Thomas E. DeCarlo

Consumers’ Responses to Negative Word-of-Mouth Communication: An Attribution Theory Perspective

Research on negative word-of-mouth communication (WOMC) in general, and the process by which negative WOMC affects consumers’ brand evaluations in particular, has been limited. This study uses attribution theory to explain consumers’ responses to negative WOMC. Experimental results suggest that (a) causal attributions mediate the negative WOMC-brand evaluation relation, (b) receivers’ attributions depend on the manner in which the negative WOMC is conveyed, and (c) brand name affects attributions. Results also suggest that when receivers attribute the negativity of the WOMC message to the brand, brand evaluations decrease; however, if receivers attribute the negativity to the communicator, brand evaluations increase.

Influence of Managerial Behaviors and Job Autonomy on Job Satisfaction of Industrial Salespersons: A Cross-Cultural Study

Abstract The present study examines the effects of managerial behaviors (i.e., initiation of structure and consideration) and job autonomy on industrial salespersons’ job satisfaction. The study also investigates the generalizability of our theoretical model developed for U.S. salespersons to salespersons in Australia and India. In general, the study findings suggest perceived job autonomy is an important antecedent to job satisfaction among salespersons from all three countries. Surprisingly, little differences were observed in the impact of managerial initiation of structure and consideration on job satisfaction among the sales personnel from all three countries. Implications of the importance of managerial behaviors and job autonomy are developed for research and practice.

Alcohol warnings and warning labels: an examination of alternative alcohol warning messages and perceived effectiveness

Examines consumer perceptions regarding the effectiveness of government‐mandated alcohol warning labels and organizational efforts to promote responsible drinking from the perspective of social judgment theory. Investigates receiver involvement as a predictor of perceived effectiveness for alcohol warnings and warning labels. Finds the relationship between levels of alcohol consumption and perceptions of warning‐label effectiveness to be insignificant; and that health consciousness to be ineffective in predicting perceptions of label effectiveness. However, health consciousness was related to the tendency to read product warning labels. Additionally, examines the source credibility and language intensity of the message for their effects on perceptions of alcohol warning effectiveness. The findings demonstrated that when highly credible sources use intensely worded alcohol warnings, the message is perceived to be more effective than when high‐credibility sources use less intensely worded warnings or when messages are presented by low‐credibility sources.

Physical Attractiveness on Cognitive Evaluations of Saleswomen’s Performance

The present study examines the role of physical attractiveness in the causal attribution process of saleswomen’s performance. Sex-role stereotyping and attribution theory provide the theoretical framework for examining the influence of physical attractiveness in the evaluation process. Specifically, we develop hypotheses of how physical attractiveness, sex role stereotyped products and performance information affect: (I) causal attributions used to explain saleswomen’s performance, (2) expectations for future performance, and (3) decision confidence. Contrary to the practitioner literature, our experimental results support recent research showing that physical attractiveness plays a limited role in evaluator causal attributions and expectations for future performance of saleswomen. However, physical attractiveness appears to have a significant influence on evaluator decision confidence.

RETAIL EQUITY PERCEPTIONS AND CONSUMERS' PROCESSING OF NEGATIVE WORD-OF-MOUTH COMMUNICATION

This paper examines the impact of retail store equity on the cognitive processes employed by consumers receiving negative word-of-mouth communication (WOMC). The general thesis is that retail store equity will alter the effect of negative WOMC on store evaluations. Propositions are developed that integrate attribution theory and retail equity perceptions and predict that negative WOMC may not automatically lead to more negative store evaluations, as suggested in previous research. The resulting evaluations depend upon the attributional processes employed by consumers during their exposure to WOMC. Managerial implications of the propositions are discussed.

Building expert systems from the selling scripts of multiple experts.

Expert systems seek to solve problems by using a computer to apply reasoning methodologies to knowledge in a specific domain in order to render advice or recommendations, much like a human expert. Presents a methodology which uses the behavioral rules of multiple expert salespeople to develop a prototype of a flexible, yet systematic, sales expert system. The prototype expert system in this study was built using the selling scripts and if‐then contingency rules of expert salespeople in the insurance industry. The system mimics the selling process for interviewing, qualifying, and scheduling an appointment with an insurance prospect. While the expert system describes a relatively simple selling process, relative to the complexity of an actual face‐to‐face sales call, the procedure described is quite general.

The Relationship of Pre-entry Variables to Early Employment Organizational Commitment

This pre and post-job entry study of new insurance agents investigated the predictors of job entry and post-entry organizational commitment. Results showed perceived person-job fit and internal locus of control were the best predictors of pre-entry commitment. Realistic positive expectations predicted post-entry organizational commitment, controlling for pre-entry organizational commitment. The results suggest that job search practices have a significant impact on early employment organizational attachments.