Consumer perceptions of environmental marketing claims: an exploratory study

This paper reports the results of research which examined consumer perceptions of 10 environmental claims: degradable, biodegradable, no CFCs, safe for the environment, environmentally friendly, compostable, recycled, pre-consumer waste, post-consumer waste, and recyclable. Implications for policy makers and future research are identified.     

Management fads and information delays: An exploratory simulation study

Management fads seem omnipresent. Adoption research that focuses on the uptake of change says little about subsequent abandonment behaviors. In this paper a simulation model is developed that extends adoption and diffusion models to consider abandonment from a dynamic perspective. Analysis of the simulation results leads to the conclusion that incomplete information and bandwagon effects can lead to fad-like behaviors.     

The information needs of prospective homebuyers: an exploratory study of apartment purchases in Finland

Ultimately, the search for housing depends on information about the housing market and individual apartments for sale. The housing search process gives rise to diverse information needs. Their nature is elaborated in an exploratory study drawing on interviews conducted with 16 Finnish homebuyers in 2008. The data were analysed by means of qualitative content analysis. The constant comparative approach was utilized to capture the nuances of information needs experienced at three major phases of the housing search process. At the phase of orientation to the housing market and identifying vacancies, the information needs covered a broad area including the supply of relevant apartments in preferred districts and the realistic funding opportunities. The temporal frame within which these needs were experienced was fairly broad. At the phase of assessing vacancies, the information needs became more specific and the temporal frame narrower, since the needs primarily dealt with concrete issues such as the renovation requirements of the apartment. Finally, at the phase of bid formation, information needs were mainly related to the determination of the proper price level and the optimal timing of the price bid.     

Managing negative word-of-mouth: an exploratory study

Abstract

This exploratory study investigates how executive-level and functional managers in three large organisations understand and respond to negative word-of-mouth (NWOM). The findings, based principally on analysis of 54 interviews over 3 years, show that organisations devote far more resources to the management of NWOM than they do to the promotion of positive word-of-mouth. Marketing and other customer-facing work groups play varied roles in organisational response to NWOM, which often involves complaints management and crisis management. We find that senior management, marketing, sales, advertising, PR and contact-centre staff all have different fears about NWOM and therefore respond to it in various ways. Our recommendations for better management of NWOM stress three points – leadership, organisational readiness and public relations management.     

Competition and competitive groupings: An exploratory study in information technology markets

The focus of the research is upon the means by which firms can both create and sustain a competitive advantage. The paper addresses the relationship between shifting patterns of competitive rivalry and the emerging structure of a volatile, but growing branch of the Information Technology Industry. The concept and existence of competitive groups of firms is explored from three perspectives: those of the research analyst, the competitive suppliers and the customers of the service. The first perspective draws upon and applies previous work in the field of strategic groups, mobility barriers and company competences; the second perspective is operational, based upon the perception of the competitive environment by practising managers; the final perspective draws upon field research into customer organisation rooted in the notion that differentiation by suppliers will only be manifest in competitive advantage when it matches customers needs.

Different patterns of competition are identified and strategic management choices are highlighted in a product market undergoing turbulent development with the onset of telecommunication networks for the transmission of computerised data bases.     

Bank ethics: An exploratory study of ethical behaviors and perceptions in small,local banks

This article addresses five research questions: What specific behaviors are described in the literature as ethical or unethical? What percentage of business people are believed to be guilty of unethical behavior? What specific unethical behaviors have been observed by bank employees? How serious are the behaviors? Are experiences and attitudes affected by demographics? Conclusions suggest: There are seventeen categories of behavior, and that they are heavily skewed toward internal behaviors. Younger employees have a higher level of ethical consciousness than older employees. The longer one works for a company, the more one may look to job security as a priority; this can lead to rationalizing or overlooking apparently unethical behaviors. More emphasis is needed on internal behaviors with particular attention on the impact that external behaviors have on internal behaviors.     

Combating deceptive advertisements and labelling on food products – an exploratory study on the perceptions of teachers

People are becoming more health conscious nowadays, but most of them are not able to adopt a lifestyle with adequate physical exercise and a healthier eating pattern. Many attempt to compensate by taking ‘health foods’. Despite the recent economic recession, the functional food market expands rapidly in Asian countries. Recent statistics indicate a huge increase in weight loss and functional food product advertising expenditure in Hong Kong and other Asian countries. In a massive survey conducted by the Hong Kong Consumer Council, it was found that 85% of the medicines, health food and therapies sampled contain questionable claims and misleading messages (Consumer Council, 1999). In fact, young people do not understand much about modern food processing, in particular those present in low energy and functional foods, and they know very little about the modern food marketing strategies. The situation is detrimental to consumer welfare especially to the younger generation. This study attempts to reflect critically on the implications of these issues for the health and well‐being of young people in Hong Kong. It explores directions for designing relevant and effective education programmes to empower young people in understanding food advertising strategies and making informed decisions on food choice. The paper will begin with a critical review on the current situation in Hong Kong. An interview survey on preservice and in‐service teachers’ perception towards misleading food advertising and labelling will then be reported. The situations at schools will be defined and problems faced by teachers in providing relevant consumer education programmes to students will be identified. Finally, the study will look to the future, with a view to developing students’ critical skills in evaluating claims offered in food advertisements.     

The influence of religious commitment on consumer perceptions of closed-on-Sunday policies: an exploratory study of Chick-fil-A in the southern United States

Many businesses operate long hours that often include nights and weekends to accommodate consumers. However, a few businesses maintain a closed-on-Sunday policy and do so while still operating successfully although closed-on-Sunday policies mean forgoing potential sales hours. As most Christian faiths consider the Sabbath as a day of rest, an oft-used rationalization for the success of businesses maintaining this policy is that they must be supported by consumers with strong religious beliefs, who appreciate the message sent by the company and as a result perceive the company favorably. The purpose of this paper was to investigate whether consumers' religious commitment influences their ethical judgment of a company's closed-on-Sunday policy and to determine whether this ethical judgment impacts a company's corporate or brand image and consumer loyalty intentions. The results suggest that consumers with higher levels of intra-personal religious commitment are more likely to hold favorable ethical judgments of closed-on-Sunday corporate policies. In addition, favorable ethical judgments of closed-on-Sunday corporate policies are likely to positively influence corporate image. A more positive corporate image ultimately results in higher consumer loyalty intentions.     

Understanding the relationship between holiday taking and self‐assessed health: an exploratory study of senior tourism

The senior market is particularly attractive to the tourism industry. Alongside evidence of a growing propensity to travel and spend, consumption is often deliberately linked to low seasons, balancing out the peaks and valleys for tourism suppliers. Health is one variable which is particularly significant to this consumer. Personal health influences all patterns of consumer behaviour regardless of age, although the full extent to which this models senior tourism activity is unclear. An exploratory qualitative study was undertaken in the spring of 2005, with 22 senior consumers (aged 55 years plus) interviewed. Utilizing the earlier work by Zimmer et al.into self‐assessed health as a framework, travel propensity, the perceived effects of travel and factors inhibiting full participation were questioned. Conclusions drawn outline both a senior tourism typology and areas for future research. Notably the relationship between caregiving and tourism consumption is singled out for further investigation.     

Transport safety for older people: A study of their experiences,perceptions and management needs

With evidence of increasing accident risk due to age-related declines in health and cognition affecting driver performance, there is a need for research promoting safe mobility of older people. The present study aimed to identify transport options and licensing issues for a group of older people in an Australian community. Ninety-five participants aged 75 and over were interviewed about their driving status and accident record and tested for cognitive ability. After stratification on cognitive level and driver status (current, ex-driver or non-driver), 30 were selected for further in-depth interviews concerning demographics, licence status and impact of change, travel options available and used, and travel characteristics. Considerable reliance on the motor vehicle as the mode of transport and the decision to cease driving were major quality-of-life issues. There was little evidence of planning and support in making the decision to stop driving. Some differences in transport decisions on the basis of cognitive level were evident; however, people with severely compromised cognitive ability (and, therefore, unable to give informed consent) had been excluded. The study suggested the need for resources to assist older people/carers/health professionals to plan for the transition from driver to non-driver and to manage alternative transport options more effectively.     

Consumer motivations and concerns in online auctions: an exploratory study

This investigates the reasons behind the dramatic growth of Internet auction companies such as eBay, exploring into why so many consumers have been motivated to turn to online auctions to purchase and sell goods. It is found that the ability to purchase items at lower prices than from retail stores is the primary motivation, along with having access to previously unobtainable items. Concerns mainly relate to potential fraudulent transactions, although the negative feedback system is found to be vital in the reduction of fears over fraud. Interaction with other auction users is found to be important for practical reasons such as information seeking, rather than for enjoyment. The main conclusion is that the benefits of using Internet auctions far outweigh the risks involved.     

Place as a site and item of consumption: an exploratory study

While places are recognized as sites of consumption within the field of consumer behaviour, they have yet to be generally accepted as forms of consumption. This study investigates the idea of place as a consumption object by comparing conceptions of city and country within a cross‐cultural sample. Thirty‐six consumers living in the US, the UK and Australia were interviewed to explore their thoughts and feelings relating to the cities and countries in which they reside. The findings provide empirical support for key conceptualizations of place in the sociology literature and extend consumer behaviour theory to include considerations of the physical, social and cultural aspects of place that impact upon consumption. In addition, the findings portray places as entities that are assessed, selected and experienced in comparable ways to products.     

Product familiarity and information processing strategies: An exploratory investigation

A theoretical and empirical examination of the relationship between product class familiarity and usage of information processing strategies is presented. Four major dimensions of information processing strategies are identified and used to conceptualize the linkage between product class familiarity and usage of particular strategies. Research hypotheses are tested in an exploratory study using a laboratory choice situation. Implications of the study with respect to usage of specific strategies and for future research are discussed.     

Customer participation to co-create value in human transformative services: a study of higher education and health care services

Previous studies on customer participation have mainly focused on its outcome benefits. The current study investigates the effect of various participation behaviors on both process and outcome value in human transformative services. Based on the data surveyed from health care and higher education services in Vietnam, the results show that active and relevant participation behaviors are crucial to co-create value. Information sharing, responsible behavior, and voluntary in-role feedback have different roles in process and outcome value. Voluntary in-role feedback is more important in health care service, while responsible behavior is critical in higher education. Moreover, distinction should be made between passive provision of information and voluntary feedback of customers to the firm.     

Product placement in US and New Zealand television soap operas: an exploratory study

Although the soap opera as a television genre has consistently captured the imagination of millions of people around the world, surprisingly little has been written about it in the marketing literature. Understanding the consumption imagery in soaps may allow marketers to assess the relevance of product placement for their promotion strategy better, as well as providing valuable insight into the consumption habits of their considerable viewing audiences. Data were collected through content analysis from two soap operas, one in the USA and one in New Zealand. The results indicated a high level of consumption imagery, including brand references. Furthermore significant differences in the types of product and the emotional outcome of product use were found between the countries.     

Identity theft: An exploratory study with implications for marketers

Identity theft is the fastest growing crime in America, and millions of people become victims each year. Furthermore, identity theft costs corporations over $20 billion per year, and consumers are forced to spend over $2 billion and 100 million hours of time to deal with the aftermath. This paper uses a system dynamics model to explore policy options dealing with identity theft and to provide implications for marketers. The results indicate that the current approach to combating identity theft will not work. However, inexpensive security freezes could be effective, because they result in a nonlinear reduction in identity theft that is similar to the “herd immunity” seen in epidemiology. Thus, identity theft can be addressed by protecting just a fraction of the total population.     

The influence of customer loyalty on small island economies: an empirical and exploratory study

There is growing consensus that companies' long-term success is reliant on building and sustaining strong customer relationships. This study explores the antecedents of loyalty in business to business (B2Bs) using Guernsey's telecommunication industry as a case study. It examines how these influence customer loyalty orientation and factors that help service providers improve loyalty rates. Extant literature pays little attention to the antecedents of loyalty in small island economies. Prior research focuses on cultural, environmental and macro-economic issues. Drawing on Dick and Basu's (Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(Spring), 99–113, 1994) loyalty model, this research explores loyalty antecedents that are cognisant of distinct market conditions that can impact customer loyalty within the telecommunications sector of a small island economy. It seeks to advance understanding of loyalty in B2B relationships in this context and identify factors that contribute towards converting passively loyal customers to being actively loyal customers.