Girish Punj

Repercussions of promoting an ideology of consumption: consumer misbehavior

Abstract While the impact of marketing activities on promoting an attitude of consumption has attracted considerable research attention, their unforeseen repercussions have not. Among these consequences are consumers misbehaving themselves in exchange settings. The phenomena include much more than common forms of consumer fraud, and has important implications for understanding the totality of the consumption experience. Consumer misbehavior is widespread: many consumers misbehave, all are inevitably affected materially and/or psychologically. Given its pervasiveness and importance, we need a theory to stimulate research inquiry. The theory presented here argues that negative consumer behavior is unintentionally stimulated by the same marketing factors, which promote an ideology of consumption.

An Interaction Framework of Consumer Decision Making

Three streams of research on consumer decision processes—task characteristics, individual differences, and elemental behavioral response analysis—are integrated within the conceptual framework of an interactionist model of consumer decision making. Taxonomies of task and individual difference characteristics are presented. It is suggested that a complete model of the consumer choice process must explicitly consider three components: task, individual difference, and task × individual difference interactions.

Positioning options for achieving brand association: a psychological categorization framework

Abstract The strategic importance of the product positioning decision in achieving success in the marketplace is well recognized. However, there has been relatively limited development of the theoretical foundation for the positioning options that are available to firms. This article proposes a conceptual approach that can assist marketing managers in making a major positioning decision: What type of comparisons should be emphasized to achieve brand association? The framework is derived from the psychological literature on categorization. Five sets of propositions linking product positioning options with the processing of brand level information by consumers are developed. The managerial implications of the propositions for formulating an associative positioning strategy for a brand are presented.

Influence of Viewing Context on the Determinants of Attitude Toward the Ad and the Brand

Abstract Researchers have investigated a number of different antecedents and consequents of attitude toward the ad (Aad), including ad cognition (Cad), brand cognition (Cb), and attitude toward the brand (Ab). The Dual Mediation model (MacKenzie, Lutz, and Belch, 1986) , which specifies hypothesized interrelationships among these constructs, has been well supported in previous Aad research. The authors extend this model to include ad affective responses (Aff), a construct that has received considerable attention in the literature (MacKenzie and Lutz, 1989) , and three additional model paths (Aff→Cad, Aff→Aad, and Cad→Cb). The strength of the various causal links in the extended version of the Dual Mediation model (DMM) are examined across three common types of broadcast media viewing situations: (1) pretest; (2) normal/routine; and (3) buying/decision making. Results indicate a variation in path strength depending upon viewing context, providing theoretical support for predictions regarding the nature of processing inherent in ad and brand attitude formation.

The influence of pre-decisional constraints on information search and consideration set formation in new automobile purchases

Abstract We propose that the manner in which a purchase decision is initiated has an important influence on subsequent product evaluation and choice. Specifically, we propose that the problem recognition “event” and the consequent retrieval of pre-decisional constraints from memory significantly influence the ensuing processes of external information search and consideration set formation. Several hypotheses are developed to model these interrelationships. The data were collected from a national probability sample of new automobile buyers. Log-linear, logistic regression and linear regression analyses were used to test the hypotheses. The results suggest that the type of pre-decisional constraints that are activated as a consequence of the problem recognition event significantly influences the “route” consumers follow through the remainder of the purchase process. The findings have important theoretical and practical implications for understanding the consumer decision process for consumer durables.

The unintended consequences of the culture of consumption: An historical‐theoretical analysis of consumer misbehavior

The culture of consumption which characterizes the economically advanced societies in this century is historically unique and evolving. Widespread misbehavior by consumers is an intrinsic element of this culture, being unintentionally stimulated by the very marketing factors which stimulate legitimate consumption. The paper elucidates the culture of consumption and the known reasons for consumer misbehavior, shows the strong relationships among these, and then demonstrates the pervasiveness and variety of consumer misbehavior in North America today.

Shoplifting as Moral Insanity: Historical Perspectives on Kleptomania:

Kleptomania has long concerned retailers. First described in 1816, it has been a controversial topic among psychiatrists, legal authorities, retail store managers—and the opinionated public—ever since. Kleptomania is a good case illustration of the development of thought in marketing-related areas. The article presents an intellectual history of thought on kleptomania, critically examining why ideas about it developed, were challenged, and were in some cases modified over two centuries. Skeptics have decried kleptomania as an invalid psychiatric concept exploited in legal defenses of wealthy lady shoplifters. At the turn of the twentieth century, kleptomania was strongly linked with the rapidly blossoming department stores, and “department store kleptomaniacs” were a widely held social stereotype that had political implications. Organized thought on kleptomania has, over nearly two centuries, reflected and changed with dominant approaches to psychiatry in specific and social thought in general. Yet real progress has been made.

Consumer intentions to falsify personal information online: unethical or justifiable?

ABSTRACT Companies routinely analyse the online activities of consumers to understand shopping habits and buying patterns. As the amount of personal information available online has grown, so has the potential for its misuse. When consumers believe that their personal information is being used for an unstated purpose, they may consider the firm to be acting unethically. They may then falsify their personal information online as a reaction to apparent ethical violations by companies or as an opportunistic unethical act of their own. The purpose of the present research is to propose a framework that could be used to understand consumer intentions to falsify personal information online. The research is important from both a theoretical and business perspective. From a theoretical standpoint, they add to the literature on the dark side of marketing by examining ethically questionable behaviour by consumers. The research is relevant for firms because when consumers falsify personal information their ability to target consumers with personalised offers is diminished. The research is also relevant for policymakers as they evaluate existing regulatory safeguards intended to protect consumer information online.