Search results

Traditional concept testing has reached a plateau. Researchers have learned to successfully predict trial but have not discovered a way to determine marketplace success or failure at the concept stage. The key to making progress in this area is to define an opportunity prior to concept evaluation. This article elaborates on ways for defining such opportunities.

Much of human behaviour is viewed as a process, which begins with early childhood experience, and develops into later life emotions, values, beliefs, and behaviours. Described below, considerable interdisciplinary attention has been given to the role of childhood, and more specifically, to the relevance of different types of parental influence on children as they later become adults. Within marketing, selected scholarly consideration has been devoted to the roles of parents on their children's existing consumer behaviour. The unique contribution of this article is to examine the role of different types of parental influence on later adulthood shopping behaviours.

This study is to investigate relationships between business performance of overseas subsidiary and market orientation, firm specific factors, competitive strategy, market specific factors. Author also tests whether market environment might affect market orientation – performance relationship. As the results of research, market orientation affects performance of overseas subsidiary larger than any other variables and market environment factors might moderate relationship between market orientation and performance.

Since 1910, when John Dewey first introduced the five‐stage decision process, it has been a widely accepted concept and still serves as the central pillar of a popular consumer behavior model. These stages are Problem Recognition, Information Search, Alternative Evaluation, Choice, and Outcomes. The importance of these stages is attested to by the considerable attention devoted to most of them in numerous textbooks and journal articles. Such attention, however, has not come to the Problem Recognition stage. While some texts provide hypothetical descriptions of this “trigger” of the decision process, theoretical discussion and empirical support are surprisingly lacking. Journal literature fares even worse, with articles on the topic almost non‐existent. Lack of information on the topic is even more ironic when one considers that a purchase cannot occur unless a problem is recognized! The purpose of this article is to provide a detailed explanation of the Problem Recognition process. The results of the few empirical studies that have been done will be examined. In addition, a proposed model of the Problem Recognition process is presented. The implications of this material will be discussed as it relates to marketing.

This paper compares the shopping behavior of Chilean consumers with those in China. Both Chinese and Chilean mall visits are driven, first and foremost, by purchase; however, consumers in Chile tend to be less single minded than their Chinese counterparts. Differences also exist between the two populations in their way of selecting the mall, shopping characteristics, and purchase patterns. Most importantly, Chinese shoppers relied more on their mall visits than Chileans in searching for information and finalizing their purchase decisions; at the same time, they were much more cautious in committing themselves to a purchase.

Product enthusiasts, increasingly prevalent in American society, represent significant marketplace forces because of their high levels of information seeking, opinion leadership, and innovativeness. For marketers to best serve these consumers, many commonly used marketing strategies must be altered or adapted. In this article, marketing mix elements serve as a framework to discuss strategic issues relevant to this category of consumer.

Nowadays, consumer behavior is more sophisticated and complex than before. In this study, I attempt to analyze the relationship between impulse buying (consumerʼs emotional side of the consumption) and an individualʼs self-discrepancy (the difference between what one is and what one would like to be). I propose that a consumer uses impulse buying to lift oneʼs self up and remove oneʼs self-discrepancy. Results from a sample of consumers in Spain established that a consumer experienced self-discrepancy was likely to have impulse buying. Moreover, the larger the self discrepancy, the more one was dissatisfied with oneʼs consumption. Finally, symbolic meanings of products to the consumer were associated with the different areas of self-discrepancy. Clothing is associated with not only oneʼs image in front of others but also oneʼs self-esteem. Therefore, impulse buying in clothing is positively related to oneʼs self-discrepancy in the emotional side of self.

Access to the Literature of the Social Sciences and Humanities. Proceedings of the Conference on Access to Knowledge and Information in the Social Sciences and Humanities.