| 1. |
- Berg, Hanna, et al.
(författare)
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Elderly consumers in marketing research: A systematic literature review and directions for future research
- 2022
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Ingår i: International Journal of Consumer Studies. - : Wiley. - 1470-6431 .- 1470-6423. ; 46:5, s. 1640-1664
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Tidskriftsartikel (refereegranskat)abstract
- This paper reports a theme-based structured systematic literature review of the growing body of marketing research about elderly consumers. By synthesizing, explicating, and relating this research, the paper offers a structured view of the past and present state of the research field and integrates it into a theoretical framework. The literature review was based on 209 marketing research articles published from the early 1970s to 2021. It identified 13 research topics, which were subsequently grouped into three themes: (1) describing and defining the elderly market segment, (2) age changes and the elderly consumer, and (3) marketing responses of elderly consumers. Based on these themes, the paper presents a theoretical framework and provides directions for future marketing research on elderly consumers. The systematic literature review thus provides clarity to a wide and interdisciplinary research field, facilitating its continued growth.
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| 2. |
- Essén, Anna, et al.
(författare)
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Co-production in chronic care : exploitation and empowerment
- 2016
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Ingår i: European Journal of Marketing. - : Emerald. - 0309-0566 .- 1758-7123. ; 50:5-6, s. 724-751
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Tidskriftsartikel (refereegranskat)abstract
- Purpose - Many scholars have urged firms to empower consumers to become co-producers, arguing that this empowerment leads to a win-win situation that benefits consumers and providers alike. However, critical voices have emphasised that co-production is a way to exploit rather than empower consumers and hence represents a win-lose idea that benefits providers only. Regrettably, these polarised positions remain disconnected and lack empirical investigation. The aim of the present study is to move the debate beyond this stalemate by integrating these perspectives using an empirical study to explore enabling and constraining implications of the attempts to empower consumers. Design/methodology/approach - This paper is based on a qualitative empirical study of an internationally unique example of a long-term co-production process in rheumatology care. Data were collected using both focused interviews and observations. Findings - The study indicates that both the optimistic and the critical perspectives of co-production are valid and the implications of empowering consumers are two-edged. Research Limitations/implications - The study highlights the need to zoom in and analyse how empowering and disempowering mechanisms relate to specific aspects of particular co-production processes rather than to co-production as a general phenomenon. Practical Implications - The empirical data illustrate the feasibility of employing patients in everyday healthcare production through simple means while raising numerous issues related to, for example, traditional healthcare roles and process design. Originality/value - The present study of a unique, long-term co-production illustrates how both perspectives of co-production are valid.
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| 3. |
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| 4. |
- Lipkin, Michaela, et al.
(författare)
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Preferential treatment in the service encounter
- 2014
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Ingår i: Journal of Service Management. - : Emerald. - 1757-5818. ; 25, s. 512-530
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Tidskriftsartikel (refereegranskat)abstract
- Purpose - The purpose of this paper is to examine reactions when customers in service encounters receive preferential treatment (i.e. something extra in relation to other customers). The examination is conducted in a social context that allows the customer to compare what he or she receives with what other customers receive. The main effect variables are perceived justice and customer satisfaction.Design/methodology/approach - An experimental method is employed to examine the effects of providing customers with preferential treatment. The study involves four treatment groups with various combinations of receiving or not receiving preferential treatment.Findings - Customers perceived preferential treatment as relatively unjust. This was true for customers who received the preferential treatment and for those who did not. However, customer satisfaction among those receiving preferential treatment was enhanced, thus signaling that preferential treatment affects perceived justice and satisfaction differently. In addition, different contexts for receiving preferential treatment (i.e. receiving it alone or sharing it with another customer) produced different levels of customer satisfaction.Originality/value - The extant research on preferential treatment has failed to acknowledge that this treatment often occurs in the presence of several customers, which is likely to evoke perceptions of justice. At the same time, extant research on perceived justice in service situations has mainly focussed on service failures as antecedents of justice perceptions. This study attempts to extend theory on both preferential treatment and perceived justice in service-encounter settings.
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| 5. |
- Rosengren, Sara, et al.
(författare)
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Bridging Theory and Practice in an Applied Retail Track
- 2018
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Ingår i: Journal of Marketing Education. - : SAGE Publications (UK and US). - 0273-4753 .- 1552-6550. ; 40:1, s. 6-16
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Tidskriftsartikel (refereegranskat)abstract
- In this article, we present an educational approach that bridges theory and practice: an applied retail track. The track has been co-created by faculty and 10 partnering retail companies and runs in parallel with traditional courses during a 3-year bachelor's degree program in retail management. The underlying pedagogical concept is to move retail education from simple dissemination of knowledge toward the production of learning by way of experiential, situated, and skill-based learning. Overall, we believe that this learning approach has helped to create a win-win-win situation for students, retailers, and faculty. Students gain unique insights from retail practice to complement their topically oriented course-based learning, thus enhancing their attractiveness to employers after graduation. Retailers gain in-depth knowledge about the competencies of young prospective employees, and faculty and retailers jointly benefit from exchanging ideas about contemporary challenges in retailing. This article describes the program's main features and successes and offers recommendations for others seeking to implement all or some of its components.
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| 6. |
- Söderlund, Magnus, et al.
(författare)
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The allure of the bottle as a package: an assessment of perceived effort in a packaging context
- 2017
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Ingår i: Journal of Product and Brand Management. - : Emerald. - 1061-0421. ; 26:1, s. 91-100
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Tidskriftsartikel (refereegranskat)abstract
- This paper aims to assess the impact of perceived effort related to packaging on overall product evaluations. Perceived effort, defined as the consumer’s perceptions of how much manufacturer effort that lies behind an offer, is assumed to contribute to evaluations by signaling unobservable characteristics of an offer.Design/methodology/approachThree between-subjects experiments were conducted with soft drink bottles, which were subject to variation in perceived effort.FindingsThe results show that perceived effort was positively associated with overall evaluations. The results also show that the impact of perceived effort was mediated by product quality perceptions, which indicates that effort signals quality.Originality/valuePerceived effort has to date not been examined in the packaging literature. The present findings thus imply that models of packaging characteristics and their impact on consumers would benefit from including the effort aspect.
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| 7. |
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| 8. |
- Töndevold Liljedal, Karina
(författare)
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Communicated consumer Co-creation : consumer response to consumer Co-creation in new product and service development
- 2016
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Doktorsavhandling (övrigt vetenskapligt/konstnärligt)abstract
- This thesis explores both participating and non-participating consumer responses to consumer co-creation in new product and service development. Participating consumers can ideate and select new products or services that the brand can offer to the market. To date, research has predominantly focused on participating consumers. We know much less about non-participating consumers, who typically find out about consumer co-created products and services through brands’ marketing communication. This thesis contributes to consumer behaviour, marketing communications, and the research on new product development, by identifying and explaining some of the factors at play in current consumer marketing, where the brand is no longer the sole source of new products and services. In five articles I present empirical research conducted in a longitudinal, qualitative study and six experimental studies. The findings show that the success of new co-created offerings is dependent on consumer perceptions of the meaning of consumer co-creation in terms of who and why consumers are involved, how they co-create, and the type of products and services in which co-creation results. The findings in this thesis can guide practitioners in the design and communication of consumer co-creation, because marketing effects of consumer co-creation are affected by a number of factors that practitioners often have some degree of control over.
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| 9. |
- Töndevold Liljedal, Karina, et al.
(författare)
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Consumer responses to pictures of co-creating consumers in marketing communications
- 2020
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Ingår i: Journal of Consumer Marketing. - : Emerald. - 0736-3761. ; 37:7, s. 775-784
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Tidskriftsartikel (refereegranskat)abstract
- Purpose Co-creating consumers are often featured prominently in marketing communications for new co-created products. Previous research has only investigated the responses of non-participating consumers by describing co-creating consumers in text. This paper aims to examine consumer responses to combinations of text descriptions and pictures of co-creating consumers. Design/methodology/approach An experimental study used a reference group perspective to explain non-participating consumer responses to communications about co-creation with consumers in new product development. Findings Pictures of co-creating consumers moderate the effects of texts describing consumer co-creation on brand attitudes. The brand effects of describing the co-creating consumer in text as belonging to a dissociative group are negative when the picture looks similar to the non-participating consumers. If the co-creating consumer looks dissimilar to the in-group, the reference group text has no effect. Self-brand connection mediates these effects on brand attitudes. Research limitations/implications A reference group perspective is introduced as a boundary condition to the research on the communication of consumer co-creation. The effects on brand attitudes depend on the pictorial representations. Practical implications Companies should be advised to avoid portrayals of co-creating consumers that could cause dissociation in relevant consumer groups. Originality/value Neither reference group associations nor pictorial descriptions of co-creating consumers, have hitherto been investigated with regards to consumer co creation, despite the frequent inclusion of consumer imagery in advertising for consumer co-created new products.
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| 10. |
- Töndevold Liljedal, Karina, et al.
(författare)
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Consumers' response to other consumers' participation in new product development
- 2018
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Ingår i: Journal of Marketing Communications. - : Taylor & Francis (Routledge): SSH Titles. - 1352-7266 .- 1466-4445. ; 24:3, s. 217-229
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Tidskriftsartikel (refereegranskat)abstract
- In this paper, we investigate how consumers react to information that the brand has involved other consumers in the development of its new product. More specifically, we investigate how the participation of other consumers in either the ideation, where consumers come up with product ideas, or selection, where consumers select which out of many products the brand should produce and market, impacts on consumers' evaluations of the product and perceptions of the brand. Drawing from the literatures on brand schema and congruity, we hypothesize that by way of its effects on perceived brand uniqueness and brand attribution, consumer participation in new product ideation (selection) impacts more favorably on product and brand ratings when the product is incongruent (congruent) with the brand. An experimental study with 386 consumers supports the hypotheses.
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