Scant research on food advertising and purchase decisions has examined the moderating role of social constructs such as power. In this research, I investigate how consumers’ sense of power influences the persuasiveness of message assertiveness in food advertising. The agentic–communal framework of sense of power and findings suggests that high-power individuals are more likely to adopt and be receptive to strong, competent information and communication strategies than low-power individuals in interpersonal communication. In this research, I propose a new theoretical framework that predicts how message recipients’ sense of power enables or weakens the persuasiveness of the assertive message such as, “You must buy [the name of the advertised food].” More specifically, I looked at the likelihood of purchasing ‘vice’ versus ‘virtue' foods after viewing the ad. I argue that for high-power individuals, an assertive tone in the food ads would increase the purchase of a vice food and decrease the purchase intent of a virtue food. However, for low-power individuals, an assertive tone in the food ads would decrease the purchase of a vice food but increase the purchase intent of a virtue food. Low power is less congruent with assertive messages but more congruent with non-assertive messages. Across three studies, I provide empirical support for the predictions and the congruence mechanism. The results show that high-power consumers process assertive messages more fluently than non-assertive messages. Low-power consumers process assertive messages less fluently than non-assertive messages. Processing fluency increases the relative focus on tastiness in food evaluation, but process dis-fluency increases the relative focus on healthiness in food evaluation. The findings of this research have important implications for developing effective marketing communications and promoting healthy eating.

<p>Det finns idag ett väldigt stort urval av återförsäljare som agerar på Internet och dessa kan vid en första anblick te sig väldigt svåra att överskåda för konsumenter inför ett köp. Prisjämförelsesajter finns därför som en konsumentguide som med sina sökfunktioner snabbt hjälper konsumenter att hitta återförsäljare med de billigaste priserna samt även tillhandahåller information om såväl produkter som återförsäljare. Uppsatsen syftar till att studera prisjämförelsesajternas roll i samspelet mellan återförsäljare och konsument på den Internetbaserade marknaden för hemelektronik. Den kvalitativa studien grundas på intervjuer med de två marknadsledande prisjämförelsesajterna, PriceRunner och Prisjakt, samt intervjuer med tre återförsäljare inom detta branschsegment, CDON, Expert och Kameraexperten. Intervjuerna analyseras med hjälp utav en analysmodell där vi kopplat samman flera olika marknadsföringsteorier. Det resultat vi kommit fram till visar på att det nätverk av återförsäljare och konsumenter som prisjämförelsesajterna tillhandahåller har lett till en ökad konsumentmakt men att detta inte behöver ses som negativt för återförsäljarna då dessa har stora konkurrensfördelar att vinna om de sköter sina kundrelationer på ett bra sätt.</p>

Ce travail doctoral s'intéresse au phénomène de vengeance du consommateur insatisfait sur Internet et l'effet de cette action sur les attitudes des autres consommateurs. Deux études qualitatives et trois expérimentations ont été réalisées. Les résultats démontrent que la vengeance d'un consommateur insatisfait sur Internet est largement approuvée et elle influence défavorablement l'attitude à l'égard de la marque. Les individus exposés à la vengeance sur le Web, manifestent des sentiments d'empathie et d'admiration pour le vengeur et son action. La bonne nouvelle pour les marques, est qu'il existe des moyens de neutraliser cet effet. / This doctoral research focuses on the phenomenon of dissatisfied consumers revenge on the Internet and the effect of this action on other consumers attitudes. Two qualitative studies and three experiments were performed. The results show that the dissatisfied consumer revenge on the Internet is widely approved and it adversely affects brand attitude. Individuals exposed to a revenge on the Web, show feelings of empathy and admiration for the avenger and his action. The good news for brands is that there are ways to counteract this effect.

Purpose The purpose of the thesis is to present, analyse and verify a self-constructed strategic retail model, consisting of four constituents: product, service, positioning and technology. Each constituent represents a focal area, which forms a basis for discussing and interpreting factors and challenges connected to the future of retailing. Additionally, the thesis aims to examine the significance of the strategic retail model in regards to the future of retailing in a fashion context. Method The study is characterised by a qualitative nature, conducted with an abductive approach. The background has been rooted in reality, taking in account the digital revolution, the assumption that traditional marketing is dead and current retail trends. The problem discussion has been based in an academic approach where the concept of business models has been elaborated, along with a presentation of the traditional marketing mix and criticism of its changing nature. The empirical data collection has been conducted through nine interviews, seven face-to-face interviews and two online interviews. The strategic retail model has been verified through an empirical study and a second stage of literature review. Conclusion In a market where the consumer empowerment has fundamentally affected the retail environment, and traditional marketing has lost its former importance, the issue regarding the future of retailing remains. It could therefore be assumed that the significance of the strategic retail model is high. By managing each constituent and consistently strive to achieve an integration of the consumer focus in the strategic retail model, the four constituents and translated underlying consumer understanding is unified. / Program: Master Programme in Fashion Management

Det finns idag ett väldigt stort urval av återförsäljare som agerar på Internet och dessa kan vid en första anblick te sig väldigt svåra att överskåda för konsumenter inför ett köp. Prisjämförelsesajter finns därför som en konsumentguide som med sina sökfunktioner snabbt hjälper konsumenter att hitta återförsäljare med de billigaste priserna samt även tillhandahåller information om såväl produkter som återförsäljare. Uppsatsen syftar till att studera prisjämförelsesajternas roll i samspelet mellan återförsäljare och konsument på den Internetbaserade marknaden för hemelektronik. Den kvalitativa studien grundas på intervjuer med de två marknadsledande prisjämförelsesajterna, PriceRunner och Prisjakt, samt intervjuer med tre återförsäljare inom detta branschsegment, CDON, Expert och Kameraexperten. Intervjuerna analyseras med hjälp utav en analysmodell där vi kopplat samman flera olika marknadsföringsteorier. Det resultat vi kommit fram till visar på att det nätverk av återförsäljare och konsumenter som prisjämförelsesajterna tillhandahåller har lett till en ökad konsumentmakt men att detta inte behöver ses som negativt för återförsäljarna då dessa har stora konkurrensfördelar att vinna om de sköter sina kundrelationer på ett bra sätt.

This thesis critiques contemporary scholarly approaches to the modern musical mashup that rely on outdated and over-generalized Marxist frameworks. These frameworks stem from an Adornian view of the culture industries that places consumers and producers in distinct and opposing roles. The mashup is therefore seen as little more than a subversive weapon for a resistant consumer class in its fight against the hegemonic structure of the mass media. A case study of the prominent mashup artist Girl Talk is presented to illustrate how the mashup can actually function as a celebratory form and how modern technological advances have destabilized traditional distinctions between consumer and producer. These technological advances, primarily the rise of the personal computer and the Internet, have empowered many consumers to engage with and create their own media. In the process, they have forced a cultural negotiation among existing ideological forces that reflects a dynamic and ever-changing hegemonic process.

Yes / Purpose – The purpose of this paper is to propose that consumer choice be guided by price fairness judgements to increase consumer satisfaction and subsequently enhance market efficiency. Consumers en masse lack the information to judge price fairness, thereby causing their ability to influence the economy to be overlooked. Design/methodology/approach – This is an argumentative and conceptual work that aims to initiate a debate on this important yet unexplored issue. The arguments presented in the paper are based on economic and technological considerations. Findings – The measure for enabling a consumer price fairness judgement is unit cost information – the cost incurred by a firm to produce a product and/or service. The benefits and challenges stemming from the availability of unit cost information (i.e. cost transparency) to consumers and companies are presented and the likely impact of cost transparency on addressing information asymmetries between buyers and sellers are discussed. Originality/value – Although a significant body of knowledge exists on issues such as price transparency and how it is driven and enabled by the growth of the Internet, there is little or no evidence of research yet on issues related to cost transparency. The authors believe this work would create a new line of research for scholarly community leading to an impact on practice.

Submitted by Magali Coelho (magalicoelho11@gmail.com) on 2017-01-05T02:34:33Z No. of bitstreams: 1 Mercadologia-Coelho-Dissertação MPA-Dez-16.pdf: 2008798 bytes, checksum: da19f6e6e6e2597c867cfc1958798396 (MD5) / Approved for entry into archive by Fabiana da Silva Segura (fabiana.segura@fgv.br) on 2017-01-05T15:26:40Z (GMT) No. of bitstreams: 1 Mercadologia-Coelho-Dissertação MPA-Dez-16.pdf: 2008798 bytes, checksum: da19f6e6e6e2597c867cfc1958798396 (MD5) / Made available in DSpace on 2017-01-05T18:46:12Z (GMT). No. of bitstreams: 1 Mercadologia-Coelho-Dissertação MPA-Dez-16.pdf: 2008798 bytes, checksum: da19f6e6e6e2597c867cfc1958798396 (MD5) Previous issue date: 2016-12-08 / The present study attempt to find deepen knowledge about the millennium generation and its behavior of consumption of journalistic information. The justification for this research is the falling in the consumption of remunerated journalistic information and the importance that these young people have in defining the pattern of consumer behavior in the nearby future. Descriptions of youth consumption from the American Press Institute and Pew Research Center show that young Americans become more active in news consumption. The deepening in the Brazilian universe of consumption of journalistic information sought to describe the behavioral profile of the youth of the generation denominated by some as 'millennium'. In addition, it describes the motivational behavior agents of these young people and similarities. The field survey interviewed 17 young people between 18 and 34 years of age and secondary data were collected in reports and news from newspapers and magazines. The results show that young consumers of journalistic information gain autonomy, choose what they want to read, when and how much they want to read within a wide range of content and sources available in the online world. They are critical of the excess content available, they want information faster, and their main means of access to news is social media, either by sharing between friends on the network or by customizing the information on their Facebook schedule generated by the curation of the platform. Sharing information gives prominence to shared content and its messengers, but does not generate content engagement. The young people interviewed do not want to expose themselves by commenting or discussing the news. This scenario reinforces the idea that has gained prominence in world discussions, on the responsibility of platforms such as Facebook to inform the population as a whole, but especially those young people who do not look for other sources of information to form their opinions. / O presente estudo buscou aprofundar o conhecimento sobre a geração do milênio e seu comportamento de consumo de informações jornalísticas. A justificativa para esta pesquisa é a queda no consumo pago de informações jornalísticas e pela importância que estes jovens têm na definição do padrão de comportamento de consumo num futuro próximo. As descrições sobre o consumo dos jovens, vindas do American Press Institute e Pew Research Center, mostram que os jovens americanos se tornam mais ativos no consumo de notícias. O aprofundamento no universo brasileiro de consumo de informação jornalística buscou descrever o perfil de comportamento dos jovens da geração denominada por alguns como 'milênio'. Além disso, descreve-se os agentes motivadores do comportamento de consumo destes jovens e as semelhanças. A pesquisa de campo entrevistou 17 jovens entre 18 e 34 anos de idade e foram coletados dados secundários na forma de relatórios e notícias de jornal e revista sobre este tema. Os resultados mostram que os jovens consumidores de informação jornalística ganharam autonomia, escolhem o que querem ler, quando e quanto querem ler dentro de uma ampla gama de conteúdos e fontes disponíveis no mundo online. São críticos em relação aos excessos de conteúdos disponibilizados, querem informação mais rápida, e seus principais meios de acesso às notícias são as mídias sociais, seja pelo compartilhamento entre amigos da rede ou pela personalização de informação em sua timeline, no Facebook, gerada pela curadoria da plataforma. O compartilhamento de informação gera destaque para o conteúdo compartilhado e seus mensageiros, mas não gera engajamento com o conteúdo. Jovens entrevistados não querem se expor comentando ou discutindo as notícias. Este panorama, reforça a ideia que tem ganhado destaque nas discussões mundiais, sobre a responsabilidade das plataformas como Facebook em informar a população como um todo, mas em especial estes jovens que não buscam outras fontes de informação para formarem suas opiniões.

L’empowerment du consommateur/client est une pratique mobilisée de manière croissante par les entreprises comme dans les travaux académiques depuis plus d’une dizaine d’années. Deux types de stratégies d’empowerment ont été distingués par la littérature : l’empowerment pour créer qui permet aux clients de soumettre des idées pour les nouveaux produits et l’empowerment pour sélectionner qui s'appuie sur les votes des consommateurs pour le choix des produits qui seront in fine commercialisés (Fuchs et Schreier, 2010). Se basant sur l’approche de l’empowerment du consommateur en tant que stratégie managériale collaborative entre consommateurs et entreprises dans le cadre du développement de nouveaux produits, cette recherche vise à en évaluer les effets sur les indicateurs liés à la marque pour les consommateurs participants. En vue de répondre à cette problématique, une étude qualitative (menée auprès de consommateurs et de managers) suivie de trois études expérimentales (N=719) structurent ce travail doctoral. A l’aide d’une approche pluridisciplinaire (politique, sociologie, psychologie), une conceptualisation de l’empowerment des consommateurs est réalisée ainsi qu’une distinction de ce concept des autres formes de co-innovation. Les résultats obtenus montrent que le recours aux stratégies d'empowerment est plus bénéfique pour les marques à faible familiarité perçue (start-ups) en comparaison à des marques familières (réplication sur deux catégories de produit). Aussi, cette recherche révèle que l'empowerment pour créer améliore plus efficacement le bouche à oreille et l’engagement à l’égard de la marque que l’empowerment pour sélectionner. Le rôle de plusieurs facteurs d’ordre individuel et situationnel dont l’expertise perçue à l’égard de la catégorie de produit, les bénéfices perçus par les participants, le type de motivation et l’effet de récompense (gain vs. perte) ont pu être identifiés. Ainsi, les résultats de notre travail doctoral démontrent notamment que le gain du challenge d’innovation (vs. la perte) n’améliore pas significativement les indicateurs liés à la marque étudiés. Des préconisations managériales sont suggérées pour une meilleure prise en compte des caractéristiques du profil des contributeurs et celles liées au design des challenges d’innovation cruciaux pour le déploiement de stratégies d’empowerment efficaces. / Consumer empowerment is a practice increasingly used by companies as well as mobilized in academic works for more than ten years. Two types of empowerment strategies have been distinguished: empowerment to create that allows customers to submit ideas for new products and empowerment to select who builds on consumer votes for product selection and launch (Fuchs and Schreier, 2010). Based on the approach of consumer empowerment as a collaborative managerial strategy involving consumers and companies in new product development, this research aims at studying the effects of empowerment strategies on brand equity metrics for participating consumers. In order to address this research question, a qualitative study (conducted with consumers and managers) followed by three experimental studies (N = 719) structure this research.). Using a multidisciplinary approach (political, sociological, psychological), a conceptualization of consumer empowerment and a differentiation of it from other forms of co-innovation are achieved. Results show that empowerment strategies are more beneficial for low-familiarity brands (start-ups) than for highly familiar ones (replication on two product categories). Results also reveal that empowerment to create improves more effectively word-of-mouth and engagement towards the brand than empowerment to select. Moderating and mediating roles of several individual and situational factors as perceived expertise towards the product category, benefits retrieved by participants, motivation type and the reward effect (gain vs. loss) are identified. This doctoral work highlights that the gain of the innovation contest(vs. loss) doesn’t significantly improve indicators related to the brand being analyzed. Managerial recommendations are suggested for a better consideration of contributors’ profile and innovation contests’ design characteristics critical to the deployment of effective empowerment strategies.

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