Motivators of market mavenism in the retail environment

This study examines relationships between market mavenism and five other consumer characteristics. We conceptualize three of these characteristics as broad marketplace concepts at the same (or higher) level of abstraction as mavenism. The remaining two variables are involvement with specific product categories: mobile phones and clothing. The data come from a survey of 258 US student consumers. The results show that mavenism is positively associated with brand engagement in self-concept, status consumption, and materialism. Mavenism is also positively associated with involvement with mobile phones and with clothing. This pattern of relationships enriches the nomological network of market mavenism by describing possible motivators and consequences of this unique aspect of consumer behaviour.     

Australian consumer attitudes to health claim – food product compatibility for functional foods

This study with Australian consumers investigated how appealing different health claims combined with particular food carriers were to Australian consumers, and compared the results of a similar study with Dutch consumers. 149 shoppers considered up to 30 different food concepts, rating how ‘attractive’, ‘believable’, and ‘new and different’ they found each concept and their ‘intention to try’. Each variable was significantly related to intention to try (p < 0.001) and together explained 56% of the intention score. Claims and carriers independently had a significant effect on ratings of attractiveness and intention to try but, unlike the Dutch study, the carrier was a more important predictor of intention to purchase than the claim. Implications for regulation of health claims for food are discussed.     

Business Students' Perceptions of Potential Ethical Dilemmas Faced by Faculty

Because students' ethical behavior may be modified through socialization contact with faculty, the perspectives of students relating to faculty ethics is an important topic. Prior research on business schools and ethics has not included students' perceptions of ethical dilemmas that often confront faculties of business schools. Student questionnaire data provides two important insights into students' perceptions of the ethics of faculty behavior. In the aggregate, students viewed 29 potential ethical issues as more serious than did faculty. Based on students' perceptions, four factors of ethical dilemmas were isolated: Regulations, Academic Job Performance, Dating, and Personal Benefits.     

Opinion leaders and opinion seekers: Two new measurement scales

The authors describe the development and validation of multiple-item self-report scales to measure opinion leadership and opinion seeking for specific product or service domains. The concepts of opinion leadership and opinion seeking are defined, previous attempts to measure them are critiqued, and the scale development process is described. Five separate studies using data from 1,128 student and adult respondents provide ample evidence for the unidimensionality, the reliability, and the construct and criterion-related validity of the resulting scales. Finally, implications for consumer theory and marketing practice are discussed. She received her Ph.D. from the University of Alabama. Her research focuses on methodological issues in consumer research. He received his Ph.D. from the University of Alabama. His chief interest is in scaling consumer characteristics. where she directs the MBA program. She received her Ph.D. from Florida State University. Her research includes business ethics, scale development, and marketing to children.     

Consumer attitudes and loyalty towards private brands

Private or store brands improve the efficiency of consumer decision making by offering equivalent quality products at lower prices. The present study evaluated consumer attitudes towards private brands with the goal of understanding their appeal in order to enhance efforts to convince more consumers to buy them. We used three samples (ns = 279, 245 and 305) of US consumers to compare attitudes of buyers of private and national brands in three product categories: orange juice, cereal and bottled water. The results show that private label buyers (23% of orange juice, 6.5% of cereal and 14% of bottled water buyers) consider brands themselves to be less important and private brands to offer better performance than do national brand buyers. When asked about specific brands, national brand buyers tended to be price insensitive towards national brands, and private label buyers price insensitive towards store brands. In addition, the national brand buyers saw some of the national brands to be more relevant to their lifestyles and needs, but the private label buyers saw the private labels the same way. Being relevant to consumers' lives appears to influence brand selection. Besides touting lower prices, private brand promotions might stress the equivalent performance of private labels and create promotions showing how these brands can be relevant to consumers' lifestyles and needs.     

Do standard scales work in older samples?

In a study of 185 adults ranging in age from 21 to 80 years, it was found that the older subjects' (ages 50 and above) responses on Zaichkowsky's ten-item, bipolar adjective, semantic differential, Personal Involvement Inventory were less internally consistent than the younger participants' responses. In addition to lower reliability, the older adults were more likely to omit multiple items in the scale. This was not the case for Likert-style items included in the study. Similar findings have been reported in a small number of other studies using other semantic differential scales. The semantic differential scaling technique needs a thorough examination for its generalizability to older populations.Leisa Reinecke Flynn is assistant Professor of Marketing at Florida State University in Tallahassee, Florida. She wishes to thank Drs. Ronald E. Goldsmith and Charles Hofacker for their helpful insights.     

Materialism,Status Consumption,and Market Involved Consumers

Materialism has by all accounts an important impact on many aspects of consumer behavior. The psychological mechanisms through which materialism influences behavior, however, are not well studied. This paper describes a study of the influence of materialism on shopping intensity and amount of spending that takes into account the mediating influences of three important consumer characteristics: status consumption, brand engagement in self‐concept, and market mavenism. The researchers fit a model of these relationships based on the Meta‐theoretic Model of Motivation (3M) model to data from a sample of 351 adult U.S. consumers. The model fit the data well, and the results showed that indeed, status consumption, brand engagement, and market mavenism mediate at least partially the influence of materialism on shopping and spending.     

Identifying Innovators in Consumer Service Markets

This article describes the use of a short, valid, reliable self-report scale to measure consumer innovativeness in a service industry context, thereby identifying the potential earliest buyers in a specific service-market category. Suitable for mail questionnaire or personal interview, this six-item, Likert-type scale enables marketers and researchers to identify these important consumers prior to introducing any specific service innovation. This study used a survey of 185 adult men and women to demonstrate how the scale performs by giving valuable insights into the travel services market     

High Performance Work Systems and Employee Experience of Work in the Service Sector: The Case of Aged Care

In spite of the growing body of research on high performance work systems (HPWS), there is little evidence on their application in the service sector. It is commonly argued, however, that occupational segmentation in services is a barrier to HPWS. Analysis of data from aged‐care workers indicates that: HPWS have positive outcomes for workers; highly skilled nurses are no more likely than lowly skilled personal care workers to be subject to HPWS; and in some cases, HPWS are associated with more positive outcomes for low‐skilled than high‐skilled workers. These findings suggest that HPWS may well be widely applicable in service settings.