Anne M. Lavack

Effect of perceived brand origin associations on consumer perceptions of quality

Reviews recent work in the country of origin and brand name literatures regarding the formation of perceptions regarding perceived brand origin. Based on this review, presents six hypotheses concerning such perceptions, including their effect on consumers’ ratings of quality. Using real brands in two experiments, finds support for several of our hypotheses relating to the effects of country of component source, country of manufacture, and country of corporate ownership. In particular, finds that country of manufacture had no effect on product quality evaluations when country of corporate ownership was also present.

Impulse buying: The role of affect, social influence, and subjective wellbeing

Purpose – The purpose of this research is to examine predictors of impulse buying. Although moderate levels of impulse buying can be pleasant and gratifying, recent theoretical work suggests that chronic, high frequency impulse buying has a compulsive element and can function as a form of escape from negative affective states, depression, and low self‐esteem.Design/methodology/approach – The present research empirically tests a theoretical model of impulse buying by examining the associations between chronic impulse buying tendencies and subjective wellbeing, affect, susceptibility to interpersonal influence, and self‐esteem.Findings – Results indicate that the cognitive facet of impulse buying, associated with a lack of planning in relation to purchase decisions, is negatively associated with subjective wellbeing. The affective facet of impulse buying, associated with feelings of excitement and an overpowering urge to buy, is linked to negative affect and susceptibility to interpersonal influence.Practic...

Values and collective self‐esteem as predictors of consumer susceptibility to interpersonal influence among university students

Purpose – This cross‐cultural study examines inter‐relationships between values (using the list of values), collective self‐esteem (CSE), and consumer susceptibility to interpersonal influence (CSII).Design/methodology/approach – Data were collected through surveys administered to 783 university students in four countries (Australia, English‐speaking Canada, Korea, and Norway).Findings – Results indicate that external and interpersonal values are positively related to the normative component of CSII, while internal values are negatively related to the normative component of CSII. The CSE subscale measuring importance of the group to ones identity is positively related to normative CSII, while the CSE subscale of membership esteem is negatively related to normative CSII. Normative CSII was substantially higher among Korean participants than among participants from the other countries.Research limitations/implications – This research was limited to a sample of university students in Canada, Australia, Norw...

A Cross-Cultural Comparison of Consumer Attitudes toward Cause-Related Marketing

This study examines consumer attitudes toward cause-related marketing (CRM) in four countries: Canada, Australia, Norway, and Korea. It investigates the role of consumer values in shaping these attitudes toward CRM. The study finds that attitudes toward cause-related marketing differ significantly across countries. Attitudes toward CRM appear to be less positive in countries where it is less established (e.g., Korea) and more positive in countries where CRM is well established (e.g., Canada). Differences in attitude toward CRM are also directly correlated with personal values, specifically with internal and external values.

Social marketing campaigns aimed at preventing drunk driving

Purpose – The purpose of this paper is to examine the role of social marketing programs in preventing drunk driving, and how protection motivation theory (PMT) can be used to create effective anti drunk driving communications.Design/methodology/approach – Communication and program materials aimed at reducing drunk driving were identified and gathered from English‐language websites from the USA, Canada, UK, Australia, and New Zealand, and a qualitative review was conducted.Findings – The review provides a description of the key themes and messages being used in anti drunk driving campaigns, as well as target population, campaign components, and sources of funding. A key facet of this review is the examination of the use of PMT in social marketing campaigns designed to prevent drunk driving.Originality/value – The review presents social marketing campaigns aimed at preventing drunk driving in English‐speaking countries, and shows that PMT can be successfully used in this context. The paper provides a guide ...

Music-brand congruency in highand low-cognition radio advertising

Many radio commercials use background music to accompany a message. This research examines how brand-congruent music (i.e. music that ‘fits’ the brand) will affect ‘Attitude towards the Ad’ (AAd) and ‘Attitude towards the Brand’ (ABrand), specifically when used with different types of ad copy that are more or less demanding of cognitive resources (high-cognition vs low-cognition advertising copy). In high-cognition ads, congruent music results in a more positive AAd and ABrand compared to incongruent music or no music. However, this effect is not found with low-cognition ads, where AAd (and ABrand) are similar for all three conditions of congruent music, incongruent music and no music.

Changes in Retail Tobacco Promotions in a Cohort of Stores Before, During, and After a Tobacco Product Display Ban

We used a longitudinal design to investigate the impact of a government policy banning the display of tobacco products at the point of sale. The extent of tobacco promotions in 481 randomly selected stores was documented at 4 points in time (2005-2009). Tobacco promotions were greatly reduced after implementation of the display ban. A ban on the display of tobacco products and other signage and promotions at retail is a critical tobacco-control policy to reduce peoples exposure to tobacco marketing.

Marketing communications and protection motivation theory: Examining consumer decision-making

Findings from the literature onProtection Motivation Theory (PMT) show that variables proposed within the PMT model(vulnerability, severity, efficacy, andcosts) have an impact on persuasion measures; however, little is known about the manner in which these variables are considered by the consumer. Exploratory research was conducted into the decision-making process to determine the sources of information used (i.e., whether the decision is mostly stimulus -or memory-based) and the variables considered (i.e., whether all the PMT variables are evaluated by the consumer even in the absence of information provided in the communication, and how much thought is put in the evaluation of each of the PMT variables).Findings show a predominantly stimulus based decision, where the information provided in the stimulus ad determines which memories are retrieved and which variables are considered in the decision-making process.

Alcohol consumption among university students: A multi-country study of attitudes, values, identity, and consumer influence

ABSTRACT This multi-country study examines differences in attitudes toward drinking among university students in Canada, Australia, Norway, and Korea. In addition, the relationships between attitudes toward drinking and personal values, social identity, and social influence are examined. Results showed that Koreans had the most favorable attitudes toward drinking, and males in all four countries had more positive attitudes toward drinking than females. In addition, students with more favorable attitudes toward drinking placed a higher importance on interpersonal values and a lower importance on internal and external values, compared to students with less favorable attitudes toward drinking. Furthermore, students with more favorable attitudes toward drinking were more susceptible to interpersonal influence than students with less favorable attitudes toward drinking. Contrary to expectations, students with less favorable attitudes toward drinking placed a higher importance on social identity than students with more favorable attitudes toward drinking. Implications for alcohol awareness programs at universities are discussed.

Alcohol consumption among young consumers: a review and recommendations

Purpose – This paper aims to examine social marketing programs aimed at preventing or moderating alcohol consumption among young consumers. It seeks to show how protection motivation theory can be used as a theoretical framework to create effective communications targeting young people.Design/methodology/approach – Communication materials aimed at preventing or moderating alcohol consumption among young people were identified and gathered from web sites in five English‐speaking countries (USA, Canada, Australia, New Zealand, and the UK). A qualitative review of these materials was conducted.Findings – A majority of the alcohol moderation/prevention campaigns targeting young consumers followed the tenets of protection motivation theory by focusing on the threat variables of severity and vulnerability. Some campaigns also focused on costs, as well as self‐efficacy and response efficacy.Research limitations/implications – Only English‐language materials and materials targeting young consumers have been consi...