Consumer attitudes: Marketing literacy

 

This paper reports findings from a recent survey of 1115 respondents from 34 rural counties/villages in 11 Chinese provinces. It investigates consumers' reaction towards the advertising market by inco ...

Mary Goodyear’s groundbreaking thinking on the evolution of marketing has proved to be an invaluable tool – useful for explaining and understanding markets, brands and advertising as well as consumer ...

Mark Earls, executive planning director at Ogilvy, argues that the mass (as in mass marketing) has not been usurped by the individual, as is the popular view. He shows that the mechanism that drives ...

In this introduction to 6 articles focusing on understanding consumers, the author muses on how little we know about how buying decisions are made and how many of us still rely on outdated theories.

Contrary to common belief, there is no evidence that marketing is more difficult, or consumers more sophisticated, than in the past. It is just that consumers adapt to changes in communication techniq ...

William Landell-Mills, a director of arnold+bolinbroke, a research agency specialising in brand communications, argues that how people perceive the future has clear implications for brand development ...

Andrew Greenyer, director of customer relationship solutions at Group 1 Software, describes a survey of company marketers, which asked the length of time that their customers spent looking at particul ...

There is much talk about the savvy consumer, where savvy seems to mean knowledgeable, powerful, even playfully, ironically, knowingly engaging with brands and advertising. Is this true, do brands have ...

This article discusses the current backlash against marketing, as exemplified by the popularity of Naomi Klein's best-selling book, 'No Logo'. Kelin's contention is that the public are now marketing ...

This paper explores why some technologies (e.g. IT and telecoms) are well embraced whereas others, such as biotechnology, are more likely to generate anxiety. It examines the role of the internet in d ...

Recent advertising has increasingly rejected traditional brand messages and is not about anything. In view of the fact that people are getting more (media-) illiterate, is it really a fair assumption ...

In the spirit of the IPA's bridge-building initiatives between industry and academia, we argue that academics can enhance practitioners' current understanding of consumers' advertising literacy. Revie ...

The authors examine the communications about specific stocks that drive shareholders or analysts to buy, hold or sell. Conjoint analysis experiments explored this and its ethical ramifications. The ex ...

The author explores the role of trust and risk in consumers’ apparent reluctance to convert from internet browsers to potential online purchasers. Emphases is given to the need for market planners to ...

Anchoring is a process in which people make price/cost estimates starting from an initial value that is adjusted to yield a final answer. The paper examines the susceptibility of consumers’ willingnes ...

The article demonstrates that subjective knowledge (i.e. perceived knowledge) can affect the quality of consumers’ choices by altering where consumers search, and that subjective knowledge increases t ...

A default option is the choice alternative a consumer receives is he/she does not explicitly specify otherwise. The authors argue that defaults can invoke ‘marketplace metacognition’, in efffect his/h ...

The authors examine the perseverance of identity-based judgements by exploring the effectiveness of various corrective procedures intended to neutralise identity effects on judgement. Studies involvi ...

The paper explores the reflexive nature of coping and consumer behaviour in people living with a heightened sense that they may die in the near future (in this case, in the context of a diagnosis of b ...

Combining general cultural myths with myths specific to particular market characteristics, the author explores the narratives of the natural health marketplace, looking in particular at advertisers of ...

Consumers often face emotion-laden choices involving conflicting goals of personal importance such as car safety vs environmental concerns. Research suggests that consumers cope with such choices by a ...

Two experiments were undertaken, and the authors suggest that corporate image associations with innovation and trustworthiness (though not social responsibility) influence product evaluations more whe ...

The processing fluency model suggests that advertising exposures enhance the ease with which consumers recognise and process a brand. The paper extends this concept to examine the effect of conceptual ...

Evidence is presented suggesting that a firm’s portfolio of products affects consumer purchase decisions about each of the firm’s products. The authors’ model offers a framework for brand-extension s ...

The authors suggest that liking and disliking appear asymmetrically linked in memory. Experiments were undertaken which suggested, amongst other things, that liking queries about objects are answered ...

Against a background of increasing amounts of information being available, the article argues that traditional approaches to measuring the amount of information in a choice set fail to account for imp ...

For shopping trip decisions, consumers’ driving time knowledge is both more accessible from memory and more accurate than their equivalent driving distance knowledge. Given a map, consumers still reli ...

The paper contends that the framing effect depend on the range and level of reference values used to evaluate attribute performance. So, for example, when the range of reference values is narrower for ...

Prior research had suggested that competitive interference was undesirable given its negative effects on brand-attribute recall. The authors propose that competitive interference may be beneficial und ...

Consumers often have to create consideration sets when purchasing goals are not well defined. There is a preference for easy-to-compare alternatives and for sets that have a high likelihood of contain ...