Sajeev Varki, Sanjiv Sabherwal, Albert Della Bitta and Keith M. Moore
The paper seeks to show that marketing and psychology literature can shed light on why investors exhibit preferences for certain price ends. The perspective adopted is that the…
Abstract
Purpose
The paper seeks to show that marketing and psychology literature can shed light on why investors exhibit preferences for certain price ends. The perspective adopted is that the stock market is a marketplace in which investors, as consumers, buy and sell (i.e. exchange) financial products such as stocks.
Design/methodology/approach
The paper analyzes trading data from the stock exchanges to empirically test propositions about investor behavior vis‐à‐vis certain price ends of interest derived from the marketing and psychology literature.
Findings
Investors, as consumers, favor price‐ends of 0 and 5 more than price‐ends of 9, in that they trade more frequently and more aggressively at these price ends. Further, even price ends of 0 are favored more than odd price ends of 5.
Practical implications
The results of the study shed light on how the cognitive bias of the consumer thwarts the otherwise efficient functioning of the financial market.
Originality/value
The paper uses market‐level data to gain insights into the cognitive process of the individual investor, in addition to teasing out specific biases that have not been identified earlier in the literature. It extends the study of consumer behavior to non‐traditional, but consequential, marketplaces such as the stock market.
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This paper proposes a framework for connecting the involvement construct’s antecedents of Internet marketing, measured involvement degree, related constructs and consequences of…
Abstract
This paper proposes a framework for connecting the involvement construct’s antecedents of Internet marketing, measured involvement degree, related constructs and consequences of consumer behavior. The research first determined the factors that influence the degree of Internet marketing involvement then established the different involvement degree clusters by measured involvement. Finally, the relationship among influence factors, Internet marketing involvement degree, and consequences of consumer behavior was analyzed. Based on the research findings, this paper discusses the possible Internet marketing strategies for a variety involvement degree clusters.
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John B. Ford, Michael S. LaTour and William J. Lundstrom
Uses an upscale female sample to extend previous research onwomen′s perceptions of their role portrayal in advertising media.Indicates that serious disenchantment with perceived…
Abstract
Uses an upscale female sample to extend previous research on women′s perceptions of their role portrayal in advertising media. Indicates that serious disenchantment with perceived portrayal of women still exists for this important group of consumers. Measures various attitudinal, company image, and purchase intention responses in addition to salient demographic and role orientation variables. Discusses the implications for advertisers using female models in their advertisements.