Consumer attitudes: Cynicism, resistance

 

Generation is Y sharp, cynical and not impressed with the spin of marketing and PR professionals. Unlike previous generations, this one inhabits virtual communities where brand reputations are made an ...

The article reports research among young people studying a) their aspirations and concerns (and the place of commercial products within them), b) attitudes to advertisements. Results suggest that mate ...

This April 2009 article highlights unemployment (US rates of which were rising fast at time of writing) as a "linchpin" of society, crucial for consumers' sense of wellbeing as well as their financial

The article describes a research project for the bank HSBC into people's attitudes to the financial situation. The project, started in August 2008, was originally intended to look at the credit crunch

Most consumer brands are not creating value. The exceptions share a set of "energized" attributes that companies can identify and exploit. John Gerzema and Ed Lebar present research analysin ...

This paper deals with collective consumer resistance - that is, organised forms of reaction against the market. In detail, it describes BookCrossing (BC) as an alternative mode of book exchange. This ...

The provision of goods and services in India has been transformed in the last ten years: where once it took weeks to get a phone installed, it is now a matter of hours; previously, brand choice was li ...

This 2008 article discusses the "personal boundaries" that have been set up by US consumers, in response to brand messages they find excessive or annoying. Technological advances, specifically the adv

This Yankelovich report outlines the most critical values shifts that took place among US consumers between 2003 and 2008. In some cases, these values shifts were in motion before 2003, but they have

This report reveals the findings of a new Yankelovich MONITOR® OmniPlus study that explores the concept of "ethical consumption": how US consumers feel about it, how their attitudes pla ...

Using a wealth of examples - from the Diet Coke/Mentos experiments to Dove, Red Bull and Oxfam - Brian Dargan and Matthew Hunt, from DraftFCB, explain the challenge of 'digital extremists'. These are ...

Chris Peterson, founder of Chautauqua Communications, argues that clients no longer need conventional agency creative departments and disciplines. The advent of the pro-active, internet-smart consumer ...

This paper introduces the idea that businesses ought to be concerned about a form of consumer protest known as culture jamming, and then sets out the problem of how to research a phenomenon that is no ...

Most marketing relies on the art of persuasion to lead consumers to buy a product or service. But attempts to influence consumers' purchase patterns through persuasion are often met with psychological

The threat of being permanently tagged as a model of social irresponsibility haunts the pharmaceutical industry in emerging markets like Brazil. For different reasons, the conditions to put the perfor ...

As consumer healthcare costs escalate, the pharmaceutical industry continues to lose consumer trust. Pharmaceutical companies can reduce consumers' drug costs as a route to improving the industry's im ...

This paper looks at how trust, authority and science are currently 'communicated' in the pharma and other sectors. Semiotic analyses show how it is possible to leverage certain codes in order to build ...

Understanding underlying consumer needs and drivers of trust can help build intense consumer relationships. Exploring the consumer experience across CPG, automotive, financial services and other secto ...

This Yankelovich report outlines the most critical values shifts that have taken place among US consumers between 2001-05. In some cases, these values shifts were in motion before 2003, but they have

Anti-globalisation thinking is strong across Europe, especially in France and Germany. This paper explores how anti-globalisation thinking affects younger consumers, an important market for brand owne ...

The ability to innovate is a fundamental marketing activity, yet it remains a precarious one for many marketers. Market learning is frequently viewed as a precursor to successful innovation, but the t ...

Based on UK and European research conducted by Synovate in 2004, Clare Langham and Lucy Blakemore argue that wellbeing - a combination of physical, emotional and spiritual fulfilment - is more relevan ...

This 2005 report on the Yankelovich MONITOR OmniPlus study aims to provide marketers with a better understanding of how to re-engage marketing-resistant consumers. It looks to answer what attitudes an

Discusses the growth of anti-American feeling, and whether it is a real trend that marketers need to take into account. The study reported combined desk research, qualitative expert interviews, group ...

Suggests that the philosophy of Marx, especially his concept of `alienation’, applies to consumers today, as they become more cynical about the aims of commercial and political marketing. Consumers ar ...

Over the last few years ‘trust’ has become one of the most talked about issues in marketing, research and academic circles. While it is claimed that trust is collapsing, trust is seen to be more impor ...

Discusses Consumer Cynicism, about which marketers complain. Argues that marketers are mistaken in regarding such cynicism as wholly negative, and to be overcome by even more strident communication an ...

Argues that business leaders now face the same challenges as politicians, as a result of a more aggressive media and assertive public. Companies are evaluated the same way as political parties. The co ...

Jim Stengel of P & G asserts that consumers are gaining control over areas previously owned by manufacturers and that the marketing industry has been slow to respond to the new landscape. He contends ...

The author contrast present day consumer habits with those of the 1970's. He identifies what has changed including gender roles, consumption of exotic foods, men doing more cooking and increased eatin ...