ERMeCC Lunch Seminar

Children’s Consumer Value Perceptions
Janine Williams

Perceived consumer value has been defined broadly in the seminal work of Zeithaml (1988) as comprising all salient benefits and sacrifices associated with a purchase. While this definition has also been shown to be relevant from children’s perspectives, it differs qualitatively (Williams, Ashill, & Thirkell, 2016). In order to quantify these differences, Janine’s work reports the development and psychometric validation of a measurement instrument for use with children 8 to 14 years, to measure their perceived consumer value. Measurement of children’s perceived consumer value is useful from a marketing communication perspective as well as a public policy perspective. From an advertising perspective specifically, it will facilitate study of key drivers of value amongst children and age-based differences. From a public policy perspective understanding how value is perceived will facilitate assessment of children’s consumer competence around advertising messages and hence their consumer vulnerability.

“Stagnation is the New Up”: A Case Study of Global SVODs and Multi-Channel Providers in Israel
Michael Wayne

The global television industry has attracted a significant amount of scholarly attention in recent years as reality formats reorganize the transnational flow of television programming and digital viewing platforms like Netflix create new possibilities for global television audiences. Yet, the question of how these shifts impact national television industries remains contested. This research uses a critical media industry studies approach to complicate the dominant narrative of intractable conflict between subscription video on-demand (SVOD) platforms like Netflix and national television industries. Using data from qualitative interviews with ten industry executives in Israel, this paper argues that relationships between global SVODs and established players in national markets are much more complex and varied than is widely believed. By focusing on multi-channel providers, the industry responses to Netflix identified in this research reveal complex cultural and economic entanglements that call into question reductive “post-TV” arguments based on notions of digital disruption. Rather than pushing out established providers or causing uniformly negative consequences across a national television industry, Netflix’s entry into the Israeli pay-television market illustrates something significantly more complicated: the increasing interpenetration of local and global television industries.