Elaine Sherman

Store environment and consumer purchase behavior: Mediating role of consumer emotions

This article presents a large-scale cross-sectional field study of the effect of store environment on consumer emotions and the resulting influence on aspects of consumer behavior with actual shopping behavior used as an example. Cast into a stimulus–organism–response framework, the results suggest that a consumers emotions can be a mediating factor in the purchase process. In this study, we identify and explore how store environment and emotional states may influence various dimensions of purchase behavior. This research confirms that although cognitive factors may largely account for store selection and for most planned purchases within the store, the environment in the store and the emotional state of consumers may be important determinants of purchase behavior. This research has many pragmatic applications, because pleasure was associated with the amount of money spent and affinity for the store, whereas arousal was associated with money spent in the store, time spent in the store, and the number of items purchased in the store.

Value orientations of new-age elderly: The coming of an ageless market

Abstract This article examines an emerging elderly age-subcultural segment—here referred to as the new-age elderly. This elderly vanguard differs substantially in terms of values from the stereotypical or traditional elderly. They perceive themselves as younger in age and outlook, they feel more self-confident and in control of their lives, and they are less concerned with the accumulation of possessions and more involved in seeking novel experiences, personal challenges, and new adventures. These and other changes in value orientation are important to marketers who will increasingly have to respond to a different type of older consumer.

Opportunities for marketing travel services to new‐age elderly

Based on Schiffman and Sherman’s conceptual model of the new‐age elderly this article constructs a measure that identifies this segment of elderly in terms of their value orientation. The findings show that older consumers’ value orientations are an effective segmentation approach; one that is superior for partitioning the market for services like leisure travel than the traditional age‐based segmentation approach. Marketing strategy implications of the findings are also discussed.

Interpersonal and political trust: modeling levels of citizens' trust

– The purpose of this research is to examine whether generally trusting people are any more likely to be the same people who are also more politically trusting. In particular, the research focuses on the relationship between interpersonal trust and three political trust‐related constructs: trust of government form, political cynicism, and incumbent trust., – The intention was to model the impact of general or interpersonal trust – i.e. Rotters Interpersonal Trust scale, on three specific dimensions of political trust – i.e. “trust in government form”, “political cynicism”, and “incumbent trust”. This was achieved through a questionnaire, which was mailed to a random sample of 4,000 American households., – The structural aspects of the model reveal a significantly strong path between Rotters broad‐based interpersonal trust scale and the more specific incumbent trust measure. The model also indicates a modestly strong relationship between interpersonal trust and trust in form of government, and a weak relationship between interpersonal trust and political cynicism., – This research should prove useful to academic research, campaign managers, and political strategists in terms of reinforcing the importance of different aspects or components of trust, as well as their interrelationship, and how they might impact political strategy and campaign development.

Quality-of-life (QOL) assessment of older consumers: A retrospective review

This article provides a series of historical reflections (for a period corresponding roughly to the past 20 or 30 years) on the evolving QOL status of older consumers. It uses a two-category QOL framework consisting ofobjective components (e.g., socioeconomic indicators, health and longevity, housing and family living arrangements, and gender differences) andsubjective components (e.g., life satisfaction and cognitive age) to explore the QOL of older consumers. It then examines the strategic reality of “diversity” and speculates on strategic implications of these QOL observations.

Anticipating the impact of new technologies on retailing

Abstract This paper explores emerging technologies, such as electronic retailing and interactive shopping, and their impact on consumers, retailers and manufacturers. Potential opportunities and threats facing marketers and retailers who engage in business via the information superhighway are examined. Elements that will figure in the evolution of electronic retailing and interactive shopping such as convergence and synergy are discussed. Key concerns of ‘electronic’ consumers are also considered, including convenience, ease of use, and the opportunity to dialogue with retailers.

Young Voters' Trust of Information and Media Sources: The 2008 U.S. Presidential Election

The primary objective of this research study was to explore young voters’ (i.e., those 18 to 34 years of age) trust of information media sources within the context of the 2008 U.S. presidential election. In particular, we wished to examine the following trust-specific relationships: (1) young voters’ preexisting or inherent trust of political officeholders and candidates; (2) young voters’ trust of online social media networks as a source of information that may influence a young voters’ decision as to whom to vote for; (3) a comparison of young voters’ inherent trust of political officeholders and candidates, and their trust of social media participation as a source of information with respect to whom to vote for (i.e., a comparison of points 1 and 2, above); and (4) a comparison of young voters’ specific trust of different information media options, when it comes to deciding who to vote for in the 2008 U.S. presidential election. Finally, our research introduces a new measure (the Influence of Social Networking Scale), which possesses good psychometric properties. The measure was designed to indicate whether respondents feel that other participants communicating on social networks would provide them with useful and trustworthy information about political candidates. This is a trust scale with respect to voters’ political-related social networking.

Trends and Issues in Political Marketing Technologies

Within the past decade or so, direct marketing (including emerging Internet marketing) and an expanding array of marketing research methodologies have been altering the landscape of political marketing. We have witnessed the acceptance by politician candidates and their advisers of all types of direct marketing and consumer market research technologies. Similarly, we have also observed the diffusion of a wide

High Tech Versus Human Touch: An Exploration of the Perceptions of High Technology users of the Internet

For high technology users, the opportunity to personally and directly secure services on the Internet should be a welcomed option to the variability of services delivered by humans. Yet our research indicates, to the contrary, that high technology users prefer the human touch in the services that they seek.

Direct Marketing’s Future: Where’s the Promise and Threat of the Web? A Global Strategy Perspective

This paper examines the evolving application of direct marketing in a digital marketplace. The promise and threat associated with interactive marketing via the Web is identified. Various prerequisites for widening customer acceptance of global direct marketing using the Internet are explored. Current examples illustrative of the strategic use of Internet-based marketing that can provide guidance to those seeking to extend their reach to non-domestic markets are offered. The evolution of new conceptualizations of methods for developing e-commerce relationships (e.g., portals) and how companies can mine consumer and business databases to more accurately target Internet-using consumers and achieve greater profitability are discussed.