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Consumer Culture - Science topic

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Dear Respondent, I am inviting you to participate in research conducted for academic purposes to investigate the relationship between animosity and consumer perceptions. Included with this letter, there is a short scenario. After reading the scenario, please answer the questions. The results of this pretest will be used for a Ph.D. dissertation, so the cumulative responses of the sample are important for the results rather than individual ones. Therefore, there is no need to give your name. There is no risk for you in participating and you can be assured that your responses will be confidential. The survey should take you about 15-20 minutes to complete. Participation is entirely voluntary. Thank you very much in advance. Survey Link: https://forms.gle/pMTeM7WRm12YT7Bz8
Sincerely. Muhammad Taqi Ph.D. Candidate Department of Business Administration Izmir University of Economics
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I'm ok for any survey review through research questions. Waiting
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Dear Respondent, I am inviting you to participate in research conducted for academic purposes to investigate the relationship between animosity and consumer perceptions. Included with this letter, there is a short scenario. After reading the scenario, please answer the questions. The results of this pretest will be used for a Ph.D. dissertation, so the cumulative responses of the sample are important for the results rather than individual ones. Therefore, there is no need to give your name. There is no risk for you in participating and you can be assured that your responses will be confidential. The survey should take you about 15-20 minutes to complete. Participation is entirely voluntary. Thank you very much in advance. Survey Link: https://forms.gle/kytRVFgfF21Huja4A
Sincerely. Muhammad Taqi Ph.D. Candidate Department of Business Administration Izmir University of Economics
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Done
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Dear Respondent,
I am inviting you to participate in research conducted for academic purposes to investigate the relationship between animosity and consumer perceptions. Included with this letter, there is a short scenario. After reading the scenario, please answer the questions. The results of this pretest will be used for a PhD dissertation, so the cumulative responses of the sample are important for the results rather than individual ones. Therefore, there is no need to give your name. There is no risk for you in participating and you can be assured that your responses will be confidential. The survey should take you about 5 minutes to complete. Participation is entirely voluntary. Thank you very much in advance.
Sincerely.
Muhammad Taqi - PhD candidate
Department of Business Administration
Izmir University of Economics
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done,
Good Luck!
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Dear Respondent, I am inviting you to participate in research conducted for academic purposes to investigate the relationship between animosity and consumer perceptions. Included with this letter, there is a short scenario. After reading the scenario, please answer the questions. The results of this pretest will be used for a PhD dissertation, so the cumulative responses of the sample are important for the results rather than individual ones. Therefore, there is no need to give your name. There is no risk for you in participating and you can be assured that your responses will be confidential. The survey should take you about 5 minutes to complete. Participation is entirely voluntary. Thank you very much in advance.
Sincerely. Muhammad Taqi PhD candidate Department of Business Administration Izmir University of Economics
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That's Great
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Hello RG people , i'm actually working on my thesis and the question that i'm tackeling is :
How marketers use psychological practices to influence consumer behaviors ?
i already made an analysis of 16 research papers on the subject , some practices such as scarcity , loss aversion , the use of color and scent and the endowment effect , but right now i need to write an introduction and synthesis to all of that and i don't know where to start so if anyone can suggest some researchs done in this area or books , i would highly appreciate it !
#marketing
#consumerbehavior
#psycologyandmarketing
#influenceconsumers
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Hello Wissal Walkas,
Thanks for your interesting question. You may add below articles to your literature review so that you have a broad range of references for a well informed synthesis of the variables you are investigating for your thesis.
Article by Vainikka (2015)
Article by Szymkowiak et al. (2020)
Article by Bentall et al. (2021)
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Theory of Reasoned Action
Theory of Planned Behavior
Marketing research
Business research
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It happens that consumers accept a limited range of information regarding, for example, production technologies for purchased products and purchase products and consumer services in incomplete information on the production technology of a specific product range.
Why do consumers, when shopping for specific products and services often accept a limited range of information regarding, for example, production technology and composition in terms of the raw materials used?
Have consumers become used to the fact that in many markets there is no full, perfect competition?
Perhaps the information resources of the Internet, the processing of data downloaded from the Internet in the Big Data database systems technology will increase the level of consumer knowledge about particular products and services. As a result, consumer product and service markets would become more transparent and consumer-friendly.
In view of the above, the current question is: Will developing markets in the e-commerce formula increase the level of competitiveness due to the greater popularity of consumer information?
Please, answer, comments. I invite you to the discussion.
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During the SARS-CoV-2 (Covid-19) coronavirus pandemic, the development of e-commerce markets accelerated.
Regards,
Dariusz Prokopowicz
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I think most businesses have changed their menus around, relocated products in the store, and in other ways changed aspects of the experience, specifically to see how customers would respond so that they could improve their operations.
Facebook got in a lot of hot water for changing its algorithm around to see how its users would react. Now, the users aren't exactly customers, as they're not paying for anything and are volunteering to use the service. But that just means that if FB is going to get into hot water for such studies, other businesses that are analyzing their customers' behavior might get into hot water too.
But there's really no standard or discussion, that I know of (and maybe I'm quite wrong here, which would be fine) as to when IRB approval would be necessary for businesses to change their way of doing business to test customer activity. Should there be, and what should that protocol be?
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Abraham Graber I was on my school's IRB. IRB approval is not only for experimentation. It is for any kind of data collection from human subjects, including qualitative methods. However.....
A school can survey students, survey faculty, survey alumni, etc., without going through IRB. It can analyze enrollment trends based on data collected from students without going through IRB. Admissions can collect and make use of data on prospective students. Foundations collect a lot of data directly from prospects, particularly for major gifts fundraising.
I would be interested to know of any institutions where these undertakings require IRB approval.
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Hello, I am a research student in MSc Food Science and Innovation at Manchester Metropolitan University for 2019-2020. I would hereby like to invite you to take part in my dissertation research project by completing a web-based survey
The purpose of this survey is to evaluate the influence of colour and appearance perception on consumers acceptance of organic herbal teas. Relying on published research and with your help, I would be able to draw correlations between the consumers buying behaviour and the colour of brewed herbal tea.
An estimate of 15-20 minutes is needed to complete the questionnaire including signing the consent form. The survey is anonymous and response data will only be analysed at an aggregate level.
If you are unable to complete the survey, you can save it and finish it later as this option is available. I would really appreciate if you answer all questions on page 6 (the page with too many tables) even if it is shown as optional. The optional note is only a system glitch I could not fix. Thank you for spending your time to read this invitation and think about your participation in my research. It is greatly appreciated. 
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Done and shared to my tea colleagues, good luck !
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Hello everyone,
I am stuck with my PhD proposal ideas. I want to focus on globalization and cosmopolitan consumers. I would be very appreciate if you can provide me some key papers and suggestion for my PhD topics? Thanks a lot
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I would focus on the asymmetrical flow of globalization (Western, American hegemony) influencing consumerist behaviors (through google, FB, hollywood etc). Hence, consumerism (mass consumer behavior cross culturally) perpetuates Western cultural hegemony in a globalized environment. It's in my opinion an effective form of global mental colonization.
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Ethnography has been used in marketing and consumer research for many years. If you were designing a textbook for consumer ethnography, what chapters would you include?
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I am glad you find the chapters interesting!
George
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I propose an analysis of changes in behavioral behavior of consumers, business entities and other participants of individual markets, which can be observed on the basis of the analysis of entries, comments, posts, etc. typed by users of social media portals.
These studies are carried out as part of the sentiment analysis on data downloaded from the Internet and collected in Big Data database systems.
What is more interesting is the Business Intelligence type of analysis carried out in business entities using specialized software. The development of analytical platforms operating in the Business Intelligence formula automates and objectivises economic, financial and technical-economic analyzes regarding the functioning of business entities.
Please, answer, comments. I invite you to the discussion.
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Some ideas regarding digitization already included in the call for application for Horizon 2020
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Hi there,
I am trying to find some literature on the relation between consumption, identity and migration in order to improve a research proposal. So, I would like to ask, does anyone have any suggestions regarding the effects of migration on identity through consumption? Is there any suggestion or any research on that issue?
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I think the question is too broad and so it needs to be narrowed down or reworded! Both migration and consumption are big concepts and identity of an individual or a group of people can be changed and/or reconstructed when people migrate to another country! Dietary practice is just one aspect of identity, which can immensely be influenced by the movement of people from one place to another. Think about the diverse identities of diasporas in transnational world!
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I've been involved in some research previously looking at social media, but I am interested in people's thoughts on how useful they've found it or believe it too be in impacting offline behaviour such as voting behaviour, purchasing behaviour etc.
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There is a detailed discussion about this topic in the following paper
Best Regards Jason Deegan
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Why do consumers, when shopping for specific products and services often accept a limited range of information regarding, for example, production technology and composition in terms of the raw materials used?
Have consumers become used to the fact that in many markets there is no full, perfect competition? Perhaps the information resources of the Internet, the processing of data downloaded from the Internet in the Big Data database systems technology will increase the level of consumer knowledge about particular products and services.
As a result, consumer product and service markets would become more transparent and consumer-friendly.
In view of the above, the current questions is: Why do consumers, when shopping for specific products and services often accept a limited scope of information regarding, for example, production technology and composition in terms of the raw materials used?
Will the development of marketing in new online media or digital media change? Will emerging markets in the e-commerce formula increase the level of competitiveness due to the increased availability of consumer information?
Please, answer, comments. I invite you to the discussion.
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Consumers are not from technical field.so they want that the product should satisfy their needs , rest is not their business
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Hi, I am currently considering a topic for my PhD thesis and would like to have suggestions on a topic. My research interests are centred around consumer culture and behaviour.
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Maybe neuromarketing or social media impact on consumer culture/ behaviour?
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What do you think about this issue of value formation research?
I have found such a result of the resarch:
"Findings – The study uncovered four factors of invisible bank service value experienced by customers: shared moral value, responsibility value, relationship value, and heritage value." (Medberg, G. and Heinonen, K. (2014) "Invisible value formation: A netnography in retail banking", International Journal of Bank Marketing, Vol. 32 Iss: 6).The point is that some values are exeperienced by customers but invisible from the provider's perspective".
I have found the opposite result in my research: when my students visited MaxBurgers, Sarbucks, Caffe Nero - which are the flagship social responsible businesses - they reported in their Customer Journey forms the functional and hedonic values but not the sustainable ones. So my point is opposite: some (especially sustainable) values offred by the provider are available but not experienced by customers. What is your experience in researching such a problem? What should be done to solve the problem: (1) changes in measurement/analysis (2) change in theory of value formation? (3) change from customer centric research to provider centric research? vice versa?
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Dear Ryszard,
if you research a customer journey, there can only be one perspective - the customer perspective. Otherwise you would research the provider journey or in other words, values which are perceived by the customer are existing values, values which are intended by the provider, but not perceived by the customer, do not exist. I hope this helps you. Regards, Jens
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Related topics are brand personalities, social psychology, cultural anthropology, maybe consumer culture. Thanks Jens
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Well I don t if Bourdieus work The distintion can inspire some relation between consumption and archetypes
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Maybe journals which publish marketing related topics in regards to social psychology, cultural anthropology or consumer culture theory?
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Morning, Jens!
Could you be a bit more specific? It depends on many factors: sample size, theory, and the story you tell.
Rule of thumb: If the sample size is 400+ AND you expand/challenge/change/reject extant theories AND you tell an interesting story with your paper - you can go for most A journals from the VHB rank (which in the case of HNU is the most appropriate). Go to the VHB Journal list. Look on Marketing page ( http://vhbonline.org/vhb4you/jourqual/vhb-jourqual-3/teilrating-mark/).
Remember that sample size is less important than the theory and story.
Otherwise: pick a journal from the list. Search on the journal's website for 'archetype' ('branding' doesn't make much sense, since most marketing journals write on this topic). Try to join the discussion in this journal.
Remember that some journal acknowledge research reports - interesting findings in a short form with hints on change if the existing theory.
Let me know if I can help you any further. All the best to our HNU colleagues!
Best,
Eugene
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In more recent times it appears that Universities are having to adhere more strongly to the idea that students are consumers requiring a service from university staff. The Higher Education and Research Act 2017 has introduced an 'Office for Students' https://www.gov.uk/government/news/chief-executive-of-new-office-for-students-announced
- an institution which resembles something of an ombudsman without the impartiality of being independent from government. Students have an array of consumer rights https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/415732/Undergraduate_students_-_your_rights_under_consumer_law.pdf
- of which I am interested to see if anyone has any insights into how this affects staff approaches to teaching and students. From a personal perspective, do you feel more or less comfortable sharing your research ideas with students, feel that you can discuss freely and challenge a students viewpoint and cover challenging or niche topic areas of which you know some will not enjoy, as the balance of power shifts to the students being able to 'rate' and monitor your approaches and even make various legal claims against you.
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Hi Abigail!
The situation you mentioned is similar to private schools too where teachers have to be more customer-oriented than being real educators. I was a private school teacher and I taught Maths subject. I got an unreasonable feedback from parents saying that why should I insist their kids in wearing analog watches instead of digital ones to teach them time. As much as we, the educators know the logic of having analog watches to tell time, customers (parents) do not feel the need to do so as this is a digital world. Same goes to my lecturer who taught Master programme who gave detailed guidance to students but received unreasonable feedback from students (customers) saying that why they did not earn As in their assignments though they sent their drafts few times to my lecturer for a check. Again, we know sending drafts is not the policy as it is considered a multiple submission already and for a lecturer to give comment on drafted work, the idea is general and at least meeting the rubrics, not grading the whole draft. Yes, today's educators whether in HE or schools need to see the point of view of customers to adjust our teaching.
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I think that we have a lot in common with most of countries, but we have our issues and our history of mixed culture, that constituted our thoughts, dreams, speak and directions of actions. What made us culturally different in the details in our daily native life. I want to know, what you think that is curious about Brazil in research of consume culture today, what will contribiuts tho the advance/expansion of theory (CCT)?
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7:1 I know this is evil. But once fun must also be allowed on RG. On the other hand, it may address a special Brazilian characteristic. Very pronounced national pride. Maybe I'm wrong, excuse me. But perhaps this is a relevant factor influencing purchasing decisions.
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I've noticed over time since the use of social media, certain demographics like to take photos of exotic foods and post them online. I wanted to try and challenge the cultural norms surrounding this. How, when purchasing these products, will this affect communities who grow these products out of necessity and not for consumer culture?
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In my opinion, this is due to its Nutritious and cosmetic nature. Because, Avocado has high percentage of protein and next oil. Traditionally, peoples used as cosmetic material, to make their skin beautiful as well as ageing. that why, the fruit is posses by most of peoples in the world.
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so far I found scales developed by chauduri et al. 2011 and by eastman et al. 1999.
is that all or are there other suitable scales / measures?
thanks in advance for your hints!
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The Chaudhuri et al. paper reference is as follows:
Conspicuous consumption orientation: Conceptualisation, scale development and validation
H Roy Chaudhuri, S Mazumdar, A Ghoshal
Journal of Consumer Behaviour 10 (4), 216-224
The scale seems somewhat culturally specific, would be interesting to explore / adapt to different societal settings..
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I am looking for someone to write with me, or write on their own, about the subject of netnographhy in the context of consumer behaviour. If you are interested then please contact me and we can discuss this.
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Hello Paul. I just joined research topic. Just conducted a research on netnography on tourism industry in my country. I designed with a colleage a model and wrote 3 articles.
One of them already publish and 2 in revison. I am interested hope we can get something now in 2016. 
Best
W. Camilo Sanchez Torres
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The idea is taken from the following article but it's a common assumption in lit on consumer culture, identity in post/late modernity, etc.: David Machin and Joanna Thornborrow, 'Lifestyle and the Depoliticisation of Agency: Sex as Power in Women’s Magazines', SOCIAL SEMIOTICS VOLUME 16 NUMBER 1 (APRIL 2006).
Do people generally agree that gender and class (ethnicity, sexuality) no longer form the basis for individuals' identities? 
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Consumption studies are growing certainly but there counter-claims like 'super diversity' which tries to bring back attention to gender and class. However, consumption studies are largely concentrated in American-European societies.
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In this case, I am not looking for Hofstede dimensions nor cross cultural measurements.
I just want to define cultural elements of one country and then find or develop a scale to measure impact of culture on consumer attitudes. 
Any scales out there?
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Culture elements could be an endless list! So, personally, I advise any research wants to go through culture sea; just focus on the elements that serve your aims and research context. For example, Dawar and Perker (1994-1999) focus on thier studies on the national context within the culture, so they use the term of 'national context' which denotes to number of culture values that, along with customs and basic attitudes, become the rules that govern the whole society. This idea can justify the usage of nationality as a surrogate for culture, because all members of a given national group typically share a similar history, language, and political and educational environment.
I also recommend the following:
Slowikowski, S, Sturt, C and Jarratt, D 1997, “The impact of culture on the adoption of high technology products”, Marketing Intelligence and Planning, vol.15, no.2, pp.97–105
Birgelen, M, Ruyter, K, Jeong, A and Wetzels, M 2002, “Customer evaluations of after-sales service contact modes: An empirical analysis of national culture's consequences” International Journal of Research in Marketing, vol.19, no.1, pp.43-64
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Advertising promotes consumption and champions particular lifestyles focused mainly on material acquisition.
The media are the major platforms used to communicate the lifestyle promoted by advertising and also frames stories to support particular ways of life in the society including identity construction.
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In chapter 5 of „Culture and Consumption“ McCracken explains the movement of meaning from the culturally constituted world to consumer goods to individual consumers. „The meaning that advertising transfers to goods is the meaning of the collectivity“ (McCracken 1990:86) The anthropological theory to back-up these explanations may be found in the work of Mary Douglas. The particular experience of the individual consumer builds on the meaning of the relevant collectivities, which are part of the social world. An entire consumer system offers meaning on which individuals may draw upon in the course of identity construction.
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In the past few decades we've lost records pertaining to the manufacture & distribution of products due to Paper Retention Policies. The lack of paper storage & the often hazards of on-line records storage, gives question: How much information will actually be available for future researchers? Take soda bottle caps. There likely have been 30 changes to Coca-Cola bottle caps alone, not counting varieties, since 1970. Is there a record? Can we date each type? Is that information already lost to us?
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Chloe,
Its interesting that when I first started off in archaeology we wanted to send some carbon samples from northern Florida for C14 dating. We were told that the analytical company did not have a baseline for that area. I don't know how familiar you are with the process, but above-ground atomic testing in the 1950s spread radioactive isotopes across the globe in varying amounts, depending on wind, distance, etc. Each area had to be tested to determine the natural background radiation in that area in order to calibrate the results.
Thus you are correct, we do not yet know what come chemical or metallic compounds are doing to archaeological samples or how modern materials degrade into other things. Do certain chemicals bind with magnetic ferric ions, thus nullifying or changing magnetic resonance dating? Are chemical compounds destroying blood collagen that we could extract from projectile points? What about the effects on enzymes we extract from pottery to tell us what was cooked in them? I don't think we can even begin to answer these questions yet. Often, archaeology is about catching up with technology, that is why we reserve samples for future, as yet undiscovered, methods.
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I am working on consumer culture and the urban youth in Calcutta. I am interested to unravel possible methodological frameworks for carrying out such a project. Any suggestion (with or without posting a link referring to scholarly works) will be welcomed. If you need more information before answering, please feel free to write me back.
Thanks.
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Hello Tathagato
There is a new book by Joel Stillerman about global approach to consumption. 
We have been working on consumer culture from a Latin american perspective, you could take a look or ask me for further references. What are you studying specifically?
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Mycolleague and I are trying to study acculturation by Indian consumers to a global consumer culture. The scale is already identified. Our question is how and whether it is possible to cross validate the scale and its applicability in an indian consumer context? The scale is already validated in 08 countries. 
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As already mentioned, the previous validation process need to be studied along with the original scale development process. Obviously, a pilot study would be necessary. Usually, under such circumstances, some sort of language adaptation may be necessary to ensure clarity of content and context. Validated scales oftentimes may not require substantial changes.
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To establish other theories suitable for attitude studies and not exclusive to the theory of attitude change.
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Not sure, but isn't the Elaboration Likelihood Model often applied within this area (Petty & Cacioppo): see attach. 
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CRM is most effectively reached  consumers in the case of traditional retailers due to one-to-one contact. Organisations are investing heavily on CRM.  But have they  effectively  reached the consumers of organised retail.  What is your opinion?
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No. The CRM is most of all an organized software centred strategy and therefore it is highly impossible to reach the traditional marketers. However, there can be customization in the form of mobile applications to exercise the CRM at the traditional markets.
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There is some initial evidence from Millennials in the U.S. but would be interesting to know whether this is a trend that is structural in nature instead of a passing fad.
The initial evidence is the preference for sharing rather than owning, renting rather than buying etc.
The economic consequences of such a structural shift? For instance ownership tends to lead to commitment and therefore savings and investment. The abandonment of ownership for accessibility may change the preference structure as indicated by indifference maps?
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This has nothing to do with capatalism but with greed, which appears, alaas, to be nature for some of our species. Part of our kind just wants to own more then the people arround them. You can only own more if you have somekind of ownership (be it perminent or temperary) over goods your neigbour does not have.
But this is, again, not capatalism, it has also occured in socialism, pre-capatialist societies and then like. Societies were this greed has not occured are few if any.
"Unlimited greed for gain" writes Max Weber, "is not in the least identical with capitalism, and is still less its spirit. Capitalism may even be identical with the restraint, or at least a rational tempering, of this irrational impulse."
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In 2006, Procter & Gamble announced that they were focusing on the "First Moment of Truth". If I remember well, before P&G, there was a book which developed this concept of Moment of Truth but I can not remember it. Any idea?
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Finally, it appears that before Carlzon (1987) Normann (1984) told first about Moment of Truth.
Normann, R. (1984). Service management: strategy and leadership in service businesses. Chichester [West Sussex] ; New York: Wiley.
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Smart Cards are for example Campus Card systems used for on campus purchases at universities or at specific sports stadiums for purchases within a certain community
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Smart Cards definitely increases spending. one of the reason for that is while purchasing the goods and In case of paying with money people have to pay multiple times in a month and that will give the feel of spending but in case of smart cards people pay only once in a month and that too mostly during the start of month when the people usually receive payments. This doesn't bother people much and will not cause as much pain as spending daily. in case of Money payments the savings will be more as after few initial payments people will be conscious while purchasing or shopping but with the case of credit card their savings will be less. Also we have to consider the features of EMI's which increases the spending (Indirectly saving) further. Earlier People used to save and purchase an big good like car or house but now the EMI's are giving option that people get the commodity earlier and pays later on a monthly basis. Though the EMI's are paid for the investment people made, they are not considered as savings. So Smart Cards do impact spending directly and savings indirectly in both negative and positive manner.
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For example, Tamil, or Punjabi.
National cultures have been found to affect the satisfaction formation process in many studies. However, most of the studies were conducted in countries having one dominant culture e.g. USA or European countries.
In a nation where there is no one dominant ethnic group, does ethnicity influence the satisfaction formation process?
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You can look at studies like 
1. Multi-culture consumer behaviour in the Abu Dhabi markets
2.Effect of Cultural Distance on Customer Service Satisfaction: A Theoretical Framework and Research Agenda
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I want to take OCR (Online Consumer Reviews), as an independent variable and to measure its influence on PI (Purchase Intention), in my research project. I can't find any questionnaire of OCR yet.
If anyone who has done work in this area, please kindly help me.
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Hi Shahid
If I can understand your question correctly you are looking for methods to analyse OCR. I have a project that analyses OCR on seeking Halal Food in the US. We analyse all related OCR via Netnography approach. We found it was useful & interesting.
Pls feel free to read our proceeding in my publication list. Details about Netnography are as follows:
All the best.
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Hi all, 
As far as I know the positivism tends to be the dominant paradigm in the marketing literature in general and consumer behaviour in particular. However, I need some references to support this claim. Can anybody refer me to up to date articles about this please?
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From my point of view the absolutely best paper for this discussion is Arndt  (1985) published in Journal of Marketing. He took the original Burrell and Morgan’s (1979) article on this topic and discussed it for marketing.
After so many years Arndt article is the fundamental article on the dominance of positivism/functionalism and the struggle with interpretativist positions in marketing (particularly from consumer research).
Arndt, J. (1985)  On making marketing science more scientific: Role of orientations, paradigms, metaphors, and puzzle solving. Journal of Marketing, 49(3), 11–23
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"If the businesses were split up, I would take the brands, trademarks, and goodwill, and you could have all the bricks and mortar and I would fare better than you".
–John Stuart
This quantitative research targets consumer behaviors in purchasing fast moving consumers goods (FMCG) in term of Brand of products. For this purpose four elements as brand equity's components were identified that has potential affect purchasing FMCG, and they are follows:
1) Brand Awraeness,
2) Brand Association,
3) Perceived Quality, and
4) Brand Loyalty.
Please find the some useful related articles. 
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Any suggestions would be much appreciated.
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Dear Brian,
If you are looking for experimental design book, I think book of Douglas C. Montgomery is the best. The title is Design and Analysis of the Experiment. The latest edition perhaps 2008.
Good luck for your research
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Uk being the market under consideration as the research population.
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I think there is still a wide research gap on word-of-mouth in consumer research. Check out this paper: http://erae.oxfordjournals.org/content/early/2012/07/18/erae.jbs021
Experimental auctions, collective induction and choice shift: willingness-to-pay for rice quality in Senegal
We propose a collective induction treatment as an aggregator of information and preferences, which enables testing whether consumer preferences for food quality elicited through experimental auctions are robust to aggregation. We develop a two-stage estimation method based on social judgement scheme theory to identify the determinants of social influence in collective induction. Our method is tested in a market experiment aiming to assess consumers' willingness-to-pay for rice quality in Senegal. No significant choice shift was observed after collective induction, which suggests that consumer preferences for rice quality are robust to aggregation. Almost three quarters of social influence captured by the model and the variables was explained by social status, market expertise and information.
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There are categories of consumers which are different in purchasing actions.
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Action orientation (high self regulated) denotes to the capacity to regulate emotions and thoughts to fulfill the intentions of customers. State orientation (low self regulated) indicates the inability to regulate these emotions and thoughts.