摘要:

AbstractThe hypothesis was tested that five‐year‐olds would be more easily persuaded than eight‐year‐olds to prefer certain toys after viewing ads for these toys. Forty kindergarteners and forty third graders viewed either a control commerical or an ad for a toy they had ranked fourth out of a group of seven toys shown to them in a preference task. After viewing, they repeated the preference task. The dependent variable was the post viewing rank of the toy that had been ranked fourth prior to viewing. Analysis of variance revealed only a significant grade by viewing condition interaction in which the older children liked the toy significantly better if they had viewed a commercial for it. Younger children showed no significant viewing effects. Results are discussed in terms of their implications for cognitive variables which may be responsible for the age differences in the effects of exposure to television comm

ISSN:0742-6046    

DOI:10.1002/mar.4220020102

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

年代:1985

数据来源: WILEY

摘要:

AbstractThe relationship between verbal and nonverbal modes of processing consumer information was examined in an investigation of schematic processing, a predominantly verbal mode, and visual imagery, a nonverbal method of information processing. It was found that individuals with a schema for a marketing event exhibited both a higher incidence and greater vividness of imagery during retrieval than did subjects without a schema. No differences were observed in either the frequency or clarity of images related to actions of varying degrees of abstraction in the event schema. These results indicate interdependence between schematic and imaginal processing consistent with the Cyclical Processing Model (Hampson and Morris 1979). A number of implications, both methodological and strategic, are developed from the observed relationship between imaginal and schematic information processing.

ISSN:0742-6046    

DOI:10.1002/mar.4220020103

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

年代:1985

数据来源: WILEY

摘要:

AbstractThe background, theory, and method of “frame analysis”—a two‐phase marketing research method for generating and analyzing qualitative data—is presented. Frames are abstractions or “higher order knowledge structures” and the objective of “frame analysis” is to identify the “frames” (or schemes or scripts) of consumers and then segment consumers by the extent to which t

ISSN:0742-6046    

DOI:10.1002/mar.4220020104

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

年代:1985

数据来源: WILEY

摘要:

AbstractWeinstein, Drozdenko, and Weinstein (1984) take exception to my cautionary note regarding physiological measures of advertising response generally, and more specifically, my comments regarding Brain Wave Analysis. I clarify the intent of my original note and suggest caution remains the appropriate approach to the use of such measures for the specific purpose of evaluating advertising effectiveness. I suggest Weinstein, et al. fail to understand the distinction between basic research and validation of a specific measure for a specific purpose.

ISSN:0742-6046    

DOI:10.1002/mar.4220020105

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

年代:1985

数据来源: WILEY

摘要:

AbstractThis study examines consumer profile data on waterbed and conventional bed consumers. Five hundred conventional and waterbed consumers in Canada were randomly selected from two national lists of waterbed/mattress purchasers from 1981 to the present. A 73‐item questionnaire was sent by mail to all of the selected respondents. The cover letter stated the purpose of the project; to study why people bought the bed that they are presently using. One hundred and sixty‐two completed, useable questionnaires were returned, yielding a response rate of 37%.Following a series of multivariate analyses, a consumer profile for the two bed users was developed. Both groups tended to be married. The conventional bed consumers had: (a) either no children or one child at home; (b) a mean age of 44; and, (c) an average income in the $30,000‐$40,000 range. Waterbed consumers had: (a) a mean age of 36, (b) one child living at home; and, (c) an average income in the $20,000‐$30,000 range. On the Adorno F scale, the conventional bed user was found to be more conservative and authoritarian as compared to the waterbed user. The results did not support the notion that waterbed users are abnormally sexually‐oriented or “kinky”. For both groups, the price paid for the purchased bed fell in the $600 to $650 range. Implications for retailers w

ISSN:0742-6046    

DOI:10.1002/mar.4220020106

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

年代:1985

数据来源: WILEY

ISSN:0742-6046    

DOI:10.1002/mar.4220020107

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

年代:1985

数据来源: WILEY

ISSN:0742-6046    

DOI:10.1002/mar.4220020101

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

年代:1985

数据来源: WILEY