nep-mkt New Economics Papers
on Marketing
Issue of 2021‒05‒03
three papers chosen by
Marco Novarese
Università del Piemonte Orientale

  1. Similarity assessment in the design of graphic marketing messages: the case of drain cleaner packaging By Jerzy Grobelny; Rafal Michalski
  2. Consumer Herding Behavior in Online Buying: A Literature Review By Ali, Mazhar; Amir, Dr.Huma; Shamsi, Dr.Aamir
  3. Consumer Culture Theory's Future in Marketing By Joonas Rokka

  1. By: Jerzy Grobelny; Rafal Michalski
    Abstract: One of the crucial functions of packaging is communication with a potential client which shapes the customer product perception. Thus, knowledge on which factors and how influence buyers could be critical in gaining market share. In the face of high market competitiveness, companies are struggling to provide distinctive marketing messages. On the other hand, they may also face unfair activities from manufacturers trying to use packaging similar to those of a well-established brand. The present paper examines similarities of packaging products from companies that newly entered the market with packaging designs of a well-known drain cleaner. We take advantage of the cognitive psychology based methodology proposed by Luce (1963), determine consumers’ perceived similarities, and estimate probabilities of correct and incorrect selections for all pairs of nine examined products (n = 50). The results show that three products decidedly exceed recommended level of similarity. We also provide practical suggestions about possible interpretations of the outcomes. The presented methodology along with obtained findings could be theoretically and practically applied in various types of marketing activities, especially related to the design of graphical marketing messages.
    Keywords: marketing message; unfair competition; digital presentation; correct identification; multidimensional scaling
    JEL: D01 D03 D40 D81 D83 D87 D91 L15 L81 L82 L86 M31 M37
    Date: 2020
  2. By: Ali, Mazhar; Amir, Dr.Huma; Shamsi, Dr.Aamir
    Abstract: The purpose of this review paper is to present the application of herding behavior in online buying. The simplest description of herding behavior is the imitation of others in making decisions. Online buying platforms have facilitated observing others' buying behavior, thereby increasing possibilities of social influence on our information search, evaluation, and buying. The concept of herding is multi-disciplinary; however, the literature review on herding behavior is mainly grounded in economics and finance. There is little understanding of herding behavior in marketing literature. Therefore, this study covers herding behavior literature through high-quality research papers published from 2000 to 2020 in journals indexed in the social science citation index, science citation index expanded, and emerging source citation index. This paper discusses the conceptualization of herding in online buying, herding situations, information-processing view of herding, measuring herding effect, herding models and theories, and areas for future research to enrich herding literature in online buying. This paper proposes a herding model (HCMMD) based on the stimulus-organism-response (SOR) theory to study herding behavior
    Keywords: Consumer Herding Behavior, Herding Literature Review, Herding Models, Online Buying, Stimulus-Organism-Response (SOR) Theory.
    JEL: M31
    Date: 2021–03–28
  3. By: Joonas Rokka (emlyon business school)
    Abstract: This commentary offers a view into the contributions of Consumer Culture Theory (CCT) in marketing and charts promising future avenues forresearchand marketing practicesbuildingaculturally sensitive and reflexive approach. After highlighting pioneering CCT perspectives, an outline for future directionsin marketing is offered emphasizing the assembling of experiences, shaping of brands' symbolic universes, institutional and creative market processes, and networked and algorithmic mediation of consumption ideologies and desires. Overall, CCT's future looks promising in its commitment and ability to foster critical, contextually sensitive, and reflexive cultural insights into marketing –an important foundation for marketing strategy and practices.
    Keywords: CCT,Consumer Culture Theory,Marketing,branding,Consumer Experience
    Date: 2021–01–01

This nep-mkt issue is ©2021 by Marco Novarese. It is provided as is without any express or implied warranty. It may be freely redistributed in whole or in part for any purpose. If distributed in part, please include this notice.
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