Pam Scholder Ellen

Building Corporate Associations: Consumer Attributions for Corporate Socially Responsible Programs

Corporate social responsibility (CSR) is often used as a key criterion in gauging corporate reputation. This research examined the influence of consumers’ attributions on corporate outcomes in response to CSR. Researchers and managers have considered consumers’ beliefs about CSR initiatives to be simplistic, serving either economic ends or reflecting sincere social concerns. The results of two studies established that consumers’ attributions were more complex than traditionally viewed, mirroring many of the motives ascribed to companies by managers and researchers. Rather than viewing corporate efforts along a self- or other-centered continuum, consumers differentiated four types of motives: self-centered motives that are strategic and egoistic and other-centered motives that are values driven and stakeholder driven. Consumers responded most positively to CSR efforts they judged as values driven and strategic while responding negatively to efforts perceived as stakeholder driven or egoistic. Attributions were shown to affect purchase intent as well as mediate the structure of an offer.

The Generation and Consequences of Communication-evoked Imagery

Consumer researchers seem to believe that the use of imagery increases recall, enhances attitude toward the brand, and positively affects behavioral intentions. Yet few empirical investigations of imagery effects have been conducted in a consumer-behavior context. In this article, we provide a theoretical rationale based on extant literature as to which imagery content variables may influence imagery and how imagery may, in turn, affect key purchase-related variables such as attitudes and behavioral intentions. In addition, the results of two empirical investigations are presented. These studies address how self versus other relatedness and situation plausibility affect the degree of reported imagery and subsequently affect ad and brand evaluations. The results of the two studies show that the focal character and plausibility of the imagined scene influence the degree of imagery evoked by the message. Focal character is shown to directly affect attitude toward the ad. In addition, we find that imagery directly influences attitude toward the ad but has no effect on attitude toward the brand or behavioral intentions.

Do we know what we need to know? Objective and subjective knowledge effects on pro-ecological behaviors

Abstract The solution of societal problems such as coping with solid waste depends, in part, on identifying desirable behaviors and developing programs to encourage citizens to act accordingly. This research empirically examines the relationship between objective and subjective knowledge, pro-ecological behaviors and related attitudes. Results indicate not only that objective knowledge is relatively low among a group of environmentally concerned individuals but that it is not significantly related to perceived knowledge suggesting that persons who believe they are knowledgeable may not, in fact, have the requisite knowledge to make sound ecological decisions. Examination of the effects of each type of knowledge on behaviors indicates that objective knowledge is only significantly related to committed recycling behaviors, whereas perceived knowledge is positively associated with committed recycling, source reduction, and political action behaviors. The results suggest the need for cooperation among marketers, government, and environmental-oriented organizations to develop standardized meanings for ecological terms and symbols for labeling and advertising and to devise effective educational programs for consumers.

Scents in the marketplace: explaining a fraction of olfaction

Abstract The popular and business press is enamored with the idea that the sense of smell can have strong effects on consumer responses to retail environments. The claims that odors have strong persuasive powers tantalize retailers looking for the competitive edge. Herein, we review the current paradigm of retailing-relevant olfaction research and find that “conventional wisdom” does not allow researchers or retailers to reliably predict olfaction effects. We suggest accessibility and availability theories as a way of explaining the current empirical research and as a method by which we can increase the reliability of capturing olfactory effects. We conclude by identifying fruitful areas of research in this interesting stimuli–that which we smell.

Resistance to Technological Innovations: An Examination of the Role of Self-Efficacy and Performance Satisfaction:

Technological innovation is seen as the key to survival and success for many firms. Whether intended for internal use or for customers, adoption decisions must consider the response of the final user to such technological alternatives. This paper argues for greater attention to the factors which cause individual resistance to technological innovations. The results of two studies are reported which examined the effects of self-efficacy (Bandura 1977) and performance satisfaction on consumers’ response to technological changes. Results indicate that a person’s perceived ability to use a product successfully affects their evaluative and behavioral response to the product. In addition, the level of satisfaction experienced with an existing behavior increases resistance to and reduces likelihood of adopting an alternative.

Does it Matter If it Smells? Olfactory Stimuli as Advertising Executional Cues

Abstract Despite the limited empirical evidence about the effectiveness of olfactory cues in advertising, firms are increasingly using such cues in their advertisements. The authors examine the effects of olfactory cues that are used as a novelty, as opposed to a product sample, on consumer attitudes. The results show that the addition of a more congruent scratch-and-sniff panel to an advertisement improves neither attitude toward the ad nor attitude toward the brand. Further, the addition of a poorer-fitting scent actually lowers attitudes among individuals who are more motivated to process. Those results appear to be a function of the mood evoked by the scented advertisement and of the scents perceived pleasantness in the advertising context.

An Examination of Trust Dimensions across High and Low Dependence Situations

Purpose: Relationship marketing literature has provided support of a multidimensional trust construct; however, there is little consensus on its structure. This article builds on existing theory to propose and empirically test a three-dimensional trust construct including ability, integrity, and benevolence dimensions. Furthermore, the article examines this conceptualization of the construct across different relationship types as established by dependence form. Methodology: We choose to use a scenario/survey data collection method to replicate specific relationship types for a national purchasing agent sample. This method allows us to obtain adequate sample sizes to compare the relative importance of trust dimensions using structural equation modeling. Findings: We found empirical evidence to support a three-dimensional trust construct for use in further examination of buyer–seller relationships. In addition, we found differential importance of those dimensions across different relationship forms. Research Implications: By providing empirical support for a multidimensional trust construct and further specifying the importance of each dimension in various relationship forms, we hope to provide a strong foundation on which to build further trust research. Practical Implications: In examining trust among purchasing agents, we hope to provide a strong foundation for salespeople to understand how their actions impact their long-term relationships. Understanding that trust in a relationship involves more than simple integrity or completing promises should help boundary spanners develop stronger ties. Contribution: The main contribution of the article is the concept that trust needs to be researched in ways other than simply asking “Do you trust your supplier?”

Encouraging People to Save for Their Future: Augmenting Current Efforts with Positive Visions of the Future

Despite significant policy efforts to encourage Americans to save for retirement, the U.S. retirement savings rates have declined for more than two decades. Current policies and programs are largely driven by three implicit theories of why people do and do not save: trait theory, life cycle, and education. The authors’ purpose is not to identify a singular best theory but rather to demonstrate the need to expand the theories used to address the retirement savings problem. Toward that end, they empirically examine each traditional theory and simultaneously explore the additional power of complementary theories: future-self theory and imagery. The results show that variables grounded in trait theory, life cycle, and education are significantly related to retirement planning. Moreover, people who reported greater and more vivid imagery of a positive future retired self had engaged in more retirement preparation, accounting for a significant amount of variance beyond the traditional theories.

Stained by the Label? Stigma and the Case of Genetically Modified Foods

Stigma is a concept that marketers frequently and casually use, but it is underexplored as a theoretical construct. The authors propose a theory of stigma that identifies it as a formative construct associated with perceptions of deviance and undesirability along with inflated risk perceptions. This research also goes beyond the social stigma typically studied in marketing and related fields to examine product stigma. Specifically, this research explores the stigmatizing effects of labeling on genetically modified foods, a domain of economic and political importance. Using different labels proposed in international debates, the experiment reveals that such labels can create stigma and that, to some degree, marketers can attenuate stigma through certain qualified labeling.

Challenges and Prospects Facing Doctoral Education in Marketing

Doctoral programs are under continuous pressure to justify their mission, their training and their graduates’ success. To better understand the challenges and prospects facing doctoral education in marketing, this paper first reviews the extant literature and then proposes a model of marketing doctoral program performance. This conceptual framework provides a schematic view of many of the important antecedents, program inputs, and external influences that impinge upon the outcome performance of doctoral programs in marketing. Subsequently, the results of a survey of 84 doctoral program directors regarding the challenges faced today by marketing doctoral programs and opinions about anticipated changes likely to occur in doctoral programs are then described. Lastly, implications derived from both our review and summary model as well as the survey of doctoral program directors and our own experiences are discussed.