Editorial

Citation

Leventhal, R.C. (2006), "Editorial", Journal of Consumer Marketing, Vol. 23 No. 6. https://doi.org/10.1108/jcm.2006.07723faa.001

Editorial

What does the concept of value mean to a consumer? If we accept the idea that value may mean a product or service having material worth, or perhaps relating to some type of monetary measurement, then we can begin to appreciate the complexity of trying to comprehend how a consumer evaluates a purchase based upon this concept. In addition, an individual’s values may also guide their attitudes and behaviors. And of course, when we include culture into the formula, the idea of appealing to the global consumer becomes more complex. Apparently there is no simple formula that will tell us how a consumer may accept values such as conformity, youthfulness, fitness and health, practicality, individualism, etc. However, the ability to measure such values and using this information in a carefully structured strategy may provide us with an effective way to reach our consumers.

Gupta and Pirsch examine the concept of cause related marketing. The authors examine the relationship between a company, a cause, and a customer and how a fit between these three groups influences consumer response via generating a positive attitude toward the company-cause alliance and purchase intent for the sponsored product. The authors suggest that when building a cause-related marketing program, a marketing manager should select a cause that makes sense to the consumer to be a partner in the alliance, build a general positive feeling toward their brand, and limit any self-serving promotion of the cause-related marketing alliance to the target consumer population.

Piron examines what Chinese consumer value most among their possessions. Because China’s contemporary culture is rapidly changing, what motivates the younger generation is of great interest, since they have been raised in a nation governed by an all-controlling Communist party that orchestrates an openly capitalistic, materialistic societal development. It would serve marketers well to better understand the result of “Socialism with Chinese characteristics” so as not to fail in their efforts at expanding their entry into China’s marketplace.

O’Loughlin and Szmigin examine current attitudes, motivations and behaviors in relation to student credit and debt consumption in the UK and Ireland. Their research identifies key contextual factors associated with the credit-friendly environment in which students live in addition to shedding light on student orientation towards credit and debt, with specific conclusions for future student debt. Perhaps marketers targeting this particular segment of the marketplace should consider creating an environment where good student financial capability and management is developed and facilitated through increased financial education and regulation. This factor should be considered from a global perspective as well.

Shoham and Dalakas examine the influence tactics used by adolescent children and parental yielding to these tactics outside of North America. Their study involving Israeli adolescents found that this group used rational tactics more than emotional tactics for two specific product categories – breakfast cereal and athletic shoes. Parental yielding followed the same pattern. One practical implication may be is that parents are more likely to respond to rational rather than emotional tactics. Also, parents not yielding to emotional tactics like “guilt trips” may be quite common from a global perspective.

Williams and Koepke examine perceptions of theme lines for media campaigns to promote awareness of Medicare information sources in the USA. The authors identified two important themes, “answers to your health care questions” and “helping you help yourself”. The authors employed a Q-sort methodology to identify [relevant] theme lines and to analyze the data (employing a major software package). They posit that using this methodology would be of value to identify theme lines to target different information audiences for advertising and marketing communication campaigns.

Included in this issue you will also find our Misplaced marketing section, a Book review, and our Computer currency section.

Richard C. Leventhal