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Article
Publication date: 13 November 2009

Emmanuella Plakoyiannaki and Yorgos Zotos

The purpose of this study is three‐fold: to provide recent evidence in the UK on the frequency of appearance of female role portrayals in print advertisements; to compare female…

18351

Abstract

Purpose

The purpose of this study is three‐fold: to provide recent evidence in the UK on the frequency of appearance of female role portrayals in print advertisements; to compare female role stereotypes across magazine types; and to explore the interface between female role stereotypes and product categories.

Design/methodology/approach

An integrative approach to content analysis was used in order to analyze advertising communication in print media. The sample consisted of n=3,830 advertisements published in ten high circulation UK magazines.

Findings

The study indicates that women in UK magazine advertisements are mainly portrayed in decorative roles; and that female role stereotypes vary significantly across magazine types. The findings also suggest that there is an association between product categories and female role stereotypes.

Practical implications

The study highlights the need for the advertising industry in the UK to adjust its communication practices to the changing role of women in society.

Originality/value

The study extends research in the area of female role stereotypes in print advertising by considering the frequency of female role portrayals across different magazine types; and investigating the association between product categories and female role stereotypes.

Details

European Journal of Marketing, vol. 43 no. 11/12
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 15 February 2008

Efthimia Tsakiridou, Christina Boutsouki, Yorgos Zotos and Kostantinos Mattas

The aim of this paper is to identify consumers' attitudes and behaviour towards organic products in Greece.

15467

Abstract

Purpose

The aim of this paper is to identify consumers' attitudes and behaviour towards organic products in Greece.

Design/methodology/approach

This paper draws on a non‐probability quota sample of 660 respondents to explore the attitudes and behaviour of Greek consumers towards organic food products.

Findings

Greek consumers seem to be informed about environmental and health issues. They seek information about the nutritional value of food and demand more products free from chemical residues. The results show that most consumers associate organic consumption mainly with fruit and vegetables. Although demographics seem to affect attitudes towards organics, their value in explaining actual behaviour is minimal.

Research limitations/implications

It is recognized that the data gathered in this study focus on the metropolitan area of Thessaloniki, Greece. The specific area though, is considered to be representative of the total Greek population. The results confirm that health, concern for the environment, animal welfare and support of the local economy are drivers of organic consumption. However, there is an indication that the importance of motives and barriers may vary for different product categories and perhaps future research should focus on product segmentation.

Practical implications

Although certain similarities in consumers' attitudes towards organic food products have been identified, this paper records the variation in behaviour towards organics among the various consumer groups examined in Greece, and highlights the gap between attitudes and actual behaviour. Given the complexity of consumer decision making, future research should explore the other value trade‐offs that consumers make.

Originality/value

This paper attempts to provide evidence on the relatively under researched area of organics attitudes and behaviour in Greece.

Details

International Journal of Retail & Distribution Management, vol. 36 no. 2
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 27 April 2010

Polyxeni (Jenny) Palla, Christina Boutsouki and Yorgos Zotos

The purpose of this paper is to examine the evolution of the quantity surcharge phenomenon as a conscious pricing policy as well as the resulting consumer awareness and reactions…

2523

Abstract

Purpose

The purpose of this paper is to examine the evolution of the quantity surcharge phenomenon as a conscious pricing policy as well as the resulting consumer awareness and reactions to quantity surcharges.

Design/methodology/approach

The approach taken is a comparative analysis of two distinct time periods involving two store audits and two consumer surveys conducted in 1989 and 2007.

Findings

The findings indicate that the quantity surcharge incidents recorded in the market in both periods are the result of a conscious pricing policy. At the same time, evidence suggests that the more mature the market becomes, the less frequent and less intense the phenomenon of quantity surcharges becomes. Consumers' attitude and reaction to quantity surcharges are also discussed indicating that the market's evolution has also an effect on consumers.

Originality/value

The paper discusses quantity surcharges as a conscious pricing policy and examines the effect of retail change on the quantity surcharge phenomenon.

Details

International Journal of Retail & Distribution Management, vol. 38 no. 5
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 22 February 2011

Leonidas Hatzithomas, Yorgos Zotos and Christina Boutsouki

The present study aims to discuss the role of Hofstede's cultural dimensions, uncertainty avoidance and individualism/collectivism, on the use of various humor types in print…

11404

Abstract

Purpose

The present study aims to discuss the role of Hofstede's cultural dimensions, uncertainty avoidance and individualism/collectivism, on the use of various humor types in print advertising, across culturally diverse countries.

Design/methodology/approach

A sample of 12,351 ads (3,828 humorous) from the largest circulated UK and Greek magazines was content‐analyzed in light of Speck's humorous message taxonomy, emphasizing humor types and intentional relatedness.

Findings

The results indicate that cultural diversity is reflected in the types of humorous devices that tend to be used in the UK and Greece. British advertisements incorporate not only sentimental but also disparaging humor types such as sentimental humor and full comedy, providing a great deal of pure entertainment. On the contrary, Greek print ads emphasize cognitive humorous appeals, in an attempt to provide credible information to the uncertainty‐avoiding Greek audience.

Practical implications

The findings of this study highlight some key aspects of UK and Greek print advertising that can be extended in other homogeneous cultures. In individualistic countries with low uncertainty avoidance, it seems that consumers prefer humor‐dominant messages. On the contrary, in collectivistic countries with high uncertainty‐aversion attitudes, humor can be used as a Trojan horse to convey the required information to the target group.

Originality/value

The present study points out how advertisers' intentions to entertain or to inform the target audience are expressed in the use of various humor types in advertising, underlining, also, the effect of cultural values on these communication decisions.

Details

International Marketing Review, vol. 28 no. 1
Type: Research Article
ISSN: 0265-1335

Keywords

Available. Content available
Article
Publication date: 27 April 2010

Neil Towers

357

Abstract

Details

International Journal of Retail & Distribution Management, vol. 38 no. 5
Type: Research Article
ISSN: 0959-0552

Available. Content available
Article
Publication date: 22 June 2010

Rodoula H. Tsiotsou

595

Abstract

Details

Marketing Intelligence & Planning, vol. 28 no. 4
Type: Research Article
ISSN: 0263-4503

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