Critics on Journals
Journal One: Deconstructing Consumer Behavior: Theory and Practice
The journal has implications to such dichotomy present in theory and practice as there challenges in distinction between consumer behavior theory and practice which can be placed at certain factors of theory and practice as it can be that a theory won’t be effectively represented without an indication of practice for it is in the state of practice that consumer behavior avoid accounts of problems and or issues faced by the providers of constructive behavior. There ignores the effects theory and practice have on one another, from within there points to the hierarchical relationship between academic researchers and marketing practitioners in which basic research is more dominant and privileged than applied research (p. 9). The impeding presence of criticism is everywhere upon manifestation of such is known for not just in the human based structures but also with gradual base of situations from where acts of behavior is determined and incurs to theory and practice which results in binary dualism indicating that theory is always paired with practice and the other way around. There is mutually recognized research that is well planned and applied from within definite knowledge grounds and assimilation thus, the journal sets in to effective market practice from the fact that consumer behavior is related into allowing in desirable consumer research but, cannot escape from criticism as it is a must to persuade and or convince researchers to focus on real problems of commerce industry (p. 9) and to integrate conceptual abstraction of consumer behavior rather than have attention on marketplace adhering to pragmatic application (p. 9) that is to create a precise encounter of these behaviors into the real setting viewed and noticed in the market areas and domains where leads to the assumption of deconstructionism upon conveying ideas that obsolete categories of thought will need demolition in order to be erected in (p. 10), Derrida (1981) allowing in Western thinking to eminence from its culture, agreeing that the deconstructionism is to draw attention in which dualisms regulate consumer perceptions of reality into order and meaning (p. 10), it can be that theory and practice of marketing have different notions as sometimes, there is a matter of acceptable behavior or not as placed by the consumers in order go beyond what he expected of something be it on services or products they used. Indeed, the process of deconstructionism is of critical stature placing in human argument relating to discipline paths from wherein consumer research is pivotal to the needs of key players that can be responsible for changes towards consumer behavior and how consumers decide, think and feel from posits of deconstructionism of certain degree of theoretical assumptions and practical ways known into binary dualism pressing in debates on consumer awareness and relationship of consumer behavior in such theory and practice success. Dualism thinking of consumer behavior is of positive utilization as roles are met and adopted in terms of influence found in most crucial manner. The avoidance of criticism can be less in proportion as market changes in such trends, segmentation, mix and others so, it is just noticeable that consumer behavior also changes and so with dualism in theory based categories and practice oriented outcomes such as those that assume interface from within alternative knowing emerge well, of dualism demonstrating criticism as well as existence as the overall structure astounds to the practice keeping as supported by theory explanations in respect to the process thinking (p. 14). Thus, deconstruction relies to boundaries and ratings as all theory is based on practice such as in consumer behavior theory as well as research and the importance of applied research is a factor upon marketing strategies are formed from alternative systems linked in theory and practice (p. 16) and the response have to right and with evidence such as the instituting of consumer behavior theory and practice and the innovative consumer researcher relation grounds. The journal speaks of important words like deconstructionism, dualism, consumer behavior, theory and practice adding to the value put in research approaches and paradigms by being into the process of assumed effects of deconstruction in consumer behavior despite of debatable issues, arguments and criticisms signaling in successful market based research that are noted with basic and or applied theory and practice supporting the statement that, alternative ways as well as the creation of innovative coalitions that is, deconstructionism can help in invigorating rather than diminishing consumer behavior understanding of its theory and practice but, it is only possible upon composition of research integrity, vigor, salience as well as spontaneity in terms of actualizing research actions keeping in consumer research to value and support theory and practice in whatever way there is.
Journal Two: Attitudes and Emotions as Determinants of Nostalgia Purchases: An Application of Social Identity Theory
The journal caters to the nostalgia which put emphasis that maybe yearning for the past, and the feeling or mood that accompanies nostalgia has the capacity to affect preferences for possessions that generate nostalgic responses (p. 99) in Holak and Havlena (1998) as nostalgia is used to develop, sustain and create individual identities from within shared group from certain time (p. 100) like for example, the presence of SIT that predicts membership of social group distinction as there influence on people’s attitude and emotions in a stimuli reminding of time being shared with other members allowing in social identity to be found in empirical study, applied and tested based on nostalgia dominance. True, that identity matters a lot mostly those that comprise with social application as well as recognition of the society, the majority of nostalgic purchases is known into as being essential to knowing who individuals are upon also acting as link for present and future time space individual belongs to (p. 99). Agreeing that there is nostalgia happening in every consumer behavior, indicating mood or emotion as produced by certain experiences affiliated to past time and with capacity to produce possession preference generating responses that are amiably nostalgic such as those that relates to a memorabilia purchasing (p. 100) in Hirsh (1992) as well as Holak and Havlena (1998). In addition, there is truth underlying the situation as there can be that, companies are using nostalgia to position certain products in the marketplace in order to differentiate themselves from competitors allowing in emotional attachment to some brands and influencing preferences for brands by connecting individuals to previous experiences (Holbrook and Schindler, 20003; Thomson et al., 2005), agreeing that nostalgia implies to acts as well as feelings providing in friendship bonds, shared experiences among communities reflecting in such effect sense. Thus, attention paid to nostalgia in marketplace and consumer behavior it can be true that domain may lack solid theoretical structure as difference in nostalgia is possible like based towards awareness of individual’s fine condition and to loss autonomy and freedom if not manifested early control of negative emotions in consumer culture (Turner, 1987) and that, time representation varies according to consumer environment (Hall, 2000), in the field of social instances, it can be that, nostalgia cannot be felt in similar way and symbolizing in various span of life such as those that are stressed in marketing because of consequences on consumption and relationships of the group members. Nostalgia then helps to build the present and to plan future as brand being willing to remind the consumers that it has been a forerunner. Furthermore, the importance of examining nostalgia phenomenon and that there has been effective stature of certain dual process a one model integrating to social identity theory which are not detected from various studies relating to consumer behavior in nostalgia reality, as through structural equation model, found in journal certain empirical outcome showing consumers' intentions to purchase nostalgic products are ideally affected by yearning for of emotions as well as attitudes about the past and linkages to research status is known even if nostalgic products may have little practical benefit other as reminder of the past as the use of social identity theory can be impetus to the process of consumer behavior and how each consumer act, feel and think on such marketing ways and be able to understand what drives purchasing of products that have a nostalgic nature (pp. 108-109) as there connects to cognitive and emotional aspects regarding group membership of a time frame from wherein capacity to influence behavior of the consumers are noted from the purchasing notions there is and with several determinants of the situation works within greater heights of nostalgia principle and mechanism and supporting in research outcome that emotional and cognitive ways affect purchase intentions in nostalgic manner and that, the process is desirable to keep in marketers and key players on a solid state and not to be affected by circumstances that no good to the business as nostalgia comes in context without precise condition unless researched and proven real in the side of social identity recognition and theory acceptance points providing in relevance to nostalgia research investigations. Indeed, realizing that nostalgic purchases imposes core function placed through attitudes and emotions of consumers leading them how to behave under certain specifications and stance, as there influence towards consumer preference and certain nostalgia levels among social groups and the attribution of social centered variables such as those linked through language as well as status of income and believing that nostalgia not only influences consumer preference but, the nostalgic consumers represents vital market segment which can be due to complexity of the nostalgic purchase and several marketers may need to be cautious when they are utilizing SIT as a tool for nostalgia determination allowing in functions of a marketing tool.
Journal Three: Green Marketing: legend, myth, farce or prophesy?
Green marketing dominates from having in impression that has been underachieved allowing in the presence of green revolution in the areas of marketing linking to consumers as well as innovative products although not precisely put in material from the fact that, several consumers were being disillusioned and there has to be keeping a solid amount of green products into the market and that issues have to take on the side from the basis that, certain companies have become cautious about launching environmental centered campaigns and avoid issues of green washing that can effect their operations and leadership. There implies to tragic story of failure, such prophecy concerning marketing future and presence of corporate interest in green marketing are indicated by market research findings suggesting major changes and innovations for example, one “survey found that 92 per cent of European multinationals claimed to have changed their products in response to green concerns, and 85 per cent claimed to have changed their production systems in (p. 358), Vandermerwe and Olliff’s (1990). The value of green marketing is imperative to the calling of clean and successful environment from which people can enjoy and be proud of it is not merely a legend or a myth as reality comes into the picture with research considerations and that research evidence are emerging recognizing growth towards green consumerism. Thus, not really convinced of the pressing assumption where there noted in green marketing have failed in changing the business in moving in to sustainable reality as there some critics pointing to reduction in advertising claims as decline, while others saw improvement as there reflects mainstream market improving its environmental performance with demands for green products upon agreeing to the statement that, green marketing will not work in the face of consumer distrust and others points possible. Furthermore, the journal have noted in several proponents study like for instance, Menon and Menon (1997), which characterize the “early response to environmental concern of many companies as typified by the establishment of specialist environmental functions and in marketing terms, in playing bigger role in firm's marketing communications strategy to allay public concerns to internalize certain regulatory agencies” in (p. 361), as there can be green spinners integrating failure to debate with as well as listen to various stakeholder groups from within mindsets. The relevance of public relations is crucial into the process in order for consumers to accept in positive assimilation of green marketing and its significance. Aside, green spinning will truly be a failure unless being involved and consulted from within consumers and certain groups that are to be persuaded by presence of commercial enterprises. Due to the situation agreeing that, marketing managers could scrutinize certain products and production processes searching for solid indication that such products as put into something environmental oriented goodness and if not, it can be of something environmental centered badness. Green marketing change is impetus for sustainability presence, as change could be radical and challenging one for marketing in terms of thought, practice and market research aside, marketing will continue to act as an obstacle to progress towards sustainability and that, progress will depend on combined efforts of marketing players as Peattie (1999) asserted that, there “depend on convincing consumers that the changes required are necessary and worthwhile, and that the benefits and motivations involved are genuine” in (p. 367). Generally, it can be that green marketing have developed mythology and legends abound about the difficulties posed by corporate cultures when trying to develop green oriented strategies and be able to address sustainability as one serious issue but, farce in early green marketing claims and the need to be aware of effects caused by environmental crisis found into lack of consumption, and be on the side of green marketing and be able to recognize win-win philosophy, also competitive in price and technical performance. Green marketers can pursue radical change and try to be more genuinely sustainable internalizing environmental such as in production and the readiness of consumers is ideal, market needs to operate within society in which sustainability is adopted as policy goal, but pursued through policy implementation making progress towards sustainable marketing. The journal did review green marketing from within critiquing on the theory and practice understanding in marketing discipline from its contribution to sustainable progress there has been as there examine elements of green marketing theory and practice through employed logic of the question, “has marketing failed, or was it never really tried, of seeking to identify false marketing that have hampered progress?
Journal Four: Applying the Technology Acceptance Model and Flow Theory to Online Consumer Behavior
There has been determining factor of online consumer behavior from several theories in application mode, as the journal rests on certain Technology Acceptance Model and Flow Theory (p. 205) respecting in online consumer presence as there was considerations that online consumer can be a shopper and at the same time a computer user. The journal does account for effectiveness of information system constructs as well as marketing stature and the use of psychology from within integrated theoretical framework of online consumer behavior. The journal found to have examinations of how emotional and cognitive responses from within visiting web based store for the first time do really influence the views and ideas of online consumers’ as well as have the intention to return and their likelihood to make unplanned purchases (p. 215). The instrumentation is of reasonable state initializing good measurement property from within validated network. The empirical study presence is just fine, as questionnaire incurs positive weight in research, as being use upon testing the nomological network. Thud, identity of the online consumers are imperatively known at as there confirmation towards their double identity as an online shopper as well as computer user because of shopping enjoyment and perceived usefulness of websites as predicting intentions for return usage. The web skills and the use of value based research mechanisms have significant impact on online consumer from within better understanding of consumer behavior found in internet process. The attracting of the online consumer into competitive internet market structure as true that, online consumer behavior has been studied, explaining the fundamentals of consumer behavior, describes the consumer buying process as learning, information processing and decision making activity as made between high and low involvement purchasing, implying that in practice the actual buying activity can be less or more consistent with this model, depending on the buyer's perceived purchasing risks. While many researchers do not see any fundamental differences between the traditional and online buying behavior, it is often argued that a new step has been added to the online buying process: the step of building trust or confidence (Lee, 2002; Liang and Lai, 2002) and that, interaction of factors underpin online decision making process of the shopper and computer user, these consumers are being known for and it can be that, online marketers influence the decision making process of online customers by engaging marketing tools upon creating and delivering proper online experience, the web experience combining online function, information as well as services, of such online clients. There contribute to ongoing theoretical debate on online consumer's behavior by several ideas of researchers and identifying issues for theory based research as for instance, online shopping experience considers online customer as of two identity, not simply a shopper but as well as technology user (Cho and Park, 2001) and argued that, online experience is complicated issue than the physical shopping experience of exposure to combination of online marketing tools influencing behavior of online consumer as primary means of delivering web experience is the corporate sites in a way not only addressing the client's product needs and expectations but also assisting the customers through the steps of the buying process needed instrument of customer service and persuasion rather than simply online brochures, catalogues of products. These customers associate convenience with easy and fast information browsing, shopping and settling of online transaction, online customers expect easy site navigation and easily accessible information those engines providing fast and reliable results helping customers to quickly locate information they need and certain balance approach is necessary in facilitating interaction with online users willing to share experiences and suggestions leading to better awareness of online consumer behavior through theory applications of interaction with online market settings along with new methods for enhancing customers’ online experience, a starting point for consumer behavior research in development of comprehensive theory into online purchasing attitudes. Truly then, the usage of value added search mechanisms may influence the experience of online consumers that can in turn affect their behavior. The use of utilitarian tool like, search engine can be positively related with shopping enjoyment, an emotional response from which there has been dual nature of online consumer as traditional shopper and as a computer user means that appropriate interface, navigational structure, from within some elements of human computer interaction (p. 218) may be just as important to retaining customers as good customer service and lower prices and there can use of certain metrics to explain how and why consumers do when shopping on the net.
One: Marsden, D. (2001) Deconstructing consumer behavior: theory and practice. Journal of Consumer Behavior, Vol. 1: No. 1, pp. 9-21. Stewart Publications 1472-0817
Two: Sierra, J. and McQuitty, S. (2007) Attitudes and Emotions as Determinants of Nostalgia Purchases: An Application of Social Identity Theory. The Journal of Marketing Theory and Practice, Vol. 15: No. 2 pp. 99-112
Three: Peattie, K. and Crane, A. (2005) Green marketing: legend, myth, farce or prophesy? Qualitative Market Research: An International Journal. Vol. 8: No. 4 pp: 357-370
Four: Koufaris, M. (2002) Applying the Technology Acceptance Model and Flow Theory to Online Consumer Behavior. Information Systems Research, Vol. 13: No. 2, pp. 205–223
Hall, E.T. (2000), Understanding Cultural Differences: German, French and Americans, Intercultural Press, Yarmouth
Hirsch, A.R. (1992), "Nostalgia: a neuropsychiatric understanding", Advances in Consumer Research, Vol. 19 pp.390-5
Holak, S.L., Havlena, W.J. (1998), "Feelings, Fantasies and Memories: An Examination of the Emotional Components of Nostalgia”, Journal of Business Research, 42:3 pp. 217-226
Holbrook, M.B., Schindler, R.M. (2003), "Nostalgia for early experiences as a determinant of consumer preferences", Psychology & Marketing, Vol. 20 No.4, pp.275-302.
Liang, T.-P., Lai, H.-J. (2002), "Effect of store design on consumer purchases: an empirical study of online bookstores", Information & Management, Vol. 39 pp.431-44.
Thomson, M., MacInnis, D.J., Park, C.W. (2005), "The ties that bind: measuring the strength of consumers' emotional attachments to brands", Journal of Consumer Psychology, Vol. 15 No.1, pp.77-91.
Turner, B. (1987), "A note on nostalgia", Theory Culture and Society, Vol. 4 pp.147-56.
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