Influence of catalog vs. store shopping and prior satisfaction on perceived risk

Article Abstract:

This paper presents the results of a study which examines the overall amount and types of risk consumers perceive when purchasing the same products by direct mail as compared to retail stores. The effect of prior catalog shopping experience on perceived risk is also examined. The results indicate that despite the gains achieved by the direct mail industry, consumers continue to perceive this shopping mode as being significantly more risky. Differences were also found with respect to the individual types of risk perceived. A significant relationship between perceived risk and the satisfaction-dissatisfaction derived from prior catalog purchase experience was also identified. (Reprinted by permission of the publisher.)

Catalog showrooms

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Using empirical data to investigate the likelihood of brands being admitted or readmitted into an established evoked set

Article Abstract:

Empirical data is used to follow the maturation and change an evoked set exhibits as the decision-maker proceeds to a final choice. Results indicate that after an evoked set has been established, a subject is more likely to include newly found brands in his evoked set versus previously rejected brands even though additional positive information had been received for the previously rejected brands. (Reprinted by permission of the publisher.)

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Understanding the relationships among brands, consumers, and resellers

Article Abstract:

Issues discussed concern brand management and marketing strategy, focusing on the relationship between brands, retailers, and consumer preferences. Topics addressed include the changing orientation of manufacturer's brands towards marketing for the retailer, as opposed to the individual consumer, necessitating marketing strategies to coordinate with the retailer.

United States, Marketing

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