Thomas J. Madden

A Comparison of the Theory of Planned Behavior and the Theory of Reasoned Action

Research in social psychology has extensively referenced and used Fishbein and Ajzens theory of reasoned action to predict and understand motivational influences on behavior Recently Ajzen has proposed an extension of the theory by including perceptions of behavioral control as an additional predictor of intentions and behavior. The present research compared Ajzens theory of planned behavior with the theory of reasoned action for 10 behaviors chosen to represent a range with respect to control over performing the behavior. he results indicate that inclusion of perceived behavioral control enhances the prediction of behavioral intention and behavior Consistent with the theory of planned behavior, the effects of perceived behavioral control on a target behavior are most vivid when the behavior presents some problem with respect to control.

Managing Images in Different Cultures: A Cross-National Study of Color Meanings and Preferences

Color is an integral part of products, services, packaging, logos, and other collateral and can be an effective means of creating and sustaining brand and corporate images in customers’ minds. Through an eight-country study, the authors explore consumers’ preferences for different colors and color combinations. The results show cross-cultural patterns of both similarity and dissimilarity in color preferences and color meaning associations. When subjects are asked to match colors for a product logo, some color combinations suggest a consistency in meaning, whereas other combinations suggest colors whose meanings are complementary. The authors discuss implications for managing color to create and sustain brand and corporate images across international markets.

Brands matter: An empirical demonstration of the creation of shareholder value through branding

This research responds to the attendant need for empirical evidence pertaining to how marketing affects firm performance. Using the Fama-French method, common in finance, and a leading marketplace measure of a brand’s financial equity value, the authors provide empirical evidence for the branding-shareholder value creation link. The results extend previous research by showing that strong brands not only deliver greater returns to stockholders than does a relevant benchmark but do so with less risk This finding holds even when market share and firm size are considered.

Countries and their products: A cognitive structure perspective

This research reports on consumers’ cognitive structures for countries and their products. In-depth personal interviews identified respondents’ knowledge, beliefs, myths, and other relevant cognitions related to a diverse set of 11 countries and their products. Derived cognitive dimensions were analyzed via correspondence analysis, and the 11 countries were subsequently grouped into five sets, or cognitive categories. In addition to the empirical findings, the article introduces the concept of country equity as a new way of thinking about global brands and discusses managerial implications related thereto.

A Closer Look at Classical Conditioning

Classical conditioning has become a focus of growing interest as a basic framework for interpreting advertising effects. This article argues that a more precisely specified, affective-conditioning hypothesis merits close attention from consumer researchers, in part because little unequivocal evidence is available to uphold its viability. A study that extends Gorns (1982) recent investigation of affective conditioning is reported. The new data furnish little support for the affective-conditioning hypothesis and implicate an alternative theoretical explanation.

GLOBAL PRODUCT QUALITY AND CORPORATE SOCIAL RESPONSIBILITY PERCEPTIONS: A CROSS-NATIONAL STUDY OF HALO EFFECTS

Attribute ratings often contain a holistic or global impression of the brand, commonly referred to as “halo.” A halo response can occur when perceptions of a brands performance on an attribute are influenced by performance perceptions on another attribute or by a global impression of the brand. Using cross-national survey data from consumers in Argentina, China, Spain, and the United States, the authors examine the extent to which a halo response introduces bias to product quality and corporate social responsibility perceptions of competing brands. The findings show that halo is more pervasive for product quality than for corporate social responsibility associations, varies across brands and markets, and is strongly related to brand recommendations. Examining cross-national brand performance and halo perceptions can help international marketing managers understand key perceptual similarities and differences between and across markets, which can inform strategic considerations such as whether to pursue global, panregional, or national branding, positioning, and advertising strategies.

“If You've Seen One, You've Seen Them All!” Are Young Millennials the Same Worldwide?

ABSTRACT The values of coming-of-age millennials in the United States, Sweden, and New Zealand were studied to determine if their values are similar, thus enabling marketers to stress the same values panculturally. While similarities were found on some value dimensions, many differences were noted as well. U.S. and Swedish millennials were most different from one another while New Zealand millennials were more similar to U.S. respondents than Swedes, a finding consistent with Hofstedes model of cultural values. The findings support the need to understand cohort-based values and cultural values in designing a marketing strategy targeting millennials across cultures.

Scaling Models for Categorical Variables: An Application of Latent Structure Models

We demonstrate how latent structure analysis can be used to model rating scale data that have ordered categories, and propose a modification of the basic latent structure approach to analyze response errors in the context of a traditional multitrait-multimethod matrix. The extended approach provides the researcher with the ability to (1) use formal test statistics to select a response error model, (2) assess the effects due to traits versus methods, and (3) examine and test a wide array of plausible measurement error hypotheses.

Students' Evaluation of Teaching: Concerns of Item Diagnosticity.

The validity and reliability of students’ evaluation of teaching effectiveness has been debated since the 1970s. One concern is the extent to which the ratings are influenced by halo, and if so, how does halo affect the interpretation of the ratings? This study seeks to assess the degree to which the halo affects the diagnosticity of individual teaching evaluation items. Statistical methods are used to identify and purge the individual item ratings of halo. Three professors are compared using the observed teaching evaluation scores and the observed scores once the halo has been purged. Results indicate that the halo is present in the scores and that the halo does bias the interpretation of teaching effectiveness, especially when the goal is to compare one professor with another.

The impact of response format on relations among intentions, attitudes, and social norms

This research investigates the response consistency error which may be induced by certain common methodological practices in tests of predictive models such as the theory of reasoned action (Ajzen and Fishbein 1980). Specifically, the physical presence of a questionnaire was expected to provide respondents an inducement and basis for maintaining consistent responses. In addition, the practice of presenting all measures of a given construct together seemed likely to heighten correlations among constructs, resulting in heightened predictions. Two experiments were conducted in which respondents completed measures of the theory of reasoned action for a variety of behaviors using either a paper or computer-administered questionnaire with items in standard or random order. The results of these studies indicate that, contrary to expectations, the degree of attitude-intention consistency across behaviors may be attentuated in standard paper administrations.