Papers by Elizabeth Quilliam
Journal of Consumer Marketing, Apr 1, 2006
PurposeThe purpose of this paper is to examine the brand extension tactics of food marketers, con... more PurposeThe purpose of this paper is to examine the brand extension tactics of food marketers, considering the implications in view of public health concerns related to obesity.Design/methodology/approachThe paper provides examples of food marketers that have introduced and promoted healthy menu or product options and examples of product line extensions that are based on larger size as the differentiating attribute.FindingsThe paper finds that brand extensions that are based solely on introducing larger sizes may meet consumer needs and benefit organizations in the short term, but at the risk of diluting brand equity and compromising society's long‐term health goals.Practical implicationsThe paper suggests that food marketers should consider long‐term brand equity issues and societal needs as well as short‐term corporate goals and immediate consumer needs when extending their brands.Originality/valueThe paper provides guidance for food marketers, identifying the potential shortcomings in applying the marketing concept to brand extension without consideration of broader societal needs.
International Journal of Advertising, 2020
Despite U.S. alcohol industry self-regulatory guidelines prohibiting the use of models under the ... more Despite U.S. alcohol industry self-regulatory guidelines prohibiting the use of models under the age 25 in alcohol advertising, brands include younger-looking models in their ads. Using social cognitive theory and the limited capacity model of mediated motivated message processing (LC4MP), we investigated the effects of alcohol ads featuring younger-and older-looking models on underage youths' affective and cognitive processing and behavioral outcomes. Study 1 participants viewed YouTube ads where models looked either younger or older than 25. In addition to measuring advertising effectiveness self-report measure (e.g. attitudes, and behavioral intentions), participants' psychophysiological responses were recorded. Study 2 used Instagram ads and measured outcomes with a nationally representative participant sample. Both studies show that younger-looking models in alcohol ads increase drinking intentions. Findings are discussed in relation to alcohol regulatory and policy recommendations as well as advertising's role in hindering consumer well being.
With the rapid evolution of digital advertising, social media, and online research tools, our wor... more With the rapid evolution of digital advertising, social media, and online research tools, our world continues to shrink. As academics and researchers, we explore phenomena that cross national borders. But the intellectual questions we seek to answer bring their own set of practical challenges, some new and some variations on an old theme. In this new environment, we can no longer rely on student samples, or even single country non-student convenience samples. In this special session, researchers from several countries shared their experiences and provided suggestions for planning and implementing effective research that spans the globe. The extensive international experience of the panelists allowed provision of practical tips to increase chances for success in multi-national research. Some of the specific areas that were discussed included: - Dealing with one or more ethical review boards, or having no institutional review board process at all - Recruiting student & non-student sam...
Journal of Consumer Affairs, Aug 28, 2008
Consumer protection advocates and resulting government regulation of the death care industry tend... more Consumer protection advocates and resulting government regulation of the death care industry tend to focus on the most obvious problems, those caused by deceptive sales practices of funeral service providers. However, a spotlight on the funeral's large expenses overshadows the myriad of other consumption activities that heirs must undertake. Survivors must navigate confusing complex situations for which they are unprepared, at a time when grief increases their vulnerability.
Journal of Consumer Affairs, Jun 1, 2011
Journal of Consumer Marketing, Jan 14, 2019
Purpose This study examined both American and Korean consumers’ motivation to share marketer-gene... more Purpose This study examined both American and Korean consumers’ motivation to share marketer-generated content (MGC) on Facebook and how these motives are related to the frequency of various types of sharing activities and the frequency of sharing various types of MGC. Design/methodology/approach An online survey was conducted in the US and Korea. Findings The findings demonstrated that both American and Korean consumers share MGC for several reasons: liking/helping the brand, self-presentation/social interaction, economic rewards, and entertainment. In addition to these four motivations, Korean consumers also share MGC with others to offer information that may be of use to them. These different types of motivations were associated with the frequency of sharing MGC directly from Facebook brand pages, of re-sharing what Facebook friends shared first, of adding comments when sharing, and of sharing different types of MGC differently. We found similarities and differences in the patterns of these relationships between the US and Korea. Originality/value Although many studies on electronic word of mouth (eWOM) have examined consumers’ motivations for providing consumer-generated content, research on consumer motivations to forward marketer-generated content is scarce. Additionally, earlier work examined the influences of motivation on sharing in general and on a certain type of MGC. Our findings that focused on various types of motivations to share MGC, and their influences on various types of MGC and specific types of sharing activities can provide a more complete picture than what was previously available in the eWOM literature. Further, by comparing American consumers’ motivations to share MGC on SNSs and their influences on sharing activities with those of Korean consumers, this study contributes to building a body of cross-cultural studies on consumer sharing of MGC.
Journal of Consumer Marketing, Aug 1, 2008
PurposeThe purpose of this paper is to explore how retail organizations serve heirs attempting to... more PurposeThe purpose of this paper is to explore how retail organizations serve heirs attempting to settle estates, suggesting that companies providing minimal customer service risk driving away future business, while those companies that seek solutions to ease the estate settlement process can acquire new customer relationships from heirs and beneficiaries.Design/methodology/approachThe paper provides examples of companies that adhere to strict rules, minimal service, or emphasis on cost reduction, comparing them to companies with more flexible and compassionate approaches to estate settlement.FindingsAn approach to customer service centered on meeting customer needs can enhance an organization's reputation. By contrast, those reliant on rigid policies risk losing long‐term business opportunities.Practical implicationsCompanies can gain new customer relationships by improving the way they handle estate claims and provide service to executors, administrators, heirs, and beneficiaries. Financial services companies in particular stand to acquire new customer relationships from the forecasted large generational wealth transfer.Originality/valueThe paper provides guidance for improving customer service when settling estates, and argues that companies that do not seek positive ways to ease the difficulties in dealing with financial matters at death ignore the basic directives of a marketing perspective.
Journal of Consumer Marketing, Aug 1, 2008
PurposeThe purpose of this paper is to explore how retail organizations serve heirs attempting to... more PurposeThe purpose of this paper is to explore how retail organizations serve heirs attempting to settle estates, suggesting that companies providing minimal customer service risk driving away future business, while those companies that seek solutions to ease the estate settlement process can acquire new customer relationships from heirs and beneficiaries.Design/methodology/approachThe paper provides examples of companies that adhere to strict rules, minimal service, or emphasis on cost reduction, comparing them to companies with more flexible and compassionate approaches to estate settlement.FindingsAn approach to customer service centered on meeting customer needs can enhance an organization's reputation. By contrast, those reliant on rigid policies risk losing long‐term business opportunities.Practical implicationsCompanies can gain new customer relationships by improving the way they handle estate claims and provide service to executors, administrators, heirs, and beneficiaries. Financial services companies in particular stand to acquire new customer relationships from the forecasted large generational wealth transfer.Originality/valueThe paper provides guidance for improving customer service when settling estates, and argues that companies that do not seek positive ways to ease the difficulties in dealing with financial matters at death ignore the basic directives of a marketing perspective.
Health Education Research, Oct 20, 2018
Millions of dollars have been spent on the design and dissemination of educational materials to i... more Millions of dollars have been spent on the design and dissemination of educational materials to improve handwashing to prevent infectious diseases. School-age children have been the focus of many of these efforts; yet little is known about the content of these materials. This study uses content analysis to examine the theoretical and motivational trends as well as the communication approach used in a sample of hand hygiene intervention materials targeting elementary-age children. Two trained coders analyzed 144 communication materials. Study results indicate that educational materials infrequently exhibit information consistent with theories of communication for behavior change, commonly use fear-based messaging, and rarely recommend using technology in the design of the interventions. Implications for future research and the design of more strategic, child-focused hand hygiene interventions are discussed.
Journal of Nutrition Education and Behavior, Jul 1, 2012
Pilot testing was conducted at 9 locations (including a cooperative extension program, a senior c... more Pilot testing was conducted at 9 locations (including a cooperative extension program, a senior center, a worksite wellness program, and a faith-based program) across the United States, representing diversity in both audience and geographic location. Workshops were conducted sequentially during a 3-month period to adult participants with various socioeconomic and educational backgrounds. Data were collected through oral and written evaluation by participants and instructors. Further, the educational handouts were developed according to health literacy principles and were tested in focus groups of adults (aged 18-64 years) with health literacy limitations. Conclusions and Implications: Both participants and instructors viewed the workshops as valuable tools for motivating behavior change. These workshops may be successfully used in a variety of settings; exceptional practices have been identified.
Health Education Research
Health Education Journal
Introduction: Numerous external factors, including parental influences, impact the dietary qualit... more Introduction: Numerous external factors, including parental influences, impact the dietary quality and physical activity of children. In this study, we examined if parental views were associated with the dietary quality and physical activity of children. Design: A cross-sectional observational study was used to recruit and collect data from a purposive sample of 176 parents and their children, 4–11 years of age. Setting: A suburban school district in Michigan, USA. Methods: Healthy Eating Index (HEI) 2005 scores were calculated from child food frequency data, and bivariate linear regression was used to test associations between the total HEI 2005 and fruit, total vegetable, solid fats and added sugars (SoFAAs) and saturated fat dietary components, as well as relative to the parent’s views of raising children. Multivariate linear regression models were used to evaluate the relationship between the HEI score and the parental views. Multinomial linear regression was used to test associ...
Journal of Consumer Marketing
Journal of the Academy of Nutrition and Dietetics
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Papers by Elizabeth Quilliam