BRAND PLACEMENT AND CONSUMER CHOICE: AN IN‐STORE EXPERIMENT

An in‐store experiment was performed to investigate the effects of shelf placement (high, middle, low) on consumers' purchases of potato chips. Placement of potato chips on the middle shelf was associated with the highest percentage of purchases. The results confirm the importance of item placement as a factor in consumers' buying behavior.     

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.     

Rational analyses of information foraging on the web

This article describes rational analyses and cognitive models of Web users developed within information foraging theory. This is done by following the rational analysis methodology of (a) characterizing the problems posed by the environment, (b) developing rational analyses of behavioral solutions to those problems, and (c) developing cognitive models that approach the realization of those solutions. Navigation choice is modeled as a random utility model that uses spreading activation mechanisms that link proximal cues (information scent) that occur in Web browsers to internal user goals. Web-site leaving is modeled as an ongoing assessment by the Web user of the expected benefits of continuing at a Web site as opposed to going elsewhere. These cost–benefit assessments are also based on spreading activation models of information scent. Evaluations include a computational model of Web user behavior called Scent-Based Navigation and Information Foraging in the ACT Architecture, and the Law of Surfing, which characterizes the empirical distribution of the length of paths of visitors at a Web site.     

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。     

Word of mouth and interpersonal communication: A review and directions for future research

People often share opinions and information with their social ties, and word of mouth has an important impact on consumer behavior. But what drives interpersonal communication and why do people talk about certain things rather than others? This article argues that word of mouth is goal driven and serves five key functions (i.e., impression management, emotion regulation, information acquisition, social bonding, and persuasion). Importantly, I suggest these motivations are predominantly self- (rather than other) serving and drive what people talk about even without their awareness. Further, these drivers make predictions about the types of news and information people are most likely to discuss. This article reviews the five proposed functions and well as how contextual factors (i.e., audience and communication channel) may moderate which functions play a larger role. Taken together, the paper provides insight into the psychological factors that shape word of mouth and outlines additional questions that deserve further study.     

Web metrics: measuring patterns in online shopping

The Web has become a primary source of product information for online consumers. As such, basic questions regarding how consumers approach the search process need to be understood and measured if marketers and website developers are to identify patterns or trends in consumer information search strategies. To observe and measure changes in consumer search behaviour, it is necessary to establish benchmarks that can, at a later date, be compared with subsequent observation measurements. This study recorded the search activities of 37 subjects as they searched for information regarding the purchase of two products: one where they had expert product knowledge and one where they had novice product knowledge. Significance was found for particular site types used and, more importantly, in patterns of site type usage. The methodology and benchmarks offer researchers a means of tracking changes in consumer search behaviour on the Web. Copyright © 2003 Henry Stewart Publications.     

Targeting a niche market of pet owners: consumer evaluation of a mobile veterinarian's service concept

The veterinary care service industry in the USA is projected to continue its growth during the next decade, primarily due to increasing numbers of pets and rising consumer expenditure for pet medical care. The increasing demand for pet care has spawned a proliferation of traditional and non‐traditional veterinary services. There is a need to examine the market potential for new veterinary services. A concept test among 150 target consumers is used here to provide an evaluation of a non‐traditional veterinary service—mobile veterinary care for small companion animals. Although using a vet who makes house calls would require a change in consumer behaviour, the findings indicate that the service concept is appealing to a niche market of pet owners who desire more service convenience and are willing to pay for it. Educating more consumers about the service benefits may broaden its appeal. Copyright © 2002 Henry Stewart Publications Ltd.     

The importance of impulse purchasing behaviour in the international airport environment

Airports are unique retail environments due to the environmental and psychological issues linked with the travel process. Travellers experience feelings of anxiety, stress and excitement which make them react in unusual ways. Airport retail environments therefore differ from more day‐to‐day channels of distribution. Consequently, retailers' approaches must also differ in order to maximise performance. There is evidence of a considerable impulse purchasing effect in airport retail operations which, if understood and harnessed by airport retailers, can enhance performance. The impulse effects will differ significantly between customer segments due to both the psychological effects of the travel experience and the existence of normative traits. Retailers must create an environment that minimises inherent stress and accentuates or at least maintains natural levels of excitement, while also virtuously motivating impulse purchasing by reducing or eliminating barriers to purchase. Development of an impulse strategy, which should permeate all elements of airport retail activities, is essential for maximising performance and profitability. Copyright © 2002 Henry Stewart Publications Ltd.     

BRIDGING THE DISCONNECTION BETWEEN APPLIED RESEARCH AND PRACTICE: A REVIEW OF TREATMENTS THAT WORK: EMPIRICALLY SUPPORTED STRATEGIES FOR MANAGING CHILD BEHAVIOR PROBLEMS BY ED CHRISTOPHERSEN AND SUSAN MORTWEET

In recent years, behavior analysts have lamented a disconnection between applied research and practice. In their book, Treatments That Work: Empirically Supported Strategies for Managing Child Behavior Problems, Christophersen and Mortweet (2001) have attempted to bridge this gap for medical and behavioral health providers alike by describing empirically supported treatments, derived from behavior therapy and its application, that are specifically designed for challenging problems commonly seen in typical children. The book is clearly intended for both primary care physicians and behavior therapists, and in this article, we review the extent to which the book meets the needs of each. Discussion centers on the extent to which the book can meet the need for both technical precision and conceptual breadth in training of behavior therapists. We conclude that, in making explicit the connections between research and practice, the authors have provided a useful clinical teaching tool and have also raised important questions about how best to establish collaborative relationships with physicians and promote the use of behavioral technology in primary care.