Putting the Brand Name in Its Right Place

Companies are often preoccupied with the task of choosing a name for a brand. It can be a delicate task with different considerations to make (e.g., cognitive, legal, cultural). However, there are three basic requirements that a brand name must hold to at the outset: being memorable, having a sound pleasant to the ear, and… Read More

Some Fresh Ideas Towards Multidisciplinary Marketing Thinking & Research

It would be wrong to treat marketing as an isolated field or discipline. It is connected with disciplines of management and economics, the social sciences, mathematics and statistics, and more. In the past twenty years we have seen its growing interaction with digital technology and neuroscience. Marketing has evolved through learning from other disciplines, borrowing… Read More

When Aesthetics Meets Neuroscience: Neuroaesthetics

Seeing or hearing a beautiful creation — of art, design, or nature — usually makes us feel good, bringing in us a feeling of pleasure, elevation, calm or thrill. Often enough, the aesthetics of a scenery, artefact or person is realised almost instantly (i.e., astounding beauty). Neuroaesthetics, a young field of the neurosciences, is devoted… Read More

Getting Closer to Consumers Through Ethnography

Marketing and consumer researchers need to employ a dose of curiosity for understanding, more closely and deeply, groups or communities of consumers that are less familiar and more different from them. It can be sought by observation of individuals from the group of interest, listening to and talking with them, and possibly interacting with them… Read More

The Issues Troubling Consumers, and Their Search for Answers

For a fifth year in a row, consumers worldwide are living in an era that can be closely described as very busy, oftentimes turbulent, and full of challenges. It is an unstable era. The events or developments of this era, explicitly or through their consequences, touch on multiple areas: health-oriented, economic, political, socio-cultural, and technological.… Read More

Directions for the Future of Research on Consumer Behaviour

There are so many changes and developments that have taken place since the start of the 21st century to talk about — social, technological, and environmental; the social dimension includes both socio-economic and socio-political changes. Consumers are affected by the shifts that surround them, modifying and adapting their behaviours of shopping, purchase and consumption. In… Read More

Listening to Managers and Consumers When Building Marketing Theory

Academic articles in marketing can be very instructive, occasionally eye-opening, on various issues and topics; one can learn from them about theory, research methodology and models, and the findings and conclusions reached from their analyses. Yet, it would not be presumptuous to say that managers do not rush to search for, read and consult with… Read More

A Spotlight on the Gap Between Purchase Intention and Actual Behaviour

Rick, who is unhappy with the increased frequency of repairs that his current car requires, intends to buy a new car to replace it within the next six months. Sandy, on the other hand, has her mind set on buying a bicycle in the coming month to help her move around more freely within the… Read More

From Research Findings to Business Decisions: Reporting or Telling a Story?

It is a challenge that follows marketing and consumer research for many years: How to get not only the interest of business decision-makers in the findings from research but also their readiness to implement their lessons from the research? More than being intrigued and interested in the details of analytic findings, business decision-makers (e.g., owners,… Read More