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Consumer Categorization And Evaluation Of Ambiguous Products
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Book Synopsis Consumer Categorization and Evaluation of Ambiguous Products by : Priyali Rajagopal
Download or read book Consumer Categorization and Evaluation of Ambiguous Products written by Priyali Rajagopal and published by . This book was released on 2004 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: Abstract: This dissertation examines how evaluations of ambiguous products can be influenced by controlling the categorization of such products. Ambiguous products refer to products that may be categorized into alternative categories (e.g. crossover vehicles such as the Chevy Avalanche and Pontiac Aztec). Little is known about how consumers categorize and evaluate these products. We combine two different streams of literature - traditional categorization and psycholinguistics - to examine (1) how categorization of ambiguous products can be controlled, (2) how categorization impacts evaluations and (3) how evaluations can be increased. One of the contributions of this research will be to show that consumer acceptance can be controlled simply through the control of consumer categorization processes rather than through traditional persuasion techniques. From a theoretical standpoint, this dissertation will contribute to the categorization literature by providing a better understanding of the linkages between categorization, inferences and evaluation. Further, the finding that product inferences are not restricted to a single category, but can be induced across multiple categories will be a radical departure from traditional categorization literature, which predicts that inferences are derived only from within a category. From a managerial perspective, the findings of this dissertation will allow marketers to develop cues that can control product categorization which will impact the inferences made about the product and ultimately influence consumer evaluations of the new product.
Book Synopsis Consumers' Reactions to Ambiguous Product Information by : Kaj Philippe Nils Morel
Download or read book Consumers' Reactions to Ambiguous Product Information written by Kaj Philippe Nils Morel and published by . This book was released on 2000 with total page 275 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis The SAGE Handbook of Advertising by : Gerard J Tellis
Download or read book The SAGE Handbook of Advertising written by Gerard J Tellis and published by SAGE. This book was released on 2007-10-24 with total page 513 pages. Available in PDF, EPUB and Kindle. Book excerpt: ′In this era of ′snackable′ content which satisfies only in the moment, it′s great to have a comprehensive Advertising Handbook which one can consult repeatedly. The references are comprehensive and the Handbook opens up many key areas for practitioners′ - Hamish Pringle, Director General, IPA ′Finally, a Handbook of Advertising that brings the field up-to-date. I am impressed with its comprehensive coverage of topics and the distinguished specialists who have shared their key findings with us′ - Philip Kotler, Kellogg School of Management ′When trying to make sense of the mystifying world of advertising, academics and practitioners often seem to inhabit separate universes. Not in this Handbook. For once, the best brains from each side genuinely collude – with constructive results. Wise agencies will read it before their clients do′ - Sir Martin Sorrell, CEO, WPP ′This mighty tome brings together a vast range of views of advertising based on deep experience and scholarship. For practitioners and academics alike, it will be a voyage of discovery and enlightenment′ - Lord (Maurice) Saatchi, Chairman, M&C Saatchi ′This magnificent volume captures all we need to know about how advertising works and its context′ - Baroness (Peta) Buscombe, Director General, Advertising Association, London Advertising is a field that has attracted a great deal of academic attention, but to date there has been no summarising of the state of the art of research. This far reaching and scholarly Handbook is edited by two highly respected and trusted thinkers in the field and includes contributions from leading academics based in both the UK and the USA. Tim Ambler and Gerald J Tellis archive their aim of setting advertising and the theory that underpins it in its historical and societal context, show-casing the most significant advertising research questions of our time and pointing readers in the direction of future avenues for fruitful investigation. The SAGE Handbook of Advertising would be a welcome addition to any marketing academics bookshelf.
Book Synopsis Marketing at the Confluence between Entertainment and Analytics by : Patricia Rossi
Download or read book Marketing at the Confluence between Entertainment and Analytics written by Patricia Rossi and published by Springer. This book was released on 2017-04-29 with total page 1484 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume presents the full proceedings of the 2016 Academy of Marketing Science (AMS) World Marketing Congress held in Paris, France. It contains current research in marketing from academics, scholars, and practitioners from around the world. Focusing on advancing marketing theory and practice, this volume will help marketers to move forward in providing value for companies, consumers, and society. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complementing the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.
Book Synopsis Context is Everything by : Theodore J. Noseworthy
Download or read book Context is Everything written by Theodore J. Noseworthy and published by . This book was released on 2012 with total page 292 pages. Available in PDF, EPUB and Kindle. Book excerpt: Researchers have long believed that consumers adjust their functional expectations in accordance with a product's physical appearance. Recently this belief has come under fire. Product categories are converging rapidly. Take modern cell phones; the physical appearance of the iPhone is only tangentially related to the breadth of its functionality. Examples like this have sparked a wealth of interest in exploring how consumers generate inferences for products with functions that span multiple categories. One important finding is that consumers tend to generate functional inferences based mainly on the knowledge of a single category. This suggests that new hybrid products are not necessarily seen as hybrid, at least not when it comes to functional expectations. Although highlighted as a major marketing challenge, very little progress has been made in explaining why single category beliefs occur, and why any one particular category is chosen above another. I seek to mend this gap by illustrating how context frames single category beliefs by inferring the manufacturer's intent. Specifically, I demonstrate that context alters functional expectations (study 1), attribute preference (study 2), perceptions of proto-typicality (study 3), and attitude stability (study 4). When combined, the four studies offer a comprehensive extension of the literature on product categorization, and more importantly, illustrate the need to account for context when estimating how consumers will respond to new products with functions that span multiple categories.
Download or read book Innovation written by and published by BoD – Books on Demand. This book was released on 2024-03-13 with total page 512 pages. Available in PDF, EPUB and Kindle. Book excerpt: Investments in research and development are crucial for the innovation process in modern societies. There are more perspectives through which innovation can realize important results, including the knowledge creation source, the digital innovation relative to artificial intelligence (AI), the sustainable transition from traditional technology to renewable technology, and the role of the concept of entrepreneurship linked to innovation. Economic operators need different skills to cope with high degrees of competitiveness and achieve the highest profit levels. The analysis carried out in this book considers the interactions among innovation, sustainability, and entrepreneurship. This in-depth investigation identifies the relevant forces useful for the transformations of modern economies and suggests appropriate support policies.
Book Synopsis Psycholinguistic Phenomena in Marketing Communications by : Tina M. Lowrey
Download or read book Psycholinguistic Phenomena in Marketing Communications written by Tina M. Lowrey and published by Psychology Press. This book was released on 2020-07-24 with total page 311 pages. Available in PDF, EPUB and Kindle. Book excerpt: The field of psycholinguistics and the application of psycholinguistic theory to advertising and marketing communication has become a topic of great prominence in the field of consumer behavior. Psycholinguistic Phenomena in Marketing Communications is the first book to address the growing research in this area. This timely volume combines research conducted by current scholars as it demonstrates diversity of the field in terms of relevant topics and methodological approaches. It examines brand names and their semantic and sound-based impact; sentence structure and research in marketing communication; advertising narratives evoking emotional responses; the effects of empathy response on advertising; and the role of language and images in creation of advertising. The book includes authors from a variety of fields, including mass communication, marketing, social psychology, linguistics, and neuropsychology. A range of perspectives is discussed, from qualitative text analysis to controlled psychological experimentation. Psycholinguistic Phenomena in Marketing Communications is intended for students and scholars in numerous disciplines, such as advertising, marketing, social psychology, sociology, and linguistics. It is also suitable for graduate courses in these disciplines.
Book Synopsis The PDMA Handbook of Innovation and New Product Development by : Ludwig Bstieler
Download or read book The PDMA Handbook of Innovation and New Product Development written by Ludwig Bstieler and published by John Wiley & Sons. This book was released on 2023-05-09 with total page 692 pages. Available in PDF, EPUB and Kindle. Book excerpt: State-of-the-art overview of all aspects of new product development from start to finish The Product Development and Management Association (PDMA) Handbook of New Product Development provides an exceptional review of cutting-edge topics for both new and experienced product development leaders, offering a comprehensive and updated guide to the practices, processes, and tools critical to achieving and sustaining new product/service development success in today’s world and delivering valuable information on the fundamentals as well as emerging practices. This edition is completely revised to include 12 new chapters on topics including: Creating Innovation, Sustainable New Product Development (NPD), NPD Teams and Leadership, Digital Transformation of NPD, Market Analytics, and much more. In The Product Development and Management Association (PDMA) Handbook of New Product Development, readers can expect to find specific information on: What separates the winners from the losers when it comes to new products, plus what drives new product success from a holistic standpoint Effective frontend innovation practices, portfolio management for product innovation, and identifying significant new business opportunities via the Magellan Process Obtaining customer needs for product development, harnessing user research for product innovation, and making market analytics work for you Lessons learned from outstanding corporate innovators and differences between goods and services development The 4th edition of The Product Development and Management Association (PDMA) Handbook of New Product Development is an essential reference for anyone with responsibility for product development activities, from novices looking for fundamentals to experts seeking insights on emerging concepts, and is relevant for all functions and all industries.
Author :Emerald Group Publishing Limited Publisher :Emerald Group Publishing ISBN 13 :1785608185 Total Pages :201 pages Book Rating :4.7/5 (856 download)
Book Synopsis New Perspectives in Marketing by Word-of-Mouth by : Emerald Group Publishing Limited
Download or read book New Perspectives in Marketing by Word-of-Mouth written by Emerald Group Publishing Limited and published by Emerald Group Publishing. This book was released on 2015-10-21 with total page 201 pages. Available in PDF, EPUB and Kindle. Book excerpt: New Perspectives on Marketing by Word-of-Mouth offers insight to a world where consumers play an even bigger part in the building or breaking of a company's reputation. Some of the things the book will explain include:- How brand love is built in the fashion industry - How larger organisations effectively respond to negative social media.
Book Synopsis Consumer Behaviour and the Arts by : François Colbert
Download or read book Consumer Behaviour and the Arts written by François Colbert and published by Routledge. This book was released on 2021-09-30 with total page 159 pages. Available in PDF, EPUB and Kindle. Book excerpt: Introduces a services marketing approach to the cultural sector Practical approach focuses on managerial decisions in the arts world Incorporates examples from across the arts sector
Book Synopsis Handbook of Consumer Psychology by : Curtis P. Haugtvedt
Download or read book Handbook of Consumer Psychology written by Curtis P. Haugtvedt and published by Psychology Press. This book was released on 2018-12-07 with total page 1892 pages. Available in PDF, EPUB and Kindle. Book excerpt: This Handbook contains a unique collection of chapters written by the world's leading researchers in the dynamic field of consumer psychology. Although these researchers are housed in different academic departments (ie. marketing, psychology, advertising, communications) all have the common goal of attaining a better scientific understanding of cognitive, affective, and behavioral responses to products and services, the marketing of these products and services, and societal and ethical concerns associated with marketing processes. Consumer psychology is a discipline at the interface of marketing, advertising and psychology. The research in this area focuses on fundamental psychological processes as well as on issues associated with the use of theoretical principles in applied contexts. The Handbook presents state-of-the-art research as well as providing a place for authors to put forward suggestions for future research and practice. The Handbook is most appropriate for graduate level courses in marketing, psychology, communications, consumer behavior and advertising.
Book Synopsis Journal of Consumer Satisfaction, Dissatisfaction, and Complaining Behavior by :
Download or read book Journal of Consumer Satisfaction, Dissatisfaction, and Complaining Behavior written by and published by . This book was released on 1998 with total page 430 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis The Sustainability Grand Challenge by : Michael Gibbert
Download or read book The Sustainability Grand Challenge written by Michael Gibbert and published by Routledge. This book was released on 2020-11-26 with total page 178 pages. Available in PDF, EPUB and Kindle. Book excerpt: How do universities tackle wicked sustainability challenges faced by society? The Wicked Learning Workbook is a toolkit for setting up and running an interdisciplinary master-level course in the context of real-world problems such as food waste and loss. The book offers a new pedagogical approach that we call 'wicked' because it is unorthodox, ambitious, and tackles complex problems that won’t go away. The pedagogy is also international at the course level rather than the conventional exchange semester, enabling institutions to embed international approaches to their core teaching. The Wicked Learning Workbook speaks directly to academics who are looking for solutions that provide stimuli for research and teaching while giving students an innovative, international learning experience. The approach develops student understanding of the UN Sustainable Development Goals as broad-scale societal issues which are difficult, if not impossible, to ‘solve’. An important outcome of this approach is the laboratory-style classroom that creates opportunities for faculty, students and companies to co-create solutions that are immediately implementable. The resulting methodology is based on industry–university collaboration (such as IKEA and Nestlé). The methodology is of interest to corporate leaders pursuing sustainability goals and business transformation. Achieving sustainability requires cross-boundary, cross-disciplinary, experimental approaches that allow for scalability. Wicked problems can only be tackled with wicked solution approaches.
Book Synopsis Food, People and Society by : Lynn J. Frewer
Download or read book Food, People and Society written by Lynn J. Frewer and published by Springer Science & Business Media. This book was released on 2013-03-09 with total page 467 pages. Available in PDF, EPUB and Kindle. Book excerpt: A unique insight into the decision-making and food consumption of the European consumer. The volume is essential reading for those involved in product development, market research and consumer science in food and agro industries and academic research. It brings together experts from different disciplines in order to address the fundamental issues related to predicting food choice, consumer behavior and societal trust in quality and safety regulatory systems. The importance of the social and psychological context and the cross-cultural differences and how they influence food choice are also covered in great detail.
Book Synopsis International Marketing by : Andrew McAuley
Download or read book International Marketing written by Andrew McAuley and published by John Wiley & Sons. This book was released on 2001-06-08 with total page 354 pages. Available in PDF, EPUB and Kindle. Book excerpt: International Marketing: Consuming Globally, Thinking Locally has been written for students taking a modular or one semester course in international marketing. In this book, Andrew McAuley examines key aspects of international marketing from the perspective of SMEs (small and medium sized enterprises), as well as MNCs (multinational companies). He includes numerous examples throughout the text that describe the experiences of both SMEs and MNCs. Examples and case studies are provided that illustrate situations faced by marketers in the international marketplace e.g. market entry decisions, international expansion decisions, the use of strategic alliances, dealing with distributors, and issues raised in cross cultural negotiations.
Author :Richard Vézina Publisher :Ann Arbor, Mich. : University Microfilms International ISBN 13 : Total Pages :724 pages Book Rating :4.:/5 (33 download)
Book Synopsis The Role of Value Conflict in Consumers' Perception, Problem-solving, and Evaluation Processes by : Richard Vézina
Download or read book The Role of Value Conflict in Consumers' Perception, Problem-solving, and Evaluation Processes written by Richard Vézina and published by Ann Arbor, Mich. : University Microfilms International. This book was released on 1993 with total page 724 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Handbook of Applied Cognition by : Francis T. Durso
Download or read book Handbook of Applied Cognition written by Francis T. Durso and published by John Wiley & Sons. This book was released on 2007-02-06 with total page 918 pages. Available in PDF, EPUB and Kindle. Book excerpt: Written by a team of leading international researchers under the guidance of Frank Durso, the second edition of the Handbook of Applied Cognition brings together the latest research into this challenging and important field, and is presented across thirty stimulating and accessible chapters. Stewarded by experiences editors from around the globe, the handbook has been fully updated with eleven new chapters covering materials that focus on the topics critical to understanding human mental functions in complex environments. It is an essential single-source reference for researchers, cognitive engineers and applied cognitive psychologists, as well as advanced students in the flourishing field of applied cognition.
