Johan Arndt

Marketing and the quality of life

Abstract This article explores the relationship between marketing and quality of life. The first part develops a conceptualization of quality of life based on the idea that citizens arc involved in exchanging resources to new resources or to ultimate satisfaction in a set of arenas of action. The so-called objective and subjective approaches to measuring quality of life address different aspects of the exchange relationships and their context. The article claims that marketing at least indirectly has contributed to a higher quality of life by rendering work life possible and by providing the goods and services entering the consuming life arena. At the same time, marketing has had a negative influence by giving priority to short-term, materialistic needs. Necessary institutional changes in marketing are indicated.

The Conceptual Domain of Marketing: Evaluation of Shelby Hunt's Three Dichotomies Model

Initiates a reopening of Shelby Hunts award‐winning article model addressing the nature and scope of marketing even though thought of as provocative and influential. Discusses, first, the three dichotomies model, second the theoretical status and then, third, the three proposed dimensions and categories used are examined. Further explores Hunts conceptual, adequacy and dimensions of his model and gives explanations and theories within. Concludes that this is a comprehensive review of the model and that it is hard to avoid being impressed by Hunts timely and rigorous scholarly contribution, and that its strength is usefulness rather than truthfulness, because of its strong stands on important issues.

Paradigms in Consumer Research: A Review of Perspectives and Aapproaches

Claims that the consumer behaviour field, during the last two decades, has become both multinational and multidisciplinary. States that marketing with its consumer behaviour, has become the most import sub‐field, while significant contributions to its understanding have been made by economists, psychologists, sociologists and political scientists. Attempts to prove that integrating the field into comprehensive models has not been very successful thus far, by using a different track. Organizes into 9 sections and addresses, finally, the further development of consumer theory and research. Posits that the majority of studies on consumer behaviour have approached the subject matter at the individual, rather than the group, level. Summarizes that the ‘gospel’ preached is that of individual, proactive, foresightful choice ‐ which is compatible with rationalistic culture, stressing volition and personal responsibility by broadening the field of consumer behaviour

Perspectives for a theory of marketing

Abstract Perspectives for a theory of marketing are outlined. Both the so-called marketing and broadened marketing concepts are inadequate conceptualizations of the marketing process. A theory of marketing should be formulated at the macro rather than the micro level and emphasize the positive rather than the normative problem-solving dimensions of the subject matter.

The hypothesis of a dominance hierarchy of information sources

This paper develops a conceptual base for an hypothesis of a so-called dominance hierarchy of information sources. The hypothesis states that previous brand experience tends to dominate word-of-mouth communication, while word of mouth, in turn, tends to dominate advertising. An empirical test of the hypothesis was inconclusive.

Opinions About Consumerism Issues Among Present and Future Norwegian Business Executives

Examines why the public are becoming increasingly concerned about marketing practices and corporate responsibility. States that present and future marketing executives in Norway have investigated these issues – but even so they were just as critical on issues where their personal experiences as consumers seemed to have been evoked. Reports that a self‐administered questionnaire was completed by members of three groups: a business executive group; a college students group; and a group of first and second‐year high school students. Gives the results and discusses them in detail. Concludes that the research gives reason for some hope that in the future more initiative may come from sources within the industry itself.

Allocation of Time to Leisure Activities Norwegian and American Patterns

A comparative study of the time use behavior of samples of American and Norwegian consumers uncovered significant relationships within and between countries in time expenditures. Females were found to specialize in home-oriented and males in career-oriented activities; the home orientation of females also affected the nature of their leisure. Furthermore, there were important differences between the two countries in leisure behavior.

Exploring Price Dealing Behaviour among Food Retailers

Focuses on the use of short‐term price deals with regard to pricing. Introduces a set of subjective factors as predictors of price dealing intensity, in addition to traditional objective indicators. Reveals that retailers” perceptions appear to add to the structural imperfections in the market‐place. Suggests that inclusion of goal and perceptual variables may give market structure and industrial organization more powers.

Research into advertising: a State‐of‐the‐art review

This review of normative and descriptive advertising research studies concludes that the studies have resulted in few great ideas. In spite of a quantitatively impressive research tonnage, the studies are unsystematic, the methods are often weak in validity, and the results are often irrelevant to the problems of advertising.To improve the state of the art, more emphasis on theory building is necessary. In particular, more attention should be directed toward formulating appropriate “models of man” and toward developing meaningful categories of the functions played by advertising. In addition, advertising studies would benefit by more breadth in behaviour, more breadth in space, and more breadth in time.