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Current Issue

Vol. 59 No. 6, 2017

Peter Mouncey pp. 695–701 [Download PDF]
In this editorial, Peter Mouncey previews the articles in volume 59(6) of IJMR, covering topics including collaborative consumption motives, consumption of low-sugar pastry, bike apps in China, consumer acceptance of self-service technologies, and customer identification in the healthcare industry. Peter also writes about the forum section on the impacts of brand experience and service quality, and the viewpoint section on the EU’s GDPR. He also discusses IJMR’s upcoming change in publisher as well as ethics and research, given the imminent implementation of GDPR.
Published 16 November 2017

Viewpoint: The EU General Data Protection Regulation (GDPR): European regulation that has a global impact
Michelle Goddard pp. 703–706 [Download PDF]
In this viewpoint, the author discusses the global implications of the European Union's General Data Protection Regulation (GDPR), which will be enforced from 25 May 2018. The GDPR has six core privacy principles (fairness and lawfulness; purpose limitation; data minimisation; accuracy; storage limitation; and integrity and confidentiality) designed primarily for data protection. A key change is that consent must be freely given, specific, informed and evidenced by clear affirmative action; this makes the legislation user-centric. As the GDPR covers international organisations which target EU individuals, these organisations will be pressured into compliance. There are divergent interpretations in member states and the flexibility of the regulation is unknown. It is likely to be an evolution rather than revolution in data protection.
Published 16 November 2017

Forum: Investigating the impacts of brand experience and service quality
Azize Sahin, Hakan Kitapçi, Erkut Altindag and Mehmet S. Gök pp. 707–724 [Download PDF]
This study examines the impacts of brand experience (BE) and service quality (SQ) on behavioural intentions (BI) via brand trust (BT) by developing an empirical model, building on recent advances in service quality and assessing relationships between brand experience, service quality and brand trust. Building consumers’ BI is an important strategic objective for all product managers. This study proposes multiple mediation models to analyse the relationships between the constructs, and analyses survey data using partial least squares structural equations to explore how these elements can be modelled. Results show, in line with previous literature, that BE and SQ indirectly affect BI through BT. Further, BT is effective in building BI, and has a mediating effect on the relationships among BE, SQ and BI. The study found new theoretical insights that highlight the importance of the focusing on high SQ levels.
Published 16 November 2017

Dual roles of consumers: towards an insight into collaborative consumption motives
Myriam Ertz, Agnès Lecompte and Fabien Durif pp. 725–748 [Download PDF]
This article aims to investigate the consistency of the consumer motivational process in accordance with the acquisition and disposition of tangible goods through collaborative consumption. Three studies, involving a total of 7,715 consumers, show that, when considered separately, acquisition and disposition are governed by relatively similar hierarchies of motivations that can be grouped together into an overarching four-dimensional structure: (1) utilitarian, (2) experiential, (3) protester and (4) spiritual. Hence, consumers driven primarily by one or other of the four motivational categories when acquiring goods will be similarly motivated when disposing of goods. Other drivers may nonetheless represent significant secondary motivations.
Published 1 September 2017

Odour-induced taste enhancement and consumption of low-sugar pastry
Yamen Koubaa pp. 749–765 [Download PDF]
This paper describes a study that tests for the enhancement of low-sugar pastry via olfaction and examines its effects on pastry consumption. Olfactory taste enhancement preserves the nutritional benefits of low-sugar pastry while retaining the pleasure of full-sugar pastry. Willingness to reduce sugar intake and eat healthily is stronger today than at any time before in western societies, and low-sugar pastry can be effective in reducing sugar intake among consumers in these markets. The challenge, however, is that consumers’ liking of pastry is driven by the sweet taste pastry eating procures; reducing pastry sugar content makes it healthier but probably less tasty and thus of a low market acceptability. Results from laboratory experiments show that smelling clearly perceivable sugar-associated odour significantly enhances perceived sweetness and pleasantness, and leads to the higher consumption of low-sugar pastry. These findings have implications for pastry makers and retailers as well as for social marketers. Odour-induced taste enhancement enables food makers and retailers to achieve the goals of selling both tasty and healthy pastry. It can be also a vector to promoting healthy pastry by converting the ‘healthy = untasty’ attitude into a ‘healthy and tasty’ attitude.
Published 16 November 2017

Identifying the reasons why users in China recommend bike apps
Liang Ma, Xin Zhang and Gao Shan Wang pp. 767–786 [Download PDF]
This study examines factors affecting users’ intention to recommend bike-sharing apps from the perspective of internal and external benefits perception. Since the end of 2016, bike sharing has suddenly taken off in China, and competition is fierce. Bike-sharing users’ intention to recommend bike apps is particularly important as it can help operators attract more potential users. However, little research to date has focused on bike-sharing users’ intention to recommend bike apps in the Chinese context. This study aims to fill this research gap using structural equation modelling. Data were collected from 209 bike-sharing app customers and the results show the following key findings: (1) the usefulness of the bike-sharing app is the most important factor contributing to users’ intention to recommend, followed by economic incentive and ease of use; (2) users’ trust that interacts with perceived ease of use has positive effect on users’ intention to recommend, while users’ trust that interacts with economic incentive has negative effect on users’ intention to recommend. Implications for researchers and practice are discussed.
Published 16 November 2017

Consumer acceptance of self-service technologies: an ability–willingness model
Cheng Wang pp. 787–802 [Download PDF]
This study suggests that, in addition to willingness, ability is a relevant and important dimension of self-service technology (SST) acceptance and, going beyond prior studies’ exclusive focus on willingness, develops an SST acceptance model that captures both consumer ability and willingness to use such technologies. Previous research on consumer acceptance of SSTs has focused primarily on consumers’ willingness, while neglecting their ability – this is evident in many SST studies investigating adoption intentions. However, using an SST often requires skills and some level of confidence. Drawing upon the ability–willingness framework, this study adopts a cross-sectional field survey approach to recruit real consumers using self-checkout technology at a supermarket. Results from structural equation modelling based on 281 consumers highlight the relevance and importance of ability, and show that consumers’ willingness and ability to use SSTs are determined by different factors.
Published 5 October 2017

Customer identification in the healthcare industry
Long Zhang, Yucheng Zhang, Hong Jiang, Miles M. Yang, Yu0Ying Huang and Shyh-Jane Li pp. 803–822 [Download PDF]
This study investigates the key antecedents and mechanisms that influence customer identification in healthcare contexts, based on two studies from different stakeholders: healthcare workers and patients (customers) of healthcare organisations. The first study (N = 788) explored a positive relationship between a hospital’s service tangibility and service reliability. The second (N = 657) affirmed and expanded this finding, and revealed that the service reliability of a hospital was positively related to customer identification with the hospital. This service reliability further mediated the positive relationship between service tangibility and customer identification. Our results highlight the role of service tangibility and reliability in enhancing customer identification in healthcare contexts. Implications for theory and practice are discussed.
Published 16 November 2017

Conference Note: MR Summit 2017, London, 25 May 2017: Using neuroscience tools to develop creative that sell
Jane Leighton pp. 823–827 [Download PDF]
This article is a conference note on ‘using neuroscience tools to develop creative that sells’ from the MRS Summit 2017, held in May in London. In the changing media landscape, great creative has become even more critical. Use of neuroscience tools can help marketers better identify what works in ads. Facial coding, survey, biometrics and EEG all deliver predictive validity but combining the tools can help explain up to 84% of in-market sales outcomes (when adding self-report). The Puppy Monkey Baby Super Bowl ad for Mountain Dew Quickstart was highly successful despite an apparent mixed response, as the neuroscience tools demonstrated high emotional engagement with the ad.
Published 16 November 2017

The last mile: creating social and economic value from behavioral insights' by Dillip Soman
Dick Stroud pp. 829–830 [Download PDF]
This book review looks at “The last mile: creating social and economic value from behavioral insights” by Dilip Soman. The book argues that organisations and governments should give more attention to the end of the value creation process. It doesn’t have new theories but instructs on how to apply existing behavioural science. The book is divided into three sections: how consumers make choices; how to understand consumer behaviour in the ‘last mile’; and translating that knowledge into tangible actions. The writing is accessible and humorous, and makes use of real world examples. The reviewer criticises the focus on examples from governments and a weaker final chapter on how organisations can benefit from the book’s ideas. Despite these shortcomings the book is still excellent.
Published 16 November 2017

MRS Events

January 2018
Speaker 18

The Brexit Diaries: Engaging with the public in Brexit Britain18.01.18 | MRS, London EC1V 0JR

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MRS Operations Network23.01.18 | MRS, London EC1V 0JR

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MRS News

Call for 2018 election of MRS Main Board Members

28.11.17 Read more

Conducting research with people with dementia

16.10.17 Read more

MRS President's Medal 2017

16.10.17 Read more


The IJMR is published for MRS by Warc, the global provider of ideas and evidence for marketing people.