Is ‘culture’ a justifiable variable for market segmentation? A cross‐cultural example

This paper investigates whether culture can be used to segment a market. Using Indians, resident in Britain (British Indians) as an example, previous research suggests that culture's manifestation within buyer behaviour provides sufficient evidence to justify its use as a market segment variable. Using brown goods (television sets, video equipment, music systems etc) a comparative quantitative study examined the impact of a range of cultural values upon the buying behaviour of British Indians and British Caucasians, to identify significant differences between the two. Although a significant difference was found, the amount of similarity between the two sample groups suggests culture should not be used as a segmentation variable. This research has implications for organisations seeking to develop ethnic minority orientated marketing strategies. Copyright © 2003 Henry Stewart Publications.     

Behaviorism and Society

A probable list of causes for the limited acceptance of behaviorism in our society is identified. This is followed by a summary review of the proposed solutions identified in other papers in this special issue of The Behavior Analyst, most of which relate to either better marketing of either the behavior analytic process or the results achieved as a consequence. One paper proposes a more broad conception of behavior analysis. This paper endorses the solutions identified in previous papers and then goes on to propose an even more broad conception of behavior analysis and makes the point that behavior analysis is unlikely to flourish unless behavior analysts understand a good deal more about the cultural and other contextual features of the environments in which they work.     

Left-hemisphere language lateralization in bilinguals: use of the concurrent activities paradigm

Previous visual and auditory lateralization studies have demonstrated that the languages of bilinguals are lateralized to the left hemisphere to the same extent as in monolingual controls (C. Soares & F. Grosjean, 1981, Perception and Psychophysics, 29, 599-604; C. Soares, 1982, Neuropsychologia, 20, 653-659). The present study tested the same group of Portuguese-English bilinguals and a group of English-speaking monolinguals on a series of concurrent activity, or time-sharing, tasks. Greater levels of disruption in finger tapping with the right hand than with the left hand occurred during the performance of those tasks which required overt speech production, and this for both bilinguals and monolinguals. As in the previous studies, there were no lateralization differences across the bilinguals' two languages or between bilinguals and monolinguals. Thus, further evidence for equal levels of left-hemisphere dominance for language in bilinguals and monolinguals was provided by the use of the concurrent activities paradigm.     

Socially mediated fear reduction in rodents: Distraction,communication, or mere presence?

Two studies investigated why the presence of conspecifics reduces open-field fear. In Experiment 1 rats paired with another experimentally naive rat were not less fearful than alone controls. However, rats paired with a partner who had been preexposed to the open field exhibited fewer fear responses than alone controls. Since preexposed companions appeared to initiate more social interactions than nonpreexposed companions, it was argued that the preexposure effect could be the result of preexposed companions distracting actor rats from threatening stimuli. Experiment 2 tested this explanation by pairing socially sated or socially deprived rats with a socially sated or socially deprived companion. In accord with a distraction hypothesis, pairing two socially deprived rats produced the greatest fear reduction effects and also led to more social interaction than pairing socially sated rats. Alternative explanations involving conditioning and communication are discussed.     

When distorted logos are recognized as original? The role of the DRM procedure in detection of immediate and delayed consumers’ errors

IntroductionTo deal effectively with the market, one must create a distinct logo from competing logos. However, it is not uncommon that similarities between logos of various companies are enough to mislead consumers. This paper shows how the DRM paradigm as well as prototype theories can be used to investigate correct and erroneous recognitions of distorted familiar and unfamiliar logos in short- and long-term memory.MethodThe modified hybrid DRM procedure was adopted to test brand images that were distorted but perceptually similar. Participants performed the experimental task in which short- and long-term memory for logos were tested.ResultsThe results demonstrated no difference in memory performance between familiar and unfamiliar logos after a short delay. However, a discrepancy between recognizing both types of logos arose in long term memroy toward more errors for familiar images.ConclusionsThe results confirm that the DRM procedure can be successfully used by marketers as a potential tool in either detecting unfair competition or launching new brands.     

Boundary research: Tools and rules to impact emerging fields

Boundary research can be risky, but it can also move academic disciplines into wider areas of influence. To help reduce the risk and increase the reward, this article describes new tools that boundary researchers can use to get started, published, and promoted. These include writing for surprising impact, positioning their research against a larger theme, developing a research impact matrix for promotion, and estimating a 10‐year citation record. These tools can help move a boundary research area from fringe to focus. © 2016 The Authors. Journal of Consumer Behaviour published by John Wiley & Sons, Ltd.     

Mediation analysis and categorical variables: Some further frontiers

Iacobucci (2012) provides a conceptually appealing, readily implemented measure to assess mediation for a far wider range of data type combinations than traditional OLS-based analyses permit. Here, we consider potential applications and extensions along several lines, particularly in terms of random utility models, simulation-based estimation, and potential nonlinearities, as well as some methodological and cultural impediments.     

The effect of conspicuous consumption on men’s testosterone levels

Using evolutionary psychology as a theoretical framework, it is argued that conspicuous consumption serves as a means by which men communicate their social status to prospective mates. Accordingly, men’s endocrinological responses, particularly their testosterone levels, are responsive to fluctuations in their status as triggered by acts of conspicuous consumption. Study 1 reports that men’s testosterone levels increased and decreased partially (directionally), after driving an expensive sports car and an old family sedan, respectively. Additionally, the location of the drive, either a busy downtown area or a semi-deserted highway, partially moderated this response. Study 2 demonstrates that when men’s social status was threatened by the wealth displays of a male confederate in the presence of a female moderator, their testosterone levels increased. This is suggestive of an evolved mechanism for responding to intra-sexual challenges. Collectively, these constitute the first set of studies to measure hormonal outcomes in consumer behavior.     

Attitude processing strategies

Several models of memory-based attitude processing were examined in a laboratory experiment. After receiving stimulus information with implications for either one or both of two attitudes (toward a person and toward a behavior with respect to this person), subjects were asked to recall the information and to report their attitudes. Information was received under instructions to form only one of these two attitudes. Consistent with past research, information was subsequently better recalled when it had implications for the attitude being evaluated than when it did not. However, null effects of the instructional set on reported attitudes suggested that subjects relied on their memory-for-attitude (or additional implications) rather than on memory-for-facts. The present findings extend the generality of this conclusion to behavioral attitudes, large stimulus sets, and heterogeneous stimulus items. Low correlations between recalled stimuli and reported attitudes also supported a memory-for-attitude model. However, correlations between behavioral attitudes and recall of behavioral outcomes increased under certain conditions. Results are discussed in relation to recent findings in person perception research.