Business Commons^™

The Nature And Implications Of Consumers’ Experiential Framings Of Failure In High-Risk Service Contexts, Linda Zayer, Cele Otnes, Eileen Fischer

Linda Tuncay Zayer

No abstract provided.

Grumpier Old Men: Age And Sex Differences In The Evaluation Of New Services, Jeffrey Schmidt, Linda Zayer, Roger Calantone

Linda Tuncay Zayer

Little research attention has centered on how age and sex affect consumers’ evaluations of new products and services. In this study an individual’s age and sex are associated with his or her evaluation of new services, that is, newly released motion pictures. Using data acquired from publicly available and proprietary sources, nearly 2,100 motion pictures released in the United States from 1982 through 2000 were analyzed. The results show that older consumers are more critical of new services and rate them lower after consuming them relative to younger ones. The results also show that women evaluate new services significantly more …

An Exploration Of Men's Brand Relationships, Linda Zayer, Stacy Neier

Linda Tuncay Zayer

Abstract

Purpose – The purpose of this paper is to examine the applicability of the consumer-brand typology developed by Fournier to a segment of heterosexual male shoppers of fashion and grooming products.

Design/methodology/approach – In-depth interviews, collage constructions, and shopping trip observations are the three methods of inquiry in this research.

Findings – A total of 13 of the 15 brand relationships detailed by Fournier are affirmed. Three new relationships emerge in the data demonstrating the fluidity of the typology across market segments and sociocultural contexts.

Research limitations/implications – The research findings provide implications for other consumption contexts which aid …

A Typology Of Men’S Conceptualizations Of Ideal Masculinity In Advertising, Linda Zayer

Linda Tuncay Zayer

This study explores men‟s conceptualizations of ideal masculinity in advertising. Specifically, this research uses a qualitative approach to examine a segment of men who fall into the Generation X cohort. These men, many of whom are Caucasian and single, are largely educated, from the Midwest, and outwardly heterosexual. Exploratory findings reveal the salience of eight themes of ideal masculinity. These include the Adventurer, the Athlete, the Attractive Man, the Daredevil, the Family Man, the Goal Driven Man, the Individual, and the Strong Man. Three themes exemplifying the antithesis of ideal masculinity−the Player, the Partier, and the Slob−also emerged. This research …

The Use Of Persuasion Management Strategies By Identity-Vulnerable Consumers: The Case Of Heterosexual Male Shoppers, Linda Zayer, Cele Otnes

Linda Tuncay Zayer

This paper investigates the relevance of Kirmani and Campbell’s (2004) typology of persuasion management strategies to one group of identity-vulnerable consumers, heterosexual urban male shoppers of grooming and fashion products. Our informants use seeker strategies to refine their conceptualizations of heterosexual masculinity, or to gain expertise. In addition to the seeker strategies Kirmani and Campbell identify, our informants employ three new seeker strategies and use previously identified sentry strategies as seeker strategies. We offer theoretical and managerial insights for those interested in the shopping behavior of vulnerable consumers, and more specifically, heterosexual urban male shoppers of fashion and grooming goods.

Pursuing Parenthood: Integrating Cultural And Cognitive Perspectives On Persistent Goal Striving, Eileen Fischer, Cele C. Otnes, Linda Tuncay Zayer

Linda Tuncay Zayer

This article argues that a fuller understanding of consumer persistence, or repeated attempts to achieve goals, is necessary and can be achieved by adopting an interdisciplinary perspective and integrating cultural and cognitive perspectives on consumer phenomena. Developing insights by examining experiences of informants pursuing parenthood using assisted reproductive technologies, we build on Bagozzi and Dholakia’s (1999) model of goal striving to explore how cultural discourses inform consumers’ cognitions. We analyze how both life-project framing discourses and culturally pervasive discourses affect consumers and demonstrate that a cultural perspective is a vital complement to cognitive models of persistence.