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Full-Text Articles in Business
The Impact Of Message Sequencing In The New Product Introduction Process: Boosting Message Retention And Its Impact On Product Attitude, Bobi Ivanov, Kimberly A. Parker, Jeanetta D. Sims, Chan Yun Yoo
The Impact Of Message Sequencing In The New Product Introduction Process: Boosting Message Retention And Its Impact On Product Attitude, Bobi Ivanov, Kimberly A. Parker, Jeanetta D. Sims, Chan Yun Yoo
Atlantic Marketing Journal
This study focused on providing a more nuanced understanding of the message retention-attitude (cognition-affect) relationship in new product introductions. Using advertising and publicity as independent and combined promotional tools, this study aims to determine an effective approach to strengthen the retention-attitude relationship as well as the level of new product information retention and, through it, the attitude toward the product. To that end, a two-phase experiment was conducted involving 423 participants. The results revealed that publicity, compared to advertising, in general, was a more effective strategy in boosting retention and that the publicity-publicity sequence strategy was the most effective in …
Differences Between Stayers And Leavers Among Part-Time Workers, Kevin W. Sightler, Janet S. Adams
Differences Between Stayers And Leavers Among Part-Time Workers, Kevin W. Sightler, Janet S. Adams
Faculty and Research Publications
Some 23 million US workers are employed part-time, presenting significant challenges to the practicing manager. Successfully managing turnover has both operational and strategic consequences for an organization. However, very little is known about the turnover of part-time employees. In this exploratory study, a discriminant analysis is presented of biographic characteristics of stayers and leavers among 1,053 part-time hospital employees. Pay, length of employment, management status, race and gender significantly discriminate stayers from leavers. Managerial and research implications are discussed.