Katherine Mizerski

The Stochastic Nature of Purchasing a State's Lottery Products

Abstract Legal State Lotteries have significant effects on those states revenues, their residents’ behaviours and their ultimate welfare. Reported Lottery product purchase appears to reflect patterns that suggest high levels of habitual behaviour. Analysis of a US States Lottery data found that this pattern was exhibited early in a games introduction, and was evident in three apparently different product offerings: six-number and three-number Lotto, and Instant (scratch-off) games. These findings have important implications for understanding gambling behaviour, lottery marketing and gambling regulation.

A Field Experiment Comparing the Effectiveness of “Ambush” and Cause Related Ad Appeals for Social Marketing Causes

SUMMARY Cause related marketing (CRM) has changed corporate philanthropy into an alleged money maker for the corporate donor. While CRM requires a financial donation, tied to a sale, an “Ambush” causal marketer can potentially reap goodwill and sales without the financial cost of donating. This study uses a field experiment ad study (n = 459) to examine the comparative effectiveness of a true CRM vs. an Ambush ad approach for social causes. It also explores whether the chosen social cause needs to be naturally associated with the cause sponsor. The results suggest that an Ambush social cause appeal can perform as well as a CRM appeal, and that the social cause need not be closely associated to the marketer to favorably influence perceptions of the audience.

The effect and implications for a stochastic pattern of lotto game play

Abstract Lotteries have one of the highest penetration of use in the population of all products. Although alleged to have the lowest level of “addicted” play, reported purchase appears to reflect patterns that suggest high levels of habitual behaviour. In an attempt to test this, a stochastic preference model (a NBD) was applied to nine quarterly cross‐sectional surveys of residents of the State of Florida. The results suggest that habit, in the pattern of the NBD, provides an accurate prediction and possible explanation of Lotto product play. The implications of these findings for marketers are that there will be little effect of promotion on the size of the market once it matures.

The Effect of Availability, Point of Purchase Advertising, and Sampling on Children's First Independent Food Purchases

The dramatic rise in childhood obesity has triggered great concern among parents, health providers and researchers, public policy makers and politicians. In a controlled experiment with 166 primary school children in Australia, this study investigates the effects of availability, point-of-purchase advertising and sampling on childrens food preferences and their first independent food purchases. The results indicate that availability and point of purchase advertising has a significant effect on changing childrens preferences. The effects of sampling, in the presence of other forms of promotion, are less clear. The implications of these findings for marketers and public-policy makers are discussed.

Serving seniors better: service guidelines for supermarkets

Objective:  Generate a list of service guidelines to enable supermarket managers to accommodate the needs of their older customers.

Serving seniors better: service guidelines for general practitioners

Objective:  Generate a list of service guidelines that will enable general practitioners (GPs) to appreciate and accommodate the needs of older patients.

The Effects of Extrinsic Cues and Product Involvement Toward Willingness to Buy Non-Deceptive Counterfeit Branded Products: the Case Study Of Indonesian Consumers

The current study investigates Indonesian consumers’ willingness to buy counterfeit products. Two predictors have been utilised in this regard are product involvement and extrinsic cues (brand, store, and price). The sample of the study is postgraduate students in the field of business and management. The research found that hypothesis 1 has been clarified as being different by product, depending upon whether the category is categorised HPI (High Product Involvement) or LPI (Low Product Involvement). Other findings, the study confirmed that single direct effects of brand and retailers’ reputation significantly influenced consumers’ responses about willingness to buy a counterfeit product, no matter the product category. However, the discounted price did not significantly influence the willingness to buy a counterfeit branded product no matter their product category. Thus, consumers’ responses to hypothesis 2 and hypothesis 3 were fully supported, but not fully supported for hypothesis 4.

The effect of cultural allegiance and values on the perception of spokespersons denying commercial rumours

Commercial rumour can have a very negative impact on companies and products. As soon as a negative rumour begins to spread, sales often fall drastically. The major battle is not only to recover sales but how to recover consumer confidence before buyers eliminate the company’s brands from their evoked set. The literature on commercial rumour implicitly assumes that consumers will react to commercial rumours in a homogenous manner. However, most marketing scholars involved in studying cultural effects suggest that the culture of the buyer will influence their reaction specifically through their acceptance/rejection of the source attempting to refute the rumour. Therefore, any attempt to address commercial rumour without regard to the buyers’ cultural backgrounds may not be effective. An experiment was developed to test the effect of cultural background on choice of spokesperson to refute commercial rumours. The results of this experiment show that consumers from Eastern and Western cultural backgrounds respond in a different manner to spokespersons addressing commercial rumours. Their cultural backgrounds and values appear to influence their belief about the veracity of the source responding to the commercial rumours and their message. It is recommended that marketing personnel consider consumers’ and buyers’ core values when developing strategies for and selecting sources for controlling commercial rumours.