Purpose – The purpose of this paper is to briefly cover the origins of neuromarketing, explain the process in layman's terms, enumerate some of the findings in anecdotal form, and suggest future consumer behavior research directions based on these findings. Design/methodology/approach – The...

Considers the relevance for marketing practitioners of the recent research findings about the decision‐framing process. Presents an overview of recent empirical research findings and a brief description of the theoretical rationale of the research. Surmises that decision‐framing of...

Outlines a method for using content analysis of print media to answer questions about how to present products for effective consumer advertising. Argues that the application of content analysis to consumer research should become standard practice for marketers, using the perfume industry as a...

Behavioral intention models are assumed to be universally applicable; however, recent criticisms have questioned their application among non‐Western subjects. It is argued that models that posit constructs that represent and measure the cultural nature of evaluative and normative latent...

By using a core element of culture, human values, the paper seeks to identify patterns in the way individuals perceive other countries and their products. Based on the above a conceptual framework and a set of hypotheses were developed. Variables such as direct contact with a country, fluency in...

Purpose – Consumer animosity has gained considerable attention in international marketing literature as a determinant of foreign product purchase behaviour. The purpose of this paper is two‐fold: first, a state‐of‐the‐art review of consumer animosity research is presented and specific...

The economic reforms sweeping Eastern Europe and the former Soviet Union point to a critical need for consumer‐based market research in the region. In this study, conjoint analysis was used to analyse Russian ( n =88), Polish ( n =77), and Hungarian ( n =113) consumers′ decision behaviour in...