A regression approach to conceptualizing and analyzing marketing transactions

Article Abstract:

A conceptual approach is developed in this article using the logic and concepts of statistical regression to analyze marketing phenomena such as: attraction, power, conflict, stability, and competition. Marketing transaction is conceptualized as a perceptual phenomenon in the mind of the marketing agent determined by psychological contiguity between perceived benefits and costs. The attraction felt by a marketing organization toward a target market is conceptualized as the slope of the regression line, power in the intercept of the regression line, stability in the coefficient of determination, and conflict in the standard error of the estimate. Competition is conceptualized in terms of the proportion of variance in benefits extracted by a target market accounted for by costs of one competitor marketing organization relative to the costs of other competitor firms. Marketing transactions can also be similarly analyzed from the perspective of the buying agent in dealing with one or more marketing organizations. Managerial implications, limitations, and future research are also discussed. (Reprinted by permission of the publisher.)

Competition (Economics), Management research, Market share

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A social cognition model of consumer problem recognition

Article Abstract:

A social cognition model describing the cognitive determinants of problem recognition is introduced and tested. Problem recognition is hypothesized to be a function of the directional discrepancy between the valence level of the perceived performance of one's current product and the valence level of a referent (standard of comparison). More specifically, problem recognition is hypothesized to be greatest under negative incongruity, followed by negative congruity, positive congruity, and positive incongruity, respectively. The model was tested in two studies, and the results were consistent with the hypothesis. Advertising implications of the model are discussed in terms of primary demand advertising. (Reprinted by permission of the publisher.)

Social perception

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Self-congruity versus functional congruity: predictors of consumer behavior

Article Abstract:

Four studies were conducted to test the hypothesis that (1) consumer behavior is more strongly predicted by functional congruity than by self-congruity, and (2) functional congruity is influenced by self-congruity. The pattern of the results provides support for hypotheses. (Reprinted by permission of the publisher.)

Consumer preferences, Consumer behavior, Perception, Perception (Psychology)

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