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IJMR Young Research Writer award 2012 Finalist: Using mobile devices to access the realities of youth: How identification with society influences political engagement
Martin Smith, International Journal of Market Research, Vol. 55, No. 1, 2013, pp. 25-33
This paper describes a mobile-based research methodology to explore comparative levels of political engagement among young people in the UK, China and India, and reasons for the differences between these nations.
This paper describes a mobile-based research methodology to explore comparative levels of political engagement among young people in the UK, China and India, and reasons for the differences between these nations. Using the Mobile Aquarium app, which allows respondents to deliver picture, video, audio and text content throughout their daily lives, this methodology aims to offer a fresh insight into motivations and opinions among youth. This research showed that issues in China revolved around the importance placed upon 'community' and 'society', as youth are mindful of the impression they make on the rest of the world. In India, respondents demonstrated that they also recognise their country's emergence as a world economic power and they focused strongly on the growth of new markets, as well as education reform. In the UK, youth were focused primarily on issues that directly affected them. These appear to have implications for political engagement of youth in these respective societies, as in the UK, they have far less engagement with society as a whole compared to China and India.
Scepticism towards DTC advertising: a comparative study of Korean and Caucasian Americans
Jisu Huh, Denise E. DeLorme and Leonard N. Reid, International Journal of Advertising, Vol. 31, No. 1, 2012, pp. 147-168
Studies of cultural and subcultural differences among consumers are important for advancing knowledge on direct-to-consumer prescription drug advertising (DTCA).
Studies of cultural and subcultural differences among consumers are important for advancing knowledge on direct-to-consumer prescription drug advertising (DTCA). This study investigates and compares scepticism towards DTCA between Korean and Caucasian Americans and the relationship of cultural values (collectivism vs individualism) and acculturation to DTCA scepticism. The results reveal that, while the difference in DTCA scepticism between Caucasian and Korean Americans was non-significant, Korean Americans' acculturation level influenced DTCA scepticism within this segment and collectivism was the only significant predictor of DTCA scepticism. The findings are discussed relative to previous research on DTCA scepticism, and managerial implications are offered.
Does consumer scepticism negate the effects of visceral cues in weight loss advertising?
Clinton Amos and Stacy Landreth Grau, International Journal of Advertising, Vol. 30, No. 4, 2011, pp. 693-719
The theory of visceral influences posits that certain drive states are commonly associated with impulsive behaviour, and that cues that maximise a reward’s temporal and hedonic appeal can even persuade wary consumers.
The theory of visceral influences posits that certain drive states are commonly associated with impulsive behaviour, and that cues that maximise a reward’s temporal and hedonic appeal can even persuade wary consumers. In this research we examine the effects of visceral cues in a weight loss advertising context on both sceptical and non-sceptical individuals, given that past examinations by the FTC had revealed the potentially visceral nature of weight loss advertising. The purpose of this study is to investigate the effects of visceral cues in a weight loss advertising context, and to examine whether or not ad scepticism can diminish the effects of visceral cues. Results from two experimental studies indicate that visceral cues that emphasise vividness of reward and provide a visual prime have attention-narrowing and impulse-inducing effects that persist regardless of ad scepticism. Implications and future directions of the findings are subsequently discussed.
Using Adolescent eHealth Literacy to Weigh Trust in Commercial Web Sites: The More Children Know, the Tougher They Are to Persuade
Thomas Hove, Hye-Jin Paek and Thomas Isaacson, Journal of Advertising Research, Vol. 51, No. 3, 2011, pp. 524-537
As consumers improve their eHealth literacy skills, their trust in commercial Web sites - even ones that provide reliable information - might decrease.
As consumers improve their eHealth literacy skills, their trust in commercial Web sites - even ones that provide reliable information - might decrease. Informed by the persuasion knowledge model, this study examined how much adolescents trusted and relied on commercial and brand Web sites as a source of health information. Both before and after an eHealth literacy intervention among 182 middle-schoolers, students perceived commercial and brand Web sites to be the least reliable and trustworthy sources of health information. Practical and managerial implications are discussed regarding advertisers' efforts in the age of new media to uphold social responsibility and regain consumer trust.
Under the Skin - Credit-Crunched, Recessionary Times: Implications for the UK and Its Banks
Neil Coburn, Louise Mclaren, Monique Hellel, Matthew Higgins, Alan Jones and Carina Kemp, Market Research Society, Annual Conference, 2009
The article describes a research project for the bank HSBC into people’s attitudes to the financial situation.
The article describes a research project for the bank HSBC into people’s attitudes to the financial situation. The project, started in August 2008, was originally intended to look at the credit crunch alone, but as the economy worsened the scope was widened to what people and businesses understood was happening and how, how they were talking about it and how the downturn was informing their attitudes; the end objective was to see what banks should be doing/saying and how. Methods included initial review, group discussions, semi-ethnographic depth studies, business breakfast meetings. Fieldwork covered October to December 2008. Key findings: 1) many felt depressed and exhausted by the way the media were treating the crisis, which seemed excessively dramatic and gloomy; 2) while negative social outcomes were perceived, some thought there were benefits in moving to a more stable, sustainable and even moral way of living; 3) by October, people were coming out of denial and moving into anger with the banks, and with government for lack of regulation; 4) there was a clear picture of what was causing the downturn, in spite of most people’s ignorance of previous recessions; banks were blamed, but also consumers for going too easily into debt; 5) both individuals and SMEs were responding proactively, making lifestyle and financial changes; 6) people want a more personal service from banks, that they should get the basics right and treat them as individuals; special advice can be paid for, but available when needed; banks are expected to be accessible, understanding, flexible and respectful. It will take time to overturn the current cynicism, and banks need now to overhaul their strategy for serving and communicating with customers.
Collective forms of resistance: the transformative power of moderate communities
Daniele Dalli and Matteo Corciolani, International Journal of Market Research, Vol. 50, No. 6, 2008, pp. 757-775
This paper deals with collective consumer resistance – that is, organised forms of reaction against the market.
This paper deals with collective consumer resistance – that is, organised forms of reaction against the market. In detail, it describes BookCrossing (BC) as an alternative mode of book exchange. This is a moderate form of resistance: BC members do not pursue radical, extremist or extreme forms of reaction. Moreover, they act in an alternative way (gift-giving) compared to the traditional market exchange system. They criticise the market system and their activity presents some interesting ‘transformative’ properties. Not so paradoxically, these forms of moderate resistance in some way support the market in order to meet new needs: solidarity, democracy, consumers’ emancipation. Many contemporary communities (e.g. Wayn, Wikipedia, Couchsurfing) seem to possess traits in common with BookCrossing. It is certain that they are not aimed at market subversion: they are aimed at using the market in a different way, in order to compensate for some of its drawbacks. Taken together, these communities collect millions of people around the world, and their role in the emancipation of the consumer society is growing rapidly.
Culture jamming: a new, researchable consumer trend
Rachel Lawes, Market Research Society, Annual Conference, 2007
This paper introduces the idea that businesses ought to be concerned about a form of consumer protest known as culture jamming, and then sets out the problem of how to research a phenomenon that is not adequately explained using the cognitive psychological perspective common to most MR methods.
This paper introduces the idea that businesses ought to be concerned about a form of consumer protest known as culture jamming, and then sets out the problem of how to research a phenomenon that is not adequately explained using the cognitive psychological perspective common to most MR methods. A new, postmodern paradigm is recommended, and the use of related methods: semiotics, ethnography and discourse analysis. CJ is considered as a cultural phenomenon, and as a source of useful insight into consumer behaviour and the national mood. Three kinds of consumer protest are identified, and corresponding solutions recommended.
Regaining consumer trust - how healthcare providers can leverage the consumer's total experience
Alastair Bruce and Luc Rens, ESOMAR, Healthcare Conference, New York, February 2006
Understanding underlying consumer needs and drivers of trust can help build intense consumer relationships.
Understanding underlying consumer needs and drivers of trust can help build intense consumer relationships. Exploring the consumer experience across CPG, automotive, financial services and other sectors will help marketers understand ways to build trust among target audiences. This paper highlights a healthcare trust model that supports the development of marketing strategies to build intense and trusted consumer relationships by asking people to describe their experiences and relationship with trusted brands across many categories, and exploring the key marketing elements driving trust.
Semiotic codes in the pharmaceutical industry - borrowing from FMCG and other sectors
Diane Fox-Hill, ESOMAR, Healthcare Conference, New York, February 2006
This paper looks at how trust, authority and science are currently 'communicated' in the pharma and other sectors.
This paper looks at how trust, authority and science are currently 'communicated' in the pharma and other sectors. Semiotic analyses show how it is possible to leverage certain codes in order to build different types of trust relationships with consumers and how clients can make best use of these learnings to maximise brand position, penetration and market share. The paper shows how learnings from the FMCG market can and are having implications for the pharma market, particularly in brands occupying premium spots.
Taking the cost out of R&D and researching again
Bob Leitman, ESOMAR, Healthcare Conference, New York, February 2006
As consumer healthcare costs escalate, the pharmaceutical industry continues to lose consumer trust. Pharmaceutical companies can reduce consumers' drug costs as a route to improving the industry's image by reducing prices and thereby profits; or reducing the cost structure with lesser out of pocket consumer costs.
As consumer healthcare costs escalate, the pharmaceutical industry continues to lose consumer trust. Pharmaceutical companies can reduce consumers' drug costs as a route to improving the industry's image by reducing prices and thereby profits; or reducing the cost structure with lesser out of pocket consumer costs. As pharmaceutical companies can/will not reduce costs and profits and continue heavy investment in R&D, only option two seems plausible. The research industry, especially the interactive market research industry, can help reduce the cost of bringing drugs to market through more cost effective recruitment and obtaining potential enrollee feedback before trial designs are written in stone.
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