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).     

Positive contrast following gradual and abrupt increases in reward magnitude using delay of reinforcement

In Experiment 1, rats were given a 1-pellet reward for 48 preshift trials. During a subsequent 20-trial postshift phase, one group was shifted to a 12-pellet reward on Trial 1, a second was shifted on Trial 11, and a third was given 1 more pellet each trial and then 12 pellets for the last 10 trials. The speeds of all three groups increased to a level above that of a control group given a 12-pellet food reward throughout training (positive contrast). In experiment 2, rats were shifted from 1 to 12 pellets either gradually or abruptly following either abbreviated training (9 trials) or extended training (20 trials). One group of control subjects received 12 pellets throughout training. The results revealed a positive contrast effect for gradually shifted subjects following extended training but not following abbreviated training. The abrupt shift procedure produced positive contrast following abbreviated training but only a marginal effect following extended training. These results indicate that, contingent upon the amount of preshift training, either gradual or abrupt reward increases may produce positive contrast.     

Community Gender Norms Change as a Part of a Multilevel Approach to Sexual Health Among Married Women in Mumbai,India

Inequitable gender norms in societies and communities negatively contribute to women’s sexual and reproductive health. While the need for change in gender norms is well recognized, the task is highly challenging in terms of intervention design, implementation and assessment of impact. This paper describes a methodology for identification of gender norms, the design of community level intervention, community participation and the assessment of intervention impact in a low income, predominately Muslim community of 600,000 people in Mumbai, India. Formative research focused on in‐depth interviews with women, men and couples yielding gender normative statements and assessment of community resources to facilitate change. A Gender Equity Scale (GES) based on this formative research was developed and administered annually for a three‐year period to random, cross‐sectional samples in the intervention and control communities, and to community based, non‐governmental organizations (NGO) staff and Imams (religious leaders) in the intervention community. NGO staff disseminated gender oriented messages to their female constituency through their regular outreach activities and through special events and festivals in the community. Imams disseminated gender messages through lectures on social issues for men attending Friday prayers. The results showed that the NGO staff and Imams, assumed more gender equitable attitudes across time. The intervention was associated with a significant improvement in attitudes towards gender equity in the intervention relative to the control community. Men showed a dramatic change in more positive gender attitudes, while women lagged behind in their GES scores. The meaning of these results are explored and the implications assessed for the generalizability of the methodology for other countries, cultures and communities.     

Bhartṛhari’s Verbal Holism: Some Hermeneutical Queries

One of the main problems regarding language which has bothered philosophers since antiquity is that it often misleads us. Linguistic understanding inevitably involves a subject who understands and the subject-matter or content of what she understands. Since the subject-matter of linguistic understanding is externally given to the subject as text or spoken word, linguistic understanding, therefore, is both subjective and objective at the same time and ineluctably involves interpretation on the part of the subject. But the moment we grant the subjective participation in understanding, the problem of universality of meaning would inevitably raise its head. This problem has been addressed in different ways by different thinkers across history and cultures. Even though some of the ancient Indian thinkers like Bhartṛhari mainly focus on understanding of the Vedic texts, they could probably have important clues for the problem of universality in understanding through language as it is posed by hermeneutic thinkers starting from St. Augustine in medieval period up to Gadamer and Habermas in more recent times. This paper attempts to explore and examine Bhartṛhari’s philosophy of verbal holism from the point of view of the problem of universality in hermeneutics.

     

Development and use of behavior and social interaction software installed on Palm handheld for observation of a child’s social interactions with the environment

In settings in developing countries, children often socialize with multiple socializing agents (peers, siblings, neighbors) apart from their parents, and thus, a measurement of a child’s social interactions should be expanded beyond parental interactions. Since the environment plays a role in shaping a child’s development, the measurement of child-socializing agents’ interactions is important. We developed and used a computerized observational softwareBehavior and Social Interaction Software (BASIS) with a preloaded coding scheme installed on a handheld Palm device to record complex observations of interactions between children and socializing agents. Using BASIS, social interaction assessments were conducted on 573 preschool children for 1 h in their natural settings. Multiple screens with a set of choices in each screen were designed that included the child’s location, broad activity, state, and interactions with child-socializing agents. Data were downloaded onto a computer and systematically analyzed. BASIS, installed on Palm OS (M-125), enabled the recording of the complex interactions of child-socializing agents that could not be recorded with manual forms. Thus, this tool provides an innovative and relatively accurate method for the systematic recording of social interactions in an unrestricted environment.     

Room temperature ferromagnetism and photoluminescence of nanocrystalline Zn1 − xCoxO thin films prepared by sol–gel MOD

Zn_1???xCo_xO (ZC) [x?=?0, 1, 3, 5, 7 and 9?mol%] thin films were prepared by sol–gel combined metallo-organic decomposition method. The films were deposited on the Si substrate with spin-coating technique and annealed at 600?°C for 3?h. X-ray diffraction pattern shows the formation hexagonal wurtzite phase and distortion (c/a) decreases with increasing Co concentration in ZnO. The average grain size is measured using Scherer relation. Atomic force microscopy is used to confirm the formation of nanograins resulted by the use of polyethylene glycol as surfactant. The photoluminescence was recorded by using He-Cd laser of excitation wavelength 325?nm in wavelength region of 350–650?nm which exhibits some influence of Co doping on the multiplication of defects such as O vacancies, Zn interstitials and grain boundary defects. All thin films show room temperature ferromagnetism except pure ZnO which is diamagnetic and 9?mol% of Co shows paramagnetism. This behaviour is interpreted as due to fluctuations in the magnetic ordering, depending on grain size and site location in grain boundaries or oxygen vacancies.     

CHANGING RACIAL ATTITUDES IN ADOLESCENTS AN EXPERIMENTAL ENGLISH STUDY1

Cent trente-six sujets âgés de 14 à 16 ans (88 de race blanche et 48 de race noire) ont suivi, dans six écoles anglaises, un enseignement systématique destiné à accroître la compréhension des problèmes raciaux et à réduire les préjugés et l'intolérance. Les élèves de race blanche furent comparés à des groupes contrôles appariés du point de vue de l'âge, du sexe, du niveau scolaire et des résultats initiaux à une ?chelle de racisme (R). Après l'enseignement expérimental, les résultats des garçons blancs à l'échelle R vont en décroissant légèrement, tandis que la chute est nettement plus accusée chez leurs condisciples féminins. Aucun changement n'apparaît dans le groupe contrôle. Les scores des filles de race noire augmentent légèrement mais non significativement; ceux des garçons noirs diminuent de façon significative.     

A FACTOR ANALYTIC STUDY OF ACHIEVEMENT GOALS AND MEANS: AN INDIAN VIEW*

The present paper analyzes the meaning of achievement in the Indian socio-cultural context. Based on earlier studies of the authors, measures of goals and means of achievement were administered on samples drawn from rural and urban settings in north India. The responses were subjected to principal component factor analysis with varimax rotation. The results indicated that achievement is a multidimensional cognition and its structure in the Indian context is different from the concept of achievement employed in the traditional theory of achievement motivation. They implicate that a comprehensive understanding of achievement strivings requires attention to culture-specific aspects of achievement. Cette étude analyse le sens de l'accomplissement dans le contexte socio-culturel indien. Basées sur de précédentes études des auteurs, des mesures de finalités et des sens d'accomplissement ont été administrées à des échantillons issus de milieux ruraux et urbains du nord de l'Inde. Les résultats ont montré que l'accomplissement est multidimensionnel et que sa structure dans le contexte indien est différente du concept d'accomplissement utilisé dans la théorie traditionnelle de motivation. Ils impliquent qu'une compréhension profonde des efforts d'accomplissement nécessite d'ětre attentif aux aspects de l'accomplissement liés à la culture.     

The effect of anxiety,reinforcement, and intelligence on the learning of a difficult task

The effects of anxiety, reinforcement, and intelligence were studied on the learning of a difficult task (paired associates with 1% association values) in 252 subjects studying in class IX in Chandigarh schools (mean age, 14.7 years). A 2 × 3 × 3 factorial design was used with two anxiety groups (high and low), three reinforcement conditions (praise, reproof, and praise + reproof), and three levels of intelligence (high, middle, and low). In general, the results were in line with the Sarasonian theoretical framework that anxiety shows its debilitating effects under certain conditions, but not all. At upper levels of intelligence, neither anxiety nor reinforcement was found significant. At lower levels of intelligence, anxiety was found to interfere with learning under all the reinforcement conditions. It was found further that the most affected group was the middle intelligencehigh anxiety group. This group performed better under praise than under praise + reproof and reproof alone.