The dangers of using intention as a surrogate for Retention in brand positioning decision support systems

The purpose of this paper is to explore the dangers of using intention as a surrogate for retention in a decision support system (DSS) for brand positioning. An empirical study is conducted, using structural equations modeling and both data from the internal transactional database and a survey. The study is aimed at evaluating whether the DSS recommends different product benefits for brand positioning when intention is used as opposed to retention as a criterion variable. The results show that different product benefits are recommended contingent upon the criterion variable (intention vs. retention). The findings also indicate that the strength of the structural relationships is inflated when intention is used. This study is limited in that it investigates only one industry; the newspaper industry. This study provides guidance for brand managers in selecting the most appropriate benefit for brand positioning and advices against the use of intention as opposed to retention in DSS. To the best of our knowledge this study is the first to challenge and refute the commonly held belief that intention is a valid surrogate for retention in a DSS for brand positioning

Market segmentation strategies for complex automotive products

With the advent of 'big data', the purpose of this empirical study was to take the opportunity to rethink conventional market segmentation strategies. This is particularly relevant for the automotive industry which is going through a period of rapid change with advanced technologies such as electric powered and autonomous vehicles, creating increased concerns as to how this complexity is communicated effectively. A mixed methods approach was utilised to collect data from multiple sources, incorporating in-depth discussion groups, semi-structured interviews, an online survey, and data collection of communication processes through the attendance of new car product launches. The results suggest that marketing departments should rethink their data capture methods to collect more relevant consumer information, not the contemporary trend of needs, attitude, and motivation variables that are difficult to identify and collect, but basic information on their level of familiarity with products through previous experience and exposure. The basic dimensions identified are characterised by a consumer's expertise, involvement, and familiarity with a product. The findings are synthesised into a theoretical framework to define differing levels of product complexity, which would enable manufacturers to provide more closely defined market segmentation strategies when communicating new product information

Inovatividade, envolvimento, atitude e experiência na adoção da compra on-line

This work seeks to analyze the inter-relationships that exist between innovation, involvement and attitude in the decomposed model of the Theory of Planned Behavior (TPB), as applied in social psychology, and experience of using the Internet in the process of buyingon-line. An integrative model was prepared that made it possible to explain the relationship that exists between these factors and purchasing from the Internet. A field survey was undertaken with a non-probabilistic sample of students. A multivariate structural equation modeling method was used and applied by the Partial Least Squares (PLS) technique for checking, explaining and comparing the relationship between the constructs. The results show that intention to buy via the Internet is directly influenced by attitude and innovativeness, and attitude is influenced by involvement. No relationship was found between experience in using the Internet and buying from i

Investigating young women’s motivations to engage in early mammography screening in Switzerland: results of a cross-sectional study

The scientific and public debate concerning organized mammography screening is unprecedentedly strong. With research evidence concerning its efficacy being ambiguous, the recommendations pertaining to the age-thresholds for program inclusion vary between - and even within - countries. Data shows that young women who are not yet eligible for systematic screening, have opportunistic mammograms relatively often and, moreover, want to be included in organized programs. Yet, to date, little is known about the precise motivations underlying young women's desire and intentions to go for, not medically indicated, mammographic screening. A cross-sectional online survey was carried out among women aged 30-49 years (n = 918) from Switzerland. The findings show that high fear (β = .08, p ≤ .05), perceived susceptibility (β = .10, p ≤ .05), and ego-involvement (β = .34, p ≤ .001) are the main predictors of screening intentions among women who are not yet eligible for the systematic program. Also, geographical location (Swiss-French group: β = .15, p ≤ .001; Swiss-Italian group: β = .26, p ≤ .001) and age (β = .11, p ≤ .001) play a role. In turn, breast cancer knowledge, risk perceptions, and educational status do not have a significant impact. Young women seem to differ inherently from those who are already eligible for systematic screening in terms of the factors underlying their intentions to engage in mammographic screening. Thus, when striving to promote adherence to systematic screening guidelines - whether based on unequivocal scientific evidence or policy decisions - and to allow women to make evidence-based, informed decisions about mammography, differential strategies are needed to reach different age-group

Evidence-based Kernels: Fundamental Units of Behavioral Influence

This paper describes evidence-based kernels, fundamental units of behavioral influence that appear to underlie effective prevention and treatment for children, adults, and families. A kernel is a behavior–influence procedure shown through experimental analysis to affect a specific behavior and that is indivisible in the sense that removing any of its components would render it inert. Existing evidence shows that a variety of kernels can influence behavior in context, and some evidence suggests that frequent use or sufficient use of some kernels may produce longer lasting behavioral shifts. The analysis of kernels could contribute to an empirically based theory of behavioral influence, augment existing prevention or treatment efforts, facilitate the dissemination of effective prevention and treatment practices, clarify the active ingredients in existing interventions, and contribute to efficiently developing interventions that are more effective. Kernels involve one or more of the following mechanisms of behavior influence: reinforcement, altering antecedents, changing verbal relational responding, or changing physiological states directly. The paper describes 52 of these kernels, and details practical, theoretical, and research implications, including calling for a national database of kernels that influence human behavior