Chaffee,Steven H., and Petrick,Michael J. Using the Mass Media: Communication Problems in American Society. New York: McGraw-Hill, 1974

Abstract

In recent years, a number of internal and external forces have urged companies to pay increased attention to the role that corporate advertising plays in marketing communications strategy. Despite this increased importance, a comprehensive view of current corporate advertising practices does not exist. This study reports the practices of the 500 largest manufacturing and the 300 largest non-manufacturing firms in the U.S. and makes observations on several key management issues, including the definition of corporate advertising, objectives and measurement, funding, and future directions.     

Measuring Serious Leisure in Chess: Model Confirmation and Method Bias

The serious leisure inventory and measure (SLIM) was tested with 348 chess players to confirm the factors, assess the effects of method bias, and propose a set of the best-performing items for the 18 factor SLIM. The 54-item SLIM demonstrated acceptable fit and reliability values. The effect of method bias was evidenced in the sample and explained one-third of the variance. Inspection of factor loadings, when controlling for method bias, yielded one best-performing item per factor. Findings indicate method bias continues to be problematic for self-report measures such as the SLIM.     

Older Men's Perceptions of Leisure and Aging

As the North American population ages, detailed research will be needed to understand the leisure experiences of older adults. The purpose of this study is to explore perceptions of leisure and aging among a sample of older Canadian men. Data were collected among 15 men aged 60–70 using individual interviews and follow-up focus groups. Data were analyzed thematically and four themes emerged: the interplay between leisure and work, the desire to “give back” to family or to the community through leisure, the individual purpose of leisure choices, and viewing constraints as a reflection of priorities rather than as barriers.     

When do unethical brand perceptions spill over to competitors?

We examine whether the unethical actions of marketplace brands (e.g., the Volkswagen emissions scandal) hurt the ethical perceptions of competing brands (e.g., Ford, BMW). Across two studies, we find evidence for this unethical spillover effect and show that it can negatively affect consumers’ liking and purchase intentions for a competing brand. The results show that the spillover effect (1) only occurs for similar competitors and (2) is moderated by construal level (CL). Specifically, the spillover effect is more likely to occur when consumers focus on the finer details of the unethical brand’s transgression (i.e., low CL) but not when they focus on the bigger picture of the transgression (i.e., high CL). Thus, while it is intuitively appealing to assume that brands may benefit from a competitor’s foible, this research indicates that competitors may be hurt by a similar brand’s wrongdoing.     

HIV testing,subjective beliefs and economic behavior

This paper examines the effects of learning HIV status on economic behavior among rural Malawians. According to economic life-cycle models, if learning HIV results is informative about additional years of life, being diagnosed HIV-positive or negative should predict changes in consumption, investment and savings behavior with important micro and macro-economic implications. Using an experiment that randomly assigned incentives to learn HIV results, I find that while learning HIV results had short term effects on subjective belief of HIV infection, these differences did not persist after two years. Consistent with this, there were relatively few differences two years later in savings, income, expenditures, and employment between those who learned and did not learn their status.     

Generation Y’s Ethical Ideology and Its Potential Workplace Implications

Generation Y is a cohort of the population larger than the baby boom generation. Consisting of approximately 80 million people born between 1981 and 2000, Generation Y is the most recent cohort to enter the workforce. Workplaces are being redefined and organizations are being pressed to adapt as this new wave of workers is infused into business environments. One critical aspect of this phenomenon not receiving sufficient research attention is the impact of Gen Y ethical beliefs and ethical conduct in workplace contexts. It is widely accepted that distinct generational experiences shape ethical ideologies and ethical ideologies in turn affect the way people function in the workplace. Thus, Gen Y’s unique cohort experiences are likely to shape their ethical ideologies and consequent workplace judgments and actions. In this article, we examine Gen Y’s ethical ideology and study its impact on workplace functioning regarding leadership style, teamwork, and judgments about ethical violations. Our analyses indicate that Gen Y’ers tend toward situationalism (high idealism and high relativism), and their socially connected orientation produces more lenient judgments of collaborative vs. unilateral ethical violations. However, Gen Y’ers do exhibit individual variation. Relativist Gen Y’ers are more tolerant of ethical violations, whereas, Gen Y Idealists are less tolerant of ethical violations. High Idealists also show stronger teamwork and leadership characteristics. In addition, Gen Y’ers possessing servant leader traits exhibit incrementally better teamwork, and greater perceived unacceptability of ethical violations. We conclude by discussing implications of these findings for managing ethical climates and conduct.     

Precautionary Demand for Education, Inequality, and Technological Progress

This paper offers an explanation for the evolution of wage inequality within and between industries and education groups over the past several decades. The model is based on the disproportionate depreciation of technology-specific skills versus general skills due to technological progress, which occurs randomly across sectors. Consistent with empirical evidence, the model predicts that increasing randomness is the primary source of inequality growth within uneducated workers, whereas inequality growth within educated workers is determined more by changes in the composition and return to ability. Increasing randomness generates a precautionary demand for education, which we show empirically to be significant.