Jon B. Freiden

The generality/specificity issue in consumer innovativeness research

Abstract The purpose of the present study was to explore the role of personality in shaping consumer innovativeness by testing a model of the hierarchical relationships between a global (broad or abstract) personality trait, its domain-specific manifestation in a consumer context, and overt consumer behavior. A survey of 465 adult consumers measured global innovativeness, domain-specific innovativeness for two product categories (clothing and electronics) and self-reported purchase of new clothing and electronic items. Three hypotheses were tested. First, global innovativeness is more highly correlated with domain-specific innovativeness than it is with the purchase of new items. Second, domain-specific innovativeness is more highly correlated with the purchase of new items than is global innovativeness. Finally, the association between global innovativeness and new product purchase is mediated by domain-specific innovativeness. All three hypotheses were supported for both product categories.

Social Values and Fashion Leadership

Because fashion leadership among women is of great interest to clothing researchers and retailers alike, much effort has been devoted to studying the demographic characteristics of women who can be identified as fashion leaders. Although demographic data provide valuable information, demographics alone give little insight into the forces that motivate women to become fashion leaders. Beyond demographic factors, personal and social values have been argued to have an important influence on the strength and direction of consumer behavior. Few studies, however, have attempted to reveal the social values of fashion leaders. Our study examines the relationships between fashion leadership and the nine social values measured by Kahles List of Values. Data from 248 women whose ages ranged from 16 to 85 years confirmed that younger women are more likely to be fashion leaders and that level of education and income are unrelated to fashion leadership. Fashion leaders were also found to be more active in fashion-related behaviors (spending for clothing, reading fashion magazines, spending time shopping, buying new fashion items). Finally, fashion leadership was associated with the social values of excitement and fun/enjoyment in life. The study suggests ways this knowledge about values can be incorporated into marketing and retail strategies.

Information as a product: not goods, not services

Recent decades have witnessed an explosion in the quantity of information being produced, which in turn has created vast opportunities for information‐based businesses. The time has come for information to be treated as a unique product along ‐ side goods and services. But is information an intangible good or an imperishable service? In this paper we discuss the unique properties of information as a product and propose that information be distinguished conceptually and thus marketed differently from both goods and services. We offer recommendations for marketing practice that apply uniquely to information. Finally, implications for marketing theory, marketing research, and directions for future research into the marketing of information are presented.

Prepurchase Information‐Seeking for Professional Services

States that marketers require a better understanding of the consumer decision‐making process for selecting services, particularly of the prepurchase information search for professional services which are often selected just after relocation to a new geographical area. Examines the findings of research on this topic, which looked at questionnaires returned by a sample of two hundred new residents about their use of information sources in choosing a professional service. Discusses the managerial implications for marketers of the results of the study, which confirmed the importance of personal sources of information in the search process and showed that most residents were happy with their choices.

Have it your way: consumer attitudes toward personalized marketing

An emerging new strategic approach is termed “mass customization” or “personalization” whereby elements of the marketing mix are individualized for each customer. This paper describes an empirical study in which 608 adult US consumers were interviewed with regard to their experiences with and attitudes toward mass customized products. The principal findings were that attitudes toward mass customization were generally positive, nearly half reported buying a personalized product, these buyers were very satisfied with their purchase, and the most likely buyers of this type of product tend to be younger, more well educated consumers, with higher than average incomes. Managerial, theoretical, and methodological implications of these findings are discussed.

Changes on the Electronic Frontier: Growth and Opportunity of the World-Wide Web

Interest in marketing applications pertaining to the Internet has been increasing dramatically. In an earlier work (Freiden and Takacs 1995), the authors proposed that there would be opportunities for an expanded role for promotional activities on the Internet. This paper presents data from a longitudinal analysis of these activities on the World-Wide Web to determine which of these opportunities have been fulfilled. The authors had suggested that the fledgling Web represented a significant opportunity for business, and that some businesses more than others would seize the moment. Research on characteristics of users is discussed, as well as implications for marketing strategies.

Testing the social involvement model in an energy conservation context

This study tests Webster’s Social Involvement Model in the realm of energy conservation. An energy conservation index (ECI) is developed and serves as the dependent variable, while sociopsychological, attitudinal and demographic measures comprise the independent variables. Rather than being upscale and socially responsible, those scoring high on the ECI are socioeconomically down-scale.

The home purchase process: Measurement of evaluative criteria through pairwise measures

Although the purchase of a home represents a sizable investment for the average family, relatively little consumer research pertaining to the home purchase process has been reported. This investigation utilized Thurstones Case V methodology to identify key attributes used by consumers to make housing choices and to show how these attributes are perceived by consumers of different tenure and socioeconomic status. The pairwise comparison analysis showed a strong preference for the attributes “safety and security from crime” and “quality construction” by the respondents. In addition, the analysis revealed several important differences in attribute preferences between former owners and former renters. Former home owners, for example, were more likely than former renters to prefer school quality when it was pitted against several other attributes. Thurstones Case V techniques was found to be an effective method for measuring consumer preferences. Implications which focus on home product development and marketing strategies are discussed.

Consumer behavior and AIDS: assessing the business impact

The Acquired Immune Deficiency Syndrome (AIDS) has had a catastrophic impact on humanity. Presents the African experience to illustrate what can happen if the threat is not prevented. Presents AIDS statistics to show the current status of the threat, and discusses prospects for a cure. Explains a system for classifying consumers and presents possibilities for how businesses and organizations may respond. Delineates industries facing a direct impact, as well as those indirectly affected by the AIDS crisis and discusses the nature of these relationships. Offers possibilities for future research directions and conclusions for managers.

Nutrition Labeling: An Evaluation of Consumer Attitudes

While numerous programs requiring more information disclosure have become law, little attention has focused on measuring their impact on consumer attitudes and behavior. This paper reports the results of an experiment which employed an unobstrusive research method to measure consumer attitudes toward nutrition labeling. The findings suggest that consumers are passive about having more nutrition information on food product labels. However, prior messages about nutrition labeling by an authoritative source may be an effective vehicle to sensitize consumers about the value of nutrition information.