Lawrence J. Marks

An Empirical Investigation of a General Theory of Marketing Ethics

Using a scenario technique, the study tests a core portion of Hunt and Vitells (1986) general theory of marketing ethics in the context of a marketing research ethical dilemma. The results provide substantial support for the relationships proposed in this part of the model. Two additional hypotheses are confirmed. First, ethical judgments to resolve the dilemma are found to be jointly determined by deontological and teleological evaluations. Second, the relationship between ethical judgment and intention to adopt an ethical alternative is attenuated when its implementation does not result in a preferred consequence. Research limitations and recommendations are offered.

Effects of Television Commercial Repetition, Receiver Knowledge, and Commercial Length: A Test of the Two-Factor Model

The authors review the two-factor elaboration model of message repetition effects and report a study of the models applicability to new product advertising. The study findings do not support the h...

Mental Imagery and Sound Effects in Radio Commercials

Abstract Advertising researchers have not investigated the impact of the imagery-evoking sound effects included in radio commercials on learning, feelings, and attitude formation. Results of the current study indicate that the inclusion of sound effects can increase imagery activity and that there is a relationship between degree of imaging and feelings. Further, it is found that imagery evoking sound effects can result in more favorable attitude toward the commercial and in improved recall and recognition of ad claims. Implications for theory and advertising practice are discussed.

The Perception of Kosher as a Third Party Certification Claim in Advertising for Familiar and Unfamiliar Brands

This study was undertaken to investigate the inclusion of a kosher claim in an advertisement for a familiar and unfamiliar brand of breakfast cereal. Results showed that, as hypothesized, for the familiar brand a kosher third party endorsement led to significantly more kosher attribute-related thoughts, more favorable product attitude and greater purchase intention. For the unfamiliar brand, no significant impact upon these dependent measures was observed given a kosher endorsement. Findings are interpreted from a cognitive perspective regarding the salience of the kosher attribute in a product familiarity context. Managerial implications are discussed.

International Marketing Ethics: Problems Encountered by Australian Firms

The international marketing ethics problems encountered by a representative sample of Australian firms engaged in international business are examined. The executive in charge of international marketing in 38 firms (a 25 per cent response rate) provided information on the types of ethical problems they have most commonly confronted. Bribery was overwhelmingly the most common ethical problem. In addition, a comparison is made between the Australian results and the results of a similar study conducted in the United States. This comparison reveals many striking similarities.

The effects of imagery‐evoking radio advertising strategies on affective responses

A debate in the marketing literature concerning the relative effectiveness of various imagery-evoking strategies in influencing consumer responses to advertising has been unresolved. This study examined the effects of three imagery-evoking strategies commonly used in radio advertising—sound effects, vivid verbal messages, and instructions to imagine—in influencing mental imagery, ad-evoked feelings, and attitude toward the ad. The theoretical basis for the study is an imagery model based on propositional representations theory. Consistent with the implications of the theory, of the three strategies, sound effects had the greatest impact on imagery and affective responses. Compared with sound effects, a vivid verbal message had a slightly weaker influence. Instructions to imagine, however, had a very weak impact on imagery and no significant influence on affect. Finally, the results indicated that the three strategies interacted with one another.

An Examination into the Effectiveness of Two-Sided Comparative Price Appeals

This study extended previous research in the two-sided comparative area by considering such a strategy from a price disclaimer perspective. The effectiveness in usage of a two-sided comparative price appeal relative to a one-sided counterpart across increasing levels of savings between the sponsor’s average price for a supermarket basket of goods and that of the average competitor was considered. In general, the findings of the study were consistent with previous research involving comparative two-sided appeals. That is, the two-sided advertisement was found to be significantly more believable than its one-sided counterpart. However, this result was found to have little impact upon purchase intention.

Perceptions of Ethical Problems in International Marketing

U.S. international marketing practitioners identified the most difficult ethical problems they have encountered in foreign trade. These ethical problems were rated as occurring infrequently and having a moderate impact on a firm′s overseas competitiveness. Conversely, the respondents saw ethical problems as likely to tarnish the firm′s domestic image and to generate much concern for top management. This suggests such problems may have a stronger negative impact upon a firm′s domestic public image but may not be a major factor inhibiting its international trade. The strategic alternatives to, and management implications of, avoiding markets which may pose ethical problems are discussed.

Risk-Taking Propensity and Entrepreneurship: The Role of Power Distance in Six Countries

The personality of entrepreneurs can have an important influence on entrepreneurial startup intentions and behaviors. Risk-taking propensity can be defined as a person’s orientation to take risks. ...

International Ethical Concerns of US Executives

D US international business executives see the nature and level of ethical problems as a primary concern today?Which problems dominate and do they vary by region? In particular, do companies-whose primary developing country market is located in Asia-hold differing views on ethical concerns than those focusing on other regions? The results of a study conducted among US District Export Council members suggest that the biggest regional difference relates to concerns for bribery and questionable payments. And finally, could these perceived ethical problems prove to be a barrier to the economic development objectives of developing countries?