Understanding consumers is of vital importance and commissioning market research is one way of developing that understanding. However, the author argues that quantitative data alone are not sufficient to provide a real understanding of consumers. Qualitative research studies are being...

Advertising effectiveness depends on good media selection. Media decisions are typically based upon consummatory, or usage, measures. Though perceived usefulness (instrumental media behaviour) is generally ot a consideration, consumers′ perceptions of media types as useful have definite...

As marketing knowledge and market competition increase, so too does the eed for better segmentation. Psychographics can offer greater insights into customer behaviour, but the procedures for identifying psychographic segments are complicated and this may be inhibiting its use. Explores the...

The objective of this paper is to provide a non‐technical introduction to the science of memetics and to suggest how this new discipline may be applied to the design and development of effective marketing campaigns. The technique is based on a neo‐Darwinian evolutionary model of information...

This research explores the existence of consideration sets as a marketing universal by evaluating consideration set sizes for a shopping good in a cross‐cultural context. Previous studies of marketing universals investigated consumers’ use of product quality signals for shopping goods. This...

Purpose The purpose of this paper is to identify whether consumer evaluations of products are influenced by the presence of co-branding with a well-known reputable ingredient brand and whether differences in evaluations are related to the socioeconomic stratum of the consumer....

Purpose Restaurants with limited promotion budgets depend mainly on word of mouth (WOM) among customers. WOM seems particularly important to the marketing of services. This is because services are experiential in nature and difficult to assess before purchase. In the restaurants context there is...

Purpose – Marketers have realized the importance of assessing consumers’ willingness to pay (WTP) before introducing green products across different target audience. The purpose of this paper is to examine the relative influence of consumers’ pro-environmental behaviours (PEBs) and...

Purpose – The purpose of this paper is to assess brand commitment levels demonstrated by luxury brand consumers in China and seeks to identify the most significant combination of antecedents from brand affect, image, value and trust. Design/methodology/approach – A self-completion,...