Paula Fitzgerald Bone

Word-of-mouth effects on short-term and long-term product judgments

Abstract In this article, the effect of word-of-mouth (WOM) communications on product judgments is investigated. Additionally, the moderating influence of several situational, personal, and source characteristics are studied in three experiments. These investigations show that WOM influences short-term and long-term judgments. This influence is greater when a consumer faces a disconfirmation experience and when the WOM communication is presented by an expert. Interestingly, personal characteristics such as susceptibility to interpersonal influence and product knowledge do not appear to moderate WOM.

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.

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.

Olfaction as a Cue for Product Quality

This paper explores the effect of olfaction on product performance judgments. An experiment is conducted to determine (1) the robustness of the olfaction effects observed in early research and (2) the underlying reason why olfaction affects judgments. It appears that cognitions, rather than hedonics, drive the observed olfaction effects.

Identifying mature segments

Examines the mature market, defined as consumers age 50 years or older, and reviews 33 segmentation methods for the mature market and identifies five key segmentation criteria: discretionary income, health, activity level, discretionary time, and response to others. Integrates methods devised by other researchers and provides marketers with a step‐by‐step, actionable segmentation method based on these five criteria. Offers implications for managers.

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.

Packaging Ethics: Perceptual Differences among Packaging Professionals, Brand Managers and Ethically-interested Consumers

In this article, we explore ethical perceptions of three product packaging issues as viewed by packaging professionals, brand managers, and ethically-interested consumers. We examine, differences between business practitioners and consumers with respect to ethical sensitivity, perceived consequences of business practices, and perceived industry norms. Additionally, we explore the prevalence of two types of values, pragmatic and moral, to determine if the use of these value-types differs among the three groups. We find that business practitioners exhibit less ethical sensitivity. Businesspeople also feel that the likelihood and severity of negative consequences resulting from a packaging practice is lower than do ethically-interested consumers. Finally, business practitioners do not differ from consumers with respect to moral values.

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.

Moral Reflections in Marketing

In this article, the authors introduce the concept of moral reflection and test several contextual variables thought to affect how much an individual engages in Business-Relevant Moral Reflection (BRMR). We find that the degree of organizational centralization is negatively related to BRMR and that organizational norms are positively related to BRMR. Additionally, we find that the greater importance an individual places on both pragmatic and moral values the more she or he thinks about business ethics.

International Harmonization of Food and Nutrition Regulation: The Good and the Bad

Researchers have long been interested in food and nutrition regulations. Such regulations, however, expand beyond the typical research focus on the U.S. Food and Drug Administration. Several international organizations play a role in global food and nutrition regulations. The authors discuss the issues revolving around harmonization of food and nutrition regulations and discuss the potential benefits and negative impacts of this process.