자연주의적 탐구조사(Naturalistic Inquiry)

Attachment--and loss.

The purpose of this study was to develop a scale for measuring celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Accepted psychometric scale-development procedures were followed which rigorously tested a large pool of items for their reliability and validity. Using two exploratory and two confirmatory samples, the current research developed a 15-item semantic differential scale to measure perceived expertise, trustworthiness, and attractiveness. The scale was validated using respondents' self-reported measures of intention to purchase and perception of quality for the products being tested. The resulting scale demonstrated high reliability and validity.

https://www.jstor.org/stable/pdfplus/4188769.pdf

Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness

The Social Psychology of Groups. J. W Thibaut & H. H. Kelley. New York: alley, 1959. The team of Thibaut and Kelley goes back to 1946 when, after serving in different units of the armed services psychology program, the authors joined the Research Center for Group Dynamics, first at M.LT and then at the University of Michigan. Their continued association eventuated in appointments as fellows at the Center for Advanced Study in the Behavioral Sciences, 19561957. It is during these years that their collaboration resulted in the publication of The Social Psychology of Groups. The book was designed to "bring order and coherence to present-day research in interpersonal relations and group functioning." To accomplish this aim, the authors introduced, defined, and illustrated basic concepts in an effort to explain the simplest of social phenomena, the two-person relationship. These basic principles and concepts were then employed to illuminate larger problems and more complex social relationships and to examine the significance of such concepts as roles, norm, power, group cohesiveness, and status. The lasting legacy of this book is derived from the fact that the concepts and principles discussed therein serve as a foundation for one of the dominant conceptual frameworks in the field of family studies today-the social exchange framework. Specifically, much of our contemporary thinking about the process of interpersonal attraction and about how individuals evaluate their close relationships has been influenced by the theory and concepts introduced in The Social Psychology of Groups. Today, as a result of Thibaut and Kelley, we think of interpersonal attraction as resulting from the unique valence of driving and restraining forces, rewards and costs, subjectively thought to be available from a specific relationship and its competing alternatives. We understand, as well, that relationships are evaluated through complex and subjectively based comparative processes. As a result, when we think about assessing the degree to which individuals are satisfied with their relationships, we take into consideration the fact that individuals differ in terms of the importance they attribute to different aspects of a relationship (e.g., financial security, sexual fulfillment, companionship). We also take into consideration the fact that individuals differ in terms of the levels of rewards and costs that they believe are realistically obtainable and deserved from a relationship. In addition, as a result of Thibaut and Kelley's theoretical focus on the concept of dependence and the interrelationship between attraction and dependence, there has evolved within the field of family studies a deeper appreciation for the complexities and variability found within relationships. Individuals are dependent on their relationships, according to Thibaut and Kelley, when the outcomes derived from the existing relationship exceed those perceived to be available in competing alternatives. Individuals who are highly dependent on their relationships are less likely to act to end their relationships. This dependence and the stability it engenders may or may not be voluntary, depending on the degree to which individuals are attracted to and satisfied with their relationships. When individuals are both attracted to and dependent on their relationships, they can be thought of as voluntarily participating in their relationship. That is, they are likely to commit themselves to the partner and relationship and actively work for its continuance. Thibaut and Kelley termed those relationships characterized by low levels of satisfaction and high levels of dependence "nonvoluntary relationships. …

The Social Psychology of Groups

Self-Directed Learning, A Guide for Learners and Teachers

This study builds on previous research to investigate the effects of ethical climate on salesperson’s role stress, job attitudes, turnover intention, and job performance. Responses from 138 salespeople who work for a large retailer selling high-end consumer durables at 68 stores in 16 states were used to examine the process through which ethical climate affects organizational variables. This is the first study offering empirical evidence that both job stress and job attitudes are the mechanisms through which a high ethical climate leads to lower turnover intention and higher job performance. Results indicate that ethical climate results in lower role conflict and role ambiguity and higher satisfaction, which, in turn, leads to lower turnover intention and organizational commitment. Also, findings indicate that organizational commitment is a significant predictor of job performance.

The Role of Ethical Climate on Salesperson’s Role Stress, Job Attitudes, Turnover Intention, and Job Performance

In recent years an issue that has received increasing attention among both marketing professionals and the public at large is interpersonal attraction, particularly the physical attractiveness aspect of attraction. Advertisers who are concerned with whether the physical attractiveness of a model in an advertisement alters the purchase behavior of a customer must examine such questions as (1) What is the optimal level of attractiveness? (2) Do responses vary according to the sex of the model and/or the sex of the buyer? (3) Do responses vary according to the type of product being advertised? This study was undertaken to determine the actual purchase behavior of consumers toward point-of-purchase advertising displays that varied the attractiveness level of the advertising model in the display as well as the sex of the model and type of product.

Effects of Model Attractiveness on Sales Response

The use of humorous commercials is quite evident in television advertising today This article reports the results of a content analysis of over 2000 television commercials Humorous advertisements were analyzed and compared to non-humorous commercials with respect to their use of animation, the number of models, product handling, humor placement, multisense usage, and the direction of the humor

Humor in Television Advertising

The authors report the results of a 2 × 3 factorial experiment which measures high and low prejudice white consumers’ evaluations of ads for which models’ race is manipulated. The study disconfirms...

Consumers’ Level of Prejudice and Response to Black Models in Advertisements:

The research explores the benefits that participants consume in a cause-related fitness event. Employing a hermeneutical framework for interpreting consumers' stories, the researchers analyzed the findings from a preliminary participant observation of and in-depth interviews with Race for the Cure® participants. This was done in order to enable social marketers to better understand the lived experience of those who consume the social benefits derived from cause-related fitness event participation. Findings show that the mode of participation and level of personal involvement with the cause impact the story told and the marketing implications. The social marketer not only needs to pay attention to the benefits to the sponsor and the charity but also the participants.

Paul J. Solomon

Papers

The Role of Ethical Climate on Salesperson’s Role Stress, Job Attitudes, Turnover Intention, and Job Performance

Effects of Model Attractiveness on Sales Response

Humor in Television Advertising

Consumers’ Level of Prejudice and Response to Black Models in Advertisements:

The Marketing of Cause-Related Events: A Study of Participants as Consumers