Editorial

Citation

Leventhal, R.C. (2013), "Editorial", Journal of Consumer Marketing, Vol. 30 No. 3. https://doi.org/10.1108/jcm.2013.07730caa.002

Editorial

Article Type: Editorial From: Journal of Consumer Marketing, Volume 30, Issue 3

Of all the pieces of the consumer puzzle that we as marketers have to come face-to-face with that is most difficult, how is the consumer going to perceive our products/services, and then how do we deal with attitudes that have been created as a result of the consumer’s prior experiences with our company? We know that all types of marketing communications and messages literally bombard the global consumer, but are our marketing efforts successful, or do they miss the mark? Continuous feedback is necessary if we are to grasp the real meaning of how the consumer reacts to a company’s marketing efforts.

Milner and Rosenstreich engage in a study that attempts to understand the situational and psychographic characteristics of mature consumers in relation to decision-making regarding financial services. In general, these consumers have a higher propensity to seek advice based on situational decision making variables and should be sought after consumers for organizations offering financial advice services.

Albert and Meunka test a model of “brand love” that includes both its antecedents and its consequences. This model is rooted in a causal approach and features established consumer-branding relationship constructs (brand identification, brand trust and brand commitment). The results of this study demonstrate strong relationships between two antecedents (brand commitment, positive word-of-mouth, and propensity to pay a higher price for the brand).

Callaghan, Laraway, Snycerski and McGee determine the extent to which exposure to a television commercial for an antidepressant drug compared to another commercial influenced participants’ knowledge of the drug (including the side effects and indications) and self-reported likelihood of seeking an antidepressant medication. A decreased desire to seek antidepressants, possibly due to an increased familiarity with drug side effects, suggests that advertising may be educating viewers about important concerns about medication, and that may impact their desire to seek these drugs.

Li and Murphy attempt to explain how prior consumer satisfaction with each alliance partner affects consumer attributions (i.e. credit or blame) directed toward each partner for both highly satisfying and less than highly satisfying alliance experiences. The authors findings can help firms better understand how consumers respond to alliance encounters. Practical insights include distinct advice for both host versus guest partners in partner selection and resource commitments to alliance platforms.

Lee and Lee engage in a longitudinal study that investigates temporal changes in two distinct consumer animosity dimensions – historical and contemporary – and their influence on judgment of and willingness to buy foreign products. Although product judgment was affected, the downside to foreign firms is temporary. Domestic firms can only take short-term advantages, but long-term edge remains, improving product judgment.

Sharma, Raciti, O’Hara and Reinhard examines the relationship between perceived susceptibility to alcohol readers’ sale promotion strategies and young, female university students’ intention to buy alcohol and attitude toward alcohol consumption. The authors provide insights particularly for upstream, legislative strategic interventions to combat the issue of alcohol drinking of young female university students.

In this issue you will also find our valuable and interesting Book Review section, as well as our Internet Currency section.

Richard C. Leventhal