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Article
Publication date: 27 January 2023

Randi L. Priluck, Stephen F. Pirog and Joseph Z. Wisenblit

The purpose of this study is to examine how children and young adults form attitudes toward food products in unbranded gaming mobile applications and the degree to which product…

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Abstract

Purpose

The purpose of this study is to examine how children and young adults form attitudes toward food products in unbranded gaming mobile applications and the degree to which product category attitudes can generate responses to brands in the category through the generalization process.

Design/methodology/approach

Two experiments exposed children and young adults to mobile games featuring food products in a between-subjects treatment versus control design to examine both affective responses and belief formation toward food brands within the category.

Findings

It was found that both children and young adults favored branded food items in the product category after playing with an unbranded mobile game assembling food products. Young adults also developed specific beliefs about nonrepresented brands in the category, which were found to be stronger under high involvement. Parents and public policymakers must be vigilant in controlling access to food-related games, even when they are not commercial in nature because of the attitudes and beliefs formed in unbranded games.

Originality/value

This research demonstrates that attitudes and beliefs around food brands can be formed through unbranded game play when children and young adults generalize attitudes. Because of the emphasis on “advergames,” no studies have examined the impact of unbranded games on children and young adults through the generalization process.

Details

Young Consumers, vol. 24 no. 2
Type: Research Article
ISSN: 1747-3616

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Article
Publication date: 1 March 2001

Randi Priluck

Between November 1999 and September 2000, Priceline.com offered a new service in grocery stores in certain US cities, which allowed customers to shop for low prices online. The…

1635

Abstract

Between November 1999 and September 2000, Priceline.com offered a new service in grocery stores in certain US cities, which allowed customers to shop for low prices online. The service required consumers to make bids on various items and then Priceline would tell them whether their bids were accepted. Consumers would then go to the grocery store to collect the actual items and use their Priceline.com card to pay at the register. The purpose of this paper is to discuss how this service affected members of the grocery marketing channel including: retail stores, manufacturers of packaged goods and consumers. The analysis suggests that the Priceline system could have altered the power structure of the grocery industry, had they been able to keep the cash draining service alive and had they cultivated the appropriate partnerships.

Details

International Journal of Retail & Distribution Management, vol. 29 no. 3
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 1 February 1998

Randi Priluck Grossman

Research in the area of interpersonal relationships can be employed to assist marketers in developing strong customer relationships to gain competitive advantages or to position…

3817

Abstract

Research in the area of interpersonal relationships can be employed to assist marketers in developing strong customer relationships to gain competitive advantages or to position themselves in the marketplace. The process of relationship formation, maintenance and dissolution is used as a framework for examining key elements of successful relationships. Three important elements of relationships are discussed and recommendations are made to marketers in handling these aspects of a relationship. Additionally, scales to measure consumer trust and commitment are provided.

Details

Journal of Product & Brand Management, vol. 7 no. 1
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 21 June 2013

Joseph Z. Wisenblit, Randi Priluck and Stephen F. Pirog

This study aims to examine parental styles based on levels of nurturing and authoritarianism to determine mothers' awareness of children's media exposure, likelihood of setting…

5050

Abstract

Purpose

This study aims to examine parental styles based on levels of nurturing and authoritarianism to determine mothers' awareness of children's media exposure, likelihood of setting media and consumption limits and communications with children about commercial messages.

Design/methodology/approach

The research design included a survey aimed at mothers of children ages four‐eight. The researchers collected demographic, behavioral and consumption information regarding the mother's youngest child.

Findings

The results suggest that nurturing mothers are more aware of advertising aimed at children and talk more to children regarding advertising and consumption than authoritarian mothers. Mothers who are nurturing and not authoritarian are more likely to yield to requests and favor more regulation than other parents.

Research limitations/implications

The research is based on a convenience sample of mothers who were willing to provide confidential personal information about their children.

Practical implications

From a marketer's perspective, nurturing mothers represent a barrier to reaching children with persuasive messages. Such mothers not only limit access, but train children to be skeptical of advertising. Marketers who deal honestly with customers will be more successful in appealing to nurturing mothers and their market‐savvy children.

Social implications

For public policy makers, distinctions in parental style can be useful in developing and promoting policy regulating food marketing practices. Nurturing mothers are more supportive of regulation than are authoritarian mothers, and efforts to promote such regulation should target nurturing mothers. The factors that influence mothers to intervene and limit children's media and consumption behavior also affect attitudes toward regulation of food‐related advertising.

Originality/value

The paper is the first to examine mothers' parental styles and attitudes toward regulation and tie together attitudes toward consumption and policy with the same sample.

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Article
Publication date: 1 February 2003

Randi Priluck

Relationship marketing is beneficial to firms because it can foster customer loyalty and re‐patronage behavior. Consumers engaged in relational exchanges are more satisfied than…

7007

Abstract

Relationship marketing is beneficial to firms because it can foster customer loyalty and re‐patronage behavior. Consumers engaged in relational exchanges are more satisfied than those in discrete transactions because of the ease and psychological comfort of purchasing from a familiar company. This research investigates the power of relationship marketing to mitigate in two situations. One exposes consumers to poor product performance and examines their levels of trust, commitment and satisfaction. The second presents a product failure that is followed by a lapse in service recovery and measures satisfaction and exit behavior. The findings of both studies suggest that relationships make up for increasingly strong negative encounters, providing a level of insulation for the marketer. Implications for service firms are discussed.

Details

Journal of Services Marketing, vol. 17 no. 1
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 23 January 2009

Randi Priluck and Vishal Lala

The purpose of this paper is to determine the effects of recovery and strength of recovery on satisfaction and voice behaviors.

2114

Abstract

Purpose

The purpose of this paper is to determine the effects of recovery and strength of recovery on satisfaction and voice behaviors.

Design/methodology/approach

Two role‐playing experiments involving product failure followed by recovery at a video store were conducted. Data collected from students were analyzed using t‐tests and ANOVA.

Findings

Relationship satisfaction after a strong recovery was higher than it would have been, had the failure not occurred in the first place. In the case of store satisfaction, the original level was restored but not exceeded. Furthermore, customers appear to have an expectation threshold for customer recovery. A recovery effort that fell below this threshold led to sharply lower expectations. On the other hand, a customer recovery far beyond the customers' expectation threshold was no more effective than one that just exceeded it. Product satisfaction was lower regardless of the strength of recovery. Internal voice behaviors were higher following a customer recovery but a stronger recovery did not lead to any more internal voice behaviors than a weak recovery. External voice behaviors were not affected by a customer recovery.

Practical implications

The key to managing complaints in companies is to find just the right amount to spend for recovery. If the recovery is below the customer's expectation threshold, she will be dissatisfied. On the other hand, a recovery much above the customer's expectation threshold will not lead to any greater satisfaction, any more internal voice behaviors, or any fewer external voice behaviors.

Originality/value

The study looks at the influence of recovery on satisfaction with respect to store, relationship, and product. It also looks at the effect of recovery on internal and external voice behaviors.

Details

Managing Service Quality: An International Journal, vol. 19 no. 1
Type: Research Article
ISSN: 0960-4529

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Article
Publication date: 1 June 1997

Randi Priluck Grossman

Explains how marketers have begun to pair their new brands with existing brands that have powerful images attached to them in the hopes of linking these positive images with their…

14775

Abstract

Explains how marketers have begun to pair their new brands with existing brands that have powerful images attached to them in the hopes of linking these positive images with their products. Recommends strategies for co‐branding based on classical conditioning, a method for developing associations, and provides examples of firms that have found success when using these techniques.

Details

Journal of Product & Brand Management, vol. 6 no. 3
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 1 June 1999

Randi Priluck Grossman and Joseph Z. Wisenblit

Marketing practitioners know that a product’s color may play an important role in a consumer’s purchase decision, but may not be familiar with the empirical research that has been…

24772

Abstract

Marketing practitioners know that a product’s color may play an important role in a consumer’s purchase decision, but may not be familiar with the empirical research that has been conducted in this area. The purpose of this paper is to apply an associative learning framework to the color literature to help understand consumer color choices. Specifically, the principles of classical conditioning, a form of associative learning, will be used to make suggestions to practitioners who wish to create or change color associations for their products. The implications of the findings from the color literature are discussed.

Details

Journal of Marketing Practice: Applied Marketing Science, vol. 5 no. 3
Type: Research Article
ISSN: 1355-2538

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Article
Publication date: 1 December 2000

Judith H. Washburn, Brian D. Till and Randi Priluck

Co‐branding is an increasingly popular technique marketers use in attempting to transfer the positive associations of the partner (constituent) brands to a newly formed co‐brand…

37973

Abstract

Co‐branding is an increasingly popular technique marketers use in attempting to transfer the positive associations of the partner (constituent) brands to a newly formed co‐brand (composite brand). This research examines the effects of co‐branding on the brand equity of both the co‐branded product and the constituent brands that comprise it, both before and after product trial. It appears that co‐branding is a win/win strategy for both co‐branding partners regardless of whether the original brands are perceived by consumers as having high or low brand equity. Although low equity brands may benefit most from co‐branding, high equity brands are not denigrated even when paired with a low equity partner. Further, positive product trial seems to enhance consumers’ evaluations of co‐branded products, particularly those with a low equity constituent brand. Co‐branding strategies may be effective in exploiting a product performance advantage or in introducing a new product with an unfamiliar brand name.

Details

Journal of Consumer Marketing, vol. 17 no. 7
Type: Research Article
ISSN: 0736-3761

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