ISSN:0742-6046    

DOI:10.1002/mar.4220030202

出版商:Wiley Subscription Services, Inc., A Wiley Company    

年代:1986

数据来源: WILEY

摘要:

AbstractColor in advertising is used to increase the impact of an ad. However, indiscriminant use of color can sacrifice contrast, thereby reducing legibility and readability, and decreasing the effectiveness of the ad. This descriptive study evaluates the application of contrast principles in color print advertising, concluding that, at best, marketers are inconsistent in using color to enhance the impact of their advertising.

ISSN:0742-6046    

DOI:10.1002/mar.4220030203

出版商:Wiley Subscription Services, Inc., A Wiley Company    

年代:1986

数据来源: WILEY

摘要:

AbstractCentral to the low‐ball strategy is the revocation and subsequent alteration of an integral part of an offer after a target subject accepts. Allegedly used to some extent in the automobile industry, it has drawn criticism as an unethical and characteristically deceptive practice. Yet, is such a strategy really effective in increasing customer compliance in real commercial settings? Using a sample of 160 subjects, the low‐ball procedure was again tested. Although effective, its predicted superiority over several competing strategies was unconfir

ISSN:0742-6046    

DOI:10.1002/mar.4220030204

出版商:Wiley Subscription Services, Inc., A Wiley Company    

年代:1986

数据来源: WILEY

摘要:

AbstractCapaldi's Sequential Theory is presented as an alternative learning explanation of brand loyalty. Several hypotheses are derived which predict the effects of delay of reward, intertrial interval, and magnitude of reward upon strength of brand loyalty. To integrate Sequential Theory into the literature of consumer behavior, refinements are proposed, such as requirements for measuring purchasing behavior, a better definition of reward, and the joining of Sequential Theory to the prevailing cognitive theories in consumer behavior.

ISSN:0742-6046    

DOI:10.1002/mar.4220030205

出版商:Wiley Subscription Services, Inc., A Wiley Company    

年代:1986

数据来源: WILEY

摘要:

AbstractThis paper reports the findings of a longitudinal study of the Australian womens' clothing market. Using MANOVA to analyze results from a field experiment allows variation in respondents' beliefs and preferences to be partitioned between (a) factors of theoretical and/or managerial interest (market segments and time), (b) factors representing secondary aspects of the research design (presentation and context of clothes) and (c) traditional measurement threats (repeated measurement). The results obtained for this illustrative case suggest that the variance generated by design choices and measurement effects may be equal to, or greater than, that associated with our theoretical constructs. If such a conclusion were more generally true, it would indicate a pressing need for the improved reporting of research designs and greater attention to the study of methodological artifacts.

ISSN:0742-6046    

DOI:10.1002/mar.4220030206

出版商:Wiley Subscription Services, Inc., A Wiley Company    

年代:1986

数据来源: WILEY

摘要:

AbstractPeriods of rapidly rising prices are seen by many as cyclical and pervasive phenomena in modern day economic systems. When rapid price increases occur, they are likely to induce adaptive behavior on the part of consumers. This article reports on a study seeking to analyze consumer inflation‐induced adaptive behavior as it relates to three food‐related consumer activities–food buying, preparation, and consumption. Results indicate that consumers, in general, attempt to adjust to the changing economic environment in several ways: they exercise more care and planning in food shopping, are more price sensitive and price conscious, are willing to sacrifice convenience but not quality, and try to maintain their usual level of food consumption and food habits. Results also indicate that inflation leads to greater adaptive behavior on the part of lower income cons

ISSN:0742-6046    

DOI:10.1002/mar.4220030207

出版商:Wiley Subscription Services, Inc., A Wiley Company    

年代:1986

数据来源: WILEY

摘要:

AbstractThe introversion‐extraversion dimension of Hans Eysenck's personality theory, combined with the theory proposed by Daniel E. Berlyne that hedonic value changes with changes in arousal level, are used to examine the effect that high intensity advertising appeals have on the audience. It was hypothesized that advertising appeals presented at a higher stimulus intensity than the program in which they are imbedded (e.g., commercials presented at a higher volume) would have a differential effect on individuals due, in part, to whether they were introverts or extraverts. In a preliminary test of this hypothesis, participants were exposed to either a radio commercial played at the same volume as the program or to one that was played at a higher volume. Their attitudes toward the commercial and the product were assessed. The results indicate that there is a difference between introverts and extraverts in the resulting attitude toward the product based on the type of appeal to which they were expose

ISSN:0742-6046    

DOI:10.1002/mar.4220030208

出版商:Wiley Subscription Services, Inc., A Wiley Company    

年代:1986

数据来源: WILEY

ISSN:0742-6046    

DOI:10.1002/mar.4220030201

出版商:Wiley Subscription Services, Inc., A Wiley Company    

年代:1986

数据来源: WILEY