PsycINFO

Consumer Psychology and Marketing

Application Guide
Introduction
The American Psychological Associations bibliographic database, PsycINFO, provides an essential resource for researchers, faculty, students and professionals seeking information in the areas of psychology, behavioral science and other related disciplines. Why people purchase the products they do or why they attach importance to some items over others are questions that businesses have long sought to answer. Psychological research on product positioning and branding, persuasion, consumer behavior, and public opinion has applications in marketing, advertising, sales, and product development. The American Psychological Associations research databases, including PsycINFO, are a rich source of information on consumer psychology. PsycINFO can serve as the focal point for your marketing and advertising research.

Research of Relevance to Consumer Psychology and Marketing in APA Databases

Example 1. Maintaining Satisfied Online Shoppers
Consumers are turning more often to the Internet and online shopping to purchase the goods and services they need. What research is available about what electronic retailers should do to satisfy these consumers? A PsycINFO search strategy using the search terms Electronic Retailing and Consumer Satisfaction yielded the following results: Thirumalai, S., & Sinha, K. K. (2009). Customization strategies in electronic retailing: Implications of customer purchase behavior. Decision Sciences, 40, 5-36. doi:10.1111/j.1540-5915.2008.00222.x Tsai, H.-T., & Huang, H.-C. (2009). Online consumer loyalty: Why e-tailers should seek a high-profile leadership position. Computers in Human Behavior, 25, 1231-1240. doi:10.1016/j.chb.2009.05.008 Zhang, J., & Wedel, M. (2009). The effectiveness of customized promotions in online and offline stores. Journal of Marketing Research, 46, 190-206. doi:10.1509/jmkr.46.2.190

Example 2. The Effect of Tobacco Advertising on Smoking Initiation in Adolescents

The connection between cigarette advertising and the initiation of smoking in adolescents is a well-documented area of research. A search of PsycINFO using the search terms Advertising and Tobacco Smoking and applying the age group limit Adolescence yields this research published in 2009: Brown, A., & Moodie, C. (2009). The influence of tobacco marketing on adolescent smoking intentions via normative beliefs. Health Education Research, 24, 721-733. doi:10.1093/her/cyp007 Chang, C. (2009). Enhancing the effectiveness of antismoking messages via selfcongruent appeals. Health Communication, 24, 33-40. doi:10.1080/10410230802606976 Shadel, W. G., Tharp-Taylor, S., & Fryer, C. S. (2009). How does exposure to cigarette advertising contribute to smoking in adolescents? The role of the developing self-concept and identification with advertising models. Addictive Behaviors, 34, 932-937. doi:10.1016/j.addbeh.2009.05.014

Example 3. Cross-Cultural Perspectives on Global Marketing

As globalization has developed, the concept of a global economy has become a reality. Businesses are often dealing with a consumer base that is culturally diverse, and marketing strategies must take this into account. A search of PsycINFO using the search terms Marketing and Cross Cultural Differences retrieves results including the following: Burton, D. (2009). Cross-cultural marketing: Theory, practice and relevance. New York, NY: Routledge/Taylor & Francis Group. Chiou, J.-S., & Chang, T.-Z. (2009). The effect of management leadership style on marketing orientation, service quality, and financial results: A cross-cultural study. Journal of Global Marketing, 22, 95-107. doi:10.1080/08911760902767961 Mitry, D. J., & Smith, D. E. (2009). Convergence in global markets and consumer behaviour. International Journal of Consumer Studies, 33, 316-321. doi:10.1111/j.1470-6431.2009.00746.x

Selected Index Terms

From the Thesaurus of Psychological Index Terms (for more information, visit http://www.apa.org/pubs/databases/training/thesaurus.aspx)

Marketing and Advertising

Advertising Audiences Brand Names Business Investments Business Organizations Costs and Cost Analysis Customer Relationship Management Electronic Commerce Electronic Retailing Emerging Economies Entrepreneurship Fraud Hospitality Industry Internet Marketing Mass Media Persuasive Communication Pharmaceutical Industry Popular Culture Propaganda Public Relations Public Service Announcements Quality Control Quality of Services Research and Development Retailing Sales Personnel Shopping Centers Social Marketing Social Responsibility Supply and Demand Supply Chain Management Supply Chains Telecommunications Media Television Advertising Tourism Trends Websites

Consumer Attitudes and Behavior

Brand Preferences Budgets Charitable Behavior Choice Behavior Consumer Attitudes Consumer Behavior Consumer Education Consumer Satisfaction Decision Making Diets Economic Security Empty Nest Expectations Family Socioeconomic Level Financial Strain Food Preferences Health Care Costs Hobbies Household Management Housing Income (Economic) Income Level Internet Usage Lifestyle Living Arrangements Loyalty Materialism Money Motivation Ownership Personalization Recreation Retirement Salaries Shopping Television Viewing Traveling Vacationing

Consumer Research
Behavioral Economics Consumer Protection Consumer Psychology Consumer Research Consumer Surveys Mail Surveys Telephone Surveys

Products and Product Design

Brand Names Cellular Phones Childrens Recreational Games Clothing Computer Assisted Design Computer Games Cosmetic Techniques Fads and Fashions Films Food Games Magazines Music Newspapers Product Design Toys

Sample Citations
Aggarwal, P. (2009). Using relationship norms to understand consumer-brand interactions. In D. J. MacInnis, C. W. Park, & J. R. Priester (Eds.), Handbook of brand relationships (pp. 24-42). Armonk, NY: M E Sharpe. Albrecht, M. M. (2009). Fake plastic trees: Authenticity in contemporary popular media culture (Doctoral dissertation). Retrieved from PsycINFO. (AAI3340232) Applegate, E., & Hollifield, C. A. (2009). The economic impact of advertising: Whats the controversy? In C. J. Pardun (Ed), Advertising and society: Controversies and consequences (pp. 6-18). UK: Wiley-Blackwell. Boush, D. M., Friestad, M., & Wright, P. (2009). Deception in the marketplace: The psychology of deceptive persuasion and consumer self-protection. New York, NY: Routledge/Taylor & Francis Group. Denham, B. E. (2009). Youth sports participation and attitudes toward societal competition, concern for material items, and the consequences of manipulative advertising. Youth & Society, 41, 124-147. doi:10.1177/0044118X08327517 Grizzle, J. W., Zablah, A. R., Brown, T. J., Mowen, J. C., & Lee, J. M. (2009). Employee customer orientation in context: How the environment moderates the influence of customer orientation on performance outcomes. Journal of Applied Psychology, 94, 1227-1242. doi:10.1037/a0016404 Grunert, K. G., Juhl, H. J., Esbjerg, L., Jensen, B. B., Bech-Larsen, T., Bruns, K., & Madsen, C. . (2009). Comparing methods for measuring consumer willingness to pay for a basic and an improved ready made soup product. Food Quality and Preference, 20, 607-619. doi:10.1016/ j.foodqual.2009.07.006 Kleijnen, M., Lievens, A., de Ruyter, K., & Wetzels, M. (2009). Knowledge creation through mobile social networks and its impact on intentions to use innovative mobile services. Journal of Service Research, 12, 15-35. doi: 10.1177/1094670509333238 Liu, Y., & Jang, S. (Shawn) (2009). Perceptions of Chinese restaurants in the U.S.: What affects customer satisfaction and behavioral intentions? International Journal of Hospitality Management, 28, 338-348. doi:10.1016/j.ijhm.2008.10.008 Rothman, S. M., & Rothman, D. J. (2009). Marketing HPV vaccine: Implications for adolescent health and medical professionalism. JAMA: Journal of the American Medical Association, 302, 781786. doi:10.1001/jama.2009.1179 Soh, H., Reid, L. N., & Whitehill King, K. (2009). Measuring trust in advertising: Development and validation of the ADTRUST Scale. Journal of Advertising, 38, 83-103. doi:10.2753/JOA00913367380206 Vzquez-Casielles, R., Surez-lvarez, L., & Del Ro-Lanza, A. B. (2009). Customer satisfaction and switching barriers: Effects on repurchase intentions, positive recommendations, and price tolerance. Journal of Applied Social Psychology, 39, 2275-2302. doi:10.1111/j.15591816.2009.00526.x

PsycINFO
American Psychological Association 750 First Street, NE Washington, DC 20002-4242 1-800-374-2722 1-202-336-5650 www.apa.org/pubs/databases/

PsycINFO

Abstracts Search www.apa.org/pubs/databases/

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Sample Record
Unique Identifier Title
2009-12143-005 Managing dynamics in a customer portfolio. Sep 2009 English Homburg, Christian ; Steiner, Viviana V. ; Totzek, Dirk Homburg, Christian: homburg@bwl.unimannheim. de; Steiner, Viviana V.: viviana.steiner@evonik.com; Totzek, Dirk: dtotzek@bwl.uni-mannheim.de Christian Homburg, homburg@bwl.unimannheim.de Homburg, Christian Department of Marketing, University of Mannheim, Germany Steiner, Viviana V. Evonik Industries, Germany Totzek, Dirk Department of Marketing, University of Mannheim, Germany Journal of Marketing. Vol 73(5), Sep 2009, 70-89. 0022-2429 (Print) US: American Marketing Association Electronic; Print Electronic dynamics of a customers position in the portfolio exist? As a tool for customer portfolio analysis, the authors develop a segment-based customer-lifetimevalue model. They capture customer dynamics by analyzing how customers switch between segments of different values across time. The authors apply their tool with longitudinal data from four firms with up to 300,000 customers. The results from the empirical analysis and a simulation study provide answers to the three key issues raised. First, compared with a dynamic analysis, a static approach overestimates the value of some customer segments but underestimates others. Second, a defensive versus offensive management of value dynamics is relatively more appropriate for middle-tier segments, whereas the opposite holds true for bottom-tier segments. Third, general customer characteristics and aggregated transaction characteristics indicate future segment dynamics, whereas specific product usage data differentiate customers according to current value. (PsycINFO Database Record (c) 2009 APA, all rights reserved)

Publication Date Language Author

Email

Correspondence Address Affiliation

Keywords

Source ISSN

customer portfolio management; marketing practice; customer behavior; customer relationship management *Consumer Behavior; *Customer Relationship Management; *Marketing

Index Terms

Publisher

Classification Codes Population Group

Human

3920 Consumer Attitudes & Behavior

Format Availability Format Covered Publication Type Document Type

Age Group

Adulthood (18 yrs & older) Empirical Study; Longitudinal Study; Quantitative Study

Methodology

Journal; Peer Reviewed Journal Journal Article 10.1509/jmkg.73.5.70

Copyright

Digital Object Identifier Abstract

Although highly relevant for marketing practice, few studies provide conceptual and empirical insights into customer portfolio management. Furthermore, most approaches to analyzing customer portfolios are static. This article discusses three neglected key issues relevant for a dynamic customer portfolio analysis: (1) Does a static versus a dynamic valuation lead to a different prioritization of customer segments in a portfolio? (2) How does offensive or defensive management of segment dynamics affect portfolio value? and (3) Do reliable predictors for

Holder American Marketing Association Year 2009 20090928 (PsycINFO)

Release Date

February 2010