Consumer behaviour/Comportamiento de los consumidores:
● 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.
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.
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.