Alternative measurement approaches to consumer values: The list of values and the rokeach value survey

Two methods of measuring consumer values, the List of Values and the Rokeach Value Survey, are compared. Both involve some social desirability responding but both have convergent, discriminant, and empirical validity for consumer research. The List of Values may be preferable for some types of research because it detects more daily influence in people's lives and because it is simpler to administer.     

From Experience: Demystify Creativity, Enhance Innovation

Creativity need not be a chance occurrence. The authors of this article believe there is a technology that facilitates creativity. It is a technology that can be learned and applied and managed. They describe the specific steps that they followed in helping a group of R&D professionals learn, apply, and manage the creative processes in the lab. It is a story of practical steps that dealt with the everyday realities of managing in a large corporation.     

Functional Foods as a Value-Added Strategy: The Commercial Potential of "Cancer-Fighting" Dairy Products

Levels of conjugated linoleic acid, which may help prevent cancer, can be elevated in milk. A sensory evaluation, willingness-to-pay survey, and feasibility analysis suggest that profit potential exists for producers serving niche markets via small-scale processing ventures. Households with children and health-conscious consumers appear most willing to pay premiums for "cancer-fighting" dairy products. Consumer demand and the legality of health claims hinge on pending medical research outcomes.     

Opportunities and institutions: A co-creation story of the king crab industry

If entrepreneurs are constrained and shaped by existing institutions, how? If entrepreneurs products and services, how can institutions remain unchanged? This paper explores this theoretical conundrum empirically through the examination of the actions of entrepreneur Lowell Wakefield. Contrary to previous work that suggests that it is institutional entrepreneurs that bring about institutional change as a means of advancing their social interests, this paper shows that a profit-seeking entrepreneur without prior institutional affiliation or experience can create an opportunity along with the supporting industry standards and regulations.     

Direct marketing in the financial services industry

This article presents empirical research findings on the use of direct marketing by a representative sample of UK financial services institutions. A number of similarities and differences between banks, building societies and insurance companies are identified in relation to direct marketing programmes and the use of particular direct marketing techniques. While acknowledging some exceptions the research concludes that there is scope for a greater appreciation of the strategic value and workings of direct marketing. Institutions could usefully focus attention on achieving fuller integration of direct marketing with other marketing and communication activities and securing improvements in testing, database quality and timing.     

The Future of Estate Agency: Some Consequences of the Recent Acquisition Boom in South West England

The entrance of large financial institutions into the estate agency industry has transformed it from a cottage industry into one dominated by a few large national chains. Based on a postal questionnaire survey of estate agents in the South West and follow-up interviews of thirteen agents in the Plymouth travel-to-work area, this study considers the effects of the takeovers on the operations of estate agents and the future of the estate agency industry. It focuses on diversification, commission rates, attitudes to 1992, marketing and the future of the independent agent.     

Effects of game‐product congruity on in‐app interstitial advertising and the moderation of media‐context factors

Advertising has become one of the major sources of game apps revenues and interstitial ads, in particular, are the most used monetization method among the types of in‐game mobile ad formats. Interstitial ads overlaid on top of a mobile game app have more obvious advertising intent and a higher degree of forced exposure and perceived intrusiveness. This study examined how the degree of congruity (high vs. moderate vs. low) between the promoted products in interstitial ads and the mobile game app environment affects consumers’ responses. The moderating effects of media‐context factors (i.e., excited– or calm–happiness game types and game immersion) were further assessed. The results of two experiments revealed that game‐product congruity lead to better consumers’ responses toward ads and advertised products. The positive effects of game‐product congruity were more salient when consumers played calm–happiness games and were less immersed in the game. Theoretical implications on integrating perspectives across disciplines such as schema theory, happiness, and immersion within the media‐context framework, as well as practical suggestions are discussed.