Research has not verified the theoretical or practical value of brand attachment construct in relation to alternative constructs, particularly attitude strength. The authors make conceptual, measurement, and managerial contributions this research issue. Conceptually, they define attachment, articulate its defining properties, differentiate it from From a measurement perspective, develop validate parsimonious measure test assumptions that underlie it, demonstrate indicates concept attachment....

Conveying a brand image to target market is fundamental marketing activity. The authors present normative framework, termed concept management (BCM), for selecting, implementing, and controlling over time. framework consists of sequential process introducing, elaborating, fortifying concept. guides positioning strategies, hence the image, at each these stages. method maintaining this concept-image linkage depends on whether functional, symbolic, or experiential. Maintaining should...

Mental imagery is receiving increased attention in consumer behavior theory and research. This article describes imagery, characterizing it as a processing mode which multisensory information represented gestalt form working memory, discusses research on the unique effects of at low levels cognitive elaboration. It specifies researchable propositions for relationship between high elaboration choice consumption behaviors. Finally, reviews specific methods studying imagery.

The authors provide a framework and set of research propositions that capture extend current theory on information processing from advertisements. integrative attitude formation model includes antecedent levels ability, motivation, opportunity (AMO), brand information, cognitive emotional responses, processes, attitude. Key features the are (1) more complete, discussion needs (2) precise specification mechanisms than currently is proposed in two-routes-to-persuasion models, (3) inclusion new...

Journal Article The Differential Role of Characteristics Music on High- and Low-Involvement Consumers' Processing Ads Get access Deborah J. Macinnis, Macinnis Search for other works by this author on: Oxford Academic PubMed Google Scholar C. Whan Park Consumer Research, Volume 18, Issue 2, September 1991, Pages 161–173, https://doi.org/10.1086/209249 Published: 01 1991 history Received: March 1989 Revision received: January

The authors test five theoretically derived hypotheses about what drives video ad sharing across multiple social media platforms. Two independent field studies these using 11 emotions and over 60 characteristics. results are consistent with theory robust studies. Information-focused content has a significantly negative effect on sharing, except in risky contexts. Positive of amusement, excitement, inspiration, warmth positively affect sharing. Various drama elements such as surprise, plot,...

The authors examine the effects of using a subtractive versus an additive option-framing method on consumers' option choice decisions in three studies. former presents consumers with fully loaded product and asks them to delete options they do not want. latter base model add Combined, studies support managerial attractiveness method. Consumers tend choose more higher total price when use framing. This effect holds across different levels (Study 1) categories varying 2). Moreover, this is...

This conceptual article uses an appraisal theory perspective to define the construct of hope and describe its relevance consumer behavior, marketing, public policy in domains product evaluation choice. Using dimensions hope, authors identify a set marketing tactics that are designed stimulate hope. They posit plays moderating role relationship between well-known antecedent variables (e.g., involvement, expectations) on one hand evaluative judgments attitudes, satisfaction) choices other...

Journal Article The Effects of Incidental Ad Exposure on the Formation Consideration Sets Get access Stewart Shapiro, Shapiro Search for other works by this author on: Oxford Academic PubMed Google Scholar Deborah J. MacInnis, MacInnis Susan E. Heckler Consumer Research, Volume 24, Issue 1, June 1997, Pages 94–104, https://doi.org/10.1086/209496 Published: 01 1997 history Received: May 1995 Revision received: October 1996

The authors consider the relationships among two characteristics associated with senior marketing positions (procedural knowledge and performance documentation), four types of management controls, three job-related minipathologies (job tension, dysfunctional behaviors, information asymmetries between superiors subordinates). Selected control theory suggests that a given position should predict managers’ reliance on specific controls. In turn, these controls directly extent minipathologies....

The authors study how ad cues affect consumer behavior in new versus well-established markets. use theoretical insights from information processing to argue that the same can have different effects on behavior, depending whether market is or old. then test these hypotheses context of a toll-free referral service, using highly disaggregate econometric model advertising response. results indicate argument-based appeals, expert sources, and negatively framed messages are particularly effective...

The authors examine whether reputation concerns affect how manufacturers structure their sales organization. Using theory, they reputation-related perceptions and beliefs a manufacturer that currently uses an outside selling organization (i.e., "rep") intends to vertically integrate the function or switch new rep. In particular, propose manufacturer's intentions replace its current manufacturers' rep with company force different is of itself about high-reputation in industry typically...

Critics within the consumer behavior field have consistently debated three fundamental issues about field’s defining properties and goals: (1) whether should be an independent discipline, (2) what is (and not) behavior, (3) our interdisciplinary. Taking perspective of sociology science leads us to conclude that not discipline; distinguished from other fields by its focus on a role, emphasizing acquisition, consumption, disposal marketplace products, services, experiences; interdisciplinary field.

Journal Article What's In and Out: Questions on the Boundaries of Attitude Construct Get access C. Whan Park, Park Search for other works by this author on: Oxford Academic PubMed Google Scholar Deborah J. MacInnis Consumer Research, Volume 33, Issue 1, June 2006, Pages 16–18, https://doi.org/10.1086/504122 Published: 01 2006

My three-year term as editor of Journal Marketing concludes with the October 2005 issue. On basis my interactions various people in marketing community, I believe that science and practice are transition, bringing change to content boundaries discipline. Thus, invited some distinguished scholars contribute short essays on current challenges, opportunities, imperatives for improving thought practice. Each author chose his or her topic themes. However, a collegial process, authors read...

Marketing managers and consumers who use the Web as a source of information often input from strangers to make decisions or gain knowledge. The authors propose that in such contexts, provider's current past behaviors, relative those other providers, influence seeker believes provides valuable response how he she judges be. track queries, provider responses, objective valuation these responses by seekers forum, which queries come multiple providers with whom has not met face-to-face had no...

Consumer research often fails to have broad impact on members of the marketing discipline, adjacent disciplines studying related phenomena, and relevant stakeholders who stand benefit from knowledge created by rigorous research. The authors propose that is limited because consumer researchers adhered a set implicit boundaries or defaults regarding what study, why they study it, how do so. identify these describe can be challenged. By detailing five impactful articles identifying others, show...