Ainsworth Anthony Bailey

Consumer Awareness and Use of Product Review Websites

ABSTRACT This paper reports on a study that was undertaken to assess consumer awareness, and use, of product review websites. Factors included the impact of e-opinion leadership, consumer susceptibility to informational influence, and gender on awareness and use of these websites. Participants completed a survey that solicited information on awareness of product review websites, extent of usage, the aforementioned individual difference factors, as well as demographic information. Results indicated that consumers, generally, are aware of the existence of product review websites and there is moderate usage of, and varied uses for, these types of websites. Gender and certain individual difference factors, in particular e-opinion leadership, have an impact on usage and perceptions of these types of websites. Limitations of the study and future research issues are presented.

A YEAR IN THE LIFE OF THE AFRICAN-AMERICAN MALE IN ADVERTISING: A Content Analysis

To assess the portrayal of African-American males in magazine advertising, two content analyses of ads appearing in a diverse set of magazines were conducted for the present study. The aim of the study was to unearth information on the frequency with which African-American men are portrayed in print advertising; the kinds of products/ product categories we see advertised by African-American men in ads in these magazines; and the roles and occupational status, as well as the settings and interactions, in which they were depicted. Study 1 examined portrayals in three new hip-hop magazines (i.e., The Source, Vibe, and XXL). Results from the first study indicate that representation of African-American men in ads was high, but they were used mainly in ads for clothes, shoes, and accessories. They were likely to be shown in major roles in these ads, and by themselves. Nonoccupational roles and limited portrayals in business or work-related settings were dominant, however. Study 2, which formed a basis for comparison, examined portrayals in two targeted magazines (i.e., Ebony and Essence) and two mainstream magazines (GQ and SPIN). Study 2 found a lower level of representation of African-American men in ads in the magazines used in this study, but when they were in ads, they were likely to be in major roles. There was greater diversity in product categories advertised, but overall, the types of interactions, the portrayals in nonoccupational roles, and the limited portrayals in business and work-related settings mirrored those of Study 1. The present study relates the findings to theoretical notions posited by both social learning and cultivation theories. Limitations of the studies are addressed and avenues for future research are proposed.

Retail employee theft: a theory of planned behavior perspective

Purpose – One area of concern for retailers is the impact of employee theft on retailing profit margins and operations. It is possible that the application of the theory of planned behavior (TPB) to the employee theft could shine some light on the problem and possibly offer some assistance to retailers. The purpose of this paper is to apply TPB to this phenomenon.Design/methodology/approach – A model and series of propositions are developed. The propositions are open to empirical verification and can form the basis for a research stream on retail employee theft.Findings – The model incorporates certain individual difference factors that are likely to influence intentions to engage in retail theft. The model proposes that variables such as organizational commitment and an employees moral norm are likely to have an impact on retail theft.Research limitations/implications – The propositions stemming from the model have to be tested empirically. The model incorporates certain individual difference factors th...

Celebrity Endorsements: An Examination of Gender and Consumers’ Attitudes

The aim of the study was to assess the impact of the gender of the celebrity and the gender of the consumer who is exposed to an ad featuring a celebrity on consumer response to celebrity endorsements. The hypotheses were tested in an experimental study. The results indicated support for four hypotheses regarding differential response by women to ads featuring celebrity endorsers, differential responses to ads featuring female celebrity endorsers, as well as differential response to female celebrity endorsers. Partial support was found for an interaction effect of gender on response to the gender of celebrity endorsers. The implications of the study results as well as limitations and possible future research avenues are discussed.

Exploring effects of source similarity, message valence, and receiver regulatory focus on yelp review persuasiveness and purchase intentions

This study is among the first to investigate the impact of message, source, and receiver characteristics on user attitudes toward Yelp reviews, with the subsequent impact of these attitudinal evaluations on review persuasiveness. Specifically, it examines the roles of review valence (positive/negative) and sidedness (one-sided/two-sided), as well as perceived similarity with the reviewer, on user perceptions of helpfulness, trustworthiness, and credibility of the review. The study also tests moderating effects of perceived source similarity and user regulatory focus on the relationships among message characteristics, attitudinal variables, and purchase intentions. Our results disconfirm the negativity bias reported in previous studies and indicate that positive reviews are perceived as more trustworthy, credible, and helpful than negative or two-sided reviews. Review helpfulness and credibility, in turn, positively impacts its persuasiveness, with regulatory focus playing a complex nuanced role in the persuasiveness – behavioral intentions relationship. Based on the findings, future research avenues and managerial implications are proposed.

The roles of employee job satisfaction and organizational commitment in the internal marketing-employee bank identification relationship

Purpose The purpose of this paper is to assess the impact of a global measure of internal marketing on bank employee job satisfaction and employee commitment to the bank. In addition, the authors assessed the subsequent impact of job satisfaction and employee commitment on employee-bank identification. The dual mediating role of job satisfaction and employee commitment in the internal marketing-employee bank identification relationship was also explored. Design/methodology/approach Using self-administered questionnaires, the authors collected data from a convenience sample of Saudi Arabian bank employees attending training at the Institute of Banking, Saudi Arabia. Structural equation modeling was used to assess the predicted structural relationships. Findings Internal marketing has highly significant positive effects on job satisfaction and employee commitment to the bank. These in turn influence employee bank identification. Internal marketing also impacts employee bank identification indirectly through its impact on both job satisfaction and employee commitment. Practical implications Bank management needs to take a holistic approach to internal marketing and ensure that they create an environment where employers will be satisfied and committed to the point that they will feel proud to be associated with the organization. Originality/value The study uses a global measure and provides evidence of the dual mediating effects of job satisfaction and employee commitment to the bank in the internal marketing-employee bank identification relationship. This evidence is unearthed in the Saudi Arabian banking sector, characterized by conventional and Islamic banks.

Mobile payments adoption by US consumers: an extended TAM

Purpose The purpose of this paper is to incorporate mobile payment (MP) self-efficacy, new technology anxiety, and MP privacy concerns into the basic TAM to explore MP adoption, particularly tap-and-go payment, among US consumers. Design/methodology/approach Data were collected through an online survey conducted among students at a Midwestern University in the USA. A total of 254 participants provided 240 useable responses. Findings MP self-efficacy significantly impacts perceived ease of use (PEOUMP) and perceived usefulness of MP (PUMP). These in turn impact MP attitude, which affects intention to use MP. Privacy concerns also impact attitude towards MP and MP use intention. New technology anxiety impacts PEOUMP, but not PUMP. Research limitations/implications The study uses a convenience sample of young US consumers, which could limit the generalisability of the results. The study is also limited to tap-and-go payment. Practical implications US retailers have information on some of the factors that encourage MP adoption. Retailers need to address self-efficacy concerns, MP privacy concerns, and consumers’ perceptions of usefulness of the technology. Originality/value There has been little research on factors impacting tap-and-go payment adoption in the USA. The study highlights the roles of self-efficacy and privacy concerns. It focusses on tap-and-go payment, since this technology can enhance consumers’ retail experience.

GREEN consumption values and Indian consumers’ response to marketing communications

Purpose This paper aims to report on a study that assessed Indian consumers’ response to green marketing communications, based on their GREEN consumption values. GREEN (Haws et al., 2014) refers to consumers’ tendency to express their environmental concern through their consumption behaviors. This study applies this construct in a marketing communications context. Design/methodology/approach Two conceptual models involving GREEN were developed, and data to test the models were collected in a survey conducted among a convenience sample of 284 Indian consumers. Findings The results show that GREEN can enhance understanding of consumers’ green attitudes and intentions. GREEN consumption values have an impact on how Indian consumers respond to advertising and public relations stimuli, as GREEN influences perceptions of green brand trust, attitudes toward green marketing communications and green brand support and purchase intentions. Research limitations/implications The research adds to the growing literature on green marketing in emerging economies and extends the application of the GREEN construct from the domain of consumer behavior to that of green marketing communications. Practical implications The results suggest that marketers should focus on developing green marketing communications strategy, rather than just green advertising strategies, and they can position their green products to appeal to consumers based on GREEN consumption values. Originality/value The study is the first to apply the GREEN construct in assessing consumer response to a brand’s green marketing communications; it also explores this issue in an emerging economy.

“Oh, stop! You flatter me”: ingratiation in retail settings

Purpose – Even though there has been anecdotal evidence regarding the use of ingratiation techniques in retail salesperson-shopper interactions, surprisingly, there has been limited research on the nature of these ingratiatory techniques and their impact on consumers’ perceptions and attitudes. The research reported here was conducted to determine the extent to which different ingratiation techniques that have been identified as techniques used in non-retailing domains are also used by retail salespersons in salesperson-shopper interactions. In addition, it sought to assess whether there are additional ingratiation techniques used by retail salespersons in salesperson-shopper interactions that have not been identified in existing ingratiation literature. The paper aims to discuss these issues. Design/methodology/approach – Two studies, drawing on research on ingratiation in other domains, were conducted in pursuit of realising the purpose. Study 1 was a survey involving a sample of 282 participants, which...

Internal Marketing, Retail Employee Commitment, and Employee Response to Retail Theft: An Exploration

Inventory shrinkage, the financial loss to retailers attributable to a combination of employee theft, vendor fraud, shoplifting, and administrative errors, continues to be a major concern for US retailers. Of particular interest to this study is that portion of these losses that is attributable to retail employees, as, in the US, the bulk of shrinkage in the retail sector is attributable to this source. A National Retail Foundation Security 2011 report indicated that, of the