Sanford Grossbart

The Impact of Comparative Advertising on Levels of Message Involvement

Abstract This study examines the notion that comparative ads containing direct references to a well-known competitor are inherently more “involving” than noncomparative ads. Utilizing an information-processing perspective, findings indicate that the comparative format elicits higher levels of message involvement/processing activity than the noncomparative format. In addition to perceiving the comparative message as being more relevant, subjects viewing that format paid more attention to, elaborated on, and were able to recall more message points than did subjects exposed to a similar, though noncomparative, ad.

Manipulating Message Involvement in Advertising Research

Abstract Given the influential role involvement plays in advertising processing, it is important that researchers planning to manipulate the construct take great care in developing their manipulations and manipulation checks. This study discusses a procedure, adapted from Churchills (1979) paradigm for developing better measures of marketing constructs, that may be useful in constructing manipulations of advertising (message) involvement. A manipulation and accompanying manipulation checks are offered as examples of instructions/items satisfactorily meeting reliability and validity requirements. The study draws attention to the importance of developing valid manipulations of involvement when conducting advertising research.

Optimal Stimulation Level and the Adoption Decision Process

Following the Klonglan-Coward model, adoption decisions are viewed as following evaluation, a cognitive stage in the decision process, or trial, an overt purchase act. Operationalizing a persons optimal stimulation level with Zuckermans Sensation Seeking Scale, hypotheses linking stimulation needs and the tendency to base an adoption decision on evaluation or trial are supported by data from a sample survey of adult females.

Macromarketing: Past, Present, and Possible Future:

In this article, we offer an overview of macromarketing from the mid–1960s to the present. Based on this overview, describe examples of the system elements that have been of interest in researching marketing systems (including those that relate to the environment and the components, attributes, and outcomes of marketing systems). Next, we consider where the field stands today and discuss twelve challenges in macromarketing that compose a possible scenario for future research. Finally, we note the scenarios links to intellectual and normative traditions in the field, its potential relevance for macromarketing scholarship, and its limitations.

The Role of Parental Socialization Types on Differential Family Communication Patterns Regarding Consumption

Abstract This research provides a theoretical basis for explaining differences among mothers regarding how they communicate consumer skills and knowledge to their children. Socialization theory based on similarities in general parenting tendencies was used to group mothers. These groups provided a rationale for expecting consumer socialization communication differences. Findings suggest that more general socialization types exhibit differences on specific communication dimensions. Specifically, mothers who are restrictive and warm in relationships with children are also more likely to use communication messages that promote monitoring and control of childrens consumption activities. Mothers who generally respect and solicit childrens opinions also tend to utilize messages that foster the development of consumption decision-making abilities in children.

Consumer Socialization and Frequency of Shopping with Children

This study examines co-shopping frequency (mothers shopping with children) from a consumer socialization perspective. It also compares consumer orientations and socialization behaviors of heavier, moderate and lighter co-shoppers. Results indicate that these groups differ in desires to develop children’s consumer competence, consumer roles played by children, consumption motivations and values, and potential efforts to mediate marketing influence.

Verbal and Visual References to Competition in Comparative Advertising

Abstract This experimental study contrasts effects of noncomparative and comparative print advertising formats. It employs multiple indicators of advertising response and a wide range of covariates. The focus is on differences in cognitive, affective and behavioral reactions to noncomparative versus comparative formats with alternative verbal and/or visual references to the competition. Results indicate that while comparative ads with well-known, established brands are not inherently confusing, (dis)advantages of different formats depend on an advertisers objectives.

Ethnography of an American Main Street

Purpose – This article seeks to demonstrate how sociological perspectives and ethnographic methods provide insights into extraeconomic and suprafirm factors that may contribute to the functioning and character of downtown business districts. The study is intended to suggest directions for future research, rather than provide a definitive test of specific propositions.Design/methodology/approach – A long‐term field investigation of a Midwestern American Main Street is presented in an extended case study format. Participant observation, depth and field interviews, and secondary data collection are the primary methods employed.Findings – The findings suggest three dialectics that reflect extraeconomic dimensions underlying vital Main Streets. These include continua regarding the structure, function, and festive nature of marketplace activities. In this study, relatively few marketplace activities were commercial functions. Moreover, most were co‐produced by consumers and marketers. The extent of co‐productio...

Parental Style Segments and Concern about Children's Food Advertising

Abstract This study investigates the relationship between parental socialization styles and concerns about food advertising directed at children. Openness to communication, behavioral restrictiveness, and attitudes toward childrens autonomy are used to identify authoritative, authoritarian, and permissive parental styles. Results indicate that authoritative parents are more concerned and more likely to mitigrate advertising influence than are permissive parents.

Potential contributions of marketing and government for small food distribution firm development in CIS nations

This article discusses the development of an agenda for government programs that facilitate, guide, and control institutions, markets, and independent food distribution firms in the CIS nations. This agenda incldudes programs designed to: influence the environment for marketing activities; integrate customers into the marketing system; increase marketing expertise; create small enterprise centers; improve the efficiency and effectiveness of the marketing mix; and reinforce efficient and effective marketing behavior. An evaluation of the potential impact of these six programs on the character and needs of small firms is made from both a macro and micro viewpoint.