摘要:

Discriminating between analytic and nonanalytic categorization mechanisms can be of value in designing marketing stimuli that facilitate consumers' acceptance of a product/brand. Two methodological paradigms were employed, the first involving the outcome of categorization judgments made by consumers for unfamiliar products/brands. The second, based on the retrieval of exemplars acquired during category learning and verification of their match with the target, was subjected to its first empirical examination. Both the category judgment and verification paradigms were found to be promising in terms of model identification. Potential complimentarities between the two, as well as operational refinements are suggested.

ISSN:1057-7408    

DOI:10.1016/S1057-7408(08)80020-4

出版商:Wiley    

年代:2008

数据来源: WILEY

摘要:

Previous work in consumer research has left questions concerning the duration of consumption largely unexplored and, in particular, has neglected the possible role of emotions in determining the length of time that consumers devote to consumption experiences. This study proposes an approach to investigating these questions and illustrates its application to the context of examining the connection between emotional responses and listening receptivity to music. Specifically, Russell, Weiss, and Mendelsohn's (1989) Affect Grid was used to select a set of musical stimuli judged as varying widely in pleasure and arousal. In an individually administered listening task, 58 subjects listened to these musical selections in different random orders for as long as they wanted before rating their feelings on the Affect Grid. Listening time was measured unobtrusively when rewinding the tapes between sessions with subjects. As hypothesized, the results show that log (tempo) strongly affects arousal, that listening time follows a nonmonotonic relation which peaks at intermediate levels of arousal, and that these peaks shift from left to right as pleasure increases.

ISSN:1057-7408    

DOI:10.1016/S1057-7408(08)80021-6

出版商:Wiley    

年代:2008

数据来源: WILEY

摘要:

In this article we address problems with recently proposed methods for examining construct validity and we introduce alternatives. With respect to the firstorder confirmatory factor analysis model, shortcomings in the application of the method to multitrait‐multimethod data are considered. The correlated uniqueness model is then presented as an alternative when ill‐defined solutions arise in first‐order confirmatory factor analyses or when method and trait variance are confounded. Procedures are then developed for investigating important hypotheses in the application of the direct product model. These procedures were not considered in previous treatments. Finally, panel models are shown to be adaptable to certain investigations of construct validity.

ISSN:1057-7408    

DOI:10.1016/S1057-7408(08)80022-8

出版商:Wiley    

年代:2008

数据来源: WILEY

摘要:

The field of consumer–object relations has recently emerged as a significant area of inquiry. Renewed attention has been devoted to understanding the meanings of gift giving as a result of this emergence. In this study, we employ projective techniques to uncover meanings that are less accessible by more direct measures. We analyze these meanings, and demonstrate the utility of projective techniques as a complement to other methods of investigation.

ISSN:1057-7408    

DOI:10.1016/S1057-7408(08)80023-X

出版商:Wiley    

年代:2008

数据来源: WILEY

摘要:

Two notable studies (Hoyer, 1984; Hoyer&Brown, 1990) examining the use of heuristics for common, repeatedly purchased products are replicated and extended. The findings indicate the robustness in the employment of simple choice tactics by consumers of different cultures and for different product classes. They also suggest that one such tactic, brand awareness, affected both initial and subsequent brand selections. Implications of the research and its findings are discussed.

ISSN:1057-7408    

DOI:10.1016/S1057-7408(08)80024-1

出版商:Wiley    

年代:2008

数据来源: WILEY