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This book offers a thorough examination of rumors and proposes
strategies for organizations to use in combatting rumors that occur
both internally and externally. Author Allan J. Kimmel explores the
rumor phenomenon and distinguishes it as a distinct form of
communication. He looks at psychological and social processes
underlying rumor transmission to understand the circumstances under
which people invent and circulate rumors. In addition, he examines
how rumors are spread--both interpersonally and through mediated
processes--and offers strategies for organizations to respond to
rumors when they surface and methods for preventing their
occurrence. Numerous examples are provided of actual rumor cases
for which managers either successfully or unsuccessfully coped,
including such companies as Procter & Gamble, McDonald's,
Snapple, Pepsi-Cola, and Gerber. Intended to serve as a
comprehensive compendium of strategies, this book was written with
two objectives in mind. The first is to shed light on the often
perplexing phenomenon of rumor by integrating disparate approaches
from the behavioral sciences, marketing, and communication fields.
The second is to offer a blueprint for going about the formidable
tasks of attempting to prevent and neutralize rumors in business
contexts. With these dual goals in mind--one theoretical, the other
applied--this book will be of equal interest to both academics and
managers in a wide range of professional contexts. In addition, it
will guide organizational and marketing managers in their efforts
to combat the potentially destructive consequences of rumors.
By examining the interface between consumer behavior and new
product development, People and Products: Consumer Behavior and
Product Design demonstrates the ways in which consumers contribute
to product design, enhance product utility, and determine brand
identity. With increased connectedness and advances in technology,
consumers and marketers are more closely connected than ever
before. Yet consumer behavior texts often overlook the application
of the subject to product design, testing, and success. This is the
first book to explore this interface in detail, exploring such
issues as: the attributes and qualities that consumers demand from
products and services, and social and cultural forces to be aware
of; design and form and how they facilitate product usage;
technological developments and the ways they have changed how
consumers interact with products; product disposal and
sustainability; emerging and future trends in consumer behavior and
product development and design. This exciting volume is relevant to
anyone interested in marketing, consumer behavior, product
development, technology, engineering, design, and brand management.
This book offers a thorough examination of rumors and proposes
strategies for organizations to use in combatting rumors that occur
both internally and externally. Author Allan J. Kimmel explores the
rumor phenomenon and distinguishes it as a distinct form of
communication. He looks at psychological and social processes
underlying rumor transmission to understand the circumstances under
which people invent and circulate rumors. In addition, he examines
how rumors are spread--both interpersonally and through mediated
processes--and offers strategies for organizations to respond to
rumors when they surface and methods for preventing their
occurrence. Numerous examples are provided of actual rumor cases
for which managers either successfully or unsuccessfully coped,
including such companies as Procter & Gamble, McDonald's,
Snapple, Pepsi-Cola, and Gerber. Intended to serve as a
comprehensive compendium of strategies, this book was written with
two objectives in mind. The first is to shed light on the often
perplexing phenomenon of rumor by integrating disparate approaches
from the behavioral sciences, marketing, and communication fields.
The second is to offer a blueprint for going about the formidable
tasks of attempting to prevent and neutralize rumors in business
contexts. With these dual goals in mind--one theoretical, the other
applied--this book will be of equal interest to both academics and
managers in a wide range of professional contexts. In addition, it
will guide organizational and marketing managers in their efforts
to combat the potentially destructive consequences of rumors.
This is the only textbook to provide an applied, critical
introduction to the role of psychology in marketing, branding and
consumer behavior. Ideally suited for both students and
professionals, the new edition is a complete primer on how
psychology informs and explains marketing strategies, and how
consumers respond to them. The book provides comprehensive coverage
of: Motivation: the human needs at the root of many consumer
behaviors and marketing decisions. Perception: the nature of
perceptual selection, attention, and organization and how they
relate to the evolving marketing landscape. Decision making: how
and under what circumstances it is possible to predict consumer
choices, attitudes, and persuasion. Personality and lifestyle: how
insight into consumer personality can be used to formulate
marketing plans. Social behavior: the powerful role of social
influence on consumption. Now featuring case studies throughout to
highlight how psychological research can be applied in the
marketplace, and insightful analysis of the role of digital media
and new technologies, this award-winning textbook is required
reading for anyone interested in this fascinating and evolving
subject.
This collection examines a key new development in the contemporary
marketing landscape, the relationship between the informal exchange
of information and advice among consumers - known as word of mouth
(WOM) - and emerging social media. Whereas WOM has been around
since as long as people have engaged in conversations, its
transmission is no longer limited to face-to-face interactions over
the clothesline and across backyard fences. Today, the
dissemination of WOM through online channels such as Facebook,
Twitter, LinkedIn, YouTube channels, blogs, and consumer forums has
significantly altered the alacrity by which product and service
messages are spread across a dramatically expanded consumer
audience. As marketing practitioners have come to recognize the
power of online WOM in terms of its impact on consumer beliefs,
attitudes, and purchasing behavior, effective strategies for
leveraging the consumer conversation require greater insight and
understanding of WOM and social media. Towards that end, this book
offers ground-breaking research from an impressive array of
internationally renowned marketing researchers on the nature and
dynamics of WOM transmitted through social media channels,
advancing our understanding of consumer influence, which to date
has largely focused on offline WOM. Among the topical issues
covered are best practices for marketing practitioners, the
conversational nature of online WOM, the dynamic interplay between
online and offline WOM, WOM measurement and monitoring, and
cross-cultural influences on WOM. This book was originally
published as a special issue of the Journal of Marketing
Communications.
This is the only textbook to provide an applied, critical
introduction to the role of psychology in marketing, branding and
consumer behavior. Ideally suited for both students and
professionals, the new edition is a complete primer on how
psychology informs and explains marketing strategies, and how
consumers respond to them. The book provides comprehensive coverage
of: Motivation: the human needs at the root of many consumer
behaviors and marketing decisions. Perception: the nature of
perceptual selection, attention, and organization and how they
relate to the evolving marketing landscape. Decision making: how
and under what circumstances it is possible to predict consumer
choices, attitudes, and persuasion. Personality and lifestyle: how
insight into consumer personality can be used to formulate
marketing plans. Social behavior: the powerful role of social
influence on consumption. Now featuring case studies throughout to
highlight how psychological research can be applied in the
marketplace, and insightful analysis of the role of digital media
and new technologies, this award-winning textbook is required
reading for anyone interested in this fascinating and evolving
subject.
By examining the interface between consumer behavior and new
product development, People and Products: Consumer Behavior and
Product Design demonstrates the ways in which consumers contribute
to product design, enhance product utility, and determine brand
identity. With increased connectedness and advances in technology,
consumers and marketers are more closely connected than ever
before. Yet consumer behavior texts often overlook the application
of the subject to product design, testing, and success. This is the
first book to explore this interface in detail, exploring such
issues as: the attributes and qualities that consumers demand from
products and services, and social and cultural forces to be aware
of; design and form and how they facilitate product usage;
technological developments and the ways they have changed how
consumers interact with products; product disposal and
sustainability; emerging and future trends in consumer behavior and
product development and design. This exciting volume is relevant to
anyone interested in marketing, consumer behavior, product
development, technology, engineering, design, and brand management.
Marketing Communication: New Approaches, Technologies and Styles
brings together leading authorities from both academia and the
marketing industry to provide a comprehensive overview and analysis
of the rapidly changing world of marketing communication in the
21st Century. Containing a broad tableau of perspectives, the book
reflects the insights and experiences of academics and
practitioners from both sides of the Atlantic. With its timely and
in-depth focus on contemporary and evolving trends in marketing
communication, this book will be of interest to a diverse audience
of academics, students and marketing professionals. Primarily
intended as a supplemental reader for undergraduate, graduate and
MBA courses, the focus on emerging developments in the field will
also appeal to a broad range researchers and marketing
professionals.
Marketing Communication: New Approaches, Technologies, and Styles
brings together leading authorities from both academia and the
marketing industry to provide a comprehensive overview and analysis
of the rapidly changing world of marketing communication in the
21st Century. Containing a broad tableau of perspectives, the book
reflects the insights and experiences of academics and
practitioners from both sides of the Atlantic. With its timely and
in-depth focus on contemporary and evolving trends in marketing
communication, this book will be of interest to a diverse audience
of academics, students, and marketing professionals. Primarily
intended as a supplemental reader for undergraduate, graduate, and
MBA courses, the focus on emerging developments in the field will
also appeal to a broad range of researchers and marketing
professionals.
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