Subjects -> ADVERTISING AND PUBLIC RELATIONS (Total: 23 journals)
Showing 1 - 8 of 8 Journals sorted alphabetically
Advertising & Society Review     Full-text available via subscription   (Followers: 15)
Book History     Full-text available via subscription   (Followers: 194)
Design and Culture : The Journal of the Design Studies Forum     Hybrid Journal   (Followers: 29)
Foundations and Trends® in Marketing     Full-text available via subscription   (Followers: 18)
International Journal of Advertising     Full-text available via subscription   (Followers: 33)
International Journal of Complexity in Leadership and Management     Hybrid Journal   (Followers: 29)
International Journal of Market Research     Hybrid Journal   (Followers: 19)
Journal of Advertising     Hybrid Journal   (Followers: 30)
Journal of Advertising Research     Full-text available via subscription   (Followers: 27)
Journal of Consumer Psychology     Hybrid Journal   (Followers: 44)
Journal of Current Issues & Research in Advertising     Hybrid Journal   (Followers: 10)
Journal of Interactive Advertising     Open Access   (Followers: 15)
Journal of International Marketing     Full-text available via subscription   (Followers: 30)
Journal of Marketing     Full-text available via subscription   (Followers: 59)
Journal of Marketing Research     Full-text available via subscription   (Followers: 74)
Journal of Public Policy & Marketing     Full-text available via subscription   (Followers: 18)
Journal of Public Relations Research     Hybrid Journal   (Followers: 23)
Opinião Pública     Open Access  
Place Branding and Public Diplomacy     Hybrid Journal   (Followers: 5)
Public Relations Inquiry     Hybrid Journal   (Followers: 9)
Public Relations Review     Hybrid Journal   (Followers: 21)
RAE-eletrônica     Open Access   (Followers: 2)
Revista Internacional de Relaciones Públicas     Open Access   (Followers: 1)
Young Consumers: Insight and Ideas for Responsible Marketers     Hybrid Journal   (Followers: 5)
Similar Journals
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International Journal of Market Research
Journal Prestige (SJR): 0.393
Citation Impact (citeScore): 1
Number of Followers: 19  
  Hybrid Journal Hybrid journal (It can contain Open Access articles)
ISSN (Print) 1470-7853 - ISSN (Online) 2515-2173
Published by Sage Publications Homepage  [1151 journals]
  • Collection: Privacy and research ethics
    • Authors: Daniel Nunan
      Pages: 271 - 274
      Abstract: International Journal of Market Research, Volume 63, Issue 3, Page 271-274, May 2021.

      Citation: International Journal of Market Research
      PubDate: 2021-05-10T12:57:48Z
      DOI: 10.1177/14707853211015445
      Issue No: Vol. 63, No. 3 (2021)
  • Low-literate versus literate customer experience: Dimensions, consequences
           and moderators
    • Authors: Anubhav A Mishra, Megha Verma
      Abstract: International Journal of Market Research, Ahead of Print.
      This study explores the lived phenomenon of customer experience (CX) across the customer decision journey of two divergent segments of customers in a naturalistic environment. Specifically, the study focusses on understanding the similarities and differences with respect to—(a) dimensions of CX, (b) consequences of CX, (c) moderators of CX, and (d) situating CX in customer decision journey. The findings are in congruence with the various theories from cognitive psychology, environmental psychology, and economic geography. The findings contribute to existing research that is primarily focussed on conceptualizing and measuring CX by providing an in-depth analysis of its formation for these two customer segments. Managers can utilize the findings to identify these touchpoints that lead to relevant customer responses. In all, the propositions drawn from the study findings are assimilated in the theoretical framework that adds to the nascent research on CX and customer decision journey.
      Citation: International Journal of Market Research
      PubDate: 2021-04-09T04:10:28Z
      DOI: 10.1177/14707853211007785
  • Finding yourself in your wardrobe: An exploratory study of lived
           experiences with a capsule wardrobe
    • Authors: Aurore Bardey, Madison Booth, Giuliana Heger, Jonas Larsson
      Abstract: International Journal of Market Research, Ahead of Print.
      Fashion overconsumerism and overproduction have placed the fashion industry one of the world’s most polluting industries. In addition to its environmental impact, research has shown that materialism leads to lower life satisfaction and decision fatigue. Recently, studies have highlighted an increased interest in sustainable fashion consumption and ethical lifestyle. The capsule wardrobe phenomenon, that is, defined by limited clothing pieces that focus on quality, longevity, and minimal or classic design, has gained exposure as a road map for consumers to remain fashionable while consuming less. Until today, no research has evaluated the impact of minimalist wardrobe on consumers. Using a phenomenological approach, the present study method to understand 10 female participants’ lived experiences with a capsule wardrobe. Our results showed a positive impact of a 3-week capsule wardrobe on our participants who felt less stressed, detached from fashion trends, have found joy in their fashion style, and enhanced their awareness of conscious consumption. Our findings highlight the richness of minimalism, sustainable consumption, and self-expression through an innovative and relevant phenomenon.
      Citation: International Journal of Market Research
      PubDate: 2021-02-16T11:58:33Z
      DOI: 10.1177/1470785321993743
  • Using memes in online surveys to engage and motivate respondents
    • Authors: Catherine A Roster
      Abstract: International Journal of Market Research, Ahead of Print.
      This study explored the influence of Internet memes, specifically image macros of animals with motivational captions, on survey respondents’ engagement with the survey-taking experience and subsequent data quality. A web-based field experiment was conducted with online survey respondents from two sample sources, one crowdsourced, and one commercially managed online panel. Half of the respondents from each sample source were randomly selected to see the memes at various points throughout the survey; the other half did not. Direct and indirect measures of survey engagement and response quality were used to assess effectiveness of the memes. Quantitative results were inconclusive, with few significant differences found in measures of engagement and data quality between respondents in the meme or control condition in either sample source. However, qualitative open-ended comments from respondents who saw the memes in both sample groups revealed that memes provide respondents a fun break and relief from the cognitive burdens of answering online survey questions. In conclusion, memes represent a relatively inexpensive and easy way for survey researchers to connect with respondents and show appreciation for their time and effort.
      Citation: International Journal of Market Research
      PubDate: 2021-01-08T03:08:39Z
      DOI: 10.1177/1470785320981821
  • What makes modern Britain laugh' How semiotics helped the BBC bridge
           the Humor Gap
    • Authors: Chris Arning
      First page: 275
      Abstract: International Journal of Market Research, Ahead of Print.
      In 2018, BBC Marketing and Audiences approached semiotic agencies with a challenging brief. They wanted to know the following: What makes modern Britain laugh' The BBC’s younger audiences have been steadily drifting to other platforms and broadcasters to satisfy their need for “funny stuff.” Brands that successfully leverage humor really resonate with this new modern mainstream audience, for example, Netflix, BuzzFeed, YouTube, Snapchat, and so on. The BBC, as part of its remit to continue to be a modern evolving brand, wanted to address this trend by understanding what types of comedy content convey a relatable sense of humor and how to best achieve this. The BBC required insight on the following key objectives:Identify key characteristics of content that younger audiences find funny;Explain how this compares with the preferences of the BBC’s older audiences;Estimate how far the BBC brand can stretch in humor content across platform;Assess the need for innovation across BBC platforms to accommodate fresh content.The project involved a multi-methodology approach, the centerpiece of which was a content analysis of 800 data points of consumer generated content derived from WhatsApp diaries. The semiotic analysis, informed by foundational thinking on humor schools and humor psychology, used an innovative hashtagging system to create a nuanced taxonomy of the mostly memes and viral videos with the primary types (e.g., #cringe, #pastiche, #awkwardness, #black humour, #satire, #schadenfreude etc.). The BBC received a comprehensive taxonomy of more than 50 humor types, a digest of levers of engagement for operationalising the humour, and maps for strategic channel positioning. The work has helped the BBC innovate in three core areas: rethinking their use of metadata for tagging comedy content on the iPlayer platform, modifying their tone of voice across all parts of the business, and in commissioning original comedy podcasts for the BBC Sounds app.
      Citation: International Journal of Market Research
      PubDate: 2021-03-16T06:49:53Z
      DOI: 10.1177/1470785321991346
  • Negative effects of unlabeled response scales
    • Authors: Lars Bergkvist
      Abstract: International Journal of Market Research, Ahead of Print.
      This study used a novel research approach to investigate the effects of unlabeled response scales on response distributions. Instead of responding to standard questionnaire items respondents were asked to report given judgments on either semantic-differential (SD) or agree-disagree (AD) response scales, thereby showing the extent to which respondents agree upon where to place given judgments. Results from a survey-based study (N = 418) show that respondents to a large extent disagree about where to place judgments on the response scale; the level of agreement for different judgment intensities ranged from 42% to 82% and the level of agreement is lower for AD than SD response scales. The low levels of agreement contribute to non-substantive variance in the data which increases the risk of attenuated or inflated correlations between constructs. Moreover, simulations of actual response distributions suggest that unlabeled response scales may lead to a strong bias in the form of underestimated shares of positive answers. Implications for research and marketing research practice of using unlabeled response scales are discussed and it is recommended that response categories on SD and AD items always should be labeled since this will reduce non-substantive variance and bias in the data.
      Citation: International Journal of Market Research
      PubDate: 2020-12-24T04:46:52Z
      DOI: 10.1177/1470785320981815
  • Predicting online shopping cart abandonment with machine learning
    • Authors: Theresa Maria Rausch, Nicholas Daniel Derra, Lukas Wolf
      Abstract: International Journal of Market Research, Ahead of Print.
      Excessive online shopping cart abandonment rates constitute a major challenge for e-commerce companies and can inhibit their success within their competitive environment. Simultaneously, the emergence of the Internet’s commercial usage results in steadily growing volumes of data about consumers’ online behavior. Thus, data-driven methods are needed to extract valuable knowledge from such big data to automatically identify online shopping cart abandoners. Hence, this contribution analyzes clickstream data of a leading German online retailer comprising 821,048 observations to predict such abandoners by proposing different machine learning approaches. Thereby, we provide methodological insights to gather a comprehensive understanding of the practicability of classification methods in the context of online shopping cart abandonment prediction: our findings indicate that gradient boosting with regularization outperforms the remaining models yielding an F1-Score of 0.8569 and an AUC value of 0.8182. Nevertheless, as gradient boosting tends to be computationally infeasible, a decision tree or boosted logistic regression may be suitable alternatives, balancing the trade-off between model complexity and prediction accuracy.
      Citation: International Journal of Market Research
      PubDate: 2020-11-19T02:37:43Z
      DOI: 10.1177/1470785320972526
  • Investigating the impact of coercive exposure on web-advertisement
           performance: Focusing on the mediating role of advertisement fit
    • Authors: Inwon Kang, Xue He, Ilhwan Ma
      Abstract: International Journal of Market Research, Ahead of Print.
      These days, advertisers make every effort to attract users through coercive exposure, so as to achieve web-advertisement performance. However, the validity of crediting actual performances through forced exposure is a moot point, because accompanied unwanted digressive advertisements and unintended mouse clicks imposed on the user, are nuisance factors that can culminate in a negative way. Hence, this study investigates advertisement performance in an elaborate way by focusing on varying effects of coercive exposures. Moreover, when considering advertisement performance, it is appropriate to examine advertisement fit, that is, whether the advertising contents match with services provided by the host website. The results showed that, when subjectively forced to frequent unsolicited advertisement, a user’s negative attitude to the respective advertisement greatly impacts on advertisement performance. Furthermore, if the level of advertisement fit is low, negative attitude is strengthened. This study provides guidelines on more appropriate ways for performing web advertisement, to achieve a genuine performance of advertisement and provide practical web-advertisement strategies for advertisers.
      Citation: International Journal of Market Research
      PubDate: 2020-10-30T09:39:33Z
      DOI: 10.1177/1470785320961355
  • An integrated model for customer equity estimation based on brand equity
    • Authors: Zahra Qorbani, Hamidreza Koosha, Mohsen Bagheri
      Abstract: International Journal of Market Research, Ahead of Print.
      Brand equity (BE) and customer equity (CE) are the two crucial and closely linked concepts in marketing research. This research outlines a new conceptual framework to explore the relationship between the critical elements of BE and CE. Furthermore, using marketing activities, the study quantifies the effect of these activities on CE. The value of CE is computed based on a customer lifetime value (CLV) model in which linear, logistic, and beta regression are used to predict BE, customer acquisition, and customer share of wallet, respectively. We conducted an empirical analysis through questionnaires in an elevator company. The results reveal that brand knowledge and brand differentiation positively relate to customer acquisition. Also, for both existing customers and prospects, brand differentiation plays an important role in the share of wallet. The findings also show that marketing activities have a positive and significant impact on brand knowledge and brand differentiation, and consequently, through the mediating role of BE between marketing activities and CE, on customer acquisition and share of wallet.
      Citation: International Journal of Market Research
      PubDate: 2020-09-17T09:38:10Z
      DOI: 10.1177/1470785320954116
  • Measuring advertising’s effect on mental availability
    • Authors: Kelly Vaughan, Armando Maria Corsi, Virginia Beal, Byron Sharp
      Abstract: International Journal of Market Research, Ahead of Print.
      This study shows that the impact of advertising on consumer memory can be observed using mental availability (MA) metrics. Four MA metrics are used to measure the effect of advertising on a brand’s mental availability, with the results showing that in the majority of cases, MA metrics are greater among both brand users and non-users who are aware of the brand’s advertising, with a greater effect among non-users. From a practical market research perspective, adding MA metrics to existing brand health tracking will have no data collection costs where brand perceptions are already being measured.
      Citation: International Journal of Market Research
      PubDate: 2020-09-16T11:04:51Z
      DOI: 10.1177/1470785320955095
  • Analyzing proprietary, private label, and non-brands in fresh produce
    • Authors: Zachary William Anesbury, Kristin Jürkenbeck, Timofei Bogomolov, Svetlana Bogomolova
      Abstract: International Journal of Market Research, Ahead of Print.
      When purchasing packaged products within a supermarket, consumers choose between proprietary or private label brands. However, when purchasing fresh fruits and vegetables, non-branded produce is the dominant option—with proprietary and private label brands only recently becoming available. Previous fast-moving consumer goods (FMCG) research finds that proprietary and private label brands affect consumer loyalty—however, no research exists for fresh categories. This research is the first to determine the effect of emerging brands in fresh categories on consumer buying behavior. Our research examines consumers’ loyalty toward proprietary, private label, or non-branded fresh fruits and vegetables and the level of customer sharing between these options, using analytical approaches applicable to FMCG categories. The panel data contains nearly 46,000 households making over 8 million purchases in the United States during 2015. Results show that proprietary, private label, and now non-branded fresh produce have expected loyalty levels, for their size, and consumers share their purchases across the three options (i.e., consumers are not loyal to just one option). The study analyzes and interprets purchase data in fresh categories offering marketing academics and practitioners actionable advice for working with fresh produce purchase data.
      Citation: International Journal of Market Research
      PubDate: 2020-08-19T12:40:54Z
      DOI: 10.1177/1470785320948335
  • Measuring attitude toward the ad: A test of using arbitrary scales and
    • Authors: Cong Li, Khudejah Ali
      Abstract: International Journal of Market Research, Ahead of Print.
      Attitude toward the ad is an important construct frequently measured in advertising and marketing research. However, it is somewhat ambiguous in regard to how to quantify attitude toward the ad with a numerical scale. This study examines the practice and effect of using arbitrary scales when measuring attitude toward the ad (i.e., 1–5, 1–7, 1–9, 0–10, and 0–100). A longitudinal experiment with thousands of adult participants (Time 1: n = 2,366, Time 2: n = 1,165) was conducted. The experimental results revealed that different scales, in general, will lead to consistent findings, but if the conventional p 
      Citation: International Journal of Market Research
      PubDate: 2020-08-19T12:40:54Z
      DOI: 10.1177/1470785320949844
  • Attribution and attributional processes of organizations’
           environmental messages
    • Authors: Sumin Shin, Eyun-Jung Ki
      Abstract: International Journal of Market Research, Ahead of Print.
      This experimental study, guided by attribution theory, investigated the impact of the substantiation and specificity of organizations’ environmental messages on perceived communication motivation and how this perception prompts audiences’ affective and cognitive responses. Findings showed that specific messages increased perceived intrinsic motivation, whereas vague messages increased perceived extrinsic motivation; in turn, perceived intrinsic motive positively influenced audiences’ message attitude, organization attitude, message credibility, organization credibility, and organization’s green image, whereas perceived extrinsic motive negatively influenced these aspects.
      Citation: International Journal of Market Research
      PubDate: 2020-07-03T12:41:07Z
      DOI: 10.1177/1470785320934294
  • Special Issue of International Journal of Market Research: ‘Market
           Research & Insight: Past, Present and Future’
    • Abstract: International Journal of Market Research, Ahead of Print.

      Citation: International Journal of Market Research
      PubDate: 2020-07-02T10:29:38Z
      DOI: 10.1177/1470785320941417
  • Multidimensional green brand equity: A cross-cultural scale development
           and validation study
    • Authors: Muhammad Ishtiaq Ishaq
      Abstract: International Journal of Market Research, Ahead of Print.
      A plethora of studies indicate that brand equity is an intangible asset that played a vital role in increasing overall performance and customer preferences. The next logical questions would be the following: “How can a firm offer eco-friendly brands'” and “How can one measure green brand equity'” The purpose of this research is to propose an original, unique, and validated scale to measure multidimensional green brand equity for both products and services in a cross-cultural context. This study used a multistep scale development research design, and collected data from 980 consumers of telecommunication and home appliances industries in Pakistan and Italy. The six-dimensional green brand equity scale consists of social influence, sustainability, perceived quality, brand awareness, brand association, and brand leadership. As the green brand equity scale was invariant across Pakistan and Italy, researchers can test this scale both conceptually in the research and theoretically in the corporate environment.
      Citation: International Journal of Market Research
      PubDate: 2020-06-29T09:51:56Z
      DOI: 10.1177/1470785320932040
  • How do self-brand connections affect ad responses among South Korean
           consumers' The roles of reference groups and message construals
    • Authors: Dong Hoo Kim, Yoon Hi Sung, So Young Lee, Chan Yun Yoo
      Abstract: International Journal of Market Research, Ahead of Print.
      This research explored how self-brand connections (SBCs) influence consumers’ ad responses in South Korea where collectivistic cultures, especially in-group orientations, are highly valued. Synthesizing social identity and construal level theories, Study 1 found that individuals tended to feel proximal to the brand that is perceived to be highly consistent with their in-groups. Furthermore, individuals’ SBCs were found to mediate such a relationship between in-group orientations and psychological distance to the brand. Expanding to the advertising context, Study 2 investigated the interactive effect of SBCs and ad messages construals. The results demonstrated that ads featuring low-construal messages evoked more favorable attitudes toward and purchase intentions of brands with weak SBCs, whereas no such matching effect was found for brands with strong SBCs.
      Citation: International Journal of Market Research
      PubDate: 2020-06-18T11:54:44Z
      DOI: 10.1177/1470785320926803
  • How collectivistic values affect online word-of-mouth
    • Authors: Todd Pezzuti, James M Leonhardt
      Abstract: International Journal of Market Research, Ahead of Print.
      This research uncovers a social factor that helps to explain how a consumer’s cultural orientation affects the extent to which they engage in online word-of-mouth (eWOM). The first study aggregates archival data from 52 countries and finds a positive relationship between collectivism and the extent that consumers share product-related information on social networking sites; however, collectivism is not found to relate to the extent that consumers rate and review products online. A second study examines why collectivism is positively associated with sharing product-related information on social networking sites. Collectivism is measured at the individual level among consumers in two culturally distinct countries—India and the United States. The results demonstrate that a collectivistic orientation is positively associated with similarity among members of one’s online social network (i.e., homophily) and that homophily is positively associated with sharing product-related information on social networking sites. In an increasingly global online marketplace, these findings provide needed guidance on how culture affects eWOM.
      Citation: International Journal of Market Research
      PubDate: 2020-06-12T10:45:27Z
      DOI: 10.1177/1470785320929200
  • Attitudinal and normative responses to advertising stimuli and vaping
    • Authors: Abraham Brown, Seamus Allison
      Abstract: International Journal of Market Research, Ahead of Print.
      Empirical data to show whether exposure to e-cigarette advertising stimuli may influence former- and never-smokers to consider vaping is lacking. We examined whether former- and never-smokers’ cognitive, affective, and normative responses to e-cigarette stimuli in retail outlets will predict their vaping intention. A repeat cross-sectional study recruited 876 participants aged 18–24 years at Waves 1 and 2 in the United Kingdom. Bayesian structural equation modeling tested mediation and moderation effects of the variables of interest. Results from Waves 1 and 2 revealed that the association of salience of e-cigarette advertising in stores and gas stations with vaping intention was mediated by affect and subjective norms among former smokers. Cognitive attitudes of never smokers mediated the relationship between salience of e-cigarette advertising in retail outlets and vaping intention at Waves 1 and 2. Former smokers were more likely to hold stronger affect toward vaping than never smokers at Wave 2. Our study supports the need for stronger policies to restrict e-cigarette portrayals in retail outlets, as advertising messages can trigger strong thoughts, feelings, and norms of vaping. Interventions may benefit from including attitudinal and normative components to promote pro-social behavior.
      Citation: International Journal of Market Research
      PubDate: 2020-06-12T10:43:02Z
      DOI: 10.1177/1470785320929209
  • The role of shopping mission in retail customer segmentation
    • Authors: Ondřej Sokol, Vladimír Holý
      Abstract: International Journal of Market Research, Ahead of Print.
      In retailing, it is important to understand customer behavior and determine customer value. A useful tool to achieve such goals is the cluster analysis of transaction data. Typically, a customer segmentation is based on the recency, frequency, and monetary value of shopping or the structure of purchased products. We take a different approach and base our segmentation on the shopping mission—reason why a customer visits the shop. Shopping missions include focused purchases of specific product categories and general purchases of various sizes. In an application to a Czech drugstore chain, we show that the proposed segmentation brings unique information about customers and should be used alongside the traditional methods.
      Citation: International Journal of Market Research
      PubDate: 2020-05-28T09:20:37Z
      DOI: 10.1177/1470785320921011
  • Can firm innovativeness affect performance' The role of external
    • Authors: Yi Li, Gang Li, Ying Zhang, Jinpeng Xu
      Abstract: International Journal of Market Research, Ahead of Print.
      This research attempts to complement ongoing discussions on the effects of firm innovativeness on performance and explain the role of external involvement in the relationship between firm innovativeness and performance in B2B settings. More importantly, we investigate the effect of supplier involvement, customer involvement, and the interaction of both in the process of innovativeness, and explain how customer involvement and supplier involvement take effects in B2B settings. Using the perspective of organizational information processing theory, we apply the hierarchical regression to examine the moderation effects of external involvement on the relationship between firm innovativeness and performance. Findings show that in B2B settings customer involvement strengthens the positive effects of firm innovativeness on performance, whereas supplier involvement weakens the positive effects of firm innovativeness on performance. We also find that the interaction of customer involvement and supplier involvement weakens the positive effects of firm innovativeness on performance in B2B settings. These conclusions contribute to the knowledge of external involvement and firm innovativeness in B2B settings, and provide theoretical contributions and managerial insights for both academics and practitioners.
      Citation: International Journal of Market Research
      PubDate: 2020-05-01T05:37:40Z
      DOI: 10.1177/1470785320915408
  • Examining manufacturer concentration metrics in consumer packaged goods
    • Authors: Arry Tanusondjaja, Steven Dunn, Christopher Miari
      Abstract: International Journal of Market Research, Ahead of Print.
      The research compares three different market concentration metrics (Concentration Ratio, Herfindahl–Hirschman Index, and Gini Coefficient) over the share of revenue (market share) and their application in consumer packaged goods markets. The metrics are further extended into measuring the share of the ownership of brands and stock-keeping units, to provide further insights into the nature of market competition. These metrics are reported across 16 categories between 2010 and 2014 from the United Kingdom. The Concentration Ratio results show an average market share of 88% going to the top 10 manufacturers, despite accounting for 19% of all manufacturers on average. Similarly, Gini Coefficients show large disparities in revenue shares across manufacturers (0.85), while the Herfindahl–Hirschman Index classifies most markets as being moderately concentrated. The research highlights the advantage of observing multiple metrics in measuring market concentration, as a single metric is unlikely to convey the nature of market competition. The results show Concentration Ratio for the top 4 or top 10 to be good proxies for Herfindahl–Hirschman Index, while the top 10% or top 20% market concentration can be used as proxies for Gini Coefficients due to their strong positive correlations. Rather than applying onerous Herfindahl–Hirschman Index and Gini Coefficient calculations and requiring the details for all competing entities as required, the result enables researchers and industry practitioners to diagnose the state of the competition by simply calculating the aggregate market share of the top N and the top N% manufacturers.
      Citation: International Journal of Market Research
      PubDate: 2020-03-23T11:51:58Z
      DOI: 10.1177/1470785320903978
  • Can the youth materialism scale be used across different countries and
    • Authors: Anna Maria Zawadzka, Agnes Nairn, Tina M Lowrey, Liselot Hudders, Aysen Bakir, Andrew Rogers, Verolien Cauberghe, Elodie Gentina, Hua Li, Fiona Spotswood
      First page: 317
      Abstract: International Journal of Market Research, Ahead of Print.
      As global material wealth rises and young people are heavily exposed to advertising across a range of channels, including rapidly developing social media where material goods are flaunted as symbols of a happy and successful lifestyle, materialism levels across the world seem likely to rise. Given consistent research showing the correlation between materialism and low well-being, this gives cause for concern. However, no studies have so far tested whether current measures of youth materialism are generalizable across different countries and cultures. Our article fills this gap by exploring through a range of internal and external validity tests whether the popular Youth Materialism Scale (YMS) can be used with confidence across China, France, Belgium, Poland, the United Kingdom, and the United States. We show that a 5-item version of YMS is invariant across the countries (internal validity) and that it broadly correlates in expected ways with six different theoretically related constructs: Self-Esteem, Life Satisfaction, Attitude to Advertising, Parental Support, TV Use, and Internet Use (external validity). We believe that researchers and policy makers can confidently use this 5-item version of the scale in international contexts.
      Citation: International Journal of Market Research
      PubDate: 2020-09-17T09:39:50Z
      DOI: 10.1177/1470785320956794
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