The unique predictive ability of sex-role identity in explaining women's response to advertising

This study explores and compares the separate contributions of masculinity, femininity, and androgyny in explaining women's response to modern and traditional sex-role portrayals in print advertisements. It also considers whether sex-role identity captures unique predictive information above and beyond specific demographic variables. This study consisted of a field experiment among 200 adult women; each respondent was exposed to several carefully prepared print ads. The findings suggest that sex-role identity is a useful predictor of women's response to advertisements. Moreover, masculinity is the driving force in explaining women's response to the tested ads. Androgyny, however, adds no incremental predictive ability. The findings indicate that sex-role identity does capture new information, unexplained by specific demographic variables. © 1994 John Wiley & Sons, Inc.     

Alternative measurement approaches to consumer values: The list of values and the rokeach value survey

Two methods of measuring consumer values, the List of Values and the Rokeach Value Survey, are compared. Both involve some social desirability responding but both have convergent, discriminant, and empirical validity for consumer research. The List of Values may be preferable for some types of research because it detects more daily influence in people's lives and because it is simpler to administer.     

The Japanese Example of Indirect Vouchers

The producer controlled relative mediocrity of schooling in the West makes a stark contrast with the high standards of education in Japan where the consumer is supreme. Professor Richard Lynn, of the University of Ulster, calls for the fillip of competition to improve standards by extending parental choice.     

Involuntary saving,unanticipated inflation and the rationality of expectations formation: Some empirical evidence

Conclusions There are a number of reasons why previous empirical work on the validity of the novel hypothesis of consumer behaviour outlined by Deaton must be interpreted with extreme caution.     

Discussion of “Communicated Values as Informal Controls: Promoting Quality While Undermining Productivity?”

Kachelmeier, Thornock, and Williamson ( 2016 ) investigate experimentally whether an employer's value statement can affect the way employees cognitively represent how they should approach a multi‐attribute task, and therefore performance. Counter‐intuitively, but consistent with their theory, they find that the value statement negatively affects performance for piece‐rate incentivized participants. In my discussion, I elaborate on my comments from the 2013 CAR Conference. Specifically, I discuss contexts where a firm's value statement may have positive effects on performance, and the importance of conducting research investigating how the decisions made by management accountants affect learning.     

The baby boomer market maven in the United Kingdom: an experienced diffuser of marketplace information

This study identifies and profiles market mavens among the baby boomer generation in the United Kingdom. Boomers are an important market segment, yet most advertising targets younger audiences, making word-of-mouth communications crucial among this older cohort. Findings suggest boomer mavens place great importance on ‘respect’ values, are particularly concerned with fashion and compared with non-mavens are more likely to try new brands, watch more television, hold positive attitudes towards advertising and seek out bargains. The study is useful to those businesses wishing to target a mature consumer who people perceive as a good source of marketplace information and who likes introducing new brands to others.