Table of contents
Misplaced marketing Gardening, pizza, tacos, truck parts and fake jewelry: misuse and misdirection of sex in advertising
Herbert Jack RotfeldLooks at how sex has an effect on advertising, albeit that it is misused and misdirected at times. Stresses that these types of advertisements are aimed at both male and female…
Which decision heuristics are used in consideration set formation?
Michel Laroche, Chankon Kim, Takayoshi MatsuiThis study empirically investigates consumers’ use of five heuristics (conjunctive, disjunctive, lexicographic, linear additive, and geometric compensatory) in the consideration…
Impacts of senior citizens’ lifestyle on their choices of elderly housing
Sung‐hyuk Kim, Hong‐bumm Kim, Woo Gon KimThis study examines how the lifestyle of senior citizens affects their choices of retirement communities. A survey was conducted among 256 potential customers of elderly housing…
DTC pharmaceutical advertising: the debate’s not over
Amy Handlin, Joseph B. Mosca, Dana A. Forgione, Dennis PittaDirect‐to‐consumer (DTC) advertising of prescription drugs is no longer the novel experiment it was during the late 1980s. Liberalization of the Food and Drug Administration…
Family consumer decision making in Israel: the role of teens and parents
Aviv Shoham, Vassilis DalakasThis study replicated an earlier study conducted in the USA and examined Israeli families’ decision making regarding various products and decision‐making stages. The results…
Fads: segmenting the fad‐buyer market
Bryan Lilly, Tammy R. NelsonMarketers occasionally seek short‐term opportunities through marketing fads. The literature offers little guidance to these marketers and is even discouraging by noting that fads…
ISSN:
0736-3761Online date, start – end:
1984Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditors:
- Neel Das
- Mujde Yuksel