David Strutton

Exploring the relationship between celebrity endorser effects and advertising effectiveness

This study provides a quantitative summary of the relationship between celebrity endorser source effects and effectiveness in advertising. The Kruskal-Wallis nonparametric test is used to identify the most influential celebrity endorser source effects on effectiveness. The role of celebrity/product fit, interaction effects, sample type, study setting, and country of study are also included as moderators. Results suggest negative celebrity information can be extremely detrimental to an advertising campaign. The source credibility model composed of celebrity trustworthiness, celebrity expertise, and celebrity attractiveness appears to capture the three most influential source effects on purchase intentions, brand attitudes and attitudes towards the advertisement.

How consumers may justify inappropriate behavior in market settings: An application on the techniques of neutralization

Abstract Consumer-initiated fraud is an ongoing problem for marketers. The ability of marketers to combat the problem is undermined by the fact that otherwise principled individuals often selectively engage in consumer fraud. The techniques of neutralization (Sykes and Matza, 1957) are investigated as a possible explanation for how consumers may diminish their perceived guilt for their inappropriate behaviors in retail settings. The techniques of neutralization appear more appropriate as an explanatory framework in situations that involve the unethical disposition, as opposed to the acquisition, of retailing goods. Approaches by which retailers might be able to reduce unethical disposition behavior are discussed.

Modeling Influences on Impulse Purchasing Behaviors During Online Marketing Transactions

The online shopping environment still represents a comparatively new, and largely unexplored, marketing channel. Not surprisingly, little is understood regarding the nature of and influences on impulsive consumer purchases during online marketing exchanges. This paper investigates these and related issues. Associated results tentatively suggest that significant relationships may exist between gender, subjective norms, consumer impulsivity, purchase intention, and actual purchase behavior in online marketing environments. Managerial and theoretical implications are developed and discussed.

The Relationship Between Psychological Climate And Salesperson-Sales Manager Trust in Sales Organizations

It is imperative that salespeople gain and maintain the trust of prospects and clients. Similarly, the ability of management to develop and preserve trusting relationships with their salesforces exerts a critical influence on the success of sales organizations. The extent to which psychological climate of sales organizations influences the level of trust that salespersons place in their sales managers is investigated in this study. “Low-trust” and “high-trust” salespersons were distinguished by their significantly different perceptions of the levels of autonomy, cohesiveness, fairness, innovativeness, recognition and ethicality present which compose the psychological climate of their sales units. Recommendations regarding how sales managers can foster a trust-facilitating psychological climate are offered.

Toward a Synthesized Framework of Relational Commitment: Implications for Marketing Channel Theory and Practice

Despite its status as a significant factor in business relationships, the nature and scope of commitment within marketing channels remain unresolved. The value of relationship commitment rests on its interrelatedness with other variables that precede or follow from its role in or contribution to the marketing exchange process. Following from this premise, insights gleaned from the relationship marketing and organizational commitment literatures are reviewed and synthesized into a single framework. The nature, scope and consequences of commitment within marketing channels are thus addressed through the emergent relational commitment framework. The framework also raises several implications for channels management and marketing research.

Self-Enhancement as a Motivation for Sharing Online Advertising

ABSTRACT Marketers have long understood that consumers’ self-concepts influence the products they purchase; conversely, products purchased influence people’s self-concepts. Might the same self-enhancement framework apply in to shared online advertisements? Using the symbolic interactionist perspective of identity theory, this study empirically tests the proposition that online consumers use electronic word of mouth, and specifically the sharing of online advertising, to construct and express their self-concepts. The results suggest that self-brand congruity, entertainment value, and product category involvement increase the self-expressiveness of online ads, which then increase the likelihood of sharing those ads. These findings have both theoretical and managerial implications.

Psychological climate in franchising system channels and franchisor-franchisee solidarity

Abstract The ability of franchisors to preserve long-term, mutually committed relationships with their franchisees likely exercises a crucial influence on the success of franchised retailing systems. Solidarity is the general contracting norm that binds channel relationships. The degree to which the psychological climates of franchising channel systems influences the level of solidarity that exists between franchisors and franchisees is investigated in this study. Low-solidarity and high-solidarity franchisees were distinguished by their significantly differing perceptions of the recognition, fairness, cohesion, innovation, and autonomy associated with their franchising systems psychological climate. The psychological climate perceptions held by franchisees that frame their exchange relations with their franchisors likely affect the level of commitment (above and beyond contractually-obligated commitment) that franchisees are willing to invest in this relationship, and thus, toward the franchisors themselves. Consequently, recommendations regarding how franchisors might act to foster solidarity-facilitating psychological climates are offered.

Investigating generational differences in e-WOM behaviours: For advertising purposes, does X = Y?

Marketers have generally assumed actionable differences exist between Gen X and Gen Y, particularly with regard to electronically mediated marketing. Using a mixedmethod approach, this study investigates whether generational differences exist in electronic word-of-mouth (e-WOM) behaviours. Through focus group research, attitudes and behaviours toward e-WOM were elicited from members of both generations. From these sessions, propositions were developed and tested. The findings suggest that, although there are structural differences in the media used to spread e-WOM – with Gen Y more heavily engaged with social networking media and Gen X more reliant on email – the two generations’ motivations and behaviours are strikingly similar. Few differences were found in technology skills or attitudes toward technology. Implications for marketing theory are discussed. Practical implications for managers seeking to generate e-viral ‘buzz’ are also offered.

Shall we gather in the garden: The effect of ingratiatory behaviors on buyer trust in salespeopl

Abstract In this study, we develop a typology of the ingratiatory influence tactics used by salespeople in their interactions with buyers. We then investigate the possible influence that the use of these ingratiatory behaviors has on the level of trust buyers place in salespeople. Evidence is developed suggesting the use of offensive ingratiatory behaviors are generally associated with lower levels of buyer trust in salespeople, whereas certain defensive ingratiatory behaviors were shown to positively influence buyer-seller trust.

Sex differences in ingratiatory behavior: An investigation of influence tactics in the salesperson-customer dyad

Abstract Ingratiatory influence tactics have existed since the beginning of time. Other disciplines have recently demonstrated considerable interest in ingratiatory tactics and consequences, yet the topic has received no empirical attention from sales researchers. This study addresses this shortfall by identifying the specific ingratiatory tactics salespeople use in their efforts to influence prospects and customers, and measures differences in the degree to which these tactics are used by male and female salespersons. Seven ingratiatory tactics were identified and classified into assertive ( self-enhancement, self-promotion , and favor-rendering ) and defensive ( attitudinal conformity, court and counsel, other enhancement , and behavioral conformity ) subsets. Male salespersons were more likely to use self-enhancement, self-promotion, favor-rendering , and attitudinal conformity . Managerial implications are developed.