H. Ronald Moser

Attitudes Toward Advertising by Accountants

ABSTRACT We obtained survey data from 541 participants and randomly divided them into two sub-samples. We used the exploratory factor analysis (EFA) and the first sample (n= 258) to develop the Attitudes Toward Advertising By Accountants Scale (ATABAS) and the confirmatory factor analysis (CFA) and the second sample (n= 281) to cross-validate the ATABAS model. Results showed a good fit between the model and our data. We combined all participants and divided them into three groups using a three-way split of their ATABAS scores. People with high ATABAS scores had a stronger tendency to use the services of accountants who advertise and were more likely to consider television, radio, newspaper, billboard, telephone, direct mail, professional magazine, popular magazine, Internet, and yellow pages as appropriate medias to advertise than those with median and low ATABAS scores. There were no differences in the image of accountants among the high, median, and low ATABAS groups. Results of the psychometric equivalence of ATABAS using CFA showed no significant differences in factor structures and factor loadings between the high- and low-income samples and the professional and non-professional samples.

Serving the Needs of Mature Citizens

Abstract The purpose of this paper is to identify the growing importance of the mature market and the potential value available to those service marketers who wish to target this increasingly powerful, educated, and affluent segment of our society. Although sources differ in their interpretations of the definition of a mature citizen, for the purposes of this paper, we will define the mature market as all consumers aged 50 years or older. The paper will examine potentially sensitive, and often offensive, issues to address in marketing various services to the mature audience; in addition, the paper will explore the spending habits and market trends that characterize the segment, offer some useful tips and recommendations in serving this consumer group, and investigate the future of service marketing to the mature customer.

Attitudes toward Use of Advertising and Various Media Practices by Physicians

Advertising by physicians is a relatively recent phenomenon. The purposes of this study were to determine (a) consumers’ attitudes toward advertising by physicians; (b) whether certain potential consumer demographic variables account for any significant difference in attitudes toward physicians who advertise; and (c) which media consumers feel are appropriate for physicians’ advertising. The intent was to discover information that would be useful to physicians in planning promotional strategies and improving the quality of their advertising. The study seems to confirm the belief of many professionals that advertising and promotion clearly have a place in the future of health care services.

The Influence of Demographic Characteristics on Consumer Attitudes toward Advertising by Hospitals, Physicians, and Dentists

Younger consumers showed a stronger preference for both hospital and dental advertising than older consumers. Lower income consumers were receptive to hospital advertising and also thought physician advertising would be useful to inform potential patients about services and specialties more than higher income consumers. Lower educated consumers were more receptive to hospital, physician, and dental advertising than were higher educated consumers. Fewer white-collar than blue-collar workers felt that hospital advertising would benefit only quacks as well as felt that it is better to deal with reputable hospitals than one that offers the lowest price.

An Analysis of the Influence of Demographic Characteristics on Consumers’ Attitudes Toward Physicians Who Advertise Their Professional Services

This study revealed that both older and younger consumers generally favor physician advertising, although relatively few wished to see more advertising by physicians. Also, it was found that lower income consumers thought that physician advertising would be useful to inform potential patients about services and specialties while lower educated consumers were more receptive and believing toward physician advertisements.