Consumer behaviour/Comportamiento del consumidor:
● Gemma L. Mitchell, Claire
Farrow, Emma Haycraft and Caroline
Meyer, “Parental
influences on children’s eating behaviour and characteristics of successful
parent-focussed interventions”. Appetite, Vol. 60 No. 1 (2013) 85-94.
● Pingali
Venugopal, “Urban Orientation of Rural Consumers: Implication
for Consumer Goods Distribution”. International
Journal of Rural Management, Vol. 8 No. 1-2 (2012) 107-119.
Abstract
Demand for
consumer goods in rural markets in the emerging economies is increasing, and
these markets are being targeted by multinational companies marketing consumer
goods. While all companies are designing distribution strategies to reach the
existing rural retail outlets and the periodic markets, a few companies are
also developing innovative modes of distribution. Despite the availability of a
product in the rural retail formats, some rural consumers were found to make
their purchases from a nearby town. This article studied the outshopping
behaviour of rural consumers and identified that the decision of what and where
to purchase consumer goods could be inferred by identifying their urban
orientation. A ‘person–situation’ framework is used to segment the rural market
based on the rural consumers’ urban orientation. This framework would help
marketers plan their distribution for the rural consumers. The article also
suggests a good promotional strategy should support the distribution
strategies.
● Beverley Ayers and Lynn B. Myers,
“Do Media Messages Change People's Risk Perceptions for Binge Drinking?”. Alcohol and Alcoholism, Vol. 47 No. 1 (2012)
52-56.
Abstract
Aims: The current
study investigated the effect of a media health message for drinking on risk
perception estimates (comparative optimism). Methods: Sixty-five young adults
who regularly drink alcohol watched an anti-drinking scenario (having an
accident due to drinking). There were two intervention conditions: 30
participants ‘imagined’ they were part of the scenario, and 35 ‘watched’ the
scenario. They then completed four comparative optimism estimates comparing
themselves to those the same age and gender with similar drinking habits. The
four comparisons were of their likelihood of being involved in an accident due
to drinking; having unprotected sex, when under the influence of alcohol;
having a car accident due to drinking (drivers only) and developing cirrhosis.
There was also a control group (n = 59) who just completed the questionnaires.
Results: Both intervention groups reported significantly lower comparative
optimism for accident, unprotected sex and car accident than the control group.
The ‘imagine’ group reported significantly lower comparative optimism than the
‘watch’ group for accidents. Conclusions. These results highlighted that media
messages can successfully change people's risk perception, and also that
imagination can be a powerful tool in changing risk perceptions associated with
binge drinking.
