Padmini Patwardhan

Rational Integrative Model of Online Consumer Decision Making

ABSTRACT Based on traditional rational consumer theories about beliefs preceding intent to act and knowledge preceding behavior, this study proposed, and empirically tested, a hierarchical path model of decision making in the online environment, focusing on the Internet’s role in two decision stages: pre-purchase search and evaluation, and actual purchase. Both direct and indirect effects were posited in the sequential model using four Internet related variables: pre-purchase search beliefs, purchase beliefs, actual pre-purchase search, and actual purchase. The empirical test was conducted among consumers in the United States and India with 291 respondents taking the online survey (186 for the United States, 105 for India). For both U.S. and Indian respondents, each conceptualized stage of online decision making was significantly impacted by the stages preceding it, either directly or indirectly. In terms of direct effects, an antecedent Internet belief variable (pre-purchase search beliefs) impacted a consequent belief variable (purchase beliefs), and an antecedent action variable (pre-purchase search) impacted a consequent action variable (purchase). Further, the consequent belief variable (purchase beliefs) impacted the immediately following antecedent action variable (pre-purchase search). In terms of indirect effects, all antecedent variables impacted consequent variables at each stage of the model.

Understanding Media Satisfaction: Development and Validation of an Affect-Based Scale

Media satisfaction is widely used in the study of media effects, particularly in the uses & gratifications tradition. However, its interpretation and measurement varies widely in the literature. This study builds and validates an empirically tested measure of media satisfaction through a multiphase process. Incorporating recent conceptual advances on the role of emotion in consumer satisfaction theory, an affect-based definition is proposed to capture an important missing element in most media satisfaction scales. A 4-item scale that may be adapted to different media, media genres, and content is developed. Further testing with different populations is recommended. Future research on types of affective media satisfaction, media satisfaction process models, and relationship between satisfaction and dissatisfaction is proposed.

Navigating the Leadership Challenge Inside Indian Public Relations

This study examines public relations (PR) leadership in India, offering empirical insights on perceptions of leadership among Indian practitioners, important PR leadership dimensions, salience of leadership abilities and development of future PR leaders in India. To provide breadth and depth to the investigation, data was collected through an industry survey and interviews with PR leaders. Results suggest that Indian practitioners recognize global principles and practices of effective PR leadership but also embrace Indian values. Specific leadership roles such as nurturer, seer and mentor along with practices such as ‘the personal touch’ were highlighted. Leaders stressed importance of ethics, an ‘ideal’ quality of excellence embedded in Indian leadership theory’s simple living-high thinking concept. Personal influence is seen as part of leadership practice creating strong personal rather than contractual relationships. Collaboration rather than competition in leadership style reveals focus on collectivistic problem solving accomplished through teamwork and use of networks. Human resource issues and training are identified as dominant issues for PR in India and there are limited formalized structures for entry level or leadership training in the Indian PR industry. Leadership education is currently managed through personal mentoring by current leaders who adopt ‘nurturer’ roles central to Indian models of leadership management.

Does planning make perfect? How advertising practitioners in India perceive account planning

This study examined views on the practice of account planning among advertising professionals in India. Three research questions were proposed to investigate perceptions of plannings growth in this emerging global hotspot, practitioner beliefs about planning, as well as opinions of coercive, mimetic and normative pressures in its development. A cross-sectional survey (n=154) across all key agency areas was conducted. Results indicate that (1) planning is seen as a growing practice in Indian advertising, (2) overall beliefs about account planning are highly positive, and (3) environmental (external) pressures impact planning in India though not all are considered equally important. Future research directions are proposed.

The Media Buying Process: Perceptions of Media Sales Representatives

This three-wave e-mail/Web-based survey examined current perceptions of media sales representatives. Media departments from small, medium, and large advertising agencies across the United States answered questions related to the general perception, influence, and role of media sales representatives across media types. Overall, the findings suggested a favorable opinion about media sales representatives with magazine representatives rated as most influential. Trust emerged as a critical component in the buyer–seller relationship. In addition, providers of reliable knowledge and information were found to be critical roles of media sales representatives. The findings are noteworthy and emphasize the importance of educating industry sales representatives regarding the value of relationship building in the media sales process.

Managing Change and Finding Identity: A Grounded Analysis of Advertising Agency Leadership

Abstract This study is one of the first to examine advertising leadership as agencies adapt to the knowledge era. Using grounded-theory methodology (GTM) analysis, it explores how effective leadership is viewed, articulated, and practiced in a period of change in contemporary United States-based ad agencies. In-depth interviews with 16 leaders led to formulation of a grounded theory of agency leadership with three interdependent core concepts: managing change, finding identity, and leading effectively. Successful leadership at the agency is a process of negotiation, adaptation, and collaboration. Negotiating external change poses numerous internal challenges and adaptation: talent flight, internal turf wars, and cultural shifts in agency composition. Leaders must demonstrate capability through both being (qualities) and doing (actions) and lay equal emphasis on performance (product) and human capital (people). Leaders’ change management abilities, hard and soft skills, collaborative vision, and managerial pragmatism are key to agency success. Future research may explore topics like leadership and agency culture, global contexts of agency leadership, and issues in leadership training.

When Fiction becomes Fact: Effect of Reverse Product Placement on Consumer Attitudes

ABSTRACT This exploratory study investigates the persuasive effects of reverse product placement (RPP)—subsequent commercialization of fictional brands from entertainment media into real world products—comparing it with product placement (PP). Persuasion Knowledge Model and Attribution theory were applied to frame hypotheses of effects on brand attitudes along with the constraining effect of skepticism. A mixed test design revealed presence of persuasion knowledge, recognition of persuasive intent, and negative effect of skepticism for PP, but not for RPP. RPP also had a stronger, positive effect on consumer attitudes. Potential application of RPP in new product development and adoption is discussed.