Research identifies nearly 73 million adult Americans as illiterate. Analysis of social, economic and demographic trends indicates that the situation will worsen before it improves. Marketing communications copy prepared at an eighth grade reading level or above may not be comprehended by as...

Investigates whether consumers′ time availability is an important segmentation variable in the convenience and fast‐food markets. Very time‐poor, somewhat time‐poor, and not time‐poor consumers are compared, and three types of food are examined: fast foods, frozen dinners, and...

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...