An Involvement Explanation for Nostalgia Advertising Effects

This study seeks to offer additional insights regarding why positive “nostalgia effects” in advertising may be observed, that is, why nostalgic ads tend to elicit more favorable consumer responses than do non-nostalgic ads. Using the personal relevance component of advertising involvement as a theoretical foundation, the study supports hypothesized expectations that nostalgic ads are capable of inducing greater levels of self-reflection and advertising involvement. Furthermore, hypothesized effects were shown to be more pronounced when a “personal” nostalgia-themed ad (eliciting “a yearning for a realized, lived past”) was used, as opposed to when an “historical” nostalgia-themed ad (eliciting “a yearning for a distant past, never experienced”) was used. Theoretical and practical implications of the findings are discussed and directions for future research are offered.     

Motives for purchase decision-making: combining attribution and functional approaches

The motivations which lead to consumer decisions have been given relatively little research attention, since motivations are difficult to quantify. The four part typology developed by Katz,¹ when combined with self-perceived attributions, provides a useful method of examining the motivational underpinnings of consumer-purchase decisions. This study involved an experimental design to evaluate self perceptions of the four functional motives—ego defensive, value expressive, knowledge and utilitarian. A sample of 105 undergraduate students attributed their use or purchase for each of 52 items to one of the four functional motives. Using these responses as self-perception attributions, two research questions were examined: (i) would the four part typology be useful in explaining self-perceptions of past behaviour? and (ii) would one function of the typology dominate these reports for each item? An across-subject analysis suggested the four part typology could be meaningfully employed within a self-perception context. However, one functional motive dominated attributions for only six of 52 items. Since motivations and consumer behaviour are clearly linked, this research offers a method of providing additional insight into that linkage. The paper concludes with further research possibilities that integrate the functional motive approach and self-perception attributions.     

Why Do We Read On‐Pack Nutrition Information so Differently? A Typology of Reading Heuristics Based on Food Consumption Goals

While prior research has extensively studied nutrition labeling use and consumer errors of judgment in the nutrition evaluation process, less attention has been paid to the consumer motivations that simplify the reading of on‐pack nutrition information. To address this gap, this study examines how food consumption goals affect consumer reading of this information. On the basis of a qualitative study, eight food consumption goals have been identified and classified into four types of motivations which impact reading behaviors: “Food Optimization,” “Food Regulation,” “Food Gratification,” and “Food as Mere Necessity.” From this typology, we derive eight on‐pack nutrition information reading heuristics as well as specific inference biases resulting from these simplifying reading strategies. This research also provides guidelines for policymakers so that nutritional messages given to consumers will be more targeted in order to promote better reading of on‐pack nutrition information at the point of sales.     

shopper taxonomy for retail strategy development

Segmentation of shoppers has been explored by many academic researchers and business practitioners seeking to understand shopping behaviour or to develop marketing strategies for particular customer groups. Market segmentation holds the key to successful marketing strategy as it encourages understanding of the key variables that differentiate specific segments.

The shopper taxonomy determined through this study is based on a set of variables that is relevant and appropriate for shopper segmentation and reflects the key aspects important to shoppers in motivating shopping behaviour towards a specific retail location. This taxonomy extends the proposed motivational taxonomy of Westbrook and Black (1985), derived from Tauber's (1972) earlier research. Westbrook and Black defined this taxonomy through shopping motives, and identified categories of product-oriented, experiential and a combination of product and experiential shoppers. Their research findings, however, pointed to a six-cluster typology, defining department stone shopping around seven motivations aligned with evaluating options and acquiring the products, engaging in the sales process and gaining stimulation and affiliation through the retail environment.

The “apathetic”, “shopping-processed involved” and “choice optimisation” shopper segments described by Westbrook and Black align with the “have to” “experiential” and “practical” “segments found in this study in terms of their focus on the shopping activity itself and the affiliation and stimulation motives associated with the shopping activity. Other associations between shopper segments across the two studies are less clear, and may be explained through the differing purposes for which the studies were undertaken and resulting variation in the measures used to define the motivational constructs.     

What Is the Right Delivery Option for You? Consumer Preferences for Delivery Attributes in Online Retailing

Nowadays, online retailers are offering a variety of delivery options consisting of varying combinations of delivery attributes. This study investigates how consumers value these delivery attributes (e.g., delivery speed, time slot, daytime/evening delivery, delivery date, and delivery fee) when selecting a delivery option for their online purchases. Mental accounting theory is used to frame the research and to suggest how mental accounts for money, time, and convenience influence consumer preferences for online delivery options. Specifically, the results of a conjoint analysis show that the most important attribute in shaping consumer preferences is the delivery fee, followed by nonprice delivery attributes. For individual attributes, significant differences are found in consumer preferences between gender and income groups. Cluster analysis reveals three consumer segments that show distinct preference structures: We identify a “price‐oriented,” a “time‐ and convenience‐oriented,” and a “value‐for‐money‐oriented” consumer segment. This study has practical implications for online retailers when implementing suitable delivery strategies and designing effective delivery options to maximize consumer satisfaction.     

A Customer Lifetime Value-Based Approach to Marketing in the Multichannel,Multimedia Retailing Environment

This paper proposes a multichannel, multimedia communications framework based on the concept of Customer Lifetime Value. The framework begins with customer information from the company's database, segments the customers based on the value they provide to the company, and advocates sending targeted messages using differentiated modes of communication. The framework also closes the communication loop by identifying the appropriate modes of inbound communication for the four customer segments (“Icons,” “Go-Getters,” “Opulents,” and “Misers”), and proposes customized firm responses based on the nature/purpose of the inbound communication call. The article presents this framework in both B2C and B2B settings, offers managerial implications for implementing this framework and outlines future research directions.     

An Extended Search for Generic Consumer–Brand Relationships

Relatively few empirical studies address the question of generic relationships between consumers and brands. But a relationship‐oriented brand communication seems to have become increasingly important to companies. In this article, the authors present details of a study on generic consumer–brand relationships conducted in Germany. Based on the data of more than 900 consumers, four different types of consumer–brand relationships emerge, characterized as “best friendship,” “unemotional purpose‐based relationship,” “loose contact,” and “happy partnership.” An extended analysis of the data using advanced statistical methods supports these findings to a high degree. Furthermore, as the results of the extended analysis also suggest, numerous well‐known brands often appear within less favorable relationships like “unemotional purpose‐based relationship” and “loose contact.” These findings indicate important shortcomings of relationship‐oriented brand management in many companies and suggest the need for further work in this area.     

An empirical analysis of factors that influence retail website visit types

Consumers may have a variety of reasons for using a retail brand's website, including browsing, purchasing, or browsing followed by purchasing. In this study we examine visits to three different retail websites to develop a typology of website visit behaviors and reveal factors that are associated with each visit type. We find four visit types that are consistent across all brands, which we label “touching base,” “search/deliberation,” “goal-directed,” and online shopping “cart-only” visits. One of the brands has an additional visit type we term “considered visits.” The type of visit a consumer makes is influenced by a combination of marketing channels, and their visit and purchase history with the brand. For example, shoppers that are directed to a retailer's website by clicking on a search engine link (paid or organic) are more likely to make visits that are associated with a purchase goal, while visits generated by an email are more likely to be just touching base. These findings provide marketers with a more refined understanding of the different ways consumers use their websites, and the factors associated with these visit behaviors.     

A Wolf in Sheep's Clothing: How Humanized,Retargeted Ads Intrude in Social Contexts

A great deal of past work has demonstrated that ads that “fit” or blend into their context evoke favorable responses because consumers perceive such ads as less intrusive. The current work posits that when aspects of the ad make persuasive intent salient—such as exposure to retargeted ads, which are generated based on consumers' past online browsing behavior—this relationship reverses such that fit between an ad and its context elicits higher perceptions of intrusiveness. Specifically, ads that present ad copy in a conversational style “fit” with a social media context on the dimension of social presence. Across three studies, we show that retargeted ads that “fit” the context on the dimension of social presence evoke higher levels of perceived intrusiveness, which, in turn, influence downstream responses such as attitudes toward the ad.     

Consumers' perceptions of mail‐order speciality foods

The objectives of the study are to examine consumers' perceptions of speciality food mail‐order products on the basis of a mail survey of “active” and “inactive” mail‐order shoppers. The paper identifies a profile of mail‐order shoppers, examines the influence of perceived risk and the effectiveness of risk relievers, derives the dimensions of perceived benefits and establishes consumer segments based upon benefits sought.

The results reveal a distinct profile of active in‐home shoppers with resped to demographic and lifestyle variables.

Shoppers perceive higher levels of risk with mail‐order shopping compared to in‐store shopping. Appropriate risk relievers are identified for both active and inactive groups.

Consumers' perceptions of the benefits of mail‐order emphasis quality, uniqueness and convenience. However, underlying these attributes are four main dimensions of customer relations and service, convenience, nostalgia and uniqueness.

Furthermore, it is possible to identify two segments of active mailorder shoppers in terms of a produd‐oriented group and a mail‐order‐oriented group.     

Segmenting Dissatisfied Restaurant Customers Based on Their Complaining Response Styles

ABSTRACT

This study attempts to segment dissatisfied restaurant customers based on their complaining response styles and to identify socio-demographic variables that discriminate those segments. Findings suggest the presence of two customer clusters with distinct response styles; namely “talkers” and “voicers.” The results indicate that all restaurant customers respond to a dissatisfactory dining experience. Most of them utilize multiple responses to dissatisfaction. Of the demographic variables examined, only dining out frequency and marital status were found to be potent variables.     

The Attitude of Indian Youth Toward Nutrition: Factors,Segments, and Implications

Although consumers’ attitude toward healthy or nutritious foods has been studied, factors affecting attitude have not been sufficiently studied. This study deals with the factors affecting the attitude of Indian youth toward nutrition. The article also attempts to segment youth consumers on the basis of their attitude. The responses of 379 youths to the specifically developed questionnaire were subjected to principal component analysis to identify attitudinal factors and to delineate the segments of youth cluster analysis. Discriminant analysis was performed to establish the differences among segments. Five factors, namely “not sure,” “volume consciousness,” “costly but willing to pay,” “healthy homemade,” and “taste and practical,” were identified as having influence on youths’ attitude toward nutrition. Marital status, gender, and cities where youths have spent their last 5 years had significant influence on those attitudinal factors. Based on the varying importance of different attitudinal factors, consumers were categorized in three distinct segments. Based on the findings of the study, different management interventions can be planned to increase the intake of nutritious food by the youths of different segments.     

The effect of age on shopping orientation—choice orientation types of the ageing shoppers

Traditionally, ageing consumers have been considered and treated as a rather homogeneous group. The appropriateness of this way of conduct is increasingly challenged when the baby-boom generation is reaching the retirement age. In the near future, 55+ consumers will be the dominant consumer segment in Western societies. Therefore, retailers should be more aware of the heterogeneous needs and wants of the “new old”. In the current study, six segments of ageing (55–75 years old) consumers were formed based on choice orientation in the specialty retailing context. The findings were compared to those obtained using the sample of younger (18–54 years old) consumers. The study was based on the household survey collected in Helsinki metropolitan area in 2009. The results indicate that the ageing market is formed of different consumer types which are rather similar to those found among younger age cohorts.     

Exploring Different Types of Sharing: A Proposed Segmentation of the Market for “Sharing” Businesses

Sharing instead of buying is regaining traction among today's consumers. This study aims at identifying segments of sharing consumers to unearth potentially viable clusters of a consumer behavior that is a market of growing economic relevance. By means of a qualitative study and a survey with a roughly representative sample of 1121 Swiss‐German and German consumers, a set of trait‐related, motivational, and perceived socioeconomic variables is identified that can be used to group individuals into segments that differ with regard to their approach to sharing. A cluster analysis based on these variables suggests four potential clusters of sharing consumers—sharing idealists, sharing opponents, sharing pragmatists, and sharing normatives. Two sets of testable propositions are derived that can guide further research in this domain and pave the way to a more targeted approach to the growing market of “sharing” businesses.     

Reproducing “rhetrickery” in online fertility marketing: harnessing the “rhetoric of the possible”

ABSTRACT

This article addresses the gap in research on visual and narrative persuasion in online fertility marketing contexts and reveals their reliance on rhetorical ruses embedded in the language of “choice” and “empowerment”. We assess four websites targeting women and men who have experienced infertility and expose their “digirhetrickery”, or use of deceptive rhetoric in digital space which exploits gendered stereotypes of the female body in ways that ultimately mislead their target markets about assisted reproductive technologies (ARTs) and the “liberatory” potential they offer. We advance digital rhetoric as an analytical method to the field of consumer research in order to engage in a reflexive analysis that reveals these underhand ideological operations. As “authorial voices” and narrative agents in digital advertising discourse are more cunningly subterranean, this study shows how the instrumentalization of “consumer empowerment” has become increasingly hyperbolic with particularly problematic consequences for infertile women consumers.     

Identification of Web User Segments Based on Beliefs about Online Ads

Online advertising has been one of the fastest growing industries worldwide, due to the increased number of Internet users. From the perspective of marketing management, identifying the profile of web users who click online ads will enable designers to create better online advertising campaigns. Hence, the main objectives of this article are (1) to segment web users based on their beliefs about online ads, (2) to identify personality traits of each segment, and (3) to investigate attitudinal and behavioral differences across segments about online ads. Data were collected through an online survey and by using cluster analysis, web users were segmented into three groups based on their beliefs about online ads: “Supporters,” “Neutrals,” and “Opponents.” Personality trait differences as well as attitudinal and behavioral differences among three segments were examined and significant differences were found in terms of their personality traits, such as variety seeking, market mavenism, and innovativeness.     

When the going gets tough,do the tough go shopping?

This study examines the impacts of consumer confidence on stockpiling behavior and, subsequently, retail inventory management. We show how stockpiling behavior evolved during the “Great Recession” of 2008–2009 as consumer confidence waned and demonstrate the impact of this development on inventory management. Drawing on the two-segment household inventory theory consisting of nonstockpiling and stockpiling segments, we use a panel dataset (2005–2015) to calibrate household inventory holdings. This dataset then serves as input for a retailer-level case study. Our empirical analysis reveals significant impacts from changing stockpiling behavior. When consumer confidence is low, both stockpiling and nonstockpiling segments respond by reducing weekly consumption rates; however, the stockpiling segment also significantly lengthens the time between shopping trips, and ultimately increases the duration of inventory holdings. These changes to consumption and stockpiling add complexity to inventory planning, requiring retailers to carefully adjust inventory levels to maintain service levels.     

Does country matter in urban organic food products consumption?

The main goal of this paper is to evaluate the possibility of finding international consumer segments in the organic food product (OFP) market. For that purpose, the power of country of residence in discriminating between urban frequent, occasional and non‐consumers of OFP was evaluated; and the most appropriate international segmentation bases for that market were studied. In order to achieve this goal, a survey of organic food consumers from Lisbon (Portuguese) and Berlin (German) was implemented through a structured questionnaire. Upon this, factorial and discriminant analysis was applied to the data. The results highlight the significance of the “Country” variable when distinguishing between groups of urban OFP consumers and non‐consumers as well as between frequent and occasional urban OFP consumers. The different levels of OFP consumption are mostly explained by the level of declared “OFP knowledge”. Therefore, we can conclude that in order to increase the consumption of OFP and dilute the effect of the country variable and to be able to work with international segments, marketers should aim to increase awareness and knowledge on these products. It is important to mention that this study was based on a non‐probabilistic sample and, consequently, generalizations of its conclusions must be made with care.     

Typologies of Banner Advertisements’ Attributes: A Content Analysis

The web has received significant amount of attention from advertising and consumer researchers investigating the impact of banner advertisement on consumers’ psychological and behavioral responses. However, no typology of banner advertisement has been identified yet, and the selection of banner advertisements as advertising stimuli has been carried out on the premise of personal judgment rather than scientific methodology. The identification of typology is important because different banner advertisement, such as static and pop-up, elicit different consumers’ responses. In addition the identification of a typology constitutes an advance to mid-range theory in a research domain. Hence, the purpose of this research is to identify the typologies of banner advertisements’ attributes such as type, number, shape, location, and size using content analysis. Specifically, nine banner advertisement types are identified as well as the typology of number, shape, location, and size of banner advertisements. Contributions of the research are discussed.