An assumption made in many applications of stated preference modeling is that preferences remain stable over time and over multiple exposures to information about choice alternatives. However, there are many domains where this assumption can be challenged. One of these is where individuals learn about new products. This paper aims to test how attribute preferences as measured in an experimental choice task shift when respondents are exposed to new product information. The paper presents results from a study investigating consumer preferences for a new consumer electronics product conducted among 400 respondents from a large consumer panel. All respondents received several choice tasks and were then able to read additional information about the new product. After this they completed an additional set of choice tasks. All choices were from pairs of new product alternatives that varied across eight attributes designed according to an orthogonal plan. Using heteroscedastic logit modeling, the paper analyses the shifts in attribute utilities and scale variances that result from the exposure to product information. Results show that as respondents become better informed about a new attribute the attribute has a greater influence on their choices. In addition a significant shift in scale variance is observed, suggesting an increase in preference heterogeneity after information exposure.
Implicit in the traditional model of communication is the assumption that an individual or organization sends a single message to one receiver, or class of receivers. However, in practice there are often multiple senders, targeted receivers and even messages. This paper proposes expanding the traditional model of communication to include these additional facets and thus make the model more representative of business communication.
Clearly presenting research results is an important part of the research process. While research can be presented in written and oral formats, oral communication is a very effective tool for reinforcing key elements and ideas associated with a research project. Oral presentations also provide an opportunity to "sell" findings, use of multi-media and clarify issues for the audience by responding to questions. This paper focuses on oral communication and discusses issues related to "Before the Presentation", "The Presentation", and "Wrapping Up" with the aim to improve the effectiveness of presenting research results.
Abstract A number of advertisers have used the strategy of controversial images (fear, sexual), or promoted their controversial product (alcohol, underwear), in a way to get the audiences' attention and a positive reaction. However, the use of controversial advertising can also potentially offend people and create a negative reaction. This article discusses controversial advertising and proposes a conceptual model of responses to controversial advertising.
Purpose Numerous studies investigate what contributes to advertising likeability; however, these are often based on quantitative research undertaken in western countries. This paper aims to report the findings of a cross‐cultural qualitative study undertaken across five Asian cities (Hong Kong, Shanghai, Jakarta, Bangkok and Mumbai) to discuss Asian consumers' attitudes towards television commercials in their respective country/city. Design/methodology/approach The data was gathered from two focus group interviews (1 male and 1 female) conducted in each city. Each group comprised of eight people and the interview lasted between 40 and 60 minutes. In each focus group several of the most liked locally produced television commercials were presented to the participants and the discussion that followed centered around visual images that they most liked. Findings The results found differences in the likeable attributes between the five cities. These variations can be attributed to the differences in local culture, and to a lesser degree, other market‐related factors like attitudes towards advertising in general, cultural outlook and perspective, consumer confidence and hours of watching television per week. Originality/value This study uses informant driven data, rather than researcher driven, to identify cross‐cultural differences in the concept of advertising likeability. Further, it suggests that qualitative research can provide valuable results for international marketers and those who would like a better understanding of new markets, as long as they analyse the results keeping in mind the cultural context of the country, such as traditions, customs, values and religions.
This empirical study examined U.S. advertising agencies' practices in the Asia Pacific Region to decide whether they were following Theodore Levitt's advice to promote products and services the same way everywhere. Information regarding environmental factors and advertising strategy were gathered from 200 Asia Pacific Region affiliates of U.S. advertising agencies in 11 countries. It was found that in general, agencies were neither standardising nor customising their sales platforms and creative contexts. Instead they tended to utilise the adaptative approach‐‐a strategy that is becoming viewed as the optimal approach by multinational ad agencies.
During the Cultural Revolution both advertising and various forms of religion were banned, while since the 1970s the opening up of the Chinese market has seen an increase in international organisations advertising and the officially atheist government recognising that religion as an important element in peoples' lives. This paper looks at the results of a survey of 603 people (497 Atheists and 106 Buddhists) to determine their level offence towards nudity and underwear images in advertising, and ways to reduce the offensiveness. The results will assist companies in becoming more responsible for the images that they show in China.
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