Experience Seeking: A Subjectivist Perspective of Consumption

Article Abstract:

This study of multiple regression findings on consumer behavior is analyzed from a subjectivist outlook. Phenomenologically, consumption is comprised of the generation of internal thoughts and feelings which are the content of experience. The sociopsychological elements functioning for consumers who desire cognitive stimulation, sensory stimulation, novel stimulation or all of these are assessed. Preliminary causal motivations for each kind of consumerism are advanced. Ceiling and floor levels for consumption activities are considered. Socialization and genetic influences and their relative influence are studied. Floors and ceilings of consumption may be influenced by ethnicity, regional norms and population density. Criterion operationalization is basically handled with cause and effect measurement. Tables of predictor trait data are featured. The sample involved more than 500 questionnaire respondents at New York University.

Psychological aspects, Behaviorism (Psychology), Behaviorism

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Brand Choice and Varying Quantity of Information

Article Abstract:

Consumer information usage in purchase decisions is an area of increasing interest. Public policy creators, marketing personnel and consumer advocates all point to the need for more information on product attributes and performance. There is some feeling that too much information can actually complicate wise consumer choices of brands. Evidence also points to the underuse of consumer information. This is probably due to the manner in which the information is conveyed. Popular belief points toward the use of displays that best address consumer information needs. Consumers can employ an average linear compensatory model finding, but many will assume values for unsuspected information. The rationale for consumer selection of brands offering the most information is analyzed, using a sample of 175 housewives in a medium sized city in the midwest. Information matrix and quality mix data are shown in tables.

Telecommunications systems, Brand name products, Brand names

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Advertising appeal and tone: implications for creative strategy in television commercials

Article Abstract:

The relationship between two elements of creativestrategy in television advertising, message content and message execution, and the resulting appeal and tone of commercials is investigated. Results indicate that message content distinguishes between rational and emotional commercials. On the other hand, message execution discriminates positive commercials from negative commercials. Emotional commercials are also found to contain more message content than rational commercials, while positive commercials carry more executional elements than negative commercials.

Advertising, Analysis, Influence, Television advertising

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