Gregory W. Boller

Experienced Presence within Computer-Mediated Communications: Initial Explorations on the Effects of Gender with Respect to Empathy and Immersion

The concept of presence has generated much discussion over the past few years. There is a consensus that presence exists and that it can be experienced as a reaction to environmental stimuli. However, less has been written on the psychological mechanisms of engaging in presence. We argue that presence is closely linked to empathy and that strong empathic tendencies will lead to high levels of experienced presence. In this study we investigate the relationship between presence, empathy, and gender. A 2×2 experimental design was administered to participants who interacted with a flight simulator. Our results indicate that men and women engage in presence in different ways. Men appear to engage in presence via the interaction afforded by the virtual environment, whereas women appear to engage in presence via watching the environment. Both men and women appear to use empathic ability as a means of engaging in presence. Implications and directions for future research are discussed.

Rethinking the Role of Television Advertising during Health Crises: A Rhetorical Analysis of the Federal AIDS Campaigns

Abstract Information provided by television advertising is an important weapon in the fight against a new public health pandemic—AIDS. The authors assess the brief history of AIDS advertising through a rhetorical analysis of the 1987, 1988, and 1989 federal AIDS television campaigns. The descriptive findings from this analysis provide insights for rethinking the role of television advertising in this, and possibly in other, pandemic crises.

Firm-level political behavior in the global marketplace

Abstract The purpose of this study was to investigate the political behaviors which firms use to deal with the political imperatives associated with international markets. The overarching hypothesis was that as political imperatives baring foreign market access increase so too will firm-level political behaviors designed to reduce these imperatives. Using a mail questionnaire data collection format, 171 completed survey instruments were obtained from executive-level decision markers at major U.S. corporations. The results show that: (1) firms engage in political activities designed to reduce the effects of political imperatives in foreign markets, and (2) the emphasis placed on these activities differs significantly depending upon the political imperative in question. Firms facing high levels of foreign transfer restrictions emphasize foreign lobbying, political industry alliances, political inducements, and political action committees. Firms facing high levels of domestic transfer restrictions do not significantly emphasize political inducements, but add domestic lobbying, public relations, and friendships with U.S. government officials to the activities associated with foreign transfer restrictions. On the other hand, firms facing high levels of ownership/control restrictions emphasize foreign lobbying and political industry alliances.

Social Criticisms Reflected in TV Commercial Parodies: The Influence of Popular Culture on Advertising

Abstract Advertising has long been criticized for its role in selling products and for its influence on society. Regardless of the viewpoint one takes on advertising, criticism remains a constructive tool for understanding the nature of the discipline. Although the literature is replete with various scholarly criticisms, one viewpoint has been neglected — that of pop cultures perception of advertising. To address this gap, an interpretive analysis of Saturday Night Live commercial parodies aired on prime time television was investigated. Since parody is a form of criticism, an analysis of these commercial parodies can help our discipline to better understand another important view of TV advertising. Further, the potential consequences of advertising parody will be discussed.

An Exploratory Investigation into the Role of Formalized Political Activity in International Marketing Strategy

The international market environment is one in which politics plays a fundamental role. Individual firm success is, in large part, dictated by the willingness and ability of the firm to engage in non-market, political activities. While U.S. firms are generally acknowledged to incorporate political behavior into their strategic approaches to the domestic market, they have been criticized for not undertaking the same activities in the global market. This study explores the importance firms place on politics and different political activities for gaining access to foreign markets. The results show that U.S. firms who have formalized political structures do place a high level of importance on political activities in their international operations.

Rank Order Data and the Choice of a Correlation Input to Confirmatory Factor Analysis

The consequences of factoring alternative correlation matrices are investigated assuming ordinal scale data. LISREL maximum likelihood solution algorithm is used for estimation. A single-factor model with a priori assigned loading values is studied via a simulation design. The performances of four selected correlation procedures, product-moment, polychoric, Spearman’s rho, and Kendall’s tau-b are compared under various design conditions. Implications of the study results are discussed.