Understanding consumers is of vital importance and commissioning market research is one way of developing that understanding. However, the author argues that quantitative data alone are not sufficient to provide a real understanding of consumers. Qualitative research studies are being...

Manufacturers use communication strategies to inform potential consumers of their product's existence, its main features and benefits, its advantages over competing products, with the aim of persuading them that purchase is a desirable action. This set of promotion objectives is based on models...

Advertising effectiveness depends on good media selection. Media decisions are typically based upon consummatory, or usage, measures. Though perceived usefulness (instrumental media behaviour) is generally ot a consideration, consumers′ perceptions of media types as useful have definite...

As marketing knowledge and market competition increase, so too does the eed for better segmentation. Psychographics can offer greater insights into customer behaviour, but the procedures for identifying psychographic segments are complicated and this may be inhibiting its use. Explores the...

The objective of this paper is to provide a non‐technical introduction to the science of memetics and to suggest how this new discipline may be applied to the design and development of effective marketing campaigns. The technique is based on a neo‐Darwinian evolutionary model of information...

This research explores the existence of consideration sets as a marketing universal by evaluating consideration set sizes for a shopping good in a cross‐cultural context. Previous studies of marketing universals investigated consumers’ use of product quality signals for shopping goods. This...

Purpose The purpose of this paper is to identify whether consumer evaluations of products are influenced by the presence of co-branding with a well-known reputable ingredient brand and whether differences in evaluations are related to the socioeconomic stratum of the consumer....

Purpose – While social marketing has been utilised to bring about positive social change, ultimately, the decision to engage in prosocial behaviour resides with the individual. The purpose of this paper is to explore the determinants and outcomes of prosocial behaviours....

Purpose Restaurants with limited promotion budgets depend mainly on word of mouth (WOM) among customers. WOM seems particularly important to the marketing of services. This is because services are experiential in nature and difficult to assess before purchase. In the restaurants context there is...

The article provides a non‐mainstream discussion the origin and evolution of efficient consumer response (ECR) in marketing literature. It challenges generally believed positions in the area of the concept. In addition, the novelty value of ECR is questioned. The author argues that ECR has...