Consumer purchase decisions can be influenced by many emotions,
including guilt. Guilt which enters into the consumer purchase decision
is identified as “consumer guilt” and may provide opportunities for
marketers to influence the consumer decision process. A negative
emotion which results from a consumer decision that violates one′s
values or norms, explores the consumer guilt construct in a series of
focus groups. The groups were composed of subjects representing various
age, religious affiliation, occupation, and income groups. Four types of
consumer guilt were identified: financial; health; moral; and financial
responsibility. Consumer guilt is further classified in terms of
anticipatory and reactive states, occurring in both decisions to
purchase as well as not to purchase, and as it relates to focus on
oneself or others.
The integration of undergraduate marketing research and engineering design courses is discussed, and the nature of and need for such integration is established as vital to new product development. Individual courses in marketing research and engineering are described, and the objectives of integrating the courses and plans for implementation are presented. Critical issues for success are revealed.
Discusses five barriers to new product adoption by older people.
Offers marketing solutions to these barriers: sell value, communicate
through children, segment the elderly market, design intergenerational
products, utilize relationship marketing and promote product trial.
Concludes that marketing innovations to the elderly is different than
for other age groups, with a requirement to focus specifically on need,
not newness.
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