Consumer behaviour: Drivers of behaviour, motivation...

 

This study examined Chinese consumers' responses toward mass customization of apparel. Mass customization, as a marketing approach, was developed in reaction to the increasingly individualized Western ...

Anticipation marketing is defined as the phenomenon by which extraordinary levels of consumer anticipation are achieved prior to, upon or after launch of a product, service, brand or experience, in a

Customer loyalty is complex and varies between markets and industries, but the best predictor of repurchase intention is the strength of relationship between buyer and seller. Relationship strength sc ...

Consumer researchers should be interested in the current debate among economists between two models of consumer behaviour: rational (based on analysis of costs and benefits) and irrational (driven by

Over time, as brands and outlets have increased, companies have learned the importance of customer satisfaction, product and service quality, and timely and cost-efficient production. But this made ac ...

Despite frequently-made assumptions, human beings often do not think or act logically; for example, many prefer to spend when they 'knows' they ought to save. This demonstrates that what we believe be ...

A large number of people now live in 'megacities' - that is, cities with 10 million+ inhabitants (there are now 29 of these). This article reports on a study of the attitudes of people living in megac ...

The advertising industry has come to accept that humans are group animals and exhibit herd-like behaviour. This is assumed to apply online in social networks. But this paper argues it is unwise to ass ...

This article summarises the book 'Herd: how to change mass behaviour by harnessing our true nature', by Mark Earls (Wiley, 2007). The key premise of the book is that 'We are a we-species who do indivi ...

In this article, WARC Online's Carlos Grande presents the major findings from the Future Foundation's 'Pump the Slump' event in July 2008. Among the main conclusions from the event were that interacti ...

This article reports on an annual survey (telephone and face-to-face) of 26,000 US consumers about categories and brands they use. For the first time in 11 years, 97% of the categories tracked have sh ...

Understanding the customer is one of the biggest challenges a marketer faces in his/her daily work life. A thorough understanding of the customer is the basis for a positive interaction. The starting ...

Encouraging more responsible and sustainable consumption is fast becoming an important public policy goal. Global automotive marketing has traditionally encouraged purchase and consumption choices tha ...

Differentiating one product from its competitors is a classic demand for marketing. In the past, healthcare marketing had the privilege of being able to build on sound functional differentiations betw ...

Beauty has always been a major concern for people, but in the 21st century beauty seems to have reached a new level; perfectly-styled female and male bodies and faces flood not only magazines and cale ...

It is no longer the case that shopping at a low-cost store indicates poverty; smart consumers have come to realise that price is not always an indicator of quality, as premium-priced products may be m ...

This article argues that trust is the key to getting consumers to choose a brand. Consumers have always been driven by a search for trust, and to achieve this, the product itself must be worthy of tru ...

This paper draws from a major research initiative undertaken by Nickelodeon's Brand & Consumer Insights Group in 2006. Nickelodeon, the children's media brand and part of MTV Networks' Kids & Family ...

This paper describes the practical and theoretical implications for marketing research practitioners of a disruptive new, emerging collection of models of mass behaviour described as 'Herd theory'. Th ...

The brand challenge goes beyond identifying motivations and needs. What inspires a 'shared moment' that links a consumer with a brand? The analogy is with dancing - how do consumer and brand come to b ...

The purpose of the research outlined in this paper is to investigate the changing notions of the consumer's self in the transitional economies of India and China. The effects that self-image has on a ...

Ken Roberts, managing principal of Forethought Research, argues that ad agencies (and their clients) depend too much on intuition, creative hunches and focus group interpretations when developing bran ...

This article describes the phenomenon of 'twittering' and speculates on what it reveals about consumers. Twitter is a website on which registered users plot a continuous simple record of what they are ...

Humans are a 'neotenous' species, retaining youthful traits well into adulthood. This paper explores the juvenile elements in adult motivation and behaviour, outlining the implications these have for ...

Understanding consumer values is one of the most critical elements in any successful marketing strategy and planning. Considerations of price and quality matter for consumers, but, in many instances, ...

The present research investigates the roles of both the individual reaction to environmental stimuli and personality characteristics in consumers’ pursuit of hedonic and/or utilitarian shopping values ...

Reinventing brands, including long-established offerings, has become increasingly common in the 'age of consumer empowerment'. To do so successfully, however, may require both an inward and outward tr ...

Buddhistpunk aims to offer a considered independent alternative for the individual, in an ever more corporate world. Since its birth in 1999 out of the union of a western aesthetic edge and artisan tr ...

The goal of customer segmentation, the cornerstone of strategy development, is to identify homogeneous groups of customers that will respond in a consistent way to changes in the marketing mix. Interp ...

Even if consumers know what they want, they are often unable to select the product option that promises the highest expected utility, simply because their individual product conceptualization is incom ...