Museum marketing: Identification of high,moderate, and low attendee segments

This study was undertaken to discern differences between high, moderate, and low museum attendees. One-way analysis of variance and stepwise discriminant analysis were used for market segmentation purposes to differentiate the characteristics of the three groups. The discriminant analysis yielded a model which was found to predict better and was significantly different from the proportional chance prediction, and it is thus felt that a viable method for segmenting museum-goers has resulted.     

Consumer motivation: A developmental self concept approach

Self theory is reviewed and then operationalized as three modes of the self concept—“actual,” “expected,” and “ideal.” Results support hypotheses concerning agreement across subjects for self concept modes within personality and products and services categories, individual consistency among self concept modes, and developmental directionality over time.     

Return on advertising: Another approach

With companies becoming more cost conscious the need for a more effective method of measuring the Return on Advertising is becoming more crucial. Previous attempts at measuring the return on advertising have focused on measuring either the sales effect or the communicative effect of an advertising campaign. However, both methods of measurement leave something to be desired and yet both techniques have strong points. This article proposes that one should synthesize the best elements of both measurement techniques into an objective design that will enable the practitioner to determine his ROA.     

Do disclosure attempts influence claim believability and perceived advertiser credibility?

Comparative messages, two-sided messages, and messages containing product performance test results represent several methods by which advertisers may attempt to provide greater amounts of information to buyers. The use of one or more of these methods may have positive or negative influence on several dimensions of advertisement effectiveness. The purpose of the factorial-designed laboratory study reported here was to explore the effects on these information disclosure attempts in print advertisements on a reader's confidence in product claims and on his or her perceived credibility of the advertiser.     

Unobservable heterogeneity and rational learning: Pool-specific versus generic mortgage-backed security prices

Previous mortgage prepayment and valuation models assume that two mortgage pools with the same observable characteristics should behave indistinguishably. However, even pools with apparently identical characteristics often exhibit markedly different prepayment behavior. The sources of this heterogeneity may be unobservable, but we can infer information about a pool from its prepayment behavior over time. This article develops a methodology for using this information to calculate pool-specific mortgage-backed security prices. Knowledge of these prices is important both for portfolio valuation and for determining the cheapest pool to deliver when selling mortgagebacked securities. We find that unobservable heterogeneity between mortgage pools is statistically significant, and that pool-specific prices, calculated for a sample of outwardly identical mortgage pools between 1983 and 1989, may differ greatly from any single representative price.     

Clustering consistency analysis

Cluster analysis is a frequently used technique in marketing as a method to develop partitions or classifications for market segmentation, product positioning, test market selection, etc. Because of the vast diversity in the assortment of clustering algorithms available, it is often times not obvious which algorithm or technique should be employed. It is often recommended that the marketer perform more than one cluster analysis on the same data set and compare representations as a reliability check. A methodology for evaluating the consistency of different clusterings is introduced via contingency table analysis by log-linear models. In addition, insight is provided as to selecting a “best” representative clustering by examining Stewart and Love's (1968) redundancy measures. Bell Laboratories     

The measurement of the relative influence of husband and wife upon a purchase decision

There is some empirical evidence which indicates that current measures of the relative influence of husband and wife upon a purchase decision may not be completely valid. In this paper, a new measure of relative influence is presented. Extent of influence is determined primarily by the extent that one member of the dyad's brand preferences are influenced by the other member or by comparing the brand purchased to the brand preferences of one or both members of the dyad. This measure should be an improvement over current measures because respondents do not need to define the term “influence” with the measure, and because it assumes that an individual may not be able to determine whether an attempt to influence a decision is successful and/or assess whether he or she influences a decision without attempting to do so.     

The marketing of hamburger buns: An improved model for prediction

The Spring 1974 issue of this Journal published a paper that presented a model for predicting sales of hamburger buns. This article evaluates the model on the bases of statistical reporting, model specification, and implications for production policy. In addition, using the same data used for the original model, an improved model is developed whereby there is a 50% increase in explained variance.     

Personality,organization-specific attitude,and socioeconomic correlates of charity giving behavior

It should be noted that due to the composition of the sample, the specific findings of this study are not intended to be generalized to the population. The results of the discriminant analysis, nevertheless, provide some evidence that socioeconomic variables are more efficient than both organization-specific attitudes and personality variables in discriminating donors and nondonors. The analyses also show that personality variables used in this study do not contribute to a separation of nondonor/donor groups. Ford Motor Company The authors gratefully acknowledge the research support of University Research Committee, Ball State University in this study.     

A comparative analysis of multiattribute attitude models

In the consumer behavior context, multiattribute attitude models used to predict consumer choice in multiple criteria decision making situations have produced mixed results. Prediction of consumer behavior from attitudes, consequently, has been highly debated in recent years with researchers using beliefs-only, full, and extended multiattribute attitude models. The research underlying this paper was designed to compare the predictive superiority of the beliefs-only model, the full multiattribute attitude model, and a new representation identified as the combined multiattribute/determinant attribute attitude model. Data concerning patronage of fast-food chains were collected from a student panel for seven weeks. Predictive superiority was determined by average adjusted R² using the patronage behavior dependent variable. All models were tested in aggregated and disaggregated form.