Editorial

Citation

Leventhal, R.C. (2007), "Editorial", Journal of Consumer Marketing, Vol. 24 No. 1. https://doi.org/10.1108/jcm.2007.07724aaa.001

Editorial

The study of consumer behavior has evolved over the years. Today, in order to succeed in the marketplace, we make every effort to try and understand what motivates the consumer. We then create the necessary marketing strategies that allow the consumer to purchase/use the product/service that is being targeted toward that particular consumer. The geographic boundaries which once allowed for the demarcation of different cultures/populations have diminished, or been completely eradicated. We study the similarities and/or differences amongst groups across many cultures, so that we may get a better grasp of what drives the consumer to act/react to specific marketing strategies. We cannot take for granted that what once worked for us will be successful again. Change is imminent.

Clarke examines the unique proposition that Christmas spirit is often given as a reason or excuse for the goodwill, generosity and altruism associated with the celebration of Christmas. Despite the influence of the occasion on cultural, financial and economic issues, the author believes that there has been no specific empirical attention toward the structure or measurement of the concept of Christmas spirit. Clarke’s findings have consequences for content and themes of advertising, and the scope of brand promotion by owners, promoters and retailers of brands and the associated business activity.

McKechnie, Grant, Korepina and Sadykova examine whether increased interest in exercise has generated a market for home fitness equipment in which women are a viable consumer segment. Their study reveals that women who favor noticeable physical changes and women in business do in fact constitute a viable market.

Teng, Laroche and Zhu examine the effects of advertising on consumers’ attitudes and purchase intentions in multiple-ad and multiple-brand environments. The author’s findings revealed that the higher level of affective response to a focal ad significantly leads to a higher evaluation of that ad. In addition, information about a competing ad and brand is processed comparatively, and such actions negatively influence evaluations of a focal ad and brand.

deMatos, Ituassu and Rossi examine the concept of consumer attitude and behavioral intentions towards counterfeits. Their research indicated that consumer intentions to buy counterfeited products are dependent upon the attitudes that they have toward counterfeits, which in turn are also influenced by other factors. Previous experience with counterfeit consumption does not have a direct effect on behavioral intentions, but only an indirect effect through attitude.

In this issue of the Journal of Consumer Marketing, you will read a most interesting case study on how loyalty marketing affects the consumption of packaged goods. In addition, please be sure to read our Misplaced Marketing contribution, as well as our Book Reviews and Computer Currency.

Richard C. Leventhal