The role of rationalization in consumer decision processes: A revisionist approach to consumer behavior

Consumer behavior theory, as it has largely evolved from economics with its rigid adherence to marginal utility theory, suggests that consumers are highly rational and that they basically strive to maximize utility or satisfaction by the careful rationing of resources. In this paper, the typical assumptions in consumer decision process models are reviewed and analyzed, the empirical evidence supporting the models of the rational consumer is challenged, the concept of rationalization is developed and the existential support for the concept is examined, the role and significance of alternative ego state on consumer decision processes are explained and finally, the rudiments of a revisionist approach to consumer behavior are advanced. An earlier draft of this paper entitled “Consumer Decision Processes: The Role and Influence of Rationalization” was presented at the annual meeting of The American Psychological Association Division 23 in 1977. The author was assisted in the preparation and development of this earlier draft by Dr. Chem Narayana. This assistance is herewith acknowledged.     

A social cognition model of consumer problem recognition

A social cognition model describing the cognitive determinants of problem recognition is introduced and tested. Problem recognition is hypothesized to be a function of the directional discrepancy between the valence level of the perceived performance of one’s current product and the valence level of a referent (standard of comparison). More specifically, problem recognition is hypothesized to be greatest under negative incongruity, followed by negative congruity, positive congruity, and positive incongruity, respectively. The model was tested in two studies, and the results were consistent with the hypothesis. Advertising implications of the model are discussed in terms of primary demand advertising.     

A proposed model of external consumer information search

An enduring interest in consumer behavior is the investigation of external prepurchase information search. Past research has identified a large number of factors that have been found to influence the extent of information search. The purposes of this article are to summarize the external information search literature and then develop a more parsimonious model of information search. Specifically, we propose that the effects of these antecedents of information search are mediated by four variables: ability, motivation, costs, and benefits. This model integrates the psychological search literature by incorporating ability and motivation to search for information and the economic paradigm that centers on the perceived costs and benefits of information search. Propositions are developed based on this comprehensive model for future testing. Jeffrey B. Schmidt recently became an assistant professor of marketing at Kansas State University after completing his Ph.D. at Michigan State University. His research interests include new product development and international product strategy. His work has appeared in theJournal of Product Innovation Management andJournal of Business and Industrial Marketing as well as in various conference proceedings. He received his Ph.D. from Indiana University. His research interests include consumer satisfaction/dissatisfaction and issues involving consumer knowledge. His work has appeared in theJournal of the Academy of Marketing Science, Journal of Consumer Research, Journal of Marketing, Journal of Retailing, Journal of Services Marketing, Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, andJournal of Product Innovation as well as in various conference proceedings.     

中层管理者胜任力模型的结构分析

中层管理者是组织战略的执行者,是战术决策的制定者,具有沟通协调的重要职能.组织扁平化和环境复杂化对组织中层管理者的能力提出越来越高的要求,这使得传统的通过职位分析选任的管理者很难达到实际要求,胜任力模型提供了重新认识中层管理者的新视角.针对中层管理者的特点可建立中层管理者胜任力模型,优秀中层管理者的胜任特征应包括个人品德、动机、管理技能、沟通协调、专业知识和战略贡献.     

消费税制的国际比较及其对我国的启示

消费税制改革是我国新一轮税制改革的任务之一。改革和完善我国消费税制，应借鉴国外一些成功经验，丰富和完善我国消费税的立法原则，适当扩大征税范围，调整税收负担，改革计税依据和征税方法。     

金融危机背景下刺激消费需求的财政政策取向

在金融危机背景下,刺激消费需求对确保经济增长发挥着重要的作用。消费需求不足已严重制约着中国经济的发展,最终消费时经济持续增长起着决定性作用。政府应通过增加公共消费、完善收入分配体制和社会保障制度、优化支出结构、完善税收政策、促进新农村建设、促进消费热点转换、积极发展消费信贷等手段刺激消费需求,促进经济增长,实现国民经济的可持续发展。     

Comparison of consumer reactions to price-matching guarantees in internet and bricks-and-mortar retail environments

The present study investigates consumer responses to price-matching guarantees (PMGs) in the Internet environment and contrasts them with their responses in a traditional bricks-and-mortar retail environment. The effect of store reputation on consumer responses to price-matching policies is also investigated in both Internet and bricks-and-mortar retail settings. Two studies using a 2 × 2 × 2 between-subjects full factorial experimental design with two levels of PMG presence (PMG present, PMG absent), two levels of retail environment (Internet, bricks-and-mortar), and two levels of store reputation (no/low reputation, high reputation) were conducted. In study 1 reputation was manipulated using store names, while in study 2 the reputation was manipulated using store characteristics. The findings of two studies suggest that consumer reactions to price-matching guarantees, such as store price perceptions, postpurchase search intentions, and willingness to claim a refund if a lower competitive price is found, differ across the two purchase environments.     

A longitudinal study of the effects of life status changes on changes in consumer preferences

Marketers and consumer researchers have maintained a long-standing interest in understanding continuities and changes in consumer preferences. The present research attempts to provide explanations for stability and changes in consumption patterns by presenting a theoretical framework according to which the results of previous studies may be recast and further research advanced. The authors develop hypotheses and test them with retrospective and longitudinal data, using alternate measures of key variables. The authors suggest implications of the study findings for marketers and theory development, and they provide directions for future research.     

农村公共产品的需求与乡镇政府职能的转变

从我国农村社会现阶段必需的公共产品出发 ,研究乡镇政府的主要职能 ,提出乡镇政府职能转变和行政管理体制改革的思路     

The behavioral perspective model of purchase and consumption: From consumer theory to marketing practice

The Behavioral Perspective Model of purchase and consumption (BPM) portrays the rate at which consumer behaviors take place as a function of the relative openness of the setting in which they occur and the informational and hedonic reinforcement available in or promised by the setting. Each of eight combinations of contingencies based on these explanatory variables is uniquely related to a specific mode of observed consumer behavior. By providing an environmental perspective on consumer behavior, the model makes a critical contribution to the development of contemporary consumer research that frequently decontextualizes its subject matter. It also presents an innovative conceptualization of the nature of marketing strategies.     

Linking consumer behavior constructs to international marketing strategy: A comment on wills,samli, and jacobs and an extension

In a 1991 article by Wills, Samli, and Jacobs, a new approach to international marketing strategy development was presented. Two micro constructs, involvement and learning theory, and two macro constructs, cultural context and the diffusion process, were linked in an integrative matrix summarizing various tactics for promoting and distributing a VCR around the world, within the bounds of a global marketing strategy. This comment sharpens the focus and extends the thrust of their work. It examines their proposed research agenda, clarifies certain constructs, and suggests a reformulated approach to theory development. It also proposes an approach to segmenting the world market for VCRs, incorporating four levels of felt involvement and two rates of product learning. Finally, suggestions for future research are outlined. She received a Ph.D. in International Marketing from Bradford University Management Centre, England, and is bilingual in English and French. She has taught in England, France, and Morocco, and has published in theJournal of the Market Research Society, Journal of the Operational Research Society, Journal of the Academy of Marketing Science, Journal of Business Research, International Marketing Review, Advances in International Marketing, International Journal of Advertising, European Journal of Marketing, and theJournal of Business and Industrial Marketing.     

When consumers complain: A path analysis of the key antecedents of consumer complaint response estimates

When do consumers complain? This study probes this question by developing a conceptual framework that includes multiple theoretical perspectives, empirically testing a portion of the proposed model, and using dissatisfaction/complaint data from three different service industries. The hypothesized model uses multidimensional consumer complaint response estimates including voice, private, and third-party responses as dependent variables. Results support several proposed relationships, provide a high level of explained variance, and indicate a moderating role for dissatisfaction intensity. The complaint response estimates are characterized by disparate influence pathways, and expectancy value judgments emerge as critical determinants with positive and negative crossover effects. Attitude toward complaining is more dominant under low dissatisfaction intensity than it is under the high dissatisfaction condition. Important differences emerge across service categories. Implications of this work for managers and researchers in understanding when consumers complain are enumerated.     

Information content and consumer readership of print ads: A comparison of search and experience products

This study builds on past research involving the economics of advertising information (Nelson 1970, 1974) to examine the interplay between advertisers' provision and consumers' readership of information. The authors focus on the prepurchase verifiability of advertising claims in three product categories: search products, experience shopping products, and experience convenience products. They use a broader measure of the information content of advertising than in past research, together with Starch readership scores for a sample of ads from nine U.S. magazines. The results show that the relationship between information provision and readership is positive for search products, negative for convenience products, and nonsignificant for shopping products. Average information levels are significantly higher in ads for shopping products than for convenience and search products. These findings suggest that advertisers may be underinforming consumers when promoting search products. George R. Franke (gfranke@cba.ua.edu) is a professor and Reese Phifer Fellow of Marketing at the University of Alabama. His Ph.D. is from the University of North Carolina. His research interests include public policy, ethics, advertising, and research methodology. His previous research on the information content of advertising includes articles that received best-paper awards from theJournal of Advertising and theJournal of Public Policy & Marketing. Bruce A. Huhmann (bhuhmann@nmsu.edu) is an assistant professor of marketing at New Mexico State University. His Ph.D. is from the University of Alabama. His research interests include advertising, consumer behavior, and international marketing. His primary stream of research focuses on verbal and visual appeals in advertising. He has also coauthored a study on sources of information used in consumer decision making. He has published articles in theJournal of Consumer Research, theJournal of Advertising, theJournal of Health Care Marketing, theAsia Pacific Journal of Management, and in other journals and conference proceedings. David L. Mothersbaugh (dmothers@cba.ua.edu) is an associate professor and Board of Visitors Research Fellow in marketing at the University of Alabama. His Ph.D. is from the University of Pittsburgh. His research interests include advertising, rhetorical language, consumer knowledge, search and decision making, e-commerce, and services marketing. He has publications in journals such as theJournal of Consumer Research, theJournal of Retailing, theJournal of Business Research, and theJournal of Consumer Affairs, as well as in various conference proceedings.     

嘉兴地区小城镇建设若干重大问题探讨

文章对嘉兴地区如何加快小城镇建设的四个重大问题进行探讨贯彻接轨上海战略是小城镇建设的良好机遇;科学的城镇体系规划是小城镇建设的先导和基础;投融资体制的创新是加快小城镇建设的关键;按客观经济规律办事是小城镇建设健康发展的保证.     

论江泽民对建设社会主义核心价值体系做出的重要贡献

江泽民对社会主义核心价值体系的构建做出了重要的贡献——围绕社会主义核心价值体系的四个方面内容,做了比较深刻的论述。这些论述,为后来社会主义核心价值体系的形成,奠定了坚实的理论基础。研究江泽民关于社会主义核心价值体系内容的论述,能够清晰地了解内容的形成脉络,并加深对社会主义核心价值体系的理解和认识。     

The reconciliation of humanism and positivism in the practice of consumer research: A view from the trenches

Consumer researchers commonly assert that humanism differs from positivism (what is referred to here as naturalism) on a number of dimensions. However, it is shown here that once terminological differences and methodological similarities are recognized, the remaining differences between humanism and naturalism within consumer research are few. While arguments persist at the philosophical extremes, it appears that practicing researchers have achieved considerable reconciliation.     

荣辱观是构建社会主义时期新道德的重要内容

在中华民族几千年的发展历程中,传统道德观念对国家的统一、民族的团结、社会的发展曾起到重要的推进作用。在构建社会主义和谐社会的新的历史时期,中华民族传统道德仍具有其重要的作用。日前,胡锦涛总书记关于社会主义荣辱观的讲话,为构建社会主义新道德观指明了重要的发展方向,为中华民族传统道德注入了新的活力。     

英语同源宾语结构的功能阐释

同源宾语结构由两个部分构成：不及物动词＋同源宾语。它的基本功能是动词表示动作发生的时间过程,其同源宾语表示该动作的结果。只有说话者对每个部分的语法形式做出合理的选择,才能保证该结构的基本功能得以实现：更重要的是,同源宾语结构是有标记结构的,它的可接受性受惯例或语境的制约。