Editorial

Citation

Leventhal, R.C. (2007), "Editorial", Journal of Consumer Marketing, Vol. 24 No. 5. https://doi.org/10.1108/jcm.2007.07724eaa.001

Editorial

In a rapidly changing global marketplace, perhaps it may be beneficial to re-consider certain aspects of consumer behavior so that we as marketers can create more effective marketing strategies to win greater consumer acceptance. How do consumers interpret information about products/services? How do consumers choose from among alternative product brands? How do consumers evaluate between/amongst products and brands? How do marketing strategies influence a consumer’s response? Why are consumers more interested or involved in some brands and/or products more than others? How does memory affect a consumer’s decision making? How do consumers interpret the benefits of a company’s product or service? How does prior consumer behavior and environment influence a consumer’s perception?

From these questions that I have raised, we can see that there is no single theory that can completely describe how a consumer makes a decision. However, by addressing these questions, we can ascertain information that will allow us to create more effective, and successful, marketing strategies.

Razzouk et al. present us with a study that compares the decision-making behavior between married and cohabiting couples. The authors found that men and women of married couples make purchasing decisions separately, while men and women of cohabiting couples made most of their decision together. The authors also further discuss the implications of these findings.

Sangkhawasi and Johri investigate the influence of status brand strategy of Mercedes Benz on materialism in Thailand. The authors found that a status brand strategy promotes materialism at a moderate level. Also, older and lower to middle income people are more susceptible to the impact of this strategy. And finally, three characteristics of a brand (namely symbolic meaning, quality, and emotional appeal) have a strong impact on those materialists.

Spake and Joseph examine the relationship between attitudes toward direct-to-consumer advertising and its impact on consumer request for a particular drug. The results of this study show that consumers are skeptical of direct-to-consumer advertising and believe that not enough information is provided about these products. Also, few respondents in this study believed that the ads motivated them to request these (advertised) drugs or put them on a more equal footing with their physician. However, these ads appear to motivate consumers to seek more knowledge about drugs or medical conditions mentioned in these ads.

Wendlandt and Schrader examine the idea that although relationship marketing has developed into a very popular marketing practice, such action frequently encounters resistance from the demand side. The authors found that contractual bonds provoked reactance efforts, while social-psychological bonds neither increased reactance nor the perceived utility of the program. The authors believe that a cautious and limited application of customer loyalty programs is advisable. They also present a consumer reactance scale, which might help a marketing manager to better evaluate the effects of planned or implemented customer retention measures.

Niemela-Nyrhinen believes that current stereotypes of aging consumers paint a picture of them as technology anxious and reluctant to adopt new technologies. The author examines the 50 to 60 year old age group and has found evidence of the distortedness of current stereotypes that are used to describe the 50 plus consumer. Although this study was limited to one country, the author believes that marketers of technological products and services should not further engage in such stereotyping, but rather should familiarize themselves with today’s 50-plus consumers and when applicable, invest effort in serving this market.

In this issue, you will also find a most interesting case study, a thought provoking Misplaced Marketing section, and Computer Currency.

Richard C. Leventhal