Unconscious Thinking, Feeling and Behavior Towards Products and Brands: Introduction to a Journal of Brand Management Special Issue

This introduction reviews the motivating forces behind this issue, exploring the role of nonconscious consumer behavior in branding environments. The article establishes a foundation of unconscious research in psychology and consumer behavior, and then provides an introduction to the four articles that follow. The article concludes with a call to adopt an inclusive interpretive-positivistic stance to the study of unconscious consumer-brand behavior, attitudes and beliefs

Vampires in the village Žrnovo on the island of Korčula: following an archival document from the 18th century

Središnja tema rada usmjerena je na raščlambu spisa pohranjenog u Državnom arhivu u Mlecima (fond: Capi del Consiglio de’ Dieci: Lettere di Rettori e di altre cariche) koji se odnosi na događaj iz 1748. godine u korčulanskom selu Žrnovo, kada su mještani – vjerujući da su se pojavili vampiri – oskvrnuli nekoliko mjesnih grobova. U radu se podrobno iznose osnovni podaci iz spisa te rečeni događaj analizira u širem društvenom kontekstu i prate se lokalna vjerovanja.The main interest of this essay is the analysis of the document from the State Archive in Venice (file: Capi del Consiglio de’ Dieci: Lettere di Rettori e di altre cariche) which is connected with the episode from 1748 when the inhabitants of the village Žrnove on the island of Korčula in Croatia opened tombs on the local cemetery in the fear of the vampires treating. This essay try to show some social circumstances connected with this event as well as a local vernacular tradition concerning superstitions

Everywhere and at All Times: Mobility, Consumer Decision-Making, and Choice

Advancements in mobile technologies mean that consumers can engage the digital world wherever they are and whenever they want. This intersection between the digital and the physical has important implications for consumer decision-making. We propose that mobile ecosystems vary in their capabilities and pervasivity (i.e., the degree to which a mobile ecosystem is accessible everywhere and at all times). Further, we propose that accounting for distinguishing aspects of mobile ecosystems, the context in which mobile ecosystems are used, and interactions between mobile ecosystems and mobile contexts are critical in advancing theoretical and substantive understanding of the role of mobile technologies in the marketplace. Based on this perspective, we identify important research topics as well as opportunities and challenges for modeling mobile consumer decision-making

Retail Promotional Communication: The Comparative Effectiveness of Print Versus Online.

New promotional tools such as digital reward platforms, virtual loyalty currencies, and digital wallets are being introduced and some are being adopted quickly by consumers. These tools are increasingly accessed via mobile devices: for example, digital wallets developed in the form of apps. Despite the market increase in the popularity of new digital channels for purchasing and for information and promotion search, there is a scarcity of studies on the comparison between customer response to traditional (i.e. offline) channels versus new digital channels in the context of retail promotional communication. This chapter compares print versus online retail promotional communication; provides an overview of flyer evolution from print to digital thanks to customer insight and \u201cflyer aggregators\u201d; and discusses a field experiment implemented with the cooperation of an Italian retail chain aiming to measure the effectiveness of print versus online store flyers. Findings indicate that 80% of customers respond equally to print versus online, while 20% of the customers display a higher response to print