M.A. (Communication) / The study firstly proposed that marketing communication be approached within a social-psychological framework, where market related information is subject to both internal (cognitive) and external or social influences, specifically reference groups. The concept of information seeking within this framework implies that the consumer is actively involved in the interchange of market-related information, and that he actively seeks information relevant to his goals in the purchase situation. A broad spectrum of literature on information seeking was subsequently reviewed, which was then systemized according to the nature and sources of information seeking. It was established that normative social influence (which implies that the self concept determines information seeking) is found to operate only for informal personal sources and formal non-personal sources. Further, it was stated that where social influence is normative, it will impact only on consumer information seeking for social products. Based on this model, a number of propositions regarding the nature and sources of consumer information seeking for social products were formulated. These propositions formed the basis of the empirical part of the study. Items drawing on the propositions were incorporated into a Likert-type questionnaire which was handed to a stratified random sample of student consumers.

D.Phil. / The purpose of this study was to investigate the role of the cognitive orientation in consumer behaviour, and thereby move towards a consumer-oriented context for the analysis of the communicated effects of advertisements. Advertising theory and research were reviewed, and the conclusion was drawn that the different variables studied by researchers represent unidimensional approaches which are seldom analysed within the integrated cognitive framework of the consumer. The various dimensions of the consumer's cognitive orientation were specified within an integrated theoretical framework formulated from various theories and findings with regard to cognitive factors such as attitudes, self-concept, motivation and learning. From this emerged two cognitive orientations, viz. a rational orientation which is characterized by price consciousness, performance risk, formal information seeking, etc. and a social orientation which is characterized by self-enhancement, normative and informal social influences, etc. It was hypothesized that the consumer's cognitive orientation is predictive of his evaluation of products (and consequently also of advertisements about products). It was, however, postulated that the cognitive orientation will also be influenced by the nature of particular products. A further implication of the theory was also taken into account, namely that the effects of advertising on cognition do not necessarily imply attitude change, but that the consumer's involvement with the product plays an important role. This resulted in another proposition, namely that the higher the product involvement, the greater the amount of information seeking, evaluation of alternatives, etc. The study was conducted according to these guidelines. The factorial structure of consumer orientation was firstly determined.

by Li Hau-tak & Ng Man-hung. / Bibliography: leaf 48 / Thesis (M.B.A.)--Chinese University of Hong Kong, 1985

by Heung Yin-yuk. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1990. / Bibliography: leaf 88. / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iv / LIST OF TABLES --- p.vi / LIST OF EXHIBITS --- p.vii / ACKNOWLEDGMENT --- p.viii / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Objectives --- p.1 / Adequacy-Importance Model --- p.3 / Attitude Toward a Brand --- p.4 / Chapter II. --- METHODOLOGY --- p.6 / Exploratory Research --- p.6 / Research Design --- p.6 / Questionnaire Design --- p.7 / Data Collection --- p.7 / Results --- p.8 / Descriptive Research --- p.9 / Research Design --- p.10 / Sample Design --- p.11 / Questionnaire Design --- p.11 / Data Collection --- p.16 / Data Analysis --- p.16 / Chapter III. --- LIMITATIONS --- p.17 / Chapter IV. --- RESULTS --- p.19 / Criteria/Product Attributes that are Important to Consumers in Their Evaluation of Athletic Shoes --- p.19 / The Relative Importance of Criteria/Product Attributes --- p.20 / Rank of Attributes Among All Respondents --- p.22 / Consumers' Evaluation of the Major Brands of Athletic Shoes with Respect to Each of the Product Attributes --- p.23 / Consumers' Attitudes Towards the Major Brands of Athletic Shoes --- p.27 / "Relating Preference, Attitude Score and Purchase" --- p.29 / Characteristics of Respondents --- p.38 / Characteristics of Respondents Who Preferred Each Brand the Most --- p.46 / Chapter V. --- FINDINGS THROUGH COMPARING THE RESULTS FROM MALE AND FEMALE RESPONDENTS --- p.52 / Budget for the Purchase of Athletic Shoes --- p.52 / Frequency of Wearing Athletic Shoes --- p.52 / Usage Pattern - Athletic Shoes as Sports Wear Versus As Casual Wear --- p.53 / Evaluation of Product Attributes --- p.53 / "The Ranking of Reebok, Nike and Bossini" --- p.54 / Chapter VI. --- STRATEGIES FOR ATTITUDE CHANGE --- p.55 / Framework for Attitude Change --- p.55 / Alter the Saliency of Attributes --- p.55 / Alter Beliefs about a Brand --- p.56 / Strategic Implications for Each Brand --- p.56 / Reebok --- p.60 / Nike --- p.62 / Bossini --- p.63 / Chapter VII. --- "RELATIONS BETWEEN ATTITUDE SCORE, PREFERENCE AND PURCHASE" --- p.64 / Chapter VIII. --- CONCLUSION --- p.66 / APPENDICES --- p.69 / BIBLIOGRAPHY --- p.88

by Ip Lan-sum, Fiona and Lam Shu-wing, Ivan. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1988. / Bibliography: leaves 84-85.

Bibliography : leaves 93-97

Thesis (Ph. D.)--Ohio State University, 2006. / Full text release at OhioLINK's ETD Center delayed at author's request

Thesis (Ph.D.)--The Ohio State University, 1999. / Co-advisers: Marsha A. Dickson, Sharron Lennon. Includes bibliographical references.

Physical appearance is one of the most important cues that an individual uses in forming an impression of another person. Researchers have found that perceptions of age are negatively related to perceptions of physical attractiveness. Because salespeople are influential in affecting a store's sales, especially for nondurable goods (Undell, 1972), consumers' perceptions of salespeople may influence the store's image and sales outcomes. The purpose of the present study was to investigate consumers' perceptions of salespeople of different ages and to determine if differences in these perceptions were related to consumers' age and salespersons' age. Two groups of subjects were investigated - younger adults (between 18 and 28 years of age) and older adults (55 years of age and older) . Younger adult subjects were recruited from university classrooms (n = 41). Older adult subjects were the recipients of Oregon Horne Economics Extension Newsletter (n = 46). The total sample size was 87. A questionnaire was used in the present study to investigate a consumer's perceptions. The questionnaire included three parts questions on the respondent's shopping patterns, a consumer shopping scenario which included the salesperson's age manipulation, and questions asking demographic information. Three dependent variables were measured in the questionnaire: perceptions of the salesperson's fashionability, product knowledge, and job performance. The data were analyzed using the chi-square statistic and content analysis. Results indicated that consumers' perceptions of a salesperson's fashionability was related to the age of the salesperson. Perceptions of a salesperson's fashionability was also related to the age of consumer and the age of the salesperson. Perceptions of the salesperson's product knowledge and performance were not related to the age of salesperson nor to the age of the consumers. / Graduation date: 1992

Thesis (M.S.)--The University of North Carolina at Greensboro, 2008. / Directed by Kittichai Watchravesringkan; submitted to the Dept. of Consumer, Apparel and Retail Studies. Title from PDF t.p. (viewed Jan. 28, 2010). Includes bibliographical references (p. 108-121).