Do you really want to understand your customer?

On the surface, ‘consumer understanding’ seems like a Motherhood and Apple Pie ‘good’ that no one could sensibly object to. In fact, our whole approach to consumer understanding – how we go about achieving it, for what purposes – masks a seller‐centric, command and control ideology of marketing. Successful companies are breaking free of this ideology, and reinventing market research in the process. Copyright © 2002 Henry Stewart Publications Ltd.     

Confirming satisfaction as an attitude within the service‐buying process

This paper presents research that uses cognitive and affective semantic differential scales to construct an attitude measuring instrument to be used in the services domain in the context of long applications to buy a service. The scales measure ‘Attitude to the Application Process’ (AAP) which represents satisfaction, as an internal ‘buying process’ attitude, which moderates the buying intention. Data collected over a three‐year period between 1996‐9, was analysed using exploratory and confirmatory factor analyses. The results provide evidence of a robust and useful cognitive scale. Although there were anomalies in the exploratory and confirmatory analysis of the affective scale, a robust scale is presented which represents either one or two factors. The whole measuring instrument of 14 items was developed as a means to access applicant attitudes during the application process to university — an extended and extreme application situation for first‐time consumers. The results identify that the instrument is sound and can be used in its original or modified form, depending on the context of the service‐process monitoring situation. The scales represent aspects of attitude not dealt with extensively in the literature and measure the perception of the application process as simple, open, friendly and helpful. These aspects of satisfaction mirror three attributes of service quality: assurance, responsiveness and empathy identified in previous research. Copyright © 2001 Henry Stewart Publications.     

Marketing Psychology at Academic Health Centers

The administrative structure of academic health centers is reviewed, with a view to understanding the issues of marketing psychological services within that setting. The slow changes at academic health centers to new practice styles requires psychology to formulate a market strategy addressing the traditional specialist model and another plan responsive to the emerging model emphasizing primary care. Market targets for psychologists include administration, physicians, and patients. Presently, the Association of Medical School Psychologists is working with the Association of Academic Health Centers to design a marketing program targeting leaders at academic health centers.     

Marketing measurably effective instructional methods

The failure to gain wider acceptance of measurably effective teaching methods by the educational establishment may be due to resistance to behaviorism, in particular, and to a set of contingencies that resist change, in general. The promotion of effective instructional methods is presented in terms of recommended marketing principles, including identifying and solving perceived consumer needs, using plain English, segmenting the marketplace and developing specific solutions, identifying opportunities for greatest impact, creating tangible educational products, seeking new markets, planning marketing strategy and tactics, and writing for non-technical publications. Precision Teaching is presented as a case study in the promotion of effective instructional methods. Although it is a measurably superior instructional methodology, Precision Teaching has not been widely adopted. By applying basic marketing principles and strategic planning, some of its proponents have initiated an ongoing effort of outreach and promotion.     

刷屏的原理：在线内容的病毒式分享机制

通过社交网络发布优质在线内容以引发消费者的主动分享从而使该内容像病毒一样传播开来的营销方式被称为病毒式营销。在线内容的病毒式分享机制主要包括内容特征、心理动机、情绪反应、情境因素以及个体特征这五个方面, 可以为品牌和自媒体有效提高在线内容的分享转发率提供系统的理论指导。未来研究需要进一步探索某些具体情绪的作用机制, 识别出更多本土背景下的情境因素, 关注病毒式营销的效果评估和心理行为后果, 并采用更加多样化的研究方法。     

双模态情感分析的弹幕网络视频平台营销策略

随着互联网飞跃发展, 弹幕视频应运而生。这种新型的用户与视频交互方式具有新特性, 如用户情感表达实时动态性、情感分布多峰性。同时, 新特性也给实际研究工作带来挑战, 如用户画像刻画难度增大, 视频推荐和广告推送所需精度提高。现有研究尚未对弹幕视频的新特性进行深入分析, 也没有充分挖掘其本身所蕴含的学术研究价值。本文利用深度学习、自然语言处理技术、系统动力学方法, 结合心理学、市场营销学等多学科交叉前沿知识, 从数据驱动角度对弹幕视频数据进行分析和建模, 深度挖掘视频大数据潜在的商业价值。重点研究弹幕与视频双模态融合的情感识别方法; 构建带有用户情感特征的动态用户画像, 并建立基于用户画像的网络视频粘性营销机制; 分析用户情感与视频广告插播方式的相关性, 提出视频广告动态插播策略。丰富现有研究的同时, 为网络视频企业准确定位与分析用户需求, 创建高品质的智能营销平台供理论与决策支持。     

EXTENDING THE CONCEPT OF SOCIAL VALIDITY: BEHAVIOR ANALYSIS FOR DISEASE PREVENTION AND HEALTH PROMOTION

A broader definition of social validity is proposed wherein a socially valid behavior-change intervention is directed to a problem of verifiable importance, the intervention is valued and used appropriately by designated target groups, and the intervention as used has sufficient behavioral impact to substantially reduce the probability of the problem's occurrence in target populations. The verifiable importance of a problem is based on epidemiological data, and the value and appropriate use of an intervention are enhanced through the use of conceptual frameworks for social marketing and behavior change and considerable formative and pilot research. Behavioral impact is assessed through efficacy and effectiveness studies. Thus, the social validity of a behavior-change intervention is established through a number of interactive, a priori steps. This approach to defining social validity is related to critical analysis and intervention issues including individual and population perspectives and “top-down” and “bottom-up” approaches to intervention design. This broader definition of social validity is illustrated by a project to reduce the risk of HIV infection among adolescents. Although the various steps involved in creating socially valid interventions can be complicated, time-consuming, and expensive, following all the steps can result in interventions capable of improving a nation's health.     

营销人员心理品质的研究及其测评

运用自编的＂营销人员心理品质评定量表＂分析了成功营销人员应具备的七项心理品质,它们分别是自我控制力、社会适应能力、自信心、成就动机、推销技巧,创造性和职业兴趣。结果表明,该量表具有较好的信度与效度,这些心理品质可以作为人员选拔的指标。