The Quest for Economic Stability: Roosevelt to Reagan

We investigate whether positional concerns (Veblen [1899] 1970; Hirsch, 1976) vary along several dimensions and domains, namely goods vs. bads, private vs. public, oneself vs. oneself s children, socially visible vs. nonsocially visible. Using a hypothetical survey in France, we replicate the empirical strategy of Solnick and Hemenway (1998; 2005) and test a larger set of socio-demographic variables that can be related to positional concerns. Despite some differences, our results are mostly consistent with those of Solnick and Hemenway (1998; 2005). We emphasize some policy implications.     

The Search for a Good Measure of Magazine Readership: The TGI-Simmons Controversy

Magazine readership has been important to the advertising field for a long time. Interested parties have included agencies, clients and the magazines. With the introduction of Target Group Index (TGI) the routine use of W. R. Simmons and Associates syndicated services has been questioned as well as what “readership” really means.

This project attempts to accomplish three objectives: (1) develop a few normative standards for measuring magazine readership. (2) compare TGI and Simmons in terms of their performance against these standards, (3) develop some reasoning for where there are, in some cases, substantial discrepancies between results that are designed to measure the same construct. The authors wish to thank Dr. Alan D. Fletcher of the Department of Advertising, University of Tennessee, for his helpful comments.     

Consumer Power: Evolution in the Digital Age

The predictions of growing consumer power in the digital age that predated the turn of the century were fueled by the rise of the Internet, then reignited by social media. This article explores the intersection of consumer behavior and digital media by clearly defining consumer power and empowerment in Internet and social media contexts and by presenting a theoretical framework of four distinct consumer power sources: demand-, information-, network-, and crowd-based power. Furthermore, we highlight technology's evolutionary role in the development of these power sources and discuss the nature of shifts in power from marketers to consumers in terms of each source. The framework organizes prior marketing literature on Internet-enabled consumer empowerment and highlights gaps in current research. Specific research questions are elaborated for each source of power outlining the agenda for future research areas.