‐materialism consumers.Design/methodology/approach – The study sample was a convenience sample of adults over 25 years old and the sample consisted of 107 adults. Data were collected using two methods: an audiotaped, personal interview captured participants' reflections on a recent splurge purchase and a questionnaire which was administered with scales that are well established in the literature.Findings – A content analysis of consumers' definitions of splurges revealed ten themes including that the purchase is: desired yet not necessary, self‐indulgent, outside the normal purchase, and loosely spending money. High‐materialism consumers were more likely, than low‐materialism consumers, to splurge on items that were displayed on the person and were more likely to describe their splurge as expensive. When reflecting back on the...
TL;DR: In this paper, the authors explored the relationship between the complexity of family relationships typified in single parent, blended and intact families and the involvement of children in purchase decisions, and found that where familial relationships are simpler such as single parent homes (fewer relationships) then the child involvement of the child is greater and in more complex relationships such as in blended homes (where there are step-parents and...
Abstract: Purpose – The purpose of this paper is to note the growing significance of different family types in the west and explore the relationship between the complexity of family relationships typified in single parent, blended and intact families and the involvement of children in purchase decisions.Design/methodology/approach – The quantitative research is a development based on earlier qualitative research on the three family types and large‐scale piloting of the questionnaire. A random sample of mothers with children aged 10‐16 were contacted from the TNS Postal Access Panel. Questionnaires were only used where there were responses from both the mother and child. A total of 524 fully completed questionnaires were used for the analysis.Findings – The analysis supports the idea that where familial relationships are simpler such as in single parent homes (fewer relationships) then the involvement of the child is greater and in more complex relationships such as in blended homes (where there are step‐parents and...
TL;DR: In this article, a shift in view from corporate social responsibility to corporate social performance (CSP) was proposed as a means to assess CSR policies and practices, and a harmful product category was chosen to illustrate how Corporate social performance using a consumer's point of view can be assessed.
Abstract: Purpose – Consensus is emerging that companies should be socially responsible although the nature and degree of responsibility continues to be the source of debate. This continued debate allows the buck to be passed. The paper aims to propose a shift in view from corporate social responsibility to corporate social performance (CSP) as a means to assess CSR policies and practices. A harmful product category was chosen to illustrate how corporate social performance using a consumer's point‐of‐view can be assessed.Design/methodology/approach – Literature concerned with alcohol knowledge was used to design a survey to consider whether consumers were adequately informed about alcohol. A convenience sample was used to survey Australian adults. A total of 217 surveys were analysed.Findings – Australian alcohol marketers are currently considered socially responsible promoting an “enjoy responsibly message” amongst many other policies and programs. A shift in view from corporate social responsibility to corporate ...
TL;DR: A review of published research and plus opinions of professionals who cover the advertising industry or work in agency creative departments are also included in this paper, which explores reasons why there are so few women in creative departments of advertising agencies and what impact that might have on the work environment of those creative departments and advertising messages they create.
Abstract: Purpose – The purpose of this paper is to explore reasons why there are so few women in creative departments of advertising agencies and to discuss what impact that might have on the work environment of those creative departments and advertising messages they create.Design/methodology/approach – Provides a review of published research and plus opinions of professionals who cover the advertising industry or work in agency creative departments. Personal observations from the authors' time working in the advertising industry are also included.Findings – Themes gleaned from the literature look at the gender gap, the creative department of advertising agencies as an “old‐boys network,” reasons why women leave creative jobs, and why advertising targeting women as consumers is so bad.Practical implications – Women opt out of advertising agencies for any number of reasons – more than just having babies. Keeping women's voices in creative departments would give a better balance to the messages agencies create.Orig...
TL;DR: In this paper, the authors examined a non-cognitive approach based on the utilization of behavioral influence strategies to bring consumers to purchase fairly traded products such as coffee, sugar, chocolate, and so on.
Abstract: Purpose – Research on fairly‐traded products has shown that changing consumers' attitudes may not be the best strategy to bring consumers to purchase these products The objective of this study is to examine a different, non‐cognitive approach based on the utilization of behavioral influence strategiesDesign/methodology/approach – A field experiment was conducted involving 168 consumers The experiment took place in the context of a commercial stand in which fairly‐traded products such as coffee, sugar, chocolate, and so on, were sold Three factors were manipulated: the concreteness of the information provided to visitors; the provision of information about the popularity of fairly‐traded products among relevant others; and the possibility of receiving concrete feedback from a producerFindings – The paper finds that, contrary to what was expected, abstract information led to a greater amount of money spent on average by visitors In addition, knowing that fairly‐traded products were popular among relev
TL;DR: In this paper, the authors examine which changes companies need to implement in their transactional marketing strategy to sell to the poor when launching a product innovation in low-income countries, and investigate for one case (the Tata Nano) whether and how the company implements changes to respond to these conceptually identified challenges.
Abstract: Purpose – The purpose of this study is to examine which changes companies need to implement in their transactional marketing strategy to sell to the poor when launching a product innovation in low‐income countriesDesign/methodology/approach – The paper confronts the literature on the “bottom of the pyramid” with the diffusion of innovations theory in order to identify the country characteristics that call for marketing changes when entering low‐income markets The authors investigate for one case (the Tata Nano) whether – and how – the company implements changes to respond to these conceptually identified challenges The case study is systematically analysed and structured according to Kotler's four PsFindings – The case shows that companies can create products with functionality and cost advantage for the poor without compromising on safety and comfort Creating an innovative distribution system pushes costs and builds trust between the company and the customerResearch limitations/implications – The s