Journal of Consumer Marketing: Volume 9 Issue 2

Developing a Framework for Sources of New Product Ideas

Stanley F. Stasch, Ronald T. Lonsdale, Noel M. LaVenka

Describes a study reviewing recent histories of new product ideasin order to devise a framework of their sources. Proposes aclassification of sources for new product ideas through…

White Consumer Response to Asian Models in Advertising

Judy Cohen

Discusses consumer response to the use of Asian models to reach theAsian‐American market through mass media advertising. Reports on theresults of an empirical study to discover…

What U.S. Marketers Should Consider in Planning a Pan‐European Approach

Gianluigi Guido

Examines the implications for US firms of the completion of the ECsingle market in 1992. Considers the nature of the EC market, socialgroups to target in a Pan‐European approach…

Erratum

This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/EUM0000000002530. When citing the…

The Twenty Toughest Questions for New Product Proposals

Larry A. Constantineau

Proposes 20 key areas of questioning to which each new productproposition should be subjected by the product champion. Classifies thequestions into six categories…

The Role of Consumer Shows in New Product Adoption

Gloria J. Barczak, Daniel C. Bello, Everett S. Wallace

Discusses the increasing use of the show by marketers as a mediumto launch new products. Analyses adoption theory and key characteristicsof the show setting to explain how shows…

Celebrity Endorsers: Do You Get What You Pay For?

Mary Walker, Lynn Langmeyer, Daniel Langmeyer

Considers the results of recent studies of celebrity endorsers inadvertisements. Analyses the results of a particular study evaluatingthree product categories: bath towels, blue…