Developments in marketing science: proceedings of the Academy of Marketing Science, 2016
Retailers, market practitioners, and consumer researchers have recognized the importance of the H... more Retailers, market practitioners, and consumer researchers have recognized the importance of the Hispanic customer in the USA for decades. Their buying power continues to increase as does the complexity of this heterogeneous market group. In a recent report, “State of the Hispanic Consumer: The Hispanic Market Imperative,” Nielsen (2012) states that:
... CONSUMER REACTIONS TO COMPARATIVE ADVERTISING. Linda L. Golden , University of Texas at Austi... more ... CONSUMER REACTIONS TO COMPARATIVE ADVERTISING. Linda L. Golden , University of Texas at Austin. ABSTRACT -. ... The data from the first three sections of the questionnaire were submitted to analysis of covariance (Bart and Goodnight, 1972). ...
The college population is an important target group for AIDS risk behavior demarketing. While col... more The college population is an important target group for AIDS risk behavior demarketing. While college students appear to be factually knowledgeable they reportedly often engage in highrish sexual behaviors. This study sheds light on this incongruity by investigating free association images of AIDS and the salient emotions revealed about the disease. The results suggest that students percecive strongly the finality
ABSTRACT The term "non-profit" has been criticized as fiscally inaccurate and negative,... more ABSTRACT The term "non-profit" has been criticized as fiscally inaccurate and negative, when the goal of these organizations is, in fact, positive. The United States Internal Revenue Service (IRS) Code states that earnings gained by "non-profit" organizations may not benefit individuals or stakeholders, which neglects a broader, social-context definition of the term "stakeholder". The concept of "social profit" is a more positive, more accurate descriptor of an orientation toward benefit to all societal stakeholders. This paper presents a new conceptual framework for social impact, "social profit," which can be a goal shared by for-profit enterprises and non-profit organizations ("pure social profit enterprises"). Applying this universal term connects a diverse array of organizations in their common purpose: benefitting society. The increased importance of ethical behavior, transparency, and accountability demanded in the marketplace presents unique opportunities and challenges for enterprises of all kinds. We assert that social profit enterprises (SPEs), when managed like their for-profit counterparts, impact social improvement more widely and deeply than any other market entity. A range of social profit enterprises (SPEs), SPE functions, and methods for determining the strategic value of social profit ventures (SPVs) are identified. By rebranding the nomenclature used in discussing social good and utilizing the rigor of for-profit, business-like thought, social profit enterprises can maximize their impact. These practices would include implementing evaluative metrics, standards-based goals, individual stakeholder incentives, conservative operations, enterprise risk and opportunity management (EROM), and effective communications strategy. This paper provides suggestions for so doing. INTRODUCTION With increased access to and use of technology in modern society, the world's citizens are more connected to and aware of each other than ever before. Globalization has forged an inextricable relationship among all global stakeholders. Social issues, like climate change, world poverty, famine, disease, inhumanity, over-indebtedness, economic infrastructure crises, child abuse, gender inequity, and modern slavery, are impacting the planet, its people, and its societal organizations. Now, with more information and broader perspective, the importance of social context has been crystallized, for without people or a planet, profit cannot exist. Businesses, organizations, and citizens are responding with momentum, because they realize the survival risk has become too high. Marketing has a strong role to play in addressing all of these issues and has done so to various degrees at various times (Andreasen 1982, 1993, 1994, 1995, 2006; Fox and Kotier 1980; Kotler and Levy 1969; Kotier and Roberto 1989; Kotier and Zaltman 1971; Maignan and Ferrell 2004; Peattie and Peattie 2009). But, for marketing and other disciplines, we lack a nomenclature and strong metrics to measure our progress and to unify the focus of various ways of thinking about and addressing societal needs, benefits, and issues. A unifying semantic nomenclature and metrics may help better align our intentions with our behaviors and results, since with some social causes we are running out of time. In this paper we offer a new conceptual framework for discussing the pursuit of social good: "social profit". We discuss how the idea of "social profit" helps to connect different enterprises in their common purpose of pursuing social good, and how it encourages business-like thought and principles in the provision of and communication about social benefit, re-defining the functions and classifications of social profit enterprises (SPEs). We stress the importance of metrics-based evaluation and offer methods to determine the strategic value of social profit ventures (SPVs). THE SOCIAL PROFIT MARKETPLACE Ideally, enterprises are formed to fulfill a need in the marketplace and some of those needs form around societal benefit. …
This study examines the effects of objective (factual information) and subjective knowledge (an i... more This study examines the effects of objective (factual information) and subjective knowledge (an individual's self-assessment of how much knowledge s/he has) on information-seeking intentions and source preferences. It explores the human papillomavirus (HPV) knowledge inequalities in groups of young adults aged 18-26 years with and without vaccinations and diagnosis, and different demographics/socio-economic and perceptions of health status. Higher subjective HPV knowledge leads to greater information-seeking intentions from family/friends and mass media but not from health professionals and the Internet. Objective HPV knowledge did not matter for information-seeking. The important role of demographics/socio-economic and perceived health status is also discussed.
... 1959). In the midst of varying methodologies and different focuses, some studies support the ... more ... 1959). In the midst of varying methodologies and different focuses, some studies support the congruence while others do not. ... hypotheses: 1. To investigate the congruency between sex role self-concept and sex-typing of products; 2 ...
... Linda L. Golden , The University of Texas at Austin. ... Donna Coogan (Student), University o... more ... Linda L. Golden , The University of Texas at Austin. ... Donna Coogan (Student), University of Cincinnati. ... Morris and Cundiff (1971) reported that males with feminine identification and a high level of manifest anxiety expressed unfavorable attitudes toward the use of a feminine ...
Previous literature provides insight into the importance of beliefs and other intrapersonal varia... more Previous literature provides insight into the importance of beliefs and other intrapersonal variables for health-related information acquisition and behavioral change. The results of an empirical investigation evidence the unique strength of the role of core health beliefs for each of the multi-level measures. Directions for the development of effective marketing strategy are discussed.
In brief: Five mouth guard designs were made for 18 high school and university quarterbacks. The ... more In brief: Five mouth guard designs were made for 18 high school and university quarterbacks. The mouth guards were evaluated for speech intelligibility when the players called representative signals. Speech intelligibility was significantly better with custom mouth guards constructed on a cast of the player's dental arch than with the self-adapted mouth guards. All quarterbacks preferred the custom mouth guard with occlusion and restricted palatal coverage for use during the season.
The relative influence of comparative and noncomparative advertising on purchase intention rating... more The relative influence of comparative and noncomparative advertising on purchase intention ratings, perceptions of believability, credibility, quantity of information, and usefulness of information is investigated. The impact of the advertiser's competitive position, claim substantiation, and theme are considered, and the degrees of brand loyalty toward the advertised and competing brands are treated as covariates. Results indicate that ratings of purchase intentions, believability, and credibility were not differentially affected by comparative and noncomparative advertisements; however, the relative effectiveness of comparative advertising is influenced by the theme and advertiser's competitive position. The terms in the model did not explain a significant amount of the variation in ratings of quantity and usefulness of information.
Developments in marketing science: proceedings of the Academy of Marketing Science, 2016
Retailers, market practitioners, and consumer researchers have recognized the importance of the H... more Retailers, market practitioners, and consumer researchers have recognized the importance of the Hispanic customer in the USA for decades. Their buying power continues to increase as does the complexity of this heterogeneous market group. In a recent report, “State of the Hispanic Consumer: The Hispanic Market Imperative,” Nielsen (2012) states that:
... CONSUMER REACTIONS TO COMPARATIVE ADVERTISING. Linda L. Golden , University of Texas at Austi... more ... CONSUMER REACTIONS TO COMPARATIVE ADVERTISING. Linda L. Golden , University of Texas at Austin. ABSTRACT -. ... The data from the first three sections of the questionnaire were submitted to analysis of covariance (Bart and Goodnight, 1972). ...
The college population is an important target group for AIDS risk behavior demarketing. While col... more The college population is an important target group for AIDS risk behavior demarketing. While college students appear to be factually knowledgeable they reportedly often engage in highrish sexual behaviors. This study sheds light on this incongruity by investigating free association images of AIDS and the salient emotions revealed about the disease. The results suggest that students percecive strongly the finality
ABSTRACT The term "non-profit" has been criticized as fiscally inaccurate and negative,... more ABSTRACT The term "non-profit" has been criticized as fiscally inaccurate and negative, when the goal of these organizations is, in fact, positive. The United States Internal Revenue Service (IRS) Code states that earnings gained by "non-profit" organizations may not benefit individuals or stakeholders, which neglects a broader, social-context definition of the term "stakeholder". The concept of "social profit" is a more positive, more accurate descriptor of an orientation toward benefit to all societal stakeholders. This paper presents a new conceptual framework for social impact, "social profit," which can be a goal shared by for-profit enterprises and non-profit organizations ("pure social profit enterprises"). Applying this universal term connects a diverse array of organizations in their common purpose: benefitting society. The increased importance of ethical behavior, transparency, and accountability demanded in the marketplace presents unique opportunities and challenges for enterprises of all kinds. We assert that social profit enterprises (SPEs), when managed like their for-profit counterparts, impact social improvement more widely and deeply than any other market entity. A range of social profit enterprises (SPEs), SPE functions, and methods for determining the strategic value of social profit ventures (SPVs) are identified. By rebranding the nomenclature used in discussing social good and utilizing the rigor of for-profit, business-like thought, social profit enterprises can maximize their impact. These practices would include implementing evaluative metrics, standards-based goals, individual stakeholder incentives, conservative operations, enterprise risk and opportunity management (EROM), and effective communications strategy. This paper provides suggestions for so doing. INTRODUCTION With increased access to and use of technology in modern society, the world's citizens are more connected to and aware of each other than ever before. Globalization has forged an inextricable relationship among all global stakeholders. Social issues, like climate change, world poverty, famine, disease, inhumanity, over-indebtedness, economic infrastructure crises, child abuse, gender inequity, and modern slavery, are impacting the planet, its people, and its societal organizations. Now, with more information and broader perspective, the importance of social context has been crystallized, for without people or a planet, profit cannot exist. Businesses, organizations, and citizens are responding with momentum, because they realize the survival risk has become too high. Marketing has a strong role to play in addressing all of these issues and has done so to various degrees at various times (Andreasen 1982, 1993, 1994, 1995, 2006; Fox and Kotier 1980; Kotler and Levy 1969; Kotier and Roberto 1989; Kotier and Zaltman 1971; Maignan and Ferrell 2004; Peattie and Peattie 2009). But, for marketing and other disciplines, we lack a nomenclature and strong metrics to measure our progress and to unify the focus of various ways of thinking about and addressing societal needs, benefits, and issues. A unifying semantic nomenclature and metrics may help better align our intentions with our behaviors and results, since with some social causes we are running out of time. In this paper we offer a new conceptual framework for discussing the pursuit of social good: "social profit". We discuss how the idea of "social profit" helps to connect different enterprises in their common purpose of pursuing social good, and how it encourages business-like thought and principles in the provision of and communication about social benefit, re-defining the functions and classifications of social profit enterprises (SPEs). We stress the importance of metrics-based evaluation and offer methods to determine the strategic value of social profit ventures (SPVs). THE SOCIAL PROFIT MARKETPLACE Ideally, enterprises are formed to fulfill a need in the marketplace and some of those needs form around societal benefit. …
This study examines the effects of objective (factual information) and subjective knowledge (an i... more This study examines the effects of objective (factual information) and subjective knowledge (an individual's self-assessment of how much knowledge s/he has) on information-seeking intentions and source preferences. It explores the human papillomavirus (HPV) knowledge inequalities in groups of young adults aged 18-26 years with and without vaccinations and diagnosis, and different demographics/socio-economic and perceptions of health status. Higher subjective HPV knowledge leads to greater information-seeking intentions from family/friends and mass media but not from health professionals and the Internet. Objective HPV knowledge did not matter for information-seeking. The important role of demographics/socio-economic and perceived health status is also discussed.
... 1959). In the midst of varying methodologies and different focuses, some studies support the ... more ... 1959). In the midst of varying methodologies and different focuses, some studies support the congruence while others do not. ... hypotheses: 1. To investigate the congruency between sex role self-concept and sex-typing of products; 2 ...
... Linda L. Golden , The University of Texas at Austin. ... Donna Coogan (Student), University o... more ... Linda L. Golden , The University of Texas at Austin. ... Donna Coogan (Student), University of Cincinnati. ... Morris and Cundiff (1971) reported that males with feminine identification and a high level of manifest anxiety expressed unfavorable attitudes toward the use of a feminine ...
Previous literature provides insight into the importance of beliefs and other intrapersonal varia... more Previous literature provides insight into the importance of beliefs and other intrapersonal variables for health-related information acquisition and behavioral change. The results of an empirical investigation evidence the unique strength of the role of core health beliefs for each of the multi-level measures. Directions for the development of effective marketing strategy are discussed.
In brief: Five mouth guard designs were made for 18 high school and university quarterbacks. The ... more In brief: Five mouth guard designs were made for 18 high school and university quarterbacks. The mouth guards were evaluated for speech intelligibility when the players called representative signals. Speech intelligibility was significantly better with custom mouth guards constructed on a cast of the player's dental arch than with the self-adapted mouth guards. All quarterbacks preferred the custom mouth guard with occlusion and restricted palatal coverage for use during the season.
The relative influence of comparative and noncomparative advertising on purchase intention rating... more The relative influence of comparative and noncomparative advertising on purchase intention ratings, perceptions of believability, credibility, quantity of information, and usefulness of information is investigated. The impact of the advertiser's competitive position, claim substantiation, and theme are considered, and the degrees of brand loyalty toward the advertised and competing brands are treated as covariates. Results indicate that ratings of purchase intentions, believability, and credibility were not differentially affected by comparative and noncomparative advertisements; however, the relative effectiveness of comparative advertising is influenced by the theme and advertiser's competitive position. The terms in the model did not explain a significant amount of the variation in ratings of quantity and usefulness of information.
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