Spousal influence in the decision‐making process for purchasing consumer goods has been extensively investigated in the academic literature. There have been few studies, however, that have looked at this issue in a cross‐cultural context, especially that of cultural assimilation. Reports the...

Reports on a study to determine the influence of acculturation in Hispanic, Asian and black communities to US customs and practices regarding direct response purchasing behavior of self‐image projective products. A survey of students attending a western state university was conducted. The...

Examines an attempt to define segments within the Older American market based on lifestyle variations. Identifies four clusters with significant marketing potential: Self‐Reliants, Active Retirees, Family Oriented, and Young and Secures. Concludes that lifestyle variables should be used to...

Investigates the role and management of sales promotion in US companies. Reports on a study intended to identify factors that influence sales promotion management. Concludes that the product category and the firm′s position within the category are related to sales promotion behaviour, with...

Provides information on the largest consumer market in the world – China. Examines education, age, lifestyle and demographics of the Chinese population. Considers Chinese perceptions of US products. Concludes that US companies′ success in China depends on target marketing, marketing...

Examines the phenomenon of price signalling whereby consumer goods manufacturers attempt to signal higher quality via a higher price when objective product quality is, in fact, not demonstrably higher. Shows that higher price alone does not succeed in signalling higher quality, but that higher...