The Effectiveness of a Buzz Marketing Approach Compared to Traditional Advertising: An Exploration

Marketers are now willing to go anyplace they can find a captive audience to espouse the virtues of their products. The success of the “buzz” marketing approach is linked to the consumer being lured into doing the advertising by spreading the message to others. This study compares students’ responses to a traditional advertising and a buzz approach. Using a factor analysis to identify variables, the results show that subjects perceive a buzz approach to be more influential than a traditional advertising. However, they do not perceive a buzz approach to be authentic. This finding is consistent with practitioners’ argument that, although a buzz approach may be effective in the short-term, once consumers recognize its selling intent, the program may have a “boomerang effect.”     

The influence of personality on active and passive use of social networking sites

Managers are more and more interested in social networking sites because they provide opportunities for strengthening relationships with customers as well as site content and service. Using social networking sites effectively, however, depends on understanding both the psychological attributes and social interactions of participants. This paper addresses these topics by presenting the results of a two‐study inquiry into the importance of two personality traits (consumer innovativeness and expressiveness) to active and passive use of social networks among Italian consumers. In Study 1 ( n = 753) it was found that innovativeness is positively related to active and passive use. Study 2 ( n = 277) revealed that self‐identity expressiveness and social identity expressiveness positively influence only active use. These results suggest that managers need to distinguish bet‐ween, and differentially encourage, joining and browsing such sites on the one hand and actively contributing to them on the other. Managers can also enhance the impact of their social networking sites by taking into account social and self‐identity expressiveness to increase affiliation and market share and by encouraging consumers to use these sites actively. © 2011 Wiley Periodicals, Inc.     

Minsky Goes to Buffalo—and Takes on the Economics Establishment

This essay is based on remarks presented by the author at The Fourth Bi-Annual Cross-Border Post Keynesian Conference, Buffalo State College, on October 9, 2009. It addresses the economic challenges facing Buffalo, New York, and countless other American cities, especially in the Northeast and Midwest; draws on the writings of Hyman Minsky to offer an interpretation of what many now call the Great Recession, which began in late 2007; and challenges the image of Minsky presented by mainstream economists and journalists, with special attention to a recent lecture by Paul Krugman. The essay closes by returning to Buffalo, where—as Minsky anticipated in the 1990s—the economic fate of working families depends largely on the outcome of a national struggle over the shape of future U.S. economic transformation.     

Can Federal Grants Mitigate Social Competition?

The European economic integration leads to increasing mobilityof factors, thereby threatening the stability of social transferprograms. This article investigates the possibility to achieveby means of voluntary matching grants both the optimal allocationof factors and the optimal level of redistribution in the presenceof factor mobility. We use a fiscal competition model a la Wildasin(1991) in which states differ in their technologies and preferencesfor redistribution. We first investigate a simple process inwhich the federal authority progressively raises the matchinggrants to the district choosing the lowest transfer and alldistricts respond optimally to the resulting change in transfersall around. This process is shown to increase efficiency ofboth production and redistribution. However, it does not guaranteethat all districts gain, nor that an efficient level of redistributionis attained. Assuming complete information among districts,we derive the willingness of each district to match the contributionof other districts and we show that the aggregate willingnessto pay for matching rates converges to zero when both the efficientlevel of redistribution and the efficient allocation of factorsare achieved. We then describe an adjustment process for thematching rates that will lead districts to the efficient outcomeand guarantee that everyone will gain. (JEL Classification:H23, H70)     

A direct test of hyperbolic discounting using market asset data

This paper introduces a framework that generalizes exponential discounting in a net present value model by including a quasi-hyperbolic discount parameter in the asset valuation equation. Using observed market asset data, a statistically significant quasi-hyperbolic parameter is obtained, thus rejecting exponential discounting.     

Predictors of registered nurses' willingness to remain in nursing

A major question about the adequacy of the future supply of nurses is how many will stay in the profession. The relationship between scheduling and propensity to stay or leave the nursing profession was examined in this study. This analysis suggests there are definite characteristics of the work schedules that can influence a nurse's inclination to stay or leave the profession. This is not simply a question of "overwork," but of matching work schedules and hours as closely as possible to employee expectations. This suggests management needs to find a way to pay attention when nurses request changes in hours. The mere fact of changing schedules will not solve the nursing shortage, but it is one action within the management control of any organization employing nurses that could have a positive effect on retention.     

Moral Judgment and its Impact on Business-to-Business Sales Performance and Customer Relationships

For many years, researchers and practitioners have sought out meaningful indicators of sales performance. Yet, as the concept of performance has broadened, the understanding of what makes up a successful seller, has become far more complicated. The complexity of buyer–seller relationships has changed therefore as the definition of sales performance has expanded, cultivating a growing interest in ethical/unethical actions since they could potentially have impacts on sales performance. Given this environment, the purpose of this study is to explore the impact of moral judgment on sales performance and sellers engaging in a customer-oriented selling approach. Specifically, by utilizing a sample of 345 business-to-business salespeople, this study examines the relationships between moral judgment, customer-oriented selling, and outcome and behavior based performance. Results, managerial implications, and opportunities for future research are provided.     

A meta-analysis of consumer choice and subliminal advertising

A meta-analysis is used to demonstrate the ineffectiveness of subliminal advertising to influence the consumer's decision between alternatives. A review of narrative reviews is provided to illustrate that sample size and effect size is seldom used as the basis for evaluating whether subliminal marketing stimuli are an effective means for influencing consumer choice behavior. The results of the meta-analysis indicate that there is very little effect. The resulting coefficient had a value r=0.0585, which places the effectiveness of subliminal advertising on choice between the impact of aspirin on heart attacks and the relationship between alcohol abuse and a tour of duty in Vietnam (Rosenthal, 1990). © 1996 John Wiley & Sons, Inc.