Generational and Regional Differences in Media Consumption Patterns of Chinese Generation X Consumers

This study applies generational cohort theory, as well as uses and gratifications theory, to investigate the media program preferences of China's Generation X (Gen X) consumers. Using syndicated data from a large random sample of urban Chinese consumers, we find that the Gen X cohort consumers, compared with their preceding generational cohorts, tend to pay more attention to entertainment-based media programs such as television drama series and radio pop music, and shun information-based topics such as news or business reports. Furthermore, while cohort effects on preferences for media program types exist, the effects are less pronounced in more developed regions in China. Compared with their counterparts in Xi'an, a less developed city, Gen X consumers living in Guangzhou, a more developed city, are more attentive to information-based programs on television and in newspapers, and show less preference for entertainment-based content.     

Generation Y vs. Baby Boomers: Shopping behavior,buyer involvement and implications for retailing

This paper presents some significant empirical findings about generational cohorts and their shopping behavior. Marketing has long relied on the use of market segmentation. While birth age has been a useful way to create groups, it describes segments but does not help to understand segment motivations. However, environmental events experienced during one's coming of age create values that remain relatively unchanged throughout one's life. Such values provide a common bond for those in that age group, or generational cohort. Segmenting by ‘coming of age’ age provides a richer segmentation approach than birth age. This study compares two significant cohorts: Baby Boomers and Generation Y, with respect to their shopping behavior and purchase involvement for food, clothing and automobiles. For the three types of products, Baby Boomers value the retail experience and in-store service higher than Generation Y. For Baby Boomers, the purchase process starts with a retailer the consumer trusts, who gives advice for choosing the right product, while for Generation Y, the purchase process starts with choosing a product. This study presents implications for retail strategies that have an appeal to different generational cohorts and considers how retailers should deal with building customer relationships.     

Readying millennials for the C-suite: A key to future organizational performance

Demographic realities and the passage of time leave no doubt that in roughly 10 years, the millennial generation will begin its takeover of the C-suite across industries and around the world. This eventuality is troubling to those who accept the popular view of the generation as narcissistic and impatient. In this installment of Organizational Performance, I report on a study involving detailed conversations with members of the baby boomer, Gen X, and millennial generations. From these conversations, I offer two contributions to a healthier understanding of the millennial generation and, in doing so, provide a way to better frame efforts to prepare millennials for their ascent to the C-suite. First, I distinguish between generational characteristics due to time-varying age effects and those associated with immutable period and cohort effects. This distinction makes clear the generational attributes that will pass with time and those that will continue to influence attitudes and behaviors. Then I discuss how period and cohort effects affect leader emergence. These efforts will help those charged with preparing talented millennial executives for the C-suite and ensure they focus on the right things. After all, understanding today how to address the relevant gaps in millennial leaders’ preparation is critical to future organizational performance.     

Old dogs learning new tricks? The effect of age and generation on shopping behaviour

ABSTRACT

Previous research has shown that both age and generational cohort membership affect shopping orientation and store choice criteria, although the results are mixed. This study applied a longitudinal research setting to investigate the choice orientations of six generational cohorts and seven age groups, respectively, in the context of non-grocery shopping trips. The study was based on data collected through four household surveys conducted in the Turku area, Finland, over 17 years. An exploratory factor analysis was used to identify six choice orientation dimensions that appeared as sufficiently similar in all four cross-sectional surveys. The results show that although both age and generation, if used as sole independents in a model, only explain 0.1 to 13 per cent of the variation between the categories (one-way ANOVA), in most cases, the differences are statistically significant. Age performed slightly better when the models were run for each year separately. However, in line with the underlying assumption of the generational theory, the relative importance attached to each of the choice orientation dimensions in early adulthood remained somewhat stable when the generational cohorts aged.     

Wine choice and drivers of consumption explored in relation to generational cohorts and methodology

The objectives of the present study were to: (1) assess the relative importance of driver and choice factors in wine consumption behaviour, (2) assess the impact of generational cohorts upon drivers of wine consumption and wine choice factors, and (3) compare the present study's survey results relating to wine choice to those obtained by means of Discrete Choice Analysis (DCA). A geographically balanced sample of 1,229 Australian wine consumers was obtained via means of telephone survey. The results of the present study indicate that taste is the primary choice and driver factor. The present findings failed to support the empirical literature's predications relating to generational cohorts and wine consumption behaviour. Further research is required in order to assess the suitability of making and marketing wine based on generational cohort characteristics. Finally, the findings of the present study suggest that, when it comes to wine choice, a simple, cost and time effective questionnaire that utilises indirect questioning may be equally as effective as DCA. If further research continues to show congruence between results collected using both methodologies, the research community may be behoved to continue the use of traditional survey methodology.     

Ageing and consumption in Finland: The effect of age and life course stage on ecological,economical and self‐indulgent consumption among late middle‐agers and young adults between 1999 and 2014

Previous studies on ageing consumers have mainly focused on chronological age and generational values or studied ageing and consumption with cross‐sectional data. Few quantitative studies exist that examine the effect of age together with life course on consumption using longitudinal data. To bridge this gap, the article examines ageing and attitudes towards consumption in Finland, focusing particularly on late middle‐agers (46–60 year‐olds) in comparison with young adults (18–30 year‐olds) between 1999 and 2014. The article explores three consumption patterns based on attitudinal statements: ecological, economical and self‐indulgent consumption. Through analysis of a nationally representative survey study in Finland (N = 8,543), the article reveals that in all years under examination, late middle‐agers reported more ecological attitudes towards consumption than young adults. In 1999 and 2004, the attitudes of late middle‐agers appeared more economical, but age‐related differences in economical attitudes disappeared between 2009 and 2014. In each year, late middle‐agers reported less self‐indulgent attitudes than young adults, and these age‐related differences did not remarkably change between 1999 and 2014. The results indicate that in 1999 and 2004, ecological and economical attitudes towards consumption were best predicted by age at the year of the study. In later years, ecological attitudes were more closely determined by life course stage, that is household type and other socio‐demographic determinants. Regarding economical attitudes, generational or cohort effects were pronounced among late middle‐agers in 1999. In contrast, the significance of age remained throughout the years for self‐indulgent attitudes, indicating the absence of generational or cohort effects.     

Omnichannel marketing: Are cross-channel effects symmetric?

The rapid growth in omnichannel (e.g., Web, call center, sales agent, store) shopping and the need to effectively allocate resources across channels are prompting managers and researchers to better understand cross-channel effects, that is, the effects of marketing efforts in one distribution channel on shopping outcomes in other channels. We develop a broad set of hypotheses about cross-channel effects based on channel richness and influence roles (informative, persuasive). To test the hypotheses, we model the effects (own and cross) of channel marketing efforts on shopping outcomes in different channels through a simultaneous equation system. We estimate these models using data from the auto insurance industry that comprises the exclusive agent, the independent agent, the Web, and the call center channels. Our results offer novel insights. They show that cross-channel effects and elasticities are significant and asymmetric. While the effect of marketing efforts in a channel on shopping outcomes in a dissimilar (with a different primary influence role) channel is positive (e.g., exclusive agent, the Web, and the call center channels are complementary), the magnitudes of the cross-channel effects are asymmetric. Similarly, while the effect of marketing efforts in a channel on shopping outcomes in a similar (with the same primary influence role) channel is negative (e.g., independent agent and exclusive agent channels are substitutional), they are also asymmetric. Exclusive agent efforts have a greater negative effect on the outcomes of independent agent efforts than vice versa. Based on the results, we develop a channel influence vs. influenceability analysis tool for managers to better plan their channel efforts. We also illustrate a resource allocation model that shows substantial incremental profits from the reallocation of marketing efforts based on our model with cross-channel effects relative to a model without cross-channel effects.     

Do Cultural and Generational Cohorts Matter to Ideologies and Consumer Ethics? A Comparative Study of Australians,Indonesians, and Indonesian Migrants in Australia

We explore the notion that culture influences people’s values, and their subsequent ideologies and ethical behaviors. We present the idea that culture itself changes with time, and explore the influence of culture and generational markers on consumer ethics by examining differences in these ethical dimensions between Australians, Indonesians, and Indonesian Migrants in Australia, as well as differences between Generation X versus Generations Y and Z. The present study addresses the need to investigate the role that culture plays in consumer ethics, and the interaction between culture and generational attitudes in determining consumer ethics. Results established a distinct multiculturality in our three cultural samples, including a generational cohort differences. This suggests that culture and generational markers influence ethical beliefs, ideologies, and consumer ethics. It further indicates that Indonesian Migrants have acculturated to Australian society both in terms of their values and consumer behaviors, illustrating a crossvergence effect; scores indicate that these Migrants have the highest cultural intelligence among our samples. Implications of the findings for consumer ethics theory and practice are considered and future directions identified.     

The impact of internal,external, and competitor factors on marketing strategy performance

ABSTRACT

Strategy formulation is commonly understood as the match between a firm’s internal resources and skills and its external environment. Marketing strategy performance is the function of a dynamic, interactive process incorporating internal firm resources, external environmental factors, and competitive actions. The study aims to assess the impact of competitor actions on marketing strategy performance. We develop a model that accommodates the effects of 29 variables (comprising internal marketing strategy variables, external environmental factors and competitors’ marketing mix variables) on business performance. We empirically test the model using simultaneous equation modelling of time-series data on UK car manufacturers collected from publically available resources and annual reports. The results show that external factors, in particular competitors’ marketing mix elements, have a greater influence on a company’s business performance than internal (marketing and non-marketing) strategy variables. Implications for marketing theory and management are discussed.     

The effect of service quality on trust and commitment varying across generations

We examine the effect of service quality on consumer trust and commitment in the context of obtaining a financial loan and how these relationships vary across different generational cohorts. We find that the service quality offered by a loan officer has a significant effect on consumer trust towards a financial institution, which in turn influences consumer commitment to a financial institution for a future transaction. We also find that relative strengths of a few paths in the model differ across different age cohorts, indicating some generational variability in the relationship between service quality, trust and commitment.     

Patient experience in the digital age: An investigation into the effect of generational cohorts

This research examines how patient experience is affected by various generational cohorts’ perceived ease of use and usefulness of healthcare patient portals and how this experience, in turn, shapes cohort technology use. Results suggest that digital technology needs to be designed and implemented with cohorts in mind. This study complements research in digital technology and customer experience by highlighting the relevance of generational cohort differences, that is whether they adopted digital technology (i.e., Generation X) or always had digital technology, (i.e., Millennials) on a patient’s experience.     

A Dynamic Model of Cross-Category Competition: Theory, Tests and Applications

Recent marketing studies use scanner data to diagnose the influence of a change in a brand's marketing mix on other brands in the same category. A few studies also use scanner data to model inter-category effects between substitutes (e.g., tea and coffee) or complements (e.g., tea and sugar). No study models the dynamic effects of cross-category competition though.We present a dynamic model that shows how different products in a typical market basket influence demand of one another. Empirical tests use single-source, market-level data for ice cream and some substitute and complement categories. On the basis of in-sample fit, out-of-sample forecasts, and formal causality tests, this study demonstrates that the marketing mix decisions for ice cream influence the sales and market shares of ice cream toppings and frozen yogurt. As a check on the predictive validity of the model, model parameters, using 16-month data, predict behavior in the subsequent 3 months.     

The impact of cultural symbols and spokesperson identity on attitudes and intentions

In today's multicultural societies, ethnic targeting is an increasingly important marketing strategy. Two main approaches to target ethnic minorities have emerged in recent years: messaging consumers when their ethnic identity is most salient, and doing so with spokespeople or models with the same heritage as the targeted minority. In this paper, we conduct conceptual replications of two influential articles representative of these research streams: Forehand and Deshpandé (2001) and Deshpandé and Stayman (1994). Our studies show that the effects of such practices on minority consumers are not homogeneous. The findings identify generational status (first vs. second generation) as an important boundary condition for these ethnic targeting strategies. This has important conceptual and practical implications for choosing an effective ethnic targeting strategy.     

Determinants and Effects of Cultural Context: A Review,Conceptual Model,and Propositions

Edward Hall's pioneering work on “Silent Languages” of time, space, material possessions, friendship patterns, and agreements and his conceptualization of cultures as low-context and high-context have inspired numerous research studies on international and cross-cultural marketing. Despite these widespread applications, there is no research to date that integrates the theoretical foundations and applications of Hall's work in a single study. In this context, the current research delivers on the following three goals: (a) an extensive literature review of Hall's work on cultural context is done; (b) a conceptual model is developed that depicts the determinants and effects of cultural context; and (c) 12 propositions are developed, contrasting the effect of low- versus high-context cultures on a variety of cultural themes, such as Hofstede's five cultural dimensions, mono-chronic or M-time versus polychronic or P-time orientation, and relationship building etc. International marketing implications of this research and directions for future research are discussed.     

The death of firms: exploring the effects of environment and birth cohort on firm survival in Sweden

This paper investigates the death of firms and seizes a long-term perspective. It investigates the life spans of nearly 2,200 firms in seven birth cohorts of Swedish joint-stock companies, founded during seven separate years between 1899 and 1950. Research has traditionally emphasized individual- and micro-oriented factors in explaining post-entry performance, or has often focused on the influence of firm-specific structural factors (firm age and size). A less attended field recognizes environmental forces. This paper focuses on the interaction between the micro and macro levels, and combines structural and environmental factors. Employing a cohort approach, it relates firm survival to firm age and size, as well as to the effect of cohort affiliation and environmental change over time (period effects). During macroeconomic expansion, the risk of death decreases. Cohort effects are also evident. Firms founded during times of economic crisis exhibit lower survival rates. Consequently, cohort affiliation and environmental forces, i.e. period effects, can explain differences in death rates in different firm populations.

Incorporating long-term effects in determining the effectiveness of different types of online advertising

Although online advertising has become a full member of the marketing mix and is still growing in importance, studies of long-term, or lagged, advertising effects have generally either neglected online advertising channels or have treated online advertising as one homogeneous block. We analyze the short- and long-term effectiveness of different types of online advertising channels by incorporating separate time lags for each advertising channel. We look at the sales effect of email, banner, and price comparison advertising (PCA) using a sample of 2.8 million purchases and more than 1.1 million individual costumers aggregated to 365 days. Our analysis shows that email advertising has the longest effect, followed by banner advertising and PCA. We find that the length of the effect does not always go hand in hand with its intensity since, for example, banner advertising lasts longer than PCA but performs worse in terms of actual sales. This research yields important insights for theory and practice since it shows how to model long-term advertising effects and provides meaningful insights for improving the allocation of advertising budgets.     

The Effect of Sport Sponsorship Programs of Various Sport Events on Stock Price Behavior During a Sport Event

This paper examines sporting event's spillover effect to investor's behavior through event study analysis using the GARCH (p,q) model, focusing on the stock price effects of a sport sponsorship program during and after a sporting event. Studying stock price behavior during a sporting event is attempted for the first time in the marketing and sponsorship literature. First, we provide some summary points from the review of 40 research works and interpretive claims, based on a conceptual and theoretical framework. Second, we consider daily stock returns of 28 listed companies that have sponsored 15 major sports events during the period 2000–2009, in order to examine the effect of major sporting events on sponsors’ stock returns and volatility. The three research hypotheses are supported. Research results show that stock returns and volatility changed significantly during and after the sporting event compared to pre-event period. Results show that stock price effects caused by sports events’ sponsorship programs are firm-specific, as well as sporting event-specific. The findings of this study are of high value for promotion managers as it allows them to become more critically aware of the practical wisdom of sporting events.     

Market Participation and Share Prices

Share prices are analyzed in an overlapping generations model in which the generational size is random. This models stochastic fluctuations of market participants and can explain noninformational volatility of share prices. There exists a (stochastic) stationary equilibrium, which may be nonunique. In equilibrium, (a) the share price increases and (b) expected utility decreases with the generational size. A decline of this size below a critical level induces a crash: the stock price falls substantially, shares are undervalued, and investors' demand is restricted by illiquidity. Further, the model predicts the empirically observed positive correlation between volume of trade and absolute price changes.     

Age and entrepreneurship: nuances from entrepreneur types and generation effects

The literature on the relationship between age and entrepreneurship has been inconclusive. This study for the first time examines this relationship by extending the occupational choice literature to eight entrepreneur types and four generational modification effects in the USA. Multilevel mixed-effect logistic regression models are estimated to examine the age effects in entrepreneur type propensities. Generational modification effects are compared for the same ages across neighboring generations by hierarchical age-period-cohort (HAPC) models. We find that entrepreneurial propensity rises with age until around 80. The propensity of novice (versus non-novice) and unincorporated (versus incorporated) entrepreneurs has a U-shaped age trend dipping around age 60, while the propensity of full-time (versus part-time) declines since age 30s. The propensity of incorporated (versus unincorporated) entrepreneurs declines from ages 44 to 51 for Gen-Xers, but not for Boomers; this propensity also declines faster for Boomers than for Traditionalists from ages 63 to 70.