Purpose – This exploratory research aims to investigate the consumer splurge purchase and compare characteristics about the splurge purchase for high‐materialism consumers versus low‐materialism consumers. Design/methodology/approach – The study sample was a convenience sample of adults...

Discusses the increasing use of the show by marketers as a medium to launch new products. Analyses adoption theory and key characteristics of the show setting to explain how shows facilitate the acceptance of innovative consumer goods. Concludes that success depends on: organizing the exhibits...

To help multinationals meet consumer needs in the People’s Republic of China (PRC), this paper describes culture, social forces, marketing mix and consumer behavior for durables and nondurables. Cameras, cosmetics, fast food restaurants and soft drinks are in earlier lifecycle stages in the...

The diffusion process of an innovation, whether it be a product, a service or an idea, will vary in function of the characteristics of that innovation, as well as of the agents to whom it is directed. The objective of this paper is to differentiate the behaviour of the different adopter...

Suggests that the construct of convenience has not been clearly defined and operationalized. Proposes a conceptual framework which can be used to examine the convenience of consumer products, involving five dimensions: time, place, acquisition, use and execution. Discusses the implications for...

Considers the mixed results of studies linking between wives′ employment and time‐saving behaviours. Argues that a possible explanation is found in limited conceptual frameworks, inconsistent use of concepts, and insufficiently sensitive research measures. Concludes that both studies, and...

Reports on a study designed to explore the effects of religion and religiosity on perceived risk in purchase decisions. Asserts that religious values represent the most basic element of a consumer′s cognitive world, and can be meaningfully related to lifestyles. Concludes that religious...

Purpose – The purpose of this paper is to examine how consumer packaged goods (CPG) companies are harnessing the power of loyalty marketing to improve their sales and branding effectiveness. Design/methodology/approach – The paper cites examples of CPG loyalty efforts from Procter & Gamble,...