Describes the results of a survey of 281 adult women in the state of Florida. We used the 15 adjective pairs of the Malhotra self‐concept scale to measure their self‐image. A valid and reliable self‐report scale measured their fashion innovativeness, thus identifying those consumers most...

An emerging new strategic approach is termed “mass customization” or “personalization” whereby elements of the marketing mix are individualized for each customer. This paper describes an empirical study in which 608 adult US consumers were interviewed with regard to their experiences...

Theories of marketing management and strategy need to evolve and change to keep pace with changes in the marketplace and in marketing practice. As the next century draws closer, it is apparent that some marketing managers are basing their relationships with customers on policies and procedures...

Purpose – The purpose of the studies was to test if extent of prior social media activity could predict likelihood that a consumer would post reviews on a new review website. Design/methodology/approach – Two online surveys were conducted presenting scenarios in which users were asked about...

States that marketers require a better understanding of the consumer decision‐making process for selecting services, particularly of the prepurchase information search for professional services which are often selected just after relocation to a new geographical area. Examines the findings of...

Purpose – User-generated content comprises an important asset for many web sites. The purpose of this study is to show how extraversion, a basic dimension of human personality, is positively related to this activity, both directly and through its impact on social identity expressiveness....