Elaine M. Notarantonio

The Effects of Open and Dominant Communication Styles on Perceptions of the Sales Interaction

The effect of the Open and Dominant communication styles from Nortons (1978) dimensions were tested on judgments and perceptions of sales effectiveness. Eighty stu dents in small groups viewed pretested videotapes of a sales interaction; each tape depicted one of the four combinations of communicator style dimensions (high and low levels of Openness and Dominance). After viewing the tape, subjects completed a 42- item questionnaire from which six composite scores were created. Using a 2 x 2 ANOVA design, four of these composites showed significant effects: (1) Perceptions of the product being sold, (2) the interaction between the salesperson and customer in the tape, (3) Probability of purchase of the product in the tape and (4) Perceptions of the salesperson being depicted in the tape. Respondents, in general, rated the high Dominant /low Open and low Dominant /high Open salesperson more favorably than the high Dominant / high Open or Low Dominant /low Open salesperson. These results are addressed in terms of the sales interaction and as a heuristic for future research.

The Effectiveness of a Buzz Marketing Approach Compared to Traditional Advertising: An Exploration

Marketers are now willing to go anyplace they can find a captive audience to espouse the virtues of their products. The success of the “buzz” marketing approach is linked to the consumer being lured into doing the advertising by spreading the message to others. This study compares students’ responses to a traditional advertising and a buzz approach. Using a factor analysis to identify variables, the results show that subjects perceive a buzz approach to be more influential than a traditional advertising. However, they do not perceive a buzz approach to be authentic. This finding is consistent with practitioners’ argument that, although a buzz approach may be effective in the short-term, once consumers recognize its selling intent, the program may have a “boomerang effect.”

The Impact Discounts and the Price-Quality Effect Have on the Choice of an Institution of Higher Education

ABSTRACT This article reports on the results of a study of the price-quality relationship as it impacts consumers institution of higher education selection decisions. This study also investigates the effect that financial discounts in the form of financial aid have on the decision to attend an institution. Based upon focus group discussions and depth interviews, a set of quality attributes were developed. A survey of 303 potential college students and their parents indicates that high price and low price institutions are evaluated higher on quality attributes than are moderately priced institutions. Further, discounts are found to have little effect on the attendance decision. Implications of these results relative to the pricing strategies used by institutions of higher education are discussed.

An Exploratory Investigation of Perceptions of Odd and Even Pricing

The strategy of odd pricing, although common among retailers, has not received much attention from researchers. This study explores the perceptions of test subjects of odd and even prices at various price levels. Differences in perceptions were found in both high and medium price level products which were priced odd and even. Managerial implications are discussed and future research questions are developed.

Consumer Perceptions of Credibility and Selling Intent Among Advertisements, Advertorials, and Editorials: A Persuasion Knowledge Model Approach

This article presents the results of a study of consumer reaction to three different types of information delivery in magazines: editorials, advertorials, and advertisements. The study draws on the Persuasion Knowledge Model to examine the effect of each form of information delivery on source influence, source credibility, perceived selling intent and purchase intention. The analysis indicates that the form of information delivery in print media affects the perceived credibility of the source of the information, the perceived selling intention and the purchase intention. Implications for marketers and policy-makers are also discussed.

Perceptual Dimensions of Odd and Even Pricing

This study examines the dimensions consumers use to perceive odd and even prices. A-priori dimensions were developed to measure these perceptions. Subjects were shown ads for low, medium and high-priced products that were either even or odd- priced. They were then asked to respond to a series of questions designed to measure perceptual dimensions. A factor analysis was performed to evaluate the a-priori dimensions. The results confirmed these dimensions.

The Relationship Between Communication Style and Sales Performance

This paper reviews the current literature cx>rK2erning determinants of sales performance. Ihe focus of the review is upon communication factors which impact selling performance. In particular, literature dealing with caramuni-cation style is reviewed and implications are drawn relative to its impact upon sales performance. Questions are posed for future research efforts.