Special Issue: Research Frontiers in Cognitive, Socio‐Cognitive, Behavioural, Social and Applied Psychology: Implications for Marketing Theory and Consumer Research
Journal of Marketing Management, Volume 33, 2017, Issue 11-12


Research frontiers in cognitive, socio-cognitive, behavioural, social and applied psychology: implications for marketing theory and consumer research
Victoria Wells & Drew Martin
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This is your brain on neuromarketing: reflections on a decade of research
Nick Lee, Leif Brandes, Laura Chamberlain & Carl Senior
“In this commentary, we reflect on the last decade of research in the field of neuromarketing and present a schematic illustration of the basic process of a typical neuromarketing study. We then identify three critical points of interest in this illustration that have not received enough discussion in neuromarketing-relevant literature, and which we consider to be somewhat problematic …” Read more >

Barriers to advancing the science and practice of marketing
Andrew Scott Baron, Gerald Zaltman & Jerry Olson
“From focus groups to clinical interviews to cognitive, neurological and biological approaches, market research borrows heavily from the behavioural sciences. Borrowing ideas and methods from other disciplines, often with adaptations, while clearly valuable, also brings a significant risk of ‘getting it wrong’. Problems arise when researchers do not follow best practices carefully developed in the originating discipline …” Read more >

Is consumer psychology research ready for today’s attention economy?
Jenni Romaniuk & Cathy Nguyen
“Attention has become an area of major interest in marketing research as a dependent or moderating variable. In this article, we argue for respondent attention as a pivotal part of any consumer psychology research protocol and highlight the risks of not incorporating realistic attention components into research design. We propose four areas where this approach can help the external validity of consumer psychology research …” Read more >


The weight of the saddened soul: the bidirectionality between physical heaviness and sadness and its implications for sensory marketing
Yu-chen Hung, Xue Zheng, Jamie Carlson & Laura M. Giurge
“Heaviness is a bodily metaphor used to express sadness. Building on embodied cognition theory and metaphor theory, we argue that sadness is grounded in bodily sensation of heaviness, which has important sensory marketing implications for engaging consumer senses to affect consumer decision-making and attitude formation processes. We found support for this metaphorical link between heaviness and sadness across six studies …” Read more >

Consumers’ identities and compartmentalisation tendencies in alcohol consumption
Diana Gregory-Smith & Danae Manika
“This longitudinal study explored how consumers justify their alcohol consumption by compartmentalising or integrating their various drinking identities (i.e. description of one’s drinking behaviours and extent to which these are part of person’s overall identity). Thirty-one participants were interviewed twice. The findings revealed that identities are continuously altered/created according to context and social interactions. Consumers’ movement between social fields generated different perceptions of what constitutes ‘healthy’ drinking, leading to displays of different identities …” Read more >

Motivating intention to take action on behalf of an out-group: implications for the use of advocacy messages in social marketing strategies
Jane Summers & Jessica Summers
“In psychological research, the Social Identity Theory has been used to explain people’s motivation to take action in support of causes predominantly with a focus on in-group action. This study takes up the call to extend the limited attention given to intent-to-act on behalf of an out-group. Our research investigates support for the legalisation of medical marijuana (an out-group) and concludes that message structure is critical to increasing the likelihood of intent-to-act in support of an out-group. Specifically, we show that messages delivered from a legitimate advocate for the issue will generate empathy towards those affected and anger towards the perceived injustice, motivating intent to take action …” Read more > Read the Blog >

Not worth the risk? Applying life history theory to understand rejection of the experiential recommendation
Sarah Mittal & Jill Sundie
“Despite mounting support documenting the long-term benefits of consuming experiences versus material possessions, some consumers appear to reject the ‘experiential recommendation.’ Applying a life history theory perspective, we conducted seven studies to examine how unpredictability and harshness during childhood may translate into a decreased propensity to consume novel experiences in adulthood …” Read more > Read the Blog >


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