This paper aims to examine the use of projective techniques for published marketing and management research in the USA. The paper emphasizes the influence that McClelland…
Abstract
Purpose
This paper aims to examine the use of projective techniques for published marketing and management research in the USA. The paper emphasizes the influence that McClelland, Atkinson, Clark and Lowell's study, The Achievement Motive (1953), has had on subsequent research. That work applied quantitative analysis to responses obtained using projective techniques.
Design/methodology/approach
The approaches used in this paper consist of descriptive historical methods and a literature review. The historical analysis was conducted using Kuhn's 1967 conception of paradigms, showing that the paradigm from which projective techniques emerged – psychoanalysis – failed to gather many adherents outside the discipline of psychology. The paradigm failed to gain adherents in US colleges of business, although there are some exceptions. One exception is managerial motivation research, which built on the traditions of The Achievement Motive. The literature review suggests that, despite lacking institutional bases that could be used to develop new adherents to the paradigm, projective techniques were used by a number of researchers, but this research was marginalized, criticized or misunderstood by adherents of the dominant paradigm, positivism.
Findings
Some of the criticism directed at projective techniques research by positivists involves criticism of the paradigm's assumption that humans have an unconscious, and a belief that projective techniques are unreliable and invalid. This paper points out that a growing number of cognitive psychologists now accept the existence of an unconscious, and measure it using the “implicit association test.” This paper argues that the IAT is an associational test is the tradition of word association. Moreover, the literature review shows that projective techniques are much more reliable than critics contend, and exhibit greater predictive validity than many positivist instruments.
Research limitations/implications
As with all literature reviews, this one does not include every published research study using projective techniques. As a consequence, the conclusions may not be generalizable to the studies excluded from the analysis.
Originality/value
The paper is one of the few to assemble the literature on projective techniques used in several disciplines, and draw conclusions from these about the applicability of the techniques to market research.
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John B. Ford, Michael S. LaTour and William J. Lundstrom
Uses an upscale female sample to extend previous research onwomen′s perceptions of their role portrayal in advertising media.Indicates that serious disenchantment with perceived…
Abstract
Uses an upscale female sample to extend previous research on women′s perceptions of their role portrayal in advertising media. Indicates that serious disenchantment with perceived portrayal of women still exists for this important group of consumers. Measures various attitudinal, company image, and purchase intention responses in addition to salient demographic and role orientation variables. Discusses the implications for advertisers using female models in their advertisements.
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Mary Frances Agnello, David R. White and Wesley Fryer
Drawing from three areas of research, the authors propose a model for twenty-first century international teacher education. Through literacy, technology, and global citizenship…
Abstract
Drawing from three areas of research, the authors propose a model for twenty-first century international teacher education. Through literacy, technology, and global citizenship education, future teachers can learn the interrelatedness of promoting human acceptance across national/political borders and global economic exigencies. As the movement of ideas, commerce, and people through means of improved transportation and computer technologies transform the notion of the nation state, diversity education will embrace international citizenship while remaining important in local and national contexts. Through focused teacher education, all of the academic disciplines hold promise for rich teaching and learning through critical literacy for an ecologically sound environment that ultimately will sustain global economical and political interrelations.
Mie Augier and Sean F. X. Barrett
This paper honors the breadth of some of March’s key ideas on organizations by applying them to the development of amphibious operations in the United States. The development of…
Abstract
This paper honors the breadth of some of March’s key ideas on organizations by applying them to the development of amphibious operations in the United States. The development of amphibious operations highlights, in part, March’s appreciation for little ideas, the importance of ordinary actions as opposed to great men, and the larger societal trends in which evolutionary organizational change is nested. The persistence of ordinary men and a series of little ideas that accumulated for decades prior to the far more celebrated 1919–1939 interwar period established the intellectual and organizational foundation that made the interwar innovation period possible. We use this case not only as an example of how many of March’s ideas are relevant to a given case, but also to demonstrate how extending March’s ideas to different kinds of institutions and organizations might be useful for future scholars and for organizational scholarship.
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One of the common law duties owed by the employer is his duty to take reasonable care for the safety of his employee. This common law duty is an implied term in the contract of…
Abstract
One of the common law duties owed by the employer is his duty to take reasonable care for the safety of his employee. This common law duty is an implied term in the contract of employment and is therefore contractual in nature. Because of the difficulties which may arise in bringing an action in contract for breach of the employer's duty of care, the employee who has sustained injuries during the course of his employment (although he may sue either in contract of tort will normally bring a tort action.
Alongside the ubiquitous computer games apparently the marketing success of the 1992 toy season was a series of 25 year old puppets who had featured in a repeat showing of the…
Abstract
Alongside the ubiquitous computer games apparently the marketing success of the 1992 toy season was a series of 25 year old puppets who had featured in a repeat showing of the orginal ITV series on BBC — Thunderbirds — more than 70 franchises have been sold to sell goods marked with the International Rescue logo and it is alleged that these products are even bigger than the previous smash marketing hit the Teenage Mutant Ninja turtles, saving thousands of jobs and making substantial profits for the British toy industry. The characters are licensed for right‐owners ITC (originally the international marketing arm of ATV, the ITV company which put out the programme, and now an independent company, ATV having long since lost its ITV franchise) by Copyright Promotions, Europe's largest licensing company (‘Thunderbirds are go to save the toy industry’ Sunday Telegraph 15/11/92).
Md. Mahmudul Alam, Ahmed Aliyu and Shawon Muhammad Shahriar
In the current information age, when the attention spans of most people have become very short, marketers are facings serious challenges to grab the attention of their target…
Abstract
Purpose
In the current information age, when the attention spans of most people have become very short, marketers are facings serious challenges to grab the attention of their target audience effectively and fruitfully. From street corner to bedroom, virtually every perceivable location of human traces are littered with activity of marketers, whether they are small or large in scale or the recipients of their information understand the message properly. Studying consumers’ acceptance of the main ethical issues in communication, mainly in advertising, has recently been receiving much attention from scholars. Therefore, to grab the attention of people in the increasing competitive environment, advertisers have resorted to using what they feel can quickly attract the audience. For example, the attachment of attractive women with their physical natural endowments presented in explicit sexually appealing postures to products/services that have no linkage with women. These practices have raised some moral and ethical questions within the society. Therefore, this study aims to focus on discussing marketing communication through presenting women as a sexual object from the morality, ethics and religious perspectives.
Design/methodology/approach
This is a descriptive study based on the systematic literature review. Initially, this paper discusses the ethical issues of using women and sexual appeals in the process of marketing communication, as well as the current level of practices in the industry. Then, it discusses the consequences and dimensions of the issues from different types of ethical grounds. Finally, it provides recommendations with the objective of finding a common ground from business and social perspectives. It also mentions the scopes of further research, which could lead the secular world to modify their moral values and come closer to the norms of other civilized societies.
Findings
The position of the paper takes is that considering the negative effects of the prevalent advertising in society, the practice falls short of human moral values; as a result, it is considered unethical.
Originality/value
This review paper examines the ethical implication of using women as marketing tools from the perspectives of morality, business and Islamic principles that will help business groups, as well as the whole religious community, especially Muslims.
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Alyssa Dana Adomaitis and Diana Saiki
The purpose of this paper is to determine the perceived personality of brands featuring different levels of sexuality in advertisements of luxury fashion brands.
Abstract
Purpose
The purpose of this paper is to determine the perceived personality of brands featuring different levels of sexuality in advertisements of luxury fashion brands.
Design/methodology/approach
To determine the identity of the company a “personality traits” scale by Geurens et al. (2015) was used with 25 brand personalities: conscientiousness/responsibility, extraversion/activity, emotional stability/emotionality, agreeableness/aggressiveness, and openness/simplicity. The final survey was then made available on Amazon Turk for two weeks. Each participant assessed one photograph at a level of sexuality given the gender they identified with the most.
Findings
There were 1,266 participants including 701 females and 565 females. Statistical analysis of the responses revealed that the degree of sexuality in the advertisements impacted brand perceptions. Among both genders, the greater degree of sexuality in the advertisement, the more the brand was considered less conscientious and responsible. The results also suggested that men and women view levels of sexuality differently. They varied most in the area of openness and simplicity, with men viewing advertisements of male models that had greater sexuality as simple. Men felt less sexuality was more emotional and romantic, while women viewed mid-level degree of sexuality in this manner.
Originality/value
Limited research has examined how level of sexuality influences perceived brand personality. The results contribute to theories pertaining to motivations to identify with a luxury fashion brand and provide strategies for luxury fashion brands to enhance their intended brand image.