Evolution and trends in consumer behaviour: Insights from Journal of Consumer Behaviour

The way consumers behave is fundamental to marketing. Journal of Consumer Behaviour (JCB) is an international journal dedicated to publishing the latest developments of consumer behaviour. To gain an understanding of the evolution and trends in consumer behaviour, this study presents a retrospective review of JCB using bibliometric analysis. Using bibliographic records of JCB from Scopus, this study finds that consumer behaviour research in JCB has grown substantially in terms of collaboration (co-authorships), global reach (countries), productivity (publications), and impact (citations). The major themes explored by consumer behaviour research in JCB include consumer information processing, consumption communities, consumption value, sustainable consumption, intergenerational consumer behaviour, consumer-brand relationship, consumer ethics, and conditional relationships in consumer behaviour. The most recent consumer behaviour research in JCB has considered externalities such as the COVID-19 pandemic and focused on themes such as consumer ethics and sustainable consumption in line with the global movement toward environmental social governance (ESG) and sustainable development goals (SDGs).     

Grading the ‘cultural literacy’ project

The essay examines the argument advanced by E.D. Hirsch, Jr., for instituting ‘cultural literacy’ as a fundamental priority of schools. A number of confusions and equivocations in Hirsch's reasoning are identified, and the propensity of his project to indoctrinate is exposed. Among the features of Hirsch's argument shown to be troubling are his shifting construal of ‘language’, his inconsistency about the requirements of cultural literacy, and his uncritical relation to traditional images of the American past and present. The upshot is to raise the question why Hirsch's project has elicited wide support and praise.     

Referenzsemantik in der Partnermodellierung

How can we explain that an assertion on something perceived can be understood in the same manner by somebody who cannot perceive that scene? This problem bases the interest in computational linguistics in how listener modeling could possibly be harmonized with reference semantics. Mental images substituting real perception appear as a way out. The architecture of the listener model has to be adapted to the creation and use of such pictorial data structures. Furthermore, the relation between the latter and a verbal (i. e., propositional) representation must be understood. The resulting architecture of a listener model with reference semantics can be employed to solve communicational problems from three general classes in a better way, as is demonstrated by an example implementation.     

Alienation: A Symptomatic Reaction of Educated Unemployed Youth in India

A 21-item 4-point Alienation Scale (Kureshi & Dutt, 1979) in Hindi was administered to a randomly selected group of 400 educated youth equally divided into: (1) technically educated unemployed, (2) non-technically educated unemployed, (3) technically educated employed, and (4) non-technically educated employed. This scale aimed to ascertain in these subjects comparative degrees of feeling of alienation and its dimensions. Results of statistical comparison revealed that the technically and the non-technically educated unemployed youth, as compared to their employed counterparts, evinced relatively a greater vulnerability to the feeling of alienation and its dimensions, though the latter were also moderately susceptible in this regard. Further, it was found that the technically educated unemployed youth were more prone to alienation and its dimensions and the non-technically educated employed youth were the least affected, with the non-technically educated unemployed and the technically educated employed youth in second and third places respectively. The study also indicated a close association between different dimensions of alienation, both with each other and with the total scale scores.     

Differences in Recall of Adolescent Socialization Among High and Low Achievers in Business1

The study traces out the adolescence experience of high and low achievers of an organization. The high achievers were those who had joined the organization as clerks and risen to senior managerial positions, whereas low achievers were those who joined with “highs” as clerks and remained clerks even after 15 years of service. A life history questionnaire method was used for the study, and 150 respondents (75 “highs” and 75 “lows”) were extensively interviewed about various aspects of their adolescence. The findings in this paper indicate that high achievers were encouraged to have their independent opinions and had achievement oriented future plans during their adolescence.