Bob T. W. Wu

Evaluating the Significance of Placement on Recall of Advertisements during the Super Bowl

Abstract This study investigates whether the specific placement of ads during a television program affects ad and brand recall. Subjects were surveyed the day after Super Bowl XXXIV and Super Bowl XXXVI to determine unaided recall of brands and ads shown during the game. The results indicate that those ads placed first in a group (pod) of ads and those placed at the beginning of the program were recalled significantly more than ads later in the pod and later in the program.

The importance of corporate and salesperson expertise and trust in building loyal business-to-business relationships in China

International relationships are critical to business success in this increasingly interdependent world. China is the world’s second largest economy and may soon overtake the United States in the near future. Thus, it becomes important for potential trading partners to understand how to effectively develop and maintain business relationships with this growing economic entity. In this study, we surveyed Chinese business people with purchasing responsibilities to better understand the dynamics of their business-to-business relationships. The data were empirically analyzed using structural equation modeling to test the interrelationship between perceptions of salesperson and corporate expertise, trust and loyalty. The results suggest that trust and expertise play key roles in developing long-term business-to-business associations in China. Managerial implications are discussed and avenues of future research are proposed.

The Impact of Noise on Recall of Advertisements

Noise, a barrier to learning and communication, is a concept that is widely referred to in marketing literature, yet, has been the focus of very little business research. In this paper, the theoretical background of noise is explored in past psychological and marketing literature. A measure of noise is developed and its impact on recall of advertisements is investigated using a convenience sample of 306 university students. The results indicate that there are external and internal noise dimensions. In addition, analysis of the data reveals that internal noise significantly affects recall of advertisements. Future research and managerial implications are discussed.

Responses from a Corporate Mail Survey:Effects of Charitable Contributions and Personalization

The effects of the manipulation of a promised contribution to a university and the personalization of a cover letter on response rate, response speed, and response quality were examined using a commercial population. The results indicate that both the promised contribution to a university and personalization increased response rate and response speed of returns. The influence of the manipulated variables on response quality was mixed. Specifically, only personalization was shown to influence response completeness while neither variable influenced respondents’ willingness to respond to questions that could be regarded assensitive. The study also revealed slight evidence of method‐specific response bias.

Attitudinal Effects of Pre-Decision Effort and Post-Decision Unexpected Favorable Fait Accompli Events: An Experiment

Using a 2 x 2 factorial between-subjects design, this study examines the inpact of two factors (eminently controllable and/or manipulable by marketers/manufacturers) on consumer attitude toward a recently chosen product. The two factors are levels of pre-decision consumer effort (high and low) and post-decision unexpected favorable events provided (or not) by the marketer/manufacturer. Two Dissonance Theory-based research hypotheses were strongly supported by the results of a multivariate analysis of variance of four attitude measures. The analysis also revealed a potentially interesting interaction effect. Some theoretical and managerial implications are discussed.

The Impact of Alternative Rating Procedures on the Measurement of Store Image: An Experimental Study

This study examined the effect of two different rating procedures on the measurement of store image and on the magnitude of the halo effect present in the ratings. One rating procedure required subjects to evaluate alternative objects, one at a time, on various attributes. The other rating procedure required subjects to evaluate all stores on one attribute, then all stores on another attribute and so on until all attributes were exhausted. In addition, the impact of familiarity of the stores on the halo effect was examined. Specifically, the following hypotheses were investigated:

A Cross-Cultural Assessment of Time Oriented Advertising Appeals

The present investigation compares the impact of time oriented advertising appeals from two nearly identical experimental studies, one conducted in the United States and.the other in Australia. More specifically, it focuses on both present oriented appeals and future oriented appeals for both a high involvement product and a low involvement product and their main and interactive affects on attitude toward (1) the advertisement and (2) the brand advertised and purchase intention. Both studies further assess participants’ individual time orientations.