Consumer attitudes: Marketing literacy

 

The article reports research among young people studying a) their aspirations and concerns (and the place of commercial products within them), b) attitudes to advertisements. Results suggest that mate ...

This paper examines the concept of consumer savvy, distinguishing consumer savvy from marketing savvy, and examine three ways of measuring consumer savvy in adults and children. The measurement of hum ...

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consumers, the author muses on how little we know about how buying decisions are made and how many of us still rely on outdated theories.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 ...