当代大学生消费价值观与消费行为的调查研究——北京大学生中的消费主义倾向及有关影响因素研究

The aim of this study was to investigate consuming values and behaviors in Chinese college students, to detect the factorial structure in consuming values, and to explore possible determinants of those values and their effects on consuming behaviors. A total of 778 students from various universities in Beijing were investigated with questionnaire survey. The main results and conclusions are as follows: (1) College students were basically satisfied with their current life and study conditions in university, and their main pressures or stresses were from their studies. They were highly motivated in the development of their academic and life careers, and also valued the importance of family and having children in the future. About 11% of the students had pressures due to less favorable financial conditions of their families. (2) Five basic consuming values were found among college students, namely, “industrious and thrifty-aimed value”, “status and brand-aimed value”, “personal and unique-oriented value”, “relation-aimed value”, and “autonomous-aimed value”. The “industrious and thrifty-aimed value” stands for the traditional consuming values in the culture, and the “status and brand-aimed value” shows an explicit tendency of consumerism. The other three consuming values had moderate relations with both of the two values. (3) There was a high negative correlation between the first two values, which showed both a general acceptance and the main trend of “industrious and thrifty-aimed value” among the students. The basic “status and brand-aimed value” was shown among 3.3% of the students. (4) The consuming values were significantly correlated with life values, indicating that consuming values could be in consistence with or be determined by basic life values. The “industrious and thrifty-aimed value” and the “autonomous-aimed value” were shown as collectivistic values, while the “status and brand-aimed value” and “relation-aimed value” were shown as individualistic values. (5) Consuming values had significant influences on consuming behaviors. (6) The demographic factors such as financial conditions of parents, children of number in family, urban-rural location of family, gender, age, and campus culture could affect consuming values and consuming behaviors of college students in both direct and indirect ways.

品牌表现评价反应时与关注特性的关系

The decision making of customers has been a great concern in the field of customer research. Although China has entered the era of brand consumption and development, due to the different understanding of the regarded attributes between companies and customers, the phenomenon of “The awarded products don’t sell well, but the products which sell well can’t get the award.” appears. At the same time there is little research on the relationship between the brand and the customers has been conducted in China now. Traditional research on customer psychology employ questionnaires, depth interview and group discussions as the major methods. In cognitive psychology, the limitation of explicit memory has been revealed by implicit memory; moreover, unconscious cognition and implicit memory can also influence customers' remark of the brand. Therefore, the traditional methods are not accurate enough. Reaction time is an effective way to reveal testing equality, and it can also reveal implicit cognition. Based on the researches intends to investigate the validity of attention attributes in the method of reaction time by questionnaires and time reaction testing of 360 customers in 3 cities, which may, probably, overcomes the limitation of the traditional research methods. The 352 valid samples were analyzed by SPSS. The results showed there was no distinct corresponding relationship between the product attributes and reaction time. The different key attributes from questionnaire importance rating and the shortest reaction time standards were used to regressively analyze the results of customers’ overall rating (such as overall satisfaction,objective quality, recommend intention).The results indicated that the coefficiency of regression of the special attributes chosen from reaction time to overall rating was distinct, while the coefficiency of the special attributes chosen from importance rating to overall rating was not. The main conclusions are: 1. Regarded attributes can be obtained by the reaction time of brand performance rating. 2. Regarded attributes obtained by the reaction time of brand performance rating are more accurate than those by importance rating questionnaires. 3. The brand’s core attributes should includes regarded attributes during the decision making process.

不同类型量表的线上调查和传统纸笔调查的比较研究

During the past 11 years, with the rapid development of the Internet, more and more psychologists began to realize and take advantage of it, which led to a growing number of psychological test administrated on the internet for data collection. But there were some controversy about the reliability and representatively of this new method. To examine the applicability of the Online Survey and how different types of scales used on the internet, we first reversed the measurement instrument, then from three different levels to investigate the equivalence of online survey and paper-and-pencil assessment, namely, sample level, scale level and item level. Both Classical Test Theory and Item Response Theory were used to analyze the invariance of different types of scale applicability on the internet. The main conclusions of this study could be drawn as follows: 1. In the sample-based study, self-select sample of the online survey was compared to the random sampled sample of paper-and-pencil assessment. The results showed there were no gender difference between them (p>0.05), but the online survey sample was characterized with high qualifications, high-income and younger features (88% of the sample with post-secondary education or above, and 71% aged 20 -29 years). There were significant differences on the scores of all scales between online survey and paper-and-pencil assessment (p<0.01). With demographic controlled, there was no significant difference on the variable of Neurotic between different surveys (p>0.05). 2. With in-group design, it was proved equivalence of the scale of BI (Attitude toward Brand Importance), BT (Attitude toword Brand Switcher), Extraversion, and Conscientiousbess in the compared study in the reliability, construct validity and average scores. 3. On the item level, the results based on the Item Response Theory analysis showed that 2PLM is appropriate for personality and attitude scales. With regard to personality scale, there emerged some items with DIF in the dimensions of Openness to the experience subscale and Agreeable subscale. However, there were no significant differences about the test function. 4. Exploring the psychometrics properties of answer formats of five-, six-, seven-, ten-points, it was showed that different measurement validity between online survey and paper-and-pencil test. It was also described the lower reliability and validity of six-point scale. In conclusion, the results support the application of personality scale online, but for attitude scale, we need to choose prudently.

品牌属性权重判断的反应时研究

In current days, many companies have carried out their branding strategies, because strong brand usually provides confidence and reduce risks to its consumers. No matter what a brand is based on tangible products or services, it will possess the common attributes of this category, and it also has its unique attributes. Brand attribute is defined as descriptive features, which are intrinsic characteristics, values or benefits endowed by users of the product or service (Keller, 1993; Romaniuk, 2003). The researches on models of brand multi-attributes are one of the most studied areas of consumer psychology (Werbel, 1978), and attribute weight is one of its key pursuits. Marketing practitioners also paid much attention to evaluations of attributes. Because those evaluations are relevant to the competitiveness and the strategies of promotion and new product development of the company (Green & Krieger, 1995). Then, how brand attributes correlate with weight judgments? And what features the attribute judgment reaction? Especially, what will feature the attribute weight judgment process of consumer who is facing the homogeneity of brands? Enlightened by the lexical hypothesis of researches on personality traits of psychology, this study choose search engine brands as the subject and adopt reaction time, which has been introduced into multi-attributes decision making by many researchers. Researches on independence of affect and cognition and on primacy of affect have cued us that we can categorize brand attributes into informative and affective ones. Meanwhile, Park has gone further to differentiate representative and experiential with functional attributes. This classification reflects the trend of emotion-branding and brand-consumer relationship. Three parts compose the research: the survey to collect attribute words, experiment one on affective primacy and experiment two on correlation between weight judgment and reaction. The results are as follow: In experiment one, we found: (1) affect words are not rated significantly from cognitive attributes, but affect words are responded faster than cognitive ones; (2) subjects comprehend and respond in different ways to functional attribute words and to representative and experiential words. In experiment two, we fund: (1) a significant negative correlation between attributes weight judgment and reaction time; (2) affective attributes will cause faster reaction than cognitive ones; (3) the reaction time difference between functional and representative or experiential attribute is significant, but there is no different between representative and experiential. In sum, we conclude that: (1): In word comprehension and weight judgment, we observed the affective primacy, even when the affect stimulus is presented as meaningful words. (2): The negative correlation between weight judgment and reaction time suggest us that the more important of attribute, the quicker of the reaction. (3): The difference on reaction time of functional, representative and experiential reflects the trend of emotional branding.

植入式广告与普通插播广告的效果比较及其影响因素

Brand placement is to present the information of products and brands through certain entertainments and non-commercial areas. Since 1990's, brand placement has become a major way of spreading advertisement and a new growing point of the global advertising market. In china, it is easily seen from spring festival evening gala of CCTV to all kinds of movie and TV shows, and is thus interested by many brand owners, advertisers and communication researchers. Since 2006, the people in the media circles have begin to take full care of the study of the brand placement. In general, there is still certain distance between the theoretical studies and the reality. It's a general problem over the world and is especially true for China as this was just a new idea. As the biggest global economic entity, China is the most potential and powerful market, thus the market of the brand placement will be huge. To push its development, it's then crucial to have theoretical studies on it. Many questions have not been explained yet in this area, mostly essential is to ask what kind of advantage it acquires compared with the traditional advertisement, if there is, how does such advantage show? What kind of factors influents the market effect of the brand placement? All these questions are not answered yet. Also it's well-known that a successful advertisement relies heavily on the understanding of the culture. Thus a specific thing to deal with is to study the effects according to the Chinese culture, which can make constructive suggestion to the whole industry. Our research is to compare the effects between the brand placement with the ordinary media advertisements, discuss its possible influences, and try to make certain suggestions to the future running and development. Our research obtains the following results by using the movie and advertisement in reality: (1) Like ordinary media ad’s, brand placement can improve the brand recognition of the audience significantly. (2) The ordinary ad's make the people easier to remember them than brand placement, while not too much difference in the brand recognition. (3) The brand placement has a significant 'emotional shifting' effect, i.e. the more positive to the movie, the more you love the built-in brand. (4) It is an important factor that how much brand information is involved in the movie; while how much the plot is involved has great impact on the 'emotional shifting' effect. (5) The familiarity is a great factor for the ad's, it's obvious that the popular products get way better effects through brand replacement. (6) An effective way is to choose those positive, interesting and eye-catching movies and TV shows as carriers of the brand and to use it as natural as possible.

品牌形象的消费行为学分析

Brand image is the attributes set and the related associations of a brand in consumers mind, and it is the subjective reflections of brands. The paper explored the factors of brand image system and their weight. As the traditional means to evaluate weight coefficients are not perfect, a new method, conjoint analysis, was attempted. The factors of brand image were explored through questionnaire. Sports sneaker, toothpaste, and personal stereo were chosen as product sample, and four hundred and twenty university students from Tangshan city and Beijing as subjects(each person evaluated two kinds of products). The first two kinds of products were requisites of students, and sports sneaker belonged to High conspicuous products and toothpaste was low conspicuous product. On the other hand, personal stereo was the sample of development and entertainment products. Several factors of three products brand were taken out with factor analysis. In order to explore the weight of the brand image factors, a contrast of factor contribution ratio method, holistic quartation method and conjoint analysis is made here. Twenty university students evaluated the weight of the image factors of three kinds of brand with holistic quartation method, then they gave the weight of personal stereo with conjoint analysis method. Product function, advertising and propaganda, symbolic meaning, market orientation, brand appetency, consuming experience are the factors of sports sneaker brand image. Product function, advertising and propaganda, market orientation, product grade, corporation image are the factors of toothpaste brand image. Corporation image and product function, advertising and propaganda, consuming experience, symbolic meaning, price and function ratio are the factors of personal stereo brand image. So the hypothesis was proved that brand image is an ordinal and organical system, "ordinal" means the weight of factors are different, "organical" means that brand image can be deposed into several factors and the factors belonged to function components and meaning components (function components are the factors about physical characteristics and function, which are called "hard factors"); meaning factors are those that can show the personality、value and lifestyle of consumers, which are called "soft factors". The research also gave evidence of the hypothesis below: the factor structures of brand image of different product category have commonness and individuality; the function components of low conspicuous products are more important than the high conspicuous products. The exploration of conjoint analysis is what the paper seeks to be some creative in some degree.

How smokers may react to cigarette taxes and price increases in Brazil: data from a national survey

Background: Despite being the third largest tobacco producer in the world, Brazil has developed a comprehensive tobacco control policy that includes a broad restriction on both advertising and smoking in indoor public places, compulsory pictorial warning labels, and a menthol cigarette ban. However, tax and pricing policies have been developed slowly and only very recently were stronger measures implemented. This study investigated the expected responses of smokers to hypothetical price increases in Brazil.Methods: We analyzed smokers' responses to hypothetical future price increases according to sociodemographic characteristics and smoking conditions in a multistage sample of Brazilian current cigarette smokers aged >= 14 years (n = 500). Logistic regression analysis was used to examine the relationship between possible responses and different predictors.Results: in most subgroups investigated, smokers most frequently said they would react to a hypothetical price increase by taking up alternatives that might have a positive impact on health, i.e., they would try to stop smoking (52.3%) or smoke fewer cigarettes (46.8%). However, a considerable percentage responded that they would use alternatives that would reduce the effect of price increases, such as the same brand with lower cost (48.1%). After controlling for sex age group (14-19, 20-39, 40-59, and >= 60 years), schooling level (>= 9 versus <= 9 years), number of cigarettes per day (>20 versus <= 20), and stage of change for smoking cessation (precontemplation, contemplation, and preparation), lower levels of dependence were positively associated with the response I would try to stop smoking (odds ratio [OR], 2.19). Young age was associated with I would decrease the number of cigarettes (OR, 3.44). A low schooling level was strongly associated with all responses.Conclusions: Taxes and prices increases have great potential to stimulate cessation or reduction of cigarette consumption further among two important vulnerable populations of smokers in Brazil: young smokers and those of low educational level. the results from the present study also suggest that seeking illegal products may reduce the impact of increased taxes, but does not eliminate it.

Internationalization motives and facilitating factors: Qualitative evidence from smaller specialist retailers

Hutchison, K.; Alexander, N.; Quinn, B.; and Doherty, A. M. (2007). Internationalization motives and facilitating factors: Qualitative evidence from smaller specialist retailers. Journal of International Marketing. 15(3), pp.96-122 RAE2008

Credit and Debt in medieval England, c.1180-c.1350

Schofield, Phillipp, and N. J. Mayhew, eds., Credit and Debt in medieval England, c.1180-c.1350 (Oxford: Oxbow Books, 2002), pp.x+164 RAE2008

Estrategias en el diseño de producto utilizando análisis conjunto

El diseño de producto está presente en las empresas de una manera global y perpetua en el tiempo, sin embargo en la actualidad se emplean técnicas matemáticas donde antes se utilizaba la imaginación. Gracias al análisis conjunto las empresas son capaces de predecir las tendencias de los mercados analizando los atributos que consideran más importantes de su producto y así desarrollar un nuevo bien acorde con las necesidades de los consumidores. En este trabajo de fin de grado voy a estudiar la empresa Nespresso y mediante una muestra de clientes potenciales voy a utilizar la programación conjunta para diseñar un nuevo tipo de café en cápsulas que no está presente en la variedad actual de productos de la marca. Así mismo estudiaré el mercado del café en España y el marketing llevado a cabo por la compañía.

A comunicação das marcas de motos nos concessionários multimarca em Portugal

Dissertação apresentada à Universidade Fernando Pessoa como parte dos requisitos para obtenção do grau de Mestre em Ciências da Comunicação, especialização em Marketing e Comunicação Estratégica.

A importância da marca no processo de tomada de decisão de compra industrial

Dissertação de Mestrado apresentada à Universidade Fernando Pessoa como parte dos requisitos para obtenção do grau de Mestre em Ciências da Comunicação, com especialização em Marketing e Comunicação Estratégica.

Análise das atitudes e comportamento dos jovens face ao consumo de refrigerantes

Dissertação de Mestrado apresentada à Universidade Fernando Pessoa como parte dos requisitos para obtenção do grau de Mestre em Ciências da Comunicação, especialização em Marketing e Publicidade.

Análise das atitudes e comportamentos dos consumidores face à compra de produtos alimentares de marca do distribuidor

Dissertação de Mestrado apresentada à Universidade Fernando Pessoa como parte dos requisitos para obtenção do grau de Mestre em Ciências da Comunicação, especialização em Marketing e Publicidade