Laurie A. Babin

Seeking something different? A model of schema typicality, consumer affect, purchase intentions and perceived shopping value

Abstract A study is presented that examines the effect of specific retail elements on deviations from the expected schema, or prototypicality, of a retail store. The results suggest that subtle differences in the store name, the location, and the appearance of its salespeople can evoke contrast in the form of variable typicality scores. A structural model is presented that shows the outcomes of this variance in a retail context involving womens apparel stores. Low typicality is associated with increased excitement and discomfort, and these emotions affect patronage intentions and perceived shopping value. This finding is counterbalanced by a direct, positive link between typicality and patronage intentions.

Negative Emotions in Marketing Research: Affect or Artifact?

Abstract How similar are positive and negative affect? Are happiness and unhappiness opposite ends of the same continuum? Empirical marketing research generally reports separate positive and negative self-report consumer emotions. Recent research in social psychology calls this distinction into question and reasserts the bipolarity of human emotions. Despite the recent interest in consumer emotions among marketing researchers, the marketing literature has not addressed the issue directly. Two studies n = 334 and n = 335 are reported that investigate this issue. The results suggest that positive and negative consumer emotions may sometimes, but not always, be distinct, and more importantly, suggest further studies. Additionally, evidence is presented that suggests that the respondent task may moderate correlations between positive and negative consumer emotions.

Brand Placement Recognition

Abstract This study examines the impact of adding an audible reference to a visually prominent brand placement on recognition of the brand placed. Facilitated recognition scores were used to control for the effects of brand familiarity on brand placement recognition. Subjects exposed to one of two complete movies were asked to indicate recognition of brands that were or were not placed in their movie. Results indicate that brand placement recognition levels achieved by audio-visual prominent placements exceed the recognition rates achieved by visual-only prominent placements. Additionally, familiar brands achieve higher levels of recognition than unfamiliar brands, even when the recognition scores for familiar brands are adjusted for the guessing and constructive recognition that may result from inferences associated with familiar brands.

A modified scale for the measurement of communication-evoked mental imagery

This article details the stages in developing a multiitem communication-evoked imagery processing scale. It builds on the foundation provided by Ellen and Bone (1991) by proposing three dimensions of imagery processing: vividness, quantity, and elaboration. Scale development procedures advocated by Churchill (1979) and techniques described by Gerbing and Anderson (1988) are applied. Qualitative and quantitative methods are employed. Face validity of the theoretical structure and items is assessed by consulting experts and employing judging procedures, respectively. Evaluation of the items is done across two separate samples in which reliability, convergent validity, discriminant validity, and nomological validity are exhibited.

The influence of product-placement type & exposure time on product-placement recognition

This study examines the extent to which product-placement type and exposure time explain the rate at which viewers recognise brand names affiliated with product placements in films. The results support the industry practice of classifying product placements into creative and on-set, since placement type has a significant impact on viewer recognition, even when the measure of viewer recognition is adjusted for the effects of false recognition. The effect of exposure time attained by product placement on viewer recognition is moderated by product-placement type. The theoretical and practical implications of these results are discussed.

The effects of consumer perceptions of the salesperson, product and dealer on purchase intentions

Abstract This study examines effects of consumer attitudes toward a salesperson, a product, and a retailer on purchase intentions for a major purchase. A structural equations model is tested that allows a comparison of the size of effects attributable to these three attitudinal sources. The results suggest a significant direct influence of attitude toward the product on purchase intentions whereas the effect of attitude toward the salesperson is mediated by attitude toward the retailer. These findings suggest that from a retailer’s perspective, appropriate salesperson behavior can be a critical success factor since consumer attitudes toward the product appear to work independently. Other results and implications are also discussed.

Teaching Portfolios: Uses and Development

There is a trend in higher education to take teaching more seriously. Concurrent with this trend is a shift in undergraduate education from an instructional paradigm where the emphasis is on delivering instruction and transferring knowledge to a learning paradigm where the emphasis is on designing, developing, and creating a powerful learning environment. With these trends comes the dilemma of how to evaluate and improve teaching effectiveness. This has contributed to the growing popularity of the teaching portfolio. This article explores the concept and usefulness of a teaching portfolio for marketing educators. By defining a teaching portfolio, describing its uses, and providing guidelines for developing a teaching portfolio, the authors hope to encourage the implementation of teaching portfolios by marketing educators.