Showing papers in "Journal of Marketing Research in 1972"

Power Measurement in the Distribution Channel

Abstract: The measurement of power is a prerequisite for the analysis of the distribution channel as a behavioral system. This article presents a model for power measurement and the results of a first attemp...

Consumer Expectations, Product Performance, and Perceived Product Quality:

Abstract: This study experimentally investigated the effects on product ratings of both overstatement and understatement of product quality. Results support common marketing practice in that overstatement re...

Prepurchase Information Seeking for New Cars and Major Household Appliances

Abstract: National survey data on the amount of information seeking by buyers of new cars and major household appliances are analyzed by AID and MCA. The findings lend support to the hypothesis that purchase...

Children's Purchase Influence Attempts and Parental Yielding

Abstract: quences, focusing on the impact of television advertising on mother-child interaction. Specifically, we studied children's attempts to influence mothers' purchases of various products and mothers' yielding to these attempts. Some previous research has examined relationships between mass media use, parent-child interaction, and subsequent effects. For example, adolescents' mass media use has been related to parent-child interaction and political socialization processes [2, 6]. Halloran and his associates examined exposure to television and intrafamily communication among samples of delinquent and nondelinquent British adolescents [5]. Little empirical evidence has been found on the extent of television advertising's influence on intrafamily interaction and behavior. For example, while much commercial research attempts to relate mass media exposure to aspects of consumer behavior, little effort has been devoted to explicit examination of parentchild interaction intervening between media exposure and behavior [3]. Research on consumers' family decision making usually focuses on husband-wife interaction and is not concerned with the influence of children [4]. Some qualitative data indicate that mothers feel television commercials influence their children [8], citing the apparent formation of desires for various products. Parents resent the encouragement of overt attempts to influence their purchases, although many mothers are said to accept television advertising as a necessary evil. Such qualitative research, of course, does not explicitly link media exposure to specific family processes. Berey and Pollay examined such processes in mothers' purchases of children's breakfast cereals [1]. While not concerned with mass media influences, the investigators found highly child-centered mothers purchased their children's favorite cereals less frequently than less child-centered mothers. The child's assertiveness was not correlated with purchase perhaps because the assertiveness measure was based on teachers' rat-

Dimensions of Opinion Leadership

Abstract: Opinion leadership has been studied intensively but rather narrowly in most studies to date. An attempt is made here to broaden the scope of coverage in order to learn about many dimensions or aspe...

An Attitude Model for the Study of Brand Preference

Abstract: his characteristics is a prelude to identifying the causes of preference and the means by which it can be influenced. This study of consumer brand preference was an application of a model of consumer attitudes; the basic hypothesis was that measures specific to the preference alternatives, rather than more general measures such as those of socioeconomic and personality characteristics, would lead to successful predictions. While the approach is intuitively appealing and seemingly obvious, this study is the first to publicly present results from testing the hypothesis.

Measure Validation in Marketing

Abstract: If marketers want to know the meaning of their measures, they must turn to measure validation, which consists of determining the extent to which measures correlate (convergent validity) and predict...

Testing Distributed Lag Models of Advertising Effect

Abstract: This article deals with estimation and testing of six different distributed lag models, with an example given of sales and advertising data for a dietary weight control product. A distributed lag m...

The Relationship between Shelf Space and Unit Sales in Supermarkets

Abstract: In studying the impact of shelf space changes on unit sales, space elasticity was hypothesized to be a function of several product-specific variables, including physical properties, merchandising c...

The Nature and Uses of Expectancy-Value Models in Consumer Attitude Research

Abstract: In tests of two expectancy-value models of attitude reported recently in JMR, Sheth and Talarzyk [18] tested a model attributed to Rosenberg [14] while Bass and Talarzyk [3] tested a model attributed to Fishbein [7, 8]. The two models were tested on a common data base using essentially the same measures.^ Unfortunately, neither article provided a valid test of either of these two models and served only to confuse rather than to clarify some of the issues regarding the use of expectancy-value models as a basis for understanding some aspects of consumer behavior. Because of the growing interest of consumer researchers in an expectancy-value approach to attitude structure and dynamics and behavioral prediction, it may be useful to specify the shortcomings of these two studies and clarify some essential characteristics of the expectancy-value approach. We intend to show that the authors: (1) did not provide tests of any expectancy-value model let alone those of Rosenberg or Fishbein; (2) actually proposed a new model which might be termed an "adequacy-importance" model; and (3) demonstrated that their model actually has less predictive validity than an expectancy-va lue model.

Vertical Cooperative Advertising Ventures

Abstract: This article discusses how parameters of a cooperative advertising arrangement are currently decided upon and presents decision models which demonstrate that quantitative analysis can lead to a bet...

Are Three-Point Scales Always Good Enough?

Abstract: Recent work by Jacoby and Mattell [6] has suggested that three-point Likert scales are sufficient to meet criteria of test-retest reliability, concurrent validity, and predictive validity. Green and Rao [3], using the criterion of data configuration recovery, concluded that sixor seven-point scales are preferable, and the authors are "skeptical about the ability of large numbers of such scales (three- or two-point scales) to 'make up' for the limited information provided by each scale separately." In a reply to Green and Rao, Benson [1] argued that the frequent applicability and practical convenience of twoor three-point scales are strong points in their favor. Moreover, the focus of marketing research on population averages, rather than individuals, suggests that scales with few categories are adequate. This article delineates the conditions under which a two- or three-point scale may be good enough. BACKGROUND

Perceived Risk in Store Selection

Abstract: Typically, perceived-risk studies [3, 7, 12] have focused on products or brands, although risk has been related to telephone shopping [8] and mail-order buying [15]. These studies suggested that risk attaches not only to what is acquired but also to how or where it is acquired. This study focuses on acquisition by attempting to relate perceived risk to retail store selection. It is consistent with Bucklin's [6] product/patronage typology in that it suggests-for certain types of acquisitions-that consumers' concern for product choice in no way lessens the importance of store choice. In fact, in our study store choice seemed to dominate product or brand choice.

The Effect of Ecologically Relevant Information on Detergent Sales

Abstract: Shares of market for brands of detergent were changed in the predicted direction by informing consumers of phosphate content. Results indicated a relative loss for brands high in phosphate and a ga...

On the Interpretation of Canonical Analysis

Abstract: Canonical correlation analysis has been increasingly applied to marketing problems. This article presents some suggestions for interpreting canonical correlations, particularly for avoiding oversta...

Can Private Brand Buyers be Identified

Abstract: Much marketing research in the past ten years has been directed to identifying managerially meaningful and behaviorally sound consumer market segments. Results have, in general, shown that psychological and demographic measures have not been terribly good criterion variables for segmentation. Marketers have attempted to find the deal prone consumer [10], the heavy user [4], new brand buyers [7], and private brand buyers [6]; these market segments represent large areas of economic and marketing effort in the real world. The evidence from these studies has suggested that measures which are more closely tied to purchase behavior would be better predictors. This research attempted to examine buyers or potential buyers of vastly different products to see if meaningful segments could be created using a model of consumer behavior including demographic, product class salience, product use, and marketing attitude variables. Factor analysis, multiple discriminant analysis, and cross-tabulation were used to test the model, and the results were more encouraging than those of similar recent experiments. While economists have been interested in costs of dis-

Perceived Instrumentality and Value Importance as Determinants of Attitudes

Abstract: This study investigates whether value importance or perceived instrumentality is more dominant in determining affect (attitude) toward a brand. The results indicate that perceived instrumentality c...

Students as Subjects in Consumer Behavior Experiments

Abstract: The use of students as subjects in studies of consumer behavior is widespread;1 entire classrooms of potential respondents are readily available to academic researchers at little or no cost. These respondents generally follow instructions rapidly and accurately, and the researcher can claim (at times legitimately) that participating in such studies enriches the students' education. But these advantages obscure the key question: do student responses accurately reflect the behavioral patterns of other consumers? Few would deny that students are consumers, but they typically are psychologically, socially, and demographically different from other segments of the population. The consumer of interest in many marketing studies is the housewife, but the respondents most convenient to marketing professors are, largely, male, undergraduate business students. Are conclusions based on their responses valid when applied to housewives?

Perceived Risk in New Product Trial by Elderly Consumers

Abstract: Perceived risk and perceived error tolerance were the focus of attention in this study of elderly consumers' decision-making processes. Most previous research in marketing has concentrated on risk as part of new product adoption decisions [1, 2, 4, 8]; study of error tolerance in psychological research has been based on Pettigrew's concept of \"category width,'' by which maximum and minimum values are assigned to certain events [6]. Broad categorization reflects a desire to maximize the number of positive outcomes by including negative ones, whereas narrow categorization achieves this aim by excluding negative outcomes. As operationalized in this study, error tolerance is complementary to perceived risk because it is designed to measure general risk handling with respect to new products within a broad category. It was hypothesized that for each such category a consumer consistently adopts a risk strategy of inclusion or exclusion, parallel to broad and narrow categorization. Popielarz examined the relationship between category width and willingness to try new products. He found that broad categorizers, who allowed errors of inclusion, perceived themselves as more willing to try new products than narrow categorizers, who allowed errors of exclusion [7]. In that study, however, subjects made no actual purchase commitment, so the exploration only approximated consumer purchase behavior. This study examined actual purchase behavior, and instead of the general measure of category width, perceived error tolerance was used as a specific measure of broad and consistent consumer risk policies.

Price and Choice Behavior

Abstract: Do behavioral differences exist among consumers who select items priced differently within the same product category? Analysis of 18 perceptual, personality, and economic variables compared across ...

Multivariate Analysis of Sales Responses of Competing Brands to Advertising

Abstract: The sales responses of five competing brands to advertising were investigated, with parameters of the simple market response functions for all brands estimated jointly. The effectiveness of adverti...

Consumers’ Attitudes toward Package Size and Price:

Abstract: An experimental study examined changes in consumer preference for different package sizes when price-per-unit information was explicitly provided. When given such information, consumers switched mo...

Group Influence and Brand Choice Congruence

Abstract: Purchase decisions are made in and influenced by their social environment [1, 2, 4, 6, 7, 8]. In our recent study [9], for example, it was found that group influence affects brand choice differently for different products and that brand choice congruence within groups varies significantly among test products. For products high in social involvement (e.g., cigarettes, beer), the power of group cohesiveness in predicting brand choice was greater than for products low in social involvement (e.g., deodorant). Thus, the study indicated that differences in the explanatory power of group cohesiveness are rooted symbolically in the nature of the product and the interpersonal situation in which it is used. These findings, with respect to the effect of symbolic product involvement in interpersonal interaction, suggest that investigations of group influence on brand choice should focus on both the symbolic nature of the product and group structure and decision processes. This exploratory study sought an explanation of group influence through a consideration of both. Correlates of group influence were examined in seven product contexts.

Advertising in Black and White

Abstract: The reactions of black and white consumers to all-black and all-white cast versions of a television commercial suggest that the black version was more meaningful to black viewers, whereas the race ...

Random-Digit Dialing as a Method of Telephone Sampling:

Abstract: This article reports on a study of the incidence of telephone ownership and telephone directory listings that was based on random-digit dialing (RDD). Various considerations important in the design...

Advertisement Complexity and Looking Time

Abstract: The visual complexity of magazine ads was found to be positively related to looking time in all set conditions. Under an “advertising study” set, ads looked at longer were better remembered, while ...

Bargaining Behavior in a Buyer-Seller Dyad

Abstract: Sales negotiations require communication that can be explicit or tacit, in which the salesman and buyer interpret each other's behavior. Studies of this interaction process have shown that customers' and salesmen's values [9], expectations [15], and communication expertise [1] affect the relationship. For example, the more alike the salesman and his prospect (demographically, physically, etc.), the greater the likelihood of a sale [6, 7]. But actual similarity may not be as powerful a predictor of behavior as perceived similarity [2, 3, 8, 14]. One study suggests that "people talk to and are influenced by persons who are more or less like themselves" [6], so a salesman should be a more influential persuader if he is perceived as sharing characteristics with the buyer. Their common background would provide them with a stockpile of shared signs and symbols with which to communicate.

Evaluating Models of Attitude Structure

Abstract: Models of attitude structure differ primarily in the specification of the relationship of the cognitive and affective components. Two approaches to this relationship, based on cognitive consistency...

Judged Similarity and Brand-Switching Data as Similarity Measures:

Abstract: This article discusses a procedure for building a perceptual map of a market based on revealed preference data. Specifically, it suggests how the transition matrix, which is central to many stochastic models in marketing [2, 5, 7, 8, 14, 15], can be used as a similarity matrix for input to multidimensional scaling or cluster analysis in place of the more widely used judged similarity measures [3, 4, 18]. This article thus attempts to demonstrate a conceptual link between stochastic models of market share and individual choice models.

Political Instability as a Determinant of Direct Foreign Investment in Marketing

Abstract: This empirical study of the relationship between national political stability and the direct investment by United States firms in marketing activities questions the results of much of the previous ...