Understanding the source and effects of consumer satisfaction offers significant implications for researchers and practitioners. Although research into satisfaction as an output of consumption experience is growing, studies exploring (dis)satisfaction as an outcome of dissatisfaction responses...

While simulation and controlled pretest‐marketing approaches are increasingly used, the traditional test marketing is still the most widely used approach for product and marketing programme testing. For several decades now, the most popular research and professional approach to test market...

Examines whether advertising creates stereotyping effects, focusing on effects created in the target group, and not on the content of the advertising message as primarily emphasized in prior research on stereotyping in advertising. Conducts an experimental study using a rather unfamiliar travel...

Describes the use of a short, valid, reliable self‐report scale to measure consumer innovativeness. Suitable for mail questionnaire or personal interview, this six‐item, Likert‐type scale enables marketers and researchers to identify accurately the potential earliest buyers in a specific...

Perceptual maps and trees are widely used for business applications like advertising development, product design and product positioning. Maps and trees are however intrinsically different in terms of how well they can represent consumer perceptions of product‐market structure. Draws on recent...

Marketing eschatology judges marketing’s sins of omission and commission and describes the future state where “good” triumphs over that which led us to error. Begins by presenting the argument that the future will reject methodological exclusivism involving the two rival claims of...

States that knowledge drawn from relevant dimensions of reality answers questions about the ultimate end of the world. Marketing technologies are appropriate means for achieving four states that reduce probabilities of an apocalyptic doomsday: population stabilization, health maintenance,...

Market segmentation has always had a very important place in the marketing literature. Besides being one of the ways of operationalizing the marketing concept, market segmentation provides effective guidelines for firms’ marketing strategy development and resource allocation among their...

Although pretesting is an essential part of the questionnaire design process, the range of methodological work on pretesting issues is limited. The present paper concentrates on the effect of the pretest survey method on error detection by contrasting respondents who are interviewed personally...

Explores the potential effects of computer technology on the traditional structure and functioning of focus groups. On‐line focus groups are purported to be cost‐effective, enable the inclusion of dispersed participants, and result in broad and honest responses on the part of participants as...