On the conceptual link between mass customisation and experiential consumption: an explosion of subjectivity

Marketing managers currently face an explosion of subjectivity. A glance at the business world reveals new solutions developed to offer customised products. Mass customisation is stressed by academicians in different ways. For example, relationship marketing emphasises the role of the relationship between a vendor and its customer, with particular reference to the importance of personal involvement and trust. Reading such phenomena as manifesting an explosion of subjectivity in consumption suggests an enhanced opportunity for applying the experiential view of consumer behaviour. This paper invites marketing managers, as well as marketing and consumer researchers, to recognise the changing environment more proactively and to embrace the increasingly well‐established conceptions of the consumption experience more enthusiastically. Copyright © 2001 Henry Stewart Publications.     

直播营销中社会临场感对线上从众消费的影响及作用机理研究——行为与神经生理视角

研究以直播营销为背景, 引入产生于通讯领域的社会临场感概念, 在文献归纳分析的基础上首先探讨直播营销环境下社会临场感的内涵和构成; 之后基于从众消费理论通过行为实验的方法探究直播营销中社会临场感影响线上从众消费的认知机制; 进一步, 根据社会临场感理论探讨自我建构和消费者-主播关系强度在此过程中的调节作用; 最后基于社会助长理论, 利用神经科学方法客观性和“过程测量”的优势探索直播营销中社会临场感影响线上从众的情感机制。研究将揭示社会临场感影响线上从众消费行为的机理, 为直播播主和电商卖家提供指导的同时, 帮助消费者了解自我, 以做出更理性的消费决策。     

Celtic marketing: Assessing the authenticity of a never ending story

Many consumers around the world are familiar with Celtic‐related themes having been exposed to them in their consumption practices. Identifying who the Celts were is relatively straightforward as, despite having no language, they have left their impression on the landscape and in artefacts. In this paper, we ask whether there is such a thing as a Celtic Feeling that consumers identify with and marketers can utilize. The authenticity of Celtic Marketing Practice is assessed using indexical and iconic cues, and the pursuit of personal goals as a framework applied to three case studies—Guinness, the Irish Pub Company and the Orkadian jewellery industry. Findings suggest an authenticity to Celtic Marketing in terms of brand positioning and, to a lesser extent, marketing management philosophy. Links are made to place marketing, storytelling and experiential marketing. Copyright © 2013 John Wiley & Sons, Ltd.     

善因营销对消费者态度的影响及其理论解释

善因营销是一种传播企业社会责任, 提升品牌形象的策略。当企业与善因事件结合时, 消费者可以获得参与慈善的机会。归因理论、SOR理论、自我信号理论、平衡理论可用于解释善因营销对消费者态度的影响。未来研究应进一步探讨在善因营销中是否存在其他影响消费者态度的因素, 从消费者角度深入研究善因营销的影响效果, 尝试从新的理论视角去分析善因营销影响消费者态度的内在机制。     

品牌消费旅程中消费者的认知心理过程——神经营销学视角

品牌消费旅程通常指的是对于品牌消费服务的多维度(包括认知, 情绪, 感觉, 行为和品牌关系)响应。揭示品牌消费旅程的认知心理过程是目前营销学领域之中研究的重点与热点。在梳理当前神经营销领域内有关功能性核磁共振(fMRI)、事件相关电位(ERP)、事件相关震荡(ERO)的相关研究成果后, 将消费者在品牌消费旅程之中的认知心理进程划分为注意吸引、决策形成、消费体验和品牌忠诚四个阶段, 并系统阐述了每个阶段之中消费者心理进程的神经机制与脑区活动, 进而全面立体地揭示消费心理的全貌。未来研究可以进一步探索不同神经指标在具体营销情境下的表征意义, 并结合超扫描技术进一步解析多个被试间的神经耦合情况。     

A Multilevel AR(1) Model: Allowing for Inter-Individual Differences in Trait-Scores,Inertia, and Innovation Variance

In this article we consider a multilevel first-order autoregressive [AR(1)] model with random intercepts, random autoregression, and random innovation variance (i.e., the level 1 residual variance). Including random innovation variance is an important extension of the multilevel AR(1) model for two reasons. First, between-person differences in innovation variance are important from a substantive point of view, in that they capture differences in sensitivity and/or exposure to unmeasured internal and external factors that influence the process. Second, using simulation methods we show that modeling the innovation variance as fixed across individuals, when it should be modeled as a random effect, leads to biased parameter estimates. Additionally, we use simulation methods to compare maximum likelihood estimation to Bayesian estimation of the multilevel AR(1) model and investigate the trade-off between the number of individuals and the number of time points. We provide an empirical illustration by applying the extended multilevel AR(1) model to daily positive affect ratings from 89 married women over the course of 42 consecutive days.     

Multilevel Community-Based Culturally Situated Interventions and Community Impact: An Ecological Perspective

The purpose of this paper is to apply an ecological perspective to the conduct of multilevel community-based culturally-situated interventions. After a discussion of the emerging consensus about the value of approaching such interventions ecologically, the paper outlines a series of questions stimulated by an ecological perspective that can guide further theory development in conducting multilevel interventions. These questions all derive from the importance of assessing the local community ecology where the intervention occurs. The paper concludes with a series of topics which, taken together, provide a roadmap for further conceptual development of multilevel interventions as vehicles for long-range community impact.     

An exploratory study of consumer style: country differences and international segments

• An important consideration for marketers is determining the best approach to take when marketing their product or service across national borders. It has become clear that the answer to this is not as simple as complete standardization or adaptation, and the appropriate approach may be contingent on a complex set of variables. One key aspect of the puzzle relates to an understanding of the attitudes and behaviours of consumers. The current study examines consumer style (variables related to the way people engage in their consumption activities) as an important area of consideration related to international marketing efforts. Consumer style was investigated in three European countries and the US, using data from the DDB Brand Capital Study (a multi‐country survey). Although results showed that country differences are evident on consumption style, a cluster analysis suggests that there were four segments of consumers that transcend country boundaries. The findings add to our knowledge about consumers in these countries and the characteristics of the segments with respect to differing styles of consumption.

Copyright © 2007 John Wiley & Sons, Ltd.     

An empirical investigation of regional differences in consumption behaviors in an emerging economy

Widely regarded as one of the most dynamic economies in Southeast Asia, Vietnam has increasingly attracted scholarly interest from diverse business disciplines. However, previous marketing research on Vietnam largely treats the country as a homogenous society. We draw on the literature in sociology, geography, history and predict that significant regional differences exist in consumers' consumption behaviors between the North and South of Vietnam, bearing important implications for international marketers. Using secondary survey data collected by an international market research firm, we show that consumers in Hanoi (HN) and Ho Chi Minh City (HCMC) differ greatly in how they perceive the impact of an economic crisis, how they change their consumption behaviors as a result, and whether they will cut back on spending on themselves, their families, and children. Our results also demonstrate that HN and HCMC consumers differ in their attitude toward luxury product consumption, attitude toward advertising, and marketing versus non-marketing controlled sources of information. Our research provides important implications for both managers and researchers interested in this fast-growing economy.     

多水平项目反应理论模型在测验发展中的应用

作者简要介绍了多水平项目反应模型,对多水平项目反应理论与通常项目反应理论之间的关系进行了探讨,得到了多水平项目反应模型参数与通常项目反应模型参数之间的关系,并讨论了多水平项目反应模型的推广模型。通过一个实际例子,用多水平项目反应模型对测验中项目的特征进行分析;检验个体水平和组水平预测变量对能力参数的影响;对项目功能差异进行分析。最后文章就多水平项目反应理论模型的优势与不足进行了讨论     

Factorial invariance in multilevel confirmatory factor analysis

This paper presents a procedure to test factorial invariance in multilevel confirmatory factor analysis. When the group membership is at level 2, multilevel factorial invariance can be tested by a simple extension of the standard procedure. However level‐1 group membership raises problems which cannot be appropriately handled by the standard procedure, because the dependency between members of different level‐1 groups is not appropriately taken into account. The procedure presented in this article provides a solution to this problem. This paper also shows Muthén's maximum likelihood (MUML) estimation for testing multilevel factorial invariance across level‐1 groups as a viable alternative to maximum likelihood estimation. Testing multilevel factorial invariance across level‐2 groups and testing multilevel factorial invariance across level‐1 groups are illustrated using empirical examples. SAS macro and Mplus syntax are provided.     

Extending the psychological profile of market mavenism

• This paper describes a study in the psychology of market mavenism, the consumer tendency to become especially involved in the marketplace. The purpose was to investigate empirically associations with the important consumer characteristics of innovativeness, status consumption, and need for uniqueness. The findings support the notion that market mavenism is due less to the demographic characteristics of consumers as it is more a socially constructed phenomenon. Global innovativeness, status consumption, and creative choice counterconformity explained more variance in market mavenism than did demographics. Theoretically, these findings enrich our knowledge of the psychology of market mavens by suggesting some motivations for their behavior. Practically, marketing strategies can be fine‐tuned to appeal more effectively to this important segment of consumers by appealing to mavens' willingness to try new things, to their need for uniqueness, and to their willingness to seek social status through consumption.

Copyright © 2006 John Wiley & Sons, Ltd.     

消费者拍照行为影响消费体验的双刃剑效应

拍照是消费者对体验进行视觉记录的手段。虽然拍照“打卡”成为人们的日常生活和企业营销的重要工具,但目前未发现有文章系统介绍拍照行为对消费体验的影响。拍照行为通过调整注意资源和认知参与对消费体验产生双刃剑效应。具体而言,拍照行为会给消费者带来以“视觉体验红利”为主的红利效应;还会因缺失其他感官(嗅觉、味觉、听觉或触觉)的真实体验产生“匮乏效应”。个人因素和情景因素是拍照行为影响消费体验的重要边界条件。未来研究可以从比较不同拍照内容的效应差异、研究环境变量在拍照效应中的影响、拓展拍照的双刃剑效应在企业营销层面的研究等方面展开。     

基于结构方程模型的多层调节效应

使用多层线性模型进行调节效应分析在社科领域已常有应用。尽管多层线性模型区分了层1自变量的组间和组内效应、实现了多层调节效应的分解, 仍然存在抽样误差和测量误差。建议在多层结构方程模型框架下, 设置潜变量和多指标来有效校正抽样误差和测量误差。在介绍多层调节SEM分析的随机系数预测法和潜调节结构方程法后, 总结出一套多层调节的SEM分析流程, 通过一个例子来演示如何用Mplus软件进行多层调节SEM分析。随后评述了多层调节效应分析方法在国内心理学的应用现状, 并展望了多层结构方程和多层调节研究的拓展方向。     

Social marketing,parental purchasing decisions,and unhealthy food in developing countries: A Nigerian typology

Developing nations are emerging from food poverty and overcoming associated externalities such as malnutrition. However, there is a growing possibility that due to the globalization of food markets and widespread use of different marketing approaches, children immediately then become exposed to a new set of externalities associated with unhealthy food choices, such as obesity. In this article, we explore the relatively under‐researched area of the influence that marketing and packaging may have on parents' food purchasing behaviour in developing countries. We present the results of a multivariate analysis of a survey of parents in Nigeria as a case study, exploring the characteristics and attitudes of parents to develop a typology of consumers whose young children may be at risk from eating unhealthy food. In addition, we consider the role that social marketing could play in encouraging segments of parents to purchase more healthy food for their children and changing children's purchasing behaviour. While older parents appear to be more susceptible to children's food purchasing requests, younger households appear to be vulnerable to forming unhealthy consumption habits, which could create further economic, social, and humanitarian development issues as countries try to raise national incomes. The importance of segmented social marketing and globalized versus local marketing differentiation is emphasized A social marketing approach may not only reduce worrying trends relating to childhood obesity but also play a role in reducing malnutrition, as it is important that corporations and governments ensure that developing nations do not emerge from one food‐health crisis only to encounter another. Copyright © 2013 John Wiley & Sons, Ltd.     

Life events and brand preference changes

Three types of variable have been used to explain brand preference changes: consumer characteristics, marketing mix factors and situational influences. The study presented in this paper focuses on the relationship between life events experienced by individuals, resultant stress and lifestyle changes and changes in brand preferences. Based on theory and past research, a model is proposed and tested. The data support the notion that brand preference changes may be viewed as the outcome of adjustments to new life conditions and changes in consumption lifestyles that reflect consumer efforts to cope with stressful life changes. Implications for consumer research are also discussed. Copyright © 2003 Henry Stewart Publications.     

Making markets with the dead: Residential burial among the Yoruba

The study examines how traditional meanings attributed to housing and the rituals relating to death and burials on private properties are being challenged due to modernisation, familial politics, and contending sets of interests (i.e., valuing property for its economic capital vs. social/cultural capital). The methodology approach is based on in‐depth interviews with 12 respondents from a diverse range of socio‐economic backgrounds. Findings reveal how negotiations and renegotiations of interests affect the physical state and marketability of houses in the Yoruba communities. The findings also sign‐post a fascinating entry point for exploring the way Yoruba are negotiating and navigating the relationship between modernity and tradition. An important implication for marketing and consumption praxes concerns the dynamism in the narratives of ritual behaviour, especially in the non‐Western tradition. The paper contributes to the navigation of relationships between the living and the dead within a Nigerian subculture from a marketing perspective.     

Religious Context Matters: Exploring the Relationship Between Religious Context and Underage Alcohol Consumption

Previous research has demonstrated that individual religious beliefs and practices may reduce the likelihood of underage alcohol consumption, but less is known about how the overall religious cultural influence of a religion may influence individual alcohol consumption behaviors. Using multilevel analyses on two waves of the National Study of Youth and Religion merged with county-level variables from the U.S. Census and the Religious Congregations and Membership Study, we find that a county’s higher Catholic population share leads to more frequent underage drunkenness even after controlling for a wide range of individual and county-level variables. Contrary to other studies’ findings discovered at individual level, a greater population share of conservative Protestants is also linked with higher level of underage drunkenness. This study highlights the importance of viewing religious influence on health behaviors as a contextual, cultural force.     

基于结构方程模型的多层中介效应分析

近年社科领域常见使用多层线性模型进行多层中介研究。尽管多层线性模型区分了多层中介的组间和组内效应, 仍然存在抽样误差和测量误差。比较好的方法是, 将多层线性模型整合到结构方程模型中, 在多层结构方程模型框架下设置潜变量和多指标, 可有效校正抽样误差和测量误差、得到比较准确的中介效应值, 还能适用于更多种类的多层中介分析并提供模型的拟合指数。在介绍新方法后, 总结出一套多层中介的分析流程, 通过一个例子来演示如何用MPLUS软件进行多层中介分析。最后展望了多层结构方程和多层中介研究的拓展方向。     

Aligning Expatriate Managers’ Expectations with Complex Global Assignments

The purpose of this paper is to develop a theoretical, yet practical framework for managing unrealistic expectations of expatriate marketing managers relative to their role in complex global marketing assignments. The formation of these unrealistic expatriate marketing managers’ expectations is examined using relational contracting theory. We explore alternative HRM evaluation/support designs that can suppress the development of expatriate marketing managers’ entitlement process and thus enhance the reality of expatriate marketing managers’ expectations relative to the role in a subsidiary of the multinational enterprise.