Consumer market beliefs and their managerial implications: an empirical examination

Abstract

If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services. Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation.This article investigates a large number of consumer market beliefs related to key dimensions of products and marketing. The focus is on determining how widely held are these beliefs, and then what are the managerial implications of these results. This study provides a snapshot overview of how consumers view products and marketing today. Why bother? Why do consumers have market beliefs? Consumers form these beliefs forThe author would like to thank his colleague, Michael Elliott, for help with this project.

The Influence of Pioneer Status and Experience Order on Consumer Brand Preference: A Mediated-Effects Model

“…Thus, these consumers possess a "price-quality schema." In a similar fashion, Alpert andKamins (1994, 1995) proposed that consumers have learned favorable attitudes toward pioneering brands. Thus, given knowledge of the pioneering brand, consumers make favorable inferences about the first-in-market brand (Alpert andKamins 1994, 1995).…”

“…In a similar fashion, Alpert andKamins (1994, 1995) proposed that consumers have learned favorable attitudes toward pioneering brands. Thus, given knowledge of the pioneering brand, consumers make favorable inferences about the first-in-market brand (Alpert andKamins 1994, 1995). One contribution of the present research is to extend this notion and propose a company-level schema such that consumers also make favorable inferences about the firstin-market company.…”

“…Alpert andKamins (1994, 1995) proposed two mechanisms by which the pioneering schema may operate: consumer market beliefs and pioneer image/self-image consistency. Consumer market beliefs are consumer generalizations about marketplace phenomena (Alpert 1993).…”

“…More recent conceptualizations have proposed schema-based explanations (Alpert andKamins 1994, 1995). These explanations suggest that given knowledge of the market pioneer, henceforth labeled pioneer status, consumers associate superior product attributes with the pioneering brand.…”

Consumer research on sales promotions: A state‐of‐the‐art literature review∗

“…These reviewed theories offer various explanations as to the effectiveness of promotions beyond price reduction Ten years after Sawyer and Dickson (1984), it can still be said that they are reasonably complementary On one hand is the robust multi-attribute model of attitude change suited to extensive information processing situations It could be extended to other involved promotions like loyalty programmes One important and not yet resolved issue is the postulate of cognitiveevaluative-behavioural sequence Knowing that the costs of clipping coupons are perceived as being lower for more frequent users of coupons (Jolson et al 1987;Tat 1994) does not indicate whether beliefs cause behaviours or the reverse Generally speaking, our knowledge of consumers' beliefs about promotions and promoted products is very poor Further research is needed to investigate their beliefs about the amount of effort necessary, the sincerity of the sponsor and his motivations (Alpert 1993;Froloff 1993;Tat 1994) Turning to deal-proneness, future research could link the two types of deal-proneness with each consumer's conception of value (Zeithaml 1988) However, by articulating the distinction between couponproneness and value-consciousness, attitude research has demonstrated the limits of its earlier postulates of a rational consumer On the other hand, scholars have proposed the notions of signal, schema and script, as well as behavioural learning theories that are suited to succinct information processing situations These models deserve future research Specifically, we have medium involvement situations in mind, where promotional signals can serve to attract consumers' attention, which would in turn result in the brand entering the consideration set and its information being centrally processed Besides, consumer behaviour theories adapted to routine purchases like the Hoyer Purchasing Tactic Model (1984) would benefit from explicit account of sales promotions Finally, behavioural theories, and especially recent ones (Shimp 1992), deserve further attention since they have highlighted one of the major long-term issues of sales promotions: do they teach people to buy products on sale?…”