Impact of Innovation and Advanced Marketing on Consumer Behavior

Impact of Innovation and Advanced Marketing on Consumer Behavior
Author's Name
The Institutional Affiliation
Course Number and Name
Instructor Name
Assignment Due Date
Impact of Innovation and Advanced Marketing on Consumer Behavior
Introduction
Innovation and advanced marketing have significantly impacted consumer behavior in recent years. With the advancement of technology and the increasing availability of information, consumers have become more informed, empowered, and demanding than ever before. As a result, businesses have had to innovate and evolve their marketing strategies to keep up with changing consumer behavior.
Discussion
Summary
Article 1. The study addresses the research question of how sharing fosters feelings of possession and drives continued use. The most notable results of the study were that sharing significantly increased feelings of psychological ownership, which in turn drove continued use of sharing services. Moreover, the effect of psychological ownership on continued use was more substantial than the effect of satisfaction, suggesting that feelings of possession are a more powerful motivator for continued use of sharing services (Lamberton & Goldsmith, 2021). For consumers, the findings suggest that sharing can lead to feelings of ownership and attachment, which may, in turn, influence their future behavior.
Article 2. The study addresses the research question of how social identity influences the preference for sustainable products. The authors conducted a meta-analysis of 89 studies on sustainable consumption behavior. The studies used various methods, including surveys, experiments, and observational studies, to assess the impact of social identity on the preference for sustainable products (Keller, 2019). The most notable results of the study were that social identity was a significant predictor of the importance of sustainable products. The effect was most substantial for those who identified strongly with a group that valued sustainability, such as environmentalists or supporters of fair trade. The study has important implications for marketers. For marketers, the findings suggest that emphasizing the sustainable credentials of products may be particularly effective for those who identify strongly with sustainability.
Article 3. The study investigates the relationship between brand attitude and brand loyalty and the moderating effect of consumer innovativeness on this relationship. The study used a survey method to collect data from 364 consumers in the United States. The survey included measures of brand attitude, brand loyalty, and consumer innovativeness. The results showed that brand attitude positively affected brand loyalty and that consumer innovativeness moderated this effect (Bazi et al., 2023). The findings suggest that marketers should consider the role of consumer innovativeness when designing strategies to build brand loyalty. For example, targeting highly innovativeness consumers with marketing messages that highlight the unique features of a brand could be particularly effective in building brand loyalty.
Article 4. The study explores the role of nostalgia in luxury brand consumption. The authors were inspired by the idea that nostalgia, or th...