Differentiation of homogeneous agricultural products through branding is a difficult and costly undertaking for a firm. How successful has this been, and what are the possibilities for additional brand promotion? Makens, J. C. (1964). The pluses and minuses of branding agricultural products. Journal of Marketing, 28(4), 10-16. https://doi.org/10.1177/002224296402800403
카테고리 글 보관함:행복DB
Allison, R. I., &Uhl, K. P. (1964). Influence of beer brand identification on taste perception. Journal of Marketing Research, 1(3), 36-39.
As a company tries to find the factors accounting for strong and weak markets, typical consumer explanations for both tend to be in terms of the physical attributes of the product. Carling Brewing Company used a relatively inexpensive experiment to help dichotomize contributing influences as being either product or marketing oriented and, also, to indicate …
Shiv, B., Carmon, Z., &Ariely, D. (2005). Placebo effects of marketing actions: Consumers may get what they pay for. Journal of marketing Research, 42(4), 383-393.
The authors demonstrate that marketing actions, such as pricing, can alter the actual efficacy of products to which they are applied. These placebo effects stem from activation of expectancies about the efficacy of the product, a process that appears not to be conscious. In three experiments, the authors show that consumers who pay a discounted …
Bertini, M., Ofek, E., &Ariely, D. (2009). The impact of add-on features on consumer product evaluations. Journal of Consumer Research, 36(1), 17-28.
The research presented in this article provides evidence that add-on features sold to enhance a product can be more than just discretionary benefits. We argue that consumers draw inferences from the mere availability of add-ons, which in turn lead to significant changes in the perceived utility of the base good itself. Specifically, we propose that …
Buell, R. W., &Norton, M. I. (2011). The labor illusion: How operational transparency increases perceived value. Management Science, 57(9), 1564-1579.
Aubiquitous feature of even the fastest self-service technology transactions is the wait. Conventional wisdom and operations theory suggest that the longer people wait, the less satisfied they become; we demonstrate that because of what we term the labor illusion, when websites engage in operational transparency by signaling that they are exerting effort, people can actually …
Gourville, J. T., &Soman, D. (1998). Payment depreciation: The behavioral effects of temporally separating payments from consumption. Journal of Consumer Research, 25(2), 160-174.
Research suggests that individuals mentally track the costs and benefits of a consumer transaction for the purpose of reconciling those costs and benefits on completion of the transaction (Prelec and Loewenstein 1998; Thaler 1980, 1985). In transactions where costs precede benefits, this can lead to a systematic and economically irrational attention to sunk costs (Arkes …
Epley, N., Mak, D., &Idson, L. C. (2006). Bonus of rebate?: The impact of income framing on spending and saving. Journal of Behavioral Decision Making, 19(3), 213-227.
All income increases a person’s absolute wealth, but consumption decisions may be based more heavily on perceived changes in wealth. Change is computed by comparing a current state with a former state, and we predicted that people would be more likely to spend income framed as a gain from a current wealth state than income …
Vohs, K. D., Wang, Y., Gino, F., &Norton, M. I. (2013). Rituals enhance consumption. Psychological Science, 24(9), 1714-1721.
Four experiments tested the novel hypothesis that ritualistic behavior potentiates and enhances ensuing consumption—an effect found for chocolates, lemonade, and even carrots. Experiment 1 showed that participants who engaged in ritualized behavior, compared with those who did not, evaluated chocolate as more flavorful, valuable, and deserving of behavioral savoring. Experiment 2 demonstrated that random gestures …
Shih, M., Pittinsky, T. L., &Ambady, N. (1999). Stereotype susceptibility: Identity salience and shifts in quantitative performance. Psychological science, 10(1), 80-83.
Recent studies have documented that performance in a domain is hindered when individuals feel that a sociocultural group to which they belong is negatively stereotyped in that domain. We report that implicit activation of a social identity can facilitate as well as impede performance on a quantitative task. When a particular social identity was made …
Wilson, D. K., Kaplan, R. M., &Schneiderman, L. J. (1987). Framing of decisions and selections of alternatives in health care. Social Behaviour, 2(1), 51-59.
This paper examines the importance of the context in which medical alternatives are presented to individuals. In a series of experiments, subjects were given information and asked to make choices in hypothetical medical situations. In each experiment, probability information was presented in either a positive or a negative frame. One study demonstrated that the probability …