Basic character traits do not change with age. Older people are not always irascible. While some mature consumers are great, warm human beings, others can be unfriendly. Some are keen, some not so keen; some are bright and some are "surfing the net," and then there are some who have little
Although listening to music seems effortless, it actually involves many separate psychological mechanisms. This article describes and extends the multimechanism framework proposed by Juslin and colleagues, highlighting how the operation of psychological mechanisms leads to two general types of variability in consumer response to advertising music. First, the risk of between‐consumer variability (individual differences) in musical response is moderate or high for most mechanisms, and it often depends on each individual's particular history of exposure to music (listening biography). Second, within‐consumer variability occurs when different mechanisms have contrasting effects, so that an individual consumer's musical response is often mixed (e.g., guilty pleasures, bittersweet feelings, pleasurable sadness). Both types of variability can negatively impact advertising objectives (message reception, recall, acceptance, brand attitudes, etc.). The article offers preliminary suggestions for how marketers can use a multimechanism approach to successfully incorporate music in commercials and reduce the risk of unanticipated consumer responses. It ends with proposals for further research.
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Purpose-This research aims to examine the effects of varying front-of-package (FOP) nutrition information type on parents' food product choices for children. Design/methodology/approach-A 3(FOP nutrition information: nutrient specific system vs food group information system vs summary indicator system) £ 3(Perceived healthiness of the product: high vs moderate vs low) mixed-design experiment and content analysis were conducted to test the hypotheses. Findings-Findings suggest that summary indicator systems were effective in positively impacting parents' choices for healthier food options, however not as effective as food group information systems-which includes specific nutrient content claims complementing less familiar health nutrient symbols. Originality/value-Implications for marketers, consumer welfare advocates and product brand managers are provided.
The objective of this study has been to investigate the consumer's point of view regarding whether physicians should be allowed to advertise in the future. Opposition to physicians' advertising appears to center on ethical issues, whereas arguments favoring advertising focus on information needs, economic and competitive issues, and the right to advertise.
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