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1 – 7 of 7Stanley Widrick and Eugene Fram
Describes how negative products/services are perceived by consumersas an unpleasant necessity to avoid or reduce a disutility, the negativeconcept being based on the behavioural…
Abstract
Describes how negative products/services are perceived by consumers as an unpleasant necessity to avoid or reduce a disutility, the negative concept being based on the behavioural modification phenomena of negative reinforcement. Examines empirical data on 14 product categories associated with negative perception. Suggests a pragmatic method for marketers to distinguish between negativeand positive products in order to aid the making of effective strategic and tactical decisions for promotion, distribution, sales training and pricing.
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Stanley Widrick and Eugene Fram
Negative products/services are seen by customers as an unpleasant buying necessity to avoid or reduce some disutility. The negative concept as it relates to products/ services is…
Abstract
Negative products/services are seen by customers as an unpleasant buying necessity to avoid or reduce some disutility. The negative concept as it relates to products/ services is based on the behavioral modification phenomena of negative reinforcement. Empirical data are presented in this article, which places fourteen product categories relative to the degree of negative perception associated with them. This procedure provides a model by which marketing executives can empirically determine whether their products/services are viewed as negative ones. This article is designed to: 1. Discuss the operant conditioning concepts of positive and negative reinforcement as they relate to purchasing and consumption behavior. 2. Suggest a pragmatic method for marketing practitioners to make distinctions between negative and positive products. 3. Aid marketers in examining the difference between the two to support the making of effective strategic and tactical decisions.
Patricia Sorce, Victor Perotti and Stanley Widrick
This paper examines the shopping and buying behavior of younger and older online shoppers as mediated by their attitudes toward internet shopping.
Abstract
Purpose
This paper examines the shopping and buying behavior of younger and older online shoppers as mediated by their attitudes toward internet shopping.
Design/methodology/approach
Over 300 students and staff from a US university completed a survey regarding their online shopping and buying experiences for 17 products.
Findings
The results show that, while older online shoppers search for significantly fewer products than their younger counterparts, they actually purchase as much as younger consumers. Attitudinal factors explained more variance in online searching behavior. Age explained more variance in purchasing behavior if the consumer had first searched for the product online.
Research limitations/implications
The limitations of the present research are threefold. First, the sample was restricted to university faculty, staff and students. Second, a better measure of the hedonic motivation construct is needed. Third, additional independent measures such as income should be included to understand the additional demographic factors related to online purchase.
Practical implications
Retailing managers can make use of the results as describing multifaceted nature of online shopping and buying behavior. Age differences (in both directions) were seen for many product categories. In addition, results indicate that how one measures online shopping impacts on one's understanding of age effects on internet shopping. Age was negatively correlated with online pre‐purchase search but was positively correlated with online purchasing when pre‐purchase search behavior was taken into account.
Originality/value
The present study advances knowledge of the nature of the relationships among age, attitudes, and online shopping and buying behavior.
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Eugene H. Fram and Andrew J. DuBrin
This article describes an empirical investigation of a relatively new marketing concept, the Time Guarantee, as implemented by an automobile dealership. Results suggested: …
Abstract
This article describes an empirical investigation of a relatively new marketing concept, the Time Guarantee, as implemented by an automobile dealership. Results suggested: • Consumers regarded the Time Guarantee as a feature that could prompt them to differentiate sellers. • Consumers in a variety of demographic categories placed a high value on time. • Consumers viewed the Time Guarantee as a benefit which should be included in the price paid for the product.
Sharon-Marie Gillooley, Sheilagh Mary Resnick, Tony Woodall and Seamus Allison
This study aims to examine the phenomenon of self-perceived age (SPA) identity for Generation X (GenX) women in the UK. Squeezed between the more ubiquitous “boomer” and…
Abstract
Purpose
This study aims to examine the phenomenon of self-perceived age (SPA) identity for Generation X (GenX) women in the UK. Squeezed between the more ubiquitous “boomer” and “millennial” cohorts, and now with both gender and age stigma-related challenges, this study looks to provide insights for understanding this group for marketing.
Design/methodology/approach
This study adopts an existential phenomenological approach using a hybrid structured/hermeneutic research design. Data is collected using solicited diary research (SDR) that elicits autoethnographic insights into the lived experiences of GenX women, these in the context of SPA.
Findings
For this group, the authors find age a gendered phenomenon represented via seven “age frames”, collectively an “organisation of experience”. Age identity appears not to have unified meaning but is contingent upon individuals and their experiences. These frames then provide further insights into how diarists react to the stigma of gendered ageism.
Research limitations/implications
SDR appeals to participants who like completing diaries and are motivated by the research topic. This limits both diversity of response and sample size, but coincidentally enhances elicitation potential – outweighing, the authors believe, these constraints. The sample comprises UK women only.
Practical implications
This study acknowledges GenX women as socially real, but from an SPA perspective they are heterogeneous, and consequently distributed across many segments. Here, age is a psychographic, not demographic, variable – a subjective rather than chronological condition requiring a nuanced response from marketers.
Originality/value
To the best of the authors’ knowledge, this is the first formal study into how SPA identity is manifested for GenX women. Methodologically, this study uses e-journals/diaries, an approach not yet fully exploited in marketing research.
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