Marketing artertainment : are museums jumping on the bandwagon

The purpose of this paper is to argue that greater awareness of the traditions and innovations in marketing language, as exemplified in museum marketing, leads to enhanced ability to understand branding as a strategic tool. Successful art galleries can be thought of as branding “artertainment", actively engaged in bringing the art world and popular culture together in a competitive aesthetic arena. This paper sees branding straddling culture and linguistic criticism to look at its complex underpinnings in verbal and linguistic processes that link to larger socio-cultural issues on how brands work. It generates novel concepts and develops theory for marketers.

A situational model development in hospitality retailing : the case of Irish pubs

Although importance of situational influences on consumer behaviour has been recognised for some time, little research has been conducted into their effects on hospitality retailing. Over the past decade the Irish theme pub sector has enjoyed extensive growth, which recent studies attribute to the situational components inherent within the environment. This study identities and evaluates the situational components that influence consumers within Irish theme pubs and gauges impact of each of the dimensions of an established situational model on customer behaviour using gender and age cohorts. A three phase, mixed method research design was used and respondents were selected from six Irish theme pubs in Melbourne. The study found that both physical and social situational components have a significant influence in attracting, serving and satisfying the needs of consumers.

Just do it? Branding, fashion and globalisation. A teaching and learning unit in global citizenship for the middle years

Presents to teaching guide on global citizenship for the middle years in Australian schools. Position of young people in consumerism; Impact of advertising on young consumers; Attitudes of students toward global branding.

Congratulations, you're pre-approved! : an analysis of credit limit upselling letters

Consumer Action commissioned Dr Paul Harrison, Deakin Business School, Deakin University and Marta Massi, School of Marketing and Communication, Lumsa University (Rome), to study the psychological aspects of one form of credit marketing – unsolicited credit card limit-increase offers (UCCLIOs). The researchers studied 21 UCCLIO letters – 17 provided by consumers and four provided by banks – and applied theories developed from previous research in the fields of marketing, consumer behavior, behavioural economics and cognitive psychology, to describe likely ways in which UCCLIO’s influenced consumer behavior and decision making. The researchers make some recommendations from a behavioural perspective based on their findings, and Consumer Action proposes how these findings might be applied to consumer policy.

Defining and operationalising brand salience

Consumers make decisions using the information that is available to them most readily. This thesis examined the determinants and consequences of top-of-mind consumer brand awareness for fast-moving consumer goods, services, and durables. The findings have implications for marketers with regard to the design of their brand communications.

The effects of cultural values in word-of-mouth communication

When new products and brands are introduced into other cultures, the speed and extent of the product's acceptance are important concerns for marketers. The spread of positive word of mouth (WOM) and the lack of negative WOM about the product or brand by early adopter groups are critical to the product's successful diffusion in a population. This is the first study to investigate the effects of consumers' cultural values on their WOM behavior. Data analysis from two samples indicates that the pattern, type, and target receivers of consumers' WOM activity depend on their cultural values. The authors use Hofstede's four cultural dimensions to test the effects of cultural values on WOM behavior to social in- and out-groups. They find that all four dimensions have significant effects on WOM engagement to those groups. Although the authors could not determine the causal nature of the relationships because of the sample design used, they argue that marketers should monitor the cultural values of their market to anticipate in- and out-group discussions and the choice of appropriate brand communication strategies in other countries.

Future research directions in tourism marketing

Purpose – The purpose of this paper is to formulate and discuss future research avenues for the marketing of tourism services.

Design/methodology/approach – The approach taken in the paper is to review the relevant literature and focus on the key themes most important for future research on tourism marketing.

Findings – The paper finds that there are a number of research avenues for tourism marketing researchers and marketing practitioners to conduct investigations on but the most important areas are consumer behavior, branding, e-marketing and strategic marketing.

Practical implications – The paper is relevant to tourism firms and destination management organizations in the development of marketing activities/capabilities to increase their customer base. In addition, as this paper takes a global perspective it is also helpful to compare different international research directions.

Social implications – Changing demographics and the aging of the global population mean different marketing approaches will be needed to market tourism services to older consumers and also consumers from developing countries such as China and India.

Originality/value – This paper is a key resource for marketing practitioners wanting to focus on future growth areas and also marketing academics interested in tourism marketing that want to stay at the forefront of their research area of expertise.

Consumers' need for uniqueness : scale development and validation

Consumers acquire and display material possessions for the purpose of feeling differentiated from other people and, thus, are targeted with a variety of marketing stimuli that attempt to enhance self‐perceptions of uniqueness. Because the pursuit of differentness (or counterconformity motivation) varies across individuals to influence consumer responses, we develop and validate a trait measure of consumers’ need for uniqueness. Consumers' need for uniqueness is defined as an individual’s pursuit of differentness relative to others that is achieved through the acquisition, utilization, and disposition of consumer goods for the purpose of developing and enhancing one’s personal and social identity. Following assessments of the scale’s latent structure, a series of validation studies examines the scale’s validity. The presentation of empirical work is followed by a discussion of how consumers' need for uniqueness could be used in better understanding consumer behavior and the role consumption plays in people’s expression of identity.

Latent variable models of need for uniqueness

The theory of uniqueness has been invoked to explain attitudinal and behavioral nonconformity with respect to peer-group, social-cultural, and statistical norms, as well as the development of a distinctive view of self via seeking novelty goods, adopting new products, acquiring scarce commodities, and amassing material possessions. Present research endeavors in psychology and consumer behavior are inhibited by uncertainty regarding the psychometric properties of the Need for Uniqueness Scale, the primary instrument for measuring individual differences in uniqueness motivation. In an important step toward facilitating research on uniqueness motivation, we used confirmatory factor analysis to evaluate three a priori latent variable models of responses to the Need for Uniqueness Scale. Among the a priori models, an oblique three-factor model best accounted for commonality among items. Exploratory factor analysis followed by estimation of unrestricted three- and four-factor models revealed that a model with a complex pattern of loadings on four modestly correlated factors may best explain the latent structure of the Need for Uniqueness Scale. Additional analyses evaluated the associations among the three a priori factors and an array of individual differences. Results of those analyses indicated the need to distinguish among facets of the uniqueness motive in behavioral research.

Young adults and politics: investigating factors influencing voter decision making

Many parallels have been drawn between politics and marketing; however, the application of consumer behavior decision making to voter decision making is still an important research focus. Results from general elections around the world show that the turnout among young adults tends to be lower than in the general electorate, suggesting low interest and involvement in politics. This qualitative study investigated low-involvement decision making of young adult voters in Australia. Data were compiled from semistructured face-to-face interviews conducted with 29 young adults to explore their views, and NVivo software was used to assist with thematic analysis. Findings suggest that with low-involvement voter decision making, perceived knowledge and passive information seeking are important factors. Exposure to the media also plays an important role, and young voters rely more on traditional media such as newspapers and television than on social media for current political information.

Nationalism and ideology in an anticonsumption movement

In this research we examine the role of the nationalist ideology of swadeshi in a contemporary anticonsumption movement and show that its deployment is linked to the experiences of colonialism, modernity, and globalization in India. Specifically, we offer a postcolonial understanding of reflexivity and nationalism in an anticonsumption movement opposing Coca-Cola in India. This helps us offer an interpretation of this consumer movement involving spatial politics, temporal heterogeneity, appropriation of existing ideology, the use of consumption in ideology, and attempts to bring together a disparate set of actors in the movement.

How usage influences young adult voting decision-making: an SEM analysis

Political marketing is increasing in importance as a field of study, and despite decades of study, researchers suggest that still more focus needs to be on the voter as a consumer. This article addresses the need by analyzing consumer voting decision-making. Voting decision-making research by O’Cass (2002a) and O’Cass and Pecotich (2005) was replicated and extended specifically for young adult (ages 18–25) voters using quantitative data collected in Australia using a self-completion survey. This model was adapted to include an additional construct of commitment to voting, then tested across two groups of young adult voters: those who previously voted for the current political party in power and those who did not. Structural equation modeling was used to compare lower-involvement voting decisions of the two groups of young adults. The results showed that an influential factor on young voter decision-making was their previous behavior, or usage, of the political party. This was especially strong in voters who had previously voted for the current party in power. Those who did not vote for the current party in power required more steps in deciding whom to vote for. Implications for political marketing practice are also provided.

Sensory and Marketing - Partners for life

Sensory and marketing groups co-exist in many medium to large food companies. The roles of sensory departments vary from an integrated group fully embedded in new product development to those who are mainly involved in quality assurance. The idea that sensory groups should just support, rather than lead new product development by providing their services to marketing and product developers is becoming a highly challenged view. During the meeting delegates including academics, market research agencies as well as company sensory scientists discussed ways to facilitate the marriage between marketing and sensory - a relationship in which both partners are equal will result in great offspring, or products in this case

Predicting consumer innovative behavior using alternative theories and likelihood measures: a longitudinal study

This paper reports on a longitudinal study of consumers, where two dominant theories that purport to predict innovative behavior are applied and compared directly, using a methodology suggested as ideal by past researchers. Predictions made prior to launch were then evaluated against multiple measures of purchase likelihood, and against actual adoption behavior up to 12 months after launch. The results of this study suggest that perceptions of the innovations characteristics (PIC) predicted the selfreported likelihood of adoption better than the Domain Specific Innovativeness (DSI) scale, a personality-based measure. Prediction of actual adoption was largely inaccurate and both theories massively over predicted adoption levels, however the DSI scale was slightly more accurate. The conclusions here are that no one theory could make adequate predictions of behavior, that purchase likelihood measures are a poor substitute for measuring actual behavior but that purchase probability scales should be used more often in adoption research.