A note on the predictive validity of the CETSCALE

Consumers’ perceptions of the morality of buying foreign products, or consumer ethnocentric tendencies, are becoming an increasingly important issue for marketers in the global environment. The predictive validity of Shimp and Sharma’s (1987) CETSCALE was tested in a nationwide mail survey. The scale is shown to be a much stronger predictor of import buying behavior than are demographic variables. The ability of the scale to predict purchase behavior does not, however, appear to be consistent across the two products tested.     

Does innate consumer innovativeness relate to new product/service adoption behavior? The intervening role of social learning via vicarious innovativeness

Empirical studies provide an inconsistent picture of the relationship between an innovative personality predisposition (i.e., innate consumer innovativeness [ICI]) and innovative behavior (i.e., new product adoption behavior). Such inconsistencies suggest intervening variables that may mediate the relationship have not been considered. Using data from a panel of consumers (n = 296 in a cross-sectional phase, n = 147 in a matched, two-phase longitudinal analysis), we find that ICI does not directly influence adoption behavior but does so indirectly through two of three components of vicarious innovativeness (modeling and engagement in word of mouth but not exposure to advertising). Furthermore, despite the evidence that consumers’ decision processes differ for service versus product adoption, extant studies largely ignore the role of ICI in new service adoption. Our findings suggest that vicarious innovativeness plays a similar intervening role in service contexts. Finally, divergent operationalizations of adoption behavior (ownership, relative time of adoption) appear to perform equally well.

Gadget lovers

Marketers in firms that routinely produce high-tech innovations want rapid adoption of their products. Many believe the consumer segment that is targeted initially should consist of people who adopt innovative technology relatively early and are influential sources of information that others use as references for their own behavior. A set of adopters who might meet these requirements, but have not been the focus of prior scholarly research, are gadget lovers. This article provides insights into this segment, proposes a scale to measure its key characteristics, and reports the results of a group interview and four additional studies that support the validity of the scale (n ₁ = 1,655, n ₂ = 789, n ₃ = 1,366, and n ₄ = 188). The gadget lover scale explains adoption-related behaviors beyond the variance accounted for by technological innovativeness and key demographic variables.

“Add-on” purchasing: Consumer behavior in the trial of new products

The research reported here examines consumer behavior in the trial of new consumer packaged goods. Panel data tracking purchase patterns over the first two years of introduction for seven low-priced consumer goods was utilized to study both the timing and quantity of individual household new product trials. A behavior termed “add-on” purchasing (buying trial brands in addition to regularly purchased brands) was exhibited across all seven new products. Implications of this “add on” behavior are discussed.     

雇主品牌与员工创新行为关系研究

把员工创新行为作为因变量,把雇主品牌作为自变量,把工作幸福感作为中介变量,把职业韧性作为调节变量,构建了一个揭示雇主品牌对员工创新行为的影响效果及影响机制的模型。通过对81家企业的946名在职员工进行问卷调查,采用多层线性模型技术对样本数据进行统计分析,研究发现：（1）雇主品牌正向影响员工工作幸福感与创新行为;（2）工作幸福感显著正向影响创新行为,工作幸福感在雇主品牌与员工创新行为之间起部分中介作用;（3）职业韧性在工作幸福感与创新行为的关系中起正向调节作用,职业韧性越强,工作幸福感对创新行为的影响作用越强。     

The effectiveness of publicity versus advertising: a meta-analytic investigation of its moderators

This study provides an answer to the question whether and under which conditions publicity is more or less effective than advertising. Advertising refers to paid communication that identifies the message sponsor, whereas publicity is communication that secures editorial space in media for promotion purposes and does not have an identifiable sponsor. The primary advantage of advertising over publicity is the sponsor’s control over message content; its disadvantages are audience skepticism and lack of credibility. We investigate this trade-off between credibility effects and effects of recipients’ processing and evaluation of message content. Results of a meta-analytic structural equation model show that the positive credibility effect of publicity is on average about three times as strong as the information evaluation effect, supporting the overall superiority of publicity over advertising. This effect, however, is moderated by prior knowledge and only holds for products about which recipients lack prior knowledge. The effects change for known products when advertising becomes superior. The effectiveness of publicity depends on further moderating variables. In particular, academic studies tend to underestimate the true effects of publicity over advertising due to experimental manipulations. Campaigns that combine publicity and advertising weaken the effects of publicity, whereas advertorials (i.e., advertisements disguised as editorial material) are more effective, since they combine the advantages of both publicity and advertising. The results have theoretical and practical implications.     

Testing the social involvement model in an energy conservation context

This study tests Webster’s Social Involvement Model in the realm of energy conservation. An energy conservation index (ECI) is developed and serves as the dependent variable, while sociopsychological, attitudinal and demographic measures comprise the independent variables. Rather than being upscale and socially responsible, those scoring high on the ECI are socioeconomically down-scale.     

Assessing the predictive validity of two methods of measuring self-image congruence

The predictive validity of two measurement methods of self-image congruence—traditional versus new—were compared in six studies involving different consumer populations, products, consumption settings, and dependent variables (brand preference, preference for product form, consumer satisfaction/dissatisfaction, brand attitude, and program choice). The traditional method is based on tapping the subject’s perception of product-user image and the subject’s perception of his/her self-image along a predetermined set of image attributes and adding the self-congruity scores across all image dimensions. Three problems were identified and discussed in relation to the traditional method: (1) the use of discrepancy scores, (2) the possible use of irrelevant images, and (3) the use of the compensatory decision rule. The new method is based on tapping the psychological experience of self-congruity directly and globally. The findings demonstrated the predictive validity of the new method over and beyond the traditional method. His research interests are mostly in self-concept, quality of life, and systems theory. His research interests are mostly in pricing and product quality. Her research interests are primarily in family decision making. Her research interests focus on the social psychology of clothing and patronage of clothing retailers. His research interests are mainly in the social psychology of travel and leisure behavior. His research interests are mainly focused on self-concept, quality of life, environmental marketing, and sports marketing. His research interests are mainly in self-concept and value-expressive advertising. He is the Academy of Marketing Science Distinguished Professor of Business and is the founder of the Academy of Marketing Science. He currently serves as the organization’s executive director. His research interests are mostly in consumer behavior and advertising.     

人力资源管理强度与员工创新行为的关系研究

高素质人才是推动高质量发展的引擎,人才创新活力是科技革命的重要支撑,开发人力资源是企业纾困、提升创新活力的重点突破方向。本文以沪深科技型新创企业员工为研究样本,探究中国情景下人力资源管理强度的三个维度在员工创新行为产生过程中的作用,以及差序氛围的调节作用和组织支持感的中介作用。研究结果表明:人力资源管理强度的三个维度对员工创新行为均具有正向影响;组织支持感在人力资源管理强度的三个维度与员工创新行为的关系中均起到部分中介作用;差序氛围在人力资源管理强度的三个维度与组织支持感的关系中均具有负向调节作用。本研究对组织从员工心理认知角度提高人力资源管理强度,促进员工创新行为,降低差序涟漪效应,强化人才"同心圆"具有一定的启示。     

构建以创新性学习为取向的大学校园文化

大学生创新性学习包涵学习价值取向、学习态度和学习行为等特殊性。以创新性学习为取向建设大学校园文化，既是社会发展的需要，也是学生自身成长的需要。据此，本文为构建创新性学习为取向的校园文化提出若干建议：(1)将创新性学习取向融入校园文化；(2)培养大学生的创新性学习行为；(3)形成以创新性学习为取向的校园文化建设的合力。     

Heterogeneity in sales districts: Beyond individual-level predictors of satisfaction and performance

This article examines the influence of heterogeneity within a sales unit on the unit’s satisfaction and performance.Sales unit refers to a set of salespersons working out of the same office and for the same supervisor, andheterogenity refers to salespersons’ dispersion or variance on key dimensions. Specifically, drawing on theories in social psychology, the authors study the influence of sales unit heterogeneity in terms of (1) demographic characteristics (e.g., gender dispersion), (2) skills and rewards (e.g., reward dispersion), and (3) goal orientations (e.g., learning orientation dispersion) on a sales unit’s performance and job satisfaction levels. The hypotheses developed are tested using data from a study involving 476 salespeople belonging to 105 sales units in a large organization. The authors find that the focal heterogeneity variables account for nearly 25 percent of the total variance explained by the full set of independent variables included in the model. R. Venkatesh is an assistant professor of business administration at the University of Pittsburgh’s Katz Graduate School of Business. His articles on product bundling, cobranding and sales force management have appeared or are forthcoming in theInternational Journal of Research in Marketing, Journal of the Academy of Marketing Science, Journal of Business, Journal of Marketing, Journal of Marketing Research, andMarketing Science. Goutam Challagalla is an associate marketing professor at Georgia Tech. He received his Ph.D. in marketing from the University of Texas at Austin, where he won the Outstanding Dissertation Award. He has published articles on sales management and marketing theory in marketing and psychology journals. Ajay K. Kohli is Isaac Stiles Hopkins professor of marketing at Emory University’s Goizueta Business School. During 2000–2001, he is on leave from Emory and working at the Monitor Company. He has published in several journals on market orientation, sales management, and organizational buying behavior.     

The moderating effect of organizational cohesiveness in knowledge use and new product development

This study examined the influence of cohesiveness, an organizational cultural variable, on knowledge use and organizational learning within the context of new product development (NPD). The authors surveyed NPD managers from 323 firms, representing a wide range of product classifications, about their firms’ levels of cohesiveness and NPD efforts. Using structural equation modeling, the authors demonstrated that organizational cohesiveness has a moderating influence on both an organization’s use of its existing knowledge to develop innovative new products and the resulting performance of those products, which emphasizes how influential organizational “mind-set” can be. By considering cohesiveness an influence in new product innovativeness and new product performance, the authors incorporated a cultural variable that has received little attention in the NPD and more general marketing literature. This research reveals that much is left to learn about cohesiveness and that understanding it can advance knowledge use, organizational learning, and innovation. Beverly K. Brockman (bev-brockman@utc.edu) is an assistant professor of marketing at the University of Tennessee at Chattanooga. She holds BBA and MBA degrees from the University of Kentucky and a PhD from the University of Alabama. Her specialty areas include marketing strategy, entrepreneurship, product development, and organizational learning. Dr. Brockman has been an American Marketing Association Doctoral Consortium Fellow, and her work has been published inDecision Sciences, Journal of Services Research, Journal of Consumer Satisfaction, Dissatisfaction, and Complaining Behavior, and others. Robert M. Morgan (rmorgan@cba.ua.edu) (PhD, 1991, Texas Tech University) is Phifer Faculty Fellow and department head, Department of Management and Marketing, in the Culverhouse College of Commerce and Business Administration at the University of Alabama. His interests focus on relationship marketing and marketing strategy, and his research in these areas has been published in theJournal of Marketing, theAcademy of Management Journal, Decision Sciences, and other journals and book chapters. His article “The Commitment-Trust Theory of Relationship Marketing,” coauthored with Shelby D. Hunt and published in 1993 in theJournal of Marketing, was recognized in 2004 by the Institute for Scientific Information as the most cited article in business and economics journals over the previous decade. His article “The Comparative Advantage Theory of Competition,” also coauthored with Shelby D. Hunt and published in 1995 in theJournal of Marketing, received the Sheth Foundation/Journal of Marketing Award in 2004.     

How culture matters in children’s purchase influence: a multi-level investigation

Children’s purchase influence (CPI) is an important factor in understanding family consumption behavior. The present study investigated the effects of cultural adaptation, including the role of acculturation and ethnic-identification, on children’s role in family purchase decisions. By conceiving of CPI as a family context-dependent phenomenon, we hypothesized that parent–child cultural dissonance/consonance within the family influences CPI through a cross-level process. The hypotheses were tested on data collected from 99 Hong Kong Chinese immigrant family triads, i.e., father, mother, and a teenage child. The results showed that: (1) acculturation positively and ethnic-identification negatively influenced CPI for most products, (2) the interaction between acculturation and ethnic-identification had a positive influence on CPI, and (3) generational dissonance/consonance had significant moderating effects on CPI through a cross-level route.     

文化交往视角下的旅游产品创新设计--以安徽龙岗为例

旅游产品是一种服务产品,旅游目的地与旅游者的“互动关系”直接影响到旅游者对服务价值的认同与产品价值的实现。旅游产品同时也是一种文化产品,旅游者与旅游目的地的“互动关系”一定程度上也是异地文化交往互动关系。研究从旅游活动中的文化交往机制出发,以安徽龙岗古镇为例．探讨旅游产品创新设计思路与模式。     

Creating market anticipation: An exploratory examination of the effect of preannouncement behavior on a new product’s launch

Preannouncements are strategic marketing communications directed at market participants including investors, suppliers, distributors, and buyers. Most empirical literature focuses on antecedents influencing a firm’s preannouncement behavior and on outcomes related to deleterious responses by competitors. This study differs and follows the large body of extant research that examines preannouncing behavior as a deliberate marketing communication process aimed at influencing market participants in the firm’s favor. The authors develop and test a model of preannouncement behavior that affects the success of a new product launch through market anticipation, competitive equity, and new product development resources. The findings indicate that preannouncement behavior engenders new product success through its positive effect on market anticipation—a favorable industry-wide bias in advance of new product introduction—and emphasizes the use of preannouncements as business-to-business marketing communications aimed at influencing current and prospective supply chain partners in the firm’s favor. Kim Schatzel (schatzel@umd.umich.edu) (PhD, Michigan State University) is an assistant professor of marketing at the University of Michigan, Dearborn. Her business experience includes more than 20 years of corporate and new venture work including tenure as the founder and CEO of a multinational $250 million automotive components firm and three start-up technology-based companies. She is interested in the study of new product development, business-to-business marketing communications, and firm reputation issues. She has published articles in theJournal of Marketing, theJournal of Business Research, and theJournal of Product Innovation Management. She is also highly committed to teaching excellence and has won several awards for undergraduate, graduate, and executive teaching. Roger Calantone (rogercal@msu.edu) holds the Eli Broad University Chair in Business at Michigan State University and is also the director of the Broad Information Technology Management Program (ITMP). He is interested in the study of new product innovation and technology decisions in industrial firms. Currently, his research is focused on new product decisions, industrial market segmentation, global logistics, and the use of neural network and autonomous learning models to valuate product components. He is the author of more than 200 refereed academic articles and proceedings and is coauthor of several books. His publications have appeared in journals such as theJournal of Marketing, the Journal of Marketing Research, Marketing Science, Management Science, Decision Sciences, and theStrategic Management Journal.     

The behavioral perspective model of purchase and consumption: From consumer theory to marketing practice

The Behavioral Perspective Model of purchase and consumption (BPM) portrays the rate at which consumer behaviors take place as a function of the relative openness of the setting in which they occur and the informational and hedonic reinforcement available in or promised by the setting. Each of eight combinations of contingencies based on these explanatory variables is uniquely related to a specific mode of observed consumer behavior. By providing an environmental perspective on consumer behavior, the model makes a critical contribution to the development of contemporary consumer research that frequently decontextualizes its subject matter. It also presents an innovative conceptualization of the nature of marketing strategies.     

International industrial buyer behavior: An exploration and a proposed model

A large proportion of world’s trade revolves around a long list of industrial products which are pruchased by industrial buyers. Although it has been suggested that the impact of culture on international markets is more predominant in the consumer goods than industrial goods (Keegan 1984), little has been done in terms of understanding other variables besides culture that effect the international industrial buyer and his/her behavior.     

基于链式中介效应的真实型领导对员工创新行为影响研究

基于社会认知理论和价值观理论,考察了真实型领导对员工创新行为的复杂影响机制。以374份企业员工数据为样本,通过层级回归分析和Bootstrap方法进行假设检验,研究结果表明：真实型领导对员工创新行为具有显著正向影响;不确定性规避和创新自我效能感在真实型领导与员工创新行为之间分别发挥部分中介作用,而且发挥了链式中介作用,即真实型领导通过降低不确定性规避程度影响员工的创新自我效能感,进而鼓励了员工的创新。     

Assessing multifunctional innovation adoption via an integrative model

This study proposes and tests an integrative model that incorporates the mental resources framework (MOA: motivation, opportunity, and ability) alongside traditional innovation adoption predictors for assessing the adoption of dual-functionality innovations (DFI), a special case of multifunctional innovations (MFI). The multifunctional nature of an increasing number of new products demands the use of mental resources in evaluating new offers, as the comprehension of MFIs is more demanding (i.e., requires more mental resources) than single-functionality (SF) products. The proposed model also recognizes the role of MFI categorization as a critical link in the process, because an MFI, and within the context of our study a DFI, helps consumers achieve multiple goals if they realize its dual functionality. Our model demonstrates that mental resources play a significant role in consumers’ adoption decisions and should be included in studies of MFI adoption. Further, our integrative model offers a significant improvement over rival alternatives that use only traditional innovation adoption predictors. Thus, the model offers a new approach for estimating MFI adoption with a superior predictive power and facilitates the development of appropriate marketing strategies for such products.     

Consumer ecological concern and adaptive behavior

Consumer concern with the environmental problems and the related adaptive behavior have been investigated. For purposes of analysis the respondents are categorized into high concern and low concern groups on the basis of the degree of concern expressed by the respondents. Differences between the groups were analyzed in relation to the following consumer response variables: (1) attitudes towards pollution control; (2) pollution related message recalls; (3) believability of corporate pollution related advertisements; (4) purchase intentions of non-polluting products under different conditions of adaptive behavior; (5) willingness to make monetary and convenience sacrifice in buying non-polluting products; and (6) non-polluting product purchase recalls. Data analysis leads to the following conclusions: respondents in general do not consider that the dangers of pollution are exaggerated; respondents in both the groups expressed more willingness to adapt or change their behavior in situations involving socio-psychological, convenience and economic variables than product quality variable; and the two groups significantly differed with regard to the number of non-polluting product purchases recalled.