Key Publications by Geraldine Fennell
Consumers' Perceptions of the Product-Use Situation (1978)
Consumers' Perceptions of the Product-Use Situation (1978)
Consumers' Perceptions of the Product-Use Situation (1978)
This paper, from the Journal of Marketing is the key to Geraldine's perspective on decision-making and segmentation. Click on the link below for materials.
A Radical Agenda for Marketing Science (1987)
Consumers' Perceptions of the Product-Use Situation (1978)
Consumers' Perceptions of the Product-Use Situation (1978)
In this paper, Geraldine exhorted marketers to act bridge the gap between producers and consumers that was created by the division of labor. She explains marketing role and the true essence of marketing.
Motivation Research Revisited (1975)
Consumers' Perceptions of the Product-Use Situation (1978)
Effectiveness of Demographic and Psychographic Variables (2003)
In this paper Geraldine explored motivation as a construct, as well as its role in brand choice. She proposed a typology of consumer motivation and promoted motivation as the key construct to explain consumer behavior.
Effectiveness of Demographic and Psychographic Variables (2003)
Effectiveness of Demographic and Psychographic Variables (2003)
Effectiveness of Demographic and Psychographic Variables (2003)
This paper explores the relationship between personal descriptors (demographics and psychographics), product category usage, and brand choice. These descriptors are found to be reasonable predictors of product category usage but not of brand choice.
Attention Engagement (1979)
Effectiveness of Demographic and Psychographic Variables (2003)
Attention Engagement (1979)
In this paper Fennell promoted additional focus on engaging the attention of target audiences. She proposed that behavioral science played too small a role selecting target audiences and designing content to engage them. She provided a framework for attention engagement.
Paper #6
Effectiveness of Demographic and Psychographic Variables (2003)
Attention Engagement (1979)
Under Construction
CONSUMERS' PERCEPTIONS OF THE PRODUCT-USE SITUATION (1978)
Executive Summary - Consumers' Perceptions - 1978
This article introduces a new model of consumer decision-making that leads to brand choice. In this model, brand choice results from a combination of internal consumer attributes, premarket environmental variables, and marketplace environmental variables. Differences in consumers’ perceptions of the product-use situation and the available brand array drive consumers’ brand choice. Consumers’ motivations, the impetus and direction for search, are classified into seven categories, resulting in different perceptions and search processes. These different consumer situations require different marketing and positioning strategies.
Key contributions:
- Understanding of the antecedents to consumers’ perceptions of the product-use situation
- Conceptualization of the market as made up of occasions, rather than of consumers
- Classification of consumer motivations and their application to positioning strategies
A RADICAL AGENDA FOR MARKETING SCIENCE (1987)
Executive Summary - A Radical Agenda - 1987
This article addresses the essential function of marketing as bridging the gap between production and consumption. Modern markets have separated producers and consumers, requiring marketing to restore communication and ensure that products serve users. Producers should, ideally, serve as an extension of the minds and bodies of consumers. The author firmly positions marketing upstream from production, selling, and consumption. She reinforces the marketing concept as a strategic element at the core of marketing’s function. As a result, marketing should focus on ongoing processes, focus on circumstances that result in wants and needs, and respond to those wants and needs.
Key contributions:
· Marketing is not selling
· The primary domain of marketing is “What should we offer to the market?”
· Marketing should serve as a link between producers and consumers
· Marketing belongs upstream of production and consumption, guiding what is being produced
· Marketing should serve ongoing processes, rather than trying to create new behaviors
· Marketing does not create demand
MOTIVATION RESEARCH REVISITED (1975)
Executive Summary - Motivation Research - 1975
This article addresses the essential function of marketing as bridging the gap between production and consumption. Modern markets have separated producers and consumers, requiring marketing to restore communication and ensure that products serve users. Producers should, ideally, serve as an extension of the minds and bodies of consumers. The author firmly positions marketing upstream from production, selling, and consumption. She reinforces the marketing concept as a strategic element at the core of marketing’s function. As a result, marketing should focus on ongoing processes, focus on circumstances that result in wants and needs, and respond to those wants and needs.
Key contributions:
· Marketing is not selling
· The primary domain of marketing is “What should we offer to the market?”
· Marketing should serve as a link between producers and consumers
· Marketing belongs upstream of production and consumption, guiding what is being produced
· Marketing should serve ongoing processes, rather than trying to create new behaviors
· Marketing does not create demand
