Understanding culture, motivation, and ethnic consumer behavior

Understanding ethnic consumer behaviors through a case study of good practice and their innovative marketing strategies to ethnic consumers is important. Surprisingly, little has been done to discuss which practices and strategies may work best when marketing to ethnic consumers. This chapter presents a case study of the Immigration Museum (Melbourne, Australia) and how the organization uses strategies to promote their products and programs to ethnic consumers. The case study and in-depth interviewsare the methods used. In this chapter, the authors argue that a combination of Alferder’s and Schwartz’s theoretical frameworks help museum marketers understand behaviors of ethnic groups, thereby using appropriate marketing strategies in encouraging their consumption. This chapter extends current marketing literature on consumers’ motivation, drive, and needs, and non-profit marketing, and validates selected motivational theories. It also provides practical implications for marketers of non-profit organizations.

Explaining the environmentally sustainable consumer behavior: a social capital perspective

Purpose - The purpose of this study is to examine the effects of social capital within a community on the adoption of consumer eco-behaviour or environmentally sustainable behaviour of consumers. The authors draw on the behavioural perspective model (BPM) of consumer behaviour and social capital theory in arguing that social capital shapes a consumer's knowledge of environmental issues and pro-environmental attitudes, which in turn influence a consumer's perceived capability to engage in eco-behaviour. Design/methodology/approach - This study uses partial least squares approach to structural equation modelling of survey data involving 1,044 consumers in the Philippines. It involves testing of a measurement model to examine the validity and reliability of the constructs used in the study. This is followed by testing of the structural models to test the hypothesised relationships of the constructs. Findings - The results suggest the substantive influence of social capital on environmental knowledge, pro-environmental attitudes and eco-capability. Both knowledge and attitudes have positive effects on eco-capability, which in turn positively shapes eco-behaviour. Research limitations/implications - Future studies can examine how social capital as a multi-dimensional construct impacts context-specific consumer behaviour. Practical implications - Social and environmental marketing may focus on social network activation to encourage eco-behaviours of consumers. Social implications - Findings highlight the role of social capital within one's community as a resource channel to encourage environmentally responsible consumer behaviour. Originality/value - The study extends the BPM by offering a social capital view as a more nuanced explanation of consumer eco-behaviour.

Sport consumer behavior research: improving our game

Sport consumer behavior (SCB) research continues to grow in both popularity and sophistication. A guiding principle in much of this research has focused on the nature of sport-related experiences and the benefits sport consumers derive from these experiences. This emphasis has generated new knowledge and insights into the needs and wants of sport consumers. Although these efforts have contributed to the field's understanding of SCB, the vast majority of this research has centered on psychological phenomena and the evaluative and affective components of these sport experiences. Approaches to this work have also narrowed, with SCB research predominately relying on cross-sectional studies and attitudinal surveys to collect information. This has resulted in limited findings that seldom account for how various situational or environmental factors might influence attitudinal data patterns at the individual and group level. This special issues seeks to deepen our understanding of SCB by providing seven papers that demonstrate or validate findings using multiple studies or data collections.

Sport consumer typologies : a critical review

The desire to understand the behavior of sport consumers has been a long-standing goal for sport marketers. This paper critically examines models of sport consumption by undertaking a comparative analysis of the major works completed to the present time. It is suggested that while past works have identified important motivational and behavioral differences, they frequently provide only partial explanations of sport consumer behavior. They are often constrained by an overemphasis on social-psychological traits, and give only limited attention to the cultural and economic context in which behaviors take place. Moreover, they rarely explain how fans might move between different segments, or how relationships with sport teams are formed in the first place. Sport consumer research will be enhanced by a more holistic analysis of values and beliefs that illuminates some of the more shadowy aspects of sport consumer formation, commitment, identity, and game attendance patterns.

Consumer behaviour

The third edition of this Australian text continues to convey the essence of consumer behaviour and to connect psychological, socio- cultural and decision making aspects of the discipline. While the book is based on the American edition of Schiffman, it has been heavily adapted to suit the Australian market.

Consumer behaviour : an Asia Pacific approach

Applies behavioural science concepts to the understanding of the activities of individuals in the marketplace. It contains diverse and balanced coverage of consumer behaviour research in theory and application.

Brand affinity and consumer repurchase behaviour : an empirical analysis

This research established a construct termed brand affinity, comprising the measures of anticipation of usage, social attraction, commitment, loyalty, and trust. In the context of a highly uncertain, intermittently available service, it was found that brand affinity had greater influence over consumers' repurchase intentions than the typical antecedents of overall and attribute level satisfaction.

Psychological study of consumer novelty seeking and mass media consumption

The thesis integrates theory from psychology and marketing, finding that those with an innate desire to seek out information on new products / brands are motivated to do so by aspects of regulatory focus, needs for uniqueness, and their susceptibility to interpersonal influence. In turn, these people consume more media and have higher information exposure.

The effectiveness of life-cycle pricing for consumer durables

This quasi-experimental study examines consumer reactions to including projected energy and carbon costs in print ads for a TV, using an online survey of 2566 Australian consumers. This study determines whether consumers' temporal orientation (past vs. future) moderates these reactions. Participants rate ads that include both energy and carbon costs as the most useful for buying a TV and as having higher perceived value. However, this fact does not affect likelihood of purchase. Participants with a high temporal orientation to the past react less favorably to ads that include carbon costs. This study shows that informing consumers about life-cycle costs does not substantially affect purchase decisions for durable goods but affects perceptions of value and usefulness of pricing information in ads.

Sensory and consumer research update : Sweet taste and diet

There is much attention on sugar in the food supply given the recent sugar tax in Britain. Sugar remains a controversial, yet much loved ingredient. A new comprehensive study from Deakin University Centre for Advanced Sensory Science (CASS) looked at the relationship between sweet taste function, diet and anthropometry among 60 adults. Low et al used six different sweeteners (glucose, fructose, sucrose, sucralose, erythritol, and Rebaudioside A) and measured detection, recognition threshold and perceived intensity of all the sweeteners in all subjects. They assessed diet in all subjects as well as height, weight and waist circumference.

Sensory and consumer research update : A quick and easy way to gain consumer understanding

To develop new foods or to improve existing products, it is necessary to understand how consumers perceive innovative foods, what their expectations are, which packaging they find most attractive as well as what information positively affects the purchasing decision and the acceptability of present or potential consumers.

Why women shop : secrets revealed

This book is dedicated to women who shop. All retailers and the many industries associated with retail will gain useful knowledge from this book. It will also provide enlightenment for women themselves and their partners who are fascinated by the compulsion to shop. Minahan at Deakin Uni, Vic and Beverland at Uni of Melbourne, Vic.

Behavioral versus demographic predictors of early adoption : a critical analysis and comparative test

Predicting which consumers will be amongst the first to adopt an innovative product is a difficult task but is valuable in allowing effective and efficient use of marketing resources. This paper examines the accuracy of predictions made about likely first adopters based on the most widely accepted theory and compares them to predictions made by examining the relevant past behavior of consumers. A survey of over 1000 consumers examined adoption of an innovative technology: compact fluorescent lightglobes. The results show that variables which were derived from a utility and awareness perspective were a more accurate and managerially useful predictor than the demographic variables derived from the widely accepted theory based on the work of Rogers. It is suggested that these alternative variables could be utilized more readily by marketing managers in many circumstances.

An early painter's persona as metaphor

This article analyses the marketing of an early Australian entrepreneurial female painter as metaphor in the exploration of the brand concept. It does so through the extension of her persona to her art, through examination of her diaries, letters and public documents. The use of the metaphor as a means of promulgating the 'brand as person' is discussed. Thus, the buyer of art chooses a painting with confidence because of the personality projected by the creator of the art work, in the same way as a successful brand of another product might be purchased. This article places the analysis within the context of social change of the time, giving some indication of the market and competitor positions and her motivation for differentiating herself from others. It highlights the conflict that the painter's brand caused to the artist's competitors at the time and how that affected her long-term reputation. The artist's idiosyncratic approach to painting and her vigorous self-promotion as an artist sought a reappraisal of the genre of lowly flower painting in the late nineteenth century.