Agentic and Communal: Multinational Analysis of Gender Portrayal in Children's Television Commercials
In: Journal of current issues and research in advertising, Band 34, Heft 1, S. 39-56
ISSN: 2164-7313
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In: Journal of current issues and research in advertising, Band 34, Heft 1, S. 39-56
ISSN: 2164-7313
In: Young consumers: insight and ideas for responsible marketers, Band 13, Heft 3, S. 242-254
ISSN: 1758-7212
PurposeThis research aims to examine some of the main sources of frustration in the relationship between retailers and teen shoppers and the coping strategies they use as they interact with each other in a mall environment.Design/methodology/approachData were collected from retailers and teen shoppers via depth interviews and the data were coded using a grounded theory approach.FindingsRetailers in the study expressed frustration with teen shoppers arising from disruptive behavior, and refusal to accept assistance. Retailers attempt to deal with these issues at both the individual and the corporate level. Teens' frustration with retailers stems from being ignored, and/or treated with suspicion. Teens also indicated that retailers attempt to manipulate and persuade them. Teens deal with these issues by neutralizing or proactively coping with the situation.Research limitations/implicationsThe results of this study provide some significant insights for retailers. Most of the retail informants did not report any specific training with respect to interacting with teenage shoppers. The results of this study, however, suggest that providing retail employees with an understanding of teens' shopping behaviors and perceptions might promote more positive interactions with teen shoppers. This study utilized two independent sets of data to capture informants' perceptions and self‐reported behaviors. Studying actual interactions between retailers and teen shoppers might help to address any potential bias associated with self‐reported data.Practical implicationsThe findings suggest that it is not a question of whether or not retailers should interact with teens but rather a question of how to interact with them so they do not feel ignored but also not pressured or treated with suspicion. Retailers should review the current strategies they use when customers first enter the store. By allowing teens to initiate the interaction, they are likely to feel more in control and less pressured.Originality/valueVery little, if any, previous research has combined data from both retailers and teen shoppers in one study. Novel managerial suggestions are made as well as conceptual contributions in the under‐researched area of teen persuasion detection and persuasion coping.
In: Journal of consumer research: JCR ; an interdisciplinary journal, Band 24, Heft 2, S. 159-169
ISSN: 1537-5277
In: Journal of current issues and research in advertising, Band 34, Heft 2, S. 247-262
ISSN: 2164-7313
In: Journal of current issues and research in advertising, Band 27, Heft 1, S. 53-64
ISSN: 2164-7313
In: Journal of consumer behaviour, Band 11, Heft 2, S. 115-123
ISSN: 1479-1838
ABSTRACTThe consumption of makeup by teenage girls may represent a ritual critical to the rite of passage to adulthood. To explore this issue, depth interviews were conducted with 25 teenage girls in France, ages 14–18 years, about their makeup use. The data in this exploratory study suggest that putting on makeup is a ritual that plays a critical role for adolescent girls separating from their childhood and transitioning toward adulthood. Evidence of ritual dimensions (repetition, symbolic, codification, and dramaturgy) was found. The data further suggest that the traditional rite of passage associated with primitive societies is useful in identifying ritual teenage girls' makeup consumption in modern society, although with some differences. Copyright © 2012 John Wiley & Sons, Ltd.
In: Journal of marketing theory and practice: JMTP, Band 19, Heft 1, S. 81-96
ISSN: 1944-7175
In: Decision sciences journal of innovative education, Band 5, Heft 2, S. 375-381
ISSN: 1540-4595
ABSTRACTThis project directly involved students in two different models of instructional development. The first model was a Student Consultant program in which faculty selected from a menu of instructional services carried out by students. Typical services included attending class as impartial observers, soliciting feedback from other students on their learning experiences, videotaping class sessions, and evaluating course Web sites. The second model of instructional development was a program of student‐assisted teaching seminars for college faculty. Student Associates helped serve as panelists and facilitators. Assessments of attitudes toward teaching indicated that faculty members viewed both professors and students as collaborators in the classroom as a result of the seminar series.