Suggested reading May 2016: a digest of new marketing literature

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Suggested reading article

‘Emotion regulation and young children’s consumer behaviour ’

Young Consumers, Volume 17, Issue 2, June 2016

Researchers explore how children’s growing ability to effectively regulate their emotions influences their consumer behaviour. The authors use direct observations of children and a survey of parents about their child’s emotional development to give predictions of consumer behaviour. They explore why children who have difficulty suppressing joy or happiness are more likely to ask their parents for consumer goods and are more likely to argue with parents about these purchases.

‘Consumer perceptions of online review deceptions’

Journal of Consumer Marketing, Volume 33, Issue 4, June 2016

This Chinese study has relevance across markets as it looks to investigate consumer perceptions of deceptive uses of online reviews and how these views influence their subsequent purchase behaviour, as well as exploring consumer awareness of fake online reviews, and their suspicion, detection and evaluation of different manipulation tactics.

‘True lies and true implicit: how priming reveals the hidden truth’

International Journal of Market Research, Volume 58, No. 2, 2016

The authors examine the difficulties of garnering truthful responses from market research respondents. The article aims to explain how marketers need to get into a consumer’s ‘implicit mind’ to get the truth about their brands because “the truth lies submerged” and “direct questioning cannot elicit this truth, because we cannot express attitudes that we don’t know we possess”. The paper outlines a method to get these responses and includes a case study from eBay.

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