The role of expectations in the determination of consumer satisfaction

The purpose of this paper is to explore the three determinants of consumer satisfaction, i.e. Predictive Expectations, Normative Expectations and Comparative Expectations. This study applied the confirmation of expectations paradigm to each of the types of expectations. The efficacy of the paradigm in the prediction of consumer satisfaction is examined. Comparative analyses of the three types of expectations show that normative expectations and their confirmation are the best predictors of satisfaction. Suggestions for further research on measurement and conceptual development of consumer satisfaction are also offered.     

Concurrent validity of a measure of innovative cognitive style

Identifying innovative consumer segments remains an important goal for marketers of new products. This article examines the merits of a recently developed marketing oriented scale, called “open processing”, which is purported to measure an individual's openness or cautiousness tendencies with regard to new products, new sensations, new experiences, and information about them. In a test of the scale's concurrent validity, using self reports of new product trail/purchase behavior among female shoppers, the study found open processors to be more innovative than cautious processors, as was predicted. The study also explores the relationships between open processing, innovative behavior, and various demographic variables. Results indicated that (1) open processing is almost as strong a predictor of innovativeness as four commonly used demographic variables combined; and (2) that open processing is an influential moderator of the relationship between demographics and innovative behavior. Internorth, Inc.     

Do disclosure attempts influence claim believability and perceived advertiser credibility?

Comparative messages, two-sided messages, and messages containing product performance test results represent several methods by which advertisers may attempt to provide greater amounts of information to buyers. The use of one or more of these methods may have positive or negative influence on several dimensions of advertisement effectiveness. The purpose of the factorial-designed laboratory study reported here was to explore the effects on these information disclosure attempts in print advertisements on a reader's confidence in product claims and on his or her perceived credibility of the advertiser.     

Transatlantic wage gaps and the migration decision: Europe–Canada in the 1920s

As has been seen in other contexts, workers in similar occupations earned much higher wages in Canada than Europe during the 1920s. This observation and related aspects of immigration are addressed with a life-cycle model of the migration decision. The characteristics of immigrants from five European countries: Ireland, Italy, the Netherlands, Poland, and Sweden, are explored in a way that sheds light not just on those population flows but on the process of immigration generally. We draw on passenger manifests from immigrant ships for information on the individual migrants. Simulations, based partly on the these manifests, reveal that the costs of migration, borrowing constraints, concern for status, and country-specific taste preferences account for key immigrant characteristics, and help explain the large wage differentials that persisted despite Canada’s relatively open immigration policy.     

The impact of market conditions on the organizational structure and effectiveness of firms operating in Italy

In the past decade, several organization theorists have begun to examine the organization—environmental interface in the functioning of complex organizations and have argued that an organization's internal structural arrangement is contingent upon the demands of the external environment. The purpose of this article is to further examine the validity of the findings of these theorists with reference to firms operating in Italy. The variables studied consisted of: a) Market conditions—which was divided into the two categories of high and low competition. b) Decentralization of decision-making, and c) Organization effectiveness. To investigate the impact of decentralization on the organization effectiveness of firms under differing market conditions the statistical techniques of a Mann-Whitney U Test and Kendall's Tau Measure of Correlation were used to compute the scores. The resulting computations provide some support for the contingency theory of organization, but also indicates areas of disagreement.     

The role of marketing in the introduction of technologically new products: the case of the electric car

The energy and environmental crises are important problems facing the United States today. With less than 6% of the world's population, the U.S. accounts for 47% of the world's automobiles and nearly 35% of the total energy demand. Automobiles consume nearly 14.5% of the total energy demand and are the major source of air pollution. Whiel there are many potential solutions for the energy and environmental crises, this paper specifically focuses on how the electric car can be a partial answer to the complex problem of personal transportation. The paper specifically discusses the role of marketing in bridging the gap between technology and the consumer. On the basis of an extensive exploratory study, the authors contend that there is sufficient interest among consumers for an economical, pollution-free, electric car. Understanding the consumer's need and developing a product that is feasible, considering existing technology, is the role that marketing must play.     

Peer group influences on children’s product preferences

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.     

Marketing information systems—The problem of system usage

Much literature has been devoted to singing the praises of present and potential computer utilization in marketing. Highly touted are “total information systems,” “on-line, real-time systems,” and “simulation-based systems.” One would be led to believe that each company has devoted or should be devoting its moneys and energies to the design and implementation of such sophisticated computer-based marketing information systems. Yet recent evidence has indicated a lack of enthusiasm-indeed, in some cases antagonism exists toward information systems in marketing. One reason for this disillusionment has been low usage of existing marketing information systems by marketing management. System utilization holds the key to a favorable return on investment in marketing information systems. This article explores many of the causes of infrequent to non-existent system usage and offers a plea and a plan for active elimination of this problem.     

The product elimination function

Historically, major consideration given to product management has focused on research and development or the introductory stage of the product life cycle. The authors present an empirical study delineating the variables to be considered in the product elimination process. More specifically, the elimination process is evaluated under a situation of poor product performance despite a generally viable market. The basic objectives of the study were: to determine the significant variables in the product elimination process of the Small Appliance Industry; to determine the relative importance of the variables; to examine the interaction among variables. The data obtained through personal structured questionnaire interviews were analyzed and provided a ranking of twenty-six variables relevant to the elimination process. Moreover, the Johnson's Hierarchical Clustering Schemes was applied to determine the interaction among variables. The results indicate that profitability and financial variables are most significant in the elimination decision-process. Second, the primary clusters of importance are concerned with market share, market growth rate, consumer awareness, and competitive action.     

Consumer legislation: A proactive or reactive response to consumerism?

The number and rate of development of new consumer legislation necessitates the evaluation of existing legislation. This paper summarizes and categorizes, in detail, the impact of select pieces of consumer legislation on consumer decision making. It is an implied objective of the paper to provide a perspective for future public policy formulation. The pieces of legislation evaluated in the paper are: (1) unit pricing; (2) product labeling; and (3) disclosure of interest rate provisions for consumer credit. The impact of these pieces of legislation have been minimal, indicating the need for an educational program for consumers.