The purpose of this research paper was to explain how product placement in games influences the consumer’s attitude towards the brand. The aims during this work with the purpose in mind were to utilize quantitative methods in the pursuit of fulfilling the objective of answering how certain placement strategies can affect individual consumer’s attitudes. As said, quantitative methods are used in combination with deductive reasoning, hence meaning that researchers of this paper make use of such programs like google docs questionnaire (for collecting data and creating surveys), SPSS statistics (for measuring the given data and assembling patterns/relationships). Since these kinds of methods were used, it means that both primary and secondary sources were made use of by the authors. Findings concerning the research put forward in this paper indicates that the most significant kind of placement strategy which is motivated why its significance value, is Plot and narrative placement. research presented in this work is represented by three hypotheses. H1-screen placement, H2 -script placement and H3 plot placement. All hypothesis except the third one was accepted through 2 produced positive results (H2, H3) while one produced negative results (H1). As a wrap-up summary of this, consumers who play games seem to have a more positive attitude towards brands utilizing screen and plot placement rather than script placement. Hence having a better attitude when it comes to product placement in games compared from the previous studies. Researchers suggest using qualitative research to cover for more factors concerning product placement in games which may affect consumers'' attitude toward brands. This together with a further focus on random sampling may produce an interesting result.

Introdução. A complexidade da cadeia produtiva de alimentos (CPA) torna a Inocuidade de Alimentos (IA) questão fundamental em Saúde Pública, sendo os consumidores co-responsáveis neste processo. Objetivo. O objetivo geral foi identificar atitudes de consumidores em Unidades de Alimentação e Nutrição no município de São Paulo acerca da IA, sob a perspectiva da responsabilidade compartilhada. Metodologia. Pesquisa social de caráter exploratório que utilizou um instrumento previamente desenvolvido e testado. Foi desenvolvida em três fases: (1) abordagem qualitativa para levantar representações sociais sobre o tema (n=66); (2) desenvolvimento de um instrumento quantitativo para avaliar atitudes em IA a partir do material empírico da etapa anterior, utilizando escala de concordância/discordância com cada um dos itens (tipo Likert 5 níveis); (3) inquérito com amostra representativa de cada serviço (grupos X n=230; Y n=275), onde também foram coletados dados sócio-econômicos e demográficos (utilizando critério brasileiro oficial) que permitiram comparações entre os grupos. Foi adotada a técnica Discurso do Sujeito Coletivo e seus preceitos teóricos para tratamento dos dados qualitativos e construção dos itens da escala. O instrumento foi testado (n=61) para análises de confiabilidade (índice de discriminação dos itens e cálculo do coeficiente Alfa-Cronbach-). Por fim, foram executadas análises descritivas, comparação de médias de escores entre os grupos para segmentação dos consumidores, e Análises de Componentes Principais (ACP) para extrair estruturas subjacentes de padrões de atitude em cada grupo. Resultados. As representações sociais diferiram de acordo com o perfil sócio-econômico e demográfico dos grupos. A escala final de atitudes (25 itens) obteve boa consistência interna (=0,65) e discriminação de itens (p<0,05). O grupo Y (menor nível educacional e poder de compra) apresentou maior média de concordância com itens de sentido negativo perante o tema. Na primeira ACP foram extraídos 10 (grupo X) e 8 (grupo Y) fatores ortogonais explicando uma variância de 61,4 por cento e 54,1 por cento, respectivamente. Foi observada uma melhor discriminação de atitudes entre os grupos a partir de uma segunda ACP. Ambos os grupos atribuíram valor ao nutricionista e identificaram papel preponderante dos órgãos governamentais e menor grau de responsabilidade do consumidor no cenário de IA. A preocupação com doenças transmitidas por alimentos pareceu ser um bom fator discriminante entre os grupos. O envolvimento do consumidor na CPA se estabelece com padrão de atitudes diferenciado segundo características sócio-econômicas. Discussão e Conclusão. Utilização de parâmetros estéticos e sensoriais para avaliar segurança de alimentos, maior preocupação com alimentos cárneos e maior nível de percepção de risco com insumos agrícolas corroboram os dados da literatura internacional. Os achados permitem o direcionamento de estratégias em marketing social para o aperfeiçoamento de ações educativas e de comunicação de risco, contribuindo para o direcionamento de políticas públicas para o foco no consumidor / Introduction. The complexity of food supply chain makes the Food Safety key issue in Public Health, and demands consumers share responsibility. Objective. The objective of this study was to evaluate consumer attitudes towards Food Safety focusing shared responsibility, in two different foodservices in the city of São Paulo, Brazil. Methodology. Exploratory consumer research that used a survey questionnaire previously developed and tested. The study was developed in three phases: (1) qualitative approach to raise the social representations (n= 66); (2) the development of an attitude scale, based on the empirical material produced in phase 1, to assess individuals agreement/disagreement to each item (5-Likert); (3) survey with a representative sample (n=230 group X, n= 275 group Y), which were also collected socio-economic and demographic data (based on Brazilians official criteria) to compare groups. The qualitative technique Collective Subject Discourse and its theoretical framework were used to construction scale items. The instrument was tested (n= 61) for reliability analysis (item analysis, Pearsons correlation, and Cronbachs alpha coefficient-). Finally, was performed descriptive analysis, comparing mean scores between groups for targeting consumers, and Principal Component Analysis (PCA) was carried out to summarize the information for target and comparison groups. Results. The social representations differed according to the socio-economic and demographic status. The attitude scale (25 items) reached a good internal consistency ( = 0.65) and item discrimination (p<0.05). The group Y (lower educational level and purchasing power) showed higher mean agreement with negative statements. Ten (group X) e 8 (group Y) orthogonal factors were extracted in the first PCA, explaining a variance of 61.4 per cent and 54.1 per cent respectively. Better attitude pattern discrimination was observed from a second PCA. Both groups of consumers attributed great value to the nutritionist in the restaurant, identified key role of governmental agencies, and less responsibility to consumers related to Food Safety. The concern with foodborne diseases appeared as a discriminating factor between groups. The type of consumers involvement with the food supply chain varies according socioeconomic characteristics. Discussion and Conclusion. The use of aesthetic and sensory parameters to assess Food Safety, greater concern with flesh foods and higher level of risk perception of agrochemical hazards corroborate the literature. These findings allow the targeting of social marketing strategies for the improvement of nutritional education and risk communication, contributing to the direction of public policy focusing the consumer

Introdução. A preocupação com saúde e o interesse por uma alimentação saudável com alimentos ricos em vitaminas e minerais, mais naturais, menos processados e sem resíduos tóxicos é uma realidade. O motivo pelo qual os indivíduos escolhem seus alimentos e como fazem estas escolhas é uma etapa importante na realização de orientações dietéticas adequadas, pois diversos fatores como atitude, hábito, valores, crenças e normas sociais afetam a maneira como os consumidores vivem, compram e consomem. Objetivo. Estudar o interesse em relação à saúde e comportamento de compra de produtos orgânicos entre funcionários e alunos da Faculdade de Saúde Pública/USP. Métodos. Um total de 221 voluntários responderam o questionário composto pela Escala de Atitude em Relação à Saúde (HTAS), perguntas sobre comportamento do consumidor e aspectos sociodemográficos. Realizou-se a análise descritiva dos dados, bem como testes de associação pelo qui-quadrado de Pearson, teste de Kruskal-Wallis para verificar diferenças entre distribuições e análise fatorial exploratória com rotação Varimax para identificação dos fatores de influência de compra de orgânicos. Resultados. A subescala de Interesse em Saúde Geral apresentou a maior média (5,03). Identificou-se um maior interesse por produtos light entre os homens e por produtos naturais entre as mulheres. A decisão de compra de produtos orgânicos está associada à renda (p=0,022) e entre os que compram, a proteção ambiental é o fator mais importante, seguido da saúde, informação e mercado, além de apresentarem maior interesse em saúde geral e em produtos naturais. Conclusão. A maior atitude em relação à saúde foi verificada entre aqueles que efetivamente compram produtos orgânicos, por apresentarem maior interesse em saúde geral e produtos naturais, buscando uma alimentação mais saudável, com menos alimentos processados e produtos químicos / Introduction. Concern for health and interest in healthy eating with food rich in vitamins and minerals, more natural, less processed and no toxic waste is a reality. The reason why individuals choose their food and how they make these choices is an important step in making appropriate dietary guidelines, since several factors such as attitude, habits, values, beliefs and social norms affect the way consumers live, buy and consume. Objective. Study the health interest and buying behavior of organic products in students and staff of the School of Public Health / USP. Methods. A total of 221 volunteers answered a questionnaire composed of Health Attitude Scale (HTAS), questions about consumer behavior and demographic aspects. We conducted a descriptive analysis of data, and association tests by the Pearson´s chi-square test, Kruskal-Wallis test to verify the differences among distributions and exploratory factor analysis with Varimax rotation to identify factors which influence the purchase of organic food. Results. The subscale of Interest in General Health had the highest average (5.03). It identified a greater interest in light products among men and natural products for women. The decision to purchase organic products is associated to income (p = 0.022) and among those who purchase, environmental protection is the most important factor, followed by health, information and market, besides having greater interest in overall health and products natural. Conclusion. The greatest attitude towards health was observed among those who actually buy organic products because they have more interest in general health and natural products, looking for a healthier diet with less processed foods and chemicals.

No description available.

<p>American Express initiated a new marketing strategy twenty-five years ago. Forevery new card user the company donated one cent for the recovery of the Statueof Liberty. The success of the campaign exceeds the expectations. This strategywhere a company declares to spend a defined amount of money for a special causein order to push up its sales is called Cause-Related Marketing. Now more andmore companies use the cause-related marketing strategy as a way out of saturatedmarkets and growing consumer awareness. Billions of dollars are spent every yearin cause campaigns.</p><p>Because it is a relatively new approach many researches has shown interest in thismarketing communication strategy. However, there is still lack in the field ofcause-related marketing and especially in the consumer part.</p><p>This is also the field of interest for this dissertation and in particular how doescause-relates marketing strategy shape consumer attitude, perception and buyingbehaviour? In order to find out the answer of this question we relied on differenttheories and in addition we conducted a questionnaire among international students.</p><p>The results, even though restricted trough the sample, showed that there is aconnection between the cause-related marketing and buying behaviour andattitude. Consumers are more likely to support companies which are engaged incause campaigns and tend to develop positive attitude toward this company and itsproducts. The research was limited to sample of students who took part in thequestionnaire. A further investigation in this field could deliver deeperinformation and be useful for companies and researchers in the field of marketingcommunication and marketing strategies.</p>

No description available.

American Express initiated a new marketing strategy twenty-five years ago. Forevery new card user the company donated one cent for the recovery of the Statueof Liberty. The success of the campaign exceeds the expectations. This strategywhere a company declares to spend a defined amount of money for a special causein order to push up its sales is called Cause-Related Marketing. Now more andmore companies use the cause-related marketing strategy as a way out of saturatedmarkets and growing consumer awareness. Billions of dollars are spent every yearin cause campaigns. Because it is a relatively new approach many researches has shown interest in thismarketing communication strategy. However, there is still lack in the field ofcause-related marketing and especially in the consumer part. This is also the field of interest for this dissertation and in particular how doescause-relates marketing strategy shape consumer attitude, perception and buyingbehaviour? In order to find out the answer of this question we relied on differenttheories and in addition we conducted a questionnaire among international students. The results, even though restricted trough the sample, showed that there is aconnection between the cause-related marketing and buying behaviour andattitude. Consumers are more likely to support companies which are engaged incause campaigns and tend to develop positive attitude toward this company and itsproducts. The research was limited to sample of students who took part in thequestionnaire. A further investigation in this field could deliver deeperinformation and be useful for companies and researchers in the field of marketingcommunication and marketing strategies.

No description available.

Since the limitations for the presentation of information on the internet, shopping online makes consumers feel cognitive dissonance more easily compared with traditional shopping. While experiencing cognitive dissonance after shopping, consumers would search and browse the internet for word-of mouth in order to rationalize their purchase behavior. However, there seems little research for the impact on consumers¡¦ feelings by online word-of-mouth during post-purchase. Therefore, this study is going to be focused on the influence of searching online word-of-mouth on consumer post-purchase cognitive dissonance level, consumer attitudes and intention s to spread negative word-of-mouth. This study is adopted an experiment to understand the effect of reading wording-of-mouth on consumers. The degree of consumer cognitive dissonance is measured by the comparison between the difference of consumer expectation and their feelings in actual products. The word-of-mouth design is applied to content analysis to understand the actual word-of-mouth and thus this is resulted in an online word-of-mouth contented ¡§more negative messages and less positive ones¡¨. According to this research, there is no significant difference between cognitive dissonance and consumer attitude after reading the word-of-mouth in the high degree of cognitive dissonance case; nevertheless, the intention to spread negative word-of-mouth would be significantly decreased. On the other hand, in the low degree of cognitive dissonance case, after reading word-of-mouth, cognitive dissonance would be significantly increased, and consumer attitude could be significantly decreased and negative word-of-mouth intention will significantly increase.

With the blooming of economy after the policy of reforming and opening up, China has become the world's factory, and meanwhile, the increasing income level has led to the demand for luxury consumption. However, those who cannot afford luxury consumption in the Chinese market turned to the counterfeit goods to meet their needs for a conspicuous satisfaction. For the counterfeiting issues in Chinese market, Chinese cultural has been blamed for the main cause, but rarely have researchers taken a delicate view of Chinese culture. This study take the concepts of authoritarian personality and face maintenance which are important in the Chinese cultural characteristics, combining with normative beliefs and cognition of regulative failure as independent variables to identify their relations with the attitude toward counterfeit boutique purchasing behavior, the dependent variable in this study. Meanwhile, we discovered some interesting findings after comparing data from Taiwan and China. In this study, cultural dimensions are used in market segmentation of strategic consideration, hoping for discuss the rampant counterfeiting problems in China. This study provides quality brands in the Chinese market different ways of thinking to fight against counterfeiting.