Citation
Leventhal, R.C. (2006), "Editorial", Journal of Consumer Marketing, Vol. 23 No. 2. https://doi.org/10.1108/jcm.2006.07723baa.001
Publisher
:Emerald Group Publishing Limited
Copyright © 2006, Emerald Group Publishing Limited
Editorial
Why does a consumer like a particular product/service more readily than another product/service in the marketplace? The ability to understand this process could provide a company with the necessary information for it to achieve a competitive advantage over its competition. And when a company is creating a marketing strategy for future success, this type of information becomes invaluable. In the long run, the payback for this effort may help a company achieve a greater return on their investment than they had originally hoped for.
Park and Lennon examine the effect of psychological traits and shopping environmental factors on impulse buying tendency via shopping programs and intended to reflect the inherent nature of the impulsive shopping environment as well as the traditional retail channel.
Vallaster and Hasenoehrl describe the results of assessing the market potential of highly innovative mobile communication devices and services for consumers in Thailand. The authors go on to develop recommendations to cope with managerial unfamiliarity that may arise in an international context.
Chan and McNeal examine how media ownership, media usage and attention to advertising vary among urban and rural children in Mainland China. They also report about the contexts of media usage and time spent on various activities including media usage.
Hopkins, Roster and Wood examine how the retirement experience is cultivated via the (consumer) appraisal process and reflected in post-retirement lifestyle postures and consumption changes. The authors highlight the importance of considering individuals’ attitudes toward major life transitional events as an important factor in predicting their responses to these events.
Amputero and Vila research the need to understand consumer perceptions in order to correctly design product packaging and to achieve the desired position in the consumers mind. They present specific positioning strategies associated with particular packaging dimensions.
Included in this issue you will also find our other regularly featured sections – Misplaced marketing, Book reviews and Computer currency.
Richard C. Leventhal