Caring for her: the influence of presumed influence on female consumers’ attitudes towards advertising featuring gender-stereotyped portrayals

ABSTRACT

This study investigates how presumed influence on others affects women's evaluations of advertising featuring gender stereotypes. Previous research has largely overlooked the social context of the reactions to gender stereotypes. Addressing that gap, this study draws on the influence of presumed influence model to proposed that female consumers believe that other women are negatively affected by advertising that contains gender-stereotyped portrayals. This perception is hypothesized to influence ad and brand attitudes as consumers ‘punish’ the brand for hurting others. The results of two experimental studies featuring stereotyped and non-stereotyped advertising portrayals indicate that the hypothesis holds for two types of stereotype components (physical characteristics and role behaviour). This new theoretical perspective to the literature on gender stereotypes in advertising, one that helps to explain why many women dislike gender stereotypes in advertising even though those stereotypes often have limited impact on them personally.     

Re-incorporating usage situation in choice models: a base for future developments

Abstract

Understanding the consumer’s tendency to adopt new products is an ever-present essential for successful marketing campaigns. This paper presents the findings from two empirical studies that investigate the relationship between consumer innovativeness, price-prestige sensitivity, and need for emotion. A questionnaire survey was used to collect data in both studies from a sample of 668 respondents in two cities in England. The findings show that consumer innovativeness is determined by an individual’s sensitivity to price and their need for emotion. While innovative consumers are sensitive in relating price to prestige, this dispositional relationship varies across products. Furthermore, the findings suggest that enjoyment, which facilitates emotional openness and receptivity, influences innovative consumers to take the emotional route, besides the price-prestige route, to the adoption of new products. These findings have a number of important implications for marketers, particularly for the success of marketing campaigns targeted at innovative consumers who find enjoyment in using new products and are prestigiously sensitive to price.     

Understanding ASEAN tourism collaboration — the preconditions and policy framework formulation

Intergovernmental collaboration in tourism among ASEAN nations has received little attention in the literature despite the significant contribution that tourism makes in the region. This paper helps improve our understanding of the phenomenon by providing empirical evidence that explains the preconditions that gave rise to ASEAN tourism and the formulation of its policy framework. It is suggested that, to truly realise the vision of economic integration and sustainable tourism development, continuous efforts are required to establish, promote and protect the common interests of member countries. Policy‐makers should also strive for a good balance between pragmatism and mechanism when implementing policies. Copyright © 2009 John Wiley & Sons, Ltd.     

Drownings in Scotland: the real story

The Scottish Accident Prevention Council is responsible for promoting water safety in Scotland. It has long expressed concern that the number of reported drownings in Scotland underestimates the actual figures. The key aims of this study were to establish a valid database of water-based incidents in Scotland and test the under-reporting proposition. A survey involving interviews and correspondence was undertaken to establish the sources of information on drownings. Once identified, a database was established and data for a 7-year period acquired. The study identified the organizations essential to the establishment of a complete database. It also established protocols for gaining annual information. Data analysis confirmed a significant under-reporting of accident data and signalled a number of areas of concern with regard to those most at risk. The study produced, for the first time, a mechanism for recording complete details of drownings in Scotland.     

Socioeconomic status and chronic diseases: The case of hypertension in China

China has undergone a rapid epidemiological transition from infectious to chronic diseases, a process characterized by widespread under-diagnosis of chronic diseases and low rates of treatment and control. This paper uses hypertension as an example and documents the association of socioeconomic status with various measures of this condition, i.e., prevalence, awareness, treatment and control. We find no wealth and education gradients in the prevalence of hypertension. Given education, wealth plays some roles in improving the treatment and control of hypertension. Some associations exist between education and diagnosis/treatment/control in urban areas but not in rural areas. We also find that the public health care services in China contribute little in informing patients of their hypertension status, suggesting that how to improve the effectiveness of the health care system in dealing with emerging chronic illnesses should be policy priority.     

Congruence between technology and compensation systems: implications for strategy implementation

This paper examines the interactive relationship between the use of integrated manufacturing and compensation practices in predicting several aspects of plant performance in the concrete pipe industry. We predicted that compensation practices reinforcing collective effort, teamwork, and flexibility (team incentives and skill-based pay) enhance the effectiveness of integrated manufacturing systems (total quality management and advanced manufacturing technology), while practices inhibiting cooperation and teamwork among employees (individual incentives and seniority-based pay) impede it. Results provide moderate support for the congruence model across several measures of plant effectiveness (labor hours per ton, lost-time accidents, perceptual performance, and customer satisfaction). Implications of the research are addressed. Copyright © 2001 John Wiley & Sons, Ltd.     

Psychology, Behavioral Economics, and Public Policy

Economics has typically been the social science of choice to inform public policy and policymakers. In the current paper we contemplate the role behavioral science can play in enlightening policymakers. In particular, we provide some examples of research that has and can be used to inform policy, reflect on the kind of behavioral science that is important for policy, and approaches for convincing policy-makers to listen to behavioral scientists. We suggest that policymakers are unlikely to invest the time translating behavioral research into its policy implications, and researchers interested in influencing public policy must therefore invest substantial effort, and direct that effort differently than in standard research practices.     

Usage, barriers and measurement of social media marketing: An exploratory investigation of small and medium B2B brands

Previous research has established the benefits of branding for business-to-business (B2B) organizations. Various tools can be used to support B2B brands, including the internet and other interactive technologies. Yet research on how organizations use Social Networking Sites (SNS) to achieve brand objectives remains limited. This study addresses the gap by focusing on B2B SMEs and their social networking practices, particularly, usage, perceived barriers, and the measurement of effectiveness of SNS as a marketing tool. Findings from a mail survey show that over a quarter of B2B SMEs in the UK are currently using SNS to achieve brand objectives, the most popular of which is to attract new customers. On the other hand, the most significant barrier is the lack of perceived relevance for particular sectors. Notably, the overwhelming majority of users do not adopt any metrics to assess SNS effectiveness. Almost half of the sample of SMEs that currently use SNS have indicated their intention to increase their marketing spending on this channel, highlighting the growing importance of SNS in a B2B context.     

Unemployment Shocks and Income Distribution: How did the Nordic Countries Fare during their Crises?

We study the inequality of disposable income in Denmark, Finland, Norway and Sweden during the late 1980s and early 1990s when unemployment rose dramatically in all four countries. A standard measure of inequality — the Gini coefficient – was surprisingly stable in all countries during this period. By decomposing the Gini into income components, we test hypotheses about the reasons for this stable income distribution. Our most straightforward hypothesis, that rising unemployment benefits counteracted the impact of more unequally distributed earnings, receives only limited support. More complex mechanisms seem to have been at work.
JEL classification: D 30; D 31; J 60