Journal of Consumer Marketing
Công bố khoa học tiêu biểu
* Dữ liệu chỉ mang tính chất tham khảo
The importance of consumer involvement is well recognized in marketing theory, but has been absent from past inquiries in consumers' processing of DTC advertisements. The authors believe it is necessary to account for varying levels of involvement between consumers in order to better appreciate their responses to DTC advertisement claims. The present study aims to shed additional insight into the relationship between consumer involvement and the processing of risk information in DTC advertising.
The study was a between‐subject factorial design and consisted of 156 students from a North American university. It used an instructional manipulation designed to compare how low and highly involved consumers perceive DTC drug advertisements and more specifically the benefit and risk information contained in such advertisements.
Findings indicate that consumers' perception and processing of DTC advertisements resembles consumers' reaction to fear appeals. Furthermore, consistent with previous studies, consumers react negatively to DTC advertisements containing a high content of risk information. Findings indicate that greater differences in consumer processing of risk information is observed when the sample is categorized as high versus low involved, rather than sufferer versus non‐sufferer, and that this consumer characteristic is important enough to include when examining consumer reactions to DTC advertisements.
The relationship between amount of risk information and consumer responses has not been empirically examined while controlling for the potential role of involvement. This study is a first step in addressing this gap.
Sau những biến động của thời kỳ cách mạng,
Cách tiếp cận nghiên cứu tổng thể được sử dụng trong nỗ lực này là định tính. Tất cả dữ liệu đều được thu thập thông qua các cuộc phỏng vấn sâu tại nhà, theo các hướng dẫn đã được xác định bởi Lincoln và Guba, cùng Wallendorf và Belk. Một mẫu tuyết đã dẫn đến việc 20 hộ gia đình nông thôn và 20 hộ gia đình thành phố tham gia.
Hồ sơ nhân khẩu học của những người tham gia khớp khá tốt với hồ sơ quốc gia về thu nhập, và tỷ lệ giới tính cũng như độ tuổi của các mẫu nông thôn và thành phố không khác biệt đáng kể. Bốn danh mục đã xuất hiện để đại diện toàn diện cho tất cả các sản phẩm yêu thích được xác định bởi những người tham gia: giải trí, chức năng, cảm xúc và kỷ vật. Ngoài ra, một số lượng lớn người tham gia không thể nghĩ ra một sản phẩm yêu thích hoặc sở hữu một cái. Như được phát triển trong bài báo, các kiểu mẫu thông thường, chẳng hạn như chủ nghĩa tập thể-đơn vị của Hofstede và Triandis không giải thích tốt cho các kết quả quan sát được trong nghiên cứu này. Thay vào đó, nghiên cứu quay sang công trình nghiên cứu của Lu và gợi ý rằng việc sử dụng các công cụ được phát triển bởi các nền văn hóa phương Tây gặp phải những sai sót phương pháp khi áp dụng vào hành vi của người Trung Quốc. Nghiên cứu này sau đó định nghĩa
The field of survey research, driven at a fast pace by exploding technology, promises an exciting future. This future, however, is threatened by a number of growing, unresolved problems. In order to get a perspective, Walker/Gallup recently interviewed a group of senior marketing information executives. The largest number of these were from manufacturing firms, followed by service organizations, and then advertising agencies. About four in ten said their responsibilities were primarily concerned with marketing intelligence, and a like proportion had the additional responsibility of strategic planning. About one‐tenth had other responsibilities, including sales, promotion, new product research, and the like. Four in ten said the number of professional employees assigned to the function they managed was under ten. At the other end, about one person in fourteen indicated over 100 employees.
The supply chain concept aided marketing by highlighting relationships that form a network of firms creating products for consumers. It helped change the focus from individual transactions to a more comprehensive view of the entire system. The value chain concept in marketing extends the supply chain view in an important way: it explicates the value that is created at each stage of the chain. For marketers, it is a vital tool in satisfying consumers – the final part of the value chain. This value chain can be viewed as having two components: the value delivery system and the consumer. This paper explores several approaches to value that are important in the functioning of the value chain. It then delineates three main elements of the value chain and traces them as they apply to services. It then focuses on one of the more complex services, the health care delivery system. It goes on to describe the health care value network and examine the critical factors that affect the success of the health care process. Finally, it delineates several important implications for health care marketers.
The purpose of this paper is to present a strategic framework to managing online loyalty.
The paper integrates concepts including a range of recently published (1993‐2006) theoretical works in consumer loyalty and ongoing case developments in internet practice.
Provides information and action approaches to consumer marketers that may increase the success providing want satisfying market offerings. Outlines the costs and benefits of some online customer loyalty building practices. By integrating the literature supporting lifetime customer value with the literature concerned with generating online customer relationships, it provides a pathway to profitable relationships. It also exposes the unintended problems that some online customer loyalty initiatives may create.
The theoretical concepts that form the foundation of the paper appear to have a significant application to consumer marketing but have not been tested empirically.
Uncovers a previously unreported strategy for generating profitable online customer loyalty.
This paper describes the nature and application of customer value tiers to an important marketing process. It offers the potential of increasing marketing success by allowing firms to maximize the value of their scarce service resources by serving profitable customers.
The present study compares the ethical perceptions of three sub‐cultural groups living in the USA – Anglos, strongly identified Hispanics, and weakly identified Hispanics. It compares the responses of these three groups to two ethical scenarios using conjoint analysis, in addition to the traditional comparison of central tendencies. A comparison of means does not show any significant differences among the three groups and the overall pattern of relative importances is similar for all three sub‐cultural groups. However, conjoint analysis did detect some difference between Anglos and Hispanics. Less assimilated Hispanics were found to be somewhat more concerned about the magnitude of dollar loss as opposed to the Anglo focus on probability of loss in their ethical perceptions; two utilitarian, albeit somewhat different orientations.
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