Feminism’s fourth wave: a research agenda for marketing and consumer research

2015 ◽  
Vol 31 (15-16) ◽  
pp. 1732-1738 ◽  
Author(s):  
Pauline Maclaran
Keyword(s):  
Consumer Research ◽  
Research Agenda ◽  
Fourth Wave

Using Motivation Theory to Develop a Transformative Consumer Research Agenda for Reducing Materialism in Society

2013 ◽  
Vol 32 (1) ◽  
pp. 18-31 ◽  
Author(s):  
James E. Burroughs ◽  
Lan Nguyen Chaplin ◽  
Mario Pandelaere ◽  
Michael I. Norton ◽  
Nailya Ordabayeva ◽  
...  
Keyword(s):  
Consumer Research ◽  
Research Agenda ◽  
Motivation Theory ◽  
Transformative Consumer Research

scholarly journals Contrasting perspectives – practitioner’s viewpoint on personalised marketing communication

2019 ◽  
Vol 53 (4) ◽  
pp. 635-660 ◽  
Author(s):  
Joanna Strycharz ◽  
Guda van Noort ◽  
Natali Helberger ◽  
Edith Smit
Keyword(s):  
Consumer Research ◽  
Research Agenda ◽  
Process Model ◽  
Future Research ◽  
Marketing Communication ◽  
Practical Application ◽  
Privacy Laws ◽  
Starting Point ◽  
Consumer Perspective ◽  
Practical Implications

Purpose The purpose of this paper is to provide insights into personalisation from a practitioner’s perspective to bridge the practitioner-academia gap and steer the research agenda. A wide scope of research has investigated personalisation from a consumer perspective. The current study aims at bridging the consumer and practitioner perspective by entering into a dialogue about the practical application of personalisation. It takes the personalisation process model by Vesanen and Raulas (2006) as the starting point. Design/methodology/approach Lead by the exploratory character of the study, semi-structured expert interviews were conducted with marketers, market researchers and online privacy specialists. Findings The results showcase how practitioners view the issues present in consumer research. First, they are overly positive about personalisation. Second, they are aware of constraining factors; findings showcase best practices to mitigate them. Finally, practitioners are aware of controversies surrounding personalisation and thus engage in ethical discussions on personalisation. Research limitations/implications This study shows that practitioners have somewhat different believes about the utility and appreciation of personalised marketing practices than consumers. It also shows awareness of some of the key concerns of consumers, and that such awareness translates into organisational and technological solutions that can even go beyond what is currently mandated by law. Six insights into personalised marketing as well as expectations for the future of the phenomenon are discussed to steer the research agenda. Practical implications Insights into the practice of personalisation contribute to a shared understanding of this phenomenon between involved actors, such as marketers, advertisers, and consumer representatives. In addition, implications for lawmakers are discussed, suggesting that the implementation of privacy laws needs more clarity and that actions aiming at improving consumer knowledge are needed. Originality/value The paper contributes to the literature first, by drafting a descriptive map of personalisation from a practitioners’ perspective and contrasting it with the perspective stemming from consumer research and, second, by offering insights into the current developments and direct implications for practice and future research.

scholarly journals Who are the consumers? – The need for a sustainability-integrated consumer research agenda

2016 ◽  
Vol 5 (2) ◽  
pp. 150 ◽  
Author(s):  
Christa Liedtke ◽  
Johannes Buhl ◽  
Melanie Speck ◽  
Lisa Marie Borrelli ◽  
Silvia Monetti
Keyword(s):  
Sustainable Development ◽  
Consumer Research ◽  
Research Agenda ◽  
Critical Discussion ◽  
Research Strategy ◽  
Private Life ◽  
Integrated System ◽  
System View ◽  
Political Perspective ◽  
The Status

<p class="emsd-body"><span lang="EN-GB">In order to make our lifestyles sustainable, changing our consumption patterns is fundamental. Hence, we need to better understand who the “consumers” are and to consider them as an active actor to directly engage for ensuring effective policies. In order to support a resource-light society, production and consumption need to be considered through an integrated system view; within this, consumers play an important role as co-acting subjects. Almost every activity in private life involves a form of consumption aimed at satisfying the subject’s needs and often regarded through an economic lens. Sustainable development is not about abolishing private consumption, but rather about making it environmentally, socially and individually sustainable in its design, organization and realization, also involving ideas of simplicity or renunciation. In this paper, we will assess the status quo of the German and European debates on Consumer Research Policies and discuss the idea to link sustainability research and consumer research – where a strategic relation is currently missing. Within that discussion, an evidence-based and obligatory consumer research strategy in Germany and Europe would represent a significant improvement. A system view perspective is necessary to take into consideration the impressive amount of diversity, and to elaborate realistic economic and consumer policies. Therefore, we propose nine steps for understanding the role of the consumer in implementing sustainable development from a scientific and political perspective. The limitations of this paper are thus a result of the very diverse and often unclear policies and agendas produced by governments. The implementation of the proposed innovative research agenda for a future-orientated and sustainability-based consumer research is not free from challenges. Still, the paper suggests the first steps towards this direction. After a critical discussion of the current EU and German consumer and sustainability policies, nine differentiated and substantial ways to integrate and ameliorate them are proposed.</span></p>

Consumer Behavior Research: Theoretical and Methodological Paradigms Trending

2020 ◽  
pp. 77-115
Author(s):  
Julian Ramirez Angulo ◽  
◽  
Juan Carlos Londoño Roldán ◽  
Keyword(s):  
Consumer Behavior ◽  
Consumer Research ◽  
Research Agenda ◽  
Research Area ◽  
Future Research ◽  
Future Perspectives ◽  
Green Consumption ◽  
Online Consumer Behavior ◽  
Future Research Agenda ◽  
Online Consumer

The purpose of this chapter is to become a guide for future research agenda that allows researchers in marketing and other disciplines to find a way to drive research studies in consumer behavior. The text provides an interpretative analysis of the latest editorials, reviews and research articles published in top-tier consumer research journals. Journals such as the International Journal of Consumer Studies, Journal of Consumer Affairs, Journal of Consumer Behavior, Journal of Consumer Culture, Journal of Consumer Psychology, Journal of Consumer Research, and Psychology & Marketing among others were selected to offer a broad view of the challenges and research opportunities in this growing research area. Analyzed papers have been grouped by common topics into five theoretical streams (homoeconomicus, psychodynamic, behavioral, cognitive, and humanistic) and two methodological perspectives (positivist, interpretive). Results suggest strong affinity in recent papers to cognitive-humanistic-interpretive research focus, with online consumer behavior, transformative and culture consumer behavior and green consumption as main and commonly treated topics. Conclusions and future perspectives on consumer behavior research are, also presented.

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