摘要:

AbstractA deprivation model analog of the effect of first‐level (attribute‐specific) and second‐level (product‐related) need fulfillment on satisfaction with a pharmaceutical information publication was tested under actual usage conditions. A sample of 156 pharmacists participated in a three‐phase study where information needs and current need fulfillment were measured in phase 1. Product usage over a one‐month interval followed in phase 2. In the final phase of the study, attribute performance, first‐ and second‐level need fulfillment, and satisfaction with the product were measured. Analysis suggested that first‐level need fulfillment was positively related to attribute performance, negatively related to the degree to which the need was previously fulfilled, and unrelated to level of overall need. Product‐level need fulfillment was a function of attribute‐level fulfillment, and satisfaction was related to product‐level fulfillment and attribute performance. A test for curvilinear trend in the fulfillment‐satisfaction association was significant, suggesting that diminishing increments to satisfaction occur in the region of overfulfillment. Some improvement in the parameters occurred when this was incorporated in the model. Implications of the findings are discussed. ©

ISSN:0742-6046    

DOI:10.1002/mar.4220120102

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

年代:1995

数据来源: WILEY

摘要:

AbstractTwo experiments examined memory measures other than recall for use in advertising evaluations. In one experiment, an Ebbinghaus Savings Test was used as an indirect test to recover delayed memory for ad information when free recall was at floor levels. In a second experiment, a direct measure (recognition) and an indirect measure (word fragment completion) were compared in delayed tests. Processing levels affected recognition scores significantly, but no such effects were noted for word fragment completion. These results suggest that alternative awareness measures can provide important marketing research information. © 1995 John Wiley&Sons, Inc

ISSN:0742-6046    

DOI:10.1002/mar.4220120103

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

年代:1995

数据来源: WILEY

摘要:

AbstractA model based on the theory of reasoned action was developed to analyze voting behavior. Based on an empirical test in Singapore, the proposed model was found to be generally effective in predicting the intentions of voters. Attitudes toward the candidate and political party contributed more to explaining variation in voting intention than interpersonal and mass media subjective‐norm components. Direct measures of affect served to better account for voting intention variation than componentially derived measures, although they did not completely mediate the latter's effect. Implications of the findings are discussed and suggestions for future research furnished © 1995 John Wiley&Sons, I

ISSN:0742-6046    

DOI:10.1002/mar.4220120104

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

年代:1995

数据来源: WILEY

摘要:

AbstractIt was hypothesized in this study that advertising appeals congruent with viewers' self‐concept would be superior to incongruent appeals in terms of enhancing advertising effectiveness. Advertising effectiveness was operationalized as: brand memory, brand attitude, and purchase intentions. The sample consisted of 165 subjects who were exposed to four test stimuli (ads), two for automobiles and two for shampoos. One ad within a product class used an introvert appeal, and the other used an extrovert appeal. Congruence between self‐concept and the brand image was determined by subjects' evaluations of themselves and the advertised brand. Ad‐related tasks included remembering brand names and indicating preference and buying intention for each brand. The study results indicate that brand memory is not mediated by the extent to which advertising expressions are congruent with viewers' self‐concept. However, brand preference and purchase intention were shown to be influenced by the self‐congruency of an ad. © 1995 John Wiley

ISSN:0742-6046    

DOI:10.1002/mar.4220120105

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

年代:1995

数据来源: WILEY

摘要:

AbstractRecently, marketing has increasingly recognized the potential application of classical conditioning principles. However, the design of marketing studies involving classical conditioning create focused attention upon the conditioned stimulus; whereas in the realistic marketing environment the conditioned stimulus seldom receives focused attention and most likely receives attenuated attention. Using a classical conditioning paradigm, the present study investigated the use of positive and negative unconditioned stimuli in the formation of affect for attended and unattended conditioned stimuli. The results indicated that the use of positive unconditioned stimuli can establish the formation of affect for both the attended and unattended conditioned stimuli. However, classical conditioning was not demonstrated when the unconditioned stimuli were negative. © 1995 John Wiley&Sons, Inc

ISSN:0742-6046    

DOI:10.1002/mar.4220120106

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

年代:1995

数据来源: WILEY

ISSN:0742-6046    

DOI:10.1002/mar.4220120101

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

年代:1995

数据来源: WILEY