Marguerite Moore

Interactive media usage among millennial consumers

Purpose – The purpose of this study is to determine a comprehensive model of millennial usage of interactive technologies in the current marketing environment based upon actual behavior.Design/methodology/approach – A data mining approach using decision tree analysis (DTA) generates two comparative models (i.e. millennial versus generation X and millennial versus baby boomers) of interactive media usage across 21 technology applications. A large national sample (n=3,289) sourced from the Kantar Retail IQ constitutes the data for the models.Findings – Millennial respondents indicate significantly higher usage of interactive media compared to both generation X and boomers across 14 applications. Models indicate that millennials use interactive technologies for utilitarian/information gathering purposes as well as for entertainment. However, they are less likely to purchase online compared to their older counterparts.Research limitations/implications – Models provide evidence that both supports and extends p...

Consumer demographics, ethnocentrism, cultural values, and acculturation to the global consumer culture: A retail perspective

Abstract Globalisation creates threats and opportunities for retailers in both international and domestic markets. Recently, researchers established a framework for examining the development of supra national marketing segments to explain acculturation to the global consumer culture (AGCC) (Cleveland & Laroche, 2007). The research presented here extends their work by examining demographic and cultural drivers of AGCC and the impacts of global acculturation on ethnocentrism towards international retailers among a cross-section of US consumers (N = 492). Findings suggest that, to varying degrees, demographics and individualism impact four of the dimensions of AGCC, while the dimensions of AGCC impact ethnocentrism for food and fashion retailers. Cosmopolitanism and social interaction consistently reduce ethnocentrism towards retailers among the sample data.

Acculturation to the global consumer culture: a generational cohort comparison

While on a global scale consumers are becoming more homogeneous, as a result of the increasingly globalized marketplace, researchers suggest that consumers within individual countries are becoming more culturally heterogeneous. Consequently, M. Cleveland and J. Laroche (2007. Acculturation to the global consumer culture: Scale development and research paradigm. Journal of Business Research, 60, 249–259) advocate segmenting consumers across markets on the basis of acculturation to the global consumer culture (AGCC) rather than segmenting at the individual country level. In this they anticipate AGCC will reflect demographic characteristics. However, little empirical work exists to validate or challenge the assertion that demographics moderate AGCC. This exploratory study uses generational cohort theory (GCT) to examine the relationships between cohort membership and level of AGCC among a sample of US consumers (N = 492). The findings suggest AGCC does identify differences between cohorts.

Consumer receptiveness to international retail market entry

Purpose – The purpose of this paper is to provide a suggested framework for improving the understanding of consumer receptiveness to incoming international retailers. The consumer perception of country of origin against consumer receptiveness index (CRI) is proposed as a method to explore the receptiveness of consumers in the host market to incoming international retailers.Design/methodology/approach – This paper reviews the international retailing literature, highlighting the need for specific knowledge regarding consumer receptiveness to incoming international retailers. A method is proposed to explore how consumers in the host market respond to incoming international retail firms.Findings – The literature review indicates that the majority of the extant work investigates the process from the perspective of the internationalising retailer, while consumer receptiveness to the international retailer has not been fully considered.Research limitations/implications – This paper does not present an empirical ...

A decision tree approach to modeling the private label apparel consumer

Purpose – The purpose of this paper is to profile the private label apparel consumer using demographic and behavioral predictors. The paper also aims to examine cross‐shopping behaviors among purchasers of private label apparel across the five top US private label apparel retailers.Design/methodology/approach – Decision tree analysis is used to model the impacts of demographics and behaviors on private label purchasing. A secondary database (n=1,289) of US private label purchasers provides data for the analysis.Findings – Findings indicate demographic predictors as important drivers of private label apparel purchase among retailers positioned as providers of value, while behavioral drivers are more common among patrons of retailers that are differentiated on service or brand. Cross‐shopping is more common among the retailers positioned on value.Research limitations/implications – The research design provides a profile of the private label consumer but does not explain why this consumer chooses private lab...

Voluntary simplicity: The Great American Apparel Diet

Purpose – The purpose of this paper is to examine consumers’ motivations to participate in voluntary simplicity in the current market environment.Design/methodology/approach – Using established qualitative research methods, 834 individual autobiographies and blog entries from The Great American Apparel Diet (GAAD) are examined.Findings – Six general categories of internal and external motivations to engage in voluntary simplicity are identified. Findings expand marketers’ understanding of voluntary simplicity and the role of virtual communities inspiring behavior in the contemporary marketplace.Originality/value – This research is unique because it explores personal information shared in the blog entries of participants in the GAAD.