Consumers' Attitudes Towards Intermission Time Utilization In Movie Theatres

This article discusses the issue of cinema screen commercials and suggests that it should be considered within the context of movie theatre intermission time utilization, where the other alternatives are short, commercially sponsored films or illuminated theatres. A two-stage attitudinal survey of movie goers shows that the majority prefer to have something on the screen during intermission time. Respondents expressed negative attitudes towards cinema screen commercials, resulting in short, commercially sponsored films being the most preferred alternative. Negative attitudes do not imply agreement with the banning of commercials, nor a willingness to share its costs. The relative ranking of illuminated theatres over cinema screen commercials changed after respondents were exposed to the economic implications of their choice.     

Empirical research in selective communications

Selective communications are messages designed to be perceived differently by members of different market segments. This paper summarizes the results of an empirical study which suggests that codes may be highly effective selective messages which are perceived by interested consumers and not by others.     

The influence of product involvement on consumers’ interactive processes in interactive television

Based on the classical elaboration likelihood model, we develop an interactive communication behavior model and apply it to the interactive television environment. The model suggests a hypothesis about interactive information searches and how they are impacted by product involvement and hypotheses about how the category of an advertised product impacts the type of information sought. Testing these hypotheses empirically, we verify that product involvement influences the extent of interactive communication behavior, while the type of information being sought is a function of the advertised product category. Implications regarding advertising practice and research are suggested.     

Consumers' Punishment and Rewarding Process via Purchasing Behavior

While there have been many studies of the ethical behavior ofmanagers, little research investigated the ethical beliefs andideologies of consumers. Moreover, even less is known about therelationship between consumer beliefs and ideology and purchasingbehavior. The present study investigates the extent to whichconsumers punish or reward what they perceive as either a firm'sethical or unethical behavior. The research model was tested onsamples of Israeli and Turkish respondents. The results indicatethat personal economic benefit, ideology (idealism versusrelativism), economic cost to others and locus of control explainconsumer reaction to ethical, purchasing dilemmas. Moralexpectations did not influence whether a consumer would purchasein a store offering an unethical proposition. Apparently,material gain, if large enough, outweighs one's moralpredisposition. Idealists were found to be less likely topurchase in an unethical store situation. The Turkish respondentswere more concerned with economic cost to others than the Israelirespondents, apparently owing to cultural differences between thetwo groups. Finally, those respondents having higher internallocus of control were found to be more ethical.