Patti M. Valkenburg and Jessica Taylor Piotrowski
- Published in print:
- 2017
- Published Online:
- September 2017
- ISBN:
- 9780300218879
- eISBN:
- 9780300228090
- Item type:
- chapter
- Publisher:
- Yale University Press
- DOI:
- 10.12987/yale/9780300218879.003.0009
- Subject:
- Psychology, Developmental Psychology
This chapter discusses why youth are commercially interesting and why marketing seems to be targeting children at ever-younger ages. In particular, it shows how children represent three markets—a ...
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This chapter discusses why youth are commercially interesting and why marketing seems to be targeting children at ever-younger ages. In particular, it shows how children represent three markets—a primary market, a market of influencers, and a future market—and discusses the implications of being a threefold market for children's socialization as consumers. How do brand awareness and brand loyalty develop in early childhood? How does children's development influence their consumer behavior? Following this, the chapter evaluates whether advertising is effective among these young consumers. To what extent does the commercial environment that surrounds youth influence them? It contextualizes these questions by highlighting what the youth market looks like today, noting sophisticated digital developments and discussing efforts to counter the potential negative consequences of advertising.Less
This chapter discusses why youth are commercially interesting and why marketing seems to be targeting children at ever-younger ages. In particular, it shows how children represent three markets—a primary market, a market of influencers, and a future market—and discusses the implications of being a threefold market for children's socialization as consumers. How do brand awareness and brand loyalty develop in early childhood? How does children's development influence their consumer behavior? Following this, the chapter evaluates whether advertising is effective among these young consumers. To what extent does the commercial environment that surrounds youth influence them? It contextualizes these questions by highlighting what the youth market looks like today, noting sophisticated digital developments and discussing efforts to counter the potential negative consequences of advertising.
Jens-Peter Loy and Thomas Glauben
- Published in print:
- 2015
- Published Online:
- November 2015
- ISBN:
- 9780198732396
- eISBN:
- 9780191796685
- Item type:
- chapter
- Publisher:
- Oxford University Press
- DOI:
- 10.1093/acprof:oso/9780198732396.003.0005
- Subject:
- Economics and Finance, Macro- and Monetary Economics, Econometrics
German consumers indicate a strong affection for locally produced beer brands and demand varies significantly throughout the year. Particularly, brands distributed nationwide need to consider ...
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German consumers indicate a strong affection for locally produced beer brands and demand varies significantly throughout the year. Particularly, brands distributed nationwide need to consider consumer loyalty towards local brands (spatial pricing) and the seasonality of demand (temporal pricing) in their pricing strategy. Anderson and Kumar (2007) and Chevalier et al. (2003) develop models to derive hypotheses for the optimal spatial and temporal pricing strategies under these circumstances. Contrary to the neoclassical intuition, brands promote more aggressively on their home markets (strong brand loyalty) and in periods of peak demand. Employing retail scanner data for German beer, the chapter finds ample evidence to support these hypotheses, indicating that brand loyalty may be a dynamic concept and consumer search is more intensive in periods of high demand.Less
German consumers indicate a strong affection for locally produced beer brands and demand varies significantly throughout the year. Particularly, brands distributed nationwide need to consider consumer loyalty towards local brands (spatial pricing) and the seasonality of demand (temporal pricing) in their pricing strategy. Anderson and Kumar (2007) and Chevalier et al. (2003) develop models to derive hypotheses for the optimal spatial and temporal pricing strategies under these circumstances. Contrary to the neoclassical intuition, brands promote more aggressively on their home markets (strong brand loyalty) and in periods of peak demand. Employing retail scanner data for German beer, the chapter finds ample evidence to support these hypotheses, indicating that brand loyalty may be a dynamic concept and consumer search is more intensive in periods of high demand.
Eric L. Lesser and Michael A. Fontaine
- Published in print:
- 2004
- Published Online:
- October 2005
- ISBN:
- 9780195165128
- eISBN:
- 9780199835751
- Item type:
- chapter
- Publisher:
- Oxford University Press
- DOI:
- 10.1093/0195165128.003.0009
- Subject:
- Economics and Finance, Financial Economics
This chapter extends the notion of community to include customers. It focuses on how organizations are bringing together informal groups of customers via the Internet to exchange knowledge, build ...
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This chapter extends the notion of community to include customers. It focuses on how organizations are bringing together informal groups of customers via the Internet to exchange knowledge, build brand loyalty, and provide unique insights into product design and use. The components of a customer community space and King Arthur Flour's creation of its online customer community — the Baking Circle — are discussed.Less
This chapter extends the notion of community to include customers. It focuses on how organizations are bringing together informal groups of customers via the Internet to exchange knowledge, build brand loyalty, and provide unique insights into product design and use. The components of a customer community space and King Arthur Flour's creation of its online customer community — the Baking Circle — are discussed.
Laura R. Oswald
- Published in print:
- 2012
- Published Online:
- April 2015
- ISBN:
- 9780199566495
- eISBN:
- 9780191806681
- Item type:
- chapter
- Publisher:
- Oxford University Press
- DOI:
- 10.1093/acprof:osobl/9780199566495.003.0002
- Subject:
- Business and Management, Marketing
This chapter explains the proposition in marketing semiotics that goods can transcend their functional purposes and have a symbolic value or an emotional meaning for the consumer. It examines the ...
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This chapter explains the proposition in marketing semiotics that goods can transcend their functional purposes and have a symbolic value or an emotional meaning for the consumer. It examines the psychic, cognitive, and structural operations motivating the consumer to develop such attachments to certain brands, which can then be used to reposition it or develop brand loyalty. For example, Levi-Strauss has employed principles of collective unconscious, deep structure of culture and the general codes, and cultural systems. These principles of structural anthropology can lead to “generalized” assumptions toward understanding the consistencies or any eccentricities and differences in cultures when launching a new product.Less
This chapter explains the proposition in marketing semiotics that goods can transcend their functional purposes and have a symbolic value or an emotional meaning for the consumer. It examines the psychic, cognitive, and structural operations motivating the consumer to develop such attachments to certain brands, which can then be used to reposition it or develop brand loyalty. For example, Levi-Strauss has employed principles of collective unconscious, deep structure of culture and the general codes, and cultural systems. These principles of structural anthropology can lead to “generalized” assumptions toward understanding the consistencies or any eccentricities and differences in cultures when launching a new product.
Randy D. McBee
- Published in print:
- 2015
- Published Online:
- January 2016
- ISBN:
- 9781469622729
- eISBN:
- 9781469623320
- Item type:
- chapter
- Publisher:
- University of North Carolina Press
- DOI:
- 10.5149/northcarolina/9781469622729.003.0003
- Subject:
- History, American History: 20th Century
This chapter examines the rise of the middle-class motorcyclist and how their impact on motorcycle culture shaped the public's perception of motorcyclists. Postwar affluence and an increasingly ...
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This chapter examines the rise of the middle-class motorcyclist and how their impact on motorcycle culture shaped the public's perception of motorcyclists. Postwar affluence and an increasingly pervasive consumer culture contributed to the 1960s “craze” for motorcycling. The middle-class motorcycle enthusiast made motorcycling respectable and family friendly and stood in sharp contrast to the traditional working-class rider. The middle-class rider was simply better at consuming motorcycles than producing them and affected a style that highlighted those differences. The potential to change motorcycling culture was clear, and it translated into an increasingly bitter debate over brand-name loyalty, highlighting the ways in which race shaped motorcycle culture but also reflected a deep-seated class divide that became more conspicuous as consumption became one of the defining issues dividing motorcyclists.Less
This chapter examines the rise of the middle-class motorcyclist and how their impact on motorcycle culture shaped the public's perception of motorcyclists. Postwar affluence and an increasingly pervasive consumer culture contributed to the 1960s “craze” for motorcycling. The middle-class motorcycle enthusiast made motorcycling respectable and family friendly and stood in sharp contrast to the traditional working-class rider. The middle-class rider was simply better at consuming motorcycles than producing them and affected a style that highlighted those differences. The potential to change motorcycling culture was clear, and it translated into an increasingly bitter debate over brand-name loyalty, highlighting the ways in which race shaped motorcycle culture but also reflected a deep-seated class divide that became more conspicuous as consumption became one of the defining issues dividing motorcyclists.
