Richard F. Beltramini

Perceived Believability of Warning Label Information Presented in Cigarette Advertising

Abstract A series of new warning labels presenting information on specific research on the hazards of smoking recently has been developed by policy makers. The overall objective of the new series is to generate a response of belief in the risks of smoking and, ultimately, to influence smoking behavior. This investigation explores the perceived believability of the warning label information among young adults and suggests a number of implications from the results.

Concerns of college students regarding business ethics: A replication

In 1984 we reported the results of surveying a nationwide sample of college students about selected business ethics issues. We concluded that (a) college students were in general concerned about the issues investigated and (b) female students were relatively more concerned than were male students. The present study replicated our earlier study and not only corroborated both of its conclusions, but also found a higher level of concern than had been observed previously.

A Meta-Analysis of Effect Sizes in Consumer Behavior Experiments

An investigation was undertaken to empirically document effect sizes (i.e., the strength of a relationship or the magnitude of a difference between variables) in consumer behavior experiments reported in the literature during the period 1970–1982. A total of 118 experiments and 1,036 experimental effects was analyzed. Using ω2 as a measure of effect size, the investigations results reveal that, on average, approximately 11 percent of the variance in a response variable was explained or accounted for by a statistically significant ( p ≤ 0.05) effect. This percentage, however, differed as a function of the methodological characteristics of the experiment.

Student surrogates in consumer research

The issue of using students as subjects in consumer research is discussed. Data are collected at both behavioral and attitudinal levels from both student and general population samples, and the results are compared. Results are discussed in light of the practical advantages inherent in student samples.

Marketing Faculty Promotion and Tenure Policies and Practices

The promotion and tenure policies and practices of marketing departments in particular are explored. The balance among the evaluative areas of performance (teaching, research, and service) are assessed, together with the perceived importance of the various components of each area. The results are discussed in terms of trends in todays educational system.

Exploring the Perceived Believability of DTC Advertising in the US

The pharmaceutical industry in the US recently introduced new self‐regulatory guidelines on direct‐to‐consumer (DTC) advertising, which some suggest are a response to prolonged criticism of its marketing strategies. Current studies conducted by the industry, academics, and regulatory bodies report that consumers find informational value in DTC advertising, yet scant evidence exists as to whether or not consumers actually believe the information presented overall (as opposed to any specific DTC ad.). This paper reports the results of an exploratory investigation into the perceived believability of pharmaceutical performance claims in US DTC advertisements, and whether or not differences exist in the ad.s perceived believability by source, channel, or message factors, or by consumer demographics. Results are both consistent and, at times, contradictory, to the current level of understanding regarding DTC advertising.

Ethics and the use of competitive information acquisition strategies

Several business trends have forced accelerated efforts to acquire competitive intelligence. While coverage of business ethics in classroom instruction has accelerated, concerns over unethical competitive information acquisition strategies persist. The frequency of use by individuals, their companies, and their competitors is assessed, and the findings reveal the extent of this ethics gap.

Exploring the Effectiveness of Business Gifts: A Controlled Field Experiment

To measure the effectiveness of business gifts, a controlled field experiment was designed to isolate the attitudinal and behavioral intent effects of business gift giving by an actual company and its customers. Customers were randomly assigned to experimental groups, (who received a business card file) and control groups (who received no business gift) according to a Solomon four-group design. Mail questionnaires were utilized to collect data on respondent attitudes toward four product attributes (price, quality, service, and delivery) across three product lines, and on customers’ likelihood to contact the donor company versus the majority of its major competitors., Consistent with the reciprocal intent of business gift giving, the results indicate the ability of business gifts to work in synergy with the other elements of an organization’s marketing communications program.

Application of the Unfairness Doctrine to Marketing Communications on the Internet

The increased usage of marketing communications on the internet has presented a number of significant business ethics issues. And, while regulatory agencies have increased their vigilance in protecting consumers from injury, the uniqueness of business via the internet has challenged these agencies to respond in evolving ways. This paper provides a brief overview of the application of the FTCs lesser known unfairness doctrine as a potential framework for better understanding emerging privacy and e-commerce issues, and specific examples are provided for illustration.

Do Customers Believe in Automobile Industry Rebate Incentives

ABSTRACT Automobile industry promotional incentives to consumers have been used for 25 years, yet little empirical research exists in this specific area. This large-scale, national study investigates the influence of monthly payment incentives (rebates and low interest rates) on the decision process of both car and truck owners and lessees. Results are discussed in terms of both managerial applications and implications for future research.