Open Access. Powered by Scholars. Published by Universities.®
- Publication
Articles 1 - 2 of 2
Full-Text Articles in Business
Attribute Abstraction, Feature-Dimensionality, And The Scaling Of Product Similarities, Michael D. Johnson, Donald R. Lehmann, Claes Fornell, David A. Horne
Attribute Abstraction, Feature-Dimensionality, And The Scaling Of Product Similarities, Michael D. Johnson, Donald R. Lehmann, Claes Fornell, David A. Horne
Michael D. Johnson
This paper examines the attributes that consumers use when making product similarity judgments and their effect on similarity scaling. Previous research suggests that concrete brands are judged using dichotomous features while more abstract product categories are judged using continuous dimensions. This, in turn, suggests that the appropriateness of spatial scaling increases relative to tree scaling as one moves from brands to product categories. The results of two studies support an increase in the fit of spaces relative to trees from brands to categories. However, the abstractness of the judgments appears to be driving the effect, not the use of features …
The Evolution (Revolution) Of Social Media And Social Networking As A Necessary Topic In The Marketing Curriculum: A Case For Integrating Social Media Into Marketing Classes, Irene J. Dickey, William F. Lewis
The Evolution (Revolution) Of Social Media And Social Networking As A Necessary Topic In The Marketing Curriculum: A Case For Integrating Social Media Into Marketing Classes, Irene J. Dickey, William F. Lewis
Irene J. Dickey
This research first examines social media and social networks as a social phenomenon and its influence on marketing practice. Survey data and an extensive literature review reveal that not only have social networks evolved rapidly during the last few years, but so have social media, consumer behaviors, and subsequently, social media marketing tactics, which are increasingly being integrated into marketing programs. The authors explore the question of whether more time should be devoted to these topics and whether they should be incorporated into the marketing curriculum. This research provides important information, insights and recommendations for incorporating the topic of social …