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.     

Beliefs,attitudes and behaviour towards Web advertising

To examine Web users' beliefs, attitudes and behaviour towards Web advertising, Pollay and Mittal's (1993) belief model is tested via structural equation modelling. The results suggest the model is a robust Web advertising effectiveness measurement tool. Underlying the study are the hypotheses that Web users' attitudes towards Web advertising are a function of several belief factors and influence users' behavioural intention. Results indicate the belief factors—product information, hedonic pleasure, and social role and image—related positively to subjects' attitudes towards Web advertising. Web users' beliefs about materialism, falsity/no sense and value corruption related negatively to their attitudes towards Web advertising. Web advertising attitudes impacted on reported behaviour towards Web advertising such that the more positive Web users' attitudes were towards Web advertising, the greater the likelihood that they would respond favourably to Web ads. In addition, the higher the respondents' income and education, the more negative their reported behaviour towards Web advertising.     

Television advertising and childrens' attitudes toward proprietary medicine

The effect of exposure to television drug advertising on children's attitudes toward proprietary medicines and medicine use was investigated in two experiments. The first experiment presented the commercials in a realistic program context fashion. The second experiment presented the commercials in a more direct and controlled manner. Using drug questionnaires, the subjects were assessed for their attitudes regarding the use of proprietary drugs. The results of both studies indicated that exposure to drug advertising had little influence on children's attitudes. Furthermore, children preferred not to watch drug commercials in comparison to a TV program or other types of commercials.     

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.     

Ethical standards,attitudes toward risk,and intentional noncompliance: An experimental investigation

Prior research has investigated the influence of decision maker characteristics on decision choice. This research examines the effect two personality traits of taxpayers, attitude towards risk and ethical standards, on intentional noncompliance. A taxpayer who is more (less) ethical will have lower (greater) intentional noncompliance, while a taxpayer who is more (less) risk averse will have lower (greater) intentional noncompliance. However, this study also found significant correlation between risk attitudes and ethical standards. This is because tax evasion is not just a gamble which can be explained by merely considering the risk variable. To understand tax evasive behavior better requires incorporation of noneconomic factors in the analysis, such as ethical standards, although risk attitudes may be an important explanatory factor. The current research suggests that individuals with lower ethical standards will have more intentional noncompliance. However, since ethical standards are correlated with attitude toward risk, the Internal Revenue Service (IRS) can partially overcome the influence of ethics by making the tax audit environment more uncertain. Thus, the research results justify the decision of the IRS not to release all its audit parameters because it makes the audit environment less uncertain.Dipankar Ghosh's research interests are in judgment and decision making, transfer pricing, and negotiation. He has published inDecision Science, Journal of Conflict Management, International Journal of Accounting, andJournal of Management Accounting Research.Terry L. Crain's research interests are in tax policy, tax equity, and the effects of taxation on taxpayer decision. He has published inDecision Science, International Journal of Accounting, andJournal of the American Taxation Association.     

An experimental investigation of the Egyptian consumers’ attitudes towards surrealism in advertising

This study investigates Egyptian consumers’ attitudes towards surrealism in advertising held by a sample of 976 participants. An experimental approach was taken to establish the interaction between Surreal advertisements and product category attitudes. This interaction was found to be statistically significant. A 2 × 2 anova was conducted to evaluate the effect of sex on attitudes towards surrealism in advertising. The results indicated a significant interaction between advertisement type and sex. However, the impact of surrealism in advertisements on persuasion, as measured by consumers’ attitudes towards the advertisement and brand, was not found to be moderated by consumers’ social class/income. These results lend strong support to the advertisement adaptation hypothesis and suggest that advertisements produced in one country cannot be standardized or directly translated for use in another, particularly if they are culturally different.     

Disentangling the impact of temperature on consumers' attitudes toward nostalgic advertising

Although the effect of temperature on consumers is ubiquitous, little is known about how temperature affects consumers' attitudes toward nostalgic advertising. Drawing on embodied cognition theory, this study explores the effect of temperature on consumers' attitudes toward nostalgic advertising through the mediator of the affective system. Based on two experiments involving personal and historical nostalgic advertising, our results show that when exposed to comfortable temperature, consumers follow the “assimilative effect” of temperature; warm temperatures trigger more positive attitudes toward nostalgic advertising when compared with cool temperatures. However, when exposed to uncomfortable temperatures, consumers follow the “complementary effect” of temperatures; cold temperatures lead to more positive attitudes toward nostalgic advertising than hot temperatures. Furthermore, the affective system plays a mediating role between temperature and consumers' attitudes toward nostalgic advertising. This study contributes to the literature on temperature in marketing and provides a practical guide for companies to implement nostalgic advertising strategies.     

A longitudinal examination of negative political advertising and advertisement attitudes: a North American example

This study examined the cognitive and affective components of advertisement attitudes towards positive and negative political advertising. Simulated advertisements for two US presidential campaigns conducted eight years apart were given to student samples at two state universities. The results indicated that, while overall attitudes had not changed, when examining sponsor‐positive advertisements and opponent‐negative advertisements separately the components of advertisement attitudes had changed over the eight‐year time span, particularly for female subjects.     

Using food pictorial metaphor in the advertising of non-food brands: An exploratory investigation of consumer interpretation and affective response

Using visual metaphors in ads is one of the communication techniques that brands have adopted to grab consumers' attention. The phenomenon of using food pictorial metaphors in non-food brand ads has spread in recent years, and given food's sensory nature, using this cue for a non-food brand can affect the way in which consumers interpret such ads. This research seeks to understand whether and how consumers perceive and process such a rhetorical figure. An exploratory qualitative approach is taken in two studies by using semi-structured interviews to explore consumers' reactions to different types of ads with food visual metaphors. The results reveal the predominance of congruency as a key processing mechanism of the ad at three levels: (a) between the food pictorial metaphor and the brand product category, (b) between the food visual metaphor and the brand itself, and (c) between the visual metaphor and the headline. Moreover, the food appetizing dimension, ad creativity, aesthetic appreciation of the ad, and consumers' aesthetic sensitivity are all revealed to play major roles in attitudes toward the ad.     

Personal values and business decisions: An exploratory investigation

Interest in subjective values and decision responses are investigated empirically, including statistically testing the predictive relationships between subjective values, other independent variables such as level and area of executive responsibility, and decision responses. John H. Barnett is Associate Professor at the Whittemore School of Business and Economics, University of New Hampshire, U.S.A. He was previously a Management Consultant (Cresap, McCormick & Paget) and a Volunteer Executive (Brazil, Mexico, Panama, Papua New guinea, Philippines). He is a Certified Public Accountant and a Doctor of Divinity. His most important publications are: A Business Model of Enlightenment, Journal of Business Ethics 4 (1985), Controversy and Change in Cultural concepts, (Sierra Madre Seminary), and Down the Rose Path: A Businessman's Search for Enlightenment, in press. Marvin J. Karson is Professor of Business Statistics and James R. Carter Professor of Management at the University of New Hampshire. He was formerly Professor of Statistics at the University of Alabama. His work has been published in a number of professional journals. One of his most recent publications is: Karson, M. J. and Cheng, D. C., Estimation of Multi-Period Expected Rates of Return When Investment Relatives are Lognormally Distributed, Journal of Business and Economic Statistics 3, No. 2 (1985), 140–148. He is also the author of Multivariate Statistical Methods (Iowa State University Press, 1982).     

Correlates of salespeople's ethical conflict: An exploratory investigation

Much have been written about marketing ethics. Virtually no published research, however, has examined what factors are related to the ethical conflict of salespeople. Such research is important because it could have direct implications for the management of sales personnel. This paper presents the results of an exploratory study that examined selected correlates of salespeople's ethical conflict. Implications for practitioners and academic are also provided. Alan J. Dubinsky is visiting Associate Professor of Marketing at the University of Minnesota. He was previously Assistant Professor of Marketing at Southern Methodist University and Territory Manager for Burroughs Corperation. His publications have appeared in several journals, including Journal of Retailing, Journal of Advertising, California Management Review, MSU Business Topics, Business Horizons, Industrial Marketing Management, Journal of Purchasing and Materials Management, Journal of Personal Selling and Sales Management, and Journal of the Academy of Marketing Science. Thomas N. Ingram is Associate Professor of Marketing at the University of Kentucky. He was formerly Product Manager and then Sales Manager with EXXON Company, U.S.A. and Mobil Chemical. His publications have appeared in Journal of Marketing Research, California Management Review, Business Horizons, Journal of Purchasing and Materials Management, Industrial Marketing Management, Journal of Personal Selling and Sales Management, and Journal of the Academy of Marketing Science. He is also coauthor of a personal selling textbook (Macmillan, 1984).The autors gratefully acknowledge the University of Kentucky Research Foundation for its financial support of this project.     

Competitive position effects and market share: An exploratory investigation

This paper investigates the relative competitive position of a firm with a view toward determining those marketing effort dimensions that significantly influence market share. The study differs from previously published reports in that it utilizes the Profit Impact of Marketing Strategy (PIMS) data base on relative marketing effort to identify key marketing effort variables for two broad classes of goods: consumer nondurables and capital goods. The framework for a competitive positive effects model is developed in terms of nine relative marketing effort dimensions expressed along categories roughly corresponding to competitive superiority, parity, or inferiority. Hypotheses for the two classes of goods, gleaned from the available marketing literature, were empirically tested with use of linear regression models. Though the sets of coefficients relating to the nine marketing decision variables significantly differed ac across industries, similar patterns were found in both groups with respect to the relative breadth of product line and relative product quality dimensions. The results also tended to (a) support the claim of Buzzel et al. [Product Quality, Strategic Planning Institute, Cambridge, 1978] that for product quality to matter, improvements relative to competition must be substantial, and (b) show that for certain effort dimensions striving for competitive superiority may not generate sizable increases in relative market share.     

Product familiarity and information processing strategies: An exploratory investigation

A theoretical and empirical examination of the relationship between product class familiarity and usage of information processing strategies is presented. Four major dimensions of information processing strategies are identified and used to conceptualize the linkage between product class familiarity and usage of particular strategies. Research hypotheses are tested in an exploratory study using a laboratory choice situation. Implications of the study with respect to usage of specific strategies and for future research are discussed.     

An exploratory analysis of the determinants of cooperative advertising participation rates

The paper offers an exploratory empirical investigation of the determinants of cooperative advertising participation rates. Using data for 2,286 brands, we examine the relationship of participation rates to national advertising expenditures by brand. We also consider how participation rates vary with average manufacturers’ margins by industry, average retail margins by category, and additional category-level variables. Reflecting the discrete nature of the dependent variable, the analysis employs discrete choice estimation techniques instead of OLS regression. The results reveal a significant quadratic relationship between advertising and participation rates. We interpret this and other significant findings in the context of existing work.     

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.     

Consumer confusion from own brand lookalikes: An exploratory investigation

Lookalikes are a new generation of own brand products that have similar packaging and labelling characteristics to leading branded products. Their current success and proliferation (in Britain) has raised ethical and legal issues about whether they confuse consumers. A set of factors that foster or inhibit consumer confusion adapted from a framework on consumer confusion, were tested on a sample of 50 shoppers at the end of their shopping visit. No incidents of consumers having falsely bought a lookalike product were identified. However, low‐price products subject to impulse buying were found to be more likely to confuse shoppers. Additionally, elderly and impulsive shoppers appear to be more susceptible to confusion. Thus, effective brand identification or confusion‐protection strategies are more important for the above sets of products and shoppers. However, future research should concentrate on what extent consumers infer “misleading” that the original brand attributes are similar to the lookalike brand attributes and how this is linked to their choice.     

Consumer attitudes and interactive digital advertising

This research examines consumer attitudes towards four sub-types of interactive digital advertising: internet-based e- and email advertising, and mobile-phone-based SMS- and MMS-type advertising. The differences in attitudes among these four sub-types of interactive digital advertising are also compared. Data are collected from three universities in Taiwan. Data analysis extracts three attitudinal forms (common factors) towards interactive digital advertising, namely, ‘informative’, ‘entertaining’ and ‘irritating’. Consumer attitudinal forms towards e-advertising and MMS-type m-advertising are both similar and positive (i.e. informative and less irritating and entertaining). Their attitudinal forms towards email advertising and SMS-type m-advertising are less positive (more irritating and less informative and entertaining). Furthermore, the three attitudinal forms towards the four sub-types of interactive digital advertising are compared. Consumer ‘informative’ and ‘entertaining’ attitudinal forms towards e-advertising and MMS-type m-advertisingare similar, while their attitudinal forms towards email advertising and SMS-type m-advertising are equal and lower than towards the previous two sub-types of interactive digital advertising. As for the ‘irritating’ attitudinal form, consumers feel more ‘irritated’ towards email advertising and SMS-type m-advertising, while their attitudinal forms towards e-advertising and MMS-type m-advertising are equal and less irritated.     

Dimensions of success in new product development: An exploratory investigation

As a key element in survival and sustaining growth, the constant development and re‐development of products has been the subject of many academic and consulting group studies. The specific focus of these studies has often been to identify and describe those factors which determine the outcome of new product developments; the critical success factors in NPD. In order to fulfill their objectives, the studies have focused on many aspects of the management of new product development programmes in companies, and attempted to relate them to a number of alternative outcomes. This has called for the measurement of “success” itself. Unfortunately, there is very little consensus amongst the studies regarding how best to operationalize “success”, and researchers have employed a variety of measures, focused on different levels of analysis, sought data from different sources and used different data collection methods. This paper examines the performance measures used in several major NPD studies and shows how success “measures” have been treated as financial and non‐financial. In addition, attention is drawn to the problems inherent in the different definitions of success. Finally, using data from an empirical survey, the relationship between financial and non‐financial outcomes is examined.