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Emerald Group Publishing Limited
Copyright © 2008, Emerald Group Publishing Limited
Article Type: Editorial From: Journal of Consumer Marketing, Volume 25, Issue 2.
Many times when we consider how a consumer decides what product or service that they would like to purchase/use, our attention is focused more on that particular product/services than it is on the consumers’ environment. We know that there are many environmental factors that affect a consumer’s choice, but do we really understand the role that such factors play in the consumer’s final selection? It really does not matter where a consumer lives, be it in an industrialized society, or a developing society (where the consumption rate among inhabitants is being cultivated), trying to determine specifically what is going to affect consumer choice cannot be left up to chance. And just because you have succeeded in the past, does not automatically guarantee you future successes.
Chan examines how perceptions of truthfulness of television advertising and perceptions of brands vary among urban and rural children in Mainland China as well as to get a better understanding of how such children determine whether [television] commercials are true. The findings of the author’s study may serve as an advertising guideline for marketers and advertisers that target both urban and rural children in China.
Xue investigates the moderating role of product involvement in predicting the effect of self-concept and consumption on consumers’ situational decision making. The findings of this study can help marketers to better understand the underlying mechanism for the impact of self-congruity and situational congruity.
Hamzaoui Essoussi and Zahaf examine the concept that substantial changes in the organic food sector, especially as it pertains to the Canadian organic food market, are showing promising trends. However, community organic food markets are different form organic food mainstream markets. The authors examine the idea that it might be best to develop an understanding and analysis of the “community organic food market”. The authors also identified five themes that have emerged as they relate to this developing concept. This study provides some insights in terms of the market mix and target marketing of organic food niche markets.
Kwon, Lee and Kwon investigate the effects of perceived product characteristics (i.e. involvement, product type and switching costs) and consumer value consciousness on private brand purchase intent. The authors believe that private brand marketing strategies should be designed to reduce the level of product involvement and switching costs, and to increase consumer perception of search properties.
Ferguson and Hlavinka examine differences in loyalty-program participation among key consumer segments. Their research reveals that personalization is key to driving participation in contemporary loyalty marketing programs. Companies must identify the individual and tailor rewards, offers and benefits-constructing a “difference engine” to serve all markets, build advocacy, retention and return-on-investment.
In this issue, you will also find our other on-going sections Misplaced marketing, Book reviews and Internet currency.
Richard C. Leventhal