Dana L. Alden

Effects of Brand Local and Nonlocal Origin on Consumer Attitudes in Developing Countries

This study tested whether, among consumers in developing countries, brands perceived as having a nonlocal country of origin, especially from the West, are attitudinally preferred to brands seen as local, for reasons not only of perceived quality but also of social status. We found that this perceived brand nonlocalness effect was greater for consumers who have a greater admiration for lifestyles in economically developed countries, which is consistent with findings from the cultural anthropology literature. The effect was also found to be stronger for consumers who were high in susceptibility to normative influence and for product categories high in social signaling value. This effect was also moderated by product category familiarity, but not by consumer ethnocentrism. The results, thus, suggest that in developing countries, a brands country of origin not only serves as a “quality halo” or summary of product quality (cf. Han, 1989), but also possesses a dimension of nonlocalness that, among some consumers and for some product categories, contributes to attitudinal liking for status-enhancing reasons.

The Effects of Incongruity, Surprise and Positive Moderators on Perceived Humor in Television Advertising

Abstract Few studies have tested models incorporating cognitive as well as affective mechanisms that help explain different levels of perceived humorousness in advertising (cf. Alden and Hoyer 1993; Speck 1991). In the first of two studies, an extended incongruity resolution model of humor perception in television advertising is proposed and tested. In that test, schema familiarity is found to moderate surprise resulting from ad content incongruity. Furthermore, playfulness of the ad, ease of resolution of the incongruity in the ad and warmth created by the ad moderate the effects of surprise on humor. Thus, surprise appears to be a necessary, but not sufficient, condition for humor in television advertising. In the second study, the role of surprise in generating humor is examined in more detail. Specifically, evidence supports the hypothesis that, following exposure to incongruity, surprise can be transformed into diverse affective outcomes such as fear and humor depending on the presence of different contextual moderators. Implications of the overall model are discussed from both theoretic and applied perspectives and directions for future research are suggested.

Diffusion of Measurement Invariance Assessment in Cross-National Empirical Marketing Research: Perspectives from the Literature and a Survey of Researchers

The authors examine (1) the extent to which cross-national marketing scholars report measurement invariance (MI) assessment results and (2) what cross-national marketing scholars think about MI assessment in general. In Study 1, the authors analyze all cross-national empirical articles (243) published in 15 well-respected and peer-reviewed marketing journals from 2000 to 2005. Although the results indicate a steady growth of published cross-national empirical marketing research and assessment of MI, only 28% of the studies undertook the procedure. In Study 2, the authors analyze responses from 86 cross-national empirical marketing scholars regarding their knowledge about, attitudes toward, and use of MI assessment. The results indicate that the relatively low utilization of MI assessment is due to low MI knowledge and the sophistication of the techniques. The authors conclude with suggested implications for the field of international marketing and a discussion of future research directions.

SELF-CONSTRUAL AND NEED-FOR-COGNITION EFFECTS ON BRAND ATTITUDES AND PURCHASE INTENTIONS IN RESPONSE TO COMPARATIVE ADVERTISING IN THAILAND AND THE UNITED STATES

This study investigates the moderating roles of self-construal and need for cognition (NFC) on brand attitudes and purchase intentions in response to comparative versus noncomparative advertising. To enhance reliability and external validity, the study is conducted in two culturally and economically distinct countries, Thailand and the United States. Independent self-construal exerts a moderating effect in both countries. Furthermore, as expected, this effect is observed for consumers with low but not high NFC. Unexpectedly, however, for low-NFC consumers, comparative ads are more persuasive among those with low rather than high independent self-construal. Heightened situational involvement, evoked by incongruity between self-construal and ad message structure, appears to be the psychological mediator underlying this effect.

A categorization approach to analyzing the global consumer culture debate

Purpose – Given the ongoing globalization debate and lack of agreement about whether consumer cultures are predominantly globalizing, glocalizing, or localizing, the purpose of this paper is to propose a conceptual framework designed to help clarify discussion and facilitate theoretical progress.Design/methodology/approach – By integrating Roschs categorization theory into the discussion of whether consumer cultures globalize, glocalize, or localize, several propositions can be formulated that help structure this discussion systematically.Findings – It is demonstrated that arguments for global consumer culture (GCC) are most easily made at the superordinate level. However, their strength (versus glocal and local consumer culture) at the basic and subordinate levels is moderated by whether meanings associated with the consumption factor are primarily functional or symbolic.Research limitations/implications – Future research should empirically validate this initial effort. In addition, scholars should exam...

An examination of cognitive factors related to humorousness in television advertising

Abstract Humor is a commonly used communication tool in American advertising, but little is known about what makes an ad more or less humorous. This study examines a sample of television ads to determine whether recent psycholinguistic theories of humor can help explain why certain ads that intend to be humorous are perceived as such while others are less successful. For example, ads which employed a contrast between everyday life and the unexpected were generally perceived as more humorous than those employing a contrast between everyday life and the impossible. The theoretical and applied implications of such findings are discussed.

The Effect of Global Company Animosity on Global Brand Attitudes in Emerging and Developed Markets: Does Perceived Value Matter?

Country-level animosity effects on foreign products from disliked countries are fairly well understood, but little is known about the role of global company animosity (GCA). Such understanding is important in a world increasingly dominated by global brands that are rapidly losing their associations with individual countries. This study proposes a nomological net that features GCA and perceived value of global brands (PVGB) as “dual process antecedents” to global brand attitudes and mediators of four relevant exogenous constructs (consumer ethnocentrism and localism through GCA and cosmopolitanism and materialism through PVGB). Using nonstudent consumers, the authors test the model in three diverse national markets ranging from emerging to developed: Brazil, South Korea, and Germany. The results show support for the importance of PVGB as a counterbalance to GCA in Brazil and Germany. The dominance of the PVGB path in South Korea is due to the countrys unique socioeconomic milieu. Although replication is warranted, international marketing managers should benefit from strategic consideration of the antecedents and pathways from GCA and PVGB to global brand attitudes.

The impact of social franchising on the use of reproductive health and family planning services at public commune health stations in Vietnam

BackgroundService franchising is a business model that involves building a network of outlets (franchisees) that are locally owned, but act in coordinated manner with the guidance of a central headquarters (franchisor). The franchisor maintains quality standards, provides managerial training, conducts centralized purchasing and promotes a common brand. Research indicates that franchising private reproductive health and family planning (RHFP) services in developing countries improves quality and utilization. However, there is very little evidence that franchising improves RHFP services delivered through community-based public health clinics. This study evaluates behavioral outcomes associated with a new approach - the Government Social Franchise (GSF) model - developed to improve RHFP service quality and capacity in Vietnams commune health stations (CHSs).MethodsThe project involved networking and branding 36 commune health station (CHS) clinics in two central provinces of Da Nang and Khanh Hoa, Vietnam. A quasi-experimental design with 36 control CHSs assessed GSF model effects on client use as measured by: 1) clinic-reported client volume; 2) the proportion of self-reported RHFP service users at participating CHS clinics over the total sample of respondents; and 3) self-reported RHFP service use frequency. Monthly clinic records were analyzed. In addition, household surveys of 1,181 CHS users and potential users were conducted prior to launch and then 6 and 12 months after implementing the GSF network. Regression analyses controlled for baseline differences between intervention and control groups.ResultsCHS franchise membership was significantly associated with a 40% plus increase in clinic-reported client volumes for both reproductive and general health services. A 45% increase in clinic-reported family planning service clients related to GSF membership was marginally significant (p = 0.05). Self-reported frequency of RHFP service use increased by 20% from the baseline survey to the 12 month post-launch survey (p < 0.05). However, changes in self-reported usage rate were not significantly associated with franchise membership (p = 0.15).ConclusionsThis study provides preliminary evidence regarding the ability of the Government Social Franchise model to increase use of reproductive health and family planning service in smaller public sector clinics. Further investigations, including assessment of health outcomes associated with increased use of GSF services and cost-effectiveness of the model, are required to better delineate the effectiveness and limitations of franchising RHFP services in the public health system in Vietnam and other developing countries.

Developing and launching the government social franchise model of reproductive health care service delivery in Vietnam.

Social franchising, an effective social marketing business model, has increased the quality of health care services in developing and developed countries. Typically, private sector physicians and pharmacies are recruited by local or international nonprofit organizations into branded networks of clinics that benefit from economies of scale, a standardized business model, higher quality services, and sophisticated social marketing. While generally effective in the private sector, social franchising of public government operated clinics is very limited. As a result, the social franchise model is relatively untested as a means of enhancing the capacity and quality of public health care services for individuals with limited financial resources. Addressing the need for additional study, this case analysis traces development and launch of a social franchise network of reproductive health services through community public health clinics in two provinces in central Vietnam. Improvement of the clinic infrastructure, increased standardization of quality services, staff instruction on proactive relationship management, and promotion of a culturally relevant brand all appear to have contributed to the successful launch of the network in this case study. The decision to implement a standardized schedule of affordable service fees in one of the two provinces also appears to have improved perceived service quality. Implementation of planned staff incentives has proven to be the most challenging aspect of what is referred to as the government social franchise (GSF) model. Overall, initial evaluation suggests that significant improvement in reproductive health care service quality can be achieved through adaptation of the social franchise model to public sector context.

Young adult preferences for physician decision-making style in Japan and the United States.

Studies in Japan and the United States investigate preferences for patient–physician decision-making style among young adults in the context of a primary care clinic visit for an upper respiratory infection. A treatment scenario described 1 of 3 decision-making styles: a young adult and doctor using a passive (physician decides), shared (patient and physician decide together), or autonomous (patient decides from a set of medically appropriate alternatives) decision-making style. Unexpectedly, Japanese respondents evaluated the autonomous interaction most positively. US respondents evaluated the shared decision-making scenario most positively. Overall, despite large cultural differences, both country samples favored higher participation in decision making. These results suggest that passive patient approaches are falling out of favor as patient-centered care expectations diffuse globally, even in traditionally hierarchic societies with high levels of respect for authority. The implications of these findings along with managerial implications and suggestions for future research are presented.