Marketing institutions emerge and evolve in response to changes in the marketing environment. Describes such changes in one of North America′s most vital areas of marketing – automobiles. One of the institutions that have evolved in response to these changes is auto auctions. Understanding...

Information Overload is a subject of immense debate among consumer marketeers; can too much information overload a consumer and cause adverse judgmental decision making? What defense mechanisms do consumers have to control against the flow of information? In a similar vein exists a lesser known...

Consumer purchase decisions can be influenced by many emotions, including guilt. Guilt which enters into the consumer purchase decision is identified as “consumer guilt” and may provide opportunities for marketers to influence the consumer decision process. A negative emotion which results...

Points out that numerous studies have attempted to understand the behavior of television viewers. Gone are the days when the entire family gathered around the television, paying rapt attention to the programming. Suggests that the television as “family hearth” has been replaced, as viewers...

Describes the problems that major brand suppliers face in the context of the growing attractiveness of private brands to the retailer and the consumer. Discusses the factors contributing to this growth. Describes the roles that private brands perform for the retailer. Offers model for the...

Suggests that traditional approaches to the segmentation of international markets cluster countries according to discrete environmental macro factors. Instead, international markets need to be viewed on a continuum rather than as being entirely similar or dissimilar. Posits that the level of...

Reviews and critiques literal views of product comprehension which rely on recall of key product claims to measure “correct” comprehension. Presents a constructive view of comprehension where product comprehension is seen as the process of forming personal interpretations of a product′s...

Consumer behavior is the behavior of people – at home, in the store, on the street – just about everywhere people are thinking about, purchasing, using and being satisfied or dissatisfied with their products. Consumer researchers have captured the experiences and perceptions of such real...

Examines Japanese attitudes and behavioral intentions toward US products, firms, and government. Findings indicate that, although Japanese consumers do not regard US products as better than competing Japanese products, they still tend to purchase them. Furthermore, they want their government to...