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A practical review of electroencephalography’s value to consumer research 脑电图在消费者研究中的实用价值综述
IF 3 4区 管理学
International Journal of Market Research Pub Date : 2022-07-08 DOI: 10.1177/14707853221112622
Aaron N. McInnes, B. Sung, Reyhaneh Hooshmand
{"title":"A practical review of electroencephalography’s value to consumer research","authors":"Aaron N. McInnes, B. Sung, Reyhaneh Hooshmand","doi":"10.1177/14707853221112622","DOIUrl":"https://doi.org/10.1177/14707853221112622","url":null,"abstract":"Electroencephalography (EEG) offers insights into the neural responses of consumers to marketing stimuli which can be used to evaluate the effectiveness of such stimuli in directing favorable consumer behavior in real-world settings. This practical review provides guidelines for using EEG in consumer and marketing research. It provides recommendations for how EEG may effectively be employed in neuromarketing in the future. EEG requires careful experimental design, and as such, we outline current recommendations for the collection, processing, analysis, and interpretation of EEG evoked potentials (i.e., event related potentials; ERP) and spectral content (i.e., EEG frequency). By providing an introductory overview of EEG measures in marketing and consumer research, this practical review extends previous literature that is primarily focused on other neuroimaging techniques (e.g., functional magnetic resonance imaging) and other disciplines (e.g., economics and organizational behaviour). Furthermore, by reviewing how EEG has been used throughout psychophysiological and neuromarketing research, we provide recommendations on how EEG can be used to measure marketing-related outcomes. These include processes relating to perception, attention, memory, emotion, and cognitive load, demonstrating the unique value of considering the neural responses captured by EEG in understanding and predicting consumer behavior.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2022-07-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41341936","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 4
A Question of Gender: Gender classification in international research 性别问题:国际研究中的性别分类
IF 3 4区 管理学
International Journal of Market Research Pub Date : 2022-06-29 DOI: 10.1177/14707853221108663
Trixie Cartwright, Clive Nancarrow
{"title":"A Question of Gender: Gender classification in international research","authors":"Trixie Cartwright, Clive Nancarrow","doi":"10.1177/14707853221108663","DOIUrl":"https://doi.org/10.1177/14707853221108663","url":null,"abstract":"The research community acknowledges that in many countries and cultures there is greater recognition of the diversity of genders with which people identify. In this paper we define and discuss the categories of “sex”, “gender” and related categories and how research participants might identify themselves within these categories. We discuss methods researchers use to classify participants. We examine in depth the principal method the research community uses, namely “asking questions”, but we also cover techniques based on observation. We evaluate the possible formats of questions – the introductory question posed, the response options, and, where appropriate, offer suggestions. We note the implications for international research, especially in countries where diversity and associated inclusivity are not yet recognised. The need for research in different cultures is recommended. We note the consequences and implications of adopting or not adopting questions that recognise diversity.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2022-06-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44033850","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 3
The impact of social media visual features on acceptance of meat substitute 社交媒体视觉特征对肉类替代品接受度的影响
IF 3 4区 管理学
International Journal of Market Research Pub Date : 2022-06-09 DOI: 10.1177/14707853221107309
F. Septianto, Joya A. Kemper, H. P. Quang, Shuge Li, Junbum Kwon
{"title":"The impact of social media visual features on acceptance of meat substitute","authors":"F. Septianto, Joya A. Kemper, H. P. Quang, Shuge Li, Junbum Kwon","doi":"10.1177/14707853221107309","DOIUrl":"https://doi.org/10.1177/14707853221107309","url":null,"abstract":"There is a growing demand for meat substitutes among consumers, given that excessive meat consumption is associated with negative consequences for personal health and the environment. However, the market shares of such meat substitutes remain low, thus highlighting the need to further investigate how to increase consumer acceptance of meat substitutes. The present research investigates social media data of plant-based meat brands and explores how visual features could lead to a high number of likes, which is a numerical representation of social acceptance. The findings of this research show that social media posts with warm color, vertical symmetry, and horizontal symmetry receive a higher number of likes. Further, there is a joint effect between warm color and vertical symmetry, such that vertical symmetry would strengthen the positive effect of warm color on the number of likes. These findings offer a more nuanced understanding of how to increase consumer acceptance of meat substitutes and how to promote plant-based meat brands in social media.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2022-06-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44675470","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 2
Brand evaluations in sponsorship versus celebrity endorsement 赞助与名人代言中的品牌评价
IF 3 4区 管理学
International Journal of Market Research Pub Date : 2022-06-03 DOI: 10.1177/14707853221106309
Oliver Schnittka, J. Hofmann, Marius Johnen, Carsten Erfgen, Z. Rezvani
{"title":"Brand evaluations in sponsorship versus celebrity endorsement","authors":"Oliver Schnittka, J. Hofmann, Marius Johnen, Carsten Erfgen, Z. Rezvani","doi":"10.1177/14707853221106309","DOIUrl":"https://doi.org/10.1177/14707853221106309","url":null,"abstract":"Prior research conceptually assumes that sponsorships might have a stronger impact on brand attitude than do celebrity endorsements primarily due to the more indirect and less commercial intent to persuade. However, empirical evidence is lacking on why and under what conditions this assumed effect of sponsorships actually occurs. This paper empirically analyses potential mediating and moderating drivers of the effect of sponsorships compared with that of celebrity endorsements. The results reveal that higher level of perceived brand authenticity mediates the effect of sponsorships versus celebrity endorsement on brand attitude. Furthermore, the effect of sponsorships on brand authenticity is superior when (a) relative corporate social responsibility (CSR) spending in the industry is low and (b) the corporate reputation of the firm is good.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2022-06-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48528155","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 1
Deciphering ‘Urge to Buy’: A Meta-Analysis of Antecedents 解读“购买冲动”:先行词的元分析
IF 3 4区 管理学
International Journal of Market Research Pub Date : 2022-06-02 DOI: 10.1177/14707853221106317
J. Paul, Dr.Jaspreet Kaur, Dr. Shivani Arora, Mr. Sujay Vikram Singh
{"title":"Deciphering ‘Urge to Buy’: A Meta-Analysis of Antecedents","authors":"J. Paul, Dr.Jaspreet Kaur, Dr. Shivani Arora, Mr. Sujay Vikram Singh","doi":"10.1177/14707853221106317","DOIUrl":"https://doi.org/10.1177/14707853221106317","url":null,"abstract":"This paper presents a meta-analytical evaluation of the literature on the Urge to Buy (UTB). It seeks to establish the common antecedents of UTB as a construct by a thorough examination of the prior literature. Accordingly, the most significant antecedents of UTB are perceived enjoyment, perceived usefulness, hedonic and utilitarian values, positive and negative affects, scarcity, and impulsive buying tendency. The location of the studies has a moderating influence on the antecedents of UTB. Almost all the factors were more decisive in Eastern countries than Western. The limitations of the current study and the future research agenda have also been mentioned. The study results have both theoretical and practical implications contributing to the marketing research field. The implications of all the studies in the past on the UTB construct have been discussed, and the effect of these studies has been summarized with the meta-analysis technique.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2022-06-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"65477070","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 6
How are e-retailer brands related to the manufacturer brands they offer? 电子零售商品牌与他们提供的制造商品牌有什么关系?
IF 3 4区 管理学
International Journal of Market Research Pub Date : 2022-05-30 DOI: 10.1177/14707853221095002
Richard Huaman-Ramirez, Jean-François Toti
{"title":"How are e-retailer brands related to the manufacturer brands they offer?","authors":"Richard Huaman-Ramirez, Jean-François Toti","doi":"10.1177/14707853221095002","DOIUrl":"https://doi.org/10.1177/14707853221095002","url":null,"abstract":"The purpose of this article is to examine how e-retailer brands are related to the manufacturer brands they offer. This study is grounded in the experiential branding perspective focusing on multiple dimensions (i.e., sensorial, affective, and intellectual). We also examine the moderating role of the consumer’s chronological age on the effects of both manufacturer brand experience and e-retailer brand experience on brand satisfaction. A sample of 252 beauty box French subscribers took part in our study, and we used partial least squares structural equation modelling to test our hypotheses. Our findings show that manufacturer brand experience positively and directly affects e-retailer brand experience, which in turn positively affects e-retailer brand satisfaction. We also show that chronological age has a positive moderating role on the relationship between e-retailer brand experience and e-retailer brand satisfaction.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2022-05-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45773746","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
A grid-based approach to exploratory data analysis 一种基于网格的探索性数据分析方法
IF 3 4区 管理学
International Journal of Market Research Pub Date : 2022-05-30 DOI: 10.1177/14707853221093515
Steven D Elliott
{"title":"A grid-based approach to exploratory data analysis","authors":"Steven D Elliott","doi":"10.1177/14707853221093515","DOIUrl":"https://doi.org/10.1177/14707853221093515","url":null,"abstract":"A grid-based approach to exploratory data analysis is described wherein the size of a grid’s cells may be altered. The primary tool of exploratory data analysis described here is cluster analysis. Background information is provided regarding the different types of clustering algorithms and their effectiveness. A grid-based approach for exploratory and cluster analysis is then described. Both exploratory and cluster analyses are performed for a series of different sizes of grid cells. Two marketing data sets are utilized to illustrate research questions often faced by market researchers. The first is a cluster analysis of cities used to create strata for selecting a representative probability sample. The second example is a segmentation of customers into groups for the purpose of targeting advertising and product insight. These examples illustrate related issues such as the elimination of “background noise” observations, significance tests for departures from uniform density, and metrics for the shape of a cluster.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2022-05-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46773503","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
How can each brand’s buyer base buy the category at above the average rate? 每个品牌的买家群如何以高于平均水平的价格购买该类别？
IF 3 4区 管理学
International Journal of Market Research Pub Date : 2022-05-24 DOI: 10.1177/14707853221104730
J. Dawes
{"title":"How can each brand’s buyer base buy the category at above the average rate?","authors":"J. Dawes","doi":"10.1177/14707853221104730","DOIUrl":"https://doi.org/10.1177/14707853221104730","url":null,"abstract":"An apparent anomaly in brand metrics data is that the aggregated buyer base of each brand appears to buy the category at above the average rate. This seems arithmetically impossible. The effect is real, but it has a simple explanation. It is caused by the fact that heavy category buyers buy more brands than light buyers do. They therefore appear in the buyer base of multiple brands, and so inflate the category buying rate for each brand to above the overall average rate. This study shows what it calls the ‘category purchase rate anomaly’ in empirical data, as well as demonstrating how it occurs via a simulated dataset.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2022-05-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46679807","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Who Is Willing to Use Audio and Voice Inputs in Smartphone Surveys, and Why? 谁愿意在智能手机调查中使用音频和语音输入，为什么?
IF 3 4区 管理学
International Journal of Market Research Pub Date : 2022-05-17 DOI: 10.1177/14707853221084213
Timo Lenzner, Jan Karem Höhne
{"title":"Who Is Willing to Use Audio and Voice Inputs in Smartphone Surveys, and Why?","authors":"Timo Lenzner, Jan Karem Höhne","doi":"10.1177/14707853221084213","DOIUrl":"https://doi.org/10.1177/14707853221084213","url":null,"abstract":"The ever-growing number of respondents completing web surveys via smartphones is paving the way for leveraging technological advances to improve respondents’ survey experience and, in turn, the quality of their answers. Smartphone surveys enable researchers to incorporate audio and voice features into web surveys, that is, having questions read aloud to respondents using pre-recorded audio files and collecting voice answers via the smartphone’s microphone. Moving from written to audio and voice communication channels might be associated with several benefits, such as humanizing the communication process between researchers and respondents. However, little is known about respondents’ willingness to undergo this change in communication channels. Replicating and extending earlier research, we examine the extent to which respondents are willing to use audio and voice channels in web surveys, the reasons for their (non)willingness, and respondent characteristics associated with (non)willingness. The results of a web survey conducted in a nonprobability online panel in Germany (N = 2146) reveal that more than 50% of respondents would be willing to have the questions read aloud (audio channel) and about 40% would also be willing to give answers via voice input (voice channel). While respondents mostly name a general openness to new technologies for their willingness, they mostly name preference for written communication for their nonwillingness. Finally, audio and voice channels in smartphone surveys appeal primarily to frequent and competent smartphone users as well as younger and tech-savvy respondents.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2022-05-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45054975","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 1
Strategic Use of Preference Stability Information for Product Evaluation 偏好稳定性信息在产品评价中的策略性应用
IF 3 4区 管理学
International Journal of Market Research Pub Date : 2022-05-17 DOI: 10.1177/14707853221101763
Erika Hlédik, C. Horváth
{"title":"Strategic Use of Preference Stability Information for Product Evaluation","authors":"Erika Hlédik, C. Horváth","doi":"10.1177/14707853221101763","DOIUrl":"https://doi.org/10.1177/14707853221101763","url":null,"abstract":"Preference stability can be a useful and supportive indicator for making strategic and tactical marketing decisions as it can assist short- and longer-term choices regarding product/brand characteristics and attributes. We provide a measurement approach combined with a model for strategic product/brand development decisions and subsequent marketing actions. Managers could use such insights when contrasting different attributes (e.g., design vs. camera of mobile phones) and also when making decisions about characteristics (e.g., different degrees of camera resolution of mobile phones). Such insights shall guide managers on where to invest and on how to leverage consumer preferences more effectively to generate sales for the company. We illustrate the use of our model of preferences and preference stability of product characteristics in three complementary studies (assessing yoghurt, energy drinks, and mobile phones).","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2022-05-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43210906","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 2
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