Thomas S. Robertson

A Propositional Inventory for New Diffusion Research

The diffusion theory literature offers a fairly well-developed conceptual framework for the study of communications. As developed across a number of disciplines, diffusion applies to the flow of information, ideas, and products; its uniqueness is its focus on interpersonal communication transfer. This paper offers new theoretical propositions to advance consumer diffusion research and to provide a foundation for diffusion modeling.

TECHNOLOGY DEVELOPMENT MODE: A TRANSACTION COST CONCEPTUALIZATION

Technology alliances have emerged in the past decade as a significant mode for the development of innovation. The present research assesses the factors explaining whether firms will engage in such technology alliances or utilize the more traditional mode of internal R&D. The hypotheses stem from a transaction cost conceptualization. Results suggest that firms which pursue technology alliances are likely to have less commitment to product category-specific assets, to face higher technological uncertainty, to be more capable at measuring innovation performance, to have more successful technology alliance experiences, and to compete in lower growth product categories.

Children and Commercial Persuasion: An Attribution Theory Analysis

This article studies childrens levels of understanding of television commercials and the associated effects upon attitudes and purchase request tendencies. Attribution theory, with its focus on perception of intent , is the research framework. The results suggest that when a child attributes persuasive intent to commercials, he believes them less, likes them less, and is less likely to want the products advertised.

Organizational Psychographics and Innovativeness

This paper proposes a conceptual model of organizational psychographics to explain innovative buying behavior within organizations. The model is used to predict hospital adoption of new medical technology, and the results suggest that psychographics can improve our ability to understand organizational innovativeness.

Deception by Implication: An Experimental Investigation

A computer-based measurement procedure was developed to assess the deceptive effects of advertising claims. The study investigated various message forms identified in past research as having the potential to deceive the consumer by implying unrealistically high levels of brand attribute performance. Deception was assessed by comparing consumer responses to the questionable claims against responses to the presentation of no attribute information and true information. Results across a set of computer-constructed ads for hypothetical ibuprophen-based brands of pain reliever showed that expansions of literally true claims, and, to a lesser extent, qualified expansionary claims, increased false brand attribute beliefs, affect, and purchase intentions in comparison to the control conditions. Implications for the detection of deceptive advertising claims are drawn.

Incumbent Defense Strategies Against New Product Entry

Abstract The objective of this study is to estimate the effectiveness of different defense strategies when faced with a new product introduction by a competitor. Using a sample of in cumbentsacross a wide range of industries, we find that faster reactions to the new entrant have a positive impact on the perceived success of the defense strategy. However, the greater the breadth of reaction (number of marketing mix instruments used), the less successful is the defense. The ability of an incumbent to maintain its market position is also significantly affected by industry characteristics and the degree of competitive threat posed by the new product entry.

Imaging and analyzing in response to new product advertising

Abstract This study focuses on two complementary modes of elaborative processing in response to advertising: imagery and analysis. Imagery is characterized by nonverbal product-related thoughts, whereas analysis is more semantic and verbal in nature. Two stimulus determinants of ad-induced imaging and analyzing are investigated and related to the purchase consideration of an innovative product. Results show that the consumers use of imagery is related to the perceived novelty of the advertising stimulus, whereas analyzing is related to less favorable of advertising content. Product-related affect and intention to buy, in turn, are related positively to imaging and negatively to analyzing. Implications for advertising management and research are discussed.

Advertising and Children A Cross-Cultural Study

This is a cross-cultural study of the television-viewing behavior of children in three age groups and the generation of both product requests to parents and parent-child conflict. A model of viewing and response patterns is hypothesized, and cultural factors are investigated across U.S., Japanese, and English families. Results are relevant in the current public policy debates in the United States, Europe, and Japan concerning advertising to children.

Organizational Cosmopolitanism and Innovativeness

The article discusses a research on organizational cosmopolitanism and innovativeness. Individual cosmopolitanism scores were correlated against the number of innovations adopted by the organizatio...

The impact of risk and competition on choice of innovations

This exploratory study examines the roles of uncertainty and attitude toward risk in the adoption process of innovations under different competitive conditions. Hypotheses are tested across simulated competitive environments, utilizing a fractional factorial experimental design. The results demonstrate that the roles of the perceived value of the innovation and of uncertainty depend on the competitive environment facing the manager.