Noel Capon

Multiattribute Measurement Models and Multiattribute Attitude Theory: A Test of Construct Validity

A distinction is drawn between the multiattribute attitude model as a measurement device and as a theory of attitude formation and change. Using an analysis of variance paradigm to investigate the underlying multiplicative and summative assumptions, Fishbeins multiattribute theory is found to demonstrate reasonably high construct validity. Individual differences in attribute combination rules are identified, and the issue of cognitive averaging vs. cognitive summation is raised.

An individual level analysis of the mutual fund investment decision

This study investigates the manner in which consumers make investment decisions for mutual funds. Investors report that they consider many nonperformance related variables. When investors are grouped by similarity of investment decision process, a single small group appears to be highly knowledgeable about its investments. However, most investors appear to be naive, having little knowledge of the investment strategies or financial details of their investments. Implications for mutual fund companies are discussed.

Individual, Product Class, and Task-Related Factors in Consumer Information Processing

Several propositions concerning the effect of individual, product class, and task-related factors on information-acquisition strategies were formulated and tested. Marked differences were found for subjects at different socioeconomic levels. A new scheme for analyzing information-acquisition sequence data was developed and employed.

Can Consumers Calculate Best Buys

W ithin the cognitive development literature, a sizeable body of evidence has accumulated indicating that logical reasoning ability undergoes developmental transformations, and, furthermore, that not all individuals develop to the most advanced level. As a result, there is considerable variation in level of logical reasoning within an adult population (Neimark 1975; Papalia and DelVento Bielby 1974). It is likely that an individuals level of logical reasoning ability significantly affects his/her functioning as a consumer, but such effects remain largely unstudied, inasmuch as assessment of logical reasoning ability typically has taken place only in formal psychological test situations (Kuhn 1979a), The present study investigates one such possible effect.

Decision systems analysis in industrial marketing

With so many mathematically bowdlerized, and computerized, versions of the application of systems analysis abroad it is a pleasure to welcome this purely descriptive account of the application of decision system analysis (DSA) to four marketing decision systems. Professors Capon and Hulbert describe the application of DSA to pricing, forecasting, advertising and new product development that they carried out with the cooperation of a large, multinational, British firm specialized in the marketing of processed raw materials to secondary processors. From their experience the authors conclude that the application of DSA to key marketing decisions yielded considerable insight into the problems faced by the company; and that the majority of problems identified were amenable to managerial solutions without formal information system development. DSA is recommended as a means of auditing marketing activity but the reader is warned that DSA can be labour intensive and expensive if there is a tendency to seek too much unnecessary detail.

Basic Cognitive Ability Measures as Predictors of Consumer Information Processing Strategies

The performance of adult females on information acquisition tasks is shown to be related to their performance on information integration tasks; both are shown to be related to basic measures of cognitive ability derived from formal operations theory.

Brand custodianship:: A new primer for senior managers

Traditionally the management of brands has been entrusted to middle management. However, it is becoming increasingly apparent that brands are of such critical strategic importance, that they are more appropriately placed under the direct responsibility of senior management. Indeed, we believe that senior managers should act as brand custodians. For this new responsibility, senior managers need integrative overviews of brands and their management. In this paper, we examine the functions that brands perform, the consequent values they generate, and delineate the critical dimensions that need to be managed. The contribution of the article is twofold. First, it offers senior managers a series of integrative frameworks to facilitate thinking about and managing brands. Second, the traditionally unitary constructs of brand function and brand equity are disaggregated into function and equity for two different sets of stakeholders, namely buyers and sellers.

Affluent Investors and Mutual Fund Purchases

Probes affluent investor mutual fund investment decisions. Develops several different investor profiles from data on approximately 300 affluent investors. These investor types differ in sources of information regarding mutual fund investments, particularly the use of financial advisers, and in the selection criteria employed for mutual fund purchases. In addition, they have distinguishable mutual fund behaviour and demographic characteristics. Develops specific implications for financial services firms.

A Developmental Study of Consumer Information-Processing Strategies

Subjects at four age levels (kindergarten, fourth grade, eighth grade, and college) made preference judgments for a set of consumer products varying on four dimensions. Though product preferences reflected independently assessed dimension ratings, subjects had preferences on more dimensions than they took into account in the product ratings. Not until late adolescence did subjects integrate their preferences on two or more dimensions.

In Search of Excellence Ten Years Later: Strategy and Organisation Do Matter

The Peters and Waterman framework of eight management principles, focused largely on organisational design issues, is used to examine differences between 19 “excellent” and 50 “non‐excellent” firms. Data from large United States manufacturers show that the “excellent” companies earn higher returns on capital, have less variable returns and are more innovative. They also tend to operate businesses which emphasise high value‐adding activities further downstream, closer to the final market. Twenty‐two measured items associated with the eight Peters and Waterman principles differ systematically between the “excellent” and “non‐excellent” firms. In addition, 13 measures associated more directly with strategy also differ systematically. High investment in R&D, a strong international posture, and strong market positions provide an alternative explanation to the Peters and Waterman principles for good profit and innovation performance by the “excellent” firms, thus reinforcing the need to better understand indust...