Virtual and augmented reality: Advancing research in consumer marketing

Virtual reality (VR) and augmented reality (AR) technologies are having a profound impact on a variety of marketing practices and are attracting increasing attention from marketing researchers. In this article, we review developments in VR/AR applications and research in the area of consumer marketing. We propose a conceptual framework for VR/AR research in consumer marketing that centers around consumer experiences provided by VR/AR applications along the customer journey and the effectiveness of such applications, and delve into the key concepts and components of the framework. Next, we provide a comprehensive overview of VR/AR applications in current practices and extant research on VR/AR in consumer marketing. Finally, based on this framework, we offer an outlook for future developments of VR/AR technologies and applications, discuss managerial implications, and prescribe directions for research on consumer marketing.     

Reframing gender and feminist knowledge construction in marketing and consumer research: missing feminisms and the case of men and masculinities

Abstract

Gender has been theorised and studied in many ways and across different disciplines. Although a number of these theorisations have been recognised and adopted in marketing and consumer research, the significance of feminism in knowledge construction has largely remained what we would call ‘unfinished’. Based on a critical reframing of gender research in marketing and consumer research, in dialogue with feminist theory, this article offers theoretical and practical suggestions for how to reinvigorate these research efforts. The analysis highlights dominant theorisations of gender, relating to gender as variable, difference and role; as fundamental difference and structuring; and as cultural and identity constructions. This reframing emphasises various neglected or ‘missing feminisms’, including queer theory; critical race, intersectional and transnational feminisms; material-discursive feminism; and critical studies on men and masculinities. A more detailed discussion of the latter, as a relatively new, growing and politically contentious area, is further developed to highlight more specifically which feminist and gender theories are mainly in use in marketing and consumer research and which are little or not used. In the light of this, it is argued that marketing and related disciplines have thus far largely neglected several key contemporary gender and feminist theorisations, particularly those that centre on gender power relations. The potential impact of these theoretical frames on transdisciplinary studies in marketing and consumer research and research agenda(s) is discussed.     

The implications of recency and gender effects in consumer response to ambush marketing

So-called ambush marketers, are companies that use clever advertising imagery (and/or ad placement) to link their brand(s) with a major event, in the minds of its audience, without having to purchase the expensive rights fees that event properties often charge for official sponsorship status. This study uses an experimental design to explore certain effects of the ambush marketing strategy. Its focus is on the potential impact of recency (of ad exposure), as well as gender differences, on measures of memory, brand attitude, and behavioral intentions for brands perceived to be official sponsors. Respondents (n-215) were randomly assigned to groups viewing Olympics programming intercut with advertising for either official sponsors or ambush marketers. No statistically significant differences are observed between males and females in their pretest sponsor recall or recognition levels, whereas recency of ad exposure is found to be a significant influence on posttest sponsor awareness in the aggregate. Significant gender differences are detected, however, in attitude toward the brand and purchase intentions for two of three product categories investigated, as females have higher mean scores for those two measures. The implications of these results are discussed and followed by recommendations for event promoters seeking to preserve the value of event sponsorships, along with defensive advertising-strategies to protect the investments of their official sponsors. © 1998 John Wiley & Sons, Inc.     

Advances in internet consumer behavior and marketing strategy: Introduction to the special issue

This second special issue of the Journal of Business Research on Internet consumer behavior features twelve articles selected from the papers submitted following a call for submissions issued in January 2008. They cover topics related to advances in internet consumer behavior and marketing strategy, and the contributions are regrouped into four broad categories: influence of trust and role of virtual communities; understanding the role of electronic word-of-mouth; understanding consumer reactions to pricing on the internet; consumer issues in marketing strategy. It concludes with future research directions.     

Assessing cross-cultural marketing theory and research

A content analysis of 99 articles focuses on the comparative cross-cultural marketing research in 14 leading marketing and business journals from 1990 to 2008. The content analysis indicates strong growth in cross-cultural studies, especially in terms of studies on consumer attitudes and behavior and on promotion-related topics. This study classifies articles according to a series of conceptual (e.g., cultural dimensions employed in the study) and methodological (e.g., use of analytical technique) criteria. Although researchers have advanced in both conceptual and methodological respects, the studies still focus strongly on the dimensions from Hofstede (2001); methodologically, the dominance of two-country studies is problematic. Further, survey data from North America and Europe and researchers based and trained in North America and Europe are still dominant in the research field.     

New developments in global consumer behavior and marketing strategy: Introduction to the special issue

This special issue of the Journal of Business Research features ten articles selected from the papers presented during the seventh meeting of the Royal Bank International Research Seminar which took place in Montreal (Canada), September 22–24, 2011. The papers cover topics relating to new developments in online research, acculturation/socialization research, research methodology, and marketing strategy.     

Historical research in marketing theory and practice: a review essay

Abstract

This paper reviews 30 years of interdisciplinary scholarship that deals with marketing history or the history of marketing thought. We have ranged across the humanities and social sciences to review the very best scholarship that these domains have produced which speaks to issues likely to concern the readers of the Journal of Marketing Management (JMM). These domains include: the history of marketing management, history of market research, history of market segmentation, product management history, retailing and channels history, promotion history, advertising history, the history of marketing thought, and marketing and the management of subjectivity, among others. Given obvious page limitations we have nevertheless tried to appeal to the paradigmatic span of the readers of the JMM. With this in mind, we have critically reviewed material that will be of interest to managerially oriented academics, as well as those who subscribe to consumer culture theoretics and critical marketing studies.     

Assessing cross-cultural marketing theory and research: A commentary essay

Cross-cultural research (CCR) is extremely important for advancing understanding of the range and limits of theoretical constructs and frameworks across different cultural contexts. CCR also provides an important understanding of the differences between countries and cultures. This commentary essay examines the review conducted by Engelen and Brettel (2010) and comments on shortcomings, as well as identifying areas where more needs to be done. A critical first step is to properly define the unit of analysis. This step is particularly critical as the concept of “national culture” is becoming increasingly less relevant and the appropriate culture unit for examination is often a smaller, more homogeneous grouping within a given geographic location. This view allows more meaningful inferences to be made and controls for possible contextual confounds, as well as providing a richer understanding of the limits of national culture in an increasingly global economy.     

客观看待消费研究对广告营销趋势的影响

大型广告公司都会进行常规的消费研究，以此作为为广告主制订传播推广策略的重要参考。2009年4A广告公司在消费报告发布上的高调，多少是受金融危机影响的表现，是减轻和化解危机影响的一种方式。如果关注一下整体消费市场及媒体投放等多种因素，对消费研究的形势判断就会更加全面。     

Behavioural psychology,marketing and consumer behaviour: a literature review and future research agenda

Abstract

Psychology, along with a wide range of other academic disciplines, has influenced research in both consumer behaviour and marketing. However, the influence of one area of psychology – namely, behaviourism – on research on consumers and marketing has been less prominent. Behaviourism has influenced consumer and marketing research through the application of classical and operant conditioning, matching and foraging theories, amongst other frameworks, during the past 50 years. This article provides a review of research and applications of behavioural psychology in the area, as well as a brief introduction of behavioural psychology for scholars unfamiliar with the area. The article also suggests avenues for further research examining the potential development of behavioural psychology approaches for both consumer and marketing researchers.     

When consumers and brands talk: Storytelling theory and research in psychology and marketing

Storytelling is pervasive through life. Much information is stored, indexed, and retrieved in the form of stories. Although lectures tend to put people to sleep, stories move them to action. People relate to each other in terms of stories—and products and brands often play both central and peripheral roles in their stories. To aid storytelling research in consumer psychology, this article develops a narrative theory that describes how consumers use brands as props or anthropomorphic actors in stories they report about themselves and others. Such drama enactments enable these storytellers to experience powerful myths that reflect psychological archetypes. The article includes findings from case study research that probes propositions of the theory. Implications for consumer psychology and marketing practice follow the discussion of the findings. © 2008 Wiley Periodicals, Inc.     

Trust and direct marketing environments: A consumer perspective

The desire to establish long‐term customer relationships has led companies to consider normative as well as outcome related aspects of relationship development. Much of the research undertaken in this field has focused upon such activity in business‐to‐business markets. The current study sought to examine these issues, from the consumer perspective, in relation to approaches made by firms using direct marketing techniques, specifically direct mail. Empirical assessment was made of a sample of consumers in relation to their receptivity to product and service offerings from firms, and the effects of commitment, trust and privacy concerns upon this receptivity. In conclusion, some implications for marketing practice in developing customer relationships in direct marketing environments are discussed.     

基于消费者需求与信息搜寻的消费者教育模型研究

本文结合消费者需求特点和信息搜寻两个维度,指出产品市场可分为易识实用产品市场、难识实用产品市场、易识享乐产品市场、难识享乐产品市场和未被考虑产品市场.企业应根据各类市场特征,制定有针对性的消费者教育策略.     

Assessing cross-cultural marketing theory and research: Reply to Craig and Douglas' commentary

This article responds to the major concerns Craig and Douglas (2011) raise in their commentary essay on the content analysis of cross-cultural marketing research from Engelen and Brettel (2011). Based upon theoretical arguments and empirical findings in the extant literature, this reply argues that national borders are an appropriate major level at which to study the culture construct. This reply also shows that empirical research on consumer acculturation supports the idea that “whiteness” is present in cross-cultural marketing research.