The dark side of the onion: rethinking the meanings of 'rational' and 'emotional' responses

Article Abstract:

A new linguistic model for facilitating and interpreting consumer response is presented. The model argues against the notion in psychology that rational response is only an external protection of people's hidden feelings. Rather, it proposes the notion that the coded translation of the imaginative experience is driven by socio-cultural factors. Since language and language systems are the rules of culture, the coded rational response may be analyzed using the rules of language.

Methods, Usage, Behavioral assessment, Linguistic analysis (Linguistics)

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Where does your ad work?

Article Abstract:

An advertisement's effectiveness should be measured not in terms of how it works on the average consumer but on how individuals respond to it. The individual responses of more than 30,000 consumers to over 600 advertisements in 70 product categories from 15 countries are analyzed. Findings indicate that individual advertisements are unlikely to be representative of the population of advertisements for a category. Effective advertisements get responses from committed consumers.

Advertising, Advertising and Related Services, Advertising services

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Towards an integrated theory of consumer behaviour

Article Abstract:

An analysis of the different aspects of consumer buying behavior shows that these are systematically correlated. Thus, for a particular brand X, its market penetration is determined by the percentage of buyers of brand X who hold certain attitudes about brand X. On the other hand, the attitudes of past brand X users and those who never tried brand X vary with the percentage of consumers who use brand X.

Consumer Behavior, Consumer preferences

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