摘要:

AbstractThe study investigates the effect of one component of spousal influence—family power—on the innovative consumer decisions perceived to be made independently by one's mate. Information was gathered via a questionnaire by personally contacting a sample of 71 married couples. The hypothesis tested was that a wife, by virtue of her greater relative exercise of family power, exerts a high degree of influence over the innovative consumer decisions made by her husband. Specifically, it was hypothesized that a wife will have more influence over the choices perceived to be made by her husband than will he. The results supported the hypothe

ISSN:0742-6046    

DOI:10.1002/mar.4220090302

出版商:Wiley Subscription Services, Inc., A Wiley Company    

年代:1992

数据来源: WILEY

摘要:

AbstractA model is presented for analyzing the effects of involvement, source credibility, and location on consumers' reactions to price changes. The model is based on a schema proposed by Jacoby and Olson (1977) to explain consumers' reactions to price. Evidence is presented that strongly indicates that involvement, source credibility, and location importantly affect the size of the price change required to motivate consumers to switch suppliers.

ISSN:0742-6046    

DOI:10.1002/mar.4220090303

出版商:Wiley Subscription Services, Inc., A Wiley Company    

年代:1992

数据来源: WILEY

摘要:

AbstractThis study examined whether or not a persons's level of prior involvement affects his or her response to an incentive to pay attention to product information. The assumption that an incentive adds to the effect of a person's level of prior involvement (summative model) was compared to the assumption that high initial involvement would inhibit the effect of an incentive (threshold model). Seventy‐eight undergraduate subjects participated. Half were given an extra‐credit incentive to pick the best one of four described electronic typewriters; the other half were not. The incentive caused subjects to pay attention more and remember more about the products. Consistent with the threshold model, the incentive caused subjects with low prior involvement to spend more time studying the product descriptions, and it did not have an effect on the high‐involvement p

ISSN:0742-6046    

DOI:10.1002/mar.4220090304

出版商:Wiley Subscription Services, Inc., A Wiley Company    

年代:1992

数据来源: WILEY

摘要:

AbstractThe validity of a class of direct product perceptions is examined. Consumers recorded their perception of different products directly within exisiting spatial or treelike representations of the products' competitors. A conceptual model is developed that describes consumers' ability to provide direct perceptions within both space and tree representations for both brands and product categories. An empirical study is reported which supports the model and the validty of the recorded perceptions.

ISSN:0742-6046    

DOI:10.1002/mar.4220090305

出版商:Wiley Subscription Services, Inc., A Wiley Company    

年代:1992

数据来源: WILEY

摘要:

AbstractThe concept of the transformational effects of advertising is described and refined to provide a definition possibly more useful in empirically studying the construct. Methodological difficulties in testing and using the concept are discussed before proposing projective techniques as an approach which might overcome some of the problems. Finally, a study is reported that illustrates how projective techniques may be used to study transformational advertising.

ISSN:0742-6046    

DOI:10.1002/mar.4220090306

出版商:Wiley Subscription Services, Inc., A Wiley Company    

年代:1992

数据来源: WILEY

ISSN:0742-6046    

DOI:10.1002/mar.4220090307

出版商:Wiley Subscription Services, Inc., A Wiley Company    

年代:1992

数据来源: WILEY

ISSN:0742-6046    

DOI:10.1002/mar.4220090301

出版商:Wiley Subscription Services, Inc., A Wiley Company    

年代:1992

数据来源: WILEY