NEW THEMES IN INNOVATION RESEARCH: IMPLICATIONS FOR CONSUMER HEALTH BEHAVIOR

Whenever I am called upon to make prescriptive statements to a group which can\u27t easily hold me accountable for the consequences, I am always reminded of the story of the chicken and the pig. For those of you who aren\u27t familiar with the story, a chicken and a pig were walking down the street one day and came upon a restaurant that had a big sign in the window, Special Today: Bacon and Eggs. The chicken got all excited and said, Isn\u27t that great, they are featuring us together. The pig looked kind of dour and said, That\u27s okay for you, for you it\u27s a contribution; for me it\u27s a total commitment. I am very pleased to be here to contribute some ideas which are evolving in the innovation diffusion and planned change areas. These ideas have important implications for anyone concerned with introducing new information or diffusing new behaviors among some particular target group

Memory Change: An Intimate Measure of Persuasion

A major goal for advertising is to have an enduring emotional impact on an audience by facilitating their creation of personally relevant understandings of an advertisement. This is achieved through a process of cocreation in which consumers integrate advertising content with their own attitudes, beliefs, and values to produce the meaning of an advertisement. This article proposes an approach to evaluating advertisements that builds on the reconstructive nature of memory, the dominant view of memory today. The reconstructive view of memory holds that the memory for the same event is different each time it is recalled and that the person doing the recalling is unaware of these changes. We present an experimental paradigm that assesses advertising\u27s influence on consumers\u27 own memory of their beliefs. We demonstrate that advertising can unconsciously alter consumers\u27 beliefs as reflected by a change in how consumers recall their earlier reporting of these beliefs following an advertising exposure. That is, advertising that causes consumers to remember differently earlier (preadvertising exposure) reported beliefs and in which the change is in the direction of the advertisement\u27s message is an advertisement that contains information the consumer has unconsciously adopted as their own and therefore is likely to be personally relevant and to have an enduring impact on their emotions

Ethical Marketing: Perceptions of Economic Goods and Social Problems

A methodology associated with experimental social psychology was used to ascertain whether there are different ethical overtones perceived in the marketing of different products despite all other aspects of the marketing situation being comparable. The methodology consisted of using four vignettes of marketing strategy with the product utilized being the only element varied across the scenarios. Results indicate that ethical evaluations are product dependent and are more severe for social goods than for traditional economic goods.Yeshttps://us.sagepub.com/en-us/nam/manuscript-submission-guideline

Zaltman, Gerald, Knowledge Utilization as Planned Social Change, Knowledge: Creation, Diffusion, Utilization, 1(September, 1979), 82-105.

Relates knowledge utilization to the literature on planned social change

Consumenr behavior : basic findings and management implications/ Zaltman

xiv, 556 hal. ; 24 c

How Customers Think: Essential Insights into the Mind of the Market

How to unlock the hidden 95 per cent of the customer\u27s mind that traditional marketing methods have never reached. This title provides practical synthesis of the cognitive sciences. Drawing heavily on psychology, neuroscience, sociology, and linguistics, Zaltman combines academic rigor with real-world results to offer highly accessible insights, based on his years of research and consulting work with large clients like Coca-Cola and Procter & Gamble. An all-new tool kit: Zaltman provides research tools - metaphor elicitation, response latency, and implicit association techniques, to name a few - that will be all-new to marketers and demonstrates how innovators can use these tools to get clues from the subconscious when developing new products and finding new solutions, long before competitors do