The persuasive impact of two-sided selling appeals for an unknown brand name

The persuasive effectiveness of message sidedness (one versus two-sided messages) and message structure was assessed in the context of a personal selling appeal for a new home computer to an unfamiliar target audience. Contrary to some prior research, two-sided appeals were found to be less, not more, effective in promoting seller credibility and message acceptance than onesided appeals. To some extent, however, this effect was attenuated by placing unfavorable product arguments at the end rather than the beginning of the selling appeal. To account for these findings, a disarming effect is proposed. People who have little or no, knowledge regarding a seller’s particular offering tend to be disarmed by two-sided appeals. As a result, they discount the seller’s product-related knowledge. This effect is thought to be more pronounced when the unfavorable information is presented at the beginning of the message.     

An examination into the effectiveness of two-sided comparative price appeals

This study extended previous research in the two-sided comparative area by considering such a strategy from a price disclaimer perspective. The effectiveness in usage of a two-sided comparative price appeal relative to a one-sided counterpart across increasing levels of savings between the sponsor’s average price for a supermarket basket of goods and that of the average competitor was considered. In general, the findings of the study were consistent with previous research involving comparative two-sided appeals. That is, the two-sided advertisement was found to be significantly more believable than its one-sided counterpart. However, this result was found to have little impact upon purchase intention.     

The influence of corporate character on customers and employees: Exploring similarities and differences

Should the same corporate brand imagery appeal to both internal and external stakeholders? The authors explored similarities and differences in how the dimensions of corporate character affect the satisfaction and perceived differentiation of customers and employees of two successful retail organizations. Using multigroup structural equation modeling of survey data (N=1,252), the authors found significant differences on two dimensions: enterprise and competence. Enterprise (e.g., imaginative, innovative) was positively associated with customer satisfaction, had no significant impact on employee satisfaction, and was negatively associated with employee perceived differentiation. Competence (reliable, leading) was positively associated with employee perceived differentiation but had no impact on customer perceived differentiation. The influence of chic (stylish, prestigious) was similar for both customer and employee satisfaction and differentiation. This analysis shows how certain dimensions of corporate character can be usefully promoted to both customers and employees, while other dimensions would benefit from a stakeholder-specific approach.     

An empirical test of linkages proposed in the walker,churchill, and ford model of salesforce motivation and performance

In their model of salesforce motivation and performance, Ford, Churchill, and Walker hypothesize that a salesman's selling experience, participation in his supervisor's decision making, and closeness with which he is supervised are negatively related to his perception of role ambiguity and positively related to his job satisfaction. In addition, they hypothesize that the salesman's perception of role ambiguity is negatively related to his job satisfaction. The present study supports these hypotheses in terms of the following findings: (1) participation and closeness of supervision were negatively related to the salesman's perception of role ambiguity, (2) closeness of supervision was positively related to his extrinsic job satisfaction, and (3) participation was positively related to intrinsic job satisfaction. Finally, role ambiguity was negatively related to both extrinsic and intrinsic job satisfaction. The author thanks Professor Norbert L. Enrick, Kent State University, for his useful comments on earlier drafts of this article.     

Brand personality appeal: conceptualization and empirical validation

A substantial literature stream indicates there are benefits to having a favorable brand personality, such as enhanced brand attitudes and purchase intentions and higher levels of consumer trust and loyalty. Contemporary advertisements and promotional activities by a host of firms demonstrate a managerial belief in the value of establishing a brand personality that mirrors that of branding scholars. Yet extant research has yet to fully evaluate the perceived appeal of brand personality to consumers. This issue is important to managers because it is precisely this level of appeal that influences target consumers’ purchase decisions and helps to sustain the endurance of a brand’s perceived personality between promotional cycles. This article conceptualizes, develops, and validates measures for assessing a consumer’s perception of brand personality appeal (BPA). Three dimensions of BPA (favorability, originality, clarity) emerge and are empirically demonstrated to directly and positively impact consumer purchase intentions.     

Comparison of consumer reactions to price-matching guarantees in internet and bricks-and-mortar retail environments

The present study investigates consumer responses to price-matching guarantees (PMGs) in the Internet environment and contrasts them with their responses in a traditional bricks-and-mortar retail environment. The effect of store reputation on consumer responses to price-matching policies is also investigated in both Internet and bricks-and-mortar retail settings. Two studies using a 2 × 2 × 2 between-subjects full factorial experimental design with two levels of PMG presence (PMG present, PMG absent), two levels of retail environment (Internet, bricks-and-mortar), and two levels of store reputation (no/low reputation, high reputation) were conducted. In study 1 reputation was manipulated using store names, while in study 2 the reputation was manipulated using store characteristics. The findings of two studies suggest that consumer reactions to price-matching guarantees, such as store price perceptions, postpurchase search intentions, and willingness to claim a refund if a lower competitive price is found, differ across the two purchase environments.     

家族涉入调节下社会资本对企业创新的作用机制研究

基于社会资本相关研究的理论分析,重点探讨家族性社会资本与非家族性社会资本对企业创新的联合影响效应,以及这种联合效应是否强于家族性社会资本或非家族性社会资本个体效应。鉴于强大的控制联盟（即家族）的存在为组织环境中社会群体之间积极互惠影响创造了条件,还探讨了家族涉入在上述关系中的调节作用。运用偏最小二乘法（PLS）对318份调研问卷数据进行分析,结果表明：家族性社会资本与非家族性社会资本共同对家族企业创新产生积极影响,且联合影响效应优于家族性社会资本或非家族性社会资本的单一效应;家族控制对家族性社会资本和非家族性社会资本与企业创新的关系存在正向调节作用;代际参与对家族性社会资本和非家族性社会资本与企业创新的关系存在负向调节作用。     

家族涉入调节下社会资本对企业创新的作用机制研究

基于社会资本相关研究的理论分析,重点探讨家族性社会资本与非家族性社会资本对企业创新的联合影响效应,以及这种联合效应是否强于家族性社会资本或非家族性社会资本个体效应。鉴于强大的控制联盟（即家族）的存在为组织环境中社会群体之间积极互惠影响创造了条件,还探讨了家族涉入在上述关系中的调节作用。运用偏最小二乘法（PLS）对318份调研问卷数据进行分析,结果表明：家族性社会资本与非家族性社会资本共同对家族企业创新产生积极影响,且联合影响效应优于家族性社会资本或非家族性社会资本的单一效应;家族控制对家族性社会资本和非家族性社会资本与企业创新的关系存在正向调节作用;代际参与对家族性社会资本和非家族性社会资本与企业创新的关系存在负向调节作用。     

信息技术(IT)能力与组织结构以及组织效益的关系研究——基于国内企业的实证分析

论文以国内企业为研究对象,通过研究组织结构与信息技术(IT)能力之间的关系以及IT能力对组织效益的影响,以明确适合发展IT能力的组织结构类型以及发展IT能力的价值所在。文章在对相关领域已有的研究作了综述的基础上指出,是信息技术(IT)能力而非仅信息技术(IT)本身对企业效益产生影响。文章接着提出相关假设并进行实证分析,研究结论显示,在中国企业中,组织结构有机化程度与IT能力之间呈正相关关系,企业的IT能力与组织效益呈正相关关系。有关研究资料来源于中国大陆的137家企业。     

股权结构与公司债务期限结构的关系研究

采用2000~2005年沪深股市568家A股上市公司的平衡面板数据,检验了股权集中度、股权制衡、不同性质股权比例对上市公司债务期限结构的影响。结果发现,第一大股东持股比例与债务期限结构呈显著的U型曲线关系,国有股比例尤其是国家股比例与债务期限结构显著正相关,社会法人股比例与债务期限结构显著负相关,股权制衡、流通股比例、高管人员持股比例与债务期限结构正相关但不显著。     

The influence of involvement and product class quality on consumer choice sets

The study findings suggest that the level of response involvement (high versus low) and the variability of product class quality (high versus moderate versus low) influence the size of the consumer’s choice set. By manipulating product class quality the authors show that as the variability in product class quality increases, consumers reduce the number of brands they will consider purchasing (evoked set) and increase the number of brands they won’t consider (inept set). They also use the response involvement variable a priori to categorize the (sample) population. The results indicate that, as the variability in product class quality increases, the high response involvement groups form smaller evoked sets and larger inept sets than the low response involvement groups.     

股权结构与公司绩效的实证分析

股权结构是公司所有权的结构安排,决定着公司投资、经营、治理的有效性,进而影响公司业绩.我国上市公司存在着特殊的股权结构,而股权结构的最大特色是"股权分置".本文用横截面回归法研究了具体的股权比例与公司绩效的关系.得到的回归分析的结果表明国有股比例与公司业绩存在着显著的倒U型关系,这说明当国家股比例较低时,与公司绩效负相关,而在持股比例较高时,与公司绩效正相关,而法人股、流通股比例与公司业绩关系不明显.     

Multiple sources in advertising appeals: When product endorsers are paid by the advertising sponsor

Previous research has shown that respondents who are exposed to multiple sources featured in an advertising appeal engage in more diligent processing of the message arguments than those who are exposed to a single message source presenting the same basic appeal. Other research has demonstrated that the persuasive advantage of an appeal can be significantly diminished when respondents perceive that the message source is motivated by the compensation received to endorse a product. Using a 2 (Single vs. Multiple Sources)×2 (Paid vs. Unpaid Source) between-subjects factorial design, subjects were shown a print advertisement for a new multivitamin food supplement. Results showed that subjects exposed to unpaid multiple sources generated significantly more positive thoughts and attitudes than those exposed to a similar number of sources who were paid to endorse the product. In contrast, subjects in the single-source conditions showed no significant differences in the number of thoughts and the strength of attitudes in response to paid versus unpaid message sources. Theoretical and managerial implications of these findings are discussed. He holds a Ph.D. from Indiana University in marketing and international business. His research in the field of advertising and persuasion focuses on attitude theory, social cognition, and emotion. His published work has appeared in theJournal of Marketing Research, Journal of Marketing, Journal of Experimental Social Psychology, Psychology & Marketing, Journal of Global Marketing, andAdvances in Consumer Research. His research and writing interests are in the area of managerial and consumer decision making. He is the author of the trade bookJudgment Calls: High Stakes Decisions in a Risky World (1993) and the textbookConsumer Behavior (1993). He is the author or co-author of more than 60 refereed articles on managerial and consumer decision making in such publications as theJournal of Marketing Research, Journal of Marketing, Decision Sciences, Journal of the Academy of Marketing Science, Journal of Public Policy and Marketing, andJournal of Personal Selling and Sales Management. He holds a Ph.D. from the University of Georgia. His research in the field of attitude and persuasion, the self-concept and social memory has appeared in a number of journals including theJournal of Personality and Social Psychology, Journal of Experimental Social Psychology, Social Cognition, Psychology & Marketing, Journal of Marketing Research, andAdvances in Consumer Research.     

金字塔终极控制权、制度环境与公司现金持有水平——来自中国家族上市公司的经验证据

文章研究了金字塔终极控制权和制度环境对2004年—2006年中国家族上市公司现金持有水平的影响。研究结果发现,金字塔终极控股股东控制权与所有权分离度与公司现金持有水平显著正相关,表明在金字结构下,终极控股股东两权分离度越大就越会持有更高现金水平;市场化指数、政府干预指数和法治水平指数等制度环境因素与公司现金持有水平显著负相关,表明在制度环境越差的地区,家族上市公司越会实行持有高额现金的政策。     

Consumer involvement in retail store positioning

The concept of consumer involvement in products and issues and its theoretical importance in attitude change strategy have been discussed in the past. This paper reports empirical findings relating to retail store perceptions and preferences, using involvement as a moderator variable.     

旅游目的地形象口号的公众征集:误区与思考

分析当前中国城市和地区普遍开展的通过公众征集的方式获得旅游形象口号的误区和问题，提出科学的旅游形象口号的形成，必须建立在形象调查基础之上，同时要区分旅游形象定位与旅游形象口号的区别，并要结合口号推广的时机和目标市场，使旅游形象口号具有较强的科学性与实效性。提倡从传播学、市场营销学、广告学、旅游地理学等多学科综合研究城市与区域的旅游形象问题。     

家长式领导对员工建言行为的三阶交互效应

作为家长式领导的三个维度,仁慈领导、德行领导和威权领导的三阶交互效应很少得到实证检验。基于218份员工调查问卷,探讨家长式领导的三个维度对员工建言行为的共同影响,研究结果显示：（1）仁慈领导和德行领导与员工的促进性建言、抑制性建言显著正相关;威权领导与员工的促进性建言、抑制性建言显著负相关;（2）德行领导会增强仁慈领导对促进性建言和抑制性建言的正向影响;（3）仁慈领导、德行领导与威权领导存在显著的三阶交互效应,当上级展现出“高德行+低威权”或“高德行+高威权”时,仁慈领导对员工建言行为的正向影响最强;当上级展现出“低德行+高威权”时,仁慈领导会对员工建言行为产生负向影响。     

Validating the S-O-R paradigm for consumer involvement with a convenience good

The Houston and Rothschild S-O-R consumer involvement paradigm is tested for validity with measures of involvement for a shampoo purchase decision. A multitrait-multimethod matrix approach confirms the convergent and discriminant validity of the measure employed. A causal modeling analysis suggests that enduring involvement may work through situational involvement to influence consumer responses. Marketing implications are discussed.     

终极所有权结构、产权性质与审计委员会设立——基于中国上市公司的经验证据

基于中国的制度背景,考察了终极所有权结构、终极产权性质对自愿设立审计委员会的影响。研究发现,终极控股股东的控制权、控制权与所有权的分离度与自愿设立审计委员会存在显著为负的关系,而终极所有权与自愿设立审计委员会却存在显著为正的关系;终极产权国有性质与自愿设立审计委员会存在显著为正的关系,但在终极产权为国有性质的上市公司中,终极控制权、控制权与所有权的分离度与自愿设立审计委员会之间有更加显著为负的关系,而终极所有权与自愿设立审计委员会之间有更加显著为正的关系。     

资本结构、股权结构与经营绩效--基于上市公司的实证研究

文章利用2001年度沪深两市上市公司的数据，探讨了我国上市公司股权结构、资本结构与经营绩效的关系。实证发现，股权集中公司的负债率显著低于股权分散的公司，第一大股东持股比例、流通股比例与负债率负相关，资本结构与经营绩效存在二次关系和三次关系，资产负债率在24．52％与51．13％之间时，经营缋效与资本结构正相关。