Thomas W. Cline

Early-Entrant Advantage, Word-of-Mouth Communication, Brand Similarity, and the Consumer Decision-Making Process

To better understand the competitive dynamics between an early and a later entrant, in this study we examined the extent to which word of mouth (WOM) regarding the later entrant and the later entrants similarity to the early entrant influences the consumer decision process. We hypothesized that the influence of WOM and similarity depends on the nature of the decision-making task, which is theorized as either a stimuli-based or memory-based task. A 3-stage, sequential-logit model with 2 focal brands (the early and later entrants) was developed to test the influence of independent measures on the likelihood of (a) retrieval; (b) consideration, given retrieval; and (c) choice, given consideration for both the early entrant and the focal follower. Data from 2 experiments provides support for the multistage conceptualization of the consumer decision process and demonstrates that the effects of WOM communication and similarity depend on the nature of the decision-making task.

The joint impact of humor and argument strength in a print advertising context: A case for weaker arguments

Humor is used extensively in advertising, but with mixed results. Drawing on the heuristic systematic model of persuasion, the authors explore a contingency underlying the impact of humorous executions on ad and brand attitudes for a convenience good. Results of a laboratory experiment with print ads show that the presence (vs. absence) of incidental humor can interact with message characteristics such that humorous ads engender more positive attitudes when they employ weaker arguments, and less positive attitudes when they use stronger arguments.

Consumers' need for levity in advertising communications

The authors propose and develop a scale to measure a new construct, ‘Need for Levity’, that represents an individuals tendency to seek out and engage in levity (lighthearted behavior). Need for Levity (NFL) is conceptualized as a personality trait that encompasses, but transcends, an individuals sense of humor. The final scale includes four dimensions: Internal Humor (the need to experience humor internally – to generate humor); External Humor (the need to experience humor from external sources); Internal Whimsy (the need to experience whimsy internally – to act whimsically); and External Whimsy (the need to experience the whimsy and playfulness of others). The authors present four scale development and validation studies that illustrate the relevance of this construct for research in consumer psychology.

Impact of Social Support on Symptoms of Depression and Loneliness in Survivors Bereaved by Suicide

According to the latest statistics from the American Association of Suicidology, there were approximately 41,000 suicides in the United States, accounting for 112 suicides per day or one every 12.8minutes (Drapeau & McIntosh, 2015). Survivors bereaved by suicide often experience complicated grief and feelings of social isolation. The study was a secondary data analysis from a study which involved 44 participants over the age of 18 from Southwestern Pennsylvania. Symptoms of depression and loneliness were assessed in relation to reported social support available to participants. The findings support the notion that increased availability of support can decrease symptoms of depression.

Impact of a standardized patient simulation on undergraduate nursing student knowledge and perceived competency of the care of a patient diagnosed with schizophrenia

Background: Undergraduate nursing students may not have the opportunity to assess and intervene with a patient diagnosed with schizophrenia during their clinical rotation. Provision of a standardized patient simulation experience affords students this opportunity in a safe setting without risk to the patient or student. Methods: A quasi‐experimental design was utilized to explore the impact of the addition of a standardized patient simulation scenario depicting a patient with a diagnosis of schizophrenia on undergraduate nursing student knowledge and perceived competency. Results: The mean values for perceived competence and knowledge increased significantly over the three time periods (p < 0.001). Conclusion: The results suggest that incorporating SP simulation into the undergraduate psychiatric mental health nursing course has the potential to enhance both knowledge and perceived competency of students in caring for patients diagnosed with schizophrenia and ultimately promote better healthcare outcomes. HighlightsPatients with schizophrenia often have multiple medical comorbidities, comorbid substance abuse, and lack of engagement in preventative care that contribute to a reduced life expectancy.During the clinical rotation, nursing students may not have the opportunity to assess and intervene with a patient diagnosed with schizophrenia due to patient acuity.