We posit that compared to the cognitive system, the affective system of judgment and decision making is relatively more engaged in the present. Specifically, we hypothesize that even if their accessibility is held constant, affective feelings are weighted more heavily in consumer judgments and decisions set in the present than in equivalent judgments and decisions set in the future or in the past.
As firms increasingly seek out consumers' ideas in various domains, they will encounter individuals with different levels of domain-specific knowledge. While both low- and high-knowledge consumers may be willing to share their ideas benevolently, the performance of the former is likely to be hindered by their lack of relevant knowledge in the problem domain. It is also well established that, despite their abundant knowledge, high-knowledge consumers may not perform in accordance with their full potential (due to factors such as shallow processing and inattention).
A series of laboratory and field experiments test the effect of considering options sequentially (one at a time) versus simultaneously (all at once) on an individual's satisfaction with and commitment to their chosen option. The results converge to reveal a detrimental effect of choosing from sequentially presented options. Unlike simultaneously presented options, the sequential presentation of options evokes hope for a better option to become available in the future and regret from potentially passing one up.
The Attachment-Aversion (AA) Relationship model offers a unifying model of customer-brand relationships. To develop it further as a relevant consumer-psychology model, future research should examine three key factors: how brand perception differs from person perceptions; what role brand experiences play as determinants of customer-brand relationships, and how the AA Relationship model fits with other brand frameworks. The author offers insights and suggestions on how to address these three tasks.
Should advertising be approached differently in emerging than in developed markets? Using data from 256 TV commercial tests conducted by a multinational FMCG company in 23 countries, we consider two routes of persuasion: a functional route, which emphasizes the features and benefits of a product, and an experiential route, which evokes sensations, feelings, and imaginations. Whereas in developed markets the experiential route mostly drives persuasion, the functional route is a relatively more important driver in emerging markets.
A high quality customer database is a cornerstone of successful interactive marketing strategies and tactics. Based on the notion that customer data quality is not only a technical but also an organizational problem, this study develops and tests an organizational learning framework of the relationship between organizational processes, customer data quality and firm performance. The findings show that high quality customer data impact both customer and business performance and that the most important driver of customer data quality comes from the executive suite.
How are the designs of corporate buildings used to create meaning and project a corporate image and personality" We distinguish functionalist architecture ("form follows function"), which focuses on the primary, utilitarian function of a building, from experiential architecture ("from function to form"), which uses the form of a building to communicate symbolically about the organization.
Research has shown that subtle health claims used by food marketers influence pre-intake expectations, but no study has examined how they influence individuals' post-consumption experience of satiety after a complete meal and how this varies according to the value placed on food taste. In two experiments, we assess how labeling a pasta salad as "healthy" or "hearty" influences self-reported satiety, consumption volume, and subsequent consumption of another food.