Paul Michell

Exploring The Foundations Of Trust

We investigate the literature on trust, and identify twenty-two variables associated with trusting behaviour. We model these variables around the four dimensions of probity, equity, reliability and satisfaction, the first two relating to the behavioural and the others to the cognitive elements of trust. An exploratory study finds a high correlation between levels of trust and variables within each of these dimensions. Our model appears to have high explanatory power.

Identity, self and consumption: a conceptual framework

The focus of traditional models of consumer behaviour has been on positive aspects of choice at the micro level (product or brand level) of decision‐making. This paper argues for the development of broader models of consumer behaviour at the macro level of cumulative consumption to contribute to marketers’ understanding of consumer behaviour in the next 25 years. A model is proposed which embraces both positive and negative aspects of consumer decision‐making, linked to the creation, maintenance and enhancement of identity. The findings from a study of UK mail‐order shoppers indicate that patterns can be found in consumers’ stream of consumption choices and anti‐choices. It is argued that broader models would provide an additional framework for understanding and investigating patterns of consumer behaviour.

Polarising Trends in Female Role Portrayals in UK Advertising

Female role portrayals are investigated for the late 1980s using British women′s magazines, replicating and updating earlier studies to provide trends from the mid‐1970s. The present study suggests that advertisers have become increasingly sensitive to the issue of stereotyping as they witness the clear economic and social evolution of women. The results indicate less stereotyping of women as “physical objects” and a trend towards using either “family” or “independent” cues.

The mediating effect of religiosity on advertising effectiveness

An experimental design is used to test the hypothesized negative relationship between the degree of religious commitment and the attitude and recall scores of TV advertisements perceived to include contentious elements. Tho samples are used, comprising British Christians and Muslims, split into conservatives and liberals depending on the strength of their religious beliefs. For both Christians and Muslims, respondents with higher levels of religious commitment had significantly less favourable attitudes towards the contentious messages and conservative Muslims had much lower recall scores than liberals. The results broadly supported the hypotheses.

Commonalities in the Reasons for Switching Advertising Agencies: Corroboratory Evidence from New Zealand

Our replication study in New Zealand of failed advertising agency-client relationships provides findings to support previous UK and US research that a common set of reasons appears to exist, both between countries and over time, to explain why breakups occur. Advertisers responsible for over half of advertising account switches in New Zealand between 1993 and 1994 gave identical rankings to their counterparts in the UK and USA on the general factors explaining breakups, and also similar ratings on the relative importance of the thirty-five detailed variables associated with failure.

Multinational Headquarters Control of UK Subsidiaries' Advertising Decisions

This study confirms the relative importance of the multinational headquarters international coordinator as a main player in UK subsidiary-advertising agency relations. Five alternative headquarter strategies towards the subsidiarys advertising decision making are identified and their rationales discussed. In general, international headquarter advertising personnel are shown to have substantial control over strategic advertising decisions but allow local adaptation at a tactical level. The research also suggests that during the 1980s such control increased, and that a greater degree of standardized advertising decision making may be expected in the future.

Where US Banks Need Marketing Training

A study of New York corporate banking is described. Twelve major marketing issues are identified and the role of marketing training in providing banks with the managerial proficiency for tackling them is assessed. Training is seen by banks to be of particular value in developing marketing plans and competitive strategies, for improving presentation skills and for improving innovative thinking. Banks tend to segment their training needs by managerial seniority, by strategic and skills training, and by the perceived quality of different types of training establishment.