Editorial

Citation

Leventhal, R.C. (2013), "Editorial", Journal of Consumer Marketing, Vol. 30 No. 6. https://doi.org/10.1108/JCM-08-2013-0681

Editorial

Article Type: Editorial From: Journal of Consumer Marketing, Volume 30, Issue 6

To be able to determine how a consumer will react to a specific situation in the marketplace in terms of an existing or new product is what many marketers strive for. After all, once a specific marketing strategy is put into place and then carried out, it may be awhile before a company can react to the consequences of its actions in terms of consumer acceptance (or rejection) of a particular product. This situation is global in nature, and not confined to any one geographical marketplace. Constant monitoring of the consumers’ specific actions and behaviors is a necessity.

Clarke and Mortimer examine the concept of self-gifting whereby consumers purchase products for themselves. The authors examine identification and connection of self-gifting antecedents, self-gifting and the effect on post purchase regret. The author’s study emphasizes the importance of variations in self-gifting behaviors and of post-purchase consumer regret.

Viswanathan and Jain posit that it is important for marketers to understand the (consumer) behavior of generation Y as its influence in the marketplace is only bound to grow. The authors attempt to integrate the characteristics of generation Y with a tried and tested psychological process in decision making and then make relevant modifications to the framework. Brands that compete on tangible or functional attributes should target persons who are designated as “product experts” within a social network rather than target the individual directly.

Lysonski and Durvasula investigate urban consumers in Lagos, Nigeria to examine the extent to which they have become acculturated to global consumer culture. This form of acculturation describes the extent to which consumers have become similar to other global consumers in other countries. The authors determined that acculturation is influenced by many forces including global media, exposure to the marketing activities of multinational firms, and openness and identification with global consumer culture.

Fowler, Pitta and Leventhal investigate the effects of advancements in technology on the practice of one-to-one marketing. The proliferation of social media, online communities and mobile communications has generated incredible amounts of consumer data of interest to marketers. Marketers now have many more information sources and analytical tools to implement the one-to-one marketing concept, and can do so with a higher degree of effectiveness than possible in the past. Proprietary technology may exist that might re-characterize the potential for information exploitation.

Li and Murphy build and test a framework investigating the relationship between consumers’ alliance encounter satisfaction (AES) and their behavioral intentions toward reward standalone platforms of Host and Guest partners, moderating effects of AES attributions on AES to behavioral intention relationship. The authors suggest advice on partner selection and alliance resources commitments. Since outcomes of alliance encounters lead to greater gains (or losses) for Host brands, Hosts are called to be particularly thorough when making alliance resource commitments.

Joung investigates materialistic consumers’ apparel purchase, compulsive buying, environmental attitudes, and post-purchase behaviors regarding hoarding, disposing, and participation in recycling. This study was designed to uncover materialistic consumers’ post-purchase behaviors. The results of this study suggest that marketing media should address benefits and ways to recycle and educate consumers in sustainable consumption behaviors.

In this issue you will also find our Book Review section.

Richard C. Leventhal