Paul L. Sauer

The combined influence hypothesis: Central and peripheral antecedents of attitude toward the ad

Abstract Two competing hypotheses relative to the formation of attitude toward the ad (Aad)provide the basis for an experiment. The peripheral-cue hypothesis views Aadas an outcome of consumer response to executional elements of an ad while the combined-influence hypothesis anticipates a joint effect of central message arguments and peripheral cues in Aadformation. Results supported the combined-influence hypothesis across varying levels of processing motivation and opportunity with differences in the relative magnitude of argument and cue effects consistent with The Elaboration Likelihood Model.

Composite reliability in structural equations modeling

Two composite reliability measures, coefficient alpha and coefficient omega with unit weights (otherwise known as construct reliability), are commonly used in structural equations modeling. However, a third measure, omega with unequal weights, is more theoretically appropriate. The potential for bias in reliability estimation and for errors in item selection when alpha or unit-weighted omega are used are explored under a variety of simulated conditions. The results suggest that composite reliability may be used as an assessment tool, but should not be used as an item selection tool in structural equations modeling.

Program context antecedents of attitude toward radio commercials

A theoretical model of program context effects on attitude toward the ad (Aad) is developed and tested. Involvement in and liking for a program are shown to exert a positive influence on both claim and nonclaim components of Aad by enhancing commercial-processing motivation. Additional analyses replicate earlier findings that Aad mediates program influence on brand attitude and identify claim strength, appeal of nonclaim factors, and number of exposures as moderators of program effects on Aad.

Signaling Student Retention With Prematriculation Data

Logistic regression is employed to develop a model that seeks to provide information to enhance early identification of freshmen at risk of attrition. The early identification is accomplished shortly after freshman orientation. The dependent variable of interest is the binary and nominal variable of persistence. Students who proceed from freshman matriculation to graduation without ever having dropped out are classified as persistors, and freshman matriculates who leave college either temporarily or permanently are classified as dropouts. The independent variables employed to predict attrition include demographics; high school experiences; and attitudes, opinions, and values as reported on a survey administered during freshman orientation. The model and its results will be presented along with a brief description of the institutional intervention program designed to enhance student persistence.

The Impact of New Major Offerings on Student Retention

ABSTRACT A strategy used by industry to retain customers and remain competitive is the design and launch of new products. One might then question whether the launch of new courses and new majors by colleges and universities has the potential of reducing student attrition. Combining survey data from matriculating freshmen with administrative data taken from student records, this study examines this potential. A logistic regression analysis with student attrition as the dependent variable reveals that undergraduate students enrolling in a newly launched major are less likely to drop out of college before graduation.

Drivers of attitudes toward luxury brands

Purpose – Limited attention has been paid to the cultural influences on the formation of consumer attitudes toward luxury brands (LUX). The purpose of this paper is to investigate this relationship by developing a model that additionally employs the constructs of susceptibility to normative interpersonal influence (SNII) and brand consciousness (BCO). Design/methodology/approach – Sample data were gathered through surveys administered to 383 college students in the UK and Taiwan. The model of cultural influences on attitudes toward luxury brands was empirically tested using multi-group structural equation modeling to evaluate its applicability across the two countries. Findings – Results are presented in two parts: first, the exogenous construct part of the model establishing the reliability and validity of the cultural dimension constructs (horizontal individualism, vertical individualism, horizontal collectivism, and vertical collectivism) that are antecedent to consumer SNII and 2) the endogenous part ...

Configural Invariance of a Model of Student Attrition

The model presented used available data to predict whether or not a student will drop out at some time during his or her college career. The model successfully identified students who would or would not drop out approximately 80% of the time. Logistic regression analysis was employed to predict chances of attrition for matriculating freshmen soon after freshman orientation. The dependent variable was the probability a student would, at some time in their college experience, drop out of college. The independent or predictor variables included demographics, high school experiences and factor scores based on a survey of attitudes, opinions and values. A two-stage procedure consisting of factor analysis in the first stage and logistic regression in the second stage provided model parameter estimates for each cohort of matriculating freshman in years 2000 to 2003. Empirical tests revealed the model was fully configural invariant in the first stage and partially configural invariant in the second stage.

Organizational learning and online consumer information services

Points out that more and more businesses are creating home pages, electronic catalog sheets, and Web sites that allow organizations and households to learn about the firm’s goods and services. Derives how these activities are precipitating a new wave of organizational learning from the application of two well‐accepted constructs. Gives accounts of companies using online consumer information services (OLCISs) to respond both tactically and strategically. Claims creative thinking is required since OLCISs that enhance customer satisfaction also make it easier for competitors to conduct intelligence gathering and (dis)information campaigns. Considers the results from a survey of expert opinion which indicate that firms in the middle of channels of distribution need to increase organizational learning since intermediaries are especially vulnerable to OLCIS‐facilitated “bypassing”. Provides specific suggestions for business persons (and academicians) faced with responding to these changes, for deliberate, phased involvement with OLCISs. Proposes a forum in order to enhance the dissemination of learning taking place in organizations.

Conditional Prerequisites for Microchannel Cytologic Analysis on Wet Mount (Fluid-Based) Biopsies

Advanced capabilities in genomic sequencing developed in the research sector will soon enter the clinical arena. Issues such as the proportioning of patient specimen material for traditional bright‐field microscopic evaluation or dedication for molecular analysis will intensify, particularly in situations of small core biopsies. Microfluidics appears aptly suited as a platform capable of allowing traditional cytologic diagnostics and downstream molecular analysis from the same specimen. However, clarification is needed to determine that forces which act on cells in a fluidic environment do not drastically alter their cytologic features.

Modelling the dimensionality effects on brand placement effectiveness in stereoscopic 3-D versus 2-D sports games

ABSTRACT This current study explores how stereoscopic three-dimensional (3-D) dimensionality affects the process by which viewers’ memory of brand names embedded in a soccer game is formed compared to the memory process in traditional 2-D display. To this end, we conduct two studies: a qualitative observation using an eye tracker; and an experiment to identify the difference and similarity of the viewing process across these two display technologies. Statistical test results reveal that sports involvement enhances viewers’ attention to a sports game, which is moderated by game enjoyment and negative viewing experience generated from the media features. Most importantly, it is found that as viewers pay more attention to a sports game in stereoscopic 3-D display, they are less likely to remember the brands embedded in the stadium, while the opposite is found in 2-D display. More findings and implications are discussed in the discussion section.