Dominic Twose and Polly Wyn Jones, WARC Best Practice, January 2018
Defines what brand consideration is, what generates it and how this may move over time, alongside a look at a large scale exercise by Kantar Millward Brown exploring the relationship between survey measures and sales.
LONDON: Online shopping in the UK has climbed nine percentage points year-on-year, according to a new study that also explores the key reasons why so many consumers prefer to use their devices rather than visit a physical shop.
NEW YORK: Green products launched by mainstream brands can suffer when flagging up their eco-friendly credentials using visual cues at the point of purchase, according to a study published in the Journal of Advertising Research (JAR).
Jennifer Lee Burton, Jan Gollins, Linda E. McNeely, and Danielle M. Walls, Journal of Advertising Research, Digital First, August 2018
This research examines the influence of repeated exposure to advertisements on purchase intentions. Contrary to prior findings that wear-out happens after exposure to an advertisement 10 or more times, consumers who saw an advertisement 10 or more times had greater purchase intentions than consumers with less exposure.
LONDON: Three quarters of UK consumers do research or get inspiration online with more than half of those then opting to head to a store to complete the deal, according to a new study which also notes that the reverse practice of showrooming is ...
SEATTLE: Amazon, and many external surveys, suggest that voice shopping is big business. It has become a key part of both its and Google’s smart-speaker offers, but a report from The Information contradicts this, claiming that just 2% of ...
LONDON: The problems facing UK high streets, such as parking difficulties and rising costs, have been exacerbated by e-commerce, and a new report finds that even older consumers are now routinely shopping online.
Sangkil Moon, Moon Young Kang, Young Han Bae, Charles D Bodkin, International Journal of Market Research, Vol. 60, No. 4, 2018, pp. 380-393
Although weather is known to impact consumer behavior and, accordingly, businesses react to weather-influenced consumer behavior, marketing scholars have not examined weather marketing as intensively as its practical importance suggests.
LONDON: At the same time as UK brick and mortar retailers continue to face multiple challenges in the first half of the year, online retail has seen better than expected sales growth, according to the latest data.
Saravana Jaikumar, Journal of Advertising Research, Digital First, June 2018
In e-marketplaces, consumers often have to choose a seller from which to purchase a product. The author argues that seller choice depends on both evaluations of the display price of the product, related to anchoring, and sellers’ review volume, related to assimilation-contrast.
Stacy Wood, Stefanie Robinson, and Morgan Poor, Journal of Advertising Research, Vol. 58, No. 2, 2018, pp. 165-176
Mainstream brands are increasingly introducing environmentally-friendly lines to compete with successful niche "green" brands, but are there unique challenges for mainstream brands that go green? The authors posit that mainstream brands' green offerings can suffer when the environmental-friendliness of the product is promoted through visual cues at the point of purchase.
BOSTON: Retailers face a constant challenge when trying to connect with mobile consumers and a new survey is likely to add to the complexity with findings that show just how much consumers multi-task while making purchase decisions.
NEW DELHI: For many consumers in many countries, a purchase journey begins online with search, but India is not really “search-first”, according to a Google executive, who reports that consumers there are more likely to start with ...
Jonathan Dodd and Matt Robins, Admap Magazine, September 2017, pp. 22-25
This article posits that there are three behavioural typologies involved in most purchase decisions - guesswork, copying and research - and each of these is most often seen in certain purchase categories.
This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.