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Full-Text Articles in Marketing
I’Ll Have What She’S Having: Gauging The Impact Of Product Placements On Viewers, Sharmistha Law, Kathryn A. Braun
I’Ll Have What She’S Having: Gauging The Impact Of Product Placements On Viewers, Sharmistha Law, Kathryn A. Braun
Kathryn A. LaTour
Product placement in TV shows is becoming increasingly common, yet little is known about its effectiveness nor even how to define and measure such effectiveness. This research examined the effectiveness of product placement with the use of two different types of measures: explicit measures that tap memory directly (with the use of a recognition and recall task), and an implicit measure that measures the effect of exposure on product choice indirectly. It was hypothesized that the ability of product placement to enhance memory and choice may be mediated by distinct mechanisms. The results showed an overall enhancement in product recall, …
The Effects Of Group Membership On The Avoidance Of Negative Outcomes: Implications For Social And Consumer Decisions, Donnel A. Briley, Robert S. Wyer
The Effects Of Group Membership On The Avoidance Of Negative Outcomes: Implications For Social And Consumer Decisions, Donnel A. Briley, Robert S. Wyer
Donnel A Briley
Calling consumers’ attention to their cultural identity can make them aware of their membership in a group and, therefore, can induce a group mind-set. This mindset, in turn, leads them to make decisions that minimize the risk of negative outcomes to both themselves and others. The effects of this mind-set generalize over both group and individual choice situations. These possibilities were confirmed in a series of six experiments. Results showed that making people feel part of an ad hoc group increased not only their use of equality as a basis for allocating resources to themselves and others, but also their …
Reasons As Carriers Of Culture: Dynamic Vs. Dispositional Models Of Cultural Influence On Decision Making, Donnel A. Briley, Michael W. Morris, Itamar Simonson
Reasons As Carriers Of Culture: Dynamic Vs. Dispositional Models Of Cultural Influence On Decision Making, Donnel A. Briley, Michael W. Morris, Itamar Simonson
Donnel A Briley
We argue that a way culture influences decisions is through the reasons that individuals recruit when required to explain their choices. Specifically, we propose that cultures endow individuals with different rules or principles that provide guidance for making decisions, and a need to provide reasons activates such cultural knowledge. This proposition, representing a dynamic rather than dispositional view of cultural influence, is investigated in studies of consumer decisions that involve a trade-off between diverging attributes, such as low price and high quality. Principles enjoining compromise are more salient in East Asian cultures than in North American culture, and accordingly, we …