Sindy Chapa

Hispanic Attitudes Toward Advergames

Abstract Advergames are gaining recognition around the world as a new, captivating, and persuasive environment among advertisers. Despite its growing popularity, very little is known about the formation of attitudes toward advergames in emerging economies. The objectives of our study were the refinement and empirical testing of a model of the reactions generated by exposure to advergames among Mexicans, Peruvians, and Americans. A series of experiments revealed that Hispanics exhibited positive attitudes toward advergames. Intrusiveness was found as the factor accounting for most of the negative attitude toward advergames. Lack of congruence was found to be a precursor of intrusiveness. Interestingly, although ads in games were perceived as more intrusive, they were perceived as less irritating. Implications for advertisers are discussed.

The role of advertising in consumer emotion management

Consumer research has demonstrated that emotions play an important role in the decisionmaking process. Individuals may use consumption or purchasing as a way to manage their emotions. This research develops a model to help explain the process by which individuals engage in consumption to manage their emotions, and examines the efficacy of an advertisement for a hedonic product that uses affect-laden language to stimulate such a process. Results suggest that favourable emotional responses from an advertisement can lead to positive attitudes towards the advertisement, prefactual thinking in the form of hedonic rationalisations and greater behavioural intentions. Additionally, guilt from consuming and purchasing these hedonic products can be mitigated, which is also associated with greater behavioural intentions. Findings have implications for marketers and advertisers of hedonic products.

Product Category and Origin Effects on Consumer Responses to Counterfeits

Abstract This study compares the effect of product category differences and country of origin on Mexican and American attitudes toward a counterfeit product. Bournes (1957) typology is used to approach the product category effect on attitudes toward counterfeits using the private vs. public consumption of luxury vs. necessity product categories. Three “made in” labels (China, Brazil and the U.S.) are used to examine the COO match-up effect on consumer attitudes toward counterfeit products. The results indicate the following: First, consumer responses toward counterfeits are more favorable for products used in public than those consumed in private. Second, although China is the worlds largest source of counterfeits, American counterfeits are more likely to be purchased than Chinese counterfeits. Third, we found Americans to be more concerned with country of origin than Mexicans in this context. Finally, education was found to be an important factor influencing consumer attitudes toward counterfeits, with better-educated consumers less likely to purchase counterfeits.

Rescuing Xenocentrism: The Missing Construct in Consumer Behavior—An Abstract

The purpose of this study is to establish a conceptual framework of xenocentrism in the context of consumer behavior and subsequently to develop a scale assessing its dimensionality, reliability, and validity. A mixed methodology approached was used in this study during an 18-month period. The data was collected in Mexico using a multistage research process. The final stage included a total sample of 356 consumers. For validation purposes, the ethnocentrism and cosmopolitanism scales were compared and tested against xenocentrism. The findings demonstrated that xenocentrism has to do with individuals’ positive attitudes towards foreign cultures and negative attitudes towards one’s own culture in terms of social behaviors and consumer preferences. The proposed scale to measure xenocentrism (XSCALE) which includes two factors, social xenocentrism and consumer xenocentrism, shows high levels of reliability and validity. The development of XSCALE is groundbreaking research in consumer behavior and international business, and should be used to segment consumers and identify potential markets for business expansion at a global level.

Bragging about online purchases: comparing consumer word-of-mouth among Hispanics and non-Hispanics groups

The purpose of this study was to explore to what extent consumers use word-of-mouth (WOM) to share information about their online purchases and to what extent WOM differ across segments and cultural groups. An online survey with a total sample of 2,850 was used to measure and model the impact of WOM. The findings of the study support the premise that acculturation is a moderator of WOM, and confirms the predictive value of culture on consumer attitudes and behaviours. From a practical perspective, the results indicate that un-acculturated Hispanics (new immigrants and first generation) are more prone to use WOM than acculturated Hispanic consumers, who in turn, are more prone to use WOM to brag about their online shopping than non-Hispanics/Whites in the USA. Finally, a tested model reveals WOM plays a mediating role in increasing consumer preference for premium products.

Modeling the Role of Power Distance and Social Formality in Business-to-Business Relationships in India

This study explores the effect of power distance and social formality in the managers perception toward a business-to-business relationship. First, power distance, as cultural factor has been related to the way individual perform business, and develop business relations (Hofstede, 1980). Second, social formality, also known as social etiquette or social grace, refers to the way individuals conduct themselves in social groups; such as dress code, table manners, and greetings (Burgoon et al., 1996). Finally, business-to-business relationship refers to all activities directed toward establishing, developing and maintaining successful relational exchanges (Hunt and Morgan, 1994), committed to engage in an ongoing relationship with other business (Sheth and Parvatiyar 1995).

Joint Venture Dissolution in Developed and Less Developed Countries: Exploring Political Stability and Types of Termination

This study examines the role of political stability and economic development of the host country in the termination of international joint ventures. It will show how these factors influence the method in which a joint venture is terminated.