Journal of Consumer Marketing: Volume 14 Issue 2

Consumer perceptions of bonus packs: an exploratory analysis

Beng Soo Ong, Foo Nin Ho, Carolyn Tripp

Presents an account of a study which examined consumer perceptions of bonus pack offers. A bonus pack is a manufacturer’s sales promotion technique of giving the buyer an extra…

Sun‐sign astrology in market segmentation: an empirical investigation

Vincent‐Wayne Mitchell, Sarah Haggett

Demographic segmentation variables are cheap and easy to measure, while psychographic variables are more expensive and harder to measure, but can provide more insight into…

Spousal influence in consumer decisions: a study of cultural assimilation

Gopala Ganesh

Spousal influence in the decision‐making process for purchasing consumer goods has been extensively investigated in the academic literature. There have been few studies, however…

Anger, catharsis, and purchasing behavior following aggressive customer complaints

Roger Bennett

This study employed the responses of 237 subjects to questions regarding the emotions they experienced while complaining about products or organizations to test a neo‐Freudian…