Israel D. Nebenzahl

Consumers' Attitudes Toward Product Placement in Movies

An attitudinal study reveals that most consumers do not object to product placement in motion pictures and prefer it over alternative forms of on-the-screen promotional activities because it is con...

The Effectiveness of Sponsored Events in Promoting a Country's Image

This paper examines the extent to which sponsorship of an international event can change a countrys image. From personal interviews with a representative sample of Israeli adults taken before and after the 1988 Olympic games held in Seoul, Korea, attitudes towards electronic consumer goods made in South Korea, Japan and West Germany were measured. A pre-test and post-test with control experimental design was used. The results show that sponsorship can improve a countrys image as measured by more positive product evaluations.

Measuring the joint effect of brand and country image in consumer evaluation of global products

States that few studies have attempted to measure the joint effect of brand and country images, or the dimensions of these images, on consumer evaluation of global products. Suggests a methodology for defining product value by consumers’ perception of brand and country image dimensions when sourced internationally. Brand‐country image profiles were factor analysed to provide dimensions of each brand‐country combination. Shows that consumer perception of product value changes, evidenced by brand‐country dimensions, as production is sourced internationally, and suggests a modified marketing strategy.

Consumers` Punishment and Rewarding Process via Purchasing Behavior

While there have been many studies of the ethical behavior ofmanagers, little research investigated the ethical beliefs andideologies of consumers. Moreover, even less is known about therelationship between consumer beliefs and ideology and purchasingbehavior. The present study investigates the extent to whichconsumers punish or reward what they perceive as either a firmsethical or unethical behavior. The research model was tested onsamples of Israeli and Turkish respondents. The results indicatethat personal economic benefit, ideology (idealism versusrelativism), economic cost to others and locus of control explainconsumer reaction to ethical, purchasing dilemmas. Moralexpectations did not influence whether a consumer would purchasein a store offering an unethical proposition. Apparently,material gain, if large enough, outweighs ones moralpredisposition. Idealists were found to be less likely topurchase in an unethical store situation. The Turkish respondentswere more concerned with economic cost to others than the Israelirespondents, apparently owing to cultural differences between thetwo groups. Finally, those respondents having higher internallocus of control were found to be more ethical.

Group interaction and business game performance

Past research has shown that team cohesiveness is positively associated with performance in a business game. This conclusion was reached as the result of observations taken after games were completed What could not be discerned was whether cohesiveness was more important during the team formation at an early stage of the game, throughout the game, or toward the entt The research reported in this article examines cohesiveness as well as task-orientation effects on performance at two decision points of a game. Results show that teams which were more cohesive than task oriented at an early stage were more successful.

Machiavellianism, Task Orientation, and Team Effectiveness Revisited:

125 active managers participated in a computerized business management game. Group task orientation was a significant predictor of team success. Machiavellianism was independent of teams success and task orientation. This study confirms earlier findings that task orientation is a predictor of team effectiveness, but rebuts previous research showing Machiavellianism is a predictor of team success. This study improved earlier research by involving better measures of influence and task orientation as well as practicing managers as subjects.

Programme involvement and interactive behavior in interactive television

Interactive television facilitates two-way communication between individual viewers and advertisements embedded in programmes. In this paper we examine how interest in the content of television programmes affects the interactive behaviour of viewers with interactive advertisements that are included in advertising breaks. Our empirical results show that the likelihood of entering interactive behaviour is negatively impacted by the viewer’s involvement in the programme, but only after a certain threshold is passed. Once engaged in interactive behaviour, programme involvement has no effect on the extent of interactivity that is impacted by involvement in the advertised product or service.

Dynamic brand-image-based production location decisions

In this paper, we study the dynamic production location decisions of a manufacturer of a certain branded product. Considering brand-image as a form of goodwill, we extend the well-known Nerlove-Arrow dynamic model by adding both country-image and price. Formulating an optimal control problem for a group of countries in which the cost of production is convexly increasing with country-image, we are able to develop optimal decision rules for a manufacturer regarding the location of production and pricing over time. The resulted optimal policy has a very interesting pattern. Assuming that the demand rises by more than the value of the new brand-image in percentage terms, then, if brand-image is increasing toward a stationary value level, the optimal policy should be to initially locate production in countries with high image and set a high price that signals high quality. Later, the production should gradually shift to countries with lower production costs and lower image and the price lowered until the stationary value level is reached. For brand-images beyond the stationary value level, the location of production should start in a country with low costs and country-image while setting prices that signal relatively low quality. Over time, production should be shifted to countries with gradually higher costs and images while setting higher prices until the brand-image approaches the level of stationary value.

Consumers' Attitudes Towards Intermission Time Utilization In Movie Theatres

This article discusses the issue of cinema screen commercials and suggests that it should be considered within the context of movie theatre intermission time utilization, where the other alternatives are short, commercially sponsored films or illuminated theatres. A two-stage attitudinal survey of movie goers shows that the majority prefer to have something on the screen during intermission time. Respondents expressed negative attitudes towards cinema screen commercials, resulting in short, commercially sponsored films being the most preferred alternative. Negative attitudes do not imply agreement with the banning of commercials, nor a willingness to share its costs. The relative ranking of illuminated theatres over cinema screen commercials changed after respondents were exposed to the economic implications of their choice.

Facsimile transmission versus mail delivery of self-administered questionnaires in industrial surveys

Abstract The authors investigate whether the use of facsimile transmission of questionnaires to industrial populations can improve response as compared to mail surveys. The authors demonstrate in a two-phase empirical study that facsimile-transmitted questionnaires generated similar response rates as did questionnaires delivered and returned by mail, but had significantly faster response and lower total cost.