Index of Paper Presentations for the Parallel Sessions - Academy of ...

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instructions) to different kinds of messages, this research helps identify additional ways tooptimize blending of linguistic and non-linguistic advertising elements.Further, this research also provides important managerial insights into how temporal orientationinteracts with message concreteness on message effectiveness. For example, healthcarecampaigns targeting a population segment known to have shorter-term orientations (e.g.,adolescences) are more likely to succeed if concrete messages are employed. Further, the resultpoints to the importance of timing the appearance of healthcare messages on various mediachannels. For instance, abstract messages are likely to be more effective when introduced afterstimuli (e.g. news report, cover story etc.) that help prime long-term orientation. Finally, astemporal orientation mirrors an important culture dimension - time orientation (Hofstede 1991),the positive congruency effects should assist marketers in answering important strategic questionsrelated to international strategy. For example, abstract (concrete )messages might work better inlong-term(short term) oriented cultures (e.g., China / U.S).Limitations and Future ResearchOne limitation of the three studies is the use of a fictitious anti-smoking webpage as the stimuli.While this approach avoids possible confounding effects of prior knowledge and experience,future research should apply more realistic stimuli. A second limitation is that the findings arebased on laboratory experiments of non-smoking college students, further replications of theseresults findings among other populations are needed . It might be partially due to the selectedpopulation that the effects on cigarette trial intention were not supported in study 2. As such,further replications may consider recruiting participants from smokers to examine the effects oncigarette trail intention. A third limitation is that the congruency effects on attitude toward thewebpage and cigarette trial intention were not supported in the low-imagery instructionscondition in study 2. One explanation may be related to the nature of low- versus high-imageryprocessing. According to Miller (1979), one distinction between low- and high-imageryprocessing is that low-imagery processing is selective, while high-imagery processing isconstructive. It seems plausible to argue that low-imagery processing may be associated withhigher level of cognitive flexibility and better tolerance for incongruency than high-imageryprocessing. However, further empirical research is needed to examine these relationships.In addition, this research may offer preliminary insights into possible culture-based moderatingeffects. For example, in cultures with stronger long-term orientations, abstract messages may begenerally more persuasive than in cultures with weaker long-term orientations. Thus, futureexploration should examine the relative effectiveness of concreteness of messages across culturalgroups of individual consumers Regarding the imagery instructions. Further research may applymessage executional cues to elicit an individual‘s processing mode or temporal orientation (e.g.,Thompson and Hamilton 2006). In sum, congruency effect between message concreteness andother communication tactics (e.g., temporal orientation priming and imagery instructions) areeffective marketing strategies for researchers and marketers attempting to identify measures thatpromote preventative or proactive actions toward a healthy lifestyle.REFERENCESAaker, Jennifer L. and Angela Y. Lee (2006), ―Understanding Regulatory Fit,‖ Journal ofMarketing Research, 43 (1), 15-19.Andrews, J. Craig, Richard G. Netemeyer, Scot Burton, D. Paul Moberg, and Ann Christiansen(2004), ―Understanding Adolescent Intentions to Smoke: An Examination of RelationshipsAmong Social Influence, Prior Trial Behavior, and Antitobacco Campaign Advertising,‖ Journalof Marketing, 68 (3), 110-23.Baron, Reuben M. and David A. Kenny (1986), ―The Moderator-Mediator Variable Distinction inSocial Psychological Research: Conceptual, Strategic, and Statistical Considerations,‖ Journal ofPersonality & Social Psychology, 51 (6), 1173-82.
Bergadaa, Michelle M. (1990), ―The Role of Time in the Action of the Consumer,‖ Journal ofConsumer Research, 17 (4), 289-302.Bottini, G., R. Corcoran, R Sterzi, E. Paulesu, P. Schenone, P. Scarpa, R. S. J. Frackowiak, andC. D Frith (1994), ―The Role of the Right Hemisphere in the Interpretation of Figurative Aspectsof Language: A Positron Emission Tomography Activation Study ,‖ Brain, 117 (6), 1241-53.Brińo l, Pablo and Richard E. Petty (2006), "Fundamental Processes Leading to AttitudeChange: Implications for Cancer Prevention Communications," Journal of Communication, 56,81-104.Cotte, June and S. Ratneshwar (1998), "Consumer Decisions on Discretionary Time: ASociocognitive Perspective," Advances in Consumer Research, 25 (1), 268-75.Escalas, Jennifer E. (2004), ―Imagine Yourself in the Product,‖ Journal of Advertising, 33 (2), 37-48.Everett, Sherry A., Corinne G. Husten, Laura Kann, Charles W. Warren, Donald Sharp, andLinda Crosset (1999), ―Smoking Initiation and Smoking Patterns among US College Students,‖Journal of American College Health, 48 (2), 55-60.Gray, David, Amanda Amos, and Candace Currie (1996), "Exploring Young People's Perceptionsof Smoking Images in Youth Magazines," Health Education Research, 11 (2), 215-30.Gibbs, Raymond W. and Jody Bogdonovich (1999), ―Mental Imagery in Interpreting PoeticMetaphor,‖ Metaphor and Symbol, 14 (1), 37-44.Hertwig, Ralph, Thorsten Pachur, and Stephanie Kurzenhäuser (2005), "Judgments of RiskFrequencies: Tests of Possible Cognitive Mechanisms," Journal of Experimental Psychology /Learning, Memory & Cognition, 31 (4), 621-42.Hong, Jiewen, and Angela Y. Lee (2008), ―Be Fit and Be Strong: Mastering Self- Regulationthrough Regulatory Fit,‖ Journal of Consumer Research, 34 (1), 682- 695.Hunt, Shelby D. and Anil Menon (1995), ―Metaphors and Competitive Advantage: Evaluating theUse of Metaphors in Theories of Competitive Strategy,‖ Journal of Business Research, 33 (2), 81-90.Kahn, Barbara E. and Mary Frances Luce (2003), ―Understanding High-Stakes ConsumerDecisions: Mammography Adherence Following False-Alarm Test Results,‖ Marketing Science,22 (Summer), 393–410.Keller, Punam Anand (2006), ―Regulatory Focus and Efficacy of Health Messages,‖ Journal ofConsumer Research, 33(1), 109-14.Lee, Angela Y. and Jennifer L. Aaker (2004), ―Bringing the Frame into Focus: The Influence ofRegulatory Fit on Processing fluency and Persuasion,‖ Journal of Personality & SocialPsychology, 86 (2), 205-18.Liu, Wendy and Jennifer Aaker (2007), ―Do You Look to the Future or Focus on Today? TheImpact of Life Experience on Intertemporal Decisions,‖ Organizational Behavior and HumanDecision Processes, 102 (2), 212-25.MacInnis, Deborah J. and Linda L. Price (1987), ―The Role of Imagery in Information
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Proceedings2012 ACADEMY OFINDIAN MA
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Anna-Lena Ackfeldt and *Neeru Malho
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A few studies have explored audienc
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Referring to Table II, data also re
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Table I.Descriptive statisticsMean
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Developing a Conceptual Framework f
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1. IntroductionLuxury has its origi
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Figure 1: Dimensions that different
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(India and China to spur luxury gro
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(―Premium Brands Luxuriate in Chi
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use of these forms of money for lux
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the latest additions to the brands
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Western individualism (Ramamoorthy,
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watches to satisfy themselves and t
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It may be stated that the different
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―JWT releases first ever study on
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Wiedmann, K. P., Hennings, N. and S
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(Source: TRAI)India is the second l
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suggested that benchmarking of the
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Kapoor 1 reported that business sub
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The parameters for which the respon
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Four factors were extracted, togeth
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DiscussionThe key insights from the
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eturn on marketing investment. Reta
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What is Proximity marketing?Proximi
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Conjoint AnalysisFor identifying di
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Government service/ retail organiza
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Local franchisees too prefer the re
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Adoption of alternate Technologies-
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ooth_campaign.htmlMcGovern, G.J., C
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Smirnova Maria, 0079217505094, smir
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strategy, the less might be importa
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CustomerorientationH1aPlatforminnov
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Morgan, R.E. & Berthon, P. (2008).
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judged. On the other hand, Brand (1
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hairstyles are ‗Afro-centric‘ o
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METHODSubjectsConvenience sampling
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Use of hair extensions a symptom of
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When asked to state their reasons f
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The third most predominant reason f
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Khumalo, N.P., Jessop, S., Gumedze,
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that influence the diffusion of gra
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future studies. Perry (1998) has br
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acquired during times of a bad catc
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innovation. The adopter might be in
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availability to the adopter, (2) la
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affective responses through nonverb
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Researchers acknowledge that advert
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markets as a form of sexual appeal
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constant, sexual illustrations had
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Table 2Categories and Proposed Cate
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construct Definition Examples of PV
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of understanding the type of persua
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Hovland, R., MacMahan, C., Lee, G.,
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Role of Gratitude and Obligation in
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obligation. Therefore, it is impera
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development of long term business r
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fulfilment of their desire for reco
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intentional, it has incurred some c
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This study is intending to use surv
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Cannon, Joseph P., Ravi S. Achrol,
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Martin, C. A. & Bush, A. J. (2000).
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Can we manage the influence of role
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Affective commitment (AC) refers to
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transactional theory,we draw upon t
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RESULTSConsistent with prior resear
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empowerment are perceived to be hig
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Agarwal, Sanjeev and Sridhar N. Ram
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Meyer, John P. and Natalie J. Allen
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TABLE 1CORRELATIONS FOR THE CONSTRU
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&Prof Geoff Bick(E: geoff.bick@gsb.
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and Reinartz, 2006) and sales (Ahea
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The discourse on CRM has made a tre
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These studies demonstrate that impl
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3. Conceptual frameworkThis section
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This approach is fully supported by
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The table below presents the verbat
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given by respondents are given in t
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With regards toinstitutional factor
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REFERENCESAhearne, M., Rapp, A., Ma
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(5), pp.485-508Gupta, S., Lehmann,
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RIA Policy Brief N.1, pp1-4.Scott,
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In order to understand individual c
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Research DesignResource based view
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Frank H.A. and D‘Souza J. (2004),
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Yang Q., Mudambi R. and Meyer K.E.
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INTRODUCTIONPeople in various parts
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More importantly, environmental con
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However, a number of studies have i
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pro-environmental behaviour.ANTECED
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Role of family is particularly rele
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was further revealed that though co
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This paper provides comprehensive f
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Lepisto, L. R. (1974). An Empirical
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Zimmer, M., Stafford, T. F., and St
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HypothesesCSP and Brand Equity: Ins
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Rural Penetration of Life Insurance
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life) held by an Indian consumer is
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the state of Andhra Pradesh, micro
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The data wascollected from the agen
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The percentage of ULIP business to
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public sector LIC has many satellit
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Significance of t-test is less than
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Significance of t-test is less than
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Physical presence of at least satel
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Examining the association between G
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Cross-tab analysis of economic gree
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Holbrook, M. B. (1986). Emotion in
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Model 2 - Formative Second Order Fa
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We used a 2-step structural equatio
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Measurement Model Misspecification
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DR. RAJNISH JAINAssociate Professor
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Modern retailing is aimed at facili
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and further reported that mood, inv
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strong feelings of pleasures from s
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Scale Development: Scientific proce
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Confirmatory Factor Analysis: Explo
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DISCUSSION
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Retail customer experience is a ref
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Diep, V. and Sweeny, V. (2008), ―
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Sandstorm, S., Edvardsson, B., Kris
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2. LITERATURE REVIEW2.1. Competing
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customer satisfaction (Bolton 1998,
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To account for common method varian
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elevant in emerging markets, it als
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other distribution systems, who (c)
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Deighton 2009) from the marketer to
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some of the leading academic resear
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Schultz, D., and Charles Patti (200
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Coping With Service Failure: The mo
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stress. Secondary appraisal relates
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Prior studies have extensively stud
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the disparaging effects of service
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students were recruited from variou
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Main effects of brand reputationRes
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The main objective of this study wa
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customers reason out the potential
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There are several limitations to th
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Smith, A. K., Bolton, R. N., & Wagn
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QuickTime and adecompressorare need
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Brand Communities on Social Network
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The social networking site revoluti
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strategy due to its impact brand tr
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Cova, B., & Pace, S. (2006). Brand
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Spectator-Based Brand Equity and In
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(www.gallup.com) in mid 2009, it wa
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Team-branding, thus, becomes an imp
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students. These items were measured
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Page 328 and 329: Reaction to Advertisements and Bran
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Page 332 and 333: proposed attributes that customers
Page 338 and 339: There are some limitations inherent
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Page 342 and 343: capabilities for stakeholder engage
Page 344 and 345: arrived at a consensus. Independent
Page 346 and 347: different levels of government to p
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Page 352 and 353: A nation‘s capacity embodies the
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Page 356 and 357: manifested in many forms. Following
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Page 370 and 371: Processing: Review and Extensions,
Page 372 and 373: May, 2012a. Lillian L. Cheng, Cheng
Page 374 and 375: senses from experiences. It is a ba
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Page 378 and 379: IntroductionRetail banking is an es
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Page 382 and 383: specific aspects of service environ
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