Persistent Link:
http://hdl.handle.net/10150/278197
Title:
A socio-cultural approach to situational research in marketing
Author:
Steinkamp, Cynthia Lynn, 1966-
Issue Date:
1992
Publisher:
The University of Arizona.
Rights:
Copyright © is held by the author. Digital access to this material is made possible by the University Libraries, University of Arizona. Further transmission, reproduction or presentation (such as public display or performance) of protected items is prohibited except with permission of the author.
Abstract:
The goal of this research is to develop a socio-cultural approach to studying situations in marketing as an alternative to the previously explored methods. In marketing research the situation has been treated as a means of predicting product choice, attitude, preference, and satisfaction. The socio-cultural approach proposed and empirically tested in this research posits that the situation can be characterized by the people who are present, the place they are in, and the products that are nearby. When these situational elements are incongruous with one another, individuals experience a cognitive, emotional, and behavioral response. Empirical findings indicate that the tripartite definition of the situation is feasible for conducting situational research and that products can serve as stimuli to behavior. The personal care product category serves as the research venue and several implications concerning the marketing and advertising of personal care products are drawn from the research results.
Type:
text; Thesis-Reproduction (electronic)
Keywords:
Anthropology, Cultural.; Business Administration, Marketing.; Sociology, General.
Degree Name:
M.S.
Degree Level:
masters
Degree Program:
Graduate College
Degree Grantor:
University of Arizona
Advisor:
Frenzen, Jonathan K.

Full metadata record

DC FieldValue Language
dc.language.isoen_USen_US
dc.titleA socio-cultural approach to situational research in marketingen_US
dc.creatorSteinkamp, Cynthia Lynn, 1966-en_US
dc.contributor.authorSteinkamp, Cynthia Lynn, 1966-en_US
dc.date.issued1992en_US
dc.publisherThe University of Arizona.en_US
dc.rightsCopyright © is held by the author. Digital access to this material is made possible by the University Libraries, University of Arizona. Further transmission, reproduction or presentation (such as public display or performance) of protected items is prohibited except with permission of the author.en_US
dc.description.abstractThe goal of this research is to develop a socio-cultural approach to studying situations in marketing as an alternative to the previously explored methods. In marketing research the situation has been treated as a means of predicting product choice, attitude, preference, and satisfaction. The socio-cultural approach proposed and empirically tested in this research posits that the situation can be characterized by the people who are present, the place they are in, and the products that are nearby. When these situational elements are incongruous with one another, individuals experience a cognitive, emotional, and behavioral response. Empirical findings indicate that the tripartite definition of the situation is feasible for conducting situational research and that products can serve as stimuli to behavior. The personal care product category serves as the research venue and several implications concerning the marketing and advertising of personal care products are drawn from the research results.en_US
dc.description.notep. 95 missing from paper original and microfilm version.-
dc.typetexten_US
dc.typeThesis-Reproduction (electronic)en_US
dc.subjectAnthropology, Cultural.en_US
dc.subjectBusiness Administration, Marketing.en_US
dc.subjectSociology, General.en_US
thesis.degree.nameM.S.en_US
thesis.degree.levelmastersen_US
thesis.degree.disciplineGraduate Collegeen_US
thesis.degree.grantorUniversity of Arizonaen_US
dc.contributor.advisorFrenzen, Jonathan K.en_US
dc.identifier.proquest1350389en_US
dc.identifier.bibrecord.b25124079en_US
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