This study develops a macro measure of consumer well-being based on the notion that consumer well-being is determined by satisfaction with the acquisition, possession, consumption, maintenance, and disposition of consumer goods and services. In a survey of 298 university students, the proposed measure was found to have predictive (nomological) validity in relation to life satisfaction for three out of its five dimensions—acquisition, possession, and consumption. In sum, satisfaction in the consumer life domain was demonstrated to be an important component of life satisfaction.
Building upon structuralist and phenomenological theories, this article explores the effects of video montage -camera cuts in particular -on the appeal and persuasiveness of television advertisements. The article proposes a structuralist method for objectively describing ad form and tests well-known theories propounding that responses to a stimulus are a function of boredom and confusion. Camera cuts, boredom, and confusion were all found to affect subjects' attitude toward the ad. ᭧ 2004 Wiley Periodicals, Inc.Having just completed a broad-ranging empirical study of ad executional variables, Stewart and Furse (1986) lamented, some years ago, the dearth of theories that could guide advertising research into ad form by providing a set of well-defined measures, testable propositions about specific relationships, and a comprehensive statement about what effects were important. The problem identified by Stewart and Furse has persisted, as McQuarrie and Mick (2002) have recently made clear. Building upon structuralist research that has deep linguistic roots and phenomenological research that highlights a particular pattern of psychological responses, this article addresses the problem of ad form. It proposes theories within which it is possible (a) to describe more precisely differences in ad form and (b) to test more rigorously the psychological effects of alternative forms.
American business enterprise is increasingly seeking export markets for products as a means of expansion, and in some instances to offset loss in domestic business due to declining markets or international competitors. This paper deals with market segmentation and its role in the successful positioning of products in foreign markets. More specifically, the focus here is how consumer political identifications and ideological values can be used as a basis for effectively segmenting markets. To U.S. firms, the potential benefit of gaining this insight is twofold. First, firms may thus have at their disposal a segmentation tool as yet unrecognized by competitors. Second, politics and political ideology have constructs which appear to be common to most election‐based governmental forms; thus the segmentation applications explored here would be transferable to foreign markets, whereas many other more conventional means of segmentation transfer poorly from the U.S. to other countries.
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