Glen Riecken

Importance‐Performance Analysis:

Presents an application of importance‐performance analysis. Using restaurants as a case in point, illustrates the derivation of a modified importance‐performance matrix. The findings indicate that more precise strategies emerge if a competitive dimension is included in the analysis.

Intermarket Shopping Behavior and the Small Community: Problems and Prospects of a Widespread Phenomenon

The purpose of this study is to explain intermarket shopping behavior in small communities where everyone, to some degree, is an outshopper. Results of the study suggest that outshopping in small communities is primarily a function of the satisfaction (or dissatisfaction) with local retail facilities.

Can volunteers be targeted

The usefulness of demographic and attitudinal variables in profiling time donors and nondonors is examined. Time volunteers emerge as similar in profile to money and anatomical-parts donors. From this, implications are derived for increasing time donation by volunteer organizations.

Efficacy of perceived risk as a correlate of reported donation behavior: An empirical analysis

Various environmental trends suggest a challenging future for nonprofit organizations’ quests for fund-raising and volunteer recruitment. Previous research indicates that the perceived risk paradigm may be a valuable framework for examining donation behavior. The evidence generated in this study shows that risk perception has little bearing on money and time donation behaviors. Results also suggest that while perceived risk does not predict donation behavior well, it improves prediction when used in conjunction with demographic variables.

Children's General, Product and Brand-Specific Attitudes Towards Television Commercials

Advertising directed towards children is a controversial topic which has stirred significant debate during the past two decades. The controversy is especially ferocious over the role of television commercials in influencing childrens cognitive, attitudinal and behavioural tendencies. This article reports the results of a survey of 152 childrens attitudes towards general, product and brand-specific television commercials. After discussing the implications of the findings, the authors suggest some future research directions.

Personality, Organization-Specific Attitude, and Socioeconomic Correlates of Charity Giving Behavior:

It should be noted that due to the composition of the sample, the specific findings of this study are not intended to be generalized to the population. The results of the discriminant analysis, nevertheless, provide some evidence that socioeconomic variables are more efficient than both organization-specific attitudes and personality variables in discriminating donors and nondonors. The analyses also show that personality variables used in this study do not contribute to a separation of nondonor/donor groups.

Conducting a situation analysis for volunteer organizations: an improved model

Asserts that competitive pressures make careful applications of marketing management tools imperative for the survival of time‐dependent non‐profit organizations. Illustrates a pragmatic tool which a volunteer‐dependent organization can use to determine its strengths and weaknesses vis‐a‐vis the competition. This tool is used to assess the competitive weaknesses and strengths of Big Brothers/Big Sisters vis‐a‐vis Special Olympics. Concludes by offering constructive advice as to how Big Brothers/Big Sisters can turn a “latent competitive advantage” into a “solid competitive advantage”.

Heavy, medium, light shoppers and nonshoppers of a used merchandise outlet

Abstract An unsettling economic future coupled with changes in social values indicate that preowned merchandise buying will become increasingly evident. Consumers face the prospects of inflation, unemployment, and shortages, while social values are shifting away from disregard of resource usage by the disposable society. Buying preowned merchandise is a solution to coping with the environmental changes. Although institutions selling used merchandise, like other retailers, require factual information to design effective marketing strategies, this remains a neglected retailing phenomenon. The purpose of this study was to gain insights concerning several aspects of preowned merchandise buying using Goodwill Industries as a case in point. Data were collected to provide demographic profiles of heavy, medium, and light shoppers and nonshoppers, the information sources effective in inculcating awareness, basic patronage motives of heavy, medium, and light shoppers, and various buying behavior patterns of the four groups. The latter included shopping at Goodwill versus other institutions selling used merchandise, future shopping plans at Goodwill, overall attitude toward used merchandise, and the types of preowned merchandise they would be willing to purchase. Telephone interviews were made with a randomly selected sample of household representatives living in a midwestern standard metropolitan statistical area (SMSA) with a population of 85,000. The 336 respondents (97.5% of the sample) who were aware of Goodwill formed the initial data base from which 320 usable questionnaires were obtained. A composite shopping volume index was used to differentiate light, medium, and heavy shoppers as well as nonshoppers. Results from the study show that some differences exist between the groups in terms of demographics, information sources, and patronage motives as well as part and anticipated shopping behavior. Several implications are suggested for Goodwill in particular and similar organizations in general.

Measuring Children's Attitudes toward Television Commercials: Extension and Replication

This article extends the reliability assessment of Rossiters short objective test for measuring childrens attitudes toward television commercials. The test is extended to three specific product categories. Rossiters original scale is also replicated. In all cases, high internal consistency and moderate testretest reliability are found.

Comparing Donor Segments to a Cause-Based Charity: The Case of the American Lung Association

ABSTRACT A slowing economy coupled with new political initiative to rely on faith-based organizations to deal with social ills is raising concerns for cause-based organizations about the level of future donations. In this study, 1,414 survey respondents permitted comparisons between current, lapsed and non-donors to the American Lung Association (ALA) in terms of donation motives and their satisfaction via donating, concern about health issues, perceptions of ALA and demographics. Analyses consisted of analysis of variance, chi-square tests and use of the importance/performance technique. Similarities and differences among the three groups are noted and discussed. Implications for the ALAs fundraising activities are drawn.