The Moderating Role of Gender Identity in Responses to Comedic Violence Advertising

Comedic violence advertising has been increasing in the United States, but many studies thus far have been content analytic in nature. To gain a better understanding of who will find comedic violence ads humorous and thus have favorable brand perceptions, two experimental studies were conducted with gender identity as an influential factor. In Study 1, masculine individuals responded more favorably to highly violent and humorous ads than feminine individuals did. Study 2 varied the violence level in the comedic violence ads and found that when violence was low both masculine and feminine individuals responded similarly to the comedic violence ad, but when violence was high masculine individuals responded more favorably than did feminine individuals. Perceived humor was found to be an important mediator of comedic violence ad processing. Theoretical and practical implications of the findings are provided.     

‘I owe my life to the kind individual who called the helpline’: exploring the interplay of self-views and social distance in narrative advertising on domestic violence prevention in India and the United States

Abstract

The persuasiveness and popularity of narratives in commercial advertising has gained much attention but its application in inculcating responsible behaviour is severely limited. Domestic violence against women is a global issue and there is a dire need for effective bystander intervention campaigns. This two-part study delved into how narratives could be employed to elicit favourable ad attitudes and encourage bystanders to report instances of domestic abuse in their neighbourhood. Study 1 focused on testing the effectiveness of narratives in two culturally diverse countries – India and the United States. In general, findings showed that narratives (vs. non-narratives) were more persuasive in both countries. As the next step, using culture (interdependence vs. independence) and social distance (parents vs. neighbours), Study 2 found narratives with a socially proximal entity (parents) to be more persuasive in India while no differences between countries were observed for the socially distant entity (neighbours). Theoretical and managerial implications are discussed.     

The role of love in satisfied customers' relationships with retailers

This study proposes and tests a model that includes customer love as a measure of satisfied customers' emotional responses to retailers specifically in apparel and grocery store contexts. Customer love was found to partially mediate the effect of service quality on positive word-of-mouth and willingness to pay more. In contrast, customer love was proven to fully mediate the effect of service quality on self-disclosure and competitive insulation. As a control variable, emotional intensity had a positive effect on customer love. The implications of the customer love construct are discussed, as well as limitations and areas for future research.     

Impact of Wal-Mart on Market Share in a Rural Grocery Market: An Application of the Markov Chain Model

With Americans spending up to 13% of their income on grocery shopping, smart shopping can help a typical family save. Many scholars have studied the effects on market share and profits from changing market share using the Markov model, and also studied the competitive strategies of grocery retailers under these conditions. While the forecast of the steady state is highly useful, examining the transition periods before the steady state is reached is also useful. In these transition periods, a retailer may opt for a new competitive strategy; therefore, the transition periods may provide greater insight into the dynamics of the competitive response. More attention should be paid to the revenues for groceries in transition periods before a steady state is reached—especially in markets dominated by retail giants, such as Wal-Mart. This study attempts to model that phenomenon and to explore appropriate competitive strategies.     

Value Innovation in Export Marketing Strategy: The Case of a Canadian Firm in Japan

Maple Leaf Foods Inc. maintains a market leadership in Canada for its food processing and export business and sustains its relatively high growth. MLF has an innovative approach to strategy as it reduces head-to-head competition with other major pork exporters in Japan and raises its premium image with an innovative food safety program. MLF is creating a new market segment in Japan's pork market by positioning itself between the domestic premium segment and the import commoditized segment and attracting consumers who are interested in both brand and price. This article illustrates how MLF innovates value in a competitive marketplace, using Kim and Mauborgne's blue ocean strategy framework.     

Performance implications of store format diversification for international retailers

Abstract

International retailers face formidable tasks in trying to replicate, or improve upon, their home country success abroad. Their market-seeking efforts sometimes require strategic diversifications of their store format portfolios capable of serving customers in different host countries. In this study, we examine whether the degree of store format diversification helps improve the performance of international retailers. We also assess the possible moderating effects of three factors—internationalization speed, political distance, and cultural distance—on this relationship. Utilizing 2001–2015 panel data for 19 retailers originating from several home countries and operating in multiple host countries, we employ a fixed effects model to examine the hypothesized relationships. Our results show that the performance of international retailers is influenced negatively by store format diversification. This relationship is moderated by internationalization speed and political distance, but not by cultural distance.     

Impact of Advertising Model's Body Size on Perceived Product Quality: Category-Based Induction Approach

Abstract

Thin female models are aggressively employed in advertisements (Slater, Tiggemann, Hawkins, & Werchon, 2012; Wasylkiw, Emms, Meuse, & Poirier, 2009). Previous studies showed that physically attractive advertising are effective because image-transfer occurs between the models and advertised products (e.g., Kamins & Gupta, 1994). Considering that the current standard for physical attractiveness is thinness for women (Gurung & Chrouser, 2007), the effect of thin female spokespersons can be attributed to the image-transfer. To explain the mechanism of image-transfer, the current study employed category-based induction as a theoretical foundation. The results confirmed that consumers evaluated advertised products based on category-based induction. Specifically, consumers classified a thin female model into positive categorization, which was used to evaluate advertised products. The study also investigated the moderating role of various psychographic factors. The results showed that adherence to traditional gender roles and perfectionism interacted with the model's body size, influencing on how consumers evaluated the quality of advertised products.     

Serious Leisure,Life Satisfaction,and Health of Older Adults

This study explored the relationships among serious leisure, life satisfaction, and health. The study sample consisted of 454 older adults from two annual events: the 2008 Indiana Senior Olympic Games and 2008 Colorado Senior Olympic Games. Cluster analysis was used to identify distinct groups based upon patterns of serious leisure involvement. In addition, relations among life satisfaction, health, and membership in serious leisure clusters were documented. This analysis resulted in three clusters, and they were named high/medium/low involvement groups. A one-way multivariate analysis of variance (MANOVA) was employed to determine cluster differences in life satisfaction, physical health, and mental health. MANOVA results revealed significant differences among the clusters on dependent variables. The findings document significant heterogeneity in the expression of serious leisure involvement among the Senior Games participants. The results also suggest that there are positive relationships between level of involvement in serious leisure and life satisfaction and health.     

Wage arrears uncertainty and precautionary saving in Russia1

Wage arrears are widespread in Russia, and are one of the main causes of uncertainty in the labour market. In this paper, we use the Russian Longitudinal Monitoring Survey over the period 1994–98 to construct a new and improved measure of household income risk, based on the uncertainty due to wage arrears. We then use this measure of uncertainty to test the precautionary saving hypothesis, according to which households save to self‐insure against risk. We find significant evidence of additional saving by those households whose head is more likely to suffer from wage arrears one year hence. This suggests the existence of a strong precautionary saving motive.