The darkroom of the mind — what does neuropsychology now tell us about brands?

How does a brand live and die in the memory? Where does the concept of a relationship with a brand fit into mental activity? What are thoughts, emotions and feelings and do people have them about brands in any meaningful way? What should one think about such concepts as consciousness and the unconscious in relation to brands and brand messages? Is the way in which managers of brands codify them a reflection of reality? These are only some of the fundamental questions that should concern professionals involved with organisations and brands. This paper draws on scientific discoveries about the human brain to build on the empirical knowledge that leaders in organisations, marketers, academics and researchers have gained about brands over the last five decades. The first part of the paper highlights the inconsistencies that occur between what is found in the development and evaluation of brand strategy and what happens in ‘real life’. It suggests that the newly merged disciplines of neuroscience and cognitive psychology (called neuropsychology) offer the scientific basis for understanding how human beings create, store, recall and relate to brands in everyday life. The second part explains some of the most relevant neuropsychological discoveries about the brain in terms of the implications for brand marketing. The topics covered are: brain functions and structure; consciousness and the unconscious; memory and language. The paper concludes by thinking about the current practise of qualitative research and how it matches up to the findings of the new science. Copyright © 2002 Henry Stewart Publications.     

How marketers can use celebrities to sell more effectively

The first part of this paper summarises the key points about the use of celebrities in advertising, sets this particular creative technique in context and demonstrates how significant its return on investment can be. In the second part the paper goes on to report a more detailed analysis of the ‘celebrity’ case histories among the winners in the IPA Effectiveness Awards, and how practitioners have applied celebrity use to brands to make exceptional impacts on profitability.     

Consumer brand choice: individual and group analyses of demand elasticity

Following the behavior-analytic tradition of analyzing individual behavior, the present research investigated demand elasticity of individual consumers purchasing supermarket products, and compared individual and group analyses of elasticity. Panel data from 80 UK consumers purchasing 9 product categories (i.e., baked beans, biscuits, breakfast cereals, butter, cheese, fruit juice, instant coffee, margarine and tea) during a 16-week period were used. Elasticity coefficients were calculated for individual consumers with data from all or only 1 product category (intra-consumer elasticities), and for each product category using all data points from all consumers (overall product elasticity) or 1 average data point per consumer (interconsumer elasticity). In addition to this, split-sample elasticity coefficients were obtained for each individual with data from all product categories purchased during weeks 1 to 8 and 9 to 16. The results suggest that: 1) demand elasticity coefficients calculated for individual consumers purchasing supermarket food products are compatible with predictions from economic theory and behavioral economics; 2) overall product elasticities, typically employed in marketing and econometric research, include effects of interconsumer and intraconsumer elasticities; 3) when comparing demand elasticities of different product categories, group and individual analyses yield similar trends; and 4) individual differences in demand elasticity are relatively consistent across time, but do not seem to be consistent across products. These results demonstrate the theoretical, methodological, and managerial relevance of investigating the behavior of individual consumers.     

The Effects Of Recruitment Message Specificity On Applicant Attraction To Organizations

We used the elaboration likelihood model (ELM) from marketing research to explain and examine how recruitment message specificity influences job seeker attraction to organizations. Using an experimental design and data from 171 college-level job seekers, the results showed that detailed recruitment messages led to enhanced perceptions of organization attributes and person–organization (P–O) fit. Perceptions of fit were found to mediate the relationship between message specificity and intention to apply to the organization. In addition, perceptions of organization attributes and P–O fit were found to influence intentions to apply under circumstances of explicit recruitment information while attractiveness and fit perceptions were shown to influence application intentions under conditions of implicit recruitment information. The theoretical and practical implications of these findings are discussed.     

Revisiting the spiritual supermarket: does the commodification of spirituality necessarily devalue it?

The New Age is often depicted as the quintessential spiritual marketplace in which seekers freely choose from an array of religious options. Empirically it is correct to point out that the movement has formed largely around consumption of goods and services offered for sale. Yet its commercial aspect is often conceptualised in relatively superficial terms. The notion that it is a ‘spiritual supermarket’ has been used to suggest that New Age consumer practices are trivial or socially insignificant. This has led some to call for a turn away from reductive market models. However, this article proposes that New Age studies should instead examine and theorise commercial dynamics more thoroughly, taking the lead from work in other disciplines that increasingly shows how economic, cultural and social life are deeply imbricated. Overcoming the taint of the spiritual supermarket allows a range of issues in the field to be explored more comprehensively.     

性感刺激下两性对产品特性的选择冲突——以手机的色彩选择为例

本研究用实验方法考察同一性感刺激对两性可能产生的动机冲突,使得两性在选择能够展示拥有者特性的商品时,偏好可能大相径庭。本文以i Phone5S手机的色彩选择为例,两个实验的结果显示,来自性感女性的性感刺激,一方面会激发男性的配偶吸引动机,提高其对代表财富的金色手机（相比代表沉稳的黑色手机）的购买欲望;另一方面,会激发女性的配偶维系动机,使她们在给情人（相比给非情人关系男士）选购礼物时,对金色手机的偏好降低（相比黑色手机）。     

Effect of salespeople's acquisition–retention trade-off on performance

This research examines the impact of the acquisition–retention resource allocation at the individual salesperson level – that is, the proportion of their time dedicated to acquisition versus retention activities – on their sales performance. We extend prior research that investigates the acquisition–retention trade-off below (i.e., customer value approach) or above (i.e., firm portfolio approach) the salesperson's perspective by also incorporating many ‘within-firm’ factors that are critical to capturing the contingent nature of the allocation decision. The results suggest that firms can double their sales gains by implementing a trade-off strategy that customizes the acquisition allocation at the salesperson level. Using matched triadic data gathered from 227 salespersons, 106 supervisors and the seller's database, the authors find an inverted U-shaped linkage between the proportion of time allocated to acquisition activities and sales performance. Moderation analyses show that salespeople's optimal acquisition allocation depends on their knowledge breadth and job commitment, their supervisor's experience and job commitment and the quantity and quality of the prospects in their relationship portfolio.     

Competitive factors of electronic dance music festivals with Social Networking Service (SNS) citizenship behaviour of international tourists

This study examined the comparative advantages of prestige service labelling (VIP), online marketing, and image differentiation when applied as marketing strategies to build tourist loyalty as a component of citizenship behaviour. The participants were 220 African tourists attending the World Club Dome Korea 2017 festival event. Following data collection, we conducted a hierarchical regression analysis to determine how VIP, online marketing, and image differentiation influenced tourist social networking service (SNS) citizenship behaviour. The results suggest that VIP and image differentiation to positively predict SNS citizenship behaviour, whereas this was not the case for online marketing. VIP had a higher influence on tourist SNS citizenship behaviour than image differentiation. In summary, strategies to attract tourists with high purchasing power should include prestige service branding with clear image differentiation. This exclusivity could be applied to online ticketing services for their added value to tourism promotion.     

Effects of subcultural differences on country and product evaluations

Most cross‐cultural studies on country of origin or product‐country image (PCI) effects have implicitly assumed that national markets are composed of homogeneous consumers. Although many investigations in this field are described as cross‐cultural, most are in fact cross‐national. The overarching hypothesis of the present research is that PCI effects may vary across subcultures within a country. The results indicate that subcultural differences exist in the evaluation of culturally affiliated countries and their products. Cognitive responses converged to show that consumers' perceived linkages significantly influence the weight given to the country of origin in product evaluations. Several implications for managers and academic researchers are discussed. Copyright © 2003 Henry Stewart Publications.