William J. Lundstrom

Sex Role Portrayals in Advertising

Are women and men critical of the way they are shown in ads, and how does this affect their attitudes toward products?

Women in Advertisements: Retrospect and Prospect

Abstract This article provides a comprehensive review of research and commentary on the use and reaction to women in advertisements in the last decade for the purpose of projecting future trends. Specifically, trends in sex-role differentiation and sex in advertising are examined and discussed. The authors conclude that the 1980s will exhibit a larger proportion of advertisements featuring women in work-related settings in parity occupations with men. Sex in advertising is expected to become more explicit. However, use of women as sex objects will decline.

The use of students as experimental subjects in marketing research

The ability to generalize experimental observations to some larger environment is frequently a critical issue in marketing and consumer behavior research. A number of books and articles have been devoted to the problems associated with external validity but only recently have marketing scholars begun to examine the validity of employing students as subjects in marketing studies. The research reported in this paper was undertaken in an effort to investigate the validity of using students as surrogates for their parents along a number of selected cognitive dimensions. Testing the responses of both groups with MANOVA, it was discovered that student repsonses were significantly different from their parents on every dimension of interest. The findings suggest that had these particular student subjects been chosen as surrogates for their parents in a marketing research study, the external validity would have been seriously questioned.

Sex Roles in Advertising: Additional Evidence

The present study used a feminine role orientation scale as a measure of 151 women’s beliefs on their role in society. Women were then grouped according to traditional and liberal values and their attitudes towards advertising and sex roles in advertising were analyzed. The results proved contrary to an earlier study by Duker and Tucker.

Psychographic Segmentation by Feminine Role Orientation

Abstract The use of the personality construct of a womans sex role orientation was employed as the means to psychographically segment lifestyle behavior and attitudes towards advertising. The results suggest that it can differentiate women along this continuum and be a potentially useful new tool in consumer research.

Preferences for compensation options

Abstract An analysis of preferences for compensation options was performed for a sample of employees in one organization. The organization was sampled at two points in time, approximately one year apart. The first sample was a stratified random sample of managerial and nonmanagerial employees (N = 101). The second sample contained a repeat sample of 48 individuals and a random sample of 80 individuals for a total (N = 128). The sampling procedure allowed for both cross-sectional and longitudinal analysis. The analysis of compensation preferences was based on the set of compensation items currently available to all employees. The results indicated a marked stability of preferences for the longitudinal sample (N = 48), and a systematic crosssectional variance in preferences at both time periods based on age and salary levels of employees. The results of this research lend credence to both cafeteria-style compensation programs and portable pensions.

A Neglected Market Segment in Revitalizing the Central Business District: The Downtown Worker as the Downtown Shopper

The attitudinal and demographic characteristics of the downtown worker were examined as they pertain to their shopping behavior in the central business district. These findings are examined in the light of a neglected market segment that may be instrumental in the revitalization of the downtown shopping area.