James H. Leigh

A New Approach to Measuring Socially Responsible Consumption Tendencies

Two approaches to measuring socially responsible consumption tendencies—the existing Social Responsibility Scale (SRS) and a new seven-dimension product differentiation construct-were compared using three groups believed to differ in their societal consciousness. Measurement tests revealed the commonly used SRS is suspect as a reliable and valid measure for use in marketing contexts. The product differentiation approach possessed more desirable and mostly consistent measurement properties.

A Comparison of Alternative Recognition Measures of Advertising Effectiveness

Abstract Singh and Cole (12) recently reviewed attempts by advertising researchers to develop an accurate measure of correct recognition for use in examining an ads likely effectiveness, and they provided an alternative measure that entails an adjustment for likely guessing. In this paper, several additional recognition formulations are discussed, and empirical and qualitative comparisons of available measures are provided. Results of the empirical comparisons revealed reasonable convergence among the alternative recognition formulations. Conclusions and recommendations for research application are given.

The Use of Figures of Speech in Print Ad Headlines

Abstract A content analysis of 2183 print ads with a headline was conducted to investigate the frequency with which figures of speech and figure categories are used in ad headlines and the extent to which selected executional factors relate to their use. A figure of speech entails the use of words in a manner that is varied from common use. Delineation of forty-one figures of speech, organized by functional similarity, is provided along with a review of relevant research literature. Results revealed that selected figures of speech, including alliteration, assonance and puns are widely used, whereas others are not. Various executional factors were found to be related to figure use. Implications of the results for the practice of advertising are provided and research directions outlined.

Effects of Perceived Organizational Factors on Role Stress-Job Attitude Relationships:

The purpose of this study was to examine the impact of two per-ceived organizational indicants-psychological climate and percep-tions of the management control system-on the often-studied rela-tionships of role conflict and ambiguity with job satisfaction and intentions to change jobs. Based on a cross-sectional survey of 423 marketing professionals, it was determined that these two perceived organizationalfactors predominantly accountedfor the shared varia-bility inherent in the relationships considered and in certain instances resulted in a change in the direction of the correlation. In particular, the relationships of role conflict and ambiguity with pay and promo-tion satisfaction and with turnover intentions were the most heavily af-fected ones. The relationships of role ambiguity with overall satisfac-tion and with work itself were also affected. Falsification analyses revealed that the findings hold across various sample segments and that role perceptions and job attitudes are directly tied to perceptions about the broader organization. The implications and research direc-tions of these results for the study of role stress correlates are consid-ered.

Dimensional Relationships of Aided Recall and Recognition

Abstract The advertising literature contains some evidence that memory measures, such as aided recall and recognition, are multidimensional in nature, but little is known about the character of the separate dimensions. This issue is investigated in the present study by including correlates of aided recall and recognition. The results of an ESSCA analysis indicate that there are at least two independent dimensions of memory for advertisements. The first dimension is related to positive affective reactions to the ad, brand and product category, and the second is related to knowledge or ability differences between individuals.

Audience Involvement Effects on the Information Processing of Umbrella Print Advertisements

Abstract A recent study (15) examined the effects of stimulus complexity factors on memory for assorted features of an umbrella print advertisement. One research direction offered by the author was the need to consider also the impact that different levels of audience involvement have on memory performance, since only a low involvement exposure condition was employed in that study. This extension is the focus of the present investigation. Hypotheses were derived from knowledge-assembly theory that posits an interactive relationship of audience involvement and stimulus complexity. A forced-exposure laboratory experiment was conducted to examine the study hypotheses. Results provided strong support for the hypothesized relationships. Discussion and implications for theorizing and research on audience involvement are given.

DIMENSIONAL RELATIONSHIPS OF RECALL AND RECOGNITION MEASURES WITH SELECTED COGNITIVE AND AFFECTIVE ASPECTS OF PRINT ADS

This study builds on prior work in advertising by investigating issues associated with the dimensional representation of memory for print advertisements and the antecedent factors that relate to those dimensions. Of particular interest to this research are answers to questions associated with whether memory for print ads is unidimensional or multidimensional, as assessed by aided recall and recognition methods, with the nature of the antecedent factors of ad characteristics and subjective reactions, and with how the antecedents relate to memory. The study identified two dimensions of ad-based antecedents to memory, labeled cognitive and affective aspects, and two dimensions of memory, labeled recall and recognition. It was found that recall is influenced by cognitive, and to a lesser extent, by affective factors, whereas recognition is primarily influenced by affective factors. This research provides support for the potential use of stimulus-related factors in conjunction with, or as surrogates of, memory-based measures of effectiveness.

Information Processing Differences among Broadcast Media: Review and Suggestions for Research

Abstract The research literature on the processing and cognitive response differences among broadcast media is reviewed and considered in relation to recent theoretical advances, with particular attention being given to resolving the inconsistent findings between the studies. Suggestions are provided for conducting research on the subject.

Recall and Recognition Performance for Umbrella Print Advertisements

Abstract An umbrella advertisement, which involves promoting several products linked by way of a common theme, represents an attempt to achieve efficiency and/or impact of a firms advertising expenditures. Based on knowledge-assembly theory of cognitive structure, the approach may be better suited for certain conditions than for others. A 4×3 (branding policy by number of products) full-factorial laboratory experiment was conducted to determine if family branding policies are more inherently suited for use of the approach than individual policies and if the number of included products has an impact. Results provided general support for the conceptual structure formulated. Implications and directions for research are given.

Modality Congruence, Multiple Resource Theory and Intermedia Broadcast Comparisons: An Elaboration

Abstract Relevant research literature and theoretical bases on the effects of message congruence among multiple stimulus modalities are reviewed to demonstrate the importance of modality congruence to the subject of comparisons between TV and radio broadcast media, in part in response to a comment article by Smith and Buchholz (1991). Refinements and extensions to Multiple Resource Theory are offered and suggestions for research provided.