Journal of Consumer Marketing: Volume 23 Issue 6

Misplaced paranoia over subliminal advertising: what's the big uproar this time?

The purpose of this article is to revisit the concept of subliminal advertising as a response to August Bullock's recent book The Secret Sales Pitch: An Overview of Subliminal…

The company‐cause‐customer fit decision in cause‐related marketing

Cause‐related marketing activities are increasingly becoming a meaningful part of corporate marketing plans. This paper aims to examine the relationship between the company, cause…

China's changing culture: rural and urban consumers' favorite things

Following the upheavals of the revolutionary era, the People's Republic of China's consumer culture is somewhat over 20 years old. This research aims at discovering and thus…

“I'll always be in debt”: Irish and UK student behaviour in a credit led environment

This research seeks to explore current attitudes, motivations and behaviours in relation to student credit and debt consumption in the UK and Ireland.

How our adolescent children influence us as parents to yield to their purchase requests

The purpose of this paper is to examine the influence tactics used by adolescent children and parental yielding to these tactics outside North America.

Using multiple methods to identify theme lines for media marketing campaigns to promote Medicare information sources

The purpose of this study is to use multiple consumer research methods to examine perceptions of theme lines for media campaigns to promote awareness of Medicare information…

The long tail of loyalty: how personalized dialogue and customized rewards will change marketing forever

This paper is aimed at describing how companies can find new opportunities for customer retention and lifetime value by applying the concepts of dialogue marketing…

Web Copy that Sells: The Revolutionary Formula for Creating Killer Copy Every Time

Price competition in the textbook market: Bigwords.com

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Editorial