Jeffrey J. Stoltman

The Impact of Comparative Advertising on Levels of Message Involvement

Abstract This study examines the notion that comparative ads containing direct references to a well-known competitor are inherently more “involving” than noncomparative ads. Utilizing an information-processing perspective, findings indicate that the comparative format elicits higher levels of message involvement/processing activity than the noncomparative format. In addition to perceiving the comparative message as being more relevant, subjects viewing that format paid more attention to, elaborated on, and were able to recall more message points than did subjects exposed to a similar, though noncomparative, ad.

The Moderating Effects of Ad Message Involvement: A Reassessment

Recent conceptual and empirical work by MacKenzie and Lutz has provided an organizing framework for understanding the brand attitude formation process under varying involvement conditions. The present study extends this research effort by more closely examining the moderating effects of ad message involvement (AMI) in the context of the dual mode persuasion (DMP) and contextual evaluation transfer (CET) models. Utilizing a non-manipulated treatment of involvement and an alternative measure of brand perceptions, structural relationships among key constructs in both models were well-supported, even relationships hypothesized but not previously supported by MacKenzie and Lutz.

Adaptive Selling-Insights from Social Cognition

Based upon considerable evidence reported and discussed in the social cognition literature, it is quite probable that there are many basic perception and information use problems surfacing during a sales interaction. These problems basically stem from the manner in which the prior expectations individuals hold affect reactions to newly presented information or situations. Until now, only the facilitative aspects of this knowledge have been recognized, primarily within the context of the adaptive selling framework. Given the view of limited and biased cognition present in the social cognition literature, several implications need to be considered. The views expressed present a necessary supplement to the adaptive selling framework, and several practical and research issues are identified.

Legal Dimensions of Salespersons' Statements: A Review and Managerial Suggestions

Salespeople can generate liability problems for their organizations through both intentional and inadvertent statements, yet the sales management and personal selling literature has not provided adequate discussion of these problems. The authors describe the various ways salespeople initiate such liability and include specific advice for sales managers interested in guiding salesperson behavior.

Situational influences on the consumer decision sequence

Abstract Traditional behavioral research has focused on the consumer product acquisition process from a product or brand perspective. As such, other elements of the choice process, and their order of occurence (and hence, importance) prior to actual product acquisition, have not been acknowledge and investigated completely by marketing researchers. This article proposes a framework depicting the consumer choice process as more than a “product-centered” phenomenon. The article concludes with the results of an exploratory study, which indicate that the nature of the consumer choice process does vary across products and within products across individuals.

Extending the Marriage Metaphor as a Way to View Marketing Relationships

ABSTRACT Relationships lie at the center of many marketing activities, and in certain cases are a central focus of a firms marketing strategy. This review further develops the use of marriage as a useful metaphor for understanding many marketing relationships. Specific attention is given to the nature of a marriage relationship and to the critical transitions and different trajectories that define marriages. Dwyer, Schurr and Oh (1987) point out that far too little is known about these aspects of marketing relationships. We provide a complementary perspective on the issues that will help relationships survive and prosper. Drawing upon work in the area of marriage and family studies, we introduce several aspects of relationship trajectory and discuss implications for marketing conduct and scholarly research.

Advertising and Product Liability Litigation

Abstract Since the late 1970s, advertising has become increasingly important in product liability litigation when consumers have been harmed by faulty products. Courts seem willing to consider the impact of advertising on consumer behavior leading to injury-causing situations. If consumer reliance on the content of advertising can be established, the marketer may be subject to liability under a variety of theories of recovery, including warranty, misrepresentation, negligence, and strict liability. The authors examine the role of advertising in product liability litigation. They also develop managerial and public policy recommendations based on their analysis.

The Effects of Punitive Damages Litigation on Marketing and Public Policy

During the past 25 years, marketers have been exposed to punitive damages claims in those cases where marketing behavior was deemed egregious. In this article, the primary purposes of punitive damages are identified, as are the various parties engaged in this arena. While each punitive damages claim is distinct, an aggregate view of the cumulative effects and the processes that produce them is possible. Over time, these effects and processes are expected to produce a change in the marketing environment, changes which vary in terms of both their economic and social consequences. While the evolution of the legal and marketing systems will occur in tandem, the isolation and measurement of these effects is difficult because of the various levels of aggregation, the number of parties, and the spatial and temporal separation of causes and effects.

Vicarious franchisor liability: marketing and public policy implications

Reports that franchisors are sometimes found liable for consumer injuries resulting from faulty products that the franchisor neither designed, manufactured, inspected, nor distributed. Examines the legal doctrines by which these outcomes are reached. In addition, reviews and supports the basic public policy arguments underlying vicarious franchisor liability. Finally, provides managerial recommendations for dealing with this aspect of the legal environment to both franchisors and franchisees.

Strategic change within the pharmaceutical industry: the impact of direct-to-consumer advertising for prescription medicines

Advertising prescription medicines directly to consumers is a controversial practice. At present, only two economically developed countries, the USA and New Zealand, allow complete direct to consumer advertising. The positive side is that consumers have access to greater levels of information about new and leading products. The negative side is the imbalance in presentation of benefits and risks via advertising. In this paper, we review the pros and cons of this practice and discuss its impact on product development and performance.