Journal of Consumer Marketing

Sheri J. Broyles; Jean M. Grow

doi: 10.1108/07363760810845354pmid: N/A

Purpose – The purpose of this paper is to explore reasons why there are so few women in creative departments of advertising agencies and to discuss what impact that might have on the work environment of those creative departments and advertising messages they create. Design/methodology/approach – Provides a review of published research and plus opinions of professionals who cover the advertising industry or work in agency creative departments. Personal observations from the authors' time working in the advertising industry are also included. Findings – Themes gleaned from the literature look at the gender gap, the creative department of advertising agencies as an “old‐boys network,” reasons why women leave creative jobs, and why advertising targeting women as consumers is so bad. Practical implications – Women opt out of advertising agencies for any number of reasons – more than just having babies. Keeping women's voices in creative departments would give a better balance to the messages agencies create. Originality/value – Changing creative departments to be more accommodating and flexible to women's needs might not only make them better for women, but also better for men and for families. In addition, the messages from those creative departments may be more compelling to consumers.

Samsinar Md. Sidin; Mohd K. Abdul Rahman; Md. Zabid Abdul Rashid; Md. Nor Othman; Ainul Z. Abu Bakar

doi: 10.1108/07363760810845363pmid: N/A

Purpose – The purpose of this study is to investigate the effects of age, gender and city of dwelling on children's consumption attitude and behavior intentions. Design/methodology/approach – A total of 300 children were interviewed in four different cities in Malaysia. Samples were selected using purposive sampling. Findings – Findings indicated that age and city of dwelling were significant influence on children's consumption attitude and behavior intentions. Research limitations/implications – This study has looked at consumer behavior of the younger members of Malaysia households whereby only Malaysian children between the ages of nine and fourteen years old have been examined, the study however did not consider the teenagers. Practical implications – These findings would help increase marketers' understanding of family decision‐making process. By understanding the decision framework and the various influencing factors affecting children's consumer attitude and choice, marketers will be able to plan and execute effective marketing strategies to maximize sales for selected children's products in Malaysia. Originality/value – This research provides meaningful information on children consumption attitude and behavior intentions.

Parimal S. Bhagat; Jerome D. Williams

doi: 10.1108/07363760810845372pmid: N/A

Purpose – The study of relationships in marketing has received much attention of researchers over the past decade. This paper examines whether men and women exhibit differences in the strength of their relationships with a service provider, based on self‐reported behavioral measure, and whether there is a qualitative difference in the type of motivation that led to such a difference. Design/methodology/approach – Two key independent variables are shown to influence the outcome variable – relationship strength – moderated by gender. It is hypothesized that women will exhibit higher levels of intrinsic interpersonal commitment and lower levels of structural bonds in the relationship with their service providers than men resulting in higher levels of Relationship Strength. A total of 150 structured interviews were conducted. The Likert‐type seven‐point scale was used for each of the key variables. Each scale was tested for reliability. Findings – The results of the Chow test provided statistical evidence of the moderating role of gender in influencing relationships. Research limitations/implications – Further research is needed in testing the significance of the masculine (“instrumental”) and feminine (“expressive”) traits in the partner's gender role identity on the relationship outcomes. Practical implications – Results have direct implications for the professional service provider in terms to time and resources allocated to each interaction. This is especially true in health care relationships where face‐to‐face time with client is shrinking. Originality/value – This study examines the nature and source of differences between men and women in a consumer professional services context.

David H. Silvera; Anne M. Lavack; Fredric Kropp

doi: 10.1108/07363760810845381pmid: N/A

Purpose – The purpose of this research is to examine predictors of impulse buying. Although moderate levels of impulse buying can be pleasant and gratifying, recent theoretical work suggests that chronic, high frequency impulse buying has a compulsive element and can function as a form of escape from negative affective states, depression, and low self‐esteem. Design/methodology/approach – The present research empirically tests a theoretical model of impulse buying by examining the associations between chronic impulse buying tendencies and subjective wellbeing, affect, susceptibility to interpersonal influence, and self‐esteem. Findings – Results indicate that the cognitive facet of impulse buying, associated with a lack of planning in relation to purchase decisions, is negatively associated with subjective wellbeing. The affective facet of impulse buying, associated with feelings of excitement and an overpowering urge to buy, is linked to negative affect and susceptibility to interpersonal influence. Practical implications – Given the link to negative emotions and potentially harmful consequences, impulse buying may be viewed as problematic consumer behavior. Reductions in problematic impulse buying could be addressed through public policy or social marketing. Originality/value – This study validates and extends the Verplanken et al. model by examining the relationship between impulse buying and other psychological constructs (i.e. subjective wellbeing, positive and negative affect, social influence, and self‐esteem).

Irena Vida; James Reardon

doi: 10.1108/07363760810845390pmid: N/A

Purpose – This study focuses on consumer choice behavior in the context of a new European Union (EU) member state by examining cognitive, affective and normative mechanisms in consumer preference formation for domestic vs imported products. Design/methodology/approach – Data is drawn from a survey of 714 adult consumers. The research instrument included construct measures adapted from previous studies. The measurement model of domestic consumption was tested via covariance analysis. Once the construct reliability and validities were established, the structural model was evaluated to test the hypothesized relationships. Findings – The findings suggest that affective and normative constructs (i.e. consumer ethnocentrism and patriotism) are stronger determinants of domestic consumption than rational considerations (the cognitive mechanism) such as perceptions of relative product quality of domestic vs imported products. The role of patriotism and cosmopolitanism as factors fuelling ethnocentric tendencies are confirmed. Practical implications – Our results, showing the considerable relative strength of patriotism and ethnocentrism on domestic consumption suggest that managers of local brands and domestic institutions should be able to enhance their communication programs and develop close bonds with their consumers. This finding is an important signal to international entrants in positioning their international offerings, particularly as strong local brands are gaining market share in many emerging consumer markets. Originality/value – In view of emerging transnational groupings such as the EU, this study examines possible consumer resistance to economic integration. It uses realistic data set drawn from adult consumers and focuses on a relatively homogeneous country with a small population allowing for a good external validity of findings.

Julie Tinson; Clive Nancarrow; Ian Brace

doi: 10.1108/07363760810845408pmid: N/A

Purpose – The purpose of this paper is to note the growing significance of different family types in the west and explore the relationship between the complexity of family relationships typified in single parent, blended and intact families and the involvement of children in purchase decisions. Design/methodology/approach – The quantitative research is a development based on earlier qualitative research on the three family types and large‐scale piloting of the questionnaire. A random sample of mothers with children aged 10‐16 were contacted from the TNS Postal Access Panel. Questionnaires were only used where there were responses from both the mother and child. A total of 524 fully completed questionnaires were used for the analysis. Findings – The analysis supports the idea that where familial relationships are simpler such as in single parent homes (fewer relationships) then the involvement of the child is greater and in more complex relationships such as in blended homes (where there are step‐parents and step children present) a child's involvement may be less marked. Exceptions to the “rule” are discussed as are the theoretical and practical implications. Originality/value – Whilst social trends indicate that the composition of the family will continue to change, little research has been conducted on the impact of changing family structures on consumption behaviour.

Peter Meyers; Steve Litt

doi: 10.1108/07363760810845417pmid: N/A

Purpose – The purpose of this paper is to uncover common and outdated misconceptions about couponing and present new, updated strategies that can improve redemption statistics. Design/methodology/approach – ICOM sought to understand the landscape of couponing by examining data from a 20‐year database compiled through the course of designing 6,300 targeted direct mail programs and issuing 425 million coupons to 28 million US and Canadian households that voluntarily provide information about purchasing preferences. Findings – The paper exposes important information about current consumer behavior with regards to coupons and coupon redemption. The research identifies a “sweet spot” which, when coupon value and expiration length criteria sync, creates perfect conditions and drives coupon redemption. Practical implications – Marketers must rethink coupon campaign strategies to accommodate the changing consumer and couponing market. This paper offers straightforward recommendations for altering approach. Originality/value – The paper provides a fresh profile of the couponing market and variable drivers of consumer redemption, derived from an unprecedented amount of consumer data gathered over an extended period of time.