Consumer Decision Making Styles: A Multi-Country Investigation

Argues that profiling consumer decision-making styles has importance to marketers, advertisers and consumer affairs specialists, but developing an approach to quantify such profiles has been problematic. Reports the application of an instrument known as the consumer style inventory (CSI) to measure these profiles for samples of consumers from Greece, India, New Zealand and the USA. Indicates, from the results, that the instrument seems more applicable to higher income countries than to developing ones. Discusses implications regarding use of the instrument and cross-cultural issues

Consumer Behaviour towards Own Label: monitoring the Greek experience

In Greece, the traditional perceptions of private label were once of low quality, unbranded alternatives, attracting the most cost-conscious consumers. In today’s private label market, however, a different level of products has emerged – the premium “branded†private label product. Based on a consumer survey conducted in Greece, the current study discusses consumer’s attitude and satisfaction with respect to private label products. Frequency of purchase and consumer characteristics are also discussed in light of empirical evidence.Private label, consumer attitude, Greece, food retailing, Consumer/Household Economics,

Οι διαφημίσεις αλκοόλ στα περιοδικά: συγκριτική παρουσίαση δεδομένων της ελληνικής και αμερικανικής (Η.Π.Α.) πραγματικότητας

Ερευνητική μελέτη όπου επιχειρείται η συγκέντρωση πρωτογενούς πληροφοριακού υλικού που αναφέρεται στις διαφημίσεις αλκοόλ στις δύο χώρες, αξιοποιώντας το μεθοδολογικό εργαλείο της «ανάλυσης περιεχομένου» (Content Analysis). Αντικειμενικός στόχος της έρευνας είναι η κατανόηση και η ερμηνεία των τρόπων με τους οποίους τα αλκοολούχα ποτά διαφημίζονται στα περιοδικά στην Ελλάδα και τις Η.Π.Α. Τα δεδομένα της μελέτης μπορούν να αξιοποιηθούν για τη χάραξη πολιτικής εκ μέρους της πολιτείας, αλλά και για τη διαμόρφωση εξειδικευμένου κώδικα δεοντολογίας για τις αντίστοιχες διαφημίσεις. Το βιβλίο αποτελεί τον πρώτο τόμο στη σειρά «Θέματα Επικοινωνίας και Μάρκετινγκ» υπό τη διεύθυνση του Γ. Ζώτου

Product packaging: research trends and opportunities

Product packaging has stimulated the interest of many researchers during the last decades. The aim of this study is to present the evolution of packaging studies and reveal the recent research trends. Toward this end, the authors used content analysis as a research method in order to categorise and analyse data from academic articles of the past fifty years. The findings of the study showed that there is an increasing trend toward packaging research which reached its peak during the last decade. An analysis by research theme identified the popular topics in packaging literature and the areas which remain unexplored. This study contributes to theory by demonstrating gaps in literature and offering opportunities for further research

Female stereotypes in print advertising: a retrospective analysis

The depiction of females in advertising has received considerable academic attention, fuelled by the feminist movement and the evolution of women’s roles in the society. Early studies revealed the prevalence of traditional portrayals such as housewives, women dependent on a man’s protection and depictions of sexual objectification. Even though a decrease in female stereotyping would be reasonable considering the contemporary structure of society that prescribes multiple gender roles, this does not seem to be the case: The literature is replete with studies documenting that female stereotyping is alive and well, even if it manifests itself with different types and patterns than it did some decades ago. This study strives to adopt a holistic outlook to the phenomenon of female stereotypes in print advertisements, tracing its origins, analyzing the interplay of stereotypes and advertising, undertaking an exhaustive perusal of the particular stream of literature, addressing methodological issues and proposing directions for further research

Female portrayals in advertising past research, new directions

The depiction of females in advertising has received considerable academic attention, fuelled by the feminist movement and the evolution of women’s roles in the society. Early studies revealed the prevalence of traditional portrayals such as housewives, women dependent on a man’s protection and depictions of sexual objectification. Even though a decrease in female stereotyping would be reasonable considering the contemporary structure of society that prescribes multiple gender roles, this does not seem to be the case: The literature is replete with studies documenting that female stereotyping is alive and well, even if it manifests itself with different types and patterns than it did some decades ago. This study strives to adopt a holistic outlook to the phenomenon of female stereotypes in print advertisements, tracing its origins, analyzing the interplay of stereotypes and advertising, undertaking an exhaustive perusal of the particular stream of literature, addressing methodological issues and proposing directions for further research

Female role stereotypes in print advertising: Identifying associations with magazine and product categories

Purpose – The purpose of this study is three-fold: to provide recent evidence in the UK on the frequency of appearance of female role portrayals in print advertisements; to compare female role stereotypes across magazine types; and to explore the interface between female role stereotypes and product categories. Design/methodology/approach – An integrative approach to content analysis was used in order to analyze advertising communication in print media. The sample consisted of n ¼ 3,830 advertisements published in ten high circulation UK magazines. Findings – The study indicates that women in UK magazine advertisements are mainly portrayed in decorative roles; and that female role stereotypes vary significantly across magazine types. The findings also suggest that there is an association between product categories and female role stereotypes. Practical implications – The study highlights the need for the advertising industry in the UK to adjust its communication practices to the changing role of women in society. Originality/value – The study extends research in the area of female role stereotypes in print advertising by considering the frequency of female role portrayals across different magazine types; and investigating the association between product categories and female role stereotypes

Gender portrayals revisited: searching for explicit and implicit stereotypes in Cypriot magazine advertisements

The study pursues a line of inquiry into contemporary gender stereotypes drawn from print advertisements in Cyprus. The investigation of implicit modes of stereotyping suggested by Goffman across explicit gender roles yield novel and interesting insights that broaden existing knowledge on male and female advertising depictions. Through a content analysis of 3.729 characters, the study reveals the existence of gender cliches in Cypriot magazine advertisements. Neither male nor female evolving roles are adequately reflected in advertisements, as men tend to be portrayed in traditional masculine stereotypes while women lean towards decorative portrayals. Implicit stereotyping is more likely to suggest the subordination and lower status of women compared to men. The study indicates that advertising in Cyprus reinforces the diffusion of hostile sexism by the underrepresentation of professional women and their commonplace portrayal in body revealing attires. At the same time, the high proportion of women's implicit subordination signifies benevolent sexism. The distorted representation of both genders raises key public policy concerns, as diminishing portrayals hold sway upon men's and women's psychological well-being and professional development