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The role of emotions in marketing 总被引:18,自引:0,他引:18
Richard P. Bagozzi Mahesh Gopinath Prashanth U. Nyer 《Journal of the Academy of Marketing Science》1999,27(2):184-206
Emotions are mental states of readiness that arise from appraisals of events or one’s own thoughts. In this article, the authors discuss the differentiation of emotions from affect, moods, and attitudes, and outline an appraisal theory of emotions. Next, various measurement issues are considered. This is followed by an analysis of the role of arousal in emotions. Emotions as markers, mediators, and moderators of consumer responses are then analyzed. The authors turn next to the influence of emotions on cognitive processes, which is followed by a study of the implications of emotions for volitions, goal-directed behavior, and decisions to help. Emotions and customer satisfaction are briefly explored, too. The article closes with a number of questions for future research. Richard P. Bagozzi is the Dwight F. Benton Professor of Behavioral Science in Management at the University of Michigan Business School. He is a graduate of Northwestern University and has been a faculty member at the University of California-Berkeley, the Massachusetts Institute of Technology, and Stanford University. He is currently doing research in emotions, goal-directed behavior, and social identity theory. Mahesh Gopinath is an assistant professor of marketing in the A. B. Freeman School of Business at Tulane University. He is a graduate of the University of Michigan Business School and is doing research in emotions and customer satisfaction. Prashanth U. Nyer is an assistant professor of marketing in the School of Business and Economics at Chapman University. He is a graduate of the University of Michigan Business School and is doing research in emotions and customer satisfaction. 相似文献
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Joseph J. Vidali Ph.D. 《Journal of the Academy of Marketing Science》1977,5(1-2):147-153
An examination of marketing literature reveals a surpricing deficiency of articles discussing theoretical applications in
marketing. These deficiencies are largely in the area of specific, practical, everyday applied marketing. This article casts
the literature into an overall taxonomy of marketing thought and development, highlighting the deficiency. Then the article
discusses the deficiency positing reasons for its continued existence. It is thought that such a taxonomy might better help
marketers identify critical need areas that might well result in unusually productive findings and advances important to all
marketers.
EDITOR'S FOOT-NOTE: Reviewers have agreed that marketing has no Taxonomy and needs one, but that a full study and statement
would be a Herculean task. The paper published here is presented as a beginning and, as the author himself states, “in the
hope to stir controversy, debate, and effort.” 相似文献
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Instituting the marketing concept in a multinational setting: The role of national culture 总被引:1,自引:0,他引:1
A growing concern among international marketing managers is how to increase the market orientation and thereby performance
of their transnational organizations. This study broaches this issue by investigating how the marketing concept, the heart
of the market orientation, may be established in a multinational setting and the effects of national culture on that process.
From a wide array of literature, the authors construct a theoretical framework and propositions on how global organizations
may transform this philosophy from an abstract platitude to an operational reality. Their findings suggest that the process
consists of complex, interdependent steps—interpretation, adoption, and implementation of the marketing concept. Cultural
values shape interpretation and facilitate or impede adoption and implementation. The overall framework and findings can be
used to guide institutionalization of the marketing concept across the organizational span, in particular by anticipating
culture-based reactions from international subsidiaries.
Cheryl Nakata is an assistant professor of marketing at the University of Illinois at Chicago and received her doctorate from the same
institution in 1997. Her work appears in theJournal of Marketing, Journal of International Business Studies, Journal of Product Innovation and Management, Marketing Science
Institute Working Paper Series, International Marketing Review, and other publications. Her primary interests are in global marketing and marketing management and strategy.
K. Sivakumar (Ph.D., Syracuse University, 1992) is the Arthur Tauck Professor of international marketing and logistics at Lehigh University.
His research interests include pricing, international marketing, and technology management. His research has been published
or is forthcoming in theJournal of the Academy of Marketing Science, International Marketing Review, Journal of Business Research, Journal of International
Business Studies, Journal of Marketing, Journal of Marketing Theory & Practice, Journal of Product Innovation Management,
Marketing Letters, Pricing Strategy & Practice, and other journals. He has won several awards for research and is on the editorial boards of six scholarly journals. 相似文献
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Birger Wernerfelt 《Journal of the Academy of Marketing Science》2014,42(1):22-23
This short note contains some reflections on the relationship between the resource-based view of the firm (RBV) and marketing. I focus on the main proposition of the RBV—that a firm should focus on what it can do better than others—and argue that it has implications for almost all marketing activities and that much thinking in the field already is consistent with it. 相似文献
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Foo Nin Ho Scott J. Vitell James H. Barnes Rene Desborde 《Journal of the Academy of Marketing Science》1997,25(2):117-126
Researchers in marketing ethics have identified the importance of cognitive moral development (CMD) in marketing ethics models.
This study looks at selected correlates of role conflict and role ambiguity in marketing, especially the mediating role of
CMD. Of the correlates examined, the results seem to support the existence of statistically significant relationships between
CMD and role conflict and ambiguity. Implications for practitioners are provided. For example, the study could have direct
implications for management personnel who have the responsibility of hiring ethical people and helping them address any role
conflict or ambiguity that may arise from their job.
He received his Ph.D. in marketing from the University of Mississippi. His work has previously appeared in theJournal of Business Ethics, theJournal of Pharmaceutical Marketing and Management, theJournal of Marketing Theory and Practice, theJournal of Promotion Management, Health Marketing Quarterly, and various national proceedings.
He received his Ph.D. in marketing from Texas Tech University. His work has previously appeared in theJournal of Business Research, theJournal of Macromarketing, theJournal of Business Ethics, International Marketing Review, theJournal of the Academy of Marketing Science, and various other journals and proceedings.
He received his Ph.D. from the University of Oregon. His research has previously appeared in theJournal of Marketing Research and numerous other journals and proceedings.
He received his Ph.D. in marketing from Florida State University. His research has been published in theJournal of Business Research, theJournal of Marketing Management, and in various proceedings. 相似文献
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Extending the competitive marketing strategy paradigm: The role of strategic reference points theory
The purpose of this article is to extend and integrate the new strategic reference points theory (SRP), developed in the strategic management area, into the discipline of strategic marketing management. The major new tenets of the theory are the inclusion of cognitive, organizational processes and benchmarking simultaneously. First, the authors describe the impact of the marketing SRP on marketing strategic choice behavior captured in the tradeoff between risk and return (risk avert vs. risk lover) as was proposed by prospect theory. Then, they explore the performance consequences of integrating the newly formed stages while considering organizational process and implementation issues of reference points such as content, configuration, consensus, and change. Aviv Shoham is a senior lecturer of marketing at the William Davidson Faculty of Industrial Engineering and Management, Technion-Israel Institute of Technology, Technion City, Haifa. Avi Fiegenbaum is an associate professor of management at the William Davidson Faculty of Industrial Engineering and Management, Technion-Israel Institute of Technology, Technion City, Haifa. 相似文献
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John R. Sparks 《Journal of the Academy of Marketing Science》1994,22(4):393-400
According to theory, the success of Machiavellians rests, in part, on the situational factor “latitude for improvisation”—the
freedom to improvise in order to successfully manipulate others. In their study of Machiavellianism and marketing, Hunt and
Chonko concluded that Machiavellianism is unrelated to success; however, the analysis did not include latitude for improvisation
as a moderating variable. The data are reanalyzed with a measure of latitude for improvisation included. Theory predicts that
Machiavellianism is positively related to success when latitude for improvisation is high. The results of this analysis suggest
that Machiavellianism is unrelated to personal success in marketing when latitude for improvisation is high but is negatively
related to success when latitude for improvisation is low.
His research interests include marketing ethics, advertising, and marketing communication. 相似文献
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Supply chains and supply chain management are important areas of business practice and scholarship that overlap with the discipline
and practice of marketing and marketing management. The co-editors of the Journal’s Special Issue “Exploring the Relationship
Between Marketing and Supply Chain Management” provide an introduction to the special issue, overview its contents and extend
their appreciation to the authors, reviewers, editor and staff whose contributions and efforts made it possible. 相似文献
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Reo?Song Sangkil?Moon Haipeng??Chen Mark?B.?Houston 《Journal of the Academy of Marketing Science》2018,46(3):384-402
This research investigates how national culture interacts with marketing strategy to influence consumers’ organic post-consumption satisfaction ratings of entertainment products rich in cultural content. Drawing upon a communication theory framework, we develop hypotheses concerning multiple interaction effects between culture and marketing strategies on consumers’ product evaluations. We test these hypotheses by analyzing consumer reviews of 260 movies in 25 country markets. In support of our hypotheses, we find that the cultural congruence between the product and the market improves consumer reviews, and that the effect is stronger in cultures characterized by collectivism, femininity, and uncertainty avoidance, as well as for products more heavily loaded with cultural content. In addition, we find that the negative effect of delay in product launch timing weakens for cultures characterized by long-term orientation, and that the positive effect of advertising spending on consumer evaluations is stronger in cultures characterized by high power distance belief. These results provide practical insights into how managers should make decisions concerning product design, launch timing, and advertising strategies in international markets. 相似文献
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Douglass K. Hawes 《Journal of the Academy of Marketing Science》1987,15(2):83-90
“The average American, by our estimate, is exposed to 61,556 words from the mass media each day ... That works out to just
under 4,000 words per waking hour, about 60 words per waking minute per person per day. This represents a growth of 151 percent
from 1960 to 1980”. (Neuman and de Sola Pool 1984, p. 5)
“Over this period (1960 to 1980) the supply of mass communications per capita (in the USA) grew at an average annual rate
of 6.7 percent. But media use grew at just 2.1 percent per year...(Ibid, Table 2)
The ratio of words consumed to words supplied by 1980 had fallen to less than half (from 1.4 percent to. 6 percent) the level
in 1960. The ratio has fallen in each of the mass media we have studied”. (Neuman and de Sola Pool 1984 p. i, 6, and Table
3)
“Information creation and processing now account for half of all economic activity in the United States, compared to less
than 18% in 1900”. (Jonscher 1983, p. 8)
“Between 6000 and 7000 scientific articles are written each day. Scientific and technical information now increases 13 percent
per year, which means it doubles every 5.5 years”. (Naisbitt 1982, p. 24)
Microcomputer technology appears to have gotten ahead of information needs. Social commentators and philosophers argue that
the information society is only one step away from reality and often cite Japan as an example. The author takes the position
that many ultimate consumers have yet to find enough benefit in microcomputers and linking them to data bases to make such
high technology an integral part of their life styles. Marketing efforts need to be focused less on hardware and software
and more on defining and clarifying the needs of the average household which can be better met by microcomputers than by current
means. 相似文献
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Barbara B. Stern 《Journal of the Academy of Marketing Science》1990,18(4):329-336
This paper proposes the addition of concepts drawn from literary criticism to philosophical and historical ones in order to
provide insights into “reading” marketing theory. The paper sets forth three modes of literary criticism applicable to the
analysis of marketing theory—psychobiographical, editorial, and structural. It offers as an illustrative example a reading
of the history of Ernest Dichter's motivation research movement using these methods. The addition of literary analysis demonstrates
how textual clues can enrich the historian's study of the rise and fall of marketing phenomena over time. 相似文献
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Kelly D. Martin Jean L. Johnson Joseph J. French 《Journal of the Academy of Marketing Science》2011,39(4):574-591
Institutional theory implies that normative societal expectations create pressures for organizations to respond acceptably
to important institutional constituents. Although the role of the institutional environment on marketing has been studied,
the organizational mechanisms by which firms respond to societal pressures remain under-investigated. We suggest that an important
determining factor involves organizational identity, which drives firm response to societal norms and facilitates its quest
for legitimacy. Accordingly, this study contributes to organizational theory in marketing by casting identity as the focal
mechanism in the firm’s response to the institutional environment. Marketing ethics and CSR issues frame this research given
natural synergies with institutional and organizational identity theories and evidence that increasingly, firms must respond
to societal expectations involving ethics in their marketing practices. Using game theoretical models and economic experiments,
we find that the influence of the institutional environment emerges through firm identity, affecting resource allocation to
ethical product augmentation. 相似文献
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S. Arunachalam Sridhar N. Ramaswami Pol Herrmann Doug Walker 《Journal of the Academy of Marketing Science》2018,46(4):744-766
Drawing from the marketing capabilities and innovation literatures, we identify aprocess by which a firm’s entrepreneurial orientation impacts profits and show that it is dependent on marketing capabilities. Using a half-longitudinal design we integrate survey data with performance metrics over two time periods, from a sample of 190 firms. While the effect of entrepreneurial orientation (EO) on innovation is enhanced by architectural marketing capabilities, the effect of innovation outcomes on profits is enhanced by specialized marketing capabilities. Ultimately, the pathway from EO to performance, mediated by innovation, is positively significant at higher levels of both marketing capabilities. The results uncovered using Bayesian conditional process modeling, are robust to alternate model specifications, endogeneity tests, and provide insights into the capabilities-based understanding of entrepreneurism-marketing interface. We discuss resource allocation implications for managers as they attempt to maximize profits through innovation. 相似文献
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Saul Sands Ph.D. Kenneth M. Warwick Ph.D. 《Journal of the Academy of Marketing Science》1976,4(1-2):527-538
The present situation is marketing is characterized by rising costs and increasing prices. In an article in Business Week,
a commentator has stated that “...... marketing and distribution are where industry must make up a lot of the costs of doing
business today” (13). Pooled marketing is a viable alternative to the marketing practices which have, along with inflation
and other factors, contributed to the present situation. In addition to the cost savings that can emerge from pooling programs,
the cooperative sharing of resources makes it possible to capitalize on opportunities that a firm would not have been able
to seize on its own. 相似文献
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Jared M. Hansen Robert E. McDonald Ronald K. Mitchell 《Journal of the Academy of Marketing Science》2013,41(3):300-319
Marketing strategists should create, maintain, and arrest the decay of causally ambiguous resource competences that lead to competitiveness and thus performance. However, competence causal ambiguity, which helps create competitiveness, is also implicated in competitiveness decay. In this study we test a model of specialization-competitiveness-performance using primary and secondary data from 169 public respondents/firms, to examine the effects of negative internal barriers to replication and adaptation. These barriers develop due to resource lock-in arising from the same specialization processes that lead to the positive barriers to imitation that deter competitors. Results suggest that commitment to learning can mitigate resource lock-in problems with internal competence causal ambiguity, competence causal ambiguity among competitors appears more essential to competitiveness in more competitive markets, competitiveness positively relates to both shareholder value and new product performance, and an increased differential focus on marketing versus operations in the organization strengthens the positive bridge between organizational competitiveness and shareholder return. 相似文献
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谢导 《广州市经济管理干部学院学报》2003,5(3):82-84,F003
MBA的营销课程是门实践性极强的课程。面对有着多年营销实战经验的经理们,讨论和讲解营销案例,更是对主讲教师的极大挑战。笔者结合在厦门大学主讲MBA营销课程多年的经验,谈了对此的看法和改进意见。 相似文献
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Adel I. El Ansary Ph.D. 《Journal of the Academy of Marketing Science》1974,2(4):553-566
The marketing environment has experienced dramatic changes in the late 1960's and the 1970's. This article deals with the
design of the marketing mix in the 1970's to meet the demand of its changing environment. It encompasses a conprehensive review
of the marketing literature pertinent to the subject. 相似文献