Journal of Consumer Marketing

Michael Mackert; Tracie Harrison

doi: 10.1108/07363760910926993pmid: N/A

Purpose – The paper seeks to raise awareness of the issues surrounding marketing of medically implanted devices, a logical extension of issues now debated on direct‐to‐consumer pharmaceutical advertising. Design/methodology/approach – Parallels from the direct‐to‐consumer marketing of pharmaceuticals provide a context for discussion of the marketing efforts of a specific medically implanted device: cochlear implants for children. Findings – Since CI implantation is controversial among some members of the deaf community, the marketing of the product for children raises additional issues beyond those of many other devices or drugs. The omission of this concern in the marketing materials targeting parents overlooks a significant cultural risk that could derail desirable marketing efforts. Research limitations/implications – Researchers should initiate investigation of consumer perceptions of surgically implanted medical devices and related issues, to provide guidance for health professionals, marketers, and policymakers. Practical implications – In the interest of designing ethical messages, engendering consumer trust, and improving sales, health marketing should consider the full array of issues surrounding surgically implanted devices and design promotional messages accordingly. Originality/value – Raising important issues regarding the marketing of a surgically implanted medical device can encourage future responsible marketing of the technology.

Kara Chan; Gerard Prendergast; Alice Grønhøj; Tino Bech‐Larsen

doi: 10.1108/07363760910927000pmid: N/A

Purpose – This study aims to explore perceptions of healthy/unhealthy eating, and perceptions of various socializing agents encouraging healthy eating, amongst Chinese adolescents. Design/methodology/approach – A survey was conducted of 152 seventh, eighth and ninth grade Hong Kong students. A structured questionnaire with closed‐ended questions was distributed in three public secondary schools. Findings – Results showed that respondents frequently ate out with friends and frequently consumed a range of relatively unhealthy food (candies, chips, and soft drinks). They perceived that a balanced diet and eating at a regular time were the most important attributes of healthy eating. In terms of situational influences on their consumption, respondents most likely ate unhealthy food at parties, when eating out or with friends. They most likely ate healthy food at home and when they were sick. Looking at socializing agents, respondents claimed that parents and government publicity asked them to eat healthy food more often than teachers or friends. Parents were also perceived as being the most effective source in encouraging them to eat healthy food. In terms of alternative advertising appeals discouraging unhealthy eating, respondents considered news and fear appeals to be the most effective, while popularity and achievement appeals were considered to be relatively less effective. Research limitations/implications – The respondents were chosen from three secondary schools (two co‐ed schools and one school for boys). These three schools may not be representative of all schools in Hong Kong or elsewhere, thus limiting the generalizability of the findings. Practical implications – The study can serve as a guideline for social services marketing professionals targeting adolescents. Looking at the findings in relation to socializing agents, social services marketers can consider influencing the adolescents' eating habits through the parents. As government publicity was perceived as a relatively weak socializing agent, there is a need to review health education materials targeting adolescents. Looking at the findings in relation to different advertising appeals discouraging unhealthy eating, news and fear appeals should be considered, as these were considered relatively more likeable and effective than other types of appeals. Originality/value – The paper offers insights into designing communication strategies for adolescents. It is original in that it focuses on adolescents, and explores the perceptions of various socializing agents influencing healthy eating.

Ian Phau; Min Teah

doi: 10.1108/07363760910927019pmid: N/A

Purpose – This paper sets out to examine how social and personality factors influence Chinese consumers' attitudes towards counterfeits of luxury brands and how these two sets of variables influence purchase intention. It provides a profile of buyers and non‐buyers of counterfeits of luxury brands. Design/methodology/approach – A self‐administered questionnaire was designed using established scales. A survey was conducted in downtown Shanghai through the “mall intercept” method. A variety of statistical techniques were used to analyze the data. Findings – Status consumption and integrity are strong influencers of purchase intention, whereas normative susceptibility, information susceptibility, personal gratification, value consciousness, and novelty seeking had weaker influencing relationships. The attitude towards counterfeits of luxury brands is found to influence purchase intention. Collectivism does not influence attitudes nor purchase intentions towards counterfeits of luxury brands. Research limitations/implications – The findings are limited to Chinese consumers in Shanghai, which cannot be generalized across the whole of China or other international markets. Further, only luxury brands are considered. Other cultural contexts and product categories should be investigated in the future. Practical implications – The research provides an in‐depth understanding of Chinese consumers' attitudes towards counterfeits of luxury brands. The research findings can be used to formulate strategies for academia, practitioners and, more importantly, policy makers to help eradicate, or at the very least curb, counterfeiting activities. Originality/value – The majority of previous studies focused on counterfeiting and piracy of music and other optical media, whereas this paper focused exclusively on luxury brands. Status consumption is also added as an antecedent towards attitudes and purchase intention of counterfeits.

Russell Smith; Brant Deppa

doi: 10.1108/07363760910927028pmid: N/A

Purpose – This study aims to consider how the consumer ascribes importance to attributes that define a given product or service consumption experience relative to the extent that they contribute to satisfaction. Two separate dimensions of attribute importance are conceptualized, contrary to the more common view that there exists only a single form of importance. A hypothesis of how each type of importance changes throughout a consumption event is constructed in order to illustrate the nature of each importance dimension and how they operate in tandem. Design/methodology/approach – Survey data taken from tourists who were asked to evaluate attributes describing a travel destination are used to illustrate how each type of importance changes. Findings – Changes in each type of attribute importance occurred as predicted. Evidence indicates that the differences between the two types of attribute importance diminish as the consumption experience unfolds. Research limitations/implications – In addition to validating the theoretical underpinnings of this conceptualization of attribute importance, the study illustrates the usefulness of a framework developed to measure each type of importance. Practical implications – Importance performance analyses, commonly used by organizations to evaluate and improve product and service performance, should recognize and incorporate these two separate types of attribute importance. Originality/value – The study provides a new conceptualization of attribute importance.

Michelle Hough; Andrzej Kobylanski

doi: 10.1108/07363760910927037pmid: N/A

Purpose – Advances in health care are enabling individuals to live longer, healthier lives. Although the use of information technology can improve the quality of life for the elderly, many older consumers choose to limit their interactions with information technology and so may be denied its potential benefits for enhancing quality of life. This paper seeks to explore factors impacting the engagement of consumers aged 65 and older with higher forms of IT, primarily PCs and the internet, and to examine the potential effectiveness of marketing methods toward improving diffusion and increasing engagement. Design/methodology/approach – Citing published research and using previously known models (TAM and Trocchia and Janda's interaction themes) the study highlights possible ways of using marketing tools to increase elder consumer interaction with IT. Findings – Marketers should focus efforts on reference group affiliation, nature of social relations, perception of reality, and physical dexterity as the interaction themes on which to focus marketing efforts, because they seem to be a most effective mechanism for influencing engagement. Research limitations/implications – The paper represents an initial attempt to identify potential influences toward increasing the IT adoption by elder consumers. It presents a theoretical framework for the future investigation of the diagnosed problem: what are the ways of successfully influencing the adoption of information technology by older consumers by using traditional components of marketing mix (product, price, promotion, and place)? Originality/value – In the fast pace of technology advancement and the potential for assistance for elder members of society, the paper discusses how to market the use of IT to consumers aged 65 and older and considers the factors that could be related to product, price, place, and promotion in this context.

Bruce Kerr

doi: 10.1108/07363760910927046pmid: N/A

Purpose – The purpose of this paper is to present a blueprint for loyalty strategy development, and to inform the reader of the basic and not so basic elements that should be considered by companies, academics and executives when determining the future effectiveness and success of a customer loyalty program. Design/methodology/approach – The paper draws on author expertise and know‐how, as well as past experiences and market trends, to present a compelling review of necessary elements for a customer relationship program. Findings – Before embarking on a loyalty program design companies should be wise to set long‐ and short‐term goals to drive the initial strategy. One should avoid launching a “me too” program by differentiating from one's close competitors. Implement a strategy from top to bottom across the organization. Data and customer engagement are the most important elements to foster. Practical implications – A well‐planned and executed loyalty strategy can boost growth in incremental sales, increase in‐store traffic, drive higher impact from promotions and significantly boost overall revenues. Customer relationship marketing can also lead to richer data insights about current customers and high‐value potential customers. Originality/value – An executive with decades of experience building and maintaining customer loyalty programs cites trends for the future of the loyalty discipline.