Anthony D. Cox

Reassessing the pleasures of store shopping

Abstract Despite a growing array of nonstore shopping alternatives, consumers still do the vast majority of their shopping by visiting brick-and-mortar stores. This study takes a fresh look at the pleasures of store shopping, employing data from a study of over 1300 shoppers. The results indicate that, contrary to the speculation of some writers, relatively few consumers shop in order to mingle with other shoppers. Instead, consumers tend to be drawn to shoppings more private pleasures, particularly the enjoyment of bargain hunting. The findings suggest that bargain hunting, rather than being antithetical to shopping enjoyment, may be one of its most common sources. In addition, the data suggest that the sources of shopping enjoyment vary markedly among different demographic groups. The paper closes by discussing implications of the studys findings and potential directions for future research.

The Effects of Background Music in Advertising: A Reassessment

Gorns pioneering article on the effects of background music in advertising has spurred a significant controversy and inspired vigorous interest in the topic. Following the recommendation Allen and Madden (1985), we conducted three experiments that attempted to replicate Gorns results. Contrary to Gorns findings, there was no evidence that product preferences can be conditioned through a single exposure to appealing or unappealing music. Copyright 1989 by the University of Chicago.

Does perceived risk influence the effects of message framing? A new investigation of a widely held notion

Health-promoting messages can be framed in terms of the beneficial consequences of healthy behaviour (gain-framed messages) or the detrimental consequences of unhealthy behaviour (loss-framed messages). An influential notion holds that the perceived risk associated with the recommended behaviour determines the relative persuasiveness of gain- and loss-framed messages. This ‘risk-framing hypothesis’, as we call it, was derived from prospect theory, has been central to health message framing research for the last two decades, and does not cease to appeal to researchers. The present paper examines the validity of the risk-framing hypothesis. We performed six empirical studies on the interaction between perceived risk and message framing. These studies were conducted in two different countries and employed framed messages targeting skin cancer prevention and detection, physical activity, breast self-examination and vaccination behaviour. Behavioural intention served as the outcome measure. None of these studies found evidence in support of the risk-framing hypothesis. We conclude that the empirical evidence in favour of the hypothesis is weak and discuss the ramifications of this for future message framing research.

Vaginal Microbicide Preferences Among Midwestern Urban Adolescent Women

PURPOSE The purpose of this study was to assess adolescent womens preferences for specific microbicide characteristics including pregnancy prevention, timing of application, potential for side effects, and whether it targeted human immunodeficiency virus (HIV) or other sexually transmitted infections (STI). Potential differences in microbicide preferences by adolescent age group and behavioral patterns including engaging in sexual intercourse and use of hormonal contraception were examined, as it was hypothesized that as adolescents progress into adulthood and gain sexual experience their preferences in microbicide characteristics may shift. METHOD Adolescent and young women (N = 405, 56.0% African American; 24.0% Euro-American) between the ages of 14 and 20 (mean = 17.0, SD = 1.8) were recruited from urban community-based clinics. Video-Audio Computer-Assisted Self-Interviews were conducted with the young women, during which they were asked about their preferences regarding the characteristics of hypothetical vaginal microbicides. Conjoint analysis was utilized to determine adolescent womens relative preferences for each microbicide characteristic and intent-to-purchase microbicides based upon a combination of the selected properties. RESULTS Overall, the results suggest adolescent and young women had an ordered preference for a microbicide with (1) no side effects, (2) pregnancy prevention, (3) postcoital application, and (4) protection against HIV. Age and behavioral group conjoint analyses resulted in the same pattern of preferences as those reported for the entire group. However, women having sex and not using hormonal contraception had a stronger preference for postcoital application. CONCLUSION The findings suggest that young womens ratings of microbicides were sensitive to characteristics such as side effects, pregnancy prevention, and timing of application and should be considered in microbicide development. The conjoint analysis approach is useful in understanding microbicide preferences, and should be utilized with other populations to assess preferences for specific microbicide characteristics.

Does perceived risk influence the effects of message framing? Revisiting the link between prospect theory and message framing.

ABSTRACT Health-promoting messages can be framed in terms of the beneficial consequences of healthy behaviour (gain-framed messages) or the detrimental consequences of unhealthy behaviour (loss-framed messages). An influential notion holds that the perceived risk associated with the recommended behaviour determines the relative persuasiveness of gain- and loss-framed messages. This ‘risk-framing hypothesis’, which was derived from prospect theory, has been central to health message-framing research for the better part of two decades and has enduring appeal to researchers and practitioners. It has found its way into several health communication handbooks and is communicated to the general public. The present article examines the validity of the risk-framing hypothesis anew by providing a review of the health message-framing literature. In spite of its ongoing appeal, we conclude that the hypothesis has severe theoretical flaws. In addition, we find that the empirical evidence in favour of the hypothesis is weak and inconsistent. It seems that, in applying prospect theory’s tenets to a health-promotion context, some of the theory’s key aspects have been lost in translation. At the close of the article, we offer a research agenda for the future, arguing that, above all, new methodology is needed to bring the message-framing literature further.

The Centers for Disease Control and Prevention Revised Recommendations for HIV Testing: Reactions of Women Attending Community Health Clinics

The purpose of this study was to examine reactions to the Centers for Disease Control and Prevention revised recommendations for HIV testing by women attending community health clinics. A total of 30 women attending three community clinics completed semistructured individual interviews containing three questions about the recommendations. Thematic content analysis of responses was conducted. Results were that all agreed with the recommendation for universal testing. Most viewed opt-out screening as an acceptable approach to HIV testing. Many emphasized the importance of provision of explicit verbal informed consent. The majority strongly opposed the elimination of the requirement for pretest prevention counseling and spontaneously talked about the ongoing importance of posttest counseling. The conclusion was that there was strong support for universal testing of all persons 13 to 64 years old but scant support for the elimination of pretest prevention counseling. In general, respondents believed that verbal informed consent for testing as well as provision of HIV-related information before and after testing were crucial.

Use of Drawings to Explore U.S. Women's Perspectives on Why People Might Decline HIV Testing

The purpose of this research is to explore through drawings and verbal descriptions womens perspectives about reasons why persons might decline human immunodeficiency virus (HIV) testing. We asked 30 participants to draw a person that would NOT get tested for HIV and then explain drawings. Using qualitative content analysis, we extracted seven themes. We found apprehension about knowing the result of an HIV test to be the most commonly identified theme in womens explanations of those who would not get tested. This technique was well received and its use is extended to HIV issues.

The effects of HIV testing advocacy messages on test acceptance: a randomized clinical trial

BackgroundNearly 1 in 5 people living with HIV in the United States are unaware they are infected. Therefore, it is important to develop and evaluate health communication messages that clinicians can use to encourage HIV testing.MethodsThe objective was to evaluate health communication messages designed to increase HIV testing rates among women and evaluate possible moderators of message effect. We used a randomized four-arm clinical trial conducted at urban community outpatient health clinics involving 1,919 female patients, 18 to 64 years old. The four health message intervention groups were: i) information-only control; ii) one-sided message describing the advantages of HIV testing; iii) two-sided message acknowledging a superficial objection to testing (i.e., a 20 minute wait for results) followed by a description of the advantages of testing; and iv) two-sided message acknowledging a serious objection (i.e., fear of testing positive for HIV) followed by a description of the advantages of testing. The main outcome was acceptance of an oral rapid HIV test.ResultsParticipants were randomized to receive the control message (n = 483), one-sided message (n = 480), two-sided message with a superficial objection (n = 481), or two-sided message with a serious objection (n = 475). The overall rate of HIV test acceptance was 83%. The two-sided message groups were not significantly different from the controls. The one-sided message group, however, had a lower rate of testing (80%) than the controls (86%) (OR, 0.66; 95% CI, 0.47-0.93; P = 0.018). “Perceived obstacles to HIV testing” moderated this effect, indicating that the decrease in HIV test acceptance for the one-sided message group was only statistically significant for those who had reported high levels of obstacles to HIV testing (OR, 0.36; 95% CI, 0.19-0.67; P = 0.001).ConclusionsNone of the messages increased test acceptance. The one-sided message decreased acceptance and this effect was particularly true for women with greater perceived obstacles to testing, the very group one would most want to persuade. This finding suggests that efforts to persuade those who are reluctant to get tested, in some circumstances, may have unanticipated negative effects. Other approaches to messaging around HIV testing should be investigated, particularly with diverse, behaviorally high-risk populations.Trial registrationClinicaltrials.gov Identifier: NCT00771537. Registration date: October 10. 2008

To Err is human? How typographical and orthographical errors affect perceptions of online reviewers

Abstract Consumers increasingly rely on online product reviews when making purchase decisions. However, assessing the credibility of online reviewers presents consumers with unique challenges. This paper examines how consumer perceptions of reviewer credibility are influenced by the presence and type of textual errors in the review itself. The results of an online experiment indicate that consumers’ reactions to textual errors are moderated by their general trust in others. Low-trust consumers are relatively insensitive to textual errors in judging reviewer credibility. However, high-trust consumers are less forgiving of typographical errors (which may signal carelessness) than orthographical errors (which may indicate cognitive challenges). Implications for future research are discussed.

Retail Advertising and the Formation of Store Price Impressions

Price is among the most important consumer store choice criteria (e.g., Arnold, et al 1983); but how do consumers form perceptions of a store’s prices, and what role does advertising play in this process? This paper presents a series of research propositions on this important topic.