Donald Sciglimpaglia

Sex Role Portrayals in Advertising

Are women and men critical of the way they are shown in ads, and how does this affect their attitudes toward products?

Women in Advertisements: Retrospect and Prospect

Abstract This article provides a comprehensive review of research and commentary on the use and reaction to women in advertisements in the last decade for the purpose of projecting future trends. Specifically, trends in sex-role differentiation and sex in advertising are examined and discussed. The authors conclude that the 1980s will exhibit a larger proportion of advertisements featuring women in work-related settings in parity occupations with men. Sex in advertising is expected to become more explicit. However, use of women as sex objects will decline.

Use of Student Field-Based Consulting in Business Education: A Comparison of American and Australian Business Schools.

This study reports the results of a comparative study of American business schools and Australian schools of commerce regarding utilization of field-based consultancy and associated critical variables. Respondents in the survey were 141 deans of Association to Advance Collegiate Schools of Business (AACSB) accredited business schools in the United States and 71 heads of Australian commerce programs. Overall, student field-based consultancy is widely used in both countries. This indicates that it should be possible to implement international field-based consultancies between American and Australian business schools, which would, in turn, lead to increased potential for international study abroad for business students of both countries.

Branding of post‐purchase ancillary products and services: An application in the mobile communications industry

Purpose – After the sale of a primary product, firms often have the opportunity to sell ancillary products or services in support of the primary brand. These add‐ons or services may be offered in a generic or in a branded form. The aim of the this paper is to study the demand for add‐on services in the mobile communications industry and to detail a methodology that can be employed to make this assessment.Design/methodology/approach – A field experimental design approach using two‐brand manipulations, four‐price points and six content applications was employed. The study was fielded at a mall intercept facility in a major urban center. Interviews with 389 mobile phone users between the ages 18‐31 were conducted.Findings – Results extend brand equity theory into the context of ancillary product sales and demonstrate that branded ancillary services can command a price premium and are less sensitive to price increases than unbranded alternatives.Practical implications – Given the growth of demand for non‐voic...

Strategic decisions for American and European industrial marketers in a unified European market

Abstract A survey was conducted of executives of industrial firms head-quartered in the United States and in Europe regarding the expected outcomes of the single European market (EC 92). A total of 102 respondents including chief executives and managers in a variety of industrial sectors responded to the survey. Surprisingly, few differences between U.S. and European executives were apparent. The majority of respondents expressed high levels of optimism regarding the potential effects of the single market. Some of the expected outcomes for industrial marketers include increased competitive activity, strong reliance on product quality, increased market segmentation and product differentiation, more standardized products, more equalized prices, and more efficient distribution.

Development and application of the concept of user image: The case of mass transit ridership

This paper develops the concept of user image and then reports on an empirical test and appliation of the concept. User image is defined as the image held of users of a product or service. This concept is supplemental to other conceptualizations of image (e.g., self-image or ideal self-image). It was hypothesized that users and non-users, while demographically similar, would hold differentimages of users of mass transportation. That hypothesis was supported. Implications for market segmentation promotions are drawn.

Sex Roles in Advertising: Additional Evidence

The present study used a feminine role orientation scale as a measure of 151 women’s beliefs on their role in society. Women were then grouped according to traditional and liberal values and their attitudes towards advertising and sex roles in advertising were analyzed. The results proved contrary to an earlier study by Duker and Tucker.

Psychographic Segmentation by Feminine Role Orientation

Abstract The use of the personality construct of a womans sex role orientation was employed as the means to psychographically segment lifestyle behavior and attitudes towards advertising. The results suggest that it can differentiate women along this continuum and be a potentially useful new tool in consumer research.

A Neglected Market Segment in Revitalizing the Central Business District: The Downtown Worker as the Downtown Shopper

The attitudinal and demographic characteristics of the downtown worker were examined as they pertain to their shopping behavior in the central business district. These findings are examined in the light of a neglected market segment that may be instrumental in the revitalization of the downtown shopping area.

Issues in the Measurement of Attribute Determinance: Rating Scale vs. Information Display Board Approaches

Abstract Problems—including individual response style, measurement problems, socially desirable responses, instrument validity and so on—have arisen in the measurement of determinance. This paper provides an overview of the issues involved in measuring determinance and the problems of the two current approaches. An empirical example is used to compare rating scale and information display board measures of determinance. We conclude that either approach can be appropriate, depending on the characteristics of the research project. Under either approach we show that response-style effects must be measured and removed. A detailed discussion on how to manage response-style bias is also developed.