Innovations in Shopper Marketing: Current Insights and Future Research Issues

Shopper marketing refers to the planning and execution of all marketing activities that influence a shopper along, and beyond, the entire path-to-purchase, from the point at which the motivation to shop first emerges through to purchase, consumption, repurchase, and recommendation. The goal of shopper marketing is to enable a win–win–win solution for the shopper–retailer–manufacturer. Shopper marketing has emerged as a key managerial practice among manufacturers and retailers, who are eagerly embracing innovations in the different aspects of shopper marketing. We review current and potential innovations in shopper marketing. We identify the managerial challenges to achieving new win–win–win solutions among shoppers, manufacturers, and retailers in shopper marketing and outline future scenarios and research issues related to these challenges.     

Situational price sensitivity: the role of consumption occasion, social context and income

Research on consumer reaction to price has been largely confined to examining consumers’ price information search, evaluation of price alternatives, and individual purchase behaviors without regard to situational influences. At the same time, consumption has often been dichotomized in terms of its functional-hedonic nature and has been examined with regard to social influence. Surprisingly, researchers have heretofore not examined the potential effect of the consumption occasion or social context on consumers’ price sensitivity. Further, research examining the effect of household resources on price sensitivity has produced mixed results. We argue that household income effects on price sensitivity are dependent upon the situation. This research addresses two key issues. First, we examine whether individuals are equally price-sensitive when purchasing products for functional (e.g., purchasing frozen vegetables or paper towels) versus hedonic (e.g., purchasing ice cream or cookies) consumption situations and whether social context (i.e., consuming the product alone or with others) influences price sensitivity. Second, we explore the interaction effects of household income and consumption context on price sensitivity. We examine these issues across a series of three studies, finding that consumers’ price sensitivity is in fact attenuated by both hedonic and social consumption situations and that income moderates these effects. Implications for researchers and practitioners are discussed.     

Explaining the Familiarity-Liking Relationship: Mere Exposure,Information Availability,or Social Desirability?

A large and diverse body of marketing literature suggests that well-known brands enjoy several advantages compared to less familiar brands. Specifically, brands with higher levels of familiarity appear to achieve higher levels of liking or preference among both consumers and retailers. This familiarity-liking relationship has proven to be one of marketing's most robust and reproducible empirical generalizations. However, there remains a considerable amount of uncertainty as to the conditions under which this relationship arises. In this study, we identify, conceptualize, and empirically assess three alternative hypotheses of the familiarity-liking relationship: mere exposure, information availability, and social desirability. Our results suggest that social desirability is the most powerful of these three potential mechanisms underlying the familiarity-liking phenomenon.     

The effect of fair disclosure regulation on timeliness and informativeness of earnings announcements

This paper examines the effect of Korea’s fair disclosure regulation on the timeliness and informativeness of earnings announcements. The present regulation for Korean listed firms requires that if a company’s sales revenue, operating income (or loss) and net income (or loss) have changed by over 30% compared to the prior year, the firm must disclose this information through a preliminary financial report (PFR) even before the company is audited by external auditors. To analyze the effects of this policy, we first investigate the timeliness of preliminary financial report disclosures. We examine the extent to which Korean listed companies actually comply with the requirement for prompt notification of information concerning material changes in financial performance. Second, we investigate the informativeness of preliminary financial reports by analyzing differential stock market reactions to different timings of preliminary financial report disclosures. Our empirical results reveal that more than half of our sample firms release their preliminary financial reports after external audits are completed, thereby potentially invalidating the effectiveness of the regulation. In addition, we find that preliminary financial reports have information value only if they are disclosed prior to annual audit report dates. This finding supports the notion that timeliness increases the informativeness of preliminary financial report disclosure by curbing insiders’ ability to potentially profit from their information advantage.     

Agile manufacturing: Relation to JIT, operational performance and firm performance

A structural model incorporating agile manufacturing as the focal construct is theorized and tested. The model includes the primary components of JIT (JIT-purchasing and JIT-production) as antecedents and operational performance and firm performance as consequences to agile manufacturing. Using data collected from production and operations managers working for large U.S. manufacturers, the model is assessed following a structural equation modeling methodology. The results indicate that JIT-purchasing has a direct positive relationship with agile manufacturing while the positive relationship between JIT-production and agile manufacturing is mediated by JIT-purchasing. The results also indicate that agile manufacturing has a direct positive relationship with the operational performance of the firm, that the operational performance of the firm has a direct positive relationship with the marketing performance of the firm, and that the positive relationship between the operational performance of the firm and the financial performance of the firm is mediated by the marketing performance of the firm.     

When worlds collide: The implications of panel data-based choice models for consumer behavior

Panel data, both diary and scanner, have been analyzed by marketing scientists for over thirty years. One of the important uses of panel data is to better understand consumer behavior by developing and testing hypotheses using the revealed preference data rather than experimental data that uses only self-reported behavior or behavior in a simulated choice environment. The purpose of this paper is to suggest areas of research where panel data can be used to better understand the underlying behavior of the panel members.     

The Fixed Weighting Nature of A Cross-Evaluation Model

Cross-evaluation has been touted as a powerful extension of Data Envelopment Analysis that provides, not only a unique ordering among the Decision Making Units (DMUs), but also eliminates unrealistic weighting schemes without requiring the elicitation of weight restrictions from application area experts. The goal of this paper is to prove, in the single-input, multiple-output case, cross-evaluation implicitly uses a single fixed set of weights. We demonstrate how this unseen fixed set of weights may still be unrealistic.     

Sofa: A simulation program for predicting and evaluating the policy effects of grants-in-aid

This paper motivates and describes a computer simulation program to predict the general equilibrium effects of grants-in-aid to local governments on the tax and spending decisions of these governments. The SOFA (Simulation of Fiscal Assistance) program explicitly incorporates the effects of family relocation (the “Tiebout” adjustment process) and the availability of competitive private market providers (e.g. private schools, hospitals, recreation facilities) on the levels and distribution of local public services. SOFA can simulate the effects of the four main forms of grants-in-aid: (1) lump-sum transfers, (2) matching aid, (3) base equalizing aid, and (4) tax relief aid. In addition to the individual city predictions on taxes and spending SOFA provides the following summary statistics: (1) mean level of spending, (2) coefficient of variation of spending, (3) values for a utilitarian, Rawlsian, and egalitarian objective functions, (4) the central government tax rate needed to finance aid, and (5) the percent of families in the region who prefer the private provision of the “public” service. A copy of the program and a program users manual containing a detailed derivation of the model as well as user's instructions are available from the authors upon request.     

A multi-sectoral model with endogenous terminal conditions

In multi-period planning models the terminal conditions problem never has been fully resolved. Typically, prior assumptions on terminal period capital stock levels or post-terminal growth rates are required. In this paper, assumptions of smooth plan period growth rates are employed to eliminate the need for terminal period or post-terminal period assumptions. An iterative solution procedure is utilized and illustrations are given with a multi-sectoral, multi-year model for Korea.