Lexical interference in semantic processing of simple words: Implications for brand names

This study provides evidence for a Stroop‐like interference effect in word recognition. Based on phonologic and semantic properties of simple words, participants who performed a same/different wordrecognition task exhibited a significant response latency increase when word pairs (e.g., poll–rod) featured a comparison word (poll) that was a homonym of a synonym (pole) of the target word (rod). These results support a parallel‐processing framework of lexical decision making, in which activation of the pathways to word recognition may occur at different levels automatically and in parallel. A subset of simple words that are also brand names was examined and exhibited this same interference. Implications for word‐recognition theory and practical implications for strategic marketing are discussed. © 2005 Wiley Periodicals, Inc.     

The Development of a Process for Evaluating Marketing Sponsorships

Despite the increasing resources being allocated from marketing budgets to sponsorship, effective evaluation is relatively rare, and sponsorship evaluation methods are often proprietary in nature. This paper reports on a research project designed to develop a process model for evaluating sponsorships. An initial version was conceived from agency theory, the evaluation literature, and sponsorship writings. This draft was then assessed by sponsorship experts during a series of 14 in‐depth interviews. Based on these analyses, a final version of the process model was proposed. The revised version was then adopted to evaluate—as a demonstrative example—a specific sponsorship. Results of this case and recommendations for future research and practice in sponsorship evaluation are presented. Copyright © 2011 ASAC. Published by John Wiley & Sons, Ltd.     

A scale for measuring attitude toward private label products and an examination of its psychological and behavioral correlates

A measure of consumers’ attitude toward private label brands is developed, and its psychometric properties are assessed. Predictions are then tested regarding relationships between private label attitude and (1) latent perceptual and sales promotion constructs, and (2) purchase behaviors measured in a field setting. The measure is positively related to value consciousness, deal proneness, and smart-shopper self-perceptions, and negatively related to the propensity to be brand loyal and hold price-quality perceptions. Predictive validity of the private label measure is supported by a positive relationship with private label purchases from a grocery store shopping trip. Despite a positive relationship between the latent constructs of private label attitude and deal proneness, the consumer segment that allocated a high percentage of total purchases to private label products made fewer purchases on sale or with a coupon. These findings suggest that consumers may choose between price-related deals and private label purchases. Scot Burton is professor and Wal-Mart chairholder in the Department of Marketing and Transportation at the University of Arkansas. His research interests include public policy and consumer welfare concerns, consumer price and promotion perceptions, and survey research measurement issues. His work has been published in theJournal of Marketing, theJournal of Marketing Research, theJournal of Consumer Research, theJournal of the Academy of Marketing Science, Public Opinion Quarterly, theJournal of Applied Psychology, and others. Donald R. Lichtenstein is a professor in the Department of Maketing at the University of Colorado. His research interests include consumer processing of price and sales promotion information and consumer welfare issues related to marketplace choice. His work has been published in theJournal of Marketing, theJournal of Marketing Research, theJournal of Consumer Research, and others. Richard G. Netemeyer is a professor in the Department of Marketing, E. J. Ourso College of Business Administration at Louisiana State University (LSU). He received his Ph.D. in business administration from the University of South Carolina in 1986. Since then, he has been a member of the marketing faculty at LSU. His research interests include measurement and scaling, public policy, maladaptive behaviors, and consumer behavior in general. His research has been published in theJournal of Consumer Research, theJournal of Marketing Research, theJournal of Marketing, theJournal of Applied Psychology, theJournal of Public Policy & Marketing, and others. He is also a member of the editorial review boards of theJournal of Consumer Research and theJournal of Public Policy & Marketing. Judith A. Garretson is a Ph. D. candidate in the Department of Marketing and Transportation at the University of Arkansas. Her research interests include promotion issues and public policy and consumer welfare. her work has appeared in theJournal of Public Policy & Marketing, theJournal of Professional Services Marketing, and proceedings of the American Marketing Association and Association for Consumer Research.     

An examination of the effects of rescue workers meaning transfer,attitudes and subjective norms towards being voluntarily involved in civic activities on civic engagement intention

The present investigation used the transfer‐meaning model to assess the influence of rescue workers meaning after a major catastrophic event. Specifically, we examined the influence of rescue workers meaning on subjective norms and attitudes towards being voluntarily involved in civic activities and the influence of these on online and offline civic engagement intention. 300 Mexican undergraduate and graduate students completed a battery of questionnaires assessing meaning transfer, subjective norms, attitudes and behavioural intentions towards offline and online civic engagement. Results showed a significant positive effect of rescue workers meaning on subjective norms and attitude towards being voluntarily involved in civic activities. In addition, subjective norms and attitudes were significant antecedents of offline and online civic participation intention. The theoretical and managerial implications of our results were discussed.     

Translating satisfaction determination from health care to the automotive industry

This study is based on the case of BMW, and aims to improve the determination of perceived consumer satisfaction in the automotive industry by transferring existing knowledge from the health care sector. A literature analysis of the health care sector and the automotive industry was conducted to identify the common concepts of determining satisfaction. These were the service encounter, situational factors, and sociodemographics. The practical application was tested by analyzing a contemporary survey from BMW. Based on the findings, managers responsible for customer satisfaction in after-sales services in the automotive industry could improve measurement of customer satisfaction.     

Wage Discrimination, Segregation, and Sex Differences in Wages and Productivity Within and Between Plants

We use panel data on Israeli manufacturing plants to test two explanations of lower wages and lower productivity in plants with a higher percentage of females: (1) within plants women are paid less and are less productive, consistent with no discrimination, and (2) women are segregated into lower-wage and lower-productivity plants. Although the variation in productivity across plants appears to stem from differences in productivity between men and women, the estimates suggest no within-plant wage differential between men and women.     

Gender-based Barriers to Senior Management Positions: Understanding the Scarcity of Female CEOs

Although the number of women in middle management has grown quite rapidly in the last two decades, the number of female CEOs in large corporations remains extremely low. This article examines many explanations for why women have not risen to the top, including lack of line experience, inadequate career opportunities, gender differences in linguistic styles and socialization, gender-based stereotypes, the old boy network at the top, and tokenism. Alternative explanations are also presented and analyzed, such as differences between female leadership styles and the type of leadership style expected at the top of organizations, feminist explanations for the underrepresentation of women in top management positions, and the possibility that the most talented women in business often avoid corporate life in favor of entrepreneurial careers.     

Of Chicken Entrails,Anthropology, and a Realistic Social Science

Barbara Bergmann has advocated direct observation of market behavior by economists. There is a history of such activity in the area of labor market but that experimental work has mainly been conducted by noneconomists. We have followed the lead of these researchers and conducted audits of employment hiring behavior, testing for discrimination on the basis of gender and sex. The technique involves sending matched pairs of job applications. Discrimination was found against female, Greek, and Vietnamese applicants. The paper recommends improvements in experimental design for future audits.     

Nokia Siemens Networks: Just Doing Business – or Supporting an Oppressive Regime?

Journal of Business Ethics - This case study examines the relevance of taking social and political factors into consideration when a corporation is making a key business decision. In September...