Paul J. Hensel

Negative Advertising: The Malicious Strain of Comparative Advertising

Abstract Conventional wisdom suggests that advertisers should approach the use of negative advertising with a great deal of caution. Perhaps because of its success in the political arena, negative advertising has recently been featured more prominently in the marketing of goods and services. Such a tactic is risky given that so little research on the subject is currently available. Prior to using negative advertising (if this genre of advertising should be used at all) in the marketing of non-political goods and services, a better understanding of the factors influencing its effectiveness must be achieved. This paper examines the literature, models, and theory applicable to the study of negative advertising. Thirteen research propositions are suggested.

Multi-item scale usage in marketing journals: 1980 to 1989

The use of multi-item scales reported in six marketing journals during the 1980s is analyzed. The analysis replicates some aspects of the Churchill and Peter (1984) study and extends the examination to issues not reviewed previously in marketing. The database for the study is unique in that it attempts to incorporate every instance of scale usage from the defined domain. Among the findings is that the use of multi-item scales increased substantially during the 1980s but the reliability of those scales was not different from earlier periods. A majority of scales have their origins in marketing and nearly half of all scales were used to measure consumer behavior constructs.

Scaling and Measurement: Multi-Item Scaled Measures In Sales Related Research

Marketing researchers, in general, have increased their usage of multi-item scaled measures dramatically in the past decade. This article relates a project that categorized and summarized the uses of these measures during the 1980s. It describes first some general findings vis-a-vis all areas of marketing research and then gives some highlights of sales related measures in specific. Finally, based on our observations during the course of the project we make some basic recommendations for the improvement of scale-measurement and reporting.

Handbook of Marketing Scales, Multi-Item Measures for Marketing and Consumer Behavior Research@@@Marketing Scales Handbook, a Compilation of Multi-Item Measures

MARKETING SCALES HANDBOOK, VOLUME IV: CONSUMER BEHAVIOR covers all new or new uses of previously developed scales in consumer behavior and advertising that appeared between 1998 and 2001. 654 scales are presented along with a description, the origin of the scale, reliability, validity, and other useful information for the academic and professional researcher. This volume includes two indices: by author and by publication.

Community-based destination governance in a developing economy: the Jamaican experience.

Utilizing a destination governance and social capital conceptual framework, the research examines opinions concerning goals and outcomes in regards to the Jamaican Ministry of Tourisms Ten-Year Master Plan to enhance tourism and increase shared governance. In addition to secondary sources of information, researchers use primary data obtained through an email survey sent to 540 Jamaican managers and executives, 18.3% of whom (n = 99) completed the survey. Study findings may be deemed contrary to destination governance theory and best practices. However, upon closer examination, they are wholly consistent with theory and models that examine governance issues in developing nations. Arguably, Jamaica tourism may not be ready to fully embrace a network-based model of destination governance, but instead is in the process of evolving toward that model. The findings should be useful for the Jamaican and other developing nations tourism industries. Further, it should spark discussion regarding governance differences between developing versus developed destinations.