Cause-Relating Marketing: The Effects of Purchase Quantity and Firm Donation Amount on Consumer Inferences and Participation Intentions

A conceptual model for a cause-related marketing (CRM) campaign, which examines the effects of purchase quantity and firm donation amount on consumer perceptions of the firm (i.e., firm motive and corporate social responsibility) and participation intentions, is developed and tested in three separate studies. In Study 1, we find the positive effect of firm donation amount on participation intentions was fully mediated by consumer inferences about the firm and the negative effect of purchase quantity on participation intentions was only partially mediated by these inferences. In Study 2, and consistent with the persuasion knowledge model, we demonstrate that the effects of purchase quantity on firm inferences and subsequent participation intentions are moderated by consumer participation effort where higher participation requirements (e.g., mail-in proof-of-purchase) yield more negative purchase quantity effects. We extend the model in Study 3 to incorporate multiple exchange mechanisms and find that although purchase quantity does affect participation intentions by social exchange, the effects of purchase quantity are primarily the result of the economic exchange. Recommendations for the design of cause-related marketing campaigns and for future research are discussed.     

Export Attitudes of Taiwanese Executives

SUMMARY

Taiwanese-based firms have long been actively involved in exporting and international trade. This article investigates their export attitudes and qualities for effective international conduct. Data from 182 companies in Taiwan provide mixed support for three hypotheses advanced in this study. International experience is found to significantly influence exporting attitude. In addition, two measurements of size (annual sales and number of employees) and international business experience are found to have some influence on export attitudes and on the needed qualities for effective international business conduct.     

Attitudes towards immigration—Perceived consequences and economic self-interest

Using the European Social Survey 2002/3, we develop a new test of whether economic self-interest influences people's attitudes towards immigration, exploiting that people have widely different perceptions of the consequences of immigration.     

Product Promotion by Attractive Communicators

Abstract

The physical attractiveness of communicators has received some attention in fundamental and applied marketing research as a determinant of how target audiences respond tomarketing communication. Significantly less is known about underlying mechanisms and little is known about corresponding effects in agribusiness and food products promotion. Theoretically possible are direct effects of attractiveness as well as mediating effects through other communicator characteristics like competence and trustworthiness. This contribution examines both routes and investigates the effects of attractiveness under different conditions for an organic juice.     

Relative deprivation, relative satisfaction, and attitudes towards immigrants: Evidence from Ukraine

This paper applies the concept of relative deprivation/satisfaction to studying the formation of attitudes towards immigrants. It finds that the feeling of group relative deprivation, as opposed to individual relative deprivation or satisfaction, adversely affects the attitudes of native-born, even when its potential endogeneity is taken into account. Furthermore, relative deprivation matters only for native-born who subjectively underestimate their well-being, but not for those who overestimate it. When considering other forms of native-born individuals’ perceived disadvantage, such as in terms of employment, access to education or medical facilities, there is weak evidence that only a perceived disadvantage in obtaining medical aid negatively affects attitudes.     

Sensation seeking and the prediction of attitudes and behaviours of wine tourists

Although socio-economic variables are commonly used for market segmentation and are widely applied in describing winery visitors, increasing awareness is evident in the literature that personality might also be useful for that purpose. The present study examined whether, compared with socio-economic variables (age, gender, education level, personal income, and household income), the personality variable sensation seeking adds to the ability to predict differences in various attitudes and behaviours of wine tourists. With the effects of the former controlled, sensation seeking was observed to be significantly related to spending on wine, and wine drinking, as well as to the frequency of visits to wineries and the number of activities engaged in at wineries, the use of the internet as a source of information about wineries, venturing off the beaten track during a visit to a wine region, and the strength of opportunity for learning, stimulation, or indulgence as incentives to visit a wine region. Sensation seeking was also observed to be significantly related to all but one of those variables when the effects of another variable which is receiving increasing attention as a means by which to characterize wine tourists, “involvement”, were controlled. The practical significance of the results for winery and wine region marketing and management is discussed, and several requirements for further research are identified.     

Trying to prosume: toward a theory of consumers as co-creators of value

One important aspect in the service-dominant logic in marketing is the role of customers as co-creators of value. This role typically involves producing products for own consumption, i.e. what Toffler referred to as “prosumption.” This study explores the motivational mechanisms underlying people’s prosumption propensity. A theoretical framework that incorporates ideas from value research and attitude theory, specifically the “theory of trying” (Bagozzi and Warshaw in Journal of Consumer Research 17:127–140, 1990), is developed and tested in the empirical context of food prosumption. The results based on a survey of 380 households show that global values influence domain-specific values in food prosumption, and domain-specific values then affect attitudes, self-efficacy, and on-going behavior before ultimately shaping intentions to engage in prosumption in the future.     

Energy efficient household appliances in emerging markets: the influence of consumers' values and knowledge on their attitudes and purchase behaviour

This research integrates both motivational and cognitive approaches to better understand consumers' purchase behaviour of energy efficient household appliances in emerging markets. A unique values, knowledge, attitudes and behaviour model was developed, and then validated by obtaining data from Vietnamese consumers which yielded 682 usable responses. The findings confirm that consumers with stronger adherence to egoistic values are more likely to develop negative attitudes towards environmental protection, and they tend to formulate positive attitudes towards individual inconvenience associated with the purchase of energy efficient appliances. In contrast, biospheric and altruistic values facilitate consumers' purchase behaviour by enhancing their attitudes towards environmental protection, and by also reducing their attitudes in relation to individual inconvenience. Interestingly, consumers with high knowledge about energy efficient appliances tend to believe that the purchase of such products is important for environmental protection, and they are likely to negate the perception of inconvenience associated with the purchase. Attitudes were found to be significant determinants of both purchase intention and behaviour. The implications for policymakers, marketers and other stakeholders are discussed and future research directions presented.     

Judges' attitudes toward the public accounting profession: An update

This study examines U.S. judges' attitudes toward the public accounting profession and the extent to which they have changed over the last 16 years: (a) early in the decade of the 1990's (1993), (b) late in the decade of the 1990's, but before the Enron and subsequent corporate accounting debacles (1997), (c) three years after the Enron debacle (2003), and (d) following the recent market collapse related to the failures of our financial institutions (2009). As previously reported (Reckers et al., 2004) attitudes of judges toward the public accounting profession are known to be representative of the views of other stakeholders (lawyers, jurors and MBAs) and would be expected, and have been found, to be relatively stable over time. Nonetheless attitudes are subject to change if given a substantial stimulus and the corporate debacles at the beginning of this decade, the corresponding CPA firm litigation and the demise of Arthur Andersen arguably constituted such a stimulus. It was reported that a significant erosion of judges' attitudes toward the public accounting profession could be measured in 2003 (Reckers et al, 2004). Given that judicial attitudes have been found to be significantly correlated with judgments rendered in a laboratory experiments, sharp erosion of attitudes is a concern. Judges were re-examined in 2009 to determine if attitudes had potentially rebounded. Reasons to expect attitudes may have rebounded include (a) expectations related to federal reforms of the auditing profession (e.g., SOX, PCAOB), (b) lack of recent accounting scandals, and (c) the financial institutions debacles of 2008. In comparison to the perceived abuses of the financial industry revealed in 2008, the earlier accounting abuses may have faded away.     

The role of perceived control and gender in consumer reactions to download delays

An empirical study finds that perceived control strongly mediates the effects of perceived speed of a Web site download on consumers' attitudes and intentions to use the Web site. Moreover, results show that men are more likely to react positively to the perceived speed of a Web site download, whereas women are more likely to base their reactions on perceptions of control in the context of download delays. In contrast to past online research, the gender differences are intrinsic in two ways—they are context independent, and they are not caused by length of Internet experience, extent of Internet usage, or type of Internet connections.