This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/eb008172. When citing the article, please…
Abstract
This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/eb008172. When citing the article, please cite: Alan J. Bush, Robert P. Bush, (1986), “SHOULD ADVERTISERS USE NUMBER-BASED COPY IN PRINT ADVERTISEMENTS?”, Journal of Consumer Marketing, Vol. 3 Iss: 3, pp. 71 - 79.
Alan J. Bush and Robert P. Bush
Recently it is becoming more common for advertisers to employ numbers and statistics in their print advertisements. However, there has been no published research that investigates…
Abstract
Recently it is becoming more common for advertisers to employ numbers and statistics in their print advertisements. However, there has been no published research that investigates how this number‐based copy influences the reader. This study presents the results of a controlled experiment in which a number‐oriented versus a non‐number‐oriented ad was manipulated for a consumer durable and a consumer nondurable product. The results indicate that readers perceived the number‐based ad to be more informative than a similar ad without numbers, regardless of the type of product being advertised. The findings from this study can help advertisers create more effective advertisements which could ultimately enhance sales.
Victoria D. Bush, Alan J. Bush, Paul Clark and Robert P. Bush
To investigate the influence of word‐of‐mouth (WOM) behavior among the growing teenage female market segment in the flourishing sports market.
Abstract
Purpose
To investigate the influence of word‐of‐mouth (WOM) behavior among the growing teenage female market segment in the flourishing sports market.
Design/methodology/approach
A sample of 118 teenaged girls, aged 13‐18, participated in the study. The theory of consumer socialization and interpersonal influence was used as the conceptual foundation to generate hypotheses concerning female teens' susceptibility to interpersonal influence, self‐esteem, and WOM behavior. Female teens' ethnicity and media habits were also investigated.
Findings
All hypotheses were either supported or partially supported, suggesting that female teens' susceptibility to interpersonal influence and self‐esteem are related to athlete WOM behavior. Additionally, African‐American teenaged girls had significantly higher media habits than Caucasian teenaged girls.
Research limitations/implications
The research is based on a small sample of teenaged girls from one region of the USA. However, the sample is from a diverse socioeconomic group of teenagers, and represents a relatively unexplored, yet extremely important, consumer market segment.
Practical implications
The study provides insights for managers who want to learn more about the WOM behavior of one of the largest and most powerful market segments in the USA. Implications and applications are given to consumer marketers to help better serve this segment.
Originality/value
This paper fills a gap in the literature on female teens and what influences their WOM behavior in the enormous and growing sports market. Additionally, the paper looks at ethnicity and media habits and how these variables may impact on WOM behavior.
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Ted D. Englebrecht and W. Brian Dowis
Worker classification continues to be a highly litigated area of taxation. That is, the status of a worker as an employee or independent contractor remains a topic closely…
Abstract
Worker classification continues to be a highly litigated area of taxation. That is, the status of a worker as an employee or independent contractor remains a topic closely scrutinized by the Internal Revenue Service. This study examines factors that the judiciary deems relevant in ruling whether a worker is an employee or independent contractor. A backward stepwise logistic regression model is implemented to categorize the factors that best predict the court’s decision on whether a worker is either an employee or independent contractor pursuant to the factors in Revenue Ruling 87-41 (1987-1 CB 296), judge gender, and political affiliation. The results indicate three factors (supervision/instructions, continuing relationship, and the right to discharge) are capable of accurately predicting 93 percent of the decisions made by the US Tax Court. Other findings support notable statistical differences between male and female judges rendering decisions and reaching conclusions. Also, there is a statistically significant difference based on the type of industry. Political affiliation appears to have no significant impact on judicial rulings.
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Foo Nin Ho and Mark Patrick Gallagher
The purpose of this project was to explore and identify factors that influence a consumer to purchase wine during an afternoon of product sampling (wine tasting). A panel of…
Abstract
The purpose of this project was to explore and identify factors that influence a consumer to purchase wine during an afternoon of product sampling (wine tasting). A panel of consumers was recruited for an afternoon of wine tasting at vineyards in Napa, California. Several potential hedonistic, utilitarian and logistical factors (i.e. winery facilities, quality of the wine and order in which the winery was visited) were measured using a journal log that was maintained by participants following the tasting experience for a period of one‐month. The conclusions drawn from this study were that group size, confidence in one's ability to purchase wine and overall assessment of a vineyard's wine portfolio were more important than the hedonistic factors in terms of inducing a sale immediately following a taste.
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Lockheed's Dialorder: document delivery at last. “From the early days of online database searching, we knew we were only wetting the appetites of users for information,” Dr. Roger…
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Lockheed's Dialorder: document delivery at last. “From the early days of online database searching, we knew we were only wetting the appetites of users for information,” Dr. Roger Summit of Lockheed told Online Review. “As never before possible, users could rapidly search for and find references on a practically limitless number of topics. But the user was then very often frustrated at his or her inability to locate the original document in any reasonably convenient and effective manner. We believe Dialorder will go a long way toward satisfying user needs.”
Robert J. Antonio and Alessandro Bonanno
We address here how the U.S. neoliberal policy regime developed and how its reconstructed vision of modernization, which culminated, under the rubric of globalization, was…
Abstract
We address here how the U.S. neoliberal policy regime developed and how its reconstructed vision of modernization, which culminated, under the rubric of globalization, was neutralized by 9/11 and neoconservative geopolitics. We analyze the phases in the rise of neoliberalism, and provide a detailed map of its vision of global modernization at its high tide under Clinton. We also address how the Bush Doctrine's unilateral, preemptive polices and the consequent War on Terror and Iraq War eroded U.S. legitimacy as the globalization system's hegmon and shifted the discourse from globalization to empire. Cold War modernization theorists, neoliberal globalization advocates, and Bush doctrine neoconservatives all drew on an American exceptionalist tradition that portrays the U.S. as modernity's “lead society,” attaches universal significance to its values, policies, and institutions, and urges their worldwide diffusion. All three traditions ignore or diminish the importance of substantive equality and social justice. We suggest that consequent U.S. policy problems might be averted by recovery of a suppressed side of the American tradition that stresses social justice and holds that democracy must start at home and be spread by example rather than by exhortation or force. Overall, we explore the contradictory U.S. role in an emergent post-Cold War world.
Thomas M. Keck and Kevin J. McMahon
From one angle, abortion law appears to confirm the regime politics account of the Supreme Court; after all, the Reagan/Bush coalition succeeded in significantly curtailing the…
Abstract
From one angle, abortion law appears to confirm the regime politics account of the Supreme Court; after all, the Reagan/Bush coalition succeeded in significantly curtailing the constitutional protection of abortion rights. From another angle, however, it is puzzling that the Reagan/Bush Court repeatedly refused to overturn Roe v. Wade. We argue that time and again electoral considerations led Republican elites to back away from a forceful assertion of their agenda for constitutional change. As a result, the justices generally acted within the range of possibilities acceptable to the governing regime but still typically had multiple doctrinal options from which to choose.
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Officially, of course, the world is now post-imperial. The Q’ing and Ottoman empires fell on the eve of World War I, and the last Leviathans of Europe's imperial past, the…
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Officially, of course, the world is now post-imperial. The Q’ing and Ottoman empires fell on the eve of World War I, and the last Leviathans of Europe's imperial past, the Austro-Hungarian and Tsarist empires, lumbered into the grave soon after. Tocsins of liberation were sounded on all sides, in the name of democracy (Wilson) and socialism (Lenin). Later attempts to remake and proclaim empires – above all, Hitler's annunciation of a “Third Reich” – now seem surreal, aberrant, and dystopian. The Soviet Union, the heir to the Tsarist empire, found it prudent to call itself a “federation of socialist republics.” Mao's China followed suit. Now, only a truly perverse, contrarian regime would fail to deploy the rhetoric of democracy.
Paul Paolucci, Micah Holland and Shannon Williams
Machiavelli's dictums in The Prince (1977) instigated the modern discourse on power. Arguing that “there's such a difference between the way we really live and the way we ought to…
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Machiavelli's dictums in The Prince (1977) instigated the modern discourse on power. Arguing that “there's such a difference between the way we really live and the way we ought to live that the man who neglects the real to study the ideal will learn to accomplish his ruin, not his salvation” (Machiavelli, 1977, p. 44), his approach is a realist one. In this text, Machiavelli (1977, p. 3) endeavors to “discuss the rule of princes” and to “lay down principles for them.” Taking his lead, Foucault (1978, p. 97) argued that “if it is true that Machiavelli was among the few…who conceived the power of the Prince in terms of force relationships, perhaps we need to go one step further, do without the persona of the Prince, and decipher mechanisms on the basis of a strategy that is immanent in force relationships.” He believed that we should “investigate…how mechanisms of power have been able to function…how these mechanisms…have begun to become economically advantageous and politically useful…in a given context for specific reasons,” and, therefore, “we should…base our analysis of power on the study of the techniques and tactics of domination” (Foucault, 1980, pp. 100–102). Conceptualizing such techniques and tactics as the “art of governance”, Foucault (1991), examined power as strategies geared toward managing civic populations through shaping people's dispositions and behaviors.