摘要:

AbstractCan the program context significantly influence the perception of an ad? Past advertising research has demonstrated contextual priming effects on the verbal part of an ad. Using public service and clothing advertisements, the present two experiments provide evidence for priming effects on visual components. Moreover, in extensive debriefing sessions, participants reported that they were not consciously aware of the influence of the contextual prime‐suggesting the presence of implicit memory effects. Future research should focus on advertisements containing both verbal and visual information to better understand context influences on advertisements. 1994 John Wiley&Sons, In

ISSN:0742-6046    

DOI:10.1002/mar.4220110103

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

年代:1994

数据来源: WILEY

摘要:

AbstractThis study investigates the motivational factors in consumer rebate usage. Three motivational factors were identified and tested: price consciousness, perceived time and efforts associated with rebate redemption, and perceived satisfactions from using rebates to obtain the savings. The variables were operationalized by Likert‐type statements. Validity and reliability were assessed and found to be acceptable. Moreover, the three factors were found to be useful in predicting consumers' decisions to redeem rebates. Managerial implications and recommendations for future research are offered. © 1994 John Wiley&Sons, I

ISSN:0742-6046    

DOI:10.1002/mar.4220110104

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

年代:1994

数据来源: WILEY

摘要:

AbstractThe reported study is a response to the Kahneman and Tversky (1984; 1988) proposal that systematic examination of alternative framings of decisions offers a useful reflective device that can help decision makers assess the values that should be attached to the primary and secondary consequences of their choices. We investigate the effect of social interaction as a mediator of responses to the theater ticket problems of Tversky and Kahneman (1981). The hypothesis is supported that attending the theater with a friend (social interaction) versus alone reduced the effect of the lost ticket versus the loss of a $10 bill on willingness to spend a second $10 to see the play. A further hypothesis, that social interaction results in a positive main effect on attending the theater after the ticket ($10 bill) loss receives limited support. The results support the views of Payne (1982), Schoemaker (1982), and Bettman, Johnson, and Payne (1991) that context effects influence a decision maker's judgment and, hence, the outcome of the decision process. © 1994 John Wiley&Sons, Inc

ISSN:0742-6046    

DOI:10.1002/mar.4220110105

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

年代:1994

数据来源: WILEY

摘要:

AbstractThe study of the impact of time as a variable in consumer behavior goes back to at least the early seventies. It has been studied from both objective and subjective perspectives. The purpose of this article is to further explain the impact of subjective time perceptions on consumer behavior, with a focus on the elderly as a subgroup. Several frameworks for understanding time perceptions are discussed and coupled with various theories of aging to present, explain, and hypothesize age‐related differences in time perceptions and the behavioral consequences of these differences. The article concludes with an integration of these time frameworks into the five‐stage consumer decision‐making process, and some suggested impacts on the marketing mix. © 1994 John Wiley&Son

ISSN:0742-6046    

DOI:10.1002/mar.4220110106

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

年代:1994

数据来源: WILEY

摘要:

AbstractA field study was conducted to examine if time of adoption (i.e., purchase innovativeness) was systematically related with use innovativeness, product involvement, and extent of product usage. The results showed that early adopters had significantly higher use innovativeness and product involvement as compared to the early majority. Although usage variety was higher for early adopters, no significant differences were found in usage frequency between the two groups. Use innovativeness and involvement mediated the relationship between purchase innovativeness and usage variety. © 1994 John Wiley&Sons, Inc

ISSN:0742-6046    

DOI:10.1002/mar.4220110107

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

年代:1994

数据来源: WILEY

摘要:

AbstractIn this article a conceptual model of use innovativeness is proposed. Use innovativeness is positioned within the broader innate innovativeness construct. Use innovativeness is conceptualized as a consumer's receptivity/attraction to and creativity with using products in new ways. Thus, use innovativeness focuses on the origination and production of new product uses rather than the adoption of new products. Relationships between innovativeness, use innovativeness, and use behaviors are explicated. In addition, issues in construct measurement and validation are also highlighted. Finally, a research agenda that flows from the proposed model is suggested. © 1994 John Wiley&Sons, Inc

ISSN:0742-6046    

DOI:10.1002/mar.4220110108

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

年代:1994

数据来源: WILEY

ISSN:0742-6046    

DOI:10.1002/mar.4220110109

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

年代:1994

数据来源: WILEY

ISSN:0742-6046    

DOI:10.1002/mar.4220110102

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

年代:1994

数据来源: WILEY