Consumer Appraisals of Mobile Marketing Communications

This paper reports on a study that investigates the emotions elicited from appraising SMS-based mobile marketing (m-marketing) communications under three marketing conditions: product consistency, incentives and permission giving. Results from the experimental design show that appraising m-marketing communications elicits both single emotions and mixed emotions; that is, a mixture of positive and negative emotions in the same response. Additionally, the results show that the influence of specific marketing conditions may increase or reduce the intensity of the emotions elicited. This study contributes to marketing practice by examining consumer appraisals of m-marketing communications under different combinations of marketing conditions. The results provide insights into which emotions are likely to be elicited as a result, and how a specific marketing condition might influence their levels of intensity. The study contributes to marketing theory also through combining appraisal theory with Richins (1997) consumption emotion set

A Typology of Mass Services: The Role of Service Delivery and Consumption Purpose In Classifying Service Experiences

Purpose — The purpose of this paper is to provide services marketers with a deeper understanding of the elements that characterize mass services. The paper shows that many studies have been conducted within the context of professional and retail services, knowledge of mass service contexts is limited despite the growth of services within this context. Design/methodology/approach — This paper provides a conceptual overview of mass services and develops a typology for mass services based on an extensive review of the services literature. Specifically, the typology developed classifies mass services on the basis of service delivery and purpose. The typology forwarded, therefore, classifies mass services using a two-by-two framework with individual and collective mass services classified as either utilitarian or hedonic in nature. Findings — The typology found in this paper provides a practical insight into the characteristics of services falling into the classification of mass services. The value of the classification is that managers can better understand the unique aspects of mass services, thus, allowing for a better utilization of limited resources. Moreover, the paper provides insights into a service classification that has received limited research emphasis, yet, is attracting increasing industry attention. Originality/value — This paper provides academics and practitioners with a framework that has both tactical and strategic implications. These implications include enhancing the customer experience and thus customer retention, resource management, employee training and service management. Given that such a framework has not been forwarded in the literature, the typology presented in the current paper makes an original contribution to the literature

Commercial friendships between gay salesmen and straight female customers

Perhaps it is now sacrosanct in marketing to contemplate that many service encounters, especially those in retail settings, are social encounters in which bonds between and among customers and employees are critical drivers of consumption (Beatty et al., 1996; Rosenbaum, 2006). Indeed, within retail settings, it is often possible for salespeople and customers to form so-called “commercial friendships” (Price and Arnould, 1999). These friendships result in both salespeople and their customers having social interactions that are close to those experienced in personal friendships (Swan et al., 2001), and which are extremely satisfying for all parties. Outside of marketing, the social science literature (Grigoriou, 2004; Rumens, 2008; Russell, DelPriore, Butterfield, and Hill, 2013) and popular press (de la Cruz and Dolby, 2007; Hopcke and Rafaty, 1999; Tilmann-Healy, 2001, Whitney, 1990) is replete with knowledge regarding the “absolutely fabulous” friendships (Hopcke and Rafaty, 1999) that often form between gay men and straight women. In fact, Western culture regularly highlights the compatibility of gay men and straight women in film, television, and writing, to the extent that they have now influenced popular thinking on the topic, so that gay men and straight females are viewed as sharing common plights and interests (Rumens, 2008). Yet, thus far, marketing researchers have looked askance at the effect of friendships between gay male employees and heterosexual female customers in consumption settings, such as retail stores and boutiques. Indeed, with the exception of Peretz’s (1995) participant observation regarding how young and outwardly gay salesmen use their ambiguous gender to sell women’s clothing, in a Paris-based luxury boutique, any theoretical explorations regarding retail-based commercial friendships between gay salesmen and female customers are non-existent—until now. This research addresses this apparent chasm in the literature by putting forth an original framework that shows how the emotional closeness between gay salesmen and female customers, due to the absence of sexual interest and inter-female competition, results in an intense emotional closeness, that facilitates pleasurable retail transactions, customer satisfaction, loyalty, and positive word-of-mouth. In doing so, this work extends the commercial friendship paradigm by considering retail-based, commercial friendships between an under-researched marketplace dyad; gay men and straight females. It is worth noting here that some straight women may find the idea of commercial friendships with gay salesmen as undesirable, due to the very notion of having relationships with retail organizations or employees (Noble and Phillips, 2004), or a personal disdain for homosexuality

Back on the market: Understanding condom use behaviour in heterosexual adults 50 years+

Older adults began their sexual lives with an unprecedented sense of freedom thanks to the development of the contraceptive pill and women’s liberation movement. However with divorce rates rising and marriage rates declining, older adults are increasingly ‘back on the market’. This is also accompanied by a rise in the incidence of sexually transmitted infections that could be prevented by using a condom. The current literature on condom use typically has a youth focus and in particular an emphasis on contraception. Given the differing nature of sexual encounters for older consumers, there is a need for alternative explanations of condom use behaviour that reflect key motivations and barriers in this age cohort. Therefore we propose a new conceptual model to explain heterosexual older adult condom-use behaviour by drawing on two theoretical frameworks; protection motivation theory and sexual scripting theory. The new framework contains four categories of factors; sexuality, gender roles, threat appraisal and coping appraisal

Silver surfers: proposing an e-servicescape framework for active ageing

lder consumers are ‘surfing’ the Internet and using technology to remain active as they age. Many of these ‘silver surfers,’ however, are rejecting services that reflect traditional, medical approaches to ageing. This trend creates a problem for researchers and service managers; there is no evidence base to inform the design of e-services that leverage consumer perspectives of ageing to help consumers remain active as they age. This paper therefore aims to a) conceptualise the issue of active ageing ‘in older people’s own terms’ as a foundation for designing e-services for active ageing, b) define a new five-dimensional approach to e-servicescapes and c) advance a framework that explains the response of ageing consumers to cues in the e-servicescape. The proposed framework can be tested in empirical studies to form an evidence base for service design and social marketing interventions aimed at promoting active ageing

Using service design to co-create a digital strategy to improve tertiary education participation amongst under-represented markets

Participation in tertiary education is an important factor in achieving social parity and access to opportunity for Australians. The current government agenda is to increase participation amongst low socio-economic, culturally and linguistic diverse, Indigenous and remote peoples to be representative of their proportion in the population. This paper draws on the field of service design to bring an innovative approach to developing social marketing strategy. This research reports the findings of two qualitative studies involving 211 participants across Australia to elicit a psychologically based approach to segmentation and generate innovative digital solutions that will increase applications to participate in tertiary education. This work is the result of a multi-disciplinary team that brought together practioners from the widening participation and equity fields along with social marketers and service marketers

A tri-dimensional approach for auditing brand loyalty

Over the past twenty years brand loyalty has been an important topic for both marketing practitioners and academics. While practitioners have produced proprietary brand loyalty audit models, there has been little academic research to make transparent the methodology that underpins these audits and to enable practitioners to understand, develop and conduct their own audits. In this paper, we propose a framework for a brand loyalty audit that uses a tri-dimensional approach to brand loyalty, which includes behavioural loyalty and the two components of attitudinal loyalty: emotional and cognitive loyalty. In allowing for different levels and intensity of brand loyalty, this tri-dimensional approach is important from a managerial perspective. It means that loyalty strategies that arise from a brand audit can be made more effective by targeting the market segments that demonstrate the most appropriate combination of brand loyalty components. We propose a matrix with three dimensions (emotional, cognitive and behavioural loyalty) and two levels (high and low loyalty) to facilitate a brand loyalty audit. To demonstrate this matrix, we use the example of financial services, in particular a rewards-based credit card

The complex genetics of gait speed:Genome-wide meta-analysis approach

Emerging evidence suggests that the basis for variation in late-life mobility is attributable, in part, to genetic factors, which may become increasingly important with age. Our objective was to systematically assess the contribution of genetic variation to gait speed in older individuals. We conducted a meta-analysis of gait speed GWASs in 31,478 older adults from 17 cohorts of the CHARGE consortium, and validated our results in 2,588 older adults from 4 independent studies. We followed our initial discoveries with network and eQTL analysis of candidate signals in tissues. The meta-analysis resulted in a list of 536 suggestive genome wide significant SNPs in or near 69 genes. Further interrogation with Pathway Analysis placed gait speed as a polygenic complex trait in five major networks. Subsequent eQTL analysis revealed several SNPs significantly associated with the expression of PRSS16, WDSUB1 and PTPRT, which in addition to the meta-analysis and pathway suggested that genetic effects on gait speed may occur through synaptic function and neuronal development pathways. No genome-wide significant signals for gait speed were identified from this moderately large sample of older adults, suggesting that more refined physical function phenotypes will be needed to identify the genetic basis of gait speed in aging

Cerebral small vessel disease genomics and its implications across the lifespan

White matter hyperintensities (WMH) are the most common brain-imaging feature of cerebral small vessel disease (SVD), hypertension being the main known risk factor. Here, we identify 27 genome-wide loci for WMH-volume in a cohort of 50,970 older individuals, accounting for modification/confounding by hypertension. Aggregated WMH risk variants were associated with altered white matter integrity (p = 2.5×10-7) in brain images from 1,738 young healthy adults, providing insight into the lifetime impact of SVD genetic risk. Mendelian randomization suggested causal association of increasing WMH-volume with stroke, Alzheimer-type dementia, and of increasing blood pressure (BP) with larger WMH-volume, notably also in persons without clinical hypertension. Transcriptome-wide colocalization analyses showed association of WMH-volume with expression of 39 genes, of which four encode known drug targets. Finally, we provide insight into BP-independent biological pathways underlying SVD and suggest potential for genetic stratification of high-risk individuals and for genetically-informed prioritization of drug targets for prevention trials.Peer reviewe

Novel genetic loci underlying human intracranial volume identified through genome-wide association

Intracranial volume reflects the maximally attained brain size during development, and remains stable with loss of tissue in late life. It is highly heritable, but the underlying genes remain largely undetermined. In a genome-wide association study of 32,438 adults, we discovered five novel loci for intracranial volume and confirmed two known signals. Four of the loci are also associated with adult human stature, but these remained associated with intracranial volume after adjusting for height. We found a high genetic correlation with child head circumference (ρgenetic=0.748), which indicated a similar genetic background and allowed for the identification of four additional loci through meta-analysis (Ncombined = 37,345). Variants for intracranial volume were also related to childhood and adult cognitive function, Parkinson’s disease, and enriched near genes involved in growth pathways including PI3K–AKT signaling. These findings identify biological underpinnings of intracranial volume and provide genetic support for theories on brain reserve and brain overgrowth