摘要:

AbstractConsumers act out roles throughout their lives. Marketers assist in this role playing by providing the wardrobes, props, and sets in the form of products and services. They also help people understand acceptable role behavior by portraying roles in their communication programs. Consumers assume new roles as they age. This article is designed to enhance understanding of the often‐ignored roles that accompany aging and provides examples of and suggestions for effective marketing for these role transition

ISSN:0742-6046    

DOI:10.1002/mar.4220090202

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

年代:1992

数据来源: WILEY

摘要:

AbstractUsing a role theory framework, this research focuses on convergence and divergence in complementary and substitute activities for husbands and wives. Hypotheses on the effects of children and wife's employment were assessed for a national sample of married men reporting on their and their wives' activities for a typical weekday and Saturday. Role factors are shown to have a significant impact on timestyles and the specific activities emerging as substitutes and complements.

ISSN:0742-6046    

DOI:10.1002/mar.4220090203

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

年代:1992

数据来源: WILEY

摘要:

AbstractA definition and theoretical framework for consumer brand confusion are developed. Brand confusion is distinguished from related terms, such as uncertainty, miscomprehension, infringement, and deception. The factors affecting the likelihood of brand confusion are extended beyond stimulus similarity to include individual and situational factors, and propositions regarding the effects of individual and situational factors are developed. The value of a better understanding of consumer brand confusion to managers and policy makers is discussed.

ISSN:0742-6046    

DOI:10.1002/mar.4220090204

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

年代:1992

数据来源: WILEY

摘要:

AbstractA conceptual model of the relationships between enduring, situational, and response involvement is proposed and tested in the context of decision‐making associated with a political election. Specifically, the model concerns relationships between involvement, knowledge, confidence, and the stability of preference for a specific candidate over time. Empirical support for the proposed model is found, and implications for involvement researchers and political marketers are offere

ISSN:0742-6046    

DOI:10.1002/mar.4220090205

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

年代:1992

数据来源: WILEY

摘要:

AbstractThe effect of subliminal sex and death embeds on attention to advertising, change in attitude, behavioral intention, and day‐after recall of advertising were investigated for two products. Contrary to findings in some previous research, no significant effects were indicated in the current study at any level. A review and comparison to previous research is provided, along with a possible explanation for conflicting research findings in the are

ISSN:0742-6046    

DOI:10.1002/mar.4220090206

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.4220090201

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

年代:1992

数据来源: WILEY