Repetition and attitudinal discrepancy effects on the affective response to television advertising

Significant, favorable attitudinal response toward both the brand and ad were observed at the first exposure in a laboratory experiment on the effects of repeated exposure to television advertisements. At higher levels of repetition, lower, although still positive, ratings were obtained. Response was significantly mediated by prior brand attitude. Mean differences in attitude toward the brand and ad were only partially accounted for by changes in brand perception.     

Intrafamily decision making in family planning

58 expectant couples were counseled about family planning postpartum and husbands and wives were asked to rank preference of methods. Husbands preferred IUDs (12%), the pill (7.6%), or diaphragms (8.2%). Wives preferred diaphragm (10%), foam (8%), jelly (8%), and IUDs (6%). The process of discussion was then charted. It was found that wives were more influential than husbands in the joint ranking process, which put IUDs 1st, followed by diaphragms and jelly. As discussion progressed, side effects became more important and the condom was selected as a compromise more often than any other method. It is suggested that marketing attempts for condoms emphasize the lack of side effects as well as promote the advantages to men.     

Semantics and capital market efficiency: Testing the market's reaction to the naming of stock distributions as splits or dividends

The AICPA and NYSE urge corporations to avoid the term “stock dividend” and use the term “stock split” when referring to large common stock distributions. Theoretically these large distributions do not convey any economic value to the stockholders. Therefore a rule was considered necessary so as not to mislead them as to the actual nature of the distributions. The purpose of this study is to examine security price reactions to the differential naming of these distributions. The results strongly suggest that security returns are not differentially affected by naming a large common stock distribution a stock dividend rather than a stock split. That is, the capital market appears to be semantically efficient between terminologies.     

Integer goal programming model for the implementation of multiple corporate objectives

The problem of long-range planning and investment project evaluation is complicated by the presence of multiple conflicting goals measured in incommensurable units, indivisibility of alternative projects, and the desire of management to consider mutually exclusive marketing-pricing strategies. The model proposed in this study attempts to allow for these complexities through the use of integer goal programming. It is the hope of the authors that this model will provide management with an additional decision-making tool for implementation of multiple corporate objectives.     

Accuracy of management and security analysts' forecasts: Additional evidence

This paper provides further support for findings in studies by Basi, Carey, and Twark [2] and Ruland [5] which indicated no statistically significant superiority of management over analysts in forecasting earnings per share. These somewhat surprising findings are seen to flow from several possible sources. Lack of superior management forecasting performance may reflect (1) a considerable sharing of the forecast or forecast-related information by management with analysts, or (2) firm-specific data (to which management is more privy) may be less important in forecasting performance than data on economy-wide movements.     

What's in a change in an industrial bond rating?

Bond quality rating changes (BQRC) for industrial bonds are analyzed using both univariate statistical methods and discriminant analysis to find significant variables and their relationship with the changes. The single most important explanatory variable is found to be the rate of return on assets (ROA), followed by the trend in the return on assets (ROATREND). The univariate analysis found six of the seven proposed explanatory variables significant beyond the 0.01 level. The two-group discriminant analysis model achieved a correct classification rate of over 77%. The paper shows how the results of the two-group discriminant analysis can be used for a three-way prediction (upgrade, downgrade, or no change of bond ratings). The results of this study show that models based on financial statement data can predict rating changes with good accuracy and therefore may be a useful tool for rating agencies, at least as an initial screening device.     

Recent SEC prosecution and insider trading on forthcoming merger announcements

While trading on nonpublic information is illegal, the enforcement of this law has been elusive, particularly in the area of trading in advance of merger announcements. We examine the impact of insider trading on daily stock price changes for firms identified by the SEC in the Antoniu-Newman insider trading case. Using residual analysis, the abnormal returns occuring prior to the announcement are calculated and compared with a sample of 188 typical merger candidates not identified in the Antoniu-Newman case to determine whether or not there was an unusually large market reaction prior to the forthcoming merger announcement on the subset of merger candidates involved in the court procedure.     

Media allocation model using nonlinear benefit curves

An integral part of planning advertising campaigns involves the selection of those media vehicles that maximize the effectiveness of the advertising effort. This article describes a media allocation model designed to provide the media planner, responsible for a particular advertising campaign, with relevant information for use in selecting the most appropriate media vehicles and in determining the number of insertions in each vehicle. It is based on the derivation of nonlinear benefit curves for candidate media vehicles that can be derived from commercially available response data and from subjective estimates gathered from media planning experts. When tested in an actual advertising campaign, the results serve to provide relevant information that can make the media allocation decision a more objective one.     

Similarities between conflict and cooperation in the marketing channel

This article examines the relationship between two causes of conflict: domain dissensus and perceptual incongruity, and the levels of conflict and cooperation within a marketing channel dyad. Utilizing a national sample of food broker-food wholesaler dyads, four hypotheses were tested—two relating domain dissensus and two relating perceptual incongruity to conflict/cooperation. Results indicated no significant relationship between either perceptual incongruities or domain dissensus and the level of conflict found in the dyad, while a significant negative relationship was found between both perceptual incongruities and domain dissensus and the level of cooperation in the dyad.     

Issues in fitting theoretical and measurement models in marketing

This article reviews the applications of linear structural equation modeling in business. It further examines the extent to which measurement models are constructed to fit theory models. The consensus appears to be that modelers intuitively use congeneric models without considering the appropriateness of such use. The other measurement models, such as tau equivalent or parallel form models are used very little in the literature. In addition, there is no use of common factor measurement models. The article also examines the extent to which various indices of fit are used in modeling marketing phenomena. Although chi square tests of model fit are used most frequently, the study documents increasing use of yet other indices, which perhaps more accurately reflect the extent to which the model fits.     

Narrative disclosures in annual reports

This paper explores a methodology for evaluating the content of narrative data. The method is applied to the president's letter and management analysis portions of annual reports in three industries. Comparisons of the narrative themes identified by the method are made to economic factors of sample firms that could alter perception of management performance. Results confirm hypothesized linkages between performance and narrative disclosure consistent with attribution theory.     

Intensive growth strategies : A closer examination

The feasibility of modeling the effects of alternative growth strategies on market performance is the subject of this report. Intensive growth strategy alternatives are discussed in terms of key products and market variables and implied growth opportunities. Microanalytic relationships among growth strategy components are developed and then reformulated in terms of a cross-sectional econometric model. Three variations of this model are tested using the Profit Impact of Marketing Strategy (PIMS) data base. The results indicate that a main-effects model and a mixed model that allows for interaction effects among alternative growth strategies provide reasonable fits to the data. The results supporting the existence of interaction effects lend support to the contention that growth strategies are not totally divorced from one another and should consequently be considered in tandem when formulating strategy policies.     

A longitudinal test of price effects on brand choice behavior

The introduction and withdrawal of marketing variable inputs at various intervals of time and the subsequent observation of their impact on buyer behavior provide an invaluable aid as to how certain promotional changes work. Results of the present longitudinal experiment using a consumer panel of 133 households provide further evidence that for artificial brands, penetration and repeat buying can be influenced significantly by the introduction and retraction of a substantial price reduction. Yet, the effects on penetration are consistently greater than the effects on repeat buying. After-effects appear negligible. These results generally confirm prior research findings.     

Market similarity and market selection: Implications for international marketing strategy

International market selection patterns for a sample of 954 new products suggest that firms exhibit a significant preference for markets similar to the home market. Preferences for similar markets decline as firms gain experience in a variety of markets, however. This pattern suggests the importance of uncertainty and information in global market selection and marketing mix management. Alternative means of gathering information about foreign markets permit and support very different approaches to global marketing activity. More fundamentally, a global perspective on the relationship between market conditions, marketing policies and programs, and consumer response can be developed systematically to improve global marketing performance.     

Electric utility returns and the market model

Use of estimates of the single factor market model has been criticized on a number of fronts including the allegedly poor empirical “fit” of the characterization for regulated firms. Countervailing evidence is presented here that indicates the market model is a better characterization of electric utilities than of unregulated companies     

The error learning hypothesis: The evidence reexamined

This paper reexamines the error learning hypothesis, taking explicit account of both the measurement error in forward rates and the nonstationary of liquidity premiums. The evidence is consistent with the model, but with lower explanatory power than the previous results of Meiselman (1962) and Van Horne (1965).     

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.     

Self-monitoring,norms, and attitudes as influences on consumer complaining

Reactions of consumers to marketplace problems vary widely despite the frequent similarity of sources of dissatisfaction. The results of two studies designed to investigate the determinants of consumer inclinations to complain are presented. Two alternative social-psychological explanations of behavior employing self-monitoring, moral and social norms,and attitudes as predictor variables are examined.