Improving the effectiveness of persuasive communications: Matching message with functional profile

The functional approach to improving communication strategy has received little attention. This research attempts to partially correct this oversight by experimentally verifying the major functional hypothesis: matching message with functional profile brings about attitude change. Working adults were integrated into an experiment which was a before-after with control. The major functional hypothesis was confirmed at the 0.10 level. An associated hypothesis regarding the relative ease of changing value- expressive attitudes compared to utilitarian attitudes was confirmed at the 0.10 level. The results show the importance of matching message with functional profile and highlight the potential inherent in the functional approach.     

Capital expenditure decision making in small firms

A number of studies have been conducted to determine the extent to which large firms utilize sophisticated techniques in capital expenditure decision making. This research effort focuses on financial decision making procedures of small firms, exploring the techniques utilized to evaluate investment opportunities, methods employed to adjust for risk, purposes of expenditures and concern for profitability, and the source and cost of funds. In light of the recent debate on the capital shortage issue, small firms were also asked what type of tax reform they deemed most desirable to stimulate capital investments.     

Sales expectations and inventory changes in retail trade

In this paper a single equation inventory investment model is estimated for the United States retail sector. Monthly data for the 1970s are utilized. In estimating the model it is alternatively assumed that expectations were formed according to a seasonal model, to perfect foresight, and to a narrowly rational expectations model. We find that a model in which expected sales and the expected rate of inflation are narrowly rational can explain most of the variation in retail inventory investment during the time period studied. The results of the estimation imply that retailers have a relatively short forecast horizon, that they can react quickly to either unexpected sales or to a deviation of actual from desired inventory stocks, and that an increase in the real of interest has a statistically negative impact on retail inventory investment.     

A survey of sales management practices

When ascertaining what sales management tools and practices to use, one approach would be for sales managers to compare the tools and practices they are presently using (or contemplating) with those used in other firms. This article provides sales managers with the opportunity for such a comparison by presenting the results of a study that examined what tools and practices sales managers are currently employing.     

Citizen participation through computer conferencing

As American society grows more diverse and the issues that must be decided grow more complex, the need for new forums and better forms for public debate increases. Is computer conferencing likely to meet this need because of its potential for facilitating public participation in government? To shed light on this question, we constructed, ran, and observed a computer conference on recombinant DNA among four participants with no previous experience in using computers and no scientific training. Results indicate that not only was this topic successfully discussed by lay people in this way, but that the conferencing mode of discussion was preferred by certain types of people. Our experience also gave us insights that may improve management of computer conferences for inexperienced users.     

Parameter nonstationarity in retail choice models

The question of spatial nonstationarity in retail choice models generally has been ignored in the literature. This paper discusses why such nonstationarity might arise and presents an empirical test of nonstationarity in grocery choice data collected from a midwestern city. Based on these findings a nonstationarity retail choice model is proposed. The nonstationary model predicts data from a hold-out sample better than the stationary model.     

Reason's shadow: Notes on the psychodynamics of obstruction

The remarks that follow are made with regard to the behavior of leaders whose self-image is threatened by a variety of conditions comprising the world problematique. Of all those conditions, surely those associated with violence and warfare are the most threatening. I would speculate, therefore, that what I've written here is especially pertinent for deliberations on how to encourage peace and disarmament.While these remarks are focused on the behavior of leaders—especially those in government—they can hold, too, for those in the public who identify with those leaders…itself another psychodynamic process. Of course, the public's contexts differ so the degree of threat and response will differ, too. This is a matter for further attention.Moreover, self-images are usually rich in content and while some aspects are threatened, others may not be or, indeed, may be attracted by new rational ideas. The resultant struggle within the psyche complicates the overt expression of these unconscious conflicts.But these dynamics mirror those comprising the problematique, especially its expression around issues of war and peace. Therefore, psychodynamic matters deserve as much attention and utilization as we now give to conventional, indeed, often ritual means, masquerading as rationality, for dealing with violence and armaments.     

Brand choice and varying quantity of information

The research reported here examines the impact of varying information on brand choice decisions and the relationship between brand choice and consumers' confidence, satisfaction, and the assumptions they make about undisclosed information.     

Measures of brand attitude: Are cognitive structure approaches really needed?

Recent research on attitude toward the advertisement provides a theoretical base that questions the usefulness of multiattribute attitude measures. Arguments for global measures of brand attitude in affect-referral choice situations are presented. The two types of measures are tested as predictors of purchase intentions for ten supermarket brands. Global brand attitudes demonstrated greater predictive value for nine of the ten test brands.