Putting consumer behaviour in its place: the Behavioural Perspective Model research programme

Consumer research remains overwhelmingly cognitive in orientation, partly because its apparent underlying philosophical stance usually goes unremarked and unchallenged. In so far as scientific progress relies on the interaction of competing theories, consumer research is impoverished by too great a reliance on a single approach to theory. This paper proposes an alternative to the prevailing 'intentional stance' on which consumer research predominantly rests; the 'contextual stance' eschews the intentionality of the cognitive explanations of consumer choice, substituting for it an account of behaviour determined by its environmental consequences. As a prelude to the interactive debate that these competing stances will hopefully engender, the paper demonstrates that the contextual stance is a viable strategy for consumer research. The contextual strategy leads to an alternative model of consumer choice to those based on social cognitive psychology. It is argued that this model of consumer choice in behavioural perspective provides a thoroughgoing conceptual reinterpretation of consumer behaviour and marketing management as currently envisaged.     

Parental choice and the rural primary school: Lifestyle,locality and loyalty

This paper discusses the geography of parental choice in a rural locale and shows how a group of parents negotiated their way through the process of primary school choice. Using ethnographic data collected through interviews and observations with parents and staff from three rural primary schools in England, the research utilises Bourdieu's concepts of capital, habitus and field to show how the resources and values the parents held affected the school choices they made. The paper demonstrates that the longer-term resident local parents were influenced not only by their cultural capital but also by familial ties and an emotional commitment to the rural locale and these parents were therefore more inclined to support their local school. In contrast, the more recent newcomer parents used their cultural capital and spatial power to shop around to find what they believed to be the ‘right’ school. The paper argues that the newcomer parents had less allegiance to place and hence to the symbolic position that the school holds within the rural community within which they lived.     

EXPONENTIAL DISPERSION MODELS AND THE GAUSS-NEWTON ALGORITHM

It is known that the Fisher scoring iteration for generalized linear models has the same form as the Gauss-Newton algorithm for normal regression. This note shows that exponential dispersion models are the most general families to preserve this form for the scoring iteration. Therefore exponential dispersion models are the most general extension of generalized linear models for which the analogy with normal regression is preserved. The multinomial distribution is used as an example.     

Inequality at work: Race,sex and underemployment

New indicators of underemployment are presented for whites, blacks, Mexican Americans and Puerto Ricans by sex. The indicators are based on hours worked, education, skill utilization, and pay. Data from the 1980 Current Population Survey are supplemented with Dictionary of Occupational Titles information to construct the indicators. Whites consistently have the lowest underemployment, and comparison across groups reveals the different types of employment problems faced by minorities and women. These indicators of underemployment are compared with those from a different conceptual approach (the Labor Utilization Framework) using the same survey data. The advantages of the new indicators are discussed.     

Predicting Spouses’ Perceptions of Their Parenting Alliance

This study used marital‐ and individual‐level variables to predict spouses’ perceived parenting alliance. One hundred married couples completed measures of parenting alliance, marital consensus, marital power, and depression. Analyses revealed that marital consensus was a significant predictor of parenting alliance for both parents, and that depression also was a significant predictor for wives. Analyses using both spouses’ data indicated that wives’ perceptions of consensus and depression significantly predicted both spouses’ parenting alliance, suggesting that wives are the barometer of the marital relationship ( Floyd & Markman, 1983 ) and of the parenting relationship as well. Implications for research are discussed.     

Where marketing planning fails

This article discusses the results of a recent study of marketing planning in U.K. manufacturing companies. A sample survey revealed some strengths in marketing planning, but also revealed many weaknesses. For example, only a small proportion of companies prepare a comprehensive marketing plan. These identified weaknesses suggest that, in many situations, marketing planning has failed and the author suggests where it has failed. After discussing the results in detail, the author summarizes the identified strengths and weaknesses and suggests several implications for managers who are responsible for marketing planning.