Mary A. Higby

Peer, parent, and media influences in teen apparel shopping

Recently developed normative versus informative interpersonal influence scales were modified and extended to explore interpersonal influences in teen apparel shopping. Three major influence sources were considered—peers, parents, and the media. Major findings indicated that teens receive significantly more parental influences during special shopping than ordinary shopping; parent- and media-informative influences exceed almost all others whereas media-normative influence is dominated by almost all other influences. These findings suggest that advertisers and marketers could avoid targeting teens with normative messages, since they are more likely to reach teens through informative messages specifically directed at their parents. Teen age, gender, family size, and gift money to teens were found to significantly affect the level and type of teen apparel shopping influences.

The status of marketing information systems, decision support systems and expert systems in the marketing function of U.S. firms

Abstract A survey of the current status of Marketing Information Systems, Decision Support Systems, and Expert Systems was made in a group of U.S. firms. A questionnaire was first developed from an extensive review of the marketing and information systems literature. Major issues addressed were: (1) the level of use of marketing information systems, decision support systems, or expert systems in the marketing function, and (2) the level of use of the various systems in specific marketing activities. The study identifies the development, use, and possible future applications of these systems in marketing.

Teaching an Issues-Based Interdisciplinary Course: Diversity in Management and Marketing.

The authors examine their experiences of coteaching an intensive, interdisciplinary elective course for MBA students: Diversity in Management and Marketing. They address otherness, dialogue, energy, and change within this course and clarify issues that can arise when coteaching interdisciplinary courses. The authors list implications for instructors of all business-related courses.

Permanent or Temporary Classroom Groups: A Field Study

Interviews of graduate and undergraduate students and faculty members at several urban universities were conducted during a 3-year period. The results suggest differences in satisfaction and performance with respect to temporary versus permanent groups and groups versus teams. Possible explanations for these differences are provided. The article discusses types of projects for which permanent and temporary groups will be effective. Findings also suggest the need for increased training of faculty in creating appropriate classroom environments and projects. Areas of additional training necessary for students include group dynamics and leadership requirements to supplement course concepts.

Marketing Educational Services to Returning Adults

This research investigates service attributes and factors that influenced potential returning adults in college/university choices. Respondents rank quality-faculty, accreditation, and job-oriented majors highest among academic factors and convenient schedules, campus location and safety highest among non-academic factors. Marketing strategies for targeting returning adults are discussed.

The Susceptibility of Teens to Interpersonal Influences when Shopping for Leisure Products

This paper investigates recently validated normative versus informative interpersonal influence scales in relation to teen shopping for leisure products. Three major influence sources - parents, peers, and the media - were considered, each under ordinary versus special shopping contexts. The normative/informative typology was generally verified. Parent informative influences significantly exceeded parent normative and peer influences. Media informative influence emerged as the next highest influence. Parental normative and informative influences during special leisure shopping significantly exceeded those under ordinary leisure shopping.