Does Humour Influence Perceptions of the Ethicality of Female-Disparaging Advertising?

This article responds to calls for further research on ethical issues in advertising. The study examines whether advertising strategies which use female-disparaging themes are perceived as ethical, and what effect this has on ad and brand attitudes. It also examines whether or not humour assuages ethical evaluations of female-disparaging ads. The findings from an experimental research design, which included 336 British respondents, show that non-disparaging and non-humorous ads are considered to be the most ethical, while disparaging ads (regardless of the level of humour) are considered the least ethical. Across the board, female-disparaging ads are not perceived as ethical; however, high benevolent sexists appear to favour them most. Finally, an ad’s perceived ethicality mediates the relationship between ad disparagement and ad attitudes; likewise, an ad’s perceived ethicality and ad attitudes mediate the relationship between an ad’s female disparagement and brand attitudes. Female-disparaging ads should be avoided given that they are perceived as less ethical and given the impact that advertising has on behaviour, as well as on societal and moral values. Advertisers should also avoid using female-disparaging advertising themes, even light-hearted ones, since they constitute a risky strategy for the ad and the brand as they can backfire and alienate consumers

Can consumer privacy concern be a thorn for loyalty programs?

Every day, large amounts of personal information are collected by private companies from consumers through multiple sources. Loyalty programs are one of the most popular tools, used to gather such information. Information that is used to offer more personalised options and to target more effectively their promotions. However, many consumers are still attracted to such programs because of the rewards and other benefits offered. Privacy concerns over loyalty programs seem to take their toll. According to a Colloquy (2015) report the numbers of active members is dropping and one of the main reasons cited in the report is privacy concerns. Declining numbers and increased privacy concerns raise the question of how concerned consumers appreciate the benefits offered by loyalty programs and how their satisfaction and loyalty are affected. Apparently, loyalty programs cannot always guarantee loyalty (Nielsen, 2013) as a large portion of consumers demand better protection of their privacy (Madden, 2014) and decline to subscribe to such programs over privacy concerns (Maritz, 2013). The objectives of this study are firstly to examine the underlying reasons behind consumers’ privacy perceptions and secondly to investigate how such perceptions alter consumers’ appraisal of the benefits offered by the loyalty program as well as satisfaction with the program and consumer loyalty. Based on a review of the relevant literature a set of testable hypotheses was developed. To test the hypothesised relationships, survey data were collected from a sample of 984 consumers through an online panel in US. Structural Equation modelling and mediation analysis were the main statistical techniques used. Analysis revealed a strong effect of privacy perceptions on both the perceived value of the program’s benefits and satisfaction with the program. Results suggested that retailers should place more emphasis on the perceived control of information rather than trying to soften consumers perceptions of the risks related to privacy. Additionally the total effects of perceived privacy to both satisfaction with the program and loyalty are substantial and cannot be ignored by practitioners. One implication is that companies should provide clearer privacy policies, more transparency and more power to their customers. The loyalty program benefit perceptions that are affected more by information control and perceived risk are the symbolic and hedonic benefits. Utilitarian benefits appear to be affected to a lesser extent. In general it was revealed that the total impact of hedonic and symbolic benefits on customer loyalty is significantly higher than that of the utilitarian benefits. Hence, practitioners should look carefully on the structure of the hedonic and symbolic benefits in conjunction to their consumer privacy policy

Alignments and misalignments of realized marketing strategies with administrative systems: Performance implications

On the basis of intended marketing strategy plans, firms design administrative systems to support strategy implementation. In increasingly turbulent business environments-characterized by complexity, scarce resources, and escalating competitive opportunities and threats-firms are forced to alter intended and realize emergent strategies more frequently than ever before. The eventualities of realized marketing strategies may lead to misalignments between the strategy and the existing administrative system designed to support it. To examine performance implications of such misalignments we use Slater and Olson's (2001) taxonomy of marketing strategies. We distinguish between intended and realized plans and we propose an administrative system framework of structural (i.e., centralization, formalization, and specialization) and dynamic (i.e., interdepartmental connectedness and strategic control mechanisms) parameters for the effective implementation of realized strategies. We propose three-way interactions between realized marketing strategies and the dynamic parameters of the system. Research hypotheses on performance implications and responses from 215 marketing executives show performance differences across strategy types and (mis)alignments of the administrative system. Our findings confirm three-way interactions among strategy types, interdepartmental connectedness, and control mechanisms for all realized strategy types

Explaining Inconsistencies in Implicit and Explicit Attitudes towards Domestic and Foreign Products

Purpose This article examines the inconsistency of explicit and implicit domestic country bias (DCB) across different types of products and in the context of two countries. Design/methodology/approach Two studies in two countries are conducted to examine the inconsistencies in implicit and explicit DCB. The first study collected data through mall intercept survey method in Taiwan and identified 189 valid respondents. The second study applied a mixed (within and between subjects) factorial experiment in China using 200 subjects Findings Results show that explicit and implicit attitudes are moderately related to each other. It also confirms that ethnic product typicality can explain inconsistencies in both explicit and implicit DCB. For ethnically typical products, domestic country bias is more pronounced in consumers’ explicit attitudes than in consumers’ implicit attitudes. On the contrary, for ethnically atypical goods, domestic country bias makes itself present in both explicit and implicit attitudes. Originality/value The results shed new light on domestic country bias and confirm that the bias could divaricate between explicit and implicit attitudes in the case of ethnically typical products

The relational value of loyalty programs in luxury retailing

In the last decade loyalty programs have gained popularity across various industries. However and until recently, it was debatable if loyalty programs can be effective and appropriate in luxury retailing. If loyalty programs were to succeed in the luxury sector they had to deliver the kind of recognition and rewards that make luxury shoppers feel remarkable. Thus, this study examines how the utilitarian, hedonic and symbolic perceived benefits from loyalty programs can influence the satisfaction and trust with the program and consequently store loyalty. These relationships are compared between luxury and low-end retailers through data collected form a sample of 984 consumers from an online panel in US, using a structured questionnaire. Findings support that the effectiveness of loyalty programs is important to both settings but the strength of this effectiveness varies across the two settings. Specifically, hedonic and symbolic benefits found to be more important in the luxury context and utilitarian benefits in the low-end retailing setting. The results of this research address an important research gap and help to better understand customers' perceptions of loyalty program benefits. Finally, findings provide clear guidelines for managers in luxury retailing on how to design effectively their loyalty program rewards

Favoritism Toward Foreign and Domestic Brands: A Comparison of Different Theoretical Explanations

Five theoretical approaches can predict favoritism toward domestic and foreign brands. This article applies a contrastive perspective to examine social identity, personal identity, cultural identity, system justification, and categorical cognition theories and their attendant constructs. The authors propose a set of main-effects hypotheses as well as hypotheses related to both product and country moderation effects on attitudes toward and loyalty to domestic and foreign brands. They test the hypotheses on a sample of Chinese consumers with respect to salient brands from 12 product categories. The results indicate that three of the theoretical approaches examined can explain only one side of favoritism—most commonly favoritism toward domestic brands—but not favoritism toward both domestic and foreign brands. Consumer xenocentrism, a concept rooted in system justification theory, seems to provide more consistent predictions for both domestic- and foreign-brand bias

Increasing Reading Fluency in Students with Reading Difficulty

Four methods designed to increase reading fluency were employed in a primary level Special Education resource room. The methods were implemented in accordance with the theory and research regarding reading fluency. Each of the four methods effectively increased the students\u27 ability to read fluently. However, the implementation of these methods varied in cost and time

The Bergen Shopping Addiction Scale: reliability and validity of a brief screening test

Although excessive and compulsive shopping has been increasingly placed within the behavioral addiction paradigm in recent years, items in existing screens arguably do not assess the core criteria and components of addiction. To date, assessment screens for shopping disorders have primarily been rooted within the impulse-control or obsessive-compulsive disorder paradigms. Furthermore, existing screens use the terms ‘shopping,’ ‘buying,’ and ‘spending’ interchangeably, and do not necessarily reflect contemporary shopping habits. Consequently, a new screening tool for assessing shopping addiction was developed. Initially, 28 items, four for each of seven addiction criteria (salience, mood modification, conflict, tolerance, withdrawal, relapse, and problems), were constructed. These items and validated scales (i.e., Compulsive Buying Measurement Scale, Mini-International Personality Item Pool, Hospital Anxiety and Depression Scale, Rosenberg Self-Esteem Scale) were then administered to 23,537 participants ( M age = 35.8 years, SD age = 13.3). The highest loading item from each set of four pooled items reflecting the seven addiction criteria were retained in the final scale, The Bergen Shopping Addiction Scale (BSAS). The factor structure of the BSAS was good (RMSEA = 0.064, CFI = 0.983, TLI = 0.973) and coefficient alpha was 0.87. The scores on the BSAS converged with scores on the Compulsive Buying Measurement Scale (CBMS; 0.80), and were positively correlated with extroversion and neuroticism, and negatively with conscientiousness, agreeableness, and intellect/imagination. The scores of the BSAS were positively associated with anxiety, depression, and low self- esteem and inversely related to age. Females scored higher than males on the BSAS. The BSAS is the first scale to fully embed shopping addiction within an addiction paradigm. A recommended cutoff score for the new scale and future research directions are discussed