The thesis is intended to illustrate and analyze the role of consumer experience and the authors also take demographic cultural factors into consideration by researching on the consumers’ evaluation towards iPhone experiences.  The authors used both exploratory and descriptive strategies. In order to obtain the primary data, the authors applied multiple methods, including quantitative and qualitative methods, respectively, questionnaire, structured and unstructured interviews. The authors applied SD-logic, Four Realms of Experience, Consumer behavior determinants and Decision making process theories to analyze the role of experience. And in order to answer three research questions, the authors firstly introduced the analysis of demographic subcultures, including nationality, age and gender; then the role of experience marketing in consumer decision making process is identified. Finally, the analysis of qualitative findings will be presented.

Yes / The purpose of this paper is to provide response around three commentaries: Lowe’s view on key mechanisms through which greater transparency could influence consumer product evaluations (Lowe, 2015); Kuah and Weerakkody’s critical assessment on whether cost transparency is good for consumers (Kuah and Weerakkody, 2015); and Singh’s perspective on what is behind the price tag and why companies should embrace cost transparency (Singh, 2015). Design/methodology/approach – This is a response to the aforementioned commentaries, from the authors of “Should Consumers Request Cost Transparency?”. Findings – The authors call for empirical studies to shed light on issues, including, but not limited to, drivers and challenges/barriers of making unit cost available; appropriateness of unit cost information for different category of products; information overload caused by cost transparency; effect of availability of unit cost on the consumer decision-making; empowerment of consumers through unit cost information; impact of cost transparency on realisation of fairness, differentiation, competitive advantage and sustainability for businesses; and impact of cost transparency on market dynamics and consumer behaviour. Originality/value – Given its potential impact on both theory and practice, the arguments presented for and against provisioning of unit cost information to consumers is an issue worthy of further debate and empirical investigation.

Today advertisers face the challenge of securing advertising effectiveness by producing advertisement that gets the consumers’ attention and shape their attitudes and behavior. One suggested way to reach these objectives is creativity. Both advertising industry professionals, awards, effectiveness reports and research support this notion that what makes advertising effective is creative excellence. However, research has shown that advertising professionals seems to have little formalized understanding about how advertising creativity work and how it is defined and measured. Current research need to better understand the response to creative advertisements by documenting how advertising professionals and consumer assess and value creativity. By applying new perspectives and new theories this thesis investigate the effects advertising creativity has on consumers. The thesis reviews the academic research on advertising creativity and contributes with five articles to increase the understanding of advertising creativity and how perceptions of creativity influence advertising effectiveness. In so doing, it plays a part in advertisers understanding and use of advertising creativity. / <p>Diss. Stockholm : Handelshögskolan i Stockholm, 2012. Sammanfattning jämte 5 uppsatser.</p>

The aim of this thesis was to investigate the behavior of consumers in the market with furniture products. Based on the collected data to recommend selected company innovation marketing mix. The first part was focused on obtaining information related to this topic. THe second part focused on the treatment of information obtained from the survey, which was conducted among 200 respondents. The data obtained were analyzed using tables and graphs that reflect consumer behavior in the market with furniture products. Based on data analysis and interviews with senior company employee was designed recommendations for upgrading the marketing mix.

With the internet's rampage, the possibilities for consumer-driven distribution of information are massive. One way to use this inter-consumer approach is to encourage existing customers, or ambassadors, to invite their friends and family to become a part of the brands success. But how can companies motivate existing customers to play a more important role in the brand expansion? The purpose of this thesis is to explore the motives and triggers for existing customers to invite friends, to become new customers. This by combining the empirical data collected from telephone interviews and web surveys, with theories on brand equity and inter-consumer marketing. To delimit the thesis, only motives connected to the marketing of premium products with a high customer involvement have been analyzed. For this purpose, Mackmyra Svensk Whisky AB was chosen. The empirical delimitation of this thesis is thus the customers of Mackmyra. The results showed that the motives that are perceived motivational differ from person to person. The incentives identified as more prevalent than others were access to unique products, priority to limited editions, possibility to experience the company from the inside, invitations to exclusive events, price reductions and points to exchange for merchandise.The identified incentives were segmented. After the segmentation, every company should carefully consider which segments to target, as those best suited for incentive programs differs from case to case.

Previous research has proven that perceived Brand Authenticity functions as a differentiator, which brands can use to stand out in today’s marketplace. However, few studies have investigated whether it is possible for brands to become more profitable by utilizing their authenticity. This thesis therefore investigates the relationship between the two branding concepts Brand Authenticity and Customer-Based Brand Equity (CBBE). An explanatory survey study is made on the Swedish retail clothing industry, which measures the effect of the Brand Authenticity associations Continuity, Originality, Trustworthiness, Genuineness, Heritage, and Symbolism on the CBBE outcomes (1) consumers’ willingness to pay a price premium, (2) recommend a brand, and (3) buy a brand before other brands. The results show that while some Brand Authenticity associations increase the CBBE outcomes, others seem to give no effect and some even to undermine them. If brand managers of authentic brands wish to increase their value sales through price premiums and increase volume sales through increased purchases, they should focus on communicating Symbolism, Originality and Genuineness. If decreased marketing costs through word of mouth is the goal, brand recommendations can be achieved through communicating Trustworthiness as well. However, Continuity and Heritage should be avoided in all brand communication if increased profits is the primarily goal.

Background: Despite implementation efforts, most anxious youth do not receive evidence-based treatment. Dissemination initiatives can increase consumer knowledge of evidence-based treatments. Opinion leaders (OLs) have been used in public health campaigns, but this strategy has not been examined for the dissemination of mental health treatments. This study uses the theory of planned behavior to test the dissemination strategies of (1) involving an OL and (2) using an educational presentation to increase caregiver demand for CBT for youth anxiety. Methods: Participants (N=262; 92% Female; 69% White, 82% non-Hispanic) were caregivers who registered for a virtual presentation on youth anxiety and how to seek treatment. Caregivers were cluster-randomized by school (N=25) to the OL condition (presented by a clinical researcher and local caregiver OL) or the researcher-only condition (presented by two clinical researchers). Presentations occurred from May 2021-May 2022. Measures were completed pre- and post-presentation, and at three-month follow-up. Results: One hundred and nine participants attended the presentations. Relative to the researcher co-presenter, participants rated the OL as significantly more relatable, familiar, similar, and understanding of their community, but significantly less credible. Across conditions, there was a significant increase in participants’ (a) knowledge of, (b) subjective norms related to, and (c) intention to seek CBT for youth anxiety, but no change in stigma or attitudes about CBT. Presentation conditions did not differ in change on these measures, or on rates of seeking youth anxiety CBT at three-month follow-up. Conclusion: Although involvement of a caregiver OL did not increase caregiver demand for EBT for youth anxiety, the overall outreach presentation was an effective dissemination strategy. Involving OLs may not be necessary for all consumer audiences, but may be beneficial for individuals with higher levels of stigma or scientific skepticism than participants in this study. / Psychology

This study sets out to explore attitudes and intentions towards nicotine product goods and how it is affected by the goal framing effect. The presence of this effect has been shown in the advertising of both green products and everyday products. The aim of this research is to explore whether or not this also holds true when it comes to unhealthy products, more precisely tobacco free all white nicotine products.    A quasi experimental study was conducted with the use of a fictitious brand of All-white tobacco. All 63 participants in the three different experimental groups of the study met the mandatory age requirement. One of the three groups received a positively framed advert, another received a negatively framed advert, whereas the last group acted as the control group and therefore received a neutral advertisement stimuli. All participants submitted their answers on a questionnaire created for this study, which was validated using Cronbach’s alpha and factor analysis.   The results suggest that the use of goal framing is beneficial when advertising nicotine product goods. Both positive and negative goal-framing showed a greater effect on purchase intention and product attitude than the control group. The negative goal-framing advert proved to be statistically different than the control group when measuring product attitude. Furthermore, the positively framed advert showed a statistically significant difference in effect on both product attitude and purchase intention compared to the control group.    The findings suggest that positively framed goal-framing has an effect on both attitudes and purchase intention, compared to the neutral stimuli. The negatively framed goal-framing had an effect on attitudes, compared to the neutral stimuli. The practical implication of this study could possibly be that when constructing advertisements for tobacco free snus products, it could be preferable to make use of the positive goal-framing effect in order to affect the consumers purchase intention and attitude towards the product.   This study has confirmed to some extent that the framing effect is a factor prevalent in the advertising of tobacco free products. For further research it would be highly interesting to delve deeper in comparing positive and negative goal-framing in order to find further evidence of which one has greater effect on consumers.

The present empirical study examined factors that affect the acceptance and use of social media platforms by farmers and vendors in farmers’ communities in North Mississippi for marketing their small farm businesses. Based on the Unified Theory of Acceptance and Use of Technology (UTAUT), structural equations modeling was used to examine several relationships: (1) the influence of performance expectancy (PE) on behavioral intention (BI) to use social media; (2) the influence of effort expectancy (EE) on BI; (3) the influence of social influence (SI) on BI; (4) the influence of facilitating conditions (FC) on actual use (USE) of social media; (5) the moderating influence of gender on the PE–BI, EE–BI, and SI-BI relationships; (6) the moderating influence of age on the PE–BI, EE–BI, SI-BI, and FC–USE relationships; and (7) the moderating influence of experience using social media on the EE–BI, SI-BI, and FC–USE relationships. Results from 169 respondents who completed questionnaires indicated that PE, EE, SI, and FC (key constructs) did predict farmers and vendors’ BI to use social media and actual USE of social media for marketing their small farm businesses and agriproducts. Respondents’ characteristics (e.g., age, gender, social media experience) did moderate some of these relationships in different ways. Thus, the present study provided additional empirical support for UTAUT. Additionally, responses to questions that assessed constructs in UTAUT suggest that respondents are open to social media as a marketing tool for their small farm businesses. Other results indicated that farmers and vendors prefer to market their products through farmers markets and community supported agriculture groups as compared to retail outlets and noted barriers present in retail marketing channels. This study provides information that will be beneficial for the development of educational programs and contributes to the literature on the factors affecting farmers’ intention to use social media to promote agriproducts to connect new markets.