Enhancing the consumer-product relationship: lessons from the QVC home shopping channel

Article Abstract:

One very important aspect of integrated marketing communications is the development and maintenance of a long-term relationship between the consumer and the marketer. The QVC television home shopping channel has proven to be effective in such a mutually beneficial relationship. An examination of taped interactions between QVC program hosts and viewers illustrate how the hosts build parasocial relationships with viewers and employ these relationships to encourage them to buy products through the channel. Marketers who wish to establish such relationships with consumers should learn from QVC's experience.

Cable Networks, Cable and other pay TV services, Home Shopping via CATV, Analysis, Management, Cable television, Online shopping, Home shopping, Cable television advertising, QVC Inc.

---

Consumer acculturation processes and cultural conflict: how generalizable is a North American model for marketing globally?

Article Abstract:

The development of acculturation models in North America is applied to the process of acculturation in Thailand's Muslim and Chinese populations to determine the universal application of the North American marketing context. It is shown that attitudinal acculturation was easily established among ethnic people but did not have the same impact on language selection. In addition, an independent function defined acculturation's behavioral and attitudinal processes.

International aspects, Demographic aspects, Consumer preferences, Acculturation, Assimilation (Sociology)

---

Family transitions during grief: discontinuities in household consumption patterns

Article Abstract:

The impact of the death of a family member on household consumption patterns is studied. Results show that families undergo changes depending on their relationship with the deceased. The death of a spouse leads to changes in household roles, while the death of a child often causes communication problems within the household. The possessions of the deceased also become sacred items, and serve as mementos of ties with the deceased.

Psychological aspects, Consumer behavior, Domestic relations, Family relations, Bereavement

Similar abstracts:

• Abstracts: Avoiding ecological surprise: lessons from long-standing communities. Cooperation between corporations and environmental groups: A transaction cost perspective
• Abstracts: Croatia agrees to continued United Nations peace-keeping presence. U.N. extends Croatia mandate
• Abstracts: Reforming the corporate board from within: strategies for CEOs and directors. Matching an organisation's planning and control system to its environment
• Abstracts: Tracking the effects of comparative and noncomparative advertising with relative and nonrelative measures: a further examination of the framing correspondence hypothesis
• Abstracts: Trade deficit contracted in August. Economy: trade deficit shrank in October 1995. April trade deficit rose sharply

This website is not affiliated with document authors or copyright owners. This page is provided for informational purposes only. Unintentional errors are possible.