Knowledge that Transforms

Thomas S. Robertson, John R. Rossiter; Children and Commercial Persuasion: A Reply to Ryans and Deutscher, Journal of Consumer Research, Volume 3, Issue 1,

An Exponential Smoothing Model (ESM) of brand choice is presented which possesses a mathematical structure very similar to that of the Linear Learning Model (LLM) of brand choice. While the LLM is posited on adaptive learning (purchase event feedback) by the consumer, the ESM is basically a forecasting model, i.e., a forecast of the consumer's brand choice probability on the next purchase occasion is obtained from his previous purchase history by weighting recent information more heavily.

In their comments concerning the variables by which consumer situations (their environments) might best be characterized, Russell and Mehrabian urged . . a consideration of [pleasure, arousal, and dominance] emotions as the lowest common denominator of response to environments . . . related both to any aspect of environments and to most aspects of behavior (Russell and Mehrabian, 1976), as a more parsimonious substitute for the consideration of objective characteristics of situations which was suggested by Belk (1975b). While such emotional mediators are indeed potentially useful in seeking to understand the influences of consumer situations, these mediators offer only partial accountings of situational effects, and also fail to obviate the need to characterize situations in more objective terms. This reply will discuss some of the problems inherent in a totally mediational approach to studying situational influence, and clarify the need for the sort of objective characteristics outlined in the original paper.

Journal Article Patterns of Marriage and Family Formation and Dissolution Get access Alan C. Kerckhoff Alan C. Kerckhoff Search for other works by this author on: Oxford Academic PubMed Google Scholar Journal of Consumer Research, Volume 2, Issue 4, March 1976, Pages 261–275, https://doi.org/10.1086/208640 Published: 01 March 1976

Journal Article Educational and Occupational Choice: A Synthesis of Literature from Sociology and Psychology Get access Adeline Levine Adeline Levine Search for other works by this author on: Oxford Academic PubMed Google Scholar Journal of Consumer Research, Volume 2, Issue 4, March 1976, Pages 276–289, https://doi.org/10.1086/208641 Published: 01 March 1976

Several researchers have attempted to construct models of the socially and ecologically conscious consumer and subject them to empirical test, but results have been largely disappointing. The author looks at the most recent of these attempts and uses its “negative” findings to construct a model which is more sensitive to the political dimensions of consumption activities.

Journal Article Preference of Relevant Others and Individual Choice Models Yoram Wind Yoram Wind Search for other works by this author on: Oxford Academic PubMed Google Scholar *Professor of Marketing, The Wharton School, University of Pennsylvania. Author Notes Journal of Consumer Research, Volume 3, Issue 1, June 1976, Pages 50–57, https://doi.org/10.1086/208650 Published: 01 June 1976

This article describes the degree to which consumers use identical or similar brand and store choice strategies across product categories. The analysis is based on data on two pairs of frequently-purchased products and the results indicate that consumers frequently use identical or similar purchasing strategies across product categories. The principal implication of these results is that buying behavior may be governed by general household characteristics such as demographics to a greater extent than past research in this area had indicated.

This study constitutes an experimental test of the Federal Trade Commission's proposed ban of child-directed television commercials promoting premiums. These preliminary results are generally non-supportive of the FTC's position and question the legitimacy of the proposed guide.

Journal Article A Motivational Model of Information Processing Intensity Get access Robert E. Burnkrant Robert E. Burnkrant Search for other works by this author on: Oxford Academic PubMed Google Scholar Journal of Consumer Research, Volume 3, Issue 1, June 1976, Pages 21–30, https://doi.org/10.1086/208647 Published: 01 June 1976