Employee attitudes toward advertising

The attitudes and opinions of a group of bank employees toward a recent advertising campaign run by the bank which stressed employee service were studied via factor analysis. The analysis revealed three clearly defined dimensions underlying the attitude-opinion items: general attitude toward the campaign, relevance of the campaign to the respondent's job, and changes in the respondent's job behavior caused by the campaign. Relationships among factor scores on these three dimensions with job satisfaction, job involvement, degree of customer contact, and degree of contact with other employees were investigated using multiple regressions and canonical correlation analysis. Employee attitudes toward the campaign were significantly related to all four of the job characteristic variables, as was perceived relevance of the campaign to the employee's job. Changes in job behavior were related only to involvement and satisfaction. The relationships found here suggest that in some cases, employee attitudes should be considered in evaluating the effects of advertising campaigns. Close coordination between marketing and general managerial functions is required in situations where advertisements relate to employees as well as customers.     

A longitudinal assessment of consumers' attitudes toward physicians' advertising

The purpose of this study is to investigate current attitudes and opinions toward physicians' advertising and to compare them to the attitudes expressed 20 years ago. It replicates a survey done in 1986 and uses the same questionnaire and the same population to compare responses longitudinally. Both the 1986 and 2006 respondents agreed that the public would be provided useful information through advertising by physicians, and both groups also believed that it is proper for physicians to advertise. The study seems to confirm the belief of many marketing professionals that advertising and marketing clearly have a place in the future of health care services.     

中国广告业赶搭数字电视班车

中国已经制定数字电视转换时间表,数字电视也被列为十一五规划重点项目。从2002年到2015年,国内数字电视市场规模将由400亿元扩张到5000亿元,而整个数字电视产业的规模预计将达到1.5万亿元,其中蕴藏的市场机会超过万亿元,市场潜力不可估量。对广告行业来说,电视媒体会有怎样的变化呢?中国广告业能赶上数字电视这班车吗?     

数字电视广告生存形态探析

在数字电视时代,数字电视广告具有的即时互动性,使得数字电视广告的主要传播方式发生了根本性的变化,变传统广告传播信息有时滞的单向流动为即时双向沟通,放弃传统电视广告沟通推的模式而采取推、拉结合的方式,从而最终导致了数字电视广告的变革,其实质就是一种电视广告的传播载体革新后电视广告传播模式的变革。     

Dimensionality of advertising attitudes: cross-national insights

A consensus emerging from writings about attitudes towards advertising in general is that such attitudes consist of two dimensions: the social and economic effects. However, as is the case with other marketing concepts and propositions, the findings pertaining to the structure of advertising attitudes are primarily based on American research. This study investigates the dimensionality of advertising attitudes in a non-US setting. The results obtained from a survey of Saudi adult consumers suggest that advertising attitudes do indeed decompose into social and economic effects dimensions as espoused in the US-based literature. The measures developed to capture the two dimensions demonstrate satisfactory internal consistency reliability and pass the tests for convergent, discriminant and concurrent validity. The implications of the findings are discussed and suggestions for future research are provided.     

Cognitive moral development and attitudes toward women executives

Research has shown that men and women are similar in their capabilities and management competence; however, there appears to be a glass ceiling which poses invisible barriers to their promotion to management positions. One explanation for the existence of these barriers lies in stereotyped, biased attitudes toward women in executive positions. This study supports earlier findings that attitudes of men toward women in executive positions are generally negative, while the attitudes of women are generally positive. Additionally, we found that an individual's level of cognitive moral development correlates significantly with attitudes toward women executives. Limitations of the present study and implications for ethics and diversity training in organizations are discussed. Debbie Thorne is an Assistant Professor of Marketing at The University of Tampa. She earned her doctorate in 1993. Her research has been published in conference proceedings and in The Journal of Teaching in International Business and The Journal of Business Ethics.Linda Howell Everett is an Associate Professor of Management in the Master of Arts in Organizational Management program at Trevecca College, Nashville, Tennessee. Her research interests include business ethics, decision making, risk, and mergers and acquisitions.Carol Danehower is an Assistant Professor of Management in the Fogelman College of Business and Economics at The University of Memphis. Her research interests include gender issues, employee motivation, and employee benefits.     

Psychological antecedents and risk on attitudes toward e-customization

Consumers can experience relatively low prices with the dramatic diffusion of online shopping even with customized products, which are commonly more expensive than regular products, due to unique functions of customized product order processes in online environments. This paper investigates how two psychological antecedents, (1) need for uniqueness and (2) status aspiration, can influence consumers' attitude with regard to forming procedures toward e-customized products and how perceived risk, another psychological factor, on purchasing e-customized products plays a role of moderating factor. A self-administered online survey of 321 Japanese consumers is conducted to examine a proposed conceptual model with Structural Equation Modeling (SEM). The analysis using results indicates that the need for uniqueness directly impacts on attitude toward e-customized products while it mediates the effect of status aspiration. A multi-group analysis to test a moderating effect of the perceived risk on purchasing e-customized products highlights the significant effects of psychological factors. The result also provides potential guidelines to e-tailors on possibility of segmenting markets as well as promoting their customized products using these psychological criteria of their target consumers.     

Consumers' attitudes and intentions toward Internet-enabled TV shopping

An increasing number of households are equipped with Internet-enabled televisions (IETVs) that yield opportunities for online activities. This research contributes by investigating the motivational factors of consumers’ attitudes and intentions toward IETV shopping. A quasi-experimental study in the environmental context of a living room was designed to explore IETV shopping behavior. Findings indicate that utilitarian motivations are determined by characteristics of technology and hedonic motivations from the physical environment. Attitudes toward IETV shopping are primarily influenced by hedonic shopping motivations. Conclusions suggest that by providing an IETV shopping app, retailers would make online shopping more enjoyable and comfortable for consumers.     

数字电视的发展为中国广告业带来的新格局

数字电视作为一种技术革新的传播载体,是未来的发展趋势。《国家十一五时期文化发展规划纲要》指出,我国将于2008年开播地面数字高清晰度电视,2010年我国要达到10套以上高清频道节目制作能力。就数字电视的发展模式,2007年广电总局提出了数字电视不等于付费电视,将付费电视概     

Factors affecting attitudes toward private labels and promoted brands

This work examines whether promoted brands and private labels attract different or similar consumers through psychographics and store image that drive purchase attitudes for these brands. The results using regression analysis demonstrate that these attitudes are driven by differences in psychographics and store image. Attitude toward promoted brands is characterised by positive store image, smart shopper self-perception, need for affiliation, and money attitude regarding power-prestige and anxiety. Private label attitude is characterised by more positive store image, and money attitude regarding retention and distrust. Noticeably, the conclusion of Ailawadi et al. (2001) regarding the indirect effect of demographics on the feasibility of using store brands and national brand promotions via psychographics appears weak, since we conclude that the impacts of demographics on the two types of purchase attitudes are weakly funneled through psychographics.     

Attitudes toward the extension and parent brand in response to extension advertising

This paper investigates how ads for extensions can trigger different reactions with respect to consumers' attitudes towards new line and brand extensions of familiar brands. Using a structural equation model, the authors research the influence of attitude towards the ad (Aad), parent brand quality, and perceived fit on attitude toward the extension (Aext), and resulting feedback effects on attitude toward the parent brand (Apb) with a sample of 509 Belgians. Results are compared between two types of advertising strategies (informational vs. positive emotional). The findings indicate that informational appeals, in comparison to emotional appeals, reduce the effects of parent brand quality and fit, but Aad is all the more important. In terms of feedback effects to the parent brand, Aext transfers more easily to Apb with an informational appeal than with a positive emotional appeal. On the other hand, Aad directly influences Apb for positive emotional appeals, but not informational appeals.     

Employee attitudes toward whistleblowing: Management and public policy implications

Managers of organizations should be aware of the attitudes of employees concerning whistleblowing. Employee views should affect how employers choose to respond to whistleblowers through the evolving law of wrongful discharge. This article reports on a survey of employee attitudes toward the legal protection of whistleblowers and presents an analysis of the results of that survey. Among the most significant findings of the survey are:

1. Recognition by employees of a hierarchy of proper whistleblowing outlets: internal first, law enforcement agencies second, and news media last.
2. Less employee support for legal protection for whistleblowers who report unethical activities than for those who report illegal conduct.
3. Very strong overall employee support for legal protection of whistleblowers, even among managerial and supervisory employees.
4. A belief among employees that a fear of being fired deters whistleblowing.

These findings have important implications for both management and public policy. Organizations that want to encourage whistleblowing clearly must protect whistleblowers from retaliation, while organizations that do not encourage whistleblowing may want to reconsider that policy. The survey results also have implications in the handling of individual whistleblowers. From a public policy perspective, the survey results provide support for increasing the legal protection of whistleblowers. On the other hand, any such increase in whistleblower protection should considerr the importance of employee loyalty and managerial discretion.     

A longitudinal study of the professions' attitudes towards competition & advertising

The attitudes towards competition and advertising of the members of five professions in New Zealand were monitored in three surveys carried out in 1985, 1988 and 1994. This paper reports on the changes in attitudes that occurred over this nine-year period, noting marked trends in all the professions towards an acceptance of a competitive orientation and advertising in particular. A partial exception to the general trend favouring competition has been the attitudes towards matters directly related to money (for example, fees and credit facilities), where there was markedly less enthusiasm for competition. Attitudes towards advertising by professional practices have relaxed sufficiently to question whether advertising needs to be a matter of concern to the professions.     

Assessment of attitudes toward corporate social accountability in Britain

Few issues seem to have more long-term impact upon the relations between business and society than those of corporate attitudes toward greater public accountability, corporate behaviours in response to such attitudes, and societal reaction to those behaviours. Nevertheless, there has been relatively little rigorous behavioural research of managerial attitudes toward corporate social accountability. This empirical study researches the attitudes of management in Britain toward corporate social accountability. It assesses the corporate concern for social responsibility during the peak period of such concern by all interested parties (1974–1979). Vassilios P. Filios, B.B.A. (Athens), M. Soc. Sc. (Southampton), Ph.D. (Birmingham), has been a Research Associate of London Graduate Business School (1979–80) and a Visiting Lecturer in the Department of Accounting at the University of Birmingham (1978–80). During the last years he has been teaching at the Greek Productivity Centre and the Greek Management Association, management accounting to middle and top managers of Greek enterprises. He has also been involved in organizational consultative work. He has contributed with more than fifty articles to the Greek accounting and management journals. He is the author of three books, one in Socio-Economic Accounting, one on Cost Accounting Data for Management Decisions and the third on Public Sector Accounting. Articles of Dr. Filios have also appeared in Accounting and Business Research,in the Accounting Historians Journal,the Journal of Business Finance and Accounting,the Rivista Internationale di Scienze Economiche e Commerciali,the Journal of Business Ethics, Socio-Economic Planning Sciences Journal,etc. His research interests lie in the areas of Continental accounting evolution, E.E.C. accounting developments, and on socio-economic aspects of accounting.     

Measuring the hedonic and utilitarian dimensions of attitudes toward product categories

A bidimensional (hedonic/utilitarian) approach to understanding consumer attitudes was recently introduced by Batra and Ahtola (1991); they reported three construct validation studies and proposed a set of items to measure the construct(s). In the present paper, the Batra and Ahtola (1991) scales are applied to a wide variety of product categories. Results of the present series of measure validation studies suggest that there are hedonic and utilitarian elements comprising attitudes toward product categories and that, although problematic, the Batra and Ahtola (1991) scale items are a useful first step in measuring these components.     

We are more tolerant than I: self-construal and consumer responses toward deceptive advertising

Marketing Letters - Deceptive advertising, or advertising that intends to mislead consumers by false claims or incomplete disclosure, is ubiquitous in the marketplace. Though prior research has...