Development and validation of scales to measure attitudes influencing monetary donations to charitable organizations

Charitable organizations are under increasing financial pressure to attract and retain private donors. However, scales measuring consumer attitudes toward giving to charity have yielded ambiguous results in the past. Scales to measure consumer attitudes toward the act of helping others and toward charitable organizations are developed and tested for dimensionality and internal consistency using advocated procedures. The resulting measures are important to academicians, policymakers, and practitioners in the development of theory, public policy, and marketing strategy. Deborah J. Webb is a visiting assistant professor of marketing in the J. Mack Robinson College of Business at Georgia State University. She received her Ph.D. from Georgia State University. Her research interests are consumer behavior, marketing and society, and social marketing. Her work has been published in theJournal of Public Policy & Marketing and theJournal of Nonprofit and Public Sector Marketing. Corliss L. Green is an assistant professor of marketing in the J. Mack Robinson College of Business at Georgia State University. She obtained her Ph.D. from Florida State University. Her research interests include advertising and promotion, ethnic consumer behavior, and social marketing. Her research has appeared in such journals as theJournal of Retailing, theJournal of Advertising, theJournal of Advertising Research, theJournal of Services Marketing, and various other journals and proceedings. Thomas G. Brashear is an assistant professor of marketing in the Eugene M. Isenberg School of Management at the University of Massachusetts Amherst. He received his Ph.D. from Georgia State University. His research focuses on international marketing management, sales management, and research methodology.     

An examination of consumer sentiment toward offshored services

This research identifies and analyzes the underlying elements and consequences of consumer sentiment toward offshored services. This is accomplished by initially conceptualizing consumer sentiment toward offshored services, then developing and validating a multi-dimensional scale (OFFSERVSENT) to measure the construct. This research determines that consumer sentiment toward offshored services is instrumental in explaining consumers’ commitment to and global attitudes toward firms that offshore services as well as consumers’ word-of-mouth behavior. The strength of these relationships varies depending upon the type of service being offshored. The results of this research contribute to the study of services offshoring, an emerging and fertile area of research for the services and marketing disciplines, and provide practitioners with increased knowledge regarding offshoring decisions.     

Contribution of women to U.S. marketing thought: The consumers’ perspective, 1900–1940

This paper examines the early contributions of women to marketing thought with particular emphasis on marketing's evolving interest in the consumer. The emergence of marketing and home economics in the beginning of the present century provides a background for development of consumer theory and the relationships between these two disciplines. In addition, the contributions of women more closely aligned with mainstream marketing thought in the first half of the century are described and the significance of the “feminine perspective” and unique understanding of the consumer is demonstrated.     

A provider-cost/patron-effort schema for classifying products

Since the commodity-oriented thinkers of marketing’s early history, marketers have sought a valid schema for classifying products. Currently, the marketing literature is dominated by two types of schemata for classifying products: product-based and consumer cost-based. Despite marketing tenets such asexchange is the focal notion of marketing andgood marketing theory integrates the perspectives of firms and consumers, no existing schema embodies either exchange or a dual firm/consumer perspective. After reviewing the existing classificational schemata, one such schema is proposed and evaluated. The two classifying dimensions of this schema are providers’ relative variable costs (PRVC) and patrons’ relative effort (PRE). Crossing high and low levels of PRVC and PRE yields four product categories: low cost/effort, patroneffort heavy, provider-cost heavy, and high cost/effort. His work has appeared inJournal of Marketing, Journal of Business Research, Journal of Retailing, Journal of Advertising, International Journal of Advertising, Business Horizons, Business Ethics: A European Review, and other journals. His current research interests include marketing theory, advertising, and ethics. He received his Ph.D. in marketing from Purdue University. will soon receive his Ph.D. in marketing from the University of North Texas. His work has appeared inAcademy of Management Journal, as well as the proceedings of the American Marketing Association, the Decision Science Association, and the Society of Franchising. His research interests include building and testing models in international marketing, consumer behavior, and marketing management. His current research interests include self-referent processing of advertisements and consumer satisfaction.     

The professor-consultant: An important marketing resource

There has been little published on the topic of marketing consultants. The literature void is even more pronounced when a major source of outside expertise, the professor-consultant, is examined. The authors have surveyed marketing academicians to determine their attitudes toward consulting and the scope and nature of their consulting activities along with the kinds of clients for whom they work. The findings show that professors hold generally favorable attitudes toward consulting and work in a wide range of topical areas while serving many diverse clients.     

The moderating effects of insupplier/outsupplier status on organizational buyer attitudes

A conceptual model of the relationships among buyers’ perceptions of and attitudes toward elements of a vendor company’s marketing mix is developed and tested, and the moderating effects of insupplier/outsupplier status are assessed. Attitude centrality and self-perception theories predict that buyer perceptions of and attitudes toward the company, the salesperson, and the product will be more closely interlinked for insuppliers than for outsuppliers. Theory regarding category-based affect and attitude accessibility predicts that buyers will use extrinsic cues to a greater extent when making judgments about outsupplier as compared with insupplier salespeople. The results indicated significant moderating effects of insupplier/outsupplier status and generally validated predictions made on the basis of attitude theory. Perceived company reputation was more strongly related to salesperson and product attitudes for insuppliers than for outsuppliers. Extrinsic cues were used to a greater extent by buyers evaluating outsuppliers. Implications of the findings for management and a more complete understanding of organizational buying are discussed. His research interests include attitudinal influences on consumer and organizational buying behavior, sales force motivation, and job attitudes. His research has been published in theJournal of Marketing, Journal of Marketing Research, Journal of Consumer Research, Journal of Personal Selling and Sales Management, andJournal of Advertising Research, as well asJournal of the Academy of Marketing Science.     

Consumer ethnocentrism offline and online: The mediating role of marketing efforts and personality traits in the United States, South Korea, and India

Consumer ethnocentrism is an important concept that is used to understand international marketing phenomena. In this article, the authors conduct two empirical studies. Using consumer data from the United States, South Korea, and India (three diverse cultural and economic environments), they explore six hypotheses. In Stage 1, the results suggest that across all three countries, consumer ethnocentrism provokes negative attitudes toward both foreign advertisements and foreign products. The authors identify a set of consumer variables (i.e., consumers’ global mind-set) that may mediate consumers’ unfavorable attitudes toward foreign advertisements and products derived by consumer ethnocentrism. In Stage 2, the authors find that consumer ethnocentrism dampens consumers’ online consumption activities on a foreign Web site. Finally, the authors find that marketers’ e-mail communications to foreign consumers mediate consumer ethnocentrism in online environments. Hyokjin Kwak (hkwak@drexel.edu) is an assistant professor of marketing at Drexel University. His research interests include advertising effects, consumer communications, and strategic marketing. He has publications in theJournal of Consumer Psychology, theJournal of Advertising Research, theJournal of Current Issues and Research in Advertising, theJournal of Consumer Marketing, and other marketing journals. Anupam Jaju (ajaju@gmu.edu) is an assistant professor of marketing in the School of Management at George Mason University. His main research interests are in marketing strategy, marketing-technology interface, and international marketing. His work has been published in theJournal of International Management, Marketing Theory, andMarketing Education Review. Trina Larsen Andras (published as Trina Larsen, larsent@ drexel.edu) is a professor and the head of the Marketing Department at Drexel University. Her research has been published in many of the major professional journals in her field, includingHarvard Business Review, theColumbia Journal of World Business, International Marketing Review, Industrial Marketing Management, Management International Review, theJournal of Global Marketing, and theJournal of International Marketing, among others. Her research is focused on international marketing, specifically, cross-cultural behavioral and relationship issues in international marketing management.     

消费者情感依恋形成机理研究演进

消费者情感依恋是消费者与产品或者品牌之间的情感联结,是研究消费者忠诚形成的一条新路径,也是近年来消费者行为研究的新视角.综观20多年来国外心理学依恋理论及营销学中有关消费者情感依恋的研究成果,人们对情感依恋理论的起源、内涵、影响因素及作用机理已有相当了解,这对于企业与消费者形成稳固的长期关系、赢得持续竞争优势具有重要的...     

Attitudes of advertising executives toward the consumer behavior course

What should be taught to marketing students has always been an intriguing question. The marketing curriculum as a whole and specific courses have been the topic of much debate. One of the marketing courses, consumer behavior, was the subject of this research. A survey of advertising executives revealed some interesting perceptions regarding the consumer behavior course. Most executives believed the course was helpful in making decisions in the advertising area. However, the advertising executives ranked the consumer behavior course as only moderately important in usefulness to advertisers when compared with nine other marketing courses. Interestingly, the executives that had completed a consumer behavior course ranked the course lower in importance than the executives who had not taken the course. Generally, advertising executives believed the consumer behavior course was too abstract and theoretical in orientation and could be imporved through the use of case studies and more direct application examples of the consumer behavior theories presented in the course.     

Stress and consumer behavior

Although stress research has received increased attention in the behavioral and social sciences, it has been virtually ignored by marketing researchers. This paper attempts to advance the stress perspective as a useful framework in consumer research. First, the author presents theoretical and conceptual foundations of stress research. Second, the author develops a general conceptual model of the causes and consequences of stress on the basis of theory and research. The model serves as a blueprint for presenting theory and research on stress, organizing and interpreting findings of consumer studies in the context of stress theory, and developing propositions for needed research. Finally, the author provides a research agenda to guide future studies in this area.     

Television commercials in violent programming: An experimental evaluation of their effects on children

Using an experimental method, this study found that when a commercial was viewed immediately following a high-violence dramatic programming segment, children’s ad copy recognition scores were significantly lower and attitudes toward the ad and the advertised brand were significantly less favorable than when the commercial was viewed following a low-violence (but otherwise near-identical) program segment. The influence of program violence level on some advertising response measures was more pronounced when the commercial was positioned immediately following the dramatic programming segment than when immediately preceding it. The study cautions advertisers to examine carefully whether, in reaching for high audience ratings and cost efficiency through violent television programs, they may be sacrificing communication effectiveness of their brand advertising. He has published numerous articles on advertising effectiveness, children and advertising, buyer behavior, and marketing strategy in theJournal of Marketing Research, Journal of Marketing, Journal of Communication, Journal of Retailing, Journal of Consumer Affairs, Journal of International Marketing, and others. Her primary research interests are in children and advertising issues, buyer behavior, and marketing ethics. Her research has appeared in theJournal of Services Marketing, Journal of Broadcasting and Electronic Media, Journal of Nonprofit and Public Sector Marketing, and proceedings of numerous national and regional marketing conferences.     

Searching for the best price: An experimental look at consumer search effort

Certain factors may influence the extent to which consumers are willing to expend effort bargaining with retailers in order to gain additional pre-purchase information. One factor could be the consumer's favorable or unfavorable orientation toward the bargaining process itself. Another factor could be consumer expectation as to whether bargaining is permitted by retailers. A third factor might be whether a consumer's actual participation in bargaining encourages, or discourages, additional search activity. This research reports the results of a shopping simulation experiment which suggests that greater search effort is associated with individuals who are favorably predisposed toward retail bargaining and/or expect bargaining to be appropriate in a given situation.     

Life course perspectives on consumer behavior

Although marketing researchers have recognized the importance of early life experiences in shaping patterns of consumer behavior in later life, they have inadequate theoretical and methodological bases for investigating consumption-related issues over the life course. As a result, relatively little is known about the changes consumers experience over time, how they respond to these changes, and how early life experiences affect their consumer behavior. The life course approach, developed as an interdisciplinary program for studying various aspects of behavior, offers a framework for filling gaps in previous efforts to study consumer behavior over time. The purpose of this article is to advocate the life course approach for studying various types of market behavior. First, the author presents a general conceptual life course framework that serves as a blueprint for discussing theoretical perspectives and organizing, integrating, and reporting consumer research relevant to the life course paradigm. Second, methods of data analysis compatible with life course research are discussed. Finally, select areas of interest to marketing researchers (materialism and compulsive consumption) illustrate how the life course approach might contribute to previous efforts to study these consumer behaviors in an innovative way.     

Consumer ethnocentrism: A test of antecedents and moderators

This article identifies theoretical antecedents of consumer ethnocentricity and the effect ethnocentricity has on evaluations toward importing products. Hypotheses pertaining to the relationship between the identified antecedents and consumer ethnocentricity are developed based on an extensive review of the ethnocentrism and country-of-origin literatures. Also identified are factors moderating the effect of ethnocentric tendencies on consumers’ attitudes toward importing products. The hypotheses are subjected to an empirical test using data collected in Korea. He has published inJournal of Marketing, Journal of Marketing Research, Marketing Science, Management Science, and elsewhere. He has published inJournal of Consumer Research, Journal of Marketing Research, Journal of Marketing, and elsewhere. He received his Ph.D. in marketing from the University of South Carolina.     

农产品贸易竞争关系的研究方法综述

我国农产品贸易备受全世界关注,也是我国对外贸易中一个重要而又难以解决的问题。本文结合出口相似性指数、贸易互补性指数、贸易集中率指数、贸易强度指数、贸易专业化指数以及产业内贸易指数等贸易流量指数分析方法,对我国农产品贸易竞争关系的研究方法进行综述。     

顾客让渡价值分析：基于中国奢侈品消费者的消费心理

本文从消费需求和消费动机两方面对中国奢侈品消费者的消费心理进行分析，通过顾客总价值和顾客总成本解析奢侈品消费者独特的顾客让渡价值。本文认为，中国奢侈品营销策略一定要基于消费者独特的消费需求、消费动机以及顾客让渡价值。     

An investigation of consumer product warranties as market signals of product reliability

Several explanations of the purpose for consumer product warranties can be found in the marketing liteature. However, comparatively little research has been done to develop and test a theory of the consumer product warranty. Recently the Market Signal Theory which posits that warranties serve as signals of product reliability, has emerged in the economic, legal, and marketing literature. In this article, a test of the Market Signal Theory is conducted usign pre- and post-Magnuson-Moss Act warranties. Marketing and public policy implications of the Market Signal Theory and directions for future research are also discussed.     

Categorizing cognitive responses: An empirical investigation of the cognitive intent congruency between independent raters and original subject raters

Cognitive response coding is relevant for researchers who collect cognitive responses from individuals in the form of answers to open-ended questions or as thoughts produced while exposed to advertising messages. Coding of these cognitive responses is normally completed by a panel of two to four independent judges. This article is the first to empirically investigate cognitive intent congruence aspects underlining the data generated through cognitive response coding. The results show that there are definite gaps in the congruence of cognitive intent between the cognitive coding results that respondents, serving as cognitive response coders of their own thoughts, can provide and those cognitive response patterns provided by independent raters. The current study’s results raise a “yellow” caution flag regarding external independent raters’ ability to produce valid cognitive intent coding patterns that cannot be ignored by future researchers. The authors offer interpretation, implications, limitations, and directions for future research. Karin Braunsberger (braunsbe@stpt.usf.edu) (Ph.D., University of Texas at Arlington) is an associate professor of marketing in the College of Business Administration at the University of South Florida St. Petersburg. Her research interests are in the areas of research methods, consumer thought processes, and services marketing. Her research has been published in theJournal of the Academy of Marketing Science (JAMS), theJournal of Business Research, theJournal of Services Marketing, and others. She serves as a member of the editorial review board forJAMS. R. Brian Buckler (bucklerrb@mail.avila.edu) (Ph.D., University of Texas at Arlington) is an associate professor of marketing at Avila University (since 1996). He teaches both undergraduate and MBA Marketing courses. He is serving a second term as president of the American Marketing Association—Kansas City, Regional Chapter and has also served as director and vice president of Membership. His teaching and research interests include marketing strategy, marketing research, and consumer behavior. David J. Ortinau (dortinau@coba.usf.edu) (Ph.D., Louisiana State University) is a professor of marketing in the College of Business Administration at the University of South Florida, Tampa. His research interests are in the areas of consumer satisfaction and value evaluations/models; services marketing and service quality within selected market segments; research methodologies/scale measurement development; marketing education issues; attitudinal, motivation, and value issues within the consumer behavior framework; and marketing interactive technologies. His scholarly contributions have been published in theJournal of the Academy of Marketing Science (JAMS), theJournal of Retailing, theJournal of Business Research (JBR), theJournal of Health Care Marketing, theJournal of Services Marketing, theJournal of Marketing Education, and others. He is coauthor (with Joseph F. Hair Jr. and Robert P. Bush) ofMarketing Research: Within a Changing Information Environment (3d ed.). He serves as an editorial board member forJAMS andJBR, as well as an ad hoc reviewer for several other journal outlets. His teaching interests focus on marketing research methods and scale measurement, consumer/social behavior, and services marketing.     

General retail patronage loyalty as a determinant of consumer outshopping behavior

Consumer outshopping research has shown there are significant, but weak, relationships between consumers' attitudes toward local retailers and the degree to which they shop in local versus outlying areas. An alternative attitude measurement, retail patronage loyalty, is proposed and empirically evaluated. The loyalty scale was shown to be a stronger and more generalizable predictor of consumer outshopping behavior.     

Determinants of sports sponsorship response

Despite the growing role of sponsorship in the marketing activities of firms worldwide, academic research in this area has been limited. Adopting a classical conditioning framework, this research examines the effects of consumers’ attitudes about a sports event, their perceptions of sponsor-event fit, and their attitudes about the sponsor on a multidimensional measure of sponsorship response. The results suggest that sponsor-event fit, perceived sincerity of the sponsor, perceived ubiquity of the sponsor, and attitude toward the sponsor are key factors in generating a favorable response from sponsorship. Liking of the event and perceived status of the event have differing significance depending on how response is measured. Sponsorevent fit also has interaction effects with perceived status of the event and personal interest in the event. The implications of these findings for sponsors and event managers are examined, and future research directions are outlined. Richard Speed is an associate professor of marketing in the Melbourne Business School at the University of Melbourne, Melbourne, Australia. He received his Ph.D. from the Loughborough University of Technology, United Kingdom. In addition to sponsorship, he researches and publishes on decision-making for marketing strategy and the use and management of brands. Peter Thompson is principal of Et² Sponsorship Strategy and a visiting research fellow of the Melbourne Business School at the University of Melbourne, Melbourne, Australia. He holds a B.D.Sc. and an MBA from the University of Melbourne. His reserch of sports marketing, personality management, and sports broadcasting.