The age-related labels 50+, seniorand retired are evaluated by a 45+ sample. Results show the appreciation of the terms increases upon entering the 50+ / senior / retirement group and keeps on increasing with age once the treshold age is crossed. The findings that label evaluations are generally...

To examine the impact of offline URL advertising, a quantitative study among internet users and non-users is carried out. For internet users, the results reveal a significant impact on each level of the hierarchy of effects. Respondents remembering an offline URL ad are more aware and have a...

A segmentation of the senior market is presented based on two dichotomous variables: social and professional activity / inactivity. The resulting four groups are labeled socially active employees, socially passive employees, socially active retirees and socially passive retirees. By means of...

This article shows how methods for the analysis of moment structures based on latent variates can be used to investigate theories hypothesizing interactive effects of exogenous constructs on endogenous constructs. Building on the work of Kenny and Judd, the authors discuss the specification of...

Shopper pickiness is an individual difference that is fundamentally associated with how individuals make choices. From lay intuition, we all know someone who is “picky”. Yet to date, research in marketing has neither systematically defined the construct nor provided the means by which to...

We investigate the effects of actual product experiences with typical brand extensions on attitudes toward low- vs. high-equity brands. By using a three-wave longitudinal design, we assess both the immediate and delayed intra-individual influence of an experience with an extension on evaluations...

Investigating a perceptual process in the first essay and evaluative processes in the second essay, this research examines the consumer-brand relationship from a dual perspective (inside-out and outside-in), showing how individual differences in consumers influence how they perceive and evaluate...

The purpose of this dissertation is to investigate how product experiences with a new product affect consumers attitudes toward the brand, the products country of origin (CO), and the other brands competing in the same market place. The dissertation is composed of two essays. Using direct...