James B. Hunt

The Protection Motivation Model: A Normative Model of Fear Appeals

Marketing researchers have questioned the use of the fear appeal, believing it to be too difficult to implement properly. AIDS, drug abuse, and other social problems have caused practitioners to re...

The Effect of Introducing a New Brand on Consumer Perceptions of Current Brand Similarity: The Roles of Product Knowledge and Involvement

This study examines how the introduction of a new and differing brand may significantly impact similarity perceptions consumers have concerning existing brands. A total of 192 students participated in an experimental study in which the presence or absence and the level of desirability of focal attributes were manipulated. In addition, brand, attribute, and experience knowledge as well as involvement were included as moderating variables. Results indicate that the introduction of a new brand which shares an attribute with an existing brand or shares the same level of an attribute with an existing brand will cause that existing brand to be seen as less similar to another existing brand. This is particularly true for low knowledge and high involvement consumers.

Knowledge and the ordered protection motivation model: Tools for preventing AIDS

Abstract Two types of knowledge were incorporated into the ordered protection motivation (OPM) model of threat and coping appraisal. Experiential AIDS prevention knowledge was observed to directly increase maladaptive or unsafe sex behaviors. General AIDS problem knowledge was observed to indirectly increase adaptive safe sex behaviors via certain OPM model mediators. Certain OPM mediators such as self-efficacy and vulnerability were observed to directly increase adaptive safe sex behaviors. Vulnerability was shown to directly increase maladaptive sex-related behaviors.

Sibling effects on preteen children's perceived influence in purchase decisions

Purpose – The present research aims to focus on sibling effects and birth order on preteen childrens perceptions of influence in family purchase decision making. It also aims to examine the accuracy of childrens perceived influence as compared to their parents. These areas have received little attention from consumer behavior researchers and, although there is research on sibling effects from broader sociological and psychological perspectives, there is very little empirical research from a marketing perspective. This research seeks to begin to fill that gap.Design/methodology/approach – A key methodological contribution of the paper is that data were collected from triads as opposed to the more common dyadic mother/child data. Surveys were used to collect the data. Subjects, which consisted of children and their parents, were recruited through an elementary school in a mid‐sized city in the southeastern USA. A total of 184 triads were approached to participate and 94 completed the surveys from each mem...

Behavioral Self-Management as a Supplement to External Sales Force Controls

Salesforce control systems tend to focus on outcomes rather than behaviors. The use and effectiveness of behavior-based control systems is limited, particularly with industrial sales-people, who generally operate in the field much of the time where their behavior cannot be closely observed or supervised by management. The authors propose Behavioral Self-Management (BSM) as a means of controlling the methods salespeople use to achieve results. Specific BSM techniques applicable to selling and strategies for encouraging salespeople to engage in self- management are reviewed.

Can Consumers Match Celebrity Endorsers With Products

A great deal of money is being spent on celebrity endorsers for products ranging from soft drinks to sporting goods. However, there may be so many brands being endorsed by celebrities that it is difficult for consumers to remember which celebrity endorses which brand. If this is the case, advertisers must be made aware of the problem and strive to formulate a solution. This study evaluates the ability of consumers to match celebrities with brands of products aimed specifically at these consumers. The sample consists of graduate and undergraduate students who are very likely to have experience with products such as soft drinks, sporting goods, and cosmetics. The results suggest that consumers have a difficult time matching celebrity endorsers with their respective brands.