Emerald | Journal of Consumer Marketing

A model of fish consumption among young consumers

2012-01-20 00:00:00.0

Abstract

Purpose – The purpose of this study is to examine attitudes towards fish consumption, social pressure, fish preparation and cooking skills, sensory beliefs, health involvement and fish consumption in childhood as predictors of fish consumption among consumers in their early adulthood. While the impact of these factors on fish consumption has been examined in some extent among adult consumers, this is believed to be the first study where the focus is on people in their late teens and their early 20s. Design/methodology/approach – A cross sectional sample of Icelanders between 17 and 26 years old (n=1,735) responded to a questionnaire. Structural equation modelling was used to estimate the direction and strength of relationships between variables. Findings – The paper finds that attitude towards fish consumption, social pressure and fish preparation and cooking skills were correlated to fish consumption. Sensory beliefs and health involvement were also correlated to fish consumption, but this relationship was mediated by attitudes. Finally, there was a relationship between fish consumption in childhood and fish consumption but that relationship was mediated by sensory beliefs and attitude. Research limitations/implications – The number of external variables included in the model is limited and correlational methods were used to estimate the relationship between factors. Originality/value – The decrease in fish consumption among young consumers is of concern. Understanding the role different variables play in their fish consumption habits can provide health authorities and managers in the fish industry with useful insights for strategies for increasing the intake of fish among young consumers.

A market segmentation approach to esteem and efficacy in information search

Melissa Bishop, Nelson Barber — 2012-01-20 00:00:00.0

Abstract

Purpose – Building on consumer purchase behavior and self-confidence theories combined with insights from marketing segmentation literature, this study aims to investigate the influence of self-esteem and self-efficacy on consumers' selection of sources of information when making a product buying decision. Design/methodology/approach – Multivariate analysis of variance was used to analyze the main and interaction effects of the independent categorical variables on multiple dependent interval variables. An online survey was distributed using search engine marketing. Findings – The results indicate that sources of information are used differently among individuals with differing levels of self-esteem and self-efficacy. For example, individuals with higher self-efficacy relied on themselves for information, while those with lower self-efficacy relied on impersonal sources of information, such as the media or internet. Individuals with higher self-esteem relied on themselves and impersonal sources (media and internet) as important sources of information, compared with those respondents with low self-esteem. Research limitations/implications – Measuring situational influence using brief descriptions of hypothetical consumption situations was required. These descriptions could not include all possible facets of a natural setting resulting in subjective interpretations by respondents of what constitutes socially acceptable behavior. Practical implications – Consumer experiences and expectations will vary during a purchase situation. Understanding how individuals seek varied sources of information based on self-esteem and self-efficacy is pertinent to marketing professionals when creating advertising programs particularly for products which offer potential socially risky situations, such as gift-giving. Originality/value – This research contributes by expanding the understanding of search behavior and the influence of self-esteem and self-efficacy on different purchase situations.

A model of consumer response to advertising music

Geoffrey P. Lantos, Lincoln G. Craton — 2012-01-20 00:00:00.0

Abstract

Purpose – The purpose of this paper is to provide a model of consumer response to music in broadcast commercials outlining four variables (listening situation, musical stimulus, listener characteristics, and advertising processing strategy) that affect a consumer's attitude toward the advertising music (Aam). Design/methodology/approach – The paper takes the form of an integrative review of the relevant literatures from the psychology of music, marketing, and advertising. Findings – Aam can be positively but also negatively influenced by many factors. Only some of these variables are employed in any typical study on consumer response to music, which may account for some conflicting findings. Practical implications – The paper discusses factors for effectively using commercial music to affect Aam, with special focus on advertising processing strategy. Advertisers are urged to exercise extreme caution in using music and to always pretest its use considering factors identified in this paper. The paper suggests ways in which the model can guide future research. Originality/value – The paper integrates diverse literatures and outlines the major variables comprising our model of consumer response to advertising music. Advertisers can use these variables as a checklist for factors to consider in selecting ad music.

The impact of lifestyle and ethnocentrism on consumers' purchase intentions of fresh fruit in China

Ping Qing, Antonio Lobo, Li Chongguang — 2012-01-20 00:00:00.0

Abstract

Purpose – The purpose of this paper is to examine how variables related to lifestyle and ethnocentrism influence Chinese consumers' attitudes and intentions towards the purchase of domestic and imported fresh fruit. Design/methodology/approach – A survey instrument was developed using established scales and focus groups. Data were collected in the city of Wuhan through structured intercept interviews with consumers at major supermarkets and fruit stores. Structural equation modelling was used to analyse the data. Findings – Chinese consumers' purchase intention of imported fresh fruit is influenced by lifestyle groups, namely risk takers and traditionalists. Also consumers' ethnocentrism tendencies play an important role in shaping their purchase attitudes towards domestic fresh fruit. Research limitations/implications – Although the research investigated both the sensory and non-sensory purchase attributes of fruits, it failed to shed light on the intended use of imported fruits, e.g. for gifts, self consumption, children, aged parents and ill patients. Additionally, future research should be conducted that is more product and country specific. Practical implications – Marketers should ensure that both sensory and non-sensory purchase attributes of fresh fruit are given due importance, as this will snowball into positive purchase intentions, customer satisfaction and overall profitability for firms. Originality/value – Despite its potential importance, relatively little is known about consumers' buying behaviour of fresh produce in China. Findings of this study would thus be beneficial to practitioners and policy makers to formulate effective strategies designed to market fresh produce in China.

Liminality and consumption in the aftermath of a natural disaster

Pamela A. Kennett-Hensel, Julie Z. Sneath, Russell Lacey — 2012-01-20 00:00:00.0

Abstract

Purpose – This study seeks to examine how event-induced outcomes impact consumption attitudes and buying behavior by surveying victims at distinct intervals following Hurricane Katrina, the largest natural disaster in US history. Design/methodology/approach – Using van Gennep's liminal transitions framework and Belk's conceptualization of possessions and sense of self, the authors present findings from three studies: depth interviews of 21 victims conducted eight weeks after the storm; an online study of 427 victims that was conducted eight months following the storm; and a follow-up online study of 176 victims that took place three years after the first online survey. Findings – The results suggest that when significant life transitions occur, consumption behavior helps to facilitate the process and serves as a marker for each stage. Research limitations/implications – Because many of the US Gulf Coast region's residents still struggle to cope with the devastation wrought by the storm, the situation offers a unique opportunity to investigate short- and long-term effects of a single catastrophic event on consumers' view of possessions and subsequent consumption behavior. Practical implications – The studies conducted by the researchers provide insight about the impact of stress and loss on natural disaster victim's purchasing behavior, both in the weeks and months following the storm as well as more than three years later. Originality/value – The study explores the role of consumption in coping and recovery after a natural catastrophic event. It uses a historic US natural disaster to examine how emotional distress and associated loss of possessions have impacted victims' lives, attitudes, and buying behaviors.

Drivers and barriers to seafood consumption in Australia

Dawn Birch, Meredith Lawley, Denise Hamblin — 2012-01-20 00:00:00.0

Abstract

Purpose – This paper aims to explore the drivers and barriers to seafood consumption in Australia and to investigate attitudes toward pre-packaged fresh chilled seafood products. Design/methodology/approach – A two-stage study of seafood consumption in Australia was conducted comprising ten focus groups across six states (n=60) and a national online consumer survey (n=1,815). Findings – The main drivers for seafood consumption in Australia are health, taste, convenience, and a desire for diet variety. The main barriers to seafood consumption are price, concerns regarding origin, concerns about freshness, difficulty in evaluating seafood quality, and not liking the taste or texture of fish. The main appeals of pre-packaged fresh chilled seafood products are convenience and ease of preparation, while barriers include price and concerns about origin and freshness. Research limitations/implications – The survey focussed on the main or joint grocery buyers in households and thus may not be representative of the entire Australian population. Practical implications – The findings provide important insights for the Australian seafood industry in developing and delivering seafood offerings that will appeal to Australian consumers and thus stimulate seafood consumption. This knowledge will also assist the Australian Government and health educators to more effectively campaign to encourage increased seafood consumption. Originality/value – While research on antecedents to seafood consumption in Europe has been extensive, research into the drivers and barriers to seafood consumption in Western countries such as Australia and strategies for increasing seafood consumption is less evident.

A Quick Start Guide to Mobile Marketing: Create a Dynamic Campaign and Improve Your Competitive Advantage

2012-01-20 00:00:00.0

General Business Anthropology

2012-01-20 00:00:00.0

Shopper Marketing. How to Increase Purchase Decisions at the Point of Sale

2012-01-20 00:00:00.0

Editorial

2012-01-20 00:00:00.0

2011 Awards for Excellence

2012-01-20 00:00:00.0