Practice paper 21st‐century consumer society

Howard, Melanie; Mason, Jane

doi:10.1002/cb.56

Cited by 4 publications

(4 citation statements)

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“…The ongoing value shift from a collectivist view to a more individualist view of everyday life emphasizes self‐expression and quality of life (Firat and Schultz, 1997). Research has shown that generations born in the 1970s, 1980s, and 1990s have questioned modern values and replaced them with post‐modern values in everyday and working life (Inglehart, 1997; Howard and Mason, 2001).…”

Section: Theoretical Assumptionsmentioning

confidence: 99%

Sensory marketing: the multi‐sensory brand‐experience concept

Hultén¹

2011

European Business Review

375

279

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PurposeThe purpose of this paper is to present the multi‐sensory brand‐experience concept in relation to the human mind and senses. It also seeks to propose a sensory marketing (SM) model of the multi‐sensory brand‐experience hypothesis.Design/methodology/approachThis paper applies exploratory and explanatory approaches to investigating the multi‐sensory brand‐experience concept within the context of discovery. The qualitative study is built on primary and secondary data sources, including personal interviews with experts and managers.FindingsThe multi‐sensory brand‐experience hypothesis suggests that firms should apply sensorial strategies and three explanatory levels within an SM model. It allows firms through means as sensors, sensations, and sensory expressions to differentiate and position a brand in the human mind as image.Research limitations/implicationsA theoretical implication is that the multi‐sensory brand‐experience hypothesis emphasizes the significance of the human mind and senses in value‐generating processes. Another theoretical implication is that the hypothesis illustrates the shortcomings of the transaction and relationship marketing models in considering the multi‐sensory brand‐experience concept. It is worth conducting additional research on the multi‐sensory interplay between the human senses in value‐generating processes.Practical implicationsThe findings offer additional insights to managers on the multi‐sensory brand‐experience concept. This research opens up opportunities for managers to identify emotional/psychological linkages in differentiating, distinguishing and positioning a brand as an image in the human mind.Originality/valueThe main contribution of this research lies in developing the multi‐sensory brand‐experience hypothesis within a SM model. It fills a major gap in the marketing literature and research in stressing the need to rethink conventional marketing models.

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Section: Theoretical Assumptionsmentioning

confidence: 99%

Sensory marketing: the multi‐sensory brand‐experience concept

Hultén¹

2011

European Business Review

375

279

View full text Add to dashboard Cite

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“…The term "experience-oriented consumption" refers to consumption as a source of entertainment and enjoyment (Barbin et al, 1994). According to Howard and Mason (2001), a large proportion of customers attach great significance to the experience and excitement of consumption. In this regard, Hirschman and Holbrook (1982) noted that certain "hedonic goods" (such as sports cars or luxury watches) satisfy the desire of such customers for experiential enjoyment.…”

Section: Experience Orientationmentioning

confidence: 99%

The burdens of ownership: reasons for preferring renting

Moeller¹,

Wittkowski²

2010

Managing Service Quality: An International Journal

262

211

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Purpose -The purpose of this study is to identify and assess the importance of proposed determinants of the growing consumer preference for renting consumer goods, as opposed to the actual transfer of ownership. Design/methodology/approach -Following a qualitative preliminary study and a literature review, six factors are identified as possible determinants of a preference for non-ownership modes of consumption. These are examined in a quantitative study using a sample of 461 members of a German online peer-to-peer sharing network. Hypotheses regarding the proposed determinants are tested using factor analysis and structural equation modelling. Findings -The results show that the demand for non-ownership services is negatively influenced by "possession importance" (the importance that a consumer attaches to full ownership) and positively influenced by "trend orientation" and "convenience orientation". The other proposed determinants -"experience orientation", "price consciousness", and "environmentalism" do not appear to influence a preference for non-ownership modes of consumption. Practical implications -Although the renting of goods is an increasingly popular form of consumption, consumers still value ownership. Suppliers should therefore consider offering a mixture of "ownership" and "non-ownership" modes of consumption to their customers. Originality/value -This study complements existing research in this area, which has largely been conceptual in nature, by undertaking an empirical evaluation of the importance of several proposed determinants for non-ownership preference.

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“…Marketing on the internet is a relatively new but a fast-expanding strategy (Souitaris and Cohen, 2003;Howard and Mason, 2001). Since the appearance of banner advertising in 1994, consumers have been increasingly targeted with various sophisticated internet-based marketing techniques (Lohtia et al, 2007).…”

Section: Literature Reviewmentioning

confidence: 99%

The content analysis of advergames in Hungary

Hofmeister‐Tóth

Nagy

2011

Qualitative Market Research: An International Journal

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If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -The purpose of this paper is to assess the content of food industry web sites targeting children by advergames with the purpose of granting brand loyalty and trust toward the products of certain companies in Hungary. Design/methodology/approach -Scientific investigation conducted by two independent researchers included the content analysis of a total of 50 advergames integrated in 11 food company affiliated web sites. Findings -Advergames are successful promotion strategies that reinforce brand recognition and positive associations toward food products. Practical implications -By influencing and encouraging children's cognitive processes, advergames affect their natural development. Originality/value -A content analysis of advergames has not yet been conducted in Hungary. By introducing psychological factors, the present paper can contribute to finding additional approaches to understand the effects of advergames on children.

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Practice paper 21st‐century consumer society

Cited by 4 publications

References 0 publications

Sensory marketing: the multi‐sensory brand‐experience concept

Sensory marketing: the multi‐sensory brand‐experience concept

The burdens of ownership: reasons for preferring renting

The content analysis of advergames in Hungary

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