摘要:

This research examines the behaviors of individuals in environments characterized by varying degrees of ethnic and gender diversity. Self‐attention theory (e.g., Mullen, 1983) is used to explain how being one‐of‐a‐kind (e.g., race or gender) in a social setting may affect behavior. Ethnic minorities have previously been found to avoid behaviors associated with their ethnicity when no other members of their ethnic group are present (Stayman&Deshpande, 1989). However, the extent to which they adopt the behaviors of the majority is not clear. This research investigates conformity and other possible consequences of distinctiveness. Findings from three experiments suggest that numerical minorities adjust to their distinctiveness by reducing perceived dissimilarities rather than increasing perceived similarities between themselves and members of the numerically dominant group.

ISSN:1057-7408    

DOI:10.1207/s15327663jcp0403_01

出版商:Wiley    

年代:2008

数据来源: WILEY

摘要:

This research examines two attention‐getting tactics commonly used in television advertising and explores how the use of these tactics might sometimes lead consumers to infer that the advertiser is attempting to manipulate the audience. The article explores how inferences of manipulative intent might arise if a consumer's perceptions of personal investments, personal benefits, advertiser's investments, and advertiser's benefits associated with the ad are not in balance. The data show that inferences of manipulative intent are related to measures of personal benefits, personal investments, and advertiser's investments as predicted and that these variables mediate the relationship between the attention‐getting tactics and inferences of manipulative intent. Inferences of manipulative intent are found to lower advertising persuasion as measured by ad attitudes, brand attitudes, and purchase intentions.

ISSN:1057-7408    

DOI:10.1207/s15327663jcp0403_02

出版商:Wiley    

年代:2008

数据来源: WILEY

摘要:

This research examined the enduring nature of involvement with three recreational activities (golf, downhill skiing, windsurfing) and associated products using a panel survey approach. Over 280 participants completed in‐season questionnaires that assessed involvement using Laurent and Kapferer's (1985) Consumer Involvement Profile scale. Respondents were contacted with follow‐up instruments in the off‐season and preseason. The data suggested that activity involvement scores on the attraction (importance, pleasure) and risk probability dimensions were stable between seasons but sign (symbolic value) and risk consequence scores fluctuated. Product involvement scores for all four dimensions were stable both across seasons and based on length of participation. Positive relations were found between activity involvement and length of participation. Six distinct activity involvement‐based clusters were found. Discriminant analyses suggested that cluster memberships were generally stable across seasons.

ISSN:1057-7408    

DOI:10.1207/s15327663jcp0403_03

出版商:Wiley    

年代:2008

数据来源: WILEY

摘要:

Service quality and customer satisfaction are important concepts to academic researchers studying consumer evaluations and to practitioners as a means of creating competitive advantages and customer loyalty. This article presents two studies that rely on divergent methodologies to examine whether or not quality and satisfaction have distinct antecedent causes, consequential effects, or both (i.e., whether or not they should be considered a single construct, or distinct, separable constructs). We focus on consumers’ understanding and use of the wordsqualityandsatisfaction;in both studies, respondents report whether or not they think quality and satisfaction differ, and if so, on what dimensions or under what circumstances. In the first study, we use the qualitative “critical incident” technique to elicit service attributes that are salient to respondents when prompted to consider quality and satisfaction as distinct. We code the responses to these open‐ended survey questions to examine whether quality can be teased apart from satisfaction, from the respondents’ (consumers’) perspective. In the second study, to triangulate on the qualitative data, we experimentally manipulated a number of service attributes drawn from both the first study and from the literature to see whether or not they have differential impacts on judgments of quality and satisfaction. We did not presuppose that quality and satisfaction differ—rather, we asked respondents to make a judgment either of quality or of satisfaction, defining the term as they saw fit. We inferred from their judgments

ISSN:1057-7408    

DOI:10.1207/s15327663jcp0403_04

出版商:Wiley    

年代:2008

数据来源: WILEY