Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 3 of 3
Full-Text Articles in Business
Rivalry Appeals In Advertising: Distinctiveness Versus Inclusiveness, David Stahr
Rivalry Appeals In Advertising: Distinctiveness Versus Inclusiveness, David Stahr
Honors Projects in Marketing
The main objective of the research is to study how convenience and shopping products impact how consumers react to rivalry appeals in advertisements. The authors examine the effectiveness of rivalry appeals in advertisements and how they are impacted by the product type considered by consumers. In two studies, a 2 (prime: distinctiveness vs. inclusiveness) x 2 (message: competition vs. collaboration) ANOVA methodology was conducted on survey data. In Study 1, participants primed with distinctiveness (inclusiveness) and considering convenience products experienced an assimilation effect where they preferred competitive (collaborative) rivalry appeals. In Study 2, participants primed with distinctiveness (inclusiveness) and considering …
Rivalry Appeals In Advertising: Distinctiveness Versus Inclusiveness, David Stahr, Sukki Yoon, Kacy Kim
Rivalry Appeals In Advertising: Distinctiveness Versus Inclusiveness, David Stahr, Sukki Yoon, Kacy Kim
Honors Projects in Marketing
The main objective of the research is to study how convenience and shopping products impact how consumers react to rivalry appeals in advertisements. The authors examine the effectiveness of rivalry appeals in advertisements and how they are impacted by the product type considered by consumers. In two studies, a 2 (prime: distinctiveness vs. inclusiveness) x 2 (message: competition vs. collaboration) ANOVA methodology was conducted on survey data. In Study 1, participants primed with distinctiveness (inclusiveness) and considering convenience products experienced an assimilation effect where they preferred competitive (collaborative) rivalry appeals. In Study 2, participants primed with distinctiveness (inclusiveness) and considering …
The Role Of Supplier Performance Evaluations In Mitigating Risk: Assessing Evaluation Processes And Behaviors, Timothy G. Hawkins, Michael J. Gravier, William A. Muir
The Role Of Supplier Performance Evaluations In Mitigating Risk: Assessing Evaluation Processes And Behaviors, Timothy G. Hawkins, Michael J. Gravier, William A. Muir
Marketing Department Faculty Journal Articles
Given the level of outsourcing, supplier performance evaluation (SPE) is a critical supply chain process. SPEs are used to record supplier performance levels to inform future supplier selections, and thus mitigate the risk of adverse selection. Numerous weaknesses associated with industrial buyers' collection and use of supplier performance information call SPE effectiveness into question. The risk-related factors affecting SPE effectiveness have not been empirically explored, including misuses of the tool. This research identifies the factors affecting SPE risk mitigation effectiveness. It employs a mixed method of qualitative interviews of buyers and suppliers in order to develop a model of SPE …