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1.
Choosing options for products: the effects of mixed bundling on consumers’ inferences and choices 总被引:1,自引:0,他引:1
Rebecca W. Hamilton Nevena T. Koukova 《Journal of the Academy of Marketing Science》2008,36(3):423-433
For product categories such as cars, computers, vacation packages, and new homes, consumers usually choose not only the product
itself, but also various options for the product. Sellers decide how to present these options to consumers, and they often
sell options both individually and in bundles (mixed bundling). In this research, we examine how mixed bundling affects consumers’
inferences about the options and choices among the options. We demonstrate that as long as the seller’s motives for bundling
options are not perceived to be negative by consumers, options offered both individually and in bundles are perceived to be
more important and are more likely to be chosen than options offered only individually. 相似文献
2.
Allison R. Johnson Valerie S. Folkes 《Journal of the Academy of Marketing Science》2007,35(3):317-328
This research shows that the perceived difficulty of manufacturing a product influences consumers’ perceptions of the firm’s
other products. In three experiments (with 152 participants in Study 1, 86 in Study 2, and 91 in Study 3), participants received
information about the quality of a firm’s product and then inferred the quality of another product from the firm. When participants
believed that the initial product was relatively more difficult to manufacture than the second product, they inferred that
the second product would be high in quality. However, when participants believed that the initial product was relatively easy
to manufacture, they inferred that the second product would be low in quality. These effects occurred when perceived difficulty
of manufacture was manipulated (Study 2) and occurred regardless of whether both products had dissimilar product benefits
(Study 1) or whether brand names were present (Study 3).
Allison R. Johnson and Valerie S. Folkes contributed equally to this article. 相似文献
3.
Prior research has demonstrated that customer evaluations of a new product are directly related to the degree to which a company’s
skills are perceived to “fit” with those required to provide the new product. This finding has led to recommendations that
firms focus on perceptually close new product areas. However, many firms have successfully entered perceptually distant markets.
We reconcile this apparent contradiction by proposing that the effect of perceived fit on new product evaluation is not direct,
but is mediated by the certainty a customer has that a company can deliver the proposed new product. Our findings indicate
that, by itself, perceived fit has a positive impact on industrial product evaluations. However, the relationship between
fit and new product evaluations, previously held to be direct, is instead mediated by customer certainty. That is, when the
effect of customer certainty is considered, the direct effect of fit disappears. Implications for theory and practice are
discussed.
His research interests include management of brand equity, and competitive analysis. His research has been published inJournal of Marketing Research, Journal of Marketing, Journal of Consumer Research, Strategic Management Journal, Journal of
Advertising Research, Industrial Marketing Management, Journal of Services Marketing andPlanning Review. He received his Ph.D. from the University of Pittsburgh.
Her research interests are in “marketing creativity,” and the management of mature products. Her research has been published
in theJournal of Services Marketing and in the proceedings of the American Marketing Association. She received her Ph.D. from the University of Wisconsin-Madison. 相似文献
4.
The purpose of this research is to introduce a cognitive mapping methodology designed to explore the goal structures that
are activated by a consumer’s experienced feelings of self-relevance or involvement with a product or service. In particular,
the authors examine how a consumer’s enduring involvement with a product class (greeting cards) and specific decision situations
affect the content and structure of the activated purchase goals in a consumer’s decision map. As compared to enduring involvement,
the decision situation more strongly affected the content of the goals in the decision maps. The authors conclude with a discussion
of the implications of the method and the results for consumer behavior and marketing strategy research.
He received his Ph.D. from Arizona State University, his M.B.A. from the University of Missouri, and his B.S. from Southwest
Baptist University. His work has been presented at American Marketing Association, Association for Consumer Research, and
Academy of Marketing Science national conferences. Cognitive mapping and marketing strategy processes are his primary research
interests.
She received her Ph.D. from Pennsylvania State University. Her research interests center on the areas of consumer behavior
and marketing strategy. In particular, her research emphasizes the cognitive structures and processes that underlie the formation
of marketing strategy and consumer decision making. She has published her work in theJournal of Marketing Research, Sloan Management Review, Journal of Business Research, Research in Consumer Behavior, and other scholarly publications. 相似文献
5.
We explore superstitious beliefs as a basis of product performance expectations and their impact on initial purchase likelihood
and subsequent satisfaction. In doing so, we demonstrate instances when superstition-driven expectations cause consumers to
make purchase decisions that run counter to economic rationality. In the first set of studies we find that Taiwanese consumers
are relatively more likely to purchase a product with positive superstitious associations based on its “lucky” color, and
are more likely to purchase and are willing to pay more money for a product with a smaller but “lucky” number of units contained
in the package (e.g., eight tennis balls compared to ten). In contrast, consumers who do not hold such superstitious beliefs
adhere to the more rational choice paradigm. Next, we show that the differences in purchase likelihood are driven by superstition-based
performance expectations. We further generalize these findings to product satisfaction, and find support for expectation disconfirmation
sensitivity as a moderator of the effect.
相似文献
Thomas Kramer (Corresponding author)Email: |
6.
Impact of country-of-origin cues on consumer judgments in multi-cue situations: a covariance analysis 总被引:1,自引:0,他引:1
Marjorie Wall John Liefeld Louise A. Heslop 《Journal of the Academy of Marketing Science》1991,19(2):105-113
The effect of country-of-origin labelling on consumers’ assessments of product quality, risk to purchase, perceived value
and likelihood of purchasing was tested experimentally in a multi-product, multi-cue setting. Country-of-origin information
was found to be more important in affecting product quality assessments than were price and brand information. Price was important
in value assessment while brand was significant in a few product specific cases. Age, education, sex, and perceptions of ability
to judge products were variously related to consumers’ ratings of quality, risk, value and likelihood of purchase especially
when the product was more complex and difficult to judge. However, much of the variation in consumer judgments was not accounted
for by the variables employed in this study, suggesting that future research should include more detailed studies of information
processing whereby intrinsic and extrinsic product cues and a wide range of consumer characteristics are taken into consideration. 相似文献
7.
Jon B. Freiden Ph.D. Douglas S. Bible Ph.D. 《Journal of the Academy of Marketing Science》1982,10(4):359-376
Although the purchase of a home represents a sizable investment for the average family, relatively little consumer research
pertaining to the home purchase process has been reported. This investigation utilized Thurstone's Case V methodology to identify
key attributes used by consumers to make housing choices and to show how these attributes are perceived by consumers of different
tenure and socioeconomic status. The pairwise comparison analysis showed a strong preference for the attributes “safety and
security from crime” and “quality construction” by the respondents. In addition, the analysis revealed several important differences
in attribute preferences between former owners and former renters. Former home owners, for example, were more likely than
former renters to prefer school quality when it was pitted against several other attributes. Thurstone's Case V techniques
was found to be an effective method for measuring consumer preferences. Implications which focus on home product development
and marketing strategies are discussed. 相似文献
8.
Eric Fang Robert W. Palmatier Kenneth R. Evans 《Journal of the Academy of Marketing Science》2008,36(3):322-336
This research applies an institutional arrangement perspective to develop an end-to-end model for the interaction between
customers and upstream suppliers to develop a new product to understand how new product value is created and shared. The model
is empirically tested by collecting primary data from 188 manufacturers across different industries. The research demonstrates
that customer participation affects new product value creation by improving the effectiveness of the new product development
process by enhancing information sharing and customer–supplier coordination and by increasing the level of customer and supplier
specific investments in the product development effort. In addition, increasing the formalization of the customer participation
process enhances both customer and supplier relationship-specific investments in the new product development process. The
impact of customer participation on the customer's share of the new product value pie is more complex then is first apparent.
Based on the dependence and equity perspectives the results suggest that exchange partners' power (relative dependence) positively
influences a partner's ability to capture new product value, but this power is offset by a desire of exchange partners to
ensure the distribution of value is “fair” and reflects each party's contribution to the value creation.
相似文献
Kenneth R. EvansEmail: |
9.
The moderating effects of insupplier/outsupplier status on organizational buyer attitudes 总被引:1,自引:0,他引:1
Steven P. Brown 《Journal of the Academy of Marketing Science》1995,23(3):170-181
A conceptual model of the relationships among buyers’ perceptions of and attitudes toward elements of a vendor company’s marketing
mix is developed and tested, and the moderating effects of insupplier/outsupplier status are assessed. Attitude centrality
and self-perception theories predict that buyer perceptions of and attitudes toward the company, the salesperson, and the
product will be more closely interlinked for insuppliers than for outsuppliers. Theory regarding category-based affect and
attitude accessibility predicts that buyers will use extrinsic cues to a greater extent when making judgments about outsupplier
as compared with insupplier salespeople. The results indicated significant moderating effects of insupplier/outsupplier status
and generally validated predictions made on the basis of attitude theory. Perceived company reputation was more strongly related
to salesperson and product attitudes for insuppliers than for outsuppliers. Extrinsic cues were used to a greater extent by
buyers evaluating outsuppliers. Implications of the findings for management and a more complete understanding of organizational
buying are discussed.
His research interests include attitudinal influences on consumer and organizational buying behavior, sales force motivation,
and job attitudes. His research has been published in theJournal of Marketing, Journal of Marketing Research, Journal of Consumer Research, Journal of Personal Selling and Sales Management, andJournal of Advertising Research, as well asJournal of the Academy of Marketing Science. 相似文献
10.
Del I. Hawkins Ph.D. Kenneth A. Coney Ph.D. 《Journal of the Academy of Marketing Science》1974,2(2):322-331
In contrast to earlier studies using adult subjects, this experiment with first graders did not f’md a high degree of brand
loyalty development in response to a minimally differentiated product. In fact, while some brand preferences did develop,
most subjects appeared to seek some degree of variety in their choices. It is interesting to speculate that children have
a “greater need for novelty” than adults and are thus less likely to develop brand loyalty. However, extensive research will
be required to remove this proposition from the realm of speculation. 相似文献
11.
A. Coskun Samli Ph.D. James R. Wills Ph.D. Laurence Jacobs Ph.D. 《Journal of the Academy of Marketing Science》1993,21(1):79-83
In this issue of JAMS, Dr. Lyn Amine presents a “comment and an extension” to our previously published article. Such efforts
are often constructive, and in this spirit, we present a discussion responding to Dr. Amine’s comments. Our response, combined
with Dr. Amine’s comments, hopefully will provide constructive research avenues in international product and marketing strategy
development.
He has published extensively in the areas of international marketing and retailing.
His research and publication areas include international marketing, high tech marketing, and advertising management.
His research and publication interests include sales management, international marketing, and retail management. 相似文献
12.
James U. McNeal Ph.D. Stephen W. McDaniel Ph.D. 《Journal of the Academy of Marketing Science》1984,12(1-2):176-190
No empirical data is available that analyzes the need-appeals currently being used by advertisers. To fill this void, an extensive
study is presented which analyzed the need-appeals in every television advertisement for nine product categories over a three
month period. Need-appeals were classified acording to both Murray's and Maslow's lists of needs.
The authors wish to acknowledge the extensive research efforts of the following graduate students: Charles Foster, Julia Humphries,
Susan Jenkins, Leslie Levitan, Judson Loupot, Jr., Larry O'Neal, Lisa Penaloza, Stanley Schoeppey, Robin Schriefer, Physllis
Vincent, and Rae Wilkinson. Avertisers “have concentrated far too much attention on the product and far too little on the
need the product satisfies.”-George Gallup
This list of twenty needs in what Murray calls the “manifest” needs. In all, Murray originally cited thirty-seven needs. However,
these twenty were the only ones that Murray empirically defined. Therefore, only these twenty are usually included in “Murray's
List of Needs.” 相似文献
13.
Mohanbir S. Sawhney 《Journal of the Academy of Marketing Science》1998,26(1):54-61
Summary Barbara Kahn correctly points out the importance of creating dynamic relationships with customers and adopting high-variety
strategies to succeed in today’s fiercely competitive world. However, high variety is also often high cost and high complexity.
In this commentary, I propose that platform thinking is a powerful way to manage these contradictions in becoming a high-variety
provider. Platform thinking relies on a simple insight—understand the common strands that tie your firm’s offerings, markets,
and processes together, and exploit these commonalities to create leveraged growth and variety. Platform thinking should permeate
all aspects of the firm’s strategy and should guide all strategic decisions on diversification and growth. Marketers who master
platform thinking may find the 21st century to be a somewhat more inviting prospect.
Mohanbir S. Sawhney is an assistant professor of marketing in the Kellogg Graduate School of Management, Northwestern University. His research
interests include strategic marketing in technology-based industries, marketing decisions for experiential products, and cross-functional
integration in new product development. His research has been published inManagement Science andMarketing Science, and his modeling work in the motion picture industry has been widely cited in the trade press. He is a consultant for several
large technology firms as well as small Internet start-up firms. His current research projects include strategic planning
for market-driving firms, cross-functional product line management, and strategy formulation for digital opportunity arenas. 相似文献
14.
Jaishankar Ganesh V. Kumar Velavan Subramaniam 《Journal of the Academy of Marketing Science》1997,25(3):214-228
Literature reflects that a product/technological innovation introduced later in a country results in faster diffusion as the
consumers in the lag market have an opportunity to learn about the new product from the consumers in the lead market. A systematic
understanding of the learning that takes place between consumers in two countries—a pair of lead and lag countries—can provide
insights for a firm’s international market entry decisions. To provide a richer understanding of the underlying structure
and patterns that govern this process, propositions linking factors (country characteristics, product/innovation characteristics,
and time lag) to the learning process are drawn. Subsequently, these propositions are tested through an empirical investigation
of the diffusion patterns of four consumer innovations in multiple European countries. The findings help provide some preliminary
guidelines for manufacturers regarding selection of foreign markets and the timing and order-of-entry decisions.
He received his Ph.D. from the University of Houston in 1995. His research interests include global competition and marketing
strategy, brand equity and brand extensions, customer satisfaction and brand loyalty, and issues pertaining to product development
and introduction.
He has been recognized with numerous teaching and research excellence awards and has published numerous articles in many scholarly
journals in marketing and forecasting. He has coauthored the textbookMarketing Research and is currently working on a book titledInternational Marketing Research, which is based on his marketing research experience across the globe. He is on the editorial review board of many journals
and has lectured on marketing-related topics in various universities worldwide. His research interests include developing
forecasting models, international marketing strategy and research issues, models for sales promotions, and new methodologies
for product positioning and market segmentation.
His research interests focus on marketing strategy and international marketing. He has published articles and presented at
conferences on research in his area of interest. 相似文献
15.
Christian Homburg Andreas Fürst Jana-Kristin Prigge 《Journal of the Academy of Marketing Science》2010,38(5):531-549
Regardless of the apparent need for product eliminations, many managers hesitate to act as they fear deleterious effects on
customer satisfaction and loyalty. Other managers do carry out product eliminations, but often fail to consider the consequences
for customers and business relationships. Given the relevance and problems of product eliminations, research on this topic
in general and on the consequences for customers and business relationships in particular is surprisingly scarce. Therefore,
this empirical study explores how and to what extent the elimination of a product negatively affects customers and business
relationships. Results indicate that eliminating a product may result in severe economic and psychological costs to customers,
thereby seriously decreasing customer satisfaction and loyalty. This paper also shows that these costs are not exogenous in
nature. Instead, depending on the characteristics of the eliminated product these costs are found to be more or less strongly
driven by a company’s behavior when implementing the elimination at the customer interface. 相似文献
16.
Personal selling is thought to be a very effective marketing vehicle. The notion of adaptive selling suggests that it should
work better than any other means of communication because salespeople are able to develop a unique message for each customer.
This research proposes a model of key antecedents and consequences of adaptive selling. In particular, we distinguish, measure,
and model the attitudinal and behavioral aspects of adaptive selling, something that is encouraged but not thoroughly examined
in the literature. Hypotheses are tested using data from 210 salesperson-customer dyads. The results indicate that a salesperson’s
perception of the firm’s customer orientation has an effect on adaptive selling behavior through the salesperson’s adaptive
selling confidence, role ambiguity, intrinsic motivation and customer-qualification skills. Adaptive selling behavior increases
salesperson’s outcome performance, customers’ evaluations of satisfaction with the product and with the salesperson, which
enhance customers’ anticipation of future interactions with the salesperson. The implications for management and theory are
discussed. 相似文献
17.
Creating market anticipation: An exploratory examination of the effect of preannouncement behavior on a new product’s launch 总被引:1,自引:0,他引:1
Preannouncements are strategic marketing communications directed at market participants including investors, suppliers, distributors,
and buyers. Most empirical literature focuses on antecedents influencing a firm’s preannouncement behavior and on outcomes
related to deleterious responses by competitors. This study differs and follows the large body of extant research that examines
preannouncing behavior as a deliberate marketing communication process aimed at influencing market participants in the firm’s
favor. The authors develop and test a model of preannouncement behavior that affects the success of a new product launch through
market anticipation, competitive equity, and new product development resources. The findings indicate that preannouncement
behavior engenders new product success through its positive effect on market anticipation—a favorable industry-wide bias in
advance of new product introduction—and emphasizes the use of preannouncements as business-to-business marketing communications
aimed at influencing current and prospective supply chain partners in the firm’s favor.
Kim Schatzel (schatzel@umd.umich.edu) (PhD, Michigan State University) is an assistant professor of marketing at the University of Michigan,
Dearborn. Her business experience includes more than 20 years of corporate and new venture work including tenure as the founder
and CEO of a multinational $250 million automotive components firm and three start-up technology-based companies. She is interested
in the study of new product development, business-to-business marketing communications, and firm reputation issues. She has
published articles in theJournal of Marketing, theJournal of Business Research, and theJournal of Product Innovation Management. She is also highly committed to teaching excellence and has won several awards for undergraduate, graduate, and executive
teaching.
Roger Calantone (rogercal@msu.edu) holds the Eli Broad University Chair in Business at Michigan State University and is also the director
of the Broad Information Technology Management Program (ITMP). He is interested in the study of new product innovation and
technology decisions in industrial firms. Currently, his research is focused on new product decisions, industrial market segmentation,
global logistics, and the use of neural network and autonomous learning models to valuate product components. He is the author
of more than 200 refereed academic articles and proceedings and is coauthor of several books. His publications have appeared
in journals such as theJournal of Marketing, the Journal of Marketing Research, Marketing Science, Management Science, Decision Sciences, and theStrategic Management Journal. 相似文献
18.
The effects of expertise,end goal,and product type on adoption of preference formation strategy 总被引:2,自引:0,他引:2
Maryon F. King Siva K. Balasubramanian 《Journal of the Academy of Marketing Science》1994,22(2):146-159
The global preference formation model identifies several preference formation strategies (i.e., own-based, other-based, or
hybrid) that consumers use to select among alternative product offerings. This article examines how consumers’ expertise level
(novice vs. expert), their end goals (satisficing vs. optimizing), and product type (search vs. experience product) collectively
influence the preference formation strategy likely to be adopted. Results from an experiment indicate that the adoption of
a given strategy is influenced by interactions between subjects’ expertise level and their end goals and the product type.
Novice satisficers employed a higher proportion of own-based strategies than novice optimizers, but expert satisficers used
a lower proportion of own-based strategies than expert optimizers. When compared to novices choosing a search product, novices
selecting an experience product used a lower proportion of own-based and a higher proportion of other-based strategies. Similarly,
when compared to experts choosing a search product, experts selecting an experienced product used a lower proportion of own-based
strategies, but this was accompanied by a higher proportion of hybrid strategies. Implications and directions for future research
are discussed.
Her current research interests include consumer choice processes, electronic decision aids, and measurement issues in marketing.
His research interests include consumer information search, marketing communications, and measurement issues. 相似文献
19.
Patricia W. Meyers Frances Gaither Tucker 《Journal of the Academy of Marketing Science》1989,17(1):73-82
Technological innovation has become increasingly important to new product development in American industry because of the
potential competitive advantage it offers. In this study extensive observation and interviewing over more than two years in
one prominent Frtune 500 industrial manufacturer provides strong evidence that logistics can and does play important—and sometimes
surprising—roles in the development and launch of new technological products. This article describes logistics activities
during the development and launch of technological innovations, identifies key roles played by logistics, relates lessons
learned and proposes directions for future research. 相似文献
20.
M. Joseph Sirgy Dhruv Grewal Tamara F. Mangleburg Jae-ok Park Kye-Sung Chon C. B. Claiborne J. S. Johar Harold Berkman 《Journal of the Academy of Marketing Science》1997,25(3):229-241
The predictive validity of two measurement methods of self-image congruence—traditional versus new—were compared in six studies
involving different consumer populations, products, consumption settings, and dependent variables (brand preference, preference
for product form, consumer satisfaction/dissatisfaction, brand attitude, and program choice). The traditional method is based
on tapping the subject’s perception of product-user image and the subject’s perception of his/her self-image along a predetermined
set of image attributes and adding the self-congruity scores across all image dimensions. Three problems were identified and
discussed in relation to the traditional method: (1) the use of discrepancy scores, (2) the possible use of irrelevant images,
and (3) the use of the compensatory decision rule. The new method is based on tapping the psychological experience of self-congruity
directly and globally. The findings demonstrated the predictive validity of the new method over and beyond the traditional
method.
His research interests are mostly in self-concept, quality of life, and systems theory.
His research interests are mostly in pricing and product quality.
Her research interests are primarily in family decision making.
Her research interests focus on the social psychology of clothing and patronage of clothing retailers.
His research interests are mainly in the social psychology of travel and leisure behavior.
His research interests are mainly focused on self-concept, quality of life, environmental marketing, and sports marketing.
His research interests are mainly in self-concept and value-expressive advertising.
He is the Academy of Marketing Science Distinguished Professor of Business and is the founder of the Academy of Marketing
Science. He currently serves as the organization’s executive director. His research interests are mostly in consumer behavior
and advertising. 相似文献