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Social values are central to people's lives, guiding behaviors, and
judgments, and defining who we are. This book advances
understanding of consumer social values and their roles in the
global marketplace by refining and directing existing knowledge of
consumer behaviors. With a diverse set of contributors from
different parts of the world, this engaging collection provides a
unique examination of social values through cross-cultural
research. It incorporates input from researchers with varying
academic backgrounds from marketing to psychology and philosophy,
and also focuses on a range of methodological approaches including
surveys, ethnography, interviews, semantic analysis, and
neuroscience. The book introduces innovative concepts and provides
comprehensive coverage of several specialized areas, to offer an
important contribution to values research and discussion. Key
topics include values and choice; means-end chains; relations among
goals; motives; religion and personality; value measurement and
values related to specific services and industries. Consumer Social
Values is an essential resource for scholars, students, and
practitioners of consumer psychology and marketing communications.
This book approaches the concept of lifestyle from a contemporary
scholarly perspective, and subjects it to rigorous theoretical and
conceptual standards from an integrated, applied psychological
point of view. Marketplace Lifestyles in an Age of Social Media is
exceptionally current, demonstrating how recent trends and
developments in social media reflect the importance of lifestyle
research in marketing. Numerous examples, illustrations, and
comprehensive references are provided, making this volume the best
single resource for scholars, students, and marketing experts in
this important area of marketing theory and practice.
This book showcases papers presented at the annual Advertising and
Consumer Psychology Conference. The contributors -- active scholars
with both practitioner and academic backgrounds -- share an
interest in the general area of psychographics, values, and
lifestyle in advertising. The interdisciplinary and international
mix of authors bring a diverse perspective to this volume, which is
divided into four nonorthogonal sections. The first section deals
with theoretical and conceptual issues in advertising research,
while the second section presents chapters devoted to improving
methodology. The final two sections illustrate how value,
lifestyle, and psychographic research have been used to understand
differences among people. The first of these final two sections
emphasizes differences among people at different times (commonly
called trend research), and the second emphasizes differences among
people across national boundaries. Collectively, these chapters
illustrate how practical state-of-the-art research in values,
lifestyles, and psychographics can be. Thoughtful consideration of
values, lifestyles, and psychographics as they are manifested in
quality research can improve advertising and marketing practice,
and can help the business community deliver products and services
that are more in line with consumers' needs.
With chapters written by experts in their field, this volume
advances the understanding of theory and successful practice of
marketing and promoting environmental sustainability. Some experts
predict that the next big trend in business will involve the green
economy. Yet, communicating sustainability to consumers provides a
set of challenges for marketers that do not necessarily follow all
the rules of other types of marketing communication. In many ways
the concept of sustainability challenges the core ideals of
promoting consumption. Accordingly, this book identifies for
researchers and practitioners the barriers that keep customers from
engaging in environmentally sustainable consumption and find ways
to overcome those barriers. The book includes topics such corporate
advertising strategy related to sustainability, corporate social
responsibility advertising, greenwashing, advertising related to
values, persuasion and persuasion knowledge in sustainability
marketing, social media and sustainability, and advertising and
public policy.
With chapters written by experts in their field, this volume
advances the understanding of theory and successful practice of
marketing and promoting environmental sustainability. Some experts
predict that the next big trend in business will involve the green
economy. Yet, communicating sustainability to consumers provides a
set of challenges for marketers that do not necessarily follow all
the rules of other types of marketing communication. In many ways
the concept of sustainability challenges the core ideals of
promoting consumption. Accordingly, this book identifies for
researchers and practitioners the barriers that keep customers from
engaging in environmentally sustainable consumption and find ways
to overcome those barriers. The book includes topics such corporate
advertising strategy related to sustainability, corporate social
responsibility advertising, greenwashing, advertising related to
values, persuasion and persuasion knowledge in sustainability
marketing, social media and sustainability, and advertising and
public policy.
The purpose of Creating Images and the Psychology of Marketing
Communication is to advance the understanding of the concept of
image as it is applied to various areas of interest. It also serves
to meet the growing interest in image-related studies by the public
and academics, and provides an innovative and holistic approach to
the study of image. The text reflects the importance of brand
leveraging as the sections cover in-depth discussion on
cross-country and tourism images, corporate and sponsorship images,
individual and celebrity images, and cultural and social images. It
provides a comprehensive and holistic look at the concept of image:
the topics range from theories of image creative to other image
studies on a country, corporate, and individual level. The sections
cover the major topics currently being debated in image marketing
and the psychology of communications. Several new and innovative
concepts are also introduced in the book. Creating Images and the
Psychology of Marketing Communication is intended for academics and
scholars (including students) in the interdisciplinary fields of
consumer psychology, marketing, and communication.
This book approaches the concept of lifestyle from a contemporary
scholarly perspective, and subjects it to rigorous theoretical and
conceptual standards from an integrated, applied psychological
point of view. Marketplace Lifestyles in an Age of Social Media is
exceptionally current, demonstrating how recent trends and
developments in social media reflect the importance of lifestyle
research in marketing. Numerous examples, illustrations, and
comprehensive references are provided, making this volume the best
single resource for scholars, students, and marketing experts in
this important area of marketing theory and practice.
The growing complexity and importance of sports and event marketing
has pushed scholars and practitioners to apply sophisticated
marketing thinking and applications to these topics. This book
deals with the professional development in the sense that sports
marketing can be viewed as an application of consumer behavior
research. Readers will learn about new opportunities in using
consumer behavior knowledge effectively in the areas of:
influencing behaviors in society and sports; building relationships
with consumers through sports and events; and providing services to
consumers through sport and event sponsorships. This book, by a
superb group of authors, includes comprehensive reviews, innovative
conceptual pieces, empirical research and rigorous attention to
data.
The purpose of "Creating Images and the Psychology of Marketing
Communication" is to advance the understanding of the concept of
image as it is applied to various areas of interest. It also serves
to meet the growing interest in image-related studies by the public
and academics, and provides an innovative and holistic approach to
the study of image. The text reflects the importance of brand
leveraging as the sections cover in-depth discussion on
cross-country and tourism images, corporate and sponsorship images,
individual and celebrity images, and cultural and social images. It
provides a comprehensive and holistic look at the concept of image:
the topics range from theories of image creative to other image
studies on a country, corporate, and individual level. The sections
cover the major topics currently being debated in image marketing
and the psychology of communications. Several new and innovative
concepts are also introduced in the book.
"Creating Images and the Psychology of Marketing Communication" is
intended for academics and scholars (including students) in the
interdisciplinary fields of consumer psychology, marketing, and
communication.
Providing a different type of vehicle for communicating with
consumers that does not necessarily follow all of the rules of
other types of marketing communication, sports marketing is one of
the fastest growing areas of marketing communication. The purpose
of this book is to advance understanding in this area. It presents
chapters that deal with topics in sports marketing in a scholarly
and comprehensive way, covering major topics of discussion in
sports marketing and the psychology of communication. Several new,
innovative topics are introduced, such as SportNEST and consumption
communities, and many classic topics are brought up to date,
including sponsorship, ambush marketing, identification,
endorsements, basking in reflected glory, and licensing. Many of
the topics that seem to center around sports show up as well, such
as sneakers, ethics, risky behavior, and even investments.
Utilizing a psychological approach to understanding sports
marketing, first-rate authors discuss the most important topics.
The book covers all major topics of sports marketing, including:
sponsorship from several different perspectives--the major force in
sports marketing; ambush marketing--how non-spo
This book showcases papers presented at the annual Advertising and
Consumer Psychology Conference. The contributors -- active scholars
with both practitioner and academic backgrounds -- share an
interest in the general area of psychographics, values, and
lifestyle in advertising.
The interdisciplinary and international mix of authors bring a
diverse perspective to this volume, which is divided into four
nonorthogonal sections. The first section deals with theoretical
and conceptual issues in advertising research, while the second
section presents chapters devoted to improving methodology. The
final two sections illustrate how value, lifestyle, and
psychographic research have been used to understand differences
among people. The first of these final two sections emphasizes
differences among people at different times (commonly called trend
research), and the second emphasizes differences among people
across national boundaries.
Collectively, these chapters illustrate how practical
state-of-the-art research in values, lifestyles, and psychographics
can be. Thoughtful consideration of values, lifestyles, and
psychographics as they are manifested in quality research can
improve advertising and marketing practice, and can help the
business community deliver products and services that are more in
line with consumers' needs.
Be prepared for the future of international marketing! The future
of your business depends on your ability to anticipate changes and
developments in consumer behavior. Euromarketing and the Future
helps you chart a course for success through the diverse and
challenging European markets, presenting research and theory on
where they've been, where they're going, and what's likely to
happen when they get there. This unique book doesn't use tarot
cards, fortune tellers or a crystal balljust an international panel
of business scholars who draw on their extensive experience to help
you develop effective management and marketing plans for the years
to come. Euromarketing and the Future examines European marketing
systems of the past and present to forecast Europe's likely role in
the global economy. The book addresses e-commerce and the Internet
as they relate to Europe; privatization and the move toward a
market economy in Eastern Europe; the effect of global politics on
marketing; Delphi research on possible scenarios that could play
out over the next few decades; and how the outlook of consumers
(optimistic or pessimistic) can affect the market's future.
Euromarketing and the Future includes: a political-economic look at
the implications of European unification on the last 50 years to
make some predictions for the next 50 content analysis of
international Web sites that encourage cross-border sales a survey
of small retail business managers in Romania on what the influx of
large foreign retail chains means to their futures a global
paradigm marketing model that illustrates consumer/citizen,
institutional, and macro-environmental interdependencies global
product and marketing strategies for globalising ICT companies and
much more! No one can predict the future. But through thoughtful
analysis and examination of major political and economic
developments in Western and Eastern Europe, Euromarketing and the
Future gives you the head start you need to prepare your business
for the likely changes in consumer behavior and marketing that lie
ahead.
Sports marketing is one of the fastest growing areas of marketing
communication. This book advances understanding in this emerging
area. It presents sports marketing in a scholarly and comprehensive
way, covering major topics of discussion in sports marketing and
the psychology of communication. Several new, innovative topics are
introduced, such as SportNEST and consumption communities, and many
classic topics are brought up to date, including sponsorship,
ambush marketing, identification, endorsements, basking in
reflected glory, and licensing. Many of the topics that seem to
center around sports show up as well, such as sneakers, ethics,
risky behavior, and even investments. Utilizing a psychological
approach to understanding sports marketing, first-rate authors
discuss the most important topics. The book covers all major topics
of sports marketing, including: sponsorship from several different
perspectives--the major force in sports marketing; ambush
marketing--how non-sponsors seek to reap the benefits without
paying the price; and licensing--using the sale of items, such as
T-shirts to increase profit and marketing.
Explore Internet marketing from cross-cultural and cross-national
perspectives! This book examines cutting-edge theory and practice
on Internet marketing, putting the latest research on the best ways
to exploit this interactive advertising medium in your hands. In
Internet Applications in Euromarketing, scholars from Europe and
the United States examine essential facets of Internet use, both as
a means of product promotion and as a facilitator of consumers?
purchasing decisions. Internet Applications in Euromarketing
considers the effectiveness of combining Web advertising with
traditional media, looks at ways to make banner ads pay off,
highlights techniques for reaching older consumers via the
Internet, shows how to take advantage of online word-of-mouth
advertising, and more! The handy charts and tables in this
well-referenced book make important points of information easy to
access and understand. Internet Applications in Euromarketing looks
in-depth at what works and what doesn?t, addressing the questions
on marketers? minds (and some that many haven?t thought of yet),
including: Where is a company?s marketing money best spent?what are
the media effects for Internet exposure vs. television and print?
Is it useful to mention a price, a rebate, or a gift to encourage
the Internet user to move from the banner?s host site to the
brand?s site? What are the Internet habits and preferences of
seniors, and what are the best ways to reach them? Are banner ads
that are disguised as messages from the user?s operating system
more effective than those that simply appear as advertising? How
can we generate word-of-mouth Internet communication?via e-mail,
newsgroups, bulletin boards, chat rooms, etc.?and establish
credibility? What are the advantages of online discussions over
traditional focus groups?
What makes consumers behave as they do?Just as demographics examine
the "who" of consumer behavior, psychographics examine the "why".
Psychographics show the motivations that people have in regard to
purchasing products and choosing a lifestyle. The measurement
approaches of psychographics utilize a combination of the
personality, social value, and demographic variables.
Cross-National Consumer Psychographics demonstrates that as
communication and interactions between different parts of the world
increase, marketing practitioners and educators will benefit by
continuing to employ psychographic segmentation as a fundamental
teaching and marketing tool. Examining consumer behavior with
Cross-National Consumer Psychographics will bring you an improved
understanding of the political and economic ties between
communities and citizens, and will facilitate improved market
understanding, segmentation, and communication.Cross-National
Consumer Psychographics explores important marketing topics like:
the role of psychographics and values in international marketing
cross-cultural consumer information processing styles the
relationship between independent and interdependent self-concepts
and reasons for purchase the internationally recognized List of
Values (LOV)and specific case studies including: the values of
American and Japanese mothers (using the LOV) means-end analyses of
fish consumption in Denmark and France effects of the change of
sovereignty on consumer preferences in Hong KongCross-National
Consumer Psychographics provides data from several applications of
the List of Values (LOV) coming from various parts of the globe,
showing the implications of particular cultures upon consumerism.
Through this unique book, you will discover how countries and
consumer groups can be segmented and approached based on their
social values to help you develop more effective marketing
strategies for your products.
What makes consumers behave as they do?Just as demographics examine
the "who" of consumer behavior, psychographics examine the "why."
Psychographics show the motivations that people have in regard to
purchasing products and choosing a lifestyle. The measurement
approaches of psychographics utilize a combination of the
personality, social value, and demographic variables.
Cross-National Consumer Psychographics demonstrates that as
communication and interactions between different parts of the world
increase, marketing practitioners and educators will benefit by
continuing to employ psychographic segmentation as a fundamental
teaching and marketing tool. Examining consumer behavior with
Cross-National Consumer Psychographics will bring you an improved
understanding of the political and economic ties between
communities and citizens, and will facilitate improved market
understanding, segmentation, and communication.Cross-National
Consumer Psychographics explores important marketing topics like:
the role of psychographics and values in international marketing
cross-cultural consumer information processing styles the
relationship between independent and interdependent self-concepts
and reasons for purchase the internationally recognized List of
Values (LOV)and specific case studies including: the values of
American and Japanese mothers (using the LOV) means-end analyses of
fish consumption in Denmark and France effects of the change of
sovereignty on consumer preferences in Hong KongCross-National
Consumer Psychographics provides data from several applications of
the List of Values (LOV) coming from various parts of the globe,
showing the implications of particular cultures upon consumerism.
Through this unique book, you will discover how countries and
consumer groups can be segmented and approached based on their
social values to help you develop more effective marketing
strategies for your products.
The growing complexity and importance of sports and event marketing
has pushed scholars and practitioners to apply sophisticated
marketing thinking and applications to these topics. This book
deals with the professional development in the sense that sports
marketing can be viewed as an application of consumer behavior
research. Readers will learn about new opportunities in using
consumer behavior knowledge effectively in the areas of:
influencing behaviors in society and sports; building relationships
with consumers through sports and events; and providing services to
consumers through sport and event sponsorships. This book, by a
superb group of authors, includes comprehensive reviews, innovative
conceptual pieces, empirical research and rigorous attention to
data.
Social values are central to people's lives, guiding behaviors, and
judgments, and defining who we are. This book advances
understanding of consumer social values and their roles in the
global marketplace by refining and directing existing knowledge of
consumer behaviors. With a diverse set of contributors from
different parts of the world, this engaging collection provides a
unique examination of social values through cross-cultural
research. It incorporates input from researchers with varying
academic backgrounds from marketing to psychology and philosophy,
and also focuses on a range of methodological approaches including
surveys, ethnography, interviews, semantic analysis, and
neuroscience. The book introduces innovative concepts and provides
comprehensive coverage of several specialized areas, to offer an
important contribution to values research and discussion. Key
topics include values and choice; means-end chains; relations among
goals; motives; religion and personality; value measurement and
values related to specific services and industries. Consumer Social
Values is an essential resource for scholars, students, and
practitioners of consumer psychology and marketing communications.
APA Handbook of Consumer Psychology presents a comprehensive survey
of the field, including historical reviews and critical sources of
information in both core and emerging literature. Broad coverage
areas include perspectives on consumer psychology, consumer
characteristics and contexts, use of psychology to communicate with
consumers, consumer cognitions and affect, and use of psychology to
carry out business functions. Chapters pinpoint practical issues;
probe unresolved and controversial topics in a balanced manner; and
present future theoretical, research, and practice trends.
Explore Internet marketing from cross-cultural and cross-national
perspectives!
This book examines cutting-edge theory and practice on Internet
marketing, putting the latest research on the best ways to exploit
this interactive advertising medium in your hands. In Internet
Applications in Euromarketing, scholars from Europe and the United
States examine essential facets of Internet use, both as a means of
product promotion and as a facilitator of consumers? purchasing
decisions.
Internet Applications in Euromarketing considers the effectiveness
of combining Web advertising with traditional media, looks at ways
to make banner ads pay off, highlights techniques for reaching
older consumers via the Internet, shows how to take advantage of
online word-of-mouth advertising, and more! The handy charts and
tables in this well-referenced book make important points of
information easy to access and understand.
Internet Applications in Euromarketing looks in-depth at what
works and what doesn?t, addressing the questions on marketers?
minds (and some that many haven?t thought of yet), including: Where
is a company's marketing money best spent?what are the media
effects for Internet exposure vs. television and print? Is it
useful to mention a price, a rebate, or a gift to encourage the
Internet user to move from the banner's host site to the brand's
site? What are the Internet habits and preferences of seniors, and
what are the best ways to reach them? Are banner ads that are
disguised as messages from the user's operating system more
effective than those that simply appear as advertising? How can we
generate word-of-mouth Internet communication?via e-mail,
newsgroups, bulletinboards, chat rooms, etc.?and establish
credibility? What are the advantages of online discussions over
traditional focus groups?
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