R. Nicholas Gerlich

The Role of Slotting Fees and Introductory Allowances in Retail Buyers’ New-Product Acceptance Decisions

Although slotting fees and introductory allowances have become well established in the grocery and other industries, they remain a source of controversy among channel members. Retailers claim that these fees and allowances help mitigate the risks associated with new-product acceptance. Manufacturers counter that retailers are abusing slotting fees and allowances by using them as a source of profit. The authors investigate this controversy by empirically examining the role of slotting fees and allowances in the retail buyers’ product acceptance decision process. Results provide evidence to suggest that introductory allowances are indeed being used by retailers in the sample to offset perceived risks and costs of carrying new products. However, findings regarding slotting fees are much less supportive of retailers’ claims.

Illegal Media File Sharing: The Impact of Cultural and Demographic Factors

The purpose of this article is to examine the ethics and economics behind the illegal file-sharing phenomena. A model of media evasion that adjusts for demographics, locus of control, and cultural aspects is developed to examine individual behavior. Using an expanded survey instrument at three universities (a private Midwest Christian liberal arts school, a public Division II university, and a public historically black college), data are collected on both student attitudes toward and actual propensity to illegally download music and other forms of multimedia. With a total sample of 302 individuals, logistic regression results indicate that age and internal locus of control tendencies are positively associated with moral attitudes, while age is the only demographic variable that is negatively associated with reduced illegal behavior. The cultural/religious results indicate that (1) self-reported religiosity has no effect on a persons attitude toward the morality of file sharing, and (2) frequency of attending religious services (“religious intensity”), particularly among those who indicate they are of the Christian faith, has a significantly positive effect on a persons attitude toward the morality of file sharing, but (3) neither of these two factors have a significant effect on actual illegal behavior.

The Effect of Socially Mediated Public Relations Crises on Planned Behavior: How TPB Can Help Both Corporations and Nonprofits

Lowes decision to pull advertising from All-American Muslim and Susan G. Komen for the Cures announcement of new granting criteria impacting Planned Parenthood prompted angry outcries, as well as apologies, on social media. Through 2 online surveys, this study gauges peoples thoughts about purchasing from or donating toward the organization in crisis and discusses the use of online apologies. Attitudes and social norms held the most sway over respondents’ reported intentions to donate or buy. We suggest a paradigm shift in how social media have expanded the referent others to whom people listen and about whose reactions people care.

Predicting student demand for online courses in the college of business

ABSTRACT Demographic and behavioral characteristics of students in four undergraduate online business courses were analyzed in order to build profiles of online demand, as well as to determine the market segment(s) being served. The analysis revealed student traits that demonstrate multiple market segments being served by these courses. A predictive model was prepared that incorporates key independent student variables that can forecast student demand for courses and degree programs online.

An Assessment of the Impact of Racially Homogeneous Reference Groups on Strength of Ethnic Affiliation for Black Consumers

Marketing theory posits that individual values, attitudes, and beliefs are strongly influenced by reference groups. In this exploratory study of 98 Black students, we examined the impact of racially homogeneous and heteregenous reference groups on strength of affiliation with Black culture using Whittler et al.s (1991) 13-item Black Identification with Black Culture scale. We did not find any significant differences in the mean scores on the 13-item scale between black respondents associated with racially similar homogeneous reference groups and those associated with racially heteregeneous reference groups.