Michael S. LaTour

There are Threats and (Maybe) Fear-Caused Arousal: Theory and Confusions of Appeals to Fear and Fear Arousal Itself

Abstract Most research in the area generally known as “fear appeals” has examined the persuasive effects and effectiveness of different types of threat-based communications on various groups of consumer subjects, often failing to distinguish between the threats, the literal communication stimuli, and the actual fear arousal response that different types of threats might engender. Building on a noteworthy exception to that pattern of past work, which provided a basis for a model of fear arousal, the authors further clarify the distinction between threats and psychological responses to the threats. They test an expanded model based on that distinction that provides further understanding of consumer fear arousal responses to advertising stimuli.

Fear Appeals in Print Advertising: An Analysis of Arousal and Ad Response

This paper examines the tenability of a two-dimensional (tension and energy) formulation of fear arousal effects in the context of print advertising. Intuitively, stimulation of fear parallels a tw...

Female Nudity, Arousal, and Ad Response: An Experimental Investigation

Abstract The present study uses a causal-modeling approach to evaluate an experimental manipulation of female nudity in print advertising. A hypothetical model which includes a multi-dimensional structure of arousal acting as an intervening factor between the ad nudity stimulus and resulting cognitive impressions of the ad is proposed. The results lend particular insight into the complex underpinnings of the psychophysiological response to female nudity in advertising. Important theoretical implications and future research directions are discussed.

Female nudity: attitudes towards the ad and the brand, and implications for advertising strategy

Explores gender specific attitudes toward the ad and attitudes toward the brand under varying degrees of female nudity in ad treatment conditions. Shows that while female nudity is extremely common in women′s magazines, men are not only far more positive than women in their attitude toward an ad using explicit female nudity, but also stronger in their positive feelings toward the product and the brand. Finds that women are far more tense than men when exposed to overt female nudity in ads. Discusses implications for advertising strategy.

Contemporary women′s evaluation of female role portrayals in advertising

Uses an upscale female sample to extend previous research on women′s perceptions of their role portrayal in advertising media. Indicates that serious disenchantment with perceived portrayal of women still exists for this important group of consumers. Measures various attitudinal, company image, and purchase intention responses in addition to salient demographic and role orientation variables. Discusses the implications for advertisers using female models in their advertisements.

How organizational buyers reduce risk

Abstract This study examined the role played by informal members of the buying center and the impact these informal members had on the type and level of risk perceived by the organizational buyer. The results indicated that informal influence has a significant effect on perceived risk experienced by the organizational buyer. Specific marketing management implications are discussed.

Publication Productivity in the Three Leading U.S. Advertising Journals: 1989 through 1996

Abstract Periodic scanning of research productivity within a discipline is necessary to effectively measure the relative contribution of individual authors and institutions. This review extends Barrys 1990 work and examines refereed articles in the three primary U.S. advertising specialty journals—Journal of Advertising, Journal of Advertising Research, and Journal of Current Issues and Research in Advertising—for the period 1989 through 1996. The findings indicate a significant shift in individual and institutional rankings. Given recent pressures on academic institutions to show concrete evidence of performance, the findings provide a useful benchmark of individual and institutional research productivity within the three outlets.

Perception of marital roles in purchase decision processes: A cross-cultural study

Following the approach of the classic 1974 marital-role influence study of Davis and Rigaux, the present study focuses on differences in decision making (i.e., joint, husband dominated, wife dominated) across 24 product categories as a function of two key factors. These factors are stage of the decision process (i.e., problem recognition, information search, and the final decision) and culture (People’s Republic of China and the United States). The Jacobson Marital-Role Egalitarianism Scale is included to further assess individual differences in husband and wife traditionality-modernism. The major findings are that emphasis on joint, husband-dominated, and wife-dominated decisions vary by stage and by stage-culture interaction. Practical implications are presented with suggestions for future research.

ERP and the reengineering of industrial marketing processes: A prescriptive overview for the new-age marketing manager

Abstract The implementation of enterprise resource planning (ERP) systems enables industrial marketing management to pursue the reduction of marketing cycle times and enhance customer service. The use of ERP systems is closely associated with business engineering (BE), which focuses on decades of research to benchmark optimal business practices. A descriptive overview of ERP strategic applications for industrial marketing is provided along with case examples. An illustrative example of the streamlined sales order process is highlighted as well as managerial implications.

An examination of the cross‐cultural female response to offensive sex role portrayals in advertising

Compares adult women’s perceptions of sex role portrayals in advertising across demo‐graphically‐diverse samples from the USA, New Zealand, Japan and Thailand. Tests a structural equations model using EQS. The findings indicate that there were varying degrees of criticism across the samples with regard to sex role portrayals, company image and purchase intentions. Finds a significant structural linkage between criticality of role portrayals and company image as well as between company image and purchase intention. Identifies the existence of “feminist consciousness” across the various samples and also examines its impact on perceptions and intentions to purchase. Presents implications for global advertisers.