Journal of Consumer Marketing: Volume 4 Issue 4

BABY BOOM SINGLES: THE SOCIAL SEEKERS

Barbara B. Stern, Stephen J. Gould, Benny Barak

This article examines single baby boom consumers on demographic and psychographic dimensions tested in a survey of 267 respondents. We found differences between singles and…

EMERGING POSITIONING STRATEGIES IN GLOBAL MARKETING

Teresa Domzal, Lynette Unger

Since the global versus multinational marketing debate began some twenty‐five years ago, pros and cons of each approach have been well recognized. This article provides an…

NEW PRODUCTS — “I CAN FEEL WHEN THEY'RE RIGHT”

Herbert M. Baum

Working on new products creates the adrenaline that keeps marketing people pumped up. They can feel the big winners at the concept stage almost every time. Naturally, there are…

IN‐HOME ELECTRONIC SHOPPING: DISAPPOINTING PAST, UNCERTAIN FUTURE

Richard J. George

This article provides an in‐depth chronology of the development of in‐home electronics shopping, beginning with optimistic predictions of revolutionary growth and possible…

NEW PRODUCT IDEAS FROM FOCUS GROUPS

Jeffrey Durgee

Focus groups have become popular vehicles for generating new product ideas. Samples of target buyers are brought together at interviewing facilities, and moderators facilitate and…

ELIMINATION AND CHOICE PHASES IN EVOKED SET FORMATION

Naeim H. Abougomaah, John L. Schlacter, William Gaidis

The idea of an evoked set is a central unit of analysis in understanding consumer decision making. Previous work in marketing has not examined how consumers make evoked set…