Husband-Wife Influence in Selecting a Family Professional
Article Abstract:
Marketing researchers need to recognize and investigate family decision making. Husband-wife decision making has changed in recent years, due to changing household roles. An analysis of husband-wife decision making is conducted. The focus is the selection of the family physicians, dentists, eye-care specialists, lawyers, insurance agents and pharmacists. Design of marketing strategy for these professionals can benefit from knowledge of decision influence. Husbands have more influence in the selection of insurance agents and lawyers. Women select the pharmacists. There is little joint decision making in the selection of health care professioanls.
Publication Name: Journal of the Academy of Marketing Science
Subject: Business
ISSN: 0092-0703
Year: 1984
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Student Surrogates in Consumer Research
Article Abstract:
The use of student surrogates in consumer research is analyzed for its effectiveness and validity. Data on three topics, entertainment habits, media habits, and attitudes towards the community athletic/entertainment events facility, was collected from adults and undergraduate students in the same community. Results indicate that statistical differences between the two groups did occur, particularly in media and entertainment habits (behavioral level.) However the groups held the same attitudes towards the community facility (attituding level). Therefore, the use of student surrogates depends on level of analysis.
Publication Name: Journal of the Academy of Marketing Science
Subject: Business
ISSN: 0092-0703
Year: 1983
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Concurrent Validity of a Measure of Innovative Cognitive Style
Article Abstract:
Marketing researchers have been concerned with the identification of innovative consumers. An open processing scale approach can help eradicate problems found in personality measures in consumer research. Open processing is a cognitive style. The scale's validity was tested. The hypothesis presented was that high processing scorers will be more innovative consumers than low processing scorers, specifically concerning new product adoption. The study results confirm the importance of personality as a correlate of consumer behavior. The hyphothesis is shown to be positive.
Publication Name: Journal of the Academy of Marketing Science
Subject: Business
ISSN: 0092-0703
Year: 1984
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- Abstracts: Challenges and Oppurtunities in Accounting Education. Canadian Professional Accounting Education: A Time for Reflection and Study
- Abstracts: The Psychology of Expectations Gaps: Why Is There So Much Dispute about Auditor Responsibility? Discussion of 'International Fininacial Reporting Standards (IFRS): pros and cons for investors'