Consumer Boycotts in the United States, 1970–1980: Contemporary Events in Historical Perspective

Despite the theoretical and practical interest in consumer boycotts, little in the way of an empirical literature has accumulated on this form of marketplace action. The present study surveyed news sources and participants in an effort to understand consumer boycotts which occurred in the United States in the 1970–1980 period. A total of 90 boycotts was identified and described. The findings indicate that boycotts have involved an unusually wide variety of protest groups, target organizations, and social concerns in cities and states in every region of the United States. They also appear to be on the increase. Some factors which may influence the success of boycotts are identified and discussed. Also discussed are ways in which consumer boycotts in the United States have changed and ways in which they have remained the same since the turn of the century. Of special interest here is the growing use of “surrogate boycotts” to deal with issues with origins outside of the marketplace.     

An analysis of the Journal of Consumer Studies and Home Economics 1977–93

Any field of study worthy of academic consideration and development needs a research base to support it. Many research practitioners working within the consumer studies and home economics areas have expressed fears about not only the lack of development of a research base but also the communication network within the research community. This study analyses one of the main research journals that is used by this research community, the Journal of Consumer Studies and Home Economics, and examines its contribution. By analysing its development over the first 17 years of its existence, it has been shown that there is an international research community which is beginning to communicate with itself. However, these research practitioners still seem to rely more on research material from outside their own professional area rather than from work published in their own research journals. A lack of an indexing service covering the consumer studies and home economics areas continues to hamper dissemination of research material to a wider academic audience.     

An Assessment of the Competency of Secondary School Teachers in in Consumer Education,Economics, and Personal Finance

This study investigated the competency of persons teaching consumer education in Oregon's public schools. A 50-item instrument, based on concepts outlined in The Oregon Personal Finance Education Guide, was developed and used for the assessment. A comparison of competency according to teachers' subject-matter backgrounds (business, home economics, mathematics and social studies) was made. Item difficulty indices calculated on 185 completed instruments revealed a need for teacher upgrading in each of the four subject-matter background groups studied. No significant differences were found in the total mean scores of teachers in the four groups. However, a significant difference between groups was discovered in the concept area dealing with money management.     

消费教育中的"消协":职能、问题与改进思路

在与厂商的竞争中,消费者处于弱势地位,而消费者弱势的集中表现是信息不足.因此,消费教育的核心任务,就是通过种种途径和方法,增加消费者的知识和信息,提高消费质量,增强消费者的维权能力,降低消费风险.作为正式组织的消费者协会(或委员会),承担着重要的职责,在消费教育中的地位不可替代.     

The Development and Implementation of the Concept of Consumer Education

With the recent upsurge of emphasis in consumer education at the State and Federal government levels, consumer educators need to review the historical roots of the current movement to develop a broader perspective for planning future directions in consumer education. It is also necessary to understand the two orientations (buymanship and life goals) towards consumer education course content. Finally, a review of previous research into factors that influence the level of consumer economic competency is required.     

The Recent versus The Out-Dated: An Experimental Examination of the Time-Variant Effects of Online Consumer Reviews

Conventional wisdom suggests that the most recent online reviews may have a greater impact than out-dated online reviews on consumers’ purchase decisions because of their up-to-date nature. However, building on the theory of temporal distance and construal fit, this study proposes a new perspective, suggesting that the influence of online reviews posted at different times is a function of the timeframe for the consumers’ intended purchase. Four experiments demonstrate that although recent online reviews are more influential in shifting consumer preferences towards near-future consumption decisions, the relative influence of out-dated online reviews in shifting consumer preferences increases when consumers are making distant-future consumption decisions. This effect occurs because of a construal fit between the construal level of the online reviews posted at different times and that of the timeframe of consumers’ purchase decisions. The recent reviews are represented at a relatively lower construal level, with the low-level construal matching the timeframe of the near-future consumption decision. Out-dated reviews, however, are represented at a relatively higher construal level and match the timeframe of the distant-future consumption decision. This construal fit, in turn, enhances consumer engagement and consequently exerts a greater influence on consumer preferences.     

Changes In Consumer Attitudes Toward Marketing,Consumerism and Government Regulation: 1971–1975

Trends in consumer attitudes toward business philosophy, product quality, advertising, consumer responsibilities, government regulation and price controls are examined. The findings of three national surveys indicate that the level of consumer discontent did not change substantially between 1971 and 1975. Despite expanding efforts to advance the interests of consumers, the basic criticisms and frustrations expressed by respondents in 1971 were echoed again in 1973 and 1975. However there were some notable trends in the kinds and magnitudes of consumer concerns over this period. The need to treat consumer dissatisfaction as a relative concept is emphasized, and it is suggested that comparisons of present levels of consumer unrest to a zero base would probably lead to exaggerated interpretations of current conditions.     

Bibliometric analysis of the Journal of Consumer Studies and Home Economics, 1977–1983

Two questions formed the structure for examining the formal communication among researchers using the Journal of Consumer Studies and Home Economics (JCSHE) The first question pertained to the interrelationship between the literature published and cited in JCSHE. The second asked what impact the literature published in JCSHE had on authors publishing in other journals. By performing Bradford analysis using the 1,160 journal references cited by authors of 210 articles in the first seven volumes of JCSHE, 26 core journals were identified. JCSHE was ranked second because it was cited 54 times in 37 articles by 29 authors. Through citation analysis 17 citing articles published in 12 journals other than JCSHE were found. Seven of these 17 citing articles were published in other home economics journals.     

The Assimilative and Contrastive Effects of Word-of-Mouth Volume: An Experimental Examination of Online Consumer Ratings

The popularity of online rate-and-review websites has increased the importance of word-of-mouth (WOM) volume (number of ratings) yet the retail literature has not paid adequate attention to understanding its impact. This paper highlights WOM volume as a high-scope, decision-making cue upon which the influence of other WOM-relevant characteristics on a WOM message's persuability depends. We begin, via a pretest, by demonstrating the intuitive expectation that high volume, relative to low volume, accentuates or assimilates perceptions of positivity or negativity of WOM targets. Then, through two experimental studies, we show that depending upon how high volume interacts with WOM consensus and consumer decision precommitment, it can contrast preference away from the valence of a target also. In our third and final experimental study, we demonstrate that consumers differ in their susceptibility to the influence of high volume. Those with a higher desire to be different from others, compared to those with a higher desire to be similar, are resistant to high volume's assimilative sway and do not show the valence-accentuating effects demonstrated in the pretest. Retail managers and researchers should find these insights about the different roles of WOM volume beneficial.     

An Examination of the Effect of Consumer Personal Traits on Show Rooming Behavior: The Effect of Product Type

The rapid growth of online commerce and spread of mobile devices have created various trends in product-purchasing behaviors of consumers. Especially in online-to-offline commerce, “showrooming” has increased. This involves searching for products offline but purchasing them online. Among theories of consumer buying behavior based on traditional consumer characteristics, this study empirically analyzes whether there are group-specific differences in showrooming. The results show that innovative consumption tendencies are significantly related to push, pull, and mooring factors. The findings also elucidate the role of showrooming buying behavior in these relationships. In terms of push and mooring factors, these relationships are strengthened by showrooming purchase experience. This study divides products into electronic products and apparel and analyzes the effects on purchase experience using a moderator.     

Consumer trust in animal farming practices – exploring the high trust of Finnish consumers

Trust in animal farming is a complex phenomenon and it is expressed in heterogeneous ways in different cultural contexts. Nordic countries are typically known as high‐trust societies in terms of food issues. Based on group interviews among Finnish consumers, this paper explores how citizen–consumers express trust and distrust regarding animal farming practices and whether it is possible to identify different forms of trust among different consumer groups. The foundations of emotional trust in animal farming have been weakening due to urbanization and the structural change in agriculture. Ordinary shoppers responded to this situation by transferring responsibility for farm animal welfare to public authorities, relying on habitual policy‐generated trust in animal farming. In contrast, gastronomes and organic consumers actively cultivated their emotional trust in livestock production by creating new kinds of contacts to farming. Gastronomes, organic consumers and vegetarians especially acknowledged the complexity of the claims made in farm animal welfare politics. As trust in food has arguably become a subject of active negotiation in Finland, the foundations for the habit‐based policy‐generated trust may be partly weakening, creating more space for the politicizing of food issues and the developing of alternative sources for regaining trust in food production.     

A Decade in Perspective 1975–84: Focus and Trends in the Journal of Consumer Affairs

An analysis of research articles published in the Journal of Consumer Affairs for the issues published from 1975 (1) through 1984 (2) reveals a marked increase over time in the number of papers focusing on policy issues and a marked decrease over time on articles focusing on the consumer movement and consumer education. The largest number of authors during this period were from the University of California-Davis. Forty-four percent of all authors were from business and economics subject areas, and 26 percent were from home economics. Assistant Professors had the highest publishing rate. Papers were found to be equally divided between land grant and nonland grant institutions with the majority being of single or dual authorship. It is concluded that the Journal of Consumer Affairs is meeting its stated editorial policy.     

An Empirical Investigation of the Differential Effects of Personal,Historical, and Non-Nostalgic Advertising on Consumer Responses

Using a theory-driven approach, this study investigates whether and/or to what extent consumers' informationprocessing tendencies and ad-based responses are differentially influenced by the introduction of nostalgic cues (either "personal" or "historical" in nature) embedded in an advertisement. The results support hypothesized expectations that personal nostalgia (a yearning for one's past) generally outperforms both historical and non-nostalgic advertising when measures of self-directed thoughts, positive affect, and attitude toward the ad are considered. However, when cognitive measures (i.e., brand/message-related cognitive responses and message recall) are considered, a personally nostalgic ad is shown to be comparable to a historical nostalgic ad, but inferior to a non-nostalgic ad. Regression results utilizing cognitive response data further indicate that individuals' brand attitudes are differentially influenced by the type of nostalgia evoked. Practical and theoretical implications for the study's findings are discussed, and future research directions are presented.     

Lessons for Consumer Education Policy: The Case of the Office of Consumers' Education

The Office of Consumers' Education existed for almost seven years, disbursing in excess of $18 million for grants and contracts in support of consumer education activities. Stimulated by this funding consumer education evolved and expanded, and many excellent products were produced. At the same time, however, the program experienced substantial difficulties. Poor program design, initial failure to articulate goals and objectives, and inadequate administrative support all served to reduce the potential effect of this program. The OCE experience can provide guidance for future consumer education programs, at any governmental level. There is no need to repeat costly lessons about the form and substance of such programs where the case of OCE provides useful instruction. ¹ 1 This article is based on the author's doctoral dissertation, “The Implementation of a Discretionary Project Program: A Case Study of the Office of Consumer's Education,” Ann Arbor, Mich.: University Microfilms International, 1983. Space limitations severely diminish communication of the richness of detail collected in the case study. Interested readers are encouraged to consult the original document.