Understanding the Behaviour of the Target Market: What do Adolescents Think About when Asked Questions About their Behaviour in the Sun?

Melinda Williams*, University of Wollongong mw483@uowmail.edu.au
Sandra. C. Jones, University of Wollongong sandraj@uow.edu.au
Peter Caputi, University of Wollongong pcaputi@uow.edu.au
Don Iverson, University of Wollongong iverson@uow.edu.au

Keywords: Think-aloud, measurement, adolescent, behaviours, sun exposure.

Abstract
We undertook a project to develop a psychometrically sound instrument measuring adolescent sun-related behavior for use in the evaluation of a social marketing program. During the preliminary stages, we conducted a pilot study to test the face validity of the instrument with adolescents. Think-aloud sessions were completed with 24 adolescents. Results identified gaps in our understanding of adolescent sun-related behavior. Adolescents interpreted ‘tanning’ as specifically lying at the beach in the sun, however also reported behaviours to ‘get a bit of sun’, suggesting adolescents and researchers have different interpretations of key terms. The study highlights that use of the think-aloud technique can improve understanding behaviours of the target market and improve the validity of measures of adolescent sun-related behaviour.

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Word-of-Mouth is More than Recommendations

Magnus Söderlund, Stockholm School of Economics, Magnus.Soderlund@hhs.se
Jan Mattsson*, Roskilde University, mattsson@ruc.dk

Keywords: word-of-mouth, customer satisfaction, recommendations, storytelling

Abstract
Word-of-mouth (WOM) is often operationalized as recommendations, which is only one among several aspects of WOM. Therefore, a focus on recommendations is likely to misrepresent what customers say to other customers. Our empirical study found support for this argument: we found that the sender’s telling of what had happened to him/her, in terms of a story, is an additional part of WOM. We also found that customer satisfaction, generally considered a main determinant of WOM (when it is narrowly defined as recommendations), is a less potent predictor of WOM than the level of incongruence of the event triggering WOM.

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From Charity to Market Orientation: A Necessity for Survival.

P. Chad.* University of Wollongong. pchad@uow.edu.au

Keywords: market orientation, social entrepreneurship, charity, non profit, not for profit.

Abstract
This Market orientation assists for-profit organisations achieve improved performance. Playing a vital role within society, charities can also benefit from adopting a market orientation. A case study of a traditional charity that introduced market orientation is examined. Based on a Foucauldian discourse transformation framework, thematic analysis of in-depth interviews of employees identifies how management utilised a three phase process of new managerialism, professionalism and embedding to change the organisation to a highly successful, market-oriented business incorporating social entrepreneurialism The paper advances academic knowledge of the under-research area of how charities can successfully implement a market orientation. It also offers practitioners valuable hands-on information regarding how to successfully transform and improve charity performance in the face of increasing competition.

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OMG! I got a 44%, (

Dag Bennett, Ehrenberg Centre For Research In Marketing.

Abstract
Students on business courses at a large London university engaged in a number of activities while they were studying, doing research, and coursework. Almost all did something else besides studying–listening to music, watching TV or socializing on computer or mobile-based technologies. By comparing the number and types of activities engaged in while doing school work with final course marks, we found a strong negative relationship between the number of activities and final marks—the more activities that students engaged in while studying, the lower their final mark tended to be. It was also clear that students who worked more hours in part-time jobs or shared living space with larger numbers of other people also achieved lower overall marks, but these factors had less effect than voluntary distracting activities.

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The Effects of Absurd ads on Memory and Persuasion Across Cultures
Katja Gelbrich. Catholic University Eichstätt-Ingolstadt. katja.gelbrich@ku.de
Daniel Gäthke*. Catholic University Eichstätt-Ingolstadt. daniel.gaethke@ku.de
Stanford A. Westjohn. University of Toledo. stanford.westjohn@utoledo.edu

Keywords: absurdity, memory, persuasion, cross-cultural.

Abstract
This paper examines the effect of absurd advertising on memory and persuasion across cultures. Drawing on Hofstede?s cultural values of masculinity and uncertainty avoidance, it is hypothesized that the effect of absurdity on recall is culturally invariant, whereas the effect on attitude toward the ad is contingent on the recipients? cultural orientation. The assumptions are tested using a between-subjects experimental design, in which we manipulated type of absurdity and used masculinity and uncertainty avoidance as blocking variables. Data was collected from 274 students in the US, Germany, Russia, and China. We discuss theoretical and managerial implications of these findings as well as guidelines for further research.

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Switching Channels? How Enjoyment, Dual-tasking and Memory Affect Viewers’ Time Perceptions and Confidence in Judgements

Sonia N. Vilches-Montero. Faculty of Business, Bond University / Universidad Catolica de la Santisima Concepcion, Chile.
Mark T. Spence. Faculty of Business, Bond University.

Abstract
Extant research in consumer behaviour has revealed the consequences of misestimating time to consumers? decision-making. However, very little is known regarding how the subjective experience of time can be distorted. This paper examines how individuals? perceptions of time can be distorted by cognitive processes. Findings from a 2x2x2 experimental design show that individuals? perceptions of time spent watching TV and their confidence in duration judgements are distorted by the level of enjoyment elicited by the audio-visual stimuli series; whether they are engaged in active information processing (dual-tasking); and how memory is affected by time delays.

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Jekyll and Hyde? Social Smokers’ Conflicted Identities

Janet Hoek. University of Otago. janet.hoek@otago.ac.nz
Ninya Maubach*. University of Otago. ninya.maubach@otago.ac.nz
Rachel Stevenson. University of Otago. stevenson_rachel@rocketmail.com
Richard Edwards. University of Otago. richard.edwards@otago.ac.nz
Philip Gendall. Massey University. p.gendall@massey.ac.nz

Keywords: Social smoking, young adults, qualitative research, thematic analysis

Abstract
Social smoking has increased, particularly among young adults, yet remains poorly understood. Because social smokers define themselves as non-smokers, cessation messages fail to reach or resonate with them, leaving them vulnerable to harms they do not believe they face. To explore how social smokers reconcile their behaviour with their self-perception, we conducted depth interviews with twelve young adult social smokers. Findings highlight the demarcation strategies used to differentiate themselves from smokers, the pivotal role alcohol plays in facilitating smoking, and the deep internal conflicts they face as non-smokers who smoke. A simple policy intervention – extending the smokefree areas outside bars – elicited strong support and would help decouple social smokers? Hyde-like behaviours from the identity to which they aspire.

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A Model of Customer Attractiveness in Professional Business Services
Gregory Brush. University of Western Australia. greg.brush@uwa.edu.au
Lin Huang. Enlight Media.

Abstract
Understanding customer attractiveness is critical for suppliers as customers often represent key assets to the firm (Lavie, 2006; Reichheld, 1996; Srivastava, Shervani, and Fahey, 1998). Customers also benefit from being perceived as more attractive to do business with, as greater resource allocation and opportunities for collaboration result. Despite these observations, and evidence that customer relationships are frequently undeveloped (John, 2010), the concept of customer attractiveness is relatively neglected in marketing. Utilising a qualitative methodology, this study investigates customer attractiveness in a professional business services context. The findings support customer economic value, access to customer resources, the social context of the relationship, and availability of alternative customers as key dimensions of business customer attractiveness.

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A Longitudinal Analysis of Consistency in Repeated Choice

Armando Corsi*. Ehrenberg-Bass Institute of Marketing Science. armando.corsi@unisa.edu.au
Cam Rungie. Ehrenberg-Bass Institute of Marketing Science. cam.rungie@unisa.edu.au

Abstract
Consumers‘ loyalty to brand or product attributes can be the results of two different behavioural sources: state dependence and heterogeneity. Several researchers have been able to theoretically separate these two concepts, but problems have arisen in distinguishing them from an empirical viewpoint. The purpose of this paper is to present a new model, known as structural choice modelling (SCM), for the analysis of the sources of loyalty development over time. The model assumes a zero-order choice process and is able to provide a measure of state-dependence and heterogeneity for each of the periods involved in the analysis. While Keane (1997) demonstrated that consumers choice is a ?de-facto? zero-order process, although being theoretically a first-order Markov process, this research affirms exactly the opposite.

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Word of Mouth as Entertainment: Discovering a new WOM Motivator
Bodo Lang. The University of Auckland Business School. b.lang@auckland.ac.nz

Keywords: word of mouth, motivator, affect, satisfaction, involvement, entertainment, exploratory.

Abstract
Word of mouth communication (WOM) is becoming increasingly important for marketing practitioners and academics. Practitioners are interested in WOM because it is the medium for something that advertising interrupts: consumers‘ desire to be entertained. Although many studies have investigated why consumers participate in WOM, no research has explicitly investigated entertainment as a WOM motivator. This exploratory study fills this gap by asking consumers to describe past WOM episodes they have shared with others. Results show that wanting to entertain others is a WOM motivator, and that WOM‘s entertainment value can be magnified through purposeful exaggeration. Entertainment value was highest for extremely dis/satisfying consumption experiences and those with high levels of affect and involvement.

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