Clive Nancarrow's research while affiliated with University of the West of England, Bristol and other places

Publications (38)

Article
The concept of consumer intelligence or consumer savvy is defined and the way in which this can be measured is examined with a view to determining if and how being perceived to be savvy affects decision-making influence in a family setting in the UK. A sample of 524 matched pairs (mother and her child) drawn from the TNS postal panel responded to a...
Article
The authors examine the concept of consumer savvy, distinguishing consumer savvy from marketing savvy, and examine three ways of measuring consumer savvy in adults and children. The measurement of human intelligence has a 100 year history and so the researchers’ modest intention at this early stage of exploration is to provide a first view of the c...
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Purpose – The purpose of this paper is to note the growing significance of different family types in the west and explore the relationship between the complexity of family relationships typified in single parent, blended and intact families and the involvement of children in purchase decisions. Design/methodology/approach – The quantitative resear...
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The authors review and assess past evidence on panel respondent conditioning and examine conditioning issues relating to the use of online access panels for tracking studies. They present a pan-European study that tracks brand awareness, image and advertising recall using the same respondents to establish whether or not conditioning is a significan...
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Purpose – Practitioners in particular have noted that kids are growing older younger (KGOY) and academic research has in parallel shown that children are becoming more involved in the final stages of purchase decisions, albeit in a limited number of product categories studied. This paper aims to investigate this market. Design/methodology/approach...
Article
Given the past and current migration of many populations, a significant and growing global marketing opportunity exists for products where the national identity or country of origin can be used as positive sub-branding. Two important questions for marketing researchers are discussed: first how to “reach” these consumers psychologically and, second,...
Article
Honey Bees are the individuals who straddle the academic/commercial research divide. Professor Clive Nancarrow and Dr Julie Tinson review past attempts to bring the two worlds together and put the case for a bit of ‘speed dating’.
Article
The possibility of using a simple, single measure of brand potential across different markets that is both conceptually meaningful and of value to management is presented. Building on the Dick and Basu grid, the value of establishing whether a brand exhibits brand equity surplus, deficit or balance is described. The insights that can be gleaned fro...
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Purpose The purpose is to examine the insights gained from applying Ritzer's thesis of McDonaldization to international qualitative marketing research, in particular the four pillars of McDonaldization: efficiency, calculability, predictability, and control. Design/methodology/approach The factors influencing choice of qualitative method in practi...
Article
The changing composition of the family, changes in gender role orientation and individual differences in marketing or shopping 'savvy' seem likely to affect the degree of influence of different family members in various stages of a purchase. This paper describes the key planning and exploratory stages of a collaborative academic-practitioner projec...
Article
To a background of public cynicism about business and declining respondent co-operation the authors argue that the market research professional bodies need to review codes of conduct, questionnaire guidelines and complaints procedures with opinion polls in mind. Such polls, given their high visibility, are likely to help shape the perceived credibi...
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The growth of customer relationship management (CRM) has been dramatic, yet the CRM opportunity is rarely fully exploited. Reasons for this are described with, in particular, an emphasis on opportunities for marketing researchers to become more involved and help implement CRM effectively. The possibility of marketing researchers becoming marginalis...
Article
Pressure groups use opinion polls to help further political agendas, as in the case of hunting with dogs. The authors evaluate the two types of poll that have featured in the campaigning: ‘scientific’ (representative) polls and ‘straw’ polls. The shortcomings of straw polls are well known and the new problem of ‘piling in’ where pressure groups dir...
Article
Reports on a study of the business activities and the emergence of the learning of marketing skills by eight entrepreneurial small businesses: four in the British Isles and four in the mid-west of the USA. Using a qualitative methodology, a case approach is taken to study the obstacles to growth in a sample of these firms. Details these obstacles a...
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This paper explores implications for marketing education curricula of developments in marketing practice. Research from a variety of sources is drawn together and suggests that many marketing graduates are not being well equipped for 'the new marketing'. Marketing curricula should be reconsidered with respect to the nature of the learning outcomes,...
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Cool has become the favoured language of popular culture. This paper examines the roots of cool and its evolution with reference to its relevance to marketers. In particular, the work of Bourdieu and the concepts of cultural capital and cultural intermediaries are drawn on. The importance of talking to cultural intermediaries led Seagram to carry o...
Article
The role of involvement as a mediator of advertising effectiveness is considered. A review of the literature demonstrates that the role may not be straightforward, especially taking into account factors built into advertising planning grids such as the FCB or Rossiter-Percy grids. An analysis of influences on an audience's predisposition to become...
Article
In the context of the IT industry"s phenomenal growth and the era of New Marketing, it is noted that care is being taken by many of the leading IT companies (including those exclusively marketing directly to their customers) to nurture their corporate brand identities. This paper examines examples of corporate marketing communications in the IT ind...
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The increasing use of Internet-based qualitative and quantitative research is based on both “pull” and “push” factors. “Pull” factors include research clients’ demand for faster turnaround and low cost, while marketing research agencies’ naturally competitive endeavours represent the “push”. Attempts “to clear the e-mist” regarding research on the...
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Retaining good customers (or those that may become good) is one of the most important topics in customer relationship marketing (CRM). Its importance is not confined to CRM — customer retention has a pedigree that goes back to the era of classic direct marketing and branding. But how professionally do companies approach this topic?The research desc...
Article
Addresses the need in qualitative market research to consider how best to sample and recruit the right mindsets (respondents) and, if appropriate, prime these for subsequent interviews to maximise insight. Discusses models that might direct recruitment and some of the myths of good recruitment practice and argues for a more eclectic use of differen...
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Examines the influence of culture on food taste preferences and the implications for consumer research. The authors explore the roots of certain national and sub-cultural food taste preferences and consumption. Examples are drawn from the work of Pierre Bourdieu in particular, in demonstrating how taste is in some respects an expression of cultural...
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The rise of green, ethical, social, charity and cause-related marketing should heighten interest in the marketing research problem of socially desirable responding in interviews. This phenomenon leads to over-reporting of what is socially desirable, under-reporting of what is not and confounds attempts to examine the nature of relationships between...
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This paper examines the peculiar entrepreneurial hiatus surrounding inventions from independent inventors in the UK which, it is argued, limits its international competitiveness. Evidence that many other countries stimulate and exploit independent inventors to a greater degree is assessed, and it is concluded that the UK fails to capitalise on the...
Article
The authors build on their paper presented at the MRS Conference 2000, reporting on a large-scale study among MRS members and their vision of the future for the marketing research industry. The authors start by examining the major research paradigms within the market research industry. The reality of the reported shift away from positivism to the i...
Article
Classifying people according to their tastes in food and drink is a fruitful and topical area of market research. The late 1990s have shown an increasing preoccupation with the presentation of food and drink, a trend which has not abated with the start of the new millennium. With increasing publications and television portrayals, chefs and cookery...
Article
Looks at the implications of building brand equity in a marketing rather than balance sheet sense. Uses the case example of Chivas Regal to illustrate how the global brand of a multinational organisation can be developed and whether a “global” advertising campaign can be built. Examines the role of marketing research in this process. In order to de...
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This paper argues that the quality of marketing research will be affected in the long term by how successfully the industry is able to implement industry codes of conduct, in particular the revised MRS Code of Conduct. Success will partly depend on understanding the ethical decision-making process of individual researchers in order to tailor educat...
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A major issue in the construction of a database is what data to collect about customers in order to maximise targeting efficiency. The paper examines a variable hitherto neglected by marketers but which has been shown in psychology literature to have significant influence on a wide variety of adult behaviour, including fighter pilot effectiveness....
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This paper reviews the literature on unplanned purchasing and impulse purchasing in particular. Various definitions and explanations of the phenomena are examined. Because impulse purchasing may often be deemed socially undesirable, it is argued that a qualitative research approach is particularly appropriate in order to gain maximum insight. A stu...
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Focuses on the pre-testing of a global press advertising campaign for Seagram’s Chivas Regal whisky and contrasts the contributions of qualitative and quantitative applications. Examines how an informed decision could be made on the most appropriate research approach - in particular the value of the concept of validity; and the strengths and weakne...
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This paper illustrates how an understanding of consumer models, psychological processes and the appropriate use of marketing research techniques can help in the design of food packaging and label copy to provide a company with a competitive advantage. The paper examines the significance of the marketing functions of a pack and the perceptual proces...
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Examines the hypothesis that the UK population has not yet fully developed a telemarketing culture and that there is, therefore, a particular need for telemarketers to understand how rapport might be developed on the telephone. Relevant literature from the fields of social psychology, applied psychology and marketing are reviewed and a programme of...
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This paper examines the reasons why Seagram Europe & Africa (SE&A) decided to develop their database marketing capability in Europe. The paper describes the environmental changes, external and internal, that led SE&A to re‐evaluate their marketing communications strategy and examine sponsorship and direct marketing opportunities for Europe. The pap...
Article
Discusses ways in which qualitative techniques might be incorporated in quantitative research and quantitative techniques in qualitative research - a transfer of techniques. Explores the use of neuro-linguistic programming (NLP) and projective techniques in quantitative research. Reports the results of customizing a self-completion questionnaire to...

Citations

... Specifically, the CBBE focuses on consumer psychology when it comes to brand choosing and identifies the sources of brand values. (Baker, Nancarrow, Tinson, 2005;Yoo, Donthu, 2001). Most of the studies based on CBBE have been developed on basis of two important frameworks: Keller's consumer-based brand equity model and Aaker's brand equity model. ...
... Evidence shows that similar to the influence of parents on the consumer behavior of their kids, the children have an impact on their parents, as well. Children influence the consumption of products for the family [53][54][55]. Their impact is notable in areas tied to new trends, technologies, products, and brands, because they have better orientation in these areas (also thanks to the peers and the Internet) than their parents do. ...
... The main rational of the Hunt-Vitell model is that an individual forms an ethical judgement based on the combination of deontological and teleological traditions in the moral philosophy (Shang et al., 2008). It is generally held that this main tenet has been tested by scores of studies, including salespersons (Mengu¨c, 1998;Hunt & Vasquez-Parraga, 1993), market and business researchers (Pallister et al., 1999), and consumers (Vitell et al., 2001). The Hunt-Vitell model is the most widely used in consumer ethics researchers because of its elimination of the effects of professional, organizational and industrial environments (Vitell, 2003;Vitell et al., 2001). ...
... In exploring the relationship between persuasion and involvement, the majority of work has focused on situational manipulations designed to evoke alternate (high vs. low) levels of motivation (Laczniak, Kempf, & Muehling, 1999). Specifically, high levels of M.S. Eastin & T. Daugherty 16 motivation have been associated with cognitive thinking and verbal processing (Hansen, 1981), whereas low levels have been linked to emotional or holistic styles of information processing (Brace, Edwards, & Nancarrow 2002). Motivation has consistently been shown to moderate the effects of elaboration to process persuasive messages by influencing perception. ...
... Ferreira Pedro et al. (2008) also showed that children whose parents have a high income are most likely to have a strong influence on family decision-making than low-income families. Tinson et al. (2005) found that children's influence on family purchasing decisions differs depending on the product type and found that children were more likely to be involved in purchasing products for themselves than shared products used by all family members. ...
... Third, to overcome the resource constraints and create knowledge with low-cost through effectively recombining existing knowledge of entrepreneurial firms (Baker and Nelson 2005;Senyard et al. 2014;Boxenbaum and Rouleau 2011;Barker et al. 2001;Bacq et al. 2015), the importance of bricolage has been noted by scholars (Baker and Nelson 2005;Fisher 2012;Senyard et al. 2009;Gundry et al. 2011). Unfortunately, identifying the role of bricolage in business model design is underexplored. ...
... The panel was designed to have characteristics that were not present in the existing commercial online panels (Craig et al., 2013;American Association for Public Opinion Research, 2010), including a rigorous probability-based design to ensure that panel participants represented the sociodemographic spectrum of tobacco users in the U.S., an adequate sample of tobacco users with power to detect changes in key outcomes, and the flexibility to rapidly field research studies on diverse emerging and priority topics. Existing online panels were often nonprobability samples of the population, limiting generalizability of study findings even when using weight-adjusted estimates (Craig et al., 2013), and available probability-based online panels were designed to represent the general U.S. population rather than the sociodemographic spectrum of tobacco users (Nancarrow and Cartwright, 2007). While national surveys such as the National Health Interview Survey (NHIS) and Population Assessment of Tobacco and Health (PATH) Study have been used to monitor behaviors of adult tobacco users in the U.S., they are limited by their frequency and timing of data collection (Centers for Disease Control and Prevention, 2020; National Addiction and HIV Data Archive Program, 2022). ...
... All the differences were found to be statistically significant, leading to the acceptance of H2b, i.e. children's influence in family buying decisions varies across the type of product. This result is similar to the findings of past studies (Chaudhary et al., 2018;Chaudhary, 2015;Nancarrow et al., 2011). ...
... High-status represents social class and sophistication, traditionally more associated with hedonic products (Belk, Tian, and Paavola 2010;Nancarrow, Nancarrow, and Page 2003;Milner 2013). Yet, other dimensions of brand coolness, such as iconic or symbolic (Holt 2004) can be expected to strengthen the perception of high-status, even in a situation of a utilitarian product. ...
... Penelitian menunjukkan bahwa harga diri menjadi pengaruh pembentukan pembelian implusif secara signifikan (Bandyopadhyay, 2016;Bayley & Nancarrow, 1998;Dittmar et al., 1996). Pembelian impulsif dilakukan saat ada dorongan dari lingkungan yang dapat memengaruhi harga diri konsumen. ...