42 Smart Applications of Marketing Research
We recently received and reviewed an excellent book summarizing practical findings from academic marketing research. It is called Consumer Insights: Findings from Behavioral Research. It is published by the Marketing Science Institute and we highly recommend it. Why is it so good and useful for corporate researchers and marketers?
- It provides a quick overview of what we know in various areas of marketing
- It is organized into 42 useful topics, most of which are relevant to nearly all marketers
- Each topic provides universal findings based on research from hundreds of studies, not just one or two
- Each topic/chapter is short and to the point (just two or three pages)
- Each topic outlines insights, the evidence base, and managerial implications
You will find important applications to almost any marketing effort you are engaged in. For example, here is one that applies to what we are doing right now: “Consumers are becoming more and more suspicious of online bloggers touting products. Thus, a blogger’s attempt to tout a product may actually backfire and reduce consumer trust in both the blogger and the product.” So to allay concerns, it is important to note that we have no connection to the authors, publishers, or sellers of this book! Nor was the book pitched to us, or provided to us free (alas, we paid full price).
Here are the topics covered in the book:
Information Search
1. Effects of Product Knowledge on information Search
2. In-store Decision Making and Unplanned Purchases
3. Perceptions of Product Assortment
4. Variety-seeking Behavior
5. Consumer Search on the Internet
6. Buyers’ Post-purchase Information Biases Pricing
7. Perception of Price Deals
8. Biases in Processing Price Information
9. Effects of the Internet on Consumer Price Sensitivity
10. Effects of Transaction Structure on Price Perceptions & Consumption
11. Perceptions of Price Fairness
Advertising
12. Consumer Attention to Advertising
13. Effects of Ad Likability
Brand Effects
14. Consumer Brand Recall
15. Perceptions of Brand Extensions
16. Brand Dilution and Protection
Consumer Inferences
17. Consumer Inferences and Assumptions
18. Perceptions of Quality Signals
19. Causal Inferences and Consumers’ Judgments
20. Consumer Use of Persuasion Knowledge
Feelings, Attitudes, and Persuasion
21. Effects of Mere Exposure on Brand Liking
22. Influence of Feelings & Emotions on Consumers’ Judgments
23. Persuasion: Elaboration Likelihood Model
24. Consumer Goal Orientation
25. Consumer Attitudes Toward Marketing
Decision Making and Purchase
26. Pre-choice Bias in Brand Choice
27. Consumers’ Intertemporal Preferences
28. Loss Aversion and Consumer Choice
29. Protected Values
30. Purchase Intentions and Purchasing
31. Consumer Habits and Purchase Behavior
32. Impulsive and Compulsive Buying
The Social Consumer
33. Social Contagion and Word-of-mouth
34. Consumer Identity and Purchase Behavior
35. Perceptions of Advisors
Vulnerable Consumers
36. Children and Advertising
37. Aging Consumers
38. Effects of Low Literacy on Consumer Decision Making
Health and Well-being
39. Effects of Nutrition Information and Health Claims on Consumption
40. Mass-media Campaigns and Health-related Behaviors
41. Perceptions of Health Risks
42. Effects of Portion/Package Size and Shape on Consumption
The book is excellent and useful. Get it. It is now available through Amazon at a substantially lower price than we paid.
We learned many things we did not know, and we learned that some of the things we have come to know about marketing through our own experiences now have a wider research base to back them up.
Happy insights, from Versta Research!
—Joe Hopper, Ph.D.
