bluuebunny/crossref_metadata_2025 huggingface dataset:
Enhancing Helping Behavior: An Integrative Framework for Promotion Planning
Authors: Bendapudi Neeli , Singh Surendra N. , Bendapudi Venkat
Published: November 2018

Charitable organizations play a vital role in our society, as is evidenced by their enormous economic and social impact. Yet, for many of them, soliciting adequate resources to carry out their mandates is a continuing struggle. Confronted with a growing need for their services, fierce competition from other charities, and shrinking support from government agencies, charities may turn to marketers for help in developing effective promotional strategies. Unfortunately, marketing literature is unable to provide meaningful guidance because scant research attention has hampered a fuller understanding of why people help. The authors integrate relevant research in marketing, economics, sociology, and social psychology to advance theoretical understanding of helping behavior. They develop research propositions regarding specific promotional strategies that charitable organizations can employ to elicit help.
Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations
Authors: Hoffman Donna L. , Novak Thomas P.
Published: November 2018

The authors address the role of marketing in hypermedia computer-mediated environments (CMEs). Their approach considers hypermedia CMEs to be large-scale (i.e., national or global) networked environments, of which the World Wide Web on the Internet is the first and current global implementation. They introduce marketers to this revolutionary new medium, propose a structural model of consumer navigation behavior in a CME that incorporates the notion of flow, and examine a series of research issues and marketing implications that follow from the model.
Collaborative Communication in Interfirm Relationships: Moderating Effects of Integration and Control
Authors: Mohr Jakki J. , Fisher Robert J. , Nevin John R.
Published: November 2018

Governance strategies, such as integration or control, structure and regulate the conduct of parties in exchange relationships; as such, they serve to constrain the latitude of the decision making of channel partners. Similarly, collaborative communication can be used to create an atmosphere of mutual support, thereby creating volitional compliance between partners. The authors develop a model that addresses the interrelationships of governance and communication and examine the effects of collaborative communication on channel outcomes (the dealer's perceptions of commitment to, satisfaction with, and coordination of activities with a focal manufacturer) across various levels of integration and control. Based on survey data collected from a national sample of computer dealers, the findings indicate that when levels of integration or manufacturer control are high, the effect of collaborative communication on outcomes is weaker than when integration or control is low.
Determinants of Distribution Intensity
Authors: Frazier Gary L. , Lassar Walfried M.
Published: November 2018

Within many categories of consumer products, manufacturers differ markedly in how intensively they distribute their brands among retailers. The authors enhance understanding of why such differences in distribution intensity occur. Literature in the marketing and economics disciplines on brand and channel management, agency theory, and credible commitments, combined with extensive field interviews, provides the foundation for a conceptual framework that centers on proposed moderator effects. Data collected from manufacturers in the consumer electronics industry are used to test the conceptual framework. Credible commitments by retailers in the form of contractual agreements and investments are shown to moderate the relationships of manufacturer brand strategy and channel practices with distribution intensity.
The Management of Customer-Contact Service Employees: An Empirical Investigation
Authors: Hartline Michael D. , Ferrell O. C.
Published: November 2018

The authors develop and test a model of service employee management that examines constructs simultaneously across three interfaces of the service delivery process: manager-employee, employee-role, and employee-customer. The authors examine the attitudinal and behavioral responses of customer-contact employees that can influence customers’ perceptions of service quality, the relationships among these responses, and three formal managerial control mechanisms (empowerment, behavior-based employee evaluation, and management commitment to service quality). The findings indicate that managers who are committed to service quality are more likely to empower their employees and use behavior-based evaluation. However, the use of empowerment has both positive and negative consequences in the management of contact employees. Some of the negative consequences are mitigated by the positive effects of behavior-based employee evaluation. To increase customers’ perceptions of service quality, managers must increase employees’ self-efficacy and job satisfaction, and reduce employees’ role conflict and ambiguity. Implications for the management of customer-contact service employees and directions for further research are discussed.
Company Advertising with a Social Dimension: The Role of Noneconomic Criteria
Authors: Drumwright Minette E.
Published: November 2018

The author examines company advertising campaigns with social dimensions and compares them to matched standard, or nonsocial, campaigns. The author investigates the managers’ objectives for the campaigns with social dimensions, examines the processes creating them, and develops a model for explaining success factors. Most campaigns have mixed objectives, both economic and social, which have many implications. Although these campaigns are not particularly effective in achieving traditional economic objectives, such as increasing sales, they are highly effective in achieving company-oriented objectives, such as motivating the work force or communicating the essence of the company's mission. Drawing on research and theory related to organizational identification, the author discusses causal mechanisms underlying social campaigns’ effectiveness with company-oriented objectives and presents directions for further research. Ethical considerations and managerial implications are discussed, as well.
Marketing's Influence within the Firm
Authors: Homburg Christian , Workman John P. , Krohmer Harley
Published: November 2018

Although there is increased interest in marketing's changing role within the firm, there is little empirical research that measures the influence of marketing or links marketing's role to situational factors. Drawing on contingency and institutional theories of intraorganizational power, the authors address the following question: In what circumstances does the marketing subunit have higher levels of influence? Results from a survey among U.S. and German companies indicate that (1) the marketing subunit still has substantial influence, (2) marketing's influence is related systematically to determinants other than individual managers’ characteristics, and (3) institutional factors account for variance not explained by the determinants more commonly used in contingency theories in marketing. This implies that organizational dimensions are the result not only of adaptation to environmental conditions, but also of unique historical aspects that become institutionalized within the firm.
Redeployment of Brands, Sales Forces, and General Marketing Management Expertise following Horizontal Acquisitions: A Resource-Based View
Authors: Capron Laurence , Hulland John
Published: November 2018

Drawing on resource-based theory, the authors examine the extent to which firms redeploy three key marketing resources (brands, sales forces, and general marketing expertise) following horizontal acquisitions. Results from a survey of 253 acquisitions show that highly immobile resources are more likely than less immobile resources to be redeployed. Furthermore, resources tend to be redeployed from the acquirer to the target more often than in the reverse direction. Finally, the effects of redeployment on subsequent product costs, product quality, product line breadth, geographic market coverage, market share, and profitability are examined. Cost-based synergies were minimally affected, but revenue-based synergies and overall firm performance were significantly influenced.
A Cross-National Investigation into the Individual and National Cultural Antecedents of Consumer Innovativeness
Authors: Steenkamp Jan-Benedict E.M. , ter Hofstede Frenkel , Wedel Michel
Published: November 2018

The authors examine antecedents of consumer innovativeness in a cross-national context. They propose a framework that distinguishes individual difference variables and national cultural variables. Two types of individual difference variables are considered: personal values and consumer-context-specific dispositions. The authors develop hypotheses pertaining to the main effects of the variables and their interactions and test them on data collected from 3283 consumers in 11 countries of the European Union. The empirical results are broadly supportive of the hypotheses. The cross-national data used in this study provide a strong test of the generalizability of the findings.
The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships
Authors: Garbarino Ellen , Johnson Mark S.
Published: November 2018

Several theories of relationship marketing propose that customers vary in their relationships with a firm on a continuum from transactional to highly relational bonds. Few empirical studies have segmented the customer base of an organization into low and high relational groups to assess how evaluations vary for these groups. Using structural equation analysis, the authors analyze the relationships of satisfaction, trust, and commitment to component satisfaction attitudes and future intentions for the customers of a New York off-Broadway repertory theater company. For the low relational customers (individual ticket buyers and occasional subscribers), overall satisfaction is the primary mediating construct between the component attitudes and future intentions. For the high relational customers (consistent subscribers), trust and commitment, rather than satisfaction, are the mediators between component attitudes and future intentions.
Attribute-Level Performance, Satisfaction, and Behavioral Intentions over Time: A Consumption-System Approach
Authors: Mittal Vikas , Kumar Pankaj , Tsiros Michael
Published: November 2018

Instead of offering products or services alone, increasingly, firms and their partners are offering consumption systems. Consumption systems are offerings characterized by a significant product and service subsystem, as well as a pattern of consumption in which consumption occurs in multiple episodes over time. The authors develop a theoretical model for conceptualizing satisfaction with consumption systems and empirically test it using longitudinal data from 5206 automobile owners. Results show that an intertemporal examination of attribute-level performance, satisfaction, and behavioral intentions can improve an understanding of their relationships because these relationships change as the consumption of the product unfolds. For example, on the basis of their salience, attribute weights in determining satisfaction shift over time. Furthermore, the crossover effect of product and service satisfaction in determining intentions toward the manufacturer and the service provider is asymmetric, and this asymmetry reverses over time. Service satisfaction initially has a much larger impact in determining intentions toward the manufacturer, but later, product satisfaction is more influential in generating intentions toward the service provider and manufacturer. The results show that there is no direct link between satisfaction and behavioral intentions. Rather, satisfaction affects behavioral intentions in the future through a dual-mediation route.
Shopping with other People's Money: The Marketing Management Implications of Surrogate-Mediated Consumer Decision Making
Authors: Hollander Stanley C. , Rassuli Kathleen M.
Published: November 2018

Surrogate shoppers are involved in a significant portion of consumer decisions. This article broadens the application of the surrogate shopper concept by including all those who shop on behalf of clients and have a fiduciary responsibility to them and examining their implications for marketing and consumer theory. Surrogate shoppers have the potential to bring about efficiencies in marketing systems. However, with their information advantage and decision-making power, both positive and negative consequences can accrue to consumers, suppliers, and society.
Social Contracts and Marketing Ethics
Authors: Dunfee Thomas W. , Smith N. Craig , Ross William T.
Published: November 2018

In this article, the authors describe the need and the search to date for a normative moral foundation for marketing. Social contract theory appears promising because of its clear correspondence to the exchange relationships central to marketing thought and practice. The authors introduce it in a specific formulation known as Integrative Social Contracts Theory (ISCT). This theory provides a coherent framework for resolving ethical issues that arise among different communities and is therefore particularly appropriate because marketers frequently engage in boundary-spanning relationships and cross-cultural activities. The authors explore the application of ISCT to ethical decision making in marketing through the use of bribery as a major illustrative example. They discuss implications for managers and researchers.
The Role of Marketing Actions with a Social Dimension: Appeals to the Institutional Environment
Authors: Handelman Jay M. , Arnold Stephen J.
Published: November 2018

The interaction between marketing actions with a social dimension and marketing actions with an economic orientation is at the heart of this study. The authors introduce institutional theory as the theoretical lens used to inform this research. Results from an experiment in a retail context show that there is a minimum acceptable level of marketing actions with a social dimension, below which the effectiveness of a firm's economic-oriented actions is hindered significantly.
An Empirical Investigation of the Antecedents of Sales Force Control Systems
Authors: Krafft Manfred
Published: November 2018

The author summarizes 11 hypotheses from agency theory, transaction cost analysis, and Ouchi's theoretical approach about the impact of environmental, company, and salesperson characteristics on the design of sales force control systems (outcome- versus behavior-based) and tests them on a data set of 270 German sales organizations. Many of the hypotheses receive empirical support. Sales force size, the only construct for which the author derives two opposing hypotheses, is related negatively to the use of behavior-based control in sales forces. Thus, the hypothesis derived from Ouchi's approach is supported, whereas the contradictory hypothesis from transaction cost analysis is rejected.
Personal Interview versus Mail Panel Survey
Authors: Nuckols Robert C.
Published: November 2018

The validity of life insurance ownership data obtained by personal interview and mail panel surveys is examined by checking responses against company records. The surveys also are compared with census distributions and with each other. The hypothesis is tested that the interrelationship between items will hold even when items are known to contain bias. The results have implications for personal interview and for mail panel surveys.
Consumer Flavor Preference Factors in Food Product Design
Authors: Eastlack J. O.
Published: November 2018

This article is concerned with the application of a modified semantic differential technique to determine factors in consumer flavor preference to be used in product design for the food industry. Specific findings are presented on the ability of the modified semantic differential technique to discriminate among taste characteristics in terms which may be acted upon at the product control level. The research technique is discussed using findings about consumer preference determined in blind paired comparisons of samples of four test blends of ground coffee; consumer preference curves are shown in taste preference sub-groups.
Estimating the Proportion of Loyal Buyers
Authors: Ehrenberg A. S. C.
Published: November 2018

Of the people who buy a brand or product in a given period of time, a certain number—the “loyal” buyers—will buy again in a later one. The proportion of buyers who are loyal in both can be predicted from a mathematical model, using observed data relating to one period only.

In verifying the predictions against the actually observed loyalty proportion for the following period, the goodness of fit has, with one exception, averaged about half a percentage point for loyalty percentages ranging from less than one percent to over 25 percent. Practical applications of developments of this kind are also discussed.
Minimizing Number of Interviews through Sequential Sampling
Authors: Birt E. M. , Brogren R. H.
Published: November 2018

A practical use of sequential sampling is demonstrated to minimize the number of interviews necessary in field studies and yet retain accuracy of results possible only through adherence to sound statistical methods.
A New Tool for Sales Managers
Authors: Hughes G. David
Published: November 2018

The efficiency of the sales force could be improved if the effect of personal selling could be measured before a sale was completed. The experiment described here measured a central aspect of the prospective buyer's decision process—the change in his awareness and attitudes after receiving a sales call. Two scaling devices developed by psychologists and used extensively in advertising research were used.
An Optimal Plan for Salesmen's Compensation
Authors: Farley John U.
Published: November 2018

A sales compensation plan paying equal commission rates on the gross margins of the products in a salesman's line is shown to be optimal. Under such a plan a salesman trying to maximize his commissions simultaneously maximizes his contribution to company profits. The plan can also handle problems such as loss leaders and capacity constraints with minor modifications. The plan appears operational and may help simplify formal quota and control systems now needed under other compensation programs.
The Responsiveness of Food Sales to Shelf Space Changes in Supermarkets
Authors: Cox Keith
Published: November 2018

This article tests the hypotheses that food product sales are responsive to changes in shelf space and that “impulse” items are relatively more responsive than staples.
ROP Color and Its Effect on Newspaper Advertising
Authors: Gardner Burleigh B. , Cohen Yehudi A.
Published: November 2018

The authors report a study of reactions to four department store ads, two with color and two black and white. The ads with color evoked more positive reactions to the merchandise and were more often identified with higher status stores.
Testing Test Market Predictions
Authors: Gold Jack A.
Published: November 2018

Test marketing involves a number of assumptions. The most inherent assumption is projectability, i.e., the ability of the test areas to accurately represent the larger geographic region to which the test results will be applied. An experimental method is described which tests statistically the degree of confidence that may be placed on projected test market results. Marketers with access to the geographic pattern of their national sales can readily apply this technique for measuring the validity of test marketing for their own products.
The Development of Brand Loyalty
Authors: Tucker W. T.
Published: November 2018

The experiment reported here examines the growth of brand loyalty in a setting where there is no prior consumer knowledge about any of the available brands. Search behavior precedes the development of brand loyalty, which grows to measurable strength despite the virtual identity of the available brands, suggesting that some consumers are prone to brand-loyal behavior.
Two Source Effects in Magazine Advertising
Authors: Fuchs Douglas A.
Published: November 2018

An experiment was conducted to test the effects of magazine and sponsoring company's prestige on attitudes toward unknown advertised products. Hypotheses derived from “the principle of congruity” were confirmed; the dependent attitudes changed generally as a linear function of the prestige of the two source components.
A Method to Detect Specific Causes of Consumer Complaints
Authors: Namias Jean
Published: November 2018

This article shows how a statistical chart offers management a simple and economic tool for feeding back consumer complaint information. The method replaces haphazard trial-and-error procedures with a scientific, rational basis that indicates when and when not to conduct a search for specific causes of variation.
On the Accuracy of Recording of Consumer Panels: II
Authors: Sudman Seymour
Published: November 2018

This paper continues the discussion of the accuracy of recording of the National Consumer Panel which was begun in the previous issue. Results are given of experiments which measured changes in accuracy of recording resulting from controlled changes in total work load, compensation, and training. In addition, a comparison is made between brand share data obtained from a panel and from a recall survey.
Some Applications of Pupil Measurement
Authors: Krugman Herbert E.
Published: November 2018

A new device that measures changes in pupil diameter while subjects view advertisements, packages, etc., offers promise of becoming a powerful tool for studying the interest-arousing qualities of stimuli. Encouraging evidence of the reliability and validity of this device has been found in a series of studies —two of which are described in this article.
Perceived Risk and Consumer Decision-Making—The Case of Telephone Shopping
Authors: Cox Donald F. , Rich Stuart U.
Published: November 2018

Telephone shopping is in many ways the easiest and most convenient mode of shopping ever devised. Yet the majority of women surveyed did not shop by telephone during the course of a year. Why? The authors examine various determinants of telephone shopping and present data which suggest that the nature and degree of risk perceived by the consumer, and the manner in which she deals with perceived risk, are important determinants of decisions: a) whether to shop by telephone, and b) what items to buy by telephone.
Eliminating Consumer Biases in Survey Data by Balanced Tabulation
Authors: Benson Purnell H.
Published: November 2018

Consumers rate brands higher if they are familiar with them. Thus, more widely known brands receive higher ratings in consumer surveys than do less well-known brands that are superior in quality. The purpose of this paper is to introduce a procedure to correct data for consumer biases toward better-known and more widely used brands.
Measurement and the Development of Science and Marketing
Authors: Lee Charles E.
Published: November 2018

If laws exist In the newer sciences they will be discovered only by looking for them in the usual manner. Scientists, especially social scientists, are beginning to realize that there are no basic differences in this respect among empirical disciplines. Some have merely advanced farther than others in their application of measurement techniques.
Measurement of Corporate Images by the Semantic Differential
Authors: Clevenger Theodore , Lazier Gilbert A. , Clark Margaret Leitner
Published: November 2018

➤A semantic differential applied to the images of two prominent corporations was administered to a group of university students and a group of metropolitan housewives. Comparisons revealed that the factor patterns of the differential for the two corporations and for the two groups of subjects were quite similar.
Toward a Formal Theory of Transactions and Transvections
Authors: Alderson Wroe , Martin Miles W.
Published: November 2018

This article presents the initial steps in the formalization of a partial theory of marketing. The partial theory pertains to the movement of goods and information through marketing channels, and the theory utilizes two basic concepts of marketing system behavior, namely, transactions and transvections. Current approaches to the problem of constructing formal theories are compared and reasons are given for choosing the “molar” approach.
The Shopping Matrix and Marketing Strategy
Authors: Dommermuth William P.
Published: November 2018

Before purchasing, consumers may examine one brand or a number and shop one store or several. Their behavior can be described in a “shopping matrix.” Investigation of such patterns revealed differences, not only between consumers and product classes, but also between brands, within the same product class, suggesting the potential value of such analysis in formulating marketing strategy.
Sales Budgeting for Controlled Growth Objectives
Authors: Mela R. L.
Published: November 2018

This paper discusses the relationship between sales costs and profitability in profit-type R & D organizations. Simple formulas are presented to show the relationships among some of the more important factors which determine profitability and growth.
Short Term Price and Dealing Effects in Selected Market Segments
Authors: Massy William F. , Frank Ronald E.
Published: November 2018

Changes in relative price and dealing activity are likely to affect different segments of the market in different ways. A distributed lag model is developed for predicing a firm's market share over a period of weeks from knowledge of the changes in these variables. It is tested on aggregate data for a metropolitan market, and applied to data for three classes of underlying segments. The bases for segmenting the market are by family purchasing characteristic, package size, and channel of distribution.
Testing Test Market Predictions Comments
Authors: Berdy Edwin M. , Cole Victor L. , Gold Jack A.
Published: November 2018

The following two sets of comments take issue with the article by Jack A. Gold in the August 1964 issue to the effect that predictions based on test markets tend to yield very poor results. In a rejoinder, Mr. Gold defends his point of view.
Bias in Multiple Discriminant Analysis
Authors: Frank Ronald E. , Massy William F. , Morrison Donald G.
Published: November 2018

Sample estimates of predictive power in N-way discriminant analysis are likely to be subject to a strong upward bias. This bias occurs because the discriminant technique tends to fit the sample data in ways that are systematically better than would be expected by chance, even if the underlying populations are identical ( i.e., no predictive power truly exists). Sample tests of predictive power against chance models are often invalid, and no simple methods of adjusting for the bias are available, as in the analogous case of multiple regression. The nature and causes of sample bias are discussed, and two validation procedures are presented and illustrated that can be used to obtain realistic estimates of predictive power in discriminant analysis.
The Impact of Quality Stabilization
Authors: Darnell Jerome C.
Published: November 2018

Several legislative proposals for a national fair-trade law or “quality stabilization” have been introduced in Congress. This article estimates the impact of quality stabilization on the Consumer Price Index. Depending on the extent to which fair trading currently prevails, quality stabilization would increase the CPI by one to ten percent.
A Simple Model for Determining Advertising Appropriations
Authors: Simon Julian L.
Published: November 2018

This article develops a simple profit-maximizing model that requires knowledge of (a) the sales effect of advertising in the current period at different possible levels of advertising; (b) sales in the prior period; (c) the rate at which sales decline in the absence of advertising; and (d) the interest rate which is the appropriate cost of capital for the firm. This article examines the applicability of the model to general advertisers with and without monopoly power, established and new products, small and large market shares, and in oligopoly.
The Effectiveness of Self-Administered Questionnaires
Authors: Sudman Seymour , Greeley Andrew , Pinto Leonard
Published: November 2018

The use of self-administered questionnaires in conjunction with personal interviews is an efficient data collection procedure which achieves a high cooperation rate, especially from teen-agers. This article describes the costs and cooperation rates of alternative methods attempted in an NORC experiment, and compares the responses for the self-administered questionnaire and the personal interview.
Modeling the Industrial Buying Process
Authors: Webster Frederick E.
Published: November 2018

Study of the industrial buying process has been hindered by the lack of a conceptual framework, or model, Without an analytical structure, it is difficult to identify the critical variables and relationships which need explanation. A preliminary descriptive model is offered which breaks the industrial buying process into four elements: problem recognition, assignment of organizational responsibility, the search process, and the choice process.
The Anatomy of Response Errors: Consumer Saving
Authors: Maynes E. Scott
Published: November 2018

This study of response errors proposes an “average man hypothesis” according to which survey respondents tend to alter their reports of the “truth” to conform more closely to their perception of the average man. Evidence relating to the prevalence of average man effects is presented, and interpretive implications of the hypothesis are spelled out.
Product Bias in the Central American Common Market
Authors: Schooler Robert D.
Published: November 2018

This article shows that regional fears, jealousies, and animosities constitute invisible barriers to increased trade within CACM, and that the attitude toward the people of a given country is a factor in existing preconceptions regarding the products of that country.
Market Research in Czechoslovakia
Authors: Prusova Felicia
Published: November 2018

Marketing research sometimes is thought of only in relation to economies based on free market systems. This article discusses the use of marketing research in a socialist state, where market systems are geared to state plans.
The Case Study Approach in Cross-Cultural Research
Authors: Dunn S. Watson
Published: November 2018

Most leading international advertisers, agencies and research firms take a pragmatic approach to the problem of transferring successful U.S. advertising campaigns to foreign markets, with the final decision based principally on market, cultural and media factors.
Canonical Analysis: An Exposition and Illustrative Application
Authors: Green Paul E. , Halbert Michael H. , Robinson Patrick J.
Published: November 2018

Specific multivariate statistical techniques, such as factor analysis and discriminatory analysis, are finding increasing application in marketing research investigations. Canonical analysis, a less well-known multivariate technique, is an appropriate procedure to use when sets of criterion and predictor variables are to be correlated. This article describes the objective of canonical analysis, its relationship to other multivariate techniques and the major limitations of the method. The procedure is applied to a problem involving the relationship of certain behavioral measures to personality test scores.
The Trajectory Theory of Goal Setting for New Products
Authors: Crawford C. Merle
Published: November 2018

➤ As new products are accepted or rejected faster by the marketplace it is critical that research techniques be developed to provide early assessment of progress. This article, using an actual case study, proposes ore such technique based on the astronautical theory underlying work with guided missiles. Earlier remedial action is the goal.
An Evaluation of Alternative Rating Devices for Consumer Research
Authors: Abrams Jack
Published: November 2018

➤ Selecting rating devices or attitude scales is too often a casual or judgment decision. Little objective information is available to aid in the selection process. The author compares and contrasts four commonly used rating devices. The devices are analyzed for predicting consumer behavior and aiding in determining measurements of attitude changes.
Interpurchase Time and Brand Loyalty
Authors: Morrison Donald G.
Published: November 2018

An important question in the theory of consumer behavior is how time elapsed between successive purchases affects the consumer's brand loyalty. This article attacks a commonly used method for studying this effect and presents an alternative procedure. Some empirical results on the effect of time between purchase on brand loyalty for coffee are also given. The major emphasis, however, is on methodology.
Student Participation in Marketing Research
Authors: Fram Eugene H.
Published: November 2018

There is an untapped potential for accomplishing needed marketing research work by using undergraduate and graduate marketing students. This note summarizes the results from two programs in which this has been done. In both instances students and marketing men have benefited.
The Reliability of Regional Interindustry Studies
Authors: Denman Frederick L.
Published: November 2018

In presenting some guidelines for evaluating the reliability of regional interindustry tables, this article discusses the effects of double construction, classification, information sources, interregional transactions, national table coefficients, trade and transport margins, age, and industry capacity. It also identifies areas in which reliability judgments by users of such tables are critical.
The Perceived Effects of Piggyback Television Commercials
Authors: Martilla John A. , Thompson Donald L.
Published: November 2018

The piggyback technique is becoming more important in television advertising. This article examines behavioral and media considerations that contribute to the popularity of the piggyback, and reports results of an experimental study of the effect on television viewers of piggyback.
Jet Set, Pseudo-Store, and New Product Testing
Authors: Payne Donald E.
Published: November 2018

A simulated retail store (pseudo-store) appears to offer promise for analysis of consumer purchasing decisions. The results of a comparative test of portable TV sets indicate that this approach to simulation is feasible for relatively high-priced, infrequently purchased products and appears to be a valid testing procedure for predicting subsequent market acceptance.
Some Empirical Observations on a Ten-Point Poor-to-Excellent Scale
Authors: Reynolds William H.
Published: November 2018

This article reports on the use of a ten-point, poor-to-excellent scale. Findings are presented on the means, modes, and medians encountered and the relationships observed between differences in ratings and differences in “percent preferring.” An attempt is made to determine the degree of difference between two ratings required for statistical significance with samples of varying sizes.
Can New Product Buyers be Identified?
Authors: Pessemier Edgar A. , Burger Philip C. , Tigert Douglas J.
Published: November 2018

Insights into the characteristics of buyers and nonbuyers of a new branded detergent are given, which are based on measures obtained before and after the product's introduction.
Competitive Impact of a New Supermarket
Authors: Bucklin Louis P.
Published: November 2018

The opening of a large supermarket creates heightened competition and concern about the concentration of food sales. This article explores the effect of one such opening. Before and after measures of market share are used to determine the kinds of stores that were affected and the kind of patronage attracted.
Graphology: A New Marketing Research Technique
Authors: McNeal James U.
Published: November 2018

Marketers are making great efforts to seek relationships between personality and consumer behavior. The extent of their success greatly depends en having adequate psychodiagnostic tools. This article discusses the possibilities for graphoanalysis in marketing research related to consumers’ personality.
An Exploration of Perceived Risk and Willingness to Try New Products
Authors: Popielarz Donald T.
Published: November 2018

Consumer decisions about new products are generally recognized as potentially high risk situations. This article explores as a dimension of cognitive style the relationship between willingness to try new products and willingness to accept different forms of risk. Data suggest that cognitive style relates to trying new products.
Household Correlates of Package-Size Proneness for Grocery Products
Authors: Frank Ronald E. , Douglas Susan P. , Polli Rolando E.
Published: November 2018

The authors report the results of a study of the relationship between how much a household concentrates its purchases on small package sizes of a grocery product and its socioeconomic and purchase characteristics. Separate analyses are reported for each of 31 grocery products.
Measure for Determining Differential Growth Rates of Markets
Authors: Huff David L. , Sherr Lawrence A.
Published: November 2018

This article describes a method for measuring the growth of markets that overcomes many of the limitations inherent in the use of absolute and relative measures.
Increasing Precision of Market Testing
Authors: Hardin David K. , Marquardt Raymond
Published: November 2018

One of today's most important trends in marketing management is the increasing use of objective decision criteria. As a result, market researchers must offer increased data accuracy at acceptable cost levels. This article describes one method—pairing test stores—of meeting this challenge. This technique consistently increased the accuracy in sales prediction data in testing marketing alternatives.
Customer-Salesman Bargaining Behavior in Retail Transactions
Authors: Pennington Allan L.
Published: November 2018

Few attempts have been made to analyze simultaneous behavior of both parties to a transaction. This study examines the bargaining behavior of both salesman and customer as it relates to purchase outcomes on retail appliances.
The Price-Quality Relationship in an Experimental Setting
Authors: McConnell J. Douglas
Published: November 2018

Although management assumes a relationship between price and quality when making decisions about pricing and when acting against price cutting within distribution channels, little research on this relationship has been done. Earlier price-quality studies have not involved consumers actually using products over time. This article reports a study in which price was the only variable and, over 24 trials, quality differences for three brands were perceived by subjects when no quality difference existed. The relationship between price and perception of quality was positive but not linear.
A Computer System for Controlling Interviewer Costs
Authors: Mayer Charles S.
Published: November 2018

A computer analysis of inputs supplied by interviewers provides a set of management statistics that explains reasons for high-cost interviewer performance.
The Ecological Structure of Retail Institutions
Authors: Bruce Grady D.
Published: November 2018

Ecology is the point of departure for explaining variations in retail structures of large American cities. Hierarchical grouping cluster analysis is used to construct empirical city types, among which differences are examined. Implications for marketing theory, market analysis, and retail location are discussed.
Nonparametric Statistics on the Computer
Authors: Morris John
Published: November 2018

The nonparametric statistical system is a package of computer programs for use with data that may not meet the assumptions of more traditional statistical tests. Thirty-four nonparametric tests are available in the system. Provisions for missing data, variable formats, and other options make the system potentially useful in research based on attitude questionnaires.
A Simultaneous Equation Regression Study of Advertising and Sales of Cigarettes
Authors: Bass Frank M.
Published: November 2018

This article demonstrates the application of simultaneous equation regression methods in analyzing limited time series data for sales and advertising. In testing a model with sales and advertising relationships for filter and non-filter cigarette brands, we could not reject a model in which the advertising elasticity for filter brands is substantially greater than that for nonfilter brands.
Canonical Analysis of Relations between Socioeconomic Risk and Personal Influence in Purchase Decisions
Authors: Perry Michael , Hamm B. Curtis
Published: November 2018

The socioeconomic evaluation of products by consumers generates information search. This article reports a study that investigates the relationship between the importance of personal influence as an information source and degree of risk in 25 purchase decisions.
A Series Approximation for Negative Binomial Parameter Estimation
Authors: Morrison Donald G.
Published: November 2018

One parameter of the negative binomial distribution (NBD) model of repeat purchase loyalty is obtained by an iterative search procedure on an implicit equation. This note presents an extremely accurate explicit series approximation for this parameter. When solving for the parameters by hand, one can use some very efficient table to look up procedures. However, when a researcher is solving for many sets of parameter values, our procedure is much easier to program.
Interproduct Household Loyalty to Brands
Authors: Wind Yoram , Frank Ronald E.
Published: November 2018

This article reports pairwise correlation coefficients between 38 grocery products based on two different measures of household brand purchasing behavior. The modest magnitude of these coefficients implies that situation-specific as opposed to general household characteristics are the best candidates for predicting brand buying behavior within products.
Are Some Consumers More Prone to Purchase Private Brands?
Authors: Rao Tanniru R.
Published: November 2018

Is there any evidence to support the statement that private brand purchasers constitute an identifiable market segment? Do these consumers differentiate among different private brands of the same product from different stores? Answers to these basic questions with respect to market delineation of private brands are essential to develop a realistic theory of private branding. This article discusses some characteristics of private brand purchasing of a food product via a probabilistic approach.
Analyzing Paired Comparison Tests
Authors: Draper Norman R. , Hunter William G. , Tierney David E.
Published: November 2018

This article presents a new graphical method for handling data of the “prefer A,” “prefer B,” or “no preference” type. One novel and attractive feature of this analysis (in contrast to other methods currently used) is that the “no preference” responses are included as such in the analysis in a natural way and are neither discarded nor divided between the “prefer A” and “prefer B” categories. This informative graphical analysis is illustrated by four examples.
Market-Oriented Management Systems: The Current Status
Authors: Amstutz Arnold E.
Published: November 2018

Current literature is of little value in determining the nature and extent of system support being provided to marketing executives in major companies in the United States. This article describes the current state of market-oriented management information system development and utilization.
Measurement Errors in Reports of Consumer Expenditures
Authors: Neter John
Published: November 2018

Empirical findings on measurement errors in reports by consumers of expenditures made in the past are reviewed, the implications of these findings for survey design are considered, and the needs for future research are discussed.
Psychophysics of Prices
Authors: Kamen Joseph M. , Toman Robert J.
Published: November 2018

This article develops and tests a “fair price” theory which is essentially contradictory to Weber's Law. As price levels rise, a constant price differential between brands becomes more important, rather than less important, in determining market share. Many testable hypotheses can be derived from this theoretical formulation.
Correlates of Brand Loyalty: Some Positive Results
Authors: Carman James M.
Published: November 2018

Studies assessing from consumer panel data the relations between household socioeconomic and personality characteristics and brand loyalty for frequently purchased packaged goods have yielded disappointing results. Using a special purpose panel, this study does suggest a relationship between personal characteristics, the shopping process, and loyalty. The paper also introduces a new measure of brand loyalty and describes the use of the AID procedure for exploratory data analysis.
The Relationship between Anxiety and Positive and Negative Advertising Appeals
Authors: Wheatley John J. , Oshikawa Sadaomi
Published: November 2018

Advertising appeals that arouse an appropriate amount of emotional tension can be successful in achieving desired attitudinal changes. For some members of an audience the appropriate amount of emotional tension may apparently be achieved by means of negative appeals while others respond better to positive appeals
Predicting Bank Deposits and Loans
Authors: Hughes G. David
Published: November 2018

Models for determining optimal levels of advertising expenditures require an equation that relates such expenditures to sales in the context of other marketing efforts and the environment of the firm. Using three savings banks as an example, this study demonstrated that the construction of this equation requires knowledge of a bank's goals, planning horizon, and marketing strategy.
Segmenting Markets by Group Purchasing Behavior: An Application of the AID Technique
Authors: Assael Henry
Published: November 2018

Market segmentation requires definition of consumer groups by variables that discriminate purchasing behavior. A multivariate program is described capable of defining homogeneous groups by a large number of variables to maximize discrimination between purchase group means. The program has specific advantages compared to traditional methods of grouping such as cross-classification, regression, and discriminant analysis. It is applied in segmenting markets by product and brand usage based on demographic and attitudinal variables.
New Product Forecasting Using Consumer Panels
Authors: Ahl David H.
Published: November 2018

With the increased importance of bringing successful new products to the marketplace, it is critical that research techniques to provide a timely indication of progress be developed. This article discusses such a technique using data from a consumer diary panel.
An Application of Econometric Models to International Marketing
Authors: Armstrong J. Scott
Published: November 2018

Currently available econometric techniques provide useful information for measuring international markets. A key aspect of these techniques is the use of an extensive a priori analysis, which is demonstrated in a study of the international market for still cameras.
Marketing Decision-Information Systems: An Emerging View
Authors: Montgomery David B. , Urban Glen L.
Published: November 2018

Marketing decision-information systems are composed of four key elements: a data bank, a model bank, a measurement-statistics bank, and a communications capability. If full advantage is to be taken of the new information technology, a coordinated, balanced growth of the system components must be achieved. The authors, extend their initial information systems proposal to include further design concepts and practical examples.
Supermarket Chain Product Mix Decision Criteria: A Simulation Experiment
Authors: Grashof John F.
Published: November 2018

In multi-product purchase-for-resale situations, the selection of the appropriate criteria for evaluation of alternative items is an important problem. This article reports on research which used computer simulation models to investigate the impact of alternative product addition and deletion criteria on the product mix and operating results of supermarket chains.