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.     

Changing demand for opening hours in Norway. Consumer policy implications

In Norway, a lively mass media debate, together with legal deregulation, has caused shops to extend their opening hours. In addition, the same debate slightly influenced consumer demand for extended opening hours. Consumer demand also changed in response to the actual extension of opening hours, an effect which was stronger than the mass media effect. In some cases, the demand for extended opening hours appears to have been based upon objective needs, in other cases upon subjective desires. Underlying the debate and the deregulation there must be some basic phenomena connected to the general economic and cultural development in society, since the appearance of the opening hours issue on the political agenda has occurred more or less simultaneously in several European countries.

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Änderungen beim Bedarf nach Ladenöffnungszeiten in Norwegen — verbraucherpolitische Implikationen

Zusammenfassung Die Liberalisierung der Regelung der Ladenöffnungszeiten und eine lebhafte Debatte darüber in den Massenmedien hat in Norwegen viele Läden zu einer Ausweitung ihrer Öffnungszeiten veranlaßt. Auch der Wunsch der Konsumenten nach verlängerten Öffnungszeiten wurde durch diese Debatte leicht beeinflußt. Stärker allerdings wurde dieser Wunsch durch die tatsächliche Ausweitung der Öffnungszeiten beeinflußt. Man kann sogar sagen, daß das Angebot verlängerter Öffnungszeiten die entsprechende Nachfrage erst geschaffen hat und nicht umgekehrt. In manchen Fällen dürfte die Nachfrage nach längeren Öffnungszeiten auf objektive Bedürfnisse, in anderen Fällen auf subjektive Wünsche zurückgehen.Forschungsergebnisse zeigen, daß der Wunsch von Konsumenten nach längeren Öffnungszeiten umso stärker ist, je dichter besiedelt das Gebiet ist, in dem sie leben. Ferner zeigt sich, daß jüngere Konsumenten längere Öffnungszeiten (bei Geschäften und bei Banken) haben wollen als ältere. Ähnliches gilt für politisch konservativ eingestellte Konsumenten und für solche, die lange Arbeitszeiten haben. Andererseits gibt es aber auch Konsumenten, die eigentlich einen objektiven Bedarf nach längeren Öffnungszeiten haben müßten, diese subjektiv aber nicht wünschen (z. B. solche, deren Arbeitszeit die Ladenöffnungszeiten überstreicht). Diese Einstellung resultiert vermutlich aus traditionellen Denkformen und aus empfundenen Konflikten zwischen Verbraucher- und Arbeitsinteressen. Manche Konsumenten äußern ausdrücklich ihre Solidarität mit den Beschäftigten in den Geschäften, deren Arbeitszeit von den Änderungen der Öffnungszeiten berührt wird. Wenn andererseits ein Wunsch nach längeren Öffnungszeiten tatsächlich besteht, so steht dahinter häufig das stärker empfundene eigene Verbraucherinteresse, häufig werden aber längere Öffnungszeiten einfach nur als bequem und attraktiv empfunden.

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Randi Lavik is a Research Fellow at the Norwegian Fund for Market and Distribution Research (FMD). Her address: FMD, Fredensborgveien 24 G, N-0177 Oslo 1, Norway.     

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.     

Boredom in Free Time: Relationships with Personality,Affect, and Motivation for Different Gender,Racial and Ethnic Student Groups

The propensity to experience boredom in free time was investigated by exploring relationships with the individual's demographic characteristics, personality, motivational orientation, and affective style assessed through group-administered questionnaires to 999 university students. The self-as-entertainment personality attribute consistently predicted the likelihood that students would be bored, and inverse relationships with extraversion and intrinsic motivational orientation were found for all student groups. Multiple regression analyses revealed that race, ethnicity, and gender were the only significant demographic predictors of the likelihood an individual would be bored in free time. Group similarities and differences in depicting students who were prone to experience boredom in free time are described.