New data pertaining to tastes for popular culture support and extend the previous finding that consumers tend to form enduring preferences during a sensitive period in their lives. A psychographic measure of the consumer's attitude toward the past is shown to moderate this tendency, and differences between male and female respondents suggest that the experience of strong positive feelings plays a causal role. These findings can guide the marketer in designing aesthetic aspects of products or promotional stimuli and may increase the practicality of using cohort analysis for predictions of consumer demand.
As studied in recent consumer research, the role of nostalgia involves both (1) a link between age and the development of consumer tastes (over time) and (2) the relationship of nostalgia proneness (a psychographic variable) to patterns of consumer preferences. However, questions remain concerning whether the influence of nostalgia proneness and age can be regarded as two independent aspects of nostalgic consumption. This research reports a pair of studies that investigate this issue with respec...
This article reviews the construct and measurement of materialism and concludes that materialism is appropriately conceptualized as a consumer value. The development of a values-oriented materialism scale with three components--acquisition centrality, acquisition as the pursuit of happiness, and possession-defined success--is described. In validation tests high scorers (compared with low scores) desired a higher level of income, place greater emphasis on financial security and less on interperso...
A method of forecasting the effects of changing age distributions and cohort succession on product consumption is presented. Cohort analysis is used to estimate the effects of age, period, and cohort membership on consumption. Recent developments in cohort analysis are reviewed and a study of coffee consumption reported. The forecasts differ from traditional cross-sectional forecasts and in some cases predict changes opposite in directionality. The cohort forecasts are shown to be more accurate ...
Evidence suggests that some consumers react to promotion signals without considering relative price information. We adopt Petty and Cacioppo's Elaboration Likelihood Model (ELM) to explain this behavior in terms of the ELM's peripheral route to pursuasion in which the promotion signal is taken as a cue for a price cut. Experimental results show that low need for cognition individuals react to the simple presence of a promotion signal whether or not the price of the promoted brand is reduced, but...
This study provides evidence that the evaluations of expert connoisseurs can validly predict how the esthetic judgments of untrained novices will change over the course of repeated exposures. These results suggest that such expert opinion should be considered in strategic planning for new products whose success depends on their long-run esthetic appeal.
Preferences toward popular music appear to reflect tastes acquired during late adolescence or early adulthood. In an empirical investigation of this parsimonious inductive proposition, both the aggregate results (R = 0.84) and the disaggregated findings (R = 0.46) suggest that the development of tastes for popular music follows an inverted U-shaped pattern that reaches a peak in about the 24th year. Possible explanations include intrinsic components (e.g., a developmental period of maximum sensi...
: The presence or absence of a particular experience at a particular time in the life cycle may exert an extraordinary and dramatic influence over structure or function well beyond that point in development. Such sensitive periods are thought to be widespread in animal and in human neurobiology and psychology. A comprehensive treatment of the sensitive period needs minimally to include information about its structural characteristics as well as an interpretation of its causes, including why the ...
Several authors have recently discussed the implications of classical conditioning for consumer behavior (e.g., McSweeney and Bierley 1984; Nord and Peter 1980). However, little empirical evidence actually shows that classical conditioning can alter behaviors that are of interest to consumer research. The present experiment provides some initial evidence that it can. In this experiment, preference ratings for stimuli that predicted pleasant music were significantly greater than preference rating...
This research studies possession attachment and focuses on bonds with brands acquired during childhood. The study concentrates on millennial girls growing up in Indian culture and investigates thei...
In this paper, the zero-inflated negative binomial model is adopted to identify the determinants of the likelihood and frequency of live performing arts attendance in mainland China. The data are collected from a face-to-face national sampling questionnaire survey (N = 12,262) conducted in mainland China from January to March 2017. Age, occupation, income, education level, art courses, individual preference, and performance information attainment are found to be significant determinants of the l...
Literature suggests that when shopping for luxury goods, consumers arbitrate between genuine and fake luxury goods, with younger consumers being more likely to arbitrate in favor of luxury fakes be...
This study examines the driving factors for forming positive customer attitudes towards Batik clothing as a cultural product brand and its implications for intention to use. This study will emphasize the symbolic aspect as a driving factor for attitudes. The symbolic aspects are ethnocentrism, product authenticity, and self-image congruence. The study was conducted with a descriptive research design, cross-sectional with data derived from a sample of adolescents in JABODETABEK. The sample was se...
Abstract Global brands are benefiting from the rapidly growing demand for luxury products in China. While research interest in the luxury sector in China is developing, there has not been any research on the affordable luxury sector in that market. This manuscript addresses this gap and is the first cross-cultural study that compares Chinese and American millennial consumers’ perceptions and expectations of affordable luxuries in these two markets. Our analysis reveals the differences and simila...
En matiere de luxe, les jeunes consommateurs cederaient plus facilement aux sirenes de la contrefacon que leurs aines du fait de revenus plus faibles et de differences de valeurs. Nous le conteston...
Nostalgia is generally defined as a longing for the past, and from a marketing perspective it can be described as an emotion that drives the purchase behaviors of consumers. Companies have started to make use of the element of nostalgia in their marketing strategies more frequently in order to be more successful than their competitors in today’s intensely competitive market. The aim of the study is to examine the effect of nostalgia proneness on ad-evoked nostalgia, attitude and purchase intenti...
Bu calismada, retro pazarlama cercevesinde kisisel nostalji egiliminin ve nostaljik urunlere iliskin kalite algisinin satin alma niyeti uzerindeki etkisi arastirilmaktadir. Ayrica kisisel nostalji egilimi ve nostaljik urunlere yonelik kalite algisinin satin alma niyeti ile iliskisi de ortaya konulmaya calisilmaktadir. Arastirmaya Mugla ili ve cevresinden 409 tuketici katilmistir. Arastirma neticesinde elde edilen verilerin analizinde, betimsel istatistik analizi, pearson korelâsyon analizi ve co...
Abstract This study aims to examine the role of nostalgia in influencing consumers' loyalty intentions at traditional restaurants in China. Data was collected from 1082 consumers at three representative traditional restaurants in Yangzhou, China. They were then screened and analysed through SPSS and structural equation modelling. The results revealed that consumers who feel more nostalgic at traditional restaurants tend to perceive higher value of their dining experience, which in turn lead to h...
