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The purpose of this paper is to validate the Higgins regulatory focus/goal orientation questionnaire (RFQ) in the Indian context on a sample of urbanized young Indians: one of the most important consumer segments in India.

Items were validated using exploratory and confirmatory factor analyses, through both parametric and non parametric approaches to estimation.

Scale validity and reliability was established in the Indian context.

A sample of 152 final year students enrolled in professional courses, conforming to the characteristics of urbanized young Indians, was used. Consumers' goal orientation may now be successfully measured in the Indian context.

Marketers may use the questionnaire to measure consumers' goal orientation and design products and advertisements catering specifically to promotion and prevention oriented customers. According to Cesario, Grant, and Hissing and Avnet and Higgins, this is important as message persuasiveness and product evaluation is dependent on consumer's goal orientation.

Given the aspirational and goal directed nature of the dominant consumer segment of young Indians in India, it is essential that regulatory focus is measured well. This study establishes the validity of the scale for young Indians whose chronic regulatory focus can now be measured effectively.

Over the past 30 years there has been a growing interest in fiction by Native American authors. An increasingly diverse crop of Indian writers have produced innovative and sometimes controversial works, but often critics, readers and the book publishing community have concentrated their attention on older, more established writers. This article identifies younger and up‐and‐coming Native American authors, many of whom are producing major literary works, but have not received the attention they deserve. The article also discusses ways researchers and those involved in collection development can track down information on rising Indian authors and their novels.

The purpose of this paper is to examine the structure of employment in the most urbanized state in India during the period 1983-2010. The paper also analyses the determinants of growth of farm employment in urban areas in the state of Tamil Nadu.

The paper compares trends in employment in Tamil Nadu with that of the country as a whole. In order to see whether there is evidence of Lewisian labor transfer, the study examines labor transfer between sectors and percentage distribution of workers in the rural and urban areas.

The paper finds that employment in the entire non-agricultural sector slowed down in 2009-2010 compared to 2004-05 in Tamil Nadu. The share of employment in primary sector in urban areas increased more sharply, experiencing slow economic transformation in the post-reform years. The analysis reveals that rapid rural-urban transformation could be one reason for more people in the primary sector in urban areas.

Studying the employment structure at the district level, for which analyzing the district-level data collected and published by state’s Bureau of Economics and Statistics is required, would be helpful to discern a deeper influence of urbanization on structure of employment.

The results suggest that the issue needs further examination with analysis of the district-level data. Policy reforms should, therefore, be suitably oriented toward tapping the employment potential of both unorganized and organized segments in manufacturing, trade and services sectors. It is also necessary to ensure robust economic growth that creates decent jobs for all young educated people in the state.

The study explains the domination of farm employment in urban Tamil Nadu. Tamil Nadu is considered to be the most urbanized state in India. The reason for an increase in the share of primary sector employment in urban areas of Tamil Nadu is due to high urbanization in the post-reform periods.

This paper explores issues surrounding the under‐representation of people from the Gujarati community in mental health statistics and services in the UK and asks why people from the Gujarati communities are less likely to seek assistance for mental health problems. It is well known that members of the African‐Caribbean community are over‐represented in mental health statistics, and this is attributed to factors such as racial discrimination, social adversity and stress of migration. However, members of the Gujarati community have also been exposed to these hardships, but are not similarly represented in the mental health statistics. The paper explores a selection of the key literature. Two questions are considered: first, whether this group genuinely has very good mental health (and if so why); and second, whether there are any factors that hold members of this community back from seeking help.

The purpose of this paper is to trace the personal and intellectual evolution of the author via an autobiographic approach.

Personal, reflective, interpretive, historical narrative.

For the author, the writing of this paper opened new and reflective windows on personal and intellectual evolution, and similar effects may happen with some of the readers.

Some of the critical directions suggested herein could possibly inspire innovative critical marketing work.

There may be some insights on how to blend observations of the world at large with critical theories gleaned from the literature.

The paper offers reflections of the unequal, unjust state of the world, and this could inspire others to seek innovative ameliorative pathways.

As an autobiographical narrative, this paper – by definition – is original and unique.

The purpose of this paper is to facilitate the use of public communication in the development of healthy food plans for consumers. This research aims to investigate whether the influence of “fit” to individuals’ goal pursuit strategies on the effectiveness of advertisement frames can intensify persuasion to consume healthy (virtue) foods or restrain the consumption of unhealthy (vice) foods in health promotion.

Two experiments were conducted to investigate how goal-framed messages for different food types affect consumer decision making by moderating regulatory focus.

The results demonstrate that the compatibility between the mere exposure to virtue (vice) food in a negative (positive) frame drives the effectiveness of a given goal framing. However, when additional regulatory focus is added, the fit in the vice/promotion and virtue/prevention condition causes the effect of framing to disappear. Moreover, the unfit in the virtue/promotion and vice/prevention condition suppresses the virtue (vice) preference in the positive (negative) frame.

These findings suggest that under different valence framing, advertising messages provide different amounts of persuasion in virtue/vice conditions and the moderation effect of regulatory fit on framing to influence virtue/vice food preference.

Public policy executives and marketers can increase the likelihood that consumers will make healthy food choices by fitting goals to strengthen persuasion. The unfitted goal orientation between food and regulatory focus enhances the framing effect leading to food preference changes.

The framing effect disappears when additional regulatory fit the food type, but is enhanced when additional regulatory focus does not fit the food type. By bringing fit into the frame and the virtue/vice food type, this research extends the notion of regulatory fit into three pairs of given goal orientations on the persuasiveness of message framing to health-related communication. It provides a substantial explanation underlying persuasion to promote a greater understanding of virtue/vice food preferences.

Increased competition among different retail formats has led mall managers to focus on mall promotional activities to attract shoppers to malls. The purpose of this paper is to understand Indian mall retailers views on mall events and its role in improving traffic, sales and mall image.

The current study used a qualitative to decipher mall retailers’ views regarding mall events. In total, 36 in-depth interviews of mall retailers across 13 metropolitan and non-metropolitan cities (Tier-I and Tier-II) were conducted to develop a comprehensive understanding of mall events organized by Indian mall managers.

The findings revealed that mall events were categorized under six different types: product launch events, events organized to promote the social cause, commemorate festivals, celebrity nights, events organized by retailers in malls and theme events. There were differences in the nature of events used by malls in bigger and smaller cities across India. The nature of mall events varied according to regional, cultural and lifestyle factors across the country.

Mall managers can use the insights from the study on mall events for segmenting and targeting strategies. The different types of mall events can be used for improving footfall, sales and mall image. The study findings employ a grounded theory approach to understand mall retailers’ views on mall events. Future research can be directed toward understanding mall managers’ and consumers’ opinions about the relevance of mall events in improving footfall and profitability of malls.

Extant research has looked at mall events, their role and efficacy in a consolidated manner. The current study attempts to segregate the events organized by mall management into distinct categories and provide linkages of these categories concerning mall image and traffic.

Through structural equation modeling, Fishbein and Ajzen's modified theory of reasoned action model (TORA) is used to study the impact of innovation on Indian consumers’ purchase behavior of new processed foods. The results indicate that subjective norms are a key factor in understanding Indian consumers’ new food purchase decisions regardless of their level of innovation. Specifically, subjective norms are found to have direct effects on attitudes, intention to buy, and purchase behavior for new processed food products. Surprisingly, attitudes have little effect on less innovative consumers’ intention to buy. Additionally, product familiarity had a significant impact on Indian consumers’ attitudes, subjective norms, intention to buy, and, ultimately, purchase behavior of the low innovator and high innovator groups. Marketing implications are discussed.

Most conventional financial products currently on offer to Muslims in the Indian market are incompatible with Islamic religious principles; there is a recognized demand for alternatives within this niche community. India has the third largest Muslim population in the world – 155,477,386 in 2011. The purpose of this paper is to present the status of marketing activities of Shari'ah‐based investments and a comprehensive analysis of avenues for Islamic investments in India.

In India, Islamic investment is gathering pace as Muslims in the country are becoming more vocal in their demands for greater self expression. Hence, there is a great potential in India itself. Even if a small percentage of this population can be pressured to invest in the Islamic investments, the amount of money that can be brought into the system could be enormous.

The findings reveal the emergence of Islamic investment opportunities on Shari'ah‐based investments in India. This paper also provides suggestions for enhancement of Islamic investment opportunities in India.

With a sound economic base and with hundreds of companies complying with Shari'ah norms, India offers a huge opportunity for Islamic equity investment. If performance as a parameter is considered, it is observed that Shari'ah‐compliant investments, being low in debt and having sound fundamental principles, tend to perform better, hence large non‐Muslim investors should take the benefit of these socially responsible and above par performing Islamic investments.