ISSN:0742-6046    

DOI:10.1002/mar.4220040102

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

年代:1987

数据来源: WILEY

摘要:

AbstractThe strategic marketing decision regarding the selection of a brand name has long been an area neglected by academic researchers. This study attempts to apply psychological theory to this important strategic decision area. Specifically, the applicability of a dual‐coding theory of memory to brand name recall/recognition is tested in an experimental setting. Results indicate, on average, a significant one hour and two day recall/recognition advantage of high imagery over low imagery brand names across a variety of product categorie

ISSN:0742-6046    

DOI:10.1002/mar.4220040103

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

年代:1987

数据来源: WILEY

摘要:

AbstractA proposed integrative approach measured consumer response to various incentives to switch brands. The response measure consisted of both actual behavior (i.e., switching behavior) and an evaluative measure, which underlies the behavior. Self‐perception theory was utilized to assess consumer switching behavior in response to intrinsic versus extrinsic motives. The integrative approach was tested in the context of a multistage longitudinal field study concerning five product classes. Findings show that there is a difference depending upon whether switching behavior was induced by extrinsic (e.g., price, coupon) or intrinsic (e.g., a desire to try a new brand) incentives. Unlike intrinsically induced switching, extrinsic incentives motivated consumers to switch despite a high level of satisfaction with the last purchased brand. However, this switching behavior resulted in weaker intentions to repurchase the new bran

ISSN:0742-6046    

DOI:10.1002/mar.4220040104

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

年代:1987

数据来源: WILEY

摘要:

AbstractThree studies examined attributional antecedents of selected consumer communications about products. Study One used the critical incident technique to examine the types of attributions consumers make about product performance when they want to complain to or compliment a firm. Studies Two and Three systematically manipulated causal inferences to determine their effects on consumer desire to complain to a firm, compliment a firm, warn against, or recommend a product to other consumers. Results indicate that attributional locus (buyer‐related versus seller‐related), controllability (under volitional control versus uncontrolled), and stability (fluctuating versus stable) influence consumers' desires to communicate about produ

ISSN:0742-6046    

DOI:10.1002/mar.4220040105

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

年代:1987

数据来源: WILEY

摘要:

AbstractGiven the importance of specific behaviors, particularly choice behaviors, to marketing decisions, researchers have focused much of their attention on investigating determinants of choice behavior. Broader units of analysis, namely patterns of consumer behaviors, however, may also be useful in shaping marketing strategy. In fact, some research demonstrates that definite consumer shopping patterns exist. The present study goes beyond previous research by investigating the situational influences of time pressure and gift/self shopping on prestore and store visit shopping patterns.

ISSN:0742-6046    

DOI:10.1002/mar.4220040106

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

年代:1987

数据来源: WILEY

摘要:

AbstractConsumers' evaluations of subjective attributes are frequently accomplished using surrogate indicators as cues. An experiment was conducted to test the impact of three independent variables suggested by the literature to be central to the cue utilization process. Support for the notion that predictive value and confidence value interact to determine the influence of a cue on the evaluation of subjective attributes was obtained. The study results also indicate that the effect of predictive value and confidence value is consistent for both intrinsic and extrinsic cues.

ISSN:0742-6046    

DOI:10.1002/mar.4220040107

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

年代:1987

数据来源: WILEY

摘要:

AbstractWhile there is a tendency to define world subcultures in terms of geographic or sociocultural criteria, the present research suggests that life styles may have become more homogeneous across geographic boundaries and could provide alternative ways of defining world subcultures. The study addresses the research question using international travel behavior. The results suggest that life style segmentation could be used to supplement geocultural criteria for defining world subcultures and formulating marketing strategy.

ISSN:0742-6046    

DOI:10.1002/mar.4220040108

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

年代:1987

数据来源: WILEY

ISSN:0742-6046    

DOI:10.1002/mar.4220040101

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

年代:1987

数据来源: WILEY