Editorial

Citation

Leventhal, R.C. (2009), "Editorial", Journal of Consumer Marketing, Vol. 26 No. 1. https://doi.org/10.1108/jcm.2009.07726aaa.001

Editorial

Article Type: Editorial From: Journal of Consumer Marketing, Volume 26, Issue 1

Age is but one factor that will help to determine how a consumer reacts to a product/service in the global marketplace today. The Millennials, Generation Xers, Baby Boomers and the rapidly growing aging population all have their own attitudes and opinions as it concerns the various products/services that are being presented to them on a daily basis. Even though culture does affect consumers, we are beginning to get a better understanding of how various ideas/concepts are becoming less unique to a specific location and becoming more widespread amongst consumers. As a result of a rapidly increasing industrialization amongst nations, consumers of all ages have become more sophisticated in their “marketplace savvy” and are becoming more of a challenge in terms of their choosing a specific product/service. The “one size fits all” mentality that was prevalent amongst marketers in the past has ceased to exist.

Chan, Prendergast, Gronhoj and Bech-Larsen explore perceptions of healthy/unhealthy eating and socializing agents encouraging healthy eating amongst Chinese adolescents. In relation to socializing agents, social service marketers might consider influencing adolescents eating habits through the parents. In relation to different advertising appeals discouraging unhealthy eating, news and fear appeals should be considered, as these were considered relatively more likeable and effective than other types of appeals. Overall, this study can serve as a guideline for social service marketing professionals targeting adolescents.

Phau and Teah examine how social and personality factors influence Chinese consumers’ attitudes towards counterfeits of luxury brands and how these two sets of variables influence purchase decisions. The research findings can be used to formulate strategies for academia, practitioners and, more importantly, policy makers to help eradicate, or at the very least curb, counterfeiting activities.

Smith and Deppa examine how the consumer ascribes importance to attributes that define a given product or service consumption experience relative to the extent that they contribute to satisfaction. Two separate dimensions of attribute importance are conceptualized, contrary to the more common view that there exists only a single form of importance. Importance performance analyses, commonly used by organizations to evaluate and improve product and service performance, should recognize and incorporate these two separate types of attribute importance.

Hough and Kobylanski explores factors impacting of engagement of consumers aged 65 or older with higher forms of information technology, primarily PCs and the internet, and examines the potential effectiveness of marketing methods toward improving diffusion and increasing engagement. The authors develop a theoretical framework for the future investigation of the diagnosed problem: what are the ways of successfully influencing the adoption of Information technology by older consumers by using traditional components of marketing (product, price, promotion and place)?

In this issue you will also find a case it relates to customer loyalty, as well as an engaging Misplaced Marketing section, Book Reviews and our Computer Currency.

Richard C. Leventhal