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...

Examines branding strategies in the light of the debate about whether brands should be included on balance sheets. Discusses the factors involved in the creation of successful brands and how brands work. Concludes that there are four levers for developing successful brands: quality, service,...

Discusses the use of hit music, parodies of hit music, and originally scored music for products advertised in television commercials. Examines the results of a study undertaken to determine the role of music as a memory factor. Summarizes that music created specifically for a product is a more...

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...

Considers the differences between consumer perceptions of onmonetary promotions such as free extra product and monetary promotions such as discounts and rebates. Reports on an experiment which found that monetary promotions did not have to be as large as onmonetary promotions to be noticed by...

Examines the marketing function performed by haggling in both price setting and providing price information to customers who do not read and write. Considers the process of haggling and how it can replace promotion as a marketing mix. Concludes that the success of firms in a haggling‐oriented...

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...

Considers the concept of symbolic interactionism within the context of consumer behaviour. Examines the implications for market strategy through segmentation variables, consumer and group characteristics, and general exemplary concepts. Surmises that marketers can create a product′s symbolic...

Concerns related to the environment are evident in the increasingly ecologically conscious marketplace. Using various statistical analyses, investigats the demographic, psychological and behavioral profiles of consumers who are willing to pay more for environmentally friendly products. Finds...