New Directions for JCR Jerry Wind Jerry Wind Chairman, JCR Policy Board Search for other works by this author on: Oxford Academic PubMed Google Scholar Journal of Consumer Research, Volume 4, Issue 1, June 1977, Pages 59–60, https://doi.org/10.1086/208680 Published: 01 June 1977
Journal Article Rejoinder Get access Marianne A. Ferber, Marianne A. Ferber Search for other works by this author on: Oxford Academic PubMed Google Scholar Bonnie G. Birnbaum Bonnie G. Birnbaum Search for other works by this author on: Oxford Academic PubMed Google Scholar Journal of Consumer Research, Volume 4, Issue 3, December 1977, Pages 183–184, https://doi.org/10.1086/208697 Published: 01 December 1977 Article history Received: 01 October 1977 Published: 01 December 1977
Journal Article Consumer Decision Making: The Technical Efficiency Approach Get access Loren V. Geistfeld Loren V. Geistfeld Search for other works by this author on: Oxford Academic PubMed Google Scholar Journal of Consumer Research, Volume 4, Issue 1, June 1977, Pages 48–56, https://doi.org/10.1086/208678 Published: 01 June 1977 Article history Received: 01 May 1976 Revision received: 01 February 1977 Published: 01 June 1977
Journal Article More on Content Analysis in Consumer Research Get access Morris B. Holbrook Morris B. Holbrook Search for other works by this author on: Oxford Academic PubMed Google Scholar Journal of Consumer Research, Volume 4, Issue 3, December 1977, Pages 176–177, https://doi.org/10.1086/208694 Published: 01 December 1977 Article history Received: 01 July 1977 Published: 01 December 1977
Preferences for alternative types of individuals sought out as product consultants in a new product evaluation task were studied. In an “overt choice” manipulation a strong preference for consultants similar on certain ability dimensions was demonstrated. These results were not replicated in a more sterile profile evaluation task setting.
S hould consumer research be interdisciplinary, might be a more appropriate beginning for such a discussion.In view of the ever widening sphere of subject area disciplines which have an impact on consumer behavior, and the resulting overlap in approaches to particular problems, we assume the answer to this question to be clearly in the affirmative.By now there is also the widespread recognition that consumer attitudes and behavior are influenced by many different forces which bring into play concepts from a wide variety of disciplines, including economics, psychology, sociology, and political science, among others.An interdisciplinary approach is therefore clearly desirable, although not all problems of consumer behavior need be treated interdisciplinarily.Thus, consumer response to the energy problem can, and should, involve several disciplines; while studying the effect of a price increase on sales of gasoline need involve only economic analysis. OBSTACLESIn practice, however, this millennium is not easily achieved, since a number of problems arise, as many have discovered.For one thing, people tend to mingle with others in the same subject areas.Lifetime friendships are developed in college and graduate school with people in the same discipline.As a rule, professional people tend to collaborate with others having similar backgrounds.Hence, getting involved in problems that involve other subject areas is not easy.Administrative arrangements too, may discourage such involvement.With rare exceptions the reward system in most institutions is geared to performance in one's own subject area.A person is usually in a department headed by an individual in the same discipline, with recommendations for salary increases and promotions initiated within that department.Those collaborating with researchers in other disciplines may be looked on as "goofing off," by avoiding the pressure of publishing in their own disciplines.This is especially so if leading members in their own disciplines are not involved in interdisciplinary work.
Journal Article How New Is the “New Home Economics”? Get access Margaret G. Reid Margaret G. Reid Search for other works by this author on: Oxford Academic PubMed Google Scholar Journal of Consumer Research, Volume 4, Issue 3, December 1977, Pages 181–183, https://doi.org/10.1086/208696 Published: 01 December 1977 Article history Received: 01 September 1977 Published: 01 December 1977
A model is presented that is similar to Lancaster's model of consumer demand, but that does not use the most criticized assumptions of this model. Some empirical results are presented. Practical applications of the model are discussed.
Journal Article Comparing Multiattribute Attitude Models by Optimal Scaling Get access Morris B. Holbrook Morris B. Holbrook Search for other works by this author on: Oxford Academic PubMed Google Scholar Journal of Consumer Research, Volume 4, Issue 3, December 1977, Pages 165–171, https://doi.org/10.1086/208692 Published: 01 December 1977 Article history Received: 01 June 1977 Revision received: 01 September 1977 Published: 01 December 1977
Separate two-level factor analyses were performed upon data from large samples of subscribers to product testing magazines in the U.S. and Germany. Cross cultural comparisons show strong similarities of patterns in attitudes and behavior with regard to the purchase process and market environment. Differences seem mostly related to importance of brand name and advertising in the U.S. and the tendency of the Germans to include more variables in factors overall—perhaps linked to traditional German thoroughness.