Argues that the degree of congruence (similarity) between a brand’s image and a consumer’s self‐image (self‐concept) can have significant effects on consumers’ brand evaluations and purchase intentions. Results from this research suggest that marketers can manage the effects of brand...

Claims that, for many types of product, quality can be uncertain even after purchase and use, especially in services industries. Asks, if consumers cannot “learn” about the quality of a firm’s products, then what criteria will consumers use to judge product quality? Aims to develop a...

The Acquired Immune Deficiency Syndrome (AIDS) has had a catastrophic impact on humanity. Presents the African experience to illustrate what can happen if the threat is not prevented. Presents AIDS statistics to show the current status of the threat, and discusses prospects for a cure. Explains...

The relationship of self‐monitoring to buying behavior and to the consumer’s value system is controversial and not well understood. The study examined the relationship between self‐monitoring, materialism, and involvement with clothing and brands among a sample of 387 young adults....

This study employed the responses of 237 subjects to questions regarding the emotions they experienced while complaining about products or organizations to test a neo‐Freudian catharsis hypothesis concerning the consequences for repeat purchasing of angry customer complaints. Aggressive...

Examines the situational dimensions affecting purchasing behavior of Hispanic customers in a mall at some distance from their neighborhoods. The Hispanic shopper (which would also include a large segment of immigrants) makes the (shopping) trip worthwhile by travelling with companions,...

Takes a humorous look at the relationship between the consumer and the product since the 1920s. Asserts that marketing consists of the conscious effort to invade, inveigle and influence the relationship between “me and my stuff”. Concludes that the new millennium is here and it belongs to...

The past decade has witnessed increased commercial use of data obtained unobtrusively from large‐scale geodemographic (GD) systems. However, consumer researchers have paid little attention to the potential of geodemography. Capitalizes on the fact that geodemography and Warnerian social class...