Materialism, status consumption, and consumer independence

Materialism influences many people. We focus on two aspects of this influence: reactions to prestige products and to the influence of others. A study of 187 U.S. student consumers shows that materialism is positively related to buying products that confer status. In contrast, materialism is negatively related to consumer independence, an enduring tendency to pay minimal attention to the prescribed norms of other consumers and to make product and brand decisions according to personal preferences. Consuming products for status is also negatively related to consumer independence. Moreover, the association between materialism and consumer independence is completely mediated by consuming for status. Materialism urges consumers to be status conscious so that they follow social norms in purchasing, but seeking status through goods is avoided by less materialistic, independent consumers. A second study (n = 258) also using student consumers confirmed these results.     

Sales Technology Applications: Self-Paced Video Enhanced Training: A Case Study

Video enhanced sales training (VET) is being adopted by a substantial number of firms. The reported advantages of video enhanced programs are lower costs and results-oriented training. The major characteristics and applications of this sales training technology are presented. The application of video enhanced training at Motorola Inc. is described. Results indicate that video enhanced training is a promising technological application that improves sales training effectiveness.     

An Operant Electromagnetic Chamber

Forty-eight middle-class fathers having their first child were divided into three groups: An Experimental Group received a demonstration of physical and behavioral characteristics of their own infants resulting in a doubling of the usual time for interaction during the first two days. A Hospital Group spent the same amount of time viewing a prepared videotape of the same characteristics of a newborn infant who was not theirs. An Office Control Group, without experimental intervention, was recruited to control for effects of demand characteristics of the experimental situation. All three groups attended their infants' one-month well-baby examination where outcome measures were obtained. Analyses of variance showed no differences between groups on demographic or pregnancy variables. Further, 108 analyses of variance for 36 father and infant behaviors scored from videotapes did not reveal significant group differences. It is argued that in addition to amount of early contact and sex of parent, crucial socioeconomic factors need to be considered.     

Aspects of Psychosomatic Orchidalgia

Children aged 5 to 9 years matched the shape of (a) small squares embedded in large rectangles and (b) small rectangles embedded in large squares. Predictions made were that (a) the influence of the whole on the perception of the part would be greatest at the 5-year-old level and (b) this effect of the whole would make the parts look to the child somewhat like the whole figure of which the part is a member. Both predictions were supported by the data. The 5-year-olds perceived the small squares as more rectangular, and the small rectangles as more square-like, significantly more than the older age groups, each result representing a shift towards the shape of the whole configuration.     

Filling some gaps in market mavenism research

Since Feick and Price introduced the concept of market mavenism almost 30 years ago, researchers have accumulated a large body of empirical findings describing market maven attitudes, behaviors, and characteristics. Surprisingly, only a few studies examine the relationship between market mavenism and its personality antecedents represented by the Big Five theory. In addition, 2 consequences of mavenism, brand loyalty and frugality, have not been studied. The present study contributes to understanding mavenism by filling some gaps in this body of knowledge by using data from a sample of 351 adult US consumers. The findings reveal moderate positive associations of mavenism with openness to experience, extraversion, and agreeableness and weak positive associations with conscientiousness and emotional stability. They also show that market mavenism is positively related to frugality and negatively related to brand loyalty. The findings also confirm that mavens shop more and buy more than other consumers do. These findings continue to expand our understanding of market mavenism and provide insights that marketing managers might use as they factor mavenism into their strategies. Copyright © 2016 John Wiley & Sons, Ltd.