Journal articles on the topic 'Consumer stereotypes'
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Lu, Changbao, Hang Li, and Taoran Xu. "Do profitability and authenticity co-exist? A model of sales promotion stereotype content and its perception differences among groups." Journal of Contemporary Marketing Science 3, no. 3 (November 13, 2020): 333–63. http://dx.doi.org/10.1108/jcmars-08-2020-0033.
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PurposeAlmost every consumer has many experiences of sales promotion and different stereotypes of it. The purpose of this paper is to investigate the model of sales promotion stereotype content (model of SPSC) and its perception differences among groups.Design/methodology/approachDrawing on the methods testifying stereotype content model and mixed stereotype proposed by Fiske et al. (2002), the authors decomposed the SPSC model into two dimensions, namely, the profitability and authenticity of sales promotion, and developed a multidimensional scale for profitability and authenticity. Then a survey that examined 765 participants was conducted to test the reliability of profitability and authenticity as the two primary dimensions of the model of SPSC and perception differences among consumer groups.FindingsThe model which consists of two dimensions, authenticity and profitability, was shown to be reliable and valid. Furthermore, the authors find that the profitability and the authenticity reflect consumers' evaluation (perception) of an enterprise's intention and its ability to enact the intention of sales promotion. In addition, mixed stereotypes of promotion can also explain consumers' entanglement when making promotion decisions.Originality/valueThis paper fills the gap in the existing literature of which the single dimension stereotype of sales promotion by the model of SPSC. In addition, the results show that consumers' stereotype of promotion varied in demographics and psychographic characteristics. Furthermore, this paper provides a basis for exploring the social stereotypes of specific things and related marketing activities.
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Davvetas, Vasileios, and Georgios Halkias. "Global and local brand stereotypes: formation, content transfer, and impact." International Marketing Review 36, no. 5 (September 9, 2019): 675–701. http://dx.doi.org/10.1108/imr-01-2018-0017.
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Purpose The dominant paradigm in international branding research treats perceived brand globalness (PBG) and localness (PBL) as attributes algebraically participating in brand assessment and disregards the perception of brands as humanlike entities actively embedded in consumers’ social environments. Challenging this view and drawing from stereotype theory, the purpose of this paper is to suggest that PBG/PBL trigger the categorization of products under the superordinate mental categories of global/local brands which carry distinct stereotypical content. Such content transfers to every individual product for which category membership is established and shapes brand responses. Design/methodology/approach One experimental study (Study1, n=134) tests the process of global/local brand stereotype formation, identification and content transfer. Subsequently, two consumer surveys test the impact of brand stereotypes on brand approach/avoidance tendencies (Study2, n=328) and consumer–brand relationships (Study3, n=273). Data were analyzed with experimental techniques and structural equation modeling. Findings The findings suggest that upon categorization under the global or local brand class, individual brands are charged with the stereotypical content of the class. Global brands are predominantly stereotyped as competent while local brands are predominantly stereotyped as warm. Localness-induced warmth has uniformly positive effects, whereas globalness-induced competence acts as a double-edged sword which can both help and harm the brand. Originality/value This research contributes by proposing a novel conceptualization of global and local brands as groups of intentional marketplace agents stereotyped along their intentions and abilities, empirically establishing the process through which individual brands are assigned stereotypical judgments and demonstrating how these judgments impact critical brand outcomes and consumer–brand relationships.
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Bauer, Brittney C., Clark D. Johnson, and Nitish Singh. "Place–brand stereotypes: does stereotype-consistent messaging matter?" Journal of Product & Brand Management 27, no. 7 (November 19, 2018): 754–67. http://dx.doi.org/10.1108/jpbm-10-2017-1626.
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Purpose The purpose of this paper is to address an overarching question: Does matching consumer place–brand associations with stereotype-consistent messaging affect consumer perceptions of an advertisement? Design/methodology/approach This paper presents two experiments that examine participants’ differing evaluations of advertisements under various experimental conditions. Study 1 examines the match of place–brand warmth versus competence stereotypes and the use of symbolic versus utilitarian advertising messaging for both new foreign and domestic brands. Study 2 examines this match for global brands. Findings The paper reveals that stereotype-consistent messaging increases the perceived fit between the advertisement and the brand for new foreign brands but not for new domestic or global brands. Furthermore, in a post-hoc analysis, this congruence is found to improve attitude towards the brand, purchase intentions and brand response, through the mediating effect of attitude towards the ad. Originality/value Place–brand stereotypes impact consumer attitudes and opinions regarding brands from different countries. This paper applies two universal social judgment dimensions from social psychology—warmth and competence—to the novel context of advertising messaging to examine previously unexplored facets of the place–brand image.
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Gidaković, Petar, and Vesna Zabkar. "How industry and occupational stereotypes shape consumers' trust, value and loyalty judgments concerning service brands." Journal of Service Management 32, no. 6 (October 5, 2021): 92–113. http://dx.doi.org/10.1108/josm-12-2020-0447.
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PurposeLongitudinal studies have shown that consumer satisfaction has increased over the last 15 years, whereas trust and loyalty have decreased during the same period. This finding contradicts the trust–value–loyalty model (TVLM), which posits that higher satisfaction increases consumers' trust, value and loyalty levels. To explain this counterintuitive trend, this study draws on models of trust formation to integrate the stereotype content model and the TVLM. It argues that consumers' occupational and industry stereotypes influence their trust, value and loyalty judgments through their trusting beliefs regarding frontline employees and management practices/policies.Design/methodology/approachThe study was conducted among 476 consumers who were randomly assigned to one of five service industries (apparel retail, airlines, hotels, health insurance or telecommunications services) and asked to rate their current service provider from that industry.FindingsThe results suggest that both occupational and industry stereotypes influence consumers' trusting beliefs and trust judgments, although only the effects of industry stereotypes are transferred to consumers' loyalty judgments.Research limitations/implicationsThe results of the study indicate that industry stereotypes have become increasingly negative over the last decades, which has a dampening effect on the positive effects of satisfaction.Practical implicationsThis study provides guidelines for practitioners regarding the management of frontline employees and the development of consumer trust, value and loyalty.Originality/valueThis is the first study to propose and test an explanation for the counterintuitive trend concerning customer satisfaction, trust and loyalty. It is also the first to examine the roles of multiple stereotypes in the relationship between consumers and service providers.
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Gröppel-Klein, Andrea. "Impact of Age Stereotypes on Older Adults’ Cognitive Performance: An Experimental View on Aging Consumers." Innovation in Aging 4, Supplement_1 (December 1, 2020): 597. http://dx.doi.org/10.1093/geroni/igaa057.2007.
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Abstract The “contamination hypothesis” (Rothermund and Brandtstädter, 2003; Levy, 2003) assumes that negative external stereotypes significantly influence the cognitive and functional well-being of older people. Negative stereotypes also play an important role in consumer decision-making and responses to sales talks. Two surveys in home environments, using a snowball-system, with subjects randomly assigned to the different conditions in a 2x2-design (age stereotype x time pressure, study 1: n=151, Mage=65, study 2: n=122, Mage=68) show that older consumers, primed with negative age stereotypes, are less effective in correctly evaluating the value-for-money-ratios of different offers), especially when they perceive time pressure (=moderator). Self-efficacy is identified as a significant mediator, explaining the impact of stereotypes on performance. Contamination via “talking down” to older consumers also occurs in sales talks. In a “vignette” experiment, patronizing (vs. neutral) communication impairs the cognitive performance (measured via recall of information) of older consumers (n=86, Mage=69,) and leads to dissatisfaction.
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Hrechanyk, N. Yu, S. YA Shurpa, and P. V. Kozyn. "FORMATION AND CORRECTION OF STEREOTYPES OF CONSUMER BEHAVIOR AS A PHENOMENON OF COGNITIVE AND SOCIAL INTERACTION." THEORETICAL AND APPLIED ISSUES OF ECONOMICS, no. 43 (2021): 100–115. http://dx.doi.org/10.17721/tppe.2021.43.10.
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In an era of globalization, rapid development of technology, science, economics and education, people are striving to improve the quality of their lives. This is primarily reflected in their way and style of consumption - consumer behavior. Many factors, characteristics and characteristics affect an individual in how he/she behaves in the selection process, consumption habits, shopping behavior, brands he prefers, and places of sale he visits. The consumer is guided by culture, subculture, belonging to a certain social class, social status, membership in certain groups and collectives, the interests of his family, his personality, psychological factors and more. Consumer decisions are the result of each of these factors, which are divided into economic, social, cultural, personal and psychological. Stereotypes as cultural phenomena and stereotyping as an individual mental process are widely discussed among social psychologists. In recent years, stereotypes and their influence are of great interest to marketers as well, because they have a strong influence on consumer behavior. The article presents the process of formation of consumer stereotypes, which is defined as the formation of generalizations about consumer goods, and the impact of stereotypes on consumer behavior is tangible and diverse. The article states the impact of stereotypes on a particular product within the target group of consumers, whether these stereotypes can be corrected with the help of marketing tools and how long this process can be.
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Ma, Weijun, Rui Feng, Yating Zhang, Kyoko Yamashita, Jue Miao, and Yuyin Du. "Enterprise–consumer intergroup attributional bias." Social Behavior and Personality: an international journal 50, no. 12 (December 6, 2022): 1–12. http://dx.doi.org/10.2224/sbp.11924.
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We examined whether customers' attribution of positive and negative events was influenced by intergroup attributional bias toward enterprises and consumers. The participants ( s = 180 in Study 1 and 54 in Study 2) read fictional case studies of positive and negative events occurring in relation to enterprises and consumers and then provided details of their attributions. The results supported the existence of both derogatory attributions toward enterprises and favorable attributions toward consumers. Thus, an intergroup attributional bias was generally observed. Furthermore, stereotypes about enterprises influenced the formation of derogatory attributions toward enterprises. A more significantly negative enterprise stereotype was associated with an increased likelihood of showing a derogatory attribution toward enterprises. Whether the event was positive or negative, participants' perception was more inclined toward assigning egoistic motivational attributions to enterprises rather than to consumers. This study provides a new, integrative perspective to understand consumer attributions in relation to enterprise events.
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Wu, Laurie, Rachel Han, and Anna S. Mattila. "A double whammy effect of ethnicity and gender on consumer responses to management level service failures." Journal of Service Management 27, no. 3 (June 20, 2016): 339–59. http://dx.doi.org/10.1108/josm-03-2014-0092.
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Purpose – Existing research on demographic stereotypes of employees suggests that ethnicity and gender are important determinants of consumer perceptions and behaviors. Based on the Stereotype Content Model and the Role Congruity Theory, the purpose of this paper is to examine the effect of ethnicity and gender stereotypes on management-level service failures in a US context. Design/methodology/approach – Adopting a 2 (ethnicity: Caucasian vs Hispanic) × 2 (gender: male vs female) between-subjects design, two studies were conducted with US consumers to test whether a double whammy effect of ethnicity and gender exists for management-level, but not line-level, service failures. Findings – The results of this study suggest that Hispanic female managers suffer from a double whammy effect due to ethnic and gender-based stereotyping in the USA. Furthermore, the findings indicate that the serial mediation via competence perceptions and blame attributions are the underlying psychological mechanism of this effect. As predicted, occupational status functions as a boundary factor to the double whammy effect. Originality/value – The findings of this paper contribute to the service management literature by examining the role of demographic characteristics in influencing US consumers’ responses to management-level service failures.
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Lindeman, Marjaana, and Joonas Anttila. "Organic Food Appeals to Intuition and Triggers Stereotypes." International Journal of Psychological Studies 10, no. 3 (August 24, 2018): 66. http://dx.doi.org/10.5539/ijps.v10n3p66.
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Evidence suggests that the benefits of organic food are overstated. In study 1, factors predicting positive attitudes toward organic food (OF), food processing and additives were investigated. Intuitive thinking style was the strongest predictor, followed by categorical thinking, belief in simplicity of knowledge and susceptibility to health myths. In Study 2, the effect of OF consumer status on perceived warmth and competence was examined. OF-positive participants rated the OF consumer similarly as the conventional consumer. However, OF-negative participants regarded the OF consumer as warmer but less competent than the conventional consumer. In Study 3, perceptions of a couple were examined similarly. OF consumer couple's relationship was more idealized by the OF-positive participants whereas other participants regarded the OF consumer couple's relationship as less satisfactory. In addition, intuitive thinking style increased positive judgments about the stimulus persons in Studies 2 and 3. Eating organic food may thus evoke positive and negative stereotypes, and intuitive thinkers may be especially receptive to OF marketing and influenced by a preference for natural.
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Moschis, George P. "Marketing to Older Adults: an Overview and Assessment of Present Knowledge and Practice." Journal of Services Marketing 5, no. 2 (February 1, 1991): 33–41. http://dx.doi.org/10.1108/08876049110035521.
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Summarizes the topics, challenges and existing knowledge on marketing to older consumers. Discussescontradictory beliefs about older consumers and how to market to them, explaining reasons for these contradictions and stereotypes. Suggests a method for aiding decision makers evaluating information in this market and for formulating strategies. Notes that the field of older consumer behaviour and marketing is still developing.
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Časas, Ramūnas, and Birutė Makauskienė. "ATTITUDES OF LITHUANIAN CONSUMERS TOWARDS THE COUNTRY OF ORIGIN OF WINE." Ekonomika 92, no. 1 (January 1, 2013): 133–55. http://dx.doi.org/10.15388/ekon.2013.0.1130.
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Abstract. The purpose of the study was to evaluate the attitudes of Lithuanian consumers towards the country of origin (COO) of wine. The main factors that influence the effect of COO and the mechanism of its formation were identified. The effects of social stereotypes, described by a Stereotype Content Model, on consumers’ attitudes are also analyzed, identifying the competence and warmth of the COO as important antecedents of consumers’ attitudes. The region of the origin of wine (appellation, protected designation of origin – PDO) have been identified as another important place-of-origin cue determining the consumer’s choice. A quantitative empirical research method – online survey – was used for the purpose of the study. The results have revealed that there are three types of wine consumers’ involvement: cognitive involvement, emotional product involvement, and emotional situational involvement, and that the importance of wine’s COO and region of origin (appellation, PDO) for consumers differs depending on the type and level of a consumer’s involvement. The existence of a statistically significant correlation among consumers’ attitude towards the COO of wine and the country’s competence and warmth has been proven, together with a possible relation between the type of a consumer’s involvement (cognitive, emotional situational or emotional product involvement) and the influence of COO competence and warmth on consumers’ attitude towards a wine. The research has also revealed an important positive relationship among consumer identification with the COO of wine, evaluation of COO competence, and the warmth and consumer attitude towards the COO of wine.Key words: country of origin of wine, consumers’ attitude, consumers’ involvement, stereotype content modelstify;">
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Bennett, Roger, and Rohini Vijaygopal. "Consumer attitudes towards electric vehicles." European Journal of Marketing 52, no. 3/4 (April 9, 2018): 499–527. http://dx.doi.org/10.1108/ejm-09-2016-0538.
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Purpose The purpose of this paper is to investigate the effects of gamification on connections between consumers’ self-image congruence in relation to the purchasers of an environmentally friendly product electric vehicles (EVs) and their possession of a stereotype of EV owners as being “unconventional”, and their attitudes towards EVs, having regard to their levels of environmental concern and prior knowledge of EVs. Additionally, the research explored the link between attitudes towards and willingness to purchase EVs. Design/methodology/approach Participants completed a questionnaire and an Implicit Association Test (IAT) both before and after playing a computer game wherein the player assumed the identity of an EV driver. A structural equation model was constructed to predict attitude to EVs. The relationship between attitude and willingness to purchase was examined via a conditional process analysis. Findings The experience of playing the game improved the favourability of the respondents’ stereotype of EV owners by an average of 19 per cent, and their attitude towards EVs by 17 per cent. Self-image congruence in relation to EV ownership increased on the average by 14 per cent and reported EV product knowledge by 8 per cent. However, willingness to purchase an EV was not substantially affected. The link between attitude and willingness to purchase was weak, but was significantly moderated by stereotype favourability and self-image congruence with EV owners. Research limitations/implications As with any IAT study, it was necessary to pre-specify a particular form of stereotype. Future research could employ alternative stereotypes. The investigation took place in a single country and involved a single environmentally friendly product. Practical implications Gamification has much potential for helping manufacturers and government agencies to stimulate the mass market for EVs. To negate unfavourable images of EV owners, marketing communications promoting EVs might usefully employ celebrities, sports personalities and/or leading political figures as exemplars of the types of people who drive electric cars. Originality/value The research is the first to explore the effects of gamification on product user self-image congruence and stereotype formation. It is novel both in its employment of an IAT to measure the consumer stereotype of an environmentally friendly product and in its examination of the moderating influences of stereotype and product user self-image congruence on the attitude-willingness to purchase link.
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Ho, Mary, and Stephanie O’Donohoe. "Volunteer stereotypes, stigma, and relational identity projects." European Journal of Marketing 48, no. 5/6 (May 6, 2014): 854–77. http://dx.doi.org/10.1108/ejm-11-2011-0637.
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Purpose – The purpose of this paper is to seek to enhance the understanding of non-profit marketing and consumer identities by exploring volunteering as a form of symbolic consumption. Specifically, it seeks to examine how young people – both volunteers and non-volunteers – understand and relate to volunteer stereotypes, and how they manage stigma in negotiating their social identities in relation to volunteering. Design/methodology/approach – Grounded in consumer culture theory, the study uses mixed qualitative methods, incorporating focus groups, paired and individual interviews and a projective drawing task. Findings – Five volunteering-related stereotypes were identified: the older charity shop worker, the sweet singleton, the environmental protestor, the ordinary volunteer and the non-volunteer. Participants related to positive and negative attributes of these stereotypes in different ways. This led volunteers and non-volunteers to engage in a range of impression management strategies, some of which bolstered their own identities by stigmatising other groups. Research limitations/implications – The sample was drawn from 39 individuals aged 16-24 years and living in Scotland. Practical implications – Because stereotypes are acknowledged as a major barrier to volunteering, particularly among young people, a greater understanding of how these stereotypes are understood and negotiated can assist non-profit marketers in recruiting and retaining volunteers. Originality/value – This paper draws on theories of consumer culture and stigma to explore volunteering as a form of symbolic consumption, examines volunteering stereotypes among both volunteers and non-volunteers and uses multiple qualitative methods to facilitate articulation of young people’s experiences in this area.
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Sidorenko, Vladimir. "Stereotyping of Thinking as a Cultural Knowledge Transmission Factor." Logos et Praxis, no. 2 (December 2020): 92–98. http://dx.doi.org/10.15688/lp.jvolsu.2020.2.9.
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Stereotyping of thinking is a direct consequence of the rapidly increasing amount of information transmitted in the system of intra-cultural and intercultural communication. Stereotyping distributes the cognitive load on categorization and systematization of cultural knowledge between subjects of communication, allowing them to save physiologically limited mental resources. Stereotyped information is more adapted for direct use in solving problems facing the individual than unprocessed volumes that require understanding. One of the functions of the stereotype is the role of a socio-cultural filter that passes only the information that is consistent with the already formed system of cognitive schemes of its recipient. From the standpoint of linguistics, the prototype theory is confirmed by the analysis of units expressing the degree of prototypicality. At the same time, stable protoand stereotypes are transformed into archetypes, this fact has both a positive and negative effect – instead of effective communication schemes in modern conditions, archetyped programs come to life. Communication schemes can activate religious and other cultural attitudes instead of the actual ones which initially were supposed to be used for solving the problem. The fundamentalism of simple images considered as cultural schemes activates the potential for rejection of proto- and stereotypes, undermining their legitimacy. In the prototype-stereotype-archetype chain, the communicative potential of information components increases along with the growth in external influence on the subject's cognitive system. At the same time, the stereotyping of cultural knowledge can be used for collective programming of a social group, determining its common vector of development. Moreover, repeatedly tested and retransmitted stereotypes pass into the category of archetypes, forming the collective basis of a cultural community. In addition to that, an increase in the dependence of an individual on the transmitted information, including stereotypical information, leads to a decrease in his creative potential, forming in modern society a consumer attitude not only to the material world but also to cultural knowledge.
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Barbarossa, Camilla, Patrick De Pelsmacker, and Ingrid Moons. "Effects of country-of-origin stereotypes on consumer responses to product-harm crises." International Marketing Review 35, no. 3 (May 14, 2018): 362–89. http://dx.doi.org/10.1108/imr-06-2016-0122.
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Purpose The purpose of this paper is to investigate “how” and “when” the stereotypes of competence and warmth, that are evoked by a foreign company’s country-of-origin (COO), affect blame attributions and/or attitudes toward a company’s products when a company is involved in a product-harm crisis. Design/methodology/approach Study 1 (n=883) analyzes the psychological mechanisms through which perceived COO competence and warmth differently affect blame attributions and evaluative responses. Study 2 (n=1,640) replicates Study 1’s findings, and it also investigates how consumer ethnocentrism, animosity toward a country, and product category characteristics moderate the hypothesized COO’s effects. Findings COO competence leads to more favorable attitudes toward the involved company’s products. This effect increases when the company sells high-involvement or utilitarian products. COO warmth leads to more favorable attitudes toward the involved company’s products directly as well as indirectly by diminishing blame attributions. These effects increase when consumers are highly ethnocentric, or the animosity toward a foreign country is high. Originality/value This paper frames the investigation of COO stereotypes in a new theoretical and empirical setting, specifically, a product-harm crisis. It demonstrates that consumers differently evaluate a potential wrongdoing company and its harmful products in a product-harm crisis based on their perceptions of a company’s COO competence and warmth. Finally, it defines the moderating effects of individual, consumer-country-related and product characteristics on the hypothesized COO effects.
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Terskikh, Marina V. "Audience attitude to the provocative advertising: criteria for assessing communicative effectiveness." Neophilology, no. 21 (2020): 201–12. http://dx.doi.org/10.20310/2587-6953-2020-6-21-201-212.
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We consider the parameters of assessing the communicative effectiveness of video advertising: mind share (study of the tonality of the audience “posts” on social networks and identification of negative/positive), engagement (audience engagement, total number of user reactions), reach (coverage). The purpose of the study is to analyze the relationship of consumer audiences to video advertising that destroy/transform stereotypical gender images. Advertising is a powerful factor in the gender socialization of an individual: it affects the consumer and through advertising images represents the modern relationship between the sexes, thereby dictating a certain model of behavior. In accordance with the above parameters, we analyze the advertising texts based on a provocative strategy to destroy gender stereotypes. The material for the study is the texts of television commercials for the last 3 years. The results are compared with indicators of the audience’s attitude to advertising messages based on stereotypical gender models. The analysis showed that advertising transforming gender stereotypes can cause a public outcry and attract much more audience attention than stereotyped advertising, while increasing indicators of not only communicative, but also economic efficiency. Thus, in the modern advertising market, any revolutionary idea is subject to monetization: social problems, in particular gender inequality, are actively exploited in the commercial sphere in order to increase effectiveness indicators.
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Pounders, K., and A. Mabry-Flynn. "Consumer Response To Gay and Lesbian Imagery: How Product Type and Stereotypes Affect Consumers' Perceptions." Journal of Advertising Research 56, no. 4 (December 1, 2016): 426–40. http://dx.doi.org/10.2501/jar-2016-047.
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Arora, Anshu Saxena, Jun Wu, and Ulysses J. Brown. "Do Stereotypes Ignite Polysemy and Strengthen Consumer-Based Brand Equity?" Journal of Promotion Management 21, no. 5 (September 3, 2015): 531–47. http://dx.doi.org/10.1080/10496491.2015.1055037.
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Babin, B. J., J. S. Boles, and W. R. Darden. "Salesperson Stereotypes, Consumer Emotions, and their Impact on Information Processing." Journal of the Academy of Marketing Science 23, no. 2 (March 1, 1995): 94–105. http://dx.doi.org/10.1177/0092070395232002.
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Shaw, Ian, and Alan Aldridge. "Consumerism, Health and Social Order." Social Policy and Society 2, no. 1 (January 2003): 35–43. http://dx.doi.org/10.1017/s147474640300109x.
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The concept of consumerism has multiple meanings, many of which are heavily value-laden; similarly, there are conflicting stereotypes of ‘the consumer’. After exploring the key dimensions of debates about consumerism and the consumer, this paper addresses some paradoxical consequences of the discourse of consumer empowerment in the field of health promotion and specifically in the ‘new public health’ movement.
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Rosinska, Olena. "Models of stereotypizaton of national characteristics, gender roles and behavioral scenarios in series (on the example of the polish series “The Girls from Lviv” and “The Londoners”)." Synopsis: Text Context Media 28, no. 3 (2022): 146–55. http://dx.doi.org/10.28925/2311-259x.2022.3.7.
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The series as a subject of research is an area for generating and demonstrating stereotypes, especially if it is a serial product filmed for a domestic audience, and not for a wide range of viewers from other countries. When creating such a product, the authors primarily focus on consumer requests, that is, they try to fit into the worldview that these consumers have. Actually, stereotypes are the basis of such a worldview, and the research proves that national and gender stereotypes in this sense are the most revealing, as they are related to the individual’s deep ideas about values. Thus, a closed structure of influence is formed, in which the consumer imposes their vision on the authors, the imprint of which is then received in the form of a serial product, which, in turn, influences them and strengthens or expands their system of worldview stereotypes. The problem of self-vision and the vision of other peoples, self-vision through others are a rather interesting area of cognition and self-cognition, and the relevance of this area of study is more intensified in the periods of mass migrations pushing nations to closer relationships. As a matter of fact, both series under research are a reflection of these processes. The purpose of the research is to analyze the peculiarities of national Polish and Ukrainian images of migrant women and men in the TV series “The Londoners” (Poland, 2008) and “The Girls from Lviv” (2015), to identify stereotypes stimulated by cultural and historical patterns in the formation of these images as those that demonstrate the persistence of national stereotypes, which are based on gender stereotypes. The research is carried out by means of content analysis in certain problem areas. The results of the study allow proving that national and gender stereotypical roles are not a manifestation of intolerance of one people to another, but instead are a product of mastering the everyday consciousness of direct and informational experience from the whole complex of sources. Serial content is, on the one hand, formed on the basis of such stereotypes, which are key to everyday consciousness, and on the other hand, it is the basis for consolidating or spreading these stereotypes. In the two analyzed series, the scenario of difficult subjugation of a foreign country and culture can be clearly traced, but for Ukrainians that occurs in women’s scenarios, for Poles — in women’s and men’s scenarios. The men in both series play active social roles, they are successful specialists, defenders, rescuers, guarantors of happiness, and both series are about the Polish men. Women consistently fulfill the traditional roles of Cinderella, a mother, a guardian of the house, a wife, a helper, though there are examples of successful female careers in the series “The Londoners”.
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Marlan, Dustin. "Is the Word "Consumer" Biasing Trademark Law?" Texas A&M Law Review 8, no. 2 (February 2021): 367–402. http://dx.doi.org/10.37419/lr.v8.i2.4.
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Our trademark law uses the term “consumer” constantly, reflexively, and unconsciously to label the subject of its purpose—the purchasing public. According to the U.S. Supreme Court, trademark law has “a specialized mission: to help consumers identify goods and services they wish to purchase, as well as those they want to avoid.” As one leading commentator puts it, “trademarks are a property of consumers’ minds,” and “the consumer, we are led to believe, is the measure of all things in trademark law.” Much criticism has been rightly levied against trademark law’s treatment of the consumer as passive, ignorant, and gullible. For instance, consumers are seen as requiring protection from any and all marketplace confusion and have no standing to sue under the Lanham Act. However, that a contributing factor to such treatment could be the linguistic bias stemming from the law’s label of the buying public as mere consumers—rather than, for instance, “citizens,” “persons,” “individuals,” or “humans”—has not, until now, been directly addressed. This Article urges those involved in trademark and advertising law—e.g., judges, lawyers, lawmakers, and scholars—to rethink our ubiquitous use of the derogatory consumer label. To this end, the Article first explores “consumer” as a dehumanizing, anti-ecological, and nonsensical metaphor for “one that utilizes economic goods.” It then examines social psychology experiments finding that use of “consumer” has potentially deleterious effects for society given the negative stereotypes that it engenders as a social categorization. The Article claims, by extension, that the implicit linguistic bias inherent in consumer rhetoric might contribute to trademark law defining the public in a manner that is patronizing, biased, insulting, and indulgent of likelihood-of- confusion claims. The Article suggests that we either work to phase out the “consumer” label and replace it with more appropriate terminology (e.g., “citizen”), or at least pause to acknowledge the word’s potentially biasing effects.
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Li, Dongmei, and Lishan Xie. "Country-of-origin cues: effects of country-related affect and product association on consumer responses to hospitality firms." International Journal of Contemporary Hospitality Management 33, no. 5 (June 8, 2021): 1789–809. http://dx.doi.org/10.1108/ijchm-11-2020-1324.
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Purpose This paper aims to investigate the impacts of country-of-origin (COO) cues, country-related affect (CRA) and country-related product associations (CRPA) on consumers’ intention to purchase hotel services. Design/methodology/approach A survey of 305 respondents was conducted. Mediation and conditional process tests were performed to examine the proposed theoretical framework. Findings The results suggest that CRA is positively correlated with consumer trust, which, in turn, affects purchase intention. For consumers with a high (vs low) level of consumer ethnocentrism (CE), the effect of CRA on trust is weaker. CRPA is positively correlated with both consumer trust and price perception, which, in turn, affect purchase intention. For consumers with rich subjective knowledge (SK) of hotel services, the effect of CRPA on price perception is weaker. The effects of COO stereotypes and the moderation effects of CE and SK hold after controlling for consumers’ age, gender, income, education and objective knowledge. Practical implications Hospitality practitioners can make use of different types of country-related information to communicate effectively with consumers in a global environment. Originality/value This research is the first to discover the different mechanisms underlying different types of COO and the boundary conditions on these effects.
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Bermúdez-González, Guillermo, Eva María Sánchez-Teba, María Dolores Benítez-Márquez, and Amanda Montiel-Chamizo. "Generation Z Young People’s Perception of Sexist Female Stereotypes about the Product Advertising in the Food Industry: Influence on Their Purchase Intention." Foods 11, no. 1 (December 27, 2021): 53. http://dx.doi.org/10.3390/foods11010053.
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Previous studies have generated important insights into consumer behavior. However, no study has addressed how to persuade young people belonging to Generation Z to increase the purchase intention of food products from a gender perspective. Drawing on ambivalent sexism theory, this paper explores the influence of the attitude toward advertising and the ethical judgment to predict consumers’ food product purchase intention. We applied a quantitative method, partial least squares structural equation modeling, to 105 individuals. Two advertisements with different food products and female role stereotype categories are using: (1) women in a traditional role or housewife’s role (benevolent sexism), and (2) women in a decorative role or physical attractiveness (hostile). However, the results show that attitude toward advertising has a direct and positive influence on purchase intention in advertisement with benevolent sexism. In addition, the effect of ethical judgment on consumers’ food product purchase intention is not significant. In the advertisement with hostile sexism, both—attitude toward advertising and ethical judgment—directly and positively impact purchase intention. The study provides a novelty conceptual model in the food industry for Generation Z and recommendations on the use of female sexist stereotypes in food and beverage advertising.
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YAVUZ, Cemil. "TELEVİZYON REKLAMLARININ TÜKETİM KÜLTÜRÜNE ETKİSİ THE EFFECT OF TELEVISION ADVERTISEMENTS ON CONSUMPTION CULTURE." IEDSR Association 6, no. 14 (July 25, 2021): 56–66. http://dx.doi.org/10.46872/pj.300.
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The concept of "other", which is made attractive by different discourses in the consumption culture, is presented to users as an object to be consumed. The other phone, the other house, the other body, etc., which the consumers desire to reach. advertisements are always made more attractive than what they have. In a sense, instead of marketing products to people in line with their needs, new needs are tried to be marketed to this audience. As a result, in today's rapidly changing world, the necessity of going beyond traditional stereotypes has arisen in understanding consumer behavior. While examining the purchasing behavior of consumers, some new facts brought about by the changing and globalizing world order should also be taken into account, apart from the classical factors. Advertising is one of the most important concepts that trigger social consumption. Advertisements reach the target audience through different channels and television advertisements take a large share of this part. What is important for a company that advertises is that it prefers its own brand among the many different brands when the consumer goes to the market. However, with the emergence of many similar brands in the same categories, classical advertisements are not enough for a product to be the first choice in the minds of the consumer. In this study, how the desire factor that is tried to be evoked in television commercials is processed in the commercials. The relationship between the interest levels of consumers' gender identities and socioeconomic status levels regarding advertisements and the effect of these concepts on the shaping of consumption culture is discussed in scale.
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Malik, Sumit, and Eda Sayin. "Hand movement speed in advertising elicits gender stereotypes and consumer responses." Psychology & Marketing 39, no. 2 (October 4, 2021): 331–45. http://dx.doi.org/10.1002/mar.21598.
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Malik, Sumit, and Eda Sayin. "Hand movement speed in advertising elicits gender stereotypes and consumer responses." Psychology & Marketing 39, no. 2 (October 4, 2021): 331–45. http://dx.doi.org/10.1002/mar.21598.
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Spasova, Lyubomira. "Effects of gender reactions to stereotype advertisements – Case study in Bulgaria." Revista Amazonia Investiga 11, no. 57 (November 8, 2022): 111–20. http://dx.doi.org/10.34069/ai/2022.57.09.12.
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This investigation has two aims: to establish the presence of stereotypes in advertisements offered in Bulgaria and to identify which stereotypes achieve positive and negative effects on consumers of both genders. Taking into account Eisend's theoretical formulation of gender roles in advertising (2019), as well as research on the cross-gender effects of stereotypes in advertising according to the most recent studies of Akestam et al. (2021), the author examines the influence achieved through three of the components – trait descriptors, physical characteristics and role behaviors. The results of the analysis of variance (ANOVA) show that according to trait descriptors for women, as well as role behavior for men, the highest influence was achieved in the investigated advertisements. When measuring cross-gender influences, no statistically significant differences were found between men and women in the influence of advertising containing images of the same gender. Conducted Student-Fischer’s T-tests evidenced influence achieved for advertisements with male and female images, as well as with female product images. This study can serve organizations offering products and services in Bulgaria, and its originality is expressed in the mixed consumer reactions found.
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Papazafeiropoulou, Sofia-Alexia. "Modernityscapes, ‘Sweet Consumer Nightmares’ and Clumsy Chauffeurines." Film Studies 21, no. 1 (November 2019): 22–37. http://dx.doi.org/10.7227/fs.21.0003.
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This article examines the role of automobility in the Greek cinema of the 1960s. It focuses on the representations of the automobile’s domestication in selected films. Particular attention is paid to the technical and symbolic reconstruction of space and the redefinition of socioeconomic and gender stereotypes. The article’s conclusions concern the role of the automobile in a specific period within Greek film history, as well as its place within cinema in general and in the theoretical and material construction of what is perceived as ‘modernity’.
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KULAGA, BARBARA, and Elena Cedrola. "Gender stereotype and Influencers’ role in genderless fashion." International Conference on Gender Research 5, no. 1 (April 13, 2022): pp317–320. http://dx.doi.org/10.34190/icgr.5.1.83.
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This paper aims to investigate the role of gender segmentation in the fashion industry through the generations, particularly among the Millenials and Z Generation. Although, in fact, it has been stated that the perception of gender roles and gender stereotypes are less strong for these generations, contributions regarding the fashion sector are still few. For this purpose, focus groups were conducted with young Italian fashion consumers who contributed to a discussion on gender stereotype in fashion, genderless fashion, and the role of Instagram influencers in the genderless fashion. Research is currently ongoing, but results are expected in line with Laughlin (2016) who affirmed that these generations are less sensitive to gender segmentation and with De Veirman (De Veirman et al., 2017) to the extent that influencers can raise awareness much more than other forms of persuasion. This study provides a guidance for scholars about consumer perception of genderless fashion and current findings provide brand managers and advertising practitioners with empirical data about the role of social media influencers in genderless fashion and Instagram marketing.
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Neganova, V. P. "The Impact of COVID-19 on Consumer Habits: New Aspects of Research." Economics and Management 27, no. 12 (December 26, 2021): 943–50. http://dx.doi.org/10.35854/1998-1627-2021-12-943-950.
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Aim. The presented study aims to propose and substantiate new research directions with allowance for the impact of COVID-19 on consumer habits.Tasks. The authors investigate the problem of the pandemic’s impact on common consumer behavior stereotypes; identify major trends in changing consumer habits; propose new directions for research on the transformation of consumer habits in the context of the COVID-19 pandemic.Methods. This study is based on specialized scientific publications accessible via the Scopus and WoS databases and uses complementary methods of analysis, synthesis, comparison, generalization, etc.Results. Isolation and social distancing measures taken during the COVID-19 pandemic have changed consumer habits. Consumers are learning to improvise based on their existing habits and are developing new habits associated with the digitalization of sales, changing demographics, and innovative ways that allow them to solve the problems of blurring boundaries between work, leisure, and education. The authors propose several new research questions for the next decade.Conclusions. Isolation and social distancing in the fight against the COVID-19 virus have significantly changed consumer behavior, limiting consumption by time and location. Due to the flexibility of time and the fixed nature of location, consumers have learned to improvise creatively and innovatively. The use of digital technologies can fundamentally and irrevocably change many existing habits. Government policy also forms new consumption habits, especially in public areas: airports, concert halls, public parks, etc. The most important objective is to investigate ongoing processes and to implement the obtained scientific results in the activities of government authorities, educational institutions, and marketing activities of Russian companies.
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Helde, Aivars. "ADVERTISING WITH SOCIAL DISCOURSE AS A BRAND POSITIONING TECHNIQUE: REVIEW OF RESEARCH WITH SPECIAL REFERENCE TO THE LATVIAN MEDIA." CBU International Conference Proceedings 3 (September 19, 2015): 297–305. http://dx.doi.org/10.12955/cbup.v3.615.
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This study examines the nature of the social discourse of advertising used as a brand positioning technique. The focus is on consumer advertising that is directed at the promotion of selected products or services to the general public. The study is neither meant to exhaust all aspects of this particular discourse, nor present the answers to all the problems posed. The aims of this paper include analyzing varying commercial advertisements (both product/non-product ads) to investigate the intentions and techniques of consumer product companies for reaching more consumers and selling more products. Norman Fairclough’s ‘3-D model’ and Kress and van Leeuwen’s ‘grammar of visual design’ present methods for use by professionals in this respect, but we focus on the use of stereotypes in our study.Traditionally, stereotypes are defined as patterns or schemes by which people organize their behaviors and activities. Psychologists have been extremely interested in the persuasion techniques used by advertisers. The implicit question that most of these studies have entertained is whether advertising has become a force that molds cultural mores and individual behaviors, or whether it constitutes no more than a ‘mirror’ of deeper cultural tendencies within urbanized contemporary society.The one thing which everyone agrees upon, is that advertising has become one of the most recognizable and appealing forms of social communication to which everyone in society is exposed.However, it could be said from the results of this study that the producers of ads generally use power and ideology to change people’s behavior and thoughts. In cases where ‘old’ stereotypes were effective, there was no attempt to change the consumer’s habits, but rather the power of the ad was in preserving their customary behaviors. This is achieved through reinforcing behaviors known to be similar to the traditional values identified by customers. When we considered gender stereotypes we looked at notions about the supposedly traditional behaviors of men and women, and the characteristics and standards of these behaviors, which are grounded in our culture and society. Producers use these ideas to make customers feel they belong in the society, and become psychologically involved, in the story presented by the advertisement. Culture involves human values, actions, patterns, ideas, and material and artificial surroundings that enable interaction among people. The content of culture determines the particular qualities of certain groups of people, which potentially governs their consumer characteristics. This indicates the importance of understanding the way in which culture affects individuals. In today’s information area, the media are the primary means of transmitting and reproducing cultural information. Today’s media shape the image of culture in people’s consciousness.Finally, this study provides an analysis of varying ads, using different means of interpretation. All materials are taken from Latvian media.
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Kumari, P., P. Shanbhag, J. M. Muzumdar, and R. Nayak. "Portrayal Of Stereotypes In Direct To Consumer Advertising Of Anti-Psychotics And Statins." Value in Health 17, no. 3 (May 2014): A123. http://dx.doi.org/10.1016/j.jval.2014.03.717.
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Lau, Kelly. "Uncovering Chinese Stereotypes and Their Influence on Adolescent Male Makeup Purchasing Behavior." Journal of Social Science Studies 5, no. 1 (December 18, 2017): 248. http://dx.doi.org/10.5296/jsss.v5i1.12329.
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The consumption of makeup amongst males has not been fully explored by academics nor catered by the marketplace. Therefore, the desires of users are unsatisfied and as their existence are virtually unrecognized. Purchasing is the result of interactions between consumers and their respective societies. This qualitative study aims to reveal male Chinese adolescent makeup purchase behavior by exploring the impact of stereotyping on this emerging segment. Stereotyping contributes to the development of social categorization and can also be an external factor which influence purchasing decisions. The occurrence of makeup being stereotyped as being feminine is a key variable of this study. Findings pinpointed China as being a conservative market with strong traditional values. Not only was China an unfavorable environment in which to develop male makeup as a new life style, but stereotyping was also a strong influencer of social categorization. Even though stereotyping heavily influenced male Chinese adolescent purchasing behavior, it did so in a positive way, guiding adolescents to acknowledge their purchase desires and to explore new values in their conservative society. The lack of research into the male purchasing process was a key inspiration of this study. This study identified possible further research areas for academics and marketeers, especially in terms of male consumer behavior development.
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Bałandynowicz-Panfil, Katarzyna. "Wizerunek starszych konsumentów – wstępne wyniki badań empirycznych studentów kierunków ekonomicznych." Media Biznes Kultura, no. 2 (9) (2020): 171–91. http://dx.doi.org/10.4467/25442554.mbk.20.024.13188.
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The image of older consumers in the opinion of students of economic studies – preliminary results of empirical research The image of elderly changes much slower than the actual meaning of older people in societies. Highly rooted stereotypes persist in the general consciousness, what limits opportunities arising from the aging process in both social and economic dimensions. An example of this is the belief that the older consumers are less attractive to the market of goods and services. To verify this thesis, the results of the research on the image of older consumers among economic students were analysed. As future managers and people responsible for shaping a company’s market policy, students should have a properly shaped image of older consumers. Conclusions: (1) the stereotypical image of the older consumer among students is maintained, (2) still a high degree of discrepancy between the consciousness of the border age of older consumers and those depicted by their image and purchasing behaviour.
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Bałandynowicz-Panfil, Katarzyna. "Wizerunek starszych konsumentów – wstępne wyniki badań empirycznych studentów kierunków ekonomicznych." Media Biznes Kultura, no. 2 (9) (2020): 171–91. http://dx.doi.org/10.4467/25442554.mbk.20.024.13188.
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The image of older consumers in the opinion of students of economic studies – preliminary results of empirical research The image of elderly changes much slower than the actual meaning of older people in societies. Highly rooted stereotypes persist in the general consciousness, what limits opportunities arising from the aging process in both social and economic dimensions. An example of this is the belief that the older consumers are less attractive to the market of goods and services. To verify this thesis, the results of the research on the image of older consumers among economic students were analysed. As future managers and people responsible for shaping a company’s market policy, students should have a properly shaped image of older consumers. Conclusions: (1) the stereotypical image of the older consumer among students is maintained, (2) still a high degree of discrepancy between the consciousness of the border age of older consumers and those depicted by their image and purchasing behaviour.
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Volkova, Viktoriya Borisovna. "Representation of sexuality in Calvin Klein Jeans advertising campaigns (1980–2016): gender approach." Человек и культура, no. 4 (April 2021): 116–33. http://dx.doi.org/10.25136/2409-8744.2021.4.36304.
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The subject of this research is the means of representing sexuality in advertising campaigns for Calvin Klein Jeans (1980 – 2016). The object of this research is the use of gender stereotypes (masculinity/femininity) in advertising as a way to manipulate collective consciousness for solution of marketing tasks. The aim of this article consists in determination of advertising strategies of the Calvin Klein brand for the period 1980 – 2016 and the techniques of representation of sexuality for the effective impact of advertising upon the target audience. Analysis is conducted on Calvin Klein Jeans advertising campaigns for the past 40 years by decade, revealing the methods of suggestive effect on the consumer for promoting the product. The main following conclusions were made: 1) selecting provocation as the advertising strategy since 1980 to the present, the Calvin Klein brand employs diverse methods of suggestive effect on the recipient, programming their needs and behavioral attitudes, thereby manipulating collective consciousness; 2) kinesic, proxemic, coloristic, phonatory, and speech means for representation of sexuality testify to the use of gender stereotype (masculinity/femininity) in order to produce effective impact upon the target audience; Calvin Klein Jeans advertising campaigns feature similar strategies for 40 years, which are intended to solve marketing tasks via provocation. The novelty of this research lies in the fact that the identified provocation techniques in Calvin Klein advertisings based on the use of gender stereotypes allowed creating the “portrait” of the brand and tracing the patterns in arrangement of advertising campaigns. The author's special contribution consists in analysis of the means for representation of sexuality used in jeans advertising, techniques influencing the recipient through arbitrary interpretation of gender stereotypes, as well as manipulative methods of creating Calvin Klein PR-campaigns.
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Shirinkina, Nataliya. "The Analysis of Social Fears of Today’s Retirees: On the Example of Analysis of Food Consumption Practices." Ideas and Ideals 12, no. 3-2 (September 23, 2020): 425–39. http://dx.doi.org/10.17212/2075-0862-2020-12.3.2-425-439.
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This article discusses the collective fears peculiar to people of the third generation and associated with consumer practices. The author analyses various methodological approaches to the study of fears of Russian and Soviet society. The author draws attention to the fact, that behavior of people of the third age is influenced by various groups of factors. A sociological study was conducted in the period from November 2017 to February 2019. The research method was an interview. The materials of the interview allowed to group consumer fears into three groups. The first group of fears is related to credit practices and banking products. The second group of fears is related to modern technologies. The third group of fears is related to food. The potential danger of food is a constant concern for the third age people. They are convinced that a modern man consumes substandard and harmful products, which provoke the development of many serious diseases and reduce life expectancy. Fears have a multi-layered nature. Pensioners are afraid not only of the toxicity of products, but also of unreliability of the information provided about these products. Consumer fears express deep-rooted attitudes and stereotypes in relation to all new and alien things: fear of new social conditions and norms, fear of market mechanisms of production and distribution of goods, alien forms and symbols of social and cultural life. Fear of all the new finds its continuation in consumer fears.
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Bregoli, Ilenia, and Francesca Ceruti. "THE ETHICAL CONSUMER AND THE USE OF MAFIA STEREOTYPES IN MARKETING. A STUDY INTO CONSUMERS’ ATTITUDES AND WILLINGNESS TO BUY." Global Fashion Management Conference 2018 (July 30, 2018): 488. http://dx.doi.org/10.15444/gmc2018.04.07.01.
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Yoo, Jinyoung Jinnie. "Does the Model Minority Image Work?: Consumer Responses to the Model Minority Stereotypes in Ads." Journal of Promotion Management 26, no. 6 (April 1, 2020): 911–41. http://dx.doi.org/10.1080/10496491.2020.1745983.
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Strutton, David, Sheb L. True, and Raymond C. Rody. "Russian Consumer Perceptions of Foreign and Domestic Consumer Goods: An Analysis of Country-of-Origin Stereotypes with Implications for Promotions and Positioning." Journal of Marketing Theory and Practice 3, no. 3 (July 1995): 76–87. http://dx.doi.org/10.1080/10696679.1995.11501697.
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Гончарова and Lyubov Goncharova. "Cross-Cultural Aspects of Advertising Communication (on the Material of Advertising Printed Texts)." Modern Communication Studies 5, no. 1 (February 10, 2016): 18–25. http://dx.doi.org/10.12737/17557.
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The article highlights the issues of representation of different countries and
cultures in the advertising texts, discusses aspects of intercultural communication,
manifested in advertising: symbols, stereotypes, linguistic means.
The article shows the illustrative material, reflecting features of broadcast
advertising information, taking into account the specifics of national mentality.
This article discusses features of the Russian consumer perceptions
such texts. These aspects are also discussed on in the advertising texts in
tourism sphere.
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Chevalier, Corinne, and Gaelle Moal-Ulvoas. "The use of mature models in advertisements and its contribution to the spirituality of older consumers." Journal of Consumer Marketing 35, no. 7 (November 12, 2018): 721–32. http://dx.doi.org/10.1108/jcm-04-2017-2175.
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Purpose This paper aims to investigate the reaction to the use of senior models in ads by older consumers while taking into account their spiritual dimension in the context of ageing. Design/methodology/approach This research relies on a qualitative approach and the narrative analysis of 40 transcribed interviews with older adults of age 50-83. Findings Interviews with senior respondents confirm that ageing is a challenging individual process in the context of which spiritual needs emerge. Taking these needs into account helps understand the reaction of older consumers to the use of senior models in ads. It also reveals the potential of this marketing practice to respond to spiritual needs in the context of ageing. Research limitations/implications This paper contributes to the understanding of older consumers’ reaction to the senior models they see in ads. It reveals the necessity to take spiritual needs into account to fully understand consumer behavior at old age. This paper contributes to the understanding of older consumers’ reaction to the senior models they see in ads. It reveals the necessity to take spiritual needs into account to fully understand consumer behavior at old age. Practical implications This paper provides practical guidance to advertising professionals on the use of senior models in ads. Social implications This research reveals that the adequate representation of older models in advertisements can help fight the negative stereotypes associated with ageing and contributes to highlighting the major role played by older adults in society. Originality/value This research is the first to investigate the relationship of older consumers to the senior models used in advertisements while taking into account their spiritual dimension. It extends the existing research on older consumers and advertising, especially their perception of senior models.
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Kokaliari, Efrosini D., and Kristen Lanzano. "Deliberate self-injury. A consumer-therapist co-run group. A choice or a necessity?" Epidemiologia e Psichiatria Sociale 14, no. 1 (March 2005): 32–38. http://dx.doi.org/10.1017/s1121189x00001901.
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SummaryAims — This aim of this paper is to discuss a consumer -therapist co-run pilot group on self-injury held at an American college. Deliberate self-injury has come to be a common phenomenon in schools and colleges. However the treatment and understanding of self-injury still remains a challenge. Most people who self-injure remain hidden in society and do not seek therapy, due to the shame-filled stereotypes and misconceptions that surround self-injury. Group therapy has been discussed as ineffective by many in the mental health field while individual treatment has been controversial for decades. Method — The paper will discuss how this group treatment was informed by consumer empowerment philosophy and how consumer and therapist facilitators worked together to turn it into a healing experience. Results — This group was indeed challenging but confirmed that consumer- run programs are able to function as a catalyst to facilitate healing. It confirmed that breaking away from traditional models that allocate all power and hope for change to professionals might not only be an important step but, in cases such as treatment of self-injury, a necessity.Declaration of Interest: none.
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Andrei, Andreia Gabriela, Adriana Zait, Elena-Mădălina Vătămănescu, and Florina Pînzaru. "Word-of-mouth generation and brand communication strategy." Industrial Management & Data Systems 117, no. 3 (April 10, 2017): 478–95. http://dx.doi.org/10.1108/imds-11-2015-0487.
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Purpose Emerged from a theoretical contradiction, the purpose of this paper is to investigate whether perceptions and behaviors toward new brands depend on the priority assigned to promote the company’s intentions (warmth) vs its abilities (competence). Design/methodology/approach The research uses a two-level single factor experiment to test the effects of launch communication strategy (warmth-competence vs competence-warmth) on people’s perceptions and behavioral intents, and applies partial least squares structural equation modeling to explore the collected data. Findings Results offer valuable insights into the usage of communication strategy with a view to favor brand perception, referrals, and sales, laying stress on the underlying mechanisms. Research finds that warmth-competence communication strategy has a higher positive influence on brand perception than the reversed strategy. Revealing people’s proneness to promote the new companies perceived as warm and competent, results indicate that perception of warmth mediates word-of-mouth propensity. Research limitations/implications The present study brings novel insights for corporate communication, showing that people’s propensity to advocate on behalf of new brands is driven by the perception of company’s warmth. Explaining connections between communication strategy, brand perception, and WOM propensity (supportive or denigrating), the current study adds contributions to the previous findings on warmth and competence stereotypes applied to consumer-brand interactions. Practical implications From a managerial perspective, findings offer practical hints about how to use launch communication to improve brand perception and consumer supportive behaviors. Originality/value The present study brings novel insights for corporate communication, showing that people’s propensity to advocate on behalf of new brands is driven by the perception of company’s warmth. Explaining connections between communication strategy, brand perception, and word-of-mouth propensity, the current study adds contributions to the previous findings on warmth and competence stereotypes applied to consumer-brand interactions.
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Heinz, Melinda, and Summer Zwanziger Elsinger. "Marketing and Psychology: An Interdisciplinary Partnership." Innovation in Aging 5, Supplement_1 (December 1, 2021): 105. http://dx.doi.org/10.1093/geroni/igab046.401.
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Abstract Students enrolled in Psychology of Aging and Consumer Behavior combined efforts during an 8-week course to create marketing plans focused on proposing a product or service targeting older adults. The goal of the project was to 1) infuse aging content into the curriculum 2) increase awareness of older adult consumers and 3) decrease aging stereotypes. Student teams were engaged in this project one day each week over 8 weeks. Instructors created weekly tasks to break down components of the project and each student group was required to turn in evidence of their completed task. During the 2020-2021 academic year, participants used Microsoft Teams and recorded their tasks for instructors to grade. A rubric was used to facilitate grading of weekly team tasks and similar weights/points were used in both classes to create similar levels of student “buy in.” Suggested implementation tips for both face-to-face and online modalities will be discussed.
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Hojnik, Janja. "Free movement of goods in a labyrinth: Can Buy Irish survive the crises?" Common Market Law Review 49, Issue 1 (February 1, 2012): 291–326. http://dx.doi.org/10.54648/cola2012009.
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The article explores the legal status of consumer ethnocentrism in the EU and how the three simultaneous crises of the present time (economic, food and climate change) challenge the EU Court's judgment in Buy Irish, which presents the foundation for uprooting negative consumer stereotypes towards products from other Member States and protectionism. Various national campaigns of EU Member States that try to raise consumer ethnocentrism are discussed in light of the established case law of the EU Court, thereby highlighting new circumstances, in which the principle of free movement of goods, particularly of food, is currently situated. In this respect, in a recent Green Paper on promotion of the tastes of Europe (COM (2011) 436) the Commission adopted an apparently new approach towards local and regional food markets, by expressly recognizing the importance of short distribution channels for national traditions, food security (and self-sufficiency) and combating climate change. This "new approach" could have considerable consequences for the legitimacy of national initiatives to promote domestic purchase, thereby compromising a thirty year old judgment - Buy Irish and free movement of goods in general.
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Groshev, I. V., E. P. Korchagin, I. V. Antonenko, and V. N. Voronin. "Psychology features of older people in tourism." Vestnik Universiteta, no. 2 (April 7, 2019): 171–76. http://dx.doi.org/10.26425/1816-4277-2019-2-171-176.
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On the basis of the analysis of elderly people’s tourist activity the factors determining the organization of tourist activity have been revealed. The psychological features of elderly tourists, causing their consumer behavior, both in the process of purchasing tourist permits, and the General attitude of the consumer to tourism have been considered. It has been established that stereotypes, the environment of tourist products and the emotional sphere of the elderly tourist are the main factors, on the basis of which the decision on travel or refusal to travel is made. The model of interaction process of psychological features of elderly tourists with stages of tourist activity has been presented. The dependence between the primary experience of tourism and the subsequent recreational needs refl cts the importance of studying the psychology of elderly tourists to ensure the frequency of consumption of tourist products.
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Suprun, Volodymуr, Iryna Volovenko, Tetiana Radionova, Olha Muratova, Tamara Lakhach, and Olena Melnykova-Kurhanova. "Gender Stereotypes in Ukrainian Mass Media and Media Educational Tools to Contain Them." Postmodern Openings 13, no. 1 (January 31, 2022): 372–87. http://dx.doi.org/10.18662/po/13.1/402.
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Theoretical substantiations and practical recommendations on media educational contain against gender stereotypes in the Ukrainian mass media are given in the work. Attention is paid to the pathogenic factor of the use of gender-sensitive content. The work is based on propedeutic theoretic studies of cultural and psychosocial background of Ukraine. We also used a content analysis of news and advertising materials of heterogenic media; sociologic methods (surveys, questionnaires); modelling of educational situations and forecasting of expected results. That was an end-to-end method of generalization (induction) that covered theoretical and practical stages of the study. It is proved that despite the weakening of gender divisions in the socio-cultural sphere in the world, in developing countries (on the example of Ukraine) gender stereotypes remain a powerful tool for affective approach of media and advertising to the consumer. Author's ways to increase the level of media literacy and critical thinking with the help of gender-sensitive experiments, mini-projects, filling the media space with "mirror" about sexist content and creating a personal media field are proposed.
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Apostle, Alisa. "The Display of a Tourist Nation: Canada in Government Film, 1945-1959." Journal of the Canadian Historical Association 12, no. 1 (February 9, 2006): 177–97. http://dx.doi.org/10.7202/031147ar.
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Abstract Between 1945 and 1959, the Canadian Government Travel Bureau experimented with the production of films to promote tourism that were shown in Canada and the US. As both propaganda and instruction, these films tell us much more than is immediately apparent, providing clues to post-war ideas about nation-building, economic reconstruction, citizenship, and the relationship between the state and consumer culture. Using established stereotypes of tourist venues and experiences, as well as creating tropes about government administration and the tourist “industry” itself, the political economy of the tourist trade was transformed in these films into a commodity for mass consumption.