...bs_bs_banner International Journal of Consumer Studies ISSN 1470-6423 Beyond the fad: a critical review of consumer fashion involvement ijcs_1041 84..104 Iman Naderi Department of Marketing and Logistics, College of Business, University of North Texas, Denton, Texas, USA Keywords Consumer involvement, content analysis, fashion, literature review. Correspondence Iman Naderi, Department of Marketing and Logistics, College of Business, University of North Texas, 1155 Union Circle 311396, Denton, Texas 76203-5017, USA. E-mail: iman.naderi@unt.edu doi: 10.1111/j.1470-6431.2011.01041.x Abstract Fashion involvement has been regarded as an important research topic in consumer research. Despite the importance of this topic, no attempt has been made in the past to review, assess and consolidate extant research on fashion involvement. This study presents a comprehensive and critical review and analysis of the recent studies on involvement in the context of fashion clothing to indicate the current state and identify possible gaps. A content analysis of the current peer-reviewed journal articles published on this research topic reveals a paucity of research on a number of antecedents and consequences of involvement. Further, the findings show that the research method is biased towards the survey method as opposed to experimentation. In this paper, the results of the content analysis outlining methodologies, sample characteristics, variables and major findings are provided and...
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...Motivation and Global Values Motivation and Global Values – Key Takeaways Term Motivation Definition General: Process that leads people to behave as they do In marketing context: Internal drive that influences consumer to seek out, evaluate and purchase goods and services General: Degree to which an object or idea is centrally related to the value system of an individual In marketing context: person’s perceived relevance of the object based on his/her inherent needs, values, and interests State of excitement that can be pleasant or unpleasant and is experienced more or less consciously Beliefs that one condition is preferable to its opposite Involvement Emotion Value 1. Motivation → To understand motivation is to understand WHY consumers do what they do Can be described in terms of … … its strength, or the pull it exerts on the consumer and … its direction, or the particular way the consumer attempts to reduce it. The Motivation Process o Once a need is aroused, a state of tension exists that drives the consumer to attempt to reduce or eliminate it. o The desired end state of motivation is the consumer’s goal, thus motivation can be described as goal-oriented. Types of Motivational Conflicts o Approach-approach motivational conflict is when consumers must choose between two attractive alternatives o Approach-avoidance motivational conflict is described as a consumer facing a purchase choice with both positive and a negative consequence o Avoidance-Avoidance...
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...have led to more patient involvement in CQI? Patients are expected to be involved in healthcare as health systems have developed. Social and Health sector changes have also contributed to the call of patient involvement. Technological shifts have/are having a huge impact and let’s not forget the dominance of medicine has been questioned by patients and the HIV/AID epidemic has been a major force for change. 2. Describe the three levels of patient involvement in CQI and give examples of each? Micro-level involvement is active patient involvement as acknowledged in the concept of the self-managing patient, (informing a provider about the overuse medication, providers not washing hands) Meso-level involvement is patient involved in health service or even whole system planning management and evaluation (Self-help and advocacy groups). Macro-level involvement is where patients are involved in national/internal safety activities e.g. the WHO London declaration 3. What are the two dimensions of involvement in the MAPR model and what is the major difference between the two dimensions? We have the active-proactive and passive –reactive. Dimension1 involves direct patient involvement in identifying, confronting and addressing the sources of error prior to events, Dimension 2 involves responses from patients after error events have occurred. 4. What is the major focus of social marketing and why is this focus so important in healthcare? Social marketing focuses on a framework for...
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...Abstract: This research aims to establish how attitudes towards mobile advertising ultimately influences purchase intention. A conceptual model was developed, linking the constructs attitudes, attention, involvement and purchase intention in the context of mobile advertising. The model was tested with a sample of 250 young adults using Partial Least Squares (PLS) analysis. Findings indicated that a positive relationship exists between a consumer’s attitude towards mobile advertising and his or her purchase intention. However, this relationship was found to be partially mediated by the attention that a consumer pays to the mobile advertisement, as well as his or her involvement in it. Keywords: mobile advertising; attitude; attention; involvement; purchase intention; e-finance; South Africa. Reference to this paper should be made as follows: Beneke, J. (2011) ‘Towards a conceptual model: a path analysis of fundamental relationships affecting mobile advertising effectiveness’, Int. J. Electronic Finance, Vol. 5, No. 1, pp.15–31. Biographical notes: Justin Beneke is a Lecturer in the Marketing Section of the School of Management Studies at the University of Cape Town (UCT). His fields of interest include retailing management, electronic marketing, customer relationship management and marketing in higher education. He holds a Master’s Degree in Business Science from UCT and is currently working on his PhD. The contributions of three postgraduate students need acknowledgement. Georgina Cumming...
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...likelihood of customer response. The results show that low-involvement products should reward recipients or offer financial rewards to increase intent to purchase. Customers perceive fairness of distributive justice as the underlying mechanism for the influence that reward recipient category and product involvement have on intent to purchase. Finally, implications and limitations for future research are discussed. Keywords: involvement, perceived fairness, purchase intention, referral reward programs, word-of-mouth References Ahrens, J., Coyle, J. R., & Strahilevitz, M. A. (2013). Electronic word of mouth: the effects of incentives on eReferrals by senders and receivers. European Journal of Marketing, 47(7), 1034–1051. http://dx.doi.org/10.1108/03090561311324192 Baron, R. M., & Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research: conceptual, strategic, and statistical considerations. Journal of the Personality and Social Psychology, 51(6), 1173–1182. http://dx.doi.org/10.1037/0022-3514.51.6.1173 Barrot, D., Becker, J. U., & Meyners, J. (2013). Impact of service pricing on referral behavior. European Journal of Marketing, 47(7), 1052–1066. http://dx.doi.org/10.1108/03090561311324200 Bowman, D., & Narayandas, D. (2001). Managing customer-initiated contacts with manufacturers: the impact on share of category requirements and word-of-mouth behavior. Journal of Marketing Research, 38(3), 281–297. http://dx.doi.org/10.1509/jmkr.38...
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...MKT 510 ASSIGNMENT 3 INFORMATION SEARCHES To purchase this visit here: http://www.activitymode.com/product/mkt-510-assignment-3-information-searches/ Contact us at: SUPPORT@ACTIVITYMODE.COM MKT 510 ASSIGNMENT 3 INFORMATION SEARCHES MKT 510 Assignment 3 - Information Searches- Consumer Behavior In this assignment, you will be required to detail a consumer’s shopping experience and decision making. Use consumer products of your choice to illustrate your examples. Write five to seven (5-7) pages words paper in which you: 1. Define low involvement, medium involvement, and high involvement purchases. 2. Discuss what marketing actions undertaken by the makers of your chosen product would spur the consumer to search for information for low involvement purchases, medium involvement purchases, and high involvement purchases. Incorporate principles regarding problem recognition and reaching theconsumer’s desired state. Use Figures 14-1 and 14-2 in Chapter 14 of the text as a guide. 3. Provide between three to five (3-5) pictures of products in each category. Note: The graphically depicted solution is not included in the required page length. More Details hidden... Activity Mode aims to provide quality study notes and tutorials to the students of MKT 510 Assignment 3 Information Searches in order to ace their studies. MKT 510 ASSIGNMENT 3 INFORMATION SEARCHES To purchase this visit here: http://www.activitymode.com/product/mkt-510-assignment-3-information-searches/ ...
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...Abstract This activity was carried out to consider factors that influence and affect buyer behavior. Marketing suggestions for sales growth of Graves Enterprises, were analyzed against marketing research of buyer behavior and purchase patterns. This research was then used determine if the proposed plans would be successful in doubling sales for both the consumer and commercial markets of Graves Enterprises. Both plans involved creating new product lines and raising the cost to increase sales. It was determined that both consumer and commercial buyer’s were happy with their current products and ranked price of the product over any other attribute. This suggests that creating a new line alone would not be a justifiable incentive to purchase the new Graves products. This “You Decide” report presents the analysis of marketing suggestions submitted by the marketing directors at Graves Enterprises. Their suggestions are a review of primary and secondary research conducted to help determine a marketing strategy that will double sales in both the consumer and commercial markets of Grave Enterprises within the next year. The first analysis is aimed at the consumer market, while the second is an analysis at how to grow the commercial market. Consumer Products The determination must be made as to whether Joshua Edwards’s market research and recommendations in the initial marketing plan will be successful in doubling sales in the consumer market. Edwards was instructed to provide...
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...Chapter 1 Overview Marketing- is the activity, set of instructions, and process for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. Exchange- people giving up something in order to receive something else they would rather have. Production Orientation- a product orientation means that management assesses its resources and asks these questions: “What can we do best?” What can our engineers design?” What is easy to produce, given our equipment?” A production orientation falls short because it does not consider whether the goods and services that the firms produces most efficiently also meet the needs of the marketplace. Sales Orientation- is based on the belief that people will buy more goods and services if aggressive sales techniques are used and that high sales result in high profits. Market Orientation- meaning they assume that a sale does not depend on an aggressive sales force but rather on a customer’s decision to purchase a product. Marketing concept- is simple and intuitively appealing philosophy that articulates a market orientation. It states that the social economic justification for an organization’s existence is the satisfaction of customer wants and needs while meeting organizational objectives. Market oriented- assume that a sale does not depend on an aggressive sales force but rather on a customer’s decision to purchase a product. Societal Marketing Orientation- extends...
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...Chapter 5 - Attention and Comprehension Exposure to Information ❖ Critical for consumers’ interpretation processes. ❖ Two types of exposure to marketing information are intentional and accidental exposure. ❖ Levels of intentional exposure to marketing information are rather low. ❖ Most exposures are random that occur as consumers move through their environments and “accidentally” come into contact with marketing information. Selective exposure to marketing occurs when: ❖ Consumers become more adept at avoiding exposure. ❖ Consumers do not maintain accidental exposure to marketing information. Attention Processes ❖ Attention implies selectivity. ❖ It connotes awareness and consciousness. ❖ Attention also suggests intensity and arousal. [pic] Factors Influencing Attention ❖ Affective states (consumers who are in a bad (or good) mood are more likely to notice negative (or positive) aspects of their environment. ❖ Low arousal reduces the amount and intensity of attention. ❖ A state of high affective arousal can narrow consumers’ focus of attention and make attention more selective. ❖ Involvement (Ex. Joe desperately needs a new pair of shoes for a wedding in two days) tend to focus their attention on marketing stimuli that are relevant to their needs (shoe ads and shoe stores) ❖ Motivational state guiding stimuli selection for focal attention and comprehension. ...
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...Packaging and purchase decisions An exploratory study on the impact of involvement level and time pressure [pic] Pinya Silayoi, Mark Speece |The Authors | Pinya Silayoi, Department of Packaging Technology, Faculty of Agro-Industry, Kasetsart University, Bangkok, Thailand Mark Speece, School of Management, Asian Institute of Technology and Graduate School, Bangkok University, Bangkok, Thailand |Abstract | The importance of packaging design as a vehicle for communication and branding is growing in competitive markets for packaged food products. This research utilized a focus group methodology to understand consumer behavior toward such products and how packaging elements can affect buying decisions. Visual package elements play a major role, representing the product for many consumers, especially in low involvement, and when they are rushed. Most focus group participants say they use label information, but they would like it if simplified. The challenge for researchers is to integrate packaging into an effective purchasing decision model, by understanding packaging elements as important marketing communications tools. Propositions for future research are proposed which will help in developing better understanding of...
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...ini Packaging and purchase decisions An exploratory study on the impact of involvement level and time pressure [pic] Pinya Silayoi, Mark Speece |The Authors | Pinya Silayoi, Department of Packaging Technology, Faculty of Agro-Industry, Kasetsart University, Bangkok, Thailand Mark Speece, School of Management, Asian Institute of Technology and Graduate School, Bangkok University, Bangkok, Thailand |Abstract | The importance of packaging design as a vehicle for communication and branding is growing in competitive markets for packaged food products. This research utilized a focus group methodology to understand consumer behavior toward such products and how packaging elements can affect buying decisions. Visual package elements play a major role, representing the product for many consumers, especially in low involvement, and when they are rushed. Most focus group participants say they use label information, but they would like it if simplified. The challenge for researchers is to integrate packaging into an effective purchasing decision model, by understanding packaging elements as important marketing communications tools. Propositions for future research are proposed which will help in developing better understanding...
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...Brand loyalty and involvement in customers of cellular networks Presented To the Faculty Of The Department of Management Sciences IQRA University Gulshan Campus In the fulfillment of Course “Research Methodology” EDP Code (9140) Submitted to Sir Tehseen Javaid Submitted by Group No # 6 Fahad Ahmed Farooqi (7937) fahad.876@hotmail.com Faraz Ahmed Malik (4255) farazahmedmalik87@gmail.com Farhan Ali Khan (3796) farhan.exe@gmail.com Muhammad Azeem (6834) azeemm950@gmail.com Muhammad Omer Saeed (6835) umersaeed90@hotmail.com Fall 2013 Acknowledgement All praises and thanks are for Almighty Allah Who is the source of all knowledge and wisdom endowed to humankind and to the humanity as a whole. We would particularly like to thank my project advisor Sir Tehseen Javaid and project coordinator for many insights that they provided throughout this report. Their guidance and support proved to be useful tool in making the repot a quality one. The encouragement and assistance of our parents and friends provided us a great deal of wisdom towards the completion of this report. Thank you. Table of Contents Abstract…………………………………………………………………………………….3 1.1 Introduction 4 1.1.1 Statement of The problem 4 1.1.2 Research Objective 4 1.1.3 Research Questions 5 1.2 Review of Related Literature 5 1.3 Research Methodology and Data Collection 11 1.3.1...
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...ScienceDirect Journal of Retailing and Consumer Services journal homepage: www.elsevier.com/locate/jretconser Generation Y vs. Baby Boomers: Shopping behavior, buyer involvement and implications for retailing Anders Parment Stockholm University School of Business, Stockholm University, Department of Marketing, S-106 91 Stockholm, Sweden a r t i c l e i n f o Available online 29 January 2013 Keywords: Generational cohorts Generational marketing Market segmentation Generation Y Baby Boomers Consumer behavior Purchase involvement Retail strategies abstract This paper presents some significant empirical findings about generational cohorts and their shopping behavior. Marketing has long relied on the use of market segmentation. While birth age has been a useful way to create groups, it describes segments but does not help to understand segment motivations. However, environmental events experienced during one’s coming of age create values that remain relatively unchanged throughout one’s life. Such values provide a common bond for those in that age group, or generational cohort. Segmenting by ‘coming of age’ age provides a richer segmentation approach than birth age. This study compares two significant cohorts: Baby Boomers and Generation Y, with respect to their shopping behavior and purchase involvement for food, clothing and automobiles. For the three types of products, Baby Boomers value the retail experience and in-store service higher than Generation Y. For Baby Boomers...
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...Sport MarHeting Quarteriy, 2006, 15, 184-189, © 2006 West Virginia University Nike's Corporate Interest Lives Strong: A Case of Cause-Related Marketing and Leveraging Colleen McGlone and Nathan Martin ( involved in CRM, as well as addresses ethical dilemmas that may arise when these campaigns are being considered by both corporations and non-profit organizations. Nike's Corporate Interest Lives Strong: A Case of Cause-Related Marketing and Leveraging Sport Sponsorship Corporate sponsorship of athletes, facilities, and events is not a new phenomenon in the sport marketing wodd. Sponsorship appears td be everywhere, from sponsored stadiums and fields to apparel and clothing. This surge in sponsorship has not only increased the expense of sponsorship, but it has also created an environment where cutting through advertising clutter has become more difficult. With changing consumer habits and the need to target specific lifestyle segments, corporations are looking to use s]5ort sponsorship more frequently as a means to meet a variety of objectives (Belch & Belch, 1995; Shimp, 1997). Specifically, sport sponsorship is "a business relationship between a provider of funds, resources, or services and a sport event or organization, which offers in return specific rights that may be used for commercial advantage" (Howard & Crompton, 2004, p. 434). Of all the commercial advantages a corporation may seek to exploit through sport sponsorship (e.g. image building, brand building,...
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...Carpe Antoine Does CSR (Corporate Social Responsibility) have a real impact outside of marketing ? « For each product bought, a tree planted ». In 2011, the french firms Danone and Casino, as many others, answered the SOS Sahel association call to fight massive deforestation. This operation was an environmental success, and allowed more than one million trees to be planted in different areas. But it also was a marketing success, boosting the sales of the participitating firms. This is a perfect example of CSR. This concept of corporate self-regulation integrated into a business model emerged in the 1960’s, and encompass different fields, such as environmental sustainability, ethical marketing practices or community involvement. If CSR looks at first like a good way of exiting the old « all profits » business model by mixing different considerations, it has also been very criticized, some consumers associations seeing it just as a new marketing plea to increase sales, without a slightest calling into question of the classic business model. It seems that, although CSR stays mainly used as a marketing pretext (I), it sometimes have a big impact outside of the firms main goals (II). I – CSR mainly used as a marketing pretext There is no social involvement without advertisement of it. This fact proves by itself that the improvement of the firms reputations is always targeted while taking CSR measures. Most of the companies first proceed to an estimation of the impact on sales...
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