Pamela L. Alreck

Strategies for building consumer brand preference

The marketer’s principal objective is typically to build a relationship with buyers, rather than merely to make a single sale. Ideally, the essence of that relationship consists of a strong bond between the buyer and the brand. Outlines six strategies for building that relationship: linking the brand to a particular need; associating it with a pleasant mood; appealing to subconscious motives; conditioning buyers to prefer the brand through reward; penetrating perceptual and cognitive barriers to create preference; and providing attractive models for buyers to emulate. The choice of an individual strategy or combination depends mainly on the nature of the branded product or service. The success of the strategy depends heavily on the marketer’s understanding of the preference building and bonding process.

Commentary: A New Formula for Gendering Products and Brands

Gendering a product or brand means associating its image with a sex role stereotype in the minds of consumers. Examines, using research, the requirements and prohibitions of contemporary masculine and feminine sex roles and the kinds of consumers who do and do not adhere to them. Provides ten specific recommendations for choosing a product or brand gendering strategy, based on target market demographics and the tendency for different groups to prefer gendered products or brands over those that are ungendered.

Consumer age role norms, then and now

Recent research has led some scholars to suggest we are moving toward an “ageless society.” This survey project replicates a 1980 study to measure changes in age role adherence and prescriptions. The Age Role Scale scores for six behavior-domain subscales and in total were almost identical to those from the original study. These findings reveal no significant change in age role norms and adherence over the 17-year interim period, contradicting the proposition that age roles are becoming a less important influence on consumer behavior.

Acceptance of the phone-based interface for automated call direction

A survey of 800 adults from the general population was performed to measure public attitudes and reactions toward the phone-based interface for automated call direction (ACD). Attitude, image, calling frequency, behavioral reaction, and demographic data were collected. Results indicate that organizations designing menus for ACD should not anticipate positive reactions from outside callers. Three recommendations can be made from this study: consider the effects on outside callers; minimize the breadth of the menu; and have human operators available.