H. Bruce Lammers

Humor and cognitive responses to advertising stimuli: A trace consolidation approach

Abstract Despite the predictions of several attitude change theories, most empirical research suggests that humorous communications are no more persuasive than their serious counterparts. The present study adopted a trace consolidation theory approach and tested the hypothesis that humorous appeals are more persuasive than serious appeals when time for trace consolidation is allowed. The trace consolidation theory hypothesis was supported most directly by shifts in cognitive responses. On some measures, sex differences were also observed. Specifically, males were found to be more susceptible than females to the humorous persuasive appeal.

The effect of free samples on immediate consumer purchase

Examines the practice and marketing consequences of giving out free food samples. Reports on a study, taken over a period of three days, of customers who entered a well‐established, ten‐year‐old chocolate store in a major suburban shopping mall, who received a free sample of chocolate. Shows that sampling immediately increased the sale of chocolates. Cautions that this positive effect was restricted to small purchases and to the purchase of chocolate varieties other than the variety sampled. Discusses the implications of the findings for marketing management and for consumer behaviour theory.

The Influence of Self-Esteem on Cognitive Responses to Machine-Like versus Human-Like Computer Feedback

Abstract Business school students (N = 49) who were preclassified as being either high or low in self-esteem (Texas Social Behavior Inventory) interacted with a computer that delivered either human-like, neutral, or machine-like feedback. In line with a compensatory, self-enhancement perspective (Baumeister, 1982), this experiment found that persons high in self-esteem generated more negative cognitive responses and made fewer errors when faced with human-like rather than machinelike feedback from a computer. Overall, however, persons low in self-esteem did not perform more poorly than did persons high in self-esteem.

Moderating Influence of Self-Monitoring and Gender on Responses to Humorous Advertising

Abstract From Snyders (1987) suggestion that high self-monitors, relative to low self-monitors, choose form over function, it was hypothesized that high self-monitors should be more susceptible to humorous advertising and low self-monitors to nonhumorous advertising. Also, it was predicted that this interaction effect would be stronger for American male students than for female students. The results of a 2 × 2 × 2 (Humor × Self-Monitoring × Audience Gender) experimental research design failed to support this particular interaction hypothesis. However, self-monitoring did significantly interact with audience gender in moderating responses to advertising. Taken together, the patterns of the significant self-monitoring and gender interactions showed that high self-monitoring men, relative to low self-monitoring men, tended to become more positive toward the advertisement, whereas high self-monitoring women, relative to low self-monitoring women, tended to become more negative. Within-cell correlations betwe...

An Oceanside Field Experiment on Background Music Effects on the Restaurant Tab

Amount of purchase in a restaurant was larger when background music was soft than when loud, confirming prior research. Type of music (soft rock of classical) did not matter.

Perceptions of the Effect of Public Policy on Employment Opportunities for Individuals Who Are Deaf or Hard of Hearing

Researchers have been unable to draw conclusions about labor market conditions for people who are deaf or hard of hearing because surveys of individuals with disabilities do not sufficiently sample these groups. The authors conducted a national survey of vocational rehabilitation counselors and others who provide services to individuals who are deaf or hard of hearing. Respondents were asked their views about changes in labor market opportunities, job tenure, and the employment effects of Americans With Disabilities Act (ADA) requirements, state antidiscrimination laws, and increased benefits under Social Security Disability Insurance (SSDI) and Supplemental Security Income (SSI). In general, the respondents reported an improvement in labor market opportunities. However, a substantial number agreed that ADA requirements and increased benefits under SSDI and SSI have resulted in a drop in employment, particularly for workers who are deaf and lack postsecondary education.

Distraction Effects on the Perceived Extremity of a Communication and on Cognitive Responses

Participants listened to either a proattitudinal or counterattitudinal communication under varying levels of distraction. A distraction x message position interaction indicated that distraction decreased the perceived extremity of the counterattitudinal communication while increasing the perceived extremity of the proattitudinal message. Distraction decreased the number of counterarguments generated by counterattitudinal speech recipients, but unexpectedly did not significantly affect proargumentation. Proargumentation notwithstanding, the results were consistent with the dominant thought disruption hypothesis.Participants listened to either a proattitudinal or counterattitudinal communication under varying levels of distraction. A distraction x message position interaction indicated that distraction decreased the perceived extremity of the counterattitudinal communication while increasing the perceived extremity of the proattitudinal message. Distraction decreased the number of counterarguments generated by counterattitudinal speech recipients, but unexpectedly did not significantly affect proargumentation. Proargumentation notwithstanding, the results were consistent with the dominant thought disruption hypothesis.

Effects of Biased Scanning and Distraction on Cognitive Responses

Summary In a biased scanning procedure, Ss (N = 52) were induced to produce either pro- or counterarguments in anticipation of a controversial communication advocating forced busing. Simultaneously, they were either highly or lowly distracted by an interposed advertisement rating task. The results supported a distraction-conflict theory. Distraction increased the proarguing of Ss who were induced to proargue, and it also increased the counterarguing of participants who were induced to counterargue. Effects on “traditional” attitude change measures were marginal.

Scholarly Networking Among Business Students: Structured Discussion Board Activity and Academic Outcomes

The authors’ intent was to show the effect of student discussion board activity on academic outcomes, after accounting for past academic performance. Data were collected from 516 students enrolled in a junior-level required business course. Controlling for students’ grade point average, stepwise regression showed a significant relationship between scholarly discussion board usage and both group and individual grades. Students who read the discussion board improved their final grade. More importantly, those students who posted to the discussion board showed further improvement in their academic performance. The findings strongly support the critical notion that when discussion board activity is structured, scholarly networking leads to better student performance. This should encourage more faculty to incorporate task-oriented online discussion in their courses.

EFFECTS OF DECEPTIVE PACKAGING AND PRODUCT INVOLVEMENT ON PURCHASE INTENTION: AN ELABORATION LIKELIHOOD MODEL PERSPECTIVE

From an Elaboration Likelihood Model perspective, it was hypothesized that postexposure awareness of deceptive packaging claims would have a greater negative effect on scores for purchase intention by consumers lowly involved rather than highly involved with a product (n = 40). Undergraduates who were classified as either highly or lowly (ns = 20 and 20) involved with M&Ms examined either a deceptive or nondeceptive package design for M&Ms candy and were subsequently informed of the deception employed in the packaging before finally rating their intention to purchase. As anticipated, highly deceived subjects who were low in involvement rated intention to purchase lower than their highly involved peers. Overall, the results attest to the robustness of the model and suggest that the model has implications beyond advertising effects and into packaging effects.