Luke Kachersky and Marina Carnevale
The purpose of this paper is to investigate the relative effectiveness of the second-person pronoun perspective within a brand name (as in “You”Tube) and the first-person pronoun…
Abstract
Purpose
The purpose of this paper is to investigate the relative effectiveness of the second-person pronoun perspective within a brand name (as in “You”Tube) and the first-person pronoun perspective (as in “i”Phone).
Design/methodology/approach
Drawing on prior research on self-concept, general pronoun usage and the fit between branding tactics and positioning, it is predicted that “you” will garner more favorable consumer responses when the brand is positioned on social benefits, while “I” will garner more favorable responses when the brand is positioned on personal benefits. These predictions are tested in two experiments with US consumers.
Findings
When the brand in the experiment was positioned for its social benefits, “you” elicited more favorable brand attitudes than “I”, while the opposite was true when the brand was positioned for its personal benefits. This effect tends to be stronger among those with higher self-esteem.
Practical implications
Managers can make more informed pronoun brand name selections based on their brand’s intended positioning – if it is social, “you” should be used; if it is personal, “I” should be used.
Originality/value
The influence of pronouns in brand names is still largely unexplored. This research is the first to examine “you” brand names and also sheds light on how another marketing variable – positioning – impacts consumer preference for pronoun brand names. Finally, this work shows that such effects are more pronounced for those with higher self-esteem.
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Luke Kachersky and Dawn Lerman
– The paper's aim is to explore consumer perceptions of marketing and test the malleability of those perceptions.
Abstract
Purpose
The paper's aim is to explore consumer perceptions of marketing and test the malleability of those perceptions.
Design/methodology/approach
Study 1 is exploratory in nature, and employs a free-response sentence completion to, “marketing is […]”. Study 2 employs an experimental design, testing whether the framing of communications about marketer performance (firm-oriented vs consumer-oriented) influences consumer perceptions of marketing.
Findings
Based on free responses to “marketing is […]”, findings indicate that US consumers generally see marketing as something that is bad for them, but good for businesses. However, this asymmetry disappears when marketer performance is communicated with a consumer orientation.
Practical implications
Marketers aim to create relationships with consumers based on value exchange, yet consumers do not see such value exchange. They see the value of marketing for business, but not for consumers themselves. By being more cognizant of how marketer performance is discussed, marketers can overcome such perceptions and build better relationships with consumers.
Originality/value
Other research on attitude toward marketing focuses solely on people's feelings about marketing; here we capture an extra dimension – namely, consumer perceptions of who marketing serves. Further, extant research on consumer attitudes toward marketing tend to describe their current state; this paper does the same but also tests and offers a specific solution for improving perceptions of marketing.
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Hyeong Min Kim and Luke Kachersky
The purpose of this article is to conceptualize dimensions of price salience. Price salience influences price perceptions and deal evaluations. This is especially true when a…
Abstract
Purpose
The purpose of this article is to conceptualize dimensions of price salience. Price salience influences price perceptions and deal evaluations. This is especially true when a price consists of more than a single number (multi‐dimensional prices). Yet, the very notion of what makes a price salient remains unanswered. By providing a clear conceptualization of different dimensions of price salience and their influence on price perception, we integrate and extend extant research findings.
Design/methodology/approach
By drawing on extant research on price salience and salience in general, the paper develops a framework of how different dimensions of price salience are defined and influence price perception.
Findings
The paper identifies the four basic dimensions of price salience: visual, semantic, computational, and magnitude salience. It is argued that each dimension has a unique influence on price perceptions.
Research limiations/implications
Although widely employed as a key variable in pricing research, price salience has not been clearly defined and issues related to price salience are scattered in the literature. By integrating those issues under a single rubric, the paper enable's pricing researchers to tackle issues related to price salience in a systematic way. Further, it offers several propositions regarding price salience that future research could examine.
Originality/value
This article helps practitioners by providing a clear understanding of how each dimension of price salience influence price perceptions. By digesting this article, practitioners can better understand how their price presentations work and better formulate their pricing strategies.
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Erik Cateriano-Arévalo, Ross Gordon, Jorge Javier Soria Gonzáles (Pene Beso), Richard Manuel Soria Gonzáles (Xawan Nita), Néstor Paiva Pinedo (Sanken Bea), Maria Amalia Pesantes and Lisa Schuster
In marketing and consumer research, the study of Indigenous ideas and rituals remains limited. The authors present an Indigenous-informed study of consumption rituals co-produced…
Abstract
Purpose
In marketing and consumer research, the study of Indigenous ideas and rituals remains limited. The authors present an Indigenous-informed study of consumption rituals co-produced with members of the Shipibo–Konibo Indigenous group of the Peruvian Amazon. Specifically, the authors worked with the Comando Matico, a group of Shipibos from Pucallpa, Peru. This study aims to investigate how Indigenous spiritual beliefs shape health-related consumption rituals by focusing on the experience of the Shipibos and their response to COVID-19.
Design/methodology/approach
Drawing upon the principles of Indigenous research, the authors co-produced this study with the Comando Matico. The authors collaboratively discussed the research project’s design, analysed and interpreted data and co-authored this study with members of the Comando Matico. This study uses discourse analyses. The corpus of discourse is speech and text produced by the Comando Matico in webinars and online interviews during the COVID-19 pandemic. The full and active participation of the Comando Matico informed the discourse analysis by ensuring Indigenous knowledge, and worldviews were infused throughout the process.
Findings
The authors foreground how Indigenous spiritual beliefs act as a force that imbues the knowledge and practice of health, wellbeing and illness, and this process shapes the performance of rituals. In Indigenous contexts, multiple spirits coexist with consumers, who adhere to specific rituals to respond to and relate to these spirits. Indigenous consumption rituals involve the participation of non-human beings (called rao, ibo, yoshin and chaikoni by the Shipibos) and this aspect challenges the traditional notion of rituals and ritual elements in marketing.
Originality/value
The authors demonstrate how Indigenous spiritual beliefs shape consumption rituals in the context of health and draw attention to how the acknowledgement of alternative ontologies and epistemologies can help address dominant hierarchies of knowledge in marketing theory.