Gail Tom, Rebecca Clark, Laura Elmer, Edward Grech, Joseph Masetti and Harmona Sandhar
Reports on a study designed to analyse the effectiveness of realand created spokespersons in advertisements. Compares male and femalespokespersons′ effectiveness by audience…
Abstract
Reports on a study designed to analyse the effectiveness of real and created spokespersons in advertisements. Compares male and female spokespersons′ effectiveness by audience gender. Concludes that celebrities can be used to gain attention and maintain sales, while created spokespersons′ effectiveness is in establishing a lifelong link with the product.
Details
Keywords
Gail Tom, Teresa Barnett, William Lew and Jodean Selmants
Consumers buy what they perceive, and what they perceive is heavily influenced by the cues — brand name, packaging, color — that marketers send to them. This article reports on an…
Abstract
Consumers buy what they perceive, and what they perceive is heavily influenced by the cues — brand name, packaging, color — that marketers send to them. This article reports on an empirical study that demonstrates the influence of color in cueing consumers to the taste of pudding. Vanilla pudding, colored to look like chocolate pudding, was perceived by consumers as tasting like chocolate pudding. The results indicate that color is a more influential cue than taste in the consumers' perception of the flavor of the pudding.
Discusses the use of hit music, parodies of hit music, andoriginally scored music for products advertised in televisioncommercials. Examines the results of a study undertaken to…
Abstract
Discusses the use of hit music, parodies of hit music, and originally scored music for products advertised in television commercials. Examines the results of a study undertaken to determine the role of music as a memory factor. Summarizes that music created specifically for a product is a more effective retrieval cue than a parody, which is in turn more effective than the use of original hits.
Details
Keywords
Gail Tom and Scott Lucey
Describes a laboratory study which tested the effect of customerattributions on customer satisfaction, both with the checker and withthe store. Tests were carried out for…
Abstract
Describes a laboratory study which tested the effect of customer attributions on customer satisfaction, both with the checker and with the store. Tests were carried out for situations where the perceived waiting time was longer than expected, and for situations where it was shorter than expected. The findings indicated the significant effect of customer attribution. Concludes that customer satisfaction/dissatisfaction is dependent not only on the perceived waiting time, but also on the customer identification of the causes, as well as the stability and control of the causes.
Details
Keywords
Gail Tom and Laura Elmer
Investigates the effect of alumni ownership of university insignia goodsand related alumni contribution behavior. Two distinct measures ofalumni contribution behavior‐willingness…
Abstract
Investigates the effect of alumni ownership of university insignia goods and related alumni contribution behavior. Two distinct measures of alumni contribution behavior‐willingness to give and actual contribution behavior‐were used in this study. Willingness to give is a measure of the desire or sentiment to contribute. Contributions are behavioral manifestations of that sentiment. The results of the study indicate the importance of alumni identification with the university both to alumni willingness to give and donor behavior and suggests that identification with the university results in ownership of university insignia goods. Discusses programmatic strategies to increase alumni contributions stemming from the findings of this study.
Details
Keywords
Man has been seeking an ideal existence for a very long time. In this existence, justice, love, and peace are no longer words, but actual experiences. How ever, with the American…
Abstract
Man has been seeking an ideal existence for a very long time. In this existence, justice, love, and peace are no longer words, but actual experiences. How ever, with the American preemptive invasion and occupation of Afghanistan and Iraq and the subsequent prisoner abuse, such an existence seems to be farther and farther away from reality. The purpose of this work is to stop this dangerous trend by promoting justice, love, and peace through a change of the paradigm that is inconsistent with justice, love, and peace. The strong paradigm that created the strong nation like the U.S. and the strong man like George W. Bush have been the culprit, rather than the contributor, of the above three universal ideals. Thus, rather than justice, love, and peace, the strong paradigm resulted in in justice, hatred, and violence. In order to remove these three and related evils, what the world needs in the beginning of the third millenium is the weak paradigm. Through the acceptance of the latter paradigm, the golden mean or middle paradigm can be formulated, which is a synergy of the weak and the strong paradigm. In order to understand properly the meaning of these paradigms, however, some digression appears necessary.
Details
Keywords
Al though we have legislation that, at least in theory, protects employees from discrimination, discrimination still occurs. Title VII of the Civil Rights Act of 1964 prohibits…
Abstract
Al though we have legislation that, at least in theory, protects employees from discrimination, discrimination still occurs. Title VII of the Civil Rights Act of 1964 prohibits discrimination in all areas of employment on the basis of race, colour, religion, sex or national origin. This includes sexual harassment, a form of discrimination which involves “unwelcome sexual advances, requests for sexual favours, and other verbal or physical conduct of a sexual nature constitutes sexual harassment when submission to or rejection of this conduct explicitly or implicitly affects an individual’s employment, unreasonably interferes with an individual’s work performance, or creates an intimidating, hostile or offensive work environment’ (www.eeoc.gov). However, it does not specifically protect against other forms of discrimination on the basis of sexual orientation.