{"title":"The Demand for and Supply of Assurance","authors":"Daniel Klein","doi":"10.2139/ssrn.467802","DOIUrl":"https://doi.org/10.2139/ssrn.467802","url":null,"abstract":"Consumers want products and services that are safe and of good quality. Corresponding to such demand is the demand for assurance, before the fact, that the quality and safety will be as promised. This demand for assurance creates opportunities for entrepreneurs to profit by providing assurance - and they do so in a wide and largely unappreciated variety of ways. When it comes to assurance, the essential dialectic of the free enterprise system applies pretty well. I think governments' quality and safety restrictions on the freedom of contract, known to be so harmful, are unredeemed and should be repealed.","PeriodicalId":321301,"journal":{"name":"Behavioral Marketing","volume":"35 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2001-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125792786","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Role of Motivating Wants in a Hierarchical Network Model for Advertising","authors":"Sandeep R. Chandukala, H. Unnava, Greg M. Allenby","doi":"10.2139/ssrn.949905","DOIUrl":"https://doi.org/10.2139/ssrn.949905","url":null,"abstract":"The impact of advertising on the association between consumer needs, attributes and brands is investigated using a hierarchical network model. Needs are operationalized as motivating wants that describe the current state of an individual, different from the desired state for which the attributes and brands are valued. We propose and test the presence of a hierarchical memory structure linking motivating wants with attributes and brands, and show that advertising effectiveness increases when the advertising message taps into an individual's pre-existing motivating wants. Understanding the cognitive associations between motivating wants and brand attributes can help marketers design more effective communications.","PeriodicalId":321301,"journal":{"name":"Behavioral Marketing","volume":"15 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125200925","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Visual Analysis of Images in Brand Culture","authors":"J. Schroeder","doi":"10.4324/9781315704029-21","DOIUrl":"https://doi.org/10.4324/9781315704029-21","url":null,"abstract":"Cultural codes, ideological discourse, and rhetorical processes have been acknowledged as influences on consumer's relationships with advertising, brands and mass media. If brands exist as cultural, ideological, and rhetorical objects, then researchers require tools developed to understand culture, ideology and rhetoric, in conjunction with more typical branding concepts, such as equity, strategy, and value. This chapter argues for an art historical imagination within advertising research, one that reveals how representational conventions - or common patterns of portraying objects, people, or identities - work alongside rhetorical processes in ways that often elude advertising research. Several new theoretical concepts, including snapshot aesthetics - the growing use of snapshot-like imagery in marketing communication - and the transformational mirror of consumption - which reflects basic assumptions about how advertising works - provide productive directions for research.","PeriodicalId":321301,"journal":{"name":"Behavioral Marketing","volume":"29 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132910211","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Channel Contract Behavior: The Role of Risk Attitudes, Risk Perceptions, and Channel Members' Market Structures","authors":"J. Pennings, B. Wansink","doi":"10.2139/ssrn.393963","DOIUrl":"https://doi.org/10.2139/ssrn.393963","url":null,"abstract":"Risk and uncertainty influence many channeldecisions, especially those in turbulent channelswith uncertain pay-offs. Managing or reducingsuch risk involves managing the vulnerabilityandvolatilityofcashflowstohelpcreateshare-holder value (Srivastava, Shervani, and Fahey1998). Such an effort requires the integration offinance and marketing (Rappaport 1986). A keyquestion is how risk reduction behaviors are in-fluencedbyriskperceptions,riskattitudes,andthe market structure across the buying side andthe selling side of the channel. Understandingand anticipating the resulting changes is espe-cially important in commodity and in technol-ogy industries where risk continually fluctuates(Anderson 1982). It is also critical in industrieswhere unpredicted events—such as productrecalls or food safety concerns—dramaticallyinfluence channel supply and demand of prod-ucts with prescribed characteristics (Pennings,Wansink, and Meulenberg 2002).Researchonriskmanagementinchannelsitua-tions often assumes risk aversion and focuses oneither risk perceptions or on risk attitudes. Sel-dom, however, have these two constructs—risk","PeriodicalId":321301,"journal":{"name":"Behavioral Marketing","volume":"21 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129041860","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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